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Aug 13, 2016 · 23m · top-founders

EP 385: 1,000's Pay Him $9/mo for Fitness Membership Site with Cory Gregory of Corygfitness.com

Corey McGregor · 11m spoken Nathan Latka · 10m spoken
0:00 / 0:00

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In this episode of The Top, host Nathan Latka interviews fitness entrepreneur Cory Gregory about transitioning from publicly traded supplement giant MusclePharm to building a lean, highly profitable digital subscription platform at Corygfitness.com. Gregory shares financial breakdowns across his enterprises, his background as a coal miner, and the operational discipline driving his recurring revenue business model.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 47.4% of the talking time here. How this is scored →

Nathan as informed peer 5.0 Guest teaching 2.8 Guest disagreement 2.6 Nathan pushing back 4.4
05100:0010:0020:001:03–8:57 · Nathan as informed peer 8/10 Introducing Cory Gregory and His Online Fitness Business Latka demonstrates deep financial acumen by pulling up MusclePharm's SEC filings in real-time and interrogating the company's $51M net loss against $168M revenue. McGregor explains his transition away from boardroom dilution to personal brand ventures while remaining cooperative. Latka presses on corporate restructuring and equity valuation mechanics.8:57–11:55 · Nathan as informed peer 6/10 From Coal Mining to Building Old School Gym Latka quickly catches a mathematical inconsistency when the guest reports $130k in bottom-line profits against an initial $100k revenue estimate. McGregor clarifies the breakdown between gym memberships and apparel merchandise. The exchange remains friendly and transparent regarding gym unit economics.11:55–14:40 · Nathan as informed peer 5/10 Pricing, Content Strategy, and Revenue Goals for Corygfitness.com Latka aggressively presses McGregor to disclose his exact paying subscriber count, repeatedly rejecting vague answers. McGregor pushes back firmly, stating he is no longer running a public company and disagrees with the premise that revealing numbers attracts customers. Latka eventually pivots to annual run-rate targets after sustaining the challenge.14:40–17:20 · Nathan as informed peer 4/10 Establishing Fitness Credibility and High-Performance Credentials McGregor aggressively defends his credibility against industry charlatans by listing his elite powerlifting and bodybuilding credentials alongside high-profile mentorships. Latka validates the guest's authentic following while justifying his tough line of questioning due to widespread fitness industry fraud. McGregor dominates the exchange with an impassioned defense of his track record.17:23–21:22 · Nathan as informed peer 2/10 Sponsor Break: Website Hosting and Infrastructure with HostGator The segment includes a HostGator sponsor break, event promotional plugs, and the standard Famous Five rapid-fire segment. McGregor answers standard lifestyle and habit questions in a friendly, conversational manner.1:03–8:57 · Guest teaching 3/10 Introducing Cory Gregory and His Online Fitness Business Latka demonstrates deep financial acumen by pulling up MusclePharm's SEC filings in real-time and interrogating the company's $51M net loss against $168M revenue. McGregor explains his transition away from boardroom dilution to personal brand ventures while remaining cooperative. Latka presses on corporate restructuring and equity valuation mechanics.8:57–11:55 · Guest teaching 2/10 From Coal Mining to Building Old School Gym Latka quickly catches a mathematical inconsistency when the guest reports $130k in bottom-line profits against an initial $100k revenue estimate. McGregor clarifies the breakdown between gym memberships and apparel merchandise. The exchange remains friendly and transparent regarding gym unit economics.11:55–14:40 · Guest teaching 2/10 Pricing, Content Strategy, and Revenue Goals for Corygfitness.com Latka aggressively presses McGregor to disclose his exact paying subscriber count, repeatedly rejecting vague answers. McGregor pushes back firmly, stating he is no longer running a public company and disagrees with the premise that revealing numbers attracts customers. Latka eventually pivots to annual run-rate targets after sustaining the challenge.14:40–17:20 · Guest teaching 6/10 Establishing Fitness Credibility and High-Performance Credentials McGregor aggressively defends his credibility against industry charlatans by listing his elite powerlifting and bodybuilding credentials alongside high-profile mentorships. Latka validates the guest's authentic following while justifying his tough line of questioning due to widespread fitness industry fraud. McGregor dominates the exchange with an impassioned defense of his track record.17:23–21:22 · Guest teaching 1/10 Sponsor Break: Website Hosting and Infrastructure with HostGator The segment includes a HostGator sponsor break, event promotional plugs, and the standard Famous Five rapid-fire segment. McGregor answers standard lifestyle and habit questions in a friendly, conversational manner.1:03–8:57 · Guest disagreement 2/10 Introducing Cory