The 2017 Coach | Ch. 3

Today’s Focus:

Understanding That You’re in the People Business Not the Training Business


In my daily Kaizen sesh (aka continued education) today I came across an article from one of the blogs that I follow like a sneakerhead on a fresh Nike drop that piqued my interest on a lot of levels.

I’m good with just a pair or two, Champ

Tony Gentilcore is not only a word wizard, but he is a hell of a good resource in the industry and certainly someone that I encourage you to check out. The article discusses the layers that a professional in this industry needs to understand to make it to the level that they desire.

Tony discusses the first layer: People Skills. I couldn’t agree more that this is numero uno and what will make break your dreams. More on that below.

He also discusses the importance of putting a few years in a commercial gym. Mad props to this point once again. I have 4 years, Bruce has 6,  and we can add another 8 to that with our current venture in Thrive.

  • What’s that? You want to know more about the system behind the Kaizen sesh? Well, Peach, it’s really quite simple, and my structure is as follows:
  • Read
    • Blogs, books, podcasts, youtube channels 
  • Journal
    • Major things that you need to accomplish for the day
  • Give Thanks
    • For the things that you take for granted

This is something that I have been doing since the day I smashed my head on the pavement and damn near wasn’t around to write an article like this. Deep. Maybe I will write an article on the specifics behind the Kaizen Sesh sometime for all of you nerds who are asking: “Wait, what books? What blogs? Is there a journaling process that works best? How do I give thanks?” Hold your breath, Teacher’s Pet, I’ve got you. Stay tuned.


You’re right. I’ve been rambling. Here….we…..go.

You’re in the people business, not the training business. You may be wondering why we aren’t talking about squats and philosophy and how to get a waiting list of clients. We will get there, and I promise you that all of this will come full-circle. But here is the harsh reality. If you do not like people, then you should quit or post up in a biomechanics lab of some form. Sorry, but it is quite true.

Gary Vaynerchuk (get used to it, he’s a G) says that we have to be 1000000% honest with who we are and not the romantic version that we think other people want us to be. So, if you don’t like people…well then working with them from early in the morning until late at night is going to be torturous for you. Let’s dig a bit deeper.

Call me crazy, but I believe that the only way for us to actually help these people is to be incredibly authentic. Think about it, they are coming to see you in absolute vulnerability saying “I need your help. I am fat, weak, in pain, or have severe confidence issues.” They are being real with you and in my opinion, if we are faking it they will sniff that out at some point and bail because “Oh, I just can’t afford it anymore” aka “You are full of $hit and I’m going to find someone who actually connects with me.”

Put simply, be real, connect, and actually help them. If you cannot do this then your PhD in deadlifts really doesn’t matter too much does it?

Ok, so HOW?

  • Smile
  • Be more enthusiastic about them than you are about you
  • Remember things about them and their life
  • Be present
    • Ditch your phone when you’re with them
    • Make eye contact
    • Talk less, say more
  • Believe in them and help them set that goal that they never thought was possible
    • and then believe in them even more
  • Reach out to them during the week and not just to confirm their next appointment or tran$action
  • Give a really, really good high-five


Snuck Top Gun into an article? Yep. Mission accomplished. Goodness gracious great balls of fire.

Thanks for reading and Kaizen on, Beast

One thought on “The 2017 Coach | Ch. 3

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