If you run a DTC supplement brand in the US and you treat international as a phase-two problem, the numbers behind IM8 are going to feel strange.

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IM8 is the all-in-one daily greens drink co-founded by David Beckham under Prenetics. When we pulled it apart this week, the site was doing 860,600 visits a month, up from 531,000 in February and 640,000 in March, and still climbing. The surprise was the geography. The United States was just 22.57% of that traffic. The United Kingdom sat at 9.89%, Canada 8.17%, Australia 4.67%, the Netherlands 3.55%, and a long international tail filled in the rest.

We spent a week inside the whole funnel: the Meta Ad Library, SimilarWeb, Atria, Google and YouTube, native, Amazon, TikTok, and a full live checkout walkthrough, including both upsells and the thank-you page. Here are the seven moves we think every operator should take from it.

Every supplement brand wants a famous face. Most rent one. IM8 did something structurally different, and the distinction changes the persuasion math across the entire funnel.

David Beckham is a co-founding partner, not a paid endorser. His founder letter on the homepage is signed "Co-Founding Partner." And the athletes are not described as ambassadors. Giannis Antetokounmpo, Aryna Sabalenka, and F1 driver Ollie Bearman are each listed as "Global Ambassador and Shareholder." That one word, shareholder, is the whole move. A paid endorser communicates, "I was given a check." A shareholder communicates, "I bought in." Inter Miami CF did the same thing at the company level, taking an actual equity stake in Prenetics rather than signing a sponsorship, and IM8 turned that into ad copy that ran 97 times across 18 days:

"This isn't just a sponsorship. The club took an equity stake. That's conviction."

The brand also pre-empts the obvious objection. One of their longest-running angles features Giannis with the line, "This isn't a sponsorship. Giannis actually takes it. A $2.61/day drink." It names the skepticism out loud and reframes the celebrity from a paid face into a genuine user. That is Claude Hopkins's preemption principle applied to the single biggest weakness of celebrity marketing, the suspicion that the famous person has never touched the product.

Then they stack it. Nine named experts sit on a scientific advisory board, including Dr. James L. Green, the former Chief Scientist of NASA, Prof. Suzanne Devkota, Director of the Cedars-Sinai Human Microbiome Research Institute, and Dr. Dawn Mussallem of the Mayo Clinic. Behind them, a 12-week randomized controlled trial and a genuinely wild credibility flex: a patent-pending ingredient experiment sent to the International Space Station with the University of Oxford to study accelerated aging. By the time a skeptical buyer has scrolled the homepage, doubt has nowhere left to stand. This is Robert Cialdini's authority and consensus principles run at an industrial scale.

The takeaway for operators without a Beckham is that the principle is portable even when the asset is not. Find the version of "skin in the game" you actually have and make it the loudest thing on the page. A founder who takes the product every morning. An investor who came in because they used it first. A practitioner who recommends it to their own family. Endorsement says, "I was paid to like this." Skin in the game says "I am betting on this myself," and that is available to a brand of any size.

The full IM8 breakdown inside Funnel of the Week maps all four Facebook pages, the 97-landing-page ecosystem, the whitelisting partner roster, and every winning ad copy with its exact run-length.

Most supplement brands start in one country and expand once the unit economics are proven. IM8 inverted that, and the traffic shows it.

David Beckham is one of the most recognized people on earth, and his fame is not American. It is British, European, Latin American, and global. So the brand was built to convert that worldwide recognition immediately. The United Kingdom pulling a near-10% traffic share with no apparent localization is not a fluke, it is home-turf fame doing the work. The supplement category itself was never the barrier to international expansion that most operators assume. The barrier is usually where a brand's trust is concentrated, and Beckham's trust is global.

You can see the same logic in the traffic sources. Direct traffic is 29.72% and organic search is 27.30%. Together, that is more than half the site's traffic coming from people who already know the name. The brand's top keyword, "im8," pulls 266,800 searches a month on its own. The paid ads are not only converting cold traffic, they are manufacturing branded search that converts cheaply for years. Someone sees a Beckham or Giannis ad, does not buy, then searches the brand a week later.

