Build a Coaching Team That
Elevates Your Affiliate
A thriving affiliate isn’t just about great programming - it’s about consistently great coaching that keeps members coming back.
Many CrossFit® affiliate owners feel stretched thin, spending too much time coaching or fixing problems instead of growing their business. You want a self-sustaining team - one that delivers an exceptional member experience without you having to be on the floor 24/7.
That’s where I come in.
At Virtuous Coach Development, I help affiliate owners develop their coaching teams, improve retention, and create systems that actually work - so you can step back without sacrificing quality.
How We Work Together
Every affiliate is different. That’s why we start with a conversation - not a cookie-cutter program.
Step 1: Coffee Chat (Free, No Strings Attached)
We’ll sit down (virtually or in person) for an informal chat about:
✔ What’s working - and what’s not - inside your affiliate.
✔ Where you want your gym and coaching team to be.
✔ Whether I’m the right person to help you get there.
No pressure, no sales pitch - just a conversation to see if we’re a fit.
Step 2: Diagnostic Phase (€300, Fully Refundable)
If we both agree there’s a good fit, we’ll dig deeper to understand what’s really happening inside your affiliate.
This includes:
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Reviewing your current coaching structure - what’s solid and what’s missing.
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Collecting anonymous feedback from your team - so you see what they’re really thinking.
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Identifying roadblocks that might be holding your coaches (and your business) back.
At the end of this phase, you’ll get a detailed project proposal outlining exactly how we can improve coaching quality, retention, and overall gym experience.
✔ If you decide to move forward, the €300 fee comes off the total project cost.
✔ If you don’t, I’ll refund you - no questions asked.
If this sounds like what your affiliate needs, let’s start with a quick chat.
Step 3: Custom Project Implementation (8-20 Weeks, Tailored to You)
Once we know exactly what needs to change, we create a structured plan to make it happen.
Your custom project proposal will include:
✔ The main goal - what we’re working toward.
✔ The step-by-step process to get there.
✔ A clear timeline & costs, planned around your schedule (including holidays).
✔ How many 1-on-1 coaching sessions we’ll have.
✔ What courses (if any) are included for your team.
✔ Whether the project is “done with you” (collaborative), “done for you” (more hands-off), or something in between.
✔ Anonymous team feedback, so you can see where your coaches stand.
Most projects run 8-20 weeks, but we build the plan around what works best for you. If this sounds like what your affiliate needs, let’s start with a quick chat.
Why Work With Virtuous Coach Development?
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No guesswork - just real solutions. Everything is tailored to your gym, your coaches, and your members.
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Proven success. I’ve worked with hundreds of coaches and dozens of affiliates to build stronger teams.
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CrossFit®-specific expertise. As a CrossFit® Approved Provider, I understand what it takes to develop a self-sustaining team.
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Evidence-based coaching. We use real-world data and proven frameworks - not just theory.
Let’s build a coaching team that drives retention, improves performance, and gives you more freedom to grow your business.
Frouke Oonk
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. She is an open and warm person and has a straightforward vision which is very effective. If you think your staff is worth it and you want to run a professional business, do not hesitate to contact Farran.
Willem Hilberdink
CrossFit® Affiliate Owner
Farran brings a ton of knowledge and experience from her extensive corporate and educational background to the table, that I—and many other—functional coach educators lack.
Willem Peters
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.
Frequently Asked Questions (FAQ)
Q: What if my team is resistant to change?
A: Change can be challenging, but with the anonymous feedback process and collaborative approach, we ensure your team feels heard and involved, making transitions smoother.
Q: How soon can I expect to see results?
A: While each affiliate is unique, many clients notice improvements in coaching quality and member satisfaction within the first few weeks of implementation.
Q: Is the €300 diagnostic fee really refundable?
A: Absolutely. If, after the diagnostic phase, you choose not to proceed, the €300 is fully refunded - no questions asked.
Q: What if I already have a coach development plan in place?
A: That’s great! My approach isn’t about replacing what’s working—it’s about refining and strengthening it. I’ll help you assess whether your current plan is effective, fill in any gaps, and ensure it’s sustainable long-term.
Q: My coaches are part-time. Will this still work for us?
A: Yes. Many affiliates have part-time coaches with different schedules and commitment levels. We design the development plan to fit your team’s reality, ensuring consistent growth without requiring full-time availability.
Q: I’m already stretched thin - will this add more to my plate?
A: No. My goal is to remove stress, not add to it. We’ll create a plan that fits within your existing structure, and if needed, I can take on more of the workload through a "done-for-you" approach.