The functional health world is exploding right now and if you have the skills or desire to have the to deliver in this field, 2026 could be your best year yet. Today, I have on a former student, success coach, and incredible entrepreneur Lacey Iskra on the show to talk about her business LifestyleU and how it has evolved from fat loss to root cause functional health coaching. We talk about marketing, content, and getting over your fear of putting yourself out there.

Time Stamps:

(0:10) THE Lacey Iskra

(1:30) Lacey's Journey Through IFCA

(9:10) Virality Isn't Luck

(10:50) Positioning Success

(18:20) Pivoting From Fat Loss

(21:17) Offer=Problem You Solve

(22:49) The Blue Light Blocker Glasses

(23:45) What LifestyleU Solves

(30:00) Lacey's Content Creation Process

(38:28) People Need You

(41:50) Where To Find Lacey

----------

🤖 Want to Steal Our 10 Proven Viral Post Templates + An AI Agent That Turns Them Into 30 Days of Personalized Client-Getting Content In Just 15 Minutes?

Get Instant Access To 10 Plug-And-Play Post Templates + A Custom AI Content Agent

👉 Click Here For Instant Access

🔥 Want us to help you get your first or next 5 clients in 5 days — for just $5?

Join the $5 Client-Getting Challenge and get the exact system we use with our students to book 5+ high-paying clients without ads or cold DMs.

👉 Click Here to Join The 5-Day Challenge

Prefer to Watch?

Subscribe to our YouTube channel for full video episodes and exclusive behind-the-scenes content →

👉 https://www.youtube.com/@jordandugger

Want support + free training?

Join 4,000+ online coaches inside our private Facebook group + unlock the free "5 Clients in 5 Days" mini-course

👉 Join the Fitness Business Secrets Group

🚀 Want to scale to $10k–$30k/month?

Watch our 3-minute video to see how we help you install a plug-and-play "Client Engine" that brings in dream clients on autopilot.

👉 Watch the 3-Minute Video

Pursing passive income sounds like a smart idea until you find out its bullshit especially in the beginning. We didn't start thinking about passive income until we were taking home 100k a month from our business and we were able to reach 100k take home months by investing in ourselves and increasing our active income streams. I'll explain why you shouldn't chase low tickets offers, what to do instead, and why your offer is your first step to success.

Time Stamps:

(0:17) Passive Income Is Mostly Bullshit

(3:35) Hormozi's Value Equation

(5:10) Recently Came Back From A 20k Retreat

(7:44) Fixing Your Offer

(9:35) If You Need Help, This Is Our Jam

----------

🤖 Want to Steal Our 10 Proven Viral Post Templates + An AI Agent That Turns Them Into 30 Days of Personalized Client-Getting Content In Just 15 Minutes?

Get Instant Access To 10 Plug-And-Play Post Templates + A Custom AI Content Agent

👉 Click Here For Instant Access

🔥 Want us to help you get your first or next 5 clients in 5 days — for just $5?

Join the $5 Client-Getting Challenge and get the exact system we use with our students to book 5+ high-paying clients without ads or cold DMs.

👉 Click Here to Join The 5-Day Challenge

Prefer to Watch?

Subscribe to our YouTube channel for full video episodes and exclusive behind-the-scenes content →

👉 https://www.youtube.com/@jordandugger

Want support + free training?

Join 4,000+ online coaches inside our private Facebook group + unlock the free "5 Clients in 5 Days" mini-course

👉 Join the Fitness Business Secrets Group

🚀 Want to scale to $10k–$30k/month?

Watch our 3-minute video to see how we help you install a plug-and-play "Client Engine" that brings in dream clients on autopilot.

👉 Watch the 3-Minute Video

Have you ever had a moment in your business where you think…

Okay, everything is working… but also nothing is working… and also I'm exhausted… and also I need someone to just tell me what to do next"?

Maybe you're a mom trying to grow your coaching business on three hours of sleep.

Maybe you're getting sales calls where people say things like "I'm a 4 out of 10" and you're sitting there wondering if you should even give the price.

