Coaches, Coaches Everywhere
Let me be blunt: I’m followed by a lot of men’s coaches.
They come in all shapes, sizes, and stages of self-discovery. Many of them—maybe most—got into coaching because they hit a wall. A divorce. A layoff. A midlife meltdown. An “I can’t do this anymore” moment. The wake-up call that shook their snow globe.
So they pivoted. Reinvented. Rebranded. And decided the solution to their problems was to become the solution to yours.
Now they coach.
I’m Not Knocking the Game… But I’m Asking Questions
Don’t get me wrong—coaching can be noble work. Helping someone get from where they are to where they want to be? That’s purpose-driven stuff. I respect it.
But purpose doesn’t equal proof.
And when you peel back the polished social posts and borrowed buzzwords, a lot of these guys haven’t done much. Scratch the surface, and it’s all filters and funnels.
They Talk the Talk, But Have They Walked the Walk?
Some are 26, shredded, and suddenly they’ve “cracked the code” to life. Others are 42, sober for a year, and now they’re marriage, money, and mindset experts. Some lost 50 pounds and decided they’re now ready to lead your transformation too.
Cool. Congrats. Genuinely.
But just because you no longer hate your life doesn’t mean you’re qualified to lead someone else through theirs.
I’ve poked around. I’ve seen the résumés. I’ve checked the receipts. And most of these guys?
They’ve never built a company. Never managed a team. Never paid a payroll or fired someone or sold a business or rebuilt one from rubble.
They haven’t juggled kids, clients, and cardio at 5 AM. Haven’t sprinted through school drop-off, led meetings, crushed workouts, and still made it home for dinner—present and not glued to their phone.
What they have done is master marketing. They know the content game. They’ve got the filters, the captions, the lead magnets. They’re experts at selling coaching.
But what they’re selling isn’t a proven life. It’s not hard-won wisdom.
It’s persuasion dressed up as experience.
If You’re Going to Lead, Live It First
If you want to coach men who are trying to perform at a high level, you better be performing too.
If you’re telling me how to lead a family, I want to know you’ve been in that foxhole. If you’re coaching business growth, I’d like to see that you’ve actually grown a business. A profitable one outside of this social media and coaching sphere.
Don’t tell me how to win the race when you’ve never laced up your shoes.
Look for Lives, Not Likes
So here’s my advice: stop falling for the headlines and hashtags. Start looking at lives.
Ask the hard questions:
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Have you actually done what I’m trying to do?
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Is your life one I’d want to live?
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Are your values aligned with mine?
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Do you live this—or just read about it?
I’m not anti-coach. I’m anti-BS.
Look for the ones with real receipts. The ones who’ve got scars, not just soundbites. The ones who don’t just speak from the stage—but live that life away from the spotlight.
Because midlife isn’t a crisis. It’s a crossroads. And it takes more than a Canva quote and a content calendar to guide someone through it.
In health.
—Greg
Midlife Male
52. Husband. Father. Entrepreneur. Coach. Student of the game.
Still walking the walk.
P.S., HERE ARE THREE WAYS I CAN HELP YOU TODAY:
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Buy my bestselling book: The Midlife Male: A No-Bullsh*t Guide to Living Better, Longer, Happier, Healthier, and Wealthier and Having More Fun in Your 40s and 50s. Order my book here.
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