A Plug & Play System to Scale Your Coaching Services

For Experienced Health & Fitness Professionals who Want to Launch, Grow, and Scale a Successful Hybrid Coaching Business.

Master the craft of combining in-person and online training and discover a proven method to grow your fitness business faster. Feel less tired and trapped in your business, and have more flexibility and freedom to live the life that you want.

30-Day Money Back Guarantee
  • Follow the Course

  • Execute the Plan

  • Grow Your Hybrid Business

Any of This Sound Familiar?

  • Merging in-person and online training into a seamless experience is proving tougher than you thought

  • Growing your fitness business without compromising quality is hard

  • You recognize the need for better systems, but you're unsure of Where to Start

Your Number One Fear as a Fitness Business Owner is Running Out of Money. But Without a Proven Plan for Growth, That's Exactly What Will Happen

When You're Guessing How to Grow Your Fitness Business...

  • You Constantly Worry About Cash Flow

  • You Waste Time and Money on Strategies That Don't Work

  • You Feel Like The Chaos Phase is Never Going to End

And that means zero work-life balance, constantly worrying about cash flow, juggling clients and not feeling confident about the future. You shouldn’t have to waste your time trying a million things to grow your business when there's already a proven plan that will work for you.

The Hybrid Coaching Program is a hands-on certification for health and fitness business owners who are serious about implementing hybrid coaching to grow their business and revenue.

Have Questions? Speak with a Member of Our Team

In the Hybrid Coaching Program You'll...


Install a Proven Plan to Integrate In-Person and Online Training

Get access to the exclusive courses where James Breese teaches you how to increase your client base without working longer hours, free up more time in your business, and follow a plan to double your revenue in just 12 months.


Start Seeing Results Right Away

Each lesson in the Hybrid Coaching Program zeroes in on your business needs. You'll regain freedom, increase flexibility, and boost revenue. Upon completion, you'll have a solid growth plan, freeing up significant time for you and your team each week.


Learn from a Community of Growth-Minded Fitness Business Owners

Through the exclusive Hybrid Coaching Program community, you’ll join a group of peers you can connect with, learn from, and partner with to share best practices. You don't have to do this on your own, we're with you every step of the way.

Have Questions? Speak with a Member of Our Team

To Change Your Fitness Business, You Need a Structured Learning Path to Grow! We Built it for You...

Introducing the Hybrid Coaching Program - the world's most comprehensive certification for experienced coaches who want to follow a proven framework to successfully launch, grow, and scale a hybrid coaching business. Our members call it the "Netflix of fitness coaching development". You'll call it the greatest year of business growth in your life.

Hybrid Coaching: A Revolutionary, Integrated Approach to Coaching Health and Fitness Online and In-Person

Business Strategy

Business strategy development to boost client growth, optimize services, and increase profitability.

Client Assessments

Streamlined online and in-person assessments to customize programs at scale, and enhance client retention.

Program Design

Fast, efficient program design strategies, tailored for individual needs, ensuring custom training plans for all.

Have Questions? Speak with a Member of Our Team

What You Get in The Hybrid Coaching Program

A 12-Month Video Training Series to Completely Overhaul Your Coaching Business

You’ll get over 100 videos averaging 10-20 minutes length dripped out to you over the course of 12 months. The video training includes deep dive learning and actionable steps on filling out your hybrid coaching business growth plan. You’ll finish the program with total clarity about where your hybrid coaching business is going and how you’re going to get there.

Weekly Black Belt Training Calls with Strength Matters Hybrid Coaching Experts

Have you been a part of course where you felt like nobody was dealing with similar issues or knew how to help you? That’s why we have a weekly Black Belt Training calls with hybrid coaches and fellow like-minded fitness entrepreneurs. Every week, you’ll have the opportunity to ask questions and get advice from mentors and experts who know the tangible challenges small health and fitness business owners from many different industries are facing – and they know how to help.

