In this Business of Coaching workshop, we explore client acquisition with Jordan Stanton. Jordan shares his journey of scaling from coaching in a single-car garage to running a thriving multi-location gym with a well-oiled coaching business. Whether you are just starting out or have a growing business, Jordan’s insights into acquiring clients and building strong relationships offer valuable lessons.

Starting Out

Jordan’s approach to client acquisition began as most small business ventures do—with friends, family, and word of mouth. At the outset, his focus was not just on making money but on building trust and creating success stories, showcasing the value he could bring to others. Whether it was weight loss transformations or clients recovering from injury, these real-life stories became essential in demonstrating the impact of his services.

For Jordan, leveraging social media was key. Posting before-and-after photos, testimonials, and success stories helped establish credibility and expand his reach. These stories became a powerful marketing tool, helping attract new clients who could relate to the transformations happening at his garage gym.

Evolving from Individual to Group Coaching

As his business grew, Jordan expanded to larger locations, and his approach to client acquisition adapted. While social media and stories continued to be central, Jordan introduced programs designed to keep clients longer by offering value through additional services. This evolution led to creating structured intermediate programs that allowed clients to progress and stay engaged with the gym longer.

Building a Referral Network

One of the most significant turning points in his strategy was forming strategic partnerships. By reaching out to local physical therapists, chiropractors, and other gym owners, Jordan created referral networks that expanded his reach. Instead of waiting for clients to come to him, he proactively sought out professionals who could refer clients in need of the services he provided.

Building relationships with other professionals not only generated more clients for him but also provided mutual benefits when he referred clients back to them. Partnering with these specialists was especially effective when they recognized that their scope of practice was limited, and strength training could fill a vital gap for their clients.

Building an effective referral system is about being proactive. Jordan emphasized the importance of seeking out potential referral partners rather than waiting for them to approach you. This could mean visiting other local businesses, attending industry events, or engaging with people online.

Community Building

Community building is at the heart of Jordan’s coaching philosophy. He explains that the sense of belonging in a gym can elevate the client experience. Having witnessed firsthand the impact of a strong gym community, he prioritized creating an environment where clients felt excited to show up, engaged with others, and felt supported.

This idea of community is not just an abstract concept. Whether through casual conversations, celebrating PRs, or encouraging clients to share their progress, the relationships that form within the gym become a powerful source of motivation and client retention.

Interestingly, Jordan sees community as an essential aspect of scaling his business. Even as clients move toward more independent training (through online coaching or less frequent in-person sessions) the culture remains intact. Clients who once thrived in the group environment continue to carry that sense of camaraderie with them into their next phase, even in a remote setting.

From In-Person to Asynchronous Coaching

As his business matured, Jordan adapted to the changing needs of his clients. For some, the flexibility of online coaching—where they could train asynchronously—was an appealing option. Clients who could not fit group classes into their schedules found this option particularly useful. Jordan points out that some clients actually felt they received better, more focused coaching through online sessions, as they could replay feedback and have a more tailored experience.

While his online coaching service is priced slightly lower than in-person sessions, it still offers significant value. For clients who no longer need constant supervision, online coaching provides the flexibility they need while still benefiting from Jordan’s expertise and the community culture of the gym.

Scaling without Losing Purpose

A central theme throughout this discussion was that the core of Jordan’s business model lies in small-group training. By focusing on maintaining exceptional value in his group training experience, Jordan ensured that the heart of his business remained strong. Everything else—whether it is more involved intermediate programs, online coaching, or referral networks—is designed to serve as an extension of that core service.

What stands out in Jordan’s approach is his emphasis on culture. Creating a strong community means clients stay connected even when service offerings evolve. This focus on community fosters loyalty and emotional investment, ensuring that clients feel supported not just through their fitness journey but also through the relationships they build along the way.

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.