{
  "brand": "Back2thegym",
  "site": "https://www.back2thegym.nl",
  "generated": "2026-09-04",
  "source": "live site (WordPress 6.9.7 + Flatsome 3.19.6), inline CSS + screenshots",
  "logo": {
    "wordmark_dark": "assets/logo/back-2-the-gym-breda.png",
    "wordmark_white": "assets/logo/B2TG-Logo-white.svg",
    "mark": "assets/favicon/B2TG-favicon-zwart-512.png",
    "header_layout": "stacked (mark above wordmark) on transparent header; horizontal in footer/print",
    "min_height_px": 60
  },
  "colors": {
    "primary": "#f50a0a",
    "primary-dark": "#b20000",
    "link": "#ff0000",
    "link-hover": "#7d0101",
    "tile-overlay": "#bf0000",
    "secondary": "#000000",
    "black": "#000000",
    "ink": "#191919",
    "heading": "#0a0a0a",
    "white": "#ffffff",
    "surface": "#f1f1f1",
    "grey": "#313131",
    "success": "#7a9c59",
    "whatsapp": "#25d366",
    "overlay": "rgba(0,0,0,0.5)",
    "header-sticky-bg": "rgba(255,255,255,0.9)"
  },
  "typography": {
    "heading": {
      "family": "Kimberley",
      "file": "assets/font/Kimberley.woff2",
      "weight": 400,
      "transform": "uppercase",
      "fallback": "Saira Extra Condensed, Orbitron, sans-serif",
      "sizes_px": { "h1": 44, "h2": 32, "h3-tile": 26, "footer-title": 22 }
    },
    "body": {
      "family": "'Segoe UI', Tahoma, Geneva, Verdana, sans-serif",
      "note": "no webfont loaded (Flatsome body = inherit); Inter/Roboto acceptable in mock",
      "size_px": 16,
      "line_height": 1.6,
      "color": "#191919"
    },
    "nav_button": { "weight": 700, "transform": "uppercase", "letter_spacing_em": 0.05, "size_px": 14 },
    "accent": { "family": "Dancing Script", "weight": 400, "use": "single-word accent only" },
    "presets_px": { "small": 13, "normal": 16, "medium": 20, "large": 36, "huge": 42 }
  },
  "layout": {
    "container_px": 1080,
    "section_padding_px": [80, 120],
    "section_rhythm": ["dark-hero", "light", "dark", "light", "light", "dark", "dark-footer"],
    "diagonal_divider_deg": 4,
    "header_height_px": 94,
    "header_sticky_height_px": 70,
    "tile_grid": { "desktop": 3, "tablet": 2, "mobile": 1, "ratio": "1:1" }
  },
  "components": {
    "button": {
      "radius_px": 0,
      "radius_alt_px": 12,
      "padding": "14px 28px",
      "primary": { "bg": "#f50a0a", "color": "#ffffff", "hover_bg": "#b20000" },
      "outline_on_dark": { "border": "#ffffff", "color": "#ffffff" },
      "outline_on_light": { "border": "#000000", "color": "#000000" },
      "icon": "chevron-right on primary CTA"
    },
    "nav": { "active_indicator": "2px underline #f50a0a", "color_on_hero": "#ffffff", "color_on_light": "#000000" },
    "hero": { "height": "100vh", "background": "video (assets/hero/Website_Horizontal_V2_final_lr.mp4) + overlay rgba(0,0,0,.5)", "align": "center", "ctas": ["outline: ONZE LESSEN", "primary: BOEK NU EEN PROEFLES! ›"] },
    "tile": { "overlay": "#bf0000 @ ~85%", "title": "Kimberley uppercase #ffffff centered", "hover": "overlay lighter" },
    "card_review": { "bg": "#ffffff", "radius_px": 12, "on": "#000000" },
    "image_radius_px": 12,
    "usp_check": { "icon": "check-circle", "color": "#7a9c59" },
    "whatsapp_fab": { "bg": "#25d366", "position": "bottom-right", "size_px": 56 }
  },
  "imagery": {
    "style": "own gym photos, red mats/black walls, real members, action, kids prominent; no stock",
    "hero": "motion (video or action photo), never empty room",
    "page_header": "full-width photo + dark overlay + Kimberley title, diagonal bottom edge",
    "ratios": { "content": "3:2", "portrait": "3:4", "tile": "1:1" },
    "icons": ["assets/images/gloves.svg", "assets/images/cardio.svg", "assets/images/kids.svg", "assets/images/arm-muscle.svg"]
  },
  "voice": {
    "person": "je/jij",
    "tone": "energiek, informeel, inclusief, veel uitroeptekens",
    "tagline": "Train hard, feel good!",
    "primary_cta": "Boek nu een proefles!",
    "secondary_cta": "Schrijf je nu in!",
    "kids_label": "Sporten voor Jonge Helden"
  }
}