How NOT to Run a Coaching Business (And What to Do Instead)

Most coaches think success comes down to generating leads, closing sales, and hitting revenue goals. But what if I told you that’s exactly why so many struggle to grow a real business?

In this episode, I share a behind-the-scenes experience with a business mentor that perfectly illustrates how NOT to run a coaching business. If you’ve ever wondered why some coaches build trust effortlessly while others repel potential clients without even realizing it—this episode is for you.

We’ll cover:
✅ The biggest mistake coaches make that keeps them stuck in transactional relationships
✅ Why some coaches get endless referrals while others constantly chase new leads
✅ The real secret to making clients want to work with you (without pushing sales)

If you’re tired of feeling like just another coach in a crowded market, this episode will give you the key to standing out and growing a real business that lasts.

What is Callum Walker | Figuring It Out?

Welcome to The Figuring It Out Podcast. 

At 22, I took the plunge to go on the entrepreneurial journey and start a fitness business, 7 years later I’d been the nutritionist for 2 elite sports clubs and private coach to some of the worlds best sportsmen and women. 

Now it’s my mission to show fitness coaches how you can put yourself in a league of their own, become the go to coach, and finally eliminate the self-doubt and imposter syndrome that's holding you back from building the business of your dreams. 

This podcast will help you figure out how to thrive and conquer the fear that comes with the lonely entrepreneurial journey.

Callum Walker: 00:01

Hello everyone and welcome to the podcast. I've got some really bad news. Some really bad news and I'm sorry to start this off like so, but I got some terrible news. My microphone doesn't work anymore and I don't understand what has happened. Do you know what I think it could be?

Callum Walker: 00:22

I think it's the only logical explanation for it. I've really been slacking in terms of my producing my podcast episodes. I think this is the first one I've done in three weeks and it's so bad. Because I love doing these and I think that the podcast god is saying nah. You're not microphone worthy.

Callum Walker: 00:41

It's the only logical explanation. But I'm gonna try and do my absolute best to clean up this audio so it is clean, crisp, and beautiful. And if it isn't, well, you're just gonna have to suck it up because the only way in which I can actually be consistent with my podcast is doing it when I'm driving or doing it when I'm going for a walk and it is currently pissing it down with rain right now. It is cold, wet and classic British weather. So that's yeah, why I'm driving.

Callum Walker: 01:11

And do you know what actually? I've got two gyms close to me. Two gyms. One is literally a one minute drive away. When I say a minute, I mean it takes me forty five seconds to get there.

Callum Walker: 01:23

The other one is about ten minutes away. And I've purposely driven to the gym ten minutes away just so I can record podcast episode for you guys. Yeah. I know. I know.

Callum Walker: 01:37

You must be thinking right now, I tell you what, Callum, wow, you are so nice. You are. Anyway, we're gonna get past that. So what's been going on and how can I be of service to you today? What's been going on and how can I be of service to you today?

Callum Walker: 01:52

Well, I think I think what I really wanna kinda share with you is something that just really doesn't sit right with me and has really been kind of playing at me for for a bit. And I think that how can this help you today? I think it's really the ultimate answer on how not to run your coaching business. The ultimate answer on how not to run your coaching business. I think that just one thing that's really clear is with every experience, there is a lesson.

Callum Walker: 02:28

Either a almost kind of like message is sent to you on what to do or what not to do in those situations. So you'll either get in every situation in life some form of positive feedback or negative feedback, but we can see the negative feedback or the negative experience as a reflection of, okay, if you're looking to achieve this specific outcome don't do it like that. You're gonna have to do something a bit different. So anyway, I it's been playing on my mind for a while because I spoke at an event a couple of months ago. And yeah, it was for a fitness business mentor.

Callum Walker: 03:11

And that's really kinda how I I, you know, I do the majority of my marketing. I build relationships with fitness business mentors and you know, really kind of just have the opportunity to deliver value to to their audience because it does two things. One, it gets me in front of the audience, which is a great payoff for me. But then secondly, for the mentor themselves, it's adding value. You know, if you have a mentorship that doesn't just show you how to acquire customers and acquire clients, but also shows you how to deliver the highest quality service that is beneficial to the mentor.

Callum Walker: 03:50

So this one lesson for you in terms of what to do in terms of growing your business. I guarantee if you're a personal trainer listening to this, you have into contact with me via a business mentor somehow. Either I spoke at their event, either I've spoken on their podcast, either I've been on their email list or they've shared me on Instagram or whatever. Some way it's how I get the majority of my customers. And it's how the majority of my ideal audience find out who I am.

