I’ve known Andy for over a decade and he’s always impressed me with his knowledge and how we helps people transform through his coaching model. When I found out how he runs his businesses and the level he has built it to I knew I wanted to have him share more of what’s “under the hood” of the way they deliver coaching and the systems that have built the business. 

Andy started Ripped Body in 2011 after becoming frustrated with the scams circulating in the fitness industry.

Since then, he’s coached over 2,000 clients and co-authored The Muscle and Strength Pyramid books — bestsellers that have become required reading for personal trainers around the world. But what matters more is this: he’s built a coaching system that consistently delivers results for busy men who don’t have time to screw around.

Andy is from Birmingham, UK, but has lived in Japan for the last twenty years. He oversees all client coaching at Ripped Body. When he’s not working with clients or mentoring coaches, you’ll find him cycling in the mountains, snowboarding, scuba diving, or reading a biography.

IN THIS EPISODE YOU’LL LEARN:

=> How did Andy form his nutrition coaching business and why he chose the audience that he has (and what you can learn from it).

=> By creating in depth answers to bottlenecks on fat loss, Andy’s blog created and audience that turned into a nutrition coaching business. 

=> Why Andy start with their clients life, not their food. They fit the diet to the person, not the other way around (and how that looks like). 

=> What you do with nutrition has to work through the most stressful times and not just through a period of time when there’s little stress. 

=> How Andy helped his Dad who didn’t want to train at the gym or change his nutrition. 

=> Finding easy wins that can cascade into lifestyle changes that add up over time and help clients get results (without feeling like an overhaul).

=> Why using data-driven simplicity is a key for clients to get success, even if it’s only compartments of information. 

=> What does Andy’s nutrition coaching track and why they teach clients to avoid emotional decision making.

=> Using tracking as a tool when you feel stuck and you’re going to analyze WHAT intervention you want to make (track everything that crosses your lips for a week). 

=> Most people overcomplicate things and why applying the minimum effective dose and 1-2 changes, makes 80% of the difference. 

=> How to help clients let go of the “all or nothing” mentality and getting them to course correct and not quit. 

=> How Andy gets an average client for over 10 months online (which is a VERY long time).

=> The process Andy takes potential clients through before they come on board and what every coach should learn from it. 

=> Why coaching behaviors and not just numbers is key; understanding why someone self sabotages or struggles is more important than tweaking macros by 5%.

=> The specific cases that you SHOULD be “all or nothing” and when to coach it. 

=> Simple steps to make good habits easier to do and bad habits much harder to do (creating friction in your behaviors). 

=> The key component to coaching is accountability and empathy, and THIS is how it looks like. 

=> The bigger the challenge the more support a client needs, and the problem that we see in the industry. 

=> The content flywheel that drives the audience and eyeballs to discover you, follow you, and eventually invest in your services. 

=> How to build the systems to cut down your repeatable tasks in your coaching business by 80-90% (this tip itself is worth the price of admission of the show).

LINKS & RESOURCES:

Andy’s Website

Andy’s Instagram 

The Muscle & Strength Pyramid Books 

Super Coach Mentorship

Luka Hocevar YouTube Channel