Hey, welcome back everyone. Today we're diving into something that really gets to the heart of effective marketing in the fitness industry. You know, a lot of trainers get caught up in chasing social media metrics and viral content, but what I've learned over my 10+ years in this business is that success often comes from what happens beneath the surface.

I'm joined by Wallace, a trainer with 15 years of experience who's noticed something interesting - while he started targeting busy moms in their 30s, his most successful client base actually turned out to be women between 45-65, particularly empty nesters in executive and management positions.

We're going to break down how to lean into this market more effectively, and I'll share why I think focusing on life transitions - like becoming an empty nester - can be more valuable than traditional demographic targeting. We'll also talk about why having a meaningful conversation with one client like "Janet" and creating content from that could be more valuable than posting five generic pieces hoping one goes viral.

This episode is all about working smarter, not harder, and really understanding how to build genuine connections that lead to sustainable business growth. Let's dive in.

Pre-order my upcoming book "The Obvious Choice" here: https://amzn.to/4ghBzce

HOW - Rate/review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.com

Host: Jonathan Goodman https://www.instagram.com/itscoachgoodman/

Every Friday, over 75,000 jacked nerds (just like you) read 5-Reps Friday, my newsletter with actionable tips on marketing, health, books, and earning more www.5repsfriday.com

The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 41,000+ coaches and get your account today at www.quickcoach.fit.

Timestamps:

0:00 Episode Introduction

0:45 Wallace Introduction

3:50 How do you make yourself the obvious choice?

7:40 Description of a favorite client

12:55 Do you recommend I switch my avatar?

16:25 Thank you for joining me.

Today we dove deep into a chapter from my next book (after "The Obvious Choice) - it's all about rules. I've collected about 50 rules over the years. We actually had a great discussion about the book's potential title, moving from "Too Early for Coffee" to possibly "Shut Up and Watch the Sunset," which came from this rule Calvin and I have about stopping to appreciate sunsets.

Today's main focus was on rules that start at home because your home is where you build momentum for your day and show evidence of who you want to become. We covered everything from not keeping junk food in the house (because if it's there, you'll eat it), to mowing your own lawn (sometimes it's not about time value, but about caring for your space), to greeting people at the door when they come home. These rules aren't about being perfect - I certainly don't follow them all the time - but they're reminders of the person I want to be, ways to wake up out of autopilot and become more conscious of how we live our lives.

Pre-order my upcoming book "The Obvious Choice" here: https://amzn.to/4ghBzce

HOW - Rate/review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.com

Hosts:

Jonathan Goodman https://www.instagram.com/itscoachgoodman/

Ren Jones https://www.instagram.com/fitnessjonestraining/

Amber Reynolds https://www.instagram.com/amberreynolds.me/

Every Friday, over 75,000 jacked nerds (just like you) read 5-Reps Friday, my newsletter with actionable tips on marketing, health, books, and earning more www.5repsfriday.com

The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 41,000+ coaches and get your account today at www.quickcoach.fit.

Timestamps

0:00 - Episode Introduction

1:53 - Official start of the episode

3:39 - Explanation of collecting rules over the years

5:10 - Conversation with editor about book's progress (45,000 words)

8:15 - Discussion about potential book titles ("Too Early for Coffee")

9:33 - Introduction of "Shut Up and Watch the Sunset" as potential title

14:41 - Introduction to rule categories ("Bad habits start in the home")

16:18 - First rule: No junk food in the house

21:23 - Rule about making your bed

22:24 - Rule about prepping morning coffee

22:47 - Rule about toilet flushing ("If it's yellow...")

24:12 - Rule about buying 2-ply toilet paper

24:27 - Rule about mowing your lawn

26:06 - Rule about composting

29:07 - Rule about separating fields of play

34:09 - Discussion about electronics in the bedroom

36:11 - Rule about greeting at the door

37:17 - Final rule about being present

39:51 - End of episode

In today's episode, we're tackling a question I get all the time – how to successfully transition from in-person to online training while maintaining (or even increasing) your income. We'll dive deep into identifying your ideal clients, understanding why you're making this shift, and most importantly, how to bring your current clients along for the journey.

I'll share a concrete pathway to hitting that $12K/month mark working remotely, break down pricing strategies that work, and give you actionable steps to have those important conversations with your clients. Whether you're just starting to think about going online or you're ready to make the leap, this episode is packed with the practical advice you need to make it happen. Let's dive in!

Pre-order my upcoming book "The Obvious Choice" here: https://amzn.to/4ghBzce

HOW - Rate/review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.com

Host: Jonathan Goodman https://www.instagram.com/itscoachgoodman/

Every Friday, over 75,000 jacked nerds (just like you) read 5-Reps Friday, my newsletter with actionable tips on marketing, health, books, and earning more www.5repsfriday.com

The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 41,000+ coaches and get your account today at www.quickcoach.fit.

