The Ready State (Dr. Kelly & Juliet Starrett) - Mobility Coach
SUCCESSFUL IG 467K @thereadystate · YT 390K
Walked as buyer "Jake", an ex-athlete with a cranky knee.
Verdict: Score-as-hook is powerful (Hip 44%); heavy friction and results with zero free help.
IG: @thereadystate (account named drkellystarrett) · 467K IG; site claims 100K+ members coached
Who they target: Athletes, weekend warriors, desk workers, over-50s and people in pain who want mobility and durability; strong appeal to ex-athletes with nagging joints. Picked over pliability because it has a quiz, newsletter, waitlist, trial and paid pain protocols.
Freebie: Interactive quiz/assessment (16-movement Mobility Test) + free weekly newsletter (The Ambush) + Starrett System waitlist
Paid: Mobility Coach app (also Pain Protocols, Starrett System cohort), Mobility Coach $21.99/mo or $229.99/yr; Pain Protocols $149 one-time (on sale $119.20); Starrett System 12-week live cohort (price hidden, waitlist)
Emails seen: 4
Jump to: Walk the funnel · Emails · Paid offer · What works / avoid · Blocked
Walk the funnel (53 steps)
1Viewed
What the buyer sees
IG profile: 'Helping you build a durable body for life', DPT, 3x NYT bestselling author. Highlights: Got Pain?, Challenge, Built To Move, Courses, App, Post-Surgery
Next step →2Opened link list
What the buyer sees
Bio links: '7 DAYS FREE: MOBILITY COACH APP', '12 WEEKS TO DURABILITY: THE STARRETT SYSTEM', Train Farren, post links, Antarctica trip
Notes
Bio leads with the trial, not a lead magnet.
Next step →3Browsed
What the buyer sees
Homepage hero 'Move Better. Feel Better. Live Ready.' 7-DAY FREE TRIAL; 'GET YOUR FREE MOBILITY SCORE'
Next step →4Mobile
What the buyer sees
Homepage mobile
Next step →5Read
What the buyer sees
Mobility Test landing: 'FREE MOBILITY TEST - 15 MINUTES - NO CREDIT CARD. HOW WELL IS YOUR BODY ACTUALLY AGING?' segments: Athletes, Over 50, Weekend Warrior ('Stop guessing at why your knee hurts on mile four'), Desk-bound, In Pain
Notes
Best-in-class quiz landing page.
Next step →6Mobile
What the buyer sees
Mobility Test landing mobile
Next step →7Clicked Get your free mobility score
What the buyer sees
'Preparing your Mobility Test, please wait...'
Notes
No email up front: test starts immediately.
Next step →8Mobile
What the buyer sees
Loader mobile
Next step →9Started
What the buyer sees
Test 1 of 16 Jefferson Curl: instructions, compensations, 3 photo options
Next step →10Answered as Jake
What the buyer sees
Jefferson curl: picked 'Anywhere on your shins'
Next step →11Answered
What the buyer sees
Lift-off test: picked '1-2 inches'
Next step →12Answered
What the buyer sees
Plank hold: picked '5-15 breaths'
Next step →13Answered
What the buyer sees
Overhead: picked '45-80 deg'
Next step →14Answered
What the buyer sees
Wax off front rack: middle
Next step →15Answered
What the buyer sees
Shoulder IR: middle
Next step →16Answered
What the buyer sees
Shoulder ER: middle
Next step →17Answered
What the buyer sees
Push-up extension: middle
Next step →18Answered
What the buyer sees
Squat: picked lowest (0-45 deg) for tight hips
Next step →19Answered
What the buyer sees
Active straight leg raise: middle
Next step →20Answered
What the buyer sees
Hip ER window: lowest (groin)
Next step →21Answered
What the buyer sees
Hip IR window: lowest
Next step →22Answered
What the buyer sees
Couch stretch: lowest
Next step →23Answered
What the buyer sees
Prone knee bend: middle
Next step →24Answered
What the buyer sees
Ankle dorsiflexion: lowest
Next step →25Answered, 'SUBMIT AND SEE MY RESULTS'
What the buyer sees
Feet-together squat: 'Above parallel'
Next step →26Gate after 16 questions (sunk cost)
What the buyer sees
'ASSESSMENT COMPLETE! Create a free account to view your results... No credit card needed!' first, last, email, password
Notes
Classic quiz gate: email asked only after effort invested.
Next step →27Mobile
What the buyer sees
Gate mobile
Next step →28Filled
What the buyer sees
Form filled as Jake Morales
Notes
Button stayed disabled: Cloudflare Turnstile widget had not loaded.
