Want to see a great ad for online coaching? Look at this: Most fitness coaches will see this ad, watch the video, and go, “That’s weak.” “I could do so much better!” “Man, that dude’s range of motion / poor reps / postural alignment is terrible!” Almost all fitness coaches see the ad and think: “I could do better.” Here’s why they won’t. When a fitness coach thinks about selling their amazing programming online, they think about attracting an audience to their programming. They don’t think about solving an audience’s problems. And that’s backward. I chose the ad above because it solves a problem for a narrow niche audience. Cyclists know they *should* be doing some strength training, but they don’t know what to do. And even though the video demos were clearly shot in a CrossFit-style gym, the program owners never say “cyclists should do CrossFit.” Instead, they say “here’s how to be a better cyclist.” Because that’s all cyclists care about. The coaches at Dynamic Cyclist understand how to place a “lens” over their knowledge. Here’s how to do it: Identify your smallest viable audience. Find ONE person you can help. Solve their specific needs. It’s best if this is a 1:1 client you train in person. Then duplicate that solution and sell it at scale. For example, if you train a collegiate-level basketball player, measure the metrics they care about, and then scale the program to a larger audience. Go narrow and deep. Selling programming for CrossFit gyms has become very competitive. And selling the same program to everyone makes your product a commodity, which means it’s subject to downward price pressure. While the best systems (like BoxProgramming.com) are worth over $200 per month, most “gym programming” platforms charge $49 per month or LESS. And they provide full class templates and coaching cues. To make that project worthwhile, you have ...
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