What each brand sells, and for how much
Every product we found on each brand's funnel, from the free thing up to the top tier. Prices as seen on Oct 16 2026 (nothing bought). Biggest audience first; Lutke on top for comparison. Only brands with real scale are included.
Jump to the comparison table · Read the analysis
Fortified Training (Ryan Lutke)
CLIENT IG 29.1K @fortifiedtraining · YT 371
How they make money: Low monthly app membership, plus in-person NYC classes and a paid PDF.
Trial: None · Billing: Monthly sub
- Free Waitlist + 3-question quiz · $0Waitlist email only; quiz sends an 11-min body-part mobility video
- Entry Fortified Training Manual (Thinkific) · $25 one-timeGeneric strength PDF (labelled 'free' on page, charges $25)
- Core The Practice (EverFit) · $19.99/mo3 days/week new programming monthly, video demo per exercise, tutorials, form feedback in group chat, mobility library, monthly live Q&A
- In person SHIFT class / LAB The Base · $40 / $24050-min mobility class; 4-week hip mobility and squat block
- High ticket 1:1 training · By inquiryPersonal training in NYC
Squat University
SUCCESSFUL IG 4.8M @squat_university · YT 6.9M
How they make money: Audience monetized mainly by books and shoe collab; small marketplace membership on the side.
Trial: None · Billing: Books one-time; club monthly
- Free IG, YouTube, blog · $0No lead magnet; only a blog-follow box (errored)
- Entry Books: Rebuilding Milo, The Squat Bible (Amazon) · about $20-30The method in book form; the main CTA everywhere
- Core Squat U Club (TrainHeroic, with Chad Vaughn) · $29/mo or $290/yr5 days/week Olympic-lift + strength + mobility programming, warm-ups, demos, coach message boards, community
- Other TYR x SquatU lifting shoes; in-person PT (St. Louis) · Retail / clinicProduct collab and clinic visits
Movement by David (Stay Flexy)
SUCCESSFUL IG 3.1M @movementbydavid · YT 5.09M
How they make money: Cheap one-time PDF programs sold off a giant audience, plus affiliate shoes.
Trial: None · Billing: One-time
- Free Body-part eBooks via 'Comment GET FLEXY' · $0Spinal, Shoulder, Hamstring, Hip eBooks for a newsletter signup; 5-question product quiz (no email)
- Entry MINIMALIST PDF · $29Short flexibility plan
- Core FULL BODY (4 wk) / FOUNDATION (12 wk) · $49 / $79PDF plan 3x/week with tap-to-play video demos, 40+ exercises (Foundation)
- Upsell PROGRESSION (12 wk); print edition · $69 (from $99); $45 printNext-level plan
- Other Peluva shoes affiliate, supplement waitlist · AffiliateSide revenue
ATG / Knees Over Toes Guy
SUCCESSFUL IG 2.6M @kneesovertoesguy · YT 1.91M
How they make money: Tiered app subscription where the upgrade is human coaching, plus equipment.
Trial: None (Coached 50% off month 1) · Billing: Monthly sub
- Free 5-question assessment + free YouTube/IG · $0Instant matched program with first exercise videos; no email gate; free 15-min call with a coach; weekly article email
- Entry Basic · $19/moApp, all programs, exercise library, progress tracking
- Core Coached · $49.50/mo (first month $24.75)Basic + personalized programming, form video reviews, coach feedback in under 24h
- High ticket Concierge · $149/moCoached + weekly 1-on-1 Zoom, priority
- Other Equipment shop · Slantboard $119.99, tib bar $75, backward treadmill $650Members get 20% off
The Prehab Guys
SUCCESSFUL IG 1.4M @theprehabguys · YT 464K
How they make money: Quiz-led app subscription, annual pushed hard, plus a clinician business.
Trial: 7 days, annual only, card · Billing: Annual or monthly sub
- Free 22-screen '2 Min Quiz' · $0Personal-feeling profile; email asked at the end; results page is the paywall
- Core [P]rehab app, annual · $199/yr (shown $16.58/mo), 7-day trial55+ PT-designed programs, 170+ workouts, 4,000+ exercise videos, adaptive daily plan, tracking
- Decoy [P]rehab app, monthly · $49/mo (no trial)Same app; priced to push annual
- Other Prehab Professional (clinicians), LA clinic, shop · VariesB2B education and in-person PT
Theory of Motion
SUCCESSFUL IG 1.4M @jasonandlaurenpak · YT 205K
How they make money: Low monthly app with the freebie as a sample week, plus one-time programs.
Trial: None (THEORY50 = 50% off month 1) · Billing: Monthly sub
- Free The Motion Blueprint PDF · $023-page sample week of the paid app with video links; ends with 50% off code
- Core Theory of Motion app · $19.99/mo or $239.88/yrNew 4-week phase monthly, gym or home track, 2/3/4-day plans, demos + cues, regressions, community, tracking
- One-time Mobility / Core / Foundations programs · $79.99 eache.g. Mobility: 5 min a day, 6 weeks
JTM FIT (Jay Maryniak)
SUCCESSFUL IG 1M @jtm_fit · YT 177K
How they make money: App subscription for 40+ sold with a no-card trial; freebie is a slice of the app.
