Don't Be a Wolfgang Puck: Define Your Real Job in Fitness

Eric C. Stevens
Martial Arts, Sport Psychology, Boxing


I once worked for a company that, on more than one occasion, openly stated their ambition to be "the Starbucks of fitness." For the life of me, I couldn’t figure out why anyone’s aspiration would be to become a brand that offers a fairly marginal (but very consistent) product. While there’s nothing inherently bad about Starbucks, there’s nothing profoundly and particularly good about it either. Then it occurred to me that such intent isn’t rooted in product, but profit.


To be fair, Starbucks isn’t in the gourmet and craft coffee business, but in the customer service business, of which they do a damn good job. They are in the business of giving customers what they want—unicorn frappuccinos, consistently average coffee, and top-notch service delivered in a timely and professional manner. It’s a business model that is ridiculously profitable, and therefore very successful, by the primary American measure of success: money.


By this standard, many would say that the proof is in the pudding (or profits). After all, one cannot argue with hard numbers and financial success. We can argue what relevancy financial success really has to do with a successful end product. For example, "Furious 8" just set a global record opening weekend, grossing over $532 million. Does this make it a great (or even a good) movie? Is Olive Garden a good restaurant because there are a lot of them with droves of paying patrons?


To access the content, please login.



A career as a coach or trainer is a never ending opportunity to learn, grow, and re-invent yourself.


You don’t get to pick the problems you solve because everyone who you come across is different: Different genders, ages, fitness levels, disposable time, disposable income, and almost always unsure of their commitment.


Here on Coaches Only we update the content regularly, we go in lots of different directions, and we engage with experts in all walks of life so long as they help coaches and trainers in pursuit of a fulfilling career.


There are no simple answers to how to be a good pro. No one can sell your services for you. There is no silver bullet for success.



That’s why you should sign up, be present, and when the opportunity arises, also take the initiative to contribute to the conversation.


Coaches Only is for independent coaches and trainers who believe in the value of their work and have a love of this industry.


Coaches Only is for professionals who strive to make a career that lasts, has impact, and rewards people who work hard at it.