Learn how fitness coaches can build trust and scale with a human-centered marketing strategy from Mike Millner. 

Today’s fitness industry is often overwhelmed by flashy promises and inconsistent client results, but successfully marketing a coaching business demands more than just talent. It requires strategy, focus, and a human-centered approach. This Business of Coaching workshop features Mike Millner, an experienced personal trainer turned nutrition coach and email marketing expert. Drawing from his journey of turning a small email list into a seven-figure coaching business, he offers practical marketing advice tailored for fitness and nutrition professionals.

The Power of Frequency

A cornerstone of Mike’s success is his commitment to sending daily emails for over seven years, without missing a single day. While the idea of daily emails might seem overwhelming to some, the rationale is simple: frequency breeds familiarity, and familiarity builds trust.

In a market crowded with grandiose claims and dubious credibility, this level of consistency acts as a signal of reliability and commitment. Over time, daily emails evolve into a reliable channel for storytelling, client education, objection handling, and community-building. Rather than trying to manipulate or pressure readers, the emails create a space for real connection and genuine value. Coaches do not need to be perfect marketers—they need to be present, clear, and consistently helpful.

Micro Problems, Macro Impact

One of the most actionable takeaways from the conversation is the importance of targeting micro problems in your content: specific, real-world issues that clients actually face. Instead of broad, generic messaging like “I help busy professionals get fit,” Mike encourages coaches to speak directly to pain points such as “How to stop bingeing after stressful workdays” or “Navigating corporate lunches without blowing your macros.”

This focused messaging not only captures attention more effectively but also builds credibility by demonstrating real empathy and understanding of client struggles. To sharpen targeting even further, Mike introduces the “floor and ceiling” exercise: an internal audit for coaches to define the minimum client readiness (“floor”) and ideal client traits (“ceiling”) to ensure messaging is aligned and content speaks to the right people.

Transparency Over Tactics

Another powerful concept discussed is radical transparency in marketing. Rather than hiding prices or being vague about how the coaching process works, the guest advocates sharing everything upfront—costs, structure, expectations, and suitability.

This transparency creates trust and filters out mismatched leads before the sales conversation even begins. It also attracts clients who are self-directed and motivated rather than those seeking a magic solution. In a field where trust is a rare commodity, this level of openness can set coaches apart.

Fix Fulfillment Before You Scale

A recurring theme in the conversation is that marketing is only as good as what happens after the sale. Coaches should make sure they have solid processes in place that deliver consistent client experiences before investing heavily in lead generation. If clients are not getting consistent results, if churn is high, or if coaches feel overwhelmed by delivery, then scaling will only multiply those issues.

Instead, Mike recommends solidifying backend systems (like onboarding, check-ins, and progress tracking) before pursuing aggressive growth. It is not glamorous work, but it creates a solid foundation for a truly sustainable business.

The Three Sins That Sabotage Coaches

Mike identifies three common pitfalls that sabotage coaches’ progress:

1. Dull: Consuming knowledge but failing to implement it.
2. Delusional: Believing you’ve already figured it all out.
3. Distracted: Constantly chasing new tools or trends instead of sticking to proven strategies.

These mindsets prevent momentum and keep coaches spinning in place. Instead, trust that staying focused, executing one step at a time, and letting real-world results guide decisions will deliver the results you are after.

The Three-Layer Marketing Framework

To streamline lead generation, Mike shares a practical marketing framework composed of three layers:

1. Email Marketing: Best for long-term trust and conversion.
2. Organic Content: Ideal for testing messages and initiating conversations.
3. Ads: Scalable amplification once messaging and delivery are dialed in.

Coaches do not need to master all three at once. In fact, starting with organic content—simple, relatable posts that solve micro problems—is often enough to generate conversations and leads. Once those messages prove effective, they can be expanded into emails and, eventually, ads. The system is designed to scale with confidence, not chaos.

Reverse Engineering the Ideal Coaching Life

Finally, the conversation touches on personal goal setting, something many coaches overlook. Mike emphasizes defining what you want from your business before designing it. Do you want to work 20 hours a week and make $10K per month? Do you want a small, high-touch roster or a scalable group model?

Once those lifestyle goals are clear, coaches can reverse engineer their business structure, pricing, and time allocation accordingly. This clarity also helps identify and eliminate wasted time and expenses, freeing up energy to focus on what actually moves the needle in ways that are important to you.

In an industry where noise often drowns out signal, this conversation offers a refreshing roadmap for building a coaching business rooted in integrity, trust, and strategic clarity. From narrowing your niche to mastering the art of email and social media communication, from fixing client experience gaps to resisting distraction, the message is clear: sustainable success is not about doing more. It is about doing the right things consistently.

PS - Want to scale your coaching business without burning out? Schedule a 1:1 call: https://app.reclaim.ai/m/mac-barbell-logic/turnkey-coach-team-call

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