E594: How to Raise Your Rates, Buy Back Your Time, and Build a Real Coaching Career

Shallow and Jiunta dig into what it really takes to build a big, strong back. Forget Instagram hacks and isolated fluff—this is a conversation about foundational strength, spinal control, and why deadlifts and bent-over rows still reign supreme. From coaching cues to misunderstood anatomy, we break down the principles behind effective back training and why most lifters get it wrong. Class Starts May 12th! Sign Up For PSL1 Now At  https://www.pre-script.com/psl1 FREE Coach's Field Guide: https://www.pre-script.com/coachs-field-guide We’ve got a new sponsor! Marek Health is a health optimization company that offers advanced blood testing, health coaching, and expert medical oversight. Our services can help you enhance your lifestyle, nutrition, and supplementation to medical treatment and care. https://marekhealth.com/rxd Code RXD Don’t miss the release of our newest educational community - The Pre-Script ® Collective! Join the community today at  www.pre-script.com. For other strength training, health, and injury prevention resources, check out our website, YouTube channel, and Instagram. For more episodes, subscribe and tune in to our podcast. Also, make sure to sign up to our mailing list at www.pre-script.com to get the first updates on new programming releases. You can also follow Dr. Jordan Shallow and Dr. Jordan Jiunta on Instagram! Dr. Jordan Shallow: https://www.instagram.com/the_muscle_doc/ Dr. Jordan Jiunta: https://www.instagram.com/redwiteandjordan/ Why Most Podcasts Rinse and Repeat (00:00:30) Deadlifts: The Foundational Back-Builder (00:06:30) Strength vs. Hypertrophy: What Actually Grows Your Back (00:08:00) The Role of Spinal Control in Hypertrophy (00:12:00) Bent-Over Rows and Shear Tolerance (00:14:30) Isolation Doesn’t Work Without a Strong Base (00:17:00) Core Control: The Secret to Better Back Training (00:20:00) The Lat Pulldown Mistake Everyone Makes (00:23:00) Why You’re Not Licensed to Train Lats Yet (00:25:00) The Case for Single-Arm Dumbbell Rows (00:27:00) Ribcage as a Fulcrum: Leveraging Spinal Mechanics (00:29:00) Prerequisites Before You Ever Pull Overhead (00:31:00)

Jiunta and Ridpath get brutally honest about the real path to growing a sustainable coaching business. From charging your worth, to buying your time back, to building an online roster the right way — it all starts with mastering in-person training. We break down where most coaches go wrong, how to actually earn the ability to scale, and why chasing quick wins online will leave you stuck. PSL1 Registration is NOW LIVE. Sign Up at https://www.pre-script.com/psl1 FREE Coach's Field Guide: https://www.pre-script.com/coachs-field-guide We’ve got a new sponsor! Marek Health is a health optimization company that offers advanced blood testing, health coaching, and expert medical oversight. Our services can help you enhance your lifestyle, nutrition, and supplementation to medical treatment and care. https://marekhealth.com/rxd Code RXD Don’t miss the release of our newest educational community - The Pre-Script ® Collective! Join the community today at www.pre-script.com. For other strength training, health, and injury prevention resources, check out our website, YouTube channel, and Instagram. For more episodes, subscribe and tune in to our podcast. Also, make sure to sign up to our mailing list at www.pre-script.com to get the first updates on new programming releases. You can also follow Dr. Jordan Shallow and Dr. Jordan Jiunta on Instagram! Dr. Jordan Shallow: https://www.instagram.com/the_muscle_doc/ Dr. Jordan Jiunta: https://www.instagram.com/redwiteandjordan/ Track Your Sessions and Rates (00:00:00) How to Handle Client Pushback (00:02:00) Picking Which Clients Stay or Go (00:03:02) Scaling Your Online Coaching the Right Way (00:06:22) Proof of Concept Before Scaling (00:07:26) Why Online Coaches Fail Without In-Person Experience (00:08:55) Developing Real Coaching Skills (00:12:20) Fast-Tracking Your Skillset Through Reps (00:15:47) Heuristics and Coaching Efficiency (00:18:38) Coaching Language and Building Buy-In (00:24:22) Content Creation: Speaking to Common Client Mentalities (00:32:24) Why Entertainment Isn’t Coaching (00:37:06) Handling Internet Critics and Staying Focused (00:49:06) Building a Real Business (00:54:22)

