How AbMax grows

Same format in all three apps: educate (show the main feature, e.g. film analysis that circles mistakes, drills, stance mode, weight-class fueling), social proof ('Join over 100,000 wrestlers' with creator footage), 'How did you hear about us?', then personalize: style, go-to attack, best position, pain-point questions ('what's costing you most matches', 'hardest part about making weight'), training frequency, height/weight plan, optional match-schedule upload, a stat screen, projected-growth graph, optional match upload. Then the paywall ($9.99/month or $59/year on Wrestle AI, ~50/50 mix) showing a generic example breakdown as a taste of the magic moment.

Hook is a third-party clip (e.g. a convoluted AI-looking workout); it cuts to the creator saying 'This is just ridiculous. If you just download this app, it'll give you the exact workouts you need'. In the top ad the hook runs ~9 seconds before he talks; aim to land the CTA within 15 seconds. Same format on Wrestle AI: Cayden stitched a coach calling out moves. Made by AbMax's one in-house creator (Calvin); George and Lino run them.

Clipping campaign of educational slideshows on how to get abs ('you have to do this, this and that; if you want it all in one place, get AbMax'), an evergreen format that can be replicated endlessly. At ~$0.30 CPM it can lose money, because the goal is ~10M views so paid-ad CAC falls. Based on Rork Max going viral on Twitter and Facebook CAC dropping for a month.

Whenever an ad works, create a bunch of variations. Tried scaling spend fast; CAC rose until results evened out, so they increase spend slowly. Bottleneck is creative volume: they think they need ~10x current creative output to scale spend fast.

Calculate the break-even CPA (e.g. $40 per purchase on Brawler) and judge ads purely on whether CPA moves up or down. Works on AbMax because it runs only paid ads; the new clipping campaign will muddy it. Hired Cal AI's back-end/ads person as a contractor to fix attribution. Onboarding also asks 'How did you hear about us?' to help track attribution.

Went all out several times on 'really sick looking' visuals for ads.

To raise creative volume, they recruit more UGC ad creators and have them copy what their main creator (Calvin) does, then run their videos as ads.