AlphaBrain

Chapter 13Coaching

Why Coaching Is a Waste of Time and Money

A rather odd title given that I now spend a great deal of my time “coaching” clients, but it's true. Coaching at every level and in every field is, by and large, a farce. I don't care where they were certified or how many initials come after their name on a business card, the overwhelming majority of coaches and trainers fail their clients. Even worse, they know it.

Let's look at the role of the fitness trainer because almost all of us have had some experience with one making it easily relatable. According to the Bureau of Labor Statistics there are 279,100 fitness trainers in the United States, with the ranks swelling by approximately 8% per year, or 10 times faster than the overall population. They typically sport fantastic physiques, have the “hero pose” down pat and throw around terms like transverse abdominis with great confidence. In addition, they often possess at least a cursory understanding of how our bodies process proteins, fats, and carbohydrates, as well as which exercises will have an impact on each body part. They genuinely know what is required for you to get in shape and to shed those extra pounds. Meanwhile, the Centers for Disease Control estimates that a full 70% of Americans meet the qualifications for being overweight or obese. Over the past seven years alone the obesity rate has risen 10%, to include an astounding 28% of the population. The nation's fitness trainers are failing us and they know ...