Elevate Your Coaching. Transform Your Gym.
Build a Thriving Coaching Team.
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Great coaching isn’t about checklists- it’s about creating an experience that transforms members and drives affiliate growth. We help coaches, coach developers, and affiliate owners build systems that improve retention, elevate coaching quality, and create thriving communities - without burnout or constant micromanagement.
You Don’t Have to Figure It Out Alone.
Do you feel like everything falls on your shoulders, with no clear way to delegate or build a truly independent coaching team? Are you frustrated by inconsistent coaching quality and retention? Do you feel like you could be a better coach for your members but aren’t sure how? Do you want to be more efficient and effective in helping coaches improve?
Virtuous Coach Development helps affiliate owners, coach developers, and coaches implement clear, proven strategies to create structured coaching teams, improve retention, and elevate the member experience. Our programs provide the practical tools and mentorship needed to develop independent, highly effective coaches - without relying on generic templates or one-size-fits-all solutions.
Explore Our Programs
Affiliate Solutions
Turn your gym’s coaching team into a well-oiled machine - without doing everything yourself.
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Develop scalable coaching systems that reduce dependency on you
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Set clear expectations and coaching standards to ensure consistency
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Improve staff retention, leadership, and long-term sustainability
Elevate 6-Week Kick-Start Challenge
Stop guessing - get a simple, structured plan to level up your coaching.
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A step-by-step 6-week program to sharpen coaching mechanics
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Weekly real-world application tasks with expert feedback
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CrossFit® CEU-accredited to support your professional growth
Raising the Bar
Give your coaches the tools to succeed - without micromanaging.
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Master the art of giving effective feedback and evaluating coaches
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Earn the VCD Certified Coach Evaluator certification
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Self-paced learning with personalised one-on-one mentorship
Coach Developer Program
An advanced program for those who want to go beyond coaching and become leaders in coach development.
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A high-level framework for developing, mentoring, and evaluating coaches at all levels
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Personalised guidance through three one-on-one mentorship sessions with an experienced coach developer
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Flexible, self-paced learning with practical applications and real-world scenarios
Why Choose Virtuous Coach Development?
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Accredited CrossFit® Provider: Our programs meet CrossFit®'s high standards for continuing education and professional development.
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Built on Real Coaching Experience: Developed from years of hands-on coaching with the general population, not just theory. Our approach is based on the success of hundreds of coaches and dozens of affiliate owners making long-term improvements to their coaching and businesses.
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More Than a Weekend Course: We don’t just provide information - we guide you through actually implementing change with ongoing mentorship and practical application tailored to real-world coaching.
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Proven Results in Coaching & Retention: Our frameworks have helped affiliates improve coaching consistency, member retention, and team development, leading to sustainable growth.
Want to chat about the best path for you? Let’s grab a virtual coffee and talk.
Frouke
CrossFit® Affiliate Owner
The best thing we did to professionalise our gym was to work with Farran. She helped us tremendously in developing our coaching staff and took a lot of work and stress away from me as a business owner.
Willem
CrossFit® Affiliate Owner
Working with you has not only brought clarity and structure to our operations but also acted as a much-needed motivator. You function as a pleasant 'guiding hand', a constant and encouraging presence. Your positive approach and genuine desire to help, coupled with your structured methods, have been incredibly effective for me.
Elaine
Part-time trainer
You provided a framework to help me define what good coaching looks like for MY members. The flexibility was key...I could go through the materials on my own time but still stay on track.
Melanie
CrossFit® Head Coach
What stood out to me was that this program wasn’t about forcing a rigid approach—it gave me the space to explore what works for me and my coaching team. I felt supported at every step, and I loved being able to go deeper into how to develop coaches in a way that truly lasts.
