The Industry

He was doing £100,000 months at a 90% profit margin. Then he dropped
40 grand a month overnight.

Ben Hawksworth spent 12 years in the coaching industry before walking
away from the model everyone else is still chasing. Now he builds AI
operating systems for businesses doing nine figures, and he has some
uncomfortable things to say about what coaches are doing with AI right
now.

We get into why being fully booked isn't a flex, why he blames the
mentor layer for what happened to coaching, what £25,000 of
cybersecurity taught him about coaches building their own apps, and
the one thing every coach should do with AI this week.

This one gets technical in places. Stick with it.

CHAPTERS
0:00 Do it right
0:55 The fully booked era
3:20 Why he dropped 40 grand a month overnight
4:30 "Is this my life now?"
6:10 Do you have to hit the number to learn it's empty?
9:55 The work he had to do on himself
13:20 Stacey
15:40 What the coaches who make it have in common
18:10 Why he blames the mentors
19:50 There is no top
21:40 Coaches grow their business the way they tell clients not to
      get in shape
23:30 Where AI changed everything
26:00 From a team of 17 to a team of 7
27:15 How to do it right with AI
29:50 Hiring a CEO to replace himself
30:30 ADHD, ASD and the AI edge
31:30 A bloke with a laptop and a £100m idea
32:40 Is SaaS dead?
34:50 Daniel Priestley told him to go all in
37:55 Why cybersecurity matters more than you think
41:20 What to build instead of an app
46:50 Where AI should start and end for a coach
48:30 It's never replacing you
49:30 Where to actually start
55:50 What an MCP is, in plain English
58:50 The highest value thing you can do with AI
59:45 AI is the biggest catfish known to man
1:07:50 The one thing to do today
1:13:15 What Titanium is

FIND BEN
Instagram @benhawksworth_

THE INDUSTRY
A 1FIT production. Coaching, out loud.
Instagram @theindustrypod_
1Fit: www.1fit.com

#onlinecoaching #aiforcoaches #coachingbusiness

Five weeks before he won the Olympia, Niall Darwen sat down with us and told us it wouldn't be close.

He was right.

This was recorded in the middle of his prep, five weeks out from the biggest show of his life. He talks about the messages telling him to quit, winning a pro show with a mouth infection so bad he couldn't swallow his own saliva, the 1.4 grams that took him to top five in the world, and why he's spent the last two years working out who he is when he isn't a bodybuilder.

This is the conversation before the win.

Congratulations Niall.

FIND NIALL
Instagram:  @Onepunchnaz_  

THE INDUSTRY
Coaching, out loud. A 1FIT production.
Instagram: @theindustrypod_
1FIT: https://1fit.com

CHAPTERS
00:00 Intro
00:38 Eleven shows, two Olympias
01:58 All my eggs in one basket
02:37 Winning his pro card
04:30 His first Olympia and 11th place
05:55 Five weeks out: the daily routine
07:36 "I don't want to say I fell out of love with it"
08:50 When he started believing
10:20 The guys he looked up to
12:39 Beating Mathias in Tampa
13:12 The messages telling him to quit
15:04 Speaking it into existence
16:23 What he thinks he'll achieve at the Olympia
17:44 Why he still gets overlooked
20:48 Is it just genetics?
21:59 When his confidence got knocked
22:59 The hate calls after New York
24:24 Classic physique is a look, not a pose
27:39 What Carl actually does for him
30:19 The mouth infection
36:24 Physique versus commerciality
37:57 "Paying your dues doesn't exist"
40:50 The sponsors he's turned down
41:38 How a pro bodybuilder makes a living
45:48 What he eats in prep
47:04 Where the line is
49:32 When to stop
53:55 PEDs being less taboo
56:23 His biggest drug load
59:52 What coaches should look for on blood work
1:03:49 Knowing who you are when you're not a bodybuilder
1:07:55 A thousand books
1:12:09 The legacy he wants to leave

Most coaches just aren't very good. And the business mentors selling them 10K months might be worse.

Matt Strong spent years in corporate sales before coming back to coaching at 34. He now runs Physique Collective and Strong Coaching Academy, and he's just cleared his roster of every competitive client, three IFBB pros included.

Joe and Matt get into why every fitness coach is suddenly a business mentor, why 10K month trophies are marketing rather than achievement, what the revenue screenshots never show you, and why most coaches are good at coaching or good at selling, but rarely both.

If you're paying a mentor and still stuck, start here.

FIND MATT
Instagram: @matt_physiquecollective
Strong Coaching Academy: [link]
Strong Talk Podcast: [link]

THE INDUSTRY
Coaching, out loud. A 1FIT production.
Instagram: @theindustrypod_
1FIT: [link]

CHAPTERS
00:00 Intro
01:00 How do you even explain what you do?
02:30 Getting into coaching at 34
04:18 The number that told him it was working
05:28 Leaving corporate
06:59 Why it worked: timing and tenacity
12:31 Why 10K month trophies are disgusting
15:26 Mentorship is where fitness was ten years ago
18:32 Most coaches just aren't very good
20:50 Your fifth biomechanics course won't help
22:09 Telling isn't coaching
24:05 Scoring yourself as a coach
28:21 The coach is the bottleneck
29:23 Acquisition or retention?
30:17 UK bodybuilder syndrome
31:39 50 check-ins in one day
36:11 Why coaches need a mentor
40:04 Why he dropped three IFBB pros
43:12 Why is every coach suddenly a business mentor?
47:10 The screenshot that hid zero recurring income
49:38 The coach losing a grand a month
51:11 How to vet a mentor before you pay
57:26 Coaching a business like a physique
59:32 Google Sheets vs coaching apps
1:11:41 Pick your lane
1:12:46 Where to find Matt

In this video we sit down with Tom Youngs: the pound for pound goat of online consulting without sales calls. 

Tom quit taking sales calls when he realised he hated them, and went on to generate his first $1m revenue year.

But it hasn't always been that straightforward. After many failures, learn how he solidified his mindset to love money, love success, and love his work.

The first ever episode of The Industry tells the story of the people behind 1FIT - the online coaching software that has taken the space by storm over the last 3 years, and is now home to over 2000 coaches and hundreds of thousands of clients. 

1FIT turned three the week this was recorded. Aaron and Ben took it from zero to seven figures in that time, with no outside investment and no personal brand between them. In episode one they talk about what nearly killed it, what it cost them, why revenue is irrelevant, and the one thing the coaching industry most needs to hear.