Black Friday Social Posts
Campaign lines, captions, stories, reels and answers for your audience.
Check the campaign offer and campaign rules before publishing. The day-by-day email sequence remains a separate resource.
Messaging — the lines to use
Copy these as they are, or build yours from them. Every line is approved; every claim in it is one we make ourselves.
The offer, complete
Lifetime access to The Movement Athlete — the full system, every skill, every update — for one payment of $297. That's 70% off the full price of $997. Not a subscription. Nothing to cancel. Closes Thu 3 Dec — and it is intended to be the last time lifetime is sold.
Lifetime access to The Movement Athlete — the full system, every skill, every update — for one payment of $297. That's 70% off the full price of $997. Not a subscription. Nothing to cancel. Closes Thu 3 Dec — and it is intended to be the last time lifetime is sold.
The offer, short
Lifetime access, one payment of $297 — 70% off the full price of $997. Closes Thu 3 Dec.
Lifetime access, one payment of $297 — 70% off the full price of $997. Closes Thu 3 Dec.
Four words
Pay once. Train for life.
Pay once. Train for life.
Why now
Our intention is that this is the last lifetime window — The Movement Athlete is moving to a subscription-only model.
Our intention is that this is the last lifetime window — The Movement Athlete is moving to a subscription-only model.
The yearly
Prefer yearly? $97 for the first year, then $157 a year.
Prefer yearly? $97 for the first year, then $157 a year.
The guarantee
60-day money-back guarantee. Two months to decide, no questions.
60-day money-back guarantee. Two months to decide, no questions.
The deadline
Cart closes Thursday 3 December, 23:59 Pacific. Published from day one. Never extended.
Cart closes Thursday 3 December, 23:59 Pacific. Published from day one. Never extended.
Disclosure
#ad — I earn a commission if you join through my link, at no extra cost to you.
#ad — I earn a commission if you join through my link, at no extra cost to you.
NEVER THESE
- “a lifetime subscription” — it is lifetime access, one payment
- “70% off per month” — the 70% is off the full price of $997, once
- a flat “never again” / “gone forever” / “last chance ever” — say the intention
- any price other than $297 and $97; the only other number is the full price, $997
- a date or hour we did not publish — one deadline: Thu 3 Dec, 23:59 Pacific
- a health promise next to a deadline
Text links
Copy you can post, by phase
Written to be adapted, not pasted whole — your audience follows you. Swap [YOUR LINK]; the dates are already in. Keep the disclosure at the top. Every claim in here is one we make ourselves.
Warm-phase post (now → 2 Nov)
#ad · Strong muscles don't protect weak movement patterns.
That's the line that changed how I think about training. You can be strong in the gym and still get hurt picking up a bag, because strength built on bad movement breaks.
Progressive calisthenics fixes the order: movement first, then load — one slightly harder variation at a time, so your joints adapt alongside your muscles.
The system I use starts you with an assessment that places you at your exact level on every movement.
Never too easy, never more than your joints are ready for.
More on this soon. For now: where would YOU start — wall push-ups or full ones? Be honest.
#ad · Strong muscles don't protect weak movement patterns. That's the line that changed how I think about training. You can be strong in the gym and still get hurt picking up a bag, because strength built on bad movement breaks. Progressive calisthenics fixes the order: movement first, then load — one slightly harder variation at a time, so your joints adapt alongside your muscles. The system I use starts you with an assessment that places you at your exact level on every movement. Never too easy, never more than your joints are ready for. More on this soon. For now: where would YOU start — wall push-ups or full ones? Be honest.
Tease post / story text (3 → 23 Nov)
#ad · Something is coming on Tuesday 24 November.
The Movement Athlete is opening a short window on lifetime access — the whole system, every skill, every update, one payment, no subscription — at 70% off the full price. It closes 3 December.
If you've been meaning to start training properly — at your own level, around your own joints — this is the fortnight to do it.
Want first word the moment it opens?
Reply VIP / tap the link in my bio and I'll send it to you first.
(I'm a partner — I earn a commission if you join through my link, at no extra cost to you.)
#ad · Something is coming on Tuesday 24 November. The Movement Athlete is opening a short window on lifetime access — the whole system, every skill, every update, one payment, no subscription — at 70% off the full price. It closes 3 December. If you've been meaning to start training properly — at your own level, around your own joints — this is the fortnight to do it. Want first word the moment it opens? Reply VIP / tap the link in my bio and I'll send it to you first. (I'm a partner — I earn a commission if you join through my link, at no extra cost to you.)
