MENGENAI EPISOD INI
Most people in fitness are sprinting toward peptides, red light masks, and $200 lab panels while skipping the $15 food scale that would actually fix the problem. Aram Grigorian has been calling this out on Instagram for years, and in this conversation he gets specific about why "you can't optimize until you stabilize," what he charges his clients to not track when they don't need to, and why he keeps losing money on an event he refuses to stop running.
Aram is a fitness and nutrition coach based in San Diego, founder of the Real Coaches Summit, and the guy behind @4weekstothebeach on Instagram. He came up training $175/hour clients at Equinox in Greenwich, walked away from a six-figure finance career to do it, and now runs a 130-client coaching business while putting on the only industry event a lot of us actually look forward to every year.
In this episode:
- Why the "basics vs. optimization" debate is settled, and what 99 out of 100 clients actually need
- Aram's foundational protocol every adult should hit before touching anything fancy
- The "North Star calorie number" framework, and why it's the same idea as finding your income number
- When tracking food is a tool vs. when it's a prison, and the test he uses to tell clients they can stop
- Why most people don't have a calorie-out problem, they have a calorie-in problem (even endurance athletes)
- How Aram dropped 5 lbs in April just by following his own 3,500-calorie budget
- The real story behind Real Coaches Summit: why he started it, why he lost ~$25K on it, and why 140 people already bought tickets for next year
- Why he doesn't pay speakers, won't tolerate "rah-rah business" content on his stage, and what makes a "real" coach
Links & resources mentioned:
Arams IG: https://www.instagram.com/4weeks2thebeach/
Real Coaches Summit: https://www.instagram.com/real.coaches.summit/
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Contact Me
IG: https://www.instagram.com/justinsjones/
Email: justin@assembleperformance.com
Website: https://assembleperformance.com/
Youtube: https://www.youtube.com/@justinjonesfitness
