The Endurance Coaching Business Podcast – Détails, épisodes et analyse

Content Marketing for Coaches: Build Authority & Attract Clients
Content marketing is one of the best ways for endurance coaches to establish authority, build trust, and attract new clients. In this episode, we explore how to create and share valuable content across blogs, videos, social media, and podcasts to connect with your audience and ultimately grow your business.

Key Topics Covered:

• Overcoming Resistance – How self-doubt, perfectionism, and procrastination hold you back.
• Don't Obsess Over Quality at the Start – Get your content out there and improve over time.
• Consistency is Everything – Content marketing works like training: structured and consistent.
• Preparation & Content Planning – Have a list of ideas ready to keep creativity flowing.
• Types of Content for Each Stage of the Buyer’s Journey: 
  • Awareness Stage: Educational blog posts, short videos, and training tips.
  • Consideration Stage: Case studies, deep-dive blogs, and webinars.
  • Decision Stage: Success stories, coaching comparisons, and behind-the-scenes content.
• Short vs. Long-Form Content – Use short-form for attention and direct to long-form for depth.
• Repurposing Content – Maximize reach by adapting content across platforms.

Key Takeaways:

• Content marketing builds trust over time—essential for attracting new coaching clients.
• Just publish! Quality improves with consistency and experience.
• Structure content like a training plan—scheduled and intentional.
• Use multiple formats (blogs, videos, podcasts) to reach different audience preferences.
• Plan ahead: Keep a running list of content ideas to avoid creative roadblocks.

Next Steps:

• Create a content idea list (Notion, Google Sheets, or a project management tool).
• Schedule time for content creation each week.
• Start small, stay consistent, and refine your approach as you go.

👉 Related Blog Posts:

• Selling Sawdust: Repurposing Your Content Efficiently
• Creating Blog Posts with an AI Assistant

You can read the blog version of this episode over at Training Tilt

Or you can watch the video version on Youtube here

Training Tilt is an all in one coaching and e-commerce platform that helps coaches get better results for the clients and their businesses. You can learn more about Training Tilt here

All coaches know how powerful referrals from their existing customers are for attracting new clients. But most coaches leave it up to chance. The concept of one of your customers telling other people about you is related to the marketing term “Social Proof”

Social proof is essential in building trust and credibility with potential clients by showcasing the real-world success of people similar to them. This approach highlights the effectiveness of your coaching and makes it relatable, increasing the likelihood of engagement. By sharing testimonials and case studies from clients who mirror your target audience, you underline the practical benefits of your services and enhance your appeal, motivating potential clients to choose you for their coaching needs.

What’s covered in this episode

• Understanding Social Proof: The power of showing real results from real clients.
• Client Success Stories: How showcasing the achievements of others can attract new clients.
• The Psychology Behind Social Proof: Why we trust services that others like us have benefited from.
• Choosing the Right Clients for Testimonials: Strategies for selecting clients whose stories will resonate the most.
• Approaching Clients for Testimonials: Tips on how to ask for testimonials to ensure authenticity and ease for the client.
• Optimal Placement of Testimonials: Where to share client stories for maximum impact, including social media, your website, and during direct engagements.
• Multi-Medium Sharing: Using videos, written testimonials, and case studies across various platforms to showcase client success.
• Actionable Steps: Practical tips on how to collect and utilize testimonials effectively.
• Templates: A simple template you can send to your clients is included in the blog version

You can read the blog version of this episode over at Training Tilt

Or you can watch the video version on Youtube here

Training Tilt is an all in one coaching and e-commerce platform that helps coaches get better results for the clients and their businesses. You can learn more about Training Tilt here

Introduction

In this episode, we dive into the key strategies coaches can use to help athletes navigate the ups and downs of major races. From managing expectations early to celebrating every effort, learn how to support athletes through their toughest moments and foster resilience for long-term growth.

Manage Expectations Early

Setting realistic goals and managing expectations starts well before race day. This section explores the importance of regular conversations, realistic performance forecasting, and planning for potential setbacks, all to help athletes face challenges with confidence.

Offer a Supportive Post-Race Space

After a big race, emotions run high. We discuss how coaches can offer a supportive environment for athletes to process their feelings. From scheduling debriefs to asking open-ended questions, this section is all about leading with empathy and being available for athletes when they're ready to talk.

