A working playbook to help you get started.

First: know exactly what you’re promoting

Most affiliates pitch Demotu as “an assessment tool.” It’s that, plus the program built off it, plus how you deliver it to your athletes. Demotu is a full coaching platform:

• Scan your athletes in about a minute. Phone-based 3D capture on the movements you’d be screening anyway: squat, hinge, lunge, single-leg balance, jumps, plus joint ROM at hip / knee / ankle / shoulder. Real numbers on range of motion, asymmetry, and what’s breaking down under load. No markers, no force plates, no setup.
• Borelli AI builds the program in seconds. Single workouts, full training blocks, multi-block programs, all generated off the scan, the athlete’s goal, their training history, and the coaching style you’ve saved over time. Warmups, mobility, strength, power, sport-specific work, conditioning, the actual sets, reps, loads, tempos. You scan through it, swap anything you want from the 6,000+ exercise library, drop in your own exercises, regenerate a block if it’s off, then assign to the athlete in one click and it hits their phone. Programming an athlete goes from hours to minutes.
• Re-scan to see what actually changed. Week to week, between blocks, every quarter, whenever fits the athlete. The platform compares against baseline and shows the change in their own numbers: ROM gains at each joint, asymmetry closing, comp patterns resolving. The retest is the conversation that keeps athletes bought in.
• Programs ship to the athlete’s phone. They log workouts, message you, see their own progress. Their portal, your dashboard, same data.
• Every athlete on one roster. Pull up any athlete: assessment history, current program, message thread, scheduled sessions, recent workout logs, all on one page.
• Billing built in. Charges your clients monthly through Stripe. You coach, Demotu handles the receipts.

The strongest content from affiliates isn’t about features. It’s the real moments from your own coaching: an asymmetry the scan caught that you’d been eyeballing, a programming session that took ten minutes instead of three hours, the look on an athlete’s face when they see their own data for the first time. Knowing what the platform actually does means you can talk about it accurately when those moments come up in your work.

The 30-second pitch framework

Every channel starts with the same job: get a coach curious, then route them to your link. Have a version of this in your own voice that falls out of your mouth naturally on a podcast, a Reel, or a DM.

Four beats:

1. The hook: a real moment, problem, or position from your coaching. “I was wrong about how I assessed athletes for years.” or “Subjective movement assessments are dead.”
2. The shift: what changed when you brought in Demotu. “Every athlete now gets scanned on a phone in 60 seconds. Joint-by-joint scoring. Then Borelli AI drafts the program off what the scan showed.”
3. The proof: your own experience, not ours. “I use it with every athlete I work with.” or a specific finding from one of your scans.
4. The ask: your link, and a reason for them to click now.

The math: what you can actually earn

Demotu pays 15% recurring commission for the lifetime of every customer you refer. No 12-month cap. As long as they stay a paying customer, you keep earning every month.

What this looks like over time. Refer 10 paid customers per month at the entry-level plan. Assuming they stay subscribed, your monthly commission compounds:

Same math at scale: 25 referrals/month → $3,150/mo recurring by month 12. 50 referrals/month → $6,300/mo. Add another year and those numbers roughly double again.

A few notes that make this real:

• This assumes referred customers stay subscribed. Average tenure is 12+ months, but real retention is never 100%. Adjust for what you think your audience will stick with.
• $70/mo is the entry-level Demotu plan. Most facility owners, multi-coach orgs, and serious independents are on higher tiers ($105, $160, $200+), so commission per referral runs higher than the floor above.
• The compounding is the unlock. Most affiliate programs cap commissions at 12 months. Demotu doesn’t. Referrals from this year still pay you in year 3 if they’re still customers.

Who to refer (and who NOT to)

Your conversion rate is the single biggest lever on your earnings. Sending 1,000 unqualified clicks earns less than sending 50 qualified ones. Filter aggressively.

Who Demotu is built for

Anyone responsible for the physical preparation, assessment, or rehab of athletes, from one client in a garage to a 60-person roster. If they’re currently eyeballing movement quality and writing programs from feel, Demotu makes them faster and more accurate. Filter by “does this person actually coach athletes?”, not by title.

