THE ENIGMA OF STUART LOCKE

The Enigma of Stuart Locke

An Unassuming Leader in Online Service

By Eric Bugera

• Online coaching is a low barrier to entry gig, but that doesn’t mean it shouldn’t be given the same level of respect and effort as in-person.

• Skill, relatability, and communication are huge (but neglected) aspects of being a successful coach.

• Building these traits should be the highest priority for properly training your clients.

You Can’t out Troll a Troll

Operating within the online fitness space can be a lot like the wild west. There aren’t many quality assurance tools or guarantees that keep the consumer safe; and likewise, there are few prevalent business models to guide new entrants into the market. Coaches wade blindly just as often as their prospective clients. As the industry rapidly saturates with new and inexperienced coaches, a similarly new predatory service has started nipping at their heels. While the coach trolls for their first client, “fitpro” business coaches troll for them. On the other hand, Stuart Locke has been carving his own niche – but more than that, he has quietly established the standard for thriving in the online fitness space.

Three Key Traits

Becoming a successful coach is less about projecting forward facing entrepreneurial acumen, and more about the literal basic building blocks of human interaction. Stuart Locke has perfected the art of client relationship building by mastering his communication and relatability, tied together nicely with undeniable skill in the weight room. 

Communication is the cornerstone of online coaching. Where the major allure of transitioning online is the greatly reduced cost per unit time on behalf of the coach (in relativity to in-person), many run away with this idea. Once per week check-ins, often via impersonal mediums such as email have become the norm. On the contrary, Stu has pioneered an almost continuous and immediate response network with his clientele – making himself available nearly all hours of the day (within reason) and often responding in-real-time. While not possible for all coaches, you’d be hard pressed to find a service that engages with as much timeliness, detail, and genuine value as Stu’s.

With the swell of new trainers entering the market, there has been a corresponding drop in their level of experience. Many coaches are programming for clients online before they’ve ever actually trained a person live. More than that, there is a dramatic lack of personal experience with sport, lifting, or generally competing. All of these provide a massive anecdotal leg up on how to properly navigate a client’s unique needs. Stu comes from a high level collegiate background in both rugby and football, and boasts an enormous powerlifting total to fuel his ability to train his own athletes. From the business perspective, he has also strung together years of successful in-person training prior to ever stepping into the online space. He placed the horse before the cart.

Perhaps the most standout quality that Stu possesses is the ability to relate and develop relationships with his clients. From hobbies, current events, or even small personal quirks – he really invests in the people he works with. Stu is known for lengthy voice notes, social media interactions, and even handling his clients live at their own competitions. Many of these acts cement his relationship with each individual lifter but also are driven completely by his own volition. He genuinely cares about the people he works with. That trait is hard to come by and impossible to teach. From memes to philosophy, Stu lifts his clients up and builds a relationship with each and every one.

It’s Not That Complicated

Becoming a coach is far less complex than many would presume – particularly those who would charge money to teach you. Simply leading with your humanity and providing the service you would seek out yourself is a massive first step. Stuart Locke has made high level coaching a lifestyle gig, blending it seamlessly with his personality, daily schedule, and own aspirations. By leveraging his natural character traits and genuinely connecting with his base, he has shown exactly the kind of service all coaches should aspire to provide.

• Review your communication practices with your clients.
• Think of how well you personally know each client and their story.
• Are you currently pursuing your own competitions or continued education?