12 LEADS
TO 187.
Founder freed.
Athlete Mindset Coaching is a Fort Lauderdale personal-development brand. The founder was a great coach, a terrible marketer, and burning every Saturday writing emails she hated. Zay 360 ran the full stack: SEO, paid, web, social, email. Took her from 12 monthly leads to 187 in 8 months and took content production off her plate entirely.
Great coach. Terrible at marketing.
12 Leads a Month, Mostly Referrals
Almost every new client came from a past client. No real funnel. The pipeline lived or died based on whether last quarter went well, with months of lag.
CAC $340 on a $600 Program
The few paid-ad experiments she ran herself were broad, untargeted, and untracked. $340 to acquire a customer on a program that netted $260 after delivery costs.
18 Hours a Week on Content
She was writing blog posts she hated, recording IG reels at midnight, and sending an email newsletter she rewrote three times. Content was the second job.
No Email Strategy at All
320 names on a list. No welcome sequence, no segmentation, no nurture. New signups got radio silence for weeks, then a random "hi" email when she had time.
"I am a good coach. I am not a marketer. I needed someone to take the whole growth side off my plate so I could sit with my clients and actually do my job. ZRG did exactly that."
A line that went vertical.
Months 1 through 4 were build mode. SEO compounding, ads tightening, email lists rebuilt. Month 5 forward was inflection.
$340 to $94.
Margin on every program quadrupled.
- ◆SEO content cluster around "athlete mindset," "performance anxiety," "youth sports parents" started ranking by month 4.
- ◆Google Ads narrowed to 14 tight match groups. Removed 240 broad-match keywords. Quality score climbed from 4 to 8.
- ◆Email nurture sequence converted dormant signups at 14%, replacing paid leads with free ones.
- ◆Landing page rebuild raised conversion rate from 2.1% to 7.4%. Same traffic, more conversions.
Paid first. Organic eventually.
Month 1 was 70% paid. Month 8, 42% of leads came from organic search. The cost base shifted with the mix.
Five metrics. All moved.
The full Zay 360 stack, in one place.
SEO Foundation
Built 36 keyword-clustered blog posts in 6 months. Targeted "mindset coach for athletes," "performance anxiety in youth sports," "mental game training" and adjacents. Month 4 first ranking, month 8 dominant.
Google + Meta Ads
Rebuilt both ad accounts. Pixel-perfect tracking, custom audiences off the email list, retargeting funnels. Cut CPC by 60% and CTR climbed from 1.4% to 4.8%.
Web Rebuild
New site on Astro. Mobile-first. Booking flow shortened from 6 steps to 3. Conversion rate tripled. Page speed 92 on Lighthouse.
Social Content
Produced 4 short-form videos a week from a single monthly recording day with the founder. Hooks, captions, and posting handled end to end. She no longer touched social.
Email Nurture
8-email welcome sequence. Weekly newsletter. Quarterly enrollment campaigns. Open rate 38%, click rate 9.2%, 14% of dormant list reactivated.
Reporting Cadence
Weekly written check-in via email. Monthly written report with channel attribution, what changed, what is next. No surprises.
A coach who just coaches.
187 leads / month
Pipeline now full enough that the founder turned on a waitlist and raised program pricing by 35% without losing volume.
$94 CAC, 6.4x LTV/CAC
On a $600 entry program with an average $1,400 lifetime value, the unit economics finally make sense.
16 hours/week back
Content production fully off her plate. Her Saturdays belong to her again. She added 4 client sessions a week instead.
- See Zay 360 service tiers and pricing.
- Compare with Ryan Zofay podcast production for the personal-brand playbook.
- Read the La Vie Mediterranean case study for the restaurant version of Zay 360.
Done being the whole marketing team?
Zay 360 takes the entire growth stack off your plate. SEO, paid, web, social, email. One team. One monthly fee starting at $4,500.