Bedros Keuilian Podcast Show - 154. 5-Step Business Scaling Framework That Produces Millions Of Dollars

Episode Date: September 9, 2025

There was a time I thought building a successful business was about timing or luck. But after decades of building and scaling companies, I realized it’s about following a framework. A repeatable process that works across industries, recessions, and even pandemics.In this episode of the Bedros Keuilian Show, I’m sharing the exact 5-step system I use to build businesses that scale fast and profit big. From spotting gaps in the market, to dialing in your customer avatar, to crafting irresistible offers and mastering paid traffic, this is the roadmap I’ve used for Fit Body Boot Camp, Trulean Supplements, and more.If you’ve ever felt stuck chasing the algorithm, wondering why your sales stall, or struggling to stand out in a crowded space, this conversation will show you how to build something world-class, recession-proof, and wildly profitable. It’s time to stop guessing and start executing the system that actually scales.DOMINATION DOWNLOADSTRAIGHT FROM THE DESK OF BEDROS KEUILIANYour weekly no B.S. newsletter to help you dominate in business and in lifehttps://bedroskeuilian.com/MAN UP SCALE BUNDLE: $29 (100% Goes to Charity)Get your Digital Man Up book + Audiobook + 2 Exclusive MASTERCLASSES & Support Shriners Children’s Hospital. https://www.manuptribe.com/limited-offerREGISTER FOR THE LEGACY TRIBEGet the Life, Money, Meaning & Impact You Deservehttps://bedroskeuilian.com/legacytribeJOIN MY FREE 6-WEEK CHALLENGE:Transform into a Purpose-Driven Manhttps://bedroskeuilian.com/challengeTHE SQUIRE PROGRAM: A rite of Passage for Your Son as He Becomes a ManA Father and Son Experience That Will Be Remembered FOREVERhttps://squireprogram.com/registerTruLean Supplements | https://www.trulean.com/pages/bedrosGet 50% Off Trulean Subscribe & Save BundleUse Code: BEDROS Few Will Hunt Apparel | https://fewwillhunt.com/Get 20% Off Your Entire OrderUse Code: BEDROSOPEN A FIT BODY LOCATIONA High-Profit, Scalable Gym Franchise Opportunity Driven By Impacthttps://sales.fbbcfranchise.com/get-started?utm_source=bedrosPODCAST EPISODES:https://bedroskeuilian.com/podcast/STAY CONNECTED:Website | https://bedroskeuilian.com/Instagram | https://www.instagram.com/bedroskeuilian/LinkedIn | https://www.linkedin.com/in/bedroskeuilianTwitter | https://twitter.com/bedroskeuilian

I don't want to lose my reputation. I've spent 20 years building my reputation. It'll take two minutes to ruin it if I have a product or if I don't follow through on my promise. And so your product or service has to be world class. Welcome to the Bedroes-Cooleon show. Back when Q was rolling with Lorenzo and a Benzo, I was banging with a gang of instrumental. Today I'm going to teach you how to create massively successful businesses that scale fast

and generate big profits. Hey, my name is Bedros-Colian. Welcome to the Bedros-Coolean show. and it ain't by accident that I've learned to scale businesses and create massive profits. It is a five-step framework that I follow and I want to teach you that today. One of the greatest, in fact, I guess comments that I've gotten from people over the years is Bezos were able to see opportunities, act fast, and scale big. And we want to know how you do it.

Like, was it luck? Was it right timing? Was it opportunity? And I realized more than anything, it's, actually a framework that I follow. And this applies to Fit Body Boot Camp, our international fitness franchise with hundreds of locations across the U.S. and Canada. This applies to Trulene's supplements. I've used the same thing when I took equity and fuel hunt apparel. Here is my five-step process for creating businesses that are massively profitable and scale quickly. Thing number one is to find

the vacuum and fill it, right? Step number one. That's simple. Find the vacuum and fill it. What I mean by this is, I'll give you an example. In 2008, the housing market, crashed and the United States experienced one of the biggest financial depressions ever, right? Probably only close, only second to the Great Depression that took place back in the 19, was a 15 or 1920. I share this with you because up until 2008, one-on-one, you know, I was in the fitness industry. I owned gyms and I knew that one-on-one personal training was something that a lot of people could afford because house prices were skyrocketing before 2008.

