I'm going to be super vulnerable with you guys in this episode and share why this year was the most turbulent year for Jordan and I's marriage. We are better than ever now but we were tested a lot this year and if I can reveal any of the mines ahead for you to watch out for, this is worth sharing. I'll also share what we were able to do differently after Marlee's birth vs Jaxson's birth for all my first time entrepreneur parents out there.

Time Stamps:

(0:26) Different Style of Episode

(1:48) Marlee June Dugger

(2:42) Struggling During Pregnancy

(9:55) Rearranging Schedules

(12:00) 9 Weeks Off In The Business

(13:20) Lower Year Overall

(15:50) Sleep and A Night Nanny

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If your show rate drops, your close rate dips, and your calendar starts looking like a ghost town, I need you to hear me.

That does not automatically mean your business is broken.

Sometimes your business is fine.

Your nervous system is just screaming that it is not.

And if you are a business owner responsible for other people's livelihoods, that pressure hits different. It is heavy. It can feel personal. It can feel like you are failing, even when you are not.

So today, I want to talk about the CEO mindset for slow months, weird months, December months, and any season where you are doing all the right things and results still feel… off.

Because this is hard. And hard does not mean wrong.

Time Stamps:

(0:42) When You Experience A Dip In Business

(3:12) DM Me If You Resonate With This

(6:45) Your Nervous System and The Data

(8:48) Choosing Your Hard*

(11:05) Working In The Business vs On The Business

(13:00) December Is Notorious Weird

(15:13) The Scrappy List You Need To Steal

(17:30) Team Pressure

(19:48) Pregnancy Brain and Leadership

----------

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This is one of those talks you'll want to come back to again and again when things get hard and they will as a business owner. It's what you signed up for and everyday you head says to quit but your heart keeps you in the game, you demonstrate that necessary courage that entrepreneurship demands. This is a special episode where Erin shared her State of The Union to our IFCA students and we wanted to share it with our community here!

Time Stamps:

(2:00) No One Understands The Entrepreneur But Entrepreneurs

(3:20) Why Most Coaches Quit

(5:38) Your Stuck Because You Return To The Same Patterns

(11:24) Your Nervous System Doesn't Care About Your Goals

(16:38) Self-Awareness

(19:30) Results Take Longer Than Your Expect

(21:30) The Real Definition of Courage

(25:33) Borrowing Beliefs

(29:25) Stacking Evidence

(30:50) Full Identity Crisis

(32:42) Fear Means Lean In

(38:35) What Landed In This Talk?

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You need to approach your content in a strategic way if you want results in 2026 and in today's episode, I'm going to breakdown the 5 types of content that are crushing right now. I'll explain each type, give you examples, and also explain how paid ads are the key to accelerating followers, engagement, and clients.

Time Stamps:

(0:30) Why Your Content Isn't Going Viral

(2:10) Demonstration Reels

(4:40) Negative Hooks

(7:37) Credibility Hooks

(8:50) Story Based Vulnerability

(10:42) B Roll with Text Overlay

(11:40) Paid Ads

----------

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If 2026 is the year you want to go from fully in-person to either a hybrid model or fully online, you can't miss this episode. I want to share with you some advice I recently gave inside of IFCA to a trainer looking to go online but hesitant and some valid concerns. This episode will help you break your limiting beliefs and show you why going online is far more valuable for your clients and you.

Time Stamps:

(0:49) Recent Webinar Example

(2:18) Your Clients Ultimately Want The Result

(5:07) The Position of Power

(7:38) Hybrid Next Step Pitch

(9:25) Breaking Limiting Beliefs

----------

"The Three Steps To Transition From In-Person to Online Training WITHOUT Sacrificing Results & Quality"

----------

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👉 Click Here to Join The 5-Day Challenge

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I used to work 70 hours a week. Grinding to make 30-40K/ month. I used to wonder how I'd ever have a family AND the life that I wanted. In the 3-4 years before having my son… I figured it out. I was able to scale from 40K to 140K/month and I went from working 70 hours a week in that business to 4 hours a week in that business.

Delegation and leadership played a part but the BIGGEST difference was learning how to increase LTV of every single client that came into my coaching (so I could work with LESS clients and make MORE money) and that's what I want to talk to you about today.

We'll talk about what LTV actually looks like, what you need before you start running ads, how to not make the same mistake I made that costs me 6 figures, and more!

Time Stamps:

(0:45) 70 Hours A Week When I First Started

(2:07) Increasing LTV

(5:25) Upcoming January 4th Workshop

(5:50) The Mistake That Costed Me Multiple 6 Figures

(10:57) The Backend Offer

(12:05) LTV and Ads

(12:50) Your Offer

(13:59) My Maturity Leave

----------

Join Our FREE Live Workshop on Sunday, January 4th at 3pm EST Where You'll Learn How to Add $146,000 in Revenue by Signing Just 2 Clients Per Week (Without Chasing A Single New Lead)

----------

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🔥 Want us to help you get your first or next 5 clients in 5 days — for just $5?

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👉 Click Here to Join The 5-Day Challenge

Prefer to Watch?

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Want support + free training?

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🚀 Want to scale to $10k–$30k/month?

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Alyica Israel AKA Be Your Own Daddy is back on the podcast and we are going to talk about a lot of her business journey but one part in particular when she started to run ads and everything changed. Well not everything but when you listen, you'll understand what changed. The marketing game has changed since 2019 and it's important to keep up with what's working and hearing it from someone who's crushing in our field today is exactly what we are bringing you!

Time Stamps:

(0:10) Be Your Own Daddy Is Back

(1:30) What AB Barbell Looked Like Before IFCA

(3:40) Stubborn About Mentorship

(7:34) Data and The Entrepreneur's Mental and Emotional State

(12:55) 2019 vs 2025 Marketing Game

(19:50) Ads and The Ego

(23:00) Alycia's Ads Journey

(28:43) Ads Improve Your Sales and Nurture Skills

(41:35) The Fearlessness of Lacey Iskra

(44:00) Parting Advice

(48:33) Where To Find Alycia

----------

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👉 Click Here to Join The 5-Day Challenge

Prefer to Watch?

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If I were to build a fitness coaching business from scratch in 2026 using everything I know about where the market is heading, this is exactly what I would do. We'll look at Alex Hormozi's value equation to frame this conversation, finding who would actually pay this much for this service, how to sell the vacation not the flight, and more!

Time Stamps:

(2:15) Team Off-Site and What I Learned

(5:25) Alex Hormozi's Value Equation

(7:29) Likelihood of Achievement And Doing It Yourself First

(10:53) Decreasing Effort and Sacrifice

(13:25) Pricing

(14:27) Who The Hell Will Pay This Much?

(16:49) Selling The Vacation Not The Flight

(18:43) Data Problem over Discipline Problem

----------

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🔥 Want us to help you get your first or next 5 clients in 5 days — for just $5?

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👉 Click Here to Join The 5-Day Challenge

Prefer to Watch?

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🚀 Want to scale to $10k–$30k/month?

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👉 Watch the 3-Minute Video