Coaching goes far beyond sets, reps, and workout routines. In our latest podcast, Craig Massey, Head of Education at PFCA, breaks down what it means to truly coach. It’s about building relationships, understanding clients on a deeper level, and constantly refining your craft to drive results.

Key Highlights of This Episode:

  • Why your coaching should start with philosophy, not practice.
  • The three pillars of effective coaching: philosophy, principles, practices.
  • Balancing community impact with personalisation in training.
  • How investigating, integrating, and influencing creates lasting change.
  • How coaching as a craft redefines gym culture and retention.

Coaching as a Relationship

Craig argues that coaching is more than fitness expertise—it’s about connecting with clients. This connection enables gym owners and coaches to deliver more personalised, impactful training.

The Pyramid of Coaching Success

Craig outlines a coaching hierarchy: philosophy (values), principles (systems), and practices (methods). Most coaches focus too much on practices, overlooking the foundational layers that bring real meaning to their work.

Building a Coaching Culture

For gym owners, fostering a coaching-first culture isn’t just about hiring. It’s about continual learning, integrating new coaches effectively, and ensuring the team aligns with the business’s values and mission.

Ready to Scale Your Gym?

Are you ready to elevate your gym’s marketing strategy? Book a call with FMA to unlock tailored solutions that grow your business, attract more clients, and secure lasting success.