In the world of business, acquiring customers is just the beginning. The real challenge lies in keeping them committed and invested in a brand over the long term. This is the foundation of “27 Tribe Secrets: The Psychological Strategies to Attract, Convert, Engage, and Retain Customers for Life While Building a Thriving Community That Never Leaves You”, a book that goes beyond traditional sales tactics to explore the psychology behind building a community-driven business. Written by highly successful Canadian businessman Funk Roberts, along with co-authors Mike and Rick Tielemans, the book dissects 27 actionable strategies designed to transform any business into a thriving ecosystem of loyal customers who become lifelong advocates.

A Book Born from Experience

Funk Roberts is best known for his dominance in the fitness industry, particularly as the founder of Over 40 Alpha, a fitness coaching platform designed for men over 40. But this wasn’t an overnight success. His first membership site failed because he faced a crucial problem that many business owners encounter — keeping people engaged and subscribed to the service. 

This eventually led him to Mike and Rick Tielemans, experts in community building. Together, they restructured Roberts’ approach, focusing on psychological strategies and structured engagement tactics. The results were staggering — his community grew, his revenue stabilized, and most importantly, his members remained engaged. Seeing the impact of these strategies firsthand, Roberts decided to share the solutions with others going through the same struggles and 27 Tribe Secrets was born. 

The Primary Idea of 27 Tribe Secrets: Community Over Customers 

At its core, 27 Tribe Secrets is about shifting the focus from one-time transactions to long-term relationships. In the book, Funk argues that in today’s hyper-competitive market, businesses that rely solely on aggressive acquisition strategies will struggle. 

“Most businesses are failing because they focus too much on the front-end — the sale — and not enough on what happens after,” Roberts explains. “If you don’t bring in the right people from the start, and don’t lay out pathways for them to achieve tangible results consistently; it doesn’t matter how great your product or service is, you’ll constantly be battling churn.”

Instead, Roberts says, companies need to create an ecosystem where customers feel valued, understood, and part of something bigger than themselves. The 27 secrets outlined in the book break down the art and science of this process: 

• Analysis of psychological triggers: The book goes into the depth of human psychology and unpacks the triggers that make people stay, such as consistency, accountability, and a sense of belonging. 
• Building a tribe that uplifts: The book highlights the importance of building a supportive brand community. Roberts shares 27 strategies rooted in human behavior to keep members engaged and feel emotionally invested in the products/services they buy. 
• Creating a path, not just a product: Roberts emphasizes that customers don’t stay for the long-term if the product is just a one-time purchase; they stay when they feel like they’re constantly getting positive results and are on an uptrending journey overall. Roberts lays out how to design a roadmap on building trust and connection through personalization, exclusivity, and shared experiences that keeps people engaged at every stage of a business. 
• Creating high-value offers: The book debunks common myths about customer loyalty like engagement being about flashy social media posts or constant email blasts.
  “People don’t buy workouts, meal plans, or coaching sessions. They buy the identity they want to become,” Roberts explains.
  Roberts explains how real connection happens when customers feel seen, breaking down how to structure offers that become indispensable to them.

• Automation without losing the human touch: Many businesses struggle to scale, over-automating or becoming too hands-on. Roberts provides a framework to balance automation with engagement, ensuring customers feel valued while business owners maintain efficiency and avoid burnout. 

27 Tribe Secrets isn’t theoretical — it’s built on real-world results. Every principle in the book has been tested and refined through Roberts’ own business and through countless clients who have implemented the strategies. The book also includes case studies of established brands that have transformed their retention rates using these methods.

More Than Just a Business Book  

What makes 27 Tribe Secrets unique is its focus on human connection. The book challenges entrepreneurs to rethink their approach, urging them to build businesses around creating lasting impact rather than just selling. Rooted in behavioral science, it explains why communities thrive and how brands can foster belonging. The psychological foundation provides a deeper understanding of why certain strategies work, making the book more than just tactics. Strategies from the book apply across industries, offering a roadmap to transform customers into loyal, lifelong members. 

Funk Roberts built his multi-million-dollar fitness business by mastering what most entrepreneurs overlook: community. In the era of AI, automation, and digital saturation, when customer attention spans are shorter than ever and businesses struggle to keep customers engaged, 27 Tribe Secrets offers a much-needed solution. With this playbook, he and the Tielemans brothers are handing that blueprint to others, showing that success in business isn’t just about sales — it’s about loyalty, retention, and creating something that customers never want to leave.

“Business is lonely,” Roberts admits. “But when you build a tribe, you don’t just create customers—you create a movement. And that changes everything.”