Your Story Is Your Weapon

In this episode, I sit down with Jason Meland, Founder and CEO of The School of Impact. 

Jason is a former firefighter whose career was cut short after a near-fatal electrocution accident. After leaving the fire service, he transitioned into the fitness industry, growing a gym in South Florida to over 298 members. When the pandemic hit, he pivoted into online fitness coaching—scaling his business to multiple six figures in under 12 months using organic social media.

Jason teaches coaches how to grow their businesses through his In-Demand Model. He’s been featured on American Ninja Warrior, ABC, Entrepreneur.com, and multiple other publications.

As someone who has helped hundreds of coaches develop their businesses, Jason's hard-won wisdom can help you avoid common pitfalls and accelerate your professional growth. Let’s dive into our conversation.

10 Key Takeaways from Your Story Is Your Weapon

Relationships Are Your Foundation

Jason's first online coaching clients came exclusively from warm outreach to people who already knew and trusted him. He emphasized that people didn't necessarily trust "online fitness coach Jason" – they trusted "Jason as a human." Your network of past clients, athletes, and colleagues represents your most valuable business asset.

Systems Create Predictability and Scalability

Jason learned through his franchising experience that "you cannot hustle bad process." His realization that systematizing operations was critical came from attempting to franchise his gym. Without systems for client management, programming, and business operations, you'll hit a ceiling on both impact and income.

People Buy Coaching for Who You Are, Not Just What You Know

Jason discovered this when his elaborate workout program flopped. His clients directly told him: "We just would love more time with you." This highlights that while technical knowledge is necessary, clients primarily invest in coaches as people, not just their methodologies.

Your Story Is Your Superpower in Marketing

Jason learned from his experience on American Ninja Warrior that "your story is your ultimate leverage" in marketing. The producer told him, "The more ordinary your story, the more it's going to relate and resonate with other people." Your authentic journey creates connection with potential clients that generic fitness advice cannot.

Focus on Value Before Scaling

Jason experienced significant burnout from scaling too quickly, what his colleague called "bro scaling." He eventually realized he was "so burnt out" despite generating significant revenue. Quality service and personal fulfillment should always precede rapid expansion.

Define Success On Your Own Terms

Jason eventually realized that success for him meant having freedom in his schedule, spending time with his children, and doing work that energizes him. Without this clarity, you risk pursuing growth that doesn't align with your values, leading to burnout and dissatisfaction.

Create a Content Ecosystem, Not Just Random Posts

Jason outlined a strategic approach to content: using short-form content (social media) to attract attention, then directing people to longer-form content (podcasts, YouTube, email) where deeper value is delivered. This systematic nurturing sequence builds trust more effectively than random posting.

Set Clear Boundaries and Expectations

Jason identified this as his most valuable lesson from working with clients. He used the basketball analogy that the ideal coaching relationship has "both the coach and player meeting at half court" – with each party doing their part. Without clearly defined roles and expectations, coaching relationships deteriorate.

Ask Clients What They Want, Not What You Think They Need

When Jason's elaborate workout program failed to generate interest, he started asking clients what they actually wanted. This simple approach transformed his business by aligning his offerings with genuine client desires rather than his assumptions about what they needed.

Market to Specific Pain Points, Not Generic Solutions

Jason found success when he spoke directly to what his clients were explicitly saying – like wanting to lose "stubborn belly fat" – rather than using generic fitness terminology. Using their exact language and addressing specific concerns resonated far more than broad marketing approaches.

These principles from Jason's journey provide a roadmap for building not just a profitable coaching business, but one that remains fulfilling and sustainable over the long term.

Find Jason:

Website - http://www.schoolofimpact.io/

Email - jason@jasonmelandfitness.com

Facebook - https://www.facebook.com/jason.meland/

Youtube - https://youtube.com/@jasonmeland?si=9akSuZoGNIWgXcQz

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