StarZero All shows Try the podcast clipper →

Jun 22, 2016 · 22m · top-founders

EP 311: Memebership Site Secrets with Kat Loterzo

Kat Loterzo · 10m spoken Nathan Latka · 9m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

Host Nathan Latka interviews business mentor and coach Kat Loterzo to dissect how she built a seven-figure digital enterprise powered by prolific organic content, a high-retention membership site, and diversified coaching revenue streams.

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 48.9% of the talking time here. How this is scored →

Nathan as informed peer 3.2 Guest teaching 1.6 Guest disagreement 0.6 Nathan pushing back 1.6
05100:0010:0020:001:13–4:02 · Nathan as informed peer 3/10 Introducing Kat Loterzo and Her Seven-Figure Fitness Evolution Nathan clarifies Kat's timeline and separates her original fitness enterprise from her subsequent coaching rebrand. Kat provides clear and transparent financial metrics regarding her peak monthly revenue.4:02–10:40 · Nathan as informed peer 5/10 The Tribe Membership Site and Content-Driven Sales Strategy Nathan applies subscription economics, calculating customer lifetime value directly from Kat's reported 80 percent retention rate. Kat details her unique marketing strategy of emailing up to six times a day.10:41–16:46 · Nathan as informed peer 5/10 Podcast Execution, Kindle Publishing Machine, and Traffic Sources Nathan references industry podcast download benchmarks and inspects Kat's Kindle catalog and backlink profile. Kat corrects Nathan's guess regarding Huffington Post traffic by pointing to Facebook and Pinterest.16:47–18:51 · Nathan as informed peer 2/10 Community Text Contest and HostGator Sponsorship Feature After an ad read and contest plug, Nathan prompts Kat for a top-level revenue breakdown across coaching and membership streams. Kat transparently shares her monthly run rate and seven-figure 2015 total.18:52–20:57 · Nathan as informed peer 1/10 The Famous Five Questions with Kat Loterzo Nathan runs through the standard rapid-fire Famous Five format while Kat answers concisely with non-traditional preferences, such as shunning standard project management software.1:13–4:02 · Guest teaching 1/10 Introducing Kat Loterzo and Her Seven-Figure Fitness Evolution Nathan clarifies Kat's timeline and separates her original fitness enterprise from her subsequent coaching rebrand. Kat provides clear and transparent financial metrics regarding her peak monthly revenue.4:02–10:40 · Guest teaching 2/10 The Tribe Membership Site and Content-Driven Sales Strategy Nathan applies subscription economics, calculating customer lifetime value directly from Kat's reported 80 percent retention rate. Kat details her unique marketing strategy of emailing up to six times a day.10:41–16:46 · Guest teaching 3/10 Podcast Execution, Kindle Publishing Machine, and Traffic Sources Nathan references industry podcast download benchmarks and inspects Kat's Kindle catalog and backlink profile. Kat corrects Nathan's guess regarding Huffington Post traffic by pointing to Facebook and Pinterest.16:47–18:51 · Guest teaching 1/10 Community Text Contest and HostGator Sponsorship Feature After an ad read and contest plug, Nathan prompts Kat for a top-level revenue breakdown across coaching and membership streams. Kat transparently shares her monthly run rate and seven-figure 2015 total.18:52–20:57 · Guest teaching 1/10 The Famous Five Questions with Kat Loterzo Nathan runs through the standard rapid-fire Famous Five format while Kat answers concisely with non-traditional preferences, such as shunning standard project management software.1:13–4:02 · Guest disagreement 1/10 Introducing Kat Loterzo and Her Seven-Figure Fitness Evolution Nathan clarifies Kat's timeline and separates her original fitness enterprise from her subsequent coaching rebrand. Kat provides clear and transparent financial metrics regarding her peak monthly revenue.4:02–10:40 · Guest disagreement 1/10 The Tribe Membership Site and Content-Driven Sales Strategy Nathan applies subscription economics, calculating customer lifetime value directly from Kat's reported 80 percent retention rate. Kat details her unique marketing strategy of emailing up to six times a day.10:41–16:46 · Guest disagreement 1/10 Podcast Execution, Kindle Publishing Machine, and Traffic Sources Nathan references industry podcast download benchmarks and inspects Kat's Kindle catalog and backlink profile. Kat corrects Nathan's guess regarding Huffington Post traffic by pointing to Facebook and Pinterest.16:47–18:51 · Guest disagreement 0/10 Community Text Contest and HostGator Sponsorship Feature After an ad read and contest plug, Nathan prompts Kat for a top-level revenue breakdown across coaching and membership streams. Kat transparently shares her monthly run rate and seven-figure 2015 total.18:52–20:57 · Guest disagreement 0/10 The Famous Five Questions with Kat Loterzo Nathan runs through the standard rapid-fire Famous Five format while Kat answers concisely with non-traditional preferences, such as shunning standard project management software.1:13–4:02 · Nathan pushing back 2/10 Introducing Kat Loterzo and Her Seven-Figure Fitness Evolution Nathan clarifies Kat's timeline and separates her original fitness enterprise from her subsequent coaching rebrand. Kat provides clear and transparent financial metrics regarding her peak monthly revenue.4:02–10:40 · Nathan pushing back 2/10 The Tribe Membership Site and Content-Driven Sales Strategy Nathan applies subscription economics, calculating customer lifetime value directly from Kat's reported 80 percent retention rate. Kat details her unique marketing strategy of emailing up to six times a day.10:41–16:46 · Nathan pushing back 2/10 Podcast Execution, Kindle Publishing Machine, and Traffic Sources Nathan references industry podcast download benchmarks and inspects Kat's Kindle catalog and backlink profile. Kat corrects Nathan's guess regarding Huffington Post traffic by pointing to Facebook and Pinterest.16:47–18:51 · Nathan pushing back 1/10 Community Text Contest and HostGator Sponsorship Feature After an ad read and contest plug, Nathan prompts Kat for a top-level revenue breakdown across coaching and membership streams. Kat transparently shares her monthly run rate and seven-figure 2015 total.18:52–20:57 · Nathan pushing back 1/10 The Famous Five Questions with Kat Loterzo Nathan runs through the standard rapid-fire Famous Five format while Kat answers concisely with non-traditional preferences, such as shunning standard project management software.

