FIRST TIMER

If you're not moving, you're dying.

First Timer makes the kit you get on day one — a deck of cards that tells you exactly what to do, plus the gear and the samples to do it with. The first one is the gym box, handed over at the front desk the day you join.

First box: the gym. Pilot in Salt Lake City, October 2026
Put a case on my desk Brands: get a slot

It's never the activity

Nobody tells a beginner what to do.

Someone decides to start. They pay for it, they walk in — and nobody hands them a plan. Two weeks of guessing later, they stop.

50%

of new gym members cancel inside six months. Not because it's hard — because they spent two weeks wandering the floor.

14 days

How long most quitters last. Not because it was hard — because they never found out what they were supposed to be doing in there.

And it isn't only gyms

First pilates class, first marathon build, first day in a climbing gym — same beginner, same missing instructions. The gym is where we start.

Same problem, different room. The gym is the first room.

The model

How it works

01

The venue hands it over, free

A case lives at the front desk. Every new member, every new client, every registered runner gets one on day one. It costs the gym nothing and takes their staff no time.

02

The brands pay for the slots

Five sample slots per box, one brand per category, exclusive for the run. They reach someone in the week they choose a brand for the first time — and get the scan count and reorder data back.

03

We own the cards

The programme inside is the product. Written and signed off by a certified trainer, with their name on the deck. The card is also the log — you write what you did on it.

Day one

What it looks like on the floor.

01
A case at the front desk. Handed over with the paperwork, before anyone has touched a machine.
02
Card four, propped on the rack. Sets, reps, and a box to write what you actually lifted.
03
The box open on the bench. Sixteen cards, a shaker, a lock, a band, five samples.

The line

The gym box is first.

A first is never a single event. Twelve sessions end and the next twelve begin, and the person who joined a gym this year signs up for a race the next. Different activity, same first day, same problem. The gym box is the one we are building now.

Gym Box

Twelve sessions, three a week, four weeks. Week one you learn the movements, week two you add a set, week three you add weight, week four you own it. Session twelve is session one again, with both numbers side by side, so four weeks turns into a figure you can read. Then the deck points at the next twelve.

Pilot · Salt Lake City · October 2026
  • 16 cards — 12 sessions, plus how to fix a session that goes wrong, what to eat, and the retest
  • Shaker bottle — 20 oz, so the protein sample has somewhere to go
  • Combination lock — the thing every new member forgets on day one
  • Mini loop band — warm-ups are on cards 01 through 12
  • Five samples — protein, electrolyte, pre-workout, creatine, wipes
  • Pencil and a code — the card is the log; the code opens the videos

Next, once the gym box is proven

Pilates Kit

Twelve cards, one per class. Each card covers what that class asks of you — the words the instructor will use, the part of the reformer they mean, and the one thing to focus on that day. Grip socks included, because nobody tells you those are required either.

In development

Marathon Prep

Sixteen weekly cards, one per week of the build, plus a race-day checklist. Built around the thing that actually ends first marathons: fuelling.

In development

More will follow — every activity has a first day, and every first day has the same problem. None of them ship before the gym box works.

Buying one for someone else? The boxes are not for sale yet. Tell us who it is for and you will be first in line when they are.

For you

Everything for the first four weeks, in one box.

12Sessions, in order
4 weeksFirst card to retest

You paid for the membership. Now you're supposed to work out the rest on your own — what to do, in what order, how much, what to eat, what half the equipment is for.

This is all of it in one place. Twelve sessions on cards you hold in your hand, a shaker, a band, and samples of the things you'd otherwise buy blind. Nothing to download, no account to make, no app that wants your email before it tells you anything.

Card sixteen doesn't end it. It shows you what four weeks bought, sends you back to your trainer with the numbers, and points at the next twelve sessions.

In the pilot you do not buy this one — your gym hands it over the day you sign up, at no cost to you. Boxes you can buy for yourself, or for someone who is starting something, come after that.

For gyms and studios

Half of new members cancel inside six months.

87%Stay 6+ months with onboarding
$517Average member, per year

Thirty signups a month with half of them leaving is roughly $7,700 of annual revenue walking out. The box costs you nothing and takes your staff no time — a case at the desk, handed over with the paperwork.

The card inside carries your trainer's name and whatever offer you choose to put on it. After twelve sessions the last card sends that member back to your trainer with four weeks of numbers in hand.

One condition: every new member gets one, free. That is what the brands are paying for, and it is the only thing the agreement asks of you.

Get a free case

For brands

The one week they choose a brand.

5Slots per box, one per category
$45What a purchase costs you on Meta

Every box reaches someone who started something this month and hasn't bought the category yet. No loyalty, no habit, no brand — and about to form all three.

Exclusive for the run. You get the scan count, the opt-in count, photos in the wild, and any reorder we can trace. Most sampling programmes never report back — that's the part we do differently.

Ask about a slot

Get in touch

Gyms, studios, races, brands — or anyone who wants a box.

cooper@firsttimer.co 801-513-0343

Salt Lake City, Utah