Why Pre- & Postnatal Coaching Is So Profitable For Fitness Businesses

A version of this article was first published at Girls Gone Strong.

Learning more about pre- and postnatal coaching is one thing, but turning that knowledge into results for your clients (and growing your business) is another.

In this article I’ll share a proven business opportunity that helped Girls Gone Strong 3x it’s revenue in under two years, so you can determine if it’s the advantage you’ve been looking for to create or grow your business, too!

Are you currently working with pre- and postnatal women?

If your answer is no, then you’re missing out on a huge opportunity to capitalize on the Golden Age of coaching pre- and postnatal women.

I’ll explain why it’s the Golden Age for coaching pre- and postnatal women, and why it’s such a huge opportunity for you to make more money doing meaningful work that helps women in a just a moment.

But first — what IS the Golden Age?

The Law of Supply and Demand is one of the most fundamental elements of business, and the Golden Age in any industry is when there’s an opportunity to capitalize on the growing demand for a product or service, while the supply of that product or service is limited. This is when lead generation is easier and cheaper, when potential customers or clients are less sensitive to the price of a product or service, and when there’s significantly less competition in the marketplace.

Take Girls Gone Strong, for example. In 2011, when GGS was created, there was a growing demand for women-specific strength training information, and the supply of this information was limited.

Lucky for me, providing this type of information was my absolute passion, and while it wasn’t by strategy at the time, GGS was able to capitalize on the Golden Age of women-specific strength training information. For example:

  • Within 24 hours of starting our Facebook Business Page (then called a Fan Page) we had 1,000 fans
  • Within 24 hours of launching https://www.GirlsGoneStrong.com/ we had 17,000 unique visitors
  • Within two months of Girls Gone Strong’s creation, we had community members begging us for clothing and workout programs
  • When we finally launched our first program, we sold it in over 60 countries in 7 days


We were experiencing the Golden Age of women-specific strength training information and we were able to leverage that time period into the momentum we needed to build the world’s largest platform for evidence-based, body-positive, inclusive health and fitness information in the world.

That’s why identifying and capitalizing on the Golden Age early is so important.

Bootcamps in the mid-2000’s are another example of the Golden Age in the fitness industry. Folks were looking for a high-energy, more affordable way to work with a trainer, and Chris and Kara Mohr were able to recognize and capitalize on this demand when they started Mohr Results Bootcamp in Louisville, Kentucky.

Within a short time, they had hundreds of paying clients, a waitlist, and eventually an offer on the table to sell their business and be rewarded for recognizing and taking advantage of the Golden Age of bootcamps.

Today it’s infinitely harder to get leads for bootcamp classes because there’s one on every corner, so the supply has increased while the demand has decreased.

We’ve seen these examples with Facebook and Instagram. The earlier you realized the power of these platforms and adopted them, the easier it was to capitalize on them to grow your platform and business.

Of course, honing your skills and investing into your craft is the most important part of the equation, but I think you get the point.

If you’re awesome at what you do, and you find a market that is underserved, your opportunities are endless.

If you were lucky enough to get in on the Golden Age of women’s strength training, bootcamps, Facebook, or Instagram, you know how powerful it can be.

But it’s important to recognize this opportunity quickly because the Golden Age for an industry or platform won’t last for forever, and what’s more — slow adopters often get left behind.

That’s why I’m so excited to help forward-thinking health and fitness professionals understand that the Golden Age of pre- and postnatal coaching is upon us, because if you take advantage of it, it can mean:

  • Making more money
  • Creating or growing a business and career faster
  • Having a bigger impact on more women’s lives
  • Feeling the security of having more clients
  • Standing out from the crowded pack of other health, fitness, or nutrition professionals

So why is it the Golden Age for coaching pre- and postnatal women?

Over the last 10 years, something really incredible has happened. More women are strength training than ever before, and that number is increasing rapidly.

According to our research at Girls Gone Strong, these women want to continue strength training during and after pregnancy while staying safe, healthy, and strong.

But there aren’t enough qualified coaches to fill the demand — and that’s created a really unique opportunity in the market.

It doesn’t matter if you’re a coach, trainer, nutrition professional, gym owner, group fitness, yoga, or Pilates instructor…

The Golden Age of coaching pre- and postnatal women is an incredible opportunity for you, and it’s just getting started.

Earlier I talked about how GGS was able to capitalize on the Golden Age of women and strength training. We were able to do it again a few years ago when we began providing pre- and postnatal information for women and healthcare providers. Here’s what happened:

  • pre- and postnatal articles became our most highly searched (7 out of our top 10)
  • our newsletter list doubled in size in 18 months
  • our pre- and postnatal programs quickly became our most popular programs
  • organizations like Time and People contacted us to help spread the word
  • and we tripled our revenue in under two years


And the best part is that we did it through meaningful work that changes the lives of women, who desperately needed help, and couldn’t find quality information anywhere else.

Pretty incredible, right?

Still unsure whether the Golden Age for pre- and postnatal coaching is here?

Critical stats:

  • Women make up 67-75% of all health and fitness clients
  • Women influence 70-80% of all spending globally
  • 85% of women will have a baby at some point in their life

This means 55-65% of all clients who hire trainers will become pregnant, are pregnant, or have had children — and yet very few coaches understand the unique considerations of working with pre- and postnatal women throughout their lifetime.

Translation: The demand for quality pre- and postnatal coaches is at an all-time high (and growing!) and the supply of qualified coaches is low.

The time is now. The opportunity is big.

But taking advantage of the Golden Age isn’t just about timing. You have to hone your craft by gaining the knowledge and skills to truly help your clients if you want to build a business that lasts.

You can get started by registering for the Pre & Post Natal Coaching Certification (limited enrollment available).

Register for your certification here.

We believe women deserve better, and we’re committed to creating a more hopeful future for women, but we can’t do it alone.

It’s going to take a team of forward-thinking professionals like you to raise the standard of care for pre- and postnatal women, and we implore you to join us, hone your craft, and take advantage of the Golden Age of pre- and postnatal coaching while doing meaningful work that positively impacts women’s lives.

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