Fit Biz U
Fit Biz U is a podcast hosted by Jill Lockwood, a certified personal trainer and nutrition coach who became a business mentor for fitness professionals. Each episode shares practical, actionable advice for those who want to escape the time-for-money trap and build a profitable online business. Jill covers creating coaching programs, launching digital products, and scaling to multiple six figures, with a focus on honest, no-nonsense tips. The show promises real strategies, tough love, and immediate action steps for listeners ready to grow their fitness business.
Episodes
FBU 636: Forget Content Pillars, Use the IDEA Method to Connect with Ideal Clients on Social Media Instead
There should be a difference between the content you post for free and the content people actually pay you for. Use Jill's IDEA framework for social media content: Inform (teaching-based posts that showcase expertise), Document (real-time glimpses into your daily life that build human connection), Entertain (relatable, self-deprecating content tied to your ideal client's stage of life), and Ask (e
FBU 635: Challenges Aren't New But Here's Why They're Everywhere Right Now (+ How to Run a Succesful One)
Paid challenges are having a resurgence in the online business space. The key to a successful paid challenge is choosing a topic with a tangible, specific outcome rather than something too broad or nebulous. If you want to run a challenge, your best bet is to draw on personal experience or your own transformation to make the offer credible and relatable. Today, Jill breaks down the practical mecha
FBU 634: The Entire JillFit Ads Strategy Broken Down for You
Ads always work—it's just a matter of whether or not you've dialed in your messaging, targeting, and offer. In this episode, Jill shares a 30,000ft view of the entire JillFit ad strategy, outlining her evergreen approach—lead magnet ads with standalone value, two self-liquidating offers that recoup ad spend through low-ticket sales, a live webinar funnel, podcast-growth ads, and periodic wait-list
FBU 633: 6 Ways to Refresh a Signature Program to Make It (Still) Feel Exciting and Compelling for New Clients
How do you refresh your signature program so it feels new and compelling, instead of starting from scratch every launch? Today, Jill outlines six practical strategies: adding a timely theme, building in accountability or gamification, bringing in guest speakers or hosting roundtable hot seats, offering live meetups or unstructured Zoom accountability sessions, introducing VIP or higher-priced tier
FBU 632: 6 Signs You Have a Strong Personal Brand
Building a personal brand is the best foundation for a sustainable online business because strong personal brand creates safety, certainty, and anti-fragility for your business. Today, Jill walks through six signs you've built one: people like your posts without reading them, they reference your story when sharing their own, they repeat your proprietary terms and frameworks back to you, they send
FBU 631: How to Clean Up Your Email List to Boost Your Open Rates + Deliverability Score
Today, Jill explains how and why to regularly clean out your email list, sharing the practical steps she uses at JillFit: deleting unsubscribes so you're not paying for dead contacts, running reports to find subscribers who haven't opened an email in six months, and using a "re-enrollment campaign" with a curiosity-driven subject line and a free gift to win back lapsed subscribers before cutting t
FBU 630: Angle vs. Intervention: Why You're Not Selling More Coaching Packages
Do you know the difference between angle and intention in your marketing? The idea comes from the fact that the best-practice fundamentals (the intention) that actually deliver client results are rarely what convinces someone to buy a coaching package, while a flashy, curiosity-driven "angle" is what captures attention and gets people to raise their hands. You don't need to feel dishonest by leadi
FBU 629: Summertime Sleepy Season + How to Prep Now for Fall Promotions
Summer is historically the slowest season for business promotions. Your potential clients are distracted by vacations, kids being out of school, and a general "out of office" mode makes it harder to sell things that require routine or commitment. Rather than panicking about low engagement now, use this quieter period to build your "launch narrative" for fall promotions: consistently talking about