There is also a quite competitive play worth copying. IM8 pulls 35,100 monthly visits on the keyword "ag1," runs a Google Search ad literally titled "AG1: The Ultimate Foundational Supplement Showdown," and runs native headlines like "Costs $10 More Than AG1." They are showing up everywhere, their category's leader, Athletic Greens, has already created demand and is positioning itself as the upgrade. This is Eugene Schwartz's market-awareness thinking in practice. When the market already wants the category and already knows the leader, you do not re-educate them, you intercept them at the moment of comparison. When you cannot out-spend the leader on awareness, you ride the awareness it already paid for.

The applicable version for a smaller brand is to point paid acquisition at the place your trust is already warm, whether that is a region, a founder following, or a single press hit, instead of spreading thin across a market that has never heard of you. And if there is a category leader, bid on their brand term and build one honest comparison page. It is one of the cheapest competitive moves available, and most challenger brands are too cautious to run it.

The single most interesting idea in this funnel is not on the product page. It is bundled into checkout and the thank-you page through a partnership with a company called Superpower.

Every IM8 subscriber gets the Superpower 100-plus biomarker at-home blood test for $49, framed against a $199 value, and live in 40 states. The positioning is the genius part:

"Find out exactly which nutrients your body is missing, then prove IM8 is fixing them."

It is a four-step loop. Take IM8, activate Superpower, complete your blood test, get your health report, and your biological age.

Think about what that does to churn. The hardest problem in selling any supplement is that the customer cannot see it working. Energy and sleep are subjective, subjective benefits fade from memory, and that is exactly why people cancel. By attaching a blood test, IM8 converts a vague subscription into a measurable, before-and-after project. You test, you take the product for 90 days, you test again. Now, cancelling does not mean stopping a powder, it means abandoning an experiment you have already invested in and are waiting to see the result of. As Adil put it in the walkthrough, "this is the end of the tunnel of truth. There is no more proof you can get. It is an accountability test that the product works. And when you see the proof, you are naturally going to rave about it." It also manufactures the single best testimonial a brand can get, a customer who can point to a number and say it changed.

The transferable idea is that the more measurable you make your product's benefit, the lower your churn. The mechanism does not have to be a blood test. A skincare brand can build in before-and-after photo tracking. A sleep brand can integrate with a wearable. A fitness product can tie to a performance benchmark. The job is to turn an invisible benefit into a visible, trackable result the customer is personally invested in watching unfold.

The next move reframes the entire purchase. Buy IM8's 90-day quarterly supply and you unlock free access to a members-only coaching program, the 90-Day Transformation Program.

It is not a PDF. It is live 60-minute sessions with Q&A, taught by the same advisory board that fronts the brand. Dr. Dawn Mussallem on surviving cancer and a heart transplant. Dr. Amy Shah on hormones. Bobby Rich, David Beckham's own trainer, on "Train Like Beckham." Dr. Ara Suppiah on fatigue. Dr. Suzanne Devkota on gut health. Tavi Castro on breathwork. The modules are dated, they run monthly, and access is gated to quarterly subscribers only.

That single decision changes what the customer is buying. They are no longer purchasing a powder, they are enrolling in a transformation program with experts they recognize. It is a retention and identity play that almost no supplement brand runs, and it does something specific and valuable. It gives the higher-priced quarterly plan a reason to exist beyond a bigger discount. The program is the reason to commit to 90 days instead of 30. As Adil said, the moment he found it, "I thought they were doing everything right, and now I can see they completed the whole thing."

The operator lesson is to look at your highest-commitment tier and ask what you could attach to it that is not just "more product at a lower price." Education, community, access, and accountability are all cheaper to deliver than discounts and far stickier once someone is inside.

IM8 leads cold traffic with a roughly $89-a-month ask and no cheap tripwire. On paper, that should be a hard sell. The funnel makes it feel easy through three-layered pricing moves.

