Charlie Johnson, one of the most recognized fitness coaches in the world, has achieved a milestone that few in the industry reach—winning the Two Comma Club X award for generating over $10 million in revenue. The award, presented by ClickFunnels, is a symbol of entrepreneurial excellence, recognizing individuals who have built highly successful online businesses.
For Johnson, the journey to this level of success was not a straight path. He transitioned from a corporate nine-to-five job into the fitness industry, overcoming personal and professional challenges along the way. His ability to scale his business beyond traditional one-on-one coaching is a testament to leveraging digital platforms, automation, and high-value offers.
Now, as he prepares to accept the award in Las Vegas, he shares the five key strategies that helped him build a multi-million-dollar coaching business—and how others can follow the same path.
1. Build a Scalable Business Model
Most fitness coaches limit their potential by relying on one-on-one coaching, which caps both income and impact. Johnson recognized early on that to scale, he needed to shift toward group coaching, online programs, and digital automation. By creating a structured coaching framework that could be replicated at scale, he was able to increase his client base without sacrificing quality.
The key for any entrepreneur looking to reach seven or eight figures is to stop trading time for money and build systems that work independently.
2. Master Lead Generation and Sales Funnels
Johnson attributes much of his success to automating client acquisition. Rather than relying on word-of-mouth or inconsistent social media outreach, he built a systematic funnel that attracts leads, nurtures them through long-form content, and converts them into paying clients.
One of the most effective strategies was developing high-value, evergreen content on platforms like YouTube and email marketing. By creating resources that educate potential clients, he positioned himself as an authority, ensuring a steady flow of leads without constant manual effort.
3. Invest in Mentorship and Personal Development
While many entrepreneurs try to figure everything out on their own, Johnson took a different approach—he paid to learn from those who had already succeeded.
“The biggest shortcut in business is finding someone who has already done what you want to achieve and learning from them,” he explains.
By working with mentors and coaches in the fitness, business, and digital marketing industries, he compressed years of trial and error into months, accelerating his growth.
4. Prioritize Long-Form Content and Value First Marketing
Unlike many fitness coaches who rely on short-form content, Johnson built his brand around value-first marketing. His YouTube channel, in-depth guides, and educational content provide more insight than many paid courses.
His philosophy follows the law of reciprocity—by giving away so much free value, his audience naturally feels inclined to work with him when they’re ready to invest in a program.
For those looking to build credibility and scale, long-form content is essential. It not only increases brand trust but also allows for deeper engagement with potential clients.
5. Stay Relentless and Consistent
Johnson emphasizes that success is not about overnight wins but rather consistent execution over time. Many entrepreneurs give up too soon, expecting results in days or weeks. However, building an eight-figure business requires relentless effort and a willingness to adapt.
“There were moments of doubt and failure, but quitting was never an option,” he says. “If you keep going, pivot when necessary, and stay focused on delivering value, success is inevitable.”
Scaling to $10M and Beyond
Winning the Two Comma Club X award is more than a milestone—it is proof that fitness coaches can break past traditional income ceilings by leveraging digital strategies, automation, and high-value client relationships.
For those aiming to reach seven or eight figures, Johnson’s advice is clear: build scalable systems, create long-term value, and never stop learning. Charlie is pushing heavily for the adoption of AI, and the trainers who utilise this will be the ones to grow over the next 12 – 18 months. The rest? Will get left behind.