Opening-day caption (24 Nov)
#ad · It's open. 🔓
Lifetime access to The Movement Athlete — the full progressive calisthenics system, 100+ skills with full progression paths, an assessment that places you at your exact level, workouts that rebuild themselves every session — for ONE payment of $297. That's 70% off the full price of $997.
Not a subscription. Nothing to cancel. Closes Thursday 3 December — and The Movement Athlete's intention is that this is the last time lifetime is ever sold; they're moving to a subscription-only model.
Who it's for: anyone who wants to get strong, mobile and pain-free for life and is tired of eight-week programmes that end.
Prefer yearly? $97 for the first year.
60-day money-back guarantee, so the decision is reversible.
👉 [YOUR LINK]
#ad · It's open. 🔓 Lifetime access to The Movement Athlete — the full progressive calisthenics system, 100+ skills with full progression paths, an assessment that places you at your exact level, workouts that rebuild themselves every session — for ONE payment of $297. That's 70% off the full price of $997. Not a subscription. Nothing to cancel. Closes Thursday 3 December — and The Movement Athlete's intention is that this is the last time lifetime is ever sold; they're moving to a subscription-only model. Who it's for: anyone who wants to get strong, mobile and pain-free for life and is tired of eight-week programmes that end. Prefer yearly? $97 for the first year. 60-day money-back guarantee, so the decision is reversible. 👉 [YOUR LINK]
Mid-window proof caption (25–26 Nov)
#ad · "Yes, has made me so much stronger, I don't get injured." — Sean, 47, teacher and rugby coach, Movement Athlete member.
That's the whole point of training this way. Not a number on a bar — a body that holds up.
The lifetime window is open now: the full system, one payment of $297, nothing to cancel.
Questions? Ask me below — I'll answer every one.
👉 [YOUR LINK]
#ad · "Yes, has made me so much stronger, I don't get injured." — Sean, 47, teacher and rugby coach, Movement Athlete member. That's the whole point of training this way. Not a number on a bar — a body that holds up. The lifetime window is open now: the full system, one payment of $297, nothing to cancel. Questions? Ask me below — I'll answer every one. 👉 [YOUR LINK]
Black Friday / Cyber Monday caption (27 & 30 Nov)
#ad · If you were waiting for the day itself — this is it.
Lifetime access to The Movement Athlete for one payment of $297, 70% off the full price of $997. Every skill, every update, for life. Nothing to cancel.
Closes Thursday 3 December at 11:59 PM Pacific. 60-day money-back guarantee.
👉 [YOUR LINK]
#ad · If you were waiting for the day itself — this is it. Lifetime access to The Movement Athlete for one payment of $297, 70% off the full price of $997. Every skill, every update, for life. Nothing to cancel. Closes Thursday 3 December at 11:59 PM Pacific. 60-day money-back guarantee. 👉 [YOUR LINK]
Closing-day caption (3 Dec)
#ad · Last call. The lifetime window closes tonight, 11:59 PM Pacific.
One payment of $297 for the whole Movement Athlete system — every skill, every update, for life. After tonight this $297 price is gone and lifetime goes back to its full price of $997 — and it's intended to be the last time lifetime is sold at all.
60-day money-back guarantee.
Nothing to cancel.
👉 [YOUR LINK]
#ad · Last call. The lifetime window closes tonight, 11:59 PM Pacific. One payment of $297 for the whole Movement Athlete system — every skill, every update, for life. After tonight this $297 price is gone and lifetime goes back to its full price of $997 — and it's intended to be the last time lifetime is sold at all. 60-day money-back guarantee. Nothing to cancel. 👉 [YOUR LINK]
Day-after caption (4 Dec)
#ad · That's closed — as promised, no extension.
If you missed it: the free trial is still open, and it costs nothing to take the assessment and see exactly where you'd start. The one-off deal is gone; the way in isn't.
👉 [YOUR LINK]
#ad · That's closed — as promised, no extension. If you missed it: the free trial is still open, and it costs nothing to take the assessment and see exactly where you'd start. The one-off deal is gone; the way in isn't. 👉 [YOUR LINK]
6-slide story set (opening day)
1 — "#ad · It's open." (text on dark, nothing else)
2 — "Lifetime access to The Movement Athlete. One payment. $297 — 70% off $997."
