About TMA & the partner playbook

The Movement Athlete · Partner Marketing Playbook

Everything we know about selling The Movement Athlete. Now it's yours.

The three buyers who actually pay. The story that converts. The ads and the emails that carried the first $1M, the assets to build with, and the claims that keep you safe. Adapt it to your voice — the best partner content has always been personal, never copy-pasted.

— Jesse, Head Coach

100,000+ athletes4.8★ member rating47 countries2,000+ exercise variations100+ skills with full progressions60-day money-back guarantee

All resources →

The Movement Athlete app: personalised daily workout, progress tracking and skill mastery screens
As featured Red Bull, LEAD Sports Tech Accelerator, Forbes, SportsTech Ireland, NewsWatch and AMC Men's Health, Men's Fitness, LIVESTRONG, HuffPost and askmen
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The email assets

Nineteen assets, ready to adapt — plus the formats behind them.

We’re not handing you swipe copy we hope might work. We mined every campaign we’ve sent since 2015 — 1,500+ — kept only what actually won, and rebuilt the winners so you can put your name on them.

What’s in the pack:

  • The 7-email evergreen sequence — written to be adapted into your voice, with [ADAPT] blocks and your-link placeholders
  • The 3-email promo-window variant — for when a real dated offer runs
  • The winners gallery — the actual highest-performing emails from ten years of our own sends
  • A subject-line bank by angle (objection · research · story · honest-urgency)
Two TMA app screens: the workout picker and a mastery celebration screen for the pull-up
What your reader gets on the other side of the click — progressive workouts and skills they actually unlock.

The evidence behind the sequence

FormatEvidenceUse it for
Member case studyConsistently our best-performing format. On our current list it out-clicks our sale emails by roughly 2–3× (the 2020 original scored far higher, but pre-dates modern click-tracking, so we don’t lean on that number)The heart of any sequence
Objection / FAQ emailThe best performer in our biggest promo arc, twiceThe pre-ask email
Personalisation explainerAmong the highest-clicked emails we’ve sent at full list scaleBeginners & skeptics
Skill / value guidea consistently strong click rate at full list scale (the handstand guide; the bare-minimum workout)Trust-building, giveaways
Honest deadlineThe closing email is the best converter of every promo arc we’ve runPromo windows ONLY, real dates only

Frameworks you can reuse — from ten years of campaign archive

  • Objection-first launch — open by naming the audience’s biggest doubt (“bodyweight can’t build muscle”) and answering it with evidence, before any offer.
  • The origin story — the injury-and-rebuild story (this kit), told with vulnerability.
  • The member case study — one person, believable numbers, modest outcome.
  • Authority research — cite real, sourced studies on progressive resistance; never an unsourced percentage.
  • Future pacing — “choose your [date] story”: the reader’s two possible futures, honestly told.
  • Escalating close — over a real window’s final days: reminder → objections answered → final hours. Always against a written-confirmed date, and the offer must actually end.
  • The psychology toolkit — loss aversion · social proof · authority · identity · reciprocity; scarcity and urgency only when genuinely true.
  • The objection map — muscle-building → member proof + progressive-overload science · “too easy” → progression explanation · “tried everything” → system precision · “no time” → 15-minute workouts · “too expensive” → cost-per-week vs one PT session.

TWO CORRECTIONS TO THE PACK BELOW

  • The accelerator line is APPROVED. Where the quick-reference says never reuse “LEAD Sports Tech Accelerator — run by the Adidas family and ex-Red Bull executives”, that applies to lifting a historical email whole — the line itself is the approved credibility sentence and appears across this kit. Same for “this window closes on [DATE we confirm]” — that is the approved deadline construction.
  • Destination: these emails were drafted around the trial link. Your default route is the quiz — swapping [YOUR PARTNER LINK] for your quiz link is correct, and where an email describes the in-app assessment, keep your promise to “see where you’d start” — the full assessment happens in the app after the quiz places them.

Nineteen email assets: a seven-email evergreen sequence, a three-email promo arc, and nine of our own best-performing emails rebuilt as structure cards you can study. Every claim outside an [ADAPT] block is verified — keep those as written.

