Before anyone asks, this is for a company I'm working on... The idea is to appeal to both the holistic / organic as well as the hardcore / extreme fitness types. The company certifies instructors, so for the most part they are all "hardcore" because they're the "best of the best".
That being said, I'm going for a bio-mech theme. Biomechanics is what fitness is all about and it sounds intentionally intellectual because our certified instructors are meant to be experts in their field. The company's shtick is that the human body is a beautiful, organic, machine and we are experts at understanding how it works :)
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