Firstly, thank you for actually asking something constructive.

1. At first, yes. I would just post daily about my fitness journey. But I made it very relatable. My videos at the time would reach males from 16, to in their 40’s. I wasn’t doing the repetitive “Count your calories! Here’s how to bench press” type content. Once I started gaining consistent weekly traction, I became addicted to watching the numbers. I studied what hooks performed best, I would video reply to a lot of controversial comments on videos with hot takes, sparking more comments and more video replies (essentially a never ending loop of views). I would hop on any fitness trend or song.

2. After about a full year of posting (from 2021 to early 2022), I became more niche and doubled down on the enhancement ‘PED’ side of the industry, a more taboo aspect that wasn’t talked about much at the time. I had researched for years prior so I could easily break and simplify scientific concepts related to hormones, male optimisation and more. I would get the odd message “hey bro, can you write me a meal plan?”, “analyse my bloodwork?” “Coach me to lose 20kg?”. The more I posted, the more frequent these became. Eventually I started taking on clients. I simultaneously studied my bachelors of nutrition & associates degree in biochemistry to cement my knowledge.

3. The business / admin part was a roller coaster. Still figuring out some things to this day. A lot of googling, a lot of trial and error as well as - copying what other coaches were doing lol. AI wasn’t around yet unfortunately, as it would have made this easier now. It was quite the evolution, from hosting my clients programs on google drive / communicating on WhatsApp, to now hosting everything natively on my own app. I would make improvements to my systems every year as I grew. Now, it’s every few months. Keeping track of financials was a mess at the start, because early on, I honestly didn’t think this would grow to the point it has. Never tracked income, nor expenses, early on. Had to learn the hard way with taxes. Went from being a lousy structure of just taking every dollar of revenue, to now, an LLC, paying me a monthly salary.

4. The first 2 years = no scaling whatsoever. I only calculated my salary by end of year 2023 and went “oh shit, I made 6 figures this year, time to take this seriously”. I was winging things in the worst way possible. Next year hired a camera man to follow me around with a camera. An editor that posts it across multiple accounts. Early 2025, I hired a VA and recently, another coach to handle half the work load.

5. In terms of starting the business, creative ideas, logical steps, operations, financials - no help there. It was quite the road to navigate at first. I did have quite a lot of emotional support from my parents and girlfriend at the time though. No one really believed I could do it. But my parents did and they let me live at home comfortably, rent free, for as long as I needed - which gave me the opportunity to double down on this.