Everybody had money to spend. and one-on-one personal training was something that was within reach of most upper-middle class and upper-class people. It just was. And so, you know, when you're paying $600 to $1,200 to $1 for one-on-one personal training to a personal trainer, and that personal trainer has, let's say, 10, 15 clients, man, you're doing all right as a personal trainer, right? And then I had gyms. My gyms had, you know, eight to 12 personal trainers each, and we were doing a revenue share, and that was our model, and it was all one-on-one personal training. Now, thankfully, I sold my gyms well, before the housing market crash.

And at that point, I was already coaching and consulting gym owners and teaching them how I scaled my gyms and made them massively profitable with one-on-one personal training. But once the housing market crashed and people were fresh out of money, I still realized there's people out there that have a need and a desire to work with a coach or a personal trainer, but they can't afford $600 to $1,200 to work one-on-one with a coach or a personal trainer. And I realized at this point, it's up to me to figure out a solution for the people who want to work with a coach to get specific fitness and nutrition guidance and have the accountability and the support. But how can I make it affordable and convenience? Right.

Because I realized when the housing market crashed, there's still a need. That need is just different now, meaning they want more affordable personal training. So group training became the model that I wanted to start building out. Well, I knew the outdoor boot camp model was already successful. Like people, you know, personal trainers were running group boot camps out there at the parks and at the beach. But I also realized that's not something that's scalable across the country because weather doesn't always permit in every state.

California, Florida, some states are very weather friendly and they'll permit outdoor boot camps. But when you've got states like Nebraska, Minnesota, whatever, all these states that gets cold or rainy or windy and icy and snowy, guess what? That means you're going to have a disruption in your income, right? And so I was like, what if I could take that outdoor boot camp, systematize it, bring it indoors and create an indoor training model? That's how fit body boot camp came to be. So I saw the vacuum.

The vacuum was the economy has crashed. People still want coaching, but they can't afford to pay a premium fee for one-on-one coaching. Can I do group coaching where there's still accountability, support, and specific guidance where fitness and nutrition is concerned so they can get better results than just going to the gym on their own. But instead of paying $600 to $1,200 a month, now they're paying $199 a month.

But they're working in a group with one coach in an enclosed facility where now we can scale across the country and now across the globe, right? That's how Fit Body Boot Camp came to be. So you've got to find the vacuum. Same thing happened with Trulene Supplements, by the way. You know, we had created Truleney supplements in 2019,

the year before the pandemic. and we had grass-fed way and greens and hydration product and all that stuff. We actually did not have our number one selling product now, which is the everyday wellness shot. I mean, you see that advertised on my show all the time, and it's like we've now sold two million units of the Trulian Wellness Shots. But the crazy thing is we never came out the gate with the wellness shot. When the pandemic happened in 2020, everybody was talking about what?

Make sure you have a strong immune system. Make sure you have an immune system that can fight off that virus. Right? And so I realized, well, what's out there right now to help people? Well, you could either meal piece yourself, the supplements that you want to use to build your immune system. So you got to go out there and get your vitamin C, vitamin D, get zinc, get echinacea, get ginger and turmeric. And you got to take all these. And then if you're taking turmeric, you got to do black pepper and cayenne pepper to slow down the absorption so you can get maximum efficacy of the product, right? And then you also want some hydration from that. So you might take some potassium, sodium, magnesium. And then the

sodium has to show up like in a better quality. So I think Himalayan sea salt is the best way. There was nothing out there that can that combined all of that in a supplement. The closest thing to like, hey, if you have a cold or a flu or if you want to boost your immune system was those emergency packets or the airborne packets, which was pretty much a thousand milligrams of really shit quality vitamin C. And it was loaded with sugar for flavor.

