How to Become a Successful Health Coach Top 10 Secrets of the Most Profitable Health Coach Entrepreneurs

About the Author

Art Rothafel Art Rothafel entered the fitness industry in 1978 as a personal trainer and floor manager at Jack LaLanne’s European Health Spa in Los Angeles, California. He quickly advanced to club manager before taking a hiatus from the industry. He went on to pursue a career in marketing serving as V.P. of Marketing for Guitar Center as well as a consultant for several multi-national companies including Apple, Unisys, Chiat Day, Grey Advertising, Pepsi, Kelly Blue Book, Sony and others. In 1989 he returned to the health and fitness industry assisting SporTelesis, Gold’s Gym, LA Fitness and hundreds of independent clubs and studios with science-based weight-management and lifestyle programming. Then, in 1991 Art founded MediCorp, a weight-management, health and lifestyle consulting firm located in Newport Beach, California. The company consulted individuals as well as groups and corporations. The company quickly became popular for its consumer education materials resulting in client adherence, empowerment and success. MediCorp’s “success” materials soon gained the attention of other health, fitness and medical professionals who requested the materials for their own practices. As the requests continued to grow, the company transitioned from consulting to manufacturing and publishing and allowed its products andmaterials to be branded, or private-labeled with its customers’ company logos. Today, the company (renamed Private Label Fitness) is the industry leader in educational materials, nutritional formulations and done-for-you online content available for private label. Art is considered a top industry expert and continues to consult the industry on how to successfully market, sell and operate credible weight-management, lifestyle and health coaching programs.

How to Become a Successful Health Coach Top 10 Secrets of the Most Profitable Health Coach Entrepreneurs

Table of Contents

The 1st Amazing Secret About Health Coaching The First 3 Steps to Becoming a Health Coach Two “Be Different” Secret Profit Models How to Diffuse the Health Coach Bomb Why Top Coaches Prefer Written Journals The TOP GUN Premium Health Coach Model

The 1st Amazing Secret Regarding Health Coaching, Weight-Management & Lifestyle Services

I am about to share with you… … perhaps the most unrealized SECRET of the health coaching and lifestyle business. And, what’s so amazing about this secret… is how OBVIOUS it is! In many ways it’s a marketer’s “Dream Come True!” Interested? Well, let me tell you a little more. Being a marketer, I studied this SECRET 25 years ago before I started Private Label Fitness. I made absolutely sure it was a TRUE FACT before I invested my money to start the business. Before I reveal this obvious secret, let me ask you a few questions: ● Do you have a smart phone? Have you replaced it in the last 3-5 years? ● Do you have a car? Have you replaced it in the last 3-5 years? ● How about your watch?

If you’re like most people, the answer is yes. That’s because all products and services typically go through a market LIFECYCLE. The classic lifecycle is Intro, Growth, Maturity and Decline. It happens within the health and fitness business, too!

• Fitness protocol constantly changes. • Fitness equipment constantly changes. • Fitness programs constantly change. • Fitness business models constantly change.

Yet, there is ONE SERVICE that does NOT follow the typical lifecycle. It NEVER goes into decline. In fact, it continues to GROW… year after year after year…!!

Here’s the SECRET

The consumer demand for Weight-Management & Lifestyle services continues to grow by 6.9% annually Think about this… If you are a club, studio, trainer, health coach, wellness consultant, lifestyle expert, etc. – and you offer weight-management and lifestyle services… YOUR BUSINESS WILL GROW ANNUALLY! Almost by accident! Believe me, there are very few businesses that offer this sustained annual growth of NEW BUSINESS year after year.