Maybe you're leading a coach who's missing renewal KPIs and you're thinking "Is this a coaching problem… or a me problem?"

Or maybe your VA hits you with her personal financial stress and suddenly you're like "Wait a second. This is not my responsibility… but now I feel weird."

Today I'm taking you inside an open office hour call with my IFCA clients.

Real situations. Real messiness. Real coaching.

And I'm going to walk you through the exact frameworks I used to solve them so you can apply the same thinking in your business.

Time Stamps:

(0:20) Open Office Hours Call

(2:05) What We'll Cover

(3:25) New Mom and Entrepreneurship

(7:24) 4 Out Of 10 During Sales Discovery

(10:35) Self-Awareness As A Leader

(14:37) Ghosting and Still Paying?

(16:15) VA Employment Issues

(18:20) Important Recap Points

----------

🤖 Want to Steal Our 10 Proven Viral Post Templates + An AI Agent That Turns Them Into 30 Days of Personalized Client-Getting Content In Just 15 Minutes?

Get Instant Access To 10 Plug-And-Play Post Templates + A Custom AI Content Agent

👉 Click Here For Instant Access

🔥 Want us to help you get your first or next 5 clients in 5 days — for just $5?

Join the $5 Client-Getting Challenge and get the exact system we use with our students to book 5+ high-paying clients without ads or cold DMs.

👉 Click Here to Join The 5-Day Challenge

Prefer to Watch?

Subscribe to our YouTube channel for full video episodes and exclusive behind-the-scenes content →

👉 https://www.youtube.com/@jordandugger

Want support + free training?

Join 4,000+ online coaches inside our private Facebook group + unlock the free "5 Clients in 5 Days" mini-course

👉 Join the Fitness Business Secrets Group

🚀 Want to scale to $10k–$30k/month?

Watch our 3-minute video to see how we help you install a plug-and-play "Client Engine" that brings in dream clients on autopilot.

👉 Watch the 3-Minute Video

We want you to finish the year strong in business and that comes down to sales. I want to share this quick episode on the mindset around sales that have helped our top students inside of IFCA and what has helped us reached over 40 million in sales.

Time Stamps:

(0:05) Why Sales Feels Gross To Most Coaches

(1:10) Caring And Selling Are The Same

(1:50) Rule #1: Always Do What's Best For The Prospect

(2:40) #2: What's Best For The Prospect is Always Outside Their Comfort Zone

(3:40) #3: Prospects Will Fight, Kick, and Scream Like Hell to Stay In Their Comfort Zone

(4:40) You Have To Do The Uncomfortable Thing First

----------

🤖 Want to Steal Our 10 Proven Viral Post Templates + An AI Agent That Turns Them Into 30 Days of Personalized Client-Getting Content In Just 15 Minutes?

Get Instant Access To 10 Plug-And-Play Post Templates + A Custom AI Content Agent

👉 Click Here For Instant Access

🔥 Want us to help you get your first or next 5 clients in 5 days — for just $5?

Join the $5 Client-Getting Challenge and get the exact system we use with our students to book 5+ high-paying clients without ads or cold DMs.

👉 Click Here to Join The 5-Day Challenge

Prefer to Watch?

Subscribe to our YouTube channel for full video episodes and exclusive behind-the-scenes content →

👉 https://www.youtube.com/@jordandugger

Want support + free training?

Join 4,000+ online coaches inside our private Facebook group + unlock the free "5 Clients in 5 Days" mini-course

👉 Join the Fitness Business Secrets Group

🚀 Want to scale to $10k–$30k/month?

Watch our 3-minute video to see how we help you install a plug-and-play "Client Engine" that brings in dream clients on autopilot.

👉 Watch the 3-Minute Video

What I'm gonna share with you today is a live role-play from our Sales Director, AP, from a recent Black Friday webinar we did.