Access to the Members-Only Hybrid Coaching Community

Are you eager to connect with other health and fitness business owners in a similar industry and business phase? With the members-only Hybrid Coaching Community, you’ll get 24/7 access to our private forum where you can connect with other health and fitness business owners you can relate to and get questions answered by your peers and certified Strength Matters Hybrid Coaching Experts. .

12-Months FREE Access to the Black Belt Business Academy

The Black Belt Business Academy is a program helping health and fitness business owners to double their revenue. You shouldn’t have to waste your time trying a million things to grow your business when there’s already a proven plan that will work for you. Black Belt Business Academy is for fitness business owners who want to double their revenue at a rapid, 12-month pace alongside fellow fitness entrepreneurs with the weekly support of our team. You get access FREE for a year. Normal price $49/month.

How it Works

Apply to Join the Hybrid Coaching Program

Create Your Growth Plan Using Proven Frameworks

Become a Successful Hybrid Coach with Scaling Revenue

Have Questions? Speak with a Member of Our Team

How is the Hybrid Coaching Program Different from other Coaching Certifications?

Get Proven Systems and Frameworks to Grow Your Health and Fitness Business...

  • Transform Your Cash Flow Concerns into Financial Confidence

  • Channel Your Energy and Funds into Winning Strategies

  • Transcend the Chaos and Step into Sustainable Hybrid Business Success

The Hybrid Coaching Program is not just an instructional course; it is a vibrant community of dedicated fitness professionals. What sets it apart from other coaching certifications is its emphasis on collective growth and peer support.

By joining, you'll become a part of a dynamic network of like-minded peers and entrepreneurs. This community provides an invaluable platform for exchanging ideas, discussing challenges, and celebrating successes. Whether it's seeking advice on complex business issues or finding encouragement during tough times, you can count on this support network.

In this program, you're not alone in your journey. You're part of a robust community that understands your struggles, cheers your victories, and contributes to your learning. The Hybrid Coaching Program truly encapsulates the spirit of 'together we grow'.

Growing a Successful Fitness Business Can Be Stressful

Like you, we operate our own fitness businesses, facing the daily juggle of client needs, profitability, and operations. It's not just about being in the gym; it's about strategic growth and balance. But remember, you're not alone. We're here, with experience and a helping hand.

"I Didn't Know How Much I Needed This..."

I could have avoided all the mistakes I made if I had done this cert sooner. It provides a simple structure to follow and I love the assessments and traffic light system. I can program so much faster for my clients now!

- Janika Merz

"I Love the System. It Makes My Life Easier..."

This is exactly what I wanted—what I needed. It's given me the systems to coach both in person and online, but not just for one or two people, but at scale and still offer a high level of professional service.

- Dennis Horn

Most Small Fitness Business Owners Don't Have a Plan They Feel Confident In...

As a fitness business owner, you're expected to wear many hats. You're not just a coach, but also a visionary leader, an effective marketer, and a persuasive salesperson. Oh, and don't forget to keep an eye on your cash flow and consider new service offerings. It's a lot to juggle.

The Hybrid Coaching Program is designed to alleviate this "professional overwhelm" by providing you with a straightforward plan to turbocharge your fitness business for increased client retention and profitability. We aspire to be the reliable partner you can lean on when it comes to expanding your fitness business. This is why our approach is straightforward to implement, proven to deliver results, and focuses only on the aspects of your business that truly matter.

By joining the Hybrid Coaching Program, you'll be immersed in learning the critical components to evolve your fitness business. You'll swiftly pinpoint the areas of your business that are flourishing and those that need attention. From there, you'll receive a tailored plan to help you learn and apply the strategies that will elevate your business.

Imagine the self-assuredness of having comprehensive systems, tools, and resources to manage your clients effectively and scale your business seamlessly. No more second-guessing your strategies, no more feeling overwhelmed by the mounting demands. Just a clear, strategic path that empowers you to handle your client base efficiently and grow your fitness enterprise with confidence. All supported by a community of like-minded professionals. The Hybrid Coaching Program aims to transform the way you approach your fitness career for ever.

