Who She Is
A high school athlete, a farmer’s daughter, and a woman who has never once let a limiting belief win twice
Mackenzie played volleyball and ran track in high school, went to college on athletic scholarships, had kids young, and spent years bouncing between CrossFit, kickboxing, and garage workouts before a college strength and conditioning coach pulled her aside during a training session and told her she was coachable enough to be a trainer herself. She went home, thought about it, searched how to become a certified personal trainer, got the best certification she could find, posted on Facebook asking if anyone would join a fitness class, and was overwhelmed by the response.
She grew up without money. Her dad was a farmer. Back-to-school shopping was knocking on her sister’s door and asking for hand-me-downs. Nothing was going to land in her lap if she didn’t make it herself, and she has lived by that understanding ever since. When she went back to college as a young mother, she carried a 4.0. When she decided to go online, she figured out the camera, the upload process, and the delivery platform herself, one piece at a time. When she was told to post consistently on social media and resisted, she eventually posted anyway, just to prove it wouldn’t work. A reel got 3 million views and she gained 30,000 followers overnight.
Her content is women’s functional fitness. Full-length follow-along workouts that subscribers describe as spending time with their best friend. She opens every workout with tips and motivation. She closes every workout with a mindset nugget. On Sundays she records what she calls Mindset Moments, phone in hand, hair piled up, laundry machine running in the background, and uploads them to the app.
“Nothing is going to land in my lap if I don’t make it myself.”
Mackenzie Wells @mackenziewells.fit • 810K followers
The Before
People from Texas, California, and New York kept asking to train with her. She had no answer.
For seven years, Mackenzie taught Tuesday and Thursday nights and Saturday mornings in a hole-in-the-wall building on the town square in Missouri. A former Pizza Hut. You could still see the grime from where the tables had been. She crammed her ladies in with yoga mats and weights and nobody cared. The problem wasn’t the quality of the training. The problem was geography.
Women started finding her on Facebook and Instagram and asking how they could work out with her. She would ask where they were from. Texas. California. New York. “I don’t have a way for you to do that,” she told them. Then she started thinking about how she could. She didn’t know cameras. She didn’t know videography. She didn’t know how to compress a file and upload it to YouTube. So she found the camera guy at her church and asked him to walk her through it.
Before Playbook she had a website, a private Facebook group, and YouTube, where she was essentially limited to hip-hop elevator music because of copyright restrictions on anything she actually wanted to use. It worked. She built a real subscriber base running it all manually. But as the business grew, she was spending as much time managing the moving parts as she was training people. When she had to cancel someone, she had to remember to also remove them from the Facebook group. Everything was everywhere. She needed it in one place.
“I don’t have a way for you to do that.”
Mackenzie Wells @mackenziewells.fit • 810K followers
Why Playbook
She evaluated a lot of apps. She picked Playbook because she could sniff out good people.
Playbook reached out. So did a lot of other platforms. Mackenzie got on Zoom call after Zoom call and heard promise after promise. She evaluated carefully. She joined. She streamlined. And then she did the thing she had been resisting for years: she started posting consistently on social media.
She had told herself she was a nobody from Missouri. She was 35, which felt old in the fitness industry. She had nothing interesting to say. She posted anyway, just to prove it wouldn’t work. One of her first reels, six exercises smashed together with a trending song, got 3 million views. Thirty thousand followers came in from that one post in December 2023. Her daughter came upstairs and said, “Mom, you went viral.” Her husband said, “You know what this means. You’re going to have to start posting all the time.” She has.
“There are a lot of really good apps out there. But your guys’ app is the best. And also, you guys are the best. I can sniff out a good person. And when I was on calls with you guys, I was like, these are my people.”
Mackenzie Wells @mackenziewells.fit • 810K followers
How She Does It
Four posts a day. Sunday mindset moments. And a rule about cancellations.
She posts four times a day, every day, from a home gym setup she built herself. Constant presence in the app community and her private Facebook group, which she kept running alongside Playbook because she had already built something real there and was not willing to abandon the women in it.
When someone messages saying they want to cancel, she asks them to message her first. “If you’re thinking about giving up, fine. It’s fine. You’re allowed to give up. We all have free will. But I need you to message me first because I guarantee you’re just going through something that might last a day or two and you just need somebody to talk to. You just need to be heard for a minute. You don’t need to cancel. Just like you’re gonna have a fight with your spouse. You don’t need to go get a divorce.”
Her subscription is $19.99 a month or $199 a year, with a 7-day free trial on both plans.
The Results
From 50 sign-ups to 27,000+ subscribers. From a Pizza Hut to multiple six figures a month.
Paid Subscribers 27,000+
Up from a goal of 50 Monthly Recurring Revenue 6-Figures
Trial-to-Paid Conversions 66%
Choose Annual Billing Upfront 60%+
Annual Plan Price $199
or $19.99/month She set a goal when she was younger to be a millionaire by 40. She made it.
What’s Building Next
A promise from the universe. She’s still collecting on it.
Mackenzie posts four times a day, every day. She has never purchased a follower. The women in her Facebook group, the ones she built a community with years before Playbook existed, are still there, still training.
What started as a goal of 50 sign-ups from a former Pizza Hut in small-town Missouri is now a business with more than 27,000 paid subscribers, multiple six figures a month in recurring revenue, and an audience that keeps growing every single day. The women from Texas, California, and New York who used to ask how they could train with her? Now they can.
“It’s like a promise from the universe. If you keep posting, it’s coming.”
Mackenzie Wells @mackenziewells.fit • 810K followers