Disclosure is not optional. Every email must say you earn a commission, near the top of the send — #ad, Affiliate link below, or "I earn a commission if you sign up through my link — at no extra cost to you." The FTC (USA), ASA (UK) and their equivalents all require it, and it does not hurt conversion.
Write what is true. Every [ADAPT] block asks for your own experience. If you have not personally used TMA, say so — "I recommended it because…" is honest; "I've been training with it for three months…" when you haven't is not, and your audience will work it out.

The evergreen sequence — seven emails over 22 days

Evergreen · 7-day free trialDay 1

E1 — THE PERSONAL INTRO

Open the door. The partner explains why they are bringing TMA up now, in their own words.

Written for: All three (the gateway email; personalisation happens in the [ADAPT] blocks)

Your voice goes in 3 places ([ADAPT])

Subject options

  1. Why I stopped recommending gym programs
  2. The training app I keep getting asked about
  3. I tried a lot before I found this

Preview

It started with a simple frustration — nothing I tried was built for how I actually move.

Read the full body (fill every [ADAPT] block, swap [YOUR PARTNER LINK] for your link)
[ADAPT: Write 2–3 sentences about a genuine moment of frustration with generic training — a program that assumed everyone starts the same, an injury from lifting, a plateau you could not break through, or simply the chaos of trying to stitch together YouTube videos into something coherent. This is YOUR opening, in YOUR voice. Do not fabricate. If you have not had this experience yourself, skip to the recommendation framing and say why the approach convinced you on behalf of your audience.] I spent a while looking for something that actually started where I was. Not where a program assumed I should be. That is when I started paying proper attention to The Movement Athlete. It is a calisthenics training app. AI-driven, so it gives you a personalised workout every single day — not based on what the average person needs, but on what your assessment actually shows about your push strength, your pull strength, your mobility, your core, your legs. It places you at your exact level on every movement, then adjusts automatically from your feedback after each session. [ADAPT: One line about why this appealed to you specifically — your schedule, your injury history, your goals, whatever is genuinely true.] The thing that convinced me it was worth recommending: 100,000+ people across 47 countries are training with it, and it carries a 4.8-star member rating. It was built not by a single trainer with a strong opinion, but by physiotherapists, gymnastics coaches, and elite calisthenics coaches. And it is backed by the LEAD Sports Tech Accelerator — run by the Adidas family and ex-Red Bull executives — which tells you this is not a side project. There is a 7-day free trial. No excuses not to at least look. [YOUR PARTNER LINK] [ADAPT: One closing line in your voice — why you want them to try it, or what you hope they get from it.] ---

Why this works: Opens the trust arc without a hard sell. The [ADAPT] blocks make this impossible to fake-personalise, which is the point — partners who fill them honestly build the credibility the later conversion emails need. Format mirrors TMA's six-year observation that their best affiliate results come from genuine creator endorsement, not coupon blasts.

Evergreen · 7-day free trialDay 3

E2 — THE MEMBER CASE STUDY

A real person with a believable problem solved — the format that produced TMA's all-time #1 email.

Written for: The Injured Professional (35–45, weights betrayed their body, highest-converting segment)

Your voice goes in 1 place ([ADAPT])

Subject options

  1. He trained for 11 years and then couldn't play with his kids
  2. What happened when a lifter tried calisthenics
  3. Eric started sceptical. Here's what changed.

Preview

11 years of lifting, muscle to show for it, and movement quality that had quietly collapsed.

Read the full body (fill every [ADAPT] block, swap [YOUR PARTNER LINK] for your link)
[ADAPT: One sentence placing this story in your world — "I keep coming back to this because it matches what I hear from so many of you" or similar. Optional but makes the hand-off feel personal rather than forwarded.] Eric had been training with weights for eleven years. He was strong. He knew it. He had the muscle to prove it. What he did not have was the ability to move the way he wanted to. Flexibility had gone. Simple things — picking something up off the floor, keeping up with his kids — had started to feel like more effort than they should. He was 38. He knew it was going to get worse, not better, unless something changed. He tried calisthenics on his own. Went in enthusiastically. Plateaued after a few weeks because a workout he built for himself had no system to it — no progression, no way to know what harder should look like next. That is when he found The Movement Athlete. The app ran him through an assessment first. It figured out where he actually was on every movement — not where he assumed he was. Then it built his programme from there: daily workouts that got progressively harder in small enough steps that his body could adapt without breaking down. "The app does it all for you except the hard part — the workout itself." His advice for anyone starting out: let the assessment do its job. It may place you lower than you expect — that's the point. That is the point. The progressions are built so each step is roughly 5–10% harder than the last, so your joints catch up alongside your muscles. He came back moving better. Stronger in ways that translated. Still had his muscle. Different kind of fit. If any of that resonates — the weights background, the mobility gap, the sense that what got you here is not going to keep working — the free trial is seven days and costs nothing to find out. [YOUR PARTNER LINK] ---

