The Real Truth About Getting Online Clients in an Ethical Way in 2025

Here's the truth about getting online clients today...

And for a little context — I've personally signed up well over 4,000 clients between my brick-and-mortar gym, my online fitness business, and now through my business consulting company.

Let me be the first to tell you: there are plenty of ways to get clients where you basically have to sell your soul to the algorithm gods... or use aggressive, burnout-inducing, borderline unethical tactics that chain you to your phone, your laptop, your socials — 12+ hours a day.

And listen, I've lived on both extremes.

I've used the hyper-aggressive tactics that burned me out because, honestly, I thought that's just "what you had to do."

But over the last few years? I've gone ALL IN on inbound marketing — attraction-based marketing — and I want to share with you the biggest lessons, truths, "aha" moments, and epiphanies I've had...

In hopes that it'll help you too.

Rewinding the Tape: Where It All Began

Let's rewind about 13 years, shall we?

When I first started my business... it was a wild time. If you've been around since before COVID, you'll know exactly what I'm talking about.

I started in the most "scrappy entrepreneur" way possible: Groupon.

Yup.

Groupon was the move.

I was a personal trainer at a big box gym, running my own bootcamps, trying to grow. And Groupon — along with LivingSocial — was "the thing."

And it worked. I got a lot of clients from Groupon, then from referrals and word-of-mouth.

Eventually, we hit about 50 to 60 members. But then?

I hit a wall. I was capped.

And I realized: "Crap. I need to learn how to actually grow."

So I started learning Facebook ads.

• Facebook ads (locally) got me to the next level.

• Then I learned content marketing.

• Then networking.

• Then speaking events.

And that grew us to about 300 members.

But when I transitioned to online, things changed.

A lot of the tactics I used in person? They didn't work as well online. But the principles still did.

I started doing more Facebook Lives. I leaned into what I now call content campaigns — stringing together content intentionally rather than just "posting randomly."

It worked.

We grew our online fitness business to over 100 members.

Then COVID hit.

And for a lot of us?

It was relatively easy to get clients online — people were stuck at home, consuming content like crazy.

But now... fast forward 4-5 years post-COVID...

And the game has changed.

Why It's Harder to Get Clients Today

Here's the real talk:

• Information is a commodity now.

COVID accelerated this. AI accelerated this. Social media accelerated this.

There's just SO. MUCH. INFORMATION.

It's almost sickening how easily accessible "how-to" info is today.

Gone are the days when you could just post "How to Lose 10 Pounds" and expect clients to line up. That's a dime a dozen now.

You won't stand out. You won't separate yourself.

Just like any industry that becomes commoditized, prices get driven down. People discount. It's a race to the bottom. It's bullshit, honestly.

And most people? They don't even realize what's happening.

They're:

• Posting every day

• Running reels

• DM'ing like crazy

• Running ads that are getting more expensive

And they're wondering: "Why is it harder to get clients now?"

Let's break this down.

I'm going to walk you through three big shifts that helped me (and over 230+ coaches we've worked with).

• First, an ethereal/internal shift.

• Second, a strategic shift.

• Third, tactical day-to-day execution.

Ready? Let's dive in.

Step 1: Becoming "In Demand" (The Inner Shift)

The brand I created is called In Demand — and it's not just a name. It's a way of being.

See, growing up?

All I ever wanted was to be seen for who I really am.

Rough childhood. Gang violence. I was literally thrown off a bridge once.

Later, I became a firefighter. Got on American Ninja Warrior. Did all the things... chasing that desire to be seen.

And when I started my businesses? Same thing.

I didn't just want clients.

I wanted to be respected in my niche. I wanted to become the go-to authority.

And guess what?

A lot of coaches feel the same way — even if they don't say it.

It's not about millions of followers.

It's about becoming "in demand" to the right 300 people.

You don't need thousands. You need the right 300 raving fans.

Kevin Kelly once wrote about "1000 True Fans" — if an artist had 1000 true fans, they'd be set.

In coaching?

You probably only need a few hundred.

And that starts with BEING in demand.

How Do You Start "Being" In Demand?

• Shift your identity. If your current beliefs sound like "Getting clients is hard," or "Making money is a struggle," guess what? It will be.

• Develop the right skills. If you know how to create a no-brainer offer, communicate powerfully, and resonate with people... getting clients becomes easy.

• Regulate your nervous system. If you're operating from stress, anxiety, or survival mode all the time, it's like trying to run uphill carrying a boulder. Learn to regulate yourself emotionally and energetically.

"The modern-day warrior is not afraid to feel their feelings."

Courage. Acceptance. Leadership.

That's the energy of someone truly "in demand."

Step 2: Building Your In-Demand Business (The Strategy)

Once you are in demand energetically and mentally, now it's time to build the structures to support it.

Here's what it looked like for me:

Core Projects You Must Build

1. Magic Messaging Makeover

You can't out-post or out-"reel" your way past bad messaging.

You have to:

• Nail your dream client profile

• Tap into their real-time pains, symptoms, and desires

• Speak to their subconscious mind

• Share your big ideas and create contrast

Your words have to hit different. Period.

2. Strategic Content Ecosystem

Posting randomly isn't a strategy.

You need an ecosystem:

• Top-of-funnel attraction

• Middle-of-funnel nurturing

• Bottom-of-funnel conversions

Using platforms like Facebook, Instagram, email, YouTube, etc., with intentional sequencing.

3. Conversion Content Campaigns

Instead of "posting and praying," you run intentional campaigns:

• With compelling hooks

• Stories that sell

• Calls to action that move people

Leading to a workshop, masterclass, or long-form content that pre-sells.

This method shifted everything for me.

4. Systems and Small Team Support

You don't need a huge team.

Right now, I'm running my business (targeting $2M cash, $1M profit this year) with:

• Me

• One Rockstar VA

• One part-time video editor

That's it.

But you do need to master:

• SOPs (Standard Operating Procedures)

• Delegation

• Hiring the right support

Freedom and scalability require structure.

Step 3: Living In Demand (The Execution)

Now comes the daily work.

Your Daily Blocks

I break my day into four flexible blocks:

• Coaching Block (serving clients)

• Creation Block (content for marketing/clients)

• Connection Block (community, leads, networking)

• Cultivation Block (long-term projects like curriculum, new offers, etc.)

This isn't rigid.

I need structure with flexibility — otherwise it feels like a prison.

(Shoutout to my fellow slightly neurodivergent entrepreneurs.)

Your Monthly Rhythm

• Run 1-2 Conversion Content Campaigns per month

• Daily content posts with a strategic cadence

• Build a waitlist (we currently have 14-15 people on ours)

• Open enrollment windows intentionally

Example:

My client Rachel — only 2,870 Facebook friends — ran a single campaign and:

• Generated 197 inbound leads

• Signed 13 clients into her challenge

Another client, Patty, built a waitlist of 30 women and signed 11 into her faith-based program.

Waitlists create a perception of demand.

(And more importantly... they create real demand.)

The Inner Game Never Ends

You keep doing the work:

• Regulating yourself

• Building the right beliefs

• Leading with service and courage

You embody being in demand.

Final Words: Your Message Matters Now More Than Ever

If you want to get online clients ethically... if you want it to actually be easy... it starts with who you are BEING.

• Be the in-demand leader your audience needs.

• Build the projects that make your growth inevitable.

• Live the daily rhythm that attracts, nurtures, and converts consistently.

Borrow my belief if you need to:

"Getting clients is easy."

Because once you embody that?

It actually becomes easy.

Your message matters now more than it ever has before.

Don't be afraid to speak it.

Be seen. Be heard. Be impactful.

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