R E S U LT S F R O M A C O M P R E H E N S I V E I N D U S T R Y- W I D E S U R V E Y
PERSONALITIES
ANDOFBEHAVIORS
SUCCESSFUL
HEALTH AND FITNESS
PROFESSIONALS
John Berardi, PhD • Camille DePutter • Andrea Hayes • Alex Lithopoulos, PhD • Alex Picot-Annand, RHN, PN2-MHC
Presented by:
WHAT
MAKES
A COACH
WILDLY
SUCCESSFUL?
Abstract Reasoning Ability
94
Accommodation
6
Aggressiveness
92
Assertiveness
Cautiousness
58
Ego-Drive
94
Ego-Strength
15
Empathy
93
Energy
External Structure
Flexibility
13
Gregariousness
26
80
Idea Orientation
89
In 2021, we teamed up with John Berardi, PhD, at Change Maker Academy to create
a large-scale survey of health and fitness professionals.
Skepticism
7
38
25
We gathered demographic data—location, level
of education, and income level—from over five
thousand health and fitness professionals.
scientifically validated Caliper Profile.
Stress Tolerance
The Caliper Profile is an in-depth personality
assessment that measures both behavioral
traits and intellectual abilities. In its current
iteration, it measures a total of 22 traits
that have been shown to be relatively stable
over time.
Thoroughness
Want to get started with Caliper—for yourself or for your team? Apply for the assessment here.
The following resource includes a summary
of our findings, plus a deeper dive into each
of the “Five Characteristics of Success,”
where you’ll find some of our best practices,
tools, and worksheets to help coaches
(and the people who hire coaches) develop
these characteristics.
30
Sociability
• What characteristics should employers
seek when hiring, and/or help cultivate in
their staff?
• What skills should coaches build in order to
increase their chances of success?
Risk-Taking
Our goal: To understand the factors most likely to help a coach succeed.
2
• What personality traits and characteristics
are helping coaches get ahead?
Level-Headedness
Self-Structure
We assessed the personalities and aptitudes
of participants using the highly respected and
In the following resource—through insights
gained from our survey as well as our
extensive experience working with coaches—
we’ve attempted to answer:
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No one is more invested in your success than we are.
The Caliper Profile has assessed over
4.5 million individuals over the past 60 years,
and ranks as one of the most advanced tools
for matching personality to job performance.
How this helps you
54
Openness
Then we took it further:
Today, it continues to help employees find
meaningful careers, employers hire the best
applicants, and even sports teams select
players with the highest likelihood of success.
72
Since 2005, Precision Nutrition has been certifying professionals—over 150,000 of
them, in over 150 countries worldwide—to do the transformative work of nutrition,
fitness, and health coaching.
Originally, Caliper was developed as a
“job matching” tool to help people find
work that aligned with their unique
strengths, limitations, motivations, work
styles, and potential.
17
62
5
Urgency
91
A sample Caliper profile graph that includes ratings
for all traits measured.
Our hope is that this report leaves you feeling
inspired, confident, and empowered—and of
course, contributes to your ongoing success.
—Precision Nutrition
and Change Maker Academy
Interested in becoming a certified health coach? Check out our suite of certifications.
3
5
CHARACTERISTICS
OF SUCCESSFUL
HEALTH AND
FITNESS
PROFESSIONALS
From 2021 to 2022, we invited health and fitness professionals from across the
globe to participate in our survey, which included the Caliper assessment, plus a
variety of demographic questions.
The engagement was astounding: 5,704 health professionals completed the
survey—which is an enormous study population, by most research standards.
4
Want to get started with Caliper—for yourself or for your team? Apply for the assessment here.
Here’s what the survey respondents looked like:
17.3%
13.2%
Canada
USA
9.1%
Asia
Pacific
Europe
49.8
LOCATION
%
Africa
7.3%
Other
1.6%
Latin
America
1.7%
6.2%
+20
10-20
5-10
<1
YEARS
IN THE
INDUSTRY
OTHER
(acupuncturist,
athletic coach,
exercise physiologist,
medical doctor, etc)
42.5%
DIETITIAN/NUTRITIONIST
6%
21%
GROUP EXERCISE INSTRUCTOR
6%
PERSONAL TRAINER (online)
7%
GYM, FITNESS, OR STUDIO
MANAGER/OWNER
7%
35-44
36.4%
5.2%
57.1%
48%
25-34
0.3%
19%
5%
PRIMARY
ROLE
18-24
14.7%
13.4%
15.5%
10.6%
3-5
1-3
GENDER
HOLISTIC HEALTH/WELLNESS COACH
PERSONAL TRAINER (in person)
45-54
32.3%
55-64
19.1%
AGE
65-75+
5.9%
1.1%
Interested in becoming a certified health coach? Check out our suite of certifications.
