A transcript of a YouTube interview where the host speaks with a fitness business owner (one of 10 business owners earning $1M–$10M) about scaling challenges. The conversation focuses on marketing limitations (LinkedIn single-image lead ads), customer lifetime value (LTV ~3.7 conservatively), and tactical pricing/sales changes—shifting to goal-based pricing (e.g., $129/week leading to a $5k equivalent) and adding supplement affiliate sales to boost revenue and LTV.
Chapters
I'm here with 10 business owners doing between 1 million and $10 million per year. And we're talking about the things that are holding them back to scale their companies. Enjoy. What are your biggest issues right now with growing your business?
I think it's a marketing problem for us. Not enough ads, not enough creative. I think my eyes have been opened to what it actually takes to scale advertising campaigns. Basically we have scaled our entire program on single image lead format ads on like the. That's LinkedIn. LinkedIn advertising professionals. Yeah, it's targeting these equities. We can target it really well. The lead quality is amazing.
Okay, what's ltv to care?
So this has been slightly miscalculated because we completely revamped our business in the last 13 months. From what I could gather it was about 3.7. But that's not capturing the people who are actually staying longer at the moment. So I think it's slightly high, but conservatively 3.7.
Yeah. Okay. Yeah, got it. So what are you charging?
So we have one program but there's three timelines, three packages, a three month, six month, 12 month, 2K, 3K, 5K.
Okay, 2K. 3K, 5K. Got it. Why do you have, if it's one thing with just different timelines, do you just start high and then work your way down? Is that all?
No, I just present three options depending on the person.
Okay, what's the most common goal?
Probably losing 30 pounds. A six month program is definitely the most popular bad night.
Yeah, so I mean this is super tactical, but obviously I've done a lot of fitness sales. I would probably just switch to a diagnostic sale. Okay. So basically you say it's. What was the, what was the 12 month price? 5k. Yeah. So I would probably do something like 129 a week, something like that. And then just say okay cool. So you're here, you want to get here. That's you know, your 200, you want to be 160, it's 40 pounds. And so that's, we lose comfortably a pound a week. And that includes kind of our recon period at the end to kind of like bring you back to maintenance, blah blah blah, blah. And so that'll take us 40 weeks. And so 40 weeks times 129. Boom. And that way. And the key part is that as soon as you do that, you're selling to goal rather than selling programs, you'll convert a way higher percentage of people. And then that's where I gave the whole. If you don't hit the goal by that point, I'll keep working with you until you do, provided you X, Y and Z. And that murders. Because then I translate that, which means that when you buy this, you'll be that way. Whether it takes this time or this time, you'll get there. And as soon as I said that, people were, like, done here, here's the card. Yeah, great. So I would just do that as, like, thing one, but in terms of the ltv. So that'll probably help LTV a little bit because you'll. And if you, like, need to extend time to make the contract higher, just have, like, longer maintenance periods, huh? Yeah, that's fine. Yeah, I'll leave it there. Do you do supplement sales? Do you have, like, an affiliate thing for supplements?
We don't know.
Okay. I would add that in because you can usually get another 50% in supplement sales because people want to get all the fancy doodads and there's zero delivery for you, and they want the recommendation. And so, like, literally, you just hand them the product, you make the split, and then you just move on and through.
