Prepared for Marcus Filly

1M Followers. Zero Paid Ads.
Here Is the Missing Channel

A paid acquisition strategy, 4 ad scripts, a Platinum VSL outline, and a cold traffic email sequence. Built specifically for Functional Bodybuilding.

4Ad Scripts
1VSL Outline
5Nurture Emails
12+Sources Researched
6Competitors Analyzed

Why We Reached Out to You

Marcus, you have built something rare. 1M Instagram followers. 304K YouTube subscribers. A weekly podcast with 70+ guest appearances. A subscription training program with five tracks. A high-touch coaching offer. All of it running on organic content alone.

No Facebook pixel on your site. No ads in the Meta Library. Nothing.

Every dollar Functional Bodybuilding earns comes from your content. That is impressive. It also means there is an entire revenue channel you have never turned on.

Your competitors have. HWPO, CompTrain, Street Parking, Mayhem. They all run paid ads alongside their organic content. You are competing with one hand behind your back.

We built three things for you. A paid acquisition strategy with 4 ad scripts you can film this week. A VSL outline for Persist Platinum. And a 5-email cold traffic nurture sequence so the leads you pay for actually convert.

Your Growth Package

Click each deliverable below to expand and see the full breakdown.

Click any card below to expand the full deliverable

Paid Acquisition Opportunity + Campaign Strategy

Strategy +

Why Paid Traffic Makes Sense for FBB Right Now

You already solved the hardest part. Product-market fit is proven. Persist has five training tracks, a 14-day free trial, and pricing that works ($39/month, $99/quarter, $325/year). Platinum coaching fills a high-ticket tier. Your content proves you can hold attention. Your audience proves people want what you teach.

The only thing missing is a predictable way to reach people who have never heard of you.

Right now, your growth depends on the algorithm. Instagram decides how many people see your posts. YouTube decides how many people find your videos. That works until it doesn't. One algorithm change and your acquisition drops overnight with zero warning.

Paid traffic removes that dependency. You pay to put your message in front of the right people, and you control how many see it.

Why Meta + YouTube

Meta (Facebook + Instagram): Your audience is 28-45 year olds who used to do CrossFit, currently lift weights, or train at home. They scroll Instagram already. Meta lets you target by interest (CrossFit, bodybuilding, functional training, specific competitors), by behavior (people who have purchased fitness programs online), and by lookalike (people who look like your current Persist members). Your Instagram content already proves what works on the platform. Paid just amplifies it.

YouTube Pre-Roll: You have 304K subscribers and 1,000+ videos. YouTube pre-roll ads let you show up before your competitors' videos. Someone watching an HWPO video or a CrossFit training vlog sees your ad first. Your on-camera presence is already strong. The content translates directly to ad format.

Budget Framework

Start with $3,000-5,000/month for 90 days. That is enough to test 4 ad variations across 3-4 audience segments on Meta while running a small YouTube pre-roll campaign.

At $39/month for Persist, you need roughly 77-128 new members to break even on ad spend. With a 14-day free trial and your brand authority, a 5-8% trial-to-paid conversion rate is conservative. That means you need 960-2,560 trial signups over 90 days, or about 11-28 per day.

For context, fitness subscription brands running Meta ads typically see $15-40 cost per trial signup. At $25 average cost per trial, $5,000/month gets you 200 trial signups per month. At 5% conversion, that is 10 new paying members per month from ads alone. At $39/month each, those 10 members generate $390/month in recurring revenue. By month 6, you have 60 new members generating $2,340/month in MRR from a single ad channel. And that compounds every month.

The real payoff is Platinum. Every cold lead who enters through Persist is a potential Platinum upgrade. One Platinum close from paid traffic could cover months of ad spend.

Campaign Structure

Campaign 1: Persist Trial (Cold)

  • Objective: Conversions (trial signups)
  • Audience: Interest-based (CrossFit, bodybuilding, functional fitness, home gym, specific competitors)
  • Placements: Instagram Feed, Instagram Reels, Facebook Feed
  • Creative: 4 video ads (scripts below), each tested independently
  • Landing: Dedicated trial signup page (not the Shopify product page)

Campaign 2: Persist Trial (Lookalike)

  • Objective: Conversions (trial signups)
  • Audience: 1% lookalike of current email list (export from Klaviyo) + 1% lookalike of Persist members
  • Same creative rotation as Campaign 1

Campaign 3: YouTube Pre-Roll

  • Objective: Website traffic / trial signups
  • Audience: Custom intent (people searching "functional bodybuilding," "CrossFit alternative," "hybrid training program," competitor names)
  • Placement: In-stream skippable
  • Creative: Ad Script 1 (origin story) for longer format

Campaign 4: Retargeting (Week 2+)

  • Objective: Conversions (trial signups)
  • Audience: Website visitors who did not start trial, video viewers (50%+)
  • Creative: Ad Script 4 (testimonial/transformation) + direct CTA

Ad Script 1: "The Day I Walked Away"

Ad Creative +

Format: Talking head, Marcus to camera. 60-90 seconds.
Platform: Meta (Reels + Feed) and YouTube pre-roll.

