Description
I built @themovementunderground in my head long before Instagram was a thing.
Before "scaling," before funnels, before every coach with a ring light became a business strategist overnight.
So let me say this directly to every coach and clinician scrolling past
"how I 10x'd my online coaching business" content right now...
Stop taking business advice from people who never built a real business.
They built a following. That's a different skill, and it's not the one you actually need.
I use content and social media to scale my impact, not my income.
Those are not the same goal, even though the internet has convinced an entire generation of clinicians that they are.
The thing im most grateful for is, that despite changing trends, platforms, methodologies, one thing for me has remained consistent.
My why.
The reason I do this. To lift the fallen. To deliver QUALITY care in a market bereft of it. To give people their "rocky" moment, and help them accomplish something real, despite odds, injuries, or obstacles.
Sure, I could "go online" and maybe make more and work less.
I've built a large enough audience and reputation to do that.
I decided to build a facility, because I love this stuff, and wanted a real place to show people what "rehab" could actually look like.
It never would have happened if I was more interested in "scaling" than actually helping people.
The money is gravy. It's not the mission.
If you got into this field to help people and you're taking career advice from someone whose biggest accomplishment is a course launch, you're going to end up great at marketing and forgettable at the actual craft of rehab.
You don't need a bigger following to do meaningful work.
You need to be excellent at the thing you said you wanted to do before any of this social media bullshit infected your values, goals, and what you think "success" looks like.
If you prefer to coach online, great! Do that.
Don't do it because you think you can make bank from a beach somewhere, like the guy selling the course said you could...🤷♂️