The Biggest Lie the CrossFit Coach is Selling


As a CrossFit Coach, it is our business to explain the magic behind CrossFit and why having a coach on this amazing journey can transform every aspect of a client’s life.

You expect your customers to hire you as a Coach to improve their results, but what about you? Where do you need help and who is your Coach? What are you losing out on by not having one?

If we are selling clients on the importance of a Coach, but don’t have one ourselves, we are selling a lie.

People are seeking an expert because they don’t want to do it alone and want to avoid all of the confusion. We live in a time where information and misinformation is both abundant and easily accessible. An expert in a field is sought after to wade through all of that information and help us apply anything applicable to us as an individual. This leads to another motivation for clients to seek us out: results. They are burnt out with wasting time and energy without results. We as fitness experts give them the direction they need to lose weight, get stronger, gain confidence, or even better, all of the above.

As a CrossFit owner, do you share some of these same feelings about running your business as the clients do? I know the answer is “Yes” because this is exactly what I went through.

The Solution – The Mentor/Coach 

Hiring a business coach gave me an outside perspective and helped me identify my core values. Once these values were identified, it gave my efforts some much needed direction and finally set me on the path to getting results. Much like what we do for our clients.

Having an expert with experience in an area where I lacked — which was business —gave me the confidence when times got difficult. It let me know that success was just around the corner; all I needed to do was keep going and stay consistent, and that giving up wouldn’t improve my situation. Sound familiar?

For me, just as I do with my clients, my coach helped me identify and squash any limiting beliefs I had. He was and is the person who keeps me going and I find motivation from not wanting to let him down.

Case Study

Here is an example from outside the CrossFit community of the power of surrounding yourself with an army of high-level mentors. Geoff Woods was a medical device salesman who was crushing it professionally, until his company decided to cut his income by 40 percent. He realized if he was going to take care of his family for the long run, he would need to build passive income. Like you, he tried to do it on his own, but wasted a lot of time, made a lot of mistakes and lost a lot of money. Then he started focusing on surrounding himself with high-level mentors, people who were where he wanted to be. Fast forward and in less than 10 months, Woods went from just being a medical device salesman to having a top business podcast, The Mentee, and writing for In fact, he was able to quit his day job to become a full-time entrepreneur.

Here is a resource you can use immediately to meet the top influencers in your industry:

Call To Action

Start taking your own advice and stop selling a lie. Go find someone who is where you want to be and get the coaching you need. Attack your areas of weakness and get the help to make them strengths. We tell clients to make the investments in themselves with CrossFit, so it’s time we do the same. Here are the keys to the kingdom; quit standing there with your shirt off and go do something about it.

Eric Karls is a founder of CrossFit 859 in Nicholasville, Kentucky. He also helped open CrossFit Fisticuffs in Georgetown, Kentucky, and is the founder/supervisor of Georgetown College CrossFit. Eric can be followed on his personal Facebook or contacted at

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