From Side Hustle to Premium Coaching: Anthony Diehl's Journey

From side hustle to thriving business, Anthony Diehl reveals how resilience, networking, and premium services helped him scale online coaching successfully.

In this interview, Anthony Diehl shares his journey from coaching as a side hustle to running a successful online business. His story is a powerful example of how resilience, networking, and a commitment to building relationships can lead to a thriving business. Here are the key insights from his journey, how his business model shifted over time, and other valuable lessons for aspiring coaches.

Evolving from Strongman to a Broader Coaching Focus

Initially, Diehl’s business was centered around Strongman coaching, but over time, he realized that this niche no longer aligned with his broader goals. He decided to start fresh—giving his business an official name, getting an LLC, and taking a proactive approach by building an online presence. Although his Strongman client base faded, this shift in focus allowed him to reach new audiences.

One of the most notable elements of his success was his ability to leverage his network. Diehl’s corporate background helped him understand the importance of data, relationships, and community. He highlights how his approach to networking—building genuine relationships, not just selling services—helped expand his client base and retain loyal customers.

The Power of In-Person Interactions

While his coaching services are primarily online, Diehl emphasizes the importance of in-person connections. Regular events like group lifts with clients serve as a way to foster community and build stronger relationships. These events create a sense of belonging, where clients who may be scattered geographically still feel like they are part of a group. Diehl’s recent group lift in November drew 47 people and helped him gain three new clients, all through word of mouth and the power of connection. This shows that even in the online coaching space, face-to-face interaction remains a powerful tool for building trust and expanding one’s network.

Rethinking Pricing: From Commodity to Premium

In the early days, Diehl admitted that his pricing was “terrible.” He realized that by offering services similar to everyone else—customized programs at a low price point—he was positioning himself as a commodity. This led to the typical competitive race to the bottom, where price was the primary factor in attracting clients. Instead of offering “deals” or competing on price, he shifted his focus to providing premium services that stood apart from the crowd.

Diehl emphasizes that people want to pay for something of value. By increasing his prices, he not only filtered out less committed leads but also noticed an improvement in his client retention. His business saw a decrease in churn rates, especially when he eliminated free trials. This approach helped him attract clients who were genuinely invested in their success. Additionally, he uses “price anchoring” as a strategy—where he presents higher-priced options first, making the lower-priced options seem more reasonable in comparison.

Building a Community Through Education and Support

One of Diehl’s unique selling points is his dedication to providing value beyond just coaching. He offers free educational resources on topics like gut health, thyroid function, and metabolism to his clients, while also running a community for them to interact and learn from one another. This type of content and community engagement sets his business apart from others in the online coaching space, where the focus is often solely on individualized coaching.

He notes that people thrive in communities, which is why CrossFit has been so successful. Creating an environment where clients can learn from each other and feel supported enhances the overall value of the service and creates a deeper connection to the brand.

Operational Efficiency: Streamlining to Scale

As Diehl’s business grows, so does the complexity of its operations. He is working to streamline processes to eliminate friction and create a seamless experience for both clients and coaches. His company is in the process of automating data collection and client onboarding through an updated website and integrated systems.

For coaches looking to scale up, Diehl suggests setting clear, standardized processes that reduce administrative burdens. This not only ensures a better experience for clients but also helps coaches focus on what they do best—coaching. In his own workflow, Diehl commits to responding to client queries within 24 hours and delivers coaching plans within 48 hours of sign-up. His approach to time management and task prioritization is key to keeping his coaching quality high as he manages a large client base.

The Importance of Consistency in Client Communication

In day-to-day operations, Diehl emphasizes consistency and reliability. For example, his promise to respond to all client inquiries within 24 hours ensures that clients feel valued and supported. His work schedule is designed to balance personal time and client needs. He uses a system where he clears through tasks in chunks, managing his time efficiently so he doesn’t risk burnout.

Continuous Evolution

Diehl’s business demonstrates the power of evolving with your market, providing value, and fostering community. For anyone in the coaching space, his story is a testament to the importance of continuously refining your approach, providing value beyond the basics, and embracing change to stay ahead.

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.

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