The most recent Alex Hormozi book, $100M Money Models, broke the Guinness World Record for the Fastest-Selling Non-Fiction Book. The record was set on August 16th, 2025, when the book sold over 2.9 million copies in a single day.
So how did he experience such success? Today, we’re going to be unpacking the spectacular Alex Hormozi book launch, but before we do, let’s talk a little bit about the man himself.
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Who is Alex Hormozi?
Alex Hormozi is an Iranian-American entrepreneur, investor, and author known for building and scaling businesses without outside funding. He began in fitness, founding Gym Launch, which helped thousands of gyms grow and sold for $46.2M.
Hormozi later created Acquisition.com, investing in high-cash-flow, digital-focused companies generating hundreds of millions annually.
Hormozi is also a bestselling author and runs a popular YouTube channel sharing business advice. His philosophy emphasizes value creation, long-term thinking, and practical strategies over hype or fluff.
What companies has Alex Hormozi started?
Here are some of the companies Alex Hormozi has launched.
United Fitness (2013)
His first entrepreneurial venture was a chain of six gyms in Huntington Beach, CA, launched and scaled between 2013 and 2016.
Gym Launch (2016)
Originally offered in-person “turnarounds” for underperforming gyms, it evolved into a licensing business in 2017. Over 4,500 gym facilities used its model to improve performance.
Prestige Labs (2019)
A supplement company designed to help gyms diversify revenue with high-quality nutritional products.
ALAN (2020)
A software company targeted at customer acquisition for brick-and-mortar businesses designed to double customer traffic at a fraction of front-desk staffing costs.
Acquisition.com (2020)
A holding and investment firm where Hormozi and his team invest in and scale high cash-flow, founder-owned businesses. As of 2023–2024, the portfolio spans around 16 companies generating over $200 million in annual revenue.
Skool.com (2024; as a co-owner)
Alex invested in and became co-owner of this community platform in 2024. Skool.com’s tools help digital entrepreneurs build courses, host events, and monetize communities.
Alex Hormozi books
100M Offers: How to Make Offers So Good People Feel Stupid Saying No (2021)
Synopsis:
This book teaches entrepreneurs how to craft irresistible offers that cut through the noise and convert customers consistently. Hormozi breaks down pricing psychology, value stacking, and offer creation into a repeatable process. His “Value Equation” is a cornerstone framework that helps readers increase perceived value while decreasing customer effort and risk.
Ideal for:
Coaches, consultants, service providers, and entrepreneurs struggling to differentiate themselves or raise prices without losing sales.
$100M Leads: How to Get Strangers to Want to Buy Your Stuff (2023)
Synopsis:
In $100M Leads, Hormozi tackles the next problem after having a great offer—getting people to see it. This book focuses on lead generation through organic content, paid ads, outbound strategies, and platform leverage. It’s filled with practical systems for building attention and demand, especially for digital or service-based businesses.
Ideal for:
Entrepreneurs, content creators, and marketers who want predictable traffic, attention, and qualified leads at scale.
$100M Money Models: The Playbook for Building Business Empires (2025)
Synopsis:
This is one of the best new business books out there. Hormozi’s latest release explores how high-growth businesses structure their offers, monetization, and value ladders to unlock compounding returns. The book outlines four scalable “money models” and explains how to align your pricing, products, and positioning with long-term wealth generation.
Ideal for:
Advanced entrepreneurs, agency owners, and founders looking to scale beyond six or seven figures and create enduring business systems.
Lessons from the Alex Hormozi book launch
A book is one of the best ways to get leads for your business, so you want to do your book launch right. Here are some of the things you can learn from Alex Hormozi’s spectacular book launch.
Dig the well before you’re thirsty
Alex Hormozi’s record-breaking launch of $100M Money Models in 2025 wasn’t an overnight success, it was the result of four years of patient, strategic groundwork.
Back in 2021, Hormozi had just 2,000 subscribers on YouTube. He didn’t sell anything. No courses, no programs, just real value. Every video, every post, was aimed at helping entrepreneurs grow, with no strings attached. That consistency built trust, and trust built an audience.
Rather than waiting until he had something to promote, Hormozi dug his well early. He built a team, upped his content quality, and treated his free material like it was premium. By the time he finally had something to sell, his audience was not only ready, they were eager. The launch didn’t feel like a pitch; it felt like a thank-you from someone who had already given so much. That’s the power of value-first marketing: build the relationship before you need it.
So what can you take away from this as an author? Start NOW. Provide value through blog posts or social media content. Build an email list and a large launch team. Grow your community so it’s ready when it comes time for launch day.
Use paid ads smartly
Alex Hormozi didn’t just hope for a successful book launch, he engineered one. In the months leading up to $100M Money Models, he reportedly spent over $4 million on ads. But it wasn’t blind spending.
