Jeremy Scott Fitness
SUCCESSFUL IG 360K @jeremyscottfitness · YT 34.5K
Walked as buyer "Jake", an ex-athlete with a cranky knee.
Verdict: "Old Man Athletic" naming nails the buyer; the freebie is generic fat loss and buried in a footer.
IG: @jeremyscottfitness · 360K followers
Who they target: Busy adults 30-55 (heavily busy dads and 'old men' 35+). Fat loss, strength, 'look great naked'. Former NCAA track athlete; newest product 'Old Man Athletic' targets 'if you've ever said I used to be athletic'.
Freebie: PDF guide by email (Ultimate Fat Loss Blueprint) + a hidden $0 'free program' via promo code that still asks for a card
Paid: Jeremy Scott Fitness app (Playbook) + one-time programs (Old Man Athletic $199, Old Man Strength $199, Old Man Shredded, 47 Day Transformation $149, Rebuilt Beyond Athletic $119), App $19.99/mo or $199.99/yr; programs $119-$199 one-time; in-person $119-199/mo group, $75 per 30-min PT
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
What the buyer sees
IG bio: 'Personal Trainer | Scottsdale AZ Gym / 20+ Years Coaching Busy Adults Get Strong, Healthy & Athletic / My Training App FREE 7-Day Trial', link jeremyscottfitness.app 'and 4 more'; highlights Products, JSF Podcast, Scottsdale Gym, My Fitness App, YouTube, Transformations, Nutrition
Notes
'and 4 more' link list blocked by IG login modal (02-instagram-bio-links.png). Bio pushes the app trial, not a freebie.
Next step →2Hero, full page, mobile screenshots
What the buyer sees
Primary bio link jeremyscottfitness.app: 'BEST FITNESS APP FOR BUSY ADULTS WHO WANT REAL COACHING', top nav Old Man Shredded / 47 Day Transformation / Old Man Strength / Coaching Call, 'START YOUR 7-DAY FREE TRIAL' repeated ~9 times, video testimonials, 3-step how it works
Notes
Full: 04, mobile: 05. No email opt-in on this page.
Next step →3Screenshot desktop and mobile
What the buyer sees
Linktree (linktr.ee/jeremyscottfitness): 'Empowering Busy Adults to Get Healthy & Look Great Naked!' Old Man Shredded, Join our Gym, Free Week Trial of My App, JSF Podcast, 47 Day Transformation, socials
Notes
Mobile: 07. No free lead magnet in the Linktree either.
Next step →4Hero + full page
What the buyer sees
Main site jeremyscottfitness.com: top banner 'New Old Man Athletic Program is LIVE! Become the Guy Who Can Still Do Hard Things!', hero 'Move Better, Feel Better, and LOOK GREAT NAKED', menu of in-person (Scottsdale $119-199/mo group, $75/30 min PT) and online programs ($119-$199 one-time)
Notes
Full: 09.
Next step →5Screenshot only; skipped the in-person form (phone required, Jake is in NYC, would trigger a sales call)
What the buyer sees
Start Training page: in-person lead form (first, last, phone required, SMS consent, program interest) and button to online programs
Next step →6Full screenshot
What the buyer sees
Rebuilt Beyond Athletic sales page ($119, 6 weeks): 'Stay Strong, Agile, and Athletic - No Matter YOUR AGE', bulletproof joints, prevent injury, mobility testing/retesting, 18 strength sessions, rucking, Facebook group, DM support
Notes
Closest offer to Ryan Lutke's niche.
Next step →7Scrolled to it on the Rebuilt page
What the buyer sees
Site-wide footer opt-in (on program, nutrition, blog pages): 'Your FREE Guide to Sustainable Fat Loss! The Ultimate Fat Loss Blueprint. Enter your name and email to download your FREE guide...' button GET THE BLUEPRINT
Notes
Mobile: 26-blueprint-optin-mobile.png. GoHighLevel (LeadConnector) form with invisible Cloudflare Turnstile (passed automatically).