FBU 628: The "Second Sell" and Why You Need to Be Using It in Your Coaching Containers
Today, Jill explores the concept of the "second sell"—the often-overlooked practice of re-selling customers and leads on actually consuming or actioning what they've already opted into or purchased. The reality is that most people's excitement fades quickly after signing up for a freebie or paid program. So to keep your distracted clients excited, you should build in reminders and curiosity loops,
FBU 627: 6 Ways to Build Trust *Faster* and Make More Sales
Trust-building is essential, as the online space enters into what Jill calls the current "trust recession." Trust typically takes at least 18-24 months of consistent effort to develop, but there are ways to accelerate the process. Today, Jill shares those 6 strategies for speeding up the trust process. They include increasing touch points with your audience; using storytelling to build genuine con
FBU 626: 6 Ways to Remove All Risk and Get Prospects to Say Yes Now
There are six strategies coaches can use to craft offers that remove risk and drive prospects to say yes now instead of putting off a decision, and the key to all of them is packaging the offer so compellingly that objections dissolve naturally rather than needing to be argued away. The six strategies include: adding a bonus specifically designed to overcome the audience's most common objection; c
FBU 625: The Strategy I Use to Grow My Podcast + Generate Leads Using It
FitBizU is a niche podcast, but it is one of JillFit's most important lead generation engines. Long-form content has the power to build deep trust compared to fleeting short-form "candy" content, so we should all be creating it. Today, Jill shares her specific podcast funnel strategy: running $1/day ads on ten evergreen episodes turned into SEO blog posts with embedded audio, driving traffic to he
FBU 624: The Inevitable Vulnerability of Business (Launching + Action)
Taking action in your business feels deeply vulnerable. There is an inherent risk and emotional exposure that comes with launching, promoting, or trying anything new in business, and it's normal to be scared as you move forward. Launches often feel like an emotional rollercoaster, especially if you're an online business owner who started strong but hit a wall of disappointment when results don't m
FBU 623: Handling (Inevitable) Business Burnout
There is an inevitable burnout that hits fitness business owners, especially as summer arrives and the January-through-June sales push winds down. After 16 years running JillFit, Jill is no stranger to burn out—creative emptiness, low motivation, and anxiety that the ideas won't return. It's a normal, and thankfully temporary part of building something demanding, rather than a sign of failure. If
FBU 622: Utilizing The Law of Trade-offs to Grow Your Business
The Law of Trade-Offs is the idea that because your time and mental energy are finite, every "yes" in your business is simultaneously a "no" to something else. Because of this trade off, business owners need to think beyond the comfort of one-on-one coaching, which offers fast but limited returns, and instead pursue higher-leverage models like group programs, courses, and automated evergreen funne
FBU 621: What Actually Makes A Great Online Coach with Danny Coleman
Today, Jill sits down with her brother Danny Coleman—founder of the Coaching Academy and host of the Leadership Chemistry podcast—to dig into what separates good online coaches from great ones. Danny walks through his 3R framework (Responsiveness, Recognition, and Real), emphasizing that genuine presence, specific encouragement, and authentic personality matter far more than credentials. They cove
FBU 620: A Simple Process for How to Start Offloading Your Inbox to an Assistant
Delegating your email inbox should be your first hire as an online fitness coach. Today, Jill shares three signs it's time to hand off your inbox: dreading it, feeling stuck working in your business instead of on it, and knowing you need to do it but putting it off. There is a practical 8–12 week onboarding system you can try: the first few weeks have your new assistant simply shadowing you by rea
