Business of Coaching: The Hard Truth about Coach to Owner with Jack Thomas

Do coaches make good gym owners? This question often comes up in conversations with studio, gym, and franchise owners. At first glance, it might seem like a natural progression; who better to run a fitness facility than someone who understands the day-to-day operations of a studio better? However, the reality is more complex than that. Many coaches-turned-owners struggle, often making less money than they did as a trainer while shouldering far more responsibility and stress. 

The fitness industry is filled with stories of passionate trainers who believe their experience and enthusiasm would naturally translate to successful ownership. However, many factors go into operating a successful business that goes far beyond understanding proper form and programming, such as managing payroll, maintaining profit margins, and building a sustainable business system. The disconnect often leads to failed ventures, burnt-out individuals, and sometimes a loss of passion. 

 Why Coaches Often Stumble as Owners

The path from coach to owner is littered with common pitfalls. Many trainers jump into ownership while maintaining a full client load, trying to be both a full-time trainer and business operator. This approach often leads to exhaustion and prevents them from developing crucial business skills. Others invest their life savings into premium locations and equipment without understanding cash flow management or creating solid business systems. 

I sat down with Jack Thomas, co-founder of The Fit Guide and the founder and owner of BASE Gym in Bangkok, to talk about the common pitfalls seen when coaches and trainers become owners. Jack shared many coaches enter ownership with a “passion project” mindset rather than a business-focused approach, which can be their demise. While passion for fitness is valuable, it can’t replace understanding sales, marketing, staff management, and financial planning. Some coaches even resist these business aspects, viewing them as contradictory to their “fitness-first” mentality rather than essential tools for sustaining business. 

Even successful trainers earning substantial incomes can falter when transitioning to ownership. Jack shared an example of a trainer he knew who made upwards of 20,000 dollars monthly and opened his own facility. Despite his training expertise and client base, the business struggled because he neglected fundamental aspects of business operations, ultimately earning less while working more hours under an increased stress load. In addition to this, he had spent his life savings starting the gym and had brought shareholders into the business, which brought obligations to provide them a return and difficult conversations. It was a situation that could have been avoided with a more prudent approach to business.

The Formula for Success 

While pointing out the hardships many coaches and trainers experience when transitioning to owner roles, Jack and I agreed that coaches (or really anyone) can make exceptional gym owners. Still, it requires them to approach ownership with the right mindset and preparation. The key isn’t necessarily found in their coaching background. It’s their willingness to embrace and master the business side of fitness. Successful coach-to-owners understand their training expertise is just one tool in their arsenal. 

Those who thrive often start by acknowledging what they don’t know. They invest time learning business fundamentals before opening their doors, whether through formal education, mentorship, or self-study. Jack told me that he’d consume endless podcasts to learn everything he could to set himself up for success. Podcasts are generally free, can be done on your own time, and bring the owner amazing new ideas and understanding. In fact, it was his learning from podcasts that inspired him to launch his own show, Fitness Business Asia podcast, for gym owners in his region.

The most successful coaches and trainers who transition to owners understand that running a thriving fitness business requires wearing multiple hats. Jack shared that the most triumphant owners are the ones who step back from full-time training to focus on business development. They build systems, train staff effectively, and create scalable operations. They also aren’t afraid to ask for help in the areas they aren’t knowledgeable about or need extra help. 

Final Thoughts 

Success in gym ownership isn’t about whether you started as a coach or trainer; it’s about your willingness to grow outside of that role. Regardless of their background, the most successful owners share common traits—they’re lifelong learners. They’re willing to acknowledge their weaknesses and ask for help, and they’re committed to being business owners before they are committed to being trainers or coaches. 

Creating a thriving fitness business requires more than understanding exercise science or having a passion for health and wellness. It demands a fundamental shift in mindset from practitioner to entrepreneur. When coaches embrace this transition and commit to developing their business acumen with the same dedication they once applied to perfecting their coaching skills, they can create a thriving business for years.

About Elisa Edelstein
Elisa is a curious and versatile writer, carving her niche in the health and wellness industry since 2015. Her lens is rooted in real world experience as a personal trainer and competitive bodybuilder and extended out of the gym and on to the page as a writer where she is able to combine her passions for empowering others, promoting wellness, and the power of the written word.

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