Independent Business Growth -
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Today, I sat down with Craig Adams, Owner and Head Coach at Lose Gain Win Coaching. With 20 years of hands-on experience with in-person training space, he works with high-performing, career-focused individuals who, on their way to success, have paid the price—physically, mentally, and in their most important relationships. Through strategic fitness and nutrition programming, along with mindset coaching, Craig helps his clients rebuild their foundation by restoring confidence, energy, and clarity so they can lead in every area of their lives.

When COVID-19 shattered Craig Adams's thriving personal training studio, employing multiple trainers, a massage therapist, and a chiropractor, most coaches would have faced financial ruin. However, Craig's practice not only survived but also evolved into something more resilient and profitable than before.

The following 10 takeaways represent distilled, battle-tested wisdom from someone who has consistently generated multiple six-figure annual incomes while maintaining work-life integration and continuing to grow through competitive bodybuilding at the age of 41.

10 Key Takeaways from Independent Business Growth

Master the Art of Ingredient-Level Understanding

Craig's foundation at Popeyes supplements taught him to research individual ingredients deeply, then understand their interactions. Apply this same methodology to your clients—dissect their individual "ingredients" (stress levels, sleep patterns, work demands, past traumas) to understand how these elements interact and impact their current physical state. Don't just address symptoms; understand the complete system.

Use Fitness as a Relationship Vehicle, Not the Destination

"My clients like interacting with me. We have great conversations, great relationships, and I'm simply using this relationship as a vehicle to make them healthier." This mindset shift transforms everything. Your technical expertise becomes the foundation, but your relationship-building skills become your differentiator and retention strategy.

Meet Clients Where They Were, Not Where They Are

Craig's bodybuilding analogy is profound: "If we were to look at just John Jewett today, we would think this is the way to look like John Jewett. And we know that's not the case." Your clients' current behaviors didn't create their current state—their past behaviors did. Investigate their history to understand the root causes of their present challenges.

Build Anti-Fragile Business Systems Through Diversification

The COVID-19 lesson: Craig's relationship-first approach allowed him to pivot seamlessly to virtual training when gyms closed. His multiple revenue streams (training, coaching, sauna sales) created stability. Don't just "earn" money through services—"make" money by creating opportunities and leveraging relationships.

Master the "Hell Yes or No" Decision Framework

Craig's commitment to this Charles Poliquin principle protects his time and energy. If an opportunity, client, or project isn't a "hell yes," it's automatically a no. This creates space for high-value activities and prevents the dilution of your efforts across mediocre opportunities.

Implement Addition-Based Behavior Change

Instead of telling clients what to eliminate, focus on what to add: more protein, more vegetables, more sleep, more movement. "By doing some of those things, the other things will slowly fall to the wayside." This abundance mindset reduces resistance and builds confidence through positive momentum.

Understand High-Performer Psychology

"A lot of people that are high performing exhibit a mask that they're very confident. Very rarely do I find they're as confident behind the mask." Your executive and professional clients often need confidence building more than advanced programming. Use fitness achievements as foundation-building blocks for overall life confidence.

Show Your Receipts Through Consistent Long-Term Practice

Craig's 23+ years of consistent training and health practices give him unshakeable credibility. "Your body is your business card." Your clients need to see evidence that you can provide long-term results, starting with yourself as the primary case study.

Practice Relationship Nurturing as a Business Strategy

Craig's "watering the garden" approach—regularly reaching out to past clients and connections—generated thousands in revenue and lasting relationships. Schedule 10 relationship touches weekly. This isn't networking; it's genuine care that creates business opportunities organically.

Embrace Solutions-Oriented Resilience

"I genuinely don't care about failure at all... tomorrow will be a better day." When Craig's studio was forced to close, he didn't accept defeat—he innovated. High-performing coaches refuse to accept failure as final. Every obstacle becomes a learning opportunity and a chance to develop new capabilities.

Find Craig:

Website - losegainwin.com

Instagram - @coachcraigadams

Find the podcast:

Listen on Spotify

Listen on Apple

Watch on YouTube