Callum Walker: 04:22

So there's a lesson for you there. If you're really struggling with leads, if you're really struggling to get new clients coming in and you're maybe kinda like scratching your head and you're like, think about who already has the people that I'm looking to pick up. So who is it that I'm really trying to serve? So let's say for example, you were trying to work with business owners. Let's say you're a personal trainer, online coach and trying to work with business owners.

Callum Walker: 04:47

The best thing that you could possibly do is find out who is already working with a business owner. A business owner most of the time has a business coach. So what you could do as a personal trainer is build a relationship with the business coach because you're able to collaborate with that business coach because the business coach knows that the the number one thing that determines the success of the business really really comes down to the the quality of the entrepreneur, the level of energy the entrepreneur has. And there's a personal trainer, health fitness coach, you can enhance the quality of that entrepreneur. And off the back of that, you can help with the business owner.

Callum Walker: 05:26

So you can build a relationship with sorry, the business mentor. You can build a relationship with them, and then leverage their audience to get yourself exposed. But more importantly, and I think this is the key thing that I wanna kinda talk to you about. You can build a long term lasting transformational relationship with that business mentor. And that business mentor by having that relationship can consistently expose you to either their clientele or, to their own audience and their broader network as well.

Callum Walker: 05:56

And this kinda brings me to which effectively brings you an unlimited supply of leads. Yeah? Which effectively kind of brings me to my bugbear and how not to do business. So I spoke at this event. It's a while back now.

Callum Walker: 06:11

And it was really weird because the the the business mentor who asked me to speak at the event, they originally reached out to me through Instagram then through WhatsApp. Now, asked me, they said, hey, do you wanna speak at my event? And I was like, yeah, absolutely. Not a problem. So your next logical step would then be, let's jump on a call.

Callum Walker: 06:34

Yeah. Let's why don't we jump on a call? Let me find out about your event. Let me find out about what you're teaching. And then I can really kind of like, you know, see one if if I'm gonna be a good fit for you, and also whether this is gonna be a good fit for me.

Callum Walker: 06:47

But then with my content that I teach, can really weave it in so it actually kind of like helps and benefits your event. So I know the main thing that you're teaching, I can link what I'm teaching to what you're teaching, which then improves the overall quality of the event. So that would make sense to you. Yeah? So this person, yeah, didn't even I said let's jump on a call.

Callum Walker: 07:13

And for some reason just did absolutely everything to avoid jumping on a call with me. So anyway, I was like, look am I still speaking? Am I still speaking? And he was like, yeah. Eventually, you know, sorry.

Callum Walker: 07:24

He he he blanked me. Then about two weeks before the event, then was like, hey, you still good to speak? And I was like, fortunately, put it in my diary and I was like, yeah. But I was then like, you know, can we just jump on a call to find out? Still nothing.

Callum Walker: 07:39

So then anyway, so I'm speaking at this event. I haven't had any human to human contact with this individual. So I turn up at the event. I turn up at the event and and the mentor then comes to me, shakes my hand. Hi, Callum.

Callum Walker: 07:55

How you doing? Good to see you. And then just walks off. I was like, okay. Just walked off.

Callum Walker: 08:01

I was like, okay. Right. And the reason he walked off was because at the time he was filming like he was pulling his clients and throughout the whole event and filling like sorry filming testimonials. Okay? Which is fine.

Callum Walker: 08:17

Which is like, you know, again, I I I understand that's very very wise and very very important. But his priority at that time was not to speak to me, was to get his testimonials from his clients and those testimonials from clients will result in more business. And that was a bit of a red flag for me because it was almost like I'm more interested in what I can get versus the fact that you've come here completely free of charge to, you know, help me out and I'm not interested in you. Anyway, I then come back to two hours later. Yeah.

Callum Walker: 08:52

Two hours later. So he just left me on my own. I then was sat next to a sales coach. Yeah. And and this sales coach is also speaking.

Callum Walker: 09:01

So I introduced myself to the sales coach. I was like, oh, hey. How you doing? Blah blah blah. What do you do?

Callum Walker: 09:06

And then he's like so I literally said those words. So what do you do? And then for twenty minutes, twenty minutes straight. Now look, I understand that I'm delivering a podcast and I go on a monologue. Yeah?

Callum Walker: 09:16

But I'm doing this because I'm doing a podcast. Okay? If we were having a conversation right now, I would not be going on a monologue. Monologue. Twenty minutes, he went on a monologue about how he's the best sales trainer in the world, about how much money he earns, and how he was like, yeah, you know, I've got these these clients who were earning 20 k a month and now they're earning 200 k a month.

