The Most Counterintuitive (But Life-Changing) Way to Grow Your Online Coaching Business

Let me just say this upfront: what I’m about to share with you might be the most counterintuitive advice I’ve ever given on building an online coaching business.

It’s not a content hack. It’s not some sneaky funnel strategy. It’s not about posting 3x a day on every platform and burning yourself out.

But it is the thing that changed everything for me.

So before you roll your eyes or click away thinking, "What the hell is this guy talking about?" — just hang with me for a second.

This comes from 13+ years of being in the trenches — building not one, but three different businesses:

• I started my first business — a brick-and-mortar gym — with $200 in the bank and no car. Just me, a bike, and a bunch of weights I hauled around running bootcamps in South Florida.

• I grew that into a 300-member gym in one of the most competitive markets in the country.

• Then I launched an online fitness business, built a client base of over 100, and served hundreds more.

• Now I run a business and marketing education company that’s served over 300 coaches and counting.

So I don’t say this lightly. I don’t say this based on theory.

This is what actually works.

From Burnt Out & Overwhelmed… to Grounded & Growing

Let’s rewind for a second.

When I was growing my online fitness business, my daily schedule looked like this:

• Wake up at 5:00 AM.

• Work all the way until 5 or 6 PM.

• Maybe squeeze in a walk or a workout.

• Then jump back into work later that night.

Twelve-hour days. Every. Single. Day.

And it didn’t feel sustainable — because it wasn’t.

I was constantly stressed. Anxious. My nervous system was absolutely fried.

I was glued to my phone 24/7. Justifying it with:

• "I have to check my DMs."

• "I need to respond to comments."

• "I need to be active in the algorithm."

But really? I was just chasing cheap dopamine.

Constantly refreshing. Constantly checking. Constantly comparing.

Even when we were making good money — $20k, $30k, $40k months — I was still wrecked.

And when a month dipped? I spiraled.

I attached my identity to my business performance.

So when things crashed… so did I. I’d drink. I’d spiral mentally.

It was not the vibe.

Fast forward to today?

Different story.

I spend time at the beach. I go paddleboarding. I work from an inspiring studio I designed. I feel grounded, fulfilled, and aligned. And business? It’s better than ever.

So what changed?

Let’s break it down.

Step 1: Cut the Cheap Dopamine

The first thing I had to do was go cold turkey on my cheap dopamine habits.

That meant:

1. Deleting Social Media From My Phone

• Facebook? Gone.

• Instagram? Gone.

• TikTok? Never downloaded it in the first place (thank God).

• Even email? 5-minute time limit.

I re-download them only when I need to post. And now? My VA handles the rest.

We use Airtable to organize everything. I record a video or write content. I upload it to Airtable. My team handles the scheduling.

That’s it.

2. Creating Boundaries With Tech

• I set 5-minute limits on all my social/email apps.

• My wife has the password to unlock them.

• And I told her: "Under no circumstances are you to give me that password."

She’s locked in. No exceptions.

And listen — I’m not big on labels, but if I walked into a doctor’s office, they’d probably call me "neurodivergent."

My brain? It's extremely susceptible to dopamine addiction.

I see the same thing in so many coaches.

They’re stressed, burnt out, constantly anxious. They’re unknowingly trapped in a dopamine loop — checking likes, chasing comments, refreshing messages.

"If I’m not working, I’m not growing."
— That was the belief running my life.

But it’s BS.

So if you’re feeling off… if your nervous system feels like a wreck… it might be time to cut the noise.

Delete the apps. Step back. Create intentional boundaries.

Step 2: Regulate Your Nervous System

Once I stopped chasing cheap hits of dopamine, I had to replace those habits with something better.

I started regulating my nervous system daily. Here’s what that looked like for me:

• Getting outside more — especially near water.

• Breathwork sessions to ground and reset.

• Redesigning my environment — I literally rebuilt my office to inspire creativity. I’ve got a tiki hut outside, palm trees everywhere, ocean decor, a sea map on the wall.

