ATTENTION COACHES: the coaching industry is changing FAST Here’s what you need to know to stay ahead

You need to act so dumb in your marketing. And I speak for me being the everyday people. We're not scientists, we don't get it. And there's a PT gym and on the TVs I can see his pitch. Right. He actually changed it recently. I think he might.

Yeah, I saw that and thought it.

I think he might listen to our podcast. He basically was like, oh, I'm a hypertrophy coach. I don't know what that means. Right. But he's like, I'll help you to hypertrophy or get into hypertrophy or hypertrophy of muscles. I don't know what the that means. If you said to me I'm going to help you lose belly fat five kilos, I would have signed up on the day. But your trying to be sciency to stand out because you think that the I'm gonna help you lose 5 kilos in 10 days thing is overused. It's not. You just haven't done it well enough.

Welcome to episode 108 of the Success School podcast. Today we're talking about the future of the coaching industries. What's growing, what's dying and where the real opportun community is. Steph, how are you feeling today?

This is one of my favorite topics to talk about. I said every week, but this really is like we have conversations about this behind closed doors almost every single day. And it feels really nice to put our foot down, place our stake in the earth and say this is what we believe.

So you're a fly on the wall today.

You're a fly on the wall if you're listening to this episode. Hey, what's your personal update?

So I've been. Well, I am a social media savant, I follow a lot of accounts.

And you also have 10,000 followers.

Yeah, I got 10.10k, 10 followers. So officially that makes me a micro influencer now. And what happens when you guys become a micro influencer is you get random DMs from people all the time. As soon as I hit 10,000, literally I was getting like 5, 6 dms a day. People in my other. It must be in the algorithms or whatever they're doing. But anyway, as soon as I became an influencer, I started looking at other people's content. I've noticed there's a lot of variation going on on social media now. It's not like the old have you a couple of pillars and post the same shit, all the everything, matching, branding, all that type of stuff. It's very different, especially at the top end. So kind of thought to myself, if they're doing it, maybe I should. And it kind of led us on a deep dive. We've been thinking about, I guess pillars that are a little bit different. So I've been testing stuff, I've been doing ads, reviews, I've been doing what's going on in our business. I've been doing roasting, auditing, all that type of stuff. And honestly it's been going a lot better. My take on social media and what is changing in the future is that people are looking for more variety, just like they're looking for more variety in their life. So if you're posting the same all the time time, people are just switching off to it. We kind of find that with our podcast clips they just get worse and worse and worse engagement. So I have been changing it up, putting in my personal update, making it a bit fresh, putting a three second hook on it. But I'm really just experimenting at the moment and it's been kind of fun. The process on this just really quickly is I have like a fact find and a deep dive on our ideal client on Google Docs and I throw that AI and I say, hey, if you me what kind of content pillars would you suggest or try? And I've just been testing stuff. So I just make three, send it over to our editor, our editor makes the videos and then I'll chuck them up on my socials and test. It's been really cool. So I feel like probably in the next couple of months I'll have some really solid pillars or some stuff that's working. But it's all about testing and iterating. Otherwise your socials goes dead.

Yeah, absolutely. And shout out to our podcast. I'm always changing up our podcasts to make sure they stay fresh and the, the reels and stuff like for sure. But yeah, you've been amazing. And we really noticed it with like Hormozy. Hey. We saw it like we were looking at his content and everything was so w. Like no brand colors, not following any structure, just so wildly different. Because I think we're in an attention economy, right? Speaking about attention, something that's had a lot of my attention lately has been the build of our ranch, Segway. So do you like it? So this the build of our ranch, Tim, is like, can we just get these contracts signed and what the fuck? Why are you wasting so much time going backwards and forwards about this cluttering? I don't care, just paint the house, whatever. But I care a lot. And one Thing that I have been debating online quite a bit recently has been to concrete floor or to not concrete floor. And it's been getting a little bit of heated debate in my DMs. Everybody came back pretty much. I say here to debate. 97% of people said get concrete floors.

4 people.