Next step →29Waited
What the buyer sees
Turnstile area blank, button grey
Notes
A page reload let Turnstile load and pass by itself; no tricks used.
Next step →30Submitted
What the buyer sees
'ENTER VERIFICATION CODE' 4-digit code sent by email
Notes
Double opt-in via code; code email arrived in seconds.
Next step →31Typed code from email #1
What the buyer sees
Code entered
Notes
Auto-advanced.
Next step →32Viewed results
What the buyer sees
'Your Mobility Results': Trunk 66.67%, Shoulder 66.67%, Hip 44.44%, Ankle 33.33%. 'Ready to Improve?' START 7-DAY FREE TRIAL
Notes
Results are just 4 percentages; no explanation or free drill. Immediate trial pitch.
Next step →33Mobile
What the buyer sees
Results mobile
Next step →34Clicked trial
What the buyer sees
Plan picker: Mobility Coach $21.99/mo; Team $21.99/seat; Gym $69 for 11
Next step →35Toggled yearly
What the buyer sees
Yearly: $19.17/mo billed $229.99/yr (-12.8%)
Next step →36Chose monthly, Start 7-Day Trial
What the buyer sees
Review subscription: 'You will not be charged until after your free trial ends'
Next step →37Reached card field, STOPPED
What the buyer sees
Stripe: 'Try Mobility Coach 7 days free, then $21.99 per month starting October 23, 2026', card field, Start trial
Notes
Card required for trial.
Next step →38Viewed
What the buyer sees
The Ambush newsletter page: 'A FREE weekly newsletter on health, performance, and longevity'
Next step →39Mobile
What the buyer sees
Ambush page mobile
Next step →40Popup on arrival
What the buyer sees
Cookie banner + sale popup 'Work on the pain that keeps changing your plans... Step-by-step video programs for shoulders, back, knees, Achilles... Sale ends October 18. FIND YOUR PROTOCOL'
Notes
Pain protocols 20% off sale popup.
Next step →41Submitted with Enter after first click hit chat widget
What the buyer sees
Redirect to /the-ambush-welcome after submit (top of page)
Next step →42
What the buyer sees
Popup after declining cookies
Next step →43Filled
What the buyer sees
Popup closed, form filled: first name + email, GET AMBUSHED button
Next step →44Submitted
What the buyer sees
Thank-you page 'Welcome to: THE AMBUSH, LEOPARD FAM!' + 'Get 10% off ANY Pain Protocol when you become one of our text buds' (SMS opt-in)
Notes
Thank-you page used to collect phone numbers for SMS with a 10% bribe. Skipped (no real phone).
Next step →45Browsed
What the buyer sees
Pain Protocols shop: Runner's Knee, Low Back, Shoulder, Achilles, Surgery Recovery etc, $149 (sale $119.20); Sit & Rise $19.99
Notes
Body-part paid products: closest analog to Ryan's injury angle.
Next step →46Viewed
What the buyer sees
Runner's Knee Protocol: 'guaranteed to reduce knee pain quickly, restore function, and prevent a recurrence', 2h45m, 25 min/day
Notes
What Jake would buy.
Next step →47Viewed
What the buyer sees
/trial landing page 'TRY FREE FOR 7 DAYS', testimonials, 'FUTURE PROOF YOUR BODY'
Next step →48Viewed
What the buyer sees
Starrett System: 12-week LIVE program, '$6,999 value', JOIN THE WAITLIST for January 2027
Notes
High-ticket cohort, price hidden pre-sale.
Next step →49Scrolled
What the buyer sees
Waitlist form (HubSpot + invisible reCAPTCHA)
Next step →50Filled
What the buyer sees
Waitlist filled Jake Morales
Next step →51Submitted
What the buyer sees
'You're In! Doors open later this January.'
Notes
reCAPTCHA passed invisibly.
Next step →52Tried bonus content / app home
What the buyer sees
Logged-in free account: any app URL redirects to plan picker
Notes
Free account gets nothing beyond the score.
Next step →53
What the buyer sees
Same plan picker
Next: the emails →Email timeline (4)
#1 Welcome to The Ready State - Verify Your Email
From: kellystarrett@thereadystate.com · Received: 17:49 UTC
Says: Transactional: 'Hello Jake Morales, Welcome to The Ready State' + 4-digit verification code to unlock mobility test results. Expires in 30 min.