The First 3 Steps to Becoming a Successful Health Coach

More and more health and fitness professionals are asking themselves this same question: “How do I become a health coach?” It’s a fair question since becoming a health coach is NOT the same as being a personal trainer and it’s not the same as being a mental health professional. When health coaching first started to become a popular career option, one of the first things I noticed was that health coaches seem to come from two different “spaces.” It’s still the same today. ● One group comes from the fitness industry with a wealth of knowledge of life

sciences and human physiology. ● The other group comes out of the mental health industry with a wealth of

knowledge of psychology and human behavior. Step # 1: Get Certified

If you are a certified personal trainer you should most definitely take the time to earn your health coach certification. I recommend the ACE Health Coach Certification (American Council on Exercise) as it approaches health coaching from your perspective and experience. It’s not enough to know about exercise and physiology. To be an effective health coach you’ll need to understand human behavior.

If you are a licensed therapist or other mental health professional — or even a non-fitness certified health coach — I recommend you earn any of the numerous life sciences or fitness certifications (ACE, ISSA, NASM, NPTI, etc). Many certified health coaches certified via IIN or IAWP simply don’t have the training in physical fitness to be as comprehensive as is required.

It’s not enough to know behavior. To be an effective health coach, you’ll need to understand physical activity and exercise protocol. (bio-mechanics). Step# 2: Tools of Your Trade If you are to become a successful health coach, you’ll need to answer a few questions. ● Are you going to consult in your own office? ● Are you going to work out of a studio or club

environment? ● Are you going to be servicing your clients online? ● Is it a combination of some of the above?

This is important. For example, if you are going to be working online, then, you are going to require certain tools like Skype or Hangouts, as well as web-based tools to help your clients with nutrition planning, activity planning and tracking. And, you will need to not only learn how to use these tools yourself, but will need to teach your clients how to use them, too. On the other hand, if you are a health coach inside a fitness facility or studio, then you most definitely need to secure a private meeting area or office. Effective health coaching gets very personal regarding a host of topics from family and lifestyle to work and aspirations. Health Coaching requires confidentiality. How and where you work as well as the tools you’ll need should be determined before you enroll your first client. Step # 3: Start Marketing – Right Now!

It’s absolutely amazing how many professionals earn their degrees or certifications from reputable colleges or certification agencies only to say to themselves, “NOW WHAT?” The one thing they don’t teach you is how to get clients. It happens to lawyers, dentists, accountants and all service-based professionals. So, marketing is “ground zero” from day one.

After all, when first starting out, attracting motivated clients is your #1 priority. Again, much of how you market yourself will depend on how your business is set-up. But, regardless of whether your health coach business is a physical location or online you will absolutely need the following: ● A “responsive” website ● A blog ● An email service

If you plan to focus on local clients, then you will need to consider direct mail, print advertising, local public relations, networking, public speaking and local social media. If you plan to target online clients, then beyond the technology above, you’ll need to consider online applications like lead capture programs, automated marketing systems (CRM), webinar systems, podcasting, video tutorials and social media. Think, Commit and Execute Since we provide products and services for many different types of health coaching businesses, I personally get the opportunity to speak with many successful health coaches. The common thread among the most successful health coaches is their absolute commitment to their businesses and “take action” attitude toward executing the necessary steps to ensure their own success. In other words, they “pull the trigger” and never look back. But, before they do anything, they ensure they’ve acquired the skill sets and certifications. They plan and can envision how their businesses look and function. They acquire the tools they need and take the time to become proficient — as well as being able to train clients. And, most importantly, they commit to marketing themselves… consistently and constantly.

Two (2) “Be Different” Secret Profit Models

It’s amazing to see how quickly some health and fitness professionals are growing their businesses. It seems like just yesterday that most personal trainers primarily offered one-on-one training sessions — and that was it! Of course, now, almost all fitness trainers have added Group Training to their menu of services and have found that it significantly increases their “per hour” revenue.

Private and Group Training are definitely the main stream. But what are the innovators doing? How are they differentiating themselves from their competition. How much more profitable are they?

Growing Beyond Average… If you are to believe the numbers, most personal trainers who own their own businesses average between $34,000-42,000 per year with the national average being $38,000 per year (payscale national survery – 2015). Obviously, $38K is not enough. Heck, for many, $100K is not enough. That’s why the next generation of marketing-savvy “fitpreneurs” continue to develop new ways to service their clients and increase revenues. The biggest, all encompassing change I see with our customers is the overall approach. It’s becoming much more holistic.

