18/09/2026
I'm going to rant a little about SOME 'coaches' in the online training space.
This is not one of those posts about sh****ng on someone's methods to try and make my style look superior (I feel I have to declare that because a lot of that goes on within this space too).
What pi**es me off a lot is how a lot of 'coaches' treat and serve clients. I just seen a mate of mine from the Army who coaches a lot of Hyrox athletes and rehab/injury clients, say that he spoke with a prospect recently who told him the coach they worked with previously often took 10 days to reply to messages or adjust their training plan.
This isn't the first I've come across this type of thing.
I was part of a fitness business mentorship once and remember another online trainer asking advice on one of the calls around how to go about getting clients to send him less exercise form videos as giving them feedback was killing his time and he wanted to work more on sales and growing the business. (he was charging each client £350/month, and was trying to cut the time he was giving them by coaching them less).
Come again?
This business IS coaching.
Helping clients improve their training, habits, nutrition etc is the fu***ng bread and butter.
I just don't get it.
Yes, having done coaching now since 2012, I attest it's a very time consuming game to work in. And the boom of the online coaching space in the past 6-8 years I believe has attracted a lot of coaches into the space who are more attracted to the idea of being an Entrepeneur, or an influencer, and making lots of money whilst having that locational freedom.
I have no problems with any of those things, working as a coach online is very attractive and I certainly enjoy the benefits of it.
It's also A LOT of hard work.
Much of which comes from actually coaching clients and being available when they need help (within reasonable times).
It may just be me, because I'm a military guy and was good at looking after my team and staying on top of things, but I believe if someone's paying you their hard earned money, I don't care is it's £300/month or £30 a month, answering some questions, looking at a from video and giving pointers, or making a simple 3 minute adjustment to their workout when needed is the bare acceptable minimum.
Like way say in the Army:
No coms, no bombs.
Dean
PS - The online coaching industry is not all negative. I know A LOT of really fantastic coaches. Whether they train people in person or online, who are top at what they do, not because of their methods, workout or diet philosophies, purely because they actually care about helping people improve as a fundamental, and their service reflects those values.
But you do need to do some proper due diligence on any potential coach, so you can make informed decisions about whether they belong in your corner to help you with your goals. The point of bringing a coach on board in your life is to help you, period.