I’m William Richards.

I’ve been an online fitness coach for over 13 years and for a long time, I was doing what most coaches do:
working hard, getting great client results, and still feeling capped financially by my time, energy, and systems.

I didn’t struggle because I wasn’t a good coach.

I struggled because my business was built on effort instead of structure.

Over the years, I rebuilt my online fitness business into a simple, scalable model that consistently generated multiple six figures, including $30K+ months, without posting daily, chasing trends, or relying on a massive audience.

What changed wasn’t my knowledge of fitness, a viral video, or public recognition.

It was clarity, positioning, and building around one premium offer with real leverage.

Today, I help experienced fitness coaches simplify their business, scale past income ceilings, and build a model that gives them real-time freedom, financial control, and space for life outside of work.

If you’re already a solid coach but feel stuck or scattered, you’re exactly who I work with.

I Was Working 13-Hour Days With Little To Show For It...

I started my career working 13-hour days as an in-person trainer, stacking sessions from early morning to late at night, doing everything I could to help clients while barely creating any real freedom for myself.

Eventually, I discovered online coaching.

At first, it felt like the answer.
I could reach more people, work remotely, and finally step off the gym floor.

And it worked… to a point.

I built a solid online business. Clients came in. Revenue climbed.

But no matter how hard I worked, I kept running into the same wall, hovering around $6–8k months.

Every month felt unpredictable.
More content. More effort. More offers. More hours, while the money stayed stagnant.

The problem wasn’t my coaching ability.
It wasn’t my results.
And it definitely wasn’t a lack of hustle.

The real issue was that my business was still built like an in-person job, just online.

I had created income, but not leverage.

It wasn’t until I simplified my messaging, focused on one clear niche, and rebuilt everything around a single premium offer that consistency finally showed up.

What I now know as my A.C.E.S Framework™, which stands for: 

• Audit
• Clarify
• Engineer Systems
• Signature Offer

That shift is what allowed me to scale past $10k months without burning out, and it’s the same shift most coaches never realize they need.

I Learned How to Make More Money With a Smaller Audience

I got very good at generating a lot of revenue from a very small following.

At the time, I was a busy husband and dad.

I didn’t have the time or energy to shoot, edit, and post content nonstop, serve clients, and still grow a business that actually supported my life.

Like most coaches, I believed the lie that scaling past $5–7k/month required massive Instagram numbers, daily content, or a huge YouTube audience.

Big numbers equal big cash… right?

Wrong.

What actually mattered wasn’t audience size; it was how the business was structured and how you show up strategically. 

Over the years, I built and ran a highly profitable online coaching business with a micro audience by focusing on:

• Clear positioning

• One premium offer

• Simple systems that convert attention into revenue (with little effort)

No posting three times a day.
No long hours.
No burning cash on ads.

Today, I use that same framework to help fitness coaches like you scale past 10k+ months using the audience you already have, not the one you think you need.