Value Machine: Fitness Ad Examples From Ten Thousand Inc

Ten Thousand Inc runs 200+ creative ad and copy variations on their ecommerce sites with many months of A/B testing... here's how they do it | Product World

The brand Ten Thousand Inc is running more than 217 creative and copy variations of their ads across Facebook and Instagram. That’s months and months of A/B testing!

In this episode I break down the social media advertising on Facebook and Instagram for Ten Thousand Inc and Soft Services:

Catch the original Ten Thousand Twitter thread below or scroll to read the expanded version…

Fitness Ad Examples From Ten Thousand Inc

This A/B testing means you have the perfect templates for your own ecommerce ads.

Ad Example 1: Short-Blast Testimonials

First, this testimonial with five bullet points:

“Running, lifting, HIIT — I wear them for E.V.E.R.Y.T.H.I.N.G.” – Geoffry T.

✔️ Permanent anti-odor treatment.

✔️ Cling-free & ultra-wicking shell.

✔️ Stretch for max range of motion.

✔️ Perfect pockets.

✔️ Anti-chafe liner.

Ten Thousand Inc runs 200+ creative ad and copy variations on their ecommerce sites with many months of A/B testing... here's how they do it | Product World

Ad Example 2: Long-Form Testimonials

Next, they’re testing this with a similar version, longer quote, less bullets:

“By far the most comfortable, no nonsense pair of shorts I own for workouts, bike rides, and general outside activities, from the water to the hiking trails.” – Auden S.

✔️ Bombproof Durability.

✔️ Abrasion-Resistant Fabric.

✔️ Pockets Perfected.

Ad Example 3: Value-Based Propositions

Other ads are focusing on value for the customer, positioning against more mainstream brands, and making the offer to essentially try for free.  There are tons of variations on these:

✔️ No BS tech gimmicks.

✔️ No promises that our gear can make you a better athlete.

✔️ No stretchy office clothing.


“Our promise to you is simple: The best workout gear you’ll find, made for men who prioritize function over everything.”

Ad Example 4: Retargeting Freebies

Next ad is retargeting, offering a free product to convert:

✔️ Free Socks! Spend $50 and get a free pair of our ultra-versatile, anti-odor training socks.

✔️ Use code: SOCK50 at checkout.

✔️ *Must add sock to cart to apply discount.

✔️ Limited time offer.

Ad Example 5: Quiz-Based Validation

Quiz prompt + validators:

“You’re 30-seconds away from discovering your perfect pair of training shorts!
Take the quiz to get matched with a pair of shorts to take your workout game to the next level.”

✔️Lifetime guarantee.

✔️10,000+ 5 star reviews.

✔️Free shipping & free returns.

Ad Example 6: Information-Based Discounts

Information focused sales ad:

“Our exclusive End of Season Surplus Sale is here now through Monday. Save up to 40% on some of our top styles, and take an additional 10% off when you purchase two or more sale items with code ENDOFSEASON10.”

I break it all down, with visuals, on my YouTube series Value Machine:

Hope these examples were useful to you. Let me know in the comments below.


Catch the Builders.Build podcast with my best friends, Colin and James, to discover more about our individual TikTok perspectives and entrepreneurial journeys across brands, products, websites, and more.

Thank you for reading this guide from my Value Machine series on YouTube!
If you found this content insightful and helpful, please be sure to like and share this article with your circle. Also, make sure to subscribe to the newsletter for more product development tips!
– Oren

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