Feeling like your marketing doesn’t match the kind of coach you are (or want to be)? This episode with Sophia from Apollo Nutrition is the raw, no-BS deep dive you didn’t know you needed. We talk about the misalignment so many coaches feel when they follow cookie-cutter strategies that leave them burnt out, broke, or doubting their value.

Expect candid takes on:

• Why documenting your diet might not be a business move
• How to stop marketing to impress other coaches
• The hidden pressure of "being the brand"
• When your marketing is costing you clients (and joy)
• Why the best content doesn’t come from Canva, but from clarity

This one’s for the coach who’s done playing the algorithm game and wants to build a business that actually feels like theirs.

In this conversation, Charlie and I explore the current state of AI in the fitness industry, discussing its misuse by coaches, the potential for better utilisation, and the importance of creativity and domain expertise. 

We emphasise the need for coaches to leverage data effectively and consider the future implications of AI on coaching and content creation. 

A short insight into where things are nearly halfway through 2025 

takeaways

• AI is often misused in the fitness industry, with coaches relying too heavily on it for content creation.
• Many coaches are not leveraging AI effectively, missing opportunities for creativity and engagement.
• AI should be seen as a tool to enhance coaching, not replace the human element.
• Data collection is crucial for coaches to utilise AI effectively in their businesses.
• The future of coaching will involve more data-driven insights and personalized approaches.
• AI can help coaches be more creative and generate unique content ideas.
• Trust is essential in coaching, and AI-generated content may not build that trust.
• The fitness industry needs to embrace AI to stay competitive and relevant.
• AI can level the playing field for smaller businesses against larger brands.
• Coaches should explore creative applications of AI beyond just content generation.

Chapters

00:00
Introduction to AI in Fitness

01:02
Current Misuse of AI by Coaches

03:04
The Potential of AI Beyond Content Creation

07:55
The Impact of AI on Content Creation and Marketing

10:44
AI as a Leveling Tool in Business

12:34
The Importance of Domain Expertise

15:16
The Future of Coaching with AI

19:01
Data Utilisation in Coaching Businesses

23:28
Creative Applications of AI in Business

27:00
The Future of AI and Coaching

The AI Vault is now open - Check out the details and join us here 

In this episode of Strongcast, Dan is joined by Gillian Bennett, coach and mentor at BiteSizeNutri, as they dive into the evolving world of coaching. Gillian shares her personal journey of overcoming struggles with food and body image and how that led her to become a mentor focused on values-driven, mindful eating.

The conversation touches on the importance of emotional regulation, building self-trust, and understanding the deeper struggles of clients to create lasting behavior change. Gillian discusses the shift from macro-tracking to mindful eating, the art of coaching communication, and how coaches can support clients in achieving goals without relying on strict rules or external metrics.

Gillian also shares her vision for the future of behaviour change coaching, explaining how it encompasses much more than just food habits. Tune in for actionable insights on improving client relationships, mastering communication skills, and embracing a holistic, sustainable approach to coaching.

Resources:

• Follow Jillian on Instagram: @BiteSizeNutri
• Download Jillian’s free Motivational Interviewing Guide and sign up for her Weekly Coaching Tips Email List via the link in her bio.

This episode I am joined by the most legendary Jeb Johnston. 
Jeb is a Board Certified Health & Wellness Coach who focuses on delivering freedom from food obsession. 

In this chat, we cover all things from the coaching industry, and where he sees it going in the future. The onset of technology such as AI. 
We also got deep into some of the failures and successes of the fitness industry as a whole. 

It's always a pleasure to get to see what's inside Jeb's mind. I hope you enjoy! 

This episode I was joined by Charlie (Mr CB) to discuss the coaching space and where he sees the gaps for coaches to jump into when it comes to standing out. 

We covered : 

The hard truths about building your own business 
A coaches perspective and alignment of content to ideas. 
How coaches can stand out by sharing clear beliefs 
Trends in coaching and knowing your safe points. 

Plus a whole host more. 

This episode I'm joined by Kelly who has a vast amount of experience in the fitness industry for the best part of 20 years. 
You name it and Kelly has done it, from owning gyms to running a consultancy to now working online. 

Kelly also works with us in The Strong Collective as a 121 mentor and coach to our coaches. Passing on her wealth of knowledge. 

Listen all about building a word-of-mouth business 

In this episode, I caught up with Maggie from BSFreebusiness. 
And as the name suggests it was a great chat all about the BS within the business coaching space. 

We got into all the service-based business owner's hates within this space. And discussed how Maggie is fighting back against unethical business practices. 

I'd love to hear what you think and if any of the topics resonate with you. 

In this episode I was joined by Self Mastery & Business Coach Adam Smith. 

A very fun episode diving into Adams's background and how he's got to where he is now within the business space. 
My brief encounter with Meditation and it's huge role in Entrepreneurs.  

Alongside a whole host of other areas covered. 

You can check Adam out here https://www.instagram.com/adamtsmith/

In this episode, I was joined by Threadextrodinaire Mr Lennox Saint. 
We dived into his background in teaching and how this spurred on his online business which he's growing today. 

We also got into the Threads App and how Lennox has adopted this and built a thriving and highly engaged community. 

All with the mindset of giving more and expecting less. 

Plus a whole host more including AI, the future of social media and online business as we know it. 

Hard to cram into an hour so we'll be hooking up a part 2 soon 

My guest on this episode is Sophia Harris. An expert coach in all areas of body image and food relationships. 
Sophia also runs a team of coaches where they have an incredible client community which has been built over the years. 

In the chat, we also discussed her background and leaving a well-paid and secure life within financial services to pursue something which ultimately gave her more fulfilment. 

Alongside working with ADHD and specifically helping clients who also have ADHD. 
This was an epic hour of chats.