More Coaches, More Problems? Examining the Coaching Boom in Powerlifting

Over the last 5 to 10 years, powerlifting has undergone a dramatic transformation. Once a niche sport reserved for gym enthusiasts and strength fanatics, it has exploded into mainstream fitness culture. With this growth comes an influx of new athletes eager to test their strength on the platform—and, more notably, a surge in powerlifting coaches.

This surge has both positive and negative implications for the sport. On one hand, more coaches mean more opportunities to introduce newcomers to powerlifting, increasing the sport’s reach and relevance. On the other hand, the market for coaching has become so saturated that it’s challenging for athletes to determine who to trust. It’s even harder for deserving coaches—those with the expertise, experience, and passion—to stand out amidst a flood of self-proclaimed experts dominating social media platforms.

In today’s post, we will talk about some of the issues that stem from this influx of coaches online, and how to navigate your decision on who to choose from!

The Social Media Dilemma

The digital age has given everyone a voice. While this is an incredible tool for inclusivity and sharing information, it also opens the door for misinformation and unwarranted influence. On platforms like Instagram and TikTok, it’s not uncommon to see individuals with no formal education in exercise science or coaching suddenly offering powerlifting programs and coaching services.

What drives their success? Often, it’s not their ability to coach but their skill in navigating social media algorithms. The coaches with the loudest voices—those who post the flashiest videos, most engaging memes, or highly curated physiques—tend to attract the most attention. In many cases, their reach far exceeds their actual coaching qualifications.

This creates a frustrating environment for athletes and coaches alike. Athletes struggle to differentiate between knowledgeable coaches and influencers who have mastered the art of self-promotion. Meanwhile, credentialed coaches who genuinely care about their clients and the sport may feel overshadowed.

Concerns from the Community

To gain insight into the growing discontent, I asked several powerlifting enthusiasts and athletes online about their concerns regarding the current state of the coaching market. Here’s what they had to say:

1. The Quality of Coaching
   Many athletes worry about whether their coach genuinely understands powerlifting or if they’re simply following cookie-cutter programming. This concern stems from the sheer number of inexperienced individuals marketing themselves as coaches.

2. Frequency of Communication
   Another common complaint is the lack of responsiveness from some coaches. Athletes pay a premium for coaching, expecting regular feedback and support. When coaches fail to communicate in a timely manner, it diminishes the athlete’s experience and progress.

3. Individualized Instruction
   While some coaches excel at tailoring programs to suit their athletes' needs, others rely on one-size-fits-all templates. Athletes need coaches who take the time to understand their strengths, weaknesses, and goals.

4. Experience and Education
   There’s a growing skepticism about whether some coaches have the experience and education necessary to deliver high-quality coaching. Credentials, competition experience, and years of mentorship matter, but they’re not always evident in a coach’s online presence.

5. Price Points
   The cost of coaching has also become a sticking point. While quality coaching is worth the investment, some athletes are shocked by exorbitant prices charged by coaches with little to no proven track record. I’ve seen upward to $400 a month for coaches to prepare them for competition, and this doesn’t even hold a valuable certification!

6. Ulterior Motives
   Athletes are wary of coaches whose primary goal seems to be growing their social media following rather than fostering the athlete’s success. This leads to concerns about authenticity and dedication.

7. Lack of Transparency
   Many athletes feel uneasy about coaches who don’t disclose their education, certifications, or methodologies. Transparency builds trust, and without it, athletes are left questioning the legitimacy of the coaching they’re paying for.

The Impact on the Sport

The influx of unqualified or disingenuous coaches doesn’t just harm athletes—it can also harm the sport as a whole. Powerlifting relies on a foundation of trust, collaboration, and progress. When athletes have negative experiences with coaching, they may become disillusioned with the sport entirely.

Moreover, the saturation of the coaching market can dilute the sport’s reputation. Powerlifting risks being seen as a free-for-all where anyone can step in as an “expert” without earning their stripes. This could deter serious athletes and newcomers from engaging with the sport.

What Can Athletes Do?

Navigating the crowded coaching landscape requires athletes to take a proactive approach. Here are some steps to ensure they’re working with a coach who truly meets their needs:

1. Research Credentials
   Look for coaches with formal education in exercise science, certifications from reputable organizations (e.g., NSCA, USAPL), and competition experience.

2. Ask for References
   Speak to current or former clients to get an idea of the coach’s responsiveness, programming style, and overall effectiveness.

3. Evaluate Communication
   A good coach should be accessible and responsive. Before signing up, ask how often they check in and how they handle questions or concerns.

4. Look Beyond Social Media
   While an engaging social media presence can be a sign of a coach’s marketing skills, it doesn’t always reflect their coaching ability. Look for evidence of results, such as athlete testimonials or competition success stories.

5. Clarify Expectations
   Discuss your goals, preferred coaching style, and budget upfront. A transparent coach will outline their approach and ensure it aligns with your needs.

What Can Coaches Do?

For coaches, the key to standing out in a saturated market is to prioritize quality over quantity. Here are a few tips for navigating the current landscape:

1. Invest in Education
   Continue learning through certifications, mentorships, and self-study. A strong foundation in exercise physiology, biomechanics, and programming is essential for providing value to clients. Don’t be afraid to push yourself into a bigger commitment like an associate’s degree or bachelor’s degree!

2. Build Trust
   Be transparent about your qualifications, experience, and methodology. Athletes appreciate honesty and integrity.

3. Focus on Individualization
   Tailor programs to your clients’ unique needs and goals. This sets you apart from coaches who rely on cookie-cutter plans.

4. Stay Authentic
   Social media can be a powerful tool, but it’s important to remain genuine. Share content that reflects your values and expertise rather than chasing trends.

5. Prioritize Client Success
   Let your athletes’ progress speak for itself. Word of mouth remains one of the most effective ways to grow a coaching business.

Conclusion

The rise of powerlifting coaches is a testament to the sport’s growing popularity, but it also presents challenges. Athletes must navigate a crowded market filled with varying levels of expertise and authenticity, while coaches must work harder than ever to establish their credibility.

By prioritizing education, transparency, and individualized coaching, the powerlifting community can ensure that the sport continues to thrive. Whether you’re an athlete or a coach, the key is to focus on what truly matters: helping others achieve their strength goals and fostering a genuine love for the sport.