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How to Build a Strength Coaching Business in a Saturated Market: 10 Proven Strategies

Writer's picture: Josh HezzaJosh Hezza



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How to Build a Strength Coaching Business in a Saturated Market: 10 Proven Strategies


The strength coaching market today is more saturated than ever. Social media has given rise to countless coaches, each showcasing their expertise, training methods, and results. For someone just starting out, this can feel overwhelming, even disheartening. But here’s the truth: quality always shines through. If you’re genuinely passionate about helping people improve, and you’re committed to delivering value, you can absolutely carve out your space as a coach.


When I first started strength coaching, things were very different. Social media wasn’t quite the powerhouse it is now, and finding clients relied heavily on in-person connections. However, while the game has changed, the fundamentals of building trust, showcasing expertise, and delivering results remain the same. If I were starting my strength coaching business today, these are the exact steps I’d follow.


When it comes to strength coaching, I bring nearly 15 years of experience in the fitness industry, having worked in just about every role you can imagine. I’ve been a personal trainer, fitness instructor, duty manager, sales and marketing manager, fitness manager, personal training team manager, and head of continuing professional development. I was also coaching online long before the era of apps and instant feedback, back when it was all about spreadsheets and emails. Over the years, I’ve had the privilege of working with a wide range of clients—from complete beginners to world champions—both in person and online. This diverse experience has given me a unique insight into what it takes to succeed in this industry, regardless of whether you’re just starting out or looking to refine your approach.

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The Foundations of a Successful Strength Coaching Business


Before diving into specific strategies, it’s crucial to address a few key principles:


1. Be Passionate About Helping People

 

   Strength coaching is about more than writing programmes or refining technique. It’s about helping people improve their lives, whether that’s through hitting PBs, gaining confidence, or overcoming challenges. If your passion for helping others isn’t genuine, it will show, and clients won’t stick around.


2. Know Where You Add the Most Value

  

   Take time to understand your strengths as a coach. Are you particularly good at working with beginners? Do you excel in technical refinements for strongman events? Are you a master at programming for busy professionals? Identify your niche and lean into it.


3. Quality Service is Non-Negotiable

 

   Your programmes, advice, and overall service need to deliver results. That said, remember that your quality will improve over time. No coach starts out perfect. What’s important is committing to constant learning and adapting to better serve your clients.


4. Leverage Your Community and Connections

  

   Success in strength coaching isn’t just about attracting clients—it’s also about leveraging your network for knowledge, collaboration, and opportunities. Whether you’re programming, creating content, or trying to grow your client base, your community is your greatest asset.


5. Have a Coherent and Streamlined Brand Vision

  

   A consistent brand vision and aesthetic are vital for establishing trust and credibility. From your logo and social media graphics to your tone of voice and messaging, ensure everything aligns. A strong brand creates a professional first impression and helps potential clients remember you.


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10 Proven Strategies to Build Your Strength Coaching Business


1. Showcase Your Journey and Expertise  


People trust strength coaches who practise what they preach. As a national-level strongman with impressive lifts, you already have a story that potential clients will find inspiring. Share this journey consistently—on social media, at competitions, and within your gym. But don’t stop at sharing numbers. Explain the process:  

- How do you structure your training?  

- What adjustments have you made for success?  

- How do you overcome setbacks?  

- How did you specifically prepare physically and emotionally for your greatest performances?


When people see your expertise in action, they’ll trust you to guide them.


2. Create Free, High-Value Content  


One of the most effective ways to attract clients is by giving them a taste of your knowledge. Share educational content that solves common problems your target audience faces. For example:  

- Tips for improving deadlift technique.  

- A breakdown of strongman-specific events like the log press or yoke walk.  

- Advice on managing recovery for strength athletes.  


Consistency is key here. Post regularly on Instagram, YouTube, or TikTok, and focus on engaging, actionable content that builds trust.


3. Engage with the Strongman Community (or powerlifting/weightlifting etc)


The strongman community (and indeed all other strength sport communities) is tight-knit, and word of mouth is powerful. Attend competitions, seminars, and expos—not just as an athlete, but as a coach. Volunteer to help at events, offer advice to competitors, and build relationships with gym owners and event organisers. These connections will help you grow your network and your reputation.


4. Leverage Your Network for Referrals


Referrals are one of the fastest ways to grow your client base. Start by working with people in your immediate network—friends, gym members, or teammates—and ask them to share their experience with others. Even offering discounted or free coaching in exchange for testimonials can be a valuable investment early on.