Have Questions? Speak with a Member of Our Team

The Hybrid Coaching Program: A Forward Thinking Approach To In-Person And Online Personal Training

This course is hands down, the most comprehensive hybrid coaching training program in the industry today. We start by making sure you get crystal clear on the most important part of any fitness plan: Your clients. And to do that, we kick things off by mastering 3 foundational topics:

  • The Client Avatar Canvas – WHO your ideal clients are

  • ​The Core Message Canvas – WHAT your fitness business offers to your clients

  • The Coaching Client Journey – HOW your customers interact with your business

Then we’ll take an in-depth look at the core hybrid coaching competencies, including:

  • The Hybrid Coaching Business Model

  • ​The Hybrid Coaching Training System

  • ​Effective Assessments for Hybrid Coaching

  • ​Program Design

  • ​Rest, Recovery and Stress Management Protocols

  • ​Nutrition Coaching ​

  • ​Business and Sales Tools

  • ​Client Onboarding and

  • ​Real World Application Case Studies

Furthermore, the instructors relate each specialty back to the stages of the Coaching Client Journey so that you can see how all areas of hybrid coaching can do their job of getting clients exceptional results, like clockwork AND attract, convert, and ascend customers. Not just once, but as a machine that turns your clients into referral machines. After earning your Hybrid Coaching Professional Certificate you’ll have the tools to effectively coach your clients through a full-scope health and fitness strategy.

What's Included:

  • 10 Core Modules

  • ​100+ Video Lessons

  • ​Online E-Learning Platform

  • ​Digital Workbooks

  • ​Interactive​ Community

  • ​Expert Mentorship On Demand

  • ​Weekly Case Study Calls

  • ​1-Year FREE Access to the Black Belt Business Academy

Plus, Upon Successful Completion Of The Course You Will Also Receive:

  • A badge designating you as a Certified Hybrid Coaching Professional that can be hosted on your website, email signature and LinkedIn profile

  • ​A digital, printable certificate suitable for framing

  • Status and recognition as a Certified Hybrid Coaching Professional​​

Become a Hybrid Coaching Professional

Earn More Money In The Fitness Industry With The Help From Strength Matters

The Hybrid Coaching Program is your competitive edge, and the pathway to bigger and better opportunities.


Average Personal Trainer Salary *2021


Average Hybrid Coaching Salary *2021

Master the craft of hybrid coaching and discover a proven method to coach clients more efficiently, so that you can feel less tired and trapped in your business and have more flexibility and freedom to live the life you want.

  • Study from home, at your own pace.

  • ​Make a great living doing what you love.

  • ​Build a career that puts you in control.

  • ​Master the art of hybrid coaching.

  • ​Join a thriving coaching network of experienced coaches.

Meet James Breese

About Your Instructor

Besides chief dream maker at Strength Matters, James Breese is an author, speaker, podcaster, and vlogger. Born and raised on a farm in mid-wales, he’s always had a passion for team sports and speaking foreign languages. Educated at Cardiff University, he studied French and German and completed a master’s in computer science. Deciding against life in the corporate sector, he went in search of something more adventurous. He joined the Metropolitan Police Service, starting his career in Brixton, London.

Always the adventurer, it was during his time in the Met that he realized his true calling lay outside the police. He left the police in 2012 as his love for the mountains, snowboarding, and health and fitness became clear. Since forming Strength Matters in 2015, he’s been on a mission to help everyday athletes over thirty look better, feel better, and perform better.

When he’s not on an airplane or speaking on stage, you’ll find James in the mountains of Wales or Austria, and living the everyday athlete lifestyle. And when he’s not in the mountains, you’ll find him drinking coffee, going to the cinema, listening to live music, playing cricket, and watching his beloved Wales rugby and Manchester United soccer teams with friends.

