Give A Shit!

Give a Shit!

Coaching is a profession that demands far more than just knowledge, technical skill, or experience. At its core, great coaching requires the ability to connect, empathise, and inspire others toward growth and achievement.

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For me, the most important aspect of coaching — and one of the most underrated — is the ability to genuinely care, or as I like to say, give a shit.

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As a coach, how do I do this?

1) Be Yourself
People buy into you. If you pretend to be someone you’re not, trust will crumble — and trust is the foundation of any relationship.

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2) Spend time
Even when I’m “off the clock,” I make sure to spend time with clients. No matter how short, those moments matter. They show genuine care, and they give me the chance to continue learning about and understanding more about each person.

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3) CareIt’s easy to prescribe plans, drills, or routines. But when you truly care, you’re not satisfied with surface-level outcomes. You dig deeper — paying attention to individual needs, mental and emotional barriers, and external pressures that could impact performance. You become more aware of what’s working and what’s not, and you adjust accordingly.

4) Create buy-in
When you’re invested in your client, it creates a reciprocal effect. Where there’s buy-in, there’s commitment to the process.

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5) Create a safe space
Whether it’s growth or failure, I aim to create an environment where successes are celebrated and failures are treated as learning opportunities — both of which lead to growth.

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6) Focus on long-term development
I’m not here for short-term results. I’m invested in long-term development — not just in performance, but in personal growth. I give a shit about my client's future, helping them cultivate the skills, mindset, and habits that will serve them well beyond our work together. This kind of care isn’t transactional.

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As I said from the start: Give a shit!

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About InnerFight

InnerFight is a premier fitness and endurance coaching company based in Dubai. Whether you’re a busy professional seeking peak performance or an athlete pursuing ambitious dreams, InnerFight offers a supportive community where hard work, honesty, and simplicity drive extraordinary results.

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We share insights, advice, tips and success stories to empower your fitness journey:

• The InnerFight Podcast features fitness, mindset, and personal stories
• The Endurance Podcast covers running, cycling, and triathlon training
• The InnerFight Blog delivers expert articles from certified coaches
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Follow us on LinkedIn, Instagram, Facebook, and X for weekly motivation, training tips, and behind-the-scenes content from our Dubai community and international training camps.

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If you’re based in Dubai, visit our 5,000 square foot facility to experience our world-class strength and conditioning classes, personal training, and endurance coaching. Receive 3 free sessions to experience our approach firsthand.

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Fun  - HONESTY - Simplicity - Smash Life - Mental Toughness - Hard Work