Alex Hormozi keeps saying it's an offer problem. Here's how a coach builds one that sells.
Most coaches think they have a pricing problem, a traffic problem, or a "nobody's buying" problem. Hormozi's argument in this video is that it's almost always the offer underneath. We break down his 10/10 offer method, keep the parts that work for a small online roster, push back on the parts that don't, and give you a worksheet to rebuild your own offer.
By Markus Evers · September 15, 2026
the short version
Hormozi's case is that a strong enough offer makes selling almost unnecessary: build the offer first and the ads, the calls and the price objections all get easier. For a coach, that means engineering one specific promise, stacking real value and proof against it, and taking the client's risk off the table, before you spend on traffic. The catch he glosses over: an online coach can guarantee the process and the experience, not an outcome number that depends on the client showing up.
If your calendar has empty slots, look at the offer before the ads.
When a coach's online business stalls, the instinct is to post more, boost a post, or drop the price. Hormozi's whole point is that those are downstream fixes. If the thing you're selling is "online coaching, £X a month," you're a commodity, and a commodity competes on price and volume — the two things a solo coach has least of. The lever that actually moves is the offer: the specific result you promise, who you promise it to, and how safe you make it to say yes.
This is worth an hour of your attention because it compounds. A sharper offer raises the price you can hold, shortens the sales conversation, and filters for clients who are a fit — which is the difference between a roster you dread and one that renews. Below is our summary of Hormozi's method, our honest take on where it fits online coaching, and a worksheet to rebuild your own. If you're earlier in the journey, pair it with our guide on how to start an online coaching business.
"This Is How I Make A 10/10 Offer" by Alex Hormozi (Alex Hormozi on YouTube). Watch on YouTube. Embedded for commentary; the summary below is ours, not a transcript.
Who is Alex Hormozi, and why coaches watch him
Alex Hormozi built and sold the gym-licensing company Gym Launch, runs the holding company Acquisition.com, and wrote $100M Offers — the book this video compresses into a few minutes. Coaches study him because his origin is the gym floor: the offer frameworks were first tested on selling fitness. The caveat to hold the whole way through: he now teaches general business at high volume with paid acquisition, so treat his examples as mechanics to adapt for a coaching package, not a script to copy for a gym membership.
The 10/10 offer, in five points
- 1
Make the offer a category of one. A 10-out-of-10 offer is so specific and so good that the prospect feels it would be a mistake to pass, and can't line you up against other coaches to compare on price. If people can shop you by the hour or the month, you've built a commodity, not an offer.
- 2
Run it through the value equation. Hormozi frames perceived value as the dream outcome and the client's belief they'll actually get there, divided by the time it takes and the effort and sacrifice involved. Push the top two up and the bottom two down. Everything else in the method is a way to move one of those four dials.
- 3
Stop competing on price. Rather than discount, he bundles and reframes until the offer is hard to compare with anything else on the market — his gym-world example is the low-cost, high-value challenge that made the usual "monthly membership" feel beside the point.
- 4
Stack, then de-risk. Solve the specific obstacles a buyer worries about, one by one, and add the layers that raise belief and lower risk: proof, a guarantee or risk reversal, honest scarcity and urgency, and a name that makes the offer feel new and complete rather than "coaching, again."
- 5
Weak sales are usually an offer problem. His throughline: before you blame the ad, the traffic, the closer or the price, fix the offer. Get that right and everything downstream — the funnel, the call, the objections — gets easier.
Our two cents: brilliant on mechanics, adapt the aggression
Where we fully agree: the offer is the lever, and specificity is the multiplier. "I help busy dads over 35 drop their first 8kg without giving up beer or the school run" outsells "online fitness coaching" every single time, at a higher price, with a shorter sales conversation. The value equation is a genuinely useful checklist — most coaches only ever push the dream outcome and forget that lowering effort and time-to-first-win does just as much work. And risk reversal is underused in coaching: a client who's been burned by a cheap plan needs a reason to believe this time is different.
Where we'd push back, coach to coach: Hormozi's world is high-ticket, high-volume, paid-acquisition business — and his roots are gym franchising, not one-to-one online coaching. Two things don't transfer cleanly. First, the outcome guarantee. You do not control whether a client eats the food or does the sessions, so guaranteeing a body-composition number is a promise you can't keep and a refund queue waiting to happen. Guarantee the things you do control — your response time, the plan being built around them, a rebuild if they follow it and stall. Second, the scarcity and urgency. Fake countdowns and "only 2 spots" that reset every week are cheap in a business that runs on referrals and reputation; real scarcity (you genuinely only have capacity for a handful of new clients) is honest and works better.
