How Allison Tenney Filled Her FitBiz Program With a Lead Magnet + Webinar Funnel

📸 Meet Allison

Allison Tenney is an online fitness coach, former collegiate strength and conditioning coach, and creator of FitBiz Collective — a 3-month group mentorship program helping women in the fitness industry build sustainable, values-aligned businesses.

After years of running her business, Allison created FitBiz Collective to offer the kind of coaching she wished she had when she was just starting out.

Centered on honesty, clarity, and strategy, this program was designed for fitness coaches who want to scale their impact without compromising their values.

🎯 The Challenge

Allison needed to fill 10 spots inside her next round of FitBiz. We knew her ideal clients needed more than a generic sales push — they needed to see Allison’s expertise, connect with her story, and feel supported before investing.

The solution: a strategic lead magnet + webinar funnel designed to build trust step by step — from free content → live coaching → paid enrollment.

🚀 The Strategy

Our approach focused on warming the right people through three key touchpoints: a 5-day lead magnet, a live webinar, and segmented email sequences.

Lead Magnet: 5 Lessons in 5 Days

This email-based series shared Allison’s top lessons from five years of running a profitable online fitness business — so subscribers could skip the guesswork and burnout.

Each short, practical email included:

✅ A real lesson Allison learned while growing her business

✅ Behind-the-scenes details from her $14K launch (what worked and what didn’t)

✅ Simple action steps to apply immediately

The goal was twofold:

→ Attract fitness professionals from social and move them to her list

→ Re-engage her FitBiz High-Interest Segment (people who we had already tagged in her email system as being interested in business content)

By the end of the sequence, readers weren’t just inspired, they were ready for the next step: a live webinar with Allison.

Webinar: The 5 Things That Actually Move the Needle in Your Online Fitness Biz

The next touchpoint was a live, one-time event — not evergreen — intentionally designed to create urgency, deliver real value, and get hot leads in front of Allison.

This one-hour session was part training, part coaching. 

Inside, attendees learned how to:

✨ Reverse-engineer a launch timeline (even from scratch)

✨ Create connection and trust without “icky” sales tactics

✨ Plan and execute profitable launches (including what flopped in Allison’s own $14K launch)

✨ Focus on what actually moves the needle based on their current stage

A live Q&A made it personal — and attendees who stayed until the end received an exclusive, never-before-offered FitBiz discount.

Email + Sales Page

We supported the funnel with a segmented email plan and a proven, high-converting sales page.

Emails sent during the 40-day launch period:

📩 5 emails — 5 Lessons in 5 Days sequence

📩 6 pre-webinar promos + reminders (to get as many people on her webinar as possible)

📩 5 post-webinar follow-ups (replay, testimonials, urgency pushes)

📩 4 newsletters to push FitBiz outside of the webinar to her main list (in case there were any stragglers)

Total: 20 emails — each crafted with a specific purpose: attract → educate → connect → convert.

And the sales page? We’d written it three launches prior, but it continued to be the final stop in the funnel.

We designed this page to do three key things:

• Establish Allison as an authority
• Eliminate hesitations
• Showcase real results from past FitBiz students

From the top, the page clearly outlined who FitBiz was for, what transformations it delivered, and why now was the time to join.

We wove in compelling copy alongside multiple video testimonials to bring social proof to life and show the tangible success previous students had experienced.

We also addressed common objections directly—like time commitment, ROI, and readiness—with straightforward FAQs and transparent breakdowns of what’s included.

For returning alumni, we created a dedicated section highlighting new additions to the curriculum to re-engage them with fresh value.

📊 The Results

Lead Magnet

• 58 subscribers completed the full sequence (42 from social, 17 from email)
• 83.9% average open rate and 4.9% average click rate (well above industry norms)
• Only 1 unsubscribe — showing strong alignment
• Final email drove the highest clicks (12.1%), leading to 7 webinar sign-ups
• 7 of 10 final FitBiz buyers went through this email sequence

Webinar

• 69 total registrations, 40 live attendees
• 9 of 10 final FitBiz buyers attended the webinar
• Engagement was strongest at key urgency points (live call, replay email, and final 24-hour push)
• The replay email alone had an 82.6% open rate and 29% click-through to the application

Launch Outcome

• 10 total FitBiz conversions (8 new + 2 returning alumni)
• Spots filled completely
• This was Allison’s highest-converting FitBiz launch to date
• 70% of final FitBiz buyers came directly through the lead magnet → webinar funnel

💡 What Other Coaches Can Learn

1. Lead magnets still work if they’re valuable. Sharing raw lessons positioned Allison as relatable and trustworthy.
2. Webinars matter. 9 of 10 conversions touched the webinar, proving live events build belief and drive buying decisions.
3. Nurture + urgency = sales. Buyers didn’t all convert on Day 1 — many clicked from replays and “final hours” reminders.
4. Alumni are gold. 2 alumni returned, showing the power of consistent nurturing and re-enrollment opportunities.
5. No shortcuts. Nobody converted “cold” from the interest list — every sale went through the funnel steps (freebie → webinar → application).

🔑 The Takeaway

This launch proves that a simple, values-driven funnel can fill high-ticket programs. It wasn’t about hacks or massive ad spend — it was about intentional connection.

By combining a high-value lead magnet, a high-impact live webinar, and strategic email sends, Allison and our team created a funnel that turned warm leads into loyal clients — and filled every seat in her program.

Coaches: If you want to fill your next launch, focus on creating touchpoints that prime your audience before you pitch.