Create marketing funnels in minutes!

Your page? Unpause your account to remove this banner.

Learn more

The Industry's Most Comprehensive Hybrid Coaching Certification For Experienced Coaches

The Swiss Army Knife of Fitness Education

book - hard cover.jpg

Master the craft of hybrid coaching and discover a proven method to scale and grow your hybrid coaching business. Feel less tired and trapped in your business and have the flexibility and freedom to live the life that you want.



100+ Hours

book - hard cover.jpg

Learn More In The Video Below And Apply Today! The Insane Discounted, Charter Member Rate Ends Soon...

Customer Testimonials

What Others Are Saying About the Certification

Don't Just Take Our Word for It...

_Janika jpeg

"I Didn't Know How Much I Needed This..."

I could have avoided all the mistakes I made if I had done this cert sooner. It provides a simple structure to follow and I love the assessments and traffic light system. I can program so much faster for my clients now! 

- Janika Merz

Jay_Profile jpg

"You Literally Share Everything..."

I love it. From onboarding clients, to program design, even how to structure warm ups and cooldowns. The SM systems makes it so easy to follow and has changed my coaching and business forever. 

- Jeroen Westra

_Dennis jpeg

"I Love the System. It Makes My Life Easier..."

This is exactly what I wanted—what I needed. It's given me the systems to coach both in person and online, but not just for one or two people, but at scale and still offer a high level of professional service. 

- Dennis Horn

Become a T-Shaped Coach

Today’s Fitness Professionals Have To Be More Agile Than Ever Before.

Here's Why...

Before reading any further, there are 2 terms you should know…

Generalists: those who can do a little bit of everything. (I.e. your typical “Jack of all trades, master of none.”)

Specialists: those who choose a single specific route and focus their work only in that area.

Now that you know them, I want you to FORGET about becoming either of them…

…because one thing is certain in fitness coaching today:

Generalists & Specialists Are Extinct

If that seems harsh, consider where your coaching clients are coming from:

Because they can only speak to their particular skill, specialists are limited in their abilities.

And generalists, while capable of expertly running a fitness business, don’t have time to keep up with new strategies and test-worthy trends emerging every day.

So what’s the happy medium?

Someone who’s able to link the core areas of health and fitness with expertise in about 1-4 of them, apply expert business skills and together combine them to create a holistic strategy.

Otherwise known as…

Screenshot 2023-03-10 at 17 21 30 png

What exactly is a “T-Shaped” Coach?

In short, a "T-shaped" coach is a versatile and well-rounded coach who can provide guidance in a wide range of coaching contexts, but also has the expertise to deliver exceptional results in their area of specialization.

You see, every single facet of coaching can be used to inform the coaching strategy of another.

In fact…

There are endless ways to connect all your skills in fitness coaching:

However, whereas an old-fashioned in person coach has only perfected the art of helping clients in the gym, a T-shaped Coach can take their in person client and build a fully-fledged holistic training plan that covers the other 160+ hours in the week...

This includes, but not exclusively…

* Lifestyle changes
* Nutrition advice
* Extra training sessions
* Daily interaction to keep them motivated and on point

Let's look at it another way, a nutritionist is tasked with helping a client improve their relationship with food.

But a T-shaped nutritionist goes beyond nutrition and can work with the client on…

* Training plans
* Corrective excercises
* Mobility and flexibility

And that’s where the picture starts to get a little bit clearer.

This combination of breadth and depth of knowledge makes the "T-shaped" coach a valuable asset to any coaching team, as they are able to work across multiple disciplines and coaching modalities while also providing specialized insights and expertise.

The T-Shaped Coach

As a coach, you already know what you’re especially good at or passionate about (this is the bottom of your T).

You might even have a broad idea of each business and other discipline (the top of your T), but not enough confidence to build a full coaching plan or offer those services to clients.

But T-shaped coaches have a competitive edge because they combine the strengths of generalists and specialists.

So that you can be a “Jack (or Jill) of all trades,” and master of whatever you choose!

And that’s why we created…

The Hybrid Coaching Program: A Forward Thinking Approach to In-Person and Online Personal Training

HCP_Logo_Update-2 (1) jpg

This course is hands down, the most comprehensive hybrid coaching training program in the industry today.

We start by making sure you get crystal clear on the most important part of any fitness plan:

Your clients.