Hundreds of you. Hundreds of you should have been thousands. Watch my stories more. But hundreds of you came back and you said that I should get concrete floors. We actually completely agree with you, but it got too hard basket. And it's tricky because we live out in the middle of. Well, we will be living out in the middle of nowhere. There's so much more that goes into it than I was aware of. Like the fact that we have to have a 600 mil sand pad because the land that we build on is like so full of clay and there's rocks everywhere. And they basically said because of the land that our ranch is built on, our concrete floors are just going to crack, like really quickly. Very, very fast. It's not the same as building a house in Perth or somewhere where it's flat and normal and the earth is good. And so they basically were like, I really think you should go tiles. So we have decided to go for concrete look tiles. Really big bad boy ones. And I'm super freaking excited. I'm very. I'm very excited by the house stuff, aren't I?

Yeah, I don't give a. Yeah, let's build this thing.

I'm like, but wouldn't this wall look so nice with cladding? Tim's like, I don't care, man. He's like, what is cladding?

Like, let's get this house. Let's get function up. Let's get a gym. Like, let's get a shed.

We can't do anything until it's all signed. And Tim just wants his shed. He's like, can I just have my shed? What is going on?

I just want the shed already. So today, guys, we're going to unpack where the coaching industry is headed, in our opinion. I want you guys to change your ent a business model based on what we say. Here, take it with a pinch of salt. I know I was pretty doom and gloom on the AI stuff, you know, 20, 30 episodes ago. And I know some people did drastically change some shit according to what we said on the podcast. And I don't mean it like that. I'm just a dummy. Honestly, I don't know anything. I've got a IQ of like 72. Like, I don't know what I'm talking about take this is literally just for educational purposes only. So we're going to show you which niches are thriving, which are dying, which are tanking, and how to future proof your business. Steph, do you want to tell us about our amazing Startup School?

Totally. A lot of the people who come to us are entrepreneurs who are just getting started. And we love you guys like that. We were those people. I mean, I mean, Tim was those people a little while ago, probably more than a decade ago, showing our age here, and almost eight years ago, I started in the exact same position and I knew that I needed somebody in my corner to help me because there was so much to know. And today, you know, with how much we have available to us in terms of information, it can feel nearly impossible just to follow one path because information is everywhere and everybody has a slightly different take or different way of doing things and a different piece of advice. And that can be really stressful when you're just getting started. And that's why we created something called Startup School. So this program is basically everything that I wish that I'd had when I first got started. Because, guys, I got started with no degree, no money, I was paying a mortgage, I was working at Aldi. I wanted someone to go, do this, then do this, then do this. And this is how you're going to get to your first $5,000 a month or consistent $5,000 months so that you can leave your damn day job and actually take this really seriously. And so if you're listening to this podcast today and that's how you feel, exactly why we created Startup School. So if you love us and you love what we teach and you love our methods and our ideology and the things that we share, then this program is for you. So many of our clients have gone through Startup School and then ended up joining Success School because they hit 5k, 10k months. And what it really is is a focus on just doing things the right way, but really simply so getting the right offer, the first offer to launch out to your audience, set up the sales systems that you'll need to actually convert those people into sales without sounding like a robot or missing the sales altogether. How to do base level marketing across organic to sure that you get your first. And you only need organic when you just get started to get your first offer off the ground. Make some money, get some client results so you can start winning and earning cash. And if this sounds like what you want, then our podcast listeners, we want you to join Startup School.

All right? Guys. So today we're talking about the future of the coaching industry. So we're going to cover three main categories. So health coaching, which is fitness and nutrition, business coaching, which is obviously business, AKA making money. And then last one is life and mindset coaching. I have actually been all of these things. So I've had a nutrition company, fitness company. I've been a business coach, I've been a life coach and I've been a mindset coach. So I did say my IQ was 72, but I'm well versed on all of these niches.

His IQ is not 72. I just want to be very, very clear. Tim is one of the most intelligent people I've ever met, but that doesn't mean I'm right. He's always right. He usually is, unfortunately for me. But my IQ is lower and honestly, I can back all of these. So I'm super excited to dive in.

Can you even understand what I'm saying here?

Yeah. Pardon? What do you mean?

