Cookbook Strategy Team (2026)
Solin is working with more creators to help them create, design, launch & sell their own cookbooks & nutrition guides, now with our Emmy-nominated Head of Content, Nate Becker, who has shot with Gordon Ramsay.
One of the main ways fitness creators have added value and made money over time is through fitness programs & online coaching. If you scan the fitness industry, nearly every online trainer, creator, influencer seems to be selling a fitness program. As the space has continued to evolve over the years, it has gotten even more crowded. While this gives consumers many options, it also means it’s tougher to stand out from the crowd with your programs.
Here at Solin, a key focus is identifying new opportunities for creators to help them:
1. Provide more value to their audience
2. Build stronger online communities
3. Create new revenue streams to make a living, fund their content creation (which can be expensive), and reach more people.
Market Research
When we first wrote about cookbooks in 2022, we got fixated on what appeared to be a huge gap in the market. Online training + physical activity is a big market, but nutrition is just as big, and it’s growing faster. Based upon the latest research from the Global Wellness Institute (November 2025):
· Physical Activity represents a $1.14 trillion global market (2024)
· Healthy Eating, Nutrition, & Weight Loss represents a $1.15 trillion global market (2024), and it’s projected to grow faster over the next five years (7.1% per year vs. 5.1% for physical activity), reaching $1.6 trillion by 2029
Even with nutrition being such a big market, most creators we looked at were focused on training programs & online coaching rather than cookbooks & nutrition.
To confirm this point, we did a random analysis of 100 fitness creators with at least 40k Instagram followers as of July 27, 2022. The numbers were interesting:
· 56% (56 of 100) of the creators offered at least one training program or online coaching
· 3% (3 of 100) of the creators offered a cookbook
From here, we took our research a step further and looked at some anecdotal evidence to see if the opportunity for cookbooks is in fact as big as it seems.
Below are 2 anecdotes.
Anecdote 1: 100x sales on cookbook vs. training
In 2021, one of our creator partners with less than 100k followers launched a program on Solin. They sold ~40 programs on the platform over the course of a couple of months, generating ~$600 in total revenue.
A few months later, they launched a cookbook and sold 2-3k cookbooks, generating $65k+ in total revenue. The total proceeds of their cookbook were 100x greater than that of their training program.
Anecdote 2: Greg Doucette’s Anabolic Cookbook - $5.5 million of estimated earnings
There are no specific figures on Greg Doucette’s Ultimate Anabolic Cookbook, but it does seem like it has been incredibly successful.
If you type “Greg Doucette Anabolic Cookbook” into Google, you’ll see tons of articles and forums reviewing his book. Some are good reviews, some are bad. But regardless, a lot of people are talking about it!
There are other reports he had 4,000+ reviews (source: Mogcast episode 41) on his first cookbook alone. Let’s assume that this number is accurate, and that 5% of people who purchased his book left a review. This would imply 80,000+ purchases of his book. Back in 2022, the book retailed for $69, meaning he would have made $5.52 million on his first cookbook alone by these estimates.
He’s kept going since then. Today he sells The Ultimate Anabolic Cookbook 3.1 ($149 for the eBook), plus The Ultimate Meatless Anabolic Cookbook ($99) and The Power 13 Cookbook ($79).
If you’re interested in more, here’s a fun YouTube video from Will Tennyson reviewing Greg’s second cookbook:
YouTube: Reviewing Greg Doucette’s ANABOLIC COOKBOOK 2.0 For A Day
Outside of these two specific examples, there is plenty of other anecdotal evidence to suggest the cookbook opportunity is massive, including surveys our creator partners have run with their audiences.
Meet Our Head of Content, Nate Becker
In late 2025, we brought on Nate Becker as our Head of Content. Nate has been a director, producer, DP & editor for 15+ years, and he’s done a lot of his work in food & beverage. Before Solin, he was Head of Production & a Partner at FS Media, where he executive produced content for brands like Modelo, Samsung, Netflix, Coca-Cola, Gillette & Don Julio. His work has been nominated for multiple Emmys, a Critics Choice Award & a James Beard Award.
He’s also worked with celebrities like Gordon Ramsay, Bryan Cranston, Aaron Paul & Christian McCaffrey. With Gordon, Nate was a producer & director of photography on a few shoots, including for HexClad.
Today, Nate leads our content team & our studio in Los Angeles.
How Our Cookbook Team Works
In 2022, we formally launched our strategic cookbook team, an in-house publishing team focused specifically on helping creators publish cookbooks & nutrition guides. Since then, we’ve built cookbooks with creators like Andika Rodriguez, Kate Nolte & Emma Logsdon. Our goal hasn’t changed: help top creators launch incredibly successful cookbooks, reaching tens of thousands, if not hundreds of thousands, of people with each book.
Here are five key things our team helps with:
1. Recipes & content strategy. We go through your Instagram to pull your top-performing recipes, and you can add any others you want in the book. Your audience has already shown you which recipes they love, so that’s where we start. (For a head start on the nutrition side, here are a few of our team’s favorite resources: 5 Foundational Nutrition Resources)
2. Cover & book design. Our designers create several themed cover options & recipe layouts based on your brand. You pick your favorites, and we build the entire book. We can use the photos from your posts.
3. Full-scale marketing strategy. You get the same launch strategy we use with our 7-figure partners, plus the marketing assets to go with it. Nate & our content team help with the content you post to launch your book, and for high-potential books, our paid ads team can also create & run ads.
4. Sales copywriting & landing page design. It is important to optimize your sales page for conversion with great design assets & a story around your cookbook.
5. Checkout & delivery. Your cookbook sells as a digital download on your own Solin page. We handle checkout, payments & delivery, so you can stay focused on your content.
How to Get in Touch
We’re only taking on a few new cookbook partners at a time, so our team can give every book real attention. If you’d like to see if it’s a fit, just reply to any email you got from our team and we’ll take it from there.
As always, if you have any questions or would like to get in touch more generally, feel free to reach us at creators@solinfitness.com. We’d love to hear from you!