First, the daily reframe. The product page headline is "Replace 16+ Supplements For Just $2.61/Day," not "$78 a month." This is Claude Hopkins’ specificity again. A monthly number invites a budget objection, a daily number sounds like a coffee. The same drink, reframed into the smallest honest unit, defuses the price before it forms.

Second, the tier structure quietly steers you to the commitment plan. The 90-Day Supply is $78 a month (billed $235 every 12 weeks, $2.61 a serving) and is stamped BEST VALUE. It is the only tier that includes the 90-Day Transformation Program, the Superpower biomarker access, and the full welcome kit. The 30-Day Supply is $89 a month ($2.97 a serving) with fewer inclusions, and a one-time purchase is $112. The cheaper-per-day option is also the higher-commitment option, and it is the one carrying all the bonus value. The decision stops being "how much" and becomes "which version of yes."

Third, and most cleverly, the high anchor. A "Monthly breakdown" module compares Your Traditional Supplements at $502 a month against The Beckham Stack at $156.60 a month, and the product page elsewhere claims "$4,000-plus annual savings." This is the same mechanic Neurotoned used when it anchored a $29 program against $2,000 of private sessions. Anchor high to the legitimate alternative, which here is the 20-plus separate supplements a buyer would otherwise stack, then land your price far below it. The buyer absorbs the number as a saving, not a cost.

Underneath all of it sits the reason-why proof. The PDP runs a full supplement-facts comparison, original dose versus PRO dose, with the increases called out: Vitamin B12 from 24mcg to 200mcg, a 733% jump, the CRT8 complex up 300%, Vitamin K2 up 150%, magnesium up 54%. The framing is "clinically dosed, no proprietary blends, no hidden dosages." Vague claims persuade nobody, but "733% more B12 than before, more than the leading greens powder" is a specific reason a skeptic can hold onto.

The translation for your funnel is to stop leading with the monthly price. Lead with the daily cost, set it against the full stack of alternatives your buyer already pays for, and make your highest-commitment tier the one that carries the bonus value rather than just the steepest discount.

Most brands treat the thank-you page as the finish line. IM8 treats the purchase as the starting gun for a second, carefully sequenced sale.

The cart opens with a "you are $61 away from FREE SHIPPING" progress bar and a Complete Your Stack add-on. Then the upsells run in descending order of ask. OTO 1 is Daily Ultimate Longevity at $149, pitched as "David Beckham's Personal Stack," an NMN and NAD-plus formula that "targets all 12 hallmarks of aging" at $3.97 a day, with the accept button at $157.94. OTO 2 is a $28 vegan-leather travel pouch, a deliberately low-friction yes after the big one. Big ask first, easy yes second, a classic sequence that lifts average order value without feeling greedy. The walkthrough order climbed from an $89 entry to $252.28.

Two details on that second upsell are worth copying. It is paired with a message that the product "works best after 12 weeks of daily use," which is expectation-setting that quietly lowers refunds and chargebacks. When you tell buyers the timeline up front, you have not over-promised, so they do not feel cheated at week three. And the countdown timer on the offer is real. During the walkthrough, it ran out, and the offer actually disappeared, which is rarer and more trust-preserving than the fake evergreen timers most funnels run.

The retention ladder is the part we loved most. Stay subscribed and free gifts unlock over time, a Luxe mixer at month two, the signature bottle at month three, a hat at month four, a travel pouch at month five. It gives a subscriber a concrete reason to stay past the fragile first month, when most cancellations happen. The thank-you page then does three more jobs at once: it redeems the Superpower biomarker test, opens a 15% give, 15% get referral program, and runs an attribution survey asking how you first heard about IM8.

The translation is to run your upsells in descending order of price, set honest expectations on time-to-result to protect the relationship, and build at least one reason for a subscriber to still be there in month three that has nothing to do with the product running out.

