How Haley Perry Started Her Online Fitness Programs and Traded Working in Public Gyms at 5:30 am to Work Full Time for Herself

Haley Perry on homepage

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  • Who: Haley Perry
  • Website: endorphitness.com
  • Course Topic: Fitness
  • Interesting Stats: 300 email subscribers in 3 weeks

Who are you and what course have you created?

I graduated from university with a Bachelor of Science in Exercise Science and immediately started working as a personal trainer. I loved working with clients in person, but I quickly realized that I was always exchanging hours for money, and knew I could only make so much because of the available hours I had. Not to mention, most people wanted to train early in the morning or late at night…not my ideal hours.

With that, I grew up in a small town. I graduated high school with 33 people and the closest gym was 30 minutes away. I started to realize that there weren’t many options for health and fitness for those in these areas, not to mention they weren’t going to get the community aspect. So I wanted to create an at-home workout community where everyone could feel welcomed, no matter where they were.

I offer a course and a subscription. The course is The Accelerator and the subscription is The Collective.

What market does your online course serve?

Haley Perry photo

I have a few courses that I have created over the years! The first is a 6-week beginner program called The Accelerator, that covers everything needed to start a healthy lifestyle. This means at-home workouts, nutrition, community, and accountability.

I wanted to create a program that tailored to the understanding of health as a whole, and not just how quickly you can lose weight. My approach is to create a sustainable lifestyle, one that you don’t need a break from and can maintain for the long term. Until you fully understand the nutrition and habits and benefits of moving your body, everything is going to feel temporary. So I make a point to educate and coach. Your first 6 weeks are as easy and full of help as possible to get you on your feet.

The other course I created (which is more of a subscription) is an at-home gym membership. So with your login, you get at home workouts, recipes, and access to a community to help you along your journey. This option is there for those that have already gone through the Accelerator and are looking to continue their journey.

I know not everyone likes the gym, and I also know not everyone has one nearby. So this program uses full-length workout videos, at home, so you can get in a 20-minute workout where ever you are. Not to mention, the community aspect is so motivational and amazing!

What’s the biggest benefit of taking your course?

The biggest benefit of taking my course is learning the benefits of living a healthy lifestyle, and one that is sustainable. Fad diets and quick fixes aren’t going to work in 3-5 years. So learning the basics, the foundations of health and fitness are going to give you the tools you need to be successful in the long run. Not to mention, creating a habit of eating well and exercising is going to help you lose weight, sleep better, manage stress, and have more energy. All of which are things everyone wants, but few know the right steps to get there.

How did you get into the market?

I came up with this idea because I love coaching, and I love the community. The idea of everyone doing everything at once is just so motivating and encouraging. Not to mention, a lot of women don’t have the support they need to really dive into a big lifestyle change. So this course truly holds your hand through the process and allows you to meet others on the same journey as you. So you can get the motivation you need to keep going, even if you don’t get it in your every day, at home life.

Why did you decide to create an online course in the first place?

Honestly, because I wanted to be able to help more people than those near me. I move often, and I hope to someday hop in a van and travel the US.

Creating an online course/program gives me the opportunity to work anywhere, but also help those that are not in the radius around me in person. - Haley Perry Click To Tweet

Did you have any moments of doubt before you created/launched it?

I never really had fears of failing or that it wasn’t good enough. Now I do, but in the beginning, I was so open-minded. I knew from my blog and previous clients that this might be of interest, so I went for it. Not to mention, the course is much cheaper than a 1:1 option, so this allows those with a smaller budget to still change their life.

What's your online course like?

My course is a little bit of everything! It is all live, so we start all together on a certain date and work through it for 6 weeks. The workouts are video and are full length. They are pre-recorded so you can just press play on the video when you have time and get a workout in. The nutrition piece is all ebook based, the community is a private forum/Facebook group and the accountability is all through email with me. I also do live video calls once a week with the whole group to talk through a new topic … maybe mindset, goal setting, future fears, etc.

