In May 2025, we hosted our latest edition of TZ Collective powered by ABC Fitness – and had an incredible turnout! So, first and foremost, a massive thank you to all the coaches, trainers, and fitness professionals who joined us live for what was our most forward-thinking (and inspiring!) event yet.
This year’s theme, The Power of Human Connection: Sell, Scale, and Engage in the Age of AI, really struck a chord.
With so much change happening in the fitness industry, it’s never been more important to focus on what makes coaching truly impactful: real, human connection.
If you couldn’t make it, no worries—you can register to catch the full replay for free at the link below.
Stream the TZ Collective event for Free
Ready to get serious business inspiration from those who’ve been there and done that?
Let’s dive into a world of actionable tips to sell your coaching services, scale your business, and engage your clients in the age of AI and free workouts.
Session #1: What Makes a Great Coach Irreplaceable
There’s a lot more to coaching than just programming…personalization, encouragement, and community are just as important!
Learn from our panelists on choosing a niche, how to stand out, and how to build relationships that stand the test of time.
Beverley shares her ten-year journey as an online fitness professional to get to her current community of more than 400K followers, including her hacks for finding inspiration for valuable content topics. Lisa shares how her niche was inspired by her own journey. Both share insight into using group chats and challenges in ABC Trainerize to facilitate community. Coincidentally they both apply the same go-to tactic to building up engagement in the app, which they explain in detail.
Moderator: Richelle Volk, Sunday Move Club and ABC Trainerize Content Creator
Guest speakers:
Key takeaways:
- The importance of a strong brand and specific niche
- How an authentic brand draws in the right people
- How personalized experiences attract, engage, and retain clients
From the livechat:
Jaylemar: [on lifestyle shifts vs. Crash diets] Exactly! Great points!! Sustainable habits will stick long term.
Allison: [on supporting clients with custom workouts for travel] I do the same with the hotel gym and band workouts for them 🫶🏻 lots of customization
Christine: [on offering packages at different price points] Love the idea of a tiered approach. I have been focused on 1-on-1 training to get my name out but would love to scale and have online bring efficiency to my business.
Session #2: Leveraging AI & Automation to Grow
Make AI and automation work WITH you, not against you! Learn from our panelists how to use smart tech to grow your business while keeping the human connection strong.
In this session, our panelists share their favorite uses for AI and warn viewers to avoid one major mistake when experimenting with ChatGPT in business. Jordan shares his personal go-to tools to add personality to coaching with AI, and highlights automations in ABC Trainerize that will save coaches a ton of time. Steven and Brooks share personal experience with streamlining and automating repetitive tasks. The group also addresses burnout and share tactical tips to preserve work-life balance and avoid working around the clock.
Moderator: Harmonie Vachon, Content Producer at ABC Trainerize
Guest speakers:
- Steven Eskaf, founder of Rise Method
- Brooks Coleman, Coach with DataFit
- Jordan Dugger, co-founder of Impact Fitness Coaching Academy
Key takeaways:
- How to enhance, not replace, the client experience
- Tips on automating key touchpoints throughout client journeys
- Using apps to streamline admin and focus on real coaching moments
- Using smart systems and tech tools to scale personal touches
From the livechat:
Joshua: [on how to elevate your elevator pitch] Yo, that hit me right there. I will never say I’m an “online fitness coach” in person again!
Logan: [on when to use AI and automation] We can utilize AI to create frameworks, but human creativity and nuance triumph more when AI handles the automated, admin workflows!
Aleksi: [on self-care for coaches]: Remember to rest and take time for yourself, and time for work. Sleep the best you can.
Session #3: Selling Coaching in the Age of Free Workouts
An important question all PTs should ask themselves right now; why would someone pay for coaching when workouts are free?
This session breaks down how to position, price, and sell your value without racing to the bottom. Brandon shares his personal approaches to creating content, building camaraderie with clients, and tweaking programming to appeal to clients even as their goals evolve. He also stresses the importance of outsourcing the right tasks. Don’t miss his advice for which tasks are most important to keep with you – the founder of the business
Moderator: Alejandro Soares – Customer Adoption Specialist at ABC Trainerize, Health & Fitness Coach.
Guest speaker: Brandon Carter (aka King Keto), Author and founder of the High Ticket Trainer Program.
Key takeaways:
- How to keep clients engaged and accountable
- The importance of crafting offers that compete and convert
- How to price and package high-ticket offers
- The best ways to use AI in marketing—from a guest with 1M followers!
From the livechat:
Joshua: [on how to elevate your elevator pitch] Yo, that hit me right there. I will never say I’m an “online fitness coach” in person again!
Jenna: [on niching down] I like to work with people that don’t like to go to the gym because of being judged. I have been there myself.
Ismael: Brandon is speaking to me right now. I was struggling with in person vs online. How you want to differentiate yourself online so much more!
Session #4: Stop the Scroll and Sell Through Social Media
Looking to turn your content into a magnet for clients? You’re in luck. Learn how to use your social channels to boost your visibility, build trust, and drive real sales.
In this session, Kar shares her hard-earned expertise on how consumers scroll Instagram in 2025 using a term she coined herself: “authentically observing.” She also debunks the myth that you need to create different content for awareness and conversion and stresses the importance of encouraging followers to take a “moment of ease.” Kar shares exactly which content types are performing the best on Instagram today and reveals her own process for capturing aesthetically-pleasing visuals that she uses to sell her own programs.
Moderator: Taryn Hardes, Senior Content Marketing Manager at ABC Fitness
Guest speakers: Kar Brulhart, Brand Builder and Marketing Strategist
Key takeaways:
- Build a brand that feels authentic—and is easy to market
- How scroll-stopping content connects and converts
- Use social proof, storytelling, and value-packed posts to build trust
- Turn DMs, comments, and followers into real clients
From the livechat:
Victoria: [on how to stop the scroll] I like the moment of pause idea
SB: [on ensuring strong calls-to-action] Always guide people to the next step. That’s good info.
Tovia: This is helpful and I don’t even use social media.
Catch the Event in Full
Interested in all of the above? We can’t blame you!
Watch the latest TZ Collective virtual event recording in full, and immerse yourself into a world of free knowledge and wisdom shared by industry leaders, coaches, and fitpreneurs who have embraced the wave of transformation.
