Procrustes’ Bed And Your Coaching Approach

Have you ever heard the story of Procrustes’ Bed? 

Procrustes was a rogue blacksmith and bandit who lived along a well-traveled road near Athens. He had a peculiar way of “hospitality.” Whenever travellers passed by, he would invite them to rest in his home and lie down on his special iron bed. The catch was that the guest had to fit the bed, exactly. 

If they were too short, he’d stretch them. 

Too tall? He’d chop off their legs. 

One way or another, Procrustes made sure everyone conformed to his rigid standard, regardless of the pain or damage it caused.

You may not realise it, but this myth carries a surprisingly relevant lesson for us as coaches.

Procrustes in the Coaching World

In the context of health and fitness coaching, Procrustes’ Bed is the metaphor for what happens when we force clients into rigid, pre-designed systems, regardless of whether those systems truly serve them.

It’s the 12-week hypertrophy plan handed to every client, no matter their goal or training history.

It’s the strict 1,600-calorie meal plan given to a busy mom who’s already burned out and undernourished.

It’s the “my way or the highway” philosophy that ignores individuality, preferences, psychology, and lifestyle.

In short, it’s when we make the client fit the program, rather than making the program fit the client.

Why This Mindset Is So Common

Now, to be fair, most coaches don’t set out to harm or limit their clients. In fact, many fall into this pattern with good intentions. Maybe they’re new to coaching and feel more confident using structured templates. Maybe they’ve built a signature program that worked well for them or a few early clients. Or maybe they were taught that “this is the system that gets results.”

But here’s the problem humans aren’t identical. 

They’re dynamic, complex, and constantly adapting. No two clients have the same body, mindset, history, schedule, or motivations. So when we try to shove them into a one-size-fits-all solution and when we ignore their unique context, we risk doing exactly what Procrustes did: cutting away the parts that don’t fit, or forcefully stretching areas that aren’t ready.

What’s At Stake With This Approach

At best, this approach leads to frustration, stalled progress, or disengagement. At worst, it contributes to injury, burnout, or a complete loss of trust in coaching altogether. Clients may begin to believe they are the problem, when in reality, it’s the program that failed to adapt.

The deeper issue is that when we coach this way, we’re not really coaching. We’re delivering a product. True coaching is a relationship. It’s responsive. It evolves. It meets people where they are and grows with them.

The Anti-Procrustean Coach

The goal of this article is to help you recognise when you might be unknowingly taking a Procrustes’ Bed approach, and, more importantly, how to shift into a model that prioritises the individual.

As coaches, we’re here to guide transformation. That starts with understanding the client in front of us, not just plugging them into a system we’ve already built.

So let’s break the Procrustean bed.

Let’s learn how to build coaching systems that bend, flex, and evolve, so that every client gets what they truly need, not just what we’re most comfortable delivering.

The Appeal of Pre-Built Systems: Why Coaches Fall Into the Trap

Let’s be honest, the idea of designing a program once and using it with everyone is incredibly tempting. Whether you’re a brand-new coach or a seasoned one trying to scale your business, pre-built systems can feel like the solution to a thousand problems. They’re efficient, they look polished, and they’re easy to sell.

But the danger is that when we over-rely on these systems and expect every client to conform to them, we’re setting up our own version of Procrustes’ Bed. We are creating a rigid framework where the individual must adapt to the program, rather than the program adapting to the individual.

So why do so many coaches, especially early in their careers, fall into this trap?

1. Efficiency and Scalability Seem Like the Holy Grail

Pre-built systems promise speed. They save time on programming, onboarding, and client communication. You don’t have to reinvent the wheel with every new client. In a world where time is money and online coaching is growing fast, pre-built systems make sense.

But efficiency without individualisation is a false economy. Yes, it’s scalable, but you have to consider what the long-term cost is. Generic programs might work for a subset of clients who happen to “fit the bed” already, but those who don’t will either fall off or see lacklustre results.

2. Inexperience Breeds Over-Reliance on Structure

Newer coaches often lean on rigid programs because they haven’t yet developed the experience, tools, or confidence to customise on the fly. That’s completely normal, and in fact, it’s how many of us started. You might feel more in control with a pre-set path. You might even be repeating what worked for you, assuming it will work for everyone.