How long did it take you to create your course?

I started really, really messy. It was all just google documents and typed out workouts and information. It was a mess, but then, I didn’t care. I just wanted to start, and I am so glad I did.

Since then I have refined the process and made things much … prettier and easier to understand. I am still working to still improve it and get it into a full dashboard on my website, but for now, it is emails sent weekly to the members with all the documents and information needed.

Tell us a little about the process of launching your course and getting your first sale(s).

When I launched my course, I launched it as a New Years Challenge. That's the best time of the year in the fitness industry, of course. I opened up sales for a few weeks, and honestly, reached out to a lot of previous clients to see if they were interested.

I think my first challenge had 20 people in it, and I was PUMPED. They are still typically this size just because of the coaching aspect, but now I rarely know the members. Whereas in the beginning, I knew most of them.

Haley Perry course sales page

Do you have a lead magnet?

Like I said before, my online course isn’t available to purchase all the time. It opens and closes. I do have a waitlist people can get on to know when the next round opens. That is just links on the landing page, as well as on social.

What's the traffic strategy that works best for you?

Social media and word of mouth are my biggest traffic drivers. Other women in the programs sharing and talking about them, doing marketing on social during launches (and building suspense throughout when it isn’t open).

It really is, for me, about the launch. So that I have a few weeks before each opening where I am really talking about it and driving people into the waitlist before it opens. Offering promos and freebies to the waitlist and first joiners is also super helpful to get people on the list.

What online course platform are you using?

Right now my course is just all through email. No platform is necessary, and it all works smoothly for me.

What other tools do you use to run your online course business?

I use WordPress for my website and blog. Woocommerce for my products. Stripe for my payments. Canva Pro for all my graphics and documents. Drip for my CRM.

What books or training programs have you found useful on your journey to a successful business owner that others might find valuable too?

I haven’t invested in any courses or programs yet, but I know that I will in the future. For now, I take in all the free information I can get. Books I loved are “Profit First” by Mike Michalowicz, “Start with Why” by Simon Sinek, and “4 Hour Workweek” by Timothy Ferriss.

Haley Perry blog posts

Do you have any big mistakes you’ve made along the way that you’d be willing to share?

I haven’t made any big mistakes yet, but it is also early on in my business.

Please share some idea of revenue.

My online program brings in about $10,000/year right now. That is just the 6-week program, and not the subscription or one on one coaching. And that is also limiting enrollment and only opening it 3 times per year.

Please tell us a little about what the money you've earned from your course has done for you.

My business, and course, have allowed me to quit working in public gyms at 5:30 am and work full time for myself, making my own hours!

In addition to revenue are there any numbers you would like to share?

I added 300 email subscribers to my list in 3 weeks using a serious launch strategy. I made it a point to offer promos and discounts during my next course launch (without mentioning too much about the course) so the interest hooked them.

Make sure you offer a freebie for your list, and an email sequence full of value. You have to give give give before you ask for money or pitch a course.

What has creating your course done for you personally?

Creating a course has taught me that coaching is where I am meant to be.

At gyms, clients come to you because they want training at a gym. But when people come to you and want to purchase FROM YOU, it is a whole new feeling of accomplishment. - Haley Perry Click To Tweet

Haley Perry course features

Do you have a story of a transformation from any of your clients?

I have a client that started their health journey over a year ago. She was struggling mentally, and physically, and her life was starting to feel “less than ideal”.

When people tell me that I have found my true calling it's a feeling like no other. I love coaching, and to know that people feel taken care of in my program is exactly why I created it.

What advice do you have for people just starting out?

Don’t compare your day 1 to someone else’s day 100. There is no timeline, and don’t put limitations on yourself that you should be “further along” by a certain time.

You are on your own timeline, and you don’t need to make a million dollars in your first year, or your first 10. It takes time to build a credible company, and course, so put everything into it. Give away your best work for free, and add value everywhere you can at the beginning.

Learn more about Haley Perry of Endorphitness.com:

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