What figures exist, and how much should you trust them?
| Figure | Value | Source | Credibility |
|---|---|---|---|
| Package renewal rate, coaching | 20 to 40% | Circulates in coaching blogs; no primary source found | Low. No dataset, no definition of renewal, no sample |
| Annual retention considered good, B2B | 80% or more | Alex Hormozi, The Game ep 990 (via Shortform summary) | Moderate. Operator rule of thumb, B2B not coaching |
| Where the profit sits | Free acquisition and renewals; everything else facilitates those two | Hormozi, The Game ep 922 | Qualitative. Operator view, no figure |
| Share of revenue from resells, Video Business Academy | 30% or more | Scale With Fulfillment client | Named data point, not a benchmark |
| Client lifetime value, Video Business Academy | $4K to $50K+ | Scale With Fulfillment client | Named data point, not a benchmark |
| Revenue added from upsells and resells in 6 to 8 months, Acquisition Ace | $1M+ | Scale With Fulfillment client | Named data point, not a benchmark |
The Scale With Fulfillment figures on this page come from two named clients, Acquisition Ace (Ben Kelly) and Video Business Academy (Nick Metzger), and are not typical. We do not yet have enough completed engagements to state an average outcome and will publish one when we do. Results depend on your offer, price, team and market. Diego Miescher also builds Ben Kelly's website, a material connection. See our earnings and testimonial disclosure. How we handle claims.
Why is there no benchmark?
Three reasons. Nobody agrees on the definition: a renewal of the same program, an upsell to a higher tier, a downsell to keep a leaver and a continuity membership after the program are all revenue from an existing client, and most businesses lump them or count only one. Nobody with scale publishes: the platforms could see it and do not, and the businesses treat it as private. And the number varies with program design more than with anything else, so a single figure would mislead even if it existed. The 20 to 40% figure you will find in blog posts fails all three tests, which is why it sits at the bottom of the credibility column.
What should you measure instead?
Two numbers, defined so that they can be compared month to month. Resell share of revenue: revenue this month from clients who had already bought something, divided by total revenue. Renewal rate: clients who bought the next thing, divided by clients who reached the end of the current thing in the same period. The first tells you how much of the business is the back end. The second tells you whether the program earns the next sale. Hormozi's Money Models frames it as a sequence, attraction offer, upsell, downsell, continuity, and the point of the sequence is that the sale is never a single event.
“The two most profitable pieces of business for you are the customers that are coming in for free... And then customers that renew that you have to pay CAC for. Everything in the middle is literally just to facilitate these two things.”
What does a working resell engine look like?
At Video Business Academy, resells make up 30% or more of revenue, the client success rate is above 50% and average retention is 2 to 3 years. The three numbers are connected: clients who get the result stay, and clients who stay buy the next thing. The renewal conversation happens at a milestone, not at a date, and the next offer is built from what the program already does rather than invented for the occasion. That is one client's result, not a benchmark. It is the shape we build towards.
What should you do with these numbers?
- Define renewal and resell in writing, using the two formulas above, and compute them for the last six months.
- Treat 30% resell share as a working target for a mature high-ticket program, and label it as our client's number, not an industry one.
- Tie every renewal conversation to a milestone your dashboard can see. If you cannot see milestones, that is the first build.
- Add a downsell and a continuity option before you add a new front-end offer. Both are cheaper than a new client.
- Contribute your numbers to the survey below. Anonymised, and you get the report.