CTA: Enter code (no link)
#2 Ready…. Set… MOVE. 👊
From: kellystarrett@thereadystate.com · Received: 17:53 UTC
Says: Welcome after Mobility Test, ~4 min after signup. Long hype letter from Kelly: 'We won't eff around', 'you were built to move, Jake', 3 keys: diversification, alignment, efficiency. Does NOT mention his scores. P.S. promises more story + resources over next days.
CTA: Start your free 7-day trial of Mobility Coach
#3 Ready…. Set… MOVE. 👊
From: kellystarrett@thereadystate.com · Received: 17:54 UTC
Says: Same welcome letter, re-sent for newsletter signup ('signing up for our FREE newsletter'). Duplicate copy, no trial CTA this time.
CTA: Get started (soft link)
#4 Ready to get ambushed, Jake? 🔥🐆
From: kellystarrett@thereadystate.com · Received: 17:54 UTC
Says: The Ambush welcome from Kelly & Juliet: who they are, weekly mobility tips, plugs TRS Podcast (Apple/Spotify/YouTube), first issue coming soon, follow on IG.
CTA: Listen to TRS Podcast / follow @thereadystate
Paid offer
Name: Mobility Coach app (also Pain Protocols, Starrett System cohort)
Price: Mobility Coach $21.99/mo or $229.99/yr; Pain Protocols $149 one-time (on sale $119.20); Starrett System 12-week live cohort (price hidden, waitlist)
Billing: Stripe subscription, auto-renew
Trial: 7-day free trial, card required, then $21.99/mo
What is included: 1,000+ guided mobility sessions, daily 5-30 min flows, videos matched to weak areas from test, retest tracking, live monthly Q&A with Kelly
Free to paid bridge: Quiz -> free account (email verified) -> results page with single CTA 'START 7-DAY FREE TRIAL' -> plan picker -> Stripe card. Landing page promises 'if you join us inside Mobility Coach, we'll serve up personalized videos to increase your range', so the score is the hook and the fix is paid. Welcome email (~4 min later) repeats 7-day trial CTA. Newsletter thank-you page upsells SMS + pain protocols; site popup pushes Pain Protocol sale.
Freebie detail
Type: Interactive quiz/assessment (16-movement Mobility Test) + free weekly newsletter (The Ambush) + Starrett System waitlist
Exact promise: FREE MOBILITY TEST - 15 MINUTES - NO CREDIT CARD. HOW WELL IS YOUR BODY ACTUALLY AGING? Get a real-time score for your trunk, shoulders, hips, and ankles with the same assessment Dr. Kelly Starrett uses with pro athletes and the U.S. military
Length: 16 guided movement tests, ~15 min; result = 4 percentage scores
Asks for: Quiz: first name, last name, email, password + 4-digit email code (after the test). Newsletter: first name + email. Waitlist: first, last, email. SMS optional for 10% off.
What works
- Quiz-first, email-last: 16 steps of effort before asking for anything, so completion of the gate feels mandatory.
- Landing page segments by persona (Athletes, Weekend Warrior with knee pain, Over 50, In Pain); Jake sees himself.
- Score by body region (Hip 44%, Ankle 33%) creates a personal 'problem' the paid app solves.
- Credibility: DPT, 3x NYT bestsellers, NFL/Olympics/military.
- Multiple low-friction entries (quiz, newsletter, waitlist, trial) all feeding one HubSpot list.
- Body-part pain protocols ($149) are a one-time paid entry for people who will not subscribe.
- Emails personalized with first name throughout.
Avoid
- Account + password + verification code just to see a score is heavy friction; Turnstile failed to load on first try (button stuck disabled).
- Results page gives 4 numbers and zero free help (no drill for the weak hip/ankle). Feels like a bait-and-switch.
- Welcome email is generic and does not reference the score or weak areas.
- Duplicate welcome email ('Ready.... Set... MOVE.') sent twice, once per opt-in, plus a third Ambush welcome: 3 near-identical emails in 1 minute.
- Free account is useless: every app URL redirects to the paywall.
- Too many offers (app, protocols, system, courses, shop, Antarctica trip) compete; IG bio has 5 different links.
Blocked or missing
- Cloudflare Turnstile on results signup did not render at first; resolved by a normal page reload (no bypass).
- Stopped at Stripe card field for 7-day trial.
- Skipped SMS opt-in (needs a real phone number).
- Did not open 'Find your protocol' quiz from sale popup (popup dismissed); pain protocols viewed directly instead.
- pliability not walked (Ready State chosen as richer funnel).