Triathlete's knowledge commerce journey goes through coaching and courses, all the way to membership community

A doctorate degree in exercise physiology and conducting peer reviewed research, and training Olympians and pro Ironman athletes was not enough for the Dr. Dan Plews. Additionally, he is triathlete in his own right and the 2018 Ironman Age Group World Championship Course Winner record holder. He ran an 8:24:36 time.
After the victory and his education and expertise on the subject, he got tons of questions , particularly regarding his lower carbohydrate diet and how to apply it in long distance triathlons.

Thus the it was that Dr. Plews decided to monetize his knowledge with Endure IQ and added 'knowledge creator' to his list of avocations. Let's look at his path.

This interview has been lightly edited for clarity.

Coaching quickly led to courses

At first the Dr. Plews started out with direct coaching. He acknowledged that there was what he was able to do through one-on one consultations.

In 2019, Endure IQ got its beginning. "I got so many [questionsand I decided to just put this into a course. Originally I thought, 'Oh I'll create an easy white course could be put up on PowerPoint'. But then, I spoke to a close friend who said, 'Well it's your decision to do it then you should make it a proper job.'"

Now, there are four core courses as well as other mini-courses. Dr. Plews says, "Our primary courses consist of 10 modules in length and take ten to fifteen hours of education. Customers get access to the course for a time period of 10 to twelve weeks and access to teachers." Courses are accredited with affiliations including the American College of Sports Medicine, National Strength and Conditioning Association and USA Triathlon.

Courses begin

EndureIQ launched a pre-launch of their course LDT One-on-One. "We said we were going be limiting it to only the first 50 participants, and it sold out in three minutes," Dr. Plews recalls.

The courses were a hit! The response, however, was massive. Professor. Plews quickly learned his course students were interested in having access to the course materials as well as the webinars led by instructors after finishing the course.

This presented him with the problem of having to continue providing assistance. The following is his thoughts about this dilemma:

"I did not want to keep the course available indefinitely, as it would give people the ability to continuously ask questions for as long as they want. you're at the of the whims and calls, and that's not how educational processes work. When you're an undergraduate student when you enroll in a course, you get access to experts, teachers and the instructor throughout the course, but you're not able to have them answer your questions throughout your existence."

Meeting customer demand and generating revenue

Then that Dr. Plews discovered a way to fulfill the needs of his customers in addition to earning recurring revenues through the same materials used in courses. He came up with a five-dollar weekly subscription that gives access to the course materials and webinars to those who complete their course.

"I added this subscription almost immediately. It works well because there are a lot of customers who have returned," the man says.

He keeps it at $5 per week to have each course students have ever taken in order to reward loyalty for students who have taken multiple courses. Dan said he had 175 students who were members of the group during our discussion. Thus, he is able to bring in a substantial sum of money each week simply by giving access to materials for the course and being able to reply to inquiries.

Subscription revenue opens doors

Now, the subscription brings to the table revenue. The revenue in turn facilitates other possibilities for the business.

Dr. Plews says, "The biggest pro to having the subscription model is the ability to make better business decisions. If you can be guaranteed extra revenue and you're able to become a bit aware of the people you're hiring and the places you're placing your money because it's less risky. In contrast, when you're 100 per cent dependent on the new sales, you never know the month that is likely to deliver."

Additionally, being a member of a community that is active is another advantage - it gives him a pool of engaged people who he can survey for new courses or other relevant comments.

However, Dan is realistic about what it takes to maintain an active membership group. "The cons are that it's not ever off," he says, "There is a significant amount of customer support that comes with the subscription model since people are always asking concerns."

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