Stay Gold

Members
Room.

For Stay Gold members, members on hold, and anyone who came to one of our events in the last 30 days.

Questions? Text us at 647-691-6912.

01 The story

The poem
isn't sad.
It's an
instruction.

Robert Frost wrote the law in 1923: nothing gold can stay. S.E. Hinton wrote the response in The Outsiders (1967): Ponyboy recites the poem, and Johnny Cade's last words back to him are "stay gold, Ponyboy."

The story on staygold.fit/brand

The name takes Frost's line and argues with it. Yes, nothing gold can stay. Stay anyway. That's a gym. That's the whole business.

No after photo

You can't bank fitness. We don't sell the outcome, we sell the practice. There's only the next session.

On the block

Two neighbourhood gyms in the west end. Run club leaves Brock Tuesdays at 7. The community fridge is out front.

Premium basic

Barbells, coaches, a clock and people who come back. Nothing extra. Everything well made.

Footnote: Coppola filmed The Outsiders in 1983 with a cast that was nobody yet. Patrick Swayze, Tom Cruise, Rob Lowe, Emilio Estevez, Matt Dillon, and Ralph Macchio as Johnny, a year before he learned to wax on. Turns out some gold does stay.

02 Who we are

People
first.
Athletes
second.

Everyone who walks in is a person before they're a client, and an athlete whether they believe it yet or not. Six words we run on. It's what we hire for, what we coach by, and what we expect from each other on the floor. We call them the Six H's.

About us on staygold.fit/about

03 Everyone

Everyone's
welcome.
We mean it.

You don't need to be fit to start, you don't need to look a certain way, and you never have to explain who you are.

The member welcome at staygold.fit/welcome

Every body. Every goal.

Body positive doesn't mean pretending goals don't exist. Some people want more energy or to feel stronger. Some want to lose weight, some want a certain look, some want to gain size, and some never think about how they look at all. Every one of those is welcome, coached without judgment.

Every goal is welcome

We never

InBody scan

Included, and completely opt-in. Body composition for members who want it in their goals. Skip it and nobody asks why. The results belong to the member.

This is a safe space banner at Stay Gold

Zero tolerance.

Racist, homophobic, transphobic, misogynistic or discriminatory behaviour, in any way, will not be tolerated. It hangs on our wall, so it goes in this book. Zero tolerance means what it says: a coach steps in, every time.

04 The method

Built for
the
long game.

Gold Standard is how we program. One job: make you stronger without breaking you, so you can keep training for decades.

How it shows up in class: staygold.fit/classes

Tempo

down

hold

explode

hold

We write tempo as four digits: 31X1. X means explode, and explode is relative. It's whatever speed you can move the weight at that moment, so rep eight won't look like rep one, and that's fine.

Time under tension is how long a muscle is actually working in a set. Slow the reps down and you get more stimulus with less weight on the bar. The slow lowering builds tendons and shows weak spots before they turn into injuries.

"Slow on the way down. Slower. There."

05 Logo system

Wordmark
first.
Always.

Reach for the wordmark by default. Use the smiley when space is tight or the wordmark is already on the page. Icons are punctuation, never the logo. Every mark is hand-drawn: use the files, never redraw or retype them. Tap a colour dot to preview it, then grab SVG or PNG.

Icons

Black-fill originals on white. White-fill inverts on gold or black. One per moment. Each comes as SVG and PNG.

Clear space: ¼ of the logo's width, every side

Clear space

Leave space equal to a quarter of the logo's width on every side. Nothing gets inside it: no text, no edges, no other logos.

Minimum size

Which colour

Black on light, white on dark, gold on black. Never gold on white, never white on gold. On photos, white or the filled wordmark.

06 Class titles

Every class
has its own
title art.

Class names are drawn, not typed. Use the art in posts, schedules and signs. Each comes white on black and black on white.

Class descriptions at staygold.fit/classes

Masters live in the ClassNames folder in Drive.

