Branding isn’t just a logo or a name—it’s the clearest signal of what you actually sell.

In this episode of the Untitled Coaching Podcast, host Justin Estes breaks down why branding matters, how it shapes expectations, and why his gym is undergoing a major name and brand change—from 3Q Fitness / CrossFit Garland to Dallas Training Collective after nearly two decades in business.

Justin explains the thinking behind the shift: simplifying the message, expanding reach beyond a single neighborhood, and more accurately communicating what the business has always been about—coaching people, not selling access to equipment or classes.

This episode is especially relevant for gym owners and coaches, but clients will also gain insight into how intentional coaching works, why assessments and goal-setting matter, and how a collective coaching model creates better results and deeper relationships.

In this conversation, Justin covers:

• Why gym names and branding directly shape client expectations
• The difference between “working out” and training with a coach
• How a collective coaching model supports individual goals
• Why clarity in your product makes marketing and onboarding easier
• The importance of aligning your brand with what you actually do best

Justin also challenges gym owners to take an honest look at their product, their best clients, and the kind of experience they’re truly delivering—then build a brand that reflects that reality.

If you’re navigating a rebrand, questioning your messaging, or trying to build a more sustainable coaching business, this episode will give you a clearer framework for thinking about branding, identity, and long-term impact.

In this episode of the Untitled Coaching Podcast, Justin Estes reflects on the deeper “why” behind coaching, training, and long-term health by sharing a personal story about his grandmother, Sugar Estes. At the end of the year, as the gym pauses to reflect, Justin points to Sugar as a living example of what consistent, intentional choices can produce over time.

After an unexpected emergency surgery in her eighties, Sugar’s medical team was stunned by how well her body responded. Her surgeon and nurses attributed her smooth recovery, strength, and resilience to nearly two decades of consistent training, thoughtful nutrition, hydration, and lifestyle changes. What could have been a high-risk situation instead became a powerful testimony to the value of aging well.

Justin connects her story to the mission of the gym: explaining that fitness is not about chasing extreme goals, but about maintaining independence, dignity, and capability later in life. He challenges listeners of every age to stop waiting for the “right time” to get healthy and instead start making small, sustainable choices today that will matter decades from now.

Rather than embracing “new year, new me” thinking, this episode invites listeners to ask a better question: Who do you want to be in 17 years—and what daily habits would that version of you already be practicing? The episode closes with a call to move your body, care for your mind and heart, and make decisions today that allow you to see life fully, age gracefully, and remain present for the people who matter most.

Most gyms don’t fail because of bad workouts—they fail because they misunderstand what they’re actually selling.

In this episode of the Untitled Coaching Podcast, host Justin Estes takes an honest look at why gyms go out of business and why he believes the future belongs to coaching programs, not facilities. After watching several well-known gyms in his area shut their doors, Justin breaks down the mindset shift that has allowed his business to remain sustainable: treating fitness as a relationship-driven coaching model rather than simply a place to work out.

This episode is especially for gym owners and coaches, but clients will gain insight as well—into why the gym is priced the way it is, why one-on-one check-ins matter, and why relationships matter more than equipment, buildings, or amenities.

In this conversation, Justin covers:

• The difference between selling access to a gym and delivering real coaching
• Why low-cost memberships often lead to low commitment
• How intentional coaching builds trust, engagement, and long-term results
• The danger of undercharging while overextending as a coach or owner
• Why staying in business is part of the responsibility to the community

At its core, this episode reinforces a simple truth: the work isn’t about equipment or facilities—it’s about people. When connection, trust, and care become the product, everything changes.

If you’re a coach, gym owner, or someone who wants to be truly coached—not just worked out—this episode will challenge the way you think about fitness, business, and leadership.