Hi, I am Lasse Stokholm.

I am the CEO and Co-Founder of Zenfit.  I used to be a personal trainer and online coach myself, with experience from more than 500 clients.

When I was a my peak, I had +80 online clients, all while I was studying my master’s degree, and building Zenfit in my spare time.

So I know a thing or two about getting an online coaching business off the ground.

I used to be just like you – I spent every waking hour of my day in the gym, trading my time for money by training PT clients in the gym.

I got fed up.

But then I got into online coaching, and my life completely turned upside down.

Now I was able to travel and do all kinds of things that I love while growing my trainer business. 

It was awesome.  I’ve put together these 7 tips to getting started with Online Coaching, hope it will help and inspire you to get started as an Online Coach 🙂


1. Pick a segment

The first thing you should do is to figure out who you are targeting.

Who is your ideal client, and what do you want to offer them?

When you target one niche, it is much easier to sell to them, since your marketing will be directly targeted towards this specific group of people, and will resonate super well with them.

Ideally, you should map out exactly who they are – build a “persona” as they call it in marketing language.

A persona refers to the ideal client for your online coaching business. They are defined by a mixture of any of the following attributes or activities:

  • Demographic
  • Location
  • Job role
  • Age
  • etc.

Creating this person will help you determine your marketing strategy by shedding light on who your ideal client is for your business – which situations they are faced with, and most importantly what goals they are attempting to accomplish: whether is it weight loss, muscle building etc.

In my case, I found the most success with women in the age of 30-45 who wanted to lose weight.

Especially, women over the age of 30, probably because they had more stable income and were willing to spend the money on my online coaching.


2. Pick your platform

All right, so you have your target group narrowed down.

Now you need to figure out where your segment is online.

Where can they be found? Are they using Facebook, or are they more active on Instagram? I started out with Facebook, since a big proportion of my target group (women above 30) are still not on Instagram.

I also had an Instagram profile, and it also worked great as a way to stay top-of-mind in people’s head, since I was able to do daily stories.

The cool thing about Instagram is that are able to create a lot of content that is visible from one screen (your profile screen), and if they find it interesting and engaging – follow you in the long run.


3. Find out what content you should create

Now you should work out what kind of content you should create that will engage your target audience.

I recommend video content – partly because that’s what the algorithms of Facebook and Instagram like the most, and are most prone to expose to a lot of people, but also because it is just more entertaining for people. In my case, I did a lot of videos and stories about weight loss.

Keep in mind, that he content needs to be relevant and entertaining for you followers. You can’t just put out a video, where you a crunched over, not looking into the camera etc. People don’t want to watch that. 

Post as much as possible – ideally multiple times a day.

And remember the 60/30/10-rule, which states that 60% of what you post should be entertainment, 30% should be content focused teaching your followers about healthy habits, delicious recipes for weight loss etc. Lastly, 10% of the content you post should be direct sales, where you promote your online coaching services.

You might feel intimidated in the beginning doing these videos, where you talk into the camera.

I still feel stupid sometimes doing these videos, when I mess up a sentence or say something stupid, but people really like genuine people.

People like people who are honest and trustworthy, and not pixel-perfect influencers posing half-naked six-pack pictures on Instagram all day. When I was an online coach, I used to do videos talking about my binge-eating, my feelings etc. and it made my followers really relate to me.


4. Work out your pricing

Ok, so we’ve got your target group sorted out, we know where they are online and we know what kind of content that they are interested in. Now it’s about pricing your online coaching.

I see a lot of online coaches who undersell themselves. How do you expect to build a sustainable business where online clients are paying you less than $100 a month? It is not scalable. You need to be charging at least $100 a month, if not more.

The online coaches we work with at Zenfit, they usually start below $100 and the gradually increase their pricing to $100 and then lastly $150 a month, when they have got enough confidence that they can justify their pricing. Remember, you are potentially selling a life-changing transformation to people – that’s worth more than $100 a month, that’s for sure!