FBU 619: The Pygmalion Effect + Holding Clients to a High Standard
Today, Jill explores the Pygmalion effect—the psychological principle that high expectations lead to better performance—and how it applies to coaching, team leadership, and even parenting. Treating people as more capable than they believe themselves to be is one of the most powerful tools a leader has. The opposite is also true: named the Golem effect, having low expectations of someone can tank p
FBU 618: Everyone is Yapping about Yapping
For a while now, Jill has taught that the best way to start and grow a successful online business is by leaning in to your own personal brand. Building trust with an audience requires both expertise and genuine connection, and the most successful creators position themselves as fellow travelers (ie: "come with me") rather than distant authorities (ie: "follow me"). In an AI-driven content landscap
FBU 617: Important Live Launch Insights for 2026
Is it time for a new launch strategy? Jill shares her insights on a new launch strategy she calls "long runway, shortcut open," which centers on building anticipation and demand for a program weeks before the cart even opens, so that by the time sales begin, potential buyers are already educated, excited, and ready to purchase. It works because of the "Law of Familiar," or the idea that people tru
FBU 616: The 5 Content Types I'm Using in my 30-Day Reels Challenge
Every June, Jill runs a 30-day Reels challenge on Instagram. Today, she's sharing how she plans her content for the month using a framework she calls the "Five R's." The five content types are Reach (polarizing or opinionated content designed to attract new followers), Relatable (storytelling, memes, and day-in-the-life content that builds connection with your ideal audience), Results (educational
FBU 615: James Wedmore on AI, a Trust Recession + How to Stand Out Online
In this episode, Jill sits down with her business mentor, James Wedmore, for a wide-ranging conversation about what it really takes to build a sustainable online business. James challenges listeners to stop identifying as "just a coach" and start thinking like a true business owner—one who asks not only what they want from their business, but what the business needs from them. He shares his origin
FBU 614: Are We in a Trust Recession?
There's a growing skepticism toward online coaches and internet marketers, so in order to run a successful online business, we have to overcome this. These feelings of distrust come from a combination of factors: low barriers to entry in the online coaching space leading to uneven coach quality, an oversaturated content landscape with contradictory information, widespread disillusionment with inst
FBU 613: 3 Non-Negotiables to Build a Profitable SLO
In this episode, Jill breaks down the self-liquidating offer—a paid traffic sales system where ads send cold audiences directly to a low-ticket checkout page—and shares the three must-haves for making one convert. A successful SLO comes down to: (1) an irresistible offer that solves a problem people are actively searching for, backed by a strong price anchor; (2) hyper-specific, resonant messaging
FBU 612: Why Having a Personal Brand is Now Non-Negotiable in 2026
Personal branding is more essential than ever in 2026, especially as AI lowers the barrier to entry for online coaching and floods the space with homogenized content. Neither ads nor AI can replicate the human connection that drives long-term customer loyalty and lifetime value. As a coach, you need to lean into your authentic personality, show up face-to-camera consistently, and share the behind-
FBU 611: 4 Tweaks I've Made to My Email Marketing to Accommodate Shorter Attention Spans
Today, Jill shares four practical tweaks she's been making to her email marketing strategy to adapt to shorter attention spans and busier inboxes: keeping emails shorter overall (especially promotional ones), limiting paragraphs to no more than three lines, using more direct language with less backstory and context, and including a clear call to action in every email to "train the click." While lo
FBU 610: Should You Follow Back People Who Follow You On Social Media?
