Selling high ticket to your list has stopped working
Six months of ascension emails, the Summer Intensive and the Labor Day sale made 1 sale between them.
A growth plan for Dr. Bryan and Dr. Julie Walsh
Here’s what’s holding Metabolic Fitness back, and the simplest path to a $2M year.
The three biggest issues
Not enough new people, and cold traffic hasn’t worked yet
The list grows by 60 to 130 a month, and 419 paid registrants turned into 2 full-price sales.
No clear lead offer and no reliable path to the Clinician’s Code
The old apply, Loom and 7-day email path went manual, and you don’t know what people actually want to buy.
01 · The scoreboard
Where Metabolic Fitness is today, and the gap to $100K
Average monthly revenue, taken from the summary you sent. The last three months are the honest starting line, so that’s the number the plan is built from.
Average revenue per month
June and July 2025 brought in $358K, mostly from the first Advanced Clinician’s Code cohort. Take those two months out and 2025 was $63K a month.
Where 2026 revenue came from (Jan 1 to Oct 5)
The business already has two proven front doors (Clinician’s Code and Blood Chemistry) and a recurring line most owners at this size don’t have yet. What’s missing is a dependable way to bring new people to them.
$66.5Ka month between the last three months and your $100K goal
$402Ka year if the last three months simply continue
5,000people on your list, growing by only 60 to 130 a month
02 · Bottleneck analysis
Where the two evergreen webinars leak
We read each funnel top down and stop at the first stage that’s out of range, because everything below it inherits the damage. The benchmarks are for cold paid traffic, so warm numbers get flagged rather than celebrated.
03 · Paths forward
Four ways to go from here
There are only a few real options. Here’s each one in a line, what it’s good for and where it falls short.
Keep running live events to your list
Do more of what already works: live webinars and one-day sales to the 5,000 people you have.
Good for: fast cash. April made $47.7K and one email made about $24K.
The catch: the pool is fixed and grows by 60 to 130 a month, so it can’t reach $100K months by itself.
Run the webinar with better numbers
Keep the cold webinar to the Clinician’s Code and fix the numbers after the click: tracking, how many people stay to the offer, and a clear path from the offer to a person.
Good for: lifting ROAS a lot, and keeping it up as the ad spend grows, which is what scaling to $2M a year takes.
The catch: it needs a setter and a closer you don’t have yet.
Webinar funnel with a low-ticket offer that pays for the ads
Put a $10 to $27 offer in the funnel, priced to cover what each registrant cost, then nurture everyone and upsell at live events.
Good for: growing the list fast without risking cash, and it can be added to path B later.
The catch: the offer has to be sold harder than it’s sold today, where 4% of ad registrants bought the $27 toolkit.
Schools, podcasts and licensing
Lease or license the Blood Chemistry course to nutrition schools, and guest on podcasts.
Good for: the long game and the sellable asset.
The catch: slow to close, so it runs alongside the main path, not instead of it.
04 · The simple path
Fix the webinar’s numbers, then scale the spend
Path B in four steps. Your ads already bring cheap registrants and a healthy show rate, so the leak is after the click. We fix the numbers there first and only then raise the budget, which is what lifts ROAS in a way that holds as spend grows.
- 1
See what’s working
Track cash collected, send one purchase event per customer, and match every sale back to its ad by email.
- 2
Keep more people to the offer
Tighten the training so 80% stay to the pitch, up from about half, and put the offer on screen.
- 3
Give the offer a path to a person
An in-room call to action, a short application or deposit, and a setter who replies to every hand raise before a closer takes the call.
- 4
Scale while the numbers hold
Raise spend in steps, and only while each stage stays in range. Every dollar added then returns about the same.
Your 10X test, with the numbers inside our ranges
The ad spend, registrants, show rate and $1,695 sale are all unchanged. Only the numbers after the click are different.
StageTodayBetterOur range
Registrants who attend33%33%20 to 30%
Still there at the offer52%80%80 to 90%
Book or buy at the offer2.7%25%20 to 30%
Booked calls that happenno call step65%60 to 70%
Calls that closeno call step25%25 to 35%
Buyers from 216 registrants12.3
Revenue on $698.60 of spend$1,695$3,963
ROAS2.4x5.7x3x or more
The revenue figures are contract value on a 3-pay plan, not cash collected. The better column uses the middle of our ranges, not the top.
