Copy Standards

These are the style rules and terminology we use across all Life Time content. When looking for a rule that is not included, please consult the Chicago Manual of Style and Garner’s Modern American Usage (for rules, usage, etc.) and Associated Press Stylebook (for number usage and abbreviated states and months).

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Jump to: A C D E F H I J N P S T W

Frequently Used
Type Example Instructions
Type
Dates
Example
Saturday, July 28
Instructions
Spell out a date and preferably include the day of the week. Do not use ordinal numbers in dates (i.e. 2nd, 3rd, 8th)
Type
Dates, Ranges
Example
September 19–20

October 29–November 8
Instructions
Use the en dash (–) with no spaces in date ranges
Type
Times
Example
8:30am–noon

8:30am–2:00pm
Instructions
Use the en dash (–) with no spaces in time ranges

Use am or pm (lowercase and without periods or spaces).
Use noon instead of 12pm and midnight instead of 12am.
Type
URLS
Example
www.lifetime.life/chanhassen
Instructions
Include “www” in our web addresses.
Type
Phone Numbers
Example
612.555.1212
Instructions
Use periods to separate the parts of a phone number.
Type
Numbers
Example
One, Two, Five, Nine

10, 27, 136, 1,789
Instructions
Spell out numbers one through nine; use numerals for 10 and higher. 

Exceptions listed below.
Type
Numbers, Ages
Example
4 years old

8 month old

Ages 2-4
Instructions
Use numerals for ages
Type
Numbers, Ranges
Example
2-10 feet

28-30 days
Instructions
Use numerals for ranges
Type
Numbers, Start of Sentence
Example
Sixteen classes are offered…

Seventy-eight trainers are on staff…
Instructions
Spell out numbers beginning a sentence
Type
Numbers, Measurements
Example
5 feet (or 5’)
24 square inches (or 24” square)
Instructions
Use numerals for measurements
Type
Dates, In Sentence
Example
The race will take place on Saturday, July 28, at the club.
Instructions
Include a comma after the year. (Or day?)
A
Type Example Instructions
Type
Abbreviations
Example
  • When he participated in TEAM Weight Loss, he lost 52 lb.
  • Most sparkling water products contain 12 oz.
Instructions
Avoid if possible. This includes addresses and units of measure.
Exception: Space constraints or specific usage. When it’s necessary to abbreviate —such as lb., oz., yd — do not use “s” if plural.
Type
Ages
Example
Hyphenate ages in the noun and adjective forms shown:
  • Their youngest child is a three-year-old.
  • A five-year-old child isn’t always ready for kindergarten.
Instructions
But no hyphens in this context: His daughter is now 10 years old.
Type
Ampersand/And
Example
Save on LifeSpa and Dermabare services
Instructions
Never use an ampersand (&) when space allows for “and.”
Type
Apostrophe
Example
  • Kids Swim Lessons Kids Play
  • Ladies Night
  • We require a parent’s signature on the form.
  • Have your kid’s birthday party here at Life Time.
Instructions
Follow common rules of grammar for apostrophes except do NOT use an apostrophe with LTF events or classes such as: Parents Night Out.
Type
Asterisk
Example
  • Register now for a limited-edition race T-shirt.*
  • You’ll get 200 LT BUCK$,* and they can be used for many in-club programs.
Instructions
An asterisk should come after other punctuation, with the exception of a colon.
C
Type Example Instructions
Type
Charter Member
Example
 
Instructions
A person who joins a new Life Time location after all Founding memberships have been reserved is considered a Charter Member.
Type
Child Center
Example
Members get two complimentary hours a day in the Child Center, either with paid junior dues or if they have child(ren) in Life Time Kids Academy.
Instructions
Always capped. Do not use Childcare Center.
Type
Comma
Example
  • The Group Fitness classes are challenging, energizing and fun.
  • Exception: The Group Fitness classes are challenging, energizing and fun.
Instructions
When three or more items are listed in a series, and the last item is preceded by “and,” “or” or “nor,” do not use a comma after the item that precedes the conjunction. An exception is when it’s necessary or helpful to clarify the meaning.
Type
Companies Inside
Example
LifeCafe®
LifeClinic Physical Therapy & Chiropractic℠
LifePower Yoga℠
LifeSpa℠ (logo gets ® )
Life Time® Academy
Life Time® Cycle
Life Time Foundation℠
Life Time® Group Fitness
Life Time® Health
Life Time® Kids
Life Time® Kids Academy
Life Time® Pilates
Life Time® Racquetball
Life Time® Run
Life Time® Special Events
Life Time® Sport Medicine Clinic (for use in Canada)
Life Time® Squash
Life Time® Swim
Life Time® Tennis
Life Time® Training
Life Time® Weight Loss
Member Advantage
LT Physical Therapy℠
LT Physical Therapy & Chiropractic Care℠
LT Proactive Care Clinic℠
Ultimate Hoops®
Instructions
 
