Before you post another bodyweight workout or send out another free e-book, take a moment to read today’s guest post by Jonny Pietrunti and Erica Suter.
WHAT PEOPLE NEED IN A TIME OF CRISIS: LEADERSHIP
If you’re a coach, you need to lead now. People don’t care about how many fitness stories you post on Instagram, and your clients likely don’t either. What they need is leadership.
For years I’ve told you to sharpen your leadership, and many of you chased countless Dead Bug variations and rep counts instead of studying motivation theory and how to communicate with people beyond sales pitches. If you’re irritated by that, you’ve got my attention. And yes, we’re in a pandemic.
I’m still in the wellness field, though I’ve shifted away from diet and exercise programming. I run a massage therapy and bodywork studio, do some mindset coaching, and I serve as a Navy Chief Petty Officer. That background taught me to lead through change and crisis, to face adversity, and to take responsibility for my actions and the people I lead. The truth is: even with preparation, you never know exactly how you’ll react when crisis hits, and no plan survives first contact.
When Coronavirus began spreading, I started noticing workouts in feeds everywhere. At first, some gyms and trainers kept going as we learned about the threat. Soon enough, home workout posts, garage live streams, and “challenge” chains flooded social feeds. It wasn’t long before this became the norm.
This is a time of grief, and I’ve spent years studying leadership and psychology. Many in the fitness world seem to be stuck somewhere in the bargaining stage of grief—looking for rationalizations or “if only” fixes. Fear drives a lot of what we see.
Most people aren’t scrolling Instagram for more home workouts right now. Yes, there are trainers who truly need to help clients, but a lot of the traffic comes from people clinging to their old routines as life changes around them. This isn’t shameful; it’s human. But it is something to be aware of.
People don’t come to you for basic information like bodyweight workouts. They come for leadership and transformation. They come for coaching. Your job is to lead. If you’re panicking and you can’t offer steady guidance through text, video calls, or email, you’ve revealed a gap in your skills.
I’m not immune. My business has taken a hit, and I realized I offer mid- to high-ticket coaching but have no entry-level mindset or goal-setting offerings. If you’re in coaching, training, or programming, you’re in the business of leading—one cannot do one without the other. If you train without leadership, you’re not delivering real value. If you coach without leadership, you won’t be effective.
Social media in fitness often rewards attention-seeking behavior. It’s good for marketing, but now is not the time to seek fame. People aren’t going to feel safe watching you perform a workout; they need you to listen. Be empathetic. Some people are hit hard by this—lost jobs, lost loved ones. Do you understand that, or are you just waiting for the crisis to pass so you can return to normal billing?
Set an example. Show you’re taking the situation seriously. I’ve been open about my own anxiety and I’ve used it to teach followers the importance of mindset so fear doesn’t paralyze them but drives positive action. Lead.
Some people don’t realize that becoming a trainer also means becoming a leader. I didn’t seek leadership at first, but it came with the territory. It’s time for all of us to rise. There’s no option but to step up.
LET’S GET THIS ‘FREE’ THING OUT OF THE WAY
Erica here. Thanks, Jonny, for opening this up. There have been plenty of powerful moments in his piece, and I’m ready to add my perspective.
Baltimore is facing a tough reality: cars being broken into, sirens, helicopters, rising crime, and scarce resources. It’s scary. The last thing people need right now is more talk about personal finance or spending more money during a global crisis. And yes, “free” services are real and often tempting.
What I’ve observed over the past week is a flood of fitness influencers offering free workouts and programs. Some are stepping up because they’re afraid of losing people or because they’re financially comfortable enough to share free content. Either way, there’s a common effect: the value of professional services can feel diminished when everything is offered for free.
If you’re worried about people in real need, giving away generic, cookie-cutter templates isn’t the answer. Many who are struggling would rather not tackle a long, hard workout than try something that feels like a quick fix. We should be mindful of emotional needs and avoid flooding people with generic free content.
WE’VE ALL BEEN GIVING FREE STUFF FOR YEARS
Offering free content—through blogs, podcasts, newsletters, social posts, or education hours—has been a long habit in our field. When people appreciate your work and want more, you can offer coaching services, especially high-quality, detailed coaching. Free content is valuable, but meaningful transformation requires paid coaching.
Selling isn’t a dirty word during a crisis. It can be a service that helps people stay on track, maintain routines, track progress, and become part of a supportive community. Pay your service providers. Training is a service. Coaching is a service. Mentorship is a service. Programming is a service. Pay for professional help.
Why do trainers work for free? It’s unprofessional. And why do clients expect it? It’s disrespectful to the work and to the people who rely on you. The fitness industry often celebrates free offerings, but this isn’t sustainable or fair.
I’ve had to adapt while keeping prices steady. Virtual coaching is still delivering value, and I’m expanding what I offer—more Zoom sessions, articles, private YouTube videos for paying clients, guest trainers, apps tailored to home equipment, technique videos, group chats, and mental coaching with achievement journals. It’s a lot of work, but it’s worth it. The goal is to provide connection and personalized coaching, now more than ever.
Are you offering free services while struggling to keep the lights on? Are you investing in advanced systems and creating personalized programs? Are you putting in the long hours to serve clients well? If you’re coaching without leadership, you’re not truly leading.
Be a leader. People need you, now more than ever. Some clients may rely on free workouts, but many others need connection, accountability, and leadership they can afford. In chaotic times, don’t shrink your scope or underdeliver. Rise to the challenge and lead.
TRANSFORMATIONAL LEADERSHIP
Selling is a service. It’s one way to tell people what you’ll bring to their lives, how you’ll help them stay on track, how you’ll measure progress, how you’ll connect them to a supportive community, and how enjoyable it’s going to be to work with you. Pay your service providers. This is how the economy keeps moving.
People I know still pay for hair appointments, accountants, cleaners, babysitters, gas, or food delivery. Why should training be any different?
During this crisis, I’ve kept my rates and continued to add value. Virtual coaching isn’t a downgrade; it’s a chance to be more creative and to connect with clients in new ways. It requires extra effort and energy, but the payoff is stronger engagement and better outcomes.
So I ask trainers who offer free services: are you putting in the hours, investing in advanced systems, and crafting personalized programs? Are you delivering at the level your clients deserve? Be a leader. Some clients will do free workouts, but others will invest in connection, accountability, and high-quality coaching.
In the end, leaders don’t play small. They play big, value themselves, and rise above the noise.
ABOUT THE AUTHORS
Jonny Pietrunti is a former Navy Chief Petty Officer and the owner of Brooklyn Body Mechanic in Brooklyn, New York. He specializes in massage and bodywork for athletes and in mindset coaching. He holds a BA in Applied Sport Psychology, is a CSCS, and has many other credentials. In his spare time, he helps rescue pitbulls and enjoys video games.
Erica Suter is a certified strength and conditioning coach in Baltimore, Maryland, and online for thousands of youth soccer players. She works with athletes from elementary school through college, focusing on long-term development and safe, effective progress. She helps young athletes master balance, coordination, and stability, paving the way for strong, fast, and capable athletes later on.
Follow Erica on Twitter and Instagram.
