EP | 749 - Featured Replay: Why Hormozi Was WRONG About (Value) - How to Attract Wealthy Clients Part 1/2
The Fitness Business Podcast with Erin Dimond and Jordan Dugger
Erin Dimond and Jordan Dugger
4.9 • 670 Ratings
🗓️ 4 June 2026
⏱️ 15 minutes
🧾️ Download transcript
Summary
Look… we love some Hormozi here but specifically with the Value Equation in 100 Million Dollar Offers… there's something missing. Something that online fitness and health coaches really need if they want to be successful in this industry. In part 1 of this 2 part series, I am going to share with you why this value equation doesn't show the whole picture especially for fitness coaches, why you need money, and my Intrinsic Worth formula you'll want to start incorporating into your life and business.
Time Stamps:
(3:23) Why Alex Hormozi Is Wrong
(3:47) Quick Example of F*ck You Money
(5:42) Our Wealth Accumulation and Why You Need Money
(6:47) Alex Hormozi's Value Equation
(8:06) Here's The Problem
(11:05) The Intrinsic Worth Formula
(13:21) Impact Skills
(14:30) Next Episode
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Transcript
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| 0:21.0 | What up, guys. Welcome back. Jordan here. I'm going to give you a little insight as to what we're going to cover today. This is actually a greatest hits replay, one of our top downloaded episodes. And it's talking about why Alex Hermosey was wrong. He wrote a book that a lot of you guys probably know, well, a series of books. And this is in regards to $100 million offers. And we obviously respect the guy. I've worked with him. We were one of their acquisition partners early on, and we use the value equation ourselves, but there's a massive blind spot in this framework, |
| 0:25.1 | especially as it relates to health and fitness coaching businesses. So the blind spot, |
| 0:29.3 | I think, is costing coaches a lot of opportunity. And in this episode, I'm going to break down |
| 0:32.9 | why that value equation alone is not enough to make your offer extremely valuable and to help you |
| 0:37.8 | to make more money and instead what I call the intrinsic worth law and the idea that in this |
| 0:42.1 | industry you know people don't buy coaching they buy coaches they buy you and if your own intrinsic |
| 0:46.4 | worth isn't where it needs to be then no amount of optimization to your offer is going to fix that |
| 0:50.9 | and I walk you through a framework in the math behind this and then on Monday Aaron's going to pick it up and break down each of these variables in the |
| 0:57.7 | equation and give you more of the tactical side on how you can raise your prices through this |
| 1:02.5 | worth formula and tactically how to make your offer more powerful by better persuasion tactics, |
| 1:08.5 | better skills, and increase what we call your action quotient. |
| 1:11.9 | Stay tuned for that. |
| 1:12.7 | But before we get into the episode, real quick, if you're an online coach, you're tired |
| 1:17.1 | of having to consistently chase new clients to grow your revenue. |
| 1:20.8 | And you want to build more recurring revenue from the clients you already have and just |
| 1:24.7 | get better clients that are worth more money. |
| 1:26.8 | And to have a healthier |
| 1:28.0 | business without shittier clients, then Taylor DeHays and I are hosting a free live masterclass |
| 1:33.8 | on June 11th. It's called the LTV retention system. And this is the same system that coaches like |
| 1:38.3 | Vanessa used to hit $702,000 in revenue by signing just two to three clients a month. David pulled |
| 1:43.5 | $96,000 from one round of |
| 1:46.5 | back-in re-sign clients with his current clients. And then Alicia went from making 20K a month, |
... |
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