Exploring the Evolving Coaching Landscape: A Deep Dive into 5 Business Models
Discover how five diverse coaches build thriving businesses, from pricing strategies to client acquisition, in our exclusive interview series.
This week, we are kicking off the second series in our coaching-focused journey, building on the theoretical foundations we laid out in the first series about the cost-price-value business model of coaching. This next chapter is an exciting shift towards real-world examples, as we dive into interviews with five unique coaches who are at different stages of their careers, each operating distinct business models.
Our goal is to shine a light on the diversity of paths coaches can take and provide actionable insights for those seeking to navigate the ever-evolving coaching profession. Over the coming weeks, we will be sitting down with these coaches to learn about their journeys, the services they offer, their pricing strategies, and how they acquire new clients.
Meet the Coaches and their Business Models
Let’s start by introducing the five coaches we will be interviewing in this series. Each coach brings a different approach to the table, shaped by their personal experiences and the stage they are at in their career.
Eric Feigl
Based in Cincinnati, Ohio, Eric runs an established in-person coaching business and hosts the Fitness Candor Podcast. He is in the early stages of transitioning into online coaching, growing his roster while renting space at Mission 5 gym. We will learn how he balances these two worlds and his plans for growth.
Jordan Stanton
Jordan is the owner of two successful brick-and-mortar gyms in Portland, Oregon, with plans to open a third location in 2025. As a seasoned gym owner, he leverages online coaching through Barbell Logic and has developed a thoughtful approach to balancing in-person coaching with online services. His model is designed to help clients progress from in-person training to remote, more self-sufficient coaching, making the best use of both his physical space and his time. Jordan’s ability to scale his business by migrating clients to asynchronous coaching is a key highlight.
Anthony Diehl
A coach who operates 100% online, Anthony has made impressive strides in scaling his business, doubling his online client base in the last year. With more than 140 clients, he has mastered client acquisition, particularly through social media, and has begun building a team of coaches. As an online-only business, Anthony’s approach to both scaling his service offerings and acquiring clients will be an essential case study for those looking to succeed in the digital coaching space.
Cameron Cox
Operating in Charleston, South Carolina, Cam recently moved out of his home gym and opened a brick-and-mortar location in 2024. He offers both 1-on-1 and group coaching in person, alongside online coaching through Barbell Logic. We will explore how he is building his local presence while integrating online coaching into his business model and how he is leveraging both to create a balanced service offering.
Matt Fever
Hailing from Norwich, UK, Matt has over 20 years of coaching experience, both in-person and online. He rents space in a larger gym for in-person coaching and uses this as an avenue to feed his online coaching services. Matt has become one of the most effective Barbell Logic coaches at converting in-person clients to online, and his insights into how he manages this transition will provide valuable lessons for other coaches looking to blend the two.
What to Expect from the Series
Over the course of the next few weeks, we will focus on two main areas that most coaches are eager to learn more about: pricing and client acquisition.
Pricing
One of the most common questions coaches ask is, “How much should I charge?” While there’s no one-size-fits-all answer, we will use these interviews to explore how different business models and service offerings influence pricing strategies. By understanding the value of the services each coach provides, we will be able to dig into what drives pricing decisions and how those decisions align with the costs of running their businesses.
Client Acquisition
The second most common question we get from coaches is, “How do I get more clients?” Client acquisition is a crucial element of growing any coaching business, and we will focus on the unique strategies each coach employs to attract and retain clients. From social media tactics to client referrals and beyond, the interviews will offer actionable advice for coaches at all stages of their journey.
Final Thoughts
The goal of this interview series is to give coaches a well-rounded look at the diverse paths and options available to them in their professional journey. Whether you are a new coach looking to build your business or an established coach wanting to scale, these real-world case studies will provide invaluable insights into the strategies, challenges, and triumphs of coaches from around the world.
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.