Ryan Lutke: kickoff hub

Kickoff call: Sat Oct 17, 1:00-1:45pm ET, Google Meet. Updated Oct 16 night.

Ryan: 2-minute briefing

Client: Ryan Lutke, CSCS, NYC trainer, ex All-American D2 soccer. IG @fortifiedtraining 29K. Sells The Practice, $19.99/mo on EverFit. Paid us $1K of $2K.

His real numbers: 17 people ever paid, 10 active, 7 cancelled, $1,079 all-time. Joins peaked May (6), now ~1/month. IG reach halved Aug to Sep.

The problem is after the comment, not before: ~2,900 people commented "PRACTICE" on his reels. ~437 got a DM. The current DM gives a free workout and stops (no link to The Practice). Waitlist email fires 3x with a past date. 0 clicks on all newsletters. Welcome DM (15K sends) points to YouTube, not The Practice.

His real buyers (26 intake forms): median ~38, already train weekly, want mobility + strength + injury prevention, blocked before by injuries, no accountability, no motivation. IG audience: 35-54 = 56%, 46% women.

Competitors (12 proven, 147K to 4.8M followers): free sample of the real thing (GMB, Theory of Motion, JTM) or a quiz; 7-day trial or 50% off month 1; always open. 0 use a free challenge. 0 use monthly windows.

Our lean: fix the broken path first; freebie = one real 20-min Practice session with swaps for knee/hip/back/shoulder; clear comment CTA; thank-you page pitch + ~5 emails answering their fears; keep $19.99, add trial or 50% off + annual; always open with a monthly start day. Full why + pros/cons below.

New from the master plan: sales peaked Apr-May (3, 6) while the DM linked straight to the buy page; after June that link was gone and sales fell to 0-3/month. Churn ~13%/month (small numbers). Only 5 of 18 clients had workouts assigned in the last 30 days: some paying members may get no workouts. Plan goes live Fri Nov 6. 1st choice offer change: 7-day free trial (EverFit supports it, he has a draft).

Tell him now (before call): rotate his Systeme API key (exposed in ManyChat); check newest EverFit client message (plank-saw pain), our pull may have marked it read.

Read in this order

1. Master plan (everything, one doc)
The plan, every why from the research, objections + answers, funnel step by step, pros/cons, 2nd choices, roadmap. (~20 min read. Long but scannable.)

2. Recommendations (short)
1st + 2nd pick per decision with why, pros, cons.

3. His real numbers
ManyChat, Systeme, EverFit, Linktree pull: funnel, members, intake answers, what's broken.

4. Funnel walk-throughs (as a buyer)
His funnel + 12 proven competitors, every screen + emails. Click next to see the next.

5. What competitors sell, at what price

6. Competitor analysis: what winners do, what fits Lutke

7. Research round 1: audience, objections, market
Reddit + YouTube voices of his audience, competitor patterns, options.

8. Research round 2: why free fails, accountability, $20 comparison

9. Voice note questions we sent him

10. Task list until Saturday

Questions to ask him Saturday

Why did most PRACTICE comments not get a DM (automation off at times? which reels)?

Who are the 10 active members, why did the 7 leave? Why do 13 of 18 clients show no workouts assigned in the last 30 days?

Gym, home, or both? Can EverFit do the 7-day trial and the $100/6-month plan he already drafted?

Open to always-open with a monthly start day instead of enrollment windows?

Where's the injury line for the free session ("see a PT first" wording)?

OK to start fixing the broken path right away, and to film the free session Thursday Oct 22?