A custom growth package for Lobo Performance Lab. Ad scripts, landing page copy, email sequences, and a paid acquisition strategy. Built from 47 research sources. Ready to implement.
You have been on the cover of Men's Fitness. You have been on national television. You helped open three of the most recognized fitness studios in New York City. Nike, FILA, and Puma have put your face on their products.
And every single lead you get still runs through an Instagram DM.
You have the audience. You have the credentials. You have the brand starting to take shape with Lobo Performance Lab. What you do not have is the infrastructure to turn attention into revenue at scale.
So we built it for you.
Evan, you have 47,000 Instagram followers. You have been on the cover of Men's Fitness. You were on national television. You helped open three of the most talked-about fitness studios in New York. Nike, FILA, and Puma have paid you to represent their brands.
And all of that attention runs through a single Instagram DM inbox.
No website. No landing page. No email list. No booking system. No paid ads. No funnel. Every piece of infrastructure that turns attention into revenue is missing. Here is exactly where the leaks are.
What we found: We searched for your personal website, a Lobo Performance Lab site, a booking page, a landing page. Nothing exists. Your most visible web presence is your GRIT BXNG trainer page (gritbxng.com/trainer/evan), which you do not control. Your SimplyFit listing has zero reviews and is unclaimed. If someone Googles "Evan Betts trainer NYC," they land on third-party sites where you compete with every other trainer for attention.
What this costs you: Every person who hears about you and goes to look you up online hits a dead end. There is no central place that says "this is who I am, this is what I offer, and here is how to start." Those people either DM you (the few who are motivated enough) or bounce entirely (the majority). You are invisible on Google. The highest-intent prospects, people actively searching for a trainer in NYC, never find you.
The fix: A dedicated landing page for Lobo Performance Lab. One page. Your credentials, your offer, your booking link. We built the full copy for this (see Landing Page Copy below).
What we found: We checked your Facebook page, the Meta Ad Library, GRIT BXNG's website source code, and your SimplyFit page for tracking pixels. No Facebook pixel anywhere. No Google Ads tags. No Hyros, TripleWhale, or any other attribution tool. You have never spent a dollar on ads.
What this costs you: You are 100% dependent on organic reach. Instagram's algorithm decides how many of your 47,000 followers see your posts on any given day. Meanwhile, your competitors are paying to show up in the feeds of every fitness-interested person in Manhattan. You are competing with one hand tied behind your back.
The fix: A Meta ads strategy built specifically for your business with three ad scripts you can film this week. We built all of it (see Paid Acquisition Strategy below).
What we found: No email capture mechanism anywhere. No ConvertKit, Mailchimp, ActiveCampaign, or any email tool detected on any of your online properties. Your only direct communication channel with prospects is Instagram DM.
What this costs you: You do not own your audience. Instagram could change its algorithm tomorrow, restrict your reach, or suspend your account, and you would have zero way to contact your 47,000 followers. Email converts at 3-5x the rate of social media for service businesses. You are leaving the highest-converting channel completely empty.
The fix: A lead capture system on your landing page plus a full email welcome and reactivation sequence. We wrote every email (see Email Sequences below).
What we found: To book a session, someone has to DM you, wait for a reply, negotiate timing, and figure out payment. No Calendly, Cal.com, or Acuity. Your SimplyFit listing says "Please check back later or reach out to them on Instagram."
What this costs you: Every step between "I want to train with Evan" and "I am training with Evan" is a drop-off point. The DM-and-wait model works for your most motivated fans. It loses everyone else.
The fix: The landing page copy includes a booking CTA section designed to plug into any scheduling tool. One-click booking instead of back-and-forth DMs.
What we found: Your YouTube channel has 6 subscribers, 11 videos, and 1,136 total views. No description, no branding. Meanwhile, other channels feature you regularly (TMPL Fitness, City Shred, E! Entertainment, Spartan). There is demand for your content. You just are not publishing it where it compounds.
What this costs you: YouTube is the second largest search engine. People search "boxing workout NYC" and "HIIT training routine" millions of times per month. You create this content daily but post it where it disappears in 24 hours instead of where it lives forever.
Note: We mention this as context. Your paid ads and landing page will perform better once YouTube is also working. But the deliverables below stand on their own.
What we found: You are building a personal brand called Lobo Performance Lab. It appears in your Instagram bio and recent posts. But it exists only as a hashtag. No website. No domain. No way for someone to engage with it beyond scrolling your feed.
What this costs you: Lobo Performance Lab could be your vehicle for premium coaching packages, online programs, branded retreats, and corporate wellness. Right now it is an idea in your Instagram bio.
