‘Is that Not a bit cringe?’ Why Most Strength Coaches are Sh*t at Social Media (And How to Fix It)
The Problem: Why Strength Coaches Struggle Online - Why Most Strength Coaches are Sh*t at Social Media
No one cares that you 'work with busy professionals to make them become their strongest, most time efficient selves'. But we do all now think you're a prick.
Some of the best coaches I know tell me they have no idea how to market themselves or attract clients through social media. They hate “selling” their coaching, and they get stuck creating content that doesn’t actually help their business grow. The reality is you shouldn't be 'selling' anything. I’d go as far as to say that a lot of things like "discovery calls" are complete bullshit. The tactics you’re being sold by some daft cunt with a flashy Instagram—who’s peddling a course on how to "close" coaching clients—are utter garbage. At best, he’s a lying bellend; at worst, he’s six months away from a fraud conviction.
The game has changed. It’s no longer enough to just be a solid athlete and coach—even the best in the world now have to play the social media angle. Coaches can’t rely on their competition results or OpenPowerlifting standings anymore. The reality is that coaching is a business, and visibility matters. But there are do’s and don’ts, and people can spot inauthenticity and fakeness a mile away. If you try too hard, it’s obvious. If you don’t try at all, you’ll be invisible.
Here’s the truth: likes, engagement, and validation from other coaches won’t pay your bills. Strength coaches fail on social media because they:
❌ Create content for other coaches instead of potential clients. (Unless they are you actual target audience)
❌ Chase engagement instead of conversations and conversions.
❌ Post what they find interesting instead of what their audience needs.
❌ Try too hard or don’t try at all.
This article breaks down where most coaches go wrong and how to fix it—without becoming another cringeworthy, try-hard online “sales guy.” Why Most Strength Coaches are Sh*t at Social Media.
We are not going to even get into things like what should your landing page or website be like.
The Hard Truth: Social Media Likes ≠ Paying Clients
Most strength coaches think social media success = engagement. It doesn’t.
👉 Engagement from other coaches doesn’t necessarily equal business growth. Getting a bunch of likes from powerlifters, gym bros, or other coaches is meaningless if it doesn’t translate into actual coaching inquiries.
👉 The real goal isn’t more followers—it’s more of the right followers. You want an audience of athletes, lifters, and strength-focused clients who might actually want to work with you.
The 4 Most Common Social Media Mistakes Strength Coaches Make
1️⃣ They Speak Like a Coach, Not a Problem-Solver
Most coaches want to sound clever and seek validation from other professionals, instead of making content that actually helps clients.
🚨 Mistake: Overly technical posts that only other coaches understand (e.g., “The role of axial loading in intra-abdominal pressure management”).
✅ Fix: Speak to client pain points, not impress industry peers. Instead of biomechanics jargon, say “3 reasons your squat still feels weak & how to fix it.”
2️⃣ They Post for Validation, Not Conversations and Conversions
Too many coaches post to get engagement—not to start real conversations that lead to coaching inquiries.
🚨 Mistake: Posting show off lifts without context, ragebait, shock value content, or picking fights with other coaches for attention.
✅ Fix: Create posts that naturally lead potential clients toward coaching conversations.
3️⃣ They Make Content for Their Own Interests, Not Their Audience’s Needs
(I do this too, to be fair.)
🚨 Mistake: Posting random training clips, PRs, or overly personal posts without context or value.
✅ Fix: Frame content around client benefits, struggles, and solutions. Every post should add value to your audience’s training or decision-making.
4️⃣ They Post Dumb Ragebait or Stupid Opinions for Attention
Some coaches will say literally anything for engagement. 🚨 Mistake: Saying controversial nonsense just to get comments and shares.
✅ Fix: Are you not embarrassed? Be authentic and strategic—not an attention-seeking moron.
The Right Way to Use Social Media for Client Attraction
It’s a Fine Line: Be Yourself, But Be Strategic
If people see that you’re trying too hard, it’s off-putting. But if you don’t try at all, you’ll be invisible. The key is to remain true to yourself while also being intentional with how you post.
✅ The ‘Teach, Show, Offer’ Framework
Use this simple structure to attract and convert potential clients without feeling salesy:
1️⃣ Teach – Post educational content that solves a real client problem (but keep it simple).
2️⃣ Show – Share proof of results (client wins, transformations, testimonials, training clips with context).
3️⃣ Offer – Make it clear how someone can work with you (coaching offers, easy CTAs).
Example Fix:
❌ Wrong: “Why axial loading affects intra-abdominal pressure.”
✅ Right: “Struggling to stay upright in your squat? Here’s how to fix it.”
✅ Who Are You Actually Posting For?
Your audience isn’t exclusively other strength coaches —it’s athletes, lifters, and potential clients.
🔹 Speak their language.
🔹 Make it easy to engage with you.
🔹 Create content that solves their problems.
How to Move Engagement to Coaching Conversations
(A.K.A., “How to Not Be a Cringe Salesperson”)
There are two approaches to this:
1️⃣ The Classic Sales Approach (More Direct, More Focused on Conversions) - (I PERSONALLY HATE THIS - But it works for some people)
📌 Someone likes or comments on a post? Send a quick message:
➡️ “Hey, I saw you liked my post on squat technique—are you working on improving yours right now?”
📌 Someone engages with multiple posts? Start a conversation and see if they need help.
📌 Eventually, transition to a coaching conversation if it feels natural.
2️⃣ The Long-Term Networking Approach (More Relationship-Based, Less Salesy)
📌 Treat engagement as relationship-building, not immediate sales.
📌 Answer DMs helpfully, without trying to ‘close’ everyone.
📌 Be genuinely useful. People remember who actually helped them, even if they don’t buy immediately.
📌 Over time, people will reach out when they’re ready.
💡 Bottom Line: Don’t be pushy, but also don’t be invisible. Find a balance between helping people and making it clear that coaching is an option.
Are You Properly Leveraging ALL Platforms?
Are you stuck in an Instagram bubble? You could be missing huge opportunities elsewhere:
📌 Instagram & TikTok – Great for visual content, quick engagement, and brand-building.
📌 YouTube – Excellent for long-form content and SEO.
📌 Threads & X (Twitter) – Short-form, text-heavy, opinion-based engagement.
📌 Pinterest, Reddit, Discord – Underutilized platforms for strength-based content.
📌 Your own Website & Blog – The most underrated tool for long-term credibility and organic client attraction.
Build Connections, Not Just Content
Your social media should act as a magnet for potential clients, not an echo chamber for other coaches. The goal isn’t just likes or shares—it’s building a network of people who trust you enough to eventually become clients.
Yes, engagement is nice, but revenue is better.
Identify the people you actually want to work with and create content that speaks to them. Provide solutions, share insights, and engage with them in a way that feels authentic and valuable.
And finally, social media is only one piece of the puzzle. Get out into the real world—go to competitions, network in gyms, and connect with athletes directly. Social media builds awareness, but in-person connections solidify business.
📌 If you’re serious about growing your coaching business, I have spots open for business coaching & mentoring.
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