5
After collecting data from these health
professionals, behavior change scientist
Alex Lithopoulos, PhD, performed indepth statistical analyses to find the most
significant results.
Through these analyses, we uncovered some
fascinating things.
77
% agreed that
their work feels
meaningful
75
% agreed that their
work brings them
real enjoyment
73
% agreed that
they could see
working in this
field for the next
decade or more
The results were overwhelmingly positive,
giving us the impression that the majority of
health professionals in our survey consider
their work to be a “calling.”
A “calling” is where work is an extension—
and expression—of one’s identity, a rich
source of purpose and fulfillment, and an
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First, health and fitness pros
love their work.
Six questions on our survey related to how
personally rewarding their work was. (We’ll
refer to these as the “Love of work” questions
going forward.)
The results showed…
75
% agreed that
their work feels
satisfying
74
% agreed that their
work uses their
unique abilities
70
% agreed that
they would
recommend
working in this
field
Any orientation is a valid way to approach
your professional life, as long as it’s aligned
with your personality, preferences, and values.
Traits exist on a continuum.
Also, these work orientations aren’t
necessarily exclusive categories. For example,
someone with a “calling” orientation might
also want a good salary and benefits. However,
people with a “calling” orientation are
more likely to say they would do their job
even if they weren’t paid.
The 22 personality traits in the assessment are
found in every person, just in varying degrees.
(Discover your work orientation with this
2-minute quiz from Change Maker Academy.)
This brings us to our next impactful finding…
Certain traits are linked to
higher earnings.
We found five characteristics that are positively
correlated with financial success.
They are:
• Assertiveness
• Level-headedness
• Empathy
• Urgency
• Investment in ongoing education
Of course, money isn’t the only thing that
makes a career successful. However, making a
good living wage often enhances the chances
that a career will be sustainable and secure.
In the following pages, we’ll focus on these five
characteristics of success.
(Contrast that with those who see their work
as a “job”—simply, a way to pay the bills—or a
“career”—a means to achieve professional
growth and higher status.)
We’ll also show how each of those characteristics
interact with the “Love of work” questions.
For example, if higher levels of Assertiveness
or Level-headedness makes it more likely that
a person not only experiences financial
success, but also truly enjoys their work.
To be clear though, there’s no “right” way to
view work.
Lastly, before we dive in, a few things to keep
in mind:
essential part of life.
Want to get started with Caliper—for yourself or for your team? Apply for the assessment here.
The personality traits measured in the
Caliper assessment aren’t “all or nothing.”
They exist on a spectrum of 1 to 100, with
1 being very low, and 100 being very high.
You may not have your own personal Caliper
results to compare, but for context, a
score of 60 or above on any given trait
is scored as “high,” and is considered a
dominant personality characteristic.
Traits are not “bad” or “good.”
They are context-dependent.
While we’ve identified some traits that are
positively correlated with success, this doesn’t
mean certain traits are “better” than others.
Rather, some traits may be more (or less)
beneficial in certain roles, careers, or contexts.
And, there is no “good score” on a Caliper
test. The goal is simply to get a better
understanding of what traits are dominant
for you, so you can make the most of them.
Characteristics can be cultivated.
If you or a potential employee already
exhibit these five characteristics—great.
According to our survey, you’ll be well
positioned to have a profitable career.
But that may not be the case for some
people. Nor does it have to be.
Characteristics (including Caliper traits)
can be developed and enhanced through
practices and building skills—like the ones
we’ll share in this report.
Our hope is that these findings will be used
as a jumping off point for further learning,
training, and growth.
Interested in becoming a certified health coach? Check out our suite of certifications.
7
A note about correlations
We found five characteristics that correlate with financial success.
A correlation means that one variable (for example, a certain personality trait)
is associated with another variable (say, income).
1
ASSERTIVENESS
Caliper definition: Assertiveness
is the potential to communicate information
and ideas in a direct manner. Individuals
scoring high on this quality tend to be willing to
communicate their ideas and opinions. People
with low scores may be uncomfortable expressing
their viewpoints.
Why this characteristic might
help a coach get ahead
In any client-facing career, assertive
communication is essential.
Assertive communication is neither passive,
nor aggressive.
AGGRESSIVE
A positive correlation means
that as one variable increases,
another does too. For example,
as the level of assertiveness
a person has increases,
income increases too.
A negative correlation
means that as one variable
increases, another variable
decreases. For example, as the
level of accommodation a person
has increases, income decreases.
For instance, we can’t say higher levels of
assertiveness cause higher levels of income.
We also can’t say higher levels of
accommodation cause lower levels of income.
These associations could be coincidental, or a
third (possibly unknown) variable might be
causing both variables to change.
For example, maybe higher overall confidence
could be causing both assertiveness and
income to increase.