And to do that, we kick things off by mastering 3 foundational topics:

  • The Client Avatar Canvas – WHO your ideal clients are
  • ​The Core Message Canvas – WHAT your fitness business offers to your clients
  • The Coaching Client Journey – HOW your customers interact with your business

Then, with instructors who are T-shaped hybrid coaches themselves, we’ll take an in-depth look at the core hybrid coaching competencies, including:

  • The Hybrid Coaching Business Model
  • ​The Hybrid Coaching Training System
  • ​Effective Assessments for Hybrid Coaching
  • ​Program Design
  • ​Rest, Recovery and Stress Management Protocols
  • ​Nutrition Coaching ​
  • ​Business and Sales Tools
  • ​Client Onboarding and
  • ​Real World Application Case Studies

Furthermore, the instructors relate each specialty back to the stages of the Coaching Client Journey so that you can see how all areas of hybrid coaching can do their job of getting clients exceptional results, like clockwork AND attract, convert, and ascend customers.

Not just once, but as a machine that turns your clients into referral machines.

After earning your Hybrid Coaching Professional Certificate you’ll have the tools to effectively coach your clients through a full-scope health and fitness strategy.

Miss the HCP Launch training with James Breese? Watch the replay and Discover the HCP Roadmap Below:

Become A Hybrid Coaching Professional

What's Included:

  • 10 Core Modules
  • ​100+ Video Lessons
  • ​Online E-Learning Platform
  • ​Digital Workbooks
  • ​Interactive​ Community
  • ​Expert Mentorship On Demand
  • ​Weekly Case Study Calls
  • ​1-Year FREE Access to the Inner Circle (Including Print Magazine)
Screenshot 2023-03-10 at 18 43 29 png
Screenshot 2023-03-10 at 18 53 06 png

Plus, upon successful completion of the course you will also receive:

  • A badge designating you as a Certified Hybrid Coaching Professional that can be hosted on your website, email signature and LinkedIn profile
  • ​A digital, printable certificate suitable for framing
  • Status and recognition as a Certified Hybrid Coaching Professional​​

Become a Hybrid Coaching Professional

Earn More Money In the Fitness Industry With The Help From Strength Matters

The Hybrid Coaching Program is your competitive edge, and the pathway to bigger and better opportunities.


Average Personal Trainer Salary *2021


Average Hybrid Coaching Salary *2021

Get The Systems You Need to take control of your business

Master the craft of hybrid coaching and discover a proven method to coach clients more efficiently, so that you can feel less tired and trapped in your business and have more flexibility and freedom to live the life you want.

  • Study from home, at your own pace.
  • ​Make a great living doing what you love.
  • ​Build a career that puts you in control.
  • ​Master the art of hybrid coaching.
  • ​Join a thriving coaching network of experienced coaches.

Student Qualifications

The Quality Of A Course Is Determined By Who Is NOT Allowed In The Room

We could have chosen to let anyone and everyone willing to pay money into the HCP…but we decided not to. We’re building the best fitness coaching qualification in the world, and that requires hand selection so that the level of talent and expertise is extremely high. We are committed to each of our members being a raging success.


Able and willing to attend live coaching calls


5+ years of "in-the-trenches" fitness experience


Sincere desire to build a thriving coaching business 


Possesses a willingness to learn and a sincere desire to share

We are currently onboarding new students who meet these qualifications and want to build a thriving hybrid coaching business…with a little help from the best hybrid coaching experts in the world. If that’s you, apply today!

Get Certified Today For Just $4997$2997

Insane Discountsfor Charter Members - Act Now, Prices Will Never Be This Low Again!

*Register by 23rd March 2023 - Only $997
* Register by 1st April 2023 - Only $1497
*Register by 2nd May 2023 - Only $1997
*Register by 1st Sept 2023 - Only $2997
*Register by 1st Dec 2023 - Only $3997

What Will I Learn?

  • Module 1: The Core Concepts of Hybrid Coaching
  • Module 2: Knowing Your Client - The Client Avatar Canvas
  • Module 3: The Hybrid Coaching Business Model
  • Module 4: The Hybrid Coaching System
  • Module 5: The Assessment System
  • Module 6: Program Design & Corrective Strategies
  • Module 7: Nutrition Coaching Application
  • ​Module 8: The Coaching Client Journey Expanded 
  • ​Module 9: Real World Practical Application
  • ​Module 10: The Business Suite—Sales and Marketing for the HCP

Customer Testimonials

What others are saying about us

The Feedback Has Been Fantastic. Make Sure You Sign Up Today!