Hook (first 3 seconds)
"I competed at the CrossFit Games six times. And then I quit."
Story (15-30 seconds)
"By 2016 I was broken. Torn shoulders. Bad back. Training 4 hours a day just to keep up. I was supposed to be the healthiest person in the room and I could barely pick up my kid without pain.

So I stopped competing. And I started asking a different question. What if you could build a body that looks great AND actually works?"
Body (20-30 seconds)
"That is Functional Bodybuilding. You train 4-5 days a week. 60 to 90 minutes. You build real muscle. You move without pain. You do not need to live in a gym.

Persist is the program. Five training tracks depending on your goals. Everything is laid out for you. Warm-ups, lifts, mobility, recovery. You just show up and follow the plan."
CTA (5-10 seconds)
"Try it free for 14 days. Link is right here. If you are tired of getting beat up by your training, this is the way out."

Ad Script 2: "Your Training Is Aging You"

Ad Creative +

Format: Talking head with B-roll cuts. 45-60 seconds.
Platform: Meta (Reels + Feed).

Hook (first 3 seconds)
"If your joints hurt more now than they did 5 years ago, your training is the problem."
Body (20-30 seconds)
"Most programs are built for 22 year olds. High volume. High impact. Max effort every session. And it works when you are young. But after 30 your body does not recover the same way.

You can either ignore that and keep grinding until something tears. Or you can train smarter.

Functional Bodybuilding builds muscle without destroying your joints. You get stronger. You look better. And you can still move when you are 50."
Result (10-15 seconds)
"I built this after 6 CrossFit Games nearly wrecked my body. Now I train less than half the time I used to. I am stronger. I feel better. And my body actually works."
CTA (5 seconds)
"14-day free trial. Try Persist. The link is below."

Ad Script 3: "Look Good, Move Well"

Ad Creative +

Format: B-roll heavy (training footage, lifestyle shots) with voiceover. 30-45 seconds.
Platform: Meta (Reels + Stories).

Hook (first 3 seconds)
"You should not have to choose between looking good and being able to move."
Body (15-20 seconds)
"Bodybuilders look great but they can barely tie their shoes. CrossFitters can do everything but their shoulders are held together with tape.

Functional Bodybuilding is the middle. You build visible muscle. You improve how you move. You train 4-5 days a week without burning out."
CTA (5-10 seconds)
"Persist gives you the program. Five tracks. Everything planned. Start your free trial today."

Ad Script 4: "Same Problem, Different Person"

Ad Creative +

Format: Talking head OR client testimonial compilation. 45-60 seconds.
Platform: Meta (Feed + Reels), Retargeting.

Hook (first 3 seconds)
"3 years ago I could not overhead press without my shoulder clicking. Now I strict press 185 for reps."
Body (20-30 seconds)
"I spent 8 years doing CrossFit. I was strong but I was breaking down. Every PR came with a new ache. I found Functional Bodybuilding because I wanted to keep training without losing my body.

The program changed how I think about training. It is not about going harder. It is about going smarter. The mobility work is baked in. The programming makes sense. You actually recover between sessions."
Result (10-15 seconds)
"I have more muscle now than I did doing CrossFit. I train 5 days a week, about 75 minutes. No joint pain. No burnout. I wish I had found this 5 years earlier."
CTA (5 seconds)
"Persist. 14-day free trial. Link below."

VSL Outline: Persist Platinum Coaching

VSL Script +

Purpose: Convert warm leads who visit the Platinum coaching page into applications. 12-15 minute video for the coaching page.
Target Viewer: Someone who already knows Marcus, has tried or considered Persist, wants more personalized support, and is willing to invest.

Section 1: Hook (0:00 - 0:45)

Script
"Let me ask you something. Are you following a program right now, putting in the work, showing up 4-5 days a week, and still not seeing the results you expected?

Because that is the number one thing I hear from people who come to us. They are not lazy. They are not skipping sessions. They are just doing the wrong things for their body. And nobody is telling them.

This video is about fixing that. I am going to show you exactly how Persist Platinum coaching works, who it is for, and how to know if it is the right move for you."

Section 2: The Problem (0:45 - 2:30)

Script
"Here is what I have learned from coaching thousands of athletes over 20 years.

