EP | 691 - The Anti-Discount Black Friday Strategy (How Our Clients Added $64K in One Week)
The Fitness Business Podcast with Erin Dimond and Jordan Dugger
Erin Dimond and Jordan Dugger
4.9 • 670 Ratings
🗓️ 13 November 2025
⏱️ 13 minutes
🧾️ Download transcript
Summary
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
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Transcript
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| 0:00.0 | You have about 3% of your audience or people, right, at your network, your community, your email list, whatever, who are actively looking for a solution. |
| 0:08.2 | They're looking for a coach. |
| 0:09.3 | You have another 40% of people who are kind of curious, interested, they're facing crop loans. |
| 0:14.2 | They're trying to solve it. |
| 0:15.6 | And they're kind of thinking about it. |
| 0:17.7 | And then you have like 56% of people who just aren't ready to buy. |
| 0:20.7 | Black Friday creates an offer that pushes that 56% of people who just aren't ready to buy. Black Friday |
| 0:21.3 | it creates an offer that pushes that 40% of people who are curious over the edge facts. |
| 0:26.5 | That's really what it does. And to go with you instead of your competitors. |
| 0:30.3 | Yo, everybody, welcome back to the channel. Jordan here, fitness business podcast host and co-founder |
| 0:35.2 | of T4E Systems, a multiple seven-figure online health coaching |
| 0:38.4 | company that my wife and I actually sold at Exit. |
| 0:41.0 | We also own Impact Fitness Coaching Academy between our two companies. |
| 0:44.6 | Over the last six years, we've done over $35 million in sales. |
| 0:47.7 | And I'm here to just share with you some lessons, insights, and tactical advice specifically |
| 0:51.9 | to help you grow your health and fitness business. |
| 0:53.9 | What I'm going to talk about today is Black Friday, how to leverage this opportunity |
| 0:58.1 | most effectively. |
| 0:59.5 | And to do so a way that you don't just have to resort to discount, right, or slash your prices |
| 1:03.3 | or, you know, resorting to just like outdated BS, like cold deeming a bunch of people or |
| 1:07.9 | creating offers that make you just feel sleazy. |
| 1:10.6 | So to take you back, Aaron and I back in 2017, we thought that we would try a Black Friday sale. |
... |
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