Strongest fits

• Strength & conditioning coaches at pro teams, NCAA, high school programs, club sports. Anyone running assessments on a roster and writing block-periodized programs.
• Sports performance facility owners + coaches at independent training centers, performance gyms, combine prep, youth development. Assessment is already part of intake; Demotu replaces clipboards and feel-based scoring with data.
• Athletic trainers clearing return-to-play, baseline + post-injury comparison, asymmetry tracking. The re-scan workflow is the obvious win.
• Personal trainers + 1:1 coaches running 10+ paying clients. Assessment-led intake, programming time goes from hours to minutes, retention compounds.
• Online + remote coaches selling programs at scale. The phone scan is the unlock. No in-person session required, you still get real assessment data.
• Hybrid gyms + studios looking for a differentiator on intake. Anyone selling premium personal training, semi-private, or small group where assessment quality is a sell point.
• Youth + club sport coaches at soccer clubs, baseball academies, basketball training, hockey skills. Athlete + parent networks convert well because the data demo is concrete.

Don’t bother referring

• People “just curious” about fitness tech with no clients to assess. No clients, no platform need, no commission.
• One-off lifters who only train themselves. Demotu is a coaching platform, not a self-tracking app.
• Coaches earning <$1k/mo from coaching. The platform fee won’t feel justified yet. Wait until they have a roster.
• Big-box gym floor trainers with no autonomy over assessment, programming, or billing. They can’t adopt the tool even if they want to.
• Anyone you wouldn’t trust to actually use the tool.

Best-performing tactics by channel

1. YouTube: the highest-converting channel

Coaches search YouTube for “how to assess hip mobility”, “movement assessment for athletes”, “corrective programming for hip drop”, etc. Your job is to be in front of them with concrete demos.

Best formats:

• Live assessment walkthroughs. Scan a real client with Demotu and walk through what the joint-by-joint scoring shows. Highest converters. Viewers see the platform working on a real athlete.
• “3 tools I use with every athlete” roundups. Lead with Demotu.
• Before/after blocks. Scan an athlete, show the program Borelli AI drafted off the scan, re-scan a few weeks later, walk through what changed.
• Specific finding videos. “The hip ER asymmetry the scan caught on a college soccer player.” Hook with the finding, demonstrate the platform inside the story.

Where to drop the link:

• First line of the description (above the “…more” fold). Not buried.
• Pinned comment with a 1-sentence CTA + link.
• End screen card linking out (use a YouTube end card if your channel is monetized).
• Drop it in verbal mid-roll mentions at the moment in the video where it’s relevant.

2. Newsletter / email list

Email converts higher than social by 3-5x because the trust is pre-loaded. Two tactics:

• Standalone feature email when you first sign up , one focused send that walks through how you use it, why coaches should care, and your link. Send once, archive.
• Regular mentions in your usual newsletter, a P.S. with your link, or a tools section. Less impact per send but compounds across the year.

3. Instagram Reels + Stories

Reels reach is unpredictable but the format is perfect for showing Demotu in action.

• 15-second clip of you running a movement assessment on a client. Phone propped up, scan happens in real-time, joint-by-joint scores appear on screen. Caption: “Full movement assessment in 60 seconds. Link in bio.”
• Story takeover when you have a new client: film the assessment across 3-4 stories with the “Link” sticker pointing to your referral page.
• Carousel post walking through what the joint-by-joint data revealed on one specific athlete: the moment, the finding, what you reprogrammed because of it.

4. Podcast: your show or guesting

• If you have a podcast: read your link in the intro/outro of the next 5 episodes. Drop it in show notes. One mention per episode is enough.
• If you guest on others’ shows: when the host asks what tools you use, lead with Demotu and offer to drop the link in their show notes (some hosts will, some won’t).

5. Courses and cohorts

The highest-LTV affiliates run courses where Demotu is the recommended assessment tool inside the curriculum.

• Add a “Tools we recommend” module with your link.
• Include a live demo as part of a movement-assessment lesson.
• For paid cohorts: drop the link in the welcome email + onboarding doc.

6. LinkedIn (B2B coaching market)

Underutilized for fitness affiliates. Works when you target gym owners and S&C directors.

