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Growth
Strategy

Social media, ads & lead generation — U.S. market

September – November 2026

Agenda

01What We Found
02Who and Where
03The Engine
04The Media Plan
05Ninety Days
01

What We Found

What twenty months of your own data says: what already works, who your audience is, and the plan built from both.

01  ·  What We Found

The formula

Worked — real posts, real numbers
“Envision this on your deck”15,727127 foll.
Athletes at the CrossFit Age Group champs6,744356 likes
@vol_golf & @vol_wgolf athlete recovery6,66343 foll.
“Play or Plunge” with @purduesoccer3,32969 foll.

Named people, real places.

Didn't work — also real posts
“Ready when you are.”32 reach
“Cold therapy shouldn't feel like a swimming pool”43 reach
“Crystal clear water doesn't happen by accident”44 reach
“Consistency beats motivation”60 reach

No people, no place, no name.

The discount test: Black Friday, $250 off. 10,549 reach — 11 likes, 0 saves, 2 follows.

The variable isn't the format — it's what's in the frame. Median reach: reels 870, images 110. Follows per post: images 6.3, reels 5.4. Both work when there's a real place, person or product in frame.

01  ·  What We Found

Audience insights

75.7%of your audience is male
35–44the biggest age bracket (33%) — ages 35–54 make up 55%
80.4%of views come from people who don’t follow you yet — the brand lives on discovery
231,796people reached in 12 months — the retargeting pool
It matches the buyer

The audience you already have is Segment A as designed — men 35–54 who train seriously. Reels carry the reach (52.6% of views), images carry the follows. We don’t need to find it or educate it — we need to sell to it.

When and where they are

Followers peak Sundays 3–9 p.m. and Tuesdays 3–6 p.m. — September posts into those windows. On the site: 86% mobile, half arriving inside the social in-app browser — the landings are built light for exactly that.

Instagram audience insights, last 90 days (Aug 2026) · Meta post-level exports, Aug 2025 – Aug 2026 · GA4 technology report.

01  ·  What We Found

Price positioning

$1,150
Ice Barrel
$2,999
The Journey
$3,999
Sun Home Horizontal
$4,999
The Pursuit
$6,999
The Summit
$7,990
Plunge All-In Gen 2
$11,399
Renu Cold Stoic
$13,999
Sun Home Pro

The Summit lands $991 under the Plunge All‑In — the unit the Summit was benchmarked against — in the same all‑in‑one category. You are not the expensive option. Nobody knows that yet.

Competitor pricing as published August 2026. Plunge All-In Gen 2 at promotional price; list value $9,990.

01  ·  What We Found

Keep - Fix - Start

Every line traces to your own data — full analysis in the appendix.

Because it worked
Keep
  • Teams & named athletes — best organic and best ad alike
  • Reels for reach, images for follows
  • Customer installs — the “on your deck” series
Because it leaked
Fix
  • 78% of paid clicks never reach the site — capture in the DM instead
  • Discounts → value-add offers (the $600 warranty)
Because it's never been tried
Start
  • A lead objective — no campaign has ever had one
  • ManyChat capturing phone numbers in the DM
  • Retargeting the 231,796 already reached
  • Five landing pages — one per audience, already live
02

Who and Where

Three buyers, one of them carrying the budget, and the cities we take without ever stepping on JSH.

02  ·  Who and Where

The three buyers

Segment A

The home performance buyer

32–55, $150K+ household. Trains seriously. Buys the Journey or Pursuit.

Blocks on: price framing, hassle.
Unlocked by: “from $104/mo” with Affirm, maintenance on camera.

Segment B

The commercial operator

Studios, med spas, chiro & PT clinics. Buys Summits, repeats, refers.

Blocks on: uptime.
Unlocked by: “backed here”.

Segment C

The institutional buyer

Collegiate athletics. UT, NC State and Purdue are already yours.

Blocks on: procurement.
Unlocked by: referrals, proof content.

These three are the hypothesis the first 90 days test — not a conclusion.

02  ·  Who and Where

Going National from Day One

One national campaign from September — geography is what we learn, not what we guess.

What we expectWhereWhy
Proven demandNashville · Atlanta · MemphisYour top real cities in GA4 — the Southeast corridor.
Biggest marketsFlorida · Texas · CaliforniaThe three biggest state markets by population & spend.
OverindexedArizona · Colorado · UtahRecovery culture per capita — sauna-and-plunge country.

The monthly geography report decides where Q4 doubles down. Knoxville stays organic — word of mouth already works there. Every campaign is named ARQ_ so results never blur with anyone else’s.

03

The Engine

The lead machine we already run for Arctic Oasis, the first videos, and a September that's already built.