But coaching isn’t about transferring your journey onto someone else. It’s about helping them walk their own path, with your guidance.

3. The Industry Glorifies the “Signature Program”

Look around at how fitness is marketed online. “My proven fat-loss blueprint.” “The exact training plan I used to drop 20 pounds.” “Plug-and-play coaching systems.” The industry is obsessed with packaging results into tidy, repeatable products. As a coach trying to build a brand, it’s easy to feel like you need your own “bed” to sell.

The problem is that these offerings often prioritise what’s marketable over what’s effective. They cater to mass appeal instead of individual success. And if we’re not careful, they pull us into the very thing we should be avoiding, Procrustes’ Bed, dressed up with slick branding and a payment link.

4. It Feels Like Control (But It’s Actually Limiting Growth)

Having a strict program to fall back on can feel safe. It reduces decision fatigue. It gives a sense of order and predictability. But the paradox here is that the more tightly we hold onto our system, the less room we leave for growth and personalisation.

Real coaching lives in the grey area. It requires nuance, listening, and sometimes, throwing out the plan entirely. That can be uncomfortable, but it’s where the coaching magic actually happens.

5. Ego Gets Involved

This one’s hard to admit, but it’s worth exploring. Sometimes we cling to our systems because they’re part of our identity. “This is my method.” “This is how I coach.” We become attached to the idea that we have the answer, and that clients just need to follow it better.

But when the client doesn’t thrive, we may blame them for not fitting, rather than questioning the bed we’ve built. That’s not coaching. That’s Procrustes’ bed in disguise.

The Trap Is Understandable, But It’s Still a Trap

To be clear here, systems aren’t inherently bad. In fact, smart, flexible systems can be incredibly helpful. But the key difference is adaptability. Pre-built doesn’t have to mean Procrustean. What makes the difference is whether we force-fit every client into our system, or use our system as a flexible framework that adjusts to each individual.

When we understand the seductive pull of Procrustes’ Bed, and recognise the red flags in our own practice, we can begin to shift toward a more client-centred model. One that honours individuality, builds trust, and delivers real, sustainable results.

Because at the end of the day, your job isn’t to get people to fit your system. It’s to build systems that fit people.

The Problem with the Procrustean Approach

When coaches force clients into a rigid mould, a cascade of consequences follows. These aren’t minor inconveniences, they’re foundational issues that can derail progress, damage relationships, and erode trust in the entire coaching process.

Let’s unpack why this approach doesn’t work, and what gets compromised when we cling to it.

1. It Ignores Biological Individuality

Every client who walks through your door or logs into your coaching app is wildly different under the hood.

• Genetics influence how someone responds to training, how they metabolise nutrients, how quickly they recover, and how likely they are to build muscle or lose fat.
• Age, sex, hormones, and injury history all affect how much load a person can tolerate, how quickly they progress, and what recovery strategies they need.
• Medical conditions or medications can alter energy levels, appetite, blood sugar control, or stress responses.

And, of course, a whole host of other physiological things that make every individual unique.

When a coach forces all clients through the same workouts, the same macros, or the same habits at the same pace, these differences get bulldozed.

You can’t out-discipline biology, and if you try, your client will lose, and so will your credibility.

2. It Overlooks Psychological Readiness and Behaviour Change

Even if a client could follow your program physiologically, that doesn’t mean they’re ready to follow it behaviorally.

• Are they in the right stage of change?
• Do they have the emotional bandwidth?
• Have they tried (and failed) with similar strategies in the past?
• Do they believe they’re capable of following through?

Rigid programs assume clients are all starting from the same place of psychological readiness. But in reality, most are bringing in a messy mix of shame, doubt, inconsistency, and overwhelm. Coaching must account for this.

When we ignore readiness, we create shame spirals. The client thinks they’ve failed, when in truth, we failed to meet them where they are.

3. It Doesn’t Fit Real Lives

Your program might look great on paper. But how does it fit into your client’s actual life?

• Do they work 12-hour shifts?
• Are they a single parent juggling three kids and no childcare?
• Are they dealing with chronic stress, low sleep, or financial constraints?
• Do they live in a food desert or have cultural eating patterns that your plan ignores?