For this reason, we can’t promise that
developing the five characteristics will directly
8
However, even if there’s
a correlation between
two variables, we can’t
say one variable
causes the other
variable to change.
lead to more financial success. Causality
hasn’t been proven.
To our knowledge, no survey of this size has
ever examined markers of success in the health
and fitness industry, or who might be a “best
fit” for this rewarding career.
Further research is needed to help us determine
with more confidence which specific controllable
factors can help a coach get ahead. But if you’re
looking to succeed in the industry—whether
as an individual or as a business—these five
characteristics are likely a good place to start.
Want to get started with Caliper—for yourself or for your team? Apply for the assessment here.
You compromise others’ needs/rights;
your needs are the priority
ASSERTIVE
You consider and respect both
your own and other’s needs/rights
PASSIVE
Your prioritize others’ needs;
your needs/rights are compromised
If you communicate passively, you might
wind up feeling resentful, “pent-up,” and/or
depleted by client interactions.
If you communicate aggressively, your
clients might feel intimidated, discredited,
or even demeaned.
As you can imagine, neither passive nor
aggressive communication styles make
for a sustainable career as a client-facing
health professional.
However, if you can communicate assertively,
you can effectively convey knowledge, advice,
feedback, boundaries, and expectations—
while also making room for your clients’
preferences, opinions, and limits.
Assertive communication can help you
prevent misunderstandings, set boundaries,
and navigate tricky conversations (such as
discussing unpaid fees or delivering some
tough but necessary feedback)—all while
preserving good rapport and mutual respect.
Research shows assertiveness can be learned.
If you want to develop your skills in this
domain, see our Skill Builder Section
on Assertiveness.
Influence of Assertiveness on Love of Work*
Meaningful
Satisfying
Enjoyment
Uses abilities
Future intent
Recommend
*Overall, people with higher levels of Assertiveness were very likely to also have a strong love of work.
Interested in becoming a certified health coach? Check out our suite of certifications.
9
2
3
LEVELHEADEDNESS
URGENCY
Caliper definition: Level-headedness is
the potential to remain calm and to maintain
a steady disposition in everyday situations.
People scoring high on this scale should be
capable of remaining composed. Those who
score low are inclined to respond emotionally.
Caliper definition: Urgency
is the motivation to take quick action in
order to obtain immediate results. High
scorers on this attribute tend to be driven
to act quickly. Individuals with low levels of
urgency are inclined to take their time
when handling tasks.
Why this characteristic might
help a coach get ahead
Why this characteristic might
help a coach get ahead
Maintaining a calm demeanor can be helpful
in coaching, and in business.
If you tend to have a more volatile disposition,
you might get overly emotional or defensive
when faced with critical feedback, such as
concerns from a client.
You also might…
• Interrupt or speak when it’s more beneficial to
ask questions or listen
• Make hasty judgements or assumptions about
what a client needs, or what to do next
• Feel tempted to pivot your entire business or
switch jobs without adequate consideration every
time a “bright shiny opportunity” comes around,
or when your business goes through a lull
• Panic when a client shares a concern, feeling
like “I have to figure this out RIGHT NOW”
On the other hand, if you’re level-headed, you
can maintain professionalism and composure,
even in stressful situations; be more receptive
to feedback and constructive criticism; and
make wise, measured decisions rather than
impulsive (and potentially regrettable) ones.
However, level-headedness isn’t about being
an emotionless robot.
Many people get into health and fitness
because they are passionate and caring—and
that’s a good thing.
Our advice:
Direct your passion.
Channel your enthusiasm and energy towards
things you want to get better at. Like a motor
in a car, your passion can propel you forward.
(Just keep level-headedness in the driver’s
seat to make the important decisions.)
If you want to develop your skills in this
domain, see our Skill Builder Section on
Level-Headedness.
As coaches know, a client’s ability to make
decisions and take action is essential to
progress. Clients who achieve their goals are
often highly motivated, and take consistent
action to make it happen.
In other words: They feel a strong sense
of urgency.
Satisfying
Enjoyment
Uses abilities
Future intent
Urgency is especially useful when paired
with level-headedness, thoughtfulness, and
clear intentions.
For example, urgency can be leveraged to
improve a coach’s:
Unbridled urgency—acting too fast, without
consideration—can lead to poor decision
making and actually set us farther back from
where we started. (Think of the good old
turtle versus the hare.)
• Planning and time management: You’re
more likely to schedule your time and plan
ahead to fit in future goals, like business ideas or
education opportunities.
• Productivity: When you take decisive action
and get things done without delay, you improve
efficiency and do more with your time.
To learn how to develop this kind of
conscientious urgency, see our Skill Builder
Section on Urgency.
Influence of Urgency on Love of Work*
Recommend
*Overall, people with higher levels of Level-Headedness were moderately likely to also have a strong love of work.