5. Define Your Coaching Niche


In a saturated market, it’s critical to stand out. Define what makes you unique as a coach. Are you the go-to for beginners entering strongman? Do you specialise in injury prevention and rehab? Are you a master of event-specific programming?  

Once you’ve identified your niche, make it the cornerstone of your marketing and messaging.


Early days you might not get to work with your ideal clients or niche but that’s okay keep working towards it. 


6. Offer a Beginner-Friendly Option  


Beginners are often hesitant to hire a coach, especially in strength sports where the learning curve feels steep. Create an accessible, affordable option designed specifically for them. This could be:  

- A short-term, beginner-friendly programme.  

- A free or low-cost workshop on strongman basics.  

- An online guide to getting started with strongman.  


This approach builds trust and opens the door to long-term coaching relationships.


7. Use Social Proof to Build Credibility  


Social proof—like testimonials, before-and-after transformations, and success stories—can significantly boost your credibility. Even if you’re just starting out, showcase the results of anyone you’ve worked with (with their permission). Post their progress, share their stories, and highlight how your coaching has helped them succeed.


8. Be Active and Engaging Online

Social media is your storefront—it’s often where potential clients will form their first impression of you. Focus on platforms like Instagram, X (formerly Twitter), Threads, LinkedIn, Facebook, TikTok, and YouTube. Each platform offers something different, so it’s important to understand what works best for each:

  • Instagram: Use posts to showcase in-depth content like transformations, training advice, or client testimonials. Stories, on the other hand, are ideal for quick updates, behind-the-scenes looks, or polls to engage your audience in a more casual, interactive way.

  • TikTok: Perfect for short, engaging videos—think quick technique tips, workout highlights, or relatable coaching moments. It’s a great way to reach a younger audience and build visibility fast.

  • YouTube: The platform for long-form content. Use it to post detailed tutorials, full training sessions, or event recaps. This is where you can establish authority by diving deeper into your expertise.

  • X and LinkedIn: These are better suited for industry discussions, sharing insights, or networking with other professionals.

  • Facebook: Great for building local communities, hosting private groups, or sharing long-form content in a more familiar format.

This is not an exhaustive list of platforms.

It’s crucial to have a consistent posting and content strategy across platforms, ensuring your audience sees you as professional and reliable. However, know what each platform can offer and what it can’t. For example, Instagram and TikTok thrive on visuals and short attention spans, while YouTube and LinkedIn allow for more in-depth, educational content.

When used strategically, these platforms can amplify your reach, establish your expertise, and connect you with a wide audience of potential clients.


9. Offer a Trial or Free Resource 


People are more likely to commit to a coach if they can “test the waters” first. Create a free resource, like a “Beginner’s Guide to Strongman” or a week of programming, to showcase your knowledge. Alternatively, offer a discounted trial coaching package. These small commitments help potential clients see the value of your services.


10. Stay Patient and Consistent


Building a successful coaching business takes time. You won’t gain dozens of clients overnight, but every piece of content, every conversation, and every referral adds up. Stay consistent in your efforts, keep improving your service, and trust that the results will follow.


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If  I Were Starting Strength Coaching Today...


If I were starting out as a strength coach right now, this is exactly the roadmap I’d follow. Social media would be my primary tool for sharing expertise and building connections. I’d focus heavily on creating value—both through free content and through affordable beginner-friendly offers. And I’d make networking within the strongman community a top priority, knowing that relationships are the foundation of any successful coaching business.  


Most importantly, I’d remind myself that the quality of my service matters more than anything else. Clients stick around because you deliver results, but the process of improving as a coach never ends. Be open to learning, embrace feedback, and know that your best work is always ahead of you.


You don’t NEED a website immediately but streamlining a screening and sign up process can be really helpful.


And even if coaching is your primary focus, don’t neglect your own training. Staying active in the sport keeps your knowledge sharp, your passion alive, and your credibility intact.


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Build Your Strength Coaching Business with Confidence  


Starting a strength coaching business in today’s competitive market may feel daunting, but with the right approach, you can absolutely succeed. Focus on showcasing your expertise, creating value, and building genuine relationships. Over time, your reputation will grow, and so will your client base.


If you’re looking for guidance on how to grow your coaching business or refine your skills as a coach, I offer mentoring and consulting services tailored to strength coaches and athletes. Whether you’re just starting out or looking to take your business to the next level, I can help you develop a clear roadmap for success.  



Remember: quality always shines through. Be patient, stay consistent, and focus on helping people improve—and the clients will come.





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