Callum Walker: 09:36

And just kept going on and on and on and on for twenty minutes. And I couldn't help but think. I sat there. I was like, Ryan, when it comes to sales, the number one thing that is literally the golden rule of sales is the Lord Almighty gave you two ears and one mouth so shut up and listen. Like, the the secret to sales is to shut up, ask questions, and just listen to your prospect to gather information.

Callum Walker: 10:05

This bloke literally is a sales coach and just spoke about himself. Literally spoke about himself for twenty minutes. I was just like, fucking hell. You do not practice what you preach. And also I think this is a key thing.

Callum Walker: 10:21

I found that what people will teach you how people operate with you is most likely how they're going teach you and what they're going to teach you to do. So again, it's almost like immediately this and it was interesting because beforehand I spoke to my very good friend who is a business mentor, and I said, hey, do you know this business mentor I'm speaking? And he goes, yay, you know, I've met him before. Very transactional. And that was interesting because that was kinda playing through my head.

Callum Walker: 10:49

Very transactional. And I felt this was just solely transactional. I was just a transaction to him. So then anyway, I'm sat next to this sales coach and again I was like, you know, if this is how you're you're kinda like selling and remember, you're always selling. You're selling yourself.

Callum Walker: 11:08

I was like, if this is how you're gonna sell, this is how you would teach other people to sell almost. And I'm like, I'm not interested in that. So anyway, I come back to sorry. I move on. So then about two hours later, I'm left alone, you know, for two hours, I'm left alone with this sales coach.

Callum Walker: 11:25

And then yeah. Then about two hours later, the mentor then comes back to me. The second point of contact. Okay? The second time I've spoke to him in person.

Callum Walker: 11:34

Yeah? Ever had some real communication. He says, you ready go on in five minutes? I was like okay. So anyway I went and I was like well obviously this is just like a smash and grab job.

Callum Walker: 11:44

I went on stage, I nailed my presentation, had an amazing time. Okay? Yeah it was fantastic. So then anyway, it then gets to the end of the day. And and I remember that like, I used to do a lot of networking.

Callum Walker: 12:00

So the you know, it's one of the reasons why like, you know, I hear all of these business mentors go on about, you know, you got smash socials, half d m's and all of this. And I was like, I grew my business solely through networking and meeting people. I never used social media. So anyway, I used to go to networking events back in the day. When I say used to go to networking events, I go to three a day.

Callum Walker: 12:21

I'd go to one. I wanna be at 06:00 in the morning in the middle of Birmingham. So I'd be up at four to get there for half five. I then have clients in between. I'd have one at 01:00 for three hours and then I'd have another one at 7PM.

Callum Walker: 12:37

And I would just rinse and repeat that for about five years. That was my life. And that's how I grew my business as well originally. So anyway, one of the biggest lessons I got from networking was be the first person in the room and the last to leave the room. K?

Callum Walker: 12:51

Speak to every single individual there because you will always pick something up. So I I I learned from that from that situation and I was the last person to leave. So anyway, it got right to the end. I've spoken to so many people, built a relationship with all these people. It got right to the end of the event and the business mentor was like, yeah.

Callum Walker: 13:11

Okay. We're going. You know, we're leaving. Thanks for coming. I was like, oh, you know, what are planning tonight?

Callum Walker: 13:16

It's like, oh, you know, just gonna take some of the clients out for dinner. Yeah. Thanks, mate. Appreciate it. See you soon.

Callum Walker: 13:22

That was it. And I was like, and this isn't me having an ego about me. I was like, I wouldn't treat my guest like that. I'd immediately go, do wanna come out for dinner with us? And and the reason why I'm coming at this is not necessarily from a sense of that I'm offended because I'm not, but more I'm like, that was really dumb.

Callum Walker: 13:42

That was really dumb. And I'm gonna tell you what as well after. So anyway, I then followed up with this business mentor for about a week. I just like messaging saying like, you know, hey, thank you so much for the thing blah blah blah. It'd be great to like, you know, catch up and see how we can collaborate further.

Callum Walker: 13:56

And I said, know, message him saying, know, hey, like we should do some podcasts and all of that sort of stuff because that would make sense. Because I have the audience that he is looking to bring into his world. Yeah? And he has the audience that I'm looking to bring into my world. It is a no brainer opportunity to just build a relationship with another person like this.

Callum Walker: 14:17

And I was just like this I just don't get it. Like you're you're you're supposed to be a business mentor and business is solely about developing relationships. Whether it's developing relationships who could with people who can put you in front of your audience, whether it's developing relationships with your audience and then developing relationships with your clients. Like that's the whole thing. People buy from people that they like and people that they trust.