Help Athletes Process Disappointment Constructively

Disappointment is a natural part of any athletic journey. Learn how to acknowledge an athlete’s emotions, be honest without pandering, and shift the focus to what can be learned. This section highlights how coaches can help athletes turn setbacks into valuable learning experiences.

Encourage Reflection for Long-Term Growth

Reflection is key to long-term success. This section discusses how coaches can guide athletes through reflective questions and document lessons learned. Whether it's a great race or a challenging one, capturing these insights helps athletes grow and stay motivated.

Celebrate Wins (Even Small Ones)

Wins come in many forms, and not all of them involve a medal. Learn how to celebrate progress, perseverance, and effort to ensure athletes feel a sense of accomplishment, even if they didn't hit every goal. Celebrating small wins keeps athletes motivated and engaged.

Set a Path Forward

After the race, what's next? This section covers how to create a recovery plan and set new goals to keep athletes moving forward without burnout. Whether it’s a new race or a fun training challenge, having a plan helps maintain momentum and passion for the sport.

Final Thoughts

Coaching is about more than training plans; it’s about guiding athletes through both successes and disappointments. By being a steady, supportive presence, coaches help athletes grow stronger and develop a long-term commitment to the sport.

Wrap-Up

Thanks for tuning in! If you found these coaching tips helpful, be sure to subscribe and share this episode. Supporting athletes is a journey, and with the right tools, you can help make their experiences even more rewarding.

You can read the full blog here
You can watch the video version here

Training Tilt is an all in one coaching and e-commerce platform that helps coaches get better results for the clients and their businesses. You can learn more about Training Tilt here

In this episode, we break down the key stages of branding for endurance coaches

Branding Isn’t Important When You Start Out
Initially, focus on delivering quality coaching and building relationships. Branding can wait until you’ve got a solid client base and at least some consistent revenue.

Your Brand Is Your Service
Early branding is about how you deliver your coaching, not just logos or color schemes. Your service, philosophy, and client interactions form the core of your brand.

Branding Isn’t Your Logo or Business Card
A brand goes beyond visuals; it's how athletes perceive you. Consistent, quality interactions build a brand more than any design can.

Brand Consistency Builds Trust
As your business grows, maintaining a consistent message and visual identity across all platforms helps build trust and loyalty. We explain how this affects client retention.

How to Create a Consistent Brand
We outline practical steps to establish and maintain a unified brand, from style guides to templates that ensure your visuals and messaging align.

When Does Branding Become More Important?

Once you’re past the initial growth stage, branding helps you stand out in a crowded market. We explore when to shift focus to branding and why it matters for scaling.

A Branded Coaching App with Training Tilt's Ultimate Plan

A custom-branded app can create a seamless and personal client experience, reinforcing your brand’s identity. It’s a step up from generic platforms, giving clients a sense of exclusivity and connection. We talk more about our branded offering.

To learn more about creating a custom-branded app for your coaching business, visit our Ultimate Plan: https://trainingtilt.com/custom-branded-coaching-app

You can read the full blog here
You can watch the video version here

Training Tilt is an all in one coaching and e-commerce platform that helps coaches get better results for the clients and their businesses. You can learn more about Training Tilt here

AI doesn't do a good job of coaching, ignore what the direct-to-athlete platforms tell you about it. They are talking their own book. They won’t replace good coaches any time soon, if ever. Right now, they are just a much better version of a generic training plan.

All tech goes through a hype cycle, AI is no different and the AI hype cycle is probably going to be the most extreme tech hype cycle we’ve ever had.

I’ve already seen signs of athletes who were initially very excited, begin to lose interest.

• Boring repetitive workouts
• Workouts that are consistently too hard or too easy
• Random workouts showing up in their calendar

The funny thing is, this can just as easily happen when you have a coach, but you can have a conversation with your coach and resolve these pretty quickly and move forward.

A coach can explain to the athlete that sometimes workouts should be repetative to get the best results, and above all else, the human connection with a coach makes boring repetitive training a lot more fun, to the point where athletes might not even notice that it’s boring. That’s what humans can do for each other.

