Number
Knees Over Toes Guy doing ~$10M/yr without even owning an app
Sam estimates Ben Patrick (Knees Over Toes Guy) is doing about $10 million a year in sales while running his program on a white-label app (Trainerize), citing fitness creator Kayla Itsines' app Sweat as the comp that scaled to $100 million selling what started as a PDF.
$10M
Estimated annual revenue (Knees Over Toes) · USD/year
“And she has an app called Sweat that scaled to $100 million in sales. If you're a guy, you probably don't know who she is. It's my wife Sarah used it and she crushed it. And all she did was sell a PDF and then eventually it went to an app. With this guy Ben from Knees Over Toes, I bet you he's doing $10 million a year in sales and he's not even— he doesn't even have his own app.”
Idea
Buy 24 Hour Fitness IP, relaunch as a digital fitness app
Shaan extends the dead-brand playbook to fitness: buy bankrupt 24 Hour Fitness's brand and active-member database, white-label a workout app like Sweat or Freeletics, and relaunch it as a digital fitness brand riding the existing name and customer list.
“we're going to buy the 24 Hour Fitness IP and we're going to take it to a digital fitness brand. And you basically rip off either the Sweat app or like Freeletics or one of these like workout apps. And you like basically white label the app experience, but you combine that with the 24 Hour IP and customer database.”
Steal thisPair a bankrupt brand's name and member database with a white-labeled app to launch a digital version of a dying physical business.
Story
Kayla Itsines let her Bikini Body Guide PDF get bootlegged, then sold the app
Shaan explains Kayla Itsines built a fitness empire by releasing a paid Bikini Body Guide PDF and letting it get bootlegged everywhere for free awareness. She then launched the Sweat app, which couldn't be pirated and had to be paid for, reportedly a $100M/year business.
“she allowed the like paid PDF to get bootlegged and just shared everywhere. And what that did was it just gave her tons of awareness, tons of marketing. And, um, and then she launched the app, which you couldn't bootleg and you had to pay for, and then boom.”
Steal thisLet a free product spread virally for awareness, then monetize a version that can't be copied.