Next step →8Clicked GET THE BLUEPRINT
What the buyer sees
Form filled with Jake + inbox
Next step →9Screenshot
What the buyer sees
Inline message: 'Thank you for requesting The Ultimate Fat Loss Blueprint! Check your inbox in 5 min to download.' No redirect, no thank-you page, no offer
Notes
Submitted ~17:43 UTC.
Next step →10Full + mobile screenshots, clicked Buy to see checkout
What the buyer sees
Old Man Athletic offer page (Playbook): 'Become the Guy Who Can Still Do Hard Things', 10-week system for 35+, 'If you've ever said I used to be athletic, this was built for you', Athletic Combine assessment pre-day 1, equipment list, Buy for $199
Notes
Mobile: 16. Checkout: 17-old-man-athletic-checkout.png ($199 one-time, email then pay). Not paid.
Next step →11Screenshot only
What the buyer sees
App free trial checkout (Playbook): Annual $199.99/yr ($16.67/mo) or Monthly $19.99, 'First 7 days FREE', 'No payment required today'
Notes
Mobile: 19. 47 Day Transformation page ($149): 20.
Next step →12Followed the link, entered email (not submitted)
What the buyer sees
Blog posts end with 'Get My FREE Busy Dad Fitness Blueprint... 100% FREE Busy Dad Strength & Size Project' linking to a Playbook checkout with promo BUSYDADS that makes a $49 program $0.00
Notes
Blog index: 21. Checkout: 23 (desktop), 24 (mobile), 25 (email filled): even at $0.00 it shows a CARD NUMBER field before 'Pay $0.00'. Stopped there.
Next: the emails →Other screenshots (11)
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: Jeremy Scott Fitness app (Playbook) + one-time programs (Old Man Athletic $199, Old Man Strength $199, Old Man Shredded, 47 Day Transformation $149, Rebuilt Beyond Athletic $119)
Price: App $19.99/mo or $199.99/yr; programs $119-$199 one-time; in-person $119-199/mo group, $75 per 30-min PT
Billing: App subscription; programs one-time
Trial: App: 7 days free, 'No payment required today'
What is included: App: structured strength programs, 20-45 min workouts, home/gym/travel, video demos, simple nutrition, progress tracking, coach support. Old Man Athletic: 10-week plan, athletic combine assessment, video demos, community, direct messaging
Free to paid bridge: Weak. The fat-loss guide sits in a footer and the success message only says 'check your inbox'. Bio, Linktree and app site all push straight to the 7-day free trial. The $0 Busy Dad program is the smartest bridge (gets you inside the app where every other program is one tap away) but it asks for a card.
Freebie detail
Type: PDF guide by email (Ultimate Fat Loss Blueprint) + a hidden $0 'free program' via promo code that still asks for a card
Exact promise: Your FREE Guide to Sustainable Fat Loss! The Ultimate Fat Loss Blueprint. Enter your name and email to download your FREE guide and discover the step-by-step strategies to build sustainable habits, transform your body, and achieve lifelong results-without quick fixes or fads.
Length: Unknown (delivery email not received in wait window)
Asks for: First name + email (guide); email + card for the $0 Busy Dad program
What works
- 'Old Man' series naming is memorable and self-selecting; 'If you've ever said I used to be athletic, this was built for you' is exactly Jake's inner voice
- Athletic Combine as a pre-day-1 assessment gives a before/after story and makes progress visible
- Free program via 100% promo code on the same checkout puts free users inside the paid app
- Lots of video testimonials of real gym members aged 40-60
- Clear ladder: free guide -> app trial -> $119-$199 programs -> in-person/coaching call
Avoid
- Freebie is generic fat loss and buried in a footer; nothing for the athletic/injury angle even on the Rebuilt (injury prevention) page
- Too many offers and names (5+ programs, app, gym, PT, coaching call, supplements); a buyer can't tell where to start
- No thank-you page or next step after opt-in
- Asking for a card for a $0 'free' program kills the free promise
- In-person form requires phone + SMS consent before giving anything
Blocked or missing
- IG 'and 4 more' link list hidden behind IG login modal
- Blueprint delivery email not received in ~20 min wait (form said 5 min); possibly mail.tm domain filtered or slow GHL workflow
- $0 Busy Dad program not claimed: card field required (rule)
- App trial not started (rule); program checkouts screenshot only