EP | 702 - How to Build Peptides, AI, and Testing Into Your Fitness Offer (Before Your Competition Does)
The Fitness Business Podcast with Erin Dimond and Jordan Dugger
Erin Dimond and Jordan Dugger
4.9 • 670 Ratings
🗓️ 22 December 2025
⏱️ 21 minutes
🧾️ Download transcript
Summary
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
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Transcript
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| 0:00.0 | The fitness industry is commoditizing fast. |
| 0:02.6 | AI can write programs. |
| 0:04.2 | YouTube can teach exercises. |
| 0:05.9 | Peptides can accelerate fat loss. |
| 0:07.3 | Apps can track macros. |
| 0:08.2 | Your offer is, I'll coach you to lose weight. |
| 0:11.0 | You're competing with free. |
| 0:13.4 | But if your offer is using genetics, biometrics, lab data, |
| 0:16.1 | and combining it with AI optimization and pharmaceutical grade peptides to unlock performance |
| 0:20.6 | that you didn't think was possible in 90 days. You're in a different category. What up, y'all? Welcome back to the fitness business podcast. Jordan here. Today, I'm going to talk to you about how if I were to start an online fitness coaching today from scratch, knowing everything that I know now after building and selling a health coaching company that we built up to $5 million that you'll see |
| 0:38.0 | here those watching on YouTube I've got some screen shares going on some visuals but you'll see here |
| 0:42.2 | even a revenue screenshot showing $2.1 million in a single year at Transform Forever Systems |
| 0:47.5 | I got a rolling testimonial wall or not even testimony a wall before before and afters we've |
| 0:52.0 | transformed over 3,000 women's lives. We did over $5 million, |
| 0:55.4 | $58% profit margins. After doing all of that and Impact Fitness Coaching Academy, |
| 1:01.3 | helping over 4,600 online health and fitness coaches generate more than $330 million in combined |
| 1:08.4 | revenue. I share this because I have a lot of knowledge and context |
| 1:12.5 | around this industry and where it's headed. Here's exactly the offer that I would create. |
| 1:16.9 | What it would not be is a generic sort of weight loss offer, not a $200 a month coaching package. |
| 1:23.1 | I would build something that AI and peptides and all these new tools cannot replace, |
| 1:27.9 | something that's easy to get clients for, something that delivers insane results so good |
| 1:32.1 | that your clients become walking billboards. |
... |
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