Type
Company Description
Example
Avoid:
  • "Life Time is more than a gym." (Saying this implies that Life Time is a gym.)
  • "Find your closest Life Time gym." (Instead, write "Find your closest Life Time location," or "Find your closest Life Time.")
Instructions
When talking about Life Time, avoid using nouns like “Gym” or “Fitness Center.” While Life Time is those things, it limits our approach of using “Healthy Way of Life.”
Type
Company Name
Example
Life Time®
Business name: Life Time, Inc.
Instructions
(Always keep “Life” and “Time” on the same line.)
Type
Copyright Line
Example
©2019 Life Time, Inc. All rights reserved. XXXXXXXXX
Instructions
The last 8 characters are the job number. Always keep “LIFE” and “TIME” on the same line.
D
Type Example Instructions
Type
Dates
Example
Saturday, July 28,2020
Instructions
Spell out a date, and preferably include the day of the week. Do not use ordinal numbers in dates (i.e., 2nd, 3rd, 8th, 31st).
Type
Dates in a Sentence
Example
The race will take place on Saturday, July 28, 2020, at the club.
Instructions
Include a comma after the day or year.
Type
Date Ranges
Example
  • September 19–20
  • October 20–November 8
  • Monday–Wednesday, August 14–16, 2020 (within same month)
  • Monday, August 14–Friday, September 1, 2020 (different months) Monday and Tuesday, August 14 and 15, 2020 (two consecutive dates)
Instructions
Use the en dash (–) with no spaces in date ranges. List the days first followed by the month, dates and year.
Type
Dates in legal copy
Example
7/22/17
Instructions
For legal copy and other nonpromotional usage, you may use the shorter form with numbers and slashes.
E
Type Example Instructions
Type
e.g.
Example
There are many health benefits associated with yoga, e.g., improved flexibility, strength and concentration.
Instructions
Use “for example” when possible, but e.g. can be used when space is limited. Both terms should always be followed by a comma.
Type
Ellipses
Example
 
Instructions
Avoid using ellipses. If needed for dramatic effect, use an em dash with a space before and after it. (See next entry.)
Type
Em dash
Example
  • By Friday — or even sooner if possible — I’ll have an answer for you.
  • She lives in Minneapolis — in Uptown, I believe.
Instructions
Use an em dash (shift+option+hyphen on a Mac) with a space before and after it to indicate a break in thought or in sentence structure, or to explain or amplify a phrase.
Type
En dash
Example
  • 5–10 years old
  • September 1–15
  • 9am–5pm
  • $50–$100
Instructions
Use an en dash (option+hyphen on a Mac) without spaces between a range of ages, dates, times, prices, numbers, etc. Do not use an en dash if the phrase begins with “from” or “between.”
Type
Exclamation point
Example
Instructions
Avoid using exclamation points. Copy should be engaging enough — as written — without the need for exclamation points. For example, do not use “Hurry in today!” when “Hurry in today.” conveys the same effect, but in a more sophisticated way.
F
Type Example Instructions
Type
Founding Member
Example
 
Instructions
A person who joins a new Life Time location before the Grand Opening is considered a Founding Member. Founding memberships are limited.
H
Type Example Instructions
Type
Holidays
Example
  • New Year’s Eve; New Year’s Day
  • Presidents’ Day
  • Valentine’s Day
  • Saint Patrick’s Day (or St. Patrick’s Day)
  • April Fools’ Day
  • Mother’s Day
  • Memorial Day
  • Father’s Day
  • The Fourth of July; July Fourth; the Fourth;
  • Independence Day Labor Day
  • Halloween
  • Veterans Day (no apostrophe)
  • Thanksgiving Day
  • Christmas Eve; Christmas Day
Instructions
 