It Starts with the Conversation For example, one of our top health coach partners is an independent trainer with a 2,000 sq. ft. studio who earns six-figures annually. Here’s how his conversation starts with each new prospect:

“So, you’re here because you’ve known for years that you need to make some changes in your health… so, what’s been getting in the way? Is it work? Is it family? Is it self-motivation? Is it an injury?” Before any decisions are made, the trainer is already digging into the prospect’s life.

And, the conversation continues to revolve around the client including his/her career goals, job stress, hobbies, sports, travel, favorite foods, home life and even favorite TV shows. It is not until the very end of the conversation that this trainer even begins to talk about what he has to offer. And, I believe him when he tells me that his conversion rate is over 75% and that his #1 marketing vehicle is word-of-mouth referrals.

It’s his holistic approach. He doesn’t talk about sessions and training. Instead, his entire conversation is about understanding the prospect’s life and what’s been preventing him/her from living a healthier lifestyle. What the Client Sees... In the eyes of the prospect, this trainer listens and really cares — and will undoubtedly be the best professional to help in the pursuit of better health… regardless of cost. (And, he’s expensive).

Two Giant Steps To Add Revenue This same holistic approach is driving the two biggest components that are adding new life and revenues to our customers businesses. They are EDUCATION and PREMIUM IN-HOME LIFESTYLE CONSULTING.

EDUCATION: I won’t dwell too much on this as it’s self-serving. But, several top financial performers are generating tons of extra revenue via 12-week classroom-style courses for weight-management and healthy lifestyle. Some health and fitness professionals are offering these courses via Webinars and/or Skype or Google Hangouts while others are conducting physical classes once a week in their clubs/studios. And, of course, some are doing both. These 12-week classroom-style group meetings can generate anywhere from $299 to $999 per person depending on how much extra value a health coach professional wants to add to the package. PREMIUM IN-HOME LIFESTYLE CONSULTING: Very few health coaches offer this service. Yet, it’s one of the most lucrative in the business. As word spreads, the popularity of this ultra high-level of service will increase especially as more and more high net worth baby-boomers retire and are willing to pay for “hands-on” individualized home health coaching. This type of service is so new that early adopters can name their own price. There is no industry standard or protocol so it’s really a matter of what is offered in terms of: Time: ● Drive time ● Preparation Time ● Onsite Time (as part of services)

Materials: ● Daily Journals ● Fitness Performance Apps ● Nutrition and Exercise Software ● Reading/Video Educational Materials

Services ● Pantry/fridge food assessment and clean out

● Grocery shopping – consult ● Home activities – consult ● Healthy cooking – consult ● Label reading – consult ● Individualized exercise protocol ● Individualized menu planning

This type of service has all kinds of options and “legs.” For example: ● 6-week, 8-week and 12-week programs can be offered at different price points.

● Post program follow-up: Daily, weekly or monthly follow-ups can be offered to

keep clients on track. ● Fitness products sold via eCommerce site or affiliate partners.

Successful Health Coaches Know How to Diffuse “The Bomb”

Yes, we have a name for it. It’s the one thing that trips-up health coaches, nutritionists, trainers and other health professionals no matter how good they are. I experienced it — constantly — with our own Weight-Management & Lifestyle business in Newport Beach, California… and it absolutely drove me crazy. It seemed that no matter how hard we tried to motivate… to empower… to educate… to even bribe with incentives…. the BOMB was always there. Have I piqued your interest…? Wondering what the BOMB is? I’ll explain it with your own experiences…!

Has This Ever Happened to You? A client enrolls in one of your programs or coaching packages and is really excited to get going. The motivation level is very high.

