I’m back with another story. It’s about two fitness business owners, Tony and Sonja. On the surface, they had a lot in common — both trained instructors, both passionate about helping others feel strong and healthy, both dreaming of building thriving wellbeing businesses. But what separated them wasn’t talent or opportunity.
It was confidence.
Meet Tony: The Hesitant Hustler
Tony loved his work but found himself constantly second-guessing every decision.
He spent hours creating the “perfect” social media post, only to delete it at the last moment because it “didn’t feel good enough.” He worried what other trainers would think of his pricing. He didn’t feel ready to charge his worth, so he kept his prices low, hoping to attract more clients with affordability.
Networking events felt like walking into a room full of critics. He compared himself relentlessly to other coaches online, always seeing himself as the beginner, even though he had years of experience under his belt.
Whenever potential opportunities arose — collaborations, speaking gigs, running workshops — Tony’s first instinct was to shrink back.
“Maybe when I’m more established…” he’d tell himself. But the truth was, his lack of confidence was keeping him stuck exactly where he was.
Over time, his hesitation created a quiet frustration. He worked long hours for little reward. He started questioning if he was really cut out for this. His energy dipped. And with that, his business plateaued.
Meet Sonja: The Confident Coach
Sonja’s journey began much like Tony’s – qualified, excited, but also aware of the noisy, competitive market.
The difference? Sonja chose to back herself, even when doubt crept in.
She understood that confidence wasn’t something you either have or you don’t – we all have it, you just have to keep connected to it, to build it, moment by moment, decision by decision.
Sonja charged prices that reflected the value she delivered, knowing that when clients invest properly, they’re more committed. She showed up online, imperfect but authentic, knowing that connection mattered more than perfection.
She introduced herself at networking events with enthusiasm. She didn’t wait to feel 100% “ready” before launching her group classes. She learned to treat fear as a sign she was growing, not a signal to stop.
And here’s what happened: people noticed.
Her energy attracted clients. Her clarity about her worth inspired trust. Opportunities began to come her way, and she grabbed them with both hands. Even when she faced setbacks – and she did – she saw them as part of the journey, not as signs to give up.
Sonja’s business grew steadily. She wasn’t working harder than Tony, but her confidence created momentum.
Two Paths, Two Outcomes
The fascinating thing is: both Tony and Sonja were equally skilled.
Both had similar resources. But their mindsets created completely different realities.
Tony’s lack of confidence led him to play small, hesitate, and wait for external validation. Unfortunately, in business, waiting rarely leads to results.
Sonja’s self-belief fuelled her actions. She didn’t need to be the “best” coach in the room — she simply needed to trust that her unique voice had value. And because she did, she attracted loyal clients who valued her leadership.
You might see parts of yourself in Tony.
Or maybe you’re already stepping into your Sonja energy.
The truth is, most business owners swing between the two at different times. Confidence isn’t a fixed state – you have to work at staying connected, to practice, to give yourself evidence.
And it matters deeply because your business is a mirror of your mindset.
When you lead with confidence:
- You make decisions faster.
- You price your services with integrity.
- You market yourself consistently.
- You handle challenges with resilience.
- And most importantly, you build trust — not only with clients but with yourself.
Without confidence, even the most talented business owner can get stuck in hesitation and self-doubt, slowly losing momentum.
If you’re wondering how to build your confidence to Sonja levels, here’s some gentle guidance:
- Take imperfect action. Waiting for perfection delays progress. Action builds confidence.
- Reframe failure. See every misstep as feedback, not as proof that you’re not good enough.
- Surround yourself with positive influences. Community and coaching (I’m here ready and waiting for you) are powerful tools to boost belief.
- Celebrate wins, however small. Recognising progress trains your brain to see growth.
- Own your worth. Remind yourself daily of the value you bring to your clients’ lives.
Confidence grows when you practice it, just like a muscle.
The story of Tony and Sonja is more than just a tale — it’s a reflection of the choices we all face in business.
Confidence isn’t reserved for a lucky few. It’s available to every fitness or wellbeing entrepreneur who chooses to nurture it and work on staying connected.
So, as you move forward in your business, ask yourself:
Which path am I walking today?
Remember, you always have the power to step onto the path of confidence, momentum, and success.
And, if you want some 1:1 help with this, reach out to me philippa@holdmyhandcoaching.com
Until next time,
Best wishes
Philippa x