Meet Josh Kennedy

About Your Instructor

Josh Kennedy is a versatile and accomplished professional with a passion for fitness, the arts, and Everton Football club. With over a decade of experience in the fitness industry, Josh has established himself as an expert in strength and conditioning training. He currently serves as the head coach at Strength Matters, where he designs and implements personalized fitness programs for clients.

Josh is also an instructor for the Hybrid Coaching Program, where he teaches aspiring coaches the skills and knowledge they need to succeed in the competitive world of fitness. In addition to his work in fitness, Josh has a background in the arts. He is a trained actor, stage combat performer, and martial artist.

Outside of his professional pursuits, Josh enjoys cooking and is a self-proclaimed bacon enthusiast. An Everton fan for his sins, Josh is a dedicated and passionate individual who brings his energy and expertise to everything he does.

Your Plan for Growing Your Hybrid Coaching Business

Apply to Join the Hybrid Coaching Program

Boost your confidence, curb the overwhelm, and spearhead your business growth alongside a community that understands and supports your journey. Your fitness future starts here.

Get a Proven Plan and Framework That Works

With a plan that’s proven to work for growing any hybrid coaching business, you’ll be amazed at how your confidence skyrockets and that feeling of overwhelm subsides.

Watch Your Business Scale and Grow

With a plan that’s proven to work for growing any hybrid coaching business, you’ll be amazed at how your confidence skyrockets and that feeling of overwhelm subsides.

Have Questions? Speak with a Member of Our Team

Take a Video Tour of the Hybrid Coaching Program

  • Relevant to your business?

  • Easy to Implment?

  • Full of new and valuable content to help your business grow?

The answer is YES. But don’t just take our word for it. Watch a video tour from behind the scenes at a recent event so you can see exactly what others are saying before you join.

Frequently Asked Questions

Who Is This Course For?

This certification is a necessity for anyone who wants a better understanding of how hybrid coaching programs are delivered, monitored, tracked, and optimized through the core areas of the Strength Matters Training System.

More specifically, this course is a great fit for…

Experienced fitness professionals who want a basic, clear understanding of how hybrid coaching professionals and their teams work together.Gym owners who want their training team to work together to create and launch hybrid coaching programs.

Experienced personal trainers who want to get ahead of the competition in their field.

Health professionals looking to add offerings to their menu of services (or improve the systems they already have in place).

What Will I Learn?

Embarking on the Hybrid Coaching Program journey means you're not just learning from us - you're getting access to the exact tools, techniques, and strategies we use at Strength Matters to successfully run our own business. We pride ourselves in the transparency and thoroughness of this course: No stone is left unturned. We believe the best way to learn is through example, and that's precisely what we offer.

The Hybrid Coaching Business Models we teach aren't theoretical – they are the same ones we utilize every day at Strength Matters, and our sister business Cricket Matters. We provide you with a detailed look into these successful frameworks, allowing you to understand their practical applications and see firsthand how they function in the real world.

The Hybrid Coaching Training System you learn is an exact mirror of the one we use. This isn't just a theoretical framework – it's a battle-tested system, proven to drive results. It’s a comprehensive, functional system that covers health, movement, strength, and cardio program design, ensuring you're equipped to handle any client's needs.

Our Assessments for Hybrid Coaching module and Nutrition Coaching program are not only theoretical lessons but also practical tools we employ daily. We share our proven approaches to assess client progress and provide nutritional advice effectively, essential components of a holistic fitness program.

We offer the same Business and Sales Tools that we use to manage finances, operations, and marketing at Strength Matters. These are practical tools, tried and tested in the real world. They’ve helped us achieve success, and we're confident they can do the same for you.

Our approach to Client Onboarding is the same process we follow when welcoming new clients at Strength Matters. It's a tried-and-true system designed to create lasting impressions, build strong relationships, and set clients up for success from day one.

