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Luka Hocevar on the Toughest Lessons He’s Learnined in Business and Coaching

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Apr 17, 2026

Luka Hocevar, experienced coach and gym owner with 20+ years leading Vigor and Built to Last Gym. He digs into the brutal shift from coaching to running a business. He talks marketing, brand and visibility, clarity around goals, matching effort to ambition, PERMA wellbeing, building and leading teams, and why being interesting matters for lasting success.

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INSIGHT

Coaching Skill Is Different From Coaching Business

Luka distinguishes coaching skill from the business of coaching and says you must allocate part of your time to sales, marketing, operations, and systems.
He learned this after long 14-hour days and manual billing chaos, which forced him to study email marketing, copy, and ops to scale.

ADVICE

Learn Sales And Marketing To Improve Coaching

Do learn sales and marketing because they improve your coaching by sharpening persuasion and communication.
Luka connected marketing to client transformation through newsletters, follow-ups, and storytelling which raised his fascination for business skills.

ADVICE

Be Brutally Clear About Your Point A And Point B

Do get brutally clear on Point A and Point B for your life and business, then build a roadmap with timelines and metrics.
Luka gives a sample Point B: coach 20 hours, $600k revenue, $220k take-home to show concrete planning.

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If you wanted to become a better coach…

…open your own gym…

…or just be happier and more successful in life, how amazing would it be to learn from someone with 20+ years practical, in-the-trenches experience?

My guess is pretty darn valuable.

And lucky you, but that’s the entire theme of today’s show!

In this episode, Luka and I go back and forth on the biggest lessons we’ve learned in business, coaching, and life, and I guarantee you’re going to love it.

Let’s do this!

Quotable Quotes:

There’s coaching and then there’s the business of coaching. And when you start a business, you kind of realize how much you don’t know

To achieve what you want to achieve, you need deep goals and reasons around WHY you want to achieve them

You can’t keep one foot in your old life and one in your new one. There’s no halfway version of growth.

This Week on the Physical Prep Podcast:

Why it’s so important to chase greatness in coaching…
…but also learning the BUSINESS of coaching
The power of finding true clarity about what you want in business and life
Being honest about where you’re at so you can come up with the roadmap to get to where you want to go
Finding joy in your work and career
PERMA: What it is, and why it’s so important
How being an interesting actually makes you a better coach
The 3 personal qualities that Mike looks for in ALL new hires
4 of the hardest things you’ll do in life, and why Luka has chosen to do all of them!

Connect with Luka:

Books Mentioned:

Grow Your Fitness Business or Gym with Push Press!

Gym owners and coaches, have you heard about PushPress?

It’s the best gym management software company and it’s revolutionizing the fitness world.

So check this out: PushPress is built BY gym owners. They understand the ins and outs of running a fitness business because they’re “in the trenches” in their own gyms every single day.

Key products like Core, Grow, and Train are designed to help you with everything from billing and scheduling to lead generation and progress tracking.

Built on the “help first” ethos, PushPress places an exceptional focus on prioritizing client needs, listening to feedback from their community, and using it as the impetus for its ever-evolving, innovative features.

And here’s the strongest plug I can give them – I’ve actually switched to PushPress for all of my clients and athletes.

Getting things set-up and running smoothly is not only easier, but also far more intuitive than many other solutions.

So if you’re interested in learning more, just head over to pushpress.com/ppp.

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