Dominating In-Person Coaching with TurnKey Coach: Alex Kodoma’s Story

Alex Kodoma has built a thriving, in-person coaching business by leveraging TurnKey Coach to deliver individualized programming at scale. In this interview, he emphasizes a boutique, high-touch model that blends the personal accountability of in-person coaching with the efficiency and customization possible through digital tools. His story shows that a coach doesn’t have to choose between scale and service quality. Done right, you can dominate in-person coaching while laying the groundwork for future hybrid and online expansion.

From Setbacks to Coaching Success

Alex’s journey into coaching wasn’t straightforward. After dealing with homelessness, health challenges, and a back injury that nearly sidelined him from training altogether, he discovered the life-changing power of strength training.

That personal transformation set him on a path toward coaching others. Being dissatisfied with traditional gym models, he set out to build something new.

“I wanted to have all this equipment, I wanted to have a nice space, anybody could access it. And I realized I would need 800 clients, and there’s no way that I could fit 800 people in a 2,500 square foot place at any given time. So I would have to assume that they would never show up, and I don’t know about you, but that feels like stealing to me.”

Building a High-Touch Coaching Model

Today, Bjorn Fitness is running at just under $30,000 a month in revenue with about 100 active members. The secret? A model that puts client results first.

• Small Coach-to-Client Ratios – No more than six clients per coach at once.
• Structured but Flexible Programming – Every client starts with a foundational program, then progresses based on their needs.
• Accountability Systems – Weekly check-ins, reminders before sessions, and direct communication keep clients engaged.

It’s not a model based on filling a gym with hundreds of underutilized memberships. Instead, Alex has created a space where every client gets an experience closer to one-on-one coaching, while still running a profitable, growing business.

TurnKey Coach is at the heart of this system. By using the platform to deliver customized programming, Alex and his team can give clients the attention of personal training at a semi-private scale.

“So every single client is getting semi-private programming basically, and they’re getting really, really deep intense attention. And we can build the program specific to them because we use turnkey for that.”

Smart Growth Through Paid Ads and Challenges

Alex hasn’t relied on word of mouth alone to grow his gym. With consistent ad spend and a structured front-end offer—short-term challenges and programs—he’s created a reliable pipeline of new clients.

The process looks like this:

1. Leads opt in through ads.
2. Sales staff follow up personally (a touch that builds trust right away).
3. New clients start with a paid challenge or program, giving them results and building buy-in before a membership conversation even starts.

This approach has doubled Bjorn Fitness’s clientele year over year, and Alex projects hitting 160 members by year’s end.

Why High Service Wins

It would be easier to run a gym on templates and minimal customization. But Alex is convinced that the high-service approach is the real differentiator. By charging a premium for true coaching (not just access), he’s created a sustainable business model that serves clients and supports his coaches’ development as well.

Looking Ahead: Expansion and Hybrid Growth

For now, Alex is focused on dominating in-person coaching. But he’s laying the groundwork for expansion. His plan is to use online coaching, supported by TurnKey, to build a reputation in new cities—then open physical locations once there’s already a client base waiting.

It’s a strategy that leverages the best of both worlds: high-touch, in-person coaching today, and scalable hybrid growth for tomorrow.

Key Takeaway for Coaches

Alex’s story is proof that you don’t need to compromise between scale and quality. With the right systems, you can give clients an experience worth paying a premium for while running a growing, profitable business.

The lesson for coaches? Pick your lane, go deep, and use technology to deliver at a level most gyms won’t.

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.