07 Colour

Gold is
earned.

Black and white carry everything. Use gold like a medal: one gold thing per piece, where it means something. Tap any value to copy it.

70% white

25% black

Pairings

Adobe swatches (.ase)Colour values (.txt)

08 Type

One family.
Rubik.

Rubik is free with an open licence, fine for anything commercial. It's already on staygold.fit. In Google Docs it's under More fonts. In Canva, search Rubik. On your computer, install the files below.

Download fonts (.zip)Rubik on Google Fonts ↗

The guides get a serif

Nutrition Unlocked

Build a plate, bust a few myths, then unlock the recipes.

The Unlocked guides use Fraunces for titles and Newsreader for reading. Rubik still runs every button. Guides only: never on ads, signage, social or the logo.

Nutrition Unlocked ↗Recovery Unlocked ↗

Always

Headlines in caps, ExtraBold, tight leading. Sentence case for body. Labels small, bold, tracked open. Body 12 pt minimum in print, 16 px on screen.

Never

Typing STAY GOLD in a font as a logo. Retyping class names. Script fonts, even for signatures. Wide-tracked headlines. Italic display type, outlines or drop shadows.

For developers

font-family: "Rubik", "Helvetica Neue", Arial, sans-serif; --serif: "Fraunces", Georgia, serif; /* guides only */ --text: "Newsreader", Georgia, serif; /* guides only */

00 Motion

Unmotion.

We move like a text editor. Two core moves, typing and hard cuts, plus blinks, waves, ripples, stretches and a set of hard-cut kinetic moves: repeat, erode, spread, scatter, corners and fragment. No sliding, no easing, no bounce, no effects. The cadence shows you how to read it. Tap any cell to replay. Double-tap one to send it to the post builder.

Want one of these on your own photo, as a video? Make it in the post builder, pick the move, download the MP4.

Cadence

Type at 50 to 70 ms a letter. Cut words at 200 to 300 ms. Hold the last frame at least 1.5 seconds, long enough to read twice.

One move per frame

Type, cut or slide. Never stack them. Waves and ripples are for one line of type, never body copy.

Read for impact

The word that lands last gets the weight, so pause before it. “So we come back… tomorrow.” In video, cut on the beat.

Not for everyone: the site respects your device's reduce-motion setting, and the Motion button in the corner turns it all off.

09 Voice

Blunt.
Specific.
Human.

Short sentences. Numbers beat adjectives: "small groups" is a claim, "eight people" is a fact. We talk as "we" to "you". No em dashes. Sign off ~The Stay Gold team.

We say

We never say

Voice checker

Paste it before you post it.

Captions, emails, signs. It flags words we don't use, em dashes and hype, and suggests the Stay Gold version.

10 Logo lab

Where's
it going?

Pick the job. You get the right mark, the right colour, the reason, and the file.

11 Post builder

Make
the post.
Keep it
on brand.

Upload your own photo or use one of ours, drop a logo on it, write a line. Keep it still for a photo, or make the words move and download a video. Everything stays inside Instagram's safe zones.

Show app overlay Drag the photo to reposition.

Upload your photo ↑

or pick one of ours, or go with a solid colour.

Format

Solid colour background

Tap a colour to drop the photo. Tap a photo to bring it back.

Our photos

Upload your own

Zoom

Put the photo credit on the image

Logo

Colour

Position

Size

Words

Finish Darken the photo behind the words Checkerboard strips, top and bottom

Words move

Still saves a photo. Pick a move to make a video of the words animating over your photo.

Tag the photographer and the location. Post faces only with people's OK.

00 Poster studio

Equal parts
flyer and
gallery.

The unbrand. Plain type, exposed structure, everyday formats: a tear-off flyer, a dictionary entry, a receipt, a warning label, a list. Pick one, write anything, download it for social or print.

Template

Size

Paper

Headline

Small print

Lists, definitions and receipts read one line at a time. On the receipt, split each line with a | for the right-hand column.

