How to Create Offers that Sell The Million Dollar Offer Stack: What Every Fitness Coach Needs to Generate Sustainable Profit
The Million Dollar Offer Stack: What Every Fitness Coach Needs to Generate Sustainable Profit
Stop Wondering What to Sell—Here's Exactly What Your Offer Stack Should Look Like
You're a talented fitness professional. You know how to transform bodies. You understand nutrition, programming, and coaching. But lately, you're asking yourself a question that keeps you up at night:What on earth can I actually sell that people will buy?
With GLP-1s flooding the market, AI coaching tools becoming mainstream, and your potential clients drowning in free information from ChatGPT, it feels like nobody needs a coach anymore. You're watching influencers rake in followers while you're struggling to convert that attention into actual revenue. And you're wondering: Is high ticket the only way? Can I really make money with lower-priced offers? What's the difference anyway?
Here's the truth: The problem isn't your coaching ability. The problem is your offer stack.
Most fitness coaches are leaving money on the table because they don't have a clear, strategic structure for what they're selling. They're either all-in on high ticket (and burning out trying to close deals), or they're giving everything away for free (and wondering why nobody shows up).
In this episode, Beverley Simpson—the former district fitness manager who brought in $2.1 million per year for a national gym chain and has generated seven figures in the online space—breaks down exactly what your million-dollar offer stack needs to include to generate sustainable, predictable income month after month.
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Why You Need to Start With Your Offer (Not Your Audience)
Most business advice tells you the same thing: Build your audience first. Niche down. Get influence. Then create offers around what your audience wants.
Beverley does it differently. And it works.
Instead of chasing an audience that might not be right for you, start with a crystal-clear offer brief. Know:
What is the promise of your offer?
Who is this offer for?
What specific problem does it solve?
How do you solve it differently than anyone else?
Why? Because this is what you'll be doing every single day. This is what you'll be talking about constantly. If your current audience isn't aligned with what you actually want to build, that's okay. When you get crystal clear on your offer and start creating content for the person you're calling in, you'll attract that audience faster than you think.
You don't need 30, 60, or 90 days to build an audience. You need clarity on your offer first.
Find Your Champagne Client (Not Your Demographics)
Stop thinking about age, gender, and income brackets. That's outdated.
Instead, find specificity in:
The exact problem you solve
Your unique process for solving it
The specific outcome your client wants (not what they need—what they actually want)
Here's the key distinction: People don't want quick fixes or easy ways out. What they're opposed to islong, daunting, draining work. They want the fastest, most efficient path to their desired outcome—even if that path requires hard work.
Sell them what they want. Give them what they need. Then create the buy-in.
When you're this specific about your ideal client and the problem you solve, you do two powerful things:
You AI-proof your business. AI can only pull from what's already on the internet. Your specificity, your context, your unique process—that's irreplaceable.
You subconsciously speak directly to the client you're calling in.
The Three-Tier Offer Stack That Actually Works
Here's what every fitness professional needs in their business to generate healthy profit margins and maximize leverage without sacrificing the one-on-one connection clients love:
Tier 1: Your Premium Offer ($1,000–$5,000)
This is the offer you want to be known for. This is what you want to scale.
The key here isleverage without sacrificing profit margins. If you can deliver a $1,000 offer to 100 clients with the same workload as 1,000 clients, that's scalable. Most personal trainers get stuck because they think, "I'll scale once I hit $10K in revenue." But here's the reality: You can't hit $10K without a massive team, and a massive team eats your profit margins. You can't outwork the laws of time, gravity, and space.
Your premium offer needs to solve an urgent problem in a way that's clearly worth 10 times the investment. That's not about adding more features or bloating the offer. It's about communicating that your process is the best way to solve an urgent problem.
Tier 2: Your Accessible Offers ($9–$97)
This is where most coaches miss the mark—and it's costing them thousands in lost revenue.
Here's what most people get wrong: They think accessible offers take away from their premium offers. They worry that if they offer something cheap, nobody will want the expensive thing.