• Operational lesson posts. Frame what changed for your facility when you standardized assessment. Single image of the scan in action, three short paragraphs, link in first comment.
• Polls asking what assessment approaches coaches use, then drop your own perspective + link in the comments where appropriate.

7. Direct DM / 1:1 outreach

Highest conversion rate of any channel, and the slowest. Pick 5-10 specific coaches in your network you’d genuinely recommend Demotu to. Personal message. No template energy.

Swipe copy library

We maintain a full library of starting-point copy (short posts, newsletter sections, long-form pieces, LinkedIn formats, podcast reads, DM templates, Stories sequences, course welcome emails, signatures, forum posts, and FTC disclosure boilerplate) on a dedicated page so it stays up to date and copy-pasteable.

Write your own. Your voice outperforms anything we’d write.

The swipe copy library is scaffolding. It’ll convert fine. But the affiliates who outperform, by an order of magnitude, rewrite everything in their own voice using moments from their own coaching.

Here’s how:

1. Lead with an opinion, not a feature.

“Subjective movement assessments are dead” lands. “Demotu scores 25 patterns” bounces off. Take a stand. Coaches scroll past descriptions. They stop on positions.

2. Be wrong about something publicly.

“I was wrong about how I assessed athletes for 8 years” is the strongest hook in coaching content. Vulnerability builds authority faster than expertise does. Admit a former blindspot the scan caught. That’s the post that gets shared.

3. Use specifics only YOU could write.

“11° gain in left hip ER over 8 weeks on a goalkeeper I’d worked with for a year” is your authority. Generic claims tune out. Your authority IS the specifics from your own coaching.

4. Reference your actual operation.

Name your facility. Mention the number of coaches on your staff. Reference the sport you specialize in. “At our 4-coach baseball performance facility” converts way better than “at my gym” because authority comes from details only you could write.

5. Write the way you actually talk.

If you don’t say “operational leverage” in real conversations, don’t write it. If you say “hip IR” not “internal rotation of the hip joint,” keep it. If you call them “clients,” keep it. Your voice IS your authority. Strip the corporate filter.

6. Show the moment, don’t describe the platform.

“We scanned a goalkeeper, caught an asymmetry, reprogrammed his offseason” is a story. “Demotu is great for assessment” is a brochure. Stories convert. Brochures don’t.

7. Take a position the industry might disagree with.

“Most coaches over-program and under-assess.” “Retention is a visibility problem, not a marketing problem.” “The biggest operational lie in coaching is that multi-coach assessment is consistent.” Strong opinions drive engagement. Mush drives nothing.

8. One angle per piece.

Don’t try to cover speed AND objectivity AND athlete buy-in AND staff alignment in one post. Pick the angle most true for the audience reading right now. The other angles get their own posts later.

9. Don’t be cringe.

No hyperbole. No emoji rockets. No “THIS CHANGED EVERYTHING”. Experienced coaches and facility owners can smell influencer-speak from across a parking lot. Talk to them like a peer. You are one.

15 content ideas you can shoot this week

Mix of assessment-led, programming-led, business-operations, and opinion pieces. Pick the one that’s closest to something you’ve actually done with Demotu this week.

Assessment-led

1. “My assessment process, start to finish”: film yourself running a full Demotu assessment + walking the athlete through the joint-by-joint scoring.
2. “The score I’m most surprised by”: a high-performing athlete whose Demotu data caught something you missed.
3. “Before/after 8-12 weeks”: rescan the same athlete after a training block, walk through the change in their own data.
4. “Watch me coach this”: react in real-time to the scoring with corrective cues.
5. “The asymmetry I’d been eyeballing”: show the specific finding the scan revealed that you’d been missing or letting slide.

Programming-led

6. “Scan to program in 5 minutes”: show the scan, show Borelli AI drafting the program off the scan + the athlete’s goals + your coaching style, show what the athlete sees on their phone.
7. “How Borelli AI surfaced this corrective”: athlete with a specific asymmetry, show the corrective work the AI included that you might not have written yourself.
8. “Why I stopped writing programs from scratch”: opinionated take on programming workflow, peer-to-peer.
9. “The re-scan”: scan, train, re-scan a few weeks later, show what changed in the joint-by-joint data.

