The Game with Alex Hormozi

Episode: 3. Section A. Attract | $100M Lost Chapters Audiobook

Date: November 14, 2025
Host: Alex Hormozi

Episode Overview

This episode is part of the "Lost Chapters" from Alex Hormozi's $100M Money Models, focusing on how to attract new customers—especially people who might not have otherwise engaged with your business. Alex shares personal stories, foundational concepts, and actionable frameworks for using free and discounted promotions to generate demand, build credibility, and ultimately drive business growth. The emphasis is on real-world tactics for entering new markets and gaining early traction, all while highlighting the psychological barriers and incentives at play.

Key Discussion Points & Insights

1. Origins of the 'Free Offer' Framework

[00:00–06:45]

• Setting the Stage:
  Alex recounts his early experience presenting at a large conference as a 26-year-old gym owner. Nervous but prepared, he explains how he pre-sold his gyms using a free six-week challenge, building them to capacity before even opening.

• Unexpected Reception:
  Despite feeling like an outsider—“a kid in a neon green fitness T-shirt who had been broke only a few years before”—his transparent breakdown of the process resonated with the audience, sparking overwhelming interest and turning him from an unknown into a sought-after expert.

  “It took me 60 minutes to make it from the door of the venue to the men's lavatory 30ft away. And even there, someone followed me and asked me questions while I was peeing.” — Alex Hormozi [05:55]

• First Realization of Opportunity:
  The post-talk frenzy and advice from his mentor pushed Alex to consider teaching others, eventually collecting hundreds of contacts from curious entrepreneurs in adjacent industries.

2. The Birth of Gym Launch Through a Free Offer

[06:45–10:50]

• Early Reluctance & The Offer:
  At first, the concept of selling a course or program felt alien. Used to selling services directly, Alex instead crafted an irresistible proposition:

  • He would fly out to a gym.
  • Spend his own money on marketing.
  • Work and close leads personally.
  • Only collect what he sold, providing customers and know-how for free.

  “I'll fly out to your gym. I'll spend my own money on marketing. I'll work your leads. I'll close them, then I get the cash, I collect, and I'll give you the customers for free...I only make what I sell. Sounds like a grand slam offer, right? Yep. I did this for 33 gyms, and it took me 18 months of flying around the country.” — Alex Hormozi [08:55]

• Initial Success:
  The 'free offer' model was easy to sell and helped him earn his first million dollars outside his own gyms.

3. Why Free & Discount Promotions Are Powerful Tools

[10:50–14:35]

• Strategic Reasons:

  1. Low-Risk Entry:
     Allows for 'wiggle room' as the offer might still be rough, reducing risk for both sides.
  2. Rapid Testimonial Generation:
     Working for free in exchange for testimonials is the fastest way to build credibility.
  3. Building Conviction:
     If the offer is untested, giving it away helps build confidence and close deals.
  4. Easier Demand and Referrals:
     Free work accelerates word-of-mouth and generates more leads for monetization down the line.

  “When you start for free, it's also easy to get referrals and start generating demand. Get flow, monetize flow, then add friction.” — Alex Hormozi [12:25]

• Lead Flow Philosophy:

  • Prioritize generating initial demand and momentum (“get flow”) before building profitability constraints (“add friction”).
  • Keeping the front end low-priced or free sustains a strong pipeline of potential customers, which can then be upsold.

  “I feel like too many people try to put their cart before the horse…In almost every industry I profit from, I began with a standalone offer, free offer, or a discount offer. They live at the core of my get new client strategy.” — Alex Hormozi [13:55]

4. The Role of Promotions as Wrappers for the Core Offer

[14:35–End]

• Promotions = Presentation:
  Promotions are likened to wrapping paper around the true “Grand Slam offer”—they enhance perceived value rather than change the underlying product or service.

  “You can wrap a gift in recycled paper, or you can put it in a Chanel bag with a matte black paper and a perfectly tied white bow...We’re making it more inherently attractive. That is the reason for our promotional wrapper.” — Alex Hormozi [15:40]

• Essential for Cold Audiences:
  The effectiveness of a promotion is judged by how well it answers the customer’s core question: “What’s in it for me?”

  “This is especially important when entering cold markets where you must give people a reason to move towards you.” — Alex Hormozi [16:02]

• Teaser for Next Chapters:
  Upcoming content will break down premium, free, and discount offers, detailing how to make each type “the right way.”

Notable Quotes & Moments

• On getting mobbed after his first big talk:
  “It took me 60 minutes to make it from the door of the venue to the men's lavatory 30ft away. And even there, someone followed me and asked me questions while I was peeing.” — [05:55]

• On why he starts with free offers:
  “If I haven't done something before, I tend to lack conviction, so offering it for free or at some massive discount helps me actually close the first few sales...Don't be mistaken, I still had to sell people on taking that offer.” — [11:20]

• On the psychology of front-end offers:
  “If you want to make money fast, ironically, many times it comes fastest from giving things away. Those who give the most get the most.” — [14:20]

• On the purpose of promotional wrappers:
  “The point of creating a promotion is to enhance your Grand Slam offer, not change it. Think of these like wrapping paper. What’s inside may be the same, but we’re making it more inherently attractive.” — [15:40]

Timestamps for Important Segments

• 00:00–02:00: Author’s note on lost chapters and their focus
• 02:00–05:55: First major speaking experience and crowd response
• 06:00–10:50: Genesis of the free offer and Gym Launch story
• 10:50–13:55: Core reasons and intended effects of free/discounted offers
• 14:00–16:30: Strategic importance of promotional “wrappers” and setup for subsequent chapters

Summary Flow

Alex Hormozi uses engaging storytelling and crisp logic to highlight why starting with free or discounted offers is foundational to his business philosophy. He combines personal anecdotes (like being mobbed for advice after his speech and field-testing his model across the country) with practical explanations of how these tactics de-risk new ventures, build credibility, and maximize early growth. Core to his approach is the concept that a compelling “wrapper” can make even the best offer more attractive—especially to people who are unfamiliar with you or your business.

Listeners gain both a blueprint for structuring their own Grand Slam offers and the mindset required to break through in cold markets. The significant takeaways are the importance of lead flow, the power of standing out with irresistible entry points, and the vital distinction between the core offer and the way it’s presented.

Recommended Next Listen:
Look forward to the following chapters, where Alex promises a deep dive into premium, free, and discount offers with tactical advice on executing each for maximum impact.