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Brendan Chaplin
I help coaches & entrepreneurs build + scale an online business to achieve money, location and time freedom | 20 year performance coach for elite athletes | Entrepreneur, Investor and Barcelona beach resident 🏝️
Brendan Chaplin is a Performance Business Coach and Mentor, known for his work at "The Coaches Coach." With over 20 years of experience, he specializes in helping coaches and educators achieve financial success and personal freedom through effective business strategies.
Professional Background
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Founder of The Coaches Coach: Brendan established this platform to support coaches in earning what they deserve, aiming for incomes of £100k and above. His approach integrates coaching, mentoring, masterminds, and networking to help clients realize their visions.1
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Previous Ventures: He built a leading fitness education company that grew to 25 locations and served over 100,000 people before selling it for a seven-figure sum in 2019. This venture was notable for generating multiple six-figure product launches and achieving significant revenue growth.12
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Coaching Elite Athletes: Brendan has worked as a performance coach for various elite athletes, including Olympians and UFC fighters. His coaching has contributed to the success of athletes recognized at prestigious awards, such as the FIFA World Player of the Year.1
Achievements
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Chartered Director Status: He achieved this status with the Institute of Directors in December 2019, further solidifying his expertise in business leadership.3
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Media Recognition: Brendan has been featured as an expert in numerous publications, including GQ and The Times, and has appeared on BBC platforms discussing health and wellness topics.1
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Community Engagement: He has built a substantial following online, with over 50,000 personal followers and a newsletter that reaches more than 20,000 readers regularly.1
Brendan's mission is to empower coaches to build successful businesses that provide them with the freedom to work from anywhere while achieving their personal goals.
Highlights
15 years ago, I had expertise that I KNEW I could sell, but I didn’t know how to.
Today, I’ve sold my expertise to 1000s of clients.
Here's 4 business models to make money from your knowledge:
- Membership Sites
Think Netflix for your niche. My very first online offering in 2009 was a £9/month strength training membership site. It's great for building monthly recurring revenue (MRR), but be prepared for customer churn.
✅ Pro: Builds predictable income. ❌ Con: Needs a larger following to start and can be a slow burn.
- Digital Products
Create once, sell multiple times. This was my bread and butter before I went full-time on my business. I've created hundreds of products and masterclasses that still generate income today.
✅ Pro: Quick to launch and scalable. ❌ Con: Often lower price points and need regular updates.
Coaching and Consulting
From fixed-price sessions to my suggested method of outcome-led programmes, this model is perfect for delivering your very best work and selling high-value offers. It's highly profitable and impactful, but requires your commitment along with active marketing and delivery.
✅ Pro: Highly lucrative and allows for your best work. ❌ Con: Less scalable and demands consistent delivery.
Online Courses
Perfect for teaching specific skills. Can range from self-paced to coach-supported formats, with pricing varying accordingly.
✅ Pro: Higher price points than products and relatively quick to launch. ❌ Con: Some upfront work with no guaranteed sales.
The secret sauce? Combining these models strategically to work together based on your career stage, your experience and personal values, and your audience. In other words, your go-to market strategy.
Remember: None of this matters without an audience. Spend 80% of your time building your brand, creating value, and understanding your audience's needs.
Don't build what you want - build what your audience needs.
Which of these models aligns best with your expertise and audience?
2005: 60 hours/week. £25 - £40 per session. 2024: 20 hours/week. £5K - £50K per client.
Here's 5 things I did to create a high-value coaching programme that sells:
- Solve a burning problem
Don't just offer generic advice. Identify a specific, urgent issue your ideal clients are facing. Ask yourself what’s the biggest problem I can solve for my clients? For example, instead of 'business growth', you might focus on 'improving customer acquisition for SAAS businesses by 20% in 90 days'.
- What’s your system?
Develop your own intellectual property that sets you apart and combines proven strategies in a step-by-step process. Document and present your process to people and demonstrate its effectiveness with case studies and results.
- Bespoke and personalised support
No cookie-cutter approaches. The client is the agenda. Lead with ‘how do you over-deliver on the outcome you’ve promised’ and demonstrate this to the client. Every client I work with has a completely bespoke strategy we create together. When people can see you’re massively invested in their success it’s far easier to get their commitment and buy in.
- Create tools and assets
Don't just teach - give clients practical resources they can implement immediately. I created custom analytics dashboards, email sequence templates, sales scripts, profiling tools and more. Do the work to accelerate the results and improve your service.
- Focus on transformation, not information
Your programme isn't about dumping information. It's about facilitating real change. I structured my programme to deliver quick wins in the first 30 days, then deeper strategies for long-term growth. This builds momentum, creates even more buy in and catalyses long lasting results.
The key shift was moving from selling my time to selling transformation.
When you truly believe in the value you provide, promoting your high-value offer becomes exciting, not daunting.
You’re inspired to get it in front of the right people, not daunted by downgrading and discounting to the wrong people.
Which of these areas do you need to work on to elevate your offering?
