The Tribe of Revolutionary Fucking Leaders

Kat's entrepreneurial journey didn't start with The Tribe—it started with a blog. In 2007, while working as a personal trainer, she launched WomanIncredible.com partly to attract corporate training clients. But something unexpected happened: she fell in love with writing and building community. "I fell in love with writing and just really fell in love with connecting with like-minded women in fitness all around Australia and then around the world," she recalls. By 2010, she was building it seriously as an online business. The fitness business grew to $80,000 per month—a seven-figure annual run rate—by 2013. But Kat realized her true passion wasn't fitness; it was entrepreneurship and motivation.

In 2012, Kat rebranded under her own name as a business coach. She evolved her model into "about 30 active, different online products and programs." But by 2015, she noticed something: her most engaged community members were buying everything she created, regardless of what it was. Instead of forcing them to repurchase every time, she launched The Tribe in July 2015—a $97/month trial (50% off), then $197/month after—with 24,000 email subscribers waiting. The membership offered access to an $8,000+ library of existing programs, plus all new content she created. She explained her philosophy: "I love creating new content. I like I have to hold myself back from launching four or five different things a month. They basically just trust and know that I'm a content machine and that I'll produce."

Kat didn't run traditional funnels or paid ads. Her customer acquisition was almost entirely organic. "To be honest, it's largely referral," she said. She emailed 3-6 times daily with long-form blog posts (averaging 2,500 words), putting a subtle call-to-action at the bottom mentioning The Tribe and rotating testimonials. Her email list of 30,000 was the engine. She was also unexpectedly getting traffic from Pinterest—where she posted daily quote graphics—and Facebook, which drove more traffic than even her email clickthroughs. The Huffington Post article "F the Rules" (2014) provided another channel. By March 2016, just 8 months after launch, she'd signed 150+ members.

What worked: relentless content creation. Kat was a writing machine before monetizing—she'd written for 15 years before getting paid. She published 47-48 self-published books on Amazon (averaging 15,000 words each), getting ~1,000 downloads/month across all titles (35,000-40,000 total since February 2012). She launched a podcast—"The Success Smackdown"—with 4-5 minute episodes, 4-5 per week, hitting ~1,000 downloads per episode (~20,000-30,000/month) by mid-2015. She acknowledged what didn't work: "I kind of keep launching new things and to be honest, I think I was confusing people." Her 20% monthly churn rate (80% retention) wasn't ideal, but improving the Facebook group experience reversed it. She also admitted, "I've actually got it on my list today to sit down and finally get a little funnel up and running for it. So I feel like I'm leaving a lot on the table there."

By March 2016, The Tribe generated $500,000+ in just 8 months. With 150 members at $197/month and a 5-month average lifetime (based on 20% churn), each customer was worth ~$1,000. But The Tribe was just part of her empire. Her March 2016 revenue hit just under $124,000 total: $42,000 from The Tribe membership, $40,000-50,000 from one-on-one coaching, and $20,000-30,000 from other online programs. For full-year 2015, Kat crossed $1 million in revenue—all driven by being a "content animal" and staying true to what she loved: writing, speaking, and building community. She attributed her breakthrough to finally taking "the gloves off and saying what I actually thought and believed."