1023 – The Subscription Model: The Hidden Key to Winning in the Fitness Industry

Zoe Knight runs the website musclenerds.net, which provides in-depth health and fitness education to fitness professionals.

Her platform of choice is Kleq, and to show how the tool and a membership subscription model are applied to the booming fitness industry, James has invited Zoe to tell her story.

Zoe shares her business’s unique take on fitness pro education, and how they went from one-time course to offering a subscription program.

She and James discuss the delivery approach of Muscle Nerds, as applied to their one-time product and to their membership.

And they talk about the people and the tools that go into making a subscription product a success.

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Table of contents

1. The fitness pro education market

2. Addressing the issue of stress

3. Giving clients what they really need

4. Where Zoe was when things locked down

5. Is there an advantage to having more stuff?

6. Delivering a lifetime solution

7. How the subscription program came about

8. Discovering the Kleq platform

9. The people that make up the community

10. How do the clients come in?

11. Have people been staying on the program?

12. The difference in delivery

13. The final advice you can take away

The fitness pro education market

James is seeing a significant expansion in the fitness pro education market, largely driven by increased focus on health and wellness across societies.

Zoe affirms this. The growth has been amplified by social media and increased access to information, creating space for a wide variety of voices, from well-known YouTubers to business professionals, all sharing advice on fitness and calorie counting.

Traditionally, says Zoe, fitness education had been more directed towards athletic development and advanced training methods. However, a shift was observed when Muscle Nerds, among others, began focusing on educating people to train the general population.

This market included individuals with varying lifestyles and stress levels, and required a different approach, placing greater emphasis on stress physiology, recovery, nutrition, and stress management.

The recent global health crisis prompted many in the industry to transition into the online space, further contributing to the growth of the sector. This shift enabled more individuals to become educators, influencers, and coaches, offering an array of options for people seeking continuing education in the health and fitness space.

Although it appears to be an easy and lucrative option, Zoe says, the industry demands considerable work, ensuring a continuous increase in the quality of offerings.

Download 15 Lessons Learned from Building and Running a Paid Online Membership in the Fitness Space (and the PDF transcription)

Addressing the issue of stress

Stress physiology sounds like a great market to be in at the moment, says James.

It is super cool, says Zoe.