All right, so health coaching, we're talking fitness and nutrition. Why? It's still strong. Obviously people are more unhealthy than ever and the demand is always high. So the world population is growing and people are percentage wise becoming more unhealthy, which means there is more demand. People also are making more money. So when people make more money or the GDP of a country increases, there is more demand on these type of things. It's the way you look, your health, those types of things. So the demand is always going to increase, but also is the supply. There are more coaches, there are more nutritionists. So you do need to stand out with this. Most people fail in health and nutrition coaching or any of those, like fitness, online fitness, whatever it is, because they focus on like the macros or the steps or all the stuff that everyone else does, not the outcome of what they do. So to really crush in health or nutrition, you have to have an outcome and that outcome has to be in a time and then that time has to be for a niche. That's the secret sauce here. So general nutrition coaches, general fitness coaches, general online coaches, they get crushed, okay? And they are going to continue to get crushed. You have to have a niche. And I guess the argument here on niching is like, is there going to be enough people? But look at the world, there's 8 billion people. People are wealthier than ever. Besides, what, you know, kind of is said online and really you want to work with those people. So anything I missed on those?

Yeah. When you say general nutrition, general health General fitness. Give me some examples of what general would look like.

Like, I'm a personal trainer.

Yeah. Cool.

And I'm a nutritionist.

Yeah. And I will help you to lose.

Weight or feel good.

Or feel good.

Yeah. Or like super general.

Get in shape. Yeah, yeah.

Like it's got to be super specific. So the play here is to go premium and not low ticket. So like high end coaching or higher end coaching, and that's how you make money because you have to deal with less clients and you can obviously charge. The issue in health and fitness is people want to go low ticket and they have no audience, therefore no one is going to buy your stuff. So if you've only got a thousand followers, a couple thousand followers, no email list, et cetera, you're better off going high ticket because you're going to make more dollar per person if you got 100k followers or a million or whatever it is. Low ticket makes sense. A lot of people base their business model off what influencers are doing. But the problem is you're not an influencer and you don't have the audience of an influencer. So trying to get the same results in your business as an influencer with the same audience is no good.

Yeah, absolutely. One thing I will add, health and fitness coaches is for those of you that are like science nerds, and I know you because I'm married to one, what I would say is that you need to act so dumb in your marketing. Like you need to dumb dumb this right down. Because we're not like, I speak for me being the everyday people. We're not scientists. We don't get it. There's a guy at our gym, there's a PT at our gym. And on the TVs I can see his like pitch. Right. He actually changed it recently. I think he might.

I saw, yeah, I saw that and saw that.

I think he might listen to our podcast. But I basically was like, oh, I'm a hypertrophy coach. Which sounds like something that you would do to a trophy. I don't know what that means. Right. Like he's like, I'll help you to hypertrophy or get into hypertrophy or hypertrophy your muscles. I don't know what the that means. If you said to me, I'm gonna help you lose belly fat five kilos, I would have signed up on the day. But you're trying to be sciency to stand out because you think that the I'm gonna help you lose 5 kilos in 10 days thing is overused. It's not. You just haven't done it well enough.

And we're going to move on to number two. That's business coaching. And I guess we're in the right place because we have business coach of the year Yas Queen over here to talk us through what's going to happen with the business.

I have won that award, and it does say Yas Queen by your own.

Staff because they didn't want to get fired.

Yes. They were scared.

Yeah.

I don't think anyone's ever been scared working for me, but they probably have. Okay. So business coaching. Oh, God. We're in a season, aren't we?

Yeah, we're in a season.

This is a moment. If you're listening to this and you're a business coach, I'm sorry. It's hard out there right now. I get it. I feel you. You're not broken. It's not just you. It's harder than ever because unfortunately, we went through the season of letdown. We went through a season of COVID people realizing they could sell anything to anybody. People sold a lot of to a lot of people and didn't deliver. I heard the most horrific stories of people who were, like, selling embodiment coaching and then just, like, wouldn't show up to calls because they just weren't feeling it that day. And we're like, yeah, honestly, I've heard some. Some awful, awful things. So if you have been let down by a coach in the past, I want to apologize on behalf of all coaches online. You shouldn't have had that experience. And yes, I do think that they should bring in some rules and some. What's the word? Like, when you make it education, like certifications, you should have to certify to become a business coach, but it's not. And so if you're a business coach right now, the reason it's been struggling is because we've had all of these scammers online. And honestly, the girl boss space, if you're listening to this and you're female, the girl boss space is massively oversaturated with the same messaging over and over again. They all just copy each other and replicate each other. And so if you're a female and you're a business coach, that's why you're not standing out. And the best thing that you can do for yourself right now is to really lean into you and what makes you different and really, really lean in. This is what all business coaches online, whether you're a female or male or anything in between, is to focus deeply on getting your clients results. Because if your clients get results and they love working with you, they're going to tell people about you, then they're going to have your back in the Facebook threads. And when people ask for a business coach, they're going to shout your name from the rooftops and they're going to send their friends to sign up. And all you have to do is just get really good results for your clients. And one thing we see business coaches do wrong is try to scale into group coaching way too fast because they want to be make more money or become have more finance.