Why this works: Directly modelled on TMA's all-time highest-clicked email. Treat that email's recorded a strong click rate as an artifact of its era Specific person, believable problem, sceptical start, mechanism explained, modest concrete outcome. The same structure appears in the Don's Story (BF23) and Dave/new-to-calisthenics emails (format examples, not top performers).

Evergreen · 7-day free trialDay 7

E3 — THE MECHANISM

Explain why it works differently — assessment plus microprogressions. Builds understanding before the ask.

Written for: The Skill-Seeking Professional (wants to actually learn movements, not just be tired)

Your voice goes in 1 place ([ADAPT])

Subject options

  1. Why cookie-cutter programmes keep failing smart people
  2. The real reason you plateau (and it's not effort)
  3. What "personalised" actually has to mean

Preview

The problem is not the exercise. It's that nobody starts in the same place, and the programme assumes they do.

Read the full body (fill every [ADAPT] block, swap [YOUR PARTNER LINK] for your link)
Here is a conversation I have seen play out a lot. Someone buys a calisthenics programme. Beginner level, supposedly. Week one goes fine. Week three is too easy. Week six they skip a session because it still feels too easy and momentum is gone. Or the opposite — week two is already brutal and they get a shoulder twinge that derails everything. The programme was not wrong. It was just not theirs. This is the problem The Movement Athlete was built to solve. Before you get a single workout, you do an assessment. It covers every movement category — pushing, pulling, core, legs, mobility. Not a one-size-fits-all quiz. An actual test of where you can and cannot perform, right now, today. The system uses that data to place you at your exact level on every movement independently. Your push strength and your pull strength are almost certainly at different points on the progression map. Most people's are. Then you train. Daily workouts, built for you, not for a fictional average person. Here is the part that makes the long-term difference: each progression step is roughly 5–10% harder than the one before. Small enough that your tendons and joints adapt alongside your muscles. Large enough that your body is actually changing. You are not grinding more reps of the same thing — you are doing a systematically harder variation of it. [ADAPT: If you have a genuine experience of hitting this kind of plateau — with any programme, not necessarily TMA — a sentence here about what that felt like lands well. If not, skip.] There are over 100 skills in the map. More than 2,000 exercise variations. It spans everything from the 9 Fundamentals — pushing, pulling, core, legs — through to handstands, front levers, muscle-ups and more. The system unlocks them as your foundations qualify you for them. The workouts run from 15 minutes if that is what you have. They adjust in real time based on how you report feeling during the session. If you are having a good day, it pushes harder. If you are not, it does not grind you down. Seven days free to find out if this is the system you have been looking for. [YOUR PARTNER LINK] ---

Why this works: Mirrors the structure of TMA's "New to calisthenics? This is for you" email — identifies the failure mode of generic programmes before explaining the mechanism. The 5–10% microprogression detail is a specific, credible claim that separates this from vague "personalised" promises.

Evergreen · 7-day free trialDay 10

E4 — THE OBJECTIONS EMAIL

Answer the questions that are stopping people. All the real ones, none of the fake urgency.

Written for: The Busy Parent Professional (time, age, equipment, "is this actually for someone like me?")

Your voice goes in 0 places ([ADAPT])

Subject options

  1. Your questions about The Movement Athlete, answered honestly
  2. "Will this work for me?" — the real answers
  3. What I'd want to know before starting

Preview

Equipment? Age? Too heavy? Too busy? The genuine answers, not the marketing version.

