News flash: it’s not hard to find unfit people in a world where you can get 3,000 calories delivered in 10 minutes.The problem isn’t demand — it’s direction. Like their clients chasing magic pills and shortcuts, most coaches chase shiny tactics: - Fancy logos - New websites - Fancier apps - Expensive cameras and lights. - None of that matters if you’re not already doing $10K/month. The truth? Only two things move the needle:✅ Generating quality sales appointments✅ Closing them with confidence Everything else is noise. If this hits home, it’s time to develop unshakable focus — to become the kind of person who creates and capitalises on opportunities. Because nothing else matters. — Tom

Too many trainers and coaches are focused on their own achievements… and they’ve forgotten what truly matters most. Client results. It’s not about how lean you were in your last photo shoot. It’s not about what you can bench press. It’s about the people you can help, clients and future clients alike. It’s about standing beside them in both their breakdowns and breakthroughs. Having real, honest conversations, not because they’re a “lead” in your pipeline, but because they’re a person navigating challenges you can help them with. It’s not about posting testimonials to look good. It’s about showing that your shit works, because you care. You care about their effort. Their progress. Their success. That’s what this game is really about. Always come from a place of selflessness. Overdeliver. Give a damn. And give people your absolute best, even when no one’s watching. -Tom

Every trainer has fallen. Every coach has had moments of doubt, fear and frustration. But the difference between those who make it and those who don’t isn’t talent, luck or timing. It’s how quickly they decide to move again after they fall. Failure isn’t the opposite of success. It’s the process that forges it. The pain you feel when things don’t work out is proof you’re in the arena, doing the work. That pain is feedback. It’s guidance. It’s showing you what needs to change so you can grow. Most trainers quit too early. They hit a setback and tell themselves it’s a sign they aren’t cut out for it. But the truth is, the struggle is the training ground for your next level. Every great coach you admire has been there. They’ve lost clients, made mistakes, questioned their path. But they kept moving. They learned, adjusted and came back stronger. Your story is written in those moments — the ones where it would be easier to stop. Because success doesn’t come from perfection. It comes from persistence. So when you fall, don’t wait. Don’t spiral. Don’t let the moment define you. Stand back up. Refocus. Move again. The faster you rise, the faster you grow. And the stronger you become every time you do.

Most coaches treat December like a dead month. Slow leads. Low energy. Everyone saying, “I’ll start in January.” But here’s the thing… December is actually one of the easiest months of the year to generate sales — if you run the Early Start 6.0™ structure. This is the exact system that consistently warms your audience, prints goodwill, and stacks momentum for January. Let me break this down simply so you can see why it’s so effective. 1. Incentivised December = Your Goodwill Engine Instead of begging people to wait for January… You flip the psychology: “Join the New Year program now and train through December for free.” This pre-offer bonus banks massive goodwill because people feel like you're helping them finish the year strong, not trying to sell them. And that goodwill becomes leverage later. 2. Goodwill → Referrals → Momentum Once someone’s in the free December period, you use the exact referral script from the playbook: “Hey, do you know anyone else who’d want to finish the year strong with a free month?” This sparks a chain reaction: Referral → referrer → more referrals. It’s one of the most repeatable December growth loops you’ll ever run. 3. The New Year Offer Does the Heavy Lifting December is just the warm-up. The real driver is your New Year offer (6–12 weeks), built around the campaign’s structure: Strong duration Clear inclusions A risk-reversal guarantee Optional urgency & scarcity Clean, compelling pricing This turns “I’ll start in January” into “I don’t want to miss this.” 4. Why This Works Better Than Every Other December Strategy Everyone else goes quiet. You go louder AND more valuable. Everyone else sells discounts. You sell transformation with a smart incentive. Everyone else waits for January. You pre-load January. This is why the Early Start 6.0 consistently pulls 2–5% of an audience into buyers every year. Want the Full Playbook? I’m putting together a free Early Start December Playbook for our clients. including scripts, templates, post examples, offer breakdowns, and a full week-by-week rollout.

Most coaches think: “If my content does well… it should work as an ad.” But that’s the fastest way to burn money. Because content and ads follow completely different rules. And when you confuse the two, your message breaks before you even hit publish. Here’s the truth no one teaches: Content is built for people who already have context. Ads are built for people who don’t even know you exist. Different audience. Different psychology. Different funnel stage. That’s why your “best content” fails as ads: 5 reasons content bombs when turned into ads: • It assumes trust (strangers don’t trust you yet) • It talks “ideas” instead of solving a real pain • It doesn’t match a funnel stage (TOF / MOF / BOF mismatch) • It lacks tension → so there’s no desire • It tries to “teach” instead of “convert curiosity into clicks” But once you understand HOW ads actually work… you realise it’s not talent. It’s not editing. It’s not luck. It’s human psychology + funnel alignment. TOF = Pattern break + curiosity MOF = Pain + education BOF = Proof + clear action Simple. Predictable. Repeatable. This is exactly why I created The 2026 Ads Playbook so coaches stop guessing, stop wasting money, and start running ads that actually convert strangers into clients. If you liked yesterday’s post… this one will snap everything into place. 👇 Comment “PLAYBOOK” and I’ll send it to you.