In the modern fitness landscape, gym owners are facing a dual crisis: a health epidemic and extreme loneliness. While high-intensity workouts provide the sweat, nutrition coaching is just as important—if not more—to combat these issues while helping clients see better results.

Oftentimes, clients miss the underlying driver of long-term transformation—the human nervous system. In this episode of The Next Rep podcast, hosts Cory Matchulat and Reganne Day sit down with Jeb Stuart Johnston, a coach and mentor who has navigated everything from celebrity hairdressing to high-level nutrition coaching.

Johnston shares why the fitness industry’s obsession with “the next fad diet” is keeping clients stuck, and how gym owners can use nervous system regulation to build a more resilient, profitable fitness business.

Why Counting Macros Isn’t Enough

For years, the gold standard in nutrition coaching has been rigid macros tracking. However, Johnston points out that most clients’ deficiency isn’t in information—it’s in execution.

When a client fails to stick to their plan, it’s rarely because they don’t understand what a protein is. It’s usually because their physiology has hijacked their ability to make the right decisions.

  • The Problem with Dogma: Whether it’s Keto, Paleo, or Carnivore, turning food into a “religion” often leads to obsession rather than health.
  • The Tracking Trap: Obsessive calorie tracking can create a sense of unsafety, where a client feels they “can’t eat” without an app.

State Before Story: The Polyvagal Approach to Eating

One of the most profound takeaways from the episode is the concept of “State Before Story.” According to Polyvagal Theory, our nervous system state dictates the “story” we tell ourselves about our lives and our food.

Nervous System State The “Animal” Analogy Impact on Nutrition & Behavior
Regulated The Pack of Wolves Calm, playful, and able to make logical food choices.
Mobilized The Bear Agitated and “productive,” but often prone to burnout.
Anxious The Deer High alert; seeking quick comfort or “dopamine hits” from food.
Shutdown The Possum Overwhelmed; playing dead or hiding in a shell; “giving up” on goals.

As Johnston explained, “Your physiology made that choice for you… your body doesn’t understand that you’re not actually going to die right now. It thinks this is the end of the world, and that cupcake is a way to feel better.”

How Gym Owners Can Leverage Nutrition Coaching for Growth

Wodify’s data shows that growth-minded gyms—those generating more than $20k in monthly revenue—succeed by professionalizing their services beyond just group classes. Adding a “state-based” nutrition coaching program is a high-value lever for both revenue and retention.

  1. Stop the Burnout: Coaches often tie their self-worth to a client’s three-month transformation. Shift the focus to “self-leadership,” where you act as a guide (a sherpa) rather than a taskmaster. This is a win-win on both sides, also helping you increase recurring revenue for your fitness business.
  2. Use Nutrition as an “Onboarding” Tool: Include a basic nutrition webinar or seminar in your athlete onboarding. This manages expectations and provides immediate value.
  3. Build Community, Not Just Plans: The “CrossFit magic” was never about the workouts—it was the community. Use tech like Wodify to facilitate these in-person connections rather than replacing them.
Build community in your fitness business using Wodify technology.

Conclusion: The Human Connection is the Competitive Edge for Nutrition Coaching

Is the fitness industry “cooked”? Johnston argues that while the old model of “three-month quick fixes” might be, the future belongs to gyms that prioritize relationships and connection. By helping clients regulate their states before they try to change their stories, you aren’t just selling a gym membership—you’re selling a better life.

Ready to professionalize your gym’s nutrition and retention strategy? Try Wodify free for 7 days or book a demo to see how our community tools can help you scale.