You've spent years growing your audience. But when did you last actually speak to any of them?
90 days. 100 minutes a week. Finally work the audience you spent years building.
Let's work that audience →INTRO
£45 100
mins/wk
I can tell you — without knowing a single one of your numbers — that you don't need a bigger audience. You just need to work the one you've already got.
I know this because I have worked with enough people to know that for most of you — and I mean most, like 95% of people I work with — the revenue you made last year already exists in your current audience. Without one new follower. Without one new ad. Without spending another Sunday batch creating content for strangers who don't even know your name yet.
It's just sitting there. And every week you don't touch it, it gets a little colder.
And nobody told you this because the people teaching you to grow your audience make their money from teaching you to grow your audience. Of course they need you to believe you always need more people coming in. Once you've learned their thing, you leave. They need a constant stream of new students because they've only got one thing to teach. 🙄
You're not a one-and-done. The people already in your world are always going to be launching something, building something, needing something. That client you worked with eighteen months ago — do you actually know they don't need you again right now?
Because you haven't asked.
That's just a bit embarrassing for everyone involved, honestly.
I shared this data on a group mentoring call — across thousands of people and their lists, only 6% to 15% have ever actually bought from the person whose list they're on. And the general consensus was: yeah, that's just how it is.
I'm sorry — what?
We're breaking our necks growing these audiences and only 6% ever buy? No. That is not just how it is. That's how it is when you keep marketing at your list instead of actually talking to the people on it.
In 2023 I ran this with 100+ people. Here's what happened.
Generated in 90 days from existing audiences — zero new followers needed.
Minutes total. Directed effort beats volume. Every single time.
Enquiries before lunchtime. One morning's focused activity.
Your existing audience isn't one thing. It's five.
Most people are ignoring all of them because nobody ever broke it down like this. Tap each card to find your gap.
The best part is that you don't have to work all five Rs every single week. The 100 Club gives you the clarity to know which one actually needs your attention right now. Some weeks it's one R. Some weeks it's a couple. The framework works around where your business actually is.
So here's what it actually looks like.
Your starting point 🎯
I drop a prompt into Slack for the whole group — a suggested starting task based on whichever R makes most sense that week. Think of it as your "ok pal, here's where to start." Not a rigid to-do list. Just a really good jumping off point. Some weeks you run with it. Some weeks you pop into office hours to get something more specific.
Check in 👀
How's it going, what are you working on, what's getting in the way. The community's there, I'm there, and sometimes just typing it out loud is genuinely half the battle. You know how it is.
Fill in your tracker 📊
Log what you did, which R it was for, how long it took — and over time you start to see your own patterns emerge. Which R you gravitate to. Which one you keep mysteriously finding reasons to avoid. Where the actual results are coming from.
Office hours 💬
Fortnightly — Tuesdays and Thursdays, alternating. I'm on Slack 10–3. Come privately or bring it to the group. "Is this email too weird to send?" — babe, that's exactly what office hours are for. No such thing as a stupid question here.
The whole thing is tracked in Airtable. 📊
Which sounds very data-girly of me and yes, absolutely, that's correct. But it gives you a level of clarity you just don't get from vibes-based business ownership. One member said it helped her see "what I was focusing on, and what needed to be reconsidered or even ditched." That's the good stuff.
mins. A bit here, a bit there. It's not a lot. It's just considerably more than zero — which is what most of us are currently giving our warm audience.
My brother couldn't get a job so he started a business. I got sacked so I started a business. Between us we have figured it out.
My brother has never been able to hold down a job. This is not a criticism. This is just a fact about him.
In 2014 he started a videography business. It worked, because of course it did. Then in 2017 I got sacked — yes, actually sacked — and his advice was to start my own business.
We're two years apart. I was the academic one, he was the sporty one, classic sibling allocation of personality traits. Now we run completely different businesses and occasionally become each other's therapists about it. He comes to me for strategy. I go to him for discipline. Because he is one of the most disciplined people I know — that's the sport background — and I am very much… not that.