The fix: The landing page, email sequence, and ad strategy we built are all designed around Lobo Performance Lab as YOUR brand. Not GRIT's. Not SimplyFit's. Yours.
Most personal trainers should not run ads. They do not have the credentials, the visual presence, or the content skills to make it work. You are not most personal trainers.
Your audience is already on Instagram. Meta lets you target people in NYC interested in fitness, build lookalike audiences from your existing followers, and reach people who visited your profile but never reached out.
| Phase | Monthly | Duration | Goal |
|---|---|---|---|
| Testing | $500-1,000 | Weeks 1-4 | Test 3 scripts, find the winner |
| Scaling | $1,500-3,000 | Weeks 5-12 | Scale the winner, test new hooks |
| Optimized | $3,000-5,000 | Ongoing | Predictable client acquisition |
At $150/session average and 8 sessions/month per client, one new client = $1,200/month in recurring revenue. You need one client per month to make a $1,000 ad budget profitable.
Objective: Lead generation (landing page visits + booking conversions)
Targeting: NYC metro, ages 25-45, fitness interests, income $75K+
Placements: Instagram Feed, Instagram Reels, Facebook Feed
Format: Video (you filming yourself, raw and direct)
Hook (first 3 seconds):
"I helped build three of the hardest gyms in New York City. Now I am taking everything I learned and bringing it directly to you."
Body:
"My name is Evan. I was a 6-time All-American athlete in college. When I moved to New York, I became a founding trainer at Tone House, Performix House, and GRIT BXNG.
I have trained thousands of people in this city. From Wall Street executives who needed to decompress, to athletes who wanted to compete at a higher level.
Here is what I learned: the best results come from training that is built around YOU. Not a class schedule. Not a generic program. A system designed for your body, your goals, your life.
That is what Lobo Performance Lab is. High-performance personal training. One on one. Built for you."
CTA:
"Book your first session. Link is in the bio. Or DM me and we will figure it out together."
Format notes: Film in a gym. Raw lighting, no fancy editing. You talking directly into the camera. Cut between speaking and B-roll of you training. 45-60 seconds.
Hook (first 3 seconds):
"Men's Fitness cover. E! Network. Nike. And I still train clients one on one every single day."
Body:
"A lot of trainers in this city have certifications. I do too. NASM. PPSC. Trigger Point certified.
But here is what most certifications will not teach you: how to read someone's body in the first five minutes and know exactly what they need.
I have been doing this for over ten years. I have coached division-one athletes, complete beginners, and everyone in between.
I do not believe in cookie-cutter programs. I believe in building something specific to you. Your weaknesses become strengths. Your goals become the program."
CTA:
"One session. That is all it takes to see the difference. Link below to book."
Format notes: Start with quick cuts of magazine covers, TV clips, brand shoots (2-3 seconds each). Then transition to you in the gym, speaking directly. 30-45 seconds.
Hook (first 3 seconds):
"You live in a city with ten thousand personal trainers. Here is how to pick the right one."
Body:
"Forget the Instagram highlight reel. Forget the before-and-after photos that were taken six months apart in different lighting.
Here is what actually matters: does your trainer understand YOUR body? Not the textbook version. Yours.
I was a competitive athlete for 15 years. I have had stress fractures, torn muscles, and days where I could not tie my shoes. I know what it feels like to train through limitations.
That perspective changes everything about how I coach. I am not trying to break you down. I am trying to build you up. Stronger, more mobile, more athletic, and doing it in a way that lasts."
CTA:
"If that sounds like what you have been looking for, book a session. The link is right here."
Format notes: Conversational. Film walking through the city or sitting in the gym after a session. No music. Just you talking. 45-60 seconds.
Full landing page copy, ready to build on any platform (Carrd, Squarespace, Webflow, WordPress, or custom). Every section below is written. You plug it in, add your photos, and connect a booking tool.
LOBO PERFORMANCE LAB
HeadlineHigh-Performance Personal Training. Built For You. Run By One of NYC's Most Experienced Coaches.
SubheadlineEvan Betts is a NASM and PPSC certified trainer with 10+ years of experience, featured on the cover of Men's Fitness and founding trainer at three of New York's most iconic fitness studios. Now training clients one on one.
CTA ButtonBook Your First Session
Most trainers hand you the same program they gave the last person. Different name at the top. Same exercises underneath. That is not how this works.
Every program starts with where you are right now. Your body. Your movement patterns. Your goals. Your limitations. Then I build from there.
Functional Strength Training - Build strength that translates to your real life. Not just gym numbers. The kind of strength that makes everything easier.
High-Intensity Conditioning - Efficient, purposeful conditioning that burns fat and builds endurance. Not random exercises thrown together to make you tired.
