The Obvious Choice

In today's episode, I sit down with Lance, a 21-year-old online fitness trainer who recently made the bold move to leave his in-person training business behind to focus entirely on his online practice. Lance and I dive deep into the unique challenges and opportunities of building a fitness business with a young audience, exploring how to grow alongside your client base as they transition from college students to young professionals.Order my book "The Obvious Choice" here: https://amzn.to/4ghBzceHOW - Rate/review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.comHost: Jonathan Goodman https://www.instagram.com/itscoachgoodman/Every Friday, over 75,000 jacked nerds (just like you) read 5-Reps Friday, my newsletter with actionable tips on marketing, health, books, and earning more www.5repsfriday.com The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 41,000+ coaches and get your account today at www.quickcoach.fit.0:00 - Introduction & book launch discussion1:08 - Lance's background as an online trainer2:15 - Business metrics discussion 2:45 - Current audience challenges3:56 - Target niche description4:32 - New content project: Fitness "Hot Ones" spin-off5:39 - Main challenge: Client affordability7:51 - Discussion on backup plans and risk-taking9:27 - Strategy: Growing with a maturing audience12:51 - Marketing to life transition moments14:04 - Building muscle in your 20s17:19 - Different types of college clients

Today, we're diving deep into part two of my book launch strategy - and let me tell you, launching a book is a whole different beast than writing one. In this episode, I'm walking you through everything from our content testing approach and social media strategy to how we're handling those crucial final days before launch. I'll share why I switched from pushing pre-orders to offering a free chapter, break down our podcast strategy (and why I had to completely change course on that), and get into the nitty-gritty details of our VIP boxes - which, by the way, are absolutely beautiful. But here's the thing: I'm exhausted as I'm recording this on January 8th, about a week out from launch. All the months of preparation, networking, and planning are coming to a head, and it feels like I'm at that final steep climb before reaching the summit. This episode pulls back the curtain on the whole process for anyone thinking about launching a book or just curious about what goes on behind the scenes.Order my book "The Obvious Choice" here: https://amzn.to/4ghBzceHOW - Rate/review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.comHosts:Jonathan Goodman https://www.instagram.com/itscoachgoodman/Ren Jones https://www.instagram.com/fitnessjonestraining/Amber Reynolds https://www.instagram.com/amberreynolds.me/Every Friday, over 75,000 jacked nerds (just like you) read 5-Reps Friday, my newsletter with actionable tips on marketing, health, books, and earning more www.5repsfriday.com The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 41,000+ coaches and get your account today at www.quickcoach.fit.Timestamps0:00 - Introduction and continuation from part one about marketing "The Obvious Choice" book0:29 - Discussion of content strategy and testing social media posts before launch0:57 - Shifting focus from pre-orders to free chapter promotion, podcast touring strategy1:27 - Overview of workload and personal reflections on launch preparation2:02 - Discussion of launch fatigue and viewing the launch as beginning of a 10-year flywheel4:11 - Content testing strategy and data-driven iteration of social media posts7:00 - Shift in marketing strategy from pre-orders to sample chapter distribution9:34 - Many Chat automation setup for book promotion and launch day notifications11:49 - Reflections on the challenges of book marketing versus writing13:23 - Discussion of podcast strategy and limitations15:53 - Focus on niche podcasts and content creation from podcast appearances17:34 - Creation of media page and promotional assets for podcasters19:06 - Launch team coordination and calendar invite strategy21:10 - "Jacked Nerds" lead magnet strategy and audience building22:55 - VIP box strategy and design details28:46 - Discussion of Casio watch inclusion in VIP boxes31:37 - Personal letter and customization strategy for VIP recipients34:19 - Logistics of VIP box assembly and distribution37:43 - Philosophy behind "unscalable" personal touches in marketing39:04 - Strategic bulk buy strategy, particularly in the CrossFit industry43:00 - Video and meme marketing strategy for launch49:19 - Book opt-in strategy and future automation plans51:14 - Discussion of future book plans and long-term strategy