Wrong.
Think about it like this. If you shop at Louis Vuitton, you're not suddenly going to skip the $10K investment because Disney+ costs $15 a month. You're still investing in solutions that matter to you. Accessible offers don't take your premium clients away. They do something far more powerful: they remove resistance and build trust.
Your accessible offers serve a critical purpose in your business. They:
Give potential clients a first win so they can see transformation is possible
Build trust and deepen the relationship before they invest in premium offers
Create emotional investment (even $9 creates more commitment than free)
Allow you to serve more people and help them get into the market you operate in
Generate cash flow that funds your marketing and content creation
Google data shows that consumers need seven hours of consuming your content, 11 to 14 touchpoints across at least four different platforms before making a buying decision. Your accessible offers are how you create those touchpoints while building trust.
What should your accessible offers look like? Here are some examples:
A meal map or nutrition guide ($17–$27)
A 30-day membership or challenge ($37–$47)
AI-assisted coaching tools or templates ($9–$97)
A dollar trial or buy-one-get-one offer
Your first win (whatever transformation your client wants most)
The key is this: Your accessible offer should be something your client willactually consume. If they don't have enough emotional investment—whether that's time, an email address, or money—they won't show up. And if they don't show up, they won't do the work. And if they don't do the work, they won't get the transformation.
Free doesn't work because there's no skin in the game. But $9 or $27? That's enough to create commitment without creating barriers.
Tier 3: Your Free Content (After You Have Revenue)
Now, about free content. Here's where most coaches get it backwards.
They spend months creating free content, building a "freebie," and wondering why nobody's buying. Meanwhile, they're not generating revenue, so they can't afford to create more content, run ads, or scale anything.
Beverley's approach is different: Create your premium offer and accessible offers first. Validate them. Generate revenue.Thenlayer in your free content.
Why? Because free content requires resources—time, energy, money for ads. If you don't have revenue yet, you can't afford to give away your best stuff for free.
But here's the thing: Your podcast, your YouTube videos, your Instagram content—that's already free value. You're not charging for that. That's your free content layer, and it's incredibly powerful because it shifts perspective.
Everyone operates from mistakes and misconceptions. When you can shift their perspective, provide quick tangible wins, and create offers that invite people to say yes to themselves, that's valuable. That's what your free content does.
Look at Alex Hormozi. He built million-dollar businesses using paid ads before he ever created organic content. And when he did start creating content, he led every video with, "I have nothing to sell you." But that was only possible because he already had the business built. He didn't need the cash infusion.
Success leaves clues. Follow the path.
Once you have revenue flowing from your premium and accessible offers,thenyou layer in your free resources. Then you can afford to give more. Then you can scale your impact without sacrificing your profit margins.
The Real Problem People Miss: It's Not About Price, It's About Perception of Value
Here's what most coaches get wrong about pricing: They think the difference between high ticket and low ticket is the price itself.
It's not.
The real question is: Does your client perceive the value of your transformation to be worth at least 10 times the investment?
Think about it this way. If I offered you a dollar and asked you to mail me a dollar back, would you do it? Probably not. The value transaction is equal, but the effort required makes it not worth it. You'd keep the dollar.
But if I offered you a dollar and asked you to mail me $10, you'd do it immediately. The perceived value is 10 times the investment.
Your job isn't to decide between high ticket and low ticket. Your job is to communicate that the value of your program—whether it's do-it-yourself, done-with-you, or done-for-you—is worth at least 10 times the asking investment.
When you do that, price becomes irrelevant. People don't buy based on price. They buy based on the perception of value.
How to Remove Resistance Without Pressure
Once you have your premium offer validated and your accessible offers in place, you have 95-97% of your audience that has a problem and wants to make an investment, but they're not yet ready to buy.
Your job now is to remove resistance without pressure.
How? By addressing four types of resistance:
Resistance to Process:
Why should I listen to you?
Will this work for me?
Do I need this now?
Resistance to Self:
Can I do this?
