The Sports Coach Website Strategy Canvas

Niche – Who do I want to work with?

Your website and business will only work if the foundation is clear. That foundation is your niche. Without it, even the most beautiful site cannot bring you the right clients. A niche is not about limiting yourself. It is about focusing your message so the right people instantly recognize themselves in it.

When you speak to everyone, you connect with no one. People do not search for “general fitness coaching.” They look for something specific that fits their identity and situation. A busy, working first-time Hyrox athlete. A new mom rebuilding strength. A professional who only has three hours a week and wants to stay fit to play with his grandchildren into old age. The clearer you are, the easier it becomes for those people to trust you.

Think about who energizes you most. Which clients have made you feel excited to coach, listened to your advice, and got results? Which ones left you thinking, “I wish I had more of them”? These are the people who bring out your best work. On the other hand, some clients may have drained your energy. It is not that they are bad people, but they may be a better fit for someone else. Choosing your niche is also choosing the kind of business you want to build.

A strong niche sits at the intersection of four things:

• You enjoy working with them
• You understand their struggles
• You know how to help them get results
• You can speak in their own words

When those four line up, you have a clear, aligned niche that fuels your business rather than draining it.

Examples of niches for sports coaches:

• People preparing for their first powerlifting meet
• Women returning to training after pregnancy
• Busy professionals who want to feel strong with limited time
• Hyrox athletes chasing a new personal best
• Older lifters staying mobile and confident as they age
• Athletes with ADHD who need consistent training routines

These are not just training goals, they are real-life situations tied to motivation and identity. And remember, your niche defines your message, not your limits. You can always coach outside of it, but your words should focus on the people you help best.

Example of filling out this canvas section: “My niche is busy, working first-time Hyrox athletes who want to finish strong and feel confident. They are busy professionals with little time who already train but need a plan that fits their lifestyle and keeps them accountable, while giving them the confidence to enjoy their first race.”

Outcome-Based Offer – What emotional outcomes do I sell?

Once you know who you want to work with, the next step is to define what you really offer them. Most coaches focus on features: custom plans, weekly check-ins, WhatsApp support. Those matter, but they are not why clients sign up. People are not buying spreadsheets or reply times. They are buying what those things give them: confidence, structure, momentum, and the feeling that they are not doing this alone.

That is the real value of coaching. When your offer speaks in terms of outcomes, your audience will feel like it was written just for them. Instead of thinking, “That’s a decent plan,” they will think, “That’s exactly what I’ve been looking for.”

The simplest way to get there is to translate features into benefits, and then into emotional outcomes:

• Custom plan → structure that fits their life → confidence they can stick with it.
• Weekly check-ins → track progress and adjust → reassurance they are not alone.
• Fast replies → answers when they need them → trust and support.

You are not selling spreadsheets or reply speed. You are selling clarity, reassurance, and progress that feels sustainable.

Example of filling out this canvas section: “My offer helps busy, working first-time Hyrox athletes feel confident and supported as they prepare for their race. They get clear structure, accountability, and the sense that they are not doing this alone. Features like weekly check-ins and a personalized plan back this up, but the real value is confidence, momentum, and joy in the process.”

Social Proof – What proof of my promises can I show?

One of the most powerful ways to build trust, even if you are just starting out, is social proof. Social proof is anything that shows other people have trusted you and had a good experience. It makes your offer and results feel real and gives potential clients confidence that working with you is worth it.

This does not need to be polished or overwhelming. Social proof can be as simple as:

• A short message from someone you helped
• A screenshot of a DM or WhatsApp thank-you
• A Google review
• A training photo with one of your athletes
• A stat like “8 out of 10 clients hit a new personal best at their last meet”
• A quote from another coach who knows your work
• Your own results and achievements

It is not about showing off. It is about helping people answer the quiet question in their head: “Can I trust this – and could this work for me?”

How to start building social proof (even if you’re new):

• Ask past or current clients or peers you coached informally for 2–3 honest sentences about their experience.
• Collect thank-you messages, progress updates, or screenshots (always ask permission before sharing).
• Share your own journey, with clear lessons that your audience can relate to.
• Offer short free coaching in exchange for honest feedback.

Not all feedback is equal. “Great coach, really nice” is kind, but it does not show much. A strong testimonial speaks directly to the outcomes you offer. For example: “I finally felt confident stepping into my first competition thanks to the clear structure and support.”

