How I Started

I always get asked “what did you do to get started building Beyond Macros,” and what they are really asking is: How did I scale my 1-on-1 nutrition coaching business. The answer is simple.

I coached lots of people 1-on-1.

And, I’m going to tell you why you should, too, if you’re just starting out.  I’ll also tell you how I scaled from coaching 1-on-1 clients by myself to a business that has six coaches, plus educational courses. 

Even though the educational courses have driven the most profit for Beyond Macros, you would be wasting your time starting out with courses or info products. 

If you haven’t already – review our previous post: How To Build An Online Nutrition Coaching Business.

Don’t Start with Educational Courses

The reason is that when you’re just starting out you probably don’t have a repeatable system that is guaranteed to get clients results. You simply haven’t worked with enough clients for a long enough time to create a system to help all your clients create a sustainable transformation.

When I was first starting out as a nutrition coach, I used the knowledge and tools that I had. I used what I learned in college and through my Precision Nutrition certification.  I also used my knowledge of making meal plans. This is how I started working with clients 1-on-1. 

Looking, instead to hire a coach for your own VIP customer experience? Check out our coaching services.

It was pretty much 50-50 at that point whether I would get results with clients. Even though I had the knowledge, I just didn’t have the experience necessary to understand the nuances of coaching someone through nutrition. I was full of knowledge, and ended up vomiting information at my clients. This caused me to pick out every little thing that was wrong with their eating habits rather than helping them identify the highest impact changes they could make. Much less, the sequence them in a way that would create a sustainable transformation.

Scale Your 1-on-1 Nutrition Coaching Business With The Correct Tools

But over time, I started to recognize patterns. This was my start to seeing how to scale my 1-on-1 nutrition coaching business. I could see the common things that my clients were all struggling with. By working with them to solve those struggles, I began to build up my coaching toolkit. I learned that a hammer is the right tool for a nail, and a driver is the right tool for a screw.

And after about 6-months of coaching clients 1-1 my success rate improved greatly. After another 6-months it got to the point where people started noticing the transformations my clients were making at the gym and the referrals started flowing.

I Wasn’t Ready to Scale, Just Yet!

So, I decided to put the 4-hour workweek to the test and created an online nutrition course thinking that as soon as I pressed publish the internet would take notice and I’d have thousands of people signing up.

Spending countless late nights after coaching and training, I creating the content and getting everything just right in that course. I spent another month getting a sales page and email sales sequence exactly how I wanted it. 

I published it for the world, sending it to my email list of a whopping 200 people- which is roughly how many subscribers I get per week now- and two people signed up! 

They both went to my gym and I was able to track their progress. They both pretty quickly dropped off after the first two modules of six in the course. They said:

“I don’t have time for all this content and didn’t really see any results, I thought this was going to make it easier, not harder for me to figure out what to do to improve my nutrition.”

I was devastated.

Literally spending two months creating a course, sold $200 worth of membership, and neither of those members would be a success story that generated referrals or was a transformation story for the sales page. And nobody else was buying.

You Can’t Scale Your 1-on-1 Nutrition Coaching Business With Paid Ads Alone

Even if I were to drive tons of eyes to the sales page via paid ads, that would not have been the right move. It wasn’t a product that got people results. I would have had to spend loads of money to get people into the course. Since those members wouldn’t get results, they wouldn’t refer any new members. Also, they wouldn’t trust any other services I offered. Worse, they might have even generated negative word of mouth. 

Paid ads aren't always the solution to scale to scale your 1-on-1 nutrition business.

So I decided to pull the plug on that course and move back to 1-1 coaching. But if you’ve watched my coaching story video– this is just about the point where I signed up for an expensive coaching mastermind which meant I had about 6-months working with only two clients because I raised my prices through the roof.

Even though I had to dig myself out of debt after that mastermind, and didn’t get to work with the same volume of clients that helped fast-track my learning curve as a coach, I did learn how to create a VIP experience that those two clients were willing to pay $5000 for.

You Need to Provide a VIP Experience Before Scaling Your Business

So, when I lowered my prices back to what people were willing to pay for 1-on-1 nutrition coaching, I then knew how to provide a VIP experience and that had clients raving about the value of my coaching. Additionally, I ended up with a wait-list only after a short period of time accepting new clients again! 

It was at this point where I was getting great results 1-1 and had a consistent business based on referrals that it was right to get some leverage on my coaching.

Using Workshops to Scale Your 1-on-1 Nutrition Coaching Business

From there, I started coaching 6-week nutrition workshops that were the equivalent of doing semi-private training. With 1 hour of my time per week, I could work with 10+ clients. This was about the same time I had spent dedicated to one client, previously.

With these 6-week workshops, it gave me a place to direct people on my wait-list. It was also a value-add for my clients who could attend as part of their membership.

1-on-1 Coaching Taught Me How To Use My Toolkit

I could not have made this transition had I not started with 1-1 coaching. Focusing on 1-1 coaching allowed me to create the dialed in systems. This helped me scale my 1-on-1 nutrition coaching business by learning how to use the tools in my toolkit. Ultimately, I created a service people wanted because I was intimately familiar with working with 1-on-1 clients. I knew: 

  1. What they struggled with?
  2. Which solutions they were willing to pay for?
  3. How much they were willing to pay for them? and,
  4. How much time I could expect them to commit each week to the process.

Use the best tools to scale your 1-on-1 nutrition coaching business.

1-1 coaching is also the foundation of any leveraged product. 

Whether that be in person workshops, or online courses. Don’t skip the important foundational step.

If you want to get a deep dive on how to build a 1-on-1 coaching business that ranges from teaching you how to create a nutrition plan that gets clients results, to delivering a VIP client experience, to the foundational business practices and marketing funnels you must create to attract the clients you jump out of bed to work with, the Beyond Macros Certified Coach program has you covered.