Six years.
Six countries.
$220,000.
I'm not a guru. I'm someone who tried every shortcut, lost six years and over $220k figuring out they don't work — and now teaches what does.
Vietnam, late 2024.
Eight months into the sixth country we'd lived in — not because we were enjoying digital nomad life, but because we couldn't afford to live in Australia anymore. Then Meta withdrew our 30-day invoicing terms.
I had to find another four or five thousand dollars to clear the bill or our ads would pause. I maxed out the same credit card we'd been paying down for two years. I was thirty-five, in a foreign country, in debt, and didn't know if we'd have enough money to get back home if things got worse.
"I'm sorry. I can't do this anymore."
I sat down with Eilish — my now-wife and business partner — and said exactly that. After six years of fighting, I didn't have it in me. I started looking for jobs. Online sales roles. Something steady that let me step away from coaching for a while.
That was the end of Alexander the Great Coaching for me.
Eilish didn't quit.
She rebranded the business as Elevate Online Coaching. Let go of the VAs, the assistant coach, the salesperson. Turned off the ads. Stopped selling high-ticket. Took the offer back to a weekly subscription model and niched it down to healthcare workers wanting to lose weight.
Then she went to work. Twelve months later: $20k a month in recurring revenue, fifty-five clients, all managed in 12–15 hours a week — by one coach.
The rulebook we wish we'd had.
Most business coaches in this space have never run an online fitness coaching business. Every course we paid for promised the world but didn't translate to fitness specifically. That's the gap OCLA fills — it's the rulebook Eilish and I use to run our own coaching business, written for fitness coaches, by people who actually run one.
If you've been burned, watched someone get burned, or just been waiting for someone honest about what actually works — that's who I built this for.