And if you know anything about supplements, sugar prevents vitamin C from getting absorbed through those receptor sites. So you're not even getting all 1,000 milligrams. So I was like, what if I can actually take a thousand milligrams of high quality of vitamin C and D and zinc and echinacea and ginger and the B complex vitamins and the hydration, right, supplements and put it all in an envelope that you just tear? It's already powdered so it's easy to digest. You tear, you pour it in four ounces of water, mix it and drink it. Does anything like that exist? No, it doesn't.

So we created that because of the need that was created, during the pandemic of a product to help boost people's immune system and to fight off inflammation. Right. So I saw the vacuum there in 2020. And ironically, that product that we created out of a need during the pandemic has become our flagship product. That wasn't even part of our original product line in 2019. So what I'm telling you here is whenever I'm creating a business, I'm always looking for a vacuum to fill or a need that exists, but a solution does not. And if you can do that, then you've covered step one. Step two of this framework is

to identify your avatar. So great, you've created a product or a service. Awesome. But who's your avatar? And if you're like, well, this is for everybody. Because technically, let's use truly wellness shots. Technically, everybody can use truly wellness shots, right? It's for men and women eight to 80. Well, guess what? Now that means my avatar could be a, you know, 12 year old boy. It could be a 19 year old girl. It could be a 40 year old woman. It could be a 70 year old man. They all have different needs and wants and desires and fears and frustrations. So we have to figure out exactly who the wellness shot is for. And so we figured out exactly who our avatar is. There's a certain type of person who has held bent on not getting sick. They want the highest

level of performance for themselves, right? They always want to be like at peak optimization levels. Like, I'm that person. Male or female, I'm that person. It's a certain type of demographic and psychographic individual. And so if you can identify your avatar, who the person is, and then you identify these four things about them, their fears, their frustrations, their needs, and their desires. Now your marketing message can speak very specifically to that avatar. And now you're going to tantalize their desire, their need, their want to purchase.

or try your product, right? But if you think that you're going to create the iPhone where it's going to be for everybody, dude, you don't have the millions of dollars to try and market something across every single demographic and psychographic age range. You just don't. And so why not figure out exactly who your avatar is?

What are the things that keep them awake at night? Like, I don't like getting sick. Yet I travel a lot. I speak on stages all the time. I'm meeting a lot of people. I'm shaking hands. I'm hugging. So the wellness shot is perfect for me.

I kind of also created it for myself because I was like, all right, well, it's the pandemic. I'm still traveling. I'm still speaking at the free states, right? I was in Texas and Florida and Arizona a lot. And I'm still speaking at those events and I don't want to get sick. And if I do, I want to overcome this thing very quickly. And so the wellness shot was a solution to my problems, right? So my fear was I don't want to get sick.

And if I do, I want to recover quickly. and my needs and desires were for a product it's easy to drink. I don't have to take 11 different supplements. I could just pour one envelope full into a glass of water and shoot it. It's easy to travel with because it's powder, right? And so the wellness shot, I'm the avatar. It literally fulfills my needs and desires and addresses my fears and frustrations about what's out there and nothing out there was filling that need.

So see how important it is because now I could find. more people like me who are type A tightly wound want to be optimized and have the have the ability and desire to pay for this thing right so now that you figured out who your avatar is and what their needs desires feel fears and frustrations are we go to step two step two in developing in this framework is to develop what mark joiner calls the irresistible offer mark joiner is a great author one of the greatest direct response marketers of our time in 2005 he wrote a book called the irresistible offer right and If you can develop a great irresistible offer, you're now going to be able to attract that avatar

by making them a high value, low or no risk offer. Alex Hermosey wrote a great book on the irresistible offer. Modern times, right? Same thing. The irresistible offer has to be something that is so compelling in terms of the benefits and the features that it provides the solution to the problems that it fixes, right? So you're like, oh my God, I think that's it. But then the potential avatar says, uh-oh, and this is called the secondary conversation in their head.