Shallow and Jiunta unpack six hard lessons from years in the game, from charging what you're worth to surviving when shit doesn’t go as planned. If you're a coach, this episode might save you years of trial and error. PSL1 Registration is NOW LIVE. Sign Up at https://www.pre-script.com/psl1 FREE Coach's Field Guide: https://www.pre-script.com/coachs-field-guide We’ve got a new sponsor! Marek Health is a health optimization company that offers advanced blood testing, health coaching, and expert medical oversight. Our services can help you enhance your lifestyle, nutrition, and supplementation to medical treatment and care. https://marekhealth.com/rxd Code RXD Don’t miss the release of our newest educational community - The Pre-Script ® Collective! Join the community today at www.pre-script.com. For other strength training, health, and injury prevention resources, check out our website, YouTube channel, and Instagram. For more episodes, subscribe and tune in to our podcast. Also, make sure to sign up to our mailing list at www.pre-script.com to get the first updates on new programming releases. You can also follow Dr. Jordan Shallow and Dr. Jordan Jiunta on Instagram! Dr. Jordan Shallow: https://www.instagram.com/the_muscle_doc/ Dr. Jordan Jiunta: https://www.instagram.com/redwiteandjordan/ Lesson 1: Not Everyone Responds the Same (00:01:13) Lesson 2: Sit in Discomfort, Don’t Flinch (00:04:00) Lesson 3: It’s Okay to Not Know (00:08:52) Lesson 4: Most People Know Nothing About Fitness (00:13:01) Lesson 5: Charge Based on Value, Not Your Interests (00:20:04) Lesson 6: Worldview Shapes Your Client Relationships (00:24:19)

FREE Exercise Selection Webinar: https://www.pre-script.com/exercise-selection-webinar Shallow is back!  In this episode, we unpack the real skill behind effective coaching: the ability to adapt. From rigid spreadsheets to real-world results, Shallow and Jiunta break down the difference between programming and coaching, why context matters more than sets and reps, and how subjective feedback can be more powerful than force plate data. Whether you're coaching rehab, elite athletes, or general population clients, the message is clear: the coaches who succeed are the ones who know how to adapt. PSL1 Registration is NOW LIVE. Sign Up at https://www.pre-script.com/psl1 FREE Coach's Field Guide: https://www.pre-script.com/coachs-field-guide   We’ve got a new sponsor Marek Health is a health optimization company that offers advanced blood testing, health coaching, and expert medical oversight. Our services can help you enhance your lifestyle, nutrition, and supplementation to medical treatment and care. https://marekhealth.com/rxd Code RXD Don’t miss the release of our newest educational community -  The Pre-Script ® Collective! Join the community today at www.pre-script.com. For other strength training, health, and injury prevention resources, check out our website, YouTube channel, and Instagram. For more episodes, subscribe and tune in to our podcast. Also, make sure to sign up to our mailing list at www.pre-script.com to get the first updates on new programming releases. You can also follow Dr. Jordan Shallow and Dr. Jordan Jiunta on Instagram! Dr. Jordan Shallow: https://www.instagram.com/the_muscle_doc/ Dr. Jordan Jiunta: https://www.instagram.com/redwiteandjordan/ Life updates: San Francisco & podcast hiatus (00:02:00) Upcoming webinar: What is good programming? (00:05:30) Ice vs. heat? You're asking the wrong question (00:06:50) Programming vs. coaching – the critical difference (00:07:50) Why your footprint is your blueprint (00:10:30) Designing programs for real-life environments (00:13:00) Execution, error, and learning in training (00:15:00) Low-res programming: Building intention into flexibility (00:18:00) Rigid programs kill adaptability (00:21:00) Introducing error to stimulate motor learning (00:24:00) Playtime matters: variability in training (00:27:30) Why rehab still works, even when it's trash (00:31:00) Teaching movement through smart program structure (00:34:00) Subjective > objective: the real data that drives results (00:36:00) How to coach based on what clients feel (00:40:00) Interpreting feedback: the client gets a vote (00:45:00) Performance = subjective + objective + your coaching lens (00:49:00)

