JTM FIT (Jay Maryniak)
SUCCESSFUL IG 1M @jtm_fit · YT 177K
Walked as buyer "Jake", an ex-athlete with a cranky knee.
Verdict: Real usable freebie, a one-job welcome email, ebook ends on the app pitch; popup fires too late for IG traffic.
IG: @jtm_fit (backup @jtmfit) · 1M followers (site claims 2M+ across platforms)
Who they target: Men and women 40+ who train hard but feel stiff, beat up or stuck, or are coming back after time off. Positioned as 'Stay strong, powerful & athletic after 40'. Not athlete-specific, but 'athletic' is the core word.
Freebie: PDF ebook (10 core workouts) via timed popup
Paid: JTM FIT app (Playbook) - all 13+ programs, The Functional Method, $24.99/mo or $129/yr ($10.75/mo, 'save 57%'); annual preselected
Emails seen: 1
Jump to: Walk the funnel · Emails · Paid offer · What works / avoid · Blocked
Walk the funnel (10 steps)
1Viewed public profile (logged out), clicked bio link
What the buyer sees
IG bio: '41 | T1 Diabetic | Sober 20+ years / Stay Strong, Powerful & Athletic After 40 / My Programs', single link jtmfit.com, highlights My APP / YouTube / Programs / Testimonials
Notes
No Linktree. One link straight to the app sales homepage. Highlights not viewable logged out.
Next step →2Scrolled the full page
What the buyer sees
Homepage hero: 'STAY STRONG, POWERFUL & ATHLETIC AFTER 40', red 'Start your free 7-day trial' button, stats 18+ yrs / 10,000+ programs sold / 2M+ followers
Notes
Every CTA on the page (7 of them) goes to the free trial checkout. No free lead magnet visible above the fold.
Next step →3Full-page and mobile screenshots
What the buyer sees
Long sales page: The Functional Method (8 patterns, 3 planes, 5 pillars), 13 programs carousel, member results 40s-60s (incl. ACL/meniscus rebuild testimonial), Jay video, pricing $24.99/mo or $129/yr, origin story (sober, T1 diabetic, injuries forced a rebuild), FAQ incl. 'I'm dealing with an injury'
Notes
Mobile: 04-homepage-mobile.png
Next step →4Waited on homepage until popup fired
What the buyer sees
Timed popup (appeared after roughly 30-40 s on page, not on scroll or exit): photo of Jay with a plate, 'BUILD AN INSANELY STRONG CORE. 10 functional core routines that build strength and stability in every direction, so you lift better, move better, and stay in the game after 40. Get the full ebook free. It's yours to keep.' Button: SEND ME THE FREE EBOOK
Notes
Mobile version: 06-core-ebook-popup-mobile.png. Flodesk popup with honeypot fields.
Next step →5Entered Jake + jtmfit inbox, clicked SEND ME THE FREE EBOOK
What the buyer sees
Popup form: First name + Email
Next step →6Screenshot of success state
What the buyer sees
Popup swaps to 'Make sure to check all folders including junk for my email with your free download.' No thank-you page, no tripwire, no redirect
Notes
Email arrived in under 1 minute.
Next step →7Opened PDF from email link, rendered key pages
What the buyer sees
Freebie PDF 'The Functional Core' (18 pages): cover, 'It starts with your core' intro from Jay, 10 workouts (8-25 min) with tappable exercise demo links, last page 'What comes next: Get lean. Get strong. Feel athletic again' pitching the app with 'Try it free for 7 days' button
Notes
Also 14 (p2 intro), 15 (p3), 16 (p5), 17 (p10), 18 (p18 app pitch).