When they see your marketing stuff, whether it's organic social media content or paid ads or whatever, right? Social media influencer shoutouts, whatever. They're like, I think I need that product. But what if it doesn't work? The secondary conversation is real. And that secondary conversation takes place in someone's head where they go, I don't know if this product's going to work. I don't know if it's a legitimate company. I don't know if the ingredients are truly what they say they are.

I don't know if they have the right dosage of the ingredients. Do they third party test it? Like if it's a supplement, right? Or if it's a gym, or if it's an apparel line, or if it's a software. There's a lot of I don't knows and doubts that people have. And if they have doubts and uncertainties because they've been ripped off by someone else in that industry, your offer has to be so high value and so low risk that they go, all right, I think this product might solve the problem that I have. And the way they're positioning this product to me takes away all risk.

If I don't like it, I can get my money back. The price is right. The value is high. The cost is irrelevant. And so I'll give you a great example of really that the development of the irresistible offering. You guys see it here on my show with the Trulian ads. Ed, I think this is the first time we don't have to actually run the Trulian ad, but we're

going to run it anyway. In fact, here it is. Guys, quick interruption to the Bedroskoolion show. If you want better health, more energy, you want to fight off inflammation and you want to boost your immune system, then you are probably. taking a lot of supplements like I used to. I say used to because I stopped taking all these different supplements and you can now throw away your vitamin C, throw away your zinc, throw away your vitamin D3, your B12, your ginger, your turmeric, your echinacea, and your astragulus. Why? Because all of it now

is available in the Trulene Everyday Wellness packets. So instead of spending two to $300 a month on supplements like that, for a fraction of that, you're going to get the Trulian Wellness shot delivered right to your door for free shipping. And you're going to use. You're going to use. You're use the code bedros when you go to trulean.com to get 50% off. And $1 of every single order goes to Shriners Children's Hospital. So go to truene.com, use code bedros and order your 30-day supply of the Trulene everyday wellness shot. Now back to the show.

Welcome back. You saw the Trulene ad. And you saw the offer. It's an irresistible offer, right? What is it? Well, I tell you if you use my code Bedrosse and you join the subscribe and save program, the Truline Tribe, you get 50. percent off your first 30-day supply of the Truling Wellness Shot.

So already, I'm reducing the price for your first-time purchase, right? And then I'm saying, hey, it's backed by a 30-day unconditional money-back guarantee. If for any reason you don't like it, try it for 30 days. Let us know and we'll give you your money back. Still part ways as friends. And I don't want you to pay for shipping, so I'll ship it to you for free. Cost you nothing for shipping. And if you're like me and you like helping charities and causes, I'm going to donate one

dollar of every purchase to Shriner's Children's Hospital. And if you decide that you like the Trulian everyday wellness shots, hey, guess what? Stay on board with the Truling subscription club and each month you still get 20% off and free shipping and a dollar of each of those orders in the future go towards Shriner's Children's Hospital as well. So as you can see, it's a no-brainer offer. We remove all risks because you can get a money back guarantee, I give you the first order at half off. I cover the cost of shipping so you don't have to come out of pocket. And a dollar of every order gets donated to Shriner's Children's Hospital. So if you're like, man, I think I want that product and I think it's going to be good for me and I want

to throw away all these other supplements, guess what? You might want to try it, right? And so we have the same offer for Fit Body Boot Camp, right? It's a two week free trial at any Fit Body Boot Camp. And it's backed by a 30-day money back guarantee. So even after your two weeks, Once you start paying, within your first 30 days, if you realize it's not for you, we just give your money back. And that's how we've been able to grow our franchise gyms by one delivering the results as promised, right? Your product or service must deliver the results as promised.

You can't just make a killer irresistible offer, but then have a shit product. So your product has to be like gold standard, world class. It must exceed expectations and not even just meet them. And all of my products do that. And whenever I'm coaching, coaching clients, I'm like, look, your product has to be world class, like high standard. Because if it's not, then they're just going to use the money back guarantee. And so you're like, you got money and then you lost money.

You got money, you lost money. And eventually you lose what? Your reputation, right? I don't want to lose my reputation. I've spent 20 years building my reputation. It'll take two minutes to ruin it if I have a shitty product or if I don't follow through on my promise. And so your product or service has to be world class.