You'll get to see Real World Application Case Studies drawn from our own experiences running Strength Matters. We share these comprehensive examples to expose you to a variety of scenarios you might encounter in your coaching career, equipping you to navigate any situation with confidence.

The Strength Matters Scoring System we provide is the one we rely on daily to manage and monitor our clients' progress. It’s a robust, efficient tool that streamlines the entire process, whether you’re working with clients in-person or remotely at a gym. It’s our secret weapon for effective client management, and we're putting it directly into your hands.

In essence, when you enroll in the Hybrid Coaching Program, you’re gaining more than knowledge – you're receiving the keys to the Strength Matters kingdom. We’re sharing everything – tools, systems, strategies – that has made our business successful. We're not just teaching you how to run a business – we're showing you exactly how we run ours.

How Will This Certification Help Me?

It depends on who you are…If you’re an experienced personal trainer, this is a tangible way to show that you are a Certified Hybrid Coaching Professional across every health and fitness discipline that exists, which could help you attract and retain better, higher-paying clients.

For gym owners, It’s a great way to take what you learn and train members of your own team to ensure that they’re up to speed on the latest trends and best practices of Hybrid Coaching.

If you’re looking to further your career, this course can set you apart from other fitness professionals who merely have a S&C degree, but specialized skills that employers today are desperately seeking.

If you’re a personal trainer employed by a gym, this course can make you more valuable to your team in every aspect of hybrid coaching, which is the surest way to get that raise or promotion you likely already deserve (but don’t have a tangible reason to request).

How Valuable Is This Certification?

The certification itself is highly valuable if you need to set yourself apart from the competition. What’s far more valuable than any badge or certificate, however, is the actual knowledge you’re going to receive when you take this course. You will understand every single aspect of hybrid coaching and being a "T-Shaped Coach". I’ll say that again: YOU WILL UNDERSTAND EVERY SINGLE ASPECT OF HYBRID COACHING.

What If I Fail? Am I Allowed To Retake The Test?

Yes, you may retake the test up to 2 times (for a total of 3 attempts). After 3 failed attempts, you will be required to retake the class (which you can do for free) before attempting the final exam again.

How Long Do I Have To Complete The Course And Take The Test Once Enrolled?

You can move at your own pace! We understand that life happens and that just because you enroll today, that doesn’t mean you’ll be able to finish (or even start) the class this week. And that’s ok! Take as long as you like. We aren’t going anywhere, and neither is this certification.

How Long Does It Take To Finish The Course And Receive My Certification?

This class is 100+ hours of video training, so if you are working at it full-time you could technically complete the class in a week (although this is not recommended). To fully understand and apply the materials, you should allow 6 - 12 months to go through all the material.

Am I Guaranteed To Get Certified If I Take The Course?

No. A certification that can simply be purchased isn’t worth the paper it’s printed on. That’s why our courses are challenging. If we’re going to allow you to display a Strength Mattesr badge, you better believe you’re going to have to earn it.

I Don't Care About The Certifications...Can I Just Audit The Courses?

The certification is actually included for free, with the class itself making up 100% of the cost. Consider the personalized certification and badge an added bonus and proof of your distinguished achievement as a Hybrid Coaching Professional.

How Difficult Is The Test?

You’ll find that the test is “satisfyingly difficult.” By that I mean, it’s difficult enough that you need to actually know the materials, but it isn’t tricky or difficult just for the sake of being difficult. That said, to preserve the exclusivity and importance of this designation, we have made the tests challenging. The questions do pertain to our proprietary methodologies, so you shouldn’t expect to pass the test just because you have taken other marketing trainings or courses in the past. This training is different, and the exams will reflect those differences.

How Do I Access The Course?

This is an “On-demand” training that you can access at any time.Once your payment is submitted, you will receive an email with your login details for our flagship product, The Strength Matters Inner Circle, where you’ll be able to access the training. It is a go-at-your-own-pace training so you don’t have to worry about missing anything.