You think, “Wow this is going to be a great client!” But, then, about two weeks into the program the client is not at the same level of motivation. He or she is not completing the Daily Journals or other tracking materials or apps. So, both you and the client are losing track of activity levels and nutritional intake. Already, you notice there’s a little guilt complex creeping into

your client — followed by promises to do better.

You Know Where This is Going By weeks four and five you start hearing things like: “I just didn’t have time this week.” Or: “I was overloaded at work.” Or, “My kids were sick.” By weeks eight and nine, the client is beginning to feel like a “lost cause” no matter how much motivation you provide… no matter how many pep-talks you give. It’s just not hitting home. So, now you’re simply figuring out whether to “fire the client” or to just let the clock run out. Either way it’s a “FAIL” and it doesn’t feel good to either one of you!

Yet Something Keeps Nagging at You But, despite this downturn in motivation, participation and accountability… there’s something about the client that keeps nagging at you. Here it is: You still see the spark. You can feel the client really wants to achieve the goals you both agreed to. You know the client wants to please you, personally — and make you proud. And, it seems the client is always energized and motivated when the two of you are actually training together. So, it’s just not adding up.

Then… I Figured it Out One day, while sitting in my office thinking about this dilemma -- it hit me! I knew EXACTLY why this was happening. In fact, it happens in competitive sports all the time…!

Let me explain: One time as a young high school ski racer, I skied an incredible race. I mean, I was on fire! I held first place until my own teammate, Bobby Whitcomb, beat me. I was devastated. Depressed. Observing my discontent, our team race coach came up to me and said: “Listen, Art, you skied a helluva race. You didn’t do anything wrong. The fact that you didn’t win has nothing to do with YOU… but has everything to do with Bobby having the absolute best race performance of his life!” There it is. Are you with me, here?

It Hit Me Like a Ton of Bricks

All of a sudden it all came together. This dilemma was NOT about my client. It was about someone or something else in her life that was sabotaging her. And, whoever or whatever it was, the end result was that it was destroying her motivation. Killing her mojo. It was blowing-up her program.

Identifying the BOMB

So, the very next meeting with one of my “BOMB” clients, we had a heart-to-heart talk. Oh… the things I learned. First, I found out that my client’s husband and two kids refused to eat the foods she needed to eat. So, every day she was compelled to make twice as many meals. Meals for herself and meals for the rest of the family. Then, I learned that most of her friends enjoyed an unhealthy amount of alcohol with meals, social gatherings and other events.

When my client preferred water, she was goaded with, “Ah c’mon, just have one.” Finally, as we went through her daily schedule, it became immediately evident that she was overbooked. She was always left to figure out a way to “fit-it-in” at home either before work or after – but, it wasn’t happening for a whole host of reasons.

How to Diffuse the Bomb

So what to do about all this? I thought long and hard about it… for days. And what I decided is NOT for everybody… but let me share what worked for my business – and continues to work for the top health coaches in the world. ● First off, I asked my client if she would mind bringing her husband and two kids to

my office at her next meeting. And, to make it more palatable, I made it a “complimentary meeting.”

➔ Without going into all the details, I spoke with her husband and children

and explained the process of what their mother and wife was attempting to accomplish.

➔ As I closed the discussion, I looked all three of them in the eyes and

asked for their support. I let them know how difficult this journey was and that it was going to take a “team effort.”

➔ I put it in these terms: “You’re either part of the solution or part of the

problem.”

➔ I also gave them solid examples of HOW they could show their support. ● Next, I gave my client several ideas on how to gain the support of her friends.

And, what to do about those who refused to support her. ● Finally, we worked together to create a realistic schedule — one that

prioritized her workout times. Interestingly, this helped her organize other aspects of her life, as well.

After working with this client and going the extra step to understand her lifestyle, relationships and challenges, a few interesting things happened. Of particular note, her husband decided to join his wife in the program so they could make the journey together. They ended up being incredibly supportive for each other.

FYI…. this happens all the time. Once partners understand the concept… the situation quickly turns from lifestyle “BOMB” to lifestyle “BUDDIES.” It became one of the most lucrative up-sells for our business! Her closest friends not only supported her, but became cheerleaders and validated her at every chance.