Timestamps

0:00 Introduction and core question

2:20 Who are you trying to engage with?

3:42 Who are your best clients?

5:25 Why do you want to get away from training in person?

7:50 How to make $12K/month working remotely?

10:00 Will your clients follow you on your journey?

11:55 What are your packages at right now?

13:20 How to approach your clients?

17:20 Take action!

We recorded something different today. I sat down and shared a pretty personal essay I wrote about my wife's recent pregnancy - our tenth pregnancy actually, but hopefully our third child. We've had our share of losses, and this time around, Allison's been sick. But here's the thing - it got me thinking about all these choices we make, you know? Like living close to my parents instead of chasing that New York dream, or not overloading Calvin with extracurriculars like every other kid in the neighborhood.

Sometimes these decisions that look like missed opportunities are creating space for when life throws you a curveball. We got into how this connects with the themes in my upcoming book, The Obvious Choice, and had some great discussions about writing, resilience, and why keeping your cup half empty might be the smartest move you can make. Amber and Dave jumped in with their usual wit, we went off on some tangents about vegans in California doing jiu-jitsu (because why not?), and somehow wrapped it all up with a conversation about Stephen King and the power of authentic storytelling.

Pre-order my upcoming book "The Obvious Choice" here: https://amzn.to/4ghBzce

HOW - Rate/review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.com

Hosts:

Jonathan Goodman https://www.instagram.com/itscoachgoodman/

Ren Jones https://www.instagram.com/fitnessjonestraining/

Amber Reynolds https://www.instagram.com/amberreynolds.me/

Every Friday, over 75,000 jacked nerds (just like you) read 5-Reps Friday, my newsletter with actionable tips on marketing, health, books, and earning more www.5repsfriday.com

The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 41,000+ coaches and get your account today at www.quickcoach.fit.

Timestamps:

0:00 Living with a half-empty cup

15:00 Initial discussion/reaction to the essay

25:00 Discussion about writing process and sharing

35:00 Deeper discussion about life philosophy

45:00 Wrap-up discussion

Welcome back to The Obvious Choice podcast, where today we're continuing to workshop a chapter from my next book. If you guys don't know, I actually started this podcast for an entirely selfish reason - to write better books. Everyone says you should create content for your readers and listeners, but nah, this one's for me. I'm stoked that you're along for the ride though, and I hope it's fun for you to see these books basically get built in real time.

Once The Obvious Choice comes out in January (which you can pre-order now), you'll start seeing this process unfold. Today we're diving into exploration and how to add more of it into your life. Get ready to workshop this with me, and maybe let's figure out together why doing nothing might be worse than doing something boring.

Pre-order my upcoming book "The Obvious Choice" here: https://amzn.to/4ghBzce

HOW - Rate/review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.com

Hosts:

Jonathan Goodman https://www.instagram.com/itscoachgoodman/

Ren Jones https://www.instagram.com/fitnessjonestraining/

Amber Reynolds https://www.instagram.com/amberreynolds.me/

Every Friday, over 75,000 jacked nerds (just like you) read 5-Reps Friday, my newsletter with actionable tips on marketing, health, books, and earning more www.5repsfriday.com

The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 41,000+ coaches and get your account today at www.quickcoach.fit

Timestamps

0:00 - Introduction and explanation of podcast purpose (writing books, workshopping chapters)

2:13 - Start of chapter section "Boring Not Vacant"

5:30 - Isaac's Lesson begins

11:25 - Author's personal reflection on writing and book production

14:45 - Discussion of The Good Place TV show

17:30 - Critique of business success stories and survivorship bias

21:15 - Coach-client disconnect discussion

25:40 - Story about mother-in-law's tattoo

28:15 - Personal story about Mexico and pregnancy

31:00 - Exploration and self-discovery

34:00 - Closing segment/outro with humorous "slow jam" reference

In this episode, we discussed strategies for sustainable social media growth and business development. The conversation covers crucial topics including content recycling, community building, and the often-overlooked aspects of social media success beyond just creating content. Key insights include how to effectively reuse content, build genuine engagement through strategic partnerships, and develop business systems for scaling. The discussion also addresses common challenges like content creation burnout, hiring decisions for solo entrepreneurs, and maintaining a healthy mindset when dealing with sales and client outreach. Particularly valuable is the revelation that social media success isn't primarily about content quality, but rather about building reputation and fostering community engagement.

FREE GIFT - Get a free copy of the Wealthy Fit Pro's Guide to Getting Clients and Referrals (digital and audio. Sells for $22.99 on Amazon.)

HOW - Rate/review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.com

Hosts:

@itscoachgoodman

Join 72,000+ trailblazers, leaders, and coaches who fuel up with our low-stress, high-impact 5 REPS FRIDAY newsletter at www.5repsfriday.com.

The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 35,000+ coaches and get your account today at www.quickcoach.fit.