Trial: 7 days, no payment today · Billing: Monthly or annual sub
- Free The Functional Core ebook · $018-page PDF, 10 core workouts (8-25 min) with demo links; weekly email
- Core JTM FIT app (Playbook) · $24.99/mo or $129/yr (annual preselected)13+ programs, new workouts every Sunday, demos, logging, 30-min sessions, nutrition course + meal plan, mobility/recovery, DM Jay, community
E3 Rehab
SUCCESSFUL IG 498K @e3rehab · YT 1.01M
How they make money: One-time body-part rehab programs, then paid consults and remote coaching.
Trial: None, no refunds · Billing: One-time; coaching monthly
- Free FIFA 11+ warm-up PDF + 13 condition guides ('Comment GUIDE') · $08-page warm-up PDF; ~4-page guides per condition; email only
- Core Rehab / Resilience programs (e.g. Knee Resilience) · $99.99 each (from $129.99)16 weeks, 2 days/week, 30-75 min, scalable exercises, education, tracking, private Facebook group, lifetime access
- Upsell Consultation · $300 / 60 min; follow-up $1501:1 with a DPT
- High ticket Remote coaching · $475 first month, then $325/moBy application
- Other Clinician courses and mentoring · VariesB2B
The Ready State
SUCCESSFUL IG 467K @thereadystate · YT 390K
How they make money: Assessment-led app subscription, body-part pain protocols, high-ticket live cohort.
Trial: 7 days, card · Billing: Sub + one-time + cohort
- Free 16-movement Mobility Test + The Ambush newsletter · $015-min test, 4 scores (trunk, shoulders, hips, ankles); needs account
- Entry Sit & Rise · $19.99Small one-time product
- Core Mobility Coach app · $21.99/mo or $229.99/yr1,000+ guided sessions, daily 5-30 min flows, videos matched to weak test areas, retests, monthly live Q&A
- One-time Pain Protocols (Runner's Knee, Low Back, Shoulder...) · $149 (sale $119.20)Body-part pain programs
- High ticket Starrett System (12-week live cohort) · Hidden ('$6,999 value'), waitlistLive program, Jan 2027
Dr. John Rusin
SUCCESSFUL IG 395K @drjohnrusin · YT ~23K
How they make money: Higher-priced membership sold with cohort urgency and bonus stacks; also book, coaching, coach certs.
Trial: None (30-day conditional refund) · Billing: Monthly or annual sub
- Free Coach masterclass (16 modules); IG keywords · $0Aimed at coaches; keywords DM links to paid offers
- Entry Book; legacy programs · about $50-70; $99 each576-page book with bonus programs; one-time PDFs
- Core Unbreakable All-Access · $69/mo or $599/yr (PAINFREE50 code)5+ app programs, nutrition, mobility + recovery, coach DMs, boards, onboarding call, community
- High ticket P4 1:1 coaching; PPSC certification · By applicationPersonal coaching; coach education
Jeremy Scott Fitness
SUCCESSFUL IG 360K @jeremyscottfitness · YT 34.5K
How they make money: App sub with no-card trial, plus 'Old Man' one-time programs and a local gym.
Trial: 7 days, no payment today · Billing: Sub + one-time
- Free Fat Loss Blueprint PDF; $0 Busy Dad program (code, card asked) · $0Guide by email; free program inside the app
- Core Jeremy Scott Fitness app (Playbook) · $19.99/mo or $199.99/yrStrength programs, 20-45 min workouts, home/gym/travel, demos, nutrition, tracking, coach support
- One-time Rebuilt Beyond Athletic / 47 Day / Old Man Athletic / Old Man Strength · $119 / $149 / $199 / $199Old Man Athletic: 10 weeks for 35+, athletic combine test, demos, community, DMs
- In person Scottsdale gym · $119-199/mo group; $75 per 30-min PTLocal training
GMB Fitness
SUCCESSFUL IG 216K @gmbfitness · YT 378K
How they make money: One-time lifetime programs with order bumps and a strong guarantee.
Trial: None (90-day guarantee) · Billing: One-time
- Free Bodyweight Reboot video (+ 15-min Mobility Boost) · $020-min follow-along taken from Elements; thank-you page pitches Elements
- Bump Resilience joint strength; offline sessions · $39; $15Checkout add-ons
- Core Elements · $150 (or 3 x $55)Progressive bodyweight strength + mobility in the Praxis app, adapts to level, lifetime
- Upsell Elements & Mobility / Core Curriculum · $195 / $395Bundles, lifetime
Athlete For Life (Luka Hocevar)
SUCCESSFUL IG 147K @lukahocevar · YT 619K
How they make money: Membership + PDF programs for ex-athletes 35+, but main money is gym-owner coaching.
