PT-Copy02 Sep 2026
01For coaches opening spots this week

Instagram captions for a coaching intake

Intake week is where most coaches start shouting, and shouting is what makes an offer sound cheap.

Three finished captions below. The offer is the same in all three; the opening line is what changes.

Write 3 on your own line3 posts on the house. No account, no email.
02Three finished posts
01The Callout

Context line: who this intake is not for

This intake is not for anyone who wants to be told they are doing great. I will tell you when a week was bad, and then I will change the plan rather than the pep talk. If that sounds like the wrong tone, there are gentler coaches and they are good at their jobs. 4 spots, $249 a month, closing Friday because that is when my check-in slots run out.

Use when you know exactly who you are not for.
Never aimed at a whole group of people.

Hook 01
09The Number That Hurts

Context line: the real reason the intake closes

I take 12 clients. Not because 12 is a marketing number, but because a written check-in takes me 40 minutes and I have Sunday. There are 4 places left in that 12. When they are gone the next opening is January, and I would rather say so now than run a waitlist. $249 a month. DM me the word SPOT.

Use when the cost of waiting can be counted.
Never invent the number.

Hook 09
16The Before/After Receipt

Context line: before and after from the last intake

Left is Tom in May, the day he joined the last intake. Right is Tom in August. Down 7kg, up 40kg on his squat, same 3 sessions a week the whole time. He asked me to post it because his own before photo was the thing that convinced him to start. This intake has 4 places at $249 a month.

Use when the change is visible and the client agreed.
Never a photo you did not take.

Hook 16

Each post above names the Hook it came from, so the formula is reusable after you have changed the numbers to your own.

03Where these usually go wrong

The common miss is urgency with no cause. If the deadline is invented, the reader knows, so name the thing that actually runs out.

The Vault is the numbered index these formulas come from. Every Hook carries a use and a never, and every change is dated.

Read the Hook Vault
04The hook letter

One Hook a week,
worked through.

One formula from the Vault, one post it wrote for a real offer, one note on when it fails.

Weekly. One Hook, one worked example, one link. No pitch until the Vault opens.

05Filed nearby
Instagram hooks for hybrid athlete coachesFor coaches programming lifting and running togetherInstagram hooks for coaches with no client results yetFor newly qualified coaches with no transformations to showInstagram hooks for gym trainers going onlineFor floor-based PTs building the online side

Vault edition 02 Sep 2026 · every post on this page was built from a numbered Hook