This model is your $1M formula [email 2/4]

Hi Creator,

6 years ago, when we first started Solin, progress was slow.

We were working 18-hour days, but we couldn’t seem to break through.

Lots of small launches.
Lots of partners who weren’t committed.
And we weren’t sure what to do next.

One day, while sending DMs, we got a response from one of the biggest names in fitness.

She’d been on the cover of magazines.

Everyone knew her name.

I can still remember running around our office jumping up and down.

We were so excited.

I got on a few calls with her and eventually we committed to launching an app together.

It felt like our big break.

We thought we’d made it.

Except…

Later that month, we launched the app and…

Crickets.

A few sales trickled in.

But nothing more.

Over the course of a month, we saw around 20 signups at $20/month.

A measly $400/month membership.

Big whoopty doo dah.

We were crushed.

Then a couple months later, something interesting happened – something that changed the trajectory of Solin forever.

She launched another product.

But this time, instead of launching a membership… she launched a challenge.

There were prizes, a clear start date, a clear end date, and an easy “I’m in” button that didn’t require subscribing.

She ended up getting 700+ sign-ups in 10 days.

It was our AHA moment.

It wasn’t just about the creator.

It was about her Model.

She shouldn’t have been leading with her membership.

She needed to lead with her challenge.

Over the next 12 months, we kept seeing the same story on repeat with other creators.

Since then, we’ve worked with thousands of creators to help them build the right Model.

And for 95% of fitness creators, the winning Model is exactly the same:

Universal Challenges → Niche Programs → (Optional) Membership

Universal Challenges are the foundation.

They apply to the bulk of your audience.

70%+ of your people should all want it at the same time.

They’re exciting.

They’re fun to run.

And they’re the easiest way to get a large group of your audience to take action together.

You can run them multiple times a year with minimal changes.

Niche Programs are the deep, specific asks that sell year-round to a specific portion of your audience.

Pregnancy.

Wedding shred.

Functional core.

These aren’t needed by everyone – but when someone needs them, they really need them.

Memberships are optional.

They’re great for long-term value, but they should rarely be the first thing you lead with.

They’re also harder to build and maintain.

Another creator we work with spent 18 months starting with an app instead of challenges.

She was drowning in complexity.

When she anchored to a single universal challenge, let her niche programs support it, and tacked on a membership afterward…

Her revenue jumped from $3k/month to $167k in a single 30-day period.

Same creator.

Different model.

Explosive results.

Not everyone needs niche programs or a membership.

But everyone needs a universal challenge to bring their audience together and drive momentum.

If the model’s wrong, nothing compounds.

If the model’s right, growth becomes inevitable.

Tomorrow, I’ll show you how we turn that model into a brand that magnetizes the right people.

[Tomorrow’s Email: Branding]

Get your model right,
Mathew