How I Made $115M With One Digital Product (Copy It)

I started in my parents’ spare bedroom with a cheap software stack. No special skills, no education in business, no following and no paid traffic.

From 22 to 25, I barely made anything selling a $47 fitness program. It took me a year to build, and almost nobody bought it.

Then I switched to high ticket coaching and everything changed. This is the model I used to get past $115M, and how you can copy it.

How it actually happened

At 25 I started selling three to four month fitness coaching programs for around $1,500 and up. I did about $1M in my first year and won a ClickFunnels award.

Then other coaches started asking me for help. I resisted. I didn’t want to be a guru. But a couple told me they had $10K left and would quit if it didn’t work. So I took them on.

The next year we did about $10M coaching personal trainers on their business. Then about $15M, then about $25M a year for several years. Eventually people outside fitness started asking, so we moved beyond it.

Why coaching and digital products

Coaching needs almost no startup capital, no special credentials and no prior business experience. And you can sell it before you build it.

A digital product becomes coaching the moment you add calls, group calls or texting. That support is what lets you charge a lot more.

We have had over 50,000 clients at prices from $1 to $200,000, in niches like motorcycle training, sales, running a beauty salon, handstands, piano, guitar and knitting. Niches can be tiny.

Finding your product idea

Write a list:

1. Your current skills. Mine came from fitness and athletics, things like calorie tracking and macros.
2. What you’ve accomplished in the last five years, especially things that come easy to you but are hard for others.
3. What people ask you for advice on.
4. What you would tell your younger self. That’s basically what I sell now.
5. Challenges you’ve overcome in health, wealth or relationships.
6. What you could talk about all day.
7. What people would pay to learn. If others already sell it, there’s a market.

Teach something you actually know. Solving your own problem is a strong start. If you have no skills and no money but you have time, take a cheap course on Udemy or Alison and learn one.

Build an offer people want

Start with pain. Nearly everyone wants more health, more wealth or better relationships. Find out why they’re stuck, build a system that gets the result and give it a unique selling point.

• Fitness: “How to eat whatever you want without sabotaging results” beats “lose 20 pounds in four months.”
• Business: “Book 70% more sales calls using conversation.” Wealth, curiosity and a clear outcome.
• Dating: “50% more dates without cold approaching or DMing.” The opposite of what most dating coaches teach.

Then run it through the four parts of a strong offer from Alex Hormozi’s $100M Offers:

1. Dream outcome. Do they want it? Usually the easy part.
2. Perceived likelihood. Is it believable? “$110,000” is more believable than “$115 million.”
3. Time delay. Faster results command higher prices.
4. Effort and sacrifice. “We do it for you” or “we do it with AI” is easier to sell.

The first two matter most. Don’t overpromise. You can’t run a client’s business while running your own, and nobody loses 20 pounds in three days. Three months is achievable. Keep it scalable too.

Sell it before you build it

That $47 program I spent a year building sold about $2,000 over two years. I should have sold first.

Build a minimum viable product. With coaching, start by coaching people live on Zoom. Use what comes up on those calls to shape the curriculum. The recordings can become the course, as is or edited.

Building first is like the Shark Tank founders who mortgage the house before anyone has bought a thing.

You don’t need much to start. A phone first. Later, something like ScreenFlow for recording, ClickFunnels at $97 a month and Google Drive, about $200 a month total. Our platform, Elite 360, is $97 a month and covers texting, email and funnels.

Get traffic: outreach first, then ads

Organic means posting and messaging for free. Content is hard, and gurus who say it’s easy usually already have a big following. Many of our clients have 100 to 1,000 followers.

I started with direct outreach. The numbers:

• About 20 DMs an hour, so roughly 5 hours for 100.
• About 10% respond.
• About 3 calls booked.
• About 1 close.

That’s around 8 hours for a $1,500 sale, over $200 an hour.

Use the numbers to diagnose. Under 10% replies means your first message is weak. Replies but no calls means a messaging problem. Calls but no closes means a sales problem.

Once outreach is profitable, move to paid ads so you aren’t stuck messaging forever. Spend $1,000, get about 100 leads at about $10 each, book about 10 calls and close about 1. At $2,000, that’s $1,000 profit. The goal is to spend $1 and make $2, consistently.

The takeaway

Pick something you actually know. Package it around a painful problem and a believable result. Sell it live before you build anything. Prove it with DMs, then pour fuel on it with ads.

My biggest mistake was building first and pricing low. Don’t repeat it.

Want to know what’s capping your business right now? Take my free 90 Day Ceiling Plan. Answer 18 questions and get a written plan, built on your own numbers, that names the one thing holding you back and what to fix first.