Edda Maria Michelsen
4x Revenue Growth in 16 Months
From a solid solo coaching business to one of Norway's most structured and profitable operations - built over 16 months through a high-converting paid ads engine, a dedicated creative team, an abundance-first pricing model, and a partnership that goes far deeper than any typical agency relationship.
4x
Revenue Growth
9.3x
Sustained ROAS
8x
Lead Volume
16
Months
From a solid foundation to one of Norway's most structured coaching businesses
We started working with Edda Maria Michelsen in September 2024. Sixteen months in, the partnership is still growing - and it's evolved from a marketing collaboration under EmpowrCoach into a fully integrated operation running on the Coachway platform, where Edda was one of the first alpha testers.
The starting point wasn't a coach in crisis. Edda already had a solid, profitable business, real results on the board, and a 5.0 rating built over dozens of verified reviews. What she didn't have was the infrastructure to scale without breaking what was already working. Sixteen months later, her lead flow has grown 8x, monthly revenue has multiplied by four, and she holds a sustained combined ROAS of 9.3x. The monthly number of new clients she signs has tripled. Prices have increased across every package - with no drop in conversion.
The starting point: solid, not struggling
Most case studies open with rock bottom. Edda's doesn't. When we started working together in September 2024, she was already doing everything right. Real clients, real transformations, a 5.0 rating on verified reviews, and a personal brand that people in her target audience genuinely trusted. She was averaging between 5 and 10 leads a month, and converting them well.
What she was up against was a ceiling. Five to ten leads a month is enough to keep a solid coaching business running. It's not enough to build the business Edda was capable of building. She needed infrastructure: a paid ads engine that could scale lead volume without eroding quality, a pricing structure that could grow with the brand instead of anchoring it, and a long-term operator who would treat her business like their own.
Long-term thinking in a short-term market
Most coaches who run ads in the Norwegian market - and most agencies running them - chase people who are already actively looking for online coaching. That's the commodity race. The same small pool, the same broken creatives, the same diminishing returns.
What we built for Edda is the opposite. Through our full awareness framework, we move people through the entire journey before they ever become a lead - from problem-unaware through problem-aware, solution-aware, and buy-intended. Continuous split testing across the landing page, the home page, and the thank-you page took the funnel from "this works" to "this compounds." The result is the single hardest benchmark to hit in paid acquisition for coaching: leads coming in from paid ads now convert at near the same quality as leads coming in directly from organic.
Volume multiplied. Quality held. And the whole thing works because we think six, nine, twelve months ahead - not about next week's sale. That's why this partnership has lasted 16 months, and why it keeps getting stronger.
Raising prices from a position of abundance
One of the defining moves of the partnership: gradual, staged price increases with zero drop in conversion.
Most coaches raise prices because they're panicking about margins. That's also how most coaches break their business. Edda's increases were the opposite - structured, staged, and only ever rolled out when lead flow was already in abundance. Confidence in new pricing doesn't come from hoping the next client shows up. It comes from knowing the next ten are already in the pipeline. That's what we built, and that's why every increase held.
Across multiple revisions over 16 months, new pricing converted as well as the old. Client LTV - already strong when the partnership started - has continued to climb throughout. Higher prices, same conversion, longer retention. That's how you actually scale a coaching business.
Multiple
Price increases over 16 months
Every raise timed to lead abundance - never reactive, always strategic.
0%
Drop in conversion
New pricing converts as well as the old. Every single time.
↑ LTV
Climbing client lifetime value
Higher prices, same conversion, longer retention - compounding.
The blend that actually works
At Edda's level, organic and paid stop being separate channels. They feed each other.
Organic exposure warms the market before paid ads run. Paid ads keep Edda's face, voice, and method in front of that same audience week after week. By the time a lead fills out a form, she has usually been exposed to Edda across both channels multiple times - sometimes over months. That compound exposure is why paid leads now behave like organic leads.
Her Instagram following has nearly doubled over the partnership, and that growth happened as a secondary output, not a primary effort. Predictable paid-driven lead flow came first. Brand comes next. The next phase of the partnership is exactly that - doubling down on brand foundations, personal brand work, and specific follower-focused campaigns - so the compound exposure engine gets even stronger heading into year three.
~2x
Instagram following
Nearly doubled - as a secondary output, not a primary effort.
A textbook Coachway partnership
We pick who we work with. That filter alone means most of the coaches we partner with are excellent to work with. Even against that baseline, Edda is on another level.
She's one of the most structured, diligent, and adherent coaches we've ever worked with. Every to-do gets done. She keeps a full overview and system for her leads, her lead feedback, and her feedback on paid ads creative. When a month dips, she's the one suggesting strategies for the next brainstorm - not the one waiting to hear what we're going to do about it. She's patient, commercially sharp, and understands her own business in a way that makes every decision faster.
That's the difference between being an agency to a client and being an actual partner in a business. It's also a big part of why the numbers look the way they do.
"When a month dips, she's the one suggesting strategies for the next brainstorm - not the one waiting to hear what we're going to do about it."
Markus Evers - sixteen months in and Edda is still one of the best partners on our roster.
"In September 2024, I had been working as an online coach for one to two years. I did everything myself, and most of it was working well. I had a steady flow of clients and wasn't in any kind of crisis - but I still felt I was lacking progress and clear, long-term goals. I wanted to develop further and grow in the industry, and that's why I reached out to Coachway."
