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Triathlete鈥檚 knowledge commerce journey goes from coaching to courses to membership community

Read how an Ironman champion transitioned to creating a successful business by coaching athletes, creating online courses, and establishing an online community.

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Holding a doctorate in exercise physiology, doing peer reviewed research, and coaching Olympians and pro Ironman athletes somehow wasn鈥檛 enough for Dr. Dan Plews. He also is a triathlete himself and is the 2018 Ironman Age Group World Championship Course Winner record holder with a time of 8:24:36.聽

As a result of his victory, combined with his advanced education in the field, he got tons of questions - especially surrounding his lower carbohydrate diet and how to apply it for long distance triathlons.聽

So, Dr. Plews decided to monetize his expertise with , adding 鈥榢nowledge creator鈥 to his list of avocations. Let鈥檚 explore his journey.

This interview has been lightly edited for clarity.

Coaching quickly led to courses

Originally, Dr. Plews started out with direct coaching. He noted there was only so much he could do in one-on-one consultations.聽

In 2019, Endure IQ got its start. 鈥淚 got so many [questions] that I said I鈥檒l just put this into a course. Originally I thought, 鈥極h, I鈥檒l just build a simple white course that you can put on PowerPoint鈥. But then, I spoke to one of my friends who said, 鈥榃ell, if you鈥檙e going to do it, you may as well do it properly.鈥欌

Now, there are four core courses and other mini-courses. Dr. Plews says, 鈥淥ur core courses are ten modules long and about ten to fifteen hours of learning. Customers get access for a period of ten to twelve weeks and access to instructors.鈥 The courses are accredited with affiliations including the American College of Sports Medicine, National Strength and Conditioning Association, and USA Triathlon.聽

Courses take off

EndureIQ did a soft launch of their course, LDT One-on-One. 鈥淲e said we were going to restrict to just the first fifty people, and it sold out in three minutes,鈥 Dr. Plews recalls.

The courses were a hit! But, the response was overwhelming. Dr. Plews quickly learned his course students were interested in keeping access to the materials and the instructor-led webinars even after finishing the course.聽

This presented him with the challenge of needing to provide ongoing support. He shares his thought process about this dilemma:

鈥淚 didn鈥檛 want to have the course open indefinitely because it just gave people the ability to continuously ask questions forever and ever that you鈥檙e at the beck and call for, and that鈥檚 not how education works. If you鈥檙e a university student and you take a course, you get access to the expert, your teachers for that period, but you don鈥檛 get the right to ask them questions for the rest of your life.鈥

Meeting customer demand and generating revenue

So, Dr. Plews discovered a way to meet customer demand while generating recurring revenue from these same course materials. His solution: a $5 per week subscription for access to the material and webinars for those who finish their course.聽

鈥淚 added this subscription pretty much straight away. It works well because we have a lot of returning customers,鈥 he shares.

He keeps it at $5 per week for access to every course a student has ever done, as a loyalty perk for those who take multiple courses. Dan reported having 175 students in that education membership community during our conversation. So, he can bring in a substantial amount of revenue each week simply by opening up access to the course material and being willing to respond to questions.聽

Subscription revenue opens doors

Now, the subscription brings in revenue, and the revenue in turn facilitates other opportunities for his business.聽

Dr. Plews says, 鈥淭he biggest pro to having a subscription-based business is that it allows you to do better business planning. If you can be guaranteed extra revenue, you can start to be a bit more savvy with who you're employing and where you're putting your money because there's a lot less risk. Whereas when you鈥檙e one hundred percent dependent on new sales, you never know what each month is going to bring.鈥

He also noted that having an active membership community has another benefit - it provides a pool of engaged people who he can survey for new courses or other relevant feedback.

But, Dan is realistic about what it takes to maintain a successful membership community. 鈥淭he cons are that it鈥檚 never off,鈥 he says, 鈥淭here is quite a lot of customer service associated with a subscription model because people always have questions.鈥澛

Build your subscription business on 快看成人漫画

At 快看成人漫画, we鈥檙e working to build a world where everyone can create a life and business around their knowledge. Like in Dr. Plews鈥 experience, we鈥檙e here to support those who are looking to develop predictable, stable revenue streams so they can focus on their other business goals.

With 快看成人漫画, you can sell your expertise online. Create online courses, establish membership sites, offer coaching programs, host a podcast, and sell other digital products. Plus, you'll get marketing tools like a website, CRM, email marketing, landing page templates, and helpful analytics to help you spread the word about your products and earn more revenue.

Fully explore what 快看成人漫画 has to offer and start building your subscription business during your free of 快看成人漫画!

Still researching?

Check out 快看成人漫画鈥檚 free downloadable ebook guides on launching and growing a knowledge commerce online business!

Read the 2022 State of the Creator Economy Report to get the latest data on industry trends and growth for knowledge content creators.

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