10
• Reputation: When you respond promptly
and reliably, clients feel like they matter and
can count on you. This builds client loyalty (and
referrals!) over time.
When it comes to a coach’s career growth, a
strong, yet measured level of urgency may be
beneficial too.
Influence of Level-Headedness on Love of Work*
Meaningful
• Problem-solving abilities: You’re more likely
to identify potential client or business issues
quickly—and come up with solutions.
Want to get started with Caliper—for yourself or for your team? Apply for the assessment here.
Meaningful
Satisfying
Enjoyment
Uses abilities
Future intent
Recommend
*Overall, people with higher levels of Urgency were less likely to also have a strong love of work.
Interested in becoming a certified health coach? Check out our suite of certifications.
11
4
5
EMPATHY
Caliper definition: Empathy is the potential
to perceive others’ feelings and read social cues. An empathic
individual is likely to be perceptive of people’s feelings and
capable of reading social cues. Low scorers may misinterpret
or be inattentive to others’ needs or feelings.
Why this characteristic might
help a coach get ahead
Research shows that up to 80 percent of a positive
outcome in coaching and therapy is due to good
rapport between the client and the practitioner.
Good relationships are essential to coaching,
and empathy is essential to good relationships.
Empathy fosters trust,
understanding, and
lowers people’s defenses
so they’re more willing
to open up.
BENEFITS TO COACHING
When empathy is a strength, you’re better
able to understand the perspectives,
needs, and intentions of
your clients.
Trouble relating
to/connecting
with clients
Low
In order to do this though, you must attune
yourself to how a client is feeling and thinking,
and have a good sense of what might help
them move forward.
That said, the benefits of empathy likely exist
on a bell curve:
Having really low levels of empathy isn’t great.
But as empathy gets higher, returns might
diminish, especially in the extreme end.
Healthy
compassion,
connection
and rapport
with clients
Balanced
Overwhelmed
by emotion,
trouble detaching
from clients’
experiences
High
There, empathy becomes
overwhelming, counterproductive, and can contribute
to compassion fatigue, a
form of psychological “burnout” that occurs when someone is repeatedly exposed to
the suffering of others. ​​
LEVEL OF EMPATHY
Empathy is also baked
The key: Develop a roster of effective coping
into client-centered coaching, a style of
mechanisms (good boundaries, social support,
coaching we emphasize at PN.
creative outlets) so you can continue to
In client-centered coaching, you don’t push an
connect with clients—without compromising
“agenda,” or assume you know what’s best for
your own wellbeing.
your client. Instead, you’re there to listen,
To learn how to develop the kind of empathy
occasionally re-frame setbacks or “failures,”
that benefits your clients and you, see our
anticipate obstacles, reinforce successes, and
Skill Builder Section on Empathy.
gently guide when feedback is requested.
One of the most powerful correlations we observed—although
not a Caliper trait—was this: Coaches who spent more money
annually on their continuing education also made more
money. Data from our own internal research supports this:
• Certified nutrition
coaches earn 3x more
than the median hourly
rate in the US.
Satisfying
Enjoyment
Uses abilities
Future intent
There are a few reasons why continuing one’s
education might help your career.
There’s the knowledge, of course.
And likely the increased
scope of what you can offer Invest in Education
in your practice. Plus the
added credibility.
But we suspect there’s more
to it.
Increased Income
Based on what we’ve observed
from our students and grads, investing in
ongoing education might create a virtuous cycle:
If you invest in (quality) education, you likely
achieve better results and a bit more income.
Reinvest some of that money into more
education, and you further develop your skills,
getting even better results and more income.
And so on.
• On average, PN Level 2 Coaches get and
retain up to 10X more clients versus the average
Level 1 Coach. (They also get better client
results, and report more career satisfaction.)
The other not-so-obvious advantage?
Learning doesn’t just make you a better coach.
It makes you a better learner. A better thinker.
A better time manager, if you continue to
work while you pursue your studies.
Improve Skills
Investing in your own education
helps you grow as a human, which
sets you up for a more successful
career—and life.
Seek out a variety of perspectives
and courses in order to build a robust
skillset and knowledge base. (In other words:
Try not to just learn more of what you already
know, from people who are exactly like you.)
Treat learning like a lifetime opportunity. No
matter your skill level, you can always grow.
To learn how choose and leverage the best learning
opportunities for your career, see our Skill Builder
Section on Investing in Ongoing Education.
Influence of Investment in Education on Love of Work*
Recommend
*Overall, people with higher levels of Empathy were slightly more likely to also have a strong love of work.
12
• PN Certified Coaches
earn 11% more income
than those with other
nutrition certifications.
Why this characteristic might
help a coach get ahead
Influence of Empathy on Love of Work*
Meaningful
INVESTMENT IN ONGOING
EDUCATION
Want to get started with Caliper—for yourself or for your team? Apply for the assessment here.
