Building a Seven-Figure Education Business
(After failing spectacularly... Twice)
Over the past seven years, we've explored, tested, and experimented with all kinds of business models and businesses. Some successes, and some spectacular failures.
The most important thing these years hasn't been the money we've made or what we've accomplished, but the people we've become along the way.
Cliché, I know. But honestly? It's the truth. And it didn't come easy.
It took us years of grinding, countless late nights, and more failures than I care to count. But we've finally found our path and the thing we'll dedicate our lives to for the years to come.
I'll come back to this at the end.
But first, let me take you on a little journey...
The Beginning
How two lost guys met in paradise
I'm Peter, and this story begins 7 years ago in the least likely place for starting a business, a classroom in Bali.
I was there to become a personal trainer. So was this guy Sivert.
Within minutes of meeting, we both realized the same uncomfortable truth: neither of us was really there for the fitness certification. We were there because we had no clue what to do with our lives.
But after talking for a while, we quickly discovered what we did have: an insane hunger for entrepreneurship and zero patience for traditional paths.
Within a week, we'd claimed an empty classroom as our "business cave" and started doing what every desperate entrepreneur does: Googling "how to make money online".
While everyone else where out partying, we were in the classroom trying to figure out what to build. People around us thought we were crazy (and honestly, we were).
That's when we stumbled into the world of online education. It felt like finding buried treasure.
Its Not As Easy As It Looks
Remember that confidence I mentioned? Yeah, it was about to get demolished.
We launched a company called Coachable and spent an entire year building what we were convinced would be the ultimate fitness course.
Day and night. No income. No feedback. Just pure, stubborn obsession.
We even drove to Sivert's father's apartment in Spain with a pact: we weren't coming back to Norway until we'd launched and becomed multi-millionaires.
That didn't happen.
After 35+ hours of recorded content, 1,000+ hours of building and planning... We got a few sales. That's it. Here's what we learned the hard way: passion without strategy is just expensive hobby.
At this point we still had delusional confidence in ourselves, but this would not last long..
Building the "Fitness Netflix"
Any normal person would have quit. But clearly, we weren't normal (by good and bad).
Instead of giving up, we doubled down on our delusions and aimed even bigger. We started building Temper, a Netflix-style platform for fitness education. Think Masterclass, but for getting healthy and fit.
We convinced 15 of Norway's top talents to join us: Guinness World Record holders, national champions, and even a legitimate health and fitness scientist.
We designed everything. Built the funnels. Produced the courses. Coded the entire platform from scratch.
15+ world-class courses. All for $9 a month. It was basically Netflix, but better, right?
We generated 30,000+ organic views, got invited on major podcasts, and created serious buzz.
We were about to revolutionize the entire industry.
After months of trying, we ended up with 103 paying subscribers. 103 people × $9 = $927/month. For a platform we'd spent 1-2 years building and literally thousands of hours perfecting.
We quickly realized that this was not sustainable.
The Unexpected Plot Twist
Just when we thought we were done, something strange happened.
People started reaching out—not to buy subscriptions, but to ask if we could help them build their own courses.
Suddenly, we became "the course guys."
So we pivoted (again) and launched Temper Media, taking on everything from websites, courses, video production and marketing.
That's when we met Patrik. He was the guy who kept showing up at our shared office space. At first, it was almost a bit annoying, we used to be the only obsessed workaholics there 24/7, and this new guy was out-hustling us (yeah it hurt my ego).
But after working beside him and getting to know him (and surviving a few ice baths together), we realized he was actually pretty cool. He was another builder, marketer, and strategist with the same values and an relentless work ethic.
Four months after merging our businesses, we hit our first $50K month.
Not what we thought it would be..
Our biggest month ever, but what nobody told us what that running a traditional agency is just a beautiful prison (at least for us).
Revenue was unpredictable. We were constantly chasing clients, always delivering, never building anything that lasted. Everything that we worked towards was not what we thought it would be. We felt liked employees, not entrepreneurs.
And the worst part? Each month was a gamble. We were stuck in an endless cycle of feast or famine.
I hated it.
Everything happens for a reason..
Remember Temper, the "Fitness Netflix," and the health and fitness scientist I was talking about?
We'd stayed in touch and even created some low-ticket courses together. This scientist's name is Markus. Markus was incredibly skilled and one of the top fitness coaches in Norway.
He had stumbled upon the same problem we were facing. He were making some great money, but he were stuck chasing clients, always delivering, never building anything that lasted. It wasn't scalable - at all.
This led to us obsessing over one question:
"Why do some courses and programs explode while others flop, even when they're excellent?"
It was the problem we had faced time after time. This led to us going deep. We went into the darkest holes in the industry.. We studied marketing psychology, funnel strategy, offer design, and launch mechanics. We dissected what the top 1% were doing that everyone else was missing.
From that research, we built our own framework. Something we could apply to any course or program, and make it successful. A real scientific process to launching and scaling an education business, successfully.
That's when we went back to Markus.
The big bang
We had tried many times before, but this time we had a real process to follow. We where convinced we had the solution, and after some convincing Markus finally agreed to try it.
Same niche. Same coach. A completely new course based on a whole new process and framework. Using his existing expertise.
We're now back in the summer 2023. We launched a beta-version of the course, and ended up making $214,000 in less than 30 days.
We hadn't even recorded a single video yet. We were mind-blown. We made more in a couple of weeks than we had in the entire year before.
To keep a long story very short, we ended up creating the course and this course later passed seven figures in sales.
For us, it was more than a win—it was proof that we'd cracked the code.
A new beginning
We eventually exited that business to start Launch, the company you see today.
Launch isn't built on luck or guesswork. It's built on seven years of hard-earned lessons, systematic testing, and a proven process that removes the gambling from launching educational products.
And the best part? We love this business model! Our clients are best in class, and we get to help thousands of people through our clients. It's the most rewarding thing we've ever done.
What still blows my mind, is that it's possible to make a living doing this.
Since exiting that business in late 2024, we've been lucky enough to work with tons of experts, coaches, consultants, professionals and thought leaders.
Online education isn't going anywhere, and it's one of the most powerful ways to create real change. When expertise is shared effectively, it doesn't just teach skills—it opens doors, shortens paths, and creates opportunities.
No more chasing clients, unpredictable revenue or being stuck in a cycle of feast or famine.
I love it.