ATG / Knees Over Toes Guy (Ben Patrick, Athletic Truth Group)
SUCCESSFUL IG 2.6M @kneesovertoesguy · YT 1.91M
Walked as buyer "Jake", an ex-athlete with a cranky knee.
Verdict: Fastest route to a personal-feeling result with real exercise videos; loses everyone who does not make an account.
IG: @kneesovertoesguy (also @atgonlinecoaching) · 2.6M on profile page (meta description says 3M)
Who they target: Anyone with knee/back/joint pain or who wants to be more athletic: injured athletes, ex-athletes, older adults ('whether you dream of dunking or playing with your grandkids'). Testimonials lean on ACL, meniscus, chondromalacia, basketball, football.
Freebie: Quiz (Human Ability Assessment) with personalized program match + free exercise demo previews; secondary weekly article newsletter
Paid: ATG Online Coaching app, Basic $19/mo, Coached $49.50/mo (first month $24.75), Concierge $149/mo
Emails seen: 0
Jump to: Walk the funnel · Emails · Paid offer · What works / avoid · Blocked
Walk the funnel (12 steps)
1Viewed public profile logged out, followed bio link
What the buyer sees
IG bio: 'I teach everything I know for free here, and for further help with my programs ($19 a month and up) and the equipment I make:' link atgonlinecoaching.com
Notes
Price stated in the bio. 'Free content here, paid help there' framing.
Next step →2Hero, full page, mobile
What the buyer sees
Homepage hero: 'Stop guessing. Find what your body actually needs. App-based programs, weekly form checks, real human coaches. The assessment matches you to the right program.' Primary CTA 'Start assessment', secondary 'or sign up'. Stats 100,000+ coached, form checks 7 days/wk
Notes
Full: 03 (pricing Basic $19, Coached $49.50 with first month $24.75, Concierge $149; free 15-min call; results by body part; program cards Knee Ability Zero, Back Ability Zero, Longevity Zero, ATG Basics, Male/Female Standards). Mobile: 04.
Next step →3Chose 'Relieve pain or injury' (Jake's knee + groin)
What the buyer sees
'Human Ability Assessment' 7-step quiz. Step 1: 'What brings you to ATG?' Relieve pain or injury / Get stronger & more athletic / Train for my sport / Longevity
Notes
Mobile: 06. Answered: 07.
Next step →4Picked Walking downstairs, Sprinting, Jumping, Climbing down a hill
What the buyer sees
'Do you have trouble doing any of these pain-free?' multi-select of 15 movements (walking downstairs, sprinting, jumping, climbing down a hill, getting off the floor, hanging, carrying a child...)
Notes
Answered: 09. Pain-path skipped the 'ability' question.
Next step →5Chose Home or commercial gym
What the buyer sees
'How do you want to train?' Bodyweight only / Home or commercial gym / A mix of both
Notes
Answered: 11.
Next step →630-39, Male
What the buyer sees
Profile: age bracket and gender, 'Share only what you want'
Notes
Answered: 13. No email asked anywhere in the quiz.
Next step →7Screenshotted result desktop, full, mobile; played one exercise demo
What the buyer sees
Result 'YOUR MATCH - Your path back to pain-free movement: Knee Ability Zero. A bodyweight-only foundation to rebuild pain-free knees... Designed for people who need to move before they can train.' 20-30 min 3x/week, Beginner. 'Your first exercises' with playable demo videos, then 'Sign up to unlock full program', testimonials 'People like you' (ACL x2, knee brace), 'SIGN UP & UNLOCK 20% OFF' equipment perk
Notes
Full: 15, mobile: 16, video preview: 17. Recommended bodyweight-only program even though Jake picked 'gym' (pain answer overrides setup).
Next step →8Created account with inbox + throwaway password (free account step, no payment)
What the buyer sees
Sign up: Google or email + password
Notes
Full: 19, mobile: 20, filled: 21.