A Procrustean approach assumes a perfect environment. A real coaching relationship embraces imperfection and adapts to it.

Fitness and nutrition aren’t isolated behaviours, they’re embedded in an actual life. If your program doesn’t flex with that life, it will eventually snap.

4. It Undermines Results and Long-Term Retention

Sure, some clients will get results on a rigid program—especially if they already match the mould. But what about the others?

When the program doesn’t fit:

• Progress stalls.
• Frustration builds.
• Adherence drops.
• Clients ghost you or churn out.

Worse yet, some clients may push through for a while, only to crash later from burnout, injury, or disordered habits.

Here’s the truth is that short-term results don’t mean long-term success. The best transformations aren’t the ones that happen in 6 weeks, they’re the ones that stick for 6 years. To do this requires flexibility, trust, and personalisation.

5. It Damages the Coaching Relationship

A rigid program creates a power imbalance. It says: “I’m the expert. You follow what I say.” But great coaching isn’t about command and control, it’s about collaboration.

When clients feel like they’re being jammed into someone else’s system:

• They don’t feel heard.
• They don’t feel seen.
• They stop trusting your process.
• Eventually, they stop showing up.

Contrast that with adaptive coaching:

• Clients feel like partners, not projects.
• They develop ownership over their goals.
• They’re more likely to stay engaged, accountable, and resilient through ups and downs.

In short, they grow, not just physically, but in self-efficacy. 

Bottom Line: Procrustes’ Bed Is the Problem

If you’ve been frustrated with client compliance, retention, or results… it might not be the client.

It might be the bed.

Rigid systems are tempting, especially when they’ve worked before. But when we try to stretch or cut a human to fit the mould, we lose what coaching is all about. Understanding, adapting, and empowering the person in front of us.

The program should serve the client, not the other way around.

What Great Coaching Looks Like (vs. Procrustean Coaching)

Now that we’ve looked at the problems with Procrustes’ Bed, the natural next question is: what’s the alternative? If forcing clients into rigid, one-size-fits-all programs doesn’t work, what does?

This is where great coaching comes in.

Great coaching doesn’t mean having all the answers or the flashiest templates. It means being able to read the client in front of you, meet them where they are, and guide them forward in a way that feels achievable, empowering, and sustainable.

Let’s break it down by contrasting the core differences between Procrustean coaching and truly effective, individualised coaching.

1. Great Coaching Starts with Assessment, Not Assumption

Procrustean coaching: “Everyone starts on Week 1 of the program. No exceptions.”

Great coaching: “What do I need to learn about this person before we begin?”

Before you prescribe a single rep, meal, or habit, a great coach takes the time to assess:

• Lifestyle constraints (schedule, stress, family responsibilities)
• Training history and movement patterns
• Mindset and psychological readiness
• Nutrition patterns and relationship with food
• Sleep, recovery, and stress load
• Client goals and why they matter

Assessments aren’t just data collection, they’re your opportunity to build trust and gain insight into how to personalise the path forward.

2. Great Coaching Is Co-Created, Not Dictated

Procrustean coaching: “I built this program. Just follow it.”

Great coaching: “Let’s build this together, based on what works for you.”

The best coaches don’t just hand over a plan, they collaborate. They present options, listen to feedback, and make decisions with the client, not just for them. This approach:

• Builds autonomy
• Encourages ownership
• Increases compliance
• Improves long-term outcomes

You’re not just delivering information, you’re helping them build confidence and decision-making skills. You’re teaching them how to fish, not just handing over a fish.

3. Great Coaching Prioritises Progression, Not Perfection

Procrustean coaching: “You missed 2 workouts? You’re off track.”

Great coaching: “You missed 2 workouts? Cool, let’s learn from that and adjust.”

Rigid systems have no room for real life. Great coaches expect setbacks and build flexibility into the process. They know that consistency matters more than perfection, and that success looks like:

• Small wins stacked over time
• The ability to bounce back from disruptions
• Sustainable progress over quick fixes
  

Coaching isn’t about staying perfectly on plan, it’s about adapting the plan as life changes.

4. Great Coaching Is Rooted in Empathy, Not Ego

Procrustean coaching: “This is how I do things. If you don’t follow it, you’re not serious.”