3 — "What's in it: 100+ skills with full progression paths · an assessment that places you at your exact level · workouts that rebuild every session · every update we ship."
4 — "Who it's for: you want to get strong, mobile and pain-free for life — and you're done with programmes that end."
5 — "60-day money-back guarantee.
Nothing to cancel. Closes 3 December."
6 — Link sticker → [YOUR LINK]. "Partner link — I earn a commission if you join."
1 — "#ad · It's open." (text on dark, nothing else) 2 — "Lifetime access to The Movement Athlete. One payment. $297 — 70% off $997." 3 — "What's in it: 100+ skills with full progression paths · an assessment that places you at your exact level · workouts that rebuild every session · every update we ship." 4 — "Who it's for: you want to get strong, mobile and pain-free for life — and you're done with programmes that end." 5 — "60-day money-back guarantee. Nothing to cancel. Closes 3 December." 6 — Link sticker → [YOUR LINK]. "Partner link — I earn a commission if you join."
30-second reel script (warm or opening day)
HOOK (0–3s, to camera): "You don't get stronger doing more of the same exercise."
(3–10s): "You get stronger doing a slightly harder one. That's the whole secret of calisthenics — and almost nobody trains it that way."
(10–20s, show the app or your own progression): "The Movement Athlete starts you with an assessment, places you at your exact level on every movement, then makes each session just a little harder than the last." WARM VARIANT adds: "Never too easy.
Never more than your joints are ready for." OPENING-DAY VARIANT leaves that line out — health and deadline never share one asset.
(20–30s): Warm → "Link in bio if you want to see where you'd start." Opening day → "Until 3 December it's lifetime access for one payment — link in bio."
ON-SCREEN: 100,000+ members · 4.8★ member rating · 60-day guarantee. CAPTION: #ad first, then your link.
HOOK (0–3s, to camera): "You don't get stronger doing more of the same exercise." (3–10s): "You get stronger doing a slightly harder one. That's the whole secret of calisthenics — and almost nobody trains it that way." (10–20s, show the app or your own progression): "The Movement Athlete starts you with an assessment, places you at your exact level on every movement, then makes each session just a little harder than the last." WARM VARIANT adds: "Never too easy. Never more than your joints are ready for." OPENING-DAY VARIANT leaves that line out — health and deadline never share one asset. (20–30s): Warm → "Link in bio if you want to see where you'd start." Opening day → "Until 3 December it's lifetime access for one payment — link in bio." ON-SCREEN: 100,000+ members · 4.8★ member rating · 60-day guarantee. CAPTION: #ad first, then your link.
Pinned comment (under every reel, 24 Nov → 3 Dec)
📌 #ad · Lifetime access to The Movement Athlete is open until 3 December — the whole system, one payment of $297 (70% off $997), nothing to cancel. My partner link: [YOUR LINK]
📌 #ad · Lifetime access to The Movement Athlete is open until 3 December — the whole system, one payment of $297 (70% off $997), nothing to cancel. My partner link: [YOUR LINK]
Link-in-bio line
Tease: "Lifetime window opens 24 Nov → tap for first word" · Open: "🔓 Lifetime access, one payment, closes 3 Dec → " · After: "Free trial — take the assessment →"
Tease: "Lifetime window opens 24 Nov → tap for first word" · Open: "🔓 Lifetime access, one payment, closes 3 Dec → " · After: "Free trial — take the assessment →"
Answers for your DMs and comments
In your voice, ready for a DM, a comment or a story Q&A. Each answer is true and short; add your own experience in front of it.
Is this a subscription?
Lifetime isn't — that's the point. One payment of $297, it doesn't renew, there's nothing to cancel, and you keep every update they ship. There's also a yearly at $97 for the first year (then $157 a year) if you'd rather not pay once.
I'm a complete beginner. Is it too advanced?
It starts with an assessment that places you at your exact level on every movement — wall push-ups if that's where you are. It's never too easy and never more than your joints are ready for. Beginners are who it was built for.
I'm over 40 / 50. Is this for me?
Yes. Members range from their twenties to their sixties; one is 68 and started after a decade off. The whole system is built around joint-safe progressions, so it gets harder exactly as fast as you do, not faster.