Callum Walker: 14:41

And I'm like, I don't get it. I don't get it. And it was just solely transactional. And also, I just felt like and it made me feel really sad because there's a lot of really kinda young ambitious personal trainers and entrepreneurs in that room. Yeah?

Callum Walker: 15:00

Like there was loads of them and I couldn't help but see them in a similar light to how I used to be like young, hungry, wanting to do the best, I'm excited and passionate. And the thing that made me feel really sad was the the the only thing that seemed to be important was DMs, conversations, do the work, book the calls, sign the deal, and repeat. And it was just so transactional. And it just seemed that one, the teaching that was, you know, the the things that were being taught to those young personal trainers was all about just transactions of sign the deal, get the cash in. Everything was just about cash.

Callum Walker: 15:47

The sole metric of success was cash. The sole teaching was how to get as much cash. Whereas I can't help but feel that like the teaching should really be how to develop the best possible relationships, whether it's with your audience, whether it's with your clients. And if you do that, the cash will follow. You will earn so much more cash off the back of developing suit significantly ridiculous, high quality, high caliber relationships with people.

Callum Walker: 16:16

Your clients won't leave you. People will begin to trust you. So you will get less let me think about it because people have already thought about it and they wanna work with you. You will have relationships with people who will put you in front of their audience because they trust you. It's like right now, I have a six week course that, you know, I'm promoting.

Callum Walker: 16:34

And because I've built up a relationship with my good friend Michael Lennon, he he's helping me promote me. He's helping promote me and putting me in front of all of his audience. Like, because because he likes me and he trusts me because I've spent so much time and energy building a relationship with this person. And I just think it was really sad because I had a conversation with a lot of them and a lot of the PTs in that room. And it was just all about like, you know, I'll be successful when I'm a 10 k coach.

Callum Walker: 17:01

I'm a 10 k coach. I'm a 10 k coach. I'm hitting this MRR. I'm hitting this PIF. I'm like, what the fuck is PIF?

Callum Walker: 17:07

Like these pay and falls. And I was just like, I don't know. It just made me really sad. Now how can this help you? Relationships.

Callum Walker: 17:16

Don't be transactional. Don't be transactional. Because and and again, like, you know, it's not just in terms of acquiring new business, but with your existing clients, don't just see them as a a monthly direct debit. Because if you see them as a monthly direct debit, they will feel like a monthly direct debit. And off the back of that, you will eventually lose that monthly direct debit.

Callum Walker: 17:36

Okay? Business is about people. You know those leads? Like the number of leads that you have? That is a number of people who are viewing your content.

Callum Walker: 17:45

If they're viewing your content, what are they doing? They're building a relationship with you. They're getting an idea of what you are like as a person. You're developing a relationship with them. If you're looking to network, you're developing a relationship with them.

Callum Walker: 17:58

If you're coaching, it's like, you know, the thing I don't get is like, again, online coaching is pushed. And I remember having a conversation with the coach. He was like, yeah, you know, don't do any calls with my clients. I said, do mean you don't do any calls with my clients? I'm like, yeah, I thought this was one to one coaching.

Callum Walker: 18:14

Like if it's one if you're doing one to one coaching, surely you need to have a call with that person. How do you know that person? No. No. They just fill out a type form.

Callum Walker: 18:22

I'm like, well, that's not one to one coaching. Like even group coaching. He's like, yeah, group coaching. I'm like, okay, what's that? And it's like, yeah, you know, everyone fills out type forms.

Callum Walker: 18:31

I'm like, what? I just don't get it. Like, I just think that there's a reason. There is a reason that people do not trust personal trainers. And the reason people do not trust personal trainers is because the majority of personal trainers do not act in a way that is trustworthy.

Callum Walker: 18:47

Because would I sign up to a one to one coaching program where I don't have any one to one access with you? No. I wouldn't. So anyway, just to summarize. Hopefully, what you've got out of this is how not to do business.

Callum Walker: 19:01

Don't do business like that because that bloke, like I have an audience. He could like I would happily have him on this podcast. And you know what? You would then find out about him. So it's like for example, Chris Bradley.

Callum Walker: 19:14

Yep. Chris Bradley is a business mentor. I I really like Chris. I really like Chris and we have a good solid relationship. You know what?

Callum Walker: 19:21

I had him on my podcast and I guarantee you didn't know who Chris Bradley was until he was on this podcast. And by building a relationship with me, I put him in front of my audience. You know, and that's the secret of this game. That is the secret to this game. So do me a favor.

Callum Walker: 19:37

K. Spend this next week thinking, how could I deepen the relationships that I currently have with either my existing clients, with my audience, or people who could potentially have my audience. Never forget, if every one of your clients gave you just one new client, you've doubled your business.