Read the full body (fill every [ADAPT] block, swap [YOUR PARTNER LINK] for your link)
I get asked the same questions whenever I bring up The Movement Athlete. Let me just answer them directly. **Do I need equipment?** No. The system is designed for bodyweight training. If you have a pull-up bar or rings, those open up more progressions faster. If you have nothing, you can still work through a serious chunk of the programme. The assessment figures out what you have access to and routes you accordingly. **I'm in my 40s. Is this going to be too hard? Or not hard enough?** Neither. The assessment places you exactly where you are, and the progressions move at your pace. TMA's members range from 22 to 70. The programme was built with physiotherapists involved — joint safety is built into the progression design, not an afterthought. If you have a specific injury or area that needs working around, the assessment captures that. **I've tried bodyweight training before and it didn't really work.** The most common reason is that the programme assumed a fixed starting point. If the exercises were too easy or too hard at week one, the rest of the programme broke from there. TMA's assessment solves this by placing you individually on each movement. Your push level and your pull level are measured separately because they are almost always different. **What if I barely have 20 minutes a day?** That is enough. Workouts start at 15 minutes. The system works with whatever frequency and duration you tell it you have. Consistency at 20 minutes beats sporadic sessions at 60. **What does 60 days money-back actually mean?** It means exactly that. If you try it for up to 60 days and it is not right for you, you get your money back. No hoops. This is their standing guarantee. **Who built it?** The training system was developed over several years by a team of ten coaches — physiotherapists, gymnastics coaches, elite calisthenics coaches, and sports scientists. It is backed by the LEAD Sports Tech Accelerator — run by the Adidas family and ex-Red Bull executives. 100,000+ people across 47 countries are training with it right now. Member rating is 4.8 stars. The free trial is seven days. If you have been on the edge, that is the way to settle it. [YOUR PARTNER LINK] ---

Why this works: Directly modelled on BF23 FAQ email — the Q&A format systematically removes the friction that stops someone clicking. Written as evergreen answers rather than deadline pressure, so it converts without manufactured urgency.

Evergreen · 7-day free trialDay 14

E5 — THE SKILL GIVEAWAY

Teach something genuinely useful before asking for anything. Builds reciprocity.

Written for: All — anyone who wants to actually get better at moving

Your voice goes in 1 place ([ADAPT])

Subject options

  1. The 9 movements that everything else builds from
  2. Why your handstand will never stick (until you fix this)
  3. A 15-minute session you can do today

Preview

Most people skip the foundations and wonder why the skills don't come. Here is what actually has to happen first.

Read the full body (fill every [ADAPT] block, swap [YOUR PARTNER LINK] for your link)
[ADAPT: One sentence about a movement or skill you personally find interesting, or a question you hear from your audience about bodyweight training. Keep it honest and brief.] If you want to eventually do a handstand, a muscle-up, a front lever — whatever is on your list — there is a prerequisite layer that most programmes skip. The Movement Athlete calls them the 9 Fundamentals. They are nine movement categories that build the base for everything else: - Pushing horizontally (the push-up progression family) - Pushing vertically (handstands and dips) - Pulling horizontally and vertically (the pull-up family, including rows) - Core — abs, side, and back separately - Bodyline (plank and hollow body variations) - Leg work (the squat progression family) You may be thinking: I know how to do push-ups. You probably do. But the TMA push-up progression has 12 levels. Most people, when assessed honestly, are not at level 12. The system finds where you actually are and builds from there. The reason this matters for advanced skills: a muscle-up requires serious pulling strength, serious pushing strength, and the body control to link them under load. If any one of those is underdeveloped, the skill will not come — or it will come with compensation patterns that eventually cause injury. **A session worth trying this week:** Pick one movement from each of these three categories and spend 5 minutes on each. Go to the point where you feel genuine effort but maintain control throughout. Note where that point is. - A push variation (incline push-up, regular push-up, or a harder variant you can still do cleanly) - A pulling variation (ring row, assisted pull-up, or full pull-up if you are there) - A core hold (plank, hollow body hold, or a side plank) That honest accounting of where you are is exactly what TMA's assessment does — systematically, across every category, at the start of your programme. If you want the full version — with daily workouts, proper progressions across all 9 Fundamentals, and the skill map unlocking as you qualify — the 7-day trial is where to start. [YOUR PARTNER LINK] ---

Why this works: Teaches something concrete before selling anything, matching the format of the handstand tips email and the Rocco Bare Minimum workout email. The giveaway format builds goodwill and sets up the CTA as a natural next step rather than a pivot.

Evergreen · 7-day free trialDay 18

E6 — THE DIRECT ASK

Make the case cleanly and ask. No manufactured urgency — the free trial does the work.

