We’ll break down jumping on the ‘trend’ of sleep, understanding demand and proof of concept before launch, and why ARR is king.

Sleep as a Service is a simple but powerful add-on: assess a client’s sleep habits, build a routine, and keep them accountable. Think of it like mobility coaching—only for recovery.

You guide the basics: bedtime consistency, evening light exposure, caffeine cut-off, screen habits, and bedroom setup. If they wear a tracker, you translate the data into clear actions. Better sleep drives stronger sessions, fewer injuries, and steadier progress, which means clients stay longer and refer more.

The tech is ready. TrueCoach now integrates with Whoop, and Trainerize links with Apple Health, so sleep data flows straight into your dashboard.

Start simple: add two sleep questions to your weekly check-in and review the graphs during a quick Loom video. For a premium tier, export those graphs into a branded monthly report with tailored coaching notes and habit targets.

Choose the depth that fits your service level, but don’t ignore the edge—sleep coaching can set you apart while adding real value for clients.

Playbook

Email is still the highest ROI of any marketing channel but most coaches ignore it.

The data is clear on how to optimise your initial sequence to give yourself the proven best chance of converting leads into paying customers.

A webinar waitlist lets you test demand before you build.

Create a clear promise—something like “Build Pre-Season Strength in 28 Days”—and drive traffic to a simple landing page that collects names and emails (anything more and you create too many barriers).

Only run the session if enough coaches or athletes sign up. That way you protect your time, gauge real interest, and start warming leads before a programme launch or club pitch.

One of the best tools for executing your first webinar is Zoom with the ability to create a simple landing page, full control of the rooms, and pre-webinar reminder emails automated - it has everything you need in one place.

For inspiration, look at how Dan Howells of Collaborate Sports runs his sessions: strong topic titles, clean sign-up flow, and a post-webinar follow-up that moves attendees toward paid offers.

ARR (Annual Recurring Revenue) is the money you expect from subscriptions over a year. It matters because rent, food, and kit don’t care about your launch calendar. Higher ARR means stable cashflow, cleaner planning, and less pressure to sell every week. For coaches, ARR grows when clients pay annually or stay on a maintenance plan after a block.

Make it concrete: offer an annual payment option with a small discount (8–12%) on your main programme. Add a “Maintenance” tier (1 check-in, 1 plan update, chat support) for graduates who want to keep momentum. Build renewal prompts at weeks 10 and 20. Track three numbers monthly: active subscribers, average revenue per client, and churn (who leaves).

Keep the maths simple: more long-term clients, fewer leavers.

Our next weekly exchange will drop in your inbox next Monday.

Keep an eye out on Thursday’s email for a deeper breakdown of a specific area.