I'm Justin, and I Have Strong Opinions About Fitness Industry Copy
Most copywriters who work with fitness coaches have never deadlifted or understood the difference between a cut and a bulk. I'm not most copywriters.
As someone who's spent years in the gym, I understand your clients aren't just buying workout plans. They're buying confidence, energy, and a version of themselves they've been dreaming about.
I know what it feels like to walk into a gym for the first time. I understand the mental game of pushing through that last rep. I get why someone would choose powerlifting over bodybuilding, or why functional fitness isn't just a buzzword to the right person.
More importantly, I know how to translate that understanding into copy that actually connects with your ideal clients.
The Problem With Most Fitness Copy
Walk through any fitness website and you'll see the same tired copy everywhere:
"Transform your body in 30 days!"
"Get the body you've always wanted!"
"Burn fat and build muscle!"
Your potential clients have heard it all before. They're immune to it. That's why your current copy isn't working.
But here's what really happens when someone hires a generic copywriter for their fitness business: They get someone who Googles "fitness marketing templates" and fills in the blanks with your name.
The result? Copy that sounds exactly like everyone else's.
And when you sound like everyone else, you get stuck at the same revenue plateau as everyone else.
Why My Approach Is Different
I don't write fitness copy from the outside looking in. I write it from experience, understanding the real conversations happening in your world.
I know that your 40-year-old female client isn't just worried about losing weight. She's worried about feeling invisible. She's comparing herself to other moms at school pickup and wondering when she stopped taking care of herself.
Your 25-year-old male client isn't just trying to build muscle. He's trying to build confidence. He wants to feel strong enough to take his shirt off at the beach and command respect in the boardroom.
Your 50-year-old executive isn't just hiring you for a workout plan. He's hiring you because he wants to feel strong and capable again. He's tired of feeling winded walking up stairs and wants to prove he's still got it.
I understand the difference between writing for someone who's never been in shape versus someone who's getting back in shape after years off.
Most importantly, I know how to write copy that doesn't sound like every other fitness professional out there.
What This Means for Your Business
Your copy actually connects with your ideal clients. Instead of generic fitness-speak, you get messaging that speaks to their real motivations and fears.
You stand out from other coaches. While your competitors are using the same templates, your copy sounds like it came from someone who actually understands your world.
Your expertise comes through. Instead of hiding your knowledge behind generic benefits, your copy showcases what makes you different as a coach.
Your clients feel understood. Because the person writing your copy actually gets what your clients are going through.
You break through revenue plateaus. Coaches with better copy consistently scale past $15K/month while others stay stuck at $5K-$8K.
The Bottom Line
The difference between coaches who are scaling past $15K/month and coaches who are stuck at their current plateau isn't usually their skills. It's their ability to communicate their value.
If you're tired of copy that sounds like everyone else's, if you want someone who actually understands the fitness mindset, and if you're ready to stop blending in with every other fitness professional out there, let's talk.
I'm currently working with a select number of fitness coaches doing $3K-$10K/month who are ready to scale. Because I'm building my case study portfolio, I'm offering 3-4 week turnaround in exchange for detailed testimonials - something I've never done before.