EP | 711 - The 3 Mistakes That Crushed Our Profitability in 2025

The Fitness Business Podcast with Erin Dimond and Jordan Dugger

Erin Dimond and Jordan Dugger

Fitness, Health & Fitness, Nutrition

4.9 • 670 Ratings

🗓️ 22 January 2026

⏱️ 20 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

I'm about to be really open and honest with you and share some of the huge mistakes and learning lessons that we made in 2024.

I want to help you avoid these.

And I also just want to be transparent. Not all years are great years.

We've had tough years in the past.

2025 was no different in some regards and I want to open up about 3 mistakes that we made, 2 that were strategic errors and one "mistake" that was just a consequence of getting Erin and I out of the business full time.

Time Stamps:

(1:15) Quick Backstory in 2022

(4:40) Business Is Not For The Weak

(5:55) CAC to LTV Ratio

(11:47) Mistake #1: Mid Ticket Offer

(14:34) Mistake #2: Ascension Issue

(16:58) "Mistake" #3: Removing Ourselves From The Business

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Transcript

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0:00.0	dude I've been here before and actually way worse. And it taught me that business is not for the
0:03.8	week. If you're not ready to get punched in the mouth every day and get knocked the fuck out
0:07.6	from time to time, this is not the game from you. Welcome back to the fitness business podcast, guys.
0:12.9	Today, I'm going to be really open and honest with you all and share some really huge mistakes that we
0:17.5	made and learning lessons here in 2025 and ultimately to help you avoid
0:21.7	these. And just to be transparent, that all years are not great years. We've had tough years in the
0:27.1	past. So I'm going to share with you like one of our toughest years. I'm going to share with you
0:30.3	some of the mistakes we made this way or this year, well, 2025 that crushed our LTV.
0:35.1	And I'm going to talk to you about the importance of CACTL TV and put these numbers into scenarios that relate to your health and fitness business so that you can avoid these mistakes and build a business that doesn't create the kind of stress that we've had to go through in 2022. And then again here in 2025. All right. So first, I want to take you through a quick backstory of one of the hardest years of our life. Okay. This was in 2022. All right. So I want to take you back to 4.30 a.m. on September 3rd, 2022. I actually texted my mom and I said, listen, I can't take this anymore. If I don't fall asleep this time, I want you to take me to the psychiatric ward or you are. I'm just desperate at this point. I was on day 43 of crippling insomnia. I would go days without sleep. Now, I would kind of
1:18.9	like drift off and when you get when you have bad insomnia, you don't not sleep. You just don't
1:23.1	realize that you are sleeping. Like your brain will start to kind of shut off when you're like
1:27.2	conscious,
1:28.0	right? But I didn't actually fall asleep for 43 days. It would be, it would be just miserable.
1:34.9	Like I would start to kind of drift off and then my heart would just like shoot out of my chest.
1:39.0	My heart rate would be like 160 beats per minute. My blood pressure through the roof.
1:43.0	I remember one morning, our operations director,
1:45.5	Shelly was here.
1:46.2	And I even took her car and drove down to the fire department thinking that my heart was
1:49.3	in AFib.
1:50.1	I didn't know what was wrong with me.
1:51.6	Okay, so this whole cycle really started.
1:55.6	So this whole cycle really started when Aaron's dad had a massive heart attack.
	...

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