"It's Been Game Changing!"

What I love most about Strength Matters is that their training system focuses on health and longevity, just as much as performance. It's game changing!

- Rob Richardson

"Best Decision Ever!"

The content is amazing. It's informative and most importantly really practical. I've gained immeasurable value through being part of the friendly and supportive SM community. 

- Lydia Woodland

"I Love Working with These Guys!"

One of my favorite sites to visit for learning. A community of support that is rare to find on the net these days. I learn something new every time.

- Dr. Perry Nickelston


Meet James Breese

About Your Instructor

Besides chief dream maker at Strength Matters, James Breese is an author, speaker, podcaster, and vlogger. Born and raised on a farm in mid-wales, he’s always had a passion for team sports and speaking foreign languages. Educated at Cardiff University, he studied French and German and completed a master’s in computer science. Deciding against life in the corporate sector, he went in search of something more adventurous. He joined the Metropolitan Police Service, starting his career in Brixton, London.

Always the adventurer, it was during his time in the Met that he realized his true calling lay outside the police. He left the police in 2012 as his love for the mountains, snowboarding, and health and fitness became clear. Since forming Strength Matters in 2015, he’s been on a mission to help everyday athletes over thirty look better, feel better, and perform better.

When he’s not on an airplane or speaking on stage, you’ll find James in the mountains of Wales or Austria, and living the everyday athlete lifestyle. And when he’s not in the mountains, you’ll find him drinking coffee, going to the cinema, listening to live music, playing cricket, and watching his beloved Wales rugby and Manchester United soccer teams with friends. 

SMchicagoday2pm-54 jpg

Meet Josh Kennedy

About Your Instructor

Josh Kennedy is a versatile and accomplished professional with a passion for fitness, the arts, and Everton Football club. With over a decade of experience in the fitness industry, Josh has established himself as an expert in strength and conditioning training. He currently serves as the head coach at Strength Matters, where he designs and implements personalized fitness programs for clients.

Josh is also an instructor for the Hybrid Coaching Program, where he teaches aspiring coaches the skills and knowledge they need to succeed in the competitive world of fitness. In addition to his work in fitness, Josh has a background in the arts. He is a trained actor, stage combat performer, and martial artist.

Outside of his professional pursuits, Josh enjoys cooking and is a self-proclaimed bacon enthusiast. An Everton fan for his sins, Josh is a dedicated and passionate individual who brings his energy and expertise to everything he does.

SMchicagoday2pm-54 jpg

What Is A Strength Matters Certification?

Strength Matters Certifications tell the world (aka your clients) that you understand and can apply proven strategies in all the most the important lever-pulling to help them achieve their goals.

Top-To-Bottom Insight

Proven Strategies and Playbooks

Expert Instructors

Verified, Client Attracting Achievements...

Screenshot 2023-03-10 at 18 43 29 png

Top-To-Bottom Insight

Turn Your New Skills Into Consistent Results, More Free Time and Financial Freedom.

  • Learn the methods, the assessments, the metrics, and the lingo, and get insider secrets from the world’s leading experts in hybrid coaching.
  • ​Master the core functions of hybrid coaching, and turn those skills into new opportunities, better results, and additional revenue coming into your business.

Proven Strategies & Playbooks…

That We Train Our Own Team With.

Let’s face it—you’re busy and time is scarce. Fortunately, this system is designed to give you the systems, tools and resources you need to implmenent the Hybrid Coaching Method at speed and apply it whilst avoiding every mistake we made building it along the way.

For example, it's taken us over to invest roughly 16 hours of time digging through our Certification & Mastery Courses, Playbooks, event keynotes, AND other resources to find the nuggets of gold included in this Jumpstart Pack (which, by the way should take you just a few of hours to consume).

Screenshot 2023-03-10 at 18 53 06 png
Screenshot 2023-03-10 at 18 43 29 png

World-Class Instructors

Hybrid Coaching Experts With Extensive Experience, and Real World Knowledge.

