---
title: "The C-L-O-S-E-R formula"
description: "Hormozi's sales framework for cold traffic."
canonical: https://tomsharman.com/bookshelf/gym-launch-secrets/the-c-l-o-s-e-r-formula/
updated: 2026-11-03
---

# The C-L-O-S-E-R formula

> Hormozi's sales framework for cold traffic.

Alex Hormozi's framework, from Gym Launch Secrets, pp. 111 to 130.

Framework 7 of 33 from [Gym Launch Secrets](https://tomsharman.com/bookshelf/gym-launch-secrets/index.md) by Alex Hormozi. Category: Offers and pricing.

## The steps

1. **Clarify.** Ask what brought them in, their goal and why they signed up, to find the gap.
2. **Label.** Recap current state versus desired state with their numbers.
3. **Overview.** Review past pains and what they tried, categorised by fitness, nutrition and accountability.
4. **Sell the vacation.** Tie your core benefits to the reasons earlier attempts failed.
5. **Explain away concerns.** Handle stalls, decision-maker and price objections.
6. **Reinforce.** Handwritten invitation, owner call and swag.

## Where it comes from

From chapter: Chapter 6, The C-L-O-S-E-R Formula, pp. 111–130

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/gym-launch-secrets/the-c-l-o-s-e-r-formula.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/gym-launch-secrets/the-c-l-o-s-e-r-formula-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/gym-launch-secrets/the-c-l-o-s-e-r-formula.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/gym-launch-secrets/the-c-l-o-s-e-r-formula-dark.png