About
Online Fitness Business
Where it began
This Started Because I Did 11 Years on the Gym Floor...
I’m Adam Hayley, and I’ve generated over £15,000,000 in online coaching sales.
None of this would have happened, had I not spent more than a decade as a gym floor Personal Trainer.
I was obsessed with coaching and obsessed with client results.
I quickly became the busiest trainer at every gym that I worked in and won annual competitions for the most client transformations, beating 120+ coaches company-wide.
But..
I hated everything else that came with being a PT.
The early mornings and late nights.
The last minute cancellations and small talk between sets.
Not to mention losing income every time I wanted to travel or if I was ill.
I loved coaching – but I hated the vehicle of Personal Training.
So, I went and built an online coaching business instead.
Within the first 12 months of launching, I’d managed to travel 9 times, made over £225,000 and had built the business to a team of 6.
This growth led to gyms across UK, Europe and even Hong Kong hiring me to run seminars for their coaching teams – all around how to get better, more dramatic client transformations and the physiology behind it all.
The more of these seminars I ran, the more I realised that I loved coaching coaches.
So in 2018, I sold my shares to my business partner – who’s still running it successfully today – and launched a 10 week mentorship to help trainers and online coaches become even better at what they do.
Nothing about business. Just tactical coaching advice.
That was Online Trainer Education.
Over time though, I’d get asked more and more questions around lead-gen, sales calls and back-end systems.
It became obvious that although these coaches wanted to improve their skillset – that wasn’t the end goal.
What they really wanted was to build better businesses which naturally led to them living better lifestyles with more financial and locational freedom.
Clearly the OTE needed to evolve into something much more holistic and complete.
And that is why Online Trainer Education became Online Fitness Business.
Since then, we’ve helped over 3,500 coaches do exactly that.
What OFB Actually Is...
This matters as we see other programmes where the founder creates the content, takes the sales calls, replies to messages, runs the coaching calls etc.
Whilst it might sound enticing that you work with them directly – in reality you end up receiving a tiny % of their focus and attention.
At OFB we have a dedicated coaching team.
We have an in-house tech team.
We have separate sales and marketing teams.
What this means for you is that your coaching experience isn’t dictated by how busy other parts of the business become.
You have your own full time 1:1 coach, who isn’t being pulled from pillar to post. They’re in your corner day in, day out helping you to win.
It also means that we’re ahead of the curve and have our finger on the pulse with what’s working Vs not working currently.
If I had to spend hours of my week taking sales calls, then replying to emails, then building tech workflows – how would I be able to test new marketing ideas?
How would I be able to create fresh trainings and resources for our students?
I wouldn’t.
And this is what leads to other programmes becoming outdated and stale.
Not only do I have the space and capacity to think and create – I’m surrounded by a team of experts within each field who also share their insights.
- Online Fitness Business isn’t a one-man show
- It’s a real business with a team of 20+
- From coaches to tech & automation experts
- From executive assistants to media buyers
Our Method
The 5% Framework...
This is the philosophy that separates us.
It’s the reason we get such predictable results.
When it comes to coaching, I’m a massive nerd and look for patterns and data.
So, a few years back I reverse engineered the exact processes that our top 5% of students followed.
I then made sure all of our new students followed each of these processes to the T.
Unsurprisingly, they started landing clients and climbing in revenue much faster than even they were expecting.
We ran some tests and made a few tweaks to the order and sequence and eventually pieced together The 5% Framework.
Every coach looking to partner with us gets audited through this framework and sees clearly what’s working, what’s OK and what’s holding them back.
This dictates which constraints we need to prioritise Vs attempting to fix everything at once.
The framework centres around 3 core pillars:
01
Limitless Demand
Limitless Demand is you being able to attract and convert clients - without being capped by location, capacity or inconsistent lead flow.
02
Rockstar Delivery
Rockstar delivery is the experience and results your clients receive. This is the entire reason I had online clients stay with me for 5+ years.
03
Scalable Systems
Scalable Systems is everything that runs in the background so that your business scales, without you being the bottleneck.
Our Programmes
Your Support Changes as Your Business Grows...
This is where other coaching programmes go wrong.
They sell you one program, and one level of support - regardless of what stage you’re at.
That’s not how we operate.
OFB Launch
(0 > 5k/month)
This is where it all starts.
You’re a Personal Trainer or someone with fitness knowledge who wants to build an online fitness business from scratch.
