In this episode we answer real questions from coaches on low revenue, lead gen when your niche isn’t in the gym, knowing when you’re at capacity, and how to balance seasons of graft with the freedom you actually want from your business.

We also get into why 2026 will reward truly skilled coaches (not just marketers), how many platforms you should really be on, and what to do when life hits – like getting ill the week a new client starts.

If you’ve ever wondered “am I doing enough?” or “am I getting in my own way?”, this one will hit.

Timestamps

• 00:00–02:30 – Boxing, UFC and warm-up chat

• 02:31–06:10 – Low revenue even though you’re “doing everything right”

• 06:21–07:49 – Creating a client accountability challenge that actually lands

• 07:50–13:35 – Weekends, the Lakes and social media: love, hate and reality checks

• 13:54–19:01 – Gym floor lead gen when your niche “isn’t there”

• 19:02–22:15 – Knowing when you’re at capacity (time, energy, money)

• 22:34–26:00 – What changes in 2026: skills, AI and events

• 26:10–29:03 – If your business was a person, what is it trying to become?

• 29:04–37:58 – Balancing seasons of graft with the freedom you want

• 38:09–39:50 – How to prep for the PTMA conference + front-end offer timing

• 40:43–43:50 – How long it really took to build this level of output

• 43:51–47:21 – How many platforms should you be on? Does a podcast count?

• 47:22–50:34 – Getting ill, onboarding a new client and what systems you need

In this episode I sit down with Ant and Sky to talk directly to newly qualified personal trainers and coaches in their first six to twelve months. We go right into the reality of qualifying, why so many coaches feel like imposters, what actually causes most PTs to leave the industry early, and the practical foundations you need to get from 0–5 clients. We also break down the thinking behind our new PT Foundations programme and why we’ve brought it back now as a bridge between “just passed my course” and “ready for full mentorship”.

Message us FOUNDATION to be 1 of 10 coaches

Timestamps

00:00 – 02:10 — Why we recorded this episode
A surge of new PTs, lots of uncertainty, and why we wanted to speak directly to coaches in their first year.

02:10 – 04:38 — The shock of qualifying
Sky explains how it feels to pass your PT course but have no idea how to run a business.

04:38 – 08:30 — What new PTs think they need vs what they actually need
Social media following, being in shape, collecting courses, and the truth about what actually moves the needle.

08:30 – 11:13 — Why most PTs leave within 6–12 months
Commercial gym pressure, no lead-gen method, inconsistent marketing, low confidence.

11:13 – 16:00 — Two starting scenarios and why speed matters
Whether you are full-time or in a commercial gym, speed to early wins is essential.

16:00 – 20:24 — Front-end offers, graft and getting experience quickly
How to get in front of people, generate leads early, and build confidence.

20:24 – 28:25 — Niche and offer clarity
Why defining who you help and what you do changes your confidence and your marketing.

28:25 – 34:25 — Guessing vs having a plan
Warning signs you’re guessing your way through business: random offers, reactive marketing, no system.

34:25 – 40:49 — Case study: Stuart in JD Gym
A simple example of how structure, campaigns and consistency changed his income and confidence.

40:49 – 45:50 — Working on your business vs reacting to everything
How early knock-backs derail new coaches and why consistency matters.

45:50 – 51:40 — Introducing PT Foundations
Why we built an 8-week “bridge” programme for new PTs and how it works:

• Weeks 1–2: Clarity, niche, offer

• Weeks 3–6: Awareness, content, lead-gen

• Weeks 7–8: Conversion to first 5 clients

51:40 – End — The mission behind it
Why helping brand new PTs was the original reason PTMA existed and why we’re bringing this back now.

⁠Message us FOUNDATION to be 1 of 10 coaches⁠

This week we tackle five coach-maker topics: how often to re-confirm Ts&Cs (and why retention cycles matter), the shift from “instructor” to “coach” to build truly self-sufficient clients, choosing the right paid-ad objective (awareness vs lead gen vs offer), the one move to get ahead of January (stacking high-volume lead magnets + nurturing), and what actually belongs on a simple, high-converting landing page. Expect straight talk, practical scripts, and a nudge to stop chasing vanity and start building pipeline.

