Something that I feel extremely fortunate to have learned a long time ago from someone called Dan Sullivan is this concept of focusing on 4 freedoms as an entrepreneur.

It is something that has completely transformed my life along with many other Coaches Cartel members.

One of the reasons why it has had such a profound impact on me is that I have made so many mistakes along the way, this model helped me to get back on track and on the right path once again. 

Why does this matter to you?

You see, the mistakes I have made in my past are the same mistakes I see so many fitness professionals making over and over again.

These mistakes are causing a huge amount of unhappiness, stress, burnout, and broken relationships…

The sad thing is all the mistakes I made were certainly avoidable…

I want to make sure you avoid the same mistakes I made.

You see, making mistakes is extremely painful and it’s much better to learn from other people’s mistakes than to make your own mistakes, right 😉?

Much better that way, eh!

I’m sure you’ll agree.

Now, before we dive into a personal story illustrating how things can turn pretty ugly very quickly…

Let me first share with you the 4 freedoms you want to be focusing on as a business owner and entrepreneur.

If you can get this right, I guarantee you will be so much happier and fulfilled. 



This is a big one. You see, I see so many fitness professionals sacrifice all their time to training clients one on one. 

In my opinion, time is the most valuable resource. Even more so than money. 

The great Jim Rohn used to say that “you can get more money, but you can’t get more time”.

You see, most fitness professionals are training clients all day every day. 

They are sacrificing their most precious resource (time).

Another big issue is a lot of trainers are training clients at the weekend as well. Again, this is more time taken away from time you could be spending with your family, friends, or focusing on other hobbies.

Finally, trainers are finishing late at night, so they are again missing out on time they could be spending with their family and friends.

You have to be honest with yourself…

How much longer can you continue living like this?

This is a very tough question I had to ask myself back in 2014 (which is a story I am going to share with you shortly).

As entrepreneurs, we want to be taking back as much time for ourselves as possible.

That’s why one of your focuses should be structuring your business in a way that allows you to take more time back for yourself.

There is a way to do this, which is what I will be sharing with you at the bottom of this article.

In short, you want to create a life and business that gives you more time back for yourself to travel, explore the world, spend time with family and friends, take up new hobbies etc.

If you sacrifice all your time to building your business, you’ll never be happy.

I know from first-hand experience and I’ll be sharing a story about this within this article.

Focus on creating leverage and building a business that gives you more time back for yourself, rather than giving more time to your business.

You’ll be a million times happier and fulfilled if you do this. 



The next freedom is money. 

At the end of the day, the purpose of business is to create a profit.

It’s critical to have income targets.

I am still amazed at how many fitness professionals just simply do not have income targets.

It is vital! Without a target, you simply have nothing to aim at.

Think about it. You wouldn’t work with any of your fitness clients without weight, performance, or body fat targets. The same is true for your income targets.

One of the other big reasons why you must have these income targets is this will make things much easier when focusing on the other 3 freedoms.

Let’s get real here though. You are a business owner. 

We are taking on enormous risks, we are handling a lot of stress day in and day out. We need to make sure that what we are doing is worth our time and effort.

You also want to build a business where your income is not capped.

You see, I hate to say it but most fitness businesses I see day in and day out have their incomes capped. 

In short, there is only so much money they can charge per session and there are only so many sessions they can fit into one day.

I remember hearing Tony Robbins once say that if you trade time for money, it’s the worst trade you will ever make in your life.

I’m going to be blunt with you here…if you truly want to earn the money you want and live the lifestyle of your dreams then training clients one on one is not the solution.

I have made this mistake in the past, I will share more on this in a second with a story.

If your only source of income is coming from you seeing clients in person, then you will never achieve the income you truly want.

What’s more, this type of model means that your income goes up and down like a yo-yo.

If clients cancel, then you lose money.

If a client goes on holiday, you will lose money.

If you want to go on holiday, then you will lose money.

If a client gets sick, you lose money.

To achieve the income you truly want, you need a model where you are not trading time for money.

I have a solution for this at the end of the article.



Next, we move onto purpose.

This is a big one.

