Homepage iPad design.

The Bodyweight Warrior

CONTENT CREATION | EMAIL MARKETING

Tom Merrick is a world-leading callisthenics & handstand coach. He is also the creator behind The Bodyweight Warrior, a hugely influential YouTube channel teaching subscribers how to move forward on their training related goals.

The Bodyweight Archetype monthly newsletter.

Tom’s visual identity was already well established on YouTube with training Vlogs, a laid-back style of presentation, bold lightning blue & DIN Condensed caps. Any email communications had to seamlessly reflect that same aesthetic and sense of clarity. Tom was looking for help developing a regular newsletter that could serve as another touchpoint for subscribers, also helping to point attention towards his seminar sales and an established online shop.

Given Tom’s strong online presence, frequent collaborations (like podcasts and video crossovers), and an engaged audience, short-form interviews for the newsletter felt like a natural extension of his brand. No filler. Just clarity, value, and voice.

THE BRIEF

Archetype featuring Ikagai.

My collaboration with Tom began by developing automated email flows for users of his training app and expanded into designing downloadable training PDFs. But the bulk of our work together is The Bodyweight Archetype newsletter, which is delivered twice monthly.

Inspired by Jungian archetypes, the newsletter combines Tom’s philosophical leanings with practical health and fitness insights. It features short interviews with thought leaders in calisthenics and beyond, Q&As sourced from his audience, curated book and product recommendations, striking photography, and more. Built to flex with shifting priorities, it’s an adaptable platform designed to grow with the brand.

THE PROCESS

Building a regular newsletter for Tom would allow him an outlet to announce future products, new videos, courses, podcast episodes and anything else - it was future-proof and a platform that was free of the algorithm-related issues so prevalent on the social platforms.

"George has been a huge for helping create more content for Bodyweight Warrior. His eye for detail and knack for curating clear, engaging pieces has really elevated our newsletter and written material. He just gets the tone of the brand and consistently delivers high-quality work that connects with our audience. Couldn’t recommend him more!"

TOM MERRICK, THE BODYWEIGHT WARRIOR

iPhone Archetype design on iPhone.

Homepage design.

Collaborating with Tom has been a genuine career highlight. Through newsletters and design work for The Bodyweight Warrior, I’ve helped strengthen his brand’s voice and build deeper, more consistent communication with his audience.

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