The Fitness Business Podcast with Erin Dimond and Jordan Dugger

It's been a very difficult past 11 days and throughout the tears and frustration and guilt seeing our 1 year old battle her illness but this time has also given me time to think about what we've built over the past 8 years (and sold if you didn't know) and the freedom building a sellable business gives you. I'll be breaking down what's been going on with our family while still given you a framework around why LTV is so important in your business.

Time Stamps:

(0:20) Our Daughter Marlee

(1:45) The Story

(5:38) Building Work Around Your Life

(8:29) IFCA Has Been Acquired

(13:44) Fostering Community

(14:45) IFCA Client Examples

(16:35) Our Upcoming Masterclass

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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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We've made the biggest decision in our professional career and the result is the two best coaching education programs in this industry just merged into one. We have officially sold Impact Fitness Coaching Academy to Taeler De Haes and we wanted to talk about all the details on this podcast.

Time Stamps:

(0:50) Erin's Perspective

(3:18) The Intersection and Taeler's Perspective

(8:55) Keeping The IFCA Legacy

(10:38) Opposing Skillsets

(14:04) Audience, Network, or Money

(20:10) Energy, Focus, and Having Kids

(22:58) Honest Thoughts on Healthy Competition

(29:35) Erin's Triggering Reel

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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 nightmare situation as an online coach is to scale your company, hire assistant coaches and a staff, have your staff make more money than you, and you become a minimum wage entrepreneur with all the stress and risk that comes with owning your own business. We don't want that to be you so today's episode is all about profit margins, common mistakes we see within IFCA and the industry, and how to make sure you pay employees fairly while having healthy margins.

Time Stamps:

(0:10) Profit Margins

(1:30) Common Mistakes

(4:20) Undercharging for Your Service

(9:00) Paying Employees and Healthy Margins

(10:06) Gross vs Net Profit

(15:30) Raising Your Prices

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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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Let me give you a number. 1.8 million.

That's roughly what a single metric cost us in annualized front-end revenue in early 2025. Not a bad hire. Not a broken offer. Not an ad account getting shut down.

One number. That we let slip.

Here's the math so you understand the stakes before we even get into the fix.

At IFCA we run about 300 booked calls a month. We approve roughly 75% of those — 225 calls. The other 75 get dequeued. Either they don't qualify or our team proactively pulls them off the calendar so they don't pollute our data. So we're working with 225 approved calls.

At a 25% close rate and a $9,500 average contract value — here's what happens at different show rates.

At 73%, which was our historical baseline, 164 of those 225 people show up live. You close 25%. That's 41 new clients. Roughly $390,000 in front-end cash for the month.

In early 2025, our show rate dropped to 45%. 101 people showing up live. 25 closes. $238,000 in front-end cash.

Same calendar. Same closer. Same ad spend. $152,000 a month difference. $1.8 million annualized.

And before I tell you how we got there, I want to make something clear: this was not a lead quality problem. I hear coaches say that all the time when their show rate tanks. "The leads are just worse now." Sometimes that's partially true. But a 45% show rate is almost never a lead quality problem. It is a system failure. It has an operational cause and an operational solution.

I'll share what that operational solution is in today's episode.

Time Stamps:

(0:10) Fixing Show Rates

(2:04) Show Rate Optmiziation Guide

(2:34) Why Show Rates Are Dropping

(6:20) Finding The Gaps In Your Sales Workflow

(11:07) Justification Mode

(16:48) Maximum Calendar Availability

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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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We've worked with over 4,600 coaches across every niche from fitness, nutrition, hormone health, men's performance, postpartum, and any other one you could possibly think of.

The single biggest gap between coaches who get engagement and coaches who book calls is not their offer quality. It's not how often they post. It's not even their follower count.

It's emotional specificity.

The coaches who are winning right now aren't saying "I help busy moms lose weight." They're saying things so specific that their ideal client reads it and feels like they're being watched.

