PT-Copy02 Sep 2026
01For CrossFit and functional fitness coaches

Instagram hooks for CrossFit coaches

Your members already train 5 days a week and already love it. What they cannot work out is why the numbers on the whiteboard stopped moving in the summer.

Three finished posts below, each on a different Hook from the Vault, each written for the member still scaling.

Write 3 on your own line3 posts on the house. No account, no email.
02Three finished posts
07The Enemy

Context line: redlining every session in class

I will not write you a week where every session is a race. Going to the floor 5 days out of 5 is the easiest thing in the world to program, and it is why your clean has not moved since last summer. 2 of those days are supposed to feel boring. Heavy singles, long rest, no clock on the wall. £140 a month and I take 6 people at a time.

Use when a practice is worth naming and refusing.
Never a person, never a competitor by name.

Hook 07
04The Myth Kill

Context line: scaling is a conditioning problem

You are not scaling because your engine is small. You are scaling because 40kg overhead for 30 reps sits within a couple of kilos of your best set of 5, and no amount of conditioning fixes that arithmetic. Get the set of 5 up to 60kg and the workout becomes a workout again instead of 30 singles and a lot of standing. Comment ENGINE and I will send you the 2 strength days I bolt onto class.

Use when the niche repeats something that is not true.
Never kill a myth your own program leans on.

Hook 04
11The Receipt

Context line: my client Ross, 34, added 20kg to his clean, permission in writing

Ross added 20kg to his clean in 5 months and did the Open as written instead of scaling it. He kept going to the same 3 classes a week. What we added was 2 days of heavy singles and an earlier bedtime, so 8 hours most nights instead of 6. He did not add a single extra metcon, and he stopped being the person who is always half injured. £140 a month, 6 spots, and your classes stay in the plan.

Use when a client result is real and permitted.
Never without the client's yes in writing.

Hook 11

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 opening with the workout of the day. Naming the practice you refuse reaches the member who is still scaling; a rep scheme does not.

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.