This person is the single most counter-productive figure in the fitness industry. 

It could be a coach who claims to cater to entrepreneurs, a specific gender or men over 40. There are biological differences between men and women that need accounting for while training and eating. But does an entrepreneur really need a different exercise plan than a small business owner or a government employee?

It could be a coach who uses the guise of mindful eating, false precision or self care to never actually teach you how to portion control or how to actually serve yourself the right amount of food. 

Or coaches who keep pushing their personal habits as profound life choices that you need to adopt without regard for context. 

Or the coach who keeps throwing fake percentages, James Clear quotes at you. Without actually giving you information that you can use. 

It could be the coach who never really tells you that you aren’t training hard enough as long as they get paid.

Or the coach who really doesn’t care how you are lifting as long you are paying for the hour. 

Then there are coaches who will hide behind semantics of ‘wins’, war metaphors or hacks while never actually helping you inculcate a training or eating habit that you sustain.

And of course coaches who refuse to even remotely walk the talk. And the talk seldom translates into any useful takeaway for the client. They talk down to clients under the guise of empathy. 

There’s a good reason the fitness industry is seen as a faddish, flavour-of-the-season, whimsical and silly one with a poor track record of actually consistently translating into results for the paying customer.