We had one of our attendees, Caitlyn, ask a question about how to structure Black Friday offers when clients have payment objections. And rather than me just coaching on it, I was like, 'AP, do you just want to role-play this with her live?'

And what you're about to hear is a masterclass on how to handle the situation when somebody says, 'I can't afford it.'

Now, here's the context: The biggest mistake most coaches make when presenting price is they just say, 'Hey, here's the paid-in-full price' or 'If you do a payment plan, here's what it looks like.' That's a terrible way to do it because it leaves all your negotiating ability off the table.

When AP came in and changed our sales process to use this new framework, our cash collection rate went from 30% to 70%.

And why does that matter?

Well, A: cash fuels the business to grow. But B: and this is the more important part, the more cash you collect on a deal, the more sticky it is. Meaning the more likely it is that the person is actually going to take action, follow through on their commitments, stick through the remainder of the program, and ultimately get results.

So pay attention to how AP isolates objections, uses tie-downs, and specifically the final question he asks before ever presenting a payment option.

Time Stamps:

(0:20) Recent IFCA Sales Roleplay Call

(2:40) Handling Price Objections

(9:00) Breaking Down The Nuances

----------

🤖 Want to Steal Our 10 Proven Viral Post Templates + An AI Agent That Turns Them Into 30 Days of Personalized Client-Getting Content In Just 15 Minutes?

Get Instant Access To 10 Plug-And-Play Post Templates + A Custom AI Content Agent

👉 Click Here For Instant Access

🔥 Want us to help you get your first or next 5 clients in 5 days — for just $5?

Join the $5 Client-Getting Challenge and get the exact system we use with our students to book 5+ high-paying clients without ads or cold DMs.

👉 Click Here to Join The 5-Day Challenge

Prefer to Watch?

Subscribe to our YouTube channel for full video episodes and exclusive behind-the-scenes content →

👉 https://www.youtube.com/@jordandugger

Want support + free training?

Join 4,000+ online coaches inside our private Facebook group + unlock the free "5 Clients in 5 Days" mini-course

👉 Join the Fitness Business Secrets Group

🚀 Want to scale to $10k–$30k/month?

Watch our 3-minute video to see how we help you install a plug-and-play "Client Engine" that brings in dream clients on autopilot.

👉 Watch the 3-Minute Video

If the coaching space feels different right now — heavier, slower, more discerning — you're not imagining it.

The market is shifting.

And it's not shifting in the way most coaches think. It's not that people don't want coaching. It's not that the economy is bad. It's not that Instagram is "over-saturated."

It's that people are no longer buying information.

They're buying identity.

And because of that — the strategies that worked in 2021, 2022, even early 2024… they simply don't hold the same weight today.

If you want to be relevant in 2026, you need to understand the deeper shift that's happening underneath the tactics — the cultural shift shaping how people choose mentors, how they commit to transformation, and who they trust with their future.

Today, I'm going to walk you through the 10 coaching industry trends that we think will define the next year — and exactly what to do about them now.

Time Stamps:

(0:20) The Future of Online Fitness Coaching

(3:26) DM Us For More Information

(4:02) #1: Rise of The Hybrid Coach

(5:20) #2: Niche Depth > Niche Category

(6:54) #3: Coaches Are Becoming Media Personalities

(8:36) #4: AI Becomes Invisible

(10:03) #5: Identity and Behavior Coaching Goes Mainstream

(11:00) #6: Lifestyle Optimization

(11:50) #7: Death To $200 A Month Coach

(13:28) #8: Community and Belonging

(13:49) #9: Immersive Experiences

(15:13) #10: Coaches Who Can Speak Win

----------

🤖 Want to Steal Our 10 Proven Viral Post Templates + An AI Agent That Turns Them Into 30 Days of Personalized Client-Getting Content In Just 15 Minutes?

Get Instant Access To 10 Plug-And-Play Post Templates + A Custom AI Content Agent

👉 Click Here For Instant Access

🔥 Want us to help you get your first or next 5 clients in 5 days — for just $5?