Before you even browse the site, a gamified card appears. "Try Your Luck. Scratch below to see what you win." You scratch, you "win" up to 30% off plus free gifts, and only then does it ask for your email. The next step asks for your phone number to "activate up to 30% off plus Free Gifts" over SMS, and finishes on "You're In."

Two things make this better than the discount box most brands use. The game frame lifts opt-in rates because scratching to reveal a prize feels like winning, not like surrendering an email for a coupon. And splitting the capture into two steps, email first, then phone, builds both an email list and an SMS list from a single entry, instead of forcing one channel. IM8 also runs a separate referral pop-up elsewhere on the site, a double-sided "give 15%, get 15%" offer, so the same visitor can be captured as a subscriber and activated as an advocate.

The translation is simple. Turn your discount box into a small game, and separate email and SMS into two steps so you capture both channels rather than choosing one.

A few smaller patterns from the breakdown are worth flagging:

•  The media mix is an almost even 52% video, 48% image, 0% carousel, which is unusual for a scaled supplement brand. Statics carry the celebrity portraits and the clinical stat cards, video carries the longer mechanism and day-by-day timeline stories.

•  The clinical-stat creative leans on one real study: 95% felt more energy, 85% better digestion, 80% slept better, 75% sharper, from a 12-week randomized controlled trial of 60 adults run by the San Francisco Research Institute and registered with the National Library of Medicine. Three outcomes everyone wants, anchored to a real trial.

•  They run 97 distinct landing pages, one angle to one page, Gruns-style. A GLP-1 ad goes to a GLP-1 page, a menopause ad to a menopause page. The winner, im8health.com/products/essentials, has 980 ads pointed at it and takes about 12% of all ad traffic.

•  Their highest-volume ad copies, by Atria's 180-day count, show how broad the messaging is: a New Year angle at 226 ads over 48 days, a "CoQ10 drops, collagen declines, magnesium depletes" angle at 199 ads, "Most people won't feel this good in their 30s, 40s, or 50s. You can" at 196, and Dr. Dawn Mussallem's survival story at 113.

•  They put the FDA disclaimer directly inside the ad copy, not just the website footer. It is rare, and it fits their cautious, no-overclaiming tone, which is its own kind of trust signal.

•  Amazon is a defensive premium storefront (55,000 customers, polished like a landing page) rather than a volume channel, there to own the listing so copycats cannot. TikTok, at 11,100 followers, is a supporting channel, not the engine. The celebrity machine and the paid engine do the work.

•  On native (Taboola), the register shifts to skeptical and editorial to match a reading mindset, with hooks like "Your Supplements Are Cancelling Each Other Out" and "Why 90% of Your Supplement Money Goes to Waste," all aimed at people who already buy supplements.

For all of it, the funnel has a real weakness, and it is creative variety. The ad library leans on a few proven structures, a day-by-day timeline, and simple b-roll with a calm voiceover, plus the sheer strength of the brand and the authority stack. For a brand operating at this level, there is a lot of untapped range in concepts and formats. The lesson cuts both ways. A strong enough offer and enough borrowed authority can carry creative that is merely good, but it also leaves growth on the table that more creative diversity would capture.

The headline lesson from IM8 is not "go get a celebrity." It is that the entire funnel is engineered around a single source of trust and then extended in every direction that trust can reach. Beckham's global fame sets the acquisition geography. His co-founder and shareholder framing sets the persuasion. The advisory board and the clinical trial back the claims. The biomarker test makes the result provable. The 90-day program turns a buyer into a member. Every piece points back to the same center.

For the rest of us, the work is to find our own version of that one trust asset, name it honestly, and build the whole machine around it, instead of scattering effort across angles that share no center.

Every week, we take apart one brand's funnel to this level of detail so you can borrow what works. The full IM8 breakdown, with the complete creative library, all 97 landing pages, the whitelisting partner roster, and the checkout-to-upsell sequence step by step, is inside the community.

Have a great week,

The Funnel of the Week Team

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