Product Launch Email for Fitness Brands

A fitness launch lives or dies in the first 48 hours. The segment you send to, the perk you attach, and the single action you ask for decide whether a new program or supplement clears its goal.

**Trigger and segment.** Send to buyers from the last 12 months plus subscribers who opened or clicked in the past 90 days. Fitness audiences repeat-buy, but a cold subscriber who stopped training three months ago will not convert on a launch email. In Klaviyo, build this as a segment: Placed Order at least once in the last 365 days, OR opened or clicked an email in the last 90 days.

**Timing.** Three touches. A 48-hour teaser on Tuesday at 6am local builds anticipation. The launch send goes out Thursday at 6am. A final reminder hits Friday at 8am with a 24-hour clock on the launch perk. Gym audiences open before work and again after dinner. Skip Monday mornings, when the inbox is already slammed.

**Offer.** Attach a launch-only perk that expires, not a standing discount. A free 28-day nutrition plan, free shipping on the first supplement order, or 14 days of app access for founding members all work. Standing discounts train people to wait. A deadline gets them off the couch.

**Copy angle.** Lead with the outcome the program delivers, not the features. Show the transformation. Real numbers beat adjectives.

Example copy for a 12-week strength program launch:

> **Subject:** Forge Strength 12 is live > **Preview:** First 48 hours get the bonus nutrition plan free > **Headline:** Add 30lb to your deadlift in 12 weeks > **Body:** 48 members finished the beta build. Average gains: 28lb on back squat, 14lb on bench, and a first strict pull-up for 19 of them. The full program opens today. Founding members get the 28-day nutrition plan free for the next 48 hours. > **Button:** Start Forge Strength 12

**CTA.** One button. One ask. "Start the program" or "Try Forge Strength 12." No secondary links to the blog, no social icons in the body. Every extra link splits the click.

Email clients sit a decade behind the web. Outlook still renders HTML in Microsoft Word's engine. Gmail clips messages over roughly 102kb and drops most of your CSS. Apple Mail inverts colors in dark mode. The template below survives all of it.

**Nested tables, not divs or flex.** Every layout block is a table nested inside a 600px wrapper table. Flexbox, CSS grid, and floats break in Outlook and older Gmail. Tables do not.

**Inline CSS.** Every text style sits on the element it styles. Gmail keeps your inline styles. It drops most style blocks, so anything declared only in a stylesheet disappears.

**Bulletproof VML button for Outlook.** Outlook ignores border-radius and CSS backgrounds on anchor tags, so buttons show up as plain linked text. The button ships with a VML fallback, so it renders as a solid colored rectangle with rounded corners and a live link inside Word's engine.

**Live text.** Headlines and body copy are real, selectable text, not images. Live text scales on mobile, survives when images are blocked on load, and lets the subscriber copy a promo code.

**Dark-mode color-scheme meta.** A color-scheme declaration in the head tells Apple Mail and Outlook your email opts into dark mode, so backgrounds and text flip cleanly instead of going half dark.

**One mobile media query.** A single max-width 480px block shrinks padding, stacks columns, and resizes the headline. One query keeps the file light and the layout predictable.

**Web-font fallbacks.** The headline loads a web font with a Helvetica and Arial fallback stack. If the font does not load or the client blocks remote fonts, the layout still holds.

1. Copy the HTML. Use the Copy HTML button above the preview to grab the full file. 2. Open your ESP. In Klaviyo, drag an HTML block into your email, or start from a blank HTML template. In Mailchimp, start a campaign, choose Code your own, then Paste in code. 3. Paste the HTML into the editor. Both ESPs accept raw HTML in these blocks. 4. Swap the brand. Replace the logo image URL, the wordmark text, and every link with your gym or coaching brand assets. Keep the 600px width. 5. Match your colors. Change the hex values on the button and section backgrounds. Pick one accent color and apply it to the button and the eyebrow label. Leave the rest neutral. 6. Wire merge tags. Replace static text with your ESP's personalization tokens.

Fitness and gym merge tag examples: - Klaviyo first name: {{ first_name|default:'athlete' }} - Klaviyo last program purchased (custom property): {{ person|lookup:'last_program' }} - Mailchimp first name: *|FNAME|* - Mailchimp sender company for the footer: *|LIST:COMPANY|* - Unsubscribe (required on every send): Klaviyo {{ unsubscribe_url }}, Mailchimp *|UNSUB|*

7. Test before you send. Send a live test to a Gmail address, an Apple Mail address, and an Outlook account on Windows. Turn dark mode on for at least one of them. Click every link. Confirm the button lands as a solid block in Outlook, not as linked text.