Theory of Motion (Jason & Lauren Pak)
SUCCESSFUL IG 1.4M @jasonandlaurenpak · YT 205K
Walked as buyer "Jake", an ex-athlete with a cranky knee.
Verdict: Freebie is a real sample week of the $19.99 app, with a 50% code in PDF and email. Closest model for Ryan.
IG: @jasonandlaurenpak (main, 1.4M); @theoryofmotionco (brand, 2,259) · 1.4M (@jasonandlaurenpak), 2,259 (@theoryofmotionco); site claims 2M+ across IG/TikTok/YouTube
Who they target: General 'athlete in everyone' lifters, all ages; functional strength + mobility + athleticism. Mostly gym-goers 25-50, skew female-friendly couple brand. Not injury-specific.
Freebie: PDF guide (sample week of workouts)
Paid: Theory of Motion App, $19.99/month or $239.88/year; 50% off first month with code THEORY50; separate one-time programs (Mobility, Core, Foundations) $79.99 each
Emails seen: 1
Jump to: Walk the funnel · Emails · Paid offer · What works / avoid · Blocked
Walk the funnel (27 steps)
1Viewed public profile (logged out)
What the buyer sees
IG profile @jasonandlaurenpak, bio 'Functional Strength | Mobility | Athleticism', link 'www.theoryofmotion.co/pages/blueprint and 3 more'
Notes
Highlights: About Us, Our App, Free Guide, Programs. Note: @theoryofmotion is an unrelated 17-follower account.
Next step →2Viewed
What the buyer sees
Brand account @theoryofmotionco, 2,259 followers, links to app product page
Notes
Tiny vs the founders' account; founders' faces carry the brand.
Next step →3Opened link list
What the buyer sees
Bio links modal: 'Free Guide!' first, then YouTube, App, Website
Notes
Free guide is link #1 in bio.
Next step →4Read page
What the buyer sees
Landing page 'The Motion Blueprint - For the athlete in everyone. Our complete training framework - free to download, built from 15+ years of coaching.' Email-only form, sneak peek, Why Trust Us, FAQ
Notes
Shopify page, email field only (no name). Repeated opt-in form top and bottom.
Next step →5Mobile view
What the buyer sees
Same page on mobile
Next step →6Expanded FAQ
What the buyer sees
FAQ accordion (equipment: barbells, DBs, KBs, bands, with substitutions)
Notes
Only one FAQ answer opened on click; rest collapsed.
Next step →7Entered inbox address
What the buyer sees
Email field filled
Next step →8Submitted
What the buyer sees
Inline 'Thanks for subscribing! Check your email for a confirmation message.' plus a second popup 'Stay In The Know' asking for email again
Notes
No thank-you page, no instant download; popup immediately asks for email again (sloppy).
Next step →9Browsed homepage
What the buyer sees
Homepage: 'For the athlete in everyone.' Join the App / Explore Programs; product tiles App, Mobility, Core, Foundations
Next step →10Browsed
What the buyer sees
App sales page 'FUNCTIONAL STRENGTH & MOVEMENT', new phases monthly, mods for every exercise, gym and home, 30 reviews 5.0
Notes
FAQ includes 'What if I have injuries or limitations?'
Next step →11Mobile view
What the buyer sees
App sales page mobile
Next step →12Clicked email link
What the buyer sees
Shopify Digital Downloads page 'The Motion Blueprint Official.pdf (3.23 MB) Download Now'
Notes
Delivered by email within 7 seconds.
Next step →13Opened PDF
What the buyer sees
PDF cover: 'The Motion Blueprint, For the Athlete in Everyone, SAMPLE WEEK OF WORKOUTS'
Notes
23 pages, InDesign, polished.
Next step →14
What the buyer sees
Copyright/disclaimer page
Next step →15
What the buyer sees
Table of contents (Quickstart, Welcome, Approach, Supersets, Progressive Overload, RPE, Warm-up, 3-day and 4-day plans, Next Step: App)
Next step →16
What the buyer sees
Welcome letter from Jason and Lauren (gym owners 2011-2021, NASM, FMS, PRI, StrongFirst...)
Notes
Credibility front-loaded.
