EP | 703 - How a Stubborn Functional Health Coach Went From 'I'll Figure It Out' to $90K Months
The Fitness Business Podcast with Erin Dimond and Jordan Dugger
Erin Dimond and Jordan Dugger
4.9 • 670 Ratings
🗓️ 26 December 2025
⏱️ 50 minutes
🧾️ Download transcript
Summary
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
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Transcript
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| 0:00.0 | when you can understand those numbers outside of what you're closing and again, what a cost for |
| 0:05.5 | labor and you actually figure things out and where you're supposed to be and you get those metrics |
| 0:10.0 | of like, okay, this is where I'm at and this is where optimal is and what we want to look for in |
| 0:15.9 | the industry. It's like the same thing with a client. If they come to you and they don't know |
| 0:20.7 | what the reality of expectation is, they think, |
| 0:23.7 | oh, I should lose 50 pounds in 20 days because this other fucker over here said it in their |
| 0:29.3 | marketing. |
| 0:30.3 | So like that's my new truth. |
| 0:32.1 | But if they don't know that's not real, they're going to be frustrated and pissed off all |
| 0:36.6 | the time. Hey, hey, what's be frustrated and pissed off all the time. |
| 0:42.9 | Hey, hey, what's up guys? Welcome back to the FitBiz podcast. I have a special guest here with me, |
| 0:48.0 | Miss Alicia Israel. Her name may sound familiar because she's been here a couple of times. |
| 0:53.8 | And so Alicia is a functional health coach. She's been with IFCA for quite a while, what, 2020 or 2021? |
| 0:55.3 | 2021. Nice. Unlike recently, many of our competitors who start working with someone for three |
| 1:02.3 | weeks and then claim all of their success, Alicia's been with those for four years. So I think we've |
| 1:07.7 | had a hand in some of her success of her business, although she's just a fucking rock star and she knows a lot about business. |
| 1:12.7 | So I'm excited to chat with her, pick her brain today on some things and like why she's had the success that she's had. |
| 1:18.9 | More than anything, you know, just like we want to show you real people what's possible, right? |
| 1:24.2 | Like Alicia, like you, didn't go to school for entrepreneurship, didn't know what the |
| 1:28.3 | fuck she was doing starting out and she figured it out along the way. So let's maybe start from the beginning, Alicia. We were just kind of talking before I hit record about like you've been here for so long. And a lot of times when I do these, I'm like, how did you feel before starting IFCA, what was your life like? And so I know, like, we'll reach back. We'll almost do this in kind of like |
| 1:46.2 | two sections because I've seen you evolve. how did you feel before starting IFCA? What was your life like? And so I know like we'll reach back. |
| 1:45.2 | We'll almost do this in kind of like two sections because I've seen you evolve so much as an |
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