Story
Knees Over Toes Guy's high-churn, high-margin fitness playbook
Sam, a paying customer, breaks down Ben Patrick's marketing: ~500K followers, $50/month, and intentionally high churn because the program is essentially a PDF you absorb in a few months. Sam paid $150 over 3 months, got results, and churned — by design.
“I bought it. He charges $50 a month. And the reason he charges $50 a month is because the churn is probably astronomical. So the average user, I bet, only stays for 3 months because when you do the program like I did, I just wrote it down. I'm like, oh, I know exactly what to do. It's just like, it's as basic as a PDF. So like, I know what to do. But he got my $150 over 3 months. I got results, I loved it.”
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.”
Framework
The red pill content strategy: tell people the truth society denies
Shaan relays advice from the Wait But Why team: the best way to build a content brand is to give people 'red pills' — claims that contradict what society tells you, then explain the real truth. Knees Over Toes Guy is the perfect example: everyone says don't put your knee over your toe, and he built a brand on the opposite.
“And he basically said that's what the best way to build your content brand is by giving people red pills. So people, you know, people think one way or society tells you X, I'm going to tell you the truth and here's why. And so that's what Knees Over Toes guy did. It's a perfect red pill. Everybody says don't move your knee over your toe. I'm the Knees Over Toes guy.”
Steal thisBuild a content brand on one contrarian 'red pill' that flips a widely-held belief in your niche.