Miles Mortensen (ISOM) — Client Doc
Miles Mortensen
Yoga and movement coach based in Bali. 130k Instagram following, 2.5k email list, strong audience but no business infrastructure. Came in looking to build funnels, automations, and a coherent product ecosystem.
Stage 1 Context Summary
One-page brief. Anyone picking up this engagement should be able to read this and be operational.
Client: Miles Mortensen, yoga and movement coach (handstands, backbends, flexibility, mobility). Australian, 14 years in London, based in Bali since Jan/Feb 2026. Wife pregnant, baby due ~mid-May 2026.
Brand: ISOM (Inverted State Of Mind) at invertedstateofmind.com. Brand thesis: yoga is the vehicle, human development is the destination. Counter-stereotype identity (heavy metal, gym, yoga) is an authentic and intentional angle. Anchor positioning quote: "The Inverted State of Mind was always about flipping your thinking. Handstand is the vehicle, but the real thing is: what is possible?"
Audience: 130k IG (organically built, no system), 2.5k email list (low engagement: 53% open, near-zero CTR). ~80% female, 25-50, English-speaking Western markets. ICP work is unusually mature: 55 sales calls already analysed, 5 segments and 5 personas mapped with frequency-ranked pains, desires, and language. Top pains: lack of structure (76%), plateau (69%), fear of falling (56%). Top desires: control (85%), confidence (80%), teaching authenticity (42%, 100% of teachers).
Engagement: Discovery 2026-02-20, kickoff 2026-03-04. Commercial: 20% of net profit attributable to Alch's work, no upfront fee, Pablo-tracked attribution. Organic, in-person and existing coaching client revenue excluded.
Team: VA Jan (onboarding as community manager). No one else. Andy (Impact Academy owner) coaches Miles informally. Separate sales coach via Impact. Setter starting June 2026.
Stack: Pablo (central hub: products, funnels, attribution, email), Discord (community), Substack (long-form), Everfit (structured training), Klaviyo migrating into Pablo, Zapier for gaps. YouTube deferred.
Status (2026-05-19): Zero products live yet. Ads paused — Instagram "no ads" opt-out subscription Miles accidentally signed up to, expected to resolve end of May. 140 leads previously into handstand assessment. Discord live, existing coaching clients onboarded as first wave. 28-day email-driven flow agreed at 2026-05-19 standup combining existing 7-day Pincher / Strength / Handstand blueprints. Visual production (banner + 3 product covers) due at tomorrow's call.
Strategic anchor: Community subscription ($99/m, Pablo + Discord) is the public sell. 1:1 coaching ($400 / $1,200 / $1,600) sits behind a book-a-call funnel offered from within the community and via PS CTAs on email broadcasts. Revenue target: $600K/yr with heavy weighting to 1:1 (70%) over digital (25%).
Next in our delivery process: Stage 2 (lock the existing ICP work as canonical). Stages 5-7 mostly in flight already: visuals, community LP polish, 28-day email sequence write-up.
Dossier: the breathing research and reference layer lives at ISOM Dossier. This client doc is the executive summary; the dossier is the data we mine for every campaign. As of 2026-05-19 the Avatars section is populated from Miles's existing audience work; the rest are stubs.
Who He Is
- Yoga and movement specialist: handstands, backbends, flexibility, mobility.
- Website: invertedstateofmind.com
- Based in Bali (since Jan/Feb 2026). Previously London for 14 years. Originally Australian.
- Wife recently pregnant (baby due ~May 2026). Wife also has ADHD.
- Referred by Jha (transcribed as "Jarvis" / "Jar" in early calls — confirmed 2026-05-19).
- Formerly worked with Impact Academy (yoga teacher business education). Still on good terms with Andy (owner) who coaches him informally. Has a weekly sales coaching call through Impact with a separate sales coach.
Audience and Reach
| Channel | Size |
|---|---|
| ~130,000 followers (May 2026; was 120k in March, ~10k organic growth) | |
| Email list | ~2,500 subscribers (stagnant, 53% open rate, near-zero click-through) |
Audience was built largely organically and ad hoc — no deliberate system. Content went dark late 2025 due to constant travel and personal circumstances. Rebuilding from early 2026.
Business at Time of Engagement
- Income sources: in-person workshops and retreats, one-to-one coaching (in person + online), some online courses.
- ~55 active coaching clients at engagement start (peaked at 70). Targeting £20k months.
- Previously ran courses through Impact Academy. Found it too limiting — cookie-cutter funnels, no upsell path.
- Coaching sales page built with Lovable. Website on Squarespace but underused.
