Our online coach training school has interviewed James Middleton, who is a health and fitness coach helping his clients navigate the muddy waters of myths and misinformation.
Read until the end to find out how to join our online coach training school.
If you could use 1-3 words to describe your essence, what would they be?
Compassionate, loyal, honest.
What do you do?
I am a health and fitness coach educating and helping people all around the world on how to live healthier, happier lives through exercise, healthy eating, and mindfulness. I share daily tips debunking fitness myths and simplifying information so that people can truly understand what it takes to become the healthiest and best versions of themselves.
How did you get to where you are now – from your first real client to your current client base?
As soon as I got my personal training qualification, I applied to work in a fitness studio teaching classes, learning to be comfortable with large groups of different abilities. Alongside this, I started reaching out to people who I thought I could help with their training and diet. Then by word of mouth and through my social media, I picked up more and more 1-1 clients and built my network up. When it got to be too much, I decided to launch my own online coaching business, which allows me to coach many more people from all over the world.
How many coaching sessions do you do a day and how do you combine training and lifestyle coaching?
I really only have a handful of clients that I train 1-1 in person. These are my longstanding loyal clients who I’ve been with from the start. Most of my coaching is online and I have hundreds of people who are a part of that who I communicate with and coach every day. Because I can speak to all my clients through my app, I am often giving them lifestyle tips and pointers alongside training and diet guidance. This allows me to really get to know each individual and understand what they need my help and support with the most.
What marketing do you do to attract clients?
Most of my marketing comes through my Instagram page. I have a great audience who I have built a good relationship with and a lot of them have signed up to my coaching. Aside from that, I use Twitter, TikTok, and Facebook to reach wider audiences. At the moment, it is all done organically, but there will come a time where I’d like to reach even more people, so some spend will be put behind that.
What tools are effective for you as a coach?
For me, it’s having a platform where I can speak to people (my clients) as much as possible. Communication for me is vital so I can understand every individual’s needs. Video messaging is also great because it means it becomes a lot more personal and I can also show them exercises and tips that might help them.
What is unique about your coaching approach?
I develop relationships with all my clients. I call every single one before they start to get to know them and understand exactly what they’re looking for. Not many coaches do this who train people online. I truly care about the progress of my clients and by the time they are finished with me that relationship often continues which is what I love. I even got invited to a client’s wedding this year!
Which results do your clients typically experience?
Sustainable ones. Results that will last a lifetime, not just a few months. So much of the fitness industry promises the world to people in the shortest amount of time possible, so people jump at this thinking it’s the best route, but often it’s never a sustainable road. I give my clients all the tools they need for them to eventually go off and continue by themselves and make it a sustainable and enjoyable lifestyle.
Your industry is known for misinformation and fads. How do you cut through the clutter and manage clients’ expectations?
Tell me about it! I do a lot of research in my own time. I listen to a lot of other top professionals who I trust, and I know are speaking the truth. It has taken me a long time to learn and understand what misinformation is and what isn’t, but I feel I’m now in a very good position to detect it. Daily I will speak about what’s not true and what is true, because I don’t have an agenda. My agenda is to help as many people understand the truths about being healthy and fit and cut through the nonsense. I will always make sure my clients understand that they’re in this for the long haul, and there are no quick fixes. It’s hard work, commitment and consistency and following a trustworthy coach who will help them get to where they want to be.
What effect does Covid-19 have on the way you do business and how will these effects continue?
I’ve been one of the lucky ones who has managed to continue with my business as the majority of it is online. In fact, I had a surge in interest in my coaching once gyms were closed as people were looking for direction, motivation, and some accountability. A lot of what I do on social media has also continued. I’ve just had to adapt to creating content at home, which wasn’t easy to start, but I’ve fully adjusted to it now. I do miss the in-person interaction with some of my clients though! I love human interaction, so I’m looking forward to getting back to that.