Why I Stay In This Industry (Even When It Makes No Sense)
A client messaged me last week.
This wasn’t a “look at my transformation!” story.
This one stings.
We first spoke a couple of months ago. She was fired up—ready to lose weight, clean up her eating, get strong, and finally feel like herself again. We talked about how tired she was of feeling stuck—for her kids, for her health, for her confidence. She said, “It’s time.”
And for a little while… it was.
She started strong. A few solid workouts, more protein, a few pounds down. You could feel the momentum building.
But then, life crept back in. Work picked up. The kids needed more from her. She started missing workouts, defaulting to convenience food, drinking more just to decompress. And then—silence.
Until last week, when I got a message. I’ll paraphrase it:
“I’ve been avoiding this, but I need accountability. I haven’t been eating right. I haven’t worked out in forever. I’m up to 206 pounds and I hate it. I keep making excuses—work, the kids, the schedule. I’ve been drinking more too, and I know it’s hurting me. I don’t know where to start, but I needed to say it to someone who would get it.”
I told her: That’s exactly why I’m here. Let’s turn the page. Let’s start fresh. You don’t need to be perfect. You just need to keep going.
She said she was in.
Then I reminded her that her payments hadn’t gone through the month prior, but we could forget about last month and move forward from here.
That’s when she replied:
“After thinking it over, I’ve been too back and forth. I think I need to hit pause, work on my self-discipline, and maybe come back when I’m in a better place. Thank you for everything.”
And that was it.
The end of her story—for now.
And honestly? That one hurt.
This is the tough part of coaching. The part most people never see.
Because I ask people to pay for something that’s uncomfortable.
To change habits they’ve had for years.
To push themselves when it would be easier not to.
To do things they don’t always want to do.
Eat differently. Move more. Sleep better. Be honest with themselves. Face the hard stuff.
It’s not easy. It’s not glamorous. And it’s definitely not always fun.
Even though it makes very little business sense, I’m not leaving this industry.
Because despite how hard it is—this work matters.
And here’s why.
For every story that ends early…
There are dozens still being written.
These are just the new clients who started with me in 2025:
Chris, 58 – Chris came in wanting to feel healthier and stronger as he approached retirement. He’s now down 10 pounds, improved his cholesterol, and can lift more now than he could in his 40s. He’s sleeping better, moving better, and finally feels like he’s investing in his long-term health.
Derek, 43 – Derek had spent years stuck in that frustrating middle ground: not out of shape, but not where he wanted to be either. Since starting, he’s dropped 12 pounds, built visible muscle, and completely transformed his eating habits. His confidence is up, and for the first time, he’s not just chasing progress—he’s living it.
Joan, 50+ – Joan came in tired, frustrated, and struggling with years of insomnia and hip pain. Now, she’s sleeping through the night (no more 3am-10am “rest” sessions), walking daily, and down nearly an inch off her waist. She wore heels last weekend—the first time in five years—because the hip cramps she dealt with for three years are now gone.
Lisa, 50+ – Lisa was diagnosed with osteoporosis and knew she had to make a change. Since starting, she’s cleaned up her diet, dropped a few pounds, and started lifting weights for the first time in her life. She’s not just working out—she’s rebuilding bone density and actively reversing her condition.
Jonathan, 27 – Jonathan was recovering from an ulnar nerve injury that had sidelined his upper body training. We used that time to zero in on his legs and core, and he’s now stronger and more athletic than ever. His upper body is catching up fast, and for the first time, he’s moving without fear of re-injury.
Ricky, 60+ – Ricky’s hip pain made daily life uncomfortable, and it was starting to limit his ability to play with his grandkids. Through mobility work, strength training, and consistency, he’s now pain-free and stronger than he’s been in years. His motivation? Being around and present for his family—and he’s doing just that.
Angie, 28 – Angie’s been a runner for years, but wanted more definition and balance in her training. Since stepping into the gym with purpose, she’s been crushing her strength workouts, losing fat, and building visible muscle tone. She feels strong, empowered, and more athletic than ever.
Jenn, 40+ – Jenn’s a returning client who came back more committed than ever. She’s now dumbbell bench pressing the 60s, gaining lean muscle, and working on her hip mobility to support long-term strength and joint health. Her focus isn’t just on aesthetics—it’s on longevity and staying strong for life.
And that’s just 2025. Two-thirds of my current roster started back in 2021–2024—and they’re still going strong.
That kind of consistency is unheard of in the fitness world, but here, it’s the norm.
The Most Important Investment You Can Make
Here’s the thing: when people stick with this—even through the ups and downs—they change everything.
Their health improves.
Their energy skyrockets.
Their self-image shifts.
Their confidence grows.
Their quality of life transforms.
That’s the return on investment.
Yes, it costs money. Yes, it’s uncomfortable. Yes, there are weeks when motivation dips and life gets in the way.
But this isn’t just about workouts or checking boxes.
You’re investing in a future where you feel good in your body, have more energy, and move through life with confidence. Where playing with your kids or grandkids feels easy. Where you can look in the mirror and actually like what you see.
So no, this industry doesn’t always make the most sense on paper.
But it does to me.
Because I’m not just planning workouts and helping with food choices—I’m coaching people through real change.
Through the good weeks, the tough stretches, and everything in between. And I’ll keep showing up. For the ones who are all-in. For the ones working to find their rhythm again. For anyone who’s ready to keep moving forward.
If you're ready to join the 20 clients currently transforming their lives—and the hundreds who’ve done it before them—click below to learn more about coaching and how we can get started.
P.S. Not quite ready yet, but want to get on the right path? That’s actually perfect timing. I’m getting married in less than a month, so any new clients I take on now won’t officially start until May 18th.
That gives you time to get your life in order, clear your plate a bit, and hit the ground running when the time comes. If that sounds like what you need, let’s talk.
Best,
John
P.P.S. A weekend full of fun and pain at the Final Four in San Antonio 😂
3 Steps You Can Take
Apply for coaching - If you’re ready to start, you can fill out a coaching application here (it takes 90 seconds or less). Best case, you change your life. Worst case, I’ll help you draw up a road map to get closer to your goals.
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Keep learning - You can check out my other articles here. Nobody asked me to, but I’ve spent a ton of time researching everything from artificial sweeteners to saturated fat to testosterone and more, so you don’t have to.
