Underground Strength Con: Coaching Lessons, Community, and Real-World Training Insights

In this episode of the Business of Coaching Workshop, host Andrew Jackson shares a practical and insightful recap of Underground Strength Con, the anti-influencer coaching event hosted by Joe Riggio and Zach Even-Esh. As TurnKey Coach returned as the lead sponsor—and after onboarding three Varsity House gyms in a single month—Andrew spent the week training, observing real in-person coaching, and connecting with leaders across the strength industry. He breaks down the biggest lessons from the event: why the best coaches relentlessly pursue growth, how in-person coaches use TurnKey Coach on the floor, what real-world training alongside other professionals reveals, and why authenticity matters more than ever in a crowded coaching landscape. If you're a gym owner, hybrid coach, or online coach looking for practical strategies to sharpen your craft and strengthen your systems, this recap offers actionable insights you can apply immediately. What You'll Learn • What Underground Strength Con reveals about today's coaching landscape • Why elite coaches prioritize continuous learning—even after 30+ years • How in-person gyms like Varsity House use TurnKey Coach in real time • The power of training around other coaches and learning new skills • Lessons from legends: Joe Ken, John Gaglione, Zach Even-Esh, and more • How coaching methods can differ—without becoming dogmatic • Why events like Underground Strength Con foster authenticity, community, and fun • Upcoming events TurnKey Coach will attend and sponsor • How hybrid coaching and unified software increase retention and lifetime value 00:00 – Welcome back & intro to Underground Strength Con 02:40 – Visiting Varsity House & observing real-time in-person coaching 06:55 – Lesson #1: Coaches who relentlessly pursue growth 12:30 – TurnKey Coach feature updates inspired by the event 17:45 – Lesson #2: Training with other coaches builds community & skill 24:10 – Lessons from legends: Joe Ken, Joe Riggio, Zach Even-Esh 29:55 – Lesson #3: Different coaching methods, shared respect 33:30 – Upcoming events (Arnold, Business of Strength, future USC) 36:10 – Lesson #4: The importance of fun in coaching culture 38:25 – Hybrid coaching + software insights for gym owners 42:05 – Upcoming podcast guests & closing PS - Want to scale your coaching business without burning out? Schedule a 1:1 call: https://app.reclaim.ai/m/mac-barbell-logic/turnkey-coach-team-call Connect with Andrew Instagram: https://www.instagram.com/andrewbarbender/  X: https://x.com/AndrewBarBender To get a discount on Marty's course to grow your coaching business, go HERE and enter code Turnkey at checkout for $60 off.