Why being just a personal trainer/coach isn't enough?
Exercising is somewhat complicated. It's quite a task to get going. However, let's admit, it's not rocket science. After a few personal training sessions with an adequate professional, most people are able to perform basic exercises in the gym. That's pretty much all you need for a basic fitness protocol. Exercise sessions are indeed helpful, but they're by no means life changing. It's a drop in the ocean when it comes to lasting lifestyle changes and overall health.
Being a personal trainer just isn't enough. In order to separate yourself from the pack (or to find someone who has done that), look for the skills that aren't listed on your job description. Psychologist. Nutrition expert. Genetic analyst. Lab test analyst. Habit master. High performance coach...
All of these... And MORE should be in the skill set of a good personal trainer. Well rounded, multi-disciplinary approach. What's that? Well, frankly something that most coaches don't have. I see a lot of industry experts fixating on one area of expertise (whether it's weightlifting, bodybuilding, running, etc.) and not going beyond, because what they do, according to them, "simply works". Sure, it might work for a specific outcome, but it often fails to address different body's energy systems, functional movement patterns, adaptability, and also fails to incorporate knowledge from other disciplines that might not only "simply work" , but have the end result that is even more profound.
One might debate that it is more beneficial to go deeper than wider. But how about both? Diving deeper into one discipline usually creates a tunnel vision that is difficult to step out of. And you can only disrupt the industry by looking at it with an outsider's perspective.
Take a coach as a psychologist. Probably the most valuable skill to have in the industry that's driven by bro-science and 'eat more protein' dogmas. We connect with our clients. They trust us. The least we can do is understand them. Rather than feeding client's insecurities by pointing out their flaws and encouraging them to count calories, weigh themselves and eat less, how many coaches think - "Where's this approach going to take this person?; Is there an underlying problem that is beyond the desire to lose a couple of pounds?; Is the knowledge that I provided my client going to benefit them beyond putting on some muscle? ; Is 'eat more protein' advice going to be effective and/or transferable into their family's dinner table? ; Am I helping to build good habits?"
I'm assuming close to none ask these questions.
Instead, 6-week weight loss programs, 8-week beach body are thrown at people... Do you ever take into consideration what happens after those 6 or 8 weeks? You can't spoon-feed the person and expect them to suddenly start eating on their own.
Whether you're a coach, a trainer, an industry expert or you're looking to find one - take all of that into consideration, move beyond the standard job description and, as always, ASK BETTER QUESTIONS.