Timestamps

• 00:00 Cold open, chaos & intros

• 01:04 Q1 — How often to re-iterate Ts&Cs? (tie it to average retention)

• 03:14 Q2 — Coaching for self-sufficiency (questions > instructions)

• 07:39 Q3 — Paid ads: awareness, lead magnet, or straight offer? (it depends on objective)

• 10:35 Q4 — One thing to get ahead of New Year (lead magnets + nurture + positioning)

• 13:38 Q5 — Client won’t train hard: bias, priorities & intensity coaching

• 17:27 Q6 — Do landing pages need loads of info? (the 5-block skeleton)

• 20:06 Wrap & conference one-day ticket £79 (Friday)

  
  

  
  

Key topics & takeaways

• Front-end offer pricing: Price by touch-points (hands-off vs semi-personalised vs personalised) and anchor near your core offer to reduce conversion friction.

• Cost control near VAT threshold: Audit fixed vs non-fixed costs; weigh each item’s ROI and time saved. Decide whether to absorb, pass on, or phase VAT via planned price lifts.

• Measuring social media: Prioritise conversations and intent signals (DMs, replies, saves, shares, profile taps) over vanity likes. Enjoyment matters for consistency.

• Lead magnet success: Two lenses—(1) metrics versus target (downloads, list growth, conversions) and (2) did it energise you? Usually it’s the positioning and volume of promo, not the asset, that needs work.

• What to make next: Don’t reinvent; productise what you already coach. Turn your last 5–7 client fixes into a checklist, 5-min video, or mini accountability plan.

• Posting twice a week: Favour reels for reach and connection; use Stories for context and personality. Add clear CTAs to longer-form value (email list, podcast, lead magnet).

  
  

  Timestamps;

• 00:01 Intro — “PTMA Radio Breakfast Show” vibes

• 00:45 Hyrox judging saga: the white line, the ankle grab, and penalties

• 02:13 Q1: How to price a front-end offer? (touch-points & anchoring to core offer)

• 04:06 Sky’s caution: don’t undervalue your core by over-delivering cheaply

• 04:45 Q2: Where to cut costs to improve profit / stay under VAT threshold?

• 05:27 Fixed vs non-fixed costs; ROI vs time trade-offs

• 07:52 VAT options: absorb, pass on, or phase price increases

• 09:28 Half-term chaos + travel chat: Australia, New Zealand, Japan

• 10:59 “When is Ant’s cookbook going live?” (pamphlets, Christmas tree campaigns)

• 12:24 Q3: How do you gauge social media success? (conversations > likes)

• 15:24 Sky: some “low-metric” posts start the best DMs; enjoyment matters

• 17:28 Q4: How to assess a lead magnet — tweak, repeat, or bin?

• 21:02 Nik: it’s usually the marketing, not the magnet

• 22:35 Ant’s example: move the CTA up, increase mentions → downloads double

• 23:40 Q5: What should my next lead magnet be? (mine your current coaching)

• 26:20 Q6: Two posts a week — reels or carousels? (reels, then Stories context)

• 29:44 Ant’s “14-page” content confession

• 30:42 Quick-fire: dream podcast guests (Ilona Maher, Ross Edgley)

• 33:08 UFC chat: eye poke controversy, intent vs tactic

• 36:39 Boxing shout, “PTMA Fight Review” idea, playful outro

• 37:06 Sign-off

Nik, Ant and Sky dig into what to actually do in Q4: the small-group PT model Sky would run today (and realistic earnings), whether to end a front-end offer right before Christmas (yes), how to handle a management environment you’re starting to dislike, when “tough love” backfires and what to do instead, what to expect from your first paid ad (spoiler: creatives make or break it), how to start online from zero by building in public, practical retention plays heading into the holidays, plus a candid riff on the Enhanced Games and a PTMA Conference update ⁠Coaches Conference tickets here⁠

Timestamps;

• 00:00 – Cold open + chaos as usual

• 01:00 – Where PTMA’s headed (more coaching depth > agency model)

• 03:25 – If we went back to PT: Sky’s small-group model & £5–6k/month

• 06:00 – Disliking your environment? How to handle management like an adult

• 08:48 – Should a front-end offer finish right before Christmas? (Yes, and why)

• 11:00 – “Tough love” vs. communication breakdown: objective signs & boundaries

• 17:32 – Your first paid ad: expectations, creatives, and constant testing

• 21:06 – “Balanced lunches” → a smart way to use AI for client meal ideas

• 23:12 – Starting online with zero clients: build in public, test offers, lead magnets

• 26:29 – Retention & engagement through Nov–Dec: future-pacing & planning

• 30:07 – The Enhanced Games: performance, money, and messy incentives

• 38:05 – PTMA Conference update: one-day Friday ticket & bigger room

Ant and Sky are back (minus Nick… who still refuses to take a holiday).