Written for: All — this is the conversion email for anyone who has been following along

Your voice goes in 1 place ([ADAPT])

Subject options

  1. If you've been considering it, here is the case for trying
  2. Seven days. No card risk. Here's what you'll find out.
  3. The honest version of "why now"

Preview

The free trial exists because TMA knows the programme needs to be experienced, not just described.

Read the full body (fill every [ADAPT] block, swap [YOUR PARTNER LINK] for your link)
I have sent you a few emails about The Movement Athlete. I am not going to keep circling forever, so here is the direct version. **Why I recommend it:** It is the only calisthenics system I have come across that solves the personalisation problem properly. Not a quiz that puts you in one of three buckets. An actual assessment of your strength, mobility, and skill level across every movement category — and then a daily training programme built from that data. 100,000+ people are using it across 47 countries. 4.8 stars from members. Built with physiotherapists, gymnastics coaches, and elite coaches. Backed by the LEAD Sports Tech Accelerator — run by the Adidas family and ex-Red Bull executives. Workouts start at 15 minutes. No equipment required to begin. The system adjusts in real time based on how each session goes. **Why there is a free trial:** Because a description of it is not the same as training with it for a week. TMA knows this. They offer 7 days free so you can find out whether this is the right system for you — not on faith, on evidence from your own sessions. After the trial, if you stay, you are protected by a 60-day money-back guarantee. Two months to decide. Zero risk on the trial, very low risk on the subscription. **The one thing I want you to take from this:** If you have been frustrated with generic programmes — things that were designed for an average person and therefore did not quite fit — this is built differently. The assessment is where it starts. Do the assessment, see what it surfaces about where you actually are, and let the first week's workouts speak for themselves. [YOUR PARTNER LINK] [ADAPT: One closing line in your voice — what you hope they find, or what you are curious to hear back from them.] ---

Why this works: A clean, honest direct-response ask modelled on the structural pattern of TMA's evergreen conversion emails — no scarcity fabrication, no deadline pressure, the free trial as the risk remover. The objection-handling is pre-done by E4; this email's job is to simply close what earlier emails opened.

Evergreen · 7-day free trialDay 22

E7 — THE FOLLOW-UP ANGLE

Different frame for people who did not convert from E6. Desk-job and injury-waiting-to-happen lens.

Written for: The Injured Professional / Desk-Based Worker — "my body is quietly deteriorating and I know it"

Your voice goes in 1 place ([ADAPT])

Subject options

  1. The body of someone who has been at a desk for ten years
  2. What a physio would tell you about training in your 40s
  3. Don started at 65 after decades of lifting. Here's what he found.

Preview

He was a martial artist who kept getting injured from weight training. The personalisation thing finally clicked for him.

Read the full body (fill every [ADAPT] block, swap [YOUR PARTNER LINK] for your link)
[ADAPT: One sentence grounding this in your audience — desk workers, people who lift and feel stiff, people in their late 30s or 40s who can feel the gap opening between what they could do and what they can do now.] Don is 65 and has been doing martial arts for most of his adult life. For years he combined martial arts with weights. The weights gave him muscle. They also cost him range of motion — and eventually kept causing injuries that forced him to stop all training for four to six weeks at a time. "Weights slowed me down big time doing martial arts." He tried different calisthenics programmes before finding The Movement Athlete. Kept getting injured on those too. The reason, as he figured out later: none of them were personalised. The progressions were calibrated for an average person, not for where he actually was. TMA's assessment placed him at the beginning — which was a blow to his ego given how long he had been training. He stayed with it. Here is what he found: starting at your actual level and progressing in small controlled steps is the only way to build strength that does not break things down. Each step is around 5–10% harder than the last. Joints adapt alongside muscles. No compensation patterns, no grinding through pain. "I tried just about everything in my life. This is the very best way to get in the best shape that translates to real life." This matters for anyone whose training history has left them with niggles, stiffness, or the quiet sense that the approach that worked at 25 is no longer working. The system was built with physiotherapists as part of the team. It is designed around joint health as a given, not an exception. If that is where you are — a history of training, a body asking for something different — the seven-day trial is worth the week. [YOUR PARTNER LINK] ---

Why this works: Don's story is drawn from the BF23 member case study email, which uses the same avatar structure as the all-time #1 Eric case-study email — real person, relatable problem (injury from conventional training), mechanism (personalisation and progressions), modest honest outcome.) The desk-job framing extends reach to the secondary avatar the partner brief identifies as the second-largest revenue segment.