03  ·  The Engine

The strategic platform

MADE HERE.
BACKED HERE.

Every other brand in this category is either a face you'll never see or a container that arrived from overseas. Beyond Cold is a building in Knoxville with people inside it who pick up the phone.

Plunge can outspend it. An importer can't fake it. It is the only claim you own outright — and it justifies the price without ever discounting it.

03  ·  The Engine

The funnel

The machine we already run for Arctic Oasis. DM and landing capture both run from day one — same sheet, and the Source column says which converts.

The ad asksa comment or a DM — nobody leaves the app
ManyChat answersinstantly — qualifies, takes the phone
The sheet fillstagged by campaign — high intent on top
Sales callswithin 24 hours
Sold — or scheduledcallback date, six-month cycle

The sheet is built and live — ideally with a 24-hour response on every lead.

03  ·  The Engine

Content pillars

The category already did the educating — recovery culture exists. We don’t sell the habit; we talk to people who already practice it: application, business, proof.

TOP OF FUNNEL

Made here

The Knoxville floor, the welds, the serial numbers, the people. The claim nobody else can make.

01.
BOTTOM — DECISION

The math

Cost of ownership against bags of ice, against Plunge. “From $104 a month” — the real Affirm number — as the headline.

02.
TOP OF FUNNEL

Beyond Cold vs Ice

Bags of ice vs. a machine that holds 37° — cost, hassle and setup, shown in real time. The problem ad already winning in both markets.

03.
MIDDLE — CONSIDERATION

Proof

UT, NC State, Purdue, clinics, studios, owners. Named, on camera, on repeat.

04.
BOTTOM — DECISION

The business case

One Summit, one small room, recurring revenue — installs at studios, gyms and clinics, with operator numbers as they land. The content behind Ad 03 and the B2B landings.

05.

Roughly 14–16 pieces a month — 3 to 4 posts a week across Instagram and Facebook: reels, graphics, photos, carousels and AI-generated pieces, plus stories through the week.

03  ·  The Engine

First month of content — ready

September: 14 posts, loaded for review.

1 Open the post→ 2 Approve, or comment on it→ 3 We adjust & schedule
Open the board →
beyondcold.ig
September 1 – 294 reels · 7 photos · 3 graphics
Reel01
03
05
07
09
Reel11
13
14
Reel15
17
19
Reel19
22
29
03  ·  The Engine

The visual system

01 · Real people over stock

Athletes, owners and the shop floor from Beyond Cold’s own library — AI pieces only as support.

02 · Product in context

Water, steam, backyards and gyms — not white backgrounds.

03 · Their palette, one accent

Navy and steel carry the feed; the red appears once per piece.

Built from the September set — already produced, already in this system.

03  ·  The Engine

Five landing pages

beyondcold.com/lp/homebuilt & live
HOME
Stop paying a gym to use their cold plunge.
NamePhoneCitySend me pricing
beyondcold.com/lp/studiosbuilt & live
STUDIOS
Turn 50 sq feet into high-margin revenue.
BusinessPhoneTypeGet studio pricing

Five audiences, five landings — all built: Home · Studios · Spas · Gyms · Colleges

A

Ad → DM → ManyChat → sheet

B

Ad → landing → short form → sheet

C

Reply → ManyChat takes contact and sends the landing

04

The Media Plan

What a thousand dollars a month honestly buys in the United States, the three ads that go live first, and what to expect.

04  ·  The Media Plan

The industry’s proven ads

Ad spend isn’t public — longevity and clones are. Nobody pays for months of an ad that doesn’t work.

BrandTheir proven adThe tell
PlungeCreator testimonials — “with Plunge” collab postsLive since April — their oldest format
Plunge“Capitol Floats: revenue +22%, retention +25%”The B2B case study, since April
Plunge“Save Up to $3,113” · 0% up to 36 months8 fresh clones — the sale push
Plunge“Turn 50 sq feet into high margin revenue” — no renovation neededThe B2B space pitch
Renu Therapy“The most reliable cold plunge on the planet — backed by a 5-year warranty”Live since June, 6 clones — they sell the warranty
Ice BarrelDr. Sarah Cohen collab — “use code SARAH for 12% off”8 clones — their biggest push right now
Mente Fría MX · VitalPlus US“Still filling your tub with bags of ice? You’re doing something wrong” / “Never buy ice again”The same problem ad, winning in both markets
Mente Fría MX“Tax-deductible leasing for your spa — calculate your ROI” → WhatsAppThe B2B quote machine
Medical Saunas“Your Competitors Already Have Cold Plunge”B2B fear — 3 clones

Testimonials, case studies, warranty claims, price & financing, blunt problem callouts — our nine ads are built from these molds.