This week, they tackle the questions every coach should be asking right now — from building a new audience to planning launches, avoiding complacency, and creating offers that actually convert.

They cover:
💡 How to transition from PT to nutrition coaching without losing your audience
🎯 The real difference between a lead magnet and a front-end offer (and which to use when)
🗓️ Why waiting for January is one of the biggest mistakes you can make
📈 How to track your metrics like a pro and find untapped growth opportunities
🤝 Turning “Can you write me a meal plan?” into a genuine coaching conversation
💌 Why your email list > Instagram followers
🚀 The easiest way to stay consistent with daily tasks and marketing
🧠 Why “done-with-you” systems beat “done-for-you” every time for long-term client retention

It’s equal parts strategy, mindset, and reality check — perfect for PTs and coaches who want to finish the year strong and start 2025 ahead of the pack.

Chapters

00:00 Introduction and Host Dynamics

00:54 Transitioning Focus: From Personal Training to Nutrition

07:03 Effective Lead Magnets: Strategies for Success

10:41 Timing Your Launch: November vs. January

12:48 Avoiding Complacency: Maintaining Momentum in Success

16:27 Responding to Nutrition Plan Requests: Building Relationships

21:45 Untapped Opportunities: Metrics and Marketing Strategies

25:42 Building Connections Beyond Social Media

26:38 The Importance of Landing Pages and Email Lists

28:33 Differentiating Coaching Services in a Crowded Market

30:21 Strategic Marketing Planning for Coaches

31:40 Daily Task Management for Coaches

35:32 Creating Effective Front-End Offers for Clients

40:52 The Value of Done-With-You Systems for Client Retention

Timestamps

00:00 Introduction and Guest Introduction

00:43 Building a Structured Content Plan

08:09 Engaging Your Audience on Social Media

14:18 Compartmentalizing Client Issues

16:56 Learning from Mistakes

21:21 Marketing Multiple Services

24:56 The Role of AI in Coaching

31:55 Conclusion and Final Thoughts

Second wave of early bird tickets for the Coaches Conference2025 tickets here!

Come spend two days with us learning, connecting, networking and upskilling yourself as a coach and business owner ... click here for more info

Timestamps;

00:00 Introduction and Morning Banter

01:21 Increasing Engagement on Social Media Stories

05:37 The Hustle: Does It Ever Stop?

06:43 Being Aggressive in Content Creation

09:12 Restarting Your Career: What Would You Change?

11:45 Anticipating New Speakers at Events

13:56 Life After Death: A Lighthearted Discussion

15:11 Best Online Purchase Hooks for Cold Leads

16:50 Underrated Benefits of Being a Coach

18:53 Rebranding Your Business: Key Focus Areas

20:33 Doubts About Niche and Market Fit

Early Bird tickets available now ... and only 10 available.

Link here to grab yours

We discuss the upcoming Coaches Conference, emphasizing its importance for fitness professionals. They explore the significance of understanding client needs, the value of face-to-face interactions, and the structure of the conference, which is designed to enhance both business and coaching skills. The conversation highlights the necessity of breaking through personal belief barriers and the collaborative environment fostered at the event.

Takeaways

The Coaches Conference is a cornerstone for professional development.

Understanding client needs is crucial for effective coaching.

Face-to-face interactions enhance learning and networking opportunities.

The conference is structured to provide both business and coaching insights.

Participants will leave motivated and with actionable strategies.

The event is designed to be accessible for coaches in their early careers.

Breaking through belief barriers is essential for personal and professional growth.

The conference fosters a supportive community among fitness professionals.

Workshops are tailored to encourage participation and engagement.

The focus is on applying knowledge rather than just sharing information.

Chapters

00:00 Introduction and Welcome

00:54 Understanding Client Questions on Fat Loss

05:29 Effective Communication and Client Engagement

09:09 Managing Guilt and Client Expectations

11:59 Exploring Client Goals and Coaching Techniques

15:32 Implementing Educational Initiatives for Clients

17:25 Client Commitment Strategies

19:45 Planning Community Challenges

22:58 Addressing Questions and Conference Promotion