I think it's easy.

Whatever they think it's gonna be easier like oh yeah, you only run a couple of calls a week kind of thing. And they don't set up the right backend curriculum support systems and stuff like that to actually support people to get a result. And so people just fall into their programs, go into a rhythm of one call a week or something where they can sometimes get some support and then they label all group coaching programs as bad. So the best thing you can do is become phenomenal in one to one or maybe some hybrid coaching with a bit of group and some one to one. Really focus on getting your clients results that way. Figure out the exact system to get those results and then take that system and make it group coaching.

What I would do if I started again as a business coach, I would just go one on one consulting and I would just do a fucking amazing job at that and then just keep attracting high level clients. I would start low like I did with my fitness stuff. It was like 50 bucks a search, 100 bucks a sesh and keep going from there and just doing enough so I didn't burn out but also pay my bills. I think a lot of people have this like pipe dream of like hey, I'm going to launch launch group coaching program. Because you work one hour a month and you make like 200 grand. And I can tell you the reality of that is slim to none. People that are crushing group coaching programs are either like A famous or B have massive audiences because you need a lot of volume. And you know, we did go into what it looks like in our life a couple weeks ago on the podcast. Steph and I work on this thing a lot. Like we have a podcast, we email five times a week, we spend 20 grand a month on ads, we have a full sales team, we have all these things that goes into a group coaching program. Everyone thinks it's easy and then the power of a Group coaching program is in the group and then if you don't have a group or you don't have a lot of people and if you don't have a lot of people that are like super successful, it loses its power a little bit. So it's not like super easy to get into. I think, yeah, the business coaching industry is getting a bit of a shake up. There's a bit of a reckoning, there's a bit of like, it's a bit of a red ocean. But I think you should niche like Steph said. I think you should get really specific with who you want to work with and the outcome and then, yeah, get.

Them really good results.

Get them really good results.

Absolutely.

Steph, Jonathan, tell us about life and mindset coaching.

If you're a life or mindset coach and you're listening to this today and even if you're not, there is space for you in the coming revolution of the AI world. Now there's, there's actually, there's an angel and a devil living on my shoulder with regard to this conversation because a lot of people actually are using AI as their therapist. However, it's only as good as the prompts that you put in. And obviously most people are not self aware enough to ask the right prompts, so they're going to probably ask prompts that naturally lean towards their own bias. Okay. Which means that an AI just wants to please you. So it's going to constantly loop you in to basically give you what you want to hear. That's its default outcome. The problem with AI coaching is that people using it as therapists is that if you're not a therapist or you don't have any qualifications or understanding of life or mindset in the beginning, I think it's going to send people further down their toxic road and eventually they're going to need healing because the world is coming to its fourth reckoning. Reckoning or we're coming into our kind of final stage of evolution as a, as human beings. And that's why there are so many healers coming into the market right now. That's why everything is like a. We're having a mass crisis, we're having mass healing, we're having all this stuff happen. So we are going to life and mindset coaches more than ever, especially because we're about to be taken over by robots and humans are just going to want to talk to humans. So I think that there's space for you. So please don't worry about the AI reckoning. I think it's it's going to be a really good place for you where mindset coaching goes wrong. And the number one issue that's stopping you from growing your mindset coaching program is your bleeding heart. Okay. Your bleeding heart is the thing that's stopping you. I get it. I have one too. Tim also has one where you want to help everybody and you get so deeply passionate about the work. Like, you think, think that this is the most fantastic, amazing work in the world and everybody needs it. But when you market to everybody, you sell to nobody. And so the biggest thing that we see with mindset coaches is that you have fluffy outcomes. I'll help you change your life. You're going to feel so much better. You're going to have confidence like never before. Yeah, duh. That's the obvious stuff. And everybody's saying it. And because everybody's saying it, it's not standing out. So you absolutely have to go so much deeper, like, deeper than ever before. What are some of the best mindset coaches like, that you've seen? You have to name, but, like, their niches or their, like, funnels.

