Should Coaches “Look the Part”?

Should Coaches “Look the Part”?

In today’s coaching call, we tackle a common question many coaches ask: “Do I need to look the part before I can start advertising myself?” This mindset often leads coaches to delay marketing themselves, thinking they need to lose weight or gain muscle before they can put themselves out there as a professional.

While it is true that appearance can be an effective form of marketing—just look at social media influencers like Alex Hormozi or Liver King—this is not the only way to attract clients. The main issue is who you want to appeal to. Coaches with perfect physiques may attract a certain crowd, but for many potential clients, this can be intimidating or off-putting. Many people feel more comfortable with a coach who doesn’t embody extreme fitness ideals, and this often leads to greater accessibility for a wider range of individuals.

Another key point is that bodies change over time. What happens when a coach—whose brand is based on a flawless appearance—goes through a life event or gets sick and their appearance changes? It can lead to anxiety, impostor syndrome, or a feeling of not being authentic. For instance, coaches who only show their peak physique during competition cycles may struggle to maintain their public image year-round. This type of marketing can create a lot of personal pressure. Most importantly, it doesn’t foster long-term trust with clients.

At the Barbell Academy, our emphasis is on living with integrity. Coaches should align their public persona with their personal practice, advocating for the lifestyle they follow. If you promote a certain athletic discipline, like powerlifting, but you are not actively engaged in it, this can hurt your credibility. It is not about looking the part—it is about being true to the lifestyle you represent. Coaches who preach moderation and balance should practice what they preach, avoiding behavior that undermines their message, like overindulging or being overly obsessed with diet.

Ultimately, the part you look changes when you live authentically. Whether you fit a specific aesthetic or not, your story and integrity become your greatest marketing tools. If you are transparent about your practices and realistic about your results, your clients will trust you more and feel connected to your journey.

So, coaches: don’t worry about fitting into an ideal. Focus on living with integrity, and your authentic self will shine through, drawing the right clients to you.