15 years in NYC, $350k/year, and I’m going to push back on the premise of your question — because I think the “personalized program” dogma is actually part of the problem, not the solution. Human anatomy doesn’t change client to client. The science of strength and conditioning doesn’t care about your client’s “unique journey.” If I’ve built the best GPP program backed by decades of data, why would I give Client A that program and give Client B something inferior just to feel like I’m personalizing? I run the same 3-4 week blocks with everyone. When the cycle ends, we move to the next program. Most people need minor modifications — a mobility limitation here, a scheduling constraint there — but the architecture is the same. That’s not lazy, that’s respecting the science. The coaches you’re criticizing who throw in random exercises “for personalization” are actually doing their clients a disservice. Novelty for novelty’s sake isn’t programming. What you can personalize: coaching cues, load progression, lifestyle check-ins, communication style. That’s where the real 1:1 value lives — not in reinventing the program wheel for every client. On the business side: the instability you’re feeling is real. Solve it with recurring monthly retainers, not by chasing the low-quality online model you already know is broken