The Walmart-ification of Health Coaching feat. Sean Croxton

Sean Croxton, Walmart, Health Coach

Health Coach Sean Croxton Tells Us Why We Should Charge What We’re Worth


Sean Croxton Notable Quotes

“So here’s the thing: health coaching has become a commodity because there’s so many health coaches out there—health coaches who aren’t doing it the right way. So what it has become…is Walmart. It’s like, okay, come into my store, we’ve got the lowest prices, there’s something for everybody. And when you’re doing that, you’re undercutting everybody. So again, it’s like a race down to the bottom.”
Sean Croxton

“What you want to do is differentiate. It’s actually a good thing that people are already doing what you want to do because that shows you that that’s actually a valid idea. Where you need to start worrying is when nobody’s doing what you want to do.”
Sean Croxton

“When you’re charging a very low price, what you’re giving your prospect is a choice based on price. But if you charge them $3000, $4000, $5000 for your highly-valuable service, now you’re giving them the opportunity to make a commitment to themselves.”
Sean Croxton


Episode Summary

Health coaching is an invaluable service we can provide to people. We’re not just helping people lose weight—we’re literally helping them change their lives for the better. And that kind of positive change in a person’s health doesn’t have a price.

But the sad truth about health coaching is that a lot of us feel guilty about charging money for our services to the point that we’re bringing our prices way, way down that we’re practically charging pennies for our expertise.

In this episode of Health Coach Academy, we’ve got Sean Croxton—health coach, entrepreneur, host of The Quote of the Day Show, and former host of Underground Wellness Radio—and we’re going to address this unfortunate trend in our industry to shed some light on why we shouldn’t feel bad about charging what we’re worth.


Relevant Links

Sean Croxton – Website | Instagram

Quote of the Day Show

Money Mind Academy


In this Episode of Health Coach Academy

  • Omar introduces the episode’s guest, Sean Croxton (01:00)
  • Sean Croxton, where he came from, how he started, and how he came to be where he is today (02:52)
  • Why Sean Croxton thought YouTube would be the most effective platform (05:02)
  • How Sean Croxton prepares for his interviews (06:38)
    • Somebody doing what you want to do is a good thing (07:40)
    • How Sean differentiates himself from other podcasters (08:20)
  • The idea of scarcity and why Sean thinks it’s not something to fear (12:23)
    • The Blue Ocean Strategy and doing something different (13:55)
  • What is health coaching’s main problem today? (17:55)
    • When you’re broad, it’s difficult to get somebody to buy in (20:25)
  • Zero in on a specific area of expertise (24:58)
  • Why some coaches go out of business within a year (25:30)
  • How health coaching has become a commodity (27:01)
    • Pricing your health coaching services properly (28:35)
  • After you demonstrate your credibility and value, and sales will follow easily (32:45)
  • Getting past the reluctance to charge and handle money (33:18)
    • The amygdala’s money associations (35:18)
  • The process behind having a better view and attitude about money (39:02)
  • Replacing with something new: being okay with change (43:40)
  • The overhead cost for being a health coach is low (50:05)
  • Getting up in values (51:40)
  • It’s not your certification, it’s a matter of focus and attention (53:02)
  • Omar Cumberbatch on the Underground Wellness Radio Show (57:40)
  • Where to find and reach Sean Croxton (01:00:45)


Resources Mentioned in the Episode

  • Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant by Renée Mauborgne and W. Chan Kim
    Get it on Barnes and Noble | Walmart | Amazon


Don’t forget to check out!

The Art of Sugar-free Cooking: Recipes for Healthy Living by Omar Cumberbatch

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Listen to the Episode Here!