Should follow back people who follow you on social media? While there's no obligation to do so, there might be real strategic value in following back accounts that look like potential ideal clients—especially if you're in the early stages of building your client roster. Rather than immediately sliding into a follower's DMs, try quietly consuming their content and waiting for a natural moment to en
FBU 609: 3 Sales Mechanisms Working for High-Ticket Right Now
There are plenty of ways to sell your high-ticket coaching offers, but not every method will work for every person. Today, Jill shares 3 sales mechanisms her clients have been using to great success. While all 3 clients tried something different, he real differentiator across all three approaches isn't the mechanism itself, but the messaging behind it, and in 2026, simply "checking the box" with a
FBU 608: Make These 2 Counterintuitive Energetic Shifts to Close More Sales
If you're ready to up your sales technique, there are two energetic shifts you need to try. The first is adopting an "interview energy"—approaching sales conversations from a place of confidence and selectivity, where the potential client feels they need to earn their spot rather than the you feeling desperate for the sale. The second is simply assuming people already have the money for your servi
FBU 607: How to Handle Clients Not Getting Results or Even Leaving Your Containers Angry or Disappointed
It's uncomfortable but inevitable—some clients will leave your coaching container feeling disappointed or unfulfilled, even when you've delivered on every promise. As your business scales and you work with more clients across more programs, it becomes just a numbers game rather than a reflection of your failure. Today, Jill walks through practical ways to minimize client dissatisfaction, including
FBU 606: Why Authentic Connection Beats Strategic Networking Every Time
There is a stark difference between genuine connection and transactional networking in the online business space. Jill made her own early career mistakes—like chasing the attention of industry figures she'd put on pedestals and hoping proximity to "bigger" names would fast-track her success—so in this episode, she shares how real growth came when she put her head down, focused on doing good work,
FBU 605: Earn That Cringe Archive, Baby
Everyone who runs a successful online business started at the very beginning, and that means having content that makes you cringe a little bit. The only way to truly improve at business skills like presenting, showing up on video, and launching offers is to actually do them, imperfectly and publicly. The early stages of building a business are actually the best time to stumble, since your audience
FBU 604: Building a Long, Lucrative Career Online Vs. a "Junk Food Business"
The current state of the online fitness and wellness business landscape in 2026 is constantly changing—there are new shifts every day driven by AI, GLP-1 medications, economic uncertainty, and uncertain social media algorithms. In all the maybe, you have two distinct choices for how you run your business: the data-driven, automated "passive income" model built around low-ticket digital products, a
FBU 603: Run a Successful Priority List Launch Using "The Velvet Rope Method"
Is it time for you to try a fresh spin on the traditional waitlist approach? Jill's "priority list launch" strategy is designed to build exclusivity and demand for small group coaching offers. The word "priority" signals value over simply being on a waitlist, and today, Jill breaks down the key ingredients that make this work: capped spots for built-in scarcity, specific messaging that helps the r
FBU 602: Micro-Solution Messaging Vs. "Quick Fix" Messaging
Micro solution messaging is not the same as quick fix marketing, and mastering the distinction is essential for selling your coaching offers. Using vague, broad promises like "lose weight" or "get strong" are actually hurting your sales, so you need to learn to replace them with specific, quantified outcomes that give potential buyers a clear picture of exactly what they're purchasing. Today, Jill
FBU 601: 5 Non-Negotiable Tasks Your VA Should Be Doing For You
In this episode, Jill shares her top five non-negotiable tasks every business owner should delegate to a virtual assistant. Drawing from her own experience—starting with her mom as her first VA back in 2012—she emphasizes that hiring a VA is the first and most important team hire you can make, even if it's just a few hours a week. Any and all tasks you outsource to a VA can be systemized into temp
FBU 600: Making a Case For Your Service by Nullifying All Other Options
If you want to convert your followers into paying clients, you have to be able to communicate the necessity of your services. Today Jill breaks down three types of marketing: pro-marketing (highlighting your deliverables and social proof), urgency marketing (showing what gets worse if someone delays action), and the main focus of this episode, anti-marketing—a two-part strategy where you first pos
FBU 599: Increase Your Sales Conversions By Diagnosing These 4 Things for Prospects (+ How I Close 90% of My Sales Calls)
Sales don't have to be sleazy and they don't have to be difficult, either. In this episode, Jill breaks down four essential diagnostics that will make your sales conversations more effective and help you close with confidence. Successful selling is really about helping prospects make sense of their situation by giving them an alternative worldview—one that explains why they've struggled and why a
FBU 598: Are Freebies Dead?
