Triathlete's journey to learn about commerce and knowledge goes from coaching to courses to membership community

A doctorate degree in exercise physiology and conducting peer reviewed research, and coaching Olympians and professional Ironman athletes somehow wasn't enough for Dr. Dan Plews. Additionally, he is an avid triathlete and the current Ironman Age Group World Championship Course Winner record holder. He ran a time of 8:24:36.
In the wake of his victory, combined with his extensive education in the field He was able to answer a lot of questions , particularly regarding his diet that is low in carbs and its application in long distance triathlons.

So, it was that Dr. Plews decided to monetize his skills through Endure IQ by adding the title of 'knowledge maker' to his list of occupations. Let's explore his journey.

The interview was light edited for clarity.

Training quickly led to courses

In the beginning the Dr. Plews started out with the direct method of coaching. He acknowledged that there was so much he could do with one-on-one sessions.

In 2019, Endure IQ got its beginning. "I received so many questionsand I decided to simply make this into an online course. Originally I thought, 'Oh it's easy to create the course in a white format that could be put up on PowerPoint'. Then, I talked with a friend who said, 'Well, if you're going do this then you should do it properly.'"

Today, we have four core courses as well as other mini-courses. Professor. Plews says, "Our primary courses consist of 10-modules long, and they take 10-15 hours of instruction. Students have access to the course for a time period of 10 to twelve weeks and access to instructors." The courses are accredited with affiliations including the American College of Sports Medicine, National Strength and Conditioning Association as well as USA Triathlon.

Courses start

EndureIQ had a launch event that was a test of their course, LDT One-on-One. "We declared that we would to restrict to just the first fifty people who signed up. It sold out in 3 minutes." Dr. Plews recalls.

The courses were a hit! But, the response was massive. Professor. Plews quickly learned his class students would be interested in keeping access to the materials and instructor-led webinars after they had completed the course.

He was faced with the dilemma of having to continue providing help. The way he thinks on this subject:

"I did not want to keep the course available indefinitely, as it would give people the ability to continuously ask questions forever and ever that they are at their beck and call for however that's not how education works. When you're an undergraduate student when you enroll in a course and you're enrolled, you're able to access your instructors, the experts for that period, but you're not able to inquire about them throughout your lifetime."

Meeting customer demand and generating revenues

Thus, Dr. Plews discovered a way to satisfy the demand of customers and generate recurring income through the same materials used in courses. The solution was a $5 per week fee for access to the material and webinars for those who finish the course.

"I added this subscription almost immediately. It works well because we've got a large number of repeat customers,"" he shares.

He keeps it at $5 per week, which gives each course a student has ever done, as a loyalty perk to those who enroll in several classes. Dan has reported that he had 175 members in that education membership community during our conversation. Therefore, he could generate a considerable sum of money each week simply by opening up access to the materials for the course and being able to respond to questions.

Subscription revenue opens doors

The subscription now brings to the table revenue. The income in turn opens up other possibilities for the business.

Dr. Plews says, "The most significant benefit of the subscription model is that it allows you to make better business decisions. If you're guaranteed extra revenue, you can start becoming a little more aware of the people you're hiring and where you're putting your money since it's less risky. In contrast, when you're 100 percent dependent on new sales, you never know which month will to deliver."

He also noted that the existence of an active community also has a benefit in that it gives him a pool of engaged people who he is able to survey about the creation of new courses, or any other feedback.

However, Dan is realistic about how to build a successful membership community. "The negatives are that the service is always on," he says, "There is a significant amount of customer support that comes with subscriptions because customers always have concerns."

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