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 · The pattern
Everything that worked was a live moment with a deadline. Everything that didn’t was a sequence.
The list, the offers and the people were the same each time. What changed was whether there was an event and a reason to decide that week.
What worked
Live Blood Chemistry webinar and 2 encores (April)
About 650 registered and 171 attended. 7 bought live, 39 buyers across the month. Zoom capped the first session at about 100.
One-day $999 Blood Chemistry sale to your list
24 buyers from one email, with a 24 hour deadline.
GLP-1 Blueprint workshop and encore (June)
99 buyers, and 2 upgraded to the $497 Clinician’s Code access pass.
Clinician’s Code member call (September)
8 Lab IQ sales at $699 ($5,592) and 5 new $750 extensions in the same week.
What didn’t
Ascension upgrade email series
Blood Chemistry to Foundations, Foundations to Advanced, Advanced to Mastermind. Six months, no sales.
Summer Intensive ($3,497 for 3 months)
One sale from the list.
Labor Day self-study sale ($2,995)
Pitched to people who applied but didn’t enrol.
Evergreen webinars to paid traffic
419 paid registrants, 2 full-price Blood Chemistry sales, and tracking that can’t say what the spend returned.
What this changes. You don’t have an offer problem. The same list that ignored six months of ascension emails bought $24K of Blood Chemistry in a day, and 8 of about 20 people on one member call bought Lab IQ. The plan puts every offer inside a live moment and builds the paid traffic to fill it.
03 · 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.
04 · 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.
Cold webinar straight to the Clinician’s Code
Run ads to a free training and sell the high-ticket program in the room, with a setter and a closer.
Good for: the biggest upside per registrant.
The catch: it needs a setter and a closer you don’t have yet, and it’s close to the setup that returned 2 sales from 419 registrants.
Webinar funnel with a low-ticket offer that pays for the ads
Run ads to a free training and put a $10 to $27 offer in the funnel, priced so it covers what each registrant cost. Then nurture everyone and upsell at live events.
Good for: growing the list fast without risking cash, and every new person becomes a future buyer.
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.
05 · The simple path
Make every registrant pay for themselves, then build on the list
Path C in four steps. The ads stop being a cost you wait to recover, because the low-ticket offer covers most of it up front. After that every registrant is a person on your list, and you sell to the whole list at live events.
- 1
Ads to the free training
Paid traffic to one registration page for the 10X training, with tracking on from day one so every sale ties back to its source.
- 2
A $10 to $27 offer in the funnel
The Hidden Panel toolkit shown on the thank-you page and again inside the training, with an order bump. Test $10, $27 and $47.
- 3
Nurture everyone
Reminders by email, text and WhatsApp, the replay, and a run of emails that teach and build belief. Buyers and non-buyers both stay in it.
- 4
Upsell the whole list
Live events with a deadline sell the Blood Chemistry course, then the Clinician’s Code. This is the part you already know works.
Can the low-ticket offer pay for the ads?
It can only do that if enough registrants buy. Set the cost of a registrant, how many buy and what they spend, and see how much of the ad cost comes straight back.
At your CBC webinar today, 8 of 198 ad registrants bought the $27 toolkit (4%). The other examples show what it takes, not a forecast. Cost per registrant is a placeholder until we see your Meta account.
Weeks 1 to 2
Turn on conversion tracking. Put the offer on the thank-you page and inside the training.
Weeks 3 to 6
Ads on at a small budget. Test the price and the bump. Run the first live event to the list.
Month 2 onward
Raise spend only while the offer keeps covering most of the cost. Add a live upsell event every quarter.
06 · The numbers
What the back end is worth, on inputs you can change
This counts only the sales from the live events and calls that follow the free training, plus your list and Lab IQ. It leaves out the low-ticket revenue above, so treat it as a floor. The conservative case sits at the low end of every range and is deliberately short of your goal.
Dashed lines: your $100K goal and the $166.7K a month a $2M year needs.
Show the month by month table
Illustrative. Ad spend, cost per registrant and average cash per enrolment are placeholders until we’ve seen your Meta account and your enrolment records. The existing business is held flat at your last three month average. Schools, podcasts, YouTube and any price changes aren’t counted, except one school deal a quarter in the stretch case.
07 · The asset
Built so someone could buy it
You’re inspired by Precision Nutrition, a certification business with levels, a graduate community and institutions behind it. Here’s what a business like that depends on, and where you stand on each point now and after twelve months.
The sample build
What the certification page could look like
A sales page for the Clinician’s Code in the structure Precision Nutrition uses, in your colours and with your own claims and testimonials. It’s a sample, and every number on it comes from your site.
What’s already built
The first 30 days, in sample
These are the pieces the first 30 days need. They all say 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.