Click here to listen to this episode on iTunes

Click here to listen to this episode on Spotify

Click here to listen to this episode on Stitcher

The Episode: Why People Pay for Fitness When They Could Get It for Free

Fitness has always been free. The idea of paying for it is a recent phenomenon, and it's still a tough sell. So why do people pay for it? In this episode, the team talks about the opportunities in the global health and fitness industry, which operates in an increasingly decentralized and democratized marketplace. Knowing your audience and focusing on a niche make all the difference for those who succeed.

In This Episode

  • The huge potential for the health and fitness industry
  • Jonathan explains the long-tail effect
  • How to solve the mystery of why people spend money 
  • The core psychological element missing from typical fitness programs
  • How to know you’re training with somebody who truly understands you
  • Carolina and Amber share how they resonate with their tribe
  • Why you should focus on a niche market


“You need to solve this mystery of why people spend money, which opens up your mind to the power of you, and to what makes you different.” - Jonathan Goodman


Why Pay for Training

With so many free workouts available online, why should anyone pay for training? It comes down to a simple question: “Is this made for me?” If the answer is yes, you make the sale.

It’s About Your Audience

Your job is not to impress your peers. It’s to impress your audience. People want to be sure you’re someone who understands their unique needs, challenges, and stressors, and by extension their inner dialogues. That's when they know they can trust you.

Focus on a Niche Market

How do you rise above a democratized and decentralized market? As Jonathan says, “Whenever power shifts back to consumers, quality is going to beat quantity.” You'll be more effective if you’re focused on specific client, not distracted by the masses.

Ready to scale up your online fitness business?

Apply for OTA 2 here:




This episode is brought to you by PT Distinction, the cutting-edge software designed purely for online coaches, to help them save time, expand their reach, and get back to doing what they do best—helping clients get amazing results.

As an added bonus for our listeners, get a full 60-DAY FREE TRIAL to test-drive PT Distinction. Start today at

This episode is brought to you by the Online Trainer Academy Certification and Mentorship, the leading business development course for personal trainers, nutrition coaches, and gym owners to responsibly and successfully start, build, and grow your online fitness or nutrition coaching business.

Start today for just $87/month at

Please Subscribe and Review

Enjoy this podcast? We're so glad.

Please subscribe wherever you listen to podcasts so you get the next episode delivered automatically as soon as it's posted.

Please leave a review to help others find the podcast as well.

All Episodes

Click here to see all published episodes