Building a Scalable Coaching Business

The ability to deliver high-quality coaching at scale, while maintaining a personal touch, has become the decisive factor for long-term success in the online fitness industry. Marty Jacobs, founder of Martimus Training, offers a compelling example of how thoughtful systems, clear expectations, and smart use of technology can transform a coaching business from part-time passion to a full-time, sustainable operation.

From Musician to Coach: A Nonlinear Path to Fitness

Growing up as a musician, Marty’s early years were spent playing gigs rather than sports. But as a self-described “skinny kid,” he turned to lifting to build strength and confidence. With the guidance of a few local trainers, he developed a passion for fitness that followed him into adulthood.

A chance conversation at a Japanese steakhouse over a decade ago became the catalyst for his coaching career. When he learned that a new gym was opening in his hometown, Marty seized the opportunity—initially aiming for a free membership, but ultimately securing a part-time manager position. He began training clients in the early mornings before heading to his full-time job, laying the groundwork for his coaching practice.

Within four years, he earned certifications, grew a small client base, and began experimenting with online coaching using Google Sheets and homemade demo videos. In 2019, he transitioned to coaching full-time, just months before the COVID-19 pandemic. While the pandemic temporarily slowed business, his commitment to adapting kept his coaching practice alive.

Evolving the Business Model: In-Person, Online, and Hybrid

Today, Marty runs his business across multiple channels:

• In-person coaching at a medium-sized public gym and a private facility, giving clients flexibility and different training environments.
• Online-only coaching, supporting clients both locally and out of state.
• Hybrid models, where clients train in person periodically but complete most of their programming online.

Pricing varies based on location and frequency, but Marty emphasizes flexibility: meeting clients where they are financially and logistically. For example, if a client cannot afford three in-person sessions per week, he offers a hybrid plan with one in-person session and the rest delivered online at a lower cost. This tiered structure not only maximizes his reach but also helps manage his limited in-person availability.

Overcoming the Limitations of Early Online Coaching

For nearly eight years, Marty relied on Google Sheets to deliver programming. While functional, the process was cumbersome. Providing feedback involved downloading client videos, editing, narrating, uploading to YouTube, and then sharing links—a process he came to dread.

This workflow created a clear barrier between him and his online clients. Weekly check-ins often felt transactional, and the time demands on weekends (his only window to update programs) became unsustainable as his client base grew.

Leveraging TurnKey Coach: Adding Value Through Systems

Marty’s turning point came at the Arnold Sports Festival in Ohio, where he encountered TurnKey Coach. After testing the platform, he recognized that its workflow and feedback tools could fundamentally change his online operations.

Two elements stood out:

1. Ease of feedback videos. Real-time screen recording and on-screen coaching allowed Marty to provide personalized, face-to-face-style feedback efficiently.
2. FIFO workflow management. A structured, first-in-first-out queue enabled him to handle daily client updates quickly and systematically, instead of batching everything on weekends.

“Once I dove in and started using the program, feedback for my online clients became the most enjoyable it’s ever been,” he explains. “Now I update clients daily, first thing in the morning, and it’s organized in a way that’s easy to manage. What used to take me hours on weekends now takes 20–30 minutes a day.”

This shift not only freed up his weekends for family time but also allowed him to deliver more consistent and responsive coaching. Clients now receive updates and accountability throughout the week, rather than a single weekly check-in. As a result, engagement increased and communication became more proactive. Clients began reaching out themselves when they missed sessions, knowing he would notice.

Increasing Value, Raising Rates Confidently

With a more efficient system in place, Marty felt confident increasing his rates. The improved client experience—more frequent communication, personalized feedback, and flexible hybrid options—supported higher pricing. He even extended new services to in-person clients, such as adding nutrition coaching or posting missed sessions online for clients to complete on their own.

“I want to feel confident when I raise my rates that I’m offering a better service,” he says. “Turnkey Coach allowed me to do that.”

Lessons for Coaches Building Online Services

Reflecting on his early years, Marty identifies several key lessons for coaches setting up or expanding their online offerings:

• Set clear expectations early. Be honest about what clients can expect in terms of communication, programming, and responsiveness. This prevents misunderstandings and builds trust.
• Systematize payments and workflows. Moving beyond cash payments and ad hoc spreadsheets is essential as your client base grows. Automation supports both professionalism and scalability.
• Respond in real time when possible. Making adjustments during feedback sessions, rather than deferring tasks, reduces errors and improves follow-through.
• Use your own voice and personality. Demo videos and real-time reactions help clients feel more connected to you, mimicking the rapport of in-person sessions.
• Adopt daily workflows over weekly batching. Smaller, frequent updates can actually reduce total workload and improve client adherence.

Marty Jacobs’ story illustrates how combining personal connection with efficient systems can transform a coaching business. By embracing technology not as a replacement for coaching, but as a multiplier of value, he has created a sustainable model that supports both his clients’ results and his family life.

For coaches navigating the shift to online or hybrid models, the key is not simply to “go digital,” but to build systems that preserve the personal touch while enabling growth. Marty’s journey offers a clear roadmap for doing just that.

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.