Yeah, I'll help you double your business without doing business coaching. Yeah. That was like the best everyone could come up with.

Yeah. Yeah. Awesome.

Any that you know?

Yeah. I think that there's like, I think first of all, it comes from knowing who you're going to work with. So, like, we have a guy in our program right now, Piero, and we've been really, like, just doubling down on this so hard. And he. So the first thing was he was like, I want to work with high performance guys. And I was like, awesome. But that could be across so many avenues and industries, right? That could be high performance, like fitness. He was like, no, I want to work with CEOs, which is cool. He was like, I want to work with CEOs who are dads. I want to actually work with CEOs who are dads who are. Who are really successful at what they do at work, but they're struggling with addiction in the back end. Okay, now we're getting somewhere. Right? So they might be looking really professional and great at work, but when they get home, they're letting down their family because they're always drunk. And so now we get to, like, make promises about how we're going to help them perform like the CEO at home and make their family love them again. And that's, like, really powerful. But when he came to us, it was like, hey, I work with high performing men to make them feel connected. To themselves this was like fluffy stuff. So if you're in mindset life coaching you have to to deeply, deeply, deeply niche down and you have to find a way to get an outcome.

All right, we're going to get to listening question. So it's from Michaela in Brisbane. Should I pivot to mindset coaching for business owners or stick to my current niche? Michaela, great question. I'm going to answer this one. So the good thing about business owners or most business owners they have more expendable income than most other people and it is a tax write off for them because it does grow their business so far easier to sell rather than if you're selling to a 40 year old Sally with three kids and she's on 60k a year and her husband's on 80 and she's working four days a week. It's, it's a lot harder sell to sell them stuff. So usually in business it's far easier to solve rich people's problems. And the dawn of you know, business coaching hormozy is not even a business coach would say that you want to create and sell products to rich people because it's far easier to do. So I think business owners is a good switch. So if you have a B2C product always targeting business owners is always a good thing to do. But, but you do have to appeal to the business owner as well and their demands are going to be different to just an everyday. See they might just saying this without it coming out weird. They may have higher standards, they may expect more, they may be a bit more demanding. There are differences between but I think switching over to targeting business owners for mindset coaching is a great thing to do also as soon as a business owner gets their mindset dialed in and locked they're going to make more money which is incredible. And like I said before, I just talked about that pitch for Steph for mindset coaches they're making more money without doing more say is an incredible hook.

I think the business owners we know that we're in the we're a product of self development.

Yeah.

Like if you decide to start a business you realize that you're going to come up against a lot of blocks. You feel them, people tell you about them, it's being discussed all the time. So they're actively looking for someone to help them solve those problems whereas the everyday people think that therapy is bad. I feel like bad for doing those sorts of things. So I think I agree it's a really good change.

All right guys, quick 60 second recap health coaching is booming. Fitness nutrition online. Just pick a side. Are you going to go premium or scalable? I usually can't do business both. Business coaching is oversaturated, especially in the biz baby world because every second biz baby is a business coach. You need real proof. You need deep niches in that mindset. Coaching still works, but you need to tie it to a real world outcome. So AKA w business type thing. Don't chase trends, build skills, show results and be clear about what you do. No fluffy stuff. The age of the fluffy marketing is over. Just a big favor guys. You got some value from this? Hit that subscribe button. If you want more information on any of our programs, go to makemoreprofit.com you've got the Mastermind and Startup School there. And finally, I know I'm only meant to ask for one thing, but send us a message if you got some value. Either of those three would be crazy cool if you guys did it. We have thousands of you that actually listen to this podcast, so I'd love to bloody hear from you and chat with you. We just talk into the void all the time.

Yeah, it would be nice to hear something back guys. If you enjoyed the episode, send us a message and let us know. See you next week.