Today we’re diving into the fascinating journey of Charles Duhigg, the best-selling author of The Power of Habit and Smarter Faster Better. But today, we’re focusing on a lesser-known yet incredibly impactful part of his career: the creation and growth of the Better Habits Coaching Membership. Charles Duhigg took his expertise in habits and productivity and turned it into a thriving subscription-based business. How did he do it? What challenges did he face? And how is the business performing today? Let’s find out.
The story starts in 2017. Charles Duhigg had already established himself as a thought leader in habits and productivity. After countless keynote speeches, workshops, and interviews, he began to notice a pattern. People were inspired by his books, but many struggled to apply the principles consistently in their lives. They wanted more guidance—something actionable and ongoing.
That’s when the idea for the Better Habits Coaching Membership was born. Duhigg envisioned a subscription platform where members could receive monthly coaching, habit-building resources, and a community of like-minded individuals. His goal? To bridge the gap between knowledge and action and to create lasting change for his members.
Duhigg launched the program as a small pilot with just 50 members. These were fans of his books who were eager to try something new. He offered personalized habit-tracking tools, live coaching sessions, and a library of resources. The response was overwhelmingly positive, which gave him the confidence to expand.
Growing a subscription-based business is no small feat. Duhigg’s first challenge was scaling the membership without losing the personal touch that made it so valuable. He turned to technology, developing an intuitive app that could track habits, provide reminders, and deliver personalized insights based on user data.
Another key move was leveraging his existing platform. Duhigg used his email list, social media, and speaking engagements to promote the membership. But he didn’t stop there. He partnered with other personal development influencers, offering them affiliate commissions for referrals. This strategy dramatically increased his reach.
One of the standout features of the program was the community aspect. Members could join accountability groups, participate in challenges, and share their progress. This sense of connection kept people engaged and reduced churn rates, a common problem in subscription models. Within two years, the membership grew from 50 members to over 5,000. By 2020, it was clear that Better Habits Coaching was not just a side project—it was a thriving business.
Of course, no success story is without its challenges. For Duhigg, one of the biggest hurdles was maintaining high engagement as the membership grew. Early on, he noticed that some members would sign up, engage heavily for a month or two, and then drop off. To address this, he implemented a tiered pricing model, offering a premium plan with additional one-on-one coaching for those who needed more personalized support.
Another challenge was content fatigue. Members wanted fresh material every month and delivering that consistently was demanding. To solve this, Duhigg brought on a team of experts to contribute content, including psychologists, productivity coaches, and even nutritionists. This diversified the offerings and kept members coming back for more.
Then came the pandemic in 2020. While it disrupted many businesses, it turned out to be a period of significant growth for Better Habits Coaching. As people looked for ways to manage stress and build healthier routines during lockdowns, the membership saw a surge in sign-ups.
Fast forward to today, and the Better Habits Coaching Membership is thriving. The platform now boasts over 20,000 active members, with annual sales exceeding $10 million. Charles Duhigg’s personal net worth has grown significantly, estimated at around $25 million, thanks to the success of the membership and his other ventures.
What sets this program apart is its continued focus on impact. Duhigg remains deeply involved, hosting monthly webinars, and engaging with the community. He’s also expanded the program’s reach by launching corporate packages, helping organizations improve employee well-being and productivity.
Charles Duhigg’s journey is a testament to the power of turning knowledge into action—not just for his members, but for himself. His story reminds us that success doesn’t come from having a great idea alone. It’s about execution, adaptability, and staying true to your mission.
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