In this episode I'm going to show you how to make that shift. From demographic content to emotional content. And I'm going to give you the exact process to find the language that makes your ICA stop mid-scroll.

Time Stamps:

(0:54) Quick Story

(2:14) Specificity Is Key

(4:04) IFCA Client Viral Example

(5:18) Using Claude For Intimate Hooks

(6:57) Desired Focused Content

(9:02) Consequence Based Urgency

(10:36) How This Applies To Ads

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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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One of the biggest mistakes I see online coaches make on sales calls is they think the more they explain… the more likely someone is to buy.

And it's actually the opposite.

The more complicated you make something, the more confused the prospect gets.

And confused people do not buy.

I was reviewing sales calls this week inside IFCA and I noticed something that honestly happens to almost every smart coach.

They know TOO much.

And because they know too much…

They start teaching instead of selling. In this episode, I'll explain how to SELL instead of teach and why this is important for your potential prospect's ultimate transformation.

Time Stamps:

(0:45) Big Mistake On Sales Calls

(3:40) The Biggest Shift

(6:05) The Sales Script

(8:22) Sell The Vacation

(10:00) Let Me Know If You Enjoyed This

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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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We've worked with over 4,600 fitness and nutrition coaches inside IFCA. We've helped them generate over $38 million in revenue. And without a doubt, the number one thing that determines whether a coach builds a real business or spins their wheels indefinitely is this:

What they believe they're worth.

Not their content. Not their niche. Not their close rate. Their pricing confidence.

So in this episode, I'm going to give you 10 sentences that will permanently change how you think about charging for your coaching program.

I'll walk through each one with a real example or a real story, and by the time we're done, you're going to have a completely different relationship with your price.

Time Stamps:

(1:07) #1: Charging Higher Prices

(4:12) #2: Charitable Isn't A Business Model

(5:05) #3: Skin In The Game

(6:02) #4: The Conviction Shift

(7:01) #5: Saving Time Over Money

(8:00) #6: Inspiration vs Motivation

(9:12) #7: When Prospects Start Valuing Their Time

(10:00) #8: Free or Full Price

(11:34) #9: Sharing Over Selling

(13:02) #10: Convincing The Wrong People

(15:00) Working With IFCA

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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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Are you feeling called to go all-in on your fitness coaching business but haven't made that leap of faith yet? Listen in on today's episode because we have not one but two success stories to share with you and how we went about it differently but got the result we wanted. Taeler De Haes is joining us visiting from Dallas and we wanted to share our stories and perspectives on this pivotal life and career decision and how to approach it intelligently.

Time Stamps:

(1:49) Taeler's Journey

(6:14) Navigating The Pandemic

(9:29) Erin's Story

(16:24) Money Mindset and Concert Tickets

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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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We wanted to share with you a recent masterclass within IFCA talking all about the "Hero Success Story Method". This allows you to step into the guide role as a coach and position your clients as the heroes. This allows for potential clients to see themselves in your clients success and will help them believe they can do it too. We breakdown the entire framework and how to use it, how to upgrade your testimonials, and how to destroy sales objections using testimonials as well.

Time Stamps:

(1:30) Mcflurry Example

(2:48) Hero's Journey - Fitness Example

(6:38) It's About the Customer

(13:26) Power of Podcasting and Other Story Based Social Proof

(17:00) The Reality of What Prospects Want

(22:20) Erin Back in the Day

(26:15) Destroying External Sales Objections

(29:40) Asking for Referrals Early On

(38:40) Kevin's Perspective

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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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Most people are using AI like Google.

"Give me ideas" "Write this for me".

That's not where the power is.

The power is when you feed it.

In today's episode, I'm going to cover what we've been using AI for that's COMPLETELY changed the game for us when it comes to sales.

Time Stamps:

(0:30) Feeling Behind with AI In Your Business?

(5:50) Data Driven Performance

(6:43) Solving The Constraint

(8:50) Avoiding AI As A Toy

(12:10) Let Me Know If This Helped

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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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