Meaningful
Satisfying
Enjoyment
Uses abilities
Future intent
Recommend
*Overall, people who invested more in ongoing education were moderately likely to also have a strong love of work.
Interested in becoming a certified health coach? Check out our suite of certifications.
13
meaningful, motivating, and easier to commit
to long-term. That means better results for
your clients—and your business. (There’s no
better marketing than a happy client.)
late, I still charge for the full session.” Or,
“Clients who don’t use respectful language or
treat our facility with care will have their
membership terminated.”)
Learn to set boundaries.
Then, be sure to uphold the boundaries you
set for yourself and your business.
Boundaries are not about telling another
person what they can or can’t do.
Boundaries are about what YOU need to uphold
to protect your time, energy, and basic needs.
SKILL-BUILDER
SECTION
How to Cultivate Assertiveness
Many people struggle with assertiveness. For some, assertive communication can
feel awkward and vulnerable. (At least at first.)
But, assertiveness—while it may come naturally to some more than others—is a
learned skill. Even if it’s not currently your strength, you can get better.
Here are some practices to develop it.
Be direct and collaborative.
what they need from you to support them.
Assertiveness isn’t domineering; it’s honest,
but still leaves room for feedback and
compromise. This kind of communication
generates a relationship where each person
feels safe to speak for themselves.
Share your expertise and ideas with your
clients with confidence, but also ask them for
their input: What do they think of these ideas?
What options appeal to them? What actions
do they feel ready and able to take?
Clearly communicate with clients how you
expect them to show up (open-minded,
solution-focused, persistent) and ask them
When clients either suggest or at least
confidently sign off on proposed behavior
modifications, they’re more likely to find them
14
Want to get started with Caliper—for yourself or for your team? Apply for the assessment here.
For example, tell your clients when and where
they can expect to communicate with you. You
might be clear, for example, that they can email
you at any time, but you only respond to emails
on Mondays and Wednesdays. (If you reply
immediately to a client who’s emailed you on Saturday, you’ve broken your boundary, not them.)
Make the consequences of breaching
boundaries clear. (“If you’re over 20 minutes
Although some coaches worry that firm
boundaries will make them seem stern and
unapproachable, they’re actually more likely to
inspire trust and foster a healthy relationship.
Give effective feedback.
Without honest feedback, clients don’t learn
how to improve. However, feedback—even the
constructive kind—can make some clients feel
defensive, ashamed, or even attacked.
Here’s how to give assertive, effective feedback
while also ensuring your client still feels like
you’re “on their side”:
1. Start with your shared purpose. Clearly state how you’re “in this together” and what you
hope to get out of the discussion. (“Your health is important to both of us. Given that, let’s go over
some things that might be getting in the way of your goals…”) Creating a “team” with your client
makes it less likely that they’ll feel threatened, so they can receive and apply your observations
without feeling defensive.
2. Describe, don’t judge. Most clients are afraid of “failing” or disappointing you. So, when you give
feedback, avoid making personal judgments; just list the facts. (“Here’s what I’m noticing in terms
of your workout consistency. My records show that you missed two out of the last three sessions…”)
3. Call out changes in direction. If applicable, identify any discrepancies between your client’s
stated goals and their behavior. (“I’m noticing that you haven’t been doing the habit we agreed
on. That’s fine—I just want to make sure this is still something you want to do. Is it still a priority?”)
4. Allow and accept emotions. Consider and validate your clients’ unstated needs and feelings.
Change is hard and stirs up a lot of stuff. (“I know it’s frustrating when there’s no progress. You’re
working so hard with no apparent results. Do you want to take a few minutes to get that stuff off
your chest? Then we can see what to do about it.”)
5. Develop strategies together. Once you’ve agreed on a shared purpose—even if it’s only
partial—work together to decide on next steps. (“Here are a few ideas I’ve got. What are some
ideas that come to your mind?”)
Interested in becoming a certified health coach? Check out our suite of certifications.
15
How to Cultivate Level-Headedness
Practice WAIT.
You can practice level-headedness even if you’re a passionate person with
strong emotional responses.
order to reach thoughtful guidance for your client.
WAIT stands for “Why Am I Talking?”
At PN, we teach coaches a six step process,
illustrated below.
It serves as a reminder to pause, take a breath,
and hear what the other person has to say.
Box breathing is a specific breathing pattern
that can help you achieve this.
Sometimes it’s a relief to find out that there
are several steps that come before making
decisions in coaching—you don’t have to panic
if you don’t know the “next move” right away.
This is particularly important when receiving
feedback. Don’t argue, defend, justify, or react.
Just receive it.
Here’s how it works:
Later on, you can review the feedback to see
how you might address it. Especially if it’s
feedback you’ve received multiple times in the
• Slowly breathe out for another 4 seconds.