Hormozi tested hundreds of ad iterations, fine-tuning messaging, visuals, and offers until he had a formula that worked. One of his most effective moves? Pre-selling the book through a one-time offer as part of a highly optimized sales funnel.
While most authors aren’t going to throw millions at ads (nor should they) there’s a key lesson here: treat your book like a product, not a passion project.
Paid ads can work after your launch, too. Consider self-liquidating book funnels that pay for themselves or Amazon Ads that keep your book visible long after the buzz dies down.
You don’t need Hormozi’s budget, but you can borrow his mindset: test relentlessly, learn quickly, and never be afraid to invest in your own success.
Self-publish for ultimate freedom
One of the most powerful elements behind Alex Hormozi’s book launch success? Full control/ Which is something only self-publishing can offer.
By choosing to self-publish $100M Money Models, Hormozi didn’t have to wait on a publishing house’s schedule or approval. He dictated the launch date, crafted the sales funnel, and managed fulfillment on his own terms.
That freedom allowed Hormozi to layer in bonus content, exclusive chapters, and special offers that would’ve been nearly impossible under a traditional publishing contract.
For authors looking to build a business through your book, self-publishing gives you the leverage to be creative, fast, and flexible.
Reframe the offer
Alex Hormozi reframed the entire concept of a launch. Knowing that only a small fraction of his audience would spend big, he created a premium offer for those willing to buy 200 copies of $100M Money Models.
To avoid alienating the rest of his audience, Hormozi also offered a huge bonus stack for free. This ensured everyone felt included, whether they bought one copy or 200.
He also positioned it as a philanthropic act: “Donate 200 books to entrepreneurs and get a tax write-off.” It turned a transaction into a mission.
Takeaway for authors: You don’t need millions of followers to apply this. Create something truly valuable (a course, toolkit, workshop) and give it away as a bonus for bulk book purchases. It’s not just about selling more books; it’s about turning buyers into ambassadors.
Stack value & influence
Alex Hormozi didn’t just rely on marketing tactics, he used psychological principles straight out of Influence: The Psychology of Persuasion by Robert Cialdini. Scarcity, urgency, reciprocity, and social proof were all baked into the DNA of his $100M Money Models launch.
Over the years, Hormozi gave away massive amounts of free, high-quality content. Then, during the livestream, he made a simple ask: “If I’ve ever helped you, consider buying this book.” That’s reciprocity in action.
He also told viewers he had only printed 5,000 premium bundles creating real scarcity and urgency. People believed (correctly) that they had to act before the livestream ended, and many did.
Takeaway for authors: If you haven’t read Influence, read it. These principles don’t just apply to marketers, they’re powerful tools for launching your book with purpose and integrity. Layer real value with thoughtful persuasion, and your audience won’t feel sold to, they’ll feel compelled to act.
Only one real purchase option
One of the smartest moves in Alex Hormozi’s book launch was keeping the decision-making dead simple. Instead of overwhelming people with multiple asks (buy the book, leave a review, share it with friends) just focus on just one: “Leave a review.”
This principle of clarity extends to Hormozi’s offers, too. His bundles came with one clear call to action, not a menu of choices. Because here’s the truth: confused people don’t buy. Simplicity builds momentum.
A live launch
Alex Hormozi didn’t just drop his book, he turned the launch into a 9-hour live event. It felt like a global happening, with a real-time counter showing books flying off the shelves and bonus livestreams in the days that followed. The energy was high, the urgency was real, and the audience was fully engaged.
Authors can take a page from this playbook. You don’t need Hormozi’s scale, but you can host a live webinar or virtual event. Use it to presell your book, announce bonuses, or offer exclusive bundles. Want to boost conversions? Offer a free ticket to the live event with every book purchase. Turn your launch into something people want to experience, not just scroll past.
Launch your book like a pro – on your terms
Alex Hormozi’s $100M Money Models launch wasn’t just about selling books, it was a masterclass in strategy, generosity, and execution.
From digging the well years before launch, to stacking irresistible value, using smart ads, and hosting a high-energy live event, Hormozi treated his launch like a business, not a gamble. He reframed offers, used proven psychological triggers, kept calls to action simple, and leveraged the full power of self-publishing to control every step of the process.
The good news? You don’t need millions of followers or a massive ad budget to apply these principles. Whether it’s building an engaged audience, crafting a one-click bundle offer, or launching with a livestream, you can take one or two strategies from Hormozi’s playbook and see big results.
And you don’t have to do it alone.
At selfpublishing.com, we help authors not just write and publish their books, but launch them successfully. From idea to outline, editing to cover design, and marketing to launch strategy, we provide expert guidance and tools to help you hit the ground running.
Just reach out today to get started!