Pathways to a Stronger Affiliate
No two affiliates are the same. Different members. Different teams. Different goals. Different challenges.
That’s why I don’t offer one-size-fits-all. My work isn’t only about coach development, it’s about raising the level of the affiliate as a whole: your leadership, your team, and your member experience.
Most affiliate owners already know coach development is important. The challenge is usually how to do it well.
Workshops, one-off training days, or trying to gather the whole team at once can be useful. But on their own, they rarely create lasting change.
That’s where I come in: with practical, proven approaches that build confidence, consistency, and leadership, while giving you as the owner more clarity and support.
Because at the end of the day, great coaching isn’t just about the workout, it’s about the experience your affiliate delivers.
Here are the main ways forward,
depending on where you are right now:
Quick Clarity - The Diagnostic
A structured review of your affiliate. Together we look at:
✔ Where your affiliate and team are today
✔ Where you want to go as an owner and business
✔ What support your team needs to get there
You’ll finish with a clear action plan to move forward.
Best for: Affiliates who want certainty before investing more time or energy.
1-on-1 Support - Owner Coaching
Strong affiliates start with strong leadership. In regular sessions we focus on:
✔ Freeing time to work on the business, not just in it
✔ Setting and upholding coaching standards
✔ Leading your team with confidence
You’ll gain clarity, practical strategies you can apply straight away, and the accountability to keep moving forward.
Best for: Owners who want direct support and accountability to grow their leadership and affiliate together.
Whole-Team Lift - Private 6-week Challenge
When your team grows together, your affiliate gets stronger. This challenge helps your coaches:
✔ Build confidence and consistency on the floor
✔ Develop through practice, reflection, and feedback
✔ Deliver an exceptional member experience as one aligned team
In just six weeks your coaches will be sharper, more connected, and more effective.
Best for: Affiliates who want their team aligned and members supported by consistent coaching.
Deeper Growth - Raising the Bar & The Coach Developer Program
Deeper growth can mean different things depending on where you are:
✔ For some owners, it’s about your own development, gaining the skills and confidence to lead coach development yourself.
✔ For others, it’s about growing leaders within the affiliate, creating mentors who can share the load, support the team, and strengthen culture.
These programmes combine structured learning with 1-on-1 guidance to make development sustainable. It’s not about doing yet another course, it’s about building long-term capacity that lifts the whole affiliate.
Best for: Affiliates ready to either step up as coach developers themselves or create leaders within their team.
Done-for-You Support - Development without the extra load
If you don’t want to lead coach development yourself, I can:
✔ Design and deliver development for your team
✔ Keep your coaches progressing without you needing to run every session.
✔ Ensure members feel the benefits of a stronger, more confident team.
Best for: Owners who value development but need it handled smoothly in the background..
Which path fits your affiliate?
Every affiliate has a different starting point. Sometimes one step is enough. Other times, the best results come from combining approaches for example:
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A Diagnostic for clarity
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1-on-1 support for you as an owner
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A 6-Week Challenge to align your team
The point is: there’s flexibility. We’ll shape the approach around your goals, your team, and your stage of growth.
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Book a short call to explore the options.
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Send a quick message if you’d prefer to ask a question first.
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Or start small with a free resource to see if my approach feels right.
The goal is always the same: to elevate you as an owner, your team as coaches, and your affiliate as a whole so your members experience a gym that feels consistent, confident, and thriving.
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.