Great coaching: “I’m here to understand what works for you, and support you through it.”

Ego gets in the way of real coaching. It centres on the coach instead of the client. But empathy (the ability to listen, validate, and respond with understanding) is a superpower.

Clients aren’t looking for someone who’s always right. They’re looking for someone who gets it. Someone who listens, adapts, and keeps showing up, especially when things get hard.

Empathy doesn’t mean lowering standards. It means being human first, and a coach second.

5. Great Coaching Evolves With the Client

Procrustean coaching: “The program stays the same. You adapt to it.”

Great coaching: “You’re growing, so the plan grows with you.”

The best coaching relationships don’t stay static. As clients build confidence, consistency, and capacity, their programs should evolve to match.

That might mean:

• Progressing training volume or intensity
• Modifying nutrition targets based on biofeedback
• Shifting goals based on life phases or preferences
• Focusing on new habits as old ones become automatic

Just like the human body, coaching is an adaptive system. If it’s not changing, it’s not working.

What It Comes Down To

At its core, great coaching is built on two beliefs:

1. Every client is different.
2. Every client deserves a program that honours that.

It’s not about being the smartest coach in the room. It’s about being the coach that is most attuned to the client’s needs. When you tune into the individual, when you stay curious and responsive, you unlock better results and deeper relationships.

Your program should not be a prison. 

Next up, we’ll explore how to build adaptive systems that still allow for structure and scale, without falling into the Procrustean trap.

Building Adaptive Coaching Systems That Scale Without Procrustes’ Bed

By now, it’s clear that if we want to be truly effective coaches, we can’t rely on one-size-fits-all programs. But the challenge here is: how do you create personalised experiences without reinventing the wheel for every single client?

This is the tension most coaches face:

Personalisation takes time.

Time is limited.

So we fall back on rigid systems, and suddenly, Procrustes’ Bed reappears.

But there’s a better way.

The key is to build adaptive systems. Systems that offer enough structure to be efficient, but are flexible enough to be tailored. Think of them not as fixed blueprints, but as frameworks that adjust based on the person in front of you.

Here’s how to make that happen.

1. Use Frameworks, Not Fixed Templates

Rigid templates lock clients into a predefined plan. Flexible frameworks give you a structure that can be shaped around the individual.

Examples:

• Training: Instead of a static 5-day split, build around movement patterns (push/pull, squat/hinge/core) and let frequency vary based on availability and recovery.
• Nutrition: Use “archetypes” or flexible templates like “The Mindful Eater,” “The Macro Tracker,” or “The Portion-Based Client” to guide the approach based on mindset and lifestyle. (This is why we teach a Tier system in our nutrition coach certification program)

Frameworks empower the coach and the client. They reduce overwhelm while still creating space for autonomy.

2. Build Tiered Programming Options

Every client doesn’t need (or want) the same level of complexity. Offering tiered options lets you serve a wider range of people, without forcing everyone onto the same track.

Think in layers:

• Low-touch: For independent clients. This tier includes automated check-ins, templated plans, and basic habit tracking. This is the kind of support you get on a lot of fitness apps.
• Medium-touch: More coaching input, with monthly calls, feedback loops, and program adjustments.
• High-touch: Full personalisation with weekly check ins, real-time messaging, and high accountability. This is what we offer with our coaching (which means we don’t work with everyone and force them into our system).
  

Each tier uses the same core systems, but scales your input to match the client’s needs and investment.

This keeps your coaching adaptable and sustainable.

3. Create Decision Trees and Flowcharts

You don’t need to write a new plan from scratch every time a client misses a workout or hits a plateau. Instead, build decision trees into your coaching system to help you pivot quickly and consistently.

Example:

• Client misses a workout → Ask: “Why?”
  • If scheduling → Shift to a 3-day split
  • If energy/stress → Scale intensity or swap with recovery
  • If motivation → Revisit goals and reconnect with values

These tools create structure for decision-making, without locking you into a rigid path. They also allow junior coaches or team members to make better calls, faster.

4. Use Tech as an Adaptability Tool Not A Crutch

Technology should enhance personalisation, not replace it.