Next step →9Entered Jake Morales, picked Coached, ticked terms, Continue to payment
What the buyer sees
Profile + plan: first/last name, country, optional phone, plan cards Basic $19 / Coached $49.50 ($24.75 first month, 'POPULAR', 50% off first month) / Concierge $149, promo code, terms checkbox, 'Continue to payment'
Notes
Filled: 24, mobile: 25. No free trial offered.
Next step →10STOPPED at card field
What the buyer sees
Payment: card number, address, city, state, ZIP, Subscribe, PayPal. 'I authorize Athletic Truth Group, LLC to save my payment method and automatically charge it monthly'
Notes
Full: 27, mobile: 28. No price recap or guarantee on the payment screen.
Next step →11Subscribed with the ATG inbox
What the buyer sees
Articles page: 'Sign up for free knowledge. We send out new articles weekly.' email + Subscribe; article list (knee slant, speed truth series, success stories)
Notes
Mobile: 30, filled: 31, 'Thank you for subscribing!': 32.
Next step →12Screenshots only, did not book
What the buyer sees
Free 15-min 'Call with a Specialist Coach' on Calendly; equipment shop with member prices (slantboard $119.99, tib bar $75, backward treadmill $650)
Notes
Shop: 34.
Next: the emails →Other screenshots (22)
Captured during the walk but not tied to a single step.
Email timeline (0)
No emails arrived in the watch window. See "Blocked" below for why (often the test inbox domain gets filtered, or there was no opt-in).
Next: the paid offer →Paid offer
Name: ATG Online Coaching app
Price: Basic $19/mo, Coached $49.50/mo (first month $24.75), Concierge $149/mo
Billing: Monthly auto-renew
Trial: No free trial; discounted first month on Coached
What is included: Basic: app, all programs, exercise library, progress tracking. Coached: + personalized programming, form video reviews, coach feedback <24h. Concierge: + weekly 1-on-1 Zoom, priority. Members get 20% off equipment.
Free to paid bridge: Free YouTube/IG content builds trust -> bio states $19/mo -> quiz with no email gate gives an instant personalized match and a taste of the program -> 'Sign up to unlock full program' -> account -> plan -> card. Equipment 20% member discount is an extra hook.
Freebie detail
Type: Quiz (Human Ability Assessment) with personalized program match + free exercise demo previews; secondary weekly article newsletter
Exact promise: Stop guessing. Find what your body actually needs. ... The assessment matches you to the right program.
Length: 5 questions, about 1 minute; result shows program + first exercises with videos
Asks for: Nothing (no email gate). Account creation (email + password) only to save result and buy. Newsletter asks email only.
What works
- Quiz is fast (5 taps), no email gate, result feels personal ('Your path back to pain-free movement') and shows real exercise videos immediately
- Pain checklist uses everyday movements (stairs, sprinting, getting off the floor) a buyer recognizes in himself
- Result page testimonials match the answers (ACL/knee stories for a knee-pain answer)
- Price stated in the IG bio and on the homepage; no bait and switch
- Human element sold as the upgrade: form-check videos with <24h coach feedback
- First-month 50% off on the middle tier steers people to the coached plan
Avoid
- No email capture before account creation, so drop-offs after the quiz are lost (no nurture unless they make an account)
- Result ignored the 'gym' answer and gave a bodyweight beginner program to a guy who trains 3x/week at a gym; feels generic
- No free trial and no money-back message on the payment page
- Account + name + plan + card is 4 screens of friction after the quiz
- Ex-athlete groin/hip not addressed; knee-centric
Blocked or missing
- Did not pay or subscribe (rule)
- No emails received in ~15 min after account creation and newsletter signup (no welcome, no abandoned-cart)
- Did not book the free Calendly call (would waste a real coach's time)
- 'Message our team' button on result page not used (no DMs)
- mail.tm rejected usernames starting 'jakeatg'; inbox is jakemorales92653@maxxspace.com, creds saved in inboxes/atg.json