"If you committed 100 minutes a day to the right work — not emails, not content for the sake of content, not busy work that makes you feel productive without moving anything forward — the actual stuff that matters. If you did that every single day for 100 days, where would you be?"
I ran it as an experiment with over 100 people — and it worked. Messily, imperfectly, it worked.
But here's what the data actually showed me afterwards: it wasn't the people grinding 100 minutes every single day who got the best results. It was the people who showed up consistently, week after week, focusing on the right thing at the right time. The person who made the most money in the whole cohort logged just 360 minutes total. Across the entire 90 days.
So I changed it. 100 minutes a week. Still the same question underneath it all — if you spent that time on the people already in your world, consistently, for 90 days, where would you be?
Right. Here's how it works.
The 100 Club runs quarterly — July, October, January, April — on fixed cohort dates so everyone's in it together at the same time. That's very much on purpose. That's what makes the community thing actually work.
90 days. 100 minutes a week. The full framework, office hours, Slack community and Airtable tracker. No lock-in — renew or leave at the end of your quarter.
Two quarters for the price of two, all four for the same. The whole year, sorted. No weird lock-in clauses — you can stop any time.
And if you're sat there going "I cannot wait until July…"
When I announced I was bringing The 100 Club back, so many people from the original 2023 cohort came straight back going WHEN and I NEED and I CAN'T WAIT — so I'm running a two-month intro round first.
The questions you're definitely thinking.
Tap to open. I've answered them all.
Most things like this feel amazing for two weeks and then become something you feel guilty about instead of energised by. Usually because the commitment is too full-on to sustain, or there's no direction so you're just showing up with no idea what to actually do.
The 100 Club is 100 minutes a week — not something that requires you to overhaul your entire life. The 5 Rs mean you always know exactly where to focus when you show up. And the data from the original cohort showed that the people who got the best results weren't the ones showing up every single day. They were the ones who just showed up consistently.
100 minutes a week is two lunch breaks. One Saturday morning. A bit Tuesday, a bit Thursday. It's not a course with hours of content to get through. It's 100 minutes on the relationships most likely to make you money — which is probably less time than you spent last week on content that didn't convert.
Yep. One of the 5 Rs is Reach, which is specifically about the people just coming into your world. So even if you're earlier in your journey, there's something here for you.
That said, The 100 Club works best when you've got at least some people to have conversations with — past clients, warm leads, followers, people in your inbox. Doesn't matter how many. It just needs to be more than zero.
How many new clients do you actually need this year to feel like your business is working? Ten? Five? You don't need thousands of people — you need enough of the right conversations with the people already in your world.
Small is fine. Untouched is the problem. One person in the original cohort had two enquiries from a single morning's activity. Not from going viral. Just from showing up for the people already there.
If you sell a service or your expertise and you've been doing it long enough to have an existing audience, you're probably in the right place. The original cohort had coaches, consultants, OBMs, copywriters, baby sleep coaches, accountants, sales consultants, graphic designers, membership owners.
The common theme wasn't the type of business — it was that they all had people in their world they weren't talking to. Sound familiar?
Then you had a bad week, pal. It happens to literally everyone. That's what office hours are for. That's what the community is for. Come and say "I've done absolutely nothing this week" and we'll figure out why together.
Missing a week isn't failure. Giving up entirely is. And that's a lot harder to do when there are people around you doing the same thing.
Look — I can't make you do it. Nobody can. What I can tell you is that at £90 for 90 days, the risk of trying and it not clicking is genuinely low.
And the weekly prompts, the office hours, and the community are all designed to make showing up the easier option. But if the reason you're not showing up for your warm audience right now is that there's no structure around it — that's literally what this is for. That's the whole point of it.
Your WARM audience is already there. Let's go and work it.
100 minutes a week. 90 days. A framework that tells you exactly where to focus — and a community that makes sure you actually do it.
Right. I'm doing this. Sign me up for May →audience
rn 💅