• CRMs (like TrueCoach or Trainerize) help organise data and track trends.
• Habit tracking tools give clients visibility and ownership over their progress.
• Custom check-in forms surface red flags early (stress, energy, sleep, hunger, etc.).
• Progress dashboards give you a bird’s-eye view so you can adjust before things go off track.

What’s important here isn’t just having these tools, it’s knowing how to respond to the data they give you.

Tech should support coaching, not automate it into a cold, inflexible machine.

5. Build “Plug-and-Play” Modules for Personalisation

Rather than redoing entire programs, design modular pieces you can mix and match depending on the client’s profile.

Examples:

• A bank of 20-30 training finishers, core circuits, or recovery workouts you can slot in based on time, goals, or energy.
• Nutritional tools like portion guides, meal prep templates, grocery lists, or hunger scale education, all delivered as needed.
• A behavioural toolkit with mini-challenges, journal prompts, mindset shifts, or habit primers that fit different personality types.

Think of it like LEGO blocks where the individual blocks stay the same, but the final structure is different for every client.

6. Always Leave Room for the Human

No matter how efficient your systems become, remember: you’re coaching humans not spreadsheets.

The best adaptive system in the world still needs you:

• Your ears (to listen deeply)
• Your eyes (to observe what’s really happening)
• Your words (to guide, support, and challenge)
• Your wisdom (to know when to pause the plan and just be there for your client)

The more your systems allow you to focus on the human connection, the better they’ll serve everyone.

Bottom Line: Structure Should Support Personalisation, Not Replace It

Systems are not the enemy. In fact, great systems are what free you up to coach better. The danger is when those systems become so rigid that they become Procrustes’ Bed. Comfortable for the coach, but a bad fit for the client.

Instead, build adaptive systems that:

• Start with the individual
• Flex with life’s realities
• Empower your client’s agency
• Scale your ability to serve more people, without sacrificing impact

In the next section, we’ll talk about the mindset behind all of this, and how great coaches evolve from being experts to becoming truly transformational guides.

Training the Coach’s Mindset: Shifting from Expert to Guide

So far, we’ve talked strategy, assessments, frameworks, and systems. But at the heart of great coaching isn’t just what you do, it’s how you think.

Because even with the best tools in the world, a Procrustean mindset will eventually warp the coaching process. You’ll find yourself subtly slipping back into trying to make people fit your system, instead of shaping your system to fit them.

If we want to move away from Procrustes’ Bed, we need to do more than adjust our programs, we need to evolve our mindset.

1. From Guru to Guide

Old mindset: “I’m the expert. I have the answers.” 

New mindset: “I’m the guide. I help clients find their answers.”

This shift is one of the most powerful upgrades a coach can make. Yes, clients come to you because you have expertise, but they stay because you respect theirs.

You’re not the hero in their story, they are. Your job is to walk beside them, not ahead of them. To help them develop their own compass instead of handing them a map they don’t understand.

Think coaching with, not coaching at.

2. Curiosity Over Certainty

Old mindset: “I know what works.”

New mindset: “Let’s find out what works for you.”

Certainty feels safe, especially early in your coaching career. But over time, you’ll start to realise something humbling. The more people you coach, the more you realise how different they all are.

Curiosity is one of your greatest tools. Ask more questions:

• “How did that feel?”
• “What would make this easier for you?”
• “What’s getting in the way?”
• “What’s something you would enjoy doing consistently?”

When you approach coaching like a collaborative investigation, and not a lecture, you’ll get better data, faster growth, and a deeper connection.

3. Feedback Loops and the Power of Pivoting

Old mindset: “If it’s not working, the client isn’t compliant.”

New mindset: “If it’s not working, the system might need tweaking.”

This is one of the telltale signs of a Procrustean mindset. Assuming that non-compliance is always a client issue. But often, it’s a signal that you are trying to get them to fit yours systems rather than help the. Its not a sign of laziness or resistance, but of misalignment.

Effective coaching means staying close to the ground and building in tight feedback loops. Use weekly check-ins, biofeedback trends, emotional cues, and honest conversations to stay in tune.

And most importantly, you have to be willing to pivot. Drop your ego. Adapt the plan. Change the pace. When you respond with humility and agility, you show your client that their experience matters more than your pride. You also tend to get far better results, and actually set them up for life.

