In this round‑table discussion, a host (Speaker A) talks with a fitness‑coaching business owner (Speaker B) who runs a $1‑10 million annual company. The owner identifies marketing as the primary bottleneck, noting reliance on single‑image LinkedIn lead ads targeting executives. He reports a conservative LTV:CAC ratio of 3.7 after a recent business revamp. The current service offering consists of three program lengths—3 months ($2 K), 6 months ($3 K), and 12 months ($5 K)—with the 6‑month option being most popular, typically aimed at a 30‑pound weight‑loss goal. The host suggests shifting to a goal‑based, diagnostic pricing model (e.g., $129 per week) that sells the outcome rather than the program duration, arguing this will boost conversion rates and increase lifetime value. Additional tactics discussed include extending maintenance periods to raise contract value and adding a supplement affiliate program, which could generate roughly 50 % more revenue with minimal effort. The conversation is tactical, focusing on concrete pricing, advertising, and upsell strategies to help the business scale.
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.
Okay.
Not enough ads, not enough creative. I think my eyes have been opened to what it actually takes to scale our advertising campaigns. Basically, we have scaled our entire program on single-image, super lead format ads on like the That's LinkedIn. LinkedIn advertising.
Single professionals.
Yes. Targeting executives. We can target it really well. The lead quality is amazing.
Okay. What's LTV to CAC?
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 higher, but conservatively 3.7.
Yeah. Okay. Yeah. Got it. So what are you charging?
So we have one program with those three timelines, three packages, a 3-month, 6-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 6-month program is definitely the most popular, but I'd like—
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 12-month price? $5K? Yeah. 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, you're, you're 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 recomp period at the end to kind of like bring you back to maintenance, blah, blah, blah, blah, blah. Um, 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 my, 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. And that works, then I translate that, which means that when you buy this, you'll be that weight, 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, And if you like need to extend time to make the contract higher, just have like longer maintenance periods. Yeah. Huh? Yeah, yeah, yeah, that's fine. Yeah, I'll leave it there. Do you supplement sales? Do you have like an affiliate thing for supplements?
We don't, no.
Okay, I would add that in because you can usually get another 50% in supplement sales because people want to get all the fancy dude ads and there's zero delivery for you. Yeah. 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 with your
