Business briefing Tuesday 2nd December

• Introduction: The session opens with greetings and an upbeat tone. The speaker stresses this as a “bumper” session focused on creating and launching digital courses, particularly around Boxing Day, Twixmas, and January.

• Importance of Digital Products: Fitness professionals are encouraged to diversify income beyond face-to-face teaching by developing digital courses as scalable assets. The goal is to reduce dependency on hourly teaching and build financial freedom.

• Setting Realistic Goals: The speaker shares success stories of participants who have created multiple digital products. She challenges listeners to aim for several mini-programs by the end of the year, building a foundation for long-term passive income.

• Reusing Content: Emphasis on repurposing evergreen content—older videos, materials, or tips can be refreshed and rebranded for new audiences.

• Multiple Income Streams: A strong business model should include community classes, events or retreats, online memberships, and digital products. Relying on one income source limits growth and flexibility.

• Fitness as Community: The speaker highlights fitness professionals’ unique ability to build community, bringing people of diverse backgrounds together under shared goals—a strength that can be leveraged in online products and events.

• Digital Memberships vs Courses: Memberships can be effective but require continuous effort and fresh content. Digital programs, however, are simpler, can be pre-recorded, and sold repeatedly with less maintenance.

• Seasonal and Themed Programs: Seasonal offers—like “December Reset,” “January Restart,” or “Wellbeing Boutique”—work well because they have clear start and end points. This avoids burnout and creates urgency.

• Creating 7-Day Programs: The most practical digital products are short, structured courses such as 7-day fitness challenges (abs, Pilates, posture, mobility, etc.). They’re beginner-friendly, achievable, and easy to market.

• Target Audience: Start by identifying who the course is for—beginners, lapsed clients, or social media followers—and craft programs that meet their needs.

• Simple Naming and Branding: Titles like “7-Day Beginner’s Pilates” or “14-Day Jumpstart” are clear and effective. Avoid complex names; clarity drives conversion.

• Active to Passive Content: Programs can begin as live sessions (e.g., in WhatsApp or Zoom) and later be repurposed as on-demand digital products hosted on a website for long-term sales.

• Technical Setup: Build a membership area on your website using tools like WordPress with MemberPress or Wix’s integrated membership plugins. If not feasible, use low-cost platforms like Stan Store to host and sell digital courses.

• Practical Advice: Learn the tech setup once to reuse it repeatedly. A web designer can quickly install plugins and teach the process within an hour.

• “Sell First” Strategy: Pre-sell a course idea by announcing it to your audience before creating content. Gauge interest and gather early sign-ups to validate the concept.

• Filming Tips: You only need a smartphone to record HD-quality videos. Plan short videos (e.g., 10–15 minutes), include an intro and outro, and optionally design a simple workbook in Canva to add value.

• Marketing Focus: Highlight transformation and tangible outcomes. For example, “7 Days to Stronger Core” or “Intro to Pilates for Beginners.” Buyers want clarity and results, not fancy production.

• Course Structure: Combine videos, short explanations, and downloadable materials. Upload videos privately on YouTube or Vimeo and embed them into a password-protected membership page.

• Longevity of Products: Decide whether the program will be evergreen (permanent access) or time-limited. Evergreen products are easier to resell continually to new audiences.

• Content Reuse Example: The speaker notes her Black Friday sales largely came from recycled courses created in previous years—proof that evergreen digital products can sustain revenue long-term.

• Encouragement for New Creators: Even if you teach only in local centers, start building your online audience now. It may take time, but consistency and visibility lead to long-term digital growth.

• Closing: The session ends with motivation to start creating and selling one’s first digital course. The next briefing will focus on building and managing mailing lists effectively.

Insights Based on Numbers

• Example goal: create 10 digital courses by Christmas to build recurring revenue.

• 7-day programs are recommended for ease and higher completion rates.

• Typical course price points mentioned: £12–£20 for entry-level offers.

• Black Friday success driven 90% by recycled digital content.

• Online courses enable teaching capacity to scale beyond daily class limits.