Aug 14, 2026 · 52 min · 12 segments
Knowing how to coach is not the same as knowing how to turn your expertise into a coaching business. In this episode of the Business of Coaching Workshop, Andrew Jackson and CJ Gotcher break down how…
Andrew JacksonHost
CJ GocherGuest
... what we wanna talk about today is in particular, and this comes up a lot, in that first jump, uh, the new coaches have, is how to create a product.
... what is this first thing that I'm gonna do? 'Cause so many of us, we just started lifting.
Well, yeah, or, like, you get super passionate about programming, and get excited about all the bells and whistles of programming.
You know, maybe you wanna go down the west-side rabbit hole, or you wanna go down DUP, or block periodization, and sports-specific programming.
How do I actually charge somebody, and deliver, and fulfill this service consistently?
I think when most people say, "I don't know how to coach," or, "I don't know what coaching means," what they really mean is, "I don't know how to make a coaching product." Like, "I don't know-
... how to offer, take this years of ch- training experience and knowledge that I've acquired, maybe certifications, and like, I don't know how to thing this." It just feels like this nebulous pile, and what they end up doing is, like, selling themselves.
... what we want them to start doing is selling a product instead of selling a person.
I'll help you achieve your goals," and then they're like, "Sure, I'll sign up." Uh, okay, g- great.
How do we sign them up? How do we, what is that goal achievement gonna be doing? How many hours am I going to spend helping you achieve your goal so that this actually is something I can sustainably do?
... what we wanna talk about today is in particular, and this comes up a lot, in that first jump, uh, the new coaches have, is how to create a product.
... what is this first thing that I'm gonna do? 'Cause so many of us, we just started lifting.
Well, yeah, or, like, you get super passionate about programming, and get excited about all the bells and whistles of programming.
You know, maybe you wanna go down the west-side rabbit hole, or you wanna go down DUP, or block periodization, and sports-specific programming.
How do I actually charge somebody, and deliver, and fulfill this service consistently?
I think when most people say, "I don't know how to coach," or, "I don't know what coaching means," what they really mean is, "I don't know how to make a coaching product." Like, "I don't know-
... how to offer, take this years of ch- training experience and knowledge that I've acquired, maybe certifications, and like, I don't know how to thing this." It just feels like this nebulous pile, and what they end up doing is, like, selling themselves.
... what we want them to start doing is selling a product instead of selling a person.
I'll help you achieve your goals," and then they're like, "Sure, I'll sign up." Uh, okay, g- great.
How do we sign them up? How do we, what is that goal achievement gonna be doing? How many hours am I going to spend helping you achieve your goal so that this actually is something I can sustainably do?
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