How Foundr Makes Its Millions Online Selling Digital Products

by Eddy Ballesteros - Updated: December 4, 2023

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Foundr is a company that has made millions online. Founded by Nathan Chan in 2014, the company has grown into an empire with multiple income streams.

The best news? Anyone can do what Foundr has accomplished if you work and solve people's problems. 

Foundr Magazines has four main revenue sources: Digital Products, Online Courses, The Foundr Magazine Subscription Service, and Affiliate Marketing.

Yes, that's a lot, but don't worry! We will go over their business model in full detail, and hopefully, you'll find a few digital product ideas for yourself.

TL;DR: The Blueprint of Foundr's Million-Dollar Empire

How did Foundr rake in the big bucks? They've cracked the code to online success through a multi-faceted approach that anyone can replicate. Here's the lowdown:

  • Digital Products: Think eBooks, templates, and more. Foundr knows how to package knowledge into sellable formats.
  • Online Courses: From Instagram marketing to eCommerce, their courses are informative and insanely profitable. They even have a course on how to create courses—talk about meta!
  • Magazine Subscriptions: Their digital magazine is a treasure trove of entrepreneurial wisdom, and people are willing to pay for it.
  • Affiliate Marketing: They've mastered earning while endorsing, making affiliate marketing a significant revenue stream.
  • Social Media Prowess: With 2M+ followers on Instagram and a strong YouTube presence, they've got audience engagement down to a science.

What Is Foundr Magazine?

Foundr is an online publication that helps entrepreneurs and aspiring business owners get started on their journey to online success.

Nathan Chan built the company from the ground up without investors, and he shares his best strategies with entrepreneurs while interviewing the big sharks in entrepreneurship.

Foundr Homepage

How Does Foundr Make Its Money?

Foundr makes its money in several ways.

They make most of their money online through Online Courses, Digital Products Instagram, Podcasts, Affiliate Marketing, and The Foundr Magazine Subscription which are all monetized with affiliate links.

Phew! That's a lot! but don't worry, we'll review the biggest lessons below this post.

Here's how they make their money.

Online Courses:

Foundrs Online Courses

The First and most profitable way Foundr makes its money is through online courses.

They teach entrepreneurs and beginners all the steps they need to take to be successful. They run free training workshops for each online course!

They've created so many successful courses that they even built a course on making money with courses. (Without Scammy Guru Tactics! lol)

The best part about the online courses is that they're not just offered once; you never get anything from them again. They are constantly updated to give entrepreneurs new insights and fresh content to stay relevant.

You can learn anything from starting an eCommerce store to building an audience on Instagram.

Some of their most popular courses are:

  • Instagram Domination
  • Start And Scale An Ecommerce Store
  • Rapid Course Formula
  • How To Master Youtube Ads
  • How To Run Facebook Ads
  • & So Much More!


What is the cost of their training?

Foundr charges a hefty price for their courses starting at $1997 and payment plans of $597.

Magazine Subscription:

Foundr makes money by offering the Foundr Magazine Subscription

Foundr Magazine

The magazine is full of in-depth interviews, advice, and secrets about how other entrepreneurs have found success in entrepreneurship.

It's so popular that it consistently ranks as one of the top magazines for business ideas and profitable side hustles.


They offer a simple pricing plan where you can purchase a single issue for $4 or their yearly subscription at $21.99 per month.

Foundr Magazine Pricing


Through their podcast, Foundr connects with entrepreneurs all over the globe to share insights on how they've found success in various aspects of entrepreneurship, interview successful business owners, and get advice from those who have been there before you. 

Foundr Podcast

They even get popular business owners such as Tim Ferriss, Gary Vaynerchuk, and Tony Robbins to come onto their podcast for an interview.

They make money from recommending products and bringing organic traffic to their courses.


The Foundr podcast is completely free to listen to.

Blogging & Youtube

The team at Foundr also writes long-form articles at scale to receive thousands of monthly visitors to their blog. 

This lets them funnel traffic to their online courses and podcasts by capturing their email list or direct sign-ups. 

The same thing goes for their YouTube channel! Check out my article on how to make money on YouTube.

After some research, I saw they don't have any ads in their articles. They don't make money from the blog but use it as a tool to promote their other products, which are monetized with affiliate links and online courses. 

Foundrs Masterclass

This shows how you can monetize blogging and use SEO as a traffic source for your digital products.

You can also learn this skill by taking a course on blogging or SEO.

1:1 Coaching

Foundr Magazine offers coaching programs that allow you to scale as an entrepreneur. 

The coaching offer is geared towards eCommerce sellers who want to increase and make an ROI on their ad spend or marketing.

They will also show you how to grow an audience and become a legitimate business online where sales come in quickly.

How They Get Most Of Their Traffic

Foundr uses a combination of everything but mainly gains its customers through Instagram, Podcasting, and Youtube.

They have amassed over 2 million followers on IG and over 100,000 subs on youtube.

Foundr Instagram

How To Start Selling Like Foundr

If you want to start selling like Foundr, you'll need to do three things:

  • Offer online courses, provide a product that solves a problem.
  • Have a low-priced subscription service. 
  • Create an engaging platform with quality guests and content.

You can use a digital product platform like Podia to create online courses, sell memberships, and host webinars.

Podia is the perfect all-in-one platform for selling content and creating an online business like Foundr.

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Many people always ask how to set up a course business and overcomplicate the process, but it's actually easy when you have an end goal. 

First, think about the problem you want to solve: is there a need for your course? If not then don't create one!

You want as many people that are interested in what you're teaching so if no one is asking for your content then maybe you should change topics.

Second, figure out how much you will charge for the course. People often overprice their courses and then don't sell any, so make sure it's something people can afford. 

Third, think about how your customers will get value from taking your class- this could be through video tutorials or live lessons with an instructor online. 

Foundrs Trainers

Remember, even at Foundr, they outsource the live courses to experts in the field who have experience and a clear understanding of the topic.

The last step is to build the course and start making money! You can use Podia's platform to create a new course on your own or digital products. 

You can also use a course platform to protect your digital downloads from being stolen online.

Is Foundr Legit?

Yes, Foundr is legit, and they have a lot of success stories to show for it

If you want to learn more about Foundr, read their blog posts and check out their Instagram account.

Nathan Chan's story is very inspirational because he was able to start his company from scratch and grow it into something huge. It hit home for me since it's exactly what I'm doing on my site and acting as a one-man show. (For now!)

They're a great example of how you can build an online business and not have to have investors or capital upfront.

Final Thoughts About Foundr Magazine

That sums up how Foundr makes its money through digital products and other monetization strategies.

If you want to learn which digital products to create for your business, check out my blog post on the best digital product ideas to sell online!

Eddy is an AI, SEO, and personal finance blogger who uses and tests products to help others improve their lives through AI and financial literacy. With years of experience in online business, he deeply understands the latest AI and SEO trends. Eddy is also well-knowledged in personal finance and committed to sharing his knowledge and expertise with his readers.

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