Next step →17
What the buyer sees
Inner page
Next step →18
What the buyer sees
Inner page (warm-up / plans)
Next step →19
What the buyer sees
Workout page with exercise video links
Notes
PDF has clickable demo videos.
Next step →20
What the buyer sees
Upsell page: 'YOUR BLUEPRINT IS JUST BEGINNING - GET 50% OFF YOUR FIRST MONTH! USE CODE Theory50'
Notes
The bridge offer lives inside the freebie.
Next step →21
What the buyer sees
Closing note from Jason & Lauren
Next step →22Viewed
What the buyer sees
Product page 'Theory of Motion $19.99/month', full vs lite tracks, 2/3/4-day plans, monthly or yearly
Notes
Yearly = $239.88 (no discount).
Next step →23Mobile view
What the buyer sees
Product page mobile
Next step →24Viewed yearly option
What the buyer sees
Product page with subscription options
Notes
Yearly radio did not change price display.
Next step →25Add to cart
What the buyer sees
Cart drawer with $19.99 monthly
Next step →26Opened checkout, STOPPED
What the buyer sees
Shopify checkout: $19.99 every month, discount code field, card fields, PayPal
Notes
No free trial. Discount field is where THEORY50 goes.
Next step →27Viewed
What the buyer sees
Theory of: Mobility page, '5 MINUTES A DAY', 6-week program, $79.99 one-time
Notes
Other one-time programs: Core, Foundations, each $79.99.
Next: the emails →Email timeline (1)
#1 Your Motion Blueprint Is Ready!
From: hello@theoryofmotion.co · Received: 17:38 UTC
Says: Delivery email 7s after opt-in. Link to PDF download. Coaching tip: pick 3-day or 4-day plan, schedule Day 1. Promises a handful of emails over the next couple weeks. 'Continue Your Journey' block pitches the app with code THEORY50 (50% off first month).
CTA: Download The Motion Blueprint / Explore the Theory of Motion App (THEORY50)
Paid offer
Name: Theory of Motion App
Price: $19.99/month or $239.88/year; 50% off first month with code THEORY50; separate one-time programs (Mobility, Core, Foundations) $79.99 each
Billing: Monthly subscription via Shopify checkout
Trial: None
What is included: New 4-week training phase monthly, full (gym) or lite (home) track, 2/3/4-day plans, video demos + written cues, mods/regressions, in-app community + support, progress tracking
Free to paid bridge: Freebie IS a sample week of the paid app (same structure: warm-up, power, strength supersets, finisher). PDF p21 and email #1 both pitch the app with THEORY50 (50% off month 1). Email #1 also promises 'a handful of emails over the next couple of weeks' explaining the thinking, i.e. a nurture sequence before the hard sell.
Freebie detail
Type: PDF guide (sample week of workouts)
Exact promise: The Motion Blueprint. For the athlete in everyone. Our complete training framework - free to download, built from 15+ years of coaching.
Length: 23-page PDF; 6-step warm-up, 3-day total body or 4-day upper/lower sample week, with video demo links
Asks for: Email only
What works
- Freebie is a real sample of the paid product, not a random tip sheet: try-before-you-buy at $0.
- Free guide is link #1 in the founders' bio; highlight 'Free Guide' too.
- Instant email delivery (7 seconds) with plain-spoken 'just do Day 1, put it on your calendar' coaching tone.
- Upsell is soft and embedded: last pages of PDF + bottom of email, with a concrete 50% code.
- Heavy trust-building: trainers since 2007, gym owners 2011-2021, cert list, 'not just influencers'.
- Price ($19.99) is almost the same as Ryan's $20, so this is a direct price comparable.
Avoid
- Email-only opt-in with no name: every email starts 'Hey there!' (no personalization).
- After submit, no thank-you page; a second 'Stay In The Know' popup asks for the email again. Confusing.
- Generic 'athlete in everyone' positioning; nothing for an injured ex-athlete like Jake. Injury handling is buried in an FAQ.
- No quiz/segmentation, so the sequence cannot speak to knee or groin issues.
- Two IG accounts split the audience; brand account has only ~2K followers.
Blocked or missing
- Only 1 email received in the ~20-minute window (delivery email). Promised nurture sequence starts later; not captured.
- No free trial on the app, so nothing to walk past checkout.
- YouTube link in bio (single video) not followed.