The Situation
Online coaching required an audience who trusted Miguel before they purchased. Building that audience required consistent content demonstrating expertise. Miguel had the expertise but no content infrastructure and no experience on camera. Starting from zero felt overwhelming.
The Turning Point
Miguel's first Reel — a 45-second corrected squat form video — got 28,000 views in 3 days. The comment section was full of people who'd been squatting incorrectly for years, grateful for the correction. He realised his coaching knowledge was genuinely valuable as content.
What We Did — And Why
Instagram Reels became the discovery channel: short, high-value exercise demonstrations showing common mistakes and corrections — content that any fitness enthusiast could benefit from immediately. YouTube became the conversion channel: longer programmes and nutrition guides that demonstrated Miguel's coaching methodology in depth and built the trust required for a €320/month commitment. Client transformation posts (with consent and full 12-week documentation) provided the social proof.
Our Approach
- 1.Instagram Reels content: 60-second exercise demonstrations with form cues and common mistake corrections
- 2.YouTube long-form: 10–15 minute workout guides and nutrition myth-busting videos
- 3.Client transformation series with 12-week progress documentation and client testimonials
The Results
Within 9 months, 28k Instagram followers and 3.2M YouTube views. The online coaching programme filled to 40 clients generating €12,800 MRR. A waitlist formed at month 7. Miguel reduced in-person training to 3 clients and doubled his total income.
In Their Own Words
“Giving away your knowledge doesn't compete with your coaching — it creates the trust that makes people want your coaching.”