• Working out consistently — not for aesthetics, but for clarity and energy.

The point is: set yourself up to thrive.

Do what calms your body. Do what stimulates creativity. Do what grounds you.

There’s no one-size-fits-all. But you’ve got to intentionally build the rhythms that regulate you.

Because if your nervous system is on edge, your strategy doesn’t matter.

Step 3: Shift the Inner Dialogue

After regulating my nervous system, I started listening to what was going on in my head.

Here’s what I noticed:

• Thoughts like: _"Getting clients is hard."

• Beliefs like: _"Growing a business means grinding 12 hours a day."

• Identity patterns like: _"If I don’t hit $X this month, I’m a failure."

These thoughts create beliefs. Beliefs shape your actions. Actions drive your results.

It’s a cycle.

If you’re not aware of it, you’ll keep living it.

"Think and Grow Rich" isn’t just a title. It’s a formula.

Think and grow…

• Clients.

• Happiness.

• Alignment.

• Peace.

It all starts in your thoughts.

So I started catching my unhelpful thoughts and asking:

• Is this actually true?

• Where did I pick this up?

• Who would I be without this belief?

• What’s a more empowering thought I could choose instead?

That process changed everything.

Step 4: Take Off the Damn Mask

Somewhere along the way… I forgot who I was.

I got caught up trying to "be professional." I filtered myself to fit some idea of what a coach is "supposed" to look like online.

But when I rewind the tape to when things were really working — back in my fitness coaching days — you know what I was doing?

Being a total goofball.

Like, literally dressing up in costumes:

• Taco costume.

• Donut costume.

• Pizza costume.

• Aladdin outfit.

I’d go live every day on Facebook. I’d sing. I’d make people laugh. I’d be silly.

But I’d also drop valuable insights on health and fitness.

And people loved it.

Not because I wore a taco suit — but because I was just being me.

I was having fun. I was being quirky. I was telling stories. I was operating from joy.

And it worked.

But over the last year or two? I lost that.

So I’ve made a decision:

I’m bringing my weird back.

If I think something’s funny? I’m gonna say it. If I want to dance or crack a joke in a video? I’m doing it.

If people laugh, awesome. If they don’t? Cool. That’s on them.

But I’m showing up unapologetically me.

So I’ll leave you with this:

• What did you love doing as a kid?

• What makes you smile just thinking about it?

• What lights you up when you talk about it?

Do more of that.

Because that’s your secret sauce.

Final Words: This Is the Real Strategy

I know this isn’t what most gurus will tell you.

They’ll push you toward formulas and funnels and frameworks.

And sure — strategy matters.

But this?

This is the foundation.

When you:

• Cut the cheap dopamine

• Regulate your nervous system

• Clean up your beliefs

• And show up as your full self

You become magnetic.

People feel you. People trust you. People want to be around you.

Because what they’re secretly craving isn’t another info post. They’re craving permission to be themselves.

And when you model that? You give others permission to do the same.

So if you’re tired of:

• Burning out trying to do it all

• Chasing leads that don’t convert

• Wondering why it feels harder than it should be

Remember this:

"You’ve been put on this Earth with a unique gift. A voice. A message. A way of being. Don’t bury it. Don’t mask it. Let it out."

You don’t need to fake it. You don’t need to fit in. You don’t need another funnel right now.

You just need to be you.

That’s the most powerful (and counterintuitive) strategy you’ll ever find.

See you on the inside.

— Jason

Who Is Jason Meland?

I am a value creator, mentor, and entrepreneur. I help online coaches master their messaging, attract dream clients, and build thriving high profit, high impact businesses.

When You’re Ready, Here’s How I Can Help You:

1. Grab a copy for the 5 posts responsible for 7 figures in online fitness sales: https://www.indemandcoach.com/5-posts-ebook-2505 

2. Join the waitlist to get an invite to join the Client Attraction Accelerator https://www.indemandcoach.com/in-demand-waitlist 

3. Work with me personally 1:1 to build a high profit, high impact online coaching business. DM me "mentorship" here for details