Fortified Training (Ryan Lutke, CSCS)
CLIENT IG 29.1K @fortifiedtraining · YT 371
Our client. Walked as buyer "Jake", an ex-athlete with a cranky knee.
Verdict: Right niche, broken plumbing: duplicate emails, three different start dates, quiz never links to the $19.99 buy page.
IG: @fortifiedtraining · 29.1K followers, 597 following (YouTube: 371 subs, 28 videos)
Who they target: Former/retired athletes (esp. ex-soccer players) who want injury prevention; IG/YouTube say 'injury prevention for retired/former athletes'. Website (trainfortified.com) instead speaks to general NYC gym-goers (mobility, SHIFT classes, 1:1).
Freebie: Two: (a) waitlist for The Practice (no freebie, just a list), (b) 3-question quiz -> body-part mobility video
Paid: The Practice, $19.99/month (EverFit). Also: Fortified Training Manual $25 one-time (Thinkific), SHIFT class $40, LAB The Base $240, 1:1 by inquiry
Emails seen: 4
Jump to: Walk the funnel · Emails · Paid offer · What works / avoid · Blocked
Walk the funnel (26 steps)
1Open profile, close modal, expand bio
What the buyer sees
IG profile (logged out): bio 'Injury prevention for retired athletes / New workout programs every month / Join the November waitlist for The Practice', link linktr.ee/train_fortified, highlights LAB, SHIFT, Testimonials, NYC. Login wall modal covers page.
Notes
Bio says NOVEMBER waitlist. Pinned posts are good founder-story hooks ('I was an All-American college soccer player...').
Next step →2Screenshot
What the buyer sees
Bio expanded, desktop + mobile
Notes
Mobile: 03-instagram-mobile.png
Next step →3Tap link in bio
What the buyer sees
Linktree: 1) The Practice: October waitlist 2) Fortified Training on YouTube 3) Download the Fortified Training Manual 4) Book Intro Session | Perspire Sauna Studio 5) Legion code FORTIFIED
Notes
Linktree says OCTOBER waitlist, IG bio says NOVEMBER. No link to trainfortified.com, the quiz, or the EverFit $19.99 buy page. Mobile: 05-linktree-mobile.png
Next step →4Tap 'The Practice: October waitlist'
What the buyer sees
Systeme opt-in 'Join the waitlist for The Practice. Injury prevention for former athletes.' Single email field + Submit, then 3 testimonials (Sean 56, Matt 28, Craig 45).
Notes
No price, no start date, no description of what The Practice is, no photo/name of Ryan above the fold, no first-name field. Browser tab title is the default 'Opt-in page'. Mobile: 07-practice-waitlist-mobile.png
Next step →5Enter jakelutke24482@maxxspace.com, Submit
What the buyer sees
Email filled
Notes
Submitted 17:36:43 UTC 2026-10-16
Next step →6Lands after submit
What the buyer sees
Thank-you page: 'Thank you! Check your inbox for next steps. Click below to check out Fortified Training on YouTube!' + embedded video '4 exercises for a healthy groin: Soccer player workouts'
Notes
Works. Groin video is a perfect fit for Jake. Tab title default 'Opt-in thank you page'. Mobile: 10-waitlist-thankyou-mobile.png
Next step →7Check inbox
What the buyer sees
3 identical 'You're on the waitlist for The Practice' emails within 3 seconds
Notes
BUG: sent 3 times (17:36:45, :46, :47), likely 3 duplicate Systeme automation rules. Copy says next block starts 'Monday, September 28th' which is already 18 days in the past. No further emails in ~18 min.
Next step →8Go to website directly (not linked from Linktree)
What the buyer sees
trainfortified.com hero 'Shift From What Your Body Does To What It Can Do / Your Workout is Waiting for You' + 'TAKE THE 3-QUESTION MOBILITY QUIZ'
Notes
No mention of former athletes, soccer, or The Practice on homepage. Large empty dark-gray band under hero. Blank browser tab title. Footer social icons go to generic instagram.com / youtube.com (not Ryan's). Blog link is '#'. Privacy/Terms link to app.gohighlevel.com/v2/preview URLs. Mobile: 12-trainfortified-home-mobile.png
Next step →9Click quiz CTA
What the buyer sees
Quiz popup 'Start the Quiz!' (GHL survey served from links.rebeccabertoldi.com)
Notes
Mobile popup works: 49-quiz-popup-mobile.png (shows '1 of 5').