I've got an old shoulder / back injury.
It's a training system, not medical advice — if you've a diagnosed condition, check with your physio first. What I can tell you is the system was built by a coach who rebuilt himself after a shoulder injury, and it's designed to never load a movement you're not ready for.
What happens if it's not for me?
60-day money-back guarantee, no questions. You can take the whole thing for a spin for two months and still get your money back.
Do I need equipment or a gym?
No. Bodyweight, at home, from 15 minutes a session. A pull-up bar helps later on, but you don't need one to start.
Is it an app?
Yes — iOS, Android and web. You take the assessment, it builds your workout, and it adjusts every session from how the last one went.
Why is it cheaper right now?
Black Friday. Lifetime is 70% off the full price of $997 until 3 December, 23:59 Pacific. They publish the close date from day one and they don't extend it.
Will lifetime come back next year?
Their stated intention is no — The Movement Athlete is moving to a rebuilt AI app and a subscription-only model, so this is planned to be the last lifetime window. I'm not going to promise what isn't mine to promise, but that's the plan they've shared.
Is there a free trial on the Black Friday price?
No — the Black Friday prices are charged on day one. The 60-day money-back guarantee is the safety net instead, and it's a longer one than most trials.
Pick your audience: the angle and the proof
The quote is a member’s own words from the quote engine — use it in quotation marks, credited, never as your own experience.
| Your audience | The angle in one line | A member’s words | Warm-phase post |
|---|---|---|---|
| Over 40, wants to stay capable | Be more capable as you get older, not less — strength that protects your joints. | “Yes, has made me so much stronger, I don’t get injured.” — Sean, 47, teacher and rugby coach | “Strong is useless if you’re broken by 50” — why movement comes before load. |
| Training around pain or an old injury | A system that never loads a movement you are not ready for. (Training, not medical advice.) | “I’m no longer troubled by back pain which helps my self-confidence a whole lot.” — Hans, 30s | The coach’s own shoulder story — see the story that sells. |
| Busy — parents, shift workers, travellers | From 15 minutes, no gym, no equipment, and it adapts when life gets in the way. | “There are 168 hours in a week… You’ve got time to train.” — Charlie, under 30 | “Most programmes give you exercises. This gives you a session.” |
| Skill seekers — handstand, muscle-up, lever | 100+ skills with full progression paths; the skills are the proof the strength is real. | “I am 80% to my front lever and more than 50% to a one arm pull up.” — a member in their 30s | “You don’t get stronger doing more of the same exercise. You get stronger doing a slightly harder one.” |
Keep pain and injury angles in the warm and proof phases. Never pair them with a deadline — a closing post is price, link, guarantee, and nothing about health.
Your early-access list
Before there is anything to buy, collect the people who want to hear first. Your opening message then lands on readers already leaning in, and opening day is where the window is won. Fifteen minutes, no tools required:
- Post the ask (from 3 Nov).
Use the tease text above. The line that works: “Want first word the moment it opens? Reply VIP.” Pin it.
- Collect the hands.
No email tool? A story poll (“Tell me first? Yes”) — screenshot the voters. Newsletter? A one-line reply-to-join. Any free email tool’s free tier works for a list this size; so does a Gmail label.
- Promise the right thing.
The first message, the moment it opens on Tue 24 Nov. Not a different price, not an earlier window — the offer opens for everyone at the same time.
- One note the day before (23 Nov).
“Tomorrow.” Nothing else. It is the highest-open message you will send all month.
- Send them the opening message first on Tue 24 Nov.
Then everyone else. The difference is who is reading, not what they read.
EMAIL REFERENCE
The email sequence
Every email of the arc, day by day — phases, dates, subject lines to test, and the copy from our best year, word for word.
Subject lines for the window
Plain and specific; the discount does the shouting. No price in the subject, no first name first, no claim about future prices. “Gone at midnight” means 23:59 Pacific on 3 Dec and nothing else. The injury line is a warm-phase subject, never a closing one.
Six pre-launch education emails (2025 resources):
1. You don’t need a gym. Seriously.
2. Are you building or breaking? (No maintenance mode)
3. While your friends pop ibuprofen like candy...
4. 15 years, 100,000 bodies, same pattern every time
5. Get stronger with fewer injuries — just like this 47-year-old dad
6. “I don’t have time” isn’t the problem.