From Coach to Culture Builder: How John Flagg is Redefining Strength Coaching

In part two of this conversation, John Flagg shares his evolution as a coach, the culture of his business, and the philosophies that have shaped both his work and his team. From optimizing client interactions with Turnkey Coach to building a collaborative coaching culture and even authoring a foundational book on strength training, John’s journey is a masterclass in thoughtful growth, relationship-building, and leading with authenticity.

Saving Time and Elevating Feedback with Turnkey Coach

One of the most practical topics John tackled was his switch to Turnkey Coach. While he did not see an overwhelming reduction in time spent on feedback, he noted a major shift in how he used that time. Instead of juggling short video snippets and follow-up notes in Slack, he could now provide detailed, real-time responses in a single video, complete with visual annotations and his signature off-the-cuff humor.

The real value, he shared, was not just efficiency but enjoyment. What was once a tedious task turned into something he looked forward to, and his clients noticed too. One client even started embedding jokes in her videos just to capture John’s reactions and share them on Instagram. This highlights a great lesson: improving the user and coach experience can deeply enhance retention and engagement.

Culture and Coaching: Scaling Without Sacrificing Standards

As John expanded from a solo coaching practice to a team operation, he faced the challenge of maintaining high standards while empowering other coaches. His solution? A healthy dose of what he calls “micromanagement.” Not in the traditional, overbearing sense, but through regular, detailed reviews and open conversations with his staff.

Language, tone, and approach matter deeply in coaching. John coaches his coaches, teaching them to use open-ended “what” questions instead of potentially confrontational “why” questions to foster constructive client conversations. These nuances form the foundation of their coaching culture, one centered on transparency, communication, and shared accountability.

Making sure everyone is aligned on values and standards allows each coach to bring their own flair while still upholding the collective mission.

Building Culture with Intention

When John began bringing on staff, he realized that as a solo entrepreneur, he had been the culture. But with a team, culture had to be codified and shared. That meant not only articulating his own strengths and values—like transparency, community, and fun—but also acknowledging his weaknesses and finding team members who complemented him.

He also moved beyond silent “lead by example” leadership to direct communication: “If you want people to do something, you have to ask them to do it.” This shift helped align the team and instill accountability across the board.

Fun, transparency, and community became pillars. Whether it is a national-level athlete or someone who simply wants to lift their grandkids, all clients are treated with the same respect and enthusiasm. That consistency shows up across every touchpoint, from their coaching to their social media.

A Book Born from Relationships: Foundational Strength

In a fitting conclusion to the interview, John talked about his newest milestone: publishing Foundational Strength, a book born from years of experience and built on relationships.

The book is more than a how-to manual. It breaks down the core barbell lifts, addresses common beginner questions, and provides a customizable programming framework. It also includes decision trees to help readers choose training variables based on time, goals, and frequency. His goal was to replace gym confusion with confidence.

Writing the book was not easy. The editing process challenged John to explain concepts even more clearly than he thought necessary. But it taught him a valuable lesson about communication and humility: even a great coach needs to meet people exactly where they are.

The Power of Consistency and Fun

At the heart of John’s coaching ethos is a simple but powerful truth: it has to be fun. Powerlifting will not pay the bills for most people, so if the process is not enjoyable, what is the point? His clients stick around not just because the coaching is good, but because they trust him, feel seen, and are part of something bigger.

John Flagg’s leadership, storytelling, and humility are reminders that the best coaching goes far beyond sets and reps. It is about building relationships, fostering trust, and creating a culture where people thrive—on and off the platform.

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.