Next step →10Pick 31-44
What the buyer sees
Q1 'How old are you?' Under 30 / 31-44 / 45-59 / 60+
Notes
Age 30 has no bucket ('Under 30' then '31-44'). 15-quiz-q1-answered.png
Next step →11Pick Knees
What the buyer sees
Q2 'What part of your body is of the most concern?' Hips/Lower Back / Knees / Shoulders
Notes
No groin/hamstring/ankle option, nothing about sport history. 17-quiz-q2-answered.png
Next step →12Yes
What the buyer sees
Q3 'Are you currently working out?' Yes / No
Notes
19-quiz-q3-answered.png
Next step →13Jake + jakelutkequiz21556@maxxspace.com, Submit
What the buyer sees
'Where should we send your pain relief video?' First Name + Email, SUBMIT
Notes
Invisible Cloudflare Turnstile, passed without interaction. 21-quiz-contact-filled.png
Next step →14Auto-redirect
What the buyer sees
Result page 'Start Moving with Confidence! We also sent it to your email... Start Watching Now!' 11:07 knee mobility video (Ryan on NYC rooftop) + button 'Ready for More? Check Out the Practice!'
Notes
Redirect URL is a GHL PREVIEW link (sites.leadconnectorhq.com/preview/h0oaO6ct8zlY3ijsnMI3), not trainfortified.com/quiz-result-knees. Footer social links are generic placeholders, including facebook.com and linkedin.com. Full page 24, mobile 25.
Next step →15Check inbox
What the buyer sees
Email 'Your 10-minute mobility fix is here' arrives 4s later
Notes
BUG: email says 'personalized mobility video for SHOULDER pain' though Jake picked Knees. Link correctly goes to trainfortified.com/quiz-result-knees (26-email4-cta-landing.png). Video says 10 minutes, is 11:07.
Next step →16Scrub video
What the buyer sees
Knee video content: kneeling/half-kneeling and seated hip/knee drills
Notes
Good, specific, high-production. Frames at 30/180/420/640s. Back variant exists at /quiz-result-back (11:32); no shoulders page found (/quiz-result-shoulders 404).
Next step →17Click 'Ready for More? Check Out the Practice!' (also nav Programs > The Practice)
What the buyer sees
Mighty Networks 'Welcome to The Practice. Sign in to check out my Mighty Network' + generic 'Why The Practice' copy
Notes
No price, no dates, no Ryan photo, no athlete language; generic template-sounding copy. 'Join' leads to account creation form (29-practice-mn-join.png). Stopped there: no price shown before creating an account.
Next step →18Nav > Programs / Discover How We Work
What the buyer sees
Programs page 'Stop Working Around Injuries. Start Preventing Them.' 4 cards: SHIFT, Join The Practice, 1:1, Group Classes
Notes
Here 'Join The Practice > Learn More' goes to EverFit, while nav dropdown 'The Practice' goes to Mighty Networks. Two different Practice destinations.
Next step →19Visit each program page
What the buyer sees
1:1 (no price, 'Contact Us'), Group classes calendar (SHIFT 50 min $40, LAB The Base 45 min $240), SHIFT page, About Ryan, Results (3 client videos), Contact form
Notes
32-group-classes, 33-shift-mobility-classes, 34-meet-ryan-lutke (says 'more than five years'; EverFit says 'almost 10 years'), 35-results, 36-contact (requires phone). Booking widget has typo 'Fortified Traning'.
Next step →20Programs > Join The Practice > Learn More
What the buyer sees
EverFit package 'The Practice' - New injury prevention workouts monthly, tutorials, monthly video chat. $19.99/month. Purchase.
Notes
Strongest sales page of the bunch. Buyable right now, which contradicts 'waitlist' and 'everyone starts together' cohort message. Mobile 38.
Next step →21Click Purchase; STOPPED at card fields
What the buyer sees
EverFit checkout: name, email, phone, card, 'You'll pay $19.99 monthly on the 16th', auto-renews, cancel by contacting coach
Notes
No trial. Country defaulted to Canada (likely tester location).
Next step →22Linktree > Download the Fortified Training Manual
What the buyer sees
Thinkific 'Fortified Training Manual' digital download $25.00
Notes
Linktree says 'Download' (reads free); page bottom says 'Get Your Free Strength Training Guide Now!' next to $25.00. Template placeholder left in: 'Meet Your Strength Training Mentor - [Ryan]'. Generic strength copy, no injury/athlete angle. Mobile 41.
Next step →23Download now; STOPPED
What the buyer sees
Thinkific checkout $25 one-time
Notes
Paid, not a lead magnet.
Next step →24Linktree > YouTube
What the buyer sees
YouTube @fortifiedtraining 'Injury prevention for former athletes', featured 'Soccer's Injury Problem is Getting Worse'
Notes
Description CTA 'join the waitlist' links tr.ee short link -> Linktree (extra hop).
Next step →25Click Book Now / Register Now
What the buyer sees
LAB page (4-week hip mobility/squat, Thursdays), Book Now = SHIFT $40 booking widget showing January 2027, 'No slot available this month'
Notes
Book Now leads to a calendar with no open slots. 44-lab-base, 46-shift-register.