There are internet business coaches claiming that freebies are dead—are they? While freebies are evolving in use, they remain a vital tool for building a legacy business. When something, like a freebie, isn't working, it's usually a messaging or skill issue rather than a sign that the strategy itself is obsolete. Long-term relationship building leads to higher lifetime customer value, which is why
FBU 597: Storytelling Framework in Carousels for More Opt-ins
In this episode, Jill breaks down a content strategy combining Instagram carousels with ManyChat automations to drive opt-ins for freebies and lead magnets. Carousels are gaining traction on Instagram right now, and to help you capitalize on potential growth, Jill outlines a four-part storytelling framework—before picture, bridge/decision, after picture, and call to action—designed to lead viewers
FBU 596: Create a Compelling Intro Post for Social Using the 4S Method
Your followers won't want to buy from you if they don't know anything about you, so it's a great idea to write intro posts as a way to showcase who you are. If you're stuck on what to write, you can use Jill's "4S" framework. The four elements are: Social Proof (credentials, years of experience, certifications, or personal transformations that establish authority), Self-Identity (personality marke
FBU 595: You Have A Niche But You Need A SPECIALTY—And They're Not The Same Thing
You may have already niched down, but you might need to start thinking about what your specialty is—and they aren't the same thing. Jill challenges you to rethink how you position yourself in an increasingly crowded market, arguing that niching down to a target demographic is no longer enough—you also need a clearly defined specialty. While the fundamentals of health and fitness (protein, lifting,
FBU 594: Anatomy of a Low-Ticket Evergreen Sales Funnel - Sell Now Ep. 4
Ever dreamed of waking up to sales notifications while you were sleeping? Today, Jill pulls back the curtain on two powerful evergreen sales funnels—the Self-Liquidating Offer and the Evergreen Webinar Funnel. She gives you a no-fluff anatomy of how each one works, where they tend to break down, and how to know if yours is actually performing. From crafting irresistible low-ticket offers that conv
FBU 593: How Evergreen + Launches Work Together - Sell Now Ep. 3
Evergreen funnels and live launches can work together in your business. You can always set up your evergreen offers to run on paid ads and generate passive sales, but while the setup is simple, making them profitable requires one to two months of patient testing and tweaking of ad copy, sales pages, and offer flow. Live launches, on the other hand, work primarily through organic promotion, and fol
FBU 592: Why Evergreen Sales Are Hard + How To Make Them Easier - Sell Now Ep. 2
Evergreen sales are historically harder than live launches, mainly due to lack of built-in urgency, so today, Jill is sharing practical ways to overcome that challenge. Right now, people are looking for micro solutions for their micro problems—that means focused, low-ticket mini courses priced roughly between $17–$497 that people can consume over a weekend and implement immediately. There are seve
FBU 591: Macro vs. Micro Methodologies - Sell Now Ep. 1
This episode kicks off a brand new podcast mini-series, called "Sell Now" aimed to help you make sales in your business faster and easier. Today, Jill introduces the concept of methodology as a key driver of easier sales. There's a difference between a macro method, which is your high-level coaching philosophy and big "dial movers" that define your overall brand, and a micro method, which is a spe
FBU 590: Building Your Biz with These Two Simultaneous Strategies: Branding vs. Direct Response
Brand building and business skill development are not the same, so it's important for internet entrepreneurs not to get distracted by shiny-object marketing tactics like miracle funnels and ad scripts at the expense of the bigger picture. Today Jill shares her "three M's" framework for building a powerful personal brand—Mastery (expert content), Methodology (your signature system), and Me (persona
FBU 589: Your Programs Must Have UTILITY for Clients to Get a Result—Here's How to Add It
It's not enough to just sell a course anymore. Your courses and programs must have utility—meaning they should prioritize implementation and transformation over pure education. The era of big, robust, DIY courses packed with information is fading, but the great news is that micro courses and action-oriented programs are on the rise. Information alone won't get your clients results. What they need
FBU 588: Does Internet Marketing Work in Countries Outside the US?
