BURNT Studios

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Finding

People often quit fitness because they feel their efforts aren't perfect, believing success is "all or nothing."

Insight

People believe fitness must be perfect to matter.

Concept

Strong by choice.

Objective

Encourage people to prioritise achievable fitness goals over perfection.

"Strong by Choice" emphasises that strength comes from the decision to take action, not from meeting unrealistic standards. It empowers individuals to focus on progress, not perfection, making fitness accessible and sustainable at every stage of the journey. This approach stimulates a healthier relationship with fitness by celebrating effort and consistency, rather than comparing to idealised standards.