Bulk, then cut
How to simplify your nutrition coaching business using a bulk-and-cut strategy. Learn when to add new services, what to cut, and how focusing on your most profitable strengths can create more clarity, impact, profit, and flow.
2-Tips
By Jennifer Broxterman, RD
Kind Nerd Note: Bulk, then cut. Muscle doesn't show up because you added more. It shows up when you cut what's covering it. Same goes for your business if you’re a coach.
Tip #1:
Bulk, Then Cut (For Your Business)
Every good trainer knows this. You bulk to build muscle. Then you cut, so the muscle you built actually shows.
Here's where I see a lot of my PRO$PER nutrition students get stuck, and maybe this is true for you too. You go to a conference, get hyped up, and come home ready to add to your business so you can maximize ACV (average client value) by selling more stuff to the people you already work with.
Maybe it’s:
- Peptides
- Stretch therapy
- Sauna / cold plunge room
- HYROX race prep
- Supplements
- Branded merch
- Custom programs to help someone get their first pull-up
- On-site coffee bar
- Or whatever new bright shiny object is having its moment in the spotlight
Especially if you work in a gym environment, you may have started with the essentials by offering high touch personal training and nutrition coaching, but before long, you're trying to sell fifteen different sub-services, and none of them are the thing you're actually best at.
Nobody can see your strongest muscle under all that bloat. Including you.
So remember this to run a successful business: bulk, then cut.
Try lots of little experiments, then cut the least profitable and least desirable branches off.
Ask yourself the question your body already knows the answer to. Are you in a season where you need to add something? Or are you carrying extra weight that's hiding the strong thing you already built?
You're not more valuable because you offer more. Your true value is just harder to see clearly under all of the different and confusing layers you offer. Sometimes the fastest way to grow is to cut.
So here are the questions to ponder for this week:
- What’s something you offer that’s no longer selling?
- What’s an experiment you can now retire? (it’s ok, we’ve all been there)
- What do you need to cut from your business?
Bulk, then cut.
Tip #2:
Flow State Question
Pretend you get to pick your career based on one factor only. You have to do the activity that puts you into flow most often.
Flow state means you're locked in. Time disappears, you forget to check your phone, and you blissfully lose yourself in the activity at hand.
Maybe that's you in a client coaching session, watching someone finally get it. Maybe it's you behind the scenes, building the meal plan template or the onboarding sequence nobody else sees.
What do you pick?
There's no wrong answer. But if the thing that gives you flow is buried under the wrong kind of work right now, that's worth sitting with this week.
And back to Tip 1, what can you cut, so you can spend more time in the activities that put you into a flow state?
Stay kind + nerdy,
❤️🐻🌈
Jen Broxterman
Registered Dietitian
Prosper Nutrition Coaching
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Jennifer Broxterman, MSc, RD
REGISTERED DIETITIAN & SPORTS NUTRITIONIST
• Award-winning Foods & Nutrition University Professor
• Successful entrepreneur of owner of NutritionRx
• 16 year CrossFit affiliate owner with my husband
• Founder of Prosper Nutrition Coaching & lead nutrition coach