Platform / business operations

10. “My coaching workflow, from intake to billing”: walk through how you run a client through Demotu end to end. Visual diagram works well.
11. “Day in the life of a coach at [your facility]”: client checks in, scan, program runs, training session, billing, all in one platform.
12. “How we onboard a new athlete in 15 minutes”: consult, scan, program built, billing set up. The whole intake in one take.
13. “Standardizing assessment across our coaching staff”: for facility owners, the operational story of getting every coach assessing the same way.

Positioning + opinion pieces

14. “I was wrong about how I assessed athletes for [X] years”: vulnerability-led, biggest authority hook in coaching content.
15. “Why I stopped using [your old tool / approach]”: direct, opinionated, peer-to-peer. Drives clicks.

What NOT to do

The rules (banned in our program)

• No brand bidding on paid search. Don’t bid on “demotu”, “demotu app”, “demotu pricing”, or close variants in Google Ads or Meta Ads. Run paid ads on general coaching keywords instead.
• No coupon / deal site placement. RetailMeNot, Honey, etc. are not the kind of audience we’re building.
• No incentivized clicks. Mechanical Turk, paid-to-click farms, “tap my link for a prize” tactics will get your account suspended.
• No misleading claims. Don’t promise Demotu cures injuries, replaces a clinician, or guarantees outcomes.
• Always disclose the affiliate relationship per FTC rules. Hashtag: #ad or a sentence works. We give you boilerplate above.

The tactical mistakes

• Posting once and walking away. Best affiliates mention Demotu in a few different formats over 30-60 days. Reach is cumulative.
• Trying to be neutral. “Some coaches like Demotu, some don’t” converts at 0%. Take a position.
• Hiding the link. Make it obvious. Pinned, top of description, in bio, in show notes.
• Forgetting to A/B. If your first hook isn’t converting, change it. Don’t blame the audience.

How to optimize once you’re posting

Inside your affiliate dashboard you see clicks → signups → paid conversions for the past month. Two questions to ask:

1. Are clicks low? Top-of-funnel problem.

Your link isn’t getting seen. Test:

• Move the link higher in your descriptions / posts
• Mention Demotu more times per piece: most coaches need to see something 3-5 times before clicking
• Shift to more visual formats (show the product, don’t just describe it)

2. High clicks, low signups? Hook problem.

People are curious but not convinced. Test:

• Lead with a specific moment from your coaching, not a feature description (“the asymmetry the scan caught on a college soccer player” not “3D markerless capture”)
• Lead with a strong, specific CTA (“try the platform I use with every athlete”), not a vague “check this out”
• Show actual product UI in your content: screenshots, screen recordings, the scoring page, the program Borelli AI drafted

3. Signups but low paid conversions? Audience-fit problem.

People are trying but not buying. Usually means you’re sending less-qualified leads. Adjust:

• Speak more specifically to your ICP (working coaches with paying clients) and away from the general “fitness curious” crowd
• Set expectations upfront, Demotu is a paid tool starting at $70/mo. Better to filter than to disappoint.

FAQ

When do I get paid?

Eligible commissions are paid through Stripe Connect after the referred customer becomes a paying subscriber and the refund window has passed. You can manage payout setup from your Demotu affiliate dashboard.

What if my referred customer refunds?

Refunded invoices do not earn commission. This is why we encourage referring well-fit customers, high-quality referrals are less likely to churn or refund.

Can I refer myself / use my own link?

No. Self-referrals are blocked at signup. We also don’t allow gaming via family accounts or alt emails, it’s easy to detect and we’ll claw back + suspend.

What happens when an affiliate I refer becomes a customer?

They become a regular customer of Demotu. They’re welcome to join the affiliate program themselves and start earning from their own network, multi-level isn’t a thing, but the cycle compounds organically.

Where do I track my referrals?

Your dashboard. Real-time stats on clicks, signups, paid conversions, commission earned, recent activity, and your next payout amount.

Demotu Affiliate Program · Questions: support@demotuapp.com · Swipe copy library: demotuapp.com/affiliate/swipe-copy · This guide is updated regularly.