Coaching to Flourish Season 4, Episode 3: Justin Tidmarsh
Marketing for coaches can feel like a black box. Justin Tidmarsh spent more than 20 years building brands like Nike, Best Buy, and Starbucks, and he says it comes down to three things: know who you are, say it clearly, and show up where your people are. In episode 3 of Coaching to Flourish, Justin joins hosts Raj Anderson and John Andrew Williams to make brand-building practical for coaches.
Episode Summary
Justin opens by taking the mystery out of marketing. The work is not a secret formula. It starts with knowing who you are, saying it in plain language, and being present where the people you want to reach already are. For coaches, that means a brand that sounds like them rather than a generic template borrowed from someone else.
From there, the conversation gets specific about the decisions coaches wrestle with. Justin explains how to pick a niche without feeling like you are leaving money on the table, and why a clear focus makes your message land instead of limiting your reach. He also walks through how to put a real price on your time, moving past the number that feels comfortable toward one that reflects the value of the work.
The episode closes with a sharp reframe on burnout. Justin applies the customer lifetime value model he used in corporate to his own life, treating his time and energy as resources to invest where the return lasts. It is a business lens on a personal problem, and it gives coaches a concrete way to think about sustainability.
“Know who you are, say it clearly, and show up where your people are,” says Justin Tidmarsh.
Key Takeaways
- Marketing is not a black box. Justin reduces it to three moves: know who you are, say it clearly, and show up where your people are.
- Your brand should sound like you. Coaches build trust by being recognizably themselves, not by copying a competitor’s voice.
- A niche sharpens your message. Choosing one does not mean leaving money on the table, it helps the right people recognize you.
- Price your time on purpose. Put a real number on the work rather than defaulting to what feels comfortable.
- Burnout has a business lens. Justin applies the customer lifetime value model to his own energy, spending it where the return holds up over time.
Watch the Episode
Justin covers far more in the full conversation, including how he built brands at Nike and Starbucks and what that experience teaches solo coaches. Watch Coaching to Flourish Season 4, Episode 3 with Justin Tidmarsh on YouTube: https://www.youtube.com/watch?v=P3H4HTYIm0Y
This episode is for any coach building a practice, choosing a niche, or trying to price their work with confidence.
About the Coaching to Flourish Podcast
Coaching to Flourish is Coach Training EDU’s podcast for life, wellness, and academic coaches, with more than 100 episodes hosted by Raj Anderson and John Andrew Williams. Both are accredited coaches. Coach Training EDU was founded by Williams, a former Newsweek Education writer and high school Latin teacher with more than 4,000 coaching hours. The programs are ICF-aligned and built to help coaches earn a credential and build a working practice.
Frequently Asked Questions
Who is Justin Tidmarsh? A brand and marketing leader with more than 20 years building brands like Nike, Best Buy, and Starbucks. He now runs the brand studio WITH/in and works with founders and coaches on positioning.
What are the three parts of marketing for coaches? Justin frames it as three moves: know who you are, say it clearly, and show up where your people are. The episode works through what each one looks like for a coaching practice.
How do you pick a coaching niche without losing business? Justin argues a clear niche sharpens your message rather than shrinking your market, because it helps the right clients recognize themselves in what you offer.
Who hosts Coaching to Flourish, and where can I listen? Raj Anderson and John Andrew Williams host the show. You can watch on YouTube or listen on Apple Podcasts, Spotify, and Amazon Music.
