The new homepage and product descriptions are going to be themed around the idea of excellence and building champions.
The members have become far too lax in putting GB in the same category as traditional fitness modalities. It's important that we make it explicit that they are being bred to become champions by a National-level coach. As such the "why" to everything is simple: because Coach is holding you to champion standards as he would with a developmental athlete.
Not everyone cares about the level of perfection that goes with truly being a champion, but its important they understand that even if they don't wish to go all the way to the top, the standard is the same. From what I see in the gym, Coach doesn't care whether someone aims to be an Olympian or not. He only cares that right now, this moment that they are giving their personal best to the drill or exercise they are on.
We want to build the beastly strength and physique in our customers. Getting them to have the correct attitude will be an important aspect of that.