Why Go “T-Shaped” And Why NOW?

Coaching isn’t getting any easier, and today’s professionals have to be more agile than ever to compete for clients and their attention.

The T-shaped Hybrid Coach understands how to turn 1 or 2 specialized skills into many. With the full breadth of knowledge that comes from learning how each role fits into the larger spectrum of health and fitness, he or she is better equipped to handle the complexities of their role.

The Hybrid Coaching Program uncovers and connects the core fitness coaching competencies, including:

Hybrid Coaching Business Models

​Hybrid Coaching Training System​

Assessments for Hybrid Coaching​

Program Design (Health, Movement, Strength & Cardio)​

Nutrition Coaching ​​

Business and Sales Tools

​Client Onboarding and​

Real World Application Case Studies

With 100+ hours of education, and certification once the final exam is passed, this course is hands down the most comprehensive Hybrid Coaching training program in the industry today.

What If This Training Isn’t A Fit, Or Doesn’t Meet My Needs For Some Reason?

No problem. We offer a full 30-day money-back guarantee on your purchase, so if you don’t agree that it’s worth every penny, we will promptly refund your money. No questions asked. No hassle.Just send an email to hello@strengthmatters.com, and if you’re still within the generous refund period, a member of the Strength Matters team will happily process your request.

How Do I Convince My Boss To Invest In This Certification For Me?

Use this letter template to emphasis your interest to management in Strength Matters' Courses:

Hi [Boss’ Name],

I appreciate that our company has a culture of supporting continuing education, professional development, and a more diverse pool of experienced coaches.

To that end, you’ve also mentioned in the past that the company will cover expenses for us to continue our learning as long as it benefits our team.I’d like to become certified with the Strength Matters Hybrid Coaching Program. This advanced training would allow me to become highly proficient, enabling me to contribute to the team in a bigger way.

Here’s the breakdown of the info for the training:

Date: This certification is online and on-demand

Cost: $[Cost of Course, Full or Discounted]

More info: [Link to certification]

Is this something that I can pursue?

Please let me know if you have any concerns. I’d be happy to schedule a time for us to chat more about this opportunity.

Thank you for being open to these kinds of suggestions and for supporting my growth and development here.


[Your Name]

Does the Hybrid Coaching Program Work for Health Professionals Too?

Yes! The Hybrid Coaching Program will work for any health and fitness industry, and our weekly Black Belt Training calls ensure you get the help you need to apply the frameworks to your specific business and industry.

How Much Does it Cost?

The Hybrid Coaching Program is a one-time purchase of $2,997. You can also spread the payment over 3, 6 or 12 months. Keep access as long as you maintain a subscription to the Strength Matters Inner Circle ($20/month), your first year is FREE.

12 Months is Too Slow for Me. Can I Go Through at a Different Pace?

While we recommend a 12-month pace, you can choose a different pace inside the platform. We’ll send you email reminders based on the timeframe you choose.

Will I Lose Access to the Hybrid Coaching Program Content After 12 Months?

No! Once you enroll in the Hybrid Coaching Program you will have access to the video content and the exclusive community permanently, as long as you maintain your $20/month Inner Circle subscription. Your first year is FREE!

How Will I Interact with Others in the Hybrid Coaching Community?

Enrolling in the Hybrid Coaching Program gives you exclusive lifetime* access to a VIP community. Post questions and comment on others’ posts to get real-time support from other fitness business owners committed to growing their hybrid coaching businesses. The Hybrid Coaching community is designed to support you as you build and grow your hybrid coaching business.*

As long as you maintain a monthly Inner Circle subscription at $20/month. First year is FREE!


Become A Certified Hybrid Coaching Professional

Master the craft of combining in-person and online training and discover a proven method to grow your fitness business faster. Feel less tired and trapped in your business, and have more flexibility and freedom to live the life that you want.

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