Where I was before
One or two short paragraphs about what the member was doing before they joined Physical Formula. Honest, specific, in their voice. Was a gym member at a chain? Tried to train alone? Stopped training after kids? This is where the reader sees themselves.
A second paragraph that lands the why. The trigger that made them look for something different.
Why I came to Physical Formula
What made them choose this studio over alternatives. Was it a friend's referral? A specific service like HYROX? Did they walk past the gym? Did they read a journal post? Specifics matter.
A pulled-out quote that lands the heart of the story. Often around 15 to 25 words. Real words from the member, lightly edited for flow.
Member Name · Member since 20XXThe first twelve weeks
What the first block looked like for them. The intro session, the onboarding, the first proper coached session. How they felt, what they learned, what surprised them.
What changed quickly. What took longer. Honest detail makes this trustworthy.
What changed
This is the outcome section. PB shifts, body composition changes, race times, but also the things that don't show on a scale: confidence, energy, sleep, the way they think about training, the way training has fit into their life.
Specific examples land much harder than generic statements. "I deadlifted 100kg for the first time at 47" beats "I got stronger". Get the specific.
What training looks like now
Where the member is today. How often they train, what their week looks like, what they are working towards next.
Advice for someone thinking about it
If a reader is on the fence about enquiring, what would this member say to them? One paragraph, in their voice. Make it real.