Timestamps:

00:00 - Introduction and social media growth challenges

13:16 - Discussion on collaborations and strategic partnerships

17:02 - Business organization and hiring strategy

26:56 - Content recycling strategy and social media management

31:37 - Dealing with content perfectionism

36:36 - Discussion on video call backgrounds and professionalism

46:46 - Advice for young professionals starting their careers

50:03 - Handling DM conversations and sales mindset

56:15 - Closing remarks

Hey everyone, today we're diving into what it really means to grow older without growing up. You know, some of my best memories come from getting completely lost - whether it's finding the world's best cup of instant coffee in Nicaragua, riding local buses in Uruguay, or navigating treacherous roads in Indonesia. But this isn't just about travel - it's about keeping that sense of wonder and exploration alive in everything we do. I'll share stories about how stepping off the beaten path, embracing uncertainty, and staying curious can make life richer, even if it means occasionally hitching a ride in the back of a sketchy produce truck with your family. Trust me, those are often the moments when you feel most alive.

FREE GIFT - Get a free copy of the Wealthy Fit Pro's Guide to Getting Clients and Referrals (digital and audio. Sells for $22.99 on Amazon.)

HOW - Rate/review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.com

Hosts:

@itscoachgoodman

@fitnessjonestraining

@amberreynolds.me

Join 72,000+ trailblazers, leaders, and coaches who fuel up with our low-stress, high-impact 5 REPS FRIDAY newsletter at www.5repsfriday.com.

The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 35,000+ coaches and get your account today at www.quickcoach.fit.

Timestamps:

0:00 - Discussion about what grandparents want to be called

1:00 - Introduction to topic of growing older without growing up

2:00 - Pop culture references and jokes

4:00 - Story about best coffee in Nicaragua

7:00 - Discussion about exploration vs vacation

9:00 - Story about Band-Aids seller in Uruguay

11:00 - Discussion about fundraising and Girl Scout cookies

14:00 - Story about driving in Lombok, Indonesia

19:00 - Philosophy on getting lost and being present

21:00 - Story about Crater Lake visit

23:00 - Discussion about Mexico and travel experiences

26:00 - Story about Al Capone and French islands

30:00 - Conversation about different ways people process information

33:00 - Personal discussion about sleep and worry

36:00 - Wrap up with jokes about cultural differences in adventure

I listened to two fascinating coaching conversations today. The first was with Daniel Corbett, who has an interesting dual role as both a minister and a fitness coach. He came seeking advice about why his in-person clients stick around longer than those he finds online. Throughout their discussion, they explored how he could authentically bridge his religious work with his fitness business, particularly through his connection to the International Churches of Christ. The conversation was really about finding that sweet spot between digital presence and real-world relationships.

Then the conversation shifted to Miles, who shared his experiences networking within the Filipino community in Toronto. He's been actively attending cultural events and making meaningful connections, including building relationships with high-achieving members of his community. Both conversations really drove home a key theme: the power of genuine, in-person relationships over purely digital connections in building a sustainable coaching business.

What's particularly interesting is how both cases show coaches finding success by engaging deeply with communities they're naturally part of - whether that's through religious affiliation or cultural heritage - rather than trying to be everything to everyone online.

Jon's next book, The Obvious Choice, published by HarperCollins, is now available for preorder on Amazon in Hardcover, Kindle, and Audio. Click here to preorder your copy today.

FREE GIFT - Get a free copy of the Wealthy Fit Pro's Guide to Getting Clients and Referrals (digital and audio. Sells for $22.99 on Amazon.)

HOW - Rate/review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.com

Hosts:

@itscoachgoodman

Join 72,000+ trailblazers, leaders, and coaches who fuel up with our low-stress, high-impact 5 REPS FRIDAY newsletter at www.5repsfriday.com.

The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 35,000+ coaches and get your account today at www.quickcoach.fit.

Timestamps

0:00 Daniel introduces himself as both a full-time minister and online personal trainer, working primarily with career-driven men 25-35. He explains his challenge: clients he meets in person tend to stay longer than those he acquires online.

1:43 Discussion about Daniel's ministry work with college students at University of Washington and Seattle Pacific University, and his approach to incorporating his religious background into his fitness business.

3:18 Jonathan discusses the importance of trust in coaching relationships, explaining it as a triangle of affinity, familiarity, and community. Daniel reveals all his long-term clients come through church connections.

6:13 Exploration of Daniel's church structure (International Churches of Christ) and its potential as a platform for business growth.

10:30 Strategic discussion about incorporating Daniel's faith background into his social media presence and bio without limiting his client base.

14:41 Jonathan suggests viewing social media as a nurturing tool rather than lead generation and proposes creating content specifically for church leaders.

19:14 Discussion about organizing minister workshops and networking events, with emphasis on letting participants share their stories rather than just presenting information.