Modern WisdomHow To Become An Online Coach | Modern Wisdom 125
CHAPTERS
Why trainers want to go online (and what lifestyle you actually want)
Chris sets the premise: many in-gym PTs are burnt out on early mornings, illness, and trading hours for money. Yusef reframes the decision as a lifestyle design problem—decide what you want your day-to-day to look like, then reverse-engineer the career path.
Propane/Butane Business: who they are and what they do
After some banter, the guests explain their new business-focused arm and podcast, including the naming mishap with the 'propane business' domain. This sets up their authority as coaches who also teach other coaches to build online income.
The big transition mistake: treating online coaching like in-gym PT
Jonny explains that gyms pre-sell trust, foot traffic, and perceived authority—online does not. Trainers often waste time on websites, logos, recipe books, and generic offers without solving the real bottleneck: sales and positioning.
Identify the real bottleneck: sales, not more certifications
They argue many trainers misdiagnose their problem as needing more credentials instead of a clearer sales/marketing process. Education can help competence, but it rarely solves client acquisition and business growth.
Build trust online by choosing a specific audience (know-like-trust)
To replicate the 'gym credibility' effect online, they recommend specializing in a group you deeply understand. Their own evolution—students to corporate/finance clients—shows how relatability creates authority and trust faster than generic messaging.
Offline PT has unbeatable leads—so consider hybrid models
Chris highlights how gym environments provide the hottest leads imaginable: people already paying for fitness and actively present. The group discusses how online can augment offline income rather than fully replace it immediately.
Their track record: a decade in the game and system-based growth
Jonny explains how Propane started as a blog, then invested heavily in learning marketing and building predictable systems. They contrast personality-driven virality with repeatable funnels, ads, and software-enabled acquisition.
Two paths: influencer-style (James Smith) vs 'everyman' systems
They describe two broad online-coach archetypes: charisma/personality-led scale versus process-led, attainable income replacement. Their focus is helping trainers replace (and sometimes exceed) offline income in a realistic way.
Funny seminar stories: chasing 'secrets' and asking the wrong questions
They riff on the comedy of coach seminars where attendees seek magical hacks and ask hyper-nuanced questions. The lesson: most outcomes come from basics, rapport, and compliance—not obscure mechanisms or jargon-heavy hypotheticals.
Why the fitness industry breeds charlatans
Chris challenges them on the industry's constant 'new method' churn. Jonny argues when the truth is simple fundamentals done for a long time, marketing creates room for magical claims and profit-driven schemes.
Avoid predatory business coaching and manipulative sales scripts
They share cautionary stories about hiring unethical marketing coaches who used aggressive tactics designed to pressure and emotionally manipulate prospects. The key takeaway is to vet mentors carefully and avoid 'make them cry' sales culture.
The real first steps: don’t build a website—sell and validate first
They answer Chris directly: don’t start with branding assets or platform setup. Start by defining who you help, building a simple sales process, pre-selling/beta launching, and letting early clients shape the program.
Pricing, free coaching traps, and choosing your audience
They discuss why free offers can backfire and why price signals commitment and quality. They also cover selecting a demographic you can authentically understand, with caveats when your organic audience indicates otherwise.
Recap: start now, stay out of the weeds, and ask mentors for proof
They close with a practical recap: build an online presence early, avoid perfectionism, and vet anyone you hire by examining whether they’ve built the kind of business you want. They share a link to a free case study of their steps.