The promo-window arc — three emails

Locked until we confirm a promotion in writing — the exact offer, the exact price, the exact end date. Never run these on an assumed deadline, and never extend one yourself. The deadline in these emails has to be true by construction. Never add trial wording to a promo email — the discount page charges on day one, there is no free trial on it.
Promo window · only on a confirmed offerWindow opens

P1 — PROMO ANNOUNCE

Open the window. Describe what is on and why it is worth attention.

Your voice goes in 2 places ([ADAPT])

Subject options

  1. TMA has a promotion running — here's what it is
  2. Worth knowing: The Movement Athlete's current offer
  3. [ADAPT: Your own headline acknowledging this is timely]

Preview

I do not flag every deal I see. This one is worth flagging.

Read the full body (fill every [ADAPT] block, swap [YOUR PARTNER LINK] for your link)
[ADAPT: One sentence about your own relationship with flagging promotions — you do not usually do it, you do it when it is worth it, or however you genuinely approach this.] The Movement Athlete has a promotion running right now. [ADAPT: Insert the exact promotion details TMA has confirmed to you in writing — the offer, the price if applicable, and the exact close date. Do not paraphrase, do not assume, do not add to it. Use TMA's confirmed wording.] I have written about TMA before, so you know why I think the programme is worth trying. The short version: It is a personalised calisthenics app — assessment first, daily workouts built from your actual data, progressions that move in small, manageable steps. 100,000+ members across 47 countries. 4.8 stars. Built with physiotherapists and gymnastics coaches. Backed by the LEAD Sports Tech Accelerator — run by the Adidas family and ex-Red Bull executives. The promotion closes on [DATE TMA GIVES YOU]. No later. Your link is below. [YOUR PARTNER LINK] Covered by a 60-day money-back guarantee regardless of when the promo closes. ---

Why this works: Short, factual, trusts the audience to decide. The [ADAPT] block forces the partner to use only confirmed information — no invented scarcity, no misrepresented offer.

Promo window · only on a confirmed offerMid-window

P2 — MID-WINDOW SOCIAL PROOF

Remind and reassure with real member voices halfway through the window.

Your voice goes in 1 place ([ADAPT])

Subject options

  1. What members actually say (and why this keeps surprising me)
  2. A few of the real results worth reading
  3. Still thinking about it? Read these.

Preview

The range of people getting results from this keeps expanding — engineers, parents, martial artists, complete beginners.

Read the full body (fill every [ADAPT] block, swap [YOUR PARTNER LINK] for your link)
If you have been thinking about The Movement Athlete, here are some real things members have said — not selected for drama, just for honesty. "My mobility has improved significantly. I finally can touch my toes, my hamstrings are not tight any more, and finally can lift my kids without pain." — Matt "I have developed a surprising amount of strength, and I just feel so much healthier and more energetic after starting the programme." — Michael "It's like a game, with levels and all that, so that was a bit exciting, it was very interesting to see." — William "My life has gotten simpler in terms of training when I can rather than stressing about not making the gym or scheduled workouts." — Phil The range here is deliberate. Matt needed mobility. Michael wanted strength and energy. William wanted to enjoy training. Phil needed it to fit around his life rather than fight it. One programme, assessment-based, adapting to each person from day one. [ADAPT: If you have your own one-line reaction to any of these — why one of them sounds familiar to your situation or your audience — a sentence here makes the block land harder.] Whenever you start, you are covered by the 60-day money-back guarantee once you are in. [YOUR PARTNER LINK] ---

Why this works: Testimonial format mirrors BF23 FAQ social proof block. All quotes are drawn verbatim from real member testimonials as they appeared in TMA's own highest-performing emails. No invented voices, no composited quotes.

Promo window · only on a confirmed offerFinal day

P3 — FINAL DAY

Last reminder. Honest deadline, no exaggeration.

Your voice goes in 1 place ([ADAPT])

Subject options

  1. Closes tonight — The Movement Athlete promotion
  2. Last day: if you were waiting for a reason, this is it
  3. [DATE TMA GIVES YOU] — that's today

Preview

One email, because this is the last day, not because I enjoy sending final-day emails.