What a change! And, the non-supportive friends? Well, it certainly clarified the relationships!

Turning Lemons Into Lemonade What’s most important is this point: Even the most motivated clients can be sabotaged – without YOU knowing it. It’s YOUR JOB to find out. So, here’s how we leveraged what we learned. We immediately initiated an internal protocol to make sure we totally understood the client’s: ● lifestyle ● family ● job ● friends ● potential pitfalls

This allowed us to create a “snapshot” of the client’s current lifestyle and situation. Then, after identification of challenges, we found it crucial to give our clients a strategy to deal with each one of them. And, the more “tools” we gave our clients to handle their challenges, the more they succeeded in achieving their goals.

A Final Note

Here’s the really great thing about going “deep” with your clients. Every single one of them is different. We’ve worked with all kinds of clients from homemakers to professional athletes. Each has a different set of challenges. However, the more you identify the challenges, the more strategies you’ll develop for your clients. The more “tools” you will have in your arsenal. The better YOU become as a HEALTH COACH.

Why Top Health Coaches Prefer Written Journals over Apps

Despite all the hype and momentum surrounding fitness apps, wearables and other fitness technology, they’re NOT for everybody. Here’s the bottom line: They’re absolutely awesome for some folks and completely

useless for others. We recently supplied a major consumer market research organization with some Daily Journals for a project regarding fitness app usage. They agreed to share some of the “topline” information with me and gave me permission to release some of the revelations.

So, here’s some info that almost no one knows… except YOU. At least for now — since this study isn’t published yet. What I’m allowed to share with you is who uses fitness apps and who doesn’t — and why.

They Love ‘Em Fitness apps are popular among people who are already “reasonably” fit and already include exercise as part of their lifestyles. This segment is very interested in measuring performance. They are interested in metrics and tracking progress. They are disciplined (no need for supervision) and tend to use their preferred apps “religiously.” You might visualize this segment as the CrossFit member, the Gym Rat or active lifestyle enthusiast.

They Don’t However, among de-conditioned populations attempting to change lifestyle habits, fitness apps are usually abandoned within a few weeks. They view them as a nuisance and too difficult to remember or maintain.

This population (in all age groups) almost always REQUIRES supervision and motivation since they view exercise as a “necessary evil” and not something they willingly want to do. For this group, performance is NOT important. Instead, the primary issue for this segment is BEHAVIOR. And, this is where it gets a little confusing. This same group, that thinks apps are a nuisance, gets much better results when mandated to use a hand-written journal to track all kinds of activities including exercise, nutrition, hours of sleep, stress levels, emotions, daily affirmations and other (non-exercise) lifestyle activities. In other words, when “written journaling” is a core, or central part of the program, this segment increases adherence thus improving results and program completion.

What’s it Mean? So, when it’s all boiled down, it translates to this: ● Tracking Performance – Use a Fitness App ● Changing Behavior – Use a Written Journal

For health and fitness professionals it’s simply a matter of what type of clients you have and what you are trying to accomplish. And, of course, there are always exceptions to the rule, but in general, it’s pretty simple. My guess, is that you’ll probably end up using both.

This Answered ALL of My Question and Maybe a Few For You, Too! For a few years now, I’ve been wondering why our Daily Journal sales have not suffered from the onslaught of technology. In fact, our Daily Journal Sales are up and continue to be our best-selling product. ● So I figured it was the branding since we have so many smart marketers using

our products.

● Then, I thought maybe it’s because most of our fitness partners have figured out

that many of the apps are highly inaccurate with caloric intake calculations as well as energy expenditure.

