Ordered broadest to most niche. Volume campaigns and signal campaigns run in parallel against the same market and race on positive replies; the first three launch in cycle one. Chains, volume targets, and probe data per campaign live in profiles/healthbypath/campaign-strategy.md.
Free unit straight offer
Cycle 1
The whole probed universe gets a two-line casual email asking one question: worth sending you a Path. system to run with one client for 30 days? No personalization beyond name and business type; the free unit IS the message. This is the volume baseline every other campaign has to beat.
Creative ideas
Cycle 1
We scrape each prospect's website and the email proposes three specific ways their business could use Path., pulled from their actual programs: composition tracking inside their named challenge, data check-ins for their online coaching tier, Path. retailed next to their supplements. Racing this against campaign 1 answers whether personalization pays for itself in this vertical.
Google Maps locals
Ready
Single-location gyms, studios, and med spas pulled metro by metro from Google Maps. Most of these operators barely exist in B2B databases, so this lane reaches businesses nobody else is cold-emailing. Same free-unit ask, light city and category personalization.
New owner, new location
Ready
Owners who took over or opened within the last six months. They're buying equipment and designing the member experience right now, so the unit lands as launch help: "every founding member gets a Path. system" is a differentiator they can use this month.
Already-scanning operators
Fast follow
Operators whose sites mention InBody, DEXA, or body scans. They already sell measurement, so there's nothing to educate: the email says you sell the scan, Path. is what happens between scans, and there's margin in it. Highest expected reply quality in the portfolio.
GLP-1 clinic muscle-loss
Cycle 1
Clinics running GLP-1 programs, whose patients are asking about muscle loss. The email opens on that exact question and asks for 15 minutes on how clinics track composition through a course of treatment. Meeting-first, more formal, no drug brand names, unit offered on the call.
Challenge runners
Ready
Gyms and studios advertising transformation or 8-week challenges. A challenge scored on scale weight punishes people who gained muscle; the email proposes scoring on composition change, with Path. as the challenge's measurement kit. Naturally graduates into the pilot pack.
HSA/FSA margin play
Ready
Operators who advertise HSA/FSA billing. Their clients can buy Path. with pre-tax dollars and the operator keeps retail margin, so this campaign leads with the stocking story instead of the retention story. The one campaign that sells the retail line first.
Lookalikes
Blocked on item 1
Companies that resemble the operators already using Path. Written and ready, but it can't build until Nykelle names seed accounts on the call. If she has even two or three informal operator users, this jumps to a top-three campaign because it carries the only social proof we have.
Online coaches
Ready
Remote trainers and coaching businesses with no physical location. They never see their clients, so Path. becomes their entire measurement stack: the client scans at home, the coach watches real composition trends instead of asking for a selfie and a scale number. Big, cheap universe at 1-10 headcount.
Body-contouring med spas
Ready
Med spas selling body-contouring packages. Their clients pay thousands and want proof it worked; Path. documents composition before and after, which turns outcomes into reviews and referrals. Careful language: Path. tracks, it never validates treatment efficacy.
Hiring-trainers signal
Ready
Operators with open trainer or coach job postings, meaning growth mode and budget. The email references the posting and pitches Path. as the way client check-ins stay consistent while the staff doubles: three coaches, sixty clients, one system instead of three notebooks.
Fitness-business engagers
Week 1 · LinkedIn
Owners engaging with gym-business creators on LinkedIn (retention threads, pricing threads, studio-growth content). They're actively working on their business, so the message references the topic they engaged with. Runs on the managed LinkedIn seat, which is live before email warmup completes.
Review-mining
Pilot
Operators whose recent Google reviews mention results, plateaus, or accountability. The email references the theme (never the reviewer): your members clearly care about seeing results, here's how operators make results visible. Deepest personalization in the set; pilots small before scaling.
Corporate wellness providers
Ready
Companies that sell wellness programs to employers. Employers keep asking them to prove the program worked, and Path. is the measurable component that survives that question. Different economics: one deal deploys tens or hundreds of units, so fewer, bigger conversations.
Functional and longevity practices
Ready
Functional medicine, longevity, and concierge practices already sell measurement as the product: panels, biomarkers, tracking. Path. slots into that story as the at-home composition layer with retail margin attached. Formal-adjacent tone, zero medical claims.