I know I didn't say that anywhere on here in terms of the five steps. but that's a given, right? Don't make a shit product and just put good marketing behind it because you will just be known as a loser who is going to be banned as an outcast in terms of a entrepreneur. No one's going to like or respect your product. So make sure you develop that irresistible offer that speaks to that avatar, right?

Specifically. Once you've done that, you go to step four. You're like, all right, man, I know what my product is. I'm filling the vacuum with the need. I know exactly who my avatar is. what their needs, their desires, their fears and frustrations are so that my marketing ads and my social media posts can speak to their needs and desires, fears, and frustrations. And now I'm going to make an irresistible offer so that they just can't say no.

The value is so high that the cost becomes irrelevant when you have such a great, beautifully structured, irresistible offer. Well, once you've done that, you go to step four, and I do this with all my companies, which is, all right, now can we test out paid ads? organic is fine and to your email list is fine and posting it across all the social media platforms and making videos like this and podcast episodes like this is fine but that's all organic growth that means the growth of the business is dependent on if that piece of content long form or short form pops off or not i don't want to rely on that i don't want to rely on the algorithms or if something

goes viral then i'm making money if it doesn't go viral then i'm not if i know that i've got a great product and I filled the vacuum. I know who my avatar is and what their desires, fears and needs and wants are. And I know what the irresistible offer is and I've tested it already with a small social media following. And I saw that I'm getting a positive return on investment. Guess what? Step four is to test small with paid ads and then to scale big as you go. And that means you're running ads on meta, Facebook, Instagram. You're running ads on Google and YouTube, right? You're running ads. on radio and television, maybe billboards.

I've got coaching clients that run billboards. My coaching client, Jason Moffitt, we designed billboards. Well, I didn't design it. I said, hey, he's a dentist in Iowa. I was like, man, let's get some billboards out there showcasing how you take an ugly mouth full of, like, fucked up teeth and you convert that mouth into beautiful teeth. Like the guy's awesome at it.

He's an amazing dentist, right? So we have before and after pictures in these billboards and then a call to action. And that's billboard marketing. You may have not even thought of that. Another one of my coaching clients, Ashley Lucas, we use radio ads, conservative talk radio ads that where the hosts are talking about the benefits of Ph.D. Weight Loss. That's the name of her company.

And they make an offer, a very irresistible offer. And people call the 800 number. and they talk to a fat loss specialist, and they end up buying a program that lasts maybe six months or 12 months that will cost, you know, a few thousand dollars. And she's got a multiple eight-figure company, right? Like she's built quite the brand over the years that I've helped coach her because we know the medium of her marketing is going to be conservative talk radio. That doesn't mean that she doesn't do social media.

She absolutely does. And then when you look at what we're doing with truly, supplements and Fit Body Boot Camp. We're using a hybrid of all of that. And social media ads, right? And we're even using for Trulian at least, we're using shoutouts from influencers that have an audience who care about their health, wellness, and optimization. Right. So we got some influencers that have 200,000 or 2 million followers or they have a podcast or a YouTube show. And they've got the right audience and we have a deal with them where we pay them to endorse and promote the truly wellness shot to their audience with the same irresistible offer that I make here on my show.

I hope this is clicking. Paid ads don't simply mean running ads on Facebook and Instagram. Paid ads could be billboards. It could be newspaper. It could be magazines. I mean, think about all the magazines still on the magazine stand. People are reading them. Think about the junk mail that you get.

If you're getting junk mail and you keep getting junk mail, They aren't just sending it because it's not making the money. Maybe you're not buying from those junk mails, but somebody is, enough people are where they're still sending thousands of pieces every single day, right? And so I don't know what your medium might be. But I understand the paid ads could be anything.