- Has a VA for admin tasks, but no automation — everything manually handed off.
- No funnels. No email sequences. No self-serve sales infrastructure.
- Sending two emails/week manually: one story newsletter, one value/CTA email. Using MailerLite.
- Using Everfit for client management and community forum. Tried Discord — too scattered. Aspiration to move to Discord when community is large enough.
- Heavy Claude user: put 55 sales call recordings into Claude for audience analysis and content prompt generation.
Pain Points
- Everything feels scattered. What worked was instinct and luck, not system.
- 120k followers but no mechanism to convert them reliably.
- Newsletter neglected: 2.5k subscribers sitting idle.
- Too reliant on Instagram DMs and manual sales calls for conversions.
- No entry-level product — only targeting existing yoga practitioners, missing a beginner market.
Goals (stated, Feb 2026)
- Build and properly utilise the email list.
- Automated email nurture sequences that generate bookings without DM selling.
- Online courses selling passively in the background.
- A coherent product ecosystem — everything connected.
- Remove or minimise discovery/sales calls.
- Free himself up to focus on content and client delivery.
Agreed Strategy
Product Ladder (five tiers)
- Free lead magnet — broad/beginner appeal, solves one problem immediately (e.g. wrist pain in handstands)
- Low-ticket digital product (~£15) — impulse buy, e.g. complete handstand program
- On-demand subscription library (~$30/month) + standalone 8-week programs — structured like PT programming, not follow-along classes. Bonus drill library and mindset content included.
- 3-week mini cohorts — 3 pre-recorded lessons/week + live weekend call + upsell to 1:1 at end
- One-to-one coaching (high-ticket, reserved for committed buyers)
Community product: monthly live online masterclass (flow or skill focused), recordings archived in library.
Audience
~70-80% female, 20-30% male. Miles wants to push more toward men — his counter-stereotype identity (heavy metal, gym, yoga) is an authentic angle. Resists targeting desk workers or pure beginners — not his world. Sub-branches like body weight strength for yoga beginners and arm balances are fair game as accessible lead magnet content without Miles having to teach that audience directly.
Tech Stack
- Pablo as central hub (products, funnels, attribution dashboard, email)
- Klaviyo: migrating list to Pablo (April 2026 decision — all email in-house, no split tooling)
- Everfit: retained for structured client training programs, linked from within Pablo
- Discord: new server to be created, existing coaching clients invited as first community wave
- Substack: agreed as evergreen host for long-form philosophical writing — not a publication schedule, just a repository that feeds email, YouTube, and Instagram
- Zapier for anything that doesn't connect natively
- YouTube: deferred until Instagram rhythm re-established
Three-Phase Roadmap
- Phase 1 (months 1-3): Digitalise. Pablo setup, email flows, lead magnets live, remove reliance on sales calls.
- Phase 2 (months 2-3): Launch. Flagship product, launch plan, aligned content calendar, testimonials.
- Phase 3 (months 4+): Scale. Analyse data, increase ad spend (self-liquidating: low-ticket covers ad cost, upsells generate margin), launch again.
Commercial Terms
- 20% of net profit attributable to Alch's work (after ad spend and payment processing fees)
- No upfront fee
- Attribution tracked via Pablo dashboard — funnels/ads Alch builds only. Organic/in-person relationships excluded. Existing coaching clients excluded.
- Miles confirmed verbally: "I'm down."
Brand Core (March 2026)
Miles articulated the emotional depth of ISOM clearly in the March 30 call. Worth preserving verbatim in spirit:
"The Inverted State of Mind was always about flipping your thinking — challenging constricting beliefs. Handstand is the vehicle, but the real thing is: what is possible? We use the body to understand the mind. The slogan was 'you are your creator.' The coolest thing with handstand is they feel more empowered, stronger, they move better. Even if it's not the handstand — one girl I coach, every journal entry is 'I've never felt stronger, I've never felt more confident.' She's in the gym now making friends with the calisthenics guys. It's about moving through the body to feel stronger and more open so you can move with the greatest strength within your life."
This is the emotional transformation beneath the physical product. All copy and positioning should anchor here.
Strategy Evolution
March 2026 Pivot
Following Impact Summit with Anton (sales coach) and Andy (owner), strategy was significantly sharpened:
Community product takes full priority. The standalone custom program ($400) was dropped as a promoted offer — too short-lived as a conversion point. All focus now on:
Community product (Pablo + Discord):
- $99/month subscription
- 3 classes/week: flow, strength/flexibility, skill/inversions
- Discord integrated natively with Pablo
- Book a call option visible within the platform
- Existing coaching clients get free access as guinea pigs and for testimonials
- On-demand library as foundation, grows over time
- Advanced programs (handstand, pincha etc) as upsells from within the community
$400 custom program: Retained as a sales call downsell only, not publicly promoted. Sales call offers a menu: $400, $1,200, or $1,600 depending on fit.