Join the $5 Client-Getting Challenge and get the exact system we use with our students to book 5+ high-paying clients without ads or cold DMs.

👉 Click Here to Join The 5-Day Challenge

Prefer to Watch?

Subscribe to our YouTube channel for full video episodes and exclusive behind-the-scenes content →

👉 https://www.youtube.com/@jordandugger

Want support + free training?

Join 4,000+ online coaches inside our private Facebook group + unlock the free "5 Clients in 5 Days" mini-course

👉 Join the Fitness Business Secrets Group

🚀 Want to scale to $10k–$30k/month?

Watch our 3-minute video to see how we help you install a plug-and-play "Client Engine" that brings in dream clients on autopilot.

👉 Watch the 3-Minute Video

A lot of coaches make this grave mistake this time of year and I don't want you to be one of them. After the Black Friday dust settles, a lot of coaches rest on their laurels and miss a huge buying opportunity that people are still in. On today's episode, I'm going to breakdown how to create a Cyber Monday offer that crushes.

Time Stamps:

(0:37) Don't Fuck Up Cyber Monday

(1:32) Episode 691 and Black Friday Strategy Replay

(3:12) Who This Is For

(3:42) What To Offer

(7:27) The Sales Process

----------

🤖 Want to Steal Our 10 Proven Viral Post Templates + An AI Agent That Turns Them Into 30 Days of Personalized Client-Getting Content In Just 15 Minutes?

Get Instant Access To 10 Plug-And-Play Post Templates + A Custom AI Content Agent

👉 Click Here For Instant Access

🔥 Want us to help you get your first or next 5 clients in 5 days — for just $5?

Join the $5 Client-Getting Challenge and get the exact system we use with our students to book 5+ high-paying clients without ads or cold DMs.

👉 Click Here to Join The 5-Day Challenge

Prefer to Watch?

Subscribe to our YouTube channel for full video episodes and exclusive behind-the-scenes content →

👉 https://www.youtube.com/@jordandugger

Want support + free training?

Join 4,000+ online coaches inside our private Facebook group + unlock the free "5 Clients in 5 Days" mini-course

👉 Join the Fitness Business Secrets Group

🚀 Want to scale to $10k–$30k/month?

Watch our 3-minute video to see how we help you install a plug-and-play "Client Engine" that brings in dream clients on autopilot.

👉 Watch the 3-Minute Video

We talk about our success with IFCA a lot but if you've been around awhile, you'll remember we started with a fitness coaching company called T4E systems. We do the exact same playbook for both companies and it's simple, repeatable, and hasn't burnt us out. I'll share how we were able to take T4E to 150k a month, sell it, and how we are doing the same thing with IFCA hitting 8 million a year for the past 3 years.

Time Stamps:

(0:40) Scaling and Selling T4E Systems

(2:12) Please Subscribe and Review

(2:45) When We Started T4E Systems

(5:04) Easy To Sell, Hard To Fulfill

(6:10) The 3 Offer Structure

(8:20) The Marketing System

(11:04) Paid Media

(12:08) Zoom Webinar's

----------

🤖 Want to Steal Our 10 Proven Viral Post Templates + An AI Agent That Turns Them Into 30 Days of Personalized Client-Getting Content In Just 15 Minutes?

Get Instant Access To 10 Plug-And-Play Post Templates + A Custom AI Content Agent

👉 Click Here For Instant Access

🔥 Want us to help you get your first or next 5 clients in 5 days — for just $5?

Join the $5 Client-Getting Challenge and get the exact system we use with our students to book 5+ high-paying clients without ads or cold DMs.

👉 Click Here to Join The 5-Day Challenge

Prefer to Watch?

Subscribe to our YouTube channel for full video episodes and exclusive behind-the-scenes content →

👉 https://www.youtube.com/@jordandugger

Want support + free training?

Join 4,000+ online coaches inside our private Facebook group + unlock the free "5 Clients in 5 Days" mini-course

👉 Join the Fitness Business Secrets Group

🚀 Want to scale to $10k–$30k/month?