● Or, that maybe the distraction factor during sessions with text messages,

phone calls and pop-up ads all vying for the attention of the client. ● Or, worse yet, that many of the apps are actually competing to get your clients

with pop-up ad messaging like, “For the cost of one personal training session, you could purchase a whole year of online training…”

But, as it turns out, it’s none of that stuff. It’s simply a matter of what works best and for whom? Health coaching requires more than what the typical fitness app offers. And, the mind-body connection of the hand-written journal is a better facilitator for such programs. Funny how there’s equilibrium in all things regardless of hype and momentum. After the dust settles, everything just seems to fall in place. Almost “Zen-like.”

The “TOP GUN” Premium Home Health Coach Model

Mandy has been a health and fitness customer with our company for over 15 years. In that time, I’ve watched her transition through the “functional fitness” phase. The Bootcamps. Les Mills, Zumba and Kickboxing. At one point she considered becoming a CrossFit box but decided against it. Even though her small studio is only 1,200 square feet, she’s one of the most profitable and successful fitness professionals I know. Mandy is always thinking ahead. Always morphing her business into something different. Always introducing her clients to new exercises, activities and programming. Sometimes she calls just to chit-chat about her business… and share with me some of her ideas.

But, This Time it was Different This last call was special. There was a level of excitement in her voice that I hadn’t heard in awhile. But, I knew what it meant. She just found her NEXT BIG THING! In all honesty, what she’s found isn’t something new. But, it’s new to her… and her business. And, knowing her, she is going to blow it up BIG!

How it Started A few months earlier, Mandy took on a new client.

He was a very de-conditioned 62-year old man who had just received the lecture from his doctor: “Start getting your act together or you’ll be dead in 5 years!” She started him off slowly and created a complete program including nutrition. But, three weeks into the program, he wasn’t really getting anywhere. And, he knew it, too. One day, he turned to her and asked if she made

“house calls.” At first, Mandy thought the guy was “hitting” on her. But that wasn’t the case at all.

He Told Her Exactly What He Needed So, here’s what he really meant: He explained that he and his wife had been married for 36 years. In that time they had developed some lifestyle habits that were obviously not conducive to good health. He admitted they probably drank too much wine. That neither of them exercised until recently. They were both workaholics with stressful jobs. He even confided to Mandy that while he knew his wife loved him, the intimacy seemed to have waned years ago. He went on to tell her exactly what he wanted. He told her this: “I realize that changing a lifestyle is not like fixing a golf swing. It requires a complete systemic change from top to bottom — but, I don’t know how to do that without someone coming into our lives and seeing HOW we live.”

There it Was Perhaps it was because he was an executive who understood problem solving. Or, maybe, he was at his wit’s end. Either way, he certainly conveyed what he felt he needed from Mandy.

Mandy agreed to help. But, she insisted on a structured program that fell under three simple categories. She now calls it her API: ● Assess the current situation ie: lifestyle, family, stress, etc. ● Plan and develop an agreed upon strategy with tactics ● Implement with full accountability and metrics

What’s In It? There’s just way too much detail to go through everything, but, here’s what Mandy’s basic outline covers:

● Assessment: On a Sunday afternoon, Mandy went to their home. She interviewed both of them together for 2 hours asking all kinds of questions about their kids, extended families, pets, their jobs, their friends, favorite restaurants, movies, illnesses, injuries, medications, etc. All of this, when put together, allowed Mandy to formulate and conceptualize a snapshot of their lives. Next, with permission, she went through their kitchen cupboards and refrigerator taking note of foods, pots and pans, cooking utensils and even cleaning solutions.

She even made note of the house configuration. How many televisions. How many stairs. Swimming pool? BBQ? Again, it was all about understanding the lifestyle.

● Plan: With a “snapshot” of their current lifestyle, Mandy was able to devise a program that would work for the couple. The following Sunday, she went back to their home and described the program, secured “buy-in” with a written pledge and immediately implemented the plan starting with: ● Tactic #1 – Before arriving at their home, she asked the couple to get

some large bags and boxes. Then, together, all three of them cleaned out the pantry cupboards and refrigerator. The food was donated to a local food bank.

● Tactic #2 – Then, the trio headed to the grocery store to purchase healthy foods, learn how to read labels, identify the advantages of the outside isles, and ultimately create new patterns of behavior in the grocery store.

