Funk Roberts made a bold move by quitting his job without telling his wife to fully dive into his online fitness business. Initially, he found success, but things changed when constant program launches became exhausting and unpredictable. He shifted to a membership model, leading to significant revenue increases but also financial hiccups due to billing issues. Roberts rebranded his focus toward men over 40 struggling with low testosterone, leveraging his personal experience to build a strong community and business.
Funk Roberts took a huge risk by quitting his job without informing his wife to pursue his online fitness business. He believed that without fully committing, he couldn't grow the business to its full potential. While this choice might seem reckless, it reflected his deep passion and conviction.
Roberts initially found success by launching various workout programs. However, the continuous cycle of launches became taxing and financially unstable. Despite early victories, this method proved unsustainable in the long term.
Advised to switch from individual launches to a membership site, Roberts seized the opportunity. This switch significantly boosted his revenue. However, forced continuity billing led to chargebacks and disputes, causing financial strain and emotional stress. The lesson here? Stability often trumps short-term gains.
Triggered by a health checkup revealing low testosterone levels, Roberts faced physical and mental challenges. He avoided testosterone replacement therapy, opting instead for natural wellness methods. His experiences of self-destructive behavior and personal hardships made him more relatable to his audience.
Roberts decided to focus on men over 40, a niche often neglected in fitness. He created the "Over 40 Shred" membership site to help these men tackle issues like decreasing testosterone and the "dad bod" syndrome. His goal was to provide structured, accessible resources to help them regain their health and confidence.
Roberts emphasized the importance of community and mutual support within his fitness programs. He introduced milestone t-shirts, coins, and hierarchy levels like OG and Alpha Savage to foster a sense of belonging and achievement. He believes transformation goes beyond physical changes – it’s about mental and emotional growth as well.
Roberts shares his strategy for converting trial members into paid memberships, achieving a 60% conversion rate. The membership starts at $29 and increases to $49. He focuses on creating a personal connection and trust within his marketing efforts, leveraging his own story to attract and retain members. He also favors in-stream ads for effective marketing.
To keep engagement high, Roberts designed programs with follow-along workouts, nutrition plans, yoga, and weekly coaching calls. Challenges like the "31 for 31 challenge," where participants film themselves doing 31 push-ups daily, enhance community involvement and accountability. The programs start everyone at the same baseline, creating a unified starting point and common journey.
This conversation offers a wealth of insights into the importance of commitment, community, and personal touch in business. Funks shift from a transactional to a transformation-focused approach (in his own words, avoiding "transactional marketing") has set his business on a solid path. From dealing with low testosterone to quitting his job for a dream, Roberts’ personal and professional journey is a powerful inspiration for anyone looking to turn their passion into a thriving business.
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