INTEGRATED-PERFORMANCE.
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The 6 Essential Frameworks You Need To Grow A Profitable Online
Coaching Business
Coach,
Thanks so much for your attention and for taking the time to get your hands on this guide.
The models and frameworks inside this are distilled from 10 years of experience in coaching clients online and
working with hundreds of coaches to build, grow and scale their online fitness businesses.
They form a small part of my 3S Method™ which is the
proven methodology that hundreds of coaches have
used to build a sustainable, fulfilling and profitable
online coaching business they love.
I hope that you'll be able to take them away and get as
much value from them as I have and start to
understand the depth and the underpinning principles
that inform these frameworks and make them so
effective in building a sustainable, profitable and
fulfilling online fitness business.
WARNING: This guide is NOT for you if:
✘ You are blindly chasing the “six-figure fit pro” status
✘ You are a part-time coach and not 100% onboard with coaching as your full-time profession
✘ You’re seeking a quick fix without putting any work in
✘ You’re just in this to make money and don't care about the results that their clients get
This guide is right for you if:
✔ You are a dedicated, professional coach committed to serving your clients to the highest level
✔ You want to grow a sustainable, profitable, and fulfilling online fitness business
✔ You understand that just like fitness, your business growth is built by consistency over time
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Model #1 - Online Coaching Service Structure
The way that you structure your coaching business has
the most impact on its ability to thrive in a crowded
marketplace.
I’ve seen so many coaches go wrong at this first step over
the past 10 years, believing that selling a $7 ebook, group
program or training template is the solution to their client
acquisition problems.
This is a classic example of trying to fix the wrong
problem.
Let’s look at Tesla as an example, Elon Musk’s master
plan when starting out was to sell a high-end sports car, the Roadster, for $200k with just 2,450 of them being
delivered to customers.
This was a low-volume, high-value product that is expensive (based on what’s needed to deliver it).
He then re-invested the profits from this into building infrastructure, systems, and other logistics needed to deliver
their next product, a medium-volume car at a lower price.
He then reinvested that to build an affordable, high-volume car. You can see in the framework above he started at
the base of the pyramid and built upwards.
Think of your business in the same way. Building a high-value 1:1 online coaching service should be the focus for
most coaches who are either under £7k/$10k per month OR have a following/audience of fewer than 250k people.
There is a stack of benefits to this approach:
1. You don’t need a huge audience or social media following
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2. You don’t need to run paid marketing
3. It validates your marketing, messaging, sales and delivery mechanisms before there is high volume
4. It creates breathing room and high profitability from day 1, allowing you to decide whether to re-invest in
the development of other services or take profit from the business.
“The right strategy, at the wrong time - is the wrong strategy.”
Let’s look at what happens with the opposite ‘top-down’ approach.
To sell a high volume, low-value product (like an ebook, membership site, template, or group program) it requires a
large audience (250k+) or to use paid ads, which with low-tier products is typically not profitable. Even in these
circumstances, I’ve spoke with coaches with multi-6 figure social media followings who struggle to be profitable.
Just like a brand new client who’s never trained, you likely wouldn’t throw them into a Smolov squat cycle, or
French Contrast training (at least I hope not!).
The reality is, that if you're currently under £7k or $10k per month in revenue, you are still in the validation
(beginner) phase of your business.
This means you're still validating your marketing you're still validating your
1. Messaging
2. Sales Mechanism
3. Delivery Method
Until you surpass the £7k/$10k per month for three consecutive months, this alone is where you need to focus
your attention. This brings us to an ideal next step…
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Model #2 - The P3 Framework™
Okay, so a second framework we're going to
look at is the P3 Framework. This is a simple
way to start connecting some dots about
the “who” of your business. That is, who
you want to sell to and to work with.
The three factors that we have to consider
here are, firstly, who is the person that you
enjoy working with the most? This could be
a demographic, it could be psychographic, it
could be a certain sport, or it could be a
certain goal that you really deeply resonate
with.
A good example is weight loss. If you've been on a weight loss journey, then you have that resonance and that
empathy with those people who are struggling with the same things that you have struggled with.
The second thing we need to consider is the problem.
How big is the problem that you solve?
And this is an interesting one for me because, for a long time, I worked with high-level CrossFit athletes and solved
the problem of helping a CrossFit athlete progress from 60th in their region to 50th in their region and the grand
scheme of things is not a big problem to solve.
“The value of your service is dictated by the outcomes that you provide”
The implications of not solving that problem are the biggest determining factor in the success or failure of your
business.
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If you're trying to solve a problem that does not exist or that is a small inconvenience for your target market, you
will always struggle to sell your services.
Lastly, we need to ensure that your market is profitable, they value and understand the importance of your service
and how it can help them achieve the outcomes they’re looking for.
Model #3 - Message Segmentation
We can break down your audience right now into three key segments:
- Roughly 3% are ready to buy (hot)
- Roughly 37% are aware of your service (warm)
- The 60% left are vaguely aware of who you are (cold)
The problem here is that almost all online coaches are trying to talk to the
same 3% (hot) segment of the market who are aware of online coaching
and actively looking to hire a coach.
Hopefully, you can see why this is a problem. It’s the exact reason that
those “I’m opening 3 spots for coaching” posts will typically only work once or twice before they never work again.