● Tactic #3 – Finally, upon return to their home, they went online to

purchase newer cooking utensils, bullet mixers and most importantly, a food scale.

● Implementation: With the foundation built, a plan in place and motivation levels high, it’s “Game on!” Mandy mandated use of her branded tools including her: ● Daily Journal ● MAP System ● WMU-101 curriculum

● Beyond those tools, she also outfitted the couple with digital fitness

trackers that worked with their mobile devices.

● Mandy used her automated email system to send a daily motivational quote – along with a personal message EVERY DAY precisely at 6:30 a.m.

● And, of course there were personal training sessions at her studio along

with once-a-week home visits where Mandy demonstrated healthy cooking practices and recipes. They literally ate dinner together… where the conversation typically turned into a “coaching session.”

● There were several other elements to the program that helped the couple

change their lifestyles and behaviors. Ultimately, they achieved several of their health related goals.

How Much..? I know. You want to know how much she charged him, right? Okay…. I’ll tell you… but keep reading because the amount she charged this couple is NOT THE POINT!

Before her very first visit to their home, Mandy calculated her time and materials over a 12-Week Period and let him know it would cost $7,500. She also stipulated that she would train them as a “couple” rather than individually – at least during the first 12-weeks. He didn’t even flinch. Instead, he pulled out his checkbook and paid her in advance!

Are You Still With Me…? If you’ve read this far, I’m about to reveal to you the best part of this post. When Mandy first told me about this, I was thrilled. This is truly “Health Coaching” at it’s best. I suggested to her that since she’d gone down this road she should get her ACE Health Coach Certification or IIN Certification where she could add credibility to what she obviously already knew how to do. I also suggested that she formalize her API Program, give it a fancy name and add it to her menu of services. She resisted all of this saying that it was simply a “one-off” opportunity that would probably never happen again.

Here We Go…! But, later, she called to tell me that she’d purchased the ACE Certification Program. Then, she figured out that she had nothing to lose by adding this premium service as part of her offering. She called it the API LifeStyle Private Home Coaching Program and added it to her services. Yes, a 12-Week program for $7,500.

It Gets Better At first nothing happened. But then… BANG! Within six weeks Mandy was booked for not one, but two of these programs (paid in advance). One was a referral from the original couple and the other was a “walk-in!”

That’s an additional $15,000 that she generated in just one month — with much of it during her down time. Yes, it does take up her weekends, but she’s a pro and not afraid of hard work. And, besides, I know very few successful trainers who take full weekends off.

She’s Not Alone Another super lifestyle coach who implements a similar business model is Crystal Lowery, (crystallowery.com) from San Diego. She also offers online coaching programs starting at $1,500. But, with Crystal, potential clients must first undergo an interview process before she will accept them as a client. Crystal does not waste any time with clients who are not fully motivated, or those looking for some kind of magic weight-loss. And, because Crystal is a professional figure competitor, she also coaches “Show Prep” for those clients who are preparing for competition. This opens up all kinds of new opportunities. Plus, she’s also been trained as a Personal Development Coach and is already lecturing around the country. This is the POINT! If you are any kind of health and fitness professional… your profession is rapidly changing… for the better! Do you see how many opportunities are opening up right in front of you? Do see what’s available to you…? It’s a very exciting time as I watch personal trainers and other health professionals expand their own development, their roles as coaches, and their business growth. And here’s the best part. Other than a certification, it costs NOTHING. You simply need to re-frame how you think of your business. Re-frame your offerings.

Yes, there will always be a need for “sessions.” Most fitness professionals live and die by the number of sessions or packages of sessions they sell. But, Mandy has tripled her revenue almost by accident by going deeper. She didn’t risk anything. It cost her nothing other than time. And, for the most part, she innately already knew exactly what to do! So, I’ll end this book with a saying that is probably appropriate for you and your business: “Your future is so bright you’ll need to wear sunglasses!”