Your Bio Isnt About You
Your bio is one of the smallest parts of your profile, but its also one of the most important.
Someone sees your content.
They click your profile.
And within a few seconds they're trying to work out:
Who is this person?
Is this page relevant to me?
Can they actually help me?
Your bio needs to help answer those questions quickly.
The problem is most coaching bios aren't written for the potential client reading them.
They're written like a CV.
Stop trying to impress other coaches
I see this constantly.
Level 3 Personal Trainer.
Nutrition Coach.
12+ Years Experience.
Online & 1-1 Coaching.
Training + Nutrition Plans.
None of those things are necessarily bad.
Your qualifications matter.
Your experience matters.
The services you provide matter.
But where and how you communicate them matters too.
If someone is 35, has completely lost their confidence, has tried getting back into shape five times over the last two years and keeps ending up in exactly the same place...
Do you really think "Level 3 Personal Trainer" is the sentence that's going to make them stop and think:
This is exactly who I need.
Probably not.
Your qualifications should make your service better
If you've spent 12 years coaching people, brilliant.
Use those 12 years of experience to become an exceptional coach.
If you've completed loads of qualifications, brilliant.
Use that knowledge to solve problems better.
If you understand training and nutrition at an incredibly high level, brilliant.
Use it to make complicated things simple for your clients.
Those things become valuable when the client experiences the benefit of them.
Simply listing them in your bio can very quickly become a vanity metric.
You're telling somebody what you've achieved rather than what any of it means for them.
Features vs benefits
This is something I want you to understand because it goes way beyond your bio.
Coaches love talking about features.
Weekly check-ins.
Tailored training.
Nutrition support.
WhatsApp access.
Custom programming.
They're all features.
And again, theres nothing wrong with having them.
But ask yourself:
What does the client actually get because of that feature?
A weekly check-in might mean they stop spending months wondering whether what they're doing is actually working.
WhatsApp support might mean they can ask for help when something goes wrong instead of writing the entire week off.
A tailored training programme might mean they finally walk into the gym knowing exactly what they're doing.
Nutrition support might mean they can go out for a meal on Saturday without feeling like they've ruined everything.
Thats the benefit.
Your client doesnt wake up desperately wanting a weekly check-in.
They want what that weekly check-in helps them achieve.
Make your bio about your DCP
This is why we started Axis Foundations with your DCP.
Your bio should be a continuation of that work.
Go back to the person you defined.
What are they struggling with?
What do they want?
What keeps happening that they're frustrated with?
What transformation are you helping them create?
Now compare that with your current bio.
Does it speak to any of it?
Or does it say:
Online Coach | 1-1 Coaching | Training + Nutrition | DM For Enquiries
Because congratulations...
You've just described thousands of other coaches 😂
Your bio should create recognition
The goal isnt to explain your entire coaching service in 150 characters.
You couldn't even if you tried.
The goal is for the right person to land on your page and recognise themselves.
They should be able to understand quickly that they're in the right place.
That might come from who you help.
It might come from the problem you solve.
It might come from the outcome you help create.
Ideally, its a combination.
Instead of trying to sound impressive, try to sound relevant.
Theres a huge difference.
Keep it simple
You dont need to get overly clever with this.
A good starting point is:
Who do you help?
What do you help them achieve or overcome?
What makes your approach relevant to them?
What should they do next?
Thats enough.
And that last part matters.
If somebody reads your bio, likes what they see and wants to know more...
Where are you sending them?
Your link?
A lead magnet?
A DM?
An application?
Give them a clear next step rather than making them work it out themselves.
Read your bio like you've never met yourself
This is the exercise I want you to do.
Open your Instagram profile.
Ignore your qualifications.
Ignore how long you've been coaching.
Ignore everything you know about yourself and your service.
Pretend you're your DCP and you've landed on this profile for the first time.
Read the bio.
Then ask:
Do I know this is for me?
Do I understand what this person can help me with?
Is there a reason for me to stay on this page?
Do I know what to do next?
And probably the best test of all...
If I removed my name and profile picture, could this bio belong to another 100 coaches?
If the answer is yes, you've got some work to do.
Dont try to make your bio sound more impressive.
Make it sound more relevant to the person you actually want to work with.