  • Get step-by-step instruction from hybrid coaching masters and business owners who still do this stuff every day, and know what just works!
  • ​Tested, proven strategies developed by the best in the hybrid coaching industry, including an ever-growing invitational panel of subject matter experts.

Verified, Client Attracting Achievements...

To Share With The World.

  • Earn your Hybrid Coaching Certification from world’s leading experts in Hybrid Coaching.
  • ​Receive your Credential Badge & signed Certification from Strength Matters upon completion of the course.
  • ​Print your certificates to show off in your gym or studio, and showcase your badges on your website, as well as LinkedIn and other social media profiles.
Screenshot 2023-03-10 at 18 53 06 png

Become A Certified Hybrid Coaching Professional 

Leverage the systems, tools, and community you need to run a successful hybrid coaching business for maximum freedom, flexibility and profit—EVERYTHING you need to know to become a true master of hybrid coaching.


Hybrid Coaching Business Model

With Additional Information below it if you need more room for extra copy

$2997 (Value)

 The Business Suite

Monthly print magazine, online community forums, weekly calls and instructor eduation free for one year.

$2997 (Value)

The Training System

With Additional Information below it if you need more room for extra copy

$1997 (Value)

The Scoring System

With Additional Information below it if you need more room for extra copy

$1997 (Value)

The Assessment System

With Additional Information below it if you need more room for extra copy

$1997 (Value)

The Program Design System

With Additional Information below it if you need more room for extra copy

$1997 (Value)

 The Nutrition System

Monthly print magazine, online community forums, weekly calls and instructor eduation free for one year.

$1297 (Value)

 Strength Matters Inner Circle

One year FREE membership to the Strength Matters Inner Circle that includes: Monthly print magazine, online community forums, weekly calls and instructor eduation. (Renews after 1 Year at $29.99/month)

$297 (Value)

TOTAL VALUE: $15,576



* Register by 23rd March 2023 - Only $997
* Register by 1st April 2023 - Only $1497
*Register by 1st May 2023 - Only $1997
*Register by 1st Sept 2023 - Only $2997
*Register by 1st Dec 2023 - Only $3997

**3, 6 and 12 Month Payment Plans Also Available



Frequently Asked Questions

Who is this course for?

This certification is a necessity for anyone who wants a better understanding of how hybrid coaching programs are delivered, monitored, tracked, and optimized through the core areas of the Strength Matters Training System.

More specifically, this course is a great fit for…

Experienced fitness professionals who want a basic, clear understanding of how hybrid coaching professionals and their teams work together.

Gym owners who want their training team to work together to create and launch hybrid coaching programs.

Experienced personal trainers who want to get ahead of the competition in their field.

Health professionals looking to add offerings to their menu of services (or improve the systems they already have in place).

How will this certification help me?

It depends on who you are…

If you’re an experienced personal trainer, this course is a great way to become a ‘T-shaped’ hybrid coach yourself. This is a tangible way to show that you are a Certified Hybrid Coaching Professional across every health and fitness discipline that exists, which could help you attract and retain better, higher-paying clients.

For gym owners, It’s a great way to take what you learn and train members of your own team to ensure that they’re up to speed on the latest trends and best practices of Hybrid Coaching.

If you’re looking to further your career, this course can set you apart from other fitness professionals who merely have a S&C degree, but specialized skills that employers today are desperately seeking.

If you’re a personal trainer employed by a gym, this course can make you more valuable to your team in every aspect of hybrid coaching, which is the surest way to get that raise or promotion you likely already deserve (but don’t have a tangible reason to request).

How valuable is this certification?

The certification itself is highly valuable if you need to set yourself apart from the competition. What’s far more valuable than any badge or certificate, however, is the actual knowledge you’re going to receive when you take this course. You will understand every single aspect of hybrid coaching and being a "T-Shaped Coach". I’ll say that again: YOU WILL UNDERSTAND EVERY SINGLE ASPECT OF HYBRID COACHING.

What if I fail? Am I allowed to retake the test?

Yes, you may retake the test up to 2 times (for a total of 3 attempts). After 3 failed attempts, you will be required to retake the class (which you can do for free) before attempting the final exam again.

How long do I have to complete the course and take the test once enrolled?

