The first coaching business I ever owned was called FOCUS. The tshirts said, “The continued evolution of the species”.

Evolution never ends. The human body - and the species - is constantly adapting to changes in our environment, our lifestyle and the demands we make of it.. 

Unfortunately, in many areas of the world, the species is actually devolving. We’re living longer, but we’re less healthy. Our lifespan is being increased by drugs and long-term bed care, but our healthspan is decreasing thanks to an overabundance of carbs and a shortage of movement. We’re living longer, but not better.

For the first time in history, many of my generation will have shorter, sicker lives than their parents did. I want to fix this problem. The people who are best suited to turn the tide are fitness coaches.

But just as our clients are always evolving, the field of fitness must evolve. 

When I started coaching fitness back in 1998, no one had a cell phone. Few people had personal trainers. There was no CrossFit. No gyms had bumper plates. No one did any biometrics tracking and nobody really thought about healthspan.

My parents’ generation was told to eat low-fat meals and go jogging. But most of them grew up without excess, and didn’t really need a gym, let alone a trainer. Look at television from the 70s and 80s: the “fat people” were barely even chubby.

My grandparents wouldn’t understand what I did or how anyone could make a living at it.

But my kids’ generation sees fitness as a necessity. In only 50 years, we’ve gone from “only weirdos join a gym” to “everyone needs to work out at least 4x/week…and it’s probably not enough.”

The need for change is larger than ever. And we do have new tools: new science to point us toward what’s best. New technology to measure our food and our sleep and our fitness, and tell us whether we’re improving - or even help us to improve. New societal acceptance and awareness of the pursuit of fitness. If you aren’t working out, you know someone who is. New working conditions, especially post-Covid, create more time for exercise, meditation, and proper grocery shopping. New supplements are everywhere (and many of them are even helpful). HRT and available and, for some people, the new GLP drugs will actually encourage them to change. 

We even understand the science of change better. We know that people who don’t exercise aren’t necessarily lazy; that nobody actually has a “sweet tooth”, and that we can change our bodies by changing our habits.

WHo’s evolving the field of fitness? Who’s taking all of these tools and making them useful on the front lines of fitness: in the gyms, studios and clubs?

There’s a gap between the lab and the university and the researchers, and the coaches actually applying the knowledge to change lives. Who’s bridging that gap?

Is it the certifying bodies? No.

Is it the universities? No.

Is it the licensing boards for dietitians and therapists? No.

We’re going to do it.

The purpose of this podcast is to introduce you to new research, technology, and methods that will get your clients results. But it’s not enough for me to say “here’s why training in Zone 2 matters” - we’re going to tell you how to use it in your coaching practice to get clients results. 

It’s cool to talk about HRV and watch your clients wear a Whoop…but how do you use that to change their program, or even talk about it with them? We’re going to give you that.

I’m really into this stuff and have been for over 30 years. But the evolution of the industry can’t pass through me - I’m too slow. So I’ve invited some mentors from Two-Brian, successful gym owners and coaches, to help me out.

Kenny Markwardt

Brian Bott

Chris Guerrero

…and more.

We’ve also started a free public facebook group called STrengthCoachCollective.com . There are already over 3000 coaches in that group.

And we’re putting together a book - maybe a series - to teach the fundamentals of changing clients’ lives. There are lots of methods out there; but how do you use those methods together? How do you apply new knowledge to old methods that aren’t evolving?

We’ll be talking to coaches live at the Two-Brain summit this year, and hosting more coach get-togethers in the future.

What do we make from this? Not money - I have nothing to sell you, no certifications, and our books don’t make money (they cost money to write, produce and publish). What we make from this is a difference. We make evolution. We make science applicable. 

We make better coaches who create bigger change.

You, in turn, are the one that matters most. You’re the one out there at 5am, smiling your way through the hard work of changing lives. You’re the one answering their texts when you should be relaxing after dinner. You’re the one carrying programming ideas in your head when you’re trying to go to sleep. 

I know it’s stressful; I know it’s hard work to carry another’s burden. In closing, here’s some advice for managing the daily battle of coaching:

Go Coach

Here’s the secret cure for stress: do something nice for someone else.

You’ll feel better right away. If you don’t, double the dose.

Coaching is one of the ways I “give.” I’m a very active coach, and after two clients or classes, I’m spent. Yes, I charge for my time (and you do, too) but consider what we’re giving people:

The only time they’ll hear “You are doing a great job!” all day.

The only measurable accomplishment they’ll probably make all week.

The only genuine greeting (“It’s great to see you!”) they’ll get from most people.

The only “fast hour” of all 24.

The only screen-free conversation they’ll have before bedtime.

Hugs, PRs, and all that stuff.

Joy.

After almost 20 years as a coach, I’ve learned the best way to deal with stress is to just. go. coach.

Stressed about a nasty email? Go coach.

Worried about the rent? Go coach.

Tired? Achy? Sad about the weather? Go coach.

The secret to life is to make other people happy. You’re doing that. Go coach.