The Fitness Business Podcast with Erin Dimond and Jordan Dugger

Last Tuesday I spent five hours getting my daughter a passport.

Five hours. Flew to Chicago. Stayed overnight. Sat in the passport office at 9:15 in the morning. And before that, four hours pulling documents together, finding out our printer was broke, and driving to go buy a printer. Who even uses printers.

And that was the single best proof I've ever had that any of this actually worked. Not a revenue screenshot. Not the exit. A boring Tuesday I got to waste on purpose.

We built and sold this thing. 4,600 plus coaches through IFCA. This is legitimately my last week inside the company. And I spent about eight years chasing a word I couldn't have defined for you if you'd asked me.

That word is freedom.

In this episode I'm going to give you the four bosses you answer to on the way to freedom, and then I'm going to put my actual numbers on the table and try to break them in front of you.

Time Stamps:

(1:08) Getting A Passport of Marlee

(2:35) Arriving At Freedom

(6:54) Boss #3

(9:45) Boss #4 Is You

(12:00) The Freedom Formula

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We had a coach on our open office hours call last week. She had eight calls booked in July. Three cancels. Three nos. One no show. And when we actually broke down what happened on those calls, almost every single one of them traced back to the same sentence.

"I need to talk to my husband."

And she said something to me that I think a lot of you feel and never say out loud. She said, "I freeze. Three questions into the call I hear it, and I feel awkward objection handling that early, so I just kind of keep going and hope it goes away."

Look, if you sell to women, this is your number one deal killer. It's not price. It's the husband.

So in this episode I'm going to give you the full playbook. Two ways to handle it live on the call, word for word, and then the one asset that kills it before you ever get on the call. And that asset came from a guy on our team named Danny, who dropped it on that call, and I stopped and said out loud, I have never thought of that in my entire career.

Time Stamps:

(0:15) The Spousal Objection

(1:30) What's Behind The Objection

(8:10) Spouse Testimonials

(11:40) The Future Of This Show

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I almost didn't record this episode.

Talking about money on the internet is weird.

Half the comments will tell you you're an idiot.

The other half assume you're bragging.

But over the last few months I've realized something.

I've shared a lot about building wealth.

I've never really shared what happens after.

Jordan and I have built roughly a $12.5 million net worth.

We've sold businesses.

We've invested millions.

We've made some incredible decisions.

We've also made some really average ones.

And today I simply want to show you exactly how we think.

This isn't financial advice.

Honestly...

This is almost more of a diary.

I'm not here to tell you what to invest in.

I'm simply pulling back the curtain on what we've done, what has worked for us, what hasn't, and how we're thinking about the next thirty years.

Time Stamps:

(0:20) Why I'm Nervous About This Episode

(5:30) Money Is A Scoreboard

(10:10) Entrepreneur vs Investor

(13:28) What The Portfolio Looks Like

(20:10) Taking Risks

(21:38) The Retirement Era

(23:55) Freedom vs Size of Home

(25:15) The Lesson Is The Strategy

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Short but powerful story from a book I've loved recently from Will Smith and how it applies to building your coaching business. It's not about the wall. It's about each individual brick and lining them up to the best of your ability each and every day. Listen in as I explain more.

Time Stamps:

(0:00) Will Smith Mindset Hack

(0:50) My Recent Overwhelm

(3:07) The 3 Types of Bricks to Lay

(6:00) The Main Takeaway

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🚀 Watch Our 3 Minute Video on How to Unlock An Extra $30k/Month In Your Online Fitness Coaching Business In Just 90 Days - Or We'll Coach You For Free!

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DM Us "Unbanned" On Instagram For The Full Cheat Sheet Mentioned In Today's Episode

Three weeks ago I watched an account we'd spent years building start getting hit with restriction after restriction.

DMs blocked.

Links blocked.

A post removed.

Every few days, a new one. And here's the thing.

We hadn't done anything wrong.

If you've seen creators with hundreds of thousands of followers getting banned out of nowhere, this episode is the playbook I wish I'd had before it started happening to us.

Time Stamps:

(1:10) Avoid Getting Banned or Restricted

(2:45) DM "Unbanned" For Our Cheat Sheet

(4:30) Using VPN's

(6:20) Vary Your DM Responses

(7:37) What Happened To Us

(8:35) The Foundation and Team Access

(11:49) If You Get Restricted Do This

(14:15) Refuse To Give Up

(15:47) Final Thoughts

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If you would've asked me ten years ago what having a $12.5 million net worth would feel like...