Generic programs work for about 80% of people about 80% of the time. That sounds great until you realize it means most people are leaving 20% or more of their results on the table. And for a lot of people, that missing 20% is the difference between looking OK and looking incredible. Between feeling fine and feeling bulletproof.

The issue is not effort. The issue is specificity.

Your body is different from everyone else's. Your injury history is different. Your recovery capacity is different. Your schedule, your stress, your sleep, your nutrition, your goals. All of it is specific to you.

A program that works for 10,000 people will get you 80% of the way there. Platinum coaching gets you the other 20%. And honestly, for most people, that last 20% is where the magic is."

Section 3: The Method (2:30 - 5:00)

Script
"Platinum coaching is not a program. It is a system.

You work one on one with a dedicated coach from my team. Not a random coach. Someone I have trained personally in the Functional Bodybuilding methodology.

Here is what happens:

Week 1: Assessment. Your coach learns everything about you. Training history. Injuries. Schedule. Nutrition habits. What has worked. What has not. What you actually want to achieve in the next 3-6 months. Not a form you fill out. A real conversation.

Week 2: Your Plan. Based on that assessment, your coach builds a custom training, nutrition, and lifestyle plan. Not a template. Not a modified version of Persist. A plan built from the ground up for your body, your goals, your life.

Weeks 3-12: Execution + Adjustment. You train. Your coach checks in regularly. If something is not working, they adjust it. If you are progressing faster than expected, they push you. If life gets crazy and you miss a week, they modify the plan so you do not fall behind.

Ongoing: Accountability. This is the part most people undervalue. Having someone who knows your plan, knows your body, and checks in on your progress. It is the difference between hoping you are on track and knowing you are."

Section 4: Proof (5:00 - 7:30)

Script
"Let me show you what this looks like in practice.

[Client example 1: Someone who came from CrossFit with shoulder issues. 4 months of Platinum coaching. Now training pain-free and hitting PRs they had not touched in years.]

[Client example 2: A busy professional, 40+, wanted to look good and stay healthy. Did not have time for 2-hour sessions. Platinum coaching designed a 60-minute, 4-day program that fits their schedule. Lost 15 pounds of fat. Added visible muscle. Still has energy at the end of the day.]

[Client example 3: Someone who had been on Persist for a year, loved it, but plateaued. Platinum coaching identified the specific nutritional and programming gaps. Broke through the plateau in 8 weeks.]

These are not outliers. This is what happens when someone who understands the method builds a plan specifically for you."

Section 5: The Offer (7:30 - 9:30)

Script
"Here is exactly what you get with Persist Platinum:

- A dedicated coach from my team, trained in Functional Bodybuilding
- A fully custom training plan, updated monthly based on your progress
- A personalized nutrition framework (not a meal plan, a framework that works with how you actually eat)
- Weekly check-ins with your coach
- Direct messaging access for questions between check-ins
- Access to the full Persist program library (all 5 tracks) as supplementary training
- Priority support from the Functional Bodybuilding team

This is a 3-6 month commitment. Not because we lock you in, but because real transformation takes time. If you want to look and feel different in 90 days, this is how.

The investment is [price]. That breaks down to roughly [price/month] per month. Less than most people spend on supplements that do not work."

Section 6: Risk Reversal (9:30 - 10:30)

Script
"I understand this is a real investment. So let me make this simple.

If you start Platinum coaching and within the first 30 days you feel like it is not the right fit, tell your coach. We will make it right.

I am not interested in taking your money if this is not going to work for you. I have been doing this for 20 years. I know who Platinum is for and who it is not for. If we get on a call and I think Persist on its own would serve you better, I will tell you that.

This is not a sales pitch. This is me showing you what is available if you are ready for the next level."

Section 7: CTA (10:30 - 12:00)

Script
"If this sounds like the right move, here is what to do.

Click the button below this video. Fill out the short application. It takes about 3 minutes. Tell us about your training history, your goals, and what you are looking for.

A member of my team will review your application and get back to you within 48 hours. If it is a fit, we will set up a call to talk through your plan and match you with the right coach.

If it is not a fit, we will tell you that too. No hard feelings.

The people who get the most out of Platinum are the ones who are already putting in the work and just need the right guidance to take it further. If that is you, apply now."

Cold Traffic Email Nurture Sequence (5 Emails)

Email Sequence +

Purpose: Convert cold leads from paid ads into Persist trial signups. For people who opted in via a lead magnet but have never heard of Marcus or Functional Bodybuilding.
Voice: Written as Marcus. Casual, direct, zero fluff. Below Grade 6 reading level.
Klaviyo Integration: New flow triggered by a tag specific to paid traffic leads. Separate from the organic newsletter flow.