My book The Obvious Choice is now out!!! I am excited to share my most recent feelings about the book launch and my game plan for the future.Order my book "The Obvious Choice" here: https://amzn.to/4ghBzceHOW - Rate/review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.comHosts:Jonathan Goodman https://www.instagram.com/itscoachgoodman/Ren Jones https://www.instagram.com/fitnessjonestraining/Amber Reynolds https://www.instagram.com/amberreynolds.me/Every Friday, over 75,000 jacked nerds (just like you) read 5-Reps Friday, my newsletter with actionable tips on marketing, health, books, and earning more www.5repsfriday.com The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 41,000+ coaches and get your account today at www.quickcoach.fit.

With my book "The Obvious Choice" coming out, I decided to share all the inside baseball marketing secrets to marketing a book. Let's get into it. Order my book "The Obvious Choice" here: https://amzn.to/4ghBzceHOW - Rate/review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.comHosts:Jonathan Goodman https://www.instagram.com/itscoachgoodman/Ren Jones https://www.instagram.com/fitnessjonestraining/Amber Reynolds https://www.instagram.com/amberreynolds.me/Every Friday, over 75,000 jacked nerds (just like you) read 5-Reps Friday, my newsletter with actionable tips on marketing, health, books, and earning more www.5repsfriday.com The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 41,000+ coaches and get your account today at www.quickcoach.fit.

Hey, what's up everyone? Welcome to another episode of The Obvious Choice podcast. Today we've got Jason from Milford, Connecticut, who's been crushing it in both the brick-and-mortar and online space for nearly two decades. He's looking to revamp his coaching mentorship program, and we dive deep into everything from launch strategies to the realities of paid advertising in today's market. What I love about this conversation is how it showcases that sometimes scaling back and getting more hands-on can be the right move, even when conventional wisdom says otherwise. We get into the nitty-gritty of marketing funnels, event planning headaches, and why the old launch models that used to work so well might not be your best bet anymore. Let's jump in.Pre-order my upcoming book "The Obvious Choice" here: https://amzn.to/4ghBzceHOW - Rate/review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.comHost: Jonathan Goodman https://www.instagram.com/itscoachgoodman/Every Friday, over 75,000 jacked nerds (just like you) read 5-Reps Friday, my newsletter with actionable tips on marketing, health, books, and earning more www.5repsfriday.com The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 41,000+ coaches and get your account today at www.quickcoach.fit.Timestamps0:00 Episode introduction0:40 Jason introduction1:17 Discussion of plans to revamp the mentorship program in 20252:58 Conversation about the scalability of the business mentorship program3:23 Jason explains he's actually going in reverse direction, wanting more hands-on involvement3:47 Breakdown of program components5:34 Jason shares experience running a Northeast coaches summit7:29 Marketing strategy discussion11:42 Discussion of different marketing tiers (gold, silver, bronze)14:23 Analysis of lifetime customer value in relation to advertising16:02 Discussion of launch timing and strategies18:25 Comparison of twice-yearly versus monthly launch models19:30 Discussion about testing and improving marketing over time

