https://www.instagram.com/craigmasseycoach https://www.instagram.com/charliehorton In this episode, Craig Massey, Head of Education at PFCA, dives into what it truly means to be a coach. Beyond the surface-level practices of sets, reps, and trends. Craig reveals the deeper layers of coaching philosophy, principles and practices that define lasting client relationships. Discover why relating to clietns is essential, the art of coaching as a craft, and how gym owners can create a coaching first culture that drives business growth. Key Highlights - Why your coaching should start with philosophy, not practice. - The three pillars of effective coaching: philosophy, practices and principles. - How to balance commun ity impact with personalisation in training. - The art oif investigating, integrating, and influencing as a coach. - How coaching as a craft redefines gym culture and client retention

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