The One Question That Transforms Coaches Into Business Owners

The Problem: Coaches Who Can't Think

Here's a hard truth: The reason some people will never own a gym comes down to one fundamental issue. They can't think at the level a business owner needs to.

It's not about being smart or capable. It's about being able to articulate thoughts clearly and think strategically about the business. When your coaches can only operate at a tactical level, waiting to be told what to do next, you end up with high turnover, constant micromanaging, and a shallow bench.

But here's the good news: Great coaches aren't born. They're made.

The Question That Changes Everything

So what's this magical opening question? It's deceptively simple:

"Tell me about your business."

That's it. Five words that will either get you crickets or unlock a transformation in how your coaches think about their role.

When you first ask this question, expect silence. Expect confused looks. Most coaches have never been asked to think about coaching as THEIR business. They've been told exactly what to do: show up, coach classes, go home. Nobody ever talks about coaching being a business, about increasing their paycheck, or about them building something of their own.

Why This Question Works

The facility you own isn't just your business. It's a platform that provides coaches with the tools to build THEIR business. Your gym is the infrastructure. Their coaching practice, their client relationships, their renewals and retention numbers? That's their business operating within your facility.

When coaches understand this distinction, everything shifts.

Instead of being order-takers, they become strategic thinkers. Instead of waiting for direction, they start seeing how every decision in the gym affects their bottom line.

The Evolution: From Crickets to Strategic Conversations

The first time you ask "Tell me about your business," you'll likely get crickets. That's okay. Move on with your meeting.

But as you continue with these one-on-ones, as you empower your coaches and help them see the business side of coaching (whether using a physical business plan or a digital version on an iPad), watch what happens.

After a few weeks, that opening question transforms from awkward silence to something like this:

"You know, it was a good week. Actually, everything's looking really good. Let's go through my business plan real fast. My renewals are on point. I'm a little behind in my short-term plays, but here's exactly how I'm going to make it up. But let me tell you what really frustrates me: that new manager you hired? They're not booking FCs. I'm having to do all the extra calls. If I were you, I would recommend that you step it up with the front-of-house person."

Now THAT'S a coach you want. That's someone who's hungry. That's someone who gets the business.

The Coach Who Holds You Accountable

Here's where it gets really interesting: when coaches truly understand that their coaching is their business, they start holding YOU accountable.

They recognize that if you hire the wrong person at point of sale, it directly affects their business. They see that when the front desk isn't booking FCs, their income suffers. They understand that every operational decision you make has ripple effects on their success.

Yes, they might be a bit aggressive about it at first. Yes, you might need to help them communicate more professionally. But that fire, that passion, that understanding of how the business works? That's exactly what you want to cultivate.

When your coaches start telling you what needs to change to make THEIR business successful, you know you've built something special.

Reducing Turnover and Building Your Bench

When you can get most of your team members thinking at a higher level, several things happen:

1. You'll be much happier because you're not constantly putting out fires

2. Turnover drops significantly because coaches feel invested in something they own

3. You develop a deep bench of capable people who can step up

4. You spend less time micromanaging and more time growing the business

Who doesn't want a big bench? Who doesn't want coaches who think strategically? It all starts with helping them understand that they're not just employees punching a clock. They're business owners operating within your facility.

The Path Forward

Now, let's be realistic. Not all of your coaches will reach this level. Some might never get there. But that's okay. The vision, the goal you're working toward, is building coaches who think like business owners.

And here's a key insight: As time goes on, you'll need less of a formal agenda for these meetings. If you still feel like you need a detailed agenda after three years with a coach, you probably didn't follow the right steps early on. When coaches are truly elevated, the conversation flows naturally because they're thinking about the business constantly.

Getting Started

Start your next one-on-one with this simple question: "Tell me about your business."

Deal with the crickets. Be patient through the confused looks. But keep asking. Keep empowering. Keep showing them the numbers that matter to THEIR business.

Over time, you'll watch the transformation happen. And when you finally have a coach who walks into your office ready to talk strategy, who knows their numbers cold, and who isn't afraid to tell you what needs to change, you'll understand the power of teaching people to think like owners.

Because at the end of the day, that's the difference between managing employees and building a team of business owners who happen to coach at your gym.