You can’t put a price on that. Price your online coaching after the value you are adding to people’s lifes. But since you are a new online coach, let’s just start with $100/month. Then you can gradually increase it, as you get more success.

Another important thing here, is that you need to sell longer subscriptions and you need to put on a commitment period. The most important thing when building an online coaching business, is to make sure your clients are subscribed for as long as possible.

You are running a subscription business, where the longer your clients are on, the more money you make.

Make sure that your clients are subscribed for at least 3 month, and ideally upwards of 6 months. When speaking to a potential new client, emphasize that he / she won’t be able to see any results if they sign up for at least 3 months – everyone knows that persistent lifestyle changes are not possible in 1 month.

Another aspect of this is, that it is much cheaper to sell to an existing customer, than it is to sell to a new customer. There is a lot of theory revolving about, some say that it is on average 7x as expensive to get a new customer as it is to simply just keep an existing one.

Trust me and the economical theory – put your online clients on longer subscriptions (ideally 6 months).


5. Calculate backwards

We are getting closer. Now we got your pricing sorted as well – $100/month for online coaching.

Now it’s time to calculate backwards. Pick a goal, and then simply just calculate backwards and figure out how many clients we need in order to sustain this.

Say your goal is a $5000 / mo online coaching business:

$5.000 / $100 = 50 online clients

That’s a nice and round number of clients.

Ok, so you’ll need to get 50 online clients to reach the goal of $5k a month as an online coach.


6. Paid marketing

Ok, so we got our number – we are aiming towards getting 100 online clients in 3 months.

You can certainly get the first 10-20 clients just through social media / word-of-mouth etc. but at some point you’ll need to experiment with paid marketing to get that many clients.

If you can crack paid marketing, you got yourself a money machine, because then you can just buy leads (people who have shown interest in your online coaching) and convert a proportion of them, and it is very repeatable and scalable. And that’s what we want.

Just start out slowly, with a low budget.

Try to boost some of your posts or put up some dedicated sponsored ads, and then start measuring the price for a lead (contact information of an interested prospect).

Then see how many of those you can close on your online coaching. If those numbers make sense, you are ready to scale.

Say that you pay $20 for a lead, and you end up selling to 10% of those leads, then that means you pay $20/10% = $200 for a paying online client. When you charge $100/month, you will have made this investment back within 2 months – that’s really good!

However, in order to get paid marketing working, you will need a website – which leads me to my next point.


7. You need software to handle your clients

In order to get to a 100 clients, you’ll need a piece of software.

This was exactly why I built Zenfit. I built Zenfit to take out the pain of growing an online coaching business, and put together 1 tool to handle ALL of your business.

With Zenfit you can onboard new clients in minutes – assign them a predefined workout and meal template, setup their automatic subscription and boom – you got everything setup in less than 10 minutes.

We can also offer you a website. A website is your personal brand and your online identity.

This is where you pitch potential clients why they should sign up with you as opposed to the 1000s of other online coaches out there. This is where you post your “social proof” being your clients’ transformation pictures.

Your website should be as simple as possible. At Zenfit we build websites for our coaches, and what we see working is that the simpler it is, the higher it converts.

Ideally, you just want a one-pager, with just one call-to-action (one thing you want them to do).

What we see working is one simple contact formular, asking the client a series of questions about themselves – it is super interactive, and works very well. When they fill out their information, you can just call them up / email them, and close the deal.

If you get a website through Zenfit, it will be connected to your Zenfit profile and you’ll be able to collect the leads that contact you through your website and have them go straight into Zenfit. Then you can keep track of your leads, and help scale your paid marketing efforts.

Wrapping up

Wow, that was a mouthful.

I hope you can use some of these tips in your online coaching business.

Pick one or two of these 7 tips and take it for a spin, you don’t have to apply all 7 tips straight away. Keep in mind, it’s a marathon not a sprint.