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

0:00 · Nathan 66.1% · guest 33.9%0:00 · Nathan 66.1% · guest 33.9%3:00 · Nathan 44.3% · guest 55.7%3:00 · Nathan 44.3% · guest 55.7%6:00 · Nathan 32.6% · guest 67.4%6:00 · Nathan 32.6% · guest 67.4%9:00 · Nathan 31% · guest 69%9:00 · Nathan 31% · guest 69%12:00 · Nathan 37.1% · guest 62.9%12:00 · Nathan 37.1% · guest 62.9%15:00 · Nathan 67.9% · guest 32.1%15:00 · Nathan 67.9% · guest 32.1%18:00 · Nathan 44.3% · guest 55.7%18:00 · Nathan 44.3% · guest 55.7%21:00 · Nathan 100% · guest 0%21:00 · Nathan 100% · guest 0%
Sharpest disagreement ▶ 15:55 Rejecting the guest post traffic narrative

Kat directly dismisses Nathan's assumption that her Huffington Post article is her main traffic engine, clarifying that organic social media drives her audience.

 Hardest push from Nathan ▶ 2:57 Drilling into legacy business numbers

Nathan interrupts to separate Kat's initial fitness business from her current operations, pressing for exact peak monthly revenue figures.

 Biggest teaching moment ▶ 15:55 Pinterest and Facebook over PR backlinks

Kat educates Nathan on where her actual conversions originate, showing that daily image quotes on Pinterest outperform major publication backlinks.