Does internet marketing work outside of the US? The core principles of online business—building trust through competency and relatedness, showing up consistently, genuine connection, storytelling, strong messaging, and integrity—are universal. Some adjustments may be necessary depending on the local culture, but these are simply tactical considerations, not reasons to avoid building a business. Do
FBU 587: How To Show Up When You're Going Through A Big Emotional Change In Your Personal Life
In this episode, Jill responds to a listener question about how to keep showing up in your business during major personal upheaval, drawing from her own experience leaving her first marriage in 2015. While a difficult season of life, like a breakup or divorce, can shake your confidence, it doesn't erase your expertise or your ability to help others. Getting out of your own head through service to
FBU 586: You Can't Create Success If You Identify As Someone Who Is Stuck Or Struggling All The Time
You can't create success if you identify as someone who is constantly stuck or struggling. Like on social media, many new fitness entrepreneurs feel frustration when their content gets little to no engagement, but the energy you bring to your business—one of possibility versus pessimism—directly impacts your results and your ability to attract clients. It might be time to reframe low engagement no
FBU 585: How FBA Alum Kyra Williams Started from Scratch in a New Niche + Just Had Her Biggest Launch Ever
After 15 years of online business under her belt, Kyra Williams still hit a wall. What she needed was strategy. In this episode, Kyra opens up about restarting her business from scratch after a partnership ended, the stagnation that led her to finally join FBA last September, and how checking her ego was the key to embracing mentorship after years of going it alone. Jill and Kyra discuss the power
FBU 584: How Megan Generated Dozens of Coaching Inquiries within a Few Weeks of Starting FBA
Megan Dell went from getting crickets in a local moms' Facebook group to landing a year-long client within seconds of posting, and the only thing that changed was her messaging. Today, Jill and Megan chat about building a flexible online fitness business that you can literally toggle on and off depending on the season of your life. After leaving a career in the hotel industry, Megan got certified
FBU 583: How Mom-of-2 Danielle Sold Out her Group Program in FBA Despite Working a Full-time Job
What if you could build a profitable online fitness business without quitting your job, going viral on purpose, or having everything figured out first? That's exactly what Danielle Barr did. In this episode, Jill sits down with the corporate marketer and group fitness instructor who started filming one-minute workouts on her kitchen counter between Zoom calls—and accidentally built a movement. Wit
FBU 582: How Liz Went from Training Clients 12 Hrs/Day to Generating 6-Figures Online
Liz Myers went from burned-out gym trainer working 12-hour days for $25/hour to running a six-figure online business coaching mountain athletes—while spending most of her week on the slopes.Today, Liz is sharing her exact business progression: starting with hybrid in-person/online coaching, building a signature pre-season training program for skiers and snowboarders, then expanding to DIY programs
FBU 581: 5 Reasons Why You Can't Afford to Wait to Start Your Coaching Biz (+FBA Now Open)
You cannot afford to wait to start your online coaching business. While more coaches enter the market daily, clients now have the pick of the litter and are searching for the exact right coach for their specific problem. The longer you wait, the more niched down you'll need to be—and you can only discover your true niche by taking action, not overthinking. The good news is, the algorithm is curren
FBU 577: Crafting Micro Solutions to Micro Problems of Your Ideal Client
Instead of creating large, robust courses that your clients struggle to complete, it might be time to try out "micro" solutions for the micro problems your audience faces. Attention spans are shorter than ever, and customers now want faster, more specific results they can implement immediately—things like "get your first pull-up" or "add 1-3 inches to your glutes in 90 days" rather than comprehens
FBU 576: How To Get Out Of "Stuck" Mode + Finally Start Your Business
If you're waiting for the "right moment" to start your online business, you're already overthinking it. Just like we see in health and fitness coaching, online business hopefuls are applying "all or nothing" thinking to entrepreneurship, making it far bigger and more complicated in their heads than it needs to be. Starting a business is actually simple—it just requires posting content on the inter
FBU 575: The Online Coaching Triad: 3 Things to Master to Build a Successful Online Biz
There are three essential skill sets required to build a successful and sustainable online coaching business: subject matter expertise, coaching skills, and business skills, or what Jill calls the Online Coaching Triad. Business growth, like any skill, requires repetition, exposure, and a willingness to be bad before getting better. You don't need advanced degrees or decades of experience to get s
FBU 574: How Online Business is Changing in 2026, But Also How It's Not
When it comes to online business, there are your need-to-know fundamentals, aka the nuts and bolts, and there are the additions you get to make after you become a master, aka the bells and whistles. While platforms, attention spans, delivery methods, AI, and content formats continue to evolve, the core foundations of a successful online coaching business remain timeless: building community and tru
FBU 573: Are You Acting like a Creator or a Consumer?
