100 Million Leads

March 2017: One Hundred Fifty Thousand Dollars Gone Overnight

Alex Hormozi was twenty-eight years old, running a fly-in, fly-out gym launch business, and watching one hundred fifty thousand dollars walk out the door in real time. Two of his gym-owner customers had decided to mass-refund the members he had just signed up for them. One actually stood on a chair in the middle of his gym and told the room he would give their money back. The other quietly poached the members at half price. Either way, Hormozi was now on the hook for chargebacks that would crater the company.

He went home, opened a notebook, and started listing options. Upfront fees. Revenue share. Pre-pay arrangements. Phone-based supplement sales bolted onto every contract. None of it added up to one hundred fifty thousand dollars in thirty days.

The pivot that saved him came from a different direction entirely. His girlfriend Leila ran an online training business charging three thousand six hundred dollars a month. He ran ads to her sales page on a Sunday. The first call came in the same afternoon. The first sale closed for four hundred ninety-nine dollars. Within days they were doing a thousand dollars a day.

Then a Boise gym owner, a customer who was supposed to be on the cancellation list, interrupted Hormozi mid-call and begged for help instead. Hormozi quoted six thousand dollars to get rid of him. The owner said yes. The next call, eight thousand. Yes. The next, ten thousand. Yes. In a single day he collected sixty thousand dollars selling the licensing system he had spent five years building. The next thirty days produced two hundred fifteen thousand dollars in profit. The refunds were covered. The business was reborn.