Happy 5-Reps Friday!


First, here's what's new on the Obvious Choice Podcast these past two weeks. Please click to listen:

Episode 122: (Hot Seat) 15 Clients Away from Freedom

Episode 123: The 4 Big Buckets of Wealth Management

Episode 124: The Unexpected Influences Behind Jonathan's Success (Pt. 1)

Moving on, here are 2 coaching concepts, 2 business nuggets, and a quote to consider this week.

2 Coaching Concepts


As a trainer, your primary job is not to teach your client to activate their glutes.

It’s not to have you client perform 3 sets of 12 reps. And it’s definitely not to “block-periodize” a training regime. That is the job of physiotherapists, strength and conditioning coaches, and athletic therapists.

Your primary job is to make your client excited to work out and to have him or her love every single workout.

From my book, Ignite the Fire



My wife lifts weights every week.

At 39, she ignores fad diets, detoxes, and gimmicks while many of her friends waste thousands of dollars on quick-fixes only to end up frustrated and out-of-shape.

The people with the best bodies focus on the boring basics.

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2 Business Nuggets


The Human Optimized Marketing System (HOMS) puts your customers first. It works backwards, taking into consideration what they want and their natural patterns.

HOMS has 5 steps:

  1. What key benefit does my product or service provide?
  2. Who are my customers?
  3. What do they want?
  4. Where am I going to find them?
  5. How can I talk to them today?

If this sounds too simple, you’re right. It’s a boringly reliable way to build a business.



When it comes to marketing, saying you’re for everyone ensures you’re for no-one.

Standing out in a sea of sameness requires you to make the hard choice of being exclusionary.

You’ll know that you’re on the right track when people start to tell you to ‘be careful’ because you’re cutting too many people off.

1 Quote to Consider

"You’ll find that education’s about the only thing lying around loose in this world, and that it’s about the only thing a fellow can have as much of as he’s willing to haul away."

- George Horace Lorimer (from Letters from a Self-Made Merchant to his Son)


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Every winter I leave Toronto in part to escape our perennially disappointing hockey team. Think I’ll have to start leaving the summers to escape baseball, too.

P.S. Show me where it hurts

Sample my bestselling book!

If you work in fitness, the best place to start with my work is my book, Ignite the Fire: The Secrets to a Successful Personal Training Career.

You can start by reading the first chapter, or just go ahead and buy the book right away.


Jonathan Goodman
Coach. Author. World explorer. But mostly, Dad.
Thanks for reading. Here's a few additional ways that I may be able to help you.

Instagram: @itscoachgoodman
Podcast: The Obvious Choice
Software: QuickCoach

Book: Ignite the Fire
Course: Online Trainer Academy
Mentorship: Online Trainer Mentorship