How rebranding skyrocketed the Body Fix Coach's revenue

James Bacon had been a fitness professional for 13 years when we first spoke. He was good at his job. Genuinely good. His clients got results. He showed up consistently. He had the videos, the programmes, the testimonials.

But he was, in his own words, "jumping around like a madman."

Pain programmes, weight loss programmes, strength training, boot camps, a running club, a 12-week Lions transformation, B2B, B2C, online, in-person. He had ideas constantly. Before any of them had been tried and tested, he was already onto the next one.

His monthly turnover was around £400.

Six months later it was £3,000.

Nothing changed except what he decided to be known for.

THE PROBLEM

When I asked James what problem he solved, he couldn't give me a straight answer.

He said it depended on who they were and he also did his pain stuff, his strength stuff, his nutrition stuff. James said it himself: "I'm jumping around quite a lot, so it's getting a mixed message in the marketing." He knew the problem, he just didn't know what to focus on.

WHAT WAS WORKING

When I asked James what was getting the most traction, he didn't hesitate.

"People with pain problems. That seems to be where it's heading."

His pain content was working, it was building trust and people were reaching out.

But because he was posting about strength training and weight loss and boot camps in the same breath, the message was getting lost in the noise.

WHO HIS CLIENTS WERE

James had been collecting data from his clients. When we looked at what they were saying, it was incredibly consistent.

They were people in pain. Back pain, knee pain, the kind that had been hanging around for years. They'd tried chiropractors. They'd tried physios. But nothing had stuck. They were, as one of them put it, "losing hope that my back would ever get better."

They weren't coming to James because they wanted to get fit. They were coming because they wanted to get back to the thing they loved. Running, sport, being able to pick up their kids without wincing. The pain was stopping them living their life, and they were scared it might be permanent.

That's a completely different person to someone who wants to lose a stone before a holiday.

James had been trying to speak to both. And in doing so, he was speaking clearly to neither.

WHAT I DID

The initial work was about clarity, not creativity. No rebrand. No new logo. No content strategy overhaul at this stage.

I looked at who was coming to him, what they were saying when they arrived, what they wanted on the other side of working with him. Then it was about defining the person he was really for: injured athletes and ex-athletes in their 30s and beyond, people who'd tried everything else and still couldn't get back to the sport or activity that mattered to them.

Then getting specific about the problem. Not "pain" as a vague category. The actual fears James's clients had: that this was just how it was going to be now. That they'd never run again. That they'd have to watch from the sidelines.

And the outcome they were after: to get back to doing the thing they love. 

Once that was clear, everything else became easier. What to post about. Who to talk to. How to explain what he did without listing every service he'd ever offered.

"Thank you so much Danielle. I am really happy with how my new branding is looking. The whole process from start to finish has been superb. I'd highly recommend having a conversation with Danielle as she helped me so much with capturing exactly what I do in my business. And I'm proud to show off what Danielle has accomplished for me."

James Bacon, The Body Fix Coach

THE RESULT

Within six months, James's monthly turnover had gone from £400 to close to £3,000.

He hadn't changed what he did. He'd changed who he was saying it to, and how he was saying it.

The running club with two people showing up. The boot camps. The 28-day weight loss programme. None of those were the business. They were noise around the business.

The business was James Bacon, The Body Fix Coach. Helping people in chronic pain get back to doing what they love, when everyone else had told them to just manage it.

That's a story people can tell themselves. That's something worth paying for.

James Bacon is The Body Fix Coach, based in the Midlands. If you're a coach or consultant doing great work but struggling to explain what you do, that's  a strategy problem, not a marketing problem.

If that sounds familiar, get in touch.

Asking the Right Questions: The first step in The Body Fix Coach’s rebranding journey was asking the right questions. By thoroughly  understanding their business goals, target audience, and unique selling  points, they were able to identify the areas that required improvement.  This self-reflection laid the foundation for an effective rebranding  strategy.