In this episode we dug into something I've been thinking about a lot lately - this idea that structure actually breeds freedom. For the first time ever, I actually wrote down my personal rules, things I've been working on and aspiring to. Some are habits I've already built, others I'm still working on, but having them written down has been a game-changer for reminding myself of who I want to be. We walked through rules like leaving your phone at the door (which I still struggle with sometimes), buying extra tickets to events to force yourself to be social, and never resisting a generous impulse. We got into some deep stuff about trust, honesty, and why you should never try to convince someone to trust you - that's usually a red flag. Amber and Ren joined me, bringing their own experiences and perspectives, especially around the challenges of maintaining authenticity in business relationships. The whole conversation really centered on how these simple rules can help us be better to the people we love, because sometimes we show the least amount of love to those who matter most.Pre-order my upcoming book "The Obvious Choice" here: https://amzn.to/4ghBzceHOW - Rate/review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.comHosts:Jonathan Goodman https://www.instagram.com/itscoachgoodman/Ren Jones https://www.instagram.com/fitnessjonestraining/Amber Reynolds https://www.instagram.com/amberreynolds.me/Every Friday, over 75,000 jacked nerds (just like you) read 5-Reps Friday, my newsletter with actionable tips on marketing, health, books, and earning more www.5repsfriday.com The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 41,000+ coaches and get your account today at www.quickcoach.fit.Timestamps0:00 - Introduction and discussion about rules/structure1:19 - Discussion about phone rule and house boundaries3:12 - Talk about work history and coaching3:57 - Introduction to rules about people you love4:30 - Discussion about buying extra tickets for events14:05 - Conversation about trust and business relationships21:19 - Rule about not lying and personal experiences26:07 - Rule about taking responsibility27:26 - Rules about friendship and giving compliments33:05 - Stories about generous impulses37:24 - Discussion about keeping special things special44:07 - Wrap-up

Hey, welcome back everyone. Today we're diving into something that really gets to the heart of effective marketing in the fitness industry. You know, a lot of trainers get caught up in chasing social media metrics and viral content, but what I've learned over my 10+ years in this business is that success often comes from what happens beneath the surface.I'm joined by Wallace, a trainer with 15 years of experience who's noticed something interesting - while he started targeting busy moms in their 30s, his most successful client base actually turned out to be women between 45-65, particularly empty nesters in executive and management positions.We're going to break down how to lean into this market more effectively, and I'll share why I think focusing on life transitions - like becoming an empty nester - can be more valuable than traditional demographic targeting. We'll also talk about why having a meaningful conversation with one client like "Janet" and creating content from that could be more valuable than posting five generic pieces hoping one goes viral.This episode is all about working smarter, not harder, and really understanding how to build genuine connections that lead to sustainable business growth. Let's dive in.Pre-order my upcoming book "The Obvious Choice" here: https://amzn.to/4ghBzceHOW - Rate/review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.comHost: Jonathan Goodman https://www.instagram.com/itscoachgoodman/Every Friday, over 75,000 jacked nerds (just like you) read 5-Reps Friday, my newsletter with actionable tips on marketing, health, books, and earning more www.5repsfriday.com The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 41,000+ coaches and get your account today at www.quickcoach.fit.Timestamps:0:00 Episode Introduction0:45 Wallace Introduction3:50 How do you make yourself the obvious choice?7:40 Description of a favorite client12:55 Do you recommend I switch my avatar?16:25 Thank you for joining me.

Today we dove deep into a chapter from my next book (after "The Obvious Choice) - it's all about rules. I've collected about 50 rules over the years. We actually had a great discussion about the book's potential title, moving from "Too Early for Coffee" to possibly "Shut Up and Watch the Sunset," which came from this rule Calvin and I have about stopping to appreciate sunsets. Today's main focus was on rules that start at home because your home is where you build momentum for your day and show evidence of who you want to become. We covered everything from not keeping junk food in the house (because if it's there, you'll eat it), to mowing your own lawn (sometimes it's not about time value, but about caring for your space), to greeting people at the door when they come home. These rules aren't about being perfect - I certainly don't follow them all the time - but they're reminders of the person I want to be, ways to wake up out of autopilot and become more conscious of how we live our lives.Pre-order my upcoming book "The Obvious Choice" here: https://amzn.to/4ghBzceHOW - Rate/review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.comHosts:Jonathan Goodman https://www.instagram.com/itscoachgoodman/Ren Jones https://www.instagram.com/fitnessjonestraining/Amber Reynolds https://www.instagram.com/amberreynolds.me/Every Friday, over 75,000 jacked nerds (just like you) read 5-Reps Friday, my newsletter with actionable tips on marketing, health, books, and earning more www.5repsfriday.com The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 41,000+ coaches and get your account today at www.quickcoach.fit.Timestamps0:00 - Episode Introduction1:53 - Official start of the episode3:39 - Explanation of collecting rules over the years5:10 - Conversation with editor about book's progress (45,000 words)8:15 - Discussion about potential book titles ("Too Early for Coffee")9:33 - Introduction of "Shut Up and Watch the Sunset" as potential title14:41 - Introduction to rule categories ("Bad habits start in the home")16:18 - First rule: No junk food in the house21:23 - Rule about making your bed22:24 - Rule about prepping morning coffee22:47 - Rule about toilet flushing ("If it's yellow...")24:12 - Rule about buying 2-ply toilet paper24:27 - Rule about mowing your lawn26:06 - Rule about composting29:07 - Rule about separating fields of play34:09 - Discussion about electronics in the bedroom36:11 - Rule about greeting at the door37:17 - Final rule about being present39:51 - End of episode

