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What You’ll Discover in Perry Belcher – Association Domination Masterclass
Perry Belcher – Association Domination Masterclass
Their Kitchen Table Association Goes To $62 Million Dollars
Once upon a time Katie and Peter Davis founded a little group called the “Dance Exercise Association,” whose only benefit was a newsletter, distributed to 300 or so members, mostly aerobics instructors, each month from their kitchen table.
They came on to my radar when I read a story about how they sent out a tear sheet to all of the gyms in the country alerting them that if they didn’t certify their aerobics instructors they could be liable for injuries and possibly lose their gyms.
It worked!
The International Dance Exercise Association, as it was called back then, became the largest association of aerobics instructors in the world, providing training, a community, and certifications for its members’ and gyms.
The business model immediately piqued my interest and I started a company called Association Management International… and promptly did nothing for the next 10 years.
What a boneheaded mistake that was 🙁
Then…
In 2005, my partner Ryan Deiss and I founded the Family Protection Association, based on our Survival Life business and the American Gun Association, built from our guncarrier.com website.
Today, These two associations have 50,000+ active monthly members and over 500,000 junior members between the two.
…And remember, association members tend to stay around for YEARS not months paying dues, buying gear, taking trainings etc…
This is a VERY different animal, so read close.
However, we still fall short of what the dance exercise association has accomplished in now becoming IDEA Health & Fitness, the largest fitness association in the world.
The couple actually just sold the association to Outside, Inc, the same company that owns Peloton, in 2020 for an “undisclosed sum” after their little Grassroots group reported sales of $62,000,000 annually.
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