Learning Client-Speak

Dan Kallen
Director of Content, Coaches Only
Business, CrossFit

As fitness professionals, we all understand what is meant by the hackneyed phrase, “fitness is a journey, not a destination.” It means the real goal of a fitness program is not for one to “get fit” and be done, but to build fitness routines and habits that will help one pursue fitness the rest of one’s life. We all want our clients to build permanent, sustainable habits. Sure, goals are good. But each goal achieved should be replaced with a new one, in an ongoing pursuit of ever-improving fitness. No way do we accept that someone should lose 10 pounds and then quit working out, right?


So, of course when someone walks our gym and says, “I want to get fit,” we say, “Sorry, we don’t do that here.”


Wait. You don’t say that, do you? Neither did I. And that’s because we learned customer-speak and what is really behind the words they use.


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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.



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