It’s also something that a lot of fitness business owners don’t really think about.

But, let me tell you this…

If you are just focused on money and nothing else, you will not be truly fulfilled.

I will be honest with you, I have gone through periods of my career where I have prioritized money over the other 3 freedoms and I quickly realized that I felt EMPTY and DEPRESSED inside. 

Having a purpose is huge, giving back with no expectation of anything in return is one of the most rewarding things in life.

So, make sure you are focusing on a higher purpose and goal.

Set targets for how many people you want to truly help this year. Rather than just financial targets.

I promise you; your sense of fulfillment and happiness will increase immensely when you have this higher purpose you are working towards.

I remember hearing Tony Robbins once say that giving with no expectation of anything in return is one of the most fulfilling things you can experience in life.

Your purpose should be a sense of duty to truly help others transform themselves. 

The great Zig Ziglar used to say that if you help others get what they want, then you will get what you want. 

What’s more, you have to ask yourself, if you are only working with clients one-on-one, then how many clients can you truly help transform their lives?

Not that many.

If you want to truly help more people and have a real lasting impact on a lot of peoples lives, then you need seriously think about how many people you can honestly help if you are only working with clients one on one.

You need a model that allows you to help and transform many people’s lives to give you a true sense of purpose and meaning.

There is a way to do this which I will share with you later.



The final freedom is relationships.

How happy you are will be dictated by the quality of your relationships.

This includes the relationships with your family, friends, spouse, and employees etc.

However, the problem I see with most fitness professionals is that they are prepared to sacrifice it all including the relationships with the most important people in their lives.

They are working round the clock and barely see their friends and family…or spouse for that matter.

They miss family birthdays and other special events.

They take on crappy clients that they know will be a pain in the back side. 

This also makes them miserable.

What you want is a business that gives you the time to spend with your loved ones and friends.

You want a business where you are only working with great clients and clients that you actually like and would go for a drink with.

Rather than just working with anyone.

You want a business that means you don’t have to work weekends and evenings. You want a business that gives you more time to spend with people you love.


So, that’s a quick rundown of the 4 freedoms.

Your goal should be to be successful in all 4 of them.

Yes, every one of us will prioritize some of these freedoms more than others.

However, from personal experience, fulfillment and happiness comes from having all 4 of these at the four front of your mind.

Whenever I consistently feel unhappy, stressed, burnt out, etc. it’s almost always because I am out of line with these 4 freedoms.

That’s why this framework is super powerful, because when you do fall out of kilter with these 4. 

You can quickly address it and make the necessary changes to get back on track and get back in line with these 4 freedoms.

I promise you; you’ll feel so much better when you do.

I want to next share with you a story of a certain point in my life where I was too focused on certain freedoms and dropped the ball with others.

This caused enormous stress and unhappiness at the time.

In fact, it was a turning point for me and my career.

It got so bad, that I had to completely re-invent my business so I could get back to focusing on all 4 freedoms, rather than just 1.

If you can relate to this story, then I can emphasize a lot with what you are going through.

The good news is, you can change…

You can adjust your course and experience more happiness and fulfillment. 

Okay, let’s get stuck into this.

Back in 2014 was a low point for me…

That’s because I was out of line with these 4 freedoms.

From the outside looking in, I was a huge success…

However, on the inside, I was dying…

I was a successful personal trainer in Dubai…

I’d just moved there with my family and initially, everything was working out great.

I had a fully booked personal training business full of high paying clients.

I even had other trainers working for me at the time.

Again, from the outside looking in, I was a massive success.

I was working with fitness models, politicians, bodybuilders, physique athletes, and even sheiks…

I was making good money and I was earning $100,000 per year…

Which was a huge goal of mine that I had set myself.

However, there was a BIG BIG problem…

I was working all the time.

I was starting super early and not getting back until late at night.

I was stressed out all the time.

I was burnt out.

I also had a very young family at the time and what pushed me over the edge where I knew I needed to make a change was when I had promised my daughter that I would spend some time with her one evening…

However, by the time I got home, she was already asleep.

I felt like such a loser, I felt like a failure…

I felt ashamed of myself…

I felt like a bad father and a bad husband.

