Signal · The Studio
Published in full, before a call, because the fastest way to waste both our time is to find this out at the end. Four things are required: the standard, the hours, the money, and a temperament for selling.
01 · The standard
This is the qualification. Not follower count, not revenue, not how long you've been coaching. If you don't recognise yourself in this, nothing else on the page matters - and that's a real filter, not a flourish.
Four Perceptions
How you see. The lens everything else is built on.
Four Expressions
How it shows up in the work. The standard, made visible.
Four Values
How you treat people. Non-negotiable, and the fastest way out.
Coaches who belong here tend to read that list and find it obvious - a description of how they already operate rather than a set of aspirations. If it reads as a list of things to work toward, this probably isn't the right moment.
02 · The hours
Most programmes front-load the excitement and quietly hope you don't notice the workload arriving in month four. Here's the actual curve - six phases, four weeks each, and it's the same schedule you'll be tracked against from the day you start.
| Weeks | Phase | Hrs / wk | What's happening |
|---|---|---|---|
| 1-4 | Foundation | 10-15 | Foundation, whatever stage you're at. If you're already running online it's a reset of positioning and offer; if you're starting, it's working out what the opportunity genuinely is - slower and less satisfying than building, and skipping it is why most coaches build the wrong thing quickly. |
| 5-8 | Application & Marketing Setup | 12-18 | Mostly your hands. Your programs go into the app and your training content gets recorded - nobody can film your coaching for you. |
| 9-12 | Training & PilotFirst qualified leads | 15-20 | You start posting to a plan, probably for the first time consistently. We stand up the funnel and switch the ads on. |
| 13-16 | Launch & First Clients10 clients | 20-30 | The heaviest stretch, by some distance. Ads live, calls booked, and you closing your first clients while still coaching everyone you already had. |
| 17-20 | Fine-Tuning & More Clients15 clients | 20-25 | Delivery becomes the test. Fifteen clients has to happen without fifteen times the hours, or the business stops being one. |
| 21-24 | Scale & Growth20 clients | 15-20 | You take the controls - your own reporting, your own numbers, and the hours start becoming yours to allocate. |
The three numbers in that middle column are not aspirations - 10, 15 and 20 clients are the targets the programme is run to, and you'll see your own count against them on your dashboard every week.
And these hours are on top of coaching your current clients. That's the part worth sitting with before you apply.
03 · The money
$5,000 up front, then $1,000 a month for five months. No percentage of revenue, no ad spend included - media budget is separate and it's yours, because it buys your customers, not our fee.
There is a second arrangement, and it's by invitation
At phase five - around week seventeen - we review how a build is going. Where the funnel is genuinely working and the coach has held up their side, we sometimes offer a partnership instead: we front the media spend, take over booking and sales admin, and the monthly fee drops - in exchange for a share of the revenue it produces, which reduces as you grow.
It exists because cash is usually the thing standing between a coach with a working funnel and more clients. We decide who it's offered to, it isn't something to apply for, and the terms above are what you're signing up to either way.
For context, the four disciplines bought separately from agencies run $80k-200k in a first year. That comparison isn't the pitch; it's there so you can judge whether this is priced like a service or like a position in your business.
04 · The temperament
This is where most coaching businesses actually die, and it isn't a marketing problem.
We can put qualified people in front of you at a cost your business can carry. What happens on that call is you. Nobody can do it for you, and no funnel rescues a coach who won't ask for the sale.
Rejection
Most people you speak to will say no. That has to stop meaning something about you, because early on it will happen far more than yes.
It's a numbers game
Not a mindset slogan - arithmetic. A 20% close rate means four noes for every client. The coaches who make it are the ones who keep dialling at no. 5.
LTV : CAC
You're not selling sessions. You're buying a retention curve. What a client is worth over two years sets what you can pay to find one.
You'll learn it here
We'll model your own numbers with you until you can argue with us about them. Running on that instead of instinct is the actual graduation.
If selling makes you uncomfortable, that's normal and it's learnable. If you're unwilling to learn it, no amount of brand or paid media will save the business - and we'd rather say that now than in month four.
Then the terms are simple and you've already read them. The application takes about five minutes.