Let’s dig in a bit more to how I think things will play out. I’ll use the typical tech ”Hype Cycle” framework to make a bit of a prediction. The stages are the “Innovation Trigger”, “Peak of Inflated Expectations”, my favorite, the “Trough of Disillusionment”, the “Slope of Enlightenment”, and finally we settle on the “Plateau of Productivity”

Innovation Trigger

AI-driven platforms launch, claiming to offer personalized coaching without the need for a human coach. It sounds great—tailored workouts, data analysis, and 24/7 availability. Athletes are excited to try it, especially with the promise of performance improvement, paired with cutting out the cost of a coach.

Peak of Inflated Expectations

This is where the platforms really crank up the hype. They start pushing the idea that AI can handle everything a coach does. It’s marketed as a perfect substitute, capable of customizing workouts, adjusting on the fly, and reading athletes' needs based on data alone. Athletes jump on board, expecting AI to deliver.

But the cracks start showing pretty quickly.

Trough of Disillusionment

Once athletes start using these platforms, they realize AI has some big limitations. It’s not the game-changer they were expecting.

• Repetitive workouts: AI lacks variety. After a while, the workouts get boring because they don’t adapt the way a human coach would.
• Workouts that don’t fit: Athletes start noticing that the training is either too easy or too hard, and the AI doesn’t seem to adjust well to their personal progress or life context, much of which doesn’t show up in the data.
• Random, unrelated workouts: Sometimes the AI throws in sessions that don’t make sense or aren’t aligned with the athlete’s goals, making the whole experience feel disconnected.

At this point, athletes start losing interest, realizing that AI just can’t replace the personal touch and expertise of a human coach.

Slope of Enlightenment

After the initial excitement fades, it becomes clear that AI isn’t a full-on coach replacement—it’s a tool, or more like an assistant. AI can help with some of the workload—tracking progress, organizing data, or automating simple tasks—but it still needs a coach to provide the real guidance, creativity, and adjustments that athletes need.

Athletes and coaches start seeing that AI works best when paired with a coach, not as a standalone solution.

Plateau of Productivity

Eventually, AI finds its place. It becomes a useful tool to help coaches with the day-to-day stuff, but it’s not trying to take over the relationship. The hype settles down, and AI proves to be a supportive piece of the coaching puzzle, rather than the whole thing.

This cycle has played out over and over again with all technology and likely will be very similar with AI coaching.

Conclusion

AI can assist with creating workouts and providing data insights, but it can't replace the human touch essential for coaching. To truly connect with your athletes, you have to be a coach yourself.

AI lacks intuition, empathy, and understanding. It doesn’t know what it feels like to help an athlete push past their limits or guide them through their highs and lows.

But AI makes a great assistant.

Managing training plans and athlete data can be time-consuming. Some of it is tedious, repetitive, and takes away from what you do best: coaching.

That’s why we built tools like our AI Workout Builder and Writing Assistant. They handle the busywork, from generating workouts to fixing grammar and suggesting comments based on your athletes' training data and zones. All while keeping you in control.

So you can focus on what truly matters:

Building real connections, delivering personal guidance, and empowering your athletes to succeed.

Learn more about how we are building AI tools to supercharge coaches.
https://trainingtilt.com/ai-tools-for-coaches

You can read the full blog here
https://trainingtilt.com/the-ai-coaching-hype-cycle

You can watch the video version here
https://youtu.be/ZgsSG7iSWz8

Training Tilt is an all in one coaching and e-commerce platform that helps coaches get better results for the clients and their businesses. You can learn more about Training Tilt here

In this episode of the "Endurance Coaching Business" podcast, Cam sat down with Taylor Thomas, founder of Thomas Endurance Coaching (TEC) and the Growth Circle accelerator program. They delved into the common struggles endurance coaches face when scaling their businesses and shared actionable insights to help coaches turn their passion into a profitable, sustainable career.

1. Building a Scalable Business Model

• Time vs. Money: Coaches often start by trading time for money, which isn't scalable. To grow, it's crucial to find ways to extend your reach without overextending yourself.
• Leveraging Technology: Utilize business focused platforms like Training Tilt and others to streamline operations, manage clients, accept payments, and deliver coaching services more efficiently.
• Diversifying Services: Consider offering different tiers of services, online programs, or group coaching to reach more clients without a proportional increase in workload.