What a $2M year needs
$2M a year is about $167K a month. At a placeholder $4,500 per enrolment that’s about 37 buyers a month. With the better numbers roughly 1 in 92 registrants buys, so about 3,400 registrants a month. At $5 to $10 each that’s $17K to $34K of ad spend, a ROAS of about 10x to 5x. The calculator below lets you change any of it.
Weeks 1 to 2
Fix the tracking. Rework the training’s pace and put the offer and the application inside the room.
Weeks 3 to 6
Relaunch ads at a modest budget with the setter in place. Read the numbers every week and fix the first stage out of range.
Month 2 onward
Raise spend in steps while each stage holds. Add a second weekly session once sales can keep up.
05 · The numbers
What one webinar is worth, on inputs you can change
Set the ad numbers and the funnel numbers and see what a single webinar returns. It opens on your own 10X ad test, and the second button loads the starting numbers we use before we have real data.
Cold traffic ads
Auto-calculated from CPM, CTR and sign-up rate. Edit to override.
Registrants
Attendance and engagement
Book-a-call conversions
Illustrative. Your 10X test sold straight from the training with no call, so the call show and close rates are set to 100%. The $1,695 is the contract value on a 3-pay plan, not cash collected. Change any number and everything recalculates.
06 · The process
How we get there, in five stages
We start with the direction and the maths, learn from who’s already winning, then improve the ads, fix the back end and build a list that keeps selling. Each stage feeds the next.
1
Direction and offer
Weeks 1 to 2Set the target, do the maths, and sharpen the offer.
- Turn the goal into numbers: how many buyers, registrants and ad spend a $2M year takes, using the calculator above.
- Decide which offer to lead with and improve it, so it’s easier to say yes to, with a clear next step and a simple ladder behind it.
- Pick one front door, so every ad, post and podcast sends people to the same place.
Result: A clear target and one lead offer worth scaling.
Sample: the certification page2
Market research
Weeks 1 to 3See who’s winning in the niche and learn from them.
- Study the competitors winning in functional medicine education: their ads, offers, webinars and funnels.
- Work out what practitioners respond to, what they pay for and where the gaps are.
- Use it to build something scalable that’s yours, not a copy of anyone else.
Result: Positioning and angles already proven in the market.
3
Better ads
Weeks 3 to 6Cheaper registrants, and more of them ready to buy.
- New creatives built for Instagram first, where your audience engages most, plus carousel, static and video.
- Hooks, copy and targeting that qualify the registrant before they sign up, so the people who register can afford it and want it.
- Test audiences and creatives every week, and judge them on sales, not just cost per registrant.
Result: A lower cost per registrant and a higher registrant-to-buyer rate, so ROAS is steadier.
Built: static ad, carousel, ad scripts4
A back end that runs itself
Weeks 2 to 8Fix the broken funnel and automate everything cold.
- Rebuild the path from registration to thank-you to replay to application, with tracking on every step.
- Automate getting people to show up: reminders by email, text and WhatsApp, so the show rate improves every week without manual work.
- Route every hand raise to a setter and a closer automatically, and match each sale back to the ad that brought it.
Result: A higher show rate that holds, and cold traffic handled without anyone chasing it.
Built: funnel pages, deck5
A growing list that sells
Month 2 onwardA fast-growing email list with automatic follow-up and upsell.
- Every registrant and buyer goes into automated sequences that teach, build belief and sell.
- Upsell from the first offer to Blood Chemistry and then the Clinician’s Code, with live events and deadlines.
- The list grows daily from the ads, so the back end gets stronger every month.
Result: A recurring, fast-growing list and a strong back end.
Built: pre-webinar, post-webinar and pre-call emailsWhat’s already built
Samples of the work, already built
Here’s what stages 1, 3, 4 and 5 look like. Everything says one thing, built on the same three training pillars, so the ads, pages, deck and emails read as one campaign. Click any card to open it.
Case studies
ROAS is return on ad spend: the money that comes back for every $1 spent on ads. A 10x ROAS means $10 back for every $1, or $10,000 from $1,000 and so on.