The focus is on signing your first clients, your offer & pricing and a delivery model that gets people amazing results - without you needing to be there in person.
At this level you need a specialist 1:1 coach who’s helped hundreds of people go from zero to their first consistent months of online income.
OFB Inner Circle
(5k > 25k/month)
You’ve proven people will pay you online. You’re doing well, but you want more and you’re frustrated at the volatility of income each month.
It’s now about building a business that actually runs like one:
- Predictable client acquisition, not random sign-ups
- A solid team that you can trust and not micro-manage
- Full visibility over your data and tracking, not guesswork
Here you’ll have direct access to Adam, on top of your full time coach. You’ll have an entirely different business curriculum to follow.
In-person events across London and Dubai. And you’ll be part of a smaller group of coaches who are on the same wavelength when it comes to taking their business to consistent £25,000 months.
OFB Founders Board
(25k/month and up)
This is invite only.
Founders Board isn’t designed as someone’s first step into OFB - it’s something you work toward.
It’s for coaches who are earning a minimum of £25,000/mo and looking to scale to £100,000+ months and hit the cliche ‘7 figures’.
At this stage, it’s all about becoming a Founder. From leadership to operations. From strategy to decision making.
In Founders Board, you switch from having access to Adam - to working directly with Adam.
You also become part of an even tighter-knit community of other Founders and will be invited to private dinners as part of the in-person events.
Not only that, but you’ll now have access to Adam’s leadership team:
- Head of Operations
- Head of Marketing
- Head of Sales
- Head of Delivery
These are all experts in their roles - and you can consult with them directly on your own business.
OFB Founders Board
(25k/month and up)
This is invite only.
Founders Board isn’t designed as someone’s first step into OFB - it’s something you work toward.
It’s for coaches who are earning a minimum of £25,000/mo and looking to scale to £100,000+ months and hit the cliche ‘7 figures’.
At this stage, it’s all about becoming a Founder. From leadership to operations. From strategy to decision making.
In Founders Board, you switch from having access to Adam - to working directly with Adam.
You also become part of an even tighter-knit community of other Founders and will be invited to private dinners as part of the in-person events.
Not only that, but you’ll now have access to Adam’s leadership team:
- Head of Operations
- Head of Marketing
- Head of Sales
- Head of Delivery
These are all experts in their roles - and you can consult with them directly on your own business.
Meet The Team
The Team Making It Happen...
This is where other coaching programmes go wrong.
They sell you one program, and one level of support - regardless of what stage you’re at.
That’s not how we operate.
Adam Hayley
Founder
11 years on the gym floor. Built and exited a successful online fitness coaching business. Generated over £15m in online sales. Top 1% advertiser across all Meta platforms.
Did all of this as an introvert who hates networking, calling people out or being controversial for the sake of it.
Other mentors may be great ‘creators’ on social media – but I’m a great coach. I live and breathe results, not views and likes.
Sandy Adamova
Head of Operations
Sandy runs the OFB alongside Adam and is responsible for day-to-day operations.
As well as leading the team and improving the student experience, to planning events, webinars and making sure the business runs efficiently.
Damon Niquet
Head of Marketing
Shane Mulgrew
Head of Sales
Abbie Haase
Head of Delivery
Paul Spencer
Head of Tech & Integrations
Sheena Santos
Executive Assistant
Dan Harris
Copywriter
Luke Loundes
Enrolment Specialist
Joe Maunsell
Enrolment Specialist
Jake Jones
Lead Student Strategist
Sam Meade
Student Strategist
Ola Jablonska
Student Strategist
Ashleigh Connor
Student Strategist
Toby Lynes
Student Strategist
Sarah Swainsbury
Student Strategist
Jonathan Kirk
Student Strategist
Lewis Williams
Student Strategist
Ben Choi
Student Strategist
Joshua Brady
Student Strategist
What OFB Is Not...
I want to be really clear on what Online Fitness Business is and isn’t.
We’re not a quick-fix programme and we’re not a get-rich-quick scheme.
We’re here to help people build real, long term fitness coaching businesses.
If you’re looking for a shortcut - this isn’t it.
If you’re looking for someone else to do the work - this isn’t it.
We’re looking for people that need the right strategies, tools and guidance - but ultimately are willing to do the work.
Get Started
Ready to Find Your Next Stage?
Whether you’re just starting out or scaling an already established coaching business - we’ll help you work out what needs to happen next.
Apply to Work With OFBTell us where your business is now, where you want to take it and what’s currently getting in the way or feeling tough.