If you want to be a successful online business owner, there's a vital shift you need to make: you must move from consumer to creator. Most people start as consumers—scrolling, reacting, signing up for other people's offers—but building an online coaching business requires stepping into leadership, prioritizing creation over consumption, and being willing to go first. Today, Jill walks through the
FBU 572: Overcoming Impostor Syndrome with Risk, Action + Reps
Waiting to start your business until you "feel confident first" is a losing game. In this episode, Jill breaks down what imposter syndrome actually is and how to move through it without waiting to "feel ready." She explains why confidence and competence are area-specific, why comparing yourself to established online businesses is a trap, and how everyone starts with zero followers, zero clients, a
FBU 571: Do You Have Fear of Visibility? How To Show Up Big Online
Today, Jill digs into one of the most overlooked barriers to building an online coaching business: the fear of visibility, explaining how negativity bias, fear of accountability, and fear of vulnerability keep so many people stuck on the sidelines. She breaks down why visibility is the gateway to both impact and income, why you don't need to be "ready for everything" before you start posting, and
FBU 570: "Ins" and "Outs" for Online Business in 2026
This is the easiest and most exciting time ever to start an online business thanks to low barriers to entry and a massive shift toward authenticity, relatability, and personal branding. In this episode, Jill breaks down what's "in" and what's "out" for online coaching and content in 2026. She calls out what's no longer working—guru culture, inaccessible coaches, overly polished content, vague vani
FBU 569: Bring Your Audience Along for a "Content Series" in 2026
The days of the social media highlight reel are gone. Now, viewers want to see authentic lives and feel connected to the people they follow. If you're in need of content ideas, now is a great time to bring your followers along on a journey with you. It could be mental, physical, or even a business-related journey. As you share your ups and downs, your followers will relate to and connect with you
FBU 568: The JillFit Origin Story (+ the Lessons That Got Us Here)
As we begin 2026, Jill wanted to share JillFit's origin story, and how she went from a 16-year-old obsessed with aerobics and babysitting at a gym for a free membership, to nearly three decades in fitness, corporate wellness, personal training, competitions, and eventually online business. Jill opens up about money fears, pressure from her parents to choose a "real" career, the moment she walked a
FBU 567: Is Goal-Setting Even Useful? How I Set Annual Business Goals at JillFit
2026 starts tomorrow, have you set any goals for your business yet? Today, Jill explores whether goal setting is actually useful within the worlds of online coaching, entrepreneurship, and fitness-based businesses. Goals can be useful—not as rigid outcomes that you have to accomplish in order to feel successful, but rather as intentions that guide your actions. Different personalities approach goa
FBU 566: JillFit 2025 Wrap-up: What Went Well + What Was a Flop
Today, Jill takes you behind the scenes of a "slow down to speed up" year at JillFit. She walks through the big shifts the team made in 2025 — from retiring fitness launches and sunsetting the Legacy program, to restructuring the product suite, experimenting with evergreen offers, and doubling down on scalable programs like FBA and a brand new membership. Jill shares what worked, what totally flop
FBU 565: Can You Strategize Connection? Performance vs. Authenticity
Can you actually strategize connection without losing authenticity? In this episode, Jill breaks down the tension between performance-driven business decisions and showing up as a real human who builds trust and connection over time. While both are necessary, there's a big difference between attraction content and nurture content, and you need to be layering in enough nurture content to ensure th
FBU 564: Are Parasocial Relationships Strange?
Now, more than ever, it's absolutely necessary to build a powerful personal brand in the online space. Visibility, storytelling, and sharing the right mix of authority and humanity create trust, connection, and ultimately make selling easier. In this episode, we talk about why people buy you before they buy your offers, how concepts like know-like-trust and the pratfall effect show up on social me
FBU 563: What Mindset Is Necessary to Hit $10k/Month Online?