Email 1: Welcome + Lead Magnet + Story

Subject: Your free workouts are inside
Preview text: Plus a quick story about why I made them

Here are your free workouts: [LINK]

Quick backstory on why these exist.

I competed at the CrossFit Games six times. By the end I was training 4 hours a day and could barely pick up my kid without my shoulder screaming.

I was supposed to be the healthiest person in the room. I was falling apart.

So I quit competing. And I started building a different way to train. One where you get stronger, build visible muscle, and your body actually feels good doing it.

That is what Functional Bodybuilding is. The workouts you just downloaded are built on that method.

Try them this week. I will send you more over the next few days.

-- Marcus

Email 2: The FBB Philosophy

Subject: Why most programs stop working after 30
Preview text: It is not your age. It is your programming.

Here is something nobody tells you about training after 30.

Your body does not stop responding. It stops tolerating garbage programming.

High volume. Max effort every session. No mobility. No recovery structure. That works at 22 because your body forgives everything. After 30, it keeps score.

Functional Bodybuilding flips the model. You train 4-5 days a week. 60-90 minutes. Every session has built-in warm-ups, mobility, and recovery. The lifts build muscle without wrecking your joints. You get stronger month over month instead of hitting a wall every 8 weeks.

It is not easier. It is smarter.

I have been coaching this way for 8 years now. The people who stick with it look better at 40 than they did at 30. And they can actually move.

Tomorrow I will show you what a typical week looks like.

-- Marcus

Email 3: What a Week Looks Like

Subject: Here is what a training week actually looks like
Preview text: 5 tracks, pick the one that fits your life

People ask me what Functional Bodybuilding looks like day to day. So here is a real week.

Monday: Upper body push + pull. Supersets. Controlled tempo. Mobility built into the warm-up. 65 minutes.

Tuesday: Lower body. Squats, hinges, single-leg work. Not max effort. Submaximal loading with perfect form. 60 minutes.

Wednesday: Active recovery. Mobility flow, light movement, breathing work. 30 minutes.

Thursday: Full body. Compound lifts paired with accessory work. This is where you build the muscle that shows. 75 minutes.

Friday: Conditioning + core. Not a CrossFit metcon. Structured intervals that build your engine without frying your nervous system. 60 minutes.

Weekend: Rest or light activity. Walk. Stretch. Live your life.

That is it. No 2-hour sessions. No training to failure every day. No feeling destroyed by Wednesday.

Persist is the program that lays this out for you. Five tracks depending on your goals and schedule. Everything planned. You just show up and follow it.

You can try it free for 14 days: [PERSIST TRIAL LINK]

-- Marcus

Email 4: Transformation Story

Subject: He almost quit training entirely
Preview text: Then something changed

I want to tell you about someone who joined Persist two years ago.

He had been lifting for 12 years. Did CrossFit for 6 of those. He was strong but his body was a mess. Bad shoulders. Lower back that locked up every few weeks. He was considering just stopping altogether.

He started Persist on the Pump Lift track. Four days a week, 75 minutes. Within 6 weeks his shoulder pain was gone. Not managed. Gone. The mobility work in every session fixed what years of stretching after workouts never did.

By month 3 he was hitting overhead press numbers he had not touched in 4 years. By month 6 he had more muscle than his CrossFit peak, training half the hours.

He told me: "I wish I had found this 5 years ago. I would still have both my shoulders."

That is not an unusual story. It is the most common one.

If your training is beating you up more than it is building you up, try Persist for 14 days free: [PERSIST TRIAL LINK]

-- Marcus

Email 5: The Offer

Subject: Try it or don't. Either way, keep these workouts.
Preview text: 14 days free, cancel anytime

Last email in this series. Here is where things stand.

You have the free workouts I sent in email 1. Those are yours to keep no matter what.

If you want the full system, Persist gives you everything:

- 5 training tracks (pick the one that fits your schedule and goals)
- Every workout planned: warm-up, lifts, mobility, recovery
- New programming every 6 weeks so you never repeat the same workout
- Video demos for every movement (1,000+ in the library)
- Weekly messages from me on what to focus on
- A community of tens of thousands of athletes training the same way

It is $39/month. You can start with a 14-day free trial. Cancel anytime if it is not for you.

No contracts. No upsells during the trial. Just the program.

Start here: [PERSIST TRIAL LINK]

If you have questions, reply to this email. I read every one.

-- Marcus
Functional Bodybuilding

Want to Walk Through This Together?

15 minutes. We will show you how to turn on paid acquisition without disrupting anything you already have running.

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Everything Above Is Yours

Use the ad scripts. Film the VSL. Set up the email sequence. Whether we work together or not, this package was built for Functional Bodybuilding and nobody else.

Let's Talk
Prepared specifically for Functional Bodybuilding. March 2026.
CRD Marketing