2. Client Acquisition and Retention

• Understanding Your Ideal Client: Define who your ideal client is to tailor your marketing efforts effectively.
• Consistent Marketing Efforts: Treat marketing like endurance training—consistency and frequency are key. Integrate marketing into your daily activities rather than viewing it as a one-off task.
• Value-Driven Content: Provide valuable content that addresses the pain points of your target audience to attract and retain clients.

3. Mastering Sales Skills

• Authentic Communication: Approach sales calls as conversations where you listen intently and offer genuine solutions.
• Structured Approach: Implement a consistent structure for sales interactions, including setting clear next steps and follow-ups.
• Practice and Preparation: Hone your sales skills through practice, focusing on how to convey your value proposition effectively.

4. Transitioning from Coach to Business Owner

• Developing Business Acumen: Invest time in learning essential business skills like financial management, marketing strategies, and operational processes.
• Setting Up Systems: Create standard operating procedures to streamline tasks and ensure consistency as your business grows.
• Continuous Learning: Stay updated with industry trends and business best practices to adapt and evolve your coaching enterprise.

5. Seeking Support and Mentorship

• Community Engagement: Join groups or accelerators like the Growth Circle to connect with like-minded professionals.
• Accountability Partners: Collaborate with peers to hold each other accountable for business goals and share insights.
• Learning from Others: Leverage the experiences of seasoned coaches to avoid common pitfalls and accelerate your business growth.

Key Takeaways for Coaches

• Embrace Marketing as a Positive Tool: Shift your perspective on marketing from a necessary evil to a valuable way of connecting with those who need your services.
• Consistency is Crucial: Just as in endurance training, regular and consistent efforts in marketing and business development yield the best results.
• Focus on Relationship Building: Both in sales and client retention, building strong relationships is at the heart of a successful coaching business.
• Don't Go It Alone: Utilize resources, mentorship, and community support to navigate the complexities of running a business.

By addressing these common challenges with strategic actions and the right mindset, endurance coaches can transform their passion into a thriving business that not only supports them financially but also amplifies their impact on athletes' lives.

Visit the following links to learn more about Taylor Thomas, TEC and the Growth Circle

TEC IG - @thomasendurancecoaching

Personal IG - @taylor.j.thomas

Thomas Endurance Coaching (TEC) https://www.thomasendurancecoaching.com/

Growth Circle accelerator program https://www.thomasendurancecoaching.com/growth-circle/.

You can read the full blog here

You can watch the video version here

Training Tilt is an all in one coaching and e-commerce platform that helps coaches get better results for the clients and their businesses. You can learn more about Training Tilt here

What do Starbucks and Coaching businesses have in common? Apart from being coffee lovers?

Apps and automation is one thing.

That’s pretty broad so you are probably wondering how that is relevant for you as a coach.

Well both Starbucks and coaches have the advantage of being able to add a lot of technology and automation to the way they deliver their products and services to their customers.

Equally, they both are in danger of adding too much automation, to the detriment of the relationships they have with those customers.

Read, listen or watch the story about Starbucks order ahead app and how it’s landed them in some difficulty. Learn how to avoid doing the same thing as a coach.

You can read the full blog here https://trainingtilt.com/dont-over-automate-your-coaching-business

You can watch the video version here https://youtu.be/Tgq1cY83XoI
 
Training Tilt is an all in one coaching and e-commerce platform that helps coaches get better results for the clients and their businesses. You can learn more about Training Tilt here

Recently, I wrote a post about how some coaching platforms weren't operating in the best interest of coaches After that, I asked my email list to come and comment on one of my LinkedIn posts to help me get some traction. Only two people did. This made me realize something: not many coaches are using LinkedIn, or I hadn’t quite built enough credit with my audience yet. Probably a little bit of both.

I suspect most coaches are spending more time on platforms like Instagram, where engagement is high. This engagement feels great, but there is a problem. On Instagram a lot of people take small actions by liking, or commenting, but not big action, like booking a call with you to discuss your coaching.

I also recently wrote about charging premium prices and attracting higher-paying, less price-sensitive clients. So where are those clients? Probably on LinkedIn.