What’s more, this wasn’t a one-off thing.

This was happening all the time and it was causing enormous amounts of stress in my relationship with my wife.

The other issues were that even though I was earning good money, I was working all the time (including weekends).

However, my monthly income would also fluctuate a lot which gave me enormous anxiety and stress.

My weekly sessions would fluctuate a lot, with clients leaving, clients canceling, clients going on holiday etc.

Because of this, my income was up and down and it was never consistent.

Added to this, my income was also capped…

There were only so many hours in the day to train clients.

You can also only charge so much for each session either…

I hope you can see where this is going…

This is a great example of how I was completely out of touch with the 4 freedoms.

I was too focused on money (and even then, my income wasn’t scalable, and it would go up and down like a yoyo because my number of sessions changed from week to week).

My relationships were in tatters with my family and I had no time for friends…

I had no free time at all…as I was working all the time…

I had no time for myself, family, hobbies, or even holidays (because that meant I wouldn’t be earning any money).

Finally, I didn’t feel fulfilled or that I had a sense of purpose because I wasn’t helping that many people transform because I was capped by how many clients I could see in a single day.

The end result?

I felt terrible. 

I felt like a failure.

My internal compass knew that I was on the wrong path.

Fortunately, I had time to adjust my course.

Hopefully, if you are in a similar spot, you will too.

That is why you must focus on all 4 freedoms all the time.

So, now that you know the 4 freedoms and I have shared a story of how you can fall into the trap of focusing on 1 or 2 but completely dropping the ball with the rest.

The result of this is that you don’t feel happy or fulfilled.

So, is there a way we can focus on all 4?

Is there a fitness business you can build to maximize all 4 freedoms.

Well, fortunately, the answer is yes.

An emphatic yes in fact.

Let me explain.

You see, while the old personal training model (which is where you are only working with clients one-on-one) effectively falls short in all 4 of them.

It’s hard to earn the income you want unless you are charging crazy high prices.

What’s more, there are only so many hours in the day to train clients, so you are limited to working with a limited number of clients.

Also, when clients cancel, go on holiday, or are sick, you don’t get paid.

It’s hard to help enough people to fulfill your purpose.

Additionally, you don’t have much time freedom at all and you are typically working during unsociable hours, so your relationships typically suffer a lot. I know mine certainly did when I was doing in-person PT.

So, what is the solution?

The new solution is the new PT model.

Let’s firstly discuss the income possibilities…


The New Online Personal Training Business Plan 

To make sense of what we are talking about, let’s break down the actual numbers of what’s typically involved in different business models.

First, the traditional Personal Training model you’ve been conditioned into subscribing to:


The Old PT Model:

Tier #1/1: Face to Face Training (Renting Space)

Hourly Rate: $70/hr

Number Of Clients: 15

Number Of Sessions/Week: 25

Number Of Extra Work Hours: 10-20 

Monthly Revenue: $7000 


Gym Rental Fee: $300/week ($1200/month)

45-55 hours per week

180-220 hours per month

Approximate Profits With Hours Worked:



Now, let’s compare it to…

The NEW PT Model:

Tier #1/3:  1-on-1 Online Coaching


Monthly Rate: $300

Number Of Clients: 30

Number Of 20min 1:1 Sessions/Week: 7-8 (2.5hrs)

Number Of Extra Work Hours: 10-15

Monthly Revenue: $9,000 /Month 


Annual Income:

= $108,000


**You can work from anywhere in the world to coach your clients**


Tier #2/3: “The Holy Grail”


Online 1:1 Coaching — Monthly Rate: $397

Number Of Clients: 30

Online 1:Many Membership — Monthly Rate: $27 p/week.

Number Of Members: 250

Monthly Revenue: $27,000

Annual Income:



When you look at the above numbers, I hope that opens your eyes to the amazing income opportunities online. 

Next, let’s talk about time which is one of our freedoms.

The great thing about online is that you can literally work anywhere in the world.

Heck, I travel between Thailand, Australia, Bali and LA…

All my work is online and we have students that live and travel all around the world.

This is all possible online.