You can move at your own pace! We understand that life happens and that just because you enroll today, that doesn’t mean you’ll be able to finish (or even start) the class this week. And that’s ok! Take as long as you like. We aren’t going anywhere, and neither is this certification.

** Please note students who enrol for May 2023 cohort are getting early access at insane discounts. Content will be added every month.

How long does it take to finish the course and receive my certification?

This class is 100+ hours of video training, so if you are working at it full-time you could technically complete the class in a week (although this is not recommended). To fully understand and apply the materials, you should allow 2 - 6 months to go through all the material.

** Please note students who enrol for May 2023 cohort are getting early access at insane discounts. Content will be added every month. 

Am I guaranteed to get certified if I take the course?

No. A certification that can simply be purchased isn’t worth the paper it’s printed on. That’s why our courses are challenging. If we’re going to allow you to display a Strength Mattesr badge, you better believe you’re going to have to earn it.

I don't care about the certifications...can I just audit the courses?

The certification is actually included for free, with the class itself making up 100% of the cost. Consider the personalized certification and badge an added bonus and proof of your distinguished achievement as a Hybrid Coaching Professional.

How difficult is the test?

You’ll find that the test is “satisfyingly difficult.” By that I mean, it’s difficult enough that you need to actually know the materials, but it isn’t tricky or difficult just for the sake of being difficult. That said, to preserve the exclusivity and importance of this designation, we have made the tests challenging. The questions do pertain to our proprietary methodologies, so you shouldn’t expect to pass the test just because you have taken other marketing trainings or courses in the past. This training is different, and the exams will reflect those differences.

How do I access the course?

This is an “On-demand” training that you can access at any time.

Once your payment is submitted, you will receive an email with your login details for our flagship product, The Strength Matters Inner Circle, where you’ll be able to access the training. It is a go-at-your-own-pace training so you don’t have to worry about missing anything.

Why go “T-shaped” and why NOW?

Coaching isn’t getting any easier, and today’s professionals have to be more agile than ever to compete for clients and their attention.

The T-shaped Hybrid Coach understands how to turn 1 or 2 specialized skills into many. With the full breadth of knowledge that comes from learning how each role fits into the larger spectrum of health and fitness, he or she is better equipped to handle the complexities of their role.

The Hybrid Coaching Program uncovers and connects the core fitness coaching competencies, including:

Hybrid Coaching Business Models
​Hybrid Coaching Training System
​Assessments for Hybrid Coaching
​Program Design (Health, Movement, Strength & Cardio)
​Nutrition Coaching ​
​Business and Sales Tools
​Client Onboarding and
​Real World Application Case Studies

With 100+ hours of education, and certification once the final exam is passed, this course is hands down the most comprehensive Hybrid Coaching training program in the industry today.

What if this training isn’t a fit, or doesn’t meet my needs for some reason?

No problem. We offer a full 30-day money-back guarantee on your purchase, so if you don’t agree that it’s worth every penny, we will promptly refund your money. No questions asked. No hassle.

Just send an email to, and if you’re still within the generous refund period, a member of the Strength Matters team will happily process your request.

How do I convince my boss to invest in this certification for me?

Use this letter template to emphasis your interest to management in Strength Matters' Courses:

Hi [Boss’ Name],

I appreciate that our company has a culture of supporting continuing education, professional development, and a more diverse pool of experienced coaches.

To that end, you’ve also mentioned in the past that the company will cover expenses for us to continue our learning as long as it benefits our team.

I’d like to become certified with the Strength Matters Hybrid Coaching Program. This advanced training would allow me to become highly proficient, enabling me to contribute to the team in a bigger way.

Here’s the breakdown of the info for the training:

Date: This certification is online and on-demand

Cost: $[Cost of Course, Full or Discounted]

More info: [Link to certification]

Is this something that I can pursue ?

Please let me know if you have any concerns. I’d be happy to schedule a time for us to chat more about this opportunity.

Thank you for being open to these kinds of suggestions and for supporting my growth and development here.


[Your Name]


Become A Certified Hybrid Coaching Professional

Insane Discounts for Founding Members - Act Now, Prices Will Never Be This Low Again!

Master the craft of hybrid coaching and discover a proven method to scale and grow your hybrid coaching business. Feel less tired and trapped in your business and have the flexibility and freedom to live the life that you want.


Strength Matters Ltd - Privacy Policy - Terms And Conditions