Kands: Building a Coaching Business by Being Real on Instagram
We had Kands on the podcast, and honestly, his story hits different. He's been coaching for 5 years, he teaches at CREPS de Châtenay-Malabry, and he's built his entire client base without spending a single euro on ads. Just content. Just value. That's it.
Here's the thing though. Kands didn't have it easy. He started at 40 euros a session, worked 60 hours a week to fund his BPJEPS coaching qualification that cost 8,000 euros, failed his entry tests the first time... and came back for more. Today, his main activity is Instagram. The gym, the teaching, all of that is extra. His account brings in new clients every week through educational infographics he creates on Canva, 6 days a week.
What really stuck with me from this episode is the consistency. Kands didn't get on social media to sell. He got on there to simplify things, to share what he was learning. And because of that, the clients came to him. It works because it's genuine, and in this episode he walks you through exactly how he built it.
Key Takeaways
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60 hours a week to fund his certification
His BPJEPS qualification at CREPS de Châtenay-Malabry cost around 8,000 euros. To fund it, Kands worked full-time on the side while training at 3 different gyms to prepare for the entry tests. He failed the first time, took it as confirmation he was on the right path, and went right back at it. That level of determination before even holding the qualification tells you a lot about who you're dealing with. -
Canva infographics as the entire client acquisition engine
Kands started out posting only in stories. It was natural for him. But stories disappear after 24 hours. So he moved to static infographics made in Canva. Today he posts 6 days a week. Every post delivers real value: take something complicated, make it simple. Take something intimidating, make it feel doable. A post takes him about 20 minutes when he knows the topic well, sometimes over an hour when the subject is technical. -
A 35 to 40 question intake form before every program
The moment a client pays, they get a 40-question intake form. Current weight, diet history, training level, available equipment, stress, sleep quality. Kands builds the entire program from those answers. Programs go out every Sunday evening, and any question gets a response within 12 to 24 hours. -
3,500 euros invested in nutrition training with Anthony Berthou
Kands did the nutrition and micronutrition certification with Anthony Berthou. 3,500 euros. And he says he's made that money back many times over. His logic is simple: the more you know, the more value you bring to your clients, and the more those clients are willing to pay for your expertise. So investing in your education is really investing in your future rates. -
Word of mouth brings in about 15% of new clients
Zero paid advertising. Kands gets most of his clients through Instagram. Word of mouth brings in about 15% of new sign-ups, which he considers solid for that channel. Everything else comes from his content, from people who follow him and eventually decide to take action. -
International clients across multiple continents
Online coaching let Kands go way beyond his local area. He now works with clients in Canada, Singapore, Lebanon, and across Africa. It wasn't the original plan. It's just the natural outcome of putting out content that's accessible, honest, and useful. -
The weekly review rule: no late submissions, no priority response
Programs go out Sunday evening. Clients have to send their weekly review before the following Sunday. If you send it Monday afternoon, you wait. It's not a punishment. It's structure that protects his time and keeps the relationship professional. He also has a personal rule: no messages after 10pm.
Resources Mentioned
- Canva :design tool used to create all his Instagram infographics
- Anthony Berthou :nutritionist and micronutritionist, certification at 3,500 euros
- CREPS de Châtenay-Malabry :training centre where Kands got his qualification and where he now teaches
- Instagram :primary client acquisition channel, 6 posts per week
- Facebook :private group for active clients, exclusive content and enhanced follow-up
"Real coaches, the ones who actually want to grow and reach a high level, they're going to invest in their training. The rest just stop at the professional card."
"I did the nutrition training with Anthony Berthou, 3,500 euros. And I've made that back... I won't say how many times. But knowledge is everything when it comes to what you can charge."
"Everything else I do on the side is a bonus because I like to switch things up. My main activity, by far, is Instagram. That's what brings me new clients."