Eric Bugera returns to RX’D Radio for a raw conversation about hitting the wall. From moving homes and raising a toddler to juggling multiple jobs, Eric shares how being buried under life stress gave him a new understanding of the concepts he coaches every day. He and Jiunta dive into allostatic load, how maturity reshapes your goals, and why more work doesn’t always mean more success. They discuss the reality of coaching with integrity, the dangers of scope creep, and the value of finding where your effort actually matters.  PSL1 Registration is NOW LIVE. Sign Up at https://www.pre-script.com/psl1 FREE Coach's Field Guide: https://www.pre-script.com/coachs-field-guide We’ve got a new sponsor! Marek Health is a health optimization company that offers advanced blood testing, health coaching, and expert medical oversight. Our services can help you enhance your lifestyle, nutrition, and supplementation to medical treatment and care. https://marekhealth.com/rxd Code RXD Don’t miss the release of our newest educational community - The Pre-Script ® Collective! Join the community today at www.pre-script.com. For other strength training, health, and injury prevention resources, check out our website, YouTube channel, and Instagram. For more episodes, subscribe and tune in to our podcast. Also, make sure to sign up to our mailing list at www.pre-script.com to get the first updates on new programming releases. You can also follow Dr. Jordan Shallow and Dr. Jordan Jiunta on Instagram! Dr. Jordan Shallow: https://www.instagram.com/the_muscle_doc/ Dr. Jordan Jiunta: https://www.instagram.com/redwiteandjordan/ What is allostatic load & why it matters in training (00:03:02) The cost of chasing optimal at all costs (00:08:45) Parenthood, performance, and sustainable coaching (00:14:20) Scope of practice: Knowing when to refer out (00:21:03) Why integrity matters more than aesthetics (00:27:45) Business pressure vs. staying authentic (00:34:10) How to actually build client trust (00:40:28) Playing the long game in health & business (00:46:00)

Dr. Trevor Kimm—2x national champion in Olympic weightlifting—joins us to talk about what really matters in the sport. From competing internationally with a herniated disc to explaining why getting stronger often beats perfecting technique. We dive into long-term progress, the myth of fascial training, burnout after Olympic cycles, and why chasing new programs might be holding you back. https://www.instagram.com/dr.trevor_kimm/ PSL1 Registration is NOW LIVE. Sign Up at https://www.pre-script.com/psl1 FREE Coach's Field Guide: https://www.pre-script.com/coachs-field-guide We’ve got a new sponsor! Marek Health is a health optimization company that offers advanced blood testing, health coaching, and expert medical oversight. Our services can help you enhance your lifestyle, nutrition, and supplementation to medical treatment and care. https://marekhealth.com/rxd Code RXD Don’t miss the release of our newest educational community - The Pre-Script ® Collective! Join the community today at www.pre-script.com. For other strength training, health, and injury prevention resources, check out our website, YouTube channel, and Instagram. For more episodes, subscribe and tune in to our podcast. Also, make sure to sign up to our mailing list at www.pre-script.com to get the first updates on new programming releases. You can also follow Dr. Jordan Shallow and Dr. Jordan Jiunta on Instagram! Dr. Jordan Shallow: https://www.instagram.com/the_muscle_doc/ Dr. Jordan Jiunta: https://www.instagram.com/redwiteandjordan/ Welcome Back, Trevor Kimm (00:00:00) Party Lifts & Pancakes in Vegas (00:00:45) Competing With a Herniated Disc (00:02:28) Slow Progress is Still Progress (00:05:04) Can You Be Strong as a Vegan? (00:05:39) The LA Olympics Going Full Vegan? (00:06:04) Olympic Weightlifting Fanboy Tour (00:08:30) Bulgarians Jumping Barricades (00:10:43) Chain-Smoking Gold Medalists (00:11:45) Olympic Burnout & Recovery Dilemma (00:16:21) Missing Qualification: The Harsh Truth (00:17:29) Strength vs. Technique: What Actually Wins? (00:22:00) Why There Are No Magic Programs (00:27:00) Our Training Approaches & Block Progressions (00:37:00) Fascial Training Debunked (00:49:00) Snake Oil Coaching and the Feel-Good Trap (01:00:00)

