Matt Fever’s business model is a blend of personalized in-person training and a strategic shift toward online coaching to better serve his clients and maintain work-life balance. In this interview, Matt talks about how he has structured his services, the challenges of scaling his business, and the opportunities he sees in transitioning clients from in-person sessions to online coaching.

One-on-One Coaching with an Eye Toward Group Sessions

Currently, Matt primarily offers one-on-one coaching. While he has considered the possibility of group sessions, his gym’s limited resources make this difficult. With only three racks available, group sessions could become challenging to manage. However, he is exploring creative solutions, such as pairing clients with similar fitness levels for two-to-one coaching or finding other gyms with more space for group offerings. This could provide clients with both camaraderie and individualized attention, further enhancing their training experience.

The Challenge of Scaling In-Person Coaching

Like many coaches, Matt reached a point where his one-on-one sessions were consuming much of his time—leading to burnout. Working long hours, including Saturday mornings, he struggled to find a sustainable balance between his career and family life. This prompted him to look for alternatives, ultimately leading him to explore online coaching.

Embracing Online Coaching for Flexibility

Transitioning to online coaching was a game-changer for Matt. Working with Barbell Logic, Matt has about 15 online clients now. The shift allowed him to cut down his in-person hours from around 40 to a more manageable 25 hours per week. This flexibility has allowed him to maintain a healthier work-life balance while still serving his clients effectively.

The Business Side: Pricing and Client Retention

Matt charges by the session for in-person coaching. This allows him to be flexible with client schedules and keep his calendar filled. This model works for him because he has a solid base of 50 in-person clients, with each client training at varying frequencies. Although some clients see him weekly, others may opt for monthly sessions or sporadic check-ins.

The option for clients to pay for a single session or short-term packages has allowed Matt to build a flexible business. It also allows him to upsell online coaching. Once clients experience the convenience of having their workouts delivered digitally via platforms like Turnkey Coach, many are eager to transition to online training.

Matt finds it helpful to leave a bit of room in his schedule for potential new clients—especially for those who could be transitioned into online coaching. He recognizes that new clients usually need time to figure out what service works best for them. By offering initial consultations or single-session form checks, he can then recommend the right path forward—which could include online coaching or a mix of both in-person and remote sessions.

Balancing In-Person and Online Coaching

Matt’s approach stands in contrast to other coaches who have a more rigid structure to their offerings. For instance, coaches like Jordan Stanton have a system where clients start with a set number of in-person sessions and gradually move to online coaching. Matt, however, prioritizes finding the right fit for each individual client, whether they prefer in-person sessions, online only, or a mix between the two.

While he’s currently at near full capacity for in-person sessions, Matt continuously looks for ways to scale the business. As some clients take time off or reduce the frequency of their sessions, he uses those gaps to contact potential clients from his waitlist and offer online coaching as a convenient long-term solution.

Looking ahead, Matt plans to continue refining his coaching model. He is exploring the potential of group coaching and expanding his online services, all while balancing the demands of running a business with his family life. Ultimately, his goal is to create a coaching experience that meets the needs of each client—whether they prefer the structure of in-person sessions or the flexibility of online coaching.

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.