Gregory and His Online Fitness Business Latka demonstrates deep financial acumen by pulling up MusclePharm's SEC filings in real-time and interrogating the company's $51M net loss against $168M revenue. McGregor explains his transition away from boardroom dilution to personal brand ventures while remaining cooperative. Latka presses on corporate restructuring and equity valuation mechanics.8:57–11:55 · Guest disagreement 1/10 From Coal Mining to Building Old School Gym Latka quickly catches a mathematical inconsistency when the guest reports $130k in bottom-line profits against an initial $100k revenue estimate. McGregor clarifies the breakdown between gym memberships and apparel merchandise. The exchange remains friendly and transparent regarding gym unit economics.11:55–14:40 · Guest disagreement 5/10 Pricing, Content Strategy, and Revenue Goals for Corygfitness.com Latka aggressively presses McGregor to disclose his exact paying subscriber count, repeatedly rejecting vague answers. McGregor pushes back firmly, stating he is no longer running a public company and disagrees with the premise that revealing numbers attracts customers. Latka eventually pivots to annual run-rate targets after sustaining the challenge.14:40–17:20 · Guest disagreement 4/10 Establishing Fitness Credibility and High-Performance Credentials McGregor aggressively defends his credibility against industry charlatans by listing his elite powerlifting and bodybuilding credentials alongside high-profile mentorships. Latka validates the guest's authentic following while justifying his tough line of questioning due to widespread fitness industry fraud. McGregor dominates the exchange with an impassioned defense of his track record.17:23–21:22 · Guest disagreement 1/10 Sponsor Break: Website Hosting and Infrastructure with HostGator The segment includes a HostGator sponsor break, event promotional plugs, and the standard Famous Five rapid-fire segment. McGregor answers standard lifestyle and habit questions in a friendly, conversational manner.1:03–8:57 · Nathan pushing back 6/10 Introducing Cory Gregory and His Online Fitness Business Latka demonstrates deep financial acumen by pulling up MusclePharm's SEC filings in real-time and interrogating the company's $51M net loss against $168M revenue. McGregor explains his transition away from boardroom dilution to personal brand ventures while remaining cooperative. Latka presses on corporate restructuring and equity valuation mechanics.8:57–11:55 · Nathan pushing back 4/10 From Coal Mining to Building Old School Gym Latka quickly catches a mathematical inconsistency when the guest reports $130k in bottom-line profits against an initial $100k revenue estimate. McGregor clarifies the breakdown between gym memberships and apparel merchandise. The exchange remains friendly and transparent regarding gym unit economics.11:55–14:40 · Nathan pushing back 8/10 Pricing, Content Strategy, and Revenue Goals for Corygfitness.com Latka aggressively presses McGregor to disclose his exact paying subscriber count, repeatedly rejecting vague answers. McGregor pushes back firmly, stating he is no longer running a public company and disagrees with the premise that revealing numbers attracts customers. Latka eventually pivots to annual run-rate targets after sustaining the challenge.14:40–17:20 · Nathan pushing back 3/10 Establishing Fitness Credibility and High-Performance Credentials McGregor aggressively defends his credibility against industry charlatans by listing his elite powerlifting and bodybuilding credentials alongside high-profile mentorships. Latka validates the guest's authentic following while justifying his tough line of questioning due to widespread fitness industry fraud. McGregor dominates the exchange with an impassioned defense of his track record.17:23–21:22 · Nathan pushing back 1/10 Sponsor Break: Website Hosting and Infrastructure with HostGator The segment includes a HostGator sponsor break, event promotional plugs, and the standard Famous Five rapid-fire segment. McGregor answers standard lifestyle and habit questions in a friendly, conversational manner.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 64.7% · guest 35.3%0:00 · Nathan 64.7% · guest 35.3%3:00 · Nathan 20.4% · guest 79.6%3:00 · Nathan 20.4% · guest 79.6%6:00 · Nathan 33.2% · guest 66.8%6:00 · Nathan 33.2% · guest 66.8%9:00 · Nathan 25% · guest 75%9:00 · Nathan 25% · guest 75%12:00 · Nathan 36.8% · guest 63.2%12:00 · Nathan 36.8% · guest 63.2%15:00 · Nathan 55.2% · guest 44.8%15:00 · Nathan 55.2% · guest 44.8%18:00 · Nathan 57.9% · guest 42.1%18:00 · Nathan 57.9% · guest 42.1%21:00 · Nathan 99.4% · guest 0.6%21:00 · Nathan 99.4% · guest 0.6%
Sharpest disagreement ▶ 13:04 Guest rejects subscriber transparency

McGregor firmly shuts down Latka's persistent questioning about exact subscriber counts, asserting his private status and rejecting Latka's argument that public numbers help sales.

 Hardest push from Nathan ▶ 13:16 Latka challenges guest for being vague

Latka refuses to accept McGregor's evasive 'thousands' estimate, directly asking 'Why be vague?' and demanding figures for the educational benefit of the audience.