Read the full body (fill every [ADAPT] block, swap [YOUR PARTNER LINK] for your link)
This is the last one. The TMA promotion closes today — [DATE TMA GIVES YOU]. After that, the trial is still free and the programme is still worth it, but this particular offer ends tonight. [ADAPT: One line in your own voice — "I don't do a lot of these emails and I'm not going to pretend there's more time than there is" or however you genuinely feel about deadline emails.] If you have been reading my emails about The Movement Athlete and something has resonated — the personalisation, the real member stories, the fact that it was built by physiotherapists alongside calisthenics coaches — today is the day to move on it. Seven-day free trial. 60-day money-back guarantee. Assessment on day one. Daily workouts built from your data from there. [YOUR PARTNER LINK] After tonight, the promo closes. The programme stays open — this specific offer does not. That is all this email is saying. ---

Why this works: Honest deadline copy — no "this will never happen again," no price-doubling threats, no fabricated scarcity. The deadline is real, which is the only kind that belongs in this pack. The model is the proven finding that 48h-left emails are every arc's best converters, applied here with a genuine close date rather than a manufactured one.

What our own best emails did — the structure, not the copy

Study the shape. Do not reuse the lines. These are our own historical sends, several from years ago under rules that no longer apply. The banned phrasing is listed on each card precisely so you can recognise it and avoid it — false scarcity, invented reasons, lifetime offers we no longer sell, and medical promises are all off the table today.

CASE STUDY ERIC (all-time #1)

Subject as sent:* **🏋🏻-How to switch to calisthenics and not lose muscle*

BF23 Dons Story

Subject as sent:* **He kept getting injured, until he did THIS*

Never reuse these lines

  • This will never happen again
  • our final sale
  • your last chance
  • for a limited time only… 70% off
  • this window closes on [DATE TMA confirms]

BF23 FAQ 48h

Subject as sent:* **🚨 Last 48 Hours: Grab 70% OFF Access Now*

Never reuse these lines

  • This is the last chance to snag this price, as inflation is leaving us with no choice
  • 70% OFF
  • No more joint pains and muscle aches

Value: new to calisthenics

Subject as sent:* **New to calisthenics? This is for you*

Never reuse these lines

  • You'll become INVINCIBLE
  • insanely strong, with bulletproof joints
  • so you won't get overwhelmed—or injured

Handstand tips

Subject as sent:* **8 little-known tips to help you master that handstand*

Never reuse these lines

  • BECOME OUR FOUNDING MEMBER & GET LIFETIME ACCESS
  • WE ARE TEAMING UP WITH REDBULL AND ADIDAS
  • LEAD Sports Tech Accelerator — run by the Adidas family and ex-Red Bull executives
  • achieve better body control without the risk of injury

Rocco workout

Subject as sent:* **Short on time? So is this professional acrobat*

SEPT 48h LEFT

Subject as sent:* **🐙 6 months of free training gone in 48h*

Never reuse these lines

  • The PRICE WILL DOUBLE on the 5th of October
  • changes back

Easter structure

Subject as sent:* **You can start mastering these 100 moves today*

Never reuse these lines

  • WE ARE TEAMING UP WITH REDBULL AND ADIDAS

BF23 last day

Subject as sent:* **🚨 🤯 70% off gone at midnight *

Never reuse these lines

  • This incredible opportunity disappears… the door slams shut on this killer deal
  • 70% off gone at midnight
  • secure a spot as a lifetime member
  • lock in a lifetime of fitness

The subject-line bank

Objection angles

  • "I've tried it all, nothing works for me"
  • "But you can't build real muscle with bodyweight… right?"
  • "Bodyweight training is too easy" (then prove it isn't)
  • "Am I too old / too heavy / too much of a beginner for this?"

Story angles

  • "How [name] switched to calisthenics and didn't lose muscle" (the all-time winner's shape)
  • "He kept getting injured, until he did THIS"
  • "From 300lb bench press to wall push-ups" (the head-coach story)
  • "My ego destroyed my shoulder (embarrassing story)"

Mechanism angles

  • "New to calisthenics? This is for you"
  • "Why cookie-cutter programs fail (and what actually fits)"
  • "See exactly where you'd start — before you pay anything"

Value / skill angles

  • "8 little-known tips to help you master that handstand"
  • "Short on time? So is this professional acrobat"
  • "The bare-minimum workout that actually works"

What you may and may not use

The paid-search keyword use/block table lives on Paid ads.