Almost everyone in the online business space hopes to reach the elusive $10k per months income level, but "mindset" alone won't be the thing to get you there. Yes, how you see your business matters, but your mindset is shaped far more by the actions you take than by journaling, affirmations, or waiting to feel ready. The real shift happens when you start acting as if you're already at the next lev
FBU 562: Is It Time For a Price Raise? How to Know
As we near the end of the year, Jill wanted to get real about one of the most hot-button topics in online coaching: raising your prices. There's nuance behind pricing, privilege, and demand, and truthfully, charging more isn't inherently greedy. Today, Jill talks through the five signs it might be time for a raise, from simmering resentment and overflowing waitlists to never hearing "no" on sales
FBU 561: Your Unique System or Core Premise is the Thing That Actually Sells Your Program
You need to have a clear methodology or system in selling your coaching programs because your potential clients are more interested in the results they can achieve rather than the features of the program. By focusing on the core premise or idea behind your offer, you can create a compelling narrative that resonates with potential clients. In this episode, Jill provides examples of successful selli
FBU 560: How to Get the Most Out of a Mentor in 2026
Today, Jill discusses the significance of mentorship and how to maximize the benefits of having a mentor. In order to get the most from your mentorships, it's important to be coachable and set clear, actionable goals. Jill also shares her own mentorship experiences and some insights on vulnerability, collaboration, and the mindset needed to thrive in a coaching environment. Join The Strategy Lab
FBU 559: NOW OPEN - Strategy Lab Founding Members Enrollment + What's Included
The doors are finally for enrollment in The Strategy Lab—a brand-new membership for intermediate online business owners who are ready to scale to six figures with clarity, structure, and coaching support. Today, Jill walks you through exactly who this container is for, what's included, and why this offer is unlike anything she's created before: from direct coaching and community accountability to
FBU 558: The CEO Diaries: How to Retain Members (Community + Accountability Magic)
In the final episode of the CEO Diaries series, Jill discusses one of the trickiest parts of running a successful membership: retention. She breaks down why people actually cancel—usually because they're not using the membership or they feel overwhelmed—and shares how to keep members engaged through clear roadmaps, early wins, simple monthly cadences, and purposeful community-building. Jill explai
FBU 557: The CEO Diaries: Deliverables + Tangible ROI for Membership (Working Smarter, Not Harder)
In this week's CEO Diaries, Jill breaks down why deliverables alone won't keep people in your membership long-term and how real ROI comes from clear promises, scalable systems, and smart structure. She reflects on the hard lessons from her first membership back in 2012—like assuming content was enough, forgetting the power of community, and learning that people stay when they're reminded of their
FBU 556: The CEO Diaries: Membership Math + Pricing Tiers
In the third episode of the CEO Diaries, Jill breaks down the numbers, psychology, and strategy behind pricing a successful membership, and shares how she's using that same knowledge in building out the Strategy Lab. She digs into the difference between acquisition and retention, why loyalty should always be rewarded, and how industry norms vary wildly between fitness and business memberships. Jil
FBU 555: The CEO Diaries: Does the Model Match the Money?
In the second episode of the CEO Diaries series, a behind the scenes look at the creation of her newest major business offer, the Strategy Lab, Jill talks a bit about the importance of leveraging business strategies to achieve growth. She discusses the need to evaluate current product offerings, focusing on which ones require the most time and which are scalable. One of the best things you can do
FBU 554: The CEO Diaries: How to Know When You Need a New Offer
Welcome to the CEO Diaries. In this new mini-series, Jill is sharing the why, the what, and the how behind creating JillFit's newest major business offer—The Strategy Lab—in over 5 years. Today, Jill shares her thoughts on how to determine when your business is in need of a new offer. In business growth, understanding your audience's needs is the most important consideration, which means getting t
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