Type
Hyphen
Example
  • high-quality cardio equipment, family-focused events.
  • wholly owned corporation, easily remembered name
Instructions
Use hyphens in compound modifiers. Exception: No hyphen when the first word is an adverb and ends in "ly."
I
Type Example Instructions
Type
i.e.
Example
The presentation covered all but one point: i.e., what is the budget?
Instructions
Use “that is” (or “namely”) when possible, but i.e. can be used when space is limited. These terms should always be followed by a comma.
Type
It’s v. its
Example
  • It’s time for our meeting.
  • The airline canceled its 11am flight.
Instructions
“It’s” is a contraction for “it is” or “it has.”

“Its” shows possession.
J
Type Example Instructions
Type
Joining fees
Example
 
Instructions
This should always be plural, never joining fee.
Type
Junior Membership
Example
 
Instructions
A Junior Membership is an add-on feature to an adult membership, and it allows kids ages 3 months to 11 years limited access to the club along with two complimentary hours at the Child Center daily.
N
Type Example Instructions
Type
Numbers
Example
  • One, two, five, nine
  • 10, 27, 236
Instructions
Spell out numbers one through nine; use numerals for 10 and higher. Exceptions listed below.
Type
Numbers, ages
Example
  • 4 years old
  • 8-month-old
  • Ages 2–4
Instructions
Use numerals for ages
Type
Number ranges/And
Example
  • 2–10 feet
  • 28–30 days
Instructions
Use numerals for ranges
Type
Numbers, start of sentence
Example
  • Sixteen classes are offered…
  • Seventy-eight trainers are on staff…
Instructions
Spell out numbers at the beginning of a sentence.
Type
Numbers, measurements
Example
  • 5 feet
  • 24 square feet
Instructions
Use numerals for measurements
P
Type Example Instructions
Type
Personal titles
Example
  • General Manager John Smith
  • John Smith, general manager
Instructions
Capitalize someone’s title only when it precedes their name, per AP style.
Type
Phone numbers
Example
  • 612.555.1212
  • 888.583.2622
Instructions
Use periods to separate the parts of a phone number. Do not include a ”1” at the start of long-distance numbers.
Type
Preview Center
Example
 
Instructions
Our on-site preopening location is a Preview Center, never a “presale” or “preopening center.”
Type
Promotional language
Example
  • Save 40% on…
  • Save $50 on...
  • Get 40% off
  • Take $50 off
Instructions
In promotional copy, use “Save XX on” or “Get/Take XX off.”
S
Type Example Instructions
Type
Seasons of the year
Example
  • (body copy): Our third location in Massachusetts will open in spring 2020.
  • (heading in title case): Life Time® Chestnut Hill Opening Set for Spring 2020
Instructions
All lowercase unless the season is in a head or subhead that’s in title case.
T
Type Example Instructions
Type
Time
Example
  • 8:30am–noon
  • 8:30am–2pm
Instructions
Use the en dash (–) with no spaces in time ranges
Use am or pm (lowercase and without periods or spaces)
Use noon instead of 12pm and midnight instead of 12am
Type
Titles/Names of Books, Movies, Albums, Songs, TV Programs & Works of Art
Example
 
Instructions
  • Capitalize the principal words, including any prepositions and conjunctions of four or more letters.
  • Only capitalize an article (the, a, an) or word of fewer than four letters if it’s the first or last word in a title.
  • Add quotation marks.
Type
Trademarks/Service marks/Logos
Example
 
Instructions
Trademarks, service marks and logos represent intellectual property rights owned by an organization, and they are valued assets of that organization.

Always use the proper spelling, spacing and capitalization, and include the trademark or service mark symbol (®, ™ or ℠ as applicable) in superscript. If you are unable to superscript the symbol, use parentheses: (R), (TM) or (SM).
W
Type Example Instructions
Type
Website addresses /URLs
Example
  • www.lifetime.life
  • www.my.lifetime.life
  • Exception: shop.lifetime.life
Instructions
Include “www” in our web addresses

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