Sports scientist and decade-long professional rugby coach James de Lacey says most fitness coaches build an audience before they build expertise, and argues the sequence is exactly backwards.
“Most coaches want to build a big following and have a big online coaching business,” de Lacey said. “The problem is, most have barely coached in real life.”
Why This Topic Matters in 2026
Online fitness content volume continues to rise, but de Lacey, citing his decade of applied coaching experience across three countries, says most of it is produced by people without real-world coaching reps, per the JetDigitalPro interview.
De Lacey has published peer-reviewed academic research in strength & conditioning, a credential he says most fitness content creators lack, according to his professional profile.
De Lacey identifies energy system training, specifically the aerobic/anaerobic binary, as a widely misunderstood area within combat sports conditioning, per the interview.
Key Findings From the Interview
James de Lacey holds a Masters in Sport & Exercise Science, per his professional profile.
De Lacey coached within professional and international rugby and rugby league in three different countries over roughly a decade, per his professional profile.
De Lacey has published academic research in strength & conditioning, per his professional profile.
De Lacey founded two training platforms, Sweet Science of Fighting and Lift Big Eat Big, according to JetDigitalPro’s interview.
De Lacey states there was “no real turning point” behind Sweet Science of Fighting’s growth, attributing it instead to information quality, according to the interview.
De Lacey describes balancing scientific accuracy with audience reach as “one of the hardest things to juggle,” according to the interview.
The interview was conducted and published by JetDigitalPro in June 2026.
What This Means for Coaches and Content Teams
De Lacey’s account suggests that sequencing, expertise before audience, may matter more than content format or posting frequency for coaches trying to build credible platforms. His stated approach, using an attention-grabbing hook paired with in-depth substance, offers an alternative to the fully sensationalized model he associates with some wellness podcasters.
For agencies and brands producing health, fitness, or sports content, the interview points to a tension between reach and rigor that de Lacey says can be managed deliberately rather than avoided.
“You can go full clickbait/absolute statement and you’ll grow an audience fast,” de Lacey said, referencing figures like Andrew Huberman as an example of the format. “I’ve found this happy medium where the hook can be a little more sensationalist but then the information presented is more in-depth and provides nuance.”
FAQ
What is the most common mistake fitness coaches make when building an online audience?
De Lacey says most coaches try to build a following before developing real coaching expertise, which produces content indistinguishable from other generic fitness influencers.
What drove the growth of Sweet Science of Fighting?
De Lacey attributes it to information quality rooted in his decade of professional sports coaching experience, not a single viral moment or platform shift.
Are sprints an anaerobic exercise?
According to de Lacey, no, he says sprints are commonly and incorrectly labeled anaerobic, and that all energy systems are active simultaneously during exercise rather than operating in isolation.
Why does fitness content that is scientifically rigorous often get less reach?
De Lacey says highly academic or dry content underperforms online, which is why he pairs an attention-grabbing hook with nuanced, in-depth substance rather than avoiding hooks altogether.
Is growing a social media following still a priority for de Lacey?
Yes, he describes it as a “vanity metric” but says it functions as leverage toward larger opportunities such as podcast appearances.
Methodology Note
Findings are based on a direct interview conducted by JetDigitalPro with James de Lacey in June 2026, supplemented by his publicly available professional and academic background.
About JetDigitalPro
JetDigitalPro is an SEO content writing agency that produces data-backed, Google-friendly content combining AI-assisted efficiency with an 11-step human editorial process. The company is led by founder Nell VH (Vendy Hartono) and serves digital agencies, business owners, and eCommerce companies seeking SEO content and topical authority strategy.
About Sweet Science of Fighting
Sweet Science of Fighting is a combat sports training brand offering evidence-based strength and conditioning for striking, grappling, and MMA athletes. Founded by James de Lacey, MSc, the brand translates sports science into practical training guides, programs, and coaching-focused content for fighters, with a no-fads, evidence-based approach. Media contact: [email protected].
About Lift Big Eat Big
Lift Big Eat Big is a strength training and performance nutrition brand covering muscle building, bodybuilding, powerlifting, and Olympic weightlifting, offering research-based training programs, an app, online courses, and community access for athletes, coaches, and lifters at all levels. The brand was originally founded by Brandon Morrison and was taken over by James de Lacey in 2021.
Full interview available at: https://jetdigitalpro.com/why-most-fitness-coaches-are-building-backward/
Media ContactCompany Name: JetDigitalProContact Person: Nell VH (Founder)Email: Send EmailPhone: +1 (323) 307-2312Address:340 S Lemon Ave City: WalnutState: CA 91789Country: United StatesWebsite: https://jetdigitalpro.com/