Next step →26Linktree links 4 and 5
What the buyer sees
Partner links: Perspire Sauna intro, Legion supplements
Notes
Affiliate/partner links sit on the same Linktree as the core offer. 48-linktree-legion.png
Next: the emails →Other screenshots (15)
Captured during the walk but not tied to a single step.
Email timeline (4)
#1 You're on the waitlist for The Practice
From: ryan@fortifiedpersonaltraining.com · Received: 17:36 UTC · Inbox: waitlist
Says: Welcome to waitlist. The Practice runs in 4-week blocks, next starts Monday, September 28th (already past). Nothing to do; will follow up.
CTA: None (no link; says Ryan will follow up before the 28th)
Offer: none
#2 You're on the waitlist for The Practice
From: ryan@fortifiedpersonaltraining.com · Received: 17:36 UTC · Inbox: waitlist
Says: Exact duplicate of email 1
CTA: None (duplicate)
Offer: none
#3 You're on the waitlist for The Practice
From: ryan@fortifiedpersonaltraining.com · Received: 17:36 UTC · Inbox: waitlist
Says: Exact duplicate of email 1
CTA: None (duplicate)
Offer: none
#4 Your 10-minute mobility fix is here
From: ryan@fortifiedtraining.com · Received: 17:41 UTC · Inbox: quiz
Says: 'Here's your personalized mobility video for shoulder pain' (Jake chose knees). 10 min to reduce stiffness. 'For more like this, join The Practice!'
CTA: Watch Your Video Now -> trainfortified.com/quiz-result-knees; soft line "join The Practice!" (not linked)
Offer: The Practice (mention only, no price/link)
Paid offer
Name: The Practice
Price: $19.99/month (EverFit). Also: Fortified Training Manual $25 one-time (Thinkific), SHIFT class $40, LAB The Base $240, 1:1 by inquiry
Billing: Monthly auto-renew, billed on signup date; cancel by contacting coach
Trial: None
What is included: 3 days/week new programming monthly, video demo for every exercise, deep-dive tutorials, form feedback in group chat, on-demand mobility library, monthly live Q&A
Free to paid bridge: Weak. Waitlist: thank-you page pushes YouTube, 3 duplicate emails with a past start date, then silence (no nurture after ~18 min). Quiz: result page has one button to The Practice but it goes to a Mighty Networks sign-in page with no price, not to the EverFit $19.99 buy page. Quiz email has no Practice link with price. Buyer who wants to pay has to find Programs > Join The Practice > Learn More on the website on their own.
Freebie detail
Type: Two: (a) waitlist for The Practice (no freebie, just a list), (b) 3-question quiz -> body-part mobility video
Exact promise: Waitlist: 'Join the waitlist for The Practice. Injury prevention for former athletes.' Quiz: 'Where should we send your pain relief video?' / email: 'Your 10-minute mobility fix is here'
Length: Quiz video 11:07 (knees), 11:32 (back)
Asks for: Waitlist: email only. Quiz: first name + email
What works
- Clear niche on IG/YouTube/waitlist: 'injury prevention for former athletes'
- Waitlist thank-you embeds a soccer groin video, perfectly on-target for ex-soccer players
- Quiz is short (3 Qs), mobile-friendly, fast; email arrives in 4 seconds
- Knee video is specific, well shot, genuinely useful
- Ryan's All-American soccer story and CSCS cred are strong trust builders
- EverFit page copy is specific and benefit-led; price is low and clear; checkout is clean
- Real testimonials with ages (Sean 56, Craig 45) and client video results
Avoid
- Waitlist welcome email sent 3x and says next block starts Sept 28 (already past)
- IG bio 'November', Linktree 'October', email 'September 28': three different dates
- Quiz email says 'shoulder pain' for a knee answer
- Quiz redirects to a GHL preview URL instead of the live page
- Two different 'The Practice' destinations (Mighty Networks with no price vs EverFit $19.99 buy now); 'waitlist' framing conflicts with buy-anytime EverFit
- Website homepage does not mention former athletes or The Practice; quiz not linked from Linktree
- Paid $25 manual labelled 'Download' in Linktree and 'Free' on the page; '[Ryan]' placeholder
- Placeholder social links (instagram.com, youtube.com, facebook.com, linkedin.com), Blog '#', Privacy/Terms on gohighlevel preview links, blank page titles, empty gray band under hero
- Book Now opens a calendar with no available slots
- Quiz has no groin/hamstring option and does not ask about sport history; age 30 has no bucket
- No email nurture after signup on either list (within ~18 min observed)
Blocked or missing
- Mighty Networks: price not visible without creating an account; did not create one
- Payment pages screenshotted only (EverFit, Thinkific); nothing purchased
- No 'shoulders' quiz result page found (/quiz-result-shoulders 404); only /quiz-result-knees and /quiz-result-back
- Only welcome emails observed; nurture sequence may start later (watched ~18 min for waitlist, ~13 min for quiz)