Meta Ad Library, U.S. & MX, active Aug 28 2026 — longevity read from each ad’s running-since date; clone count from “N ads use this creative”.

04  ·  The Media Plan

The first nine ads

Images modeled on the category’s live top ads. Videos: the athlete testimonial plus the four September reels — all already shot.

Ad 01  ·  price first
“Cold, from $104 a month”

Journey $104 · Pursuit $174 · Summit $243/mo — 0% APR with Affirm.

DM COLD for a quote.

HomeDM → ManyChat
Ad 02  ·  made here
“Don’t buy a disposable Chinese cold plunge”

When it breaks — and it will — nobody answers. Beyond Cold is built in Tennessee, backed by people who pick up the phone.

DM BACKED.

All audiencesDM → ManyChat
Ad 03  ·  business
“Turn 50 sq feet into high-margin revenue”

One Summit. A high-demand add-on, no renovation needed.

Studio pricing on the landing.

Studios / spasLanding B
Ad 04  ·  us vs. them
BCOthers
U.S. made✓×
Cools to 37°✓×
Service from Knoxville, TN✓×

DM COMPARE for the full table.

All audiencesDM → ManyChat
Scott Stallings, PGA — “Hear Scott’s Story”
Beating the Heat
Training + Cold Therapy
Benefits of a Cold Plunge
What Recovery Means (Pursuit)
Ads 05–09Ad 05: the Scott Stallings homepage video — the industry’s #1 format, already shot. 06–09: the September reels with a DM CTA.

Next in the pipeline: the warranty-first ad (Renu’s oldest running creative) and athlete & practitioner discount codes (Ice Barrel’s biggest push) — testimonials that measure themselves.

05

Ninety Days

Month by month, the numbers we hold ourselves to, what sits outside this scope, and the six things we need from you.

05  ·  Ninety Days

The next 90 days

Month 01
September

Build and baseline

Ships this month
  • September content live across IG and FB
  • Baseline documented: GA4, Clarity, Woo, social
  • ManyChat connected to Instagram
  • Lead sheet live, with a named owner
  • Paid test: Nashville & Atlanta
  • Two shoot days on your side
Month 02
October

Capture and convert

Ships this month
  • Lead campaigns live — Florida & Texas added
  • Objection content series in feed
  • Retargeting pool switched on
  • Facebook adapted for the commercial buyer
  • Month-two written pulse
Month 03
November

Scale what worked

Ships this month
  • Budget concentrated on the winning city and creative
  • California added
  • Black Friday value offer, no discount
  • First trimonthly performance report
  • 90-day review: what we keep, kill and scale
05  ·  Ninety Days

KPIs

MetricActual, last 12 moSeptemberOctoberNovember
Instagram posts / month4.314–1614–1614–16
Organic reach / month~2,40012,00025,00040,000
New followers / month23100250500
Engagement rate3.68%> 4%> 4.5%> 5%
Leads captured & worked~9/mo, no follow-up10–1520–3525–55
Cost per lead—learning< $45< $35
Qualified commercial conversations—258

Every "actual" is measured from your own exports. November's reach target is about double the account's best organic months (Oct–Nov 2025) — with paid behind it for the first time. A full report every two months.

05  ·  Ninety Days

How we work

Almost nothing lands on your plate — here is the whole loop.

We produce

The Arctic Oasis library plus what your team already shoots — we send the shot list, coordinate, and produce the rest.

01.

You approve

Every piece lands in the Monday board for a one-click sign-off before it posts.

02.

We talk

Weekly touchpoint with Norris · a full report every two months.

03.

Norris works the sheet

Leads write themselves in; the ideal is a 24-hour response on every one.

04.
05  ·  Ninety Days

The team

Write to any of us directly — no ticket systems, no account layers.

OQ

Oscar Quiroz

Strategy & account lead.

oscar@arquetypo.mx
P

Pili

Content production — reels & photo.

pili@arquetypo.mx
HS

Héctor Solther

Operations coordinator.

hector@arquetypo.mx
HV

Héctor Vázquez

Community & marketing — the calendar, ads & weekly follow-up.

hectorvqz@arquetypo.mx
F

Florencia

Design — the visual system and every graphic.

florencia@arquetypo.mx

Weekly touchpoint with Norris · a full report every two months.

×

You built the hard part already.

A product that beats the benchmark on price, made in a building you can drive to, backed by people who answer the phone. The next ninety days are about making sure anyone outside Knoxville finds out.

MADE HERE.
BACKED HERE.

Beyond Cold  x  Arquetypo  ·  August 2026

Created by Arquetypo.