The Fitness Business Podcast with Erin Dimond and Jordan Dugger

If 2026 is the year you want to go from fully in-person to either a hybrid model or fully online, you can't miss this episode. I want to share with you some advice I recently gave inside of IFCA to a trainer looking to go online but hesitant and some valid concerns. This episode will help you break your limiting beliefs and show you why going online is far more valuable for your clients and you. Time Stamps: (0:49) Recent Webinar Example (2:18) Your Clients Ultimately Want The Result (5:07) The Position of Power (7:38) Hybrid Next Step Pitch (9:25) Breaking Limiting Beliefs ---------- "The Three Steps To Transition From In-Person to Online Training WITHOUT Sacrificing Results & Quality" ---------- 🤖 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

I used to work 70 hours a week. Grinding to make 30-40K/ month. I used to wonder how I'd ever have a family AND the life that I wanted. In the 3-4 years before having my son… I figured it out. I was able to scale from 40K to 140K/month and I went from working 70 hours a week in that business to 4 hours a week in that business. Delegation and leadership played a part but the BIGGEST difference was learning how to increase LTV of every single client that came into my coaching (so I could work with LESS clients and make MORE money) and that's what I want to talk to you about today. We'll talk about what LTV actually looks like, what you need before you start running ads, how to not make the same mistake I made that costs me 6 figures, and more! Time Stamps: (0:45) 70 Hours A Week When I First Started (2:07) Increasing LTV (5:25) Upcoming January 4th Workshop (5:50) The Mistake That Costed Me Multiple 6 Figures (10:57) The Backend Offer (12:05) LTV and Ads (12:50) Your Offer (13:59) My Maturity Leave ---------- Join Our FREE Live Workshop on Sunday, January 4th at 3pm EST Where You'll Learn How to Add $146,000 in Revenue by Signing Just 2 Clients Per Week (Without Chasing A Single New Lead) ---------- 🤖 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

Alyica Israel AKA Be Your Own Daddy is back on the podcast and we are going to talk about a lot of her business journey but one part in particular when she started to run ads and everything changed. Well not everything but when you listen, you'll understand what changed. The marketing game has changed since 2019 and it's important to keep up with what's working and hearing it from someone who's crushing in our field today is exactly what we are bringing you! Time Stamps: (0:10) Be Your Own Daddy Is Back (1:30) What AB Barbell Looked Like Before IFCA (3:40) Stubborn About Mentorship (7:34) Data and The Entrepreneur's Mental and Emotional State (12:55) 2019 vs 2025 Marketing Game (19:50) Ads and The Ego (23:00) Alycia's Ads Journey (28:43) Ads Improve Your Sales and Nurture Skills (41:35) The Fearlessness of Lacey Iskra (44:00) Parting Advice (48:33) Where To Find Alycia ---------- 🤖 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 I were to build a fitness coaching business from scratch in 2026 using everything I know about where the market is heading, this is exactly what I would do. We'll look at Alex Hormozi's value equation to frame this conversation, finding who would actually pay this much for this service, how to sell the vacation not the flight, and more! Time Stamps: (2:15) Team Off-Site and What I Learned (5:25) Alex Hormozi's Value Equation (7:29) Likelihood of Achievement And Doing It Yourself First (10:53) Decreasing Effort and Sacrifice (13:25) Pricing (14:27) Who The Hell Will Pay This Much? (16:49) Selling The Vacation Not The Flight (18:43) Data Problem over Discipline Problem ---------- 🤖 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 you aren't crystal clear about your niche and who your offer serves, you will be at a disadvantage going forward and we don't want that for you. In today's episode, I'll explain how to finally find your niche in 2025 going into 2026 that will attract the clients you want to work with. You'll be surprised how specific some of our IFCA students are with their niches and we hope this inspires you to go deeper with your offer. Time Stamps: (0:29) Finding Your Niche (1:01) IFCA Client Examples (2:22) Niching Is About Precision, Not Exclusion (2:39) Tokyo Book Stores and Niches (3:49) Confusing Is Losing (5:49) Choosing Your Niche (7:56) Your Unique Method (9:51) Matching Your Client Niche? (11:06) Psychographics vs Demographics (12:16) Cardiac Rehab Niche Example (13:46) Your Next Step (15:01) DM Me "AI Offer" ---------- 🤖 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

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