Where to use social proof:

• On your homepage and service pages
• In social posts, reels, or carousels
• In conversations or DMs with new leads
• On flyers, posters, or event banners
• Even in casual conversations, as short stories you can share

The proof you gather now will grow with you. Keep it all in one folder or document so you can reuse it later – and look back on it when you need a reminder of the value you already bring.

Example of filling out this canvas section: “I have two testimonials from first-time Hyrox athletes I coached. One said my structure gave them confidence to enjoy their first race. Another shared that they finally felt supported and accountable after struggling alone before. I also have my own race results as proof of experience.”

Website Goal – What action do I want visitors to take?

Your website is not just a digital business card. It is more like a quiet assistant that works around the clock. Its job is to clearly show who you help, build trust, and guide the right visitors toward taking a real next step.

A strong site does not just impress with design, it leads visitors to action. Fancy animations or dozens of extra pages rarely bring new clients. Clarity, relevance, and a clear call to action do.

In the coaching space, the two steps that work best are:

• Book a short call – a chance to connect personally and see if it’s a fit.
• Send a direct message or email – low barrier, easy, and personal.

Other steps can also support your growth, like subscribing to your newsletter or following you on social media, but your site should still center on one primary goal. The more specific you are, the easier it becomes to design your site around that action.

Example of filling out this canvas section: “The main goal of my website is for visitors to book a free 15-minute consultation call. This lets us talk about their goals, answer questions, and see if my coaching is the right fit for their race prep.”

5 Core Pages – What goal does each page serve?

You don’t need countless pages to make your website work. Whether you go for a simple one-pager or a full multi-page site, the structure is nearly the same: it’s about clarity, not volume.

A one-pager works well if you have one clear offer and want a fast setup. Multi-page sites help when you want more detail, SEO reach, or have several offers. Either way, the key is to cover the five core areas below, each with a clear purpose:

• Homepage / Welcome – Introduce your offer, speak to your client’s struggles, show the outcome you support, and lead toward one next step.
• About – Show who you are, why you care, and why people can trust you. This is where visitors should feel safe choosing you.
• Services – Explain what you offer, who it’s for, and what results people can expect. Keep it focused on outcomes, not just features.
• Contact / Booking – Make it simple for people to reach out. A short form, a WhatsApp link, or a call booking tool works best.
• Optional: Blog / FAQ / Free Value – Extra content can build trust, especially for bigger commitments, but it’s not required to start.

Example of filling out this canvas section: “Homepage – show that my coaching helps busy Hyrox athletes prepare for their first race with confidence and guide them to book a free call.
About – explain my own background in Hyrox and why I support first-time athletes.
Services – show what outcomes my coaching delivers and what features back them up.
Contact – make it easy to book a 15-minute call or message me directly.”

Trust-Building Design – How will I make my site look and feel trustworthy?

Visitors decide within seconds if your website feels trustworthy. This isn’t about fancy effects or complicated layouts, it’s about being clear, calm, and consistent. Good design builds trust. Confusing or outdated design breaks it before your words even matter.

What builds trust visually:

• Mobile-first experience – Most people view on their phone. Make sure text is readable, buttons are easy to tap, and nothing breaks when scrolling.
• Clean, professional layout – Plenty of breathing space and modern styling signal care and respect for your visitor.
• Consistent branding – Stick to a small set of colors, fonts, and styles. Inconsistency feels chaotic, even if visitors can’t explain why.
• Real photos – Show yourself, your athletes, or your coaching in action. Real images connect far better than stock photos.

The power of colors:
Colors create emotions. Blue signals trust, green health, orange energy, black/white contrast clarity. Too many colors create overwhelm. Pick a palette that feels aligned and use it consistently.

Design is also communication:

• Clear headlines that instantly show who you help and what you do.
• Simple navigation that doesn’t make people think.
• Visible calls to action that say what happens next (“Book a free call”), not vague buttons like “Click here.”

Hidden trust signals that matter:

• HTTPS and fast load times.
• Legal basics like privacy policy and imprint (especially in the EU).
• Fresh, updated content instead of old announcements.
• A visible guarantee or refund policy.
• No broken views, bugs, or confusing animations.

Example of filling out this canvas section: “My site uses a calm blue-and-white palette with clear structure and lots of whitespace. All main sections have a visible CTA to book a call. Real photos from Hyrox competitions and client sessions build trust, and testimonials are included for extra proof.”