 Biggest teaching moment ▶ 15:21 McGregor establishes undisputed domain authority

McGregor lays out his unmatched resume, citing direct mentorship under Arnold Schwarzenegger and Louie Simmons to prove his credentials far exceed typical online fitness influencers.

 Nathan holds their own ▶ 5:50 Latka confronts guest with SEC loss data

Latka demonstrates preparation and financial literacy by quoting MusclePharm's live public filings showing a $51M loss on $168M revenue, challenging the rosy narrative of the business.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Introducing Cory Gregory and His Online Fitness Business 8326 Latka demonstrates deep financial acumen by pulling up MusclePharm's SEC filings in real-time and interrogating the company's $51M net loss against $168M revenue. McGregor explains his transition away from boardroom dilution to personal brand ventures while remaining cooperative. Latka presses on corporate restructuring and equity valuation mechanics.
From Coal Mining to Building Old School Gym 6214 Latka quickly catches a mathematical inconsistency when the guest reports $130k in bottom-line profits against an initial $100k revenue estimate. McGregor clarifies the breakdown between gym memberships and apparel merchandise. The exchange remains friendly and transparent regarding gym unit economics.
Pricing, Content Strategy, and Revenue Goals for Corygfitness.com 5258 Latka aggressively presses McGregor to disclose his exact paying subscriber count, repeatedly rejecting vague answers. McGregor pushes back firmly, stating he is no longer running a public company and disagrees with the premise that revealing numbers attracts customers. Latka eventually pivots to annual run-rate targets after sustaining the challenge.
Establishing Fitness Credibility and High-Performance Credentials 4643 McGregor aggressively defends his credibility against industry charlatans by listing his elite powerlifting and bodybuilding credentials alongside high-profile mentorships. Latka validates the guest's authentic following while justifying his tough line of questioning due to widespread fitness industry fraud. McGregor dominates the exchange with an impassioned defense of his track record.
Sponsor Break: Website Hosting and Infrastructure with HostGator 2111 The segment includes a HostGator sponsor break, event promotional plugs, and the standard Famous Five rapid-fire segment. McGregor answers standard lifestyle and habit questions in a friendly, conversational manner.

Statements from this episode (9)

Disclosure
CoryGFitness offers an $8.99 monthly membership across 50+ countries
“I have an eight 99 membership for all my programming, all my diet plans, my interaction, and I have members in over 50 countries that at CoreyGFitness.com, and it's been a really good business for me, and it's been a lot of fun.”
Corey McGregor Aug 13, 2016 ▶ 2:02
Assertion Partly supported
MusclePharm generated $500M in cumulative sales over seven years
“Muscle Farm has sold about five hundred million in products total since inception in about seven years, and since I walked away from being an executive there, I started on this”
Corey McGregor Aug 13, 2016 ▶ 2:16
Disclosure
Cory Gregory retains approximately 3% equity in MusclePharm following dilution
“So I think all in now it's probably about three percent after we diluted it down to raise capital.”
Corey McGregor Aug 13, 2016 ▶ 3:43
Assertion Partly supported
MusclePharm raised $35M to $40M total capital before Gregory's departure
“Only about, I think, three million at that point. Okay. But total all in, we raised between 35 and forty million by the time I left, roughly.”
Corey McGregor Aug 13, 2016 ▶ 4:32
Assertion Supported
MusclePharm reached 40,000 retail doors across 100 countries in distribution
“Dude, we had like, and still do like 40,000 doors. I mean, a hundred countries in distribution.”
Corey McGregor Aug 13, 2016 ▶ 8:11
Assertion Not checkable as stated
Cory Gregory's Old School Gym produces six-figure cash flow without employees
“I think we did about maybe 60,000 dollars In profit from the gym itself and another maybe 60 or 70,000 dollars from the clothing too. So we do, so it's a six-figure cash flow business, key card facility, no, no employees, very, very basic model.”
Corey McGregor Aug 13, 2016 ▶ 10:57
Assertion Not checkable as stated
Corygfitness.com generated $34,000 in revenue during its first month
“I started the website December fifth. It did 34,000 dollars in the first month.”
Corey McGregor Aug 13, 2016 ▶ 14:24
Prediction Not checkable as stated
Cory Gregory projects Corygfitness.com will reach $1M+ in 2016 revenue
“It's a million dollar business or plus. I mean, that's the plan for sure.”
Corey McGregor Aug 13, 2016 ▶ 14:35
Insight
Cory Gregory stacks personal development audio onto daily gym commutes
“I believe that I've had a life strategy for the last 10 years that has paid huge dividends to me, and it's get up, it's personal development for 30 minutes to the gym, it's workout an hour and a half, it's 30 minutes personal development backed from the gym, a…”
Corey McGregor Aug 13, 2016 ▶ 20:24
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