The week sets the tone.
The day sets the topic.
The month sets the theme.
How PG posts: what every post is about, how it should sound depending on the week, what it's saying that month, how many we post, and where the content comes from. This is the pattern we're building toward through 2027. Run it at whatever percentage is honest and say where it breaks.
What posts are for
Views and likes aren't the goal. Posts exist to remind people we're here, start conversations, and give people something useful. The number we watch is meaningful conversations: local DMs that come in off a post. Those are warm leads. Ro tracks them and hands them to Chris; following up is on Chris.
About one post a week leads with a question, placed at the top before anyone reads or watches: is this true for you? Disagreement is a good reply.
Or any variant: "message us," "link in bio to get started," "reach out to learn more." The question stands on its own. If DMs come, they come.
Useful content has no cap. Daily is where we're headed. Every post should give someone something they can use.
An offer is any post asking someone to book, join, or buy. Eight is a ceiling, not a target. Most months it's one or two, in Direct week.
Performance without saying performance
People will get sick of the word if we use it exclusively. The fix is to say what we actually mean. Save "performance" for when nothing else fits.
| When you mean | Say |
|---|---|
| The physical qualities | strength, mobility, coordination, control, precision, ease, moving well |
| The everyday ability to do things | capability, capacity, availability, readiness, range, what you can handle, what you can say yes to |
| How someone shows up over time | consistency, reliability, durability, resilience, staying power, being counted on |
| Who they're becoming | practicing who you are, the person you've decided to be, capable tension, confident calm, essential strength |
| The moments that matter | showing up for the moments that demand it, being there for it, not hesitating, trusting your body |
The content arms
Every useful post belongs to one arm. Each arm owns a day of the week. Thursday is always the trainer carousel.
| Day | Arm |
|---|---|
| Monday | Prep and how-to: setup, starting positions, movement quality |
| Tuesday | What to do |
| Wednesday | Why do it |
| Thursday | Trainer carousel: 4–5 AG stills, each picture shared to story, trainer tagged |
| Friday | When to train |
| Saturday | When not to train, and recovery |
| Sunday | Mindset and getting back on track |
Food is an arm too, but it's not on the grid yet. It's held until the framing is done: the body as a system, never calories, never the person.
The monthly theme
Each month gets one theme, and every arm's post that month is the theme seen through that arm. Same idea all month, different angle each day. The theme is what AG shoots, which is why it has to be set about six weeks ahead: the shoot in one month produces the next month's content.
Themes are about life, not training. "The time you'll actually keep" is a theme. "Squat month" isn't.
Example, theme "the time you'll actually keep": Monday is setting up fast when you've got 25 minutes. Wednesday is a member on why they protect the slot. Friday is the clip about training at the time that works. Saturday is what rest looks like in a week that's already full. Sunday is getting back after the week got away from you.
Current: November — the time you'll actually keep. December — staying available (the week you can't train, recovery that isn't quitting, January without starting over). Themes are picked two months out at each alignment meeting.
The monthly rhythm
Each month runs in four weeks and each week has a job. The arm says what the post is about; the week says how to say it; the theme says what it's about this month. Every arm meets every mode once a month, so the important ideas repeat without feeling repeated. The red cells follow one arm, When to train, through all four weeks.
| Mon Prep / how-to | Tue What to do | Wed Why do it | Thu Carousel | Fri When to train | Sat Recovery | Sun Mindset | |
|---|---|---|---|---|---|---|---|
| Week 1DisruptSay something that makes people rethink what they assume. The question-first post lives here. | A setup detail most people skip | One movement, one thing people get wrong | A reason to train that isn't the usual one | Trainer carousel4–5 AG stills. Each picture to story, trainer tagged. | ExampleClip: "The best time to train is the time you'll actually keep." Question up top: Do you train at the time that works, or the time you think you should? | A rest-day myth, challenged | Something about motivation that isn't true |
| Week 2ReflectSit with the same idea. Less of a take, more of what it looks like in a real week. | Watching someone set up slowly, on purpose | The same movement, done well, no commentary | A member on what training lets them do outside the gym | Trainer carouselSame format, new faces. | ExampleA member who trains at 6am before the kids are up. Two sentences on why that slot. No numbers, no transformation. | What a real recovery day looks like | A coach on getting back on track after a slump |
| Week 3BelongShow the people. Every arm this week is told through a member or coach, not a concept. | A coach walking a member through setup | Two members doing the same movement their own way | A member in their own words on why they're here | Trainer carouselThe month's biggest one: everyone from the AG shoot. | ExampleA still of a member mid-session. Caption is about when they come in and who's usually there with them. | Members in the recovery area, doing nothing on purpose | A coach on the member who came back after a long gap |
| Week 4DirectThe one week it's fine to ask. Offers go here. Most months that's one or two posts, max eight a month. | Useful post, same arm | Useful post, same arm | Useful post, same arm | Trainer carouselStill a people post, not an offer. | ExampleKB Happy Hour post: when it runs, who it's for, one calm ask. No urgency language. No "DM us to learn more." | Useful post, same arm | Useful post, same arm |
On a phone, swipe the grid sideways.
How we get there
The full grid is a post most days. We're not there and nobody's expected to be there in November. The plan: add one post per week each month until we're at 7 a week. The Thursday carousel comes first, then fill in from there. Every post lands in its cell from the start, even while most cells are empty.
Ro's job while the grid fills: run it and say where it breaks. Which days are impossible, which arms there's nothing to say about, where the modes feel forced. Better to hear it in week two than find out in March. We fix the plan as we go.
Where the content comes from
You can only post every day if the AG shoots produce enough raw material each month. So each shoot is focused on next month's theme through two or three arms, batched: five to eight short clips per arm, plus 16–20 stills for the month's four carousels. Topics go in the shared file as they come up; when AG is here, we go down the list.
Next shoot: December's theme through setup and starting positions. That covers the prep arm and the "what to do" arm.
Still open
What counts as a meaningful conversation. Someone asking about joining is obvious. Someone saying "nice post" probably isn't. We define this before the next alignment meeting so the number means something.