Jiunta dives deep into one of the most overlooked aspects of performance training: modulating intensity. From injury recovery to high-level competitors in fat loss phases, Jiunta unpacks real conversations he's had this week about training smarter—not just harder. Learn how pushing for progress can actually set you back, why effort needs to be refined (not just ramped up), and how to communicate the nuance of RPE with clients and athletes alike. Whether you're chasing strength, hypertrophy, or longevity, this is a mindset shift you need to hear. PSL1 registration is NOW LIVE. Sign Up At https://www.pre-script.com/psl1 FREE Coach's Field Guide: https://www.pre-script.com/coachs-field-guide We’ve got a new sponsor! Marek Health is a health optimization company that offers advanced blood testing, health coaching, and expert medical oversight. Our services can help you enhance your lifestyle, nutrition, and supplementation to medical treatment and care. https://marekhealth.com/rxd Code RXD Don’t miss the release of our newest educational community - The Pre-Script ® Collective! Join the community today at www.pre-script.com. For other strength training, health, and injury prevention resources, check out our website, YouTube channel, and Instagram. For more episodes, subscribe and tune in to our podcast. Also, make sure to sign up to our mailing list at www.pre-script.com to get the first updates on new programming releases. You can also follow Dr. Jordan Shallow and Dr. Jordan Jiunta on Instagram! Dr. Jordan Shallow: https://www.instagram.com/the_muscle_doc/ Dr. Jordan Jiunta: https://www.instagram.com/redwiteandjordan/ Why Every Athlete Needs This Conversation (00:05:05) Effort vs. Effectiveness in Training (00:07:11) Case 1: Overachieving Client and Misapplied RPE (00:14:03) How Tempo Reveals True Effort (00:20:09) Training Without Increasing Load (00:25:23) Case 2: Pro Bodybuilder in a Cut (00:27:19) How Cardio Can Hurt Your Muscle Retention (00:34:00) Optimizing Heart Rate Zones for Fat Loss (00:38:11) Making Cardio Work With Your Lifting (00:41:05) Case 3: Olympic Lifters Addicted to Maxing Out (00:45:24) Why “Trying Hard” Can Hold You Back (00:53:13) Practice Doesn’t Make Perfect—It Makes Permanent (00:54:44) Train Smart, Not Just Hard (00:55:55)

How do you balance a high-level career with a deep passion for coaching and fitness? Alin Kenworthy, an Apple engineer and CrossFit coach, joins RX’D Radio to share his journey from competitive swimming to programming, to eventually stepping into the world of coaching. Alin breaks down the thought process behind structured coaching, how to develop better habits in training, and why curiosity is the key to continual progress in fitness and beyond. Whether you're an athlete, a coach, or just someone trying to get better at what you do—this episode is packed with value. www.instagram.com/alinkenworthy PSL1 Registration goes live next week! Last chance to receive our only course discount. Learn more at https://www.pre-script.com/psl1 FREE Coach's Field Guide: https://www.pre-script.com/coachs-field-guide We’ve got a new sponsor! Marek Health is a health optimization company that offers advanced blood testing, health coaching, and expert medical oversight. Our services can help you enhance your lifestyle, nutrition, and supplementation to medical treatment and care. https://marekhealth.com/rxd Code RXD Don’t miss the release of our newest educational community - The Pre-Script ® Collective! Join the community today at www.pre-script.com. For other strength training, health, and injury prevention resources, check out our website, YouTube channel, and Instagram. For more episodes, subscribe and tune in to our podcast. Also, make sure to sign up to our mailing list at www.pre-script.com to get the first updates on new programming releases. You can also follow Dr. Jordan Shallow and Dr. Jordan Jiunta on Instagram! Dr. Jordan Shallow: https://www.instagram.com/the_muscle_doc/ Dr. Jordan Jiunta: https://www.instagram.com/redwiteandjordan/ Meet Alan Kenworthy: Apple Engineer & CrossFit Coach (00:03:00) The Collegiate Athlete Experience: What We Wish We Knew (00:06:30) Why Alan Took a Year Off Sports to Build an App (00:12:00) The Moment That Changed His Approach to Training (00:18:00) How CrossFit Exposed the Gaps in Programing (00:23:30) The Secret to Coaching Success: Efficiency & Proficiency (00:30:00) Skill Acquisition: Why It’s Not Just About More Reps (00:38:00) The Biggest Mistakes Athletes Make in Training (00:45:00) Why Success is About Curiosity, Effort, and Adaptability (00:51:30) Advice for Coaches: How to Create Buy-In (00:58:00)

