The Average Six-Figure Course Business Has 309 Customers. Not 300,000 Followers.

Three hundred and nine people.

That is the entire paying customer base behind the average six-figure business on Kajabi, according to the platform's own data. The average six-figure earner there has between 1,000 and 10,000 followers, an email list of roughly 4,000 people, and 309 paying customers.

Not a viral account. Not a podcast tour. A list the size of a mid-sized high school and a customer list smaller than most people's LinkedIn connections.

CEO Ahad Khan has been making this argument for a while. "Many people think, 'I have to be MrBeast to build a successful business.' That's not the case at all," he said, noting the average transaction on Kajabi runs about $150, and that a dozen people paying that monthly already puts you in five- or six-figure territory. Later, on the $10B milestone: "Creators are realizing they don't need millions of followers or viral moments to succeed."

Now run the math yourself

309 customers × $150 average transaction = about $46,000.

That is not six figures. It's roughly half of one.

Which means the 309 number only works if those customers buy more than once — or buy something well above $150. And Kajabi's data says exactly that, just in a different paragraph. More than 75% of six-figure earners run more than one revenue stream, averaging five: bundled courses, communities, coaching, newsletters and digital downloads. Creators who bundle — a subscription that includes courses and community — earn 4.5x more than creators with a single product.

Khan's own framing is closer to the truth than the headline stat: "It's a couple hundred people paying your average transaction value, and all of a sudden, you're a six-figure earner." Paying. Present tense. Repeatedly.

So the real target isn't 309 buyers. It's 309 buyers worth roughly $324 each per year, across about five things you sell them.

That quietly demolishes the fantasy the same industry keeps selling: one course, built once, sold forever. The people actually hitting six figures are running a product line.

The part about who's being counted

These are platform numbers describing people who already got there. They do not describe everyone who bought a subscription, filmed twelve modules and sold four seats.

The gap shows up in Kajabi's own figures over time. The company says creators on the platform earn an average of $190,000, with most working four days a week and teams of two or fewer. But in that 2024 interview, Khan put the average Kajabi creator's annual earnings at $40,000 to $50,000. Different cuts, different populations — and the difference between them is the entire story of who gets counted.

The top end is genuinely steep. Nearly 1,800 Kajabi creators have crossed $1 million, more than 70 have passed $10 million, and one has broken $100 million.

Still, 309 is the most useful number published about this business in a while, because it's a number you can actually count toward. Most creators have no idea what their target is. They have a follower goal.

Swap it. 309 buyers. Five things to sell them. Start Friday.