The bit the video underplays for our audience: a 10/10 offer you can't deliver at volume is a churn machine. Closing is one number; the client staying nine months instead of two is the number that pays your rent. So build the irresistible offer — and then make sure the delivery behind it (the check-ins, the app, the follow-through) is as good as the promise. That's where the offer stops being a marketing trick and becomes a business.
From offer on paper to packages, price and payment
An offer only earns money once it's a real package with a price a client can pay. Inside Coachway that's the packages and payments side: you set up your tiers, write the offer the client sees, and collect recurring payment through your own Stripe account — so the thing you designed in the worksheet is the thing that actually gets sold and billed.
Before you set the number, do the two pieces of maths Hormozi's method assumes you've already done. Work out what one client is worth to you over their whole time with you with the client LTV calculator — that's the ceiling that tells you what you can afford to include and to spend acquiring a client. Then structure and price the tiers themselves with the coaching package pricing calculator. For the market ranges to sanity-check against, our guide on how much an online fitness coach costs lays out what coaches actually charge.
The point of tying it together: a stronger offer is what lets you hold the higher number the LTV maths says you're worth, without discounting your way back to a commodity.
The coaching offer builder
Fill in each field to rebuild your offer the way the video argues you should — outcome first, value stacked, risk removed, then priced. Type straight into the boxes, then hit Copy my offer to take the whole thing with you. Nothing is saved or sent; it's yours.
The tighter the person, the stronger the offer. Name them, their situation and what makes them different.
The specific, believable result they actually want — not "get fit."
Say it in one sentence, with a realistic window you can stand behind.
Case studies, before/afters, your method, testimonials — why this works.
What gives them a quick, motivating result in week one?
The done-for-you parts that make it easy to say yes and easy to stick with.
List the deliverables. Next to each, the objection it kills.
Reverse their risk without promising an outcome you can't guarantee. Guarantee the process, the experience, or a rebuild.
Real capacity or a real deadline only. No fake countdowns — your business runs on trust and referrals.
A name that makes it feel like a complete, specific thing — not "coaching."
Price from value and LTV, not per hour. Note the tiers and how they pay.
Built your tiers? Pressure-test the number with the coaching package pricing calculator, and if you want more angles on the craft, both roundups — fitness YouTubers coaches should study and fitness influencers coaches should study — are worth a scroll.
Alex Hormozi offers, for coaches — FAQ
What is Alex Hormozi's Grand Slam Offer? +
It is Hormozi's name for an offer so specific and so valuable that prospects feel they would be foolish to say no, and can no longer price-shop you against other coaches. In the video he frames a 10-out-of-10 offer as one that maximises the client's dream outcome and their belief they will get it, while minimising the time it takes and the effort they have to put in. For a coach, the point is to stop selling "12 weeks of coaching" and start selling one clear transformation with the risk taken off the client.
How do I make an irresistible coaching offer? +
Start from one specific outcome for one specific person, then stack real value against it: proof that it works, a guarantee that removes their risk, a fast early win, and done-for-you elements that cut their effort. Give the package a clear name and a price you can defend, and only then worry about ads or sales calls. The offer builder worksheet on this page walks through each field. The honest caveat for coaches is that you can guarantee your process and their experience, not a body-composition number you do not control.
How should I price a coaching package? +
Price from the value and the outcome, not from an hourly rate. Work out what one client is worth to you over their whole time with you (their lifetime value) and what a result is worth to them, then build tiers around that. Our client LTV calculator and coaching package pricing calculator do the maths, and the guide on how much an online fitness coach costs shows the market ranges. A stronger offer is what lets you hold a higher price without discounting.
Does Alex Hormozi's offer advice work for fitness coaches? +
The mechanics transfer well: specificity, risk reversal, value stacking and naming the offer all work for a coaching package. What does not transfer cleanly is the context. Hormozi now teaches general business at high volume with paid acquisition, and his roots are gym franchising, not one-to-one online coaching. A solo coach with a small roster should adapt the aggressive scarcity and outcome guarantees to something they can actually honour, or it will cost them trust and churn later.
More on building the business
- · Jordan Syatt on building an online coaching business - going from in-person to a real online business.
- · Jonathan Goodman on getting your first online clients - a 7-day plan to sign your first 1-5 clients without ads.
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Build the offer, then run it in one place
Your offer is only as good as the delivery behind it. Coachway holds your packages, payments, check-ins and the client's branded app in one tab, so the thing you promised is the thing your client actually gets. Start a 14-day free trial - no charge today, cancel anytime under Billing.