Trial: None · Billing: Monthly sub + one-time
- Free Ungated 'free template' blog article · $0Long post with YouTube demos; no opt-in
- One-time Compound-V / DILF 8-week PDFs · $147 own site, $97 on Bridge8 weeks in 2 phases, coaching videos, mobility protocol, nutrition guide, recipe books
- Core Athlete For Life 3x/4x bundle (Bridge Athletic) · $39/mo3-day and 4-day programs, warm-ups, mobility, conditioning, form checks, live Q&A, Luka feedback, community
- B2B Gym owner / coach programs and workshop · $147 workshop and upBusiness coaching for coaches
Horton Barbell (reference only, 50K)
MID IG 50.2K @horton_barbell · YT 4.14K
How they make money: Free daily workouts, then a cheap app ladder on TrainHeroic.
Trial: 7 days, card · Billing: Monthly or annual sub
- Free Daily workout newsletter (22K+ list) · $0One full workout every weekday
- Entry Daily Workouts app / PDFs · $10/mo; PDFs $14.97-$35Same free workouts with logging, week ahead, DM coach
- Core Train Like An Athlete (4 Day) · $29/mo or $249/yr4 days/week fresh programming, Oly lifts, ~1 hour, videos, tracking, DM coach
- Upsell All-Access · $33/moEvery team
Comparison table
Scroll sideways on a phone.
| Brand | IG | Free thing | Cheapest paid | Main offer | Top tier / extras | Trial | Billing |
|---|---|---|---|---|---|---|---|
| Fortified Training (Ryan Lutke) | 29.1K | Waitlist + 3-question quiz $0 | Fortified Training Manual (Thinkific) $25 one-time | The Practice $19.99/mo | SHIFT class / LAB The Base $40 / $240 | None | Monthly sub |
| Squat University | 4.8M | IG, YouTube, blog $0 | Books: Rebuilding Milo, The Squat Bible (Amazon) about $20-30 | Squat U Club $29/mo | - | None | Books one-time; club monthly |
| Movement by David (Stay Flexy) | 3.1M | Body-part eBooks via 'Comment GET FLEXY' $0 | MINIMALIST PDF $29 | Foundation PDF $79 | PROGRESSION (12 wk); print edition $69 (from $99); $45 print | None | One-time |
| ATG / Knees Over Toes Guy | 2.6M | 5-question assessment + free YouTube/IG $0 | Basic $19/mo | Basic $19/mo, Coached $49.50/mo | Concierge $149/mo | None (Coached 50% off month 1) | Monthly sub |
| The Prehab Guys | 1.4M | 22-screen '2 Min Quiz' $0 | - | $199/yr | [P]rehab app, monthly $49/mo (no trial) | 7 days, annual only, card | Annual or monthly sub |
| Theory of Motion | 1.4M | The Motion Blueprint PDF $0 | - | App $19.99/mo | Mobility / Core / Foundations programs $79.99 each | None (THEORY50 = 50% off month 1) | Monthly sub |
| JTM FIT (Jay Maryniak) | 1M | The Functional Core ebook $0 | - | $24.99/mo or $129/yr | - | 7 days, no payment today | Monthly or annual sub |
| E3 Rehab | 498K | FIFA 11+ warm-up PDF + 13 condition guides ('Comment GUIDE') $0 | - | Knee Resilience $99.99 | Consultation $300 / 60 min; follow-up $150 | None, no refunds | One-time; coaching monthly |
| The Ready State | 467K | 16-movement Mobility Test + The Ambush newsletter $0 | Sit & Rise $19.99 | Mobility Coach $21.99/mo | Pain Protocols (Runner's Knee, Low Back, Shoulder...) $149 (sale $119.20) | 7 days, card | Sub + one-time + cohort |
| Dr. John Rusin | 395K | Coach masterclass (16 modules); IG keywords $0 | Book; legacy programs about $50-70; $99 each | $69/mo or $599/yr | P4 1:1 coaching; PPSC certification By application | None (30-day conditional refund) | Monthly or annual sub |
| Jeremy Scott Fitness | 360K | Fat Loss Blueprint PDF; $0 Busy Dad program (code, card asked) $0 | - | App $19.99/mo | Rebuilt Beyond Athletic / 47 Day / Old Man Athletic / Old Man Strength $119 / $149 / $199 / $199 | 7 days, no payment today | Sub + one-time |
| GMB Fitness | 216K | Bodyweight Reboot video (+ 15-min Mobility Boost) $0 | Resilience joint strength; offline sessions $39; $15 | Elements $150 | Elements & Mobility / Core Curriculum $195 / $395 | None (90-day guarantee) | One-time |
| Athlete For Life (Luka Hocevar) | 147K | Ungated 'free template' blog article $0 | - | AFL membership $39/mo | Compound-V / DILF 8-week PDFs $147 own site, $97 on Bridge | None | Monthly sub + one-time |
| Horton Barbell (reference only, 50K) | 50.2K | Daily workout newsletter (22K+ list) $0 | Daily Workouts app / PDFs $10/mo; PDFs $14.97-$35 | TLAA $29/mo | All-Access $33/mo | 7 days, card | Monthly or annual sub |