Here are some tools to try.
Coaches who struggle with level-headedness
may find themselves making guesses,
assumptions, or even panicking when it comes
to tough client issues.
While coaching can be somewhat intuitive, there
is a process involved. And that process gives even
the jumpiest brain a reliable track to follow in
0
Plan and prepare
Focus, prioritize, and
remove distractions
before session
0
Note: Step 0 happens
before the session
with your client
begins. Once you
reach Step 6, use what
you discover to
collaboratively choose
another action to
keep making progress,
and return to Step 3.
16
1
Assess and gather data
Collect information;
identify your client’s
current goals, needs,
and skills
Follow the process, and you’ll make thoughtful,
strategic, results-oriented decisions.
2
6
Analyze and
evaluate
Use outcomebased decision
making to choose
what to do next
5
Observe
and monitor
Record what happens
• Then, hold that breath for 4 seconds.
• Hold your breath for 4 seconds more.
Repeat as many times as you like.
To help your clients achieve their goals, you need to help them:
• Set realistic and relevant goals
3
6
• Inhale, breathing in for 4 seconds.
How to Cultivate Urgency
2
Understand and explore
Deepen your comprehension of your client’s story
and situation
1
Take a breath.
If you find yourself getting worked up, or your
judgment clouding, try taking a calming
breath. Better yet, practice breathwork on a
regular basis to calm your nervous system, so
you can respond in a level-headed manner—
and not say anything you’ll regret!
If you tend to get caught up in the moment, processes are your friend. They
can help you stay grounded and focused, no matter what’s going on around you.
Practice the 6 Phases of the
Coaching Process.
If you tend to jump in and talk before a client
is finished telling you about a concern or
issue they have, come up with solutions
before you’ve fully investigated the issue, or
react defensively or angrily to feedback, try
practicing the WAIT method, developed by
Dr. John Berardi at Change Maker Academy.
past, it’s likely to your benefit to look more
closely at it.
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Strategize and plan
Draft an initial action
plan and possible
“next steps”
• Determine how ready, willing, and able they are to change
• Identify their values and deeper reasons for change
• Work through ambivalence and resistance
• Prioritize competing demands
• And more
4
5
4
Choose and test
Pick one next action
to try, and try it
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These are known as change facilitation skills. When you put the above into action,
your client is far more likely to make progress. (If you don’t, they’re more likely to
hesitate, procrastinate, or give up.)
The same is true for you. Get better at facilitating your own change, and you’ll be
more able to take swift action.
Here are a few methods to help you do that.
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Consider your identity, values,
and goals.
When we’re not sure what we want or why we
want it, we can find ourselves hesitating before
making decisions, wavering on our choices, or
spiraling down a black hole of overthinking.
Conversely, when we know who we are, what
we want, and why it’s important to us, we can
move forward quickly and decisively.
Here’s a simple exercise to do that:
• To get a better sense of your identity, complete
the statement: “I’m the kind of person who…”
• To clarify your values, complete the
statement: “It’s important to me to…”
• To identify your goals, complete
the statement: “I’d feel good
about accomplishing…”
You can complete these
statements multiple times
until you feel like you have
a deeper sense of the kind
of person you are, and what’s
really meaningful to you.
Ask yourself two
surprising questions.
• What’s GOOD about your desired behavior /
action / project? In other words, what purpose
does this thing serve? How does it help you?
• What’s BAD about your desired behavior /
action / project? In other words, what would you
lose or give up if you do this thing? What are
some reasons not to do it?
When you understand both your motivations
and your fears about a particular task, you
might realize that your desired goal really is
worth it, and you’re able to move forward.
Or, you may realize you DON’T want to do it.
Perhaps it’s simply not a priority right now, or
you’re just not willing to give up the
things that would be required for
you to be able to do it.
Whatever insight you gain,
you can make a better
informed (and likely
quicker) decision.
Clarify your priorities.
It’s hard to act quickly
and confidently when we
aren’t sure what to do. Or in
what order.
So, before you attack a new goal, ask yourself:
If you find yourself hesitating, delaying, or
unable to make progress with a particular
task, you may be encountering ambivalence
or resistance.
Of all the things I have on my plate right
now, which one will I prioritize?
Resistance and ambivalence are normal parts of
the change process. Experienced coaches know
that pushing against them is almost always
unhelpful; getting curious about and allowing
them is almost always a better approach.
(Once you complete the most important thing,
then ask yourself the question again to
determine the next most important thing.)
To explore your ambivalence or resistance,
consider these two prompts:
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Be ruthless here. Focus on the one thing that’s
most important.
When you’re clear about your priorities,
you can channel your energy and urgency
into taking action, without distractions or
uncertainties getting in your way.