Everyday Digital Presence – Where and how will I link my site daily?

Your website is not just for discovery through Google. It also works best when you use it actively in daily life – in conversations, DMs, and quick moments when people are curious about what you do. The right link at the right time turns interest into action.

Set up smart links on all important platforms:

• Instagram, LinkedIn, TikTok, or Facebook bios
• WhatsApp Business profile
• Your email signature
• Google Business profile

But don’t just drop your homepage link. Lead people to the right page with the right message. For example:

• Use your booking page as your main link (“Book your free 15-min call”).
• Add an About page link for extra trust.
• On Google Business, link each service directly, not just the homepage.
• Avoid tools like Linktree unless you really need them. A couple of clear, direct links usually work better and look more professional.

Use links in conversations:

• When someone asks a question, a smart link makes your reply more helpful.
• Curious about your background? Add your About page.
• Unsure about your coaching fit? Share a testimonial link.
• Want to book a call? Send the booking link directly.

The goal isn’t to push links everywhere, but to use them when they help someone feel more confident and ready to take the next step.

Example of filling out this canvas section: “I add my booking page as the main link in my Instagram and LinkedIn bios, and my About page as a second link. In WhatsApp, I link to my homepage for quick context. When someone messages me with questions, I use direct links, like my Services page for coaching details or my testimonial section when they want proof.”

Content + Value Offer – What free content and value can I share?

A value offer is something you give before someone becomes a client. It’s your way of offering a small win, showing how you work, and giving people a reason to take the next step. When you combine this with consistent content, you not only build trust but also create ongoing entry points for people to connect with your coaching.

Examples of value offers:

• A free checklist or PDF (e.g. “Hyrox race prep checklist”)
• A short blog post answering a common question
• A reel or carousel people save and share
• A free intro call (“15-min Q&A about your comp prep”)
• A feedback offer (“Send me your Snatch video and I’ll give you 3 tips”)

These don’t need to be complex funnels. The best value offers are personal, practical, and aligned with your main coaching offer. They should make people think: “If this is free, imagine what their coaching is like.”

Where to use value offers and content:

• Social bios (“Free call to prep your first comp”)
• Your homepage or services page
• DMs and conversations (“Want me to send it to you?”)
• Flyers or posters with a QR code linking directly to the offer

How content supports this:
Add a clear CTA to your posts (“Want the checklist? Grab it here”) and link directly to it, not just your homepage.
Reverse the process: turn sections of your website (FAQs, coaching steps, testimonials) into posts or stories. One page on your site can fuel weeks of content.

Example of filling out this canvas section: “My value offer is a free Hyrox race prep checklist. I’ll promote it by creating regular Instagram content about race prep and building confidence for first-time competitors. Most posts will end with a CTA like: ‘Want the checklist? Grab it through the link in bio.’”

Collaborate – Who could I partner with for mutual support?

You don’t have to grow your coaching business alone. Smart partnerships help you reach people who already trust someone else in your space. These don’t need to be big influencer deals – often, the most powerful collaborations are small, relevant, and personal.

Examples of collaborations that work well for coaches:

• Local gyms or boxes – Owners might share your freebie, let you host a Q&A, or simply recommend you in conversation.
• Complementary coaches – Partner with trainers, nutritionists, or mindset coaches whose services fit alongside yours. You recommend them, they recommend you.
• Events and competitions – Meets, races, and gym events are always looking for value. A free guide, checklist, or warm-up plan can earn you trust and visibility.

What makes collaborations effective:

• Relevance – Their audience overlaps with yours.
• Trust – Both sides believe in the quality of each other’s work.
• Clarity – The win-win is obvious, and easy to act on.

Good collaborations feel like genuine recommendations, not cold promotions.

Example of filling out this canvas section: “I will connect with my local CrossFit box and a Hyrox trainer I know. We can share each other’s posts, and they can hand out my free Hyrox prep checklist at their events. In return, I’ll highlight their services to my audience.”

License

The Sports Coach Website Strategy Canvas is licensed under the Creative Commons License. You are free to use, share, and adapt it, while giving appropriate credit.

Final Words

If you want the full guide, or help implementing any of these steps, grab the guide (coming soon!) or get in touch with us. And drop us a message if you want the 10-page preview of the guide for free :) We’d love to hear from you.

Hope this brought you some value in building your dream coaching business and dream life :)
– Per and your PSWD team