Grow your course revenue up to 30% in 7 days - no paid ads, no sales calls 📈https://datadrivenmarketing.co/roadmap
Freddie Fernandez spent 31 years at Miami Fire Rescue, retiring as a deputy fire chief overseeing 14 stations, 150 people per shift, and 250 emergency calls a day. Then he built a course business. No ads. No launches. No algorithm. Just word of mouth, challenge coins in the mail, and a $925 product that has reached 500 agencies across 47 states.
Dominik sat down with Freddie to figure out how that actually works.
What came out of the conversation surprised me. Freddie started teaching at 22 by volunteering to cover a canceled class for 30 veteran firefighters, with less than 24 hours' notice, on a topic he hadn't fully mastered yet. That same instinct, just jump in and figure it out, runs through everything he's built since.
His product ladder is worth paying attention to. He walks people into the right package based on timeline and need, not price. He'll actively steer someone away from his most expensive option if it's not what they need. And he thinks that's exactly why customers keep coming back, and why they send their colleagues.
His take on discovery calls is something I've been thinking about since we recorded this. He spends the first part of every call asking questions, not pitching. He says if you listen first, you can sell later, but only what they actually asked for.
Freddie also talked about refilming his entire course library in 2023, ten years after the originals, because he felt the material was getting stale. That kind of honesty about your own product is rare.
I think you'll enjoy this one.
Check out Freddie's work: 🌐 https://www.fireassessmentcenterprep.com/ 📸 https://www.instagram.com/fireassessmentcenterprep ▶️https://www.youtube.com/channel/UCiCoJql6gw_KGQ7ZIS4fHfQ
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