Ready-made. Tap one to open it.

00 In the wild

Out there,
on the
street.

What Stay Gold looks like off the screen. Plain type, our own photos, the wordmark and nothing else. Use these in decks, pitches and partner kits. Tap any one to open it full size.

Stay Gold wheatpaste wall mockup — Wheatpaste wallDownload ↓

Stay Gold poster row mockup — Poster rowDownload ↓

Stay Gold brick wall posters mockup — Brick wall postersDownload ↓

Stay Gold subway poster mockup — Subway posterDownload ↓

Stay Gold rooftop billboard mockup — Rooftop billboardDownload ↓

Brand book spreadDownload ↓

Stay Gold roller door mockup — Roller doorDownload ↓

Brand guide boxDownload ↓

Need a set for an event or a season? The template lives in Website / stay-gold-in-the-wild / _template. Ask Claude for “a new in-the-wild set” and give it the details.

12 Photography

Real people.
Real work.

Real members mid-work, real light, the room as it is. Every body, every age, every gender. Nobody posing for an after photo. Every shoot and event, newest first, credited to the people who made them.

Faces mid-effort, laughing between sets, coaches coaching, chalk and sweat.

Natural light, slight grain, black and white when colour gets noisy.

Don't

Before-and-afters, posed flexing for the camera, stock photos, filters.

Always

Credit the photographer. Ask before posting someone's face. Kids only with a parent's yes.

13 Tee designer

Make merch
that looks
like us.

Pick a blank and an ink, then a mark, a slogan or your own words for the front and back. Sizes are in inches for your printer. Save the mockup when it's right.

Merch we already make: the Stay Gold shop

Shirt

Ink

Front

Size

Back

Size

Front and back side by side.

Got a design you love?

Send it in. It could be our next run.

No promises and no order. We look at every design when we plan our next merch run, and if yours makes the cut, we'll be in touch. You get a copy too.

Goes to hello@staygold.fit with your mockup and the print files.

14 Tools

The small
stuff,
done right.

An email signature everyone shares, and QR codes that tell us which flyer actually worked.

Email signature

Name Role Location Phone (optional)

Paste into Gmail: Settings, Signature.

Trackable QR code

Where it goes

Tracking a specific spot? Name it (optional)

Code style

Bold codes log the date and time of every scan in the Stay Gold QR Codes sheet. Every code carries utm tags, so visits also show up by flyer in Squarespace and Google Analytics. Leave the spot blank for the fattest code. Name a spot only if you want to compare one flyer against another.

16 Downloads

Everything,
in one place.

Every logo as SVG and PNG, the fonts, the colours, and the source folders. Use what's here, never a screenshot.

The whole brand kit

Every logo and icon (SVG + PNG at 512, 1024 and 2048 px), Rubik and the guide fonts, Adobe swatches, colour values and a one-page usage sheet.

Brand kit (.zip) ↓Logos only Fonts only

Every file

Source folders

Contact

Members
Room.

Something
special.
Just for
members.

The poem
isn't sad.
It's an
instruction.

People
first.
Athletes
second.

Everyone's
welcome.
We mean it.

Built for
the
long game.

Wordmark
first.
Always.

Icons

Every class
has its own
title art.

Gold is
earned.

One family.
Rubik.

Unmotion.

Blunt.
Specific.
Human.

Paste it before you post it.

It's a gym.

Where's
it going?

Make
the post.
Keep it
on brand.

Equal parts
flyer and
gallery.

Out there,
on the
street.

Real people.
Real work.

Make merch
that looks
like us.

The small
stuff,
done right.

Email signature

Trackable QR code

Please don't.

Everything,
in one place.

Makethe post.Keep iton brand.

Equal partsflyer andgallery.

Real people.Real work.

Make merchthat lookslike us.

Make
the post.
Keep it
on brand.

Equal parts
flyer and
gallery.

Real people.
Real work.

Make merch
that looks
like us.