Content cadence: 3 videos/week — one flow, one strength or flexibility, one skill.
Coaching tier structure:
- £1,600 (high-ticket)
- £1,200 (mid)
- £400 (downsell/custom program, community access potentially included)
- $99/month community
Lead Magnet Pivot
Old 3-day handstand course was too comprehensive — people got the value and didn't move forward. Replaced with two acute, specific diagnostics:
- Shoulder diagnostic — passive vs. strength gap, position check, 1-2 targeted exercises
- Strength diagnostic — three exercises to test if someone is strong enough to move their handstand toward the middle of the room
Each designed for one clear, immediate outcome. To be built as mini courses in Pablo with opt-in funnels and email sequences.
Financial Goal
£600k/year (£50k/month) is the stated target, worked backwards from Impact Summit with Anton. Near-term step: £15k → £20k/month is not a large leap. Coaching is the bulk; digital and workshops add on top.
May 2026 Strategy Reset (Jha)
Instagram's "no ads" opt-out subscription (signed up by Miles) blocked his own ads until end of May. This forced a pivot to organic and email while support resolves it.
Ad strategy (when unblocked): Two-track, no direct book-a-call ads:
- Profile funnel ads (drive traffic to Instagram profile)
- Free training funnel ads (drive to lead magnet, which flows to call funnel)
Direct-to-call ads are too expensive until optimised ($100s per cold qualified book). Lead magnet ads generate $1 leads and feed the email list, which converts cheaper via PS CTAs.
Email: Story-style broadcasts 1–2x per week. Rotating soft PS each time, always pointing to book a call. Angles cycle across inversions, strength + yoga, lifestyle.
Offer pricing: Jha pushed $3,000–$5,000 given Miles's audience size and personal close rate. Miles cautious — market rate in his sphere is $350–$450/month for 1:1. Agreed to test on calls rather than changing the published offer.
Setter: Starting June 2026. Miles to do a settler intro call May 12.
Future offers in consideration:
- Business/teacher mentorship ($3–5k, 4–6 months) — coaching coaches how to build a brand like ISOM
- Toolkit products: standalone lifetime-access programs by movement angle (Matthew Smith model)
- Low-ticket product suite at $47–99 (V Shred model — package existing footage by angle)
- AI coaching skill trained on Miles's content
- Guest/student coaches as the community grows
Content priority: Miles to post once or twice daily. Andreas (GrowthOpX content partner) being brought in for a strategy call and content dossier. Goal: structured idea pipeline so content isn't ad hoc.
2026-05-19 Standup — 28-Day Flow & Visuals Production
Plan agreed: combine the three existing 7-day blueprints (Pincher, Strength, Handstand) into a single 28-day email-driven free training experience. This is the lead magnet vehicle while ads remain paused.
Sequence structure:
| Days | Purpose | Content |
|---|---|---|
| 1-3 | World-building, stage-setting, pain-pressing, set expectations | Story plus frame the journey ahead. Engineered for response (yes/no, left/right) to lift early engagement. |
| 4-10 | Week 1 — 7-day Pincher (or chosen sequence) | Action items per day. Follow-along video included. |
| 11-17 | Week 2 — 7-day Strength | Same format. |
| 18-24 | Week 3 — 7-day Handstand | Same format. |
| 25-28 | Conclusion and harder sell | 2-3 closing emails toward the paid offer. |
Pablo no-drip-feed mechanic: Pablo doesn't drip-feed content. Once someone gets package access, they see everything immediately. The email sequence does the nurture work. First email frame: "by the way, everything is in there — you can binge if you want."
Three products, three angles: Each 7-day course is a distinct product inside Pablo with its own cover image. Free lead-magnet content lives on a separate Pablo page from paid content.
Visuals action (for 2026-05-20 call): Joe to take existing course imagery, throw into AI Kit, and generate banner image (matching existing style) plus 3 product cover images (one per 7-day course). Aim for the same depth of style as the existing assets. Present options at tomorrow's call alongside the 28-day structure.
Two more 7-day blueprints planned but not built: forearm stand, arm balance school. Five total in the eventual library.
