Jeremy Hoornstra Rants about Online Strength Coaches

Posted on 10 Nov 2015 21:17


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Bench Press specialist Jeremy Hoornstra posted a rant on Facebook about the charlatans posing as fitness experts, gurus and strength coaches in the online world of powerlifting / weight training / strongman / fitness.

I want to begin this with a finance related analogy. I won’t make it technical so don’t worry about not getting it just because you don’t have a degree in accounting or finance or business. If you earn money you will understand what I am about to tell you.

Let’s say you have saved up some cash and you want to invest it for the future, okay? One of your options would be to invest in a mutual fund. When you are selecting whom to invest your money with you do your research. Well, at one time, when people were more naïve than they are today, people would get impressed with the lifestyles of these managers and they would place the responsibility of their hard earned money in their hands based on the cars these money-managers drove or which locality they lived in or how big their house was, etc.

Now, people have become much more street-smart and they look beyond these things and they select managers based on their track performance: whether they’ve been able to build wealth for other people or not. You would think that this type of logic would extend into the online strength training world as well.

But you’d be wrong to assume that.

How Do People Choose Strength Coaches?

What attracts the attention of potential clients when they’re trying to figure out whom to trust with getting them to reach their strength goals?
Impressionable things like:

  • Some certification that sounds legit
  • Pictures and videos of their own lifting and training
  • Competition experience and perhaps even a “world record” thrown in there which is fairly easy given the existence of hundreds of powerlifting federations all over the world
  • Pictures of them hobnobbing and fist-bumping with other strength coaches that allows them to be perceived as well connected and “one of” the big boys in the industry

These things are superficial and do not lend any credibility to how the strength “coach” will help YOU get to your goals. Yet, people rely on these things. I know some of you will read this and think I am being defensive because I’m a young lifter less than 30 years old and I don’t have 15+ years of strength training experience. That’s not what I am trying to say, however.

You cannot have good strength coaches on either end of the spectrum. A guy who lifts 200 pounds will probably not be the best person to get you to 500 or 600 pounds and the world record holding lifter with the 900 pound deadlift will not be able to get you to beat his record.


When we make our goals we think about “me” but when we select coaches to help us achieve them we think about “them” instead of what they can do for "me". In his rant, Jeremy Hoornstra has listed his top 10 requirements to be an online strength coach. Give it a read and a like because I know you will find a lot of truth behind his words:

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