Dollars and Dumbbells - Profit and Wealth Tips for Online Health and Fitness Coaches · Justin Green, CFP®

165 - How to Build your Brand w/ Zach Colman

·44 min·2 clips

Connection, confidence, and contribution are Zach Coleman’s three C’s of branding.

1. Dollars and Dumbbells - Profit and Wealth Tips for Online Health and Fitness Coaches turns to branding with Zach Colman and Justin Green. 2. Zach Colman is the founder of Creatitive and Gym Mark, a branding agency for studio and boutique gyms, and Justin Green is the host and certified financial planner. 3. The episode asks how an online coach or boutique gym owner can build a brand around authentic values instead of just logos. 4. Zach says branding is “an emphasis of who you are as a person authentically” and, for a team, a shift from “me” to “we.” 5. He argues that logos, colors, fonts, and websites matter, but only as visual extensions of the values underneath them. 6. Zach tells a sixth-grade plant story where one plant was praised and watered while the other was yelled at and stapled. 7. He uses that story to argue that a business grows differently when its direction is built on positive values versus neglect. 8. Zach names his three C’s of branding as connection, confidence, and contribution. 9. He says burnout came from building his business the way everyone else said to build it, which left “no soul” in the business. 10. Justin says the same pressure shows up with coaches who hire, delegate, and follow outside advice until profits and energy collapse. 11. Zach defines connection through his own routine, including going back to the gym, running, and spending time with people who value the same things. 12. He says he does not believe in cold outreach and prefers warm marketing, podcasts, and relationship-based community building. 13. Zach treats confidence as the ability to learn from losses, avoid ego, and keep adjusting by “1%” instead of quitting. 14. He says confidence shows up in the way people talk, walk, and message their audience, especially when they are selling something. 15. Zach defines contribution as choosing work that actually helps the audience instead of chasing only “the top line dollar.” 16. He and Justin connect that idea to differentiation, affordable offers, and changing a financial-planning model for online health and fitness coaches. 17. The discussion becomes practical when Justin uses his own Dad Life hat, t-shirt, family, and fitness brand signals as an example. 18. Zach agrees that values guide community, hiring, and audience choice, and he says AI can support SOPs and outlines but should not replace human connection. 19. Listeners who run coaching businesses, gyms, or service brands will get the most from this conversation. 20. Listeners who want tactical ad buying without brand strategy may skip it.

As heard by us

Branding works best when it is lived, not just designed.

This episode treats branding as a working business discipline, not a logo exercise. Justin Green frames the show around increasing take-home pay, while Zach Coleman keeps pulling the focus toward values, connection, and a personal brand people can actually live with day to day.

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Why you'd press play

If your brand feels busy but not memorable, start here.

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