April 2026 Timeline
| Deadline | Deliverable |
|---|---|
| 3 April | Community landing page drafted |
| End of following week | Landing page live, content on platform, book-a-call page with VSL |
| Week of 7 April | Miles films 3 videos (flow, strength/flex, skill) |
| 11–18 April | Miles teaching in Thailand — infrastructure build-out |
| Post-Thailand | Lead magnet push and content |
Production
Miles confirmed purchase of Sony FX-30 (cinema line, built-in cooling fan suited to Bali heat — chosen over Canon options due to overheating risk).
Calls and Notes
| Date | Type | Notes |
|---|---|---|
| 2026-02-20 | Initial discovery | See source |
| 2026-02-25 | Strategy & proposal | Verbal yes. Terms agreed. See source |
| 2026-03-04 | Kickoff | Roles, comms structure, timeline, Pablo/Klaviyo setup confirmed. See source |
| 2026-03-10 | Ecosystem plan | Breath and Flow competitive analysis. Four-tier ecosystem structure locked. YouTube deferred. See source |
| 2026-03-30 | Strategy check-in | Miles back in Bali. Wrist injury (subluxation + bone bruising, 6 weeks no load). ISOM brand meaning articulated. Community product elevated to top priority. Lead magnet pivot. See source |
| 2026-04-03 | Impromptu strategy (Good Friday) | Impact Summit outputs from Anton and Andy. Community product finalised: $99/month, 3 classes/week, Discord. Two handstand diagnostics blueprinted as lead magnets. Sony FX-30 confirmed. April timeline set. See source |
| 2026-04-13 | Mid-retreat check-in (Thailand) | Lead magnet format locked as Pablo mini-course. CTA to book a call. Klaviyo to Pablo email migration decided. 7-day sequence for Joe to draft. Thailand retreat classes being filmed for community. Hip mobility reel hit 1,000+ saves. See source |
| 2026-04-20 | Back from Thailand — platform wrap-up | Community landing page and book-a-call page nearly done. Domain connected to Pablo. Lead magnet soft-launching. Discord: create new one, onboard existing clients as first wave. Substack agreed as evergreen long-form host. Jha leaving GenFlow, partnering with Joe. See source |
| 2026-05-05 | Ads launch, Discord live, final push | 140 leads into handstand assessment. VSL nearly done, ads launching within 24hrs. Pablo warm-up underway. Discord built, Jan (VA) onboarding as community manager. Existing coaching clients getting free Pablo access. Everfit journal export idea flagged. Baby due ~May 18. See source |
| 2026-05-11 | First GrowthOpX team call (Jha + Agorie) | Instagram ad blocker issue — ads paused until end of May. Strategy reset: free training funnel + profile ads, not direct-to-call ads. Jha pushed higher ticket ($3–5k). Setter starting June. Content dossier + Andreas call planned. See source |
Referrals Made by Miles
- Rebecca (surname unknown) — flexibility and contortion teacher. Was co-teaching with Miles at the Italy event. Interested in working with Alch. Miles to intro 4 March 2026. See Rebecca (prospect) if page created.
Status & Open Questions (2026-05-19)
Resolved:
- Products launched: 0. Nothing live yet.
- Revenue attributed: £0 (nothing live to attribute to).
- Rebecca referral: did not convert. See Rebecca Hannah.
- Ad campaign performance: ads remain paused due to ad account errors (Instagram opt-out subscription issue). Expected to relaunch towards end of May 2026.
- Jarvis = Jha: confirmed (transcription error in early call recordings).
Still open:
- Everfit journal export as VoC research — parked, not actioned. Leave for now.
Live threads:
- 28-day email sequence: needs writing (Stage 7).
- Visuals: in production for 2026-05-20 call (Stage 5).
- Community landing page: drafted, needs polish (Stage 6).
- Ad relaunch: dependent on Instagram support resolution.
Personal Brand Angles
- Miles is a strong example of the "attention without infrastructure" archetype — 120k followers, almost no monetisation system. Rich territory for content about what actually moves the needle beyond follower count.
- His ad hoc approach to content (built 120k "by luck") validates the systems argument: what gets you here doesn't get you there.
- The yoga-to-handstand-to-retreats journey is a clean ladder model — good reference for explaining customer value ladders in content.
- Miles's take on authenticity vs. AI content is sharp: "everything looks AI online now, so you're like, is this real?" Counter-trend toward raw, human, personality-led content.
- His counter-stereotype identity (heavy metal, gym, yoga) is a useful case study in niche authority that expands rather than shrinks a market.
- Miles's comment about outgrowing Impact Academy ("big fish in a small pond") is a relatable transition moment — good content angle for creators who've hit a ceiling with their current support structure.
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