“It’s about saying the right thing, to the right person at the right time”
You need to be consistently attracting new people into your world, aligning them to your message and inspiring
them to take action. In addition to having a strategy in place to guide the right people into the 3% where they are
ready to take action.
Let’s look at a prime example of this, any marketing or
content strategy needs to be comprised of the 3Ms.
Market - who do you want to talk to?
Message - what do you want to say?
Medium - how and where are you going to say it?
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The problem here is many coaches either don’t have the 3Ms in place, or they are misaligned.
Example:
Market - high performing 40+ male executives
Message - they want to lose fat, build muscle, perform at high levels, compete with others
Medium - dancing on TikTok pointing to graphics telling them to drink more water
I know. An extreme example, right?
But hopefully, it proves my point.
Posting TikTok videos and Reels will typically attract those clients with a short attention span, who are impulsive
and seeking a quick-fix solution.
We need to spend time on working and refining your messaging over time so you don’t just attract ‘more’ clients,
you attract the RIGHT clients.
Model #4 - The Pareto Principle and 64/4
The Pareto Principle or the 80/20 rule as it’s sometimes called is well-known and understood.
In essence, 20% of the work you do will yield roughly 80% of the outcomes. The same is true with the clients you
coach, roughly 20% of your interventions and aspects of your service, will lead to 80% of their results.
This is an important factor for many online coaches because of the flexibility that working online allows, there’s a
good chance you’ll ‘feel’ like you should be working ‘more’.
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Truth is, it’s about working less, more intentionally and knowing how to track the metrics and data that show
progress.
If we dig deeper into the Pareto Principle, we can start to identify the 20% of the 20%.
This 4% of your inputs will yield 64% of the outputs. When you have systems in place to identify, track and measure
these - it’s like adding rocket fuel to your business growth.
So now, the question is “how do we identify the 4% that leads to the 64%?”, which leads me on to Framework #5.
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FRAMEWORK #5 - The Impact & Ease Matrix
So now that we know we need to focus our attention on the 4% that will yield 64% of the result, how do we identify
that 4%?
Well, there are a number of factors that will contribute to your 4% (as not everyone is the same), and for the
coaches I mentor we’ll run an in-depth business diagnostic in order to find it. In the meantime, a simplified way to
identify it is with the Impact & Ease Matrix below that you can take away and implement today to prioritise and
execute on the tasks, projects and upgrades that need to happen inside your online fitness business.
Write out a list of ALL the things that need to be done inside your business. Then place them on the matrix based
on the level of impact they will have, and how easy they are to implement.
Once your tasks are on the matrix, start executing them based on the numbers in the boxes. Any tasks inside the
red boxes can be ignored, because, if you do this process properly you’ll always have tasks in the 1/2/3 sections
and this alone will cause exponential growth inside your business.
Running through this process on a monthly basis will allow you to identify and prioritise what needs to be done
inside your coaching business without relying on emotions, feeling or intuition.
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Model #6 - Systems & Automation
I’m a geek for systems. And, if you're reading this, there’s a good chance that you are too.
But, this is a problem.
I see many coaches get caught in the trap of trying to build ‘systems’ but without having the volume of clients to
need them, or a way to validate whether they work or not.
The truth is, you don’t ‘build’ systems. You proactively and consistently document them. Because otherwise, it’s like
trying to swim on dry land.
Every week I talk to coaches who haven’t go an onboarding system for their clients because they are overwhelmed
and don’t know what information to give their clients. This generally leads to them passing that overwhelm their
clients through information overload.
Systems must be documented and built from a place of absolute clarity, otherwise, you’re systemising something
that doesn’t work, and as W. Edwards Demming says;
“Every system is perfectly designed to get the results it does”
So here is how to get started with documenting your processes, turning them into systems and ultimately,
automating them:
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Just like I have for the past 10 years, documented, systematised and automated aspects of my business to free up
time to actually coach your clients.
So, assuming you’re not getting to install proven systems like those I teach inside my Foundations Program, the
best place to start is at the centre of the bowtie model below.
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So the first thing to document is the ‘convert’ section, this is your sales process.
- What is the journey like for a new customer?
- How do you want them to feel inside this process?
- Are you booking consistent calls every week?
- What are the conversion metrics from those calls to new clients?
What metrics are you tracking both lead measures (predictors) and lag measures (results) that show what’s
working and what’s not?
If you’re not currently tracking metrics inside your coaching business, start today! It’s often a chicken-egg scenario
where coaches feel there’s nothing to track/measure, but often there’s nothing to track/measure BECAUSE they’re
not tracking and measuring!
WHAT WE JUST COVERED IS THE TIP OF THE ICEBERG…
Conceptually understanding these frameworks in isolation won’t grow your coaching business.
Because information alone without implementation is useless.
So if you’d like my help in implementing some of the above frameworks into your coaching business, your best next
step is my 5-day Online Coaching Foundations Workshop.
Inside this 5-Day Online Coaching Foundations
Workshop, I guide you through over 5-hours of
principles, frameworks and tools specifically
designed for professional online coaches who are
looking to upgrade their service, attract more
clients and earn more revenue.
You can get it below for a discounted price
because you downloaded this…
→ Simply click here to secure your space ←
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