 Nathan holds their own ▶ 8:37 Applying SaaS churn formulas to membership sites

Nathan demonstrates business acumen by converting Kat's 80 percent retention rate into an inverse churn multiple to calculate her average revenue per member.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Introducing Kat Loterzo and Her Seven-Figure Fitness Evolution 3112 Nathan clarifies Kat's timeline and separates her original fitness enterprise from her subsequent coaching rebrand. Kat provides clear and transparent financial metrics regarding her peak monthly revenue.
The Tribe Membership Site and Content-Driven Sales Strategy 5212 Nathan applies subscription economics, calculating customer lifetime value directly from Kat's reported 80 percent retention rate. Kat details her unique marketing strategy of emailing up to six times a day.
Podcast Execution, Kindle Publishing Machine, and Traffic Sources 5312 Nathan references industry podcast download benchmarks and inspects Kat's Kindle catalog and backlink profile. Kat corrects Nathan's guess regarding Huffington Post traffic by pointing to Facebook and Pinterest.
Community Text Contest and HostGator Sponsorship Feature 2101 After an ad read and contest plug, Nathan prompts Kat for a top-level revenue breakdown across coaching and membership streams. Kat transparently shares her monthly run rate and seven-figure 2015 total.
The Famous Five Questions with Kat Loterzo 1101 Nathan runs through the standard rapid-fire Famous Five format while Kat answers concisely with non-traditional preferences, such as shunning standard project management software.

Statements from this episode (9)

Assertion Not checkable as stated
Loterzo: The Tribe generated over $500K in under nine months
“That particular piece by itself within that timeframe would be just over the half million miles.”
Kat Loterzo Jun 22, 2016 ▶ 5:47
Assertion Not checkable as stated
Loterzo: The Tribe maintains an 80% monthly member retention rate
“So we're keeping around 80% a month.”
Kat Loterzo Jun 22, 2016 ▶ 8:21
Assertion Not checkable as stated
Kat Loterzo emails list 3-6 times daily, including 2,500-word posts
“I email three to six times a day. I email two and a half thousand word blog posts at least once a day and often more. And that's like day in, day out, three, 65 days a year.”
Kat Loterzo Jun 22, 2016 ▶ 9:47
Assertion Supported
Latka: Average podcast episode gets only 156 downloads
“The average podcast episode only gets a 156 downloads.”
Nathan Latka Jun 22, 2016 ▶ 11:44
Disclosure
Kat Loterzo has self-published 47 to 48 books on Amazon Kindle
“I've published around, I believe it's 47 books. It might be 48.”
Kat Loterzo Jun 22, 2016 ▶ 13:07
Disclosure
Loterzo: Cumulative book downloads total roughly 35,000 to 40,000
“It's probably around the 35 to 40,000 mark.”
Kat Loterzo Jun 22, 2016 ▶ 15:03
Disclosure
Loterzo: Email list reaches 30,000 subscribers
“It's 30,000.”
Kat Loterzo Jun 22, 2016 ▶ 16:26
Disclosure
Loterzo: Monthly revenue reached nearly $124K with $42K from memberships
“Like last month, I did just under a 124 K and 42 of that was from the membership site.”
Kat Loterzo Jun 22, 2016 ▶ 18:04
Disclosure
Kat Loterzo rejects project management software in favor of email drafts
“I don't use anything. I'm super old school. I send my team like an email list each day. I kind of hate all those base camp type things. And I just keep my notes on email and draft format to myself.”
Kat Loterzo Jun 22, 2016 ▶ 19:50
Made with StarZero

Turn any episode into a week of clips.

This entire site, over 2,600 episodes transcribed, diarized, checked and made playable, runs on the StarZero media pipeline. Drop in your own episode and the podcast clipper finds the moments worth sharing, cuts them, captions them, and reframes them for every feed.

Try the podcast clipper Learn more