Athletic Performance - Train like the athlete you are (or the one you want to become). Sport-specific programming, explosive power, agility.
Corrective Exercise & Injury Prevention - Your body has compensations from years of sitting, past injuries, and repetitive movement patterns. We find them and fix them before they become problems.
1-on-1 Personal Training - Just you and me. Fully customized programming, real-time coaching, and accountability. This is the fastest path to results.
Small Group Training - Train with 2-4 people. Same quality coaching in a more energetic environment. Great for friends, couples, or anyone who thrives on group energy.
Location: NYC-based. In-gym sessions at partner facilities.
This is for you if:
This is probably not for you if:
Ready to Train?
BodyBook your first session. We will talk about your goals, assess where you are, and map out the plan. No contracts. No pressure. Just show up and let me show you the difference.
CTA ButtonBook Now
Secondary CTAOr email me directly: ejbfitness@gmail.com
"Lobo Performance Lab. Founded by Evan Betts. New York City."
Eight fully written emails. Five for welcoming new leads. Three for reactivating leads who went cold. All written in your voice and ready to load into any email platform (ConvertKit, Mailchimp, ActiveCampaign, etc.).
Hey [First Name],
Thanks for reaching out. I am Evan.
Quick version of who I am: 10+ years training in NYC. Founded three studios. Covered by Men's Fitness. Trained everyone from Wall Street execs to competitive athletes.
But the only thing that matters to you right now is this: can I help you hit your goals?
Here is what happens next. Reply to this email and tell me one thing:
What is the number one thing you want to change about your fitness right now?
That is it. One sentence. I read every reply.
Talk soon,
Evan
Lobo Performance Lab
[First Name],
I grew up competing. Football, baseball, diving. I was a 6-time All-American diver in college. I trained through a stress fracture in my lower back that made it hard to tie my shoes some mornings.
That experience shapes everything about how I coach today.
I do not believe in destroying people in the gym and calling it "results." I believe in building you up. Finding your weak points, strengthening them, and creating a body that performs better every week.
That means your program is not a template. It is built around your body, your history, and your goals. Nobody else gets the same one.
If that sounds like what you have been looking for, reply to this email or book a session here: [Booking Link]
Evan
[First Name],
I have worked at three of the most intense fitness studios in New York City. Tone House (called "the hardest workout in the world"). Performix House. GRIT BXNG.
I helped design and open Mayweather Boxing & Fitness in Tribeca and Nashville.
I say this not to brag but to make a point: I have seen every training style, every methodology, every fad. And after a decade, the thing that works best is the simplest.
Consistent, intelligent training designed for YOUR body. Not a trendy workout. Not a random circuit. A plan that makes you stronger, more mobile, and harder to break.
That is what Lobo Performance Lab is. Simple in concept. Powerful in execution.
Book your first session: [Booking Link]
Evan
[First Name],
I hear this a lot. You have been working out consistently. You know the basics. Why would you need a coach?
Here is the honest answer: you probably do not.
But there is a difference between working out and training. Working out is doing exercises. Training is following a system designed to get you from Point A to Point B as efficiently as possible.
Most people plateau because their routine stopped challenging their body years ago. They just did not notice because they were still sweating.
If you feel stuck, I can usually tell you why in the first five minutes of watching you move. That is what the first session is for.
No commitment. No sales pitch. Just an honest assessment.
Book here: [Booking Link]
Evan
[First Name],
I do not want to fill your inbox. So this is the last one for a while.
Here is where things stand:
You signed up because something about what I do caught your attention. That tells me you are thinking about making a change.
The first session is the easiest part. You show up. I assess where you are. We talk about where you want to go. Then I build the plan.
If you are ready: [Booking Link]
If the timing is not right, no worries. I will be here when it is.
Evan
Lobo Performance Lab
[First Name],
It has been a few weeks since you signed up. No judgment. Life gets busy.
Quick question: is fitness still on your mind?
If yes, reply with "ready" and I will send you my availability this week. No pressure. Just a conversation.
Evan
[First Name],
I am not going to pitch you. Here is all I will say:
One session. 60 minutes. I will assess how you move, where your weaknesses are, and what a real training plan would look like for you.
After that, you decide if it is worth continuing.
Book here if you want: [Booking Link]
Evan
[First Name],
Last one from me for a while.
Whatever you are working on fitness-wise, I hope it is going well. If you ever want to train together, I am here. No expiration date on that.
Book anytime: [Booking Link]
Evan
Lobo Performance Lab
Everything above was built specifically for Lobo Performance Lab. If you want us to implement the whole system, let's talk. 15 minutes.
Let's Talk Or reply to the email that brought you here