Want to get started with Caliper—for yourself or for your team? Apply for the assessment here.
How to Cultivate Empathy
Empathy can be separated into two
categories:
• Cognitive empathy, also known as
empathic accuracy, means being able to
take another person’s perspective, as well as
predict or reason why a person might feel a
certain way. It’s almost like having a window
into someone’s thoughts and feelings.
• Affective empathy—sometimes called
emotional empathy—is when you can quite
literally feel another person’s emotions. It’s
almost as if emotions are contagious; you can
“catch” them just by being near them.
Although there’s a genetic component to empathy (as
in, you’re more likely to have similar empathy levels as your
close family members), empathy is also learned.
We learn empathy by watching others display empathy, by being the recipient
of empathic responses, and just by being in relationships with people we care
about and practice relating to.
However, there are also a few specific skills and strategies that you can work
on to accelerate your learned empathy, if you want to develop it.
Practice active listening.
Being able to understand another person’s
point of view starts with good listening.
Really listening.
So, be fully present and engaged. (Put away
your phone, or maybe even your clipboard.)
Look people in the eye when they talk (but
don’t stare creepily—occasionally look away).
Turn your whole body to face the other person.
Really take in what they’re saying. Don’t sit there
watching their lips move while thinking about
the weather or what you’re going to say next.
Observe other cues like facial expressions,
body language, and tone of voice. Avoid saying
“yeah but…” or getting defensive. Don’t jump
to solve the problem they’re describing.
Nod. Say um-hm.
Once they’re done, test your grasp of what they
just said by reiterating it in your own words.
Check for accuracy, either by asking directly,
phrasing your response tentatively, or implying
inquisitiveness in your tone of voice.
“I just want to make sure I heard this
correctly. You’re saying…?”
“OK, I understand that… Is that right?”
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“It sounds like…”
When you accurately paraphrase your client’s
story, it helps them feel like you “get” them. If
you didn’t get it; no sweat, they’ll just correct you.
Notice your similarities; notice
your differences.
Every human is a blend of the unique and
the universal.
The trick to understanding and connecting
with someone is to relate to them where your
experiences might overlap, while also not
making too many assumptions about them.
For example, maybe you can relate to your
client because you both grew up being picked
on because of your body. You might be able to
understand the specific pain of not “fitting in”
and how shame around that can persist well
into adulthood.
But maybe you also come from different
generations, or are different genders, or one
of you had loving, accepting parents while
the other had critical, controlling parents.
Although you can relate to someone—on some
level—who has gone through a similar event,
you’ll never be able to fully understand their
unique experience of it.
And that’s okay.
With every client or patient, simply ask yourself:
• How can I relate to this person?
What experiences might we both share, even if
it’s just the experience of being human?
But also:
• What assumptions might I be making about
this person?
Do I feel like I have them “all figured out” or
“know their type”?
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• What are they actually telling and showing me?
Does it line up with the story I have of them in
my head?
These questions can help you better connect
with your clients, but also help you stay open
enough to see who they really are.
Try not to “fix.”
When a client comes to you with a problem,
it’s natural to want to resolve it. That’s why
they’re paying you, right?
This instinct is likely doubly strong when you
score high on empathy. Not only might you
feel responsible for your client, you also truly
feel for them, and want to ease their struggle.
However, in coaching, sometimes it’s
productive to allow clients to sit in the muck
for a bit. Although it’s uncomfortable, if you
jump to “fixing” too quickly, you might rob
your clients of important realizations they
might make on their own.
The next time your client feels stuck,
hope-less, or out of control… just be with
them in the discomfort.
Stay checked in. Breathe. Let the moment
unfold.
Often, simply staying present and aware of
yourself and your client is the most supportive
and effective thing you can do.
Interestingly, although it was a small
correlation, our research showed that
coaches who were less accommodating
(i.e. had a lower compulsion to help) had
higher rates of financial success.
This implies that while empathy is essential to
good coaching, a certain level of healthy
detachment might be beneficial for both you,
your clients, and your business.
Want to get started with Caliper—for yourself or for your team? Apply for the assessment here.
How to Continue
to Invest
(Wisely) in
Your Education
At both Precision Nutrition and
Change Maker Academy, we
encourage people to adopt a
“beginner’s mind.”
Having a beginner’s mind means that
you show up to life with an open mind
and heart. You drop your assumptions,
predictions, or the idea that you might know
it all. You show up to experiences being flexible,
coachable, and ready to be surprised.
When you embrace a beginner’s mind, you’re less
likely to feel like you have to defend your authority or be a flawless example of
someone who knows everything and has it all together. (Which, honestly, can be a
pretty stressful, lonely place to live.)
Instead, you can feel confident about what you do know, while also feeling endlessly
curious about what you don’t know.
In our survey, we determined how much coaches were investing in learning by
looking at how much they spent on continuing education.