Will this work for me?
Am I capable?
Resistance to Fear of Tomorrow:
What if I do this and it doesn't work?
I've tried this before and it didn't work.
What if I fail again?
Resistance to Investment:
I can't keep investing with nothing to return.
I need to see proof this works.
You remove these resistances by demonstrating and communicating proof of process. You show them case studies, transformations, testimonials, and results. You answer their objections before they even ask them.
And the only way you can do this consistently is if you have revenue. That cash infusion from your premium and accessible offers funds your content creation, your ads, your ability to reach more people and demonstrate proof.
This is why the offer stack matters so much. It's not just about making money. It's about creating a sustainable system where you can serve more people, remove their resistance, and help them get the transformation they want.
Real Examples of Offer Stacks That Work
Still not sure what your offers should look like? Here are real examples:
Premium Offers (Full Transformations):
90-day coaching container with weekly calls and custom programming
12-week body transformation with nutrition coaching and accountability
Done-for-you meal planning and training program with daily check-ins
Accessible Offers (First Wins):
7-day meal prep guide ($17)
30-day fitness challenge with AI coaching assistant ($37)
Nutrition fundamentals course ($47)
Done-with-you group coaching program ($97/month)
Dollar trial for your membership or app
Free Content (After Revenue):
Weekly podcast episodes
YouTube training videos
Instagram tips and transformations
Email sequences
Blog posts and guides
The key is that each tier serves a purpose. Your premium offer is what you're known for. Your accessible offers build trust and remove resistance. Your free content amplifies your message and attracts your ideal client.
The Truth About AI and Your Business
You've probably heard the fear: "AI is going to replace coaches."
Here's the reality: AI is not going away. And the faster you adapt to it, the better.
But here's what matters: AI will not replace you. People still need connection with humans. You're not in competition with AI. You're workingin conjunction withAI.
Beverley and her mentor have started bringing AI into their coaching relationships. They have a ChatGPT chat where the coach, the client, and the AI are all in it together. The results? Incredible.
AI is a tool. Your specificity, your context, your unique process, your ability to connect with humans—that's what AI can't replicate. That's what makes you irreplaceable.
When you combine your expertise with AI tools, you become more efficient, more scalable, and more valuable to your clients.
Your Next Steps
You now know what your million-dollar offer stack needs to include:
A premium offer ($1K–$5K) that solves an urgent problem
Accessible offers ($9–$97) that remove resistance and build trust
Free content (after revenue) that amplifies your message
But knowing what you need and actually building it are two different things.
That's why Beverley offers a free live workshop called "Simple Scaling" where you can ask real questions and get real answers about how to set this up in your business.
All the details are in the show notes. Sign up, attend, and get clarity on your offer stack.
Because here's what's true: You have the coaching ability. You have the expertise. What you need now is the right business structure to turn that expertise into sustainable, predictable income.
Ready to Build Your Million-Dollar Offer Stack?
Stop guessing. Stop leaving money on the table. Stop wondering what to sell.
The PT Profit Formula shows you exactly how to structure your business so you work less, earn more, and help more people. You'll learn the proven offer stack, how to validate it, and how to scale without sacrificing profit margins or the connection your clients love.
Your ideal clients are out there right now, looking for someone like you. They're just waiting for you to show up with clarity, confidence, and the right offer.
It's time to build the business you deserve.
I'll show you how for free >> https://ptprofitformula.com/simplescaling
Key Takeaways:
Start with your offer, not your audience. Clarity on what you're selling attracts the right people faster.
Your champagne client is defined by the specific problem you solve, not by demographics.
A three-tier offer stack (premium, accessible, free) creates sustainable revenue and removes resistance.
Perception of value matters more than price. Communicate that your transformation is worth 10x the investment.
AI won't replace you. Your specificity and human connection are irreplaceable.
Generate revenue first, then layer in free content. You need the cash infusion to scale.
Accessible offers don't take away from premium offers—they build trust and create the touchpoints needed for buying decisions.