What clients forward

Pull twenty client emails from a studio and count what got replied to, then count what got forwarded. They're different documents.

The numbers in a body composition scan are a table, and tables don't travel. A line like "your visceral number is the one moving first, and that's the one that matters most for the next three months" travels, because a person can say it out loud to their partner.

This has a practical consequence for how the work gets written. If the goal is that clients talk about you, the output has to be quotable by someone who isn't a coach.

Most report generators optimize for completeness. Completeness is the enemy of quoting, because a document with forty data points has no line that stands out enough to repeat.

The fix is a hierarchy: one figure, one sentence about what it means, one thing to do next, and the rest available but not in the way.

That's not dumbing it down. It's deciding what the client will remember, and writing that first.

MOJOWAY's body kit is built around that hierarchy, so the part clients repeat to other people is the part the coach actually meant.