TrailWorks is a well-known mountain bike coaching business in Northern California. The founder, Brian, had a full calendar, a whopping 200+ events a year, and an ever-growing pool of customers. He was ready to optimize his program, cutting down on emails and phone calls from potential customers, and launch an online course for mountain bike coaches.
"Working with Megan and her team was awesome. She helped me get clear on my plan for 2025 and how I could make more money with less effort. Can't wait to see how the year pans out."
We sat down with Brian Astell, the founder of TrailWorks, to figure out what assets we were working with. He had a website, materials for the course, and a mailing list. But the website needed an update and a way to schedule one-on-one clients, in addition to selling group programs, and the mailing list was sitting unused. He was so busy every day with private clients that he had trouble working on his business. That was the main impetus for the online course.
Brian knew he had a very large audience sitting unaddressed with his partnership with the NorCal cycling league.
It was clear that the cost of doing nothing was launching the course in the next 2-3 years instead of months. His income would also hit a ceiling that he wouldn't be able to exceed without training other coaches or adding even more events to his 200+.
Together we talked about who the course would help, what the components would be, what the value of it was, and how it would be offered or rolled out to students. We looked into Kajabi, running it as an email course, adding an in-person component, and how to target specific audiences when they're most likely to buy.
We also discussed which programs Brian wanted to focus on more for 2025 because we'd design the website to focus on that program.
We worked with Brian to pick the best format and platform for his course. We decided on using Squarespace to host the course as his website was already on the platform. The course would be mostly video with an in-person camp at the end.
Brian decided to focus on group programs, which are the highest ticket items he offers. He also wanted to streamline the registration for the programs so that he didn't need to speak to every person before they paid.
He also made a list of all the organizations and people in his network that he could collaborate with to market his upcoming course and his group programs.
Brian planned out the next six months for his business, starting with redesigning the website and ending with the course launch. It would have been a longer timeline, but he already had the content for the course ready to go. He optimized his process so he could use the built-in course option for Squarespace and the integrated email marketing. He plotted the course launch to coincide with the off-season for the coaches so they'd have time to take part before the season started up.