I would've gotten almost every answer wrong.

I thought it would feel exciting.

I thought I'd wake up every day feeling like I'd won the game.

I thought I'd want a bigger house.

A nicer car.

More stuff.

More status.

I thought I'd finally feel like I'd "made it."

Instead...

Life got quieter.

I became more interested in protecting what I'd built than chasing more.

The things that bring me the most joy still don't cost any money.

And one of the strangest side effects of all...

I'm happier than I've ever been, but not for any of the reasons I thought I would be.

I'll explain why I'm happier than I've ever been and what this stage feels like to me, why you should have a number you're striving for, and more!

Time Stamps:

(0:50) What It Feels Like To Retire

(3:15) How We Built Our Net Worth

(6:00) Does Money Decrease Stress?

(7:45) My Husband Jordan and Risk

(9:05) Why We Still Work

(11:38) When Is Enough "Enough"?

(16:45) Peace and Quiet

(19:30) How I Define Wealth

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The Two Best Programs in This Space Just Merged And We're Giving Away $250,000 to Coaches Who Deserve It. Click Here To Learn More.

We've boiled coaching delivery down to a science after coaching thousands of coaches and I'm going to share everything here. We've made all the mistakes (those who remember the summer assault challenge back in 2018 know what I'm talking about) and we don't want you spending weeks and months on the wrong things. There are 5 key deliverables you must implement and I'll share with you what you are actually delivering as a coach. Topics include:

• 6 and 7 Figure Delivery Models
• Phase 1: 0-10k a Month
• Why I'm Talking About This
• Justin and I's Summer Assault Challenge
• People Don't Buy Programs
• The 5 Deliverables
• What You Actually Deliver
• Phase 2

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🚀 Watch Our 3 Minute Video on How to Unlock An Extra $30k/Month In Your Online Fitness Coaching Business In Just 90 Days - Or We'll Coach You For Free!

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The Two Best Programs in This Space Just Merged And We're Giving Away $250,000 to Coaches Who Deserve It. Click Here To Learn More.

If the business math behind scaling has ever felt daunting to you, I want you to listen to this episode, save it, and come back to it a couple times so the nuances sink in.

The way I break down today's episode from a monthly revenue target goal to what needs to happen each day might be the unlock you need to understand what's expected of you and how to get what you want in your business.

Time Stamps:

(0:58) Getting To 30k Months

(1:20) Your LTV

(7:48) Before You Turn On Ads

(9:02) Huge Announcement

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🚀 Watch Our 3 Minute Video on How to Unlock An Extra $30k/Month In Your Online Fitness Coaching Business In Just 90 Days - Or We'll Coach You For Free!

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Think you can't build a profitable coaching business with a small following? Waiting to be more of an "influencer" when you get more followers? We've covered this topic a few times because we know this obstacle holds so many coaches back and its actually a fallacy. We'll talk about our Tokyo analogy, the 4 types of audience/influencer categories, and how you can build a massively profitable coaching company with a small following using a few key tactics in your marketing.

Topics include:

- What is an Influencer?

- Does Size Matter?

- Tokyo Analogy

- Showing Character in Content

- Affinity

- Action

- Bringing it All Together

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🚀 Watch Our 3 Minute Video on How to Unlock An Extra $30k/Month In Your Online Fitness Coaching Business In Just 90 Days - Or We'll Coach You For Free!

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After selling IFCA and after spending time with friends and family at our lake house this 4th of July weekend, one of the greatest things we did to get where we are today is investing in ourselves. We've invested over 7 figures into our development both personally and professionally and we are enjoying the fruits of those investments now and you can have everything you want in this life too but it starts with being bold enough to invest in yourself. Topics include:

- Two Beliefs

- Saving vs Investing Money

- Investing in IFCA

- Warren Buffett's Beliefs on Investing

- What We've Invested

----------------

🚀 Watch Our 3 Minute Video on How to Unlock An Extra $30k/Month In Your Online Fitness Coaching Business In Just 90 Days - Or We'll Coach You For Free!

----------------

Follow Us on Instagram