Ajit breaks down Mindvalley's coaching model: customers who finish one certification tend to buy others because they share the same purpose. About 50% enroll in a second certification within 24 months. The four tracks—life coach, business coach, health coach, hypnotherapy—are horizontal expansions, not a vertical ladder.
The reason why we can also spend the kind of money that we spend that people don't see on the front is that on our back end we have a lot of correlated offers. So, for example, anybody that does a certification we know is somebody who is interested in impacting lives and they like study, which effectively means if I have one certification, if I add another one, they're likely to take it. What we find is a person that will do one certification with us, about 50% of them will do another certification within the next 24 months. We have four certifications in Mindvalley. We have life coach, business coach, health coach, and we have hypnotherapy.
And they're all related because a good life coach wants to learn how to be a business coach, wants to learn how to be a health coach. It's so smart. It's.
Not vertical, right, horizontal integration. You're not going deeper, you're going, I'm the same customer, but I like that too.
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