In today's episode, we're tackling a question I get all the time – how to successfully transition from in-person to online training while maintaining (or even increasing) your income. We'll dive deep into identifying your ideal clients, understanding why you're making this shift, and most importantly, how to bring your current clients along for the journey. I'll share a concrete pathway to hitting that $12K/month mark working remotely, break down pricing strategies that work, and give you actionable steps to have those important conversations with your clients. Whether you're just starting to think about going online or you're ready to make the leap, this episode is packed with the practical advice you need to make it happen. Let's dive in!Pre-order my upcoming book "The Obvious Choice" here: https://amzn.to/4ghBzceHOW - Rate/review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.comHost: Jonathan Goodman https://www.instagram.com/itscoachgoodman/Every Friday, over 75,000 jacked nerds (just like you) read 5-Reps Friday, my newsletter with actionable tips on marketing, health, books, and earning more www.5repsfriday.com The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 41,000+ coaches and get your account today at www.quickcoach.fit.Timestamps0:00 Introduction and core question2:20 Who are you trying to engage with? 3:42 Who are your best clients?5:25 Why do you want to get away from training in person?7:50 How to make $12K/month working remotely?10:00 Will your clients follow you on your journey?11:55 What are your packages at right now?13:20 How to approach your clients?17:20 Take action!

We recorded something different today. I sat down and shared a pretty personal essay I wrote about my wife's recent pregnancy - our tenth pregnancy actually, but hopefully our third child. We've had our share of losses, and this time around, Allison's been sick. But here's the thing - it got me thinking about all these choices we make, you know? Like living close to my parents instead of chasing that New York dream, or not overloading Calvin with extracurriculars like every other kid in the neighborhood. Sometimes these decisions that look like missed opportunities are creating space for when life throws you a curveball. We got into how this connects with the themes in my upcoming book, The Obvious Choice, and had some great discussions about writing, resilience, and why keeping your cup half empty might be the smartest move you can make. Amber and Dave jumped in with their usual wit, we went off on some tangents about vegans in California doing jiu-jitsu (because why not?), and somehow wrapped it all up with a conversation about Stephen King and the power of authentic storytelling.Pre-order my upcoming book "The Obvious Choice" here: https://amzn.to/4ghBzceHOW - Rate/review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.comHosts:Jonathan Goodman https://www.instagram.com/itscoachgoodman/Ren Jones https://www.instagram.com/fitnessjonestraining/Amber Reynolds https://www.instagram.com/amberreynolds.me/Every Friday, over 75,000 jacked nerds (just like you) read 5-Reps Friday, my newsletter with actionable tips on marketing, health, books, and earning more www.5repsfriday.com The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 41,000+ coaches and get your account today at www.quickcoach.fit.Timestamps:0:00 Living with a half-empty cup15:00 Initial discussion/reaction to the essay25:00 Discussion about writing process and sharing35:00 Deeper discussion about life philosophy45:00 Wrap-up discussion