Watch our 3-minute video to see how we help you install a plug-and-play "Client Engine" that brings in dream clients on autopilot.

👉 Watch the 3-Minute Video

My favorite type of episodes to create right now is getting off of calls from our IFCA students, assessing their constraints and situations, plugging them into ChatGPT, and sharing the relevant pieces to help you grow and scale and that's exactly what you can expect in today's episode. We'll be talking lead quality, ad creatives, setter expectations, and much more!

Time Stamps:

(0:55) Slide Into My DM's Please!

(2:03) 4 IFCA Student Examples

(3:25) Rachel's Dream Problem

(5:48) Chris and His Underperforming Setter

(9:00) Nico's Feelings Around Ad Quality Dip

(11:00) Grace's Leadership Opportunity

(14:05) Tactical Takeaways

----------

Join Us For Our Black Friday Masterclass to Add 10k-20k To Your Coaching Business This Season on Wednesday November 19th!

----------

🤖 Want to Steal Our 10 Proven Viral Post Templates + An AI Agent That Turns Them Into 30 Days of Personalized Client-Getting Content In Just 15 Minutes?

Get Instant Access To 10 Plug-And-Play Post Templates + A Custom AI Content Agent

👉 Click Here For Instant Access

🔥 Want us to help you get your first or next 5 clients in 5 days — for just $5?

Join the $5 Client-Getting Challenge and get the exact system we use with our students to book 5+ high-paying clients without ads or cold DMs.

👉 Click Here to Join The 5-Day Challenge

Prefer to Watch?

Subscribe to our YouTube channel for full video episodes and exclusive behind-the-scenes content →

👉 https://www.youtube.com/@jordandugger

Want support + free training?

Join 4,000+ online coaches inside our private Facebook group + unlock the free "5 Clients in 5 Days" mini-course

👉 Join the Fitness Business Secrets Group

🚀 Want to scale to $10k–$30k/month?

Watch our 3-minute video to see how we help you install a plug-and-play "Client Engine" that brings in dream clients on autopilot.

👉 Watch the 3-Minute Video

We've been through the trenches the last 6 years figuring out how to best utilize Black Friday to both help grow our business and help those who need our help. Today's episode is bringing you the best of what we've succeeded in and helped thousands of online coaches do the same.

We'll talk about why people buy more during Black Friday, how to add more value without discounting your coaching, and share an upcoming free masterclass with you where I break this down in even more detail.

Time Stamps:

(0:55) Leveraging Black Friday

(2:20) How Discounts Hurt Our Brand

(3:23) Free Masterclass

(4:05) Why People Buy More During Black Friday

(9:02) Adding Value Without Discounts

(12:18) Reminder of Our Free Masterclass

----------

Join Us For Our Black Friday Masterclass to Add 10k-20k To Your Coaching Business This Season on Wednesday November 19th!

----------

🤖 Want to Steal Our 10 Proven Viral Post Templates + An AI Agent That Turns Them Into 30 Days of Personalized Client-Getting Content In Just 15 Minutes?

Get Instant Access To 10 Plug-And-Play Post Templates + A Custom AI Content Agent

👉 Click Here For Instant Access

🔥 Want us to help you get your first or next 5 clients in 5 days — for just $5?

Join the $5 Client-Getting Challenge and get the exact system we use with our students to book 5+ high-paying clients without ads or cold DMs.

👉 Click Here to Join The 5-Day Challenge

Prefer to Watch?

Subscribe to our YouTube channel for full video episodes and exclusive behind-the-scenes content →

👉 https://www.youtube.com/@jordandugger

Want support + free training?

Join 4,000+ online coaches inside our private Facebook group + unlock the free "5 Clients in 5 Days" mini-course

👉 Join the Fitness Business Secrets Group

🚀 Want to scale to $10k–$30k/month?

Watch our 3-minute video to see how we help you install a plug-and-play "Client Engine" that brings in dream clients on autopilot.

👉 Watch the 3-Minute Video