Hey there,
Welcome to the first edition of The Daily Rep.
I'm so glad you're here. If you're new to this newsletter, here's what we're doing: Every week (or so), I'm breaking down what the big players in fitness, health, and wellness are doing and, more importantly, how you can apply their strategies to your own coaching business. I've been coaching for over a decade, and one thing I've learned is that the best ideas often come from watching what the giants are doing, then figuring out how to adapt it at our scale. Strava, Peloton, WHOOP, Apple, these companies spend millions testing what works.
We might as well learn from their playbook. So that's what we're doing here.
Real strategy. Real implementation of ideas. No fluff.
Think of this as your weekly strategy session where we look at industry moves and ask: "Okay, cool. But what does this actually mean for my business?"
Sound good? Let's dive into our first one.
So Strava just made some news that got me thinking about how we all position our coaching businesses. They're preparing for an IPO. They tapped some Wall Street banks to help them go public.
Last valuation was $2.2B, according to Reuters. Pretty wild for an app that started as basically Instagram for runners, right?
Here's what's interesting: They've got 150M+ users across 185 countries, pulling in nearly $500M in annual revenue. They bought some training apps (Runna and The Breakaway), added AI features, redesigned their Apple Watch experience with gamification, and they're even integrating with Meta's Oakley smart glasses. But the really fascinating part?
For years, Strava struggled to get people to pay for premium. They had millions of users who loved the app, but converting free users to paid subscribers was like pulling teeth.
Sound familiar?
The Shift That Changed Everything:
Here's what Strava figured out, and honestly, it's something I think about constantly with my own business: They stopped calling themselves a "social network for athletes."They started positioning as an "Athlete OS".
Same product. Different frame.
Completely different willingness to pay. And suddenly, people got it. It wasn't just a place to post your runs anymore. It was your operating system for athletic performance. The thing that brings everything together. That reframing from feature to system is what unlocked the revenue.
Why This Matters to You:
Okay, so you're probably thinking, "Cool story, but I'm not trying to go public. I'm just trying to get more clients and charge what I'm worth."I get it. But here's the thing, Strava's playbook works at any scale. And I've been using pieces of it in my coaching business for the past year. It's completely changed how I think about pricing and positioning. Let me break down what I mean:
