About the Company

Sweet Science of Fighting is a business dedicated to providing comprehensive strength and conditioning training programs for combat athletes. James de Lacey, the founder, has designed these programs to cater specifically to the needs of fighters across different disciplines, including striking, grappling, and MMA. The company also includes a private community where members can interact and access exclusive content. Beyond training programs, Sweet Science of Fighting generates additional revenue through affiliate marketing, promoting various combat sports products like boxing gloves and fitness equipment.

The company’s success can be attributed to de Lacey’s extensive background in professional sports, having worked in rugby and holding an advanced degree in sport and exercise science. By integrating his professional knowledge with insights from other elite coaches, such as the lead performance coach for the Dutch Judo Olympic team, de Lacey has crafted programs that stand out in the market. This unique approach has helped Sweet Science of Fighting build a loyal and growing customer base.

Idea Behind Company

The inspiration for Sweet Science of Fighting stemmed from James de Lacey’s extensive experience in the strength and conditioning field, particularly within professional rugby. During the pandemic, while stranded in Romania and facing job uncertainties, de Lacey saw an opportunity to pivot his expertise into a new domain—combat sports, a long-time personal passion. Recognizing a gap in quality strength and conditioning programs tailored for combat athletes, he decided to leverage his background to fill this niche.

De Lacey’s deep understanding of SEO and digital marketing played a crucial role in turning this idea into a viable business. He spent time learning how to structure content that could rank well in search engines, driving traffic to his site. His strategic approach to content creation, focusing on combat sports training and comparison articles, helped him attract a significant audience. This laid the foundation for the eventual success of Sweet Science of Fighting.

Creating the Company

Building the first version of Sweet Science of Fighting involved creating detailed strength and conditioning programs for different combat sports. De Lacey initially used Google Sheets and PDFs to deliver these programs, which included customizable options for exercises. This approach required minimal financial investment, relying primarily on de Lacey’s time and expertise.

He strategically bundled and upsold these digital products to maximize revenue. At the same time, de Lacey focused on creating high-quality, informative content that would rank well in search engines. This dual approach of selling digital products and driving traffic through content marketing proved effective. As his website traffic grew, so did his revenue from both direct sales and affiliate marketing.

Using tools like ThriveCart for his shopping cart and Thrive Themes for landing pages, de Lacey created a streamlined, cost-effective setup for his business. This allowed him to focus on content creation and marketing, which were critical to his early success. Over time, he refined his SEO strategies, ensuring that his content continued to rank well and attract new customers.

Launching the Business

James de Lacey officially launched Sweet Science of Fighting in September 2020, although the website itself had been online since 2018. Initially, he did not have a strong grasp of SEO or digital marketing, so the site received little traffic. However, once he lost his contract and had more time to focus on the business, he dedicated himself to learning SEO and driving traffic to his content.

De Lacey emphasized the importance of building an audience before trying to sell products. By focusing on creating valuable, rankable content, he was able to attract a significant number of visitors to his site. This audience provided a ready market for his digital products and affiliate offers. One successful strategy was the use of one-time offer pages, which increased sales by presenting new leads with attractive, time-limited deals.

To retain customers and encourage repeat purchases, de Lacey implemented strategies like bump offers and targeted lead magnets. These tactics helped him increase his average order value and conversion rates. By continuously optimizing his content and sales funnels, de Lacey was able to grow Sweet Science of Fighting into a sustainable, profitable business.

Earnings

Today, Sweet Science of Fighting earns approximately $8,000 per month. This revenue comes from a mix of subscription income, one-off digital product sales, and affiliate marketing. To reduce the volatility associated with one-off sales, de Lacey transitioned to a subscription model. He uses a third-party app, MyStrengthBook, to host his training programs and manage payments, which helps streamline operations and reduce costs.

De Lacey has also partnered with XMartial to offer branded martial arts gear, further diversifying his income streams. By continuing to expand his YouTube channel and other content platforms, he aims to attract more traffic and grow his membership base. His focus on quality content and strategic partnerships has positioned Sweet Science of Fighting for ongoing success.

Through his journey, de Lacey has learned the importance of networking, creating high-quality content, and building strong relationships with affiliate partners. These lessons have been instrumental in the growth of Sweet Science of Fighting and will continue to guide its future development.