In this wide-ranging and deeply honest conversation, Erin Power welcomes back business and health coach Michelle Leotta to explore how the health coaching industry — and the health consumer — has fundamentally changed since their last conversation in August 2023. Michelle shares why the past year felt like a turning point for online businesses, what she observed in her client data, and how rising overwhelm, automation fatigue, and AI distrust are reshaping buying behavior.
Michelle walks listeners through her decision to radically simplify her business model, shift away from heavy automation, and return to more personal, manual, and human-to-human coaching experiences. Together, Erin and Michelle unpack what this means for health coaches at every stage — from brand-new practitioners to seasoned business owners — and why depth, flexibility, and real relationships are outperforming funnels, long sales pages, and over-scaled systems.
This episode also dives into powerful messaging shifts, the difference between health and wellness, and how coaches can move from being seen as a “nice-to-have” to a true “must-have” by focusing on what clients actually want their health for.
If you’ve felt burned out by tech, confused by declining engagement, or curious about how to build a simpler, more profitable, and more human coaching business — this episode will feel like a breath of fresh air.
To learn how to become a health coach or to up-level your skills and credentials as a health coach, visit primalhealthcoach.com.
Returning guest Michelle Leotta chats with Erin about the evolving heath coaching industry.
Episode Overview:
- 0:00 Reconnecting With Michelle and What’s Changed Since 2023
- 01:42 What Erin Saw in Her Client Intake Data
- 03:11 Why Automation and AI Are Creating Distrust
- 03:43 Returning to One-on-One Conversations and Manual Processes
- 05:34 The Myth of Scalability and the Cost of Over-Complexity
- 06:08 Un-Scaling: Cutting Expenses and Increasing Profitability
- 06:49 Group Coaching Containers Explained
- 08:20 The Convertible Signature Program Model
- 10:30 One-on-One, Hybrid
- 11:33 Pricing, Capacity, and Avoiding Burnout
- 14:04 Why People Want What They Want, When They Want It
- 16:12 Personalization, Client Preferences, and Flexible Delivery
- 19:17 The mentor LED mastermind
- 19:50 Accountability, Mentorship, and Being Truly Seen
- 20:19 People Do Not Always Complete Online Courses
- 23:42 Health vs. Wellness: Expanding the Coaching Conversation
- 26:00 Selling Through Conversations Instead of Sales Pages
- 30:25 What Health Consumers Really Buy
- 32:32 Messaging That Moves Coaching From “Nice-to-Have” to “Must-Have”
- 42:10 Thinking Bigger Than Health: Real-World Client Examples
- 47:47 Final Reflections on the Future of Coaching and Human Connection
Key Themes and Takeaways
The Health Consumer Has Changed
Michelle explains that health coaches are seeing lower returns from the same strategies that once worked — not because coaching is less valuable, but because consumers are overwhelmed, confused, and deeply fatigued by automation, bots, and AI-driven interactions.
Simplicity Is the New Advantage
By stripping away excess tools, funnels, and tech platforms, Michelle found that both her profitability and quality of life improved. Fewer systems meant fewer problems — and more meaningful work.
Manual Does Not Mean Unscalable
The episode challenges the belief that one-on-one or manual processes automatically limit growth. Michelle introduces the idea of hybrid and convertible programs that naturally evolve from individual clients into group containers — without sacrificing depth or personalization.
People Want Choice and Flexibility
Clients don’t want rigid structures. Some love groups, others prefer private support. The most effective programs offer multiple touchpoints so clients can engage in ways that fit their lives.
Health Is a Gateway — Wellness Is the Destination
Rather than selling symptom reduction alone, Michelle encourages coaches to message around what health enables: dating again, starting new hobbies, changing careers, or reclaiming confidence and energy.
Conversations Convert Better Than Pages
Long sales pages and funnels are losing effectiveness. Real conversations — emails, DMs, discovery calls — create trust, clarity, and higher commitment.
Coaching Is About Being Human
At its core, coaching succeeds when clients feel seen, supported, and accountable. Human connection is the differentiator that technology cannot replace.
Connect with Michelle at:
- Website & Programs: healthcoachpower.com
- Podcast: Health Coach Power Podcast
- Instagram: @healthcoachpowercommunity
Connect with Erin
- Submit your questions: podcast@primalhealthcoach.com
- Website: primalhealthcoach.com
- Instagram: @primalhealthcoach
Listen via the player below, or subscribe in iTunes or your preferred podcast streaming service.
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