What if the key to standing out in a crowded online health and fitness industry isn’t some flashy new marketing trick, but a deeper understanding of who you actually help and why they should work with you?
Today I’m joined by one of our inspiring NBA clients, Zach Lewandowski—a personal trainer turned online nutrition coach who helps high-performing professionals lose fat and build sustainable habits.
Zach shares his powerful journey of rebuilding after spending $18K on a bad business coaching investment. From broken trust to bold pivots, he opens up about the real lessons, strategies, and mindset shifts that helped him create a profitable business that actually feels good to run.
If you’ve ever been burned by a business coach or felt stuck trying to “do it all” without the ROI you expected, this one’s for you.
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If you’ve ever made a bad business coaching investment, I want you to hear me when I say this:
It doesn’t mean you’re not good at what you do.
It doesn’t mean you’re not cut out for online business.
And it definitely doesn’t mean you’re doomed to struggle forever.
So many smart, capable coaches come to me after being burned — not just financially, but emotionally.
They’ve poured thousands (sometimes tens of thousands) into mentors, group programs, courses, or agencies that didn’t deliver what was promised.
Or worse… delivered things that felt totally out of alignment with their values.
This post isn’t about blame or bashing. It’s about reclaiming your power after an experience that left you doubting your abilities and finding a better way forward.
And I want to do that by sharing the story of my client Zach Lewandowski.
Zach is a seasoned health and fitness coach. He came to me after investing heavily in programs that left him disillusioned with the business coaching space.
Lawsuits, shady sales tactics, and thousands of dollars down the drain… I’m not exaggerating when I say his experience was wild.
But today? Zach has a clear, compelling niche, a premium coaching offer that delivers real results, and a business that not only supports him financially but actually feels good to run.
If you’ve been in a similar spot, here’s how we helped him rebuild.
A Bad Business Coaching Investment Doesn’t Mean You’re the Problem
Zach started in the fitness industry at 17. He became a personal trainer, went to school for nutrition, and built a solid client base. When COVID hit, like many of us, he pivoted to online.
He was doing all the “right” things, investing in mentorship, building programs, trying to scale.
But the first red flag? The business coach he hired was pushing aggressive, bait-and-switch tactics: fake scholarships, forced urgency, deceptive copywriting, even threatening legal action when Zach voiced concerns.
Yes… actual lawsuit threats. He was told to just “pay $15K and it’ll go away.”
Can you imagine? You invest in someone to help you grow… and they try to intimidate you into silence.
After that experience, Zach took a long break from coaching programs. He wasn’t sure who to trust.
And frankly, he wasn’t sure if growing a successful online business without being manipulative was even possible.
(If you’re nodding along right now — I get it.)
But here’s the truth: the issue wasn’t Zach.
The issue was what he was being taught.
He just needed a business model that matched his integrity, not one that tried to scare people into buying.
Clear Messaging Beats “Copy-Paste” Tactics Every Time
When Zach and I had our first strategy session, I immediately saw what was missing.
It wasn’t his knowledge. It wasn’t his client results.
And it wasn’t even the offer itself.
It was his messaging.
Like a lot of coaches, Zach had been taught to speak in generic language:
“I help busy professionals lose 15+ pounds with nutrition and strength training.”
Not bad. But not memorable either.
There are thousands of coaches saying some version of that.
What we did together was strip away the buzzwords and build a clear, emotionally compelling message using his actual clients’ words.
We identified exactly who he helps (40–55-year-old high-achieving professionals), what they struggle with (yo-yo dieting, burnout, constant travel), and why his approach is different (habit-based, sustainable, and realistic coaching).
And it wasn’t just theory. We rewrote his Instagram bio, his website copy, and gave him a messaging framework he could apply to every piece of content.
Because clarity builds trust, and trust leads to sales.
You Don’t Need 5 Offers — Just One That Works
Before working together, Zach was juggling multiple offers: a low-ticket group inside Skool, custom training programs, 1:1 nutrition coaching… it was chaos.
Not only was it overwhelming, it was also hurting the client experience.
People were joining his low-ticket offer, expecting a personalized solution, and getting frustrated when they didn’t get results.
Some didn’t even know how to use the platform. (Because neither did Zach, and honestly, why would he?)
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Instead of scaling, he was spending more time, delivering less value, and constantly trying to plug the holes in a leaky funnel.
That’s when we made a bold move: shut it all down except for his premium 1:1 coaching program.
No more low-ticket funnel. No more trying to scale before the foundation was solid. Just one high-value offer designed to get real results.
This is one of the biggest shifts I help my clients make: simplify to scale.
Not just by doing less, but by doing the right things deeply and well.
Ethical Sales = Better Clients and Way Less Burnout
Another thing Zach ditched? Gross sales tactics.
Before we worked together, he’d been told to cold DM strangers, offer fake “scholarships,” and use manipulative urgency on sales calls.
He hated it, and his clients felt it too.
Today, his approach is radically different.
Instead of casting a wide net, he focuses on deepening trust with the audience he already has.
He sends personalized DMs, asks thoughtful questions, and follows up with leads he’s actually connected with, sometimes even recording Loom videos just for them. (Yes, really.)
No sleaze. No pressure. Just real human connection.
And guess what? It works.
Because his leads feel seen, heard, and respected, not just sold to.
If you’re feeling burnt out by DMs that go nowhere, take this as your sign:
You don’t need to message 50 strangers a day.
You just need to start real conversations with people who already trust you.
Retention Is the Real Secret to Reliable Revenue
Want to know Zach’s secret weapon?
His average client stays over a year.
Let that sink in.
He’s not constantly launching, chasing new leads, or reinventing his funnel every quarter. He’s serving a small, dedicated client base that loves working with him.
When we started working together, he was selling 9-week coaching packages, which meant he had to resell or replace clients every other month. Exhausting.
Now? He offers a 6-month minimum commitment, and many clients re-sign after that.
That change alone has given him more breathing room, better cash flow, and a stronger connection with each person he serves.
If you’re constantly chasing new clients, ask yourself:
What if I focused on keeping them longer instead of just finding more?
That’s not just good business. It’s great coaching.
Trust Is Low — But That Doesn’t Mean You Should Give Up
Let’s be honest… trust in the online coaching space is at an all-time low.
Between fake testimonials, overhyped results, and coaches who disappear after taking your money… your leads have every reason to be skeptical.
But that’s also your greatest opportunity.
If you can be the coach who actually delivers, and who:
- Speaks honestly about what it takes to get results…
- Follows up with care, not coercion…
- Builds relationships instead of “pipelines”…
You will stand out in the best way possible.
Zach rebuilt his business during a time when most people were struggling.
Not because he found some secret never-before-seen strategy, but because he simplified, got specific, and stayed in integrity, all while getting support to help him refine what was already working for his business.
And that’s available to you, too.
Final Thoughts
If you’ve made a bad business coaching investment, I want you to know this:
You’re not broken. You’re not behind. And you’re not alone.
You just need a plan that aligns with your values and a mentor who respects your expertise.
Zach came back from legal threats, financial loss, and massive frustration.
He let go of tactics that didn’t feel good, and got clear on who he helps and how.
And he built a business that actually supports his life — not one that drains him.
You can do that too.
If you’re ready to rebuild, refine, or reimagine your coaching business so it actually works for you, I’d love to help.
Let’s build something sustainable, ethical, and wildly profitable.
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