From Corporate Burnout to Coaching with Purpose: Aram Grigorian’s Journey

From Corporate Burnout to Coaching with Purpose: Aram Grigorian’s Journey

In this episode of the Business of Coaching workshop, we hear from Aram Grigorian—founder of Four Weeks to the Beach and the visionary behind the Real Coaches Summit. Aram’s path from the burnout of corporate life to becoming a respected leader in the coaching world is more than a career pivot. It is a powerful example of resilience, reinvention, and a deep commitment to authenticity.

Aram Grigorian’s Humble Beginnings

Aram’s parents worked multiple jobs to create a foothold in America, and their work ethic shaped his approach to life. He became the first in his family to attend college, financing his education by holding down full-time jobs. That hustle paid off, at least on paper. After graduation, he followed the well-worn path of chasing high-paying titles in finance and sales. Within a few years, he was making six figures, climbing the corporate ladder, and doing everything “right.”

But success did not feel successful. Despite the paycheck and promotions, Aram felt deeply unfulfilled. The pressure, the politics, and the absence of meaningful impact slowly wore him down. When he was eventually laid off and handed a severance package, it did not feel like a loss. It felt like an opportunity.

Rather than returning to the corporate grind, Aram leaned into a long-standing passion: fitness. He got certified through NASM and took a job at a local gym. He folded a lot of towels, but he saw it as a stepping stone. He used his time on the gym floor to build relationships, engage with members, and genuinely help people—even if it was not technically his job. That authentic curiosity and desire to serve set him apart. It was not long before he rose through the ranks to become one of the gym’s top trainers.

Aram’s early success as a coach was not just about knowledge, but caring deeply about the people in front of him. But as his skills grew, he began to question the gym’s business model. The economics of commercial fitness were not in his favor. So, he pivoted—transitioning many of his clients to in-home training, allowing him to retain more income and create a more personalized experience.

After a brief and unfulfilling return to sales, he was laid off again. This time, the fall was harder. He found himself making sandwiches in a deli for $14 an hour while trying to rebuild his coaching business from scratch. It was a humbling season, but also a defining one. Through persistence and word-of-mouth, he slowly regained his footing. Clients returned. His income stabilized. And more importantly, his sense of purpose was clearer than ever.

Aram’s Coaching Journey Transitioning to an Online Business

Soon after COVID, Aram made a bold move. He packed up, left the East Coast, and headed to California with little more than his dog and a lockbox of savings. There, he began focusing on online coaching, but with a different approach. Instead of trying to compete with flashy influencers or lean into performance marketing, Aram chose to build his brand around honesty, education, and service. His content was simple, practical, and aimed at real people. Posts about grocery store protein picks or step-count targets resonated because they were accessible. He was not trying to impress peers. He was trying to help the average person feel more in control of their health.

That strategy worked. His audience grew steadily, not through paid ads or viral gimmicks, but because his content was shareable, relatable, and useful. People saw themselves in his message. Coaches began taking note, too—not just of his content, but of the ethos behind it.

The Real Coaches Summit

He began hosting Instagram Lives with other trainers, sharing ideas and cross-pollinating audiences. There was no agenda, no transaction, just mutual respect and the shared goal of making the industry better. That spirit of collaboration eventually became the foundation for something bigger: The Real Coaches Summit. Frustrated by the glitz and sales pitches of traditional fitness expos, Aram envisioned a different kind of event: one where authenticity, education, and community came first. In its first year, the summit lost money. But it gained something more valuable: trust. Coaches walked away feeling supported, not sold to. Speakers were chosen for their experience, not their follower count.

Now entering its fourth year, the Real Coaches Summit has become a hub for purpose-driven professionals. It consistently features lesser-known, deeply experienced coaches who bring value without ego. The event’s success has also led to Real Coaches Calls: weekly live sessions where Aram continues to foster community and share insight, all for free.

An Example to Follow

So, what is the takeaway from Aram Grigorian’s journey?

It is that real impact does not require shortcuts, gimmicks, or clout. It requires showing up, doing the work, and staying grounded in service. Whether you are just starting out as a coach or rethinking your path in the industry, Aram’s advice is to start small, collaborate often, and always lead with the desire to genuinely help.

From folding towels to founding a nationally respected summit, Aram built his career on one simple principle: be real. And in an industry often distracted by overwhelming noise, that kind of clarity is more powerful than ever.

This material was recently covered in the Business of Coaching Workshop, a series designed to help coaches grow their businesses by mastering key principles like trust, pricing, and delivering value. Each session dives into actionable strategies to build better client relationships and drive success. Want to take your coaching practice to the next level? Join us for the next workshop—it’s free.