Wellness Coaching Australia's Blog

Coach Profile: Miranda Wageman

Posted on 24-10-2017 by Melanie White



People often ask how our busy coach graduates achieved success in their coaching business.

Here’s the business journey of Miranda Wageman, owner of Sum of One – Holistic Wellness Coaching for Fitness and Health.

About Miranda

My name is Miranda Wageman and I help people get out of pain and into life. 

I help people be strong, active and mobile, through gaining control of their lifestyle habits and carrying through with their goals. 

I used to be a graphic designer and I have a BA (Hons) in Chinese. These days, I am a Wellness Coach, fitness instructor and Pilates instructor. 

Getting Started in Business

In 2015, I was in the process of starting my own business and wasn't sure what to call myself or what direction to go into - I knew it had to be more than just being a PT or fitness instructor. 

I found WCA, and that was the missing link for me - it gave me an edge over other PTs, and a focus of where I wanted to go with my business. This helped me develop my business materials as well. 

Since then, I've been steadily chipping away at building my business and fine tuning my services.  
 
Initially I started my business just with exercise classes – my niche is seniors as well as Pilates (all age groups). 

I subsequently picked up a few private clients, and then a few coaching clients and secured a number of government grants in my first year. This was a great financial help as it gave me a consistent income and allowed me to set myself up with equipment. 

I engaged Melanie (from WCA) as a business coach for a number of sessions to help get clarity of what I wanted to do and how to go about it. 

My Niche

It was pretty clear from the start that my niche would be seniors. I love working with them as they are honest and are willing to work hard at improving themselves. 

When they decide to do something, they do it, and stick with it - and are willing to pay. 

They are also (sometimes brutally) honest in their feedback, which I see as a good tool to fine tune my services further. 


Having said that, I am getting more younger clients too which is interesting.

Start-up Challenges 

My initial challenges with my business were actually getting started - and believing I'm good enough to work as a coach. 

I had a lot of fears to begin with – all the usual things, like:

“what if I set up classes and no one turns up?”

“what if people don't pay?”

“what if they don't like me?”

Plus, I live in a small rural community, and competition is fierce. People don't always fight fair and it has at times been difficult to be the better person and distance myself from petty squabbling when unjust comments were publicly made. 
 
Running your own business and having to be fully dependent on yourself for the next pay cheque can feel daunting, lonely and isolating. 

How I Stay Focused

Whenever I feel flat or doubt myself, I make an action list to go through (sometimes marketing, sometimes reconnecting with people or posting information, doing research on different classes). 

This gets me out of the blues and reminds me that I must be effective, as my reputation is growing and my classes are well attended. 

I remind myself that people like coming to me, they like my style and they like my classes. 


The consistent feedback on my coaching style is that people see me as a trustworthy friend they can confide in. This is also reflected in how many people stay with me, both private and in class situations. 

Word of mouth seems to be my best friend. And always, always I make sure that I do my own workouts too and maintain my own health so I don't burn out or lose enthusiasm.

How my Business Has Grown

In the past 3 years, I've increased my classes, and also, my number of clients. 

I've been rigorous in cutting out anything that doesn't make enough money - it sounds awful, but I have to make a living out of this. 

I'm getting more enquiries, and I've recently been contracted by a large organisation to work specifically with seniors - initially running strength based programs, but they are interested in exploring my other skills (even extending to their staff) - and they are willing and able to pay. 

Typical Client Outcomes 

Because I still primarily work in the fitness industry, the main feedback I get is about increased strength, ability to continue doing ordinary things, increased energy and confidence, people enjoy my teaching and they come for the social aspect as much as the physical aspect. 

Private clients have a range of issues - post accident rehab, changing food habits. 

Typically, the clients I work with seem inspired to try more, and dare to take more risks. That is, they build self-confidence, self-efficacy and a belief in themselves that was not there before.

They realise there are different ways of looking at things, so if they are stuck, they see new options. 

I think that builds their confidence which of course affects all parts of your life. 

They seem to find their mojo again :) 
 

My 3 Biggest Lessons

The three biggest lessons I’d share with other coaches starting out are:

1. Keep going - one foot in front of the other.

2. Stay positive (you're worth it!!) and focus on all the people who think the sun shines out of your a**e :) There are usually more than you think.

3. Life is full of options and choices - if one thing doesn't work, try another. 

Final Thoughts

Thanks Miranda for providing the material for this profile. 

Having worked with Miranda in 2015/16, I wanted to finish with my perspective on how she is building a successful coaching business.

1. She brings her strengths into the development and growth of her business. 

Her persistence, resourcefulness, positive attitude and creativity have allowed her to come up with some awesome and authentic promotional strategies. 

2. She’s used bought her creativity and resourcefulness into her marketing

After Miranda identified her ideal client and elevator pitch, I noticed something switch inside her. She asked some talented people to help her develop a promotional video (you tube in the links below) and they agreed…but ended up being mostly too busy to help. So Miranda drew on her resourcefulness and created the video herself – her own music, videos and photos – and it works beautifully.

3. Miranda shares her authentic self with her clients

Miranda’s not someone who uses corporate, ‘them and us’ speak. Her authentic zest, enthusiasm and genuine compassion for people really shine through – and those things are her best marketing tools. 

4. She knows that meeting people every week is an essential part of marketing

Early on, Miranda went out and met new people each week using a structured plan. They were potential clients, potential JV’s, other practitioners, hospital staff, you name it she was there. 

When we chatted for this profile recently, it was interesting to map where her current client base came from.

There were those handful of people - clients and professional relationships - who were what I call “your Tupperware ladies”. That is, they’re very well networked, have fingers in lots of pies, and consistently tell EVERYBODY how great Miranda is.

Once you get that sort of momentum, word of mouth referral carries you through. 

To learn more about Miranda or connect with her on social media, visit:


About the Author - Melanie White

Melanie is a wellness coach with PT and associated qualifications. With over 15 years of experience in business management and leadership, Melanie brings a wealth of experience to the table. She loves helping people germinate new business ideas and grow them into successful, profitable ventures. 

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