But we’d argue that the most important factor in determining how much you
learn is that, more generally, you simply commit to growth.
If you’re ready to grow your coaching skills—and maybe
even your life—here are a few things to consider.
Learn how to choose the right
education opportunity.
In his seminal book, Change Maker, Dr. John
Berardi outlines a four step process for
selecting which learning opportunities are
most likely to benefit you.
Here’s a summary:
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1. Begin where you are today. Be honest about your current skill level, and what kind of
education you need and want in order to grow.
2. Do an inventory of your gaps. Look for weaknesses or blind spots you’d like to build on.
If you’re unsure, ask colleagues, clients (if you have them), or a trusted mentor.
3. Do a limiting factor analysis. Identify your biggest weak point—of all the things you’d like
to improve upon, which factor is most limiting for your personal and professional growth?
4. Choose one opportunity that feels like the best fit right now, based on the above.
You can’t do everything at once, so you must prioritize. Repeat the process again when you’re
ready for the next thing.
Practice your skills.
Some coaches feel like they have to perfect
their knowledge and skills before they’re
“allowed” to go out and practice what they’ve
learned on real, live people.
There’s something to be said about being
humble, and waiting until you have a certain
level of validated expertise before you
advise others. (In fact, we’d just call that
being responsible.)
But some coaches—even those who are highly
qualified and credentialed—fall into the trap
of feeling like the next certification will finally
“fix” their imposter syndrome.
In reality, we learn both by consuming
(reading, listening to lectures, taking courses)
and by doing (doing the hard, sometimes
awkward work of practicing our skills on
actual humans).
In our courses, we emphasize learning and
practicing in tandem. Even if coaches don’t
have paying clients yet, we encourage them to
test their coaching chops on friends, family
members, and of course themselves.
With this model, you’ll not only grow your
confidence in what you know; you’ll also grow
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your confidence in your ability to change
people’s lives.
Share what you learn.
Some people see their peers as competition.
Perhaps subconsciously, they tend to hoard
their knowledge, hoping it will give them—
and no one else—an edge.
WHAT TO DO NEXT
After reading about the characteristics of
thriving health and fitness professionals,
you might wonder:
“How do I improve my own chances of success?”
There are a couple of directions you might pursue:
1. Develop self-awareness.
You have to know what you’re working with
before you leverage your unique gifts.
So get to know yourself.
Pay attention to what behaviors and tasks
come easily to you. (Often, the stuff we’re best
at is stuff we take for granted: “Oh, everyone
can do that!”)
But from our years in the industry, we
know that the most successful coaches do
the opposite:
One way to assess yourself is to take Precision
Nutrition’s Coaching Skills quiz. It measures
your coaching skills in 14 specific domains,
and shows you where your strengths and
weaknesses lie.
They share their knowledge.
2. Lean into your strengths.
They go out of their way to teach and
(constructively) challenge each other.
Every person has unique aptitudes—we call
them “superpowers.” They are skills that:
They take time to help each other learn,
innovate, and improve.
• You are, or have potential to be, world-class at
Whether you’re a solo coach, a business
owner, an employee, or some combination,
look for opportunities to collaborate and
share knowledge with your colleagues and
peers. Think: lunch and learns, Slack groups,
meet-ups, mini Masterminds, or even
informal conversations.
• You can make a big difference with, if you use them
You’ll develop a reputation for being smart,
ambitious, collaborative, and generous—
which is the kind of edge you really want.
Want to get started with Caliper—for yourself or for your team? Apply for the assessment here.
• You really enjoy doing
We’d all love to excel at everything, but there
isn’t enough time or energy to “do it all.”
• What will “break” if I focus on these skills, rather
than something else?
• Am I okay with the tradeoff?
If you decide you’d love to improve these
skills, use what we shared to get better. Put in
your reps, extend yourself beyond your
comfort zone, and in time, you’ll surprise
yourself with your progress.
If you decide you don’t, that’s cool. Get clear
about what you’re uniquely good at and find
more ways to focus on that instead.
To uncover your unique abilities, check out
Change Maker Academy’s 4-step process.
3. Keep Learning.
If you discover a behavior trait, knowledge
gap, or professional skill that you feel is really
limiting your ability to succeed—and you also
have the time and interest to work on it—
consider getting coached yourself.
• Are these traits things that I can—or want to be—
great at?
Whether through therapy, mentorship, or a
high-quality certification (Precision Nutrition
has an array of educational opportunities),
receiving targeted coaching can accelerate
your progress exponentially.
• Do I have the time—and the desire—to dedicate
deliberate practice towards improving these traits?
Whatever your next step, we wish you
deep fulfillment—and wild success.
So, before you start improving the characteristics
we just covered, ask yourself:
Interested in becoming a certified health coach? Check out our suite of certifications.
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