📝 Summary

Welcome to Wellness Operator! Simeon here. In today’s edition:

• A simple ad format that helped two health & fitness brands make $20M+ a year - and why it worked.

• How a fitness company, Vshred, grew to $200M and hired 212 people in under 10 years.

• A fun referral trick that can double your new clients.

• And much more…

Let’s get started!

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🎯 Actionable Tip

Grow Your Customers Without Spending Big

What? Ask your NEW clients to tell their friends about you. Give them something in return, like 20% off cash return on the program they just bought or a cash incentive.

Why? People trust their friends more than ads. Rewarding your NEW current customers is also cheaper than running big ad campaigns. Also, new clients are most excited when they start on day one.

How?

1. Ask at the Right Time: After someone signs up they are most excited, on your onboarding call or session simply say: “Invite 1-2 friends and get 20% off the program you just bought and they also get 20% off, it’s limited to 2 people! Think of people who are half as cool as you who might be interested and I will handle the rest.”

2. Make It Easy: Use tools like SparkLoop to keep track of referrals.

3. Add a Time Limit: Make it exciting with a deadline, like “Offer ends in 48 hours!”

📰 Deep Dive:

The $20M Health & Fitness Ad Formula

Two companies, Suprahuman and WarriorBabe, used this simple ad strategy to earn over $20M each year. Both of them scaled paid ads (hint - if you are a health & fitness coach you should too).

Here’s how they did it:

1/ The Testimonial

Testimonial Reel Ad
A video featuring real success stories from your ideal clients is one of the best ways to attract more of the right customers.

Why It Works:

• Clear Call Out: Start with a direct message like, “Ready to Get Toned After 40?”

• Specific Audience: Showcase only people your target audience relates to, like women over 40.

• Relatable Stories: Highlight struggles, transformations, and results that match your audience’s goals.

Pro Tip: Think about who you’re speaking to in your marketing. Are you making it clear that your message is for them?

2/ The Call Out

Be Bold and Specific
The easiest way to grab attention is to call out your target audience directly in your ad copy.

Why It Works:

• Your message cuts through the noise and speaks directly to the right people.

• Sure, some might get upset or leave negative comments, but your ideal customers will feel the message was made just for them.

Example:

• Suprahuman targets specific income groups with bold lines like “6+ Figure Women” or “Make over $150K as a Busy Man?” These messages draw criticism but also attract the right clients.

Landing Page Tip:

• Use a matching call-out message on your landing page.

• Include a short video explaining who your program is for and ask visitors to complete an application form to pre-qualify leads.

3/ Story of Pain

Talk About Their Problems
List the common struggles your audience faces. The better you can describe their pain, the more they’ll trust you.

Why It Works:

• When people feel you understand their challenges, they assume you can solve them too.

Example:

• WarriorBabe creates powerful ads by describing their audience’s struggles, making their program the obvious solution.

4/ Educational Content

Provide Value First
When your audience doesn’t know or trust you yet, education is a powerful way to connect.

Why It Works:

• Sharing helpful information builds trust and goodwill.

• Educational content can go viral, spreading beyond your paid ad reach.

Example:

• WarriorBabe runs webinars that educate viewers before introducing their coaching program. This approach warms up leads, increases show-up rates, and improves overall trust.

Landing Page Tip:

• Keep it simple. One message. Headline. Good thumbnail. Sign up button. That’s it.

5/ The Quiz Funnel

Personalized Engagement
People love quizzes that give tailored results. A quiz funnel makes your audience feel like the content is made just for them.

Why It Works:

• Quizzes are interactive and fun, making it easier to collect leads.

• Personalized results build trust and increase conversions.

Example:

• Vshred and Noom scaled their businesses using quiz funnels. Vshred became a $220M brand, while Noom hit a $3.7B valuation.

Takeaway:

• Use quizzes to learn about your audience’s needs and guide them toward the right product or service.

How Vshred Hit $200M

Vshred turned from a small fitness brand into a $220M success story in less than 10 years. Here’s how they did it:

1. Mastered Paid Ads

• What They Did: 95% of their growth came from ads on Facebook, YouTube, and Google. They often ran 1,000+ ad variations and spent $100K+ per day profitably.

• Why It Worked: They targeted audiences similar to their best customers and showed their ads repeatedly, creating massive brand awareness and curiosity.

2. Started Simple, Then Scaled

• What They Did: Began with a $47 digital product, which was easy to deliver and low-cost to produce. As profits grew, they expanded into supplements, high-ticket coaching, and merchandise.

• Why It Worked: Starting small allowed them to scale quickly without operational headaches. Profits from the digital product funded more complex offerings.

3. Added New Faces

• What They Did: When ad performance started declining, they introduced new spokespeople, including doctors and niche-specific representatives (e.g., for women).

• Why It Worked: Fresh faces expanded their audience and reduced ad fatigue. It also diversified their brand, making it less reliant on a single individual.

Disclaimer: I’m not promoting the brand in any way and can’t comment on their products or services as I haven’t personally used them. I’m just analyzing their marketing efforts.

Your Action Plan

1. Use bold, clear messages that call out your target audience.

2. Build trust with testimonials, stories, and educational content.

3. Test engaging formats like quizzes to personalize the experience.

4. Start simple with one product, then expand as you grow.

5. Refresh your marketing with new voices to keep it interesting.

Two AI Assistants You Need For Your Health & Fitness Business

Check out my video below. As competition in the fitness industry continues to rise, it's essential to leverage cutting-edge technology to stand out and connect with potential clients.

🔗 Best Links

Here are some of the best resources I’ve found since the last newsletter:

📈 Sales

• European Health & Fitness Market Report 2024: Showcasing strong continued growth in the sector

🎤 Marketing

• Glofox January 2024 Innovation Report: Emerging trends in fitness and wellbeing

📱 Social Media

• Boon's Guide on Health and Fitness Business Ideas to Start in 2024: Includes social media marketing strategies

🤖 AI, Tech & Tools

• Tool of the week: Riverside - Create high-quality video content, interviews, and short-form videos.

🫂 Community Building

• Coach Me Fitness App's guide on Planning Engaging Fitness Events

🤝 How I Can Help You

If you like this newsletter and want to work with me, here are a few ways we can collaborate:

1. You can apply to work with my Agency, Digital Wellness Partners ( → Apply here).

2. Need AI-Powered Marketing Platform for your health and wellness business? Get WellGrow.Io (→ See Demo)

3. Take your client experience to the next level with AI-powered fitness, nutrition, habit-coaching, plus in-app messaging, progress tracking, and more. (→ See Demo)

Or, simply reply to this email. I reply to everyone who reaches out.

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❤️ Referral Program

Enjoying the newsletter so far? Spread the love and share it with ONE person in the industry and I will get your hands on a neat little gift!

🎁 Invite 1 friend/colleague who is half as cool as you to join our newsletter community, and I will personally DO a full marketing & paid ads audit to all your accounts for free ($500 value).

*Limited time offer (have only 20 available slots for those)