The reason is that your time is leveraged. You are not having to train people in person.

You are working less and earning more, meaning there is more free time to do what you want.

Travel, spend time with friends & family, or take up new hobbies.

Let’s next talk about relationships.

Online, you no longer need to do work late nights like you would with an in-person PT business or weekends.

You can pick your hours so that you can spend more time with your family.

What’s more, as your marketing and sales improve, you will be able to work with high-quality clients that you actually enjoy working with.

Unlike what a lot of trainers do is work with everybody and anybody.

Finally, let’s talk about purpose.

The great thing about the new PT model and working with clients online is that it allows you to work with more people and therefore create greater impact.

You can literally help as many people as you want.

Rather than being capped by how many clients you can see in a single day, there is no cap online.

That is one of the beauties of this.

Now, as you can see, the new pt model ticks all the boxes when it comes to our 4 freedom objectives.

This is also the same method being used by my students to earn 6 and 7 figures online.

There is a HUGE opportunity right now!

You see, there is a select group of fitness professionals implementing what I call the new PT model.

These fitness professionals are thriving right now…

They are generating more revenue than ever before, working wherever they want in the world, and taking more time off.

Their profit margins are high because there is no gym or studio rent to pay.

They have uncapped income because they are not restricted by how many clients they can train in a day like most fitness professionals. 

These fitness professionals are creating more impact because they can help a lot more people.

Now, you might be wondering…

“This all sounds great, but where do I even begin with this?”

I’m glad you asked.

As all the successful online fitness businesses have 3 basic frameworks in place, and its all you need to focus on right now;


— Attract new leads (who are willing to pay you what you’re worth).


— Convert leads into clients (with a process you can trust)


— Deliver your clients great results (and you also get your life back).


If you want to transition to the new PT model online and achieve real freedom, financial stability, more time off, while helping more people….

Then, you’ve got a choice to make.

Option 1: You can try to figure this out on your own. You can continue guessing and hoping you will somehow figure out a solution.

Option 2: Use a system already proven to work for 100’s of other fitness professionals who make 6 and 7 figures online.

And the best part?

There is literally no guesswork with this, or tech skills required.

You can literally copy & pasting proven ads, emails, posts, sales pages & funnels all proven to work.

All you need to do is just plug this into your business. 

Here’s the next steps…

STEP ☝️: Fill out this short form here:

STEP ✌️: Book your FREE call with me and my team call and we’ll show you exactly what you need to do SPECIFIC to your situation. 

Just go here to get started


Talk soon,



PLUS: Whenever you’re ready… here are 4 ways I can help you grow your coaching business:


1. Grab a FREE Copy Of My Book; “Your First 100 Clients”.

Before you do ANYTHING else…

I want you to get your FREE copy of my book “Your First 100 Clients” — Click Here


2. Watch the NEW Documentary: The Business Of Fitness.

This 60-Minute Documentary Is Groundbreaking, Gutsy & Refreshingly RAW… 

A MUST-SEE For Every Fitness Pro. 

Get your free access pass and watch the film by clicking here —


3. Join our Implementation Program and be a Case Study.


I’m putting together a new coaching case study group at Coaches Cartel this month… stay tuned for details. If you’d like to work with me on your client-getting and scale plans… just send me a message HERE and put “Case Study”, and I’ll send you the info.


4. Work with me and my team privately.


If you’d like to work directly with me and my team to earn over $100K each year… just send me a message HERE and put “Private”… tell me a little about your business and what you’d like to work on together, and I’ll get you all the details.


Now, there are two options you can make here…

1- Continue trying to figure this out on your own. Continue guessing and using trial and error, while you just spin your wheels getting more and more frustrated that you’re not achieving your goals.

2- Or option 2…which is the better way. Just “copy & paste” a proven system to grow your fitness business that’s already worked for 100’s of other fitness professionals to generate 6 & 7 figures.

If you’re sick of tired of trying to work this out on your own, then here’s what you need to do next…

STEP ☝️: Fill out this short form here:

STEP ✌️: Book your FREE call with me and my team call and we’ll show you exactly what you need to do SPECIFIC to your situation.