The Power of Words
We're in the power business.
Every word we use across the wYldfire family is chosen on purpose. Here is why.
Why we speak this way
Every word, on purpose.
Women are taught to soften every sentence before it leaves their mouths. We do the opposite.
Across every wYldfire company, we speak the way a woman sounds when she is done holding it in: bold, honest and real. When we curse, it is deliberate. When we say no, we mean it. When we name a feeling, we name it plainly.
Words change what happens in the body and the brain. That is not a slogan. It is research, and it is why language sits at the center of everything we build.
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The research
Strong words. Real results.
Psychologists have been measuring what happens when we curse, name our feelings and talk to ourselves. The findings point in one direction: words carry power.
+24WATTS
Peak cycling power rose by 24 watts when people repeated a swear word, without feeling like they were working any harder.
Stephens et al., Keele University, Psychology of Sport and Exercise, 2018
+2.1KG
Average grip strength rose by 2.1 kilograms when people swore during the test.
Stephens et al., Keele University, Psychology of Sport and Exercise, 2018
↓CALM
Putting a feeling into words quieted the amygdala, the brain's alarm center, in a UCLA brain-imaging study.
Lieberman et al., UCLA, Psychological Science, 2007
Confidence, focus and flow
A 2025 study found that swearing helped people hold a difficult position longer, and that the boost came from feeling more confident, more focused and more in the flow. In other words: it helps you stop holding back.
Stephens, Dowber, Richardson and Washmuth, American Psychologist, 2025
The coach in your own voice
Talking to yourself by name, or as "you," the way you would talk to a friend, helps people handle stress and think more clearly under pressure.
Kross et al., University of Michigan, Journal of Personality and Social Psychology, 2014
Five power words
Words that do the work.
A few of the words we lean on, what they mean, and why they carry so much power.
01 · The release word
Fuck.
A well-placed curse can make you stronger, braver and better able to push through pain. It is not for shock. It is a pressure valve, and it hands the power back to you.
Backed by the swearing research
02 · The boundary word
No.
A complete sentence. It protects your time, your body and your peace, and every honest no makes room for a better yes.
The heart of the FIRM™ Method
03 · The coach within
Your name.
Say it the way you would say a best friend's name before a big moment. Speaking to yourself by name steadies the mind when the pressure is on.
Backed by the self-talk research
04 · Name it to tame it
I'm pissed.
Calling a feeling exactly what it is quiets the brain's alarm center. You do not have to pretend you are fine to get to fine.
Backed by the affect labeling research
05 · The two most powerful words
I am.
Whatever follows them, you begin to become. Choose them like you are choosing your future, because you are.
The heart of every activation
The words are the work
Say it plainly. Say it proudly. Say it loud.
Every activation, guide, journal and gathering in the wYldfire family is written this way, so the words you hear become the words you live by.
Find your power words.
Hear them in action in BLAZE Activate, where every activation is written to help you rise.
Enter BLAZE
The Power of Words
We're in the power business.
Every word we use across the wYldfire family is chosen on purpose. Here is why.
Why we speak this way
Every word, on purpose.
Women are taught to soften every sentence before it leaves their mouths. We do the opposite.
Across every wYldfire company, we speak the way a woman sounds when she is done holding it in: bold, honest and real. When we curse, it is deliberate. When we say no, we mean it. When we name a feeling, we name it plainly.
Words change what happens in the body and the brain. That is not a slogan. It is research, and it is why language sits at the center of everything we build.
Y
The research
Strong words. Real results.
Psychologists have been measuring what happens when we curse, name our feelings and talk to ourselves. The findings point in one direction: words carry power.
+24WATTS
Peak cycling power rose by 24 watts when people repeated a swear word, without feeling like they were working any harder.
Stephens et al., Keele University, Psychology of Sport and Exercise, 2018
+2.1KG
Average grip strength rose by 2.1 kilograms when people swore during the test.
Stephens et al., Keele University, Psychology of Sport and Exercise, 2018
↓CALM
Putting a feeling into words quieted the amygdala, the brain's alarm center, in a UCLA brain-imaging study.
Lieberman et al., UCLA, Psychological Science, 2007
Confidence, focus and flow
A 2025 study found that swearing helped people hold a difficult position longer, and that the boost came from feeling more confident, more focused and more in the flow. In other words: it helps you stop holding back.
Stephens, Dowber, Richardson and Washmuth, American Psychologist, 2025
The coach in your own voice
Talking to yourself by name, or as "you," the way you would talk to a friend, helps people handle stress and think more clearly under pressure.
Kross et al., University of Michigan, Journal of Personality and Social Psychology, 2014
Five power words
Words that do the work.
A few of the words we lean on, what they mean, and why they carry so much power.
01 · The release word
Fuck.
A well-placed curse can make you stronger, braver and better able to push through pain. It is not for shock. It is a pressure valve, and it hands the power back to you.
Backed by the swearing research
02 · The boundary word
No.
A complete sentence. It protects your time, your body and your peace, and every honest no makes room for a better yes.
The heart of the FIRM™ Method
03 · The coach within
Your name.
Say it the way you would say a best friend's name before a big moment. Speaking to yourself by name steadies the mind when the pressure is on.
Backed by the self-talk research
04 · Name it to tame it
I'm pissed.
Calling a feeling exactly what it is quiets the brain's alarm center. You do not have to pretend you are fine to get to fine.
Backed by the affect labeling research
05 · The two most powerful words
I am.
Whatever follows them, you begin to become. Choose them like you are choosing your future, because you are.
The heart of every activation
The words are the work
Say it plainly. Say it proudly. Say it loud.
Every activation, guide, journal and gathering in the wYldfire family is written this way, so the words you hear become the words you live by.
Find your power words.
Hear them in action in BLAZE Activate, where every activation is written to help you rise.
Enter BLAZE