TMA ASSET BOOK — the one place, and how every fleet uses it

Status: CANONICAL asset spine for The Movement Athlete. Created 4 Aug 2026, Aga-ordered: "make sure ALL our agents — growth fleet, email fleet, social media fleet — are aware of this and use it appropriately… everything needs to be in one place and all agents need to know about it."

🔗 SHARE THIS ONE — the live, published book (Nic, contractors, anyone outside the repo): https://docs.themovementathlete.com/asset-book/ — the page you are reading plus a browsable gallery of all 2,521 assets at /asset-book/gallery/. Published 13 Aug 2026 on Aga's ask. 🔴 Its tiles open a 420px preview, not the original — the originals are 1.76 GB and stay in the repo, so a request for a full-size file is a request, not a download. Generated by tools/assets/stage_asset_book_site.sh inside build_docs_site.py; never hand-uploaded.

Browsable gallery (every file, local): marketing/assets/ALL_ASSETS_GALLERY.html Machine-readable (what agents read): marketing/assets/ALL_ASSETS_INDEX.json Older shareable artifact (captions + use-when rules): https://claude.ai/code/artifact/99c45814-2af9-475c-afb3-658a0e9d9c98

1. The rule

Before any fleet places an image, video or animation in an email, page, ad, carousel, reel or checkout — look here first. Do not go hunting the filesystem, do not screenshot the product yourself, and never generate a stand-in. If the asset you need does not exist, say so and log the gap; an honest gap beats an invented asset.

Every placement files one sentence: what the asset depicts + how it supports the adjacent claim. If you cannot write that sentence, the asset is wrong for that slot.

2. Where everything lives

FORGE assets — read this before using one

FORGE is a voice fork of TMA, not a separate product — but its visual rules differ, and mixing them is the easy mistake:

Query by meaning, never by filename (filenames are being replaced; content_hash is the identity). Always filter ship_ready: true for anything publishing.

🔴 garment_logo_artifact fires on ~55% of the character library — the FORGE LoRA bakes a mark into shorts that should be plain (FORGE_FLEET_MASTER.md audit P1; real fix = retrain). It is advisory, not blocking — the fleet has shipped these all along — but never send one into a paid placement without looking at it first. Names carry a GARMENTLOGO token as the warning.

3. Message → asset (the lookup)

4. 🔴 LIFETIME-MEMBER-TESTIMONIALS — provenance-gated

marketing/LIFETIME-MEMBER-TESTIMONIALS/01_individual-testimonials/ (LT-01…LT-20) is built from real, consented member quotes but its own CATALOG.json records that the images are platform-UI reconstructions with "faces reused from the member face pool". Under Aga's 27 Jul 2026 ruling — recreated UI ≠ real capture, BANNED — those images may not ship as screenshots.

Standing position until the provenance gate rules otherwise: - The quotes are real and may be used as TEXT pull-quotes, attributed first-name only. - The reconstructed images may not be used as if they were captures. - Genuine phone captures do exist in the same folder root (WhatsApp / Facebook / IMG_ files) — those are the salvageable proof and must be identified individually, not assumed. - Route every testimonial image through tma-testimonial-provenance-gate before it ships. That seat is a blocking gate, not an advisory one.

5. The laws that travel with the assets

1. Real proof only — no fabricated screenshots, faces, quotes or numbers.
2. 4.7★ and 4.8★ are BOTH acceptable (Aga ruled 6 Aug 2026 — "we are keeping both"). 4.8 = the blended cross-platform figure; 4.7 also fine. Never attribute either to a single storefront, and never publish 4.9 — that one stays retired. Store-only readings (4.53 iOS · 4.7 Play) stay in ASO analysis.
3. The assessment takes 3 minutes (Aga's ruling, 3 Aug). Older surfaces saying 5 or 8 are being corrected.
4. "100+ progression levels across the 9 Fundamentals" — the exact total grows, so exact numbers go stale.
5. Links use the quiz ROOT — quiz.themovementathlete.com/ + UTMs, tagged by position.
6. Engine output is not a person — screens showing scores are the engine's real output; never caption with a member's name.
7. Proof must be readable — no screenshot of members' words below 0.58× its native width.
8. #0c71c3 is retired. Teal #00D4AA = product and state. Gold/orange = money, time, achievement, the one action.
9. Weight matters — never ship a 6 MB GIF or an 11 MB video. Convert, then ship.

6. Which fleet uses this how

• Email fleet (/email-fleet, image-curator, screenshot-testimonials, tma-email-formatter): imagery is mandatory on every email, and it comes from here — real assets, alt text, hosted https, dark-mode safe. Testimonial images go through the provenance gate. Lifetime quotes are text.
• Page Conversion / Search fleet (/page-fleet, tma-seo-growth-owner): ASSET_ACCESS_MAP.md is the operational routing doc and now points here for imagery.
• Growth / paid (tma-growth-creative, the static-ad fleet): the ad art-director selects from this book; the device mockups and transformations are the workhorses.
• Social (tma-asset-art-director, FORGE): every carousel and story slide gets a vision-checked real asset from here — never a blind frame-grab.
• Quiz / checkout: ASSET_MANIFEST.md in QUIZ DESIGN ELEVATED 2026-07-31/ remains the tier-ordered law for those surfaces; this book is the wider estate around it.

7. Keeping it true

Re-run the harvest when the live site changes. The index + gallery updater is tools/assets/update_asset_estate.py (built 6 Aug 2026 — append-only: scans the collection roots, adds anything unmapped with thumbnails, patches the gallery's sections/chips/counts in place; add new collection roots to its TARGETS). Append new collections to §2. Where this file and a generated source disagree (skill_tree.json, ASSESSMENT_KIT_INDEX.json, ALL_ASSETS_INDEX.json, the testimonials DB), the generated source wins — it is built from live data and this is a map.