It could be finding someone that's got the right audience, the right avatar with the right fears, frustrations, desires, and needs. And then paying them on a regular basis to give you shoutouts and to talk about your product and then giving them a unique code, a discount code, to be able to track those needs.

because maybe you're paying $5,000, $6,000, $7,000 per month to that ambassador, to that influencer, you want to know, am I making my $5,000 or $6,000 back? Or am I losing money? If I'm losing money, I'm going to move on and go to somebody else. If I'm making money, I'm going to keep doing this transaction with them. Right. So don't forget, like if you want to scale a business big, you're going to have to be a big boy and get onto the field of paid traffic.

You want to test small, scale big. And finally, step five is the profit maximizers. Understand that sometimes there's a cost of acquiring the customer that is almost a break-even. Sometimes at a loss. I have some products that we acquire the customer at a loss on the first sale. But we know that we're going to keep that customer for an average of 14 months. So on the next, next, next, next, and next month as we charge them, now we're profitable. I'm losing money on that first sale to make money on the next 13 transactions because we have a 14 month stick rate on a specific product, right?

That's called LTV tracking your lifetime value. So profit maximizers mean what is the lifetime value of this product or service? Can I increase the lifetime value? If I'm getting, let's say, $100 over 14 months, can I figure out a way to get $120 over 14 months? 14 months. Now I increased the revenue. Can I also increase the 14 months to 15 months? And now I'm getting $140 over 15 months, right? So AOV might mean average order value. Like if we're selling the truly wellness shot, you might see, all right, do you want to buy one box of 30 or do you want to buy two boxes and get 60 in this order and get a little deeper discount? Or do you want to buy three

boxes and get 90 because you've got a big family and you want your whole family to use the wellness shot? And so that first order, even at 50% off, still gives us a larger order amount, which means our AOV, our average order value is higher. And if we can keep people longer, our lifetime value is higher. That's a win. And if you've got a product or a service that, you know, people join or sign up for and there's other things that they need, think Fit Body Boot Camp. Someone signs up at a local Fit Body Boot Camp. Yes, they're working out there five days a week, three, four, five, six, seven days a week. Well, not seven.

Most fit bodies are open six days a week. They're working out at that Fit Body Boot Camp, say anywhere from three to six days a week. And they get a coach and a group training program is what they're a part of and they're headed towards their goal. But they need nutrition coaching. That's an additional fee. They need supplements. We sell them supplements at our Fit Body Boot Camp locations. They might buy merch, right, to represent the Fit Body Boot Camp brand in their community.

And so think of all the different ways you can upsell, cross-sell, have add-ons to any. increase lifetime value and average order value. If you're signing someone up for a membership at your gym or whatever business that you have, could you also upgrade them to supplements right away on the spot by saying, hey, the first month of supplements are free. But if you like it and you see that it's making it easier for you to lose weight and stay fit, we'll just keep rebuilding you and giving you new supplements every month.

Right. So you've got to combine that irresistible offer with the profit maximizers to be able to get that avatar, the desire that they want, and they will pay for it. And if you're able to do all these five steps, I'm telling you, 97% of the time you're going to launch businesses that are going to come out the gate and do well, they're going to scale fast, and they're going to have high profits. But if you can't take these five steps, then you're going to launch a business by the seat of your pants.

You're going to try and market to everyone and try and be everything to everyone, not realizing that the riches are in the niches. And this is why I'm telling you, like find your avatar and go narrow and deep in a niche. And if you can do that and you follow these five steps, you're going to build one hell of a business. Now, if you want me to send you, by the way, an email newsletter every Sunday for absolutely free, just go to bedrosecooleon.com and put your name and email address in that box. And every Sunday, I'm going to send you the Domination Download newsletter where I tell you exactly

everything we're doing across all my businesses to scale faster, increase profits, And there's a lot of cool stuff in there about having a badass personal life as well. Because I want you to be optimized and I want you to help self-mastery and I want you to make money and I want you to have meaning. And the domination download newsletter covers all of that and it's free at bedroskoolion.com. But until then, guys, I appreciate you watching and listening to this episode of the Bedroskulian show. And remember this that averages the enemy. Success is your responsibility and change can take place in an instant if you are willing to flip the switch. I'll see you next time.

Lorenzo and a Benzo I was banging with a gang of instrumental