Next step →8Screenshot only, did not enter email or start trial
What the buyer sees
Free trial checkout on Playbook (my.playbookapp.io/jay-maryniak/checkout): Step 1 Select Plan (Annual $129/yr shown as $10.75/mo preselected, Monthly $24.99), both 'First 7 days FREE'; Step 2 email, 'No payment required today - cancel anytime', 'Start 7-Day FREE trial', fine print '$0.00 for 7 days; converts to $129.00 annually'
Notes
Mobile: 10-checkout-trial-mobile.png. 4.9/5 (32,067) rating badge is Playbook-wide, not Jay-specific.
Next step →9Screenshot
What the buyer sees
Blog 'The Functional Method Blog' (SEO posts on kettlebells, landmine, mobility). No in-post lead magnet seen on index
Next step →10Screenshot only (same Flodesk account as the popup, already subscribed)
What the buyer sees
Bottom-of-homepage inline form: 'FREE WEEKLY EMAILS. GET STRONGER, EVERY WEEK. Practical training, nutrition, and mindset tips... after 40'
Next: the emails →Other screenshots (5)
Captured during the walk but not tied to a single step.
Email timeline (1)
#1 Your Functional Core workouts are here
From: · Received: 17:35 UTC
Says: Preheader 'Here's your download (start with this)'. Plain personal note from Jay: link to the PDF, why core is more than crunches, 'your only job today: pick the workout that fits your setup and get one in', every exercise is a tappable demo link, teases 'over the next few days I'll show you how the rest of the body fits on top of it'. P.S. save this email.
CTA: Download it here (The_Functional_Core.pdf on S3). No sales pitch in email 1.
Paid offer
Name: JTM FIT app (Playbook) - all 13+ programs, The Functional Method
Price: $24.99/mo or $129/yr ($10.75/mo, 'save 57%'); annual preselected
Billing: Monthly or annual auto-renew subscription
Trial: 7 days free, 'No payment required today' on page 1 of checkout (card likely asked after email)
What is included: All 13+ programs, new workouts every Sunday 7am EST, video demos, lift logging, 30-min workouts, nutrition course and meal plan, mobility and recovery sessions, direct messaging with Jay + member community
Free to paid bridge: Ebook last page pitches the app and a free 7-day trial ('Start with my 7 Day Reset'). Welcome email promises 'Over the next few days I'll show you how the rest of the body fits on top of it' (core first, then the full system = the app). Every website CTA goes straight to the free trial.
Freebie detail
Type: PDF ebook (10 core workouts) via timed popup
Exact promise: BUILD AN INSANELY STRONG CORE. 10 functional core routines that build strength and stability in every direction, so you lift better, move better, and stay in the game after 40. Get the full ebook free. It's yours to keep.
Length: 18-page PDF, 10 workouts of 8-25 min, each exercise links to a demo video
Asks for: First name + email
What works
- One clear promise above the fold aimed at age, not at a body part: 'Strong, powerful & athletic after 40'
- Freebie is a real, usable product (10 workouts with tappable demo links), not a fluffy guide
- Instant delivery (<1 min), short personal email with ONE job: 'get one workout in today'
- Origin story with credibility via struggle (sober, T1 diabetic, injuries forced the rebuild) maps to 'I used to be athletic' buyers
- Low-friction trial: 'No payment required today', annual preselected with per-month framing
- Ebook's final page is a soft app pitch, and the app is the whole system the freebie is a slice of
Avoid
- Popup only fires on a time delay (~30+ s); most mobile IG visitors bounce before seeing the only free entry point
- Bio link goes to a trial sales page with no free option visible; cold IG traffic gets 'start trial' or nothing
- Success state is just a line of text, no thank-you page or next step, wasting the moment of highest intent
- Generic 'after 40' fitness, no injury-specific hook despite having an ACL testimonial; leaves the injured ex-athlete angle open for Ryan
Blocked or missing
- IG story highlights (Programs, Testimonials) need login, not viewed
- Did not enter email on trial checkout (rule: stop before trial/card)
- Only 1 email in ~25 min wait (17:35-18:01 UTC); follow-up sequence not observed (welcome says more is coming 'over the next few days')
- No quiz, webinar or challenge found