Ever wonder why rehab constantly leaves you stuck and frustrated? In this episode, we break down why traditional rehab often stops too soon, leaving behind compensation patterns that limit performance and increase injury risk. We dive into how to assess, correct, and build lasting strength across ALL levels, from desk workers to pro athletes.  Join The PSL1 Waitlist Now For An Exclusive Discount. Learn more at https://www.pre-script.com/psl1 FREE Coach's Field Guide: https://www.pre-script.com/coachs-field-guide We’ve got a new sponsor! Marek Health is a health optimization company that offers advanced blood testing, health coaching, and expert medical oversight. Our services can help you enhance your lifestyle, nutrition, and supplementation to medical treatment and care. https://marekhealth.com/rxd Code RXD Don’t miss the release of our newest educational community - The Pre-Script ® Collective! Join the community today at www.pre-script.com. For other strength training, health, and injury prevention resources, check out our website, YouTube channel, and Instagram. For more episodes, subscribe and tune in to our podcast. Also, make sure to sign up to our mailing list at www.pre-script.com to get the first updates on new programming releases. You can also follow Dr. Jordan Shallow and Dr. Jordan Jiunta on Instagram! Dr. Jordan Shallow: https://www.instagram.com/the_muscle_doc/ Dr. Jordan Jiunta: https://www.instagram.com/redwiteandjordan/ Why rehab leaves you weak and in pain (00:00:00) The biggest problem with traditional rehab (00:03:00) Why most rehab stops too soon (00:06:30) Compensation patterns: The hidden reason you're still struggling (00:10:45) How to assess movement properly (00:15:20) The gold-standard approach to building function (00:19:50) Why bilateral exercises aren’t the fix (00:24:30) The case for unilateral training in rehab (00:29:15) Core stability: The foundation of real rehab (00:34:40) Fixing upper body mechanics: Scapula & shoulder function (00:39:10) Lower body rehab: Hip rotation, lunges & RDLs (00:44:25) Real functional training vs. gimmicks (00:49:50) Strength coaches vs. rehab pros: Who’s doing it better? (00:55:00) How to actually make rehab work long-term (01:00:20)

After a well-received discussion on shoulder mechanics, we’re shifting the focus to lower-body function. Jiunta dives deep into the art of assessments, movement dysfunction, and how to actually fix pain—without getting lost in internet noise. He breaks down common compensations, the real cause of pain, and why most people are chasing symptoms instead of solving the root issue. Tune in for practical takeaways, real-world case studies, and the principles that should guide your programming. Join The PSL1 Waitlist Now For An Exclusive Discount. Learn more at https://www.pre-script.com/psl1 FREE Coach's Field Guide: https://www.pre-script.com/coachs-field-guide We’ve got a new sponsor! Marek Health is a health optimization company that offers advanced blood testing, health coaching, and expert medical oversight. Our services can help you enhance your lifestyle, nutrition, and supplementation to medical treatment and care. https://marekhealth.com/rxd Code RXD Don’t miss the release of our newest educational community - The Pre-Script ® Collective! Join the community today at www.pre-script.com. For other strength training, health, and injury prevention resources, check out our website, YouTube channel, and Instagram. For more episodes, subscribe and tune in to our podcast. Also, make sure to sign up to our mailing list at www.pre-script.com to get the first updates on new programming releases. You can also follow Dr. Jordan Shallow and Dr. Jordan Jiunta on Instagram! Dr. Jordan Shallow: https://www.instagram.com/the_muscle_doc/ Dr. Jordan Jiunta: https://www.instagram.com/redwiteandjordan/ Intro: Why This Episode Matters (00:00:00) The Frustration of Losing an Episode (00:03:00) Why Understanding Pain Is Key to Fixing It (00:06:35) The Role of Dysfunction in Chronic Pain (00:10:30) Injury History: Why It’s the First Step in Assessments (00:15:20) Pain vs. Dysfunction: What You Need to Know (00:19:45) The Simple Way to Spot Movement Asymmetries (00:24:10) Case Study: NFL Prospect’s Knee Pain Fix (00:28:50) Case Study: Solving Knee Pain for a 100-Mile Hiker (00:33:40) The Gold Standard of Movement and Why It Matters (00:38:20) How Foot Pressure Reveals Hidden Weaknesses (00:42:50) The Core’s Role in Lower Body Mechanics (00:48:15) The Right Way to Think About Pelvic Positioning (00:53:30) Identifying and Fixing Poor Movement Patterns (00:58:45) The Few Exercises That Fix 90% of Problems (01:03:00) Closing Thoughts: How to Get Better at Assessments (01:06:30)