"Since then we've worked closely together, and it's a decision I'm deeply grateful for. They've helped build a solid foundation that lets me keep developing - both as a coach and through social media. Above all, they've created confidence through long-term strategies that reach far beyond short-term tactics. That gives me structure and makes it easier to understand both where I am today and where I'm headed."
"One of the things I appreciate most about this collaboration is that it actually is just that - a collaboration. They haven't taken over my business; they've supported and strengthened it. We develop ideas together, evaluate what's working and what isn't, and make adjustments along the way. That makes the workday both motivating and a real learning experience."
"It's also a huge advantage that the team I work with on marketing is the same team behind their own coaching platform. It creates a sense of wholeness and a clear thread through everything I'm doing - from app and client management to social media and content production. Everything ties together in a way that makes my day-to-day more efficient and easier to oversee."
"I'd recommend Coachway to anyone, but especially to you if you recognise yourself in the situation I was in: things are going well, but you know there's more potential. We can always keep developing - it just comes down to daring to go for it. If you think you don't need help because you already have clients, that might be a sign you've become comfortable. And as we say to our own clients: it's not in the comfort zone that we grow."
Read the original review (Norsk)
I september 2024 hadde jeg jobbet som online coach i 1–2 år. Jeg gjorde alt selv, og det meste fungerte bra. Jeg hadde jevn tilgang på kunder og sto ikke i noen krisesituasjon, men jeg opplevde likevel manglende fremgang og tydelige, langsiktige mål. Jeg ønsket å utvikle meg videre og vokse i bransjen, og derfor tok jeg kontakt med Coachway.
Siden den gang har vi jobbet tett sammen, og det er en beslutning jeg er svært takknemlig for. De har bidratt til å bygge et solid fundament som gjør det mulig for meg å utvikle meg videre, både som coach og gjennom sosiale medier. Ikke minst har de skapt trygghet gjennom langsiktige strategier som strekker seg langt utover kortsiktige tiltak. Det gir struktur og gjør det enklere å forstå både hvor jeg er i dag og hvor jeg er på vei.
Noe av det jeg setter mest pris på i dette samarbeidet, er at det faktisk er nettopp det - et samarbeid. De har ikke tatt over virksomheten min, men støttet og styrket den. Vi utvikler ideer sammen, evaluerer hva som fungerer og ikke, og gjør justeringer underveis. Det gjør arbeidshverdagen både motiverende og svært lærerik.
Det er også en stor fordel at teamet jeg samarbeider med på markedsføring, står bak utviklingen av en egen coachingplattform. Det skaper en helhet og en rød tråd i alt jeg jobber med - fra app og kundehåndtering til sosiale medier og innholdsproduksjon. Alt henger sammen på en måte som gjør hverdagen mer effektiv og oversiktlig.
Jeg vil anbefale Coachway til alle, men spesielt til deg som kjenner deg igjen i situasjonen jeg var i: Ting går bra, men du vet at det finnes mer potensial. Vi kan alltid utvikle oss videre, så det handler bare om å tørre å satse. Hvis du tenker at du ikke trenger hjelp fordi du allerede har kunder, er det kanskje et tegn på at du har blitt komfortabel. Og som vi selv sier til kundene våre: det er ikke i komfortsonen vi vokser.
Edda Maria Michelsen
Online Coach, Norway
What it took to go from solid to one of the best in the market
C1 Framework & Long-Term Paid Ad Strategy
Sixteen months of sustained paid advertising built on our in-house C1 awareness framework. Cold audiences are warmed through problem-unaware, problem-aware, solution-aware, and buy-intended stages before they ever become a lead. Competitors chase the next sale. We build the next twelve months.
Funnel Split Testing
Continuous split testing across the landing page, the thank-you page, and the home page. Lead quality from paid ads now rivals organic - the hardest benchmark to hit in paid acquisition for coaching. Conversion has stayed stable through every pricing change.
Strategic Pricing Evolution
Gradual, staged price increases implemented only from a position of lead abundance. Never reactive, always strategic, always confidence-backed. Multiple increases over 16 months, zero drop in conversion, climbing LTV.
Dedicated Creative Engine
A full creative engine runs behind every campaign - a dedicated social media specialist and creative content team producing scenario-specific, anti-ad-fatigue ads built around Edda's actual voice. Magazine-cover satires, job-posting format pattern-interrupts, and conversational long-form copy that reads like a DM, not an ad. Her voice, our structure, at a volume no solo operation could sustain.
Compound Brand Exposure
Instagram following nearly doubled as a secondary output of the paid ads engine. That foundation is what the next phase is built on - specific follower ads, deeper brand identity work, and the personal brand layer that turns a good coaching business into a defensible one.
Alpha Tester to Full Coachway Platform
Edda was one of Coachway's first alpha testers in late 2025. Her entire business migrated to the platform in early 2026, consolidating every operational workflow into a single, unified system purpose-built for her scale.
The results speak for themselves
4x
Revenue Growth
From a solid starting point to 4x monthly revenue in 16 months, with every price increase successfully held by the market.
9.3x
Sustained ROAS
Total paid ad spend versus total revenue across the full 16-month partnership - not a peak month, a sustained baseline. Organic brand exposure blends into this at Edda's level and makes every ad dollar work harder.
8x
Lead Volume & 3x Close Rate
Lead flow multiplied by eight, monthly closed clients tripled, and the active client base has grown significantly alongside a nearly doubled follower count.
Ready to build a coaching business that scales without losing quality?
From a solid starting point to 4x revenue growth, a 9.3x sustained ROAS, and a monthly close rate that's tripled - built over 16 months of real partnership. Book a demo and see how Coachway can help you build, scale, and retain.