Instagram is flashy—it’s where you get likes, comments, and shares. But how often do those likes turn into paying clients? Sure, people might engage with your content more on Instagram, but LinkedIn users are more professional and less price-sensitive. They might not “like” your Instagram post, but they’re far more likely to book a call and become a customer.

Why LinkedIn Should Be on Your Radar

You might not think LinkedIn is the best place to share content, but LinkedIn users are actively looking for ways to improve their careers and lives, making them more likely to see the value in your coaching services.

LinkedIn hasn’t traditionally been the cool kid on the block, but that’s changing. It’s becoming more popular, not just for finding a new corporate job, but for connecting with professionals who are serious about personal growth and are willing to invest in themselves.

Instagram might give you more likes and views, but LinkedIn could give you “good” business. The people on LinkedIn are serious—they’re the ones who will read your posts, check out your profile, and reach out to learn how you can help them achieve their goals.

Patience Is Key

Building a presence on LinkedIn isn’t quick or easy. I’ve heard people say you might need to post 3-4 times a week for a year before you really start getting noticed. That feels about right to me. If it were easy and quick, everyone would be doing it. But if you’re patient and consistent, the rewards can be significant. Over time, you’ll build a network of connections who see the value in what you offer and are ready to invest in your services.

Instagram is great for show, but LinkedIn is where you can make the dough. If you haven’t already, it’s time to start treating LinkedIn as a key part of your marketing strategy. Your next high-paying client might just be one connection away.

It might be a good time to get started on LinkedIn, I’m trying to build up my own audience over there so please connect with me https://www.linkedin.com/in/camlangsford/

You can read the full blog here https://trainingtilt.com/instagram-for-show-linkedin-for-dough

You can watch the video version here https://youtu.be/jaybs5OxiCQ

Training Tilt is an all in one coaching and e-commerce platform that helps coaches get better results for the clients and their businesses. You can learn more about Training Tilt here

The best coaches are not the cheapest, and the cheapest coaches are not the best.

One of the biggest mistakes coaches make is underpricing their services. I see it everywhere, coaches promoting the high quality of their service but charging cheap prices.

Cheapest and best? Nup, there is no such thing. Highest and Best is what is real.

The hard truth: you can’t be cheapest and best. If you’re trying to offer the best for the lowest price, you're setting yourself up for burnout, dissatisfaction, and ultimately, failure.

Here’s why it doesn’t work.

High-quality coaching and rock-bottom prices just don't mix. If you try to maintain top-notch service while charging low prices, you'll quickly find yourself stretched too thin. Quality coaching requires time, energy, and resources to tailor programs, offer personalized support, and stay updated with the latest training methods. When you undercharge, you can't afford to invest in these essentials, and that inevitably leads to a decline in the service you provide. In the long run, both you and your clients suffer.

You can read more about my thoughts on this and check out my “Price Effort Results Quadrant” framework that graphically shows the relationship between, price, effort and results.

In the post I cover a few important points

• Low prices attract the worst clients
• High prices attract the best clients
• The more effort you can afford to put in, the better the results
• 6 Reasons why coaches underprice their coaching

You can read the full blog here https://trainingtilt.com/highest-and-best

You can watch the video version here https://youtu.be/dKmCKX3Wx7o

Training Tilt is an all in one coaching and e-commerce platform that helps coaches get better results for the clients and their businesses. You can learn more about Training Tilt here

Our AI Coaching Assistant can now help coaches with their writing by suggesting comments to add to completed activities or help with replies to your clients.

The goal of the assistant in this case is not to automate comments to your clients but rather a way to speed up the process and save you from having to type all of what you wanted to say.

The assistant is aware of the clients details including their training zones and some other specific information about their training. This enables the assistant to be more accurate when suggesting comments for you to use.

You can and should also give the assistant specific instructions and some example comments to ensure that the suggestions are in line with your tone, your coaching principles and any specific way of structuring feedback. The more detailed instructions and examples you configure more the suggestions will align with your own style of feedback.

The assistant is currently only available in the web version of the platform in the new activity insights view.

Watch the video here https://youtu.be/MsRcxCHopRs
Listen to the audio version or read the full blog post with screenshots

Training Tilt is an all in one coaching and e-commerce platform that helps coaches get better results for the clients and their businesses. You can learn more about Training Tilt here