4. Embrace Individuality, Even When It Conflicts with Your Preferences

Old mindset: “I coach this way because it worked for me.”

New mindset: “I coach different people in different ways.”

As coaches, we’re often drawn to methods that helped us personally. That’s completely natural. But the trap is assuming that your approach is universally effective.

What worked for you might overwhelm someone else. What lit a fire in you might burn out another client entirely.

Great coaches hold their preferences lightly. They learn multiple tools and choose based on context, not on what they are most comfortable with. They’re adaptable, not attached.

Your job isn’t to build a client in your image, it’s to bring out their best version of themselves.

5. Know When to Break the Rules

Old mindset: “There’s one right way to do this.”

New mindset: “Sometimes, the best decision is the one that breaks the rules.”

This doesn’t mean coaching becomes a free-for-all. But as you gain experience, you’ll start to see the exceptions as clearly as the rules.

Examples:

• Letting a client train 2x/week because that’s all they can commit to right now, even if your template is built for 4x/week.
• Starting with eating habits instead of macros because a client has a history of disordered eating.
• Prioritising stress management and sleep instead of fat loss because the nervous system is already taxed.

Experience teaches you which rules to bend, when to bend them, and why. The deeper your understanding of principles, the more gracefully you can break protocols, for the right reasons.

The Best Coaches Keep Evolving

Your methods will change. Your systems will improve. Your programs will get sharper. But none of that matters if you don’t also evolve how you think.

Coaching isn’t just about guiding others, it’s also about continually growing yourself.

So let go of needing to be the all-knowing expert. Embrace the role of trusted guide. Stay curious, compassionate, and committed to learning.

Because when you do that, you’ll stop forcing clients to fit Procrustes’ bed, and start building a better one with them.

Real-Life Examples: Clients Who Didn’t Fit the Bed

So far, we’ve talked theory, strategy, and mindset. But to really bring this to life, let’s talk about actual people. Clients you’ve probably coached before, or will soon.

These are the folks who don’t fit neatly into a pre-built program. The ones who challenge your systems, who resist your templates, who test your flexibility as a coach.

In a rigid, Procrustean model, these clients struggle, or worse, they fail. But in an adaptive, client-centred model, they thrive.

Let’s look at some real-world examples.

Case Study 1: The Busy Single Parent

Initial approach (Procrustean Bed): She was handed a 5-day strength training split, a 1,600-calorie macro plan, and a meal prep schedule that assumed 90 minutes in the kitchen every Sunday.

What happened? She made it one week. Between school pickups, a demanding job, and taking care of two kids solo, she burned out fast. Missed check-ins. Ghosted for two weeks. Reported feeling like a failure.

What worked instead:

• Switched to a 3-day full-body routine she could do at home with dumbbells.
• Focused on protein and veggies at every meal rather than tracking every macro.
• Meal planning was simplified to batch-cook two proteins and buy pre-chopped veggies.

The result: She started consistently exercising for the first time in years. Energy and confidence improved. She finally felt like coaching worked for her life, not against it.

Case Study 2: The Type-A High Achiever

Initial approach (Procrustean Bed): He asked for a highly structured program. Tracked every macro to the gram. Followed a 6-day workout plan, no exceptions. You gave him what he wanted. High intensity, high volume, and aggressively chasing his goals.

What happened? After three weeks, he was showing signs of burnout: poor sleep, agitation, digestive issues, and dread toward workouts. Still hitting every metric, but miserable.

What worked instead:

• Introduced autoregulation and RPE (rate of perceived exertion) to give him control over intensity.
• Added one unstructured “play day” for recovery or activity of choice.
• Shifted focus from perfection to consistency and longevity.

The result: His mood stabilised, physical performance returned, and he started enjoying movement again. He learned to listen to his body, not just the spreadsheet.

Case Study 3: The Chronic Dieter

Initial approach (Procrustean Bed): You started her on a diet with specific macros and weekly adjustments. You followed a logical progression to restore her metabolism after years of yo-yo dieting.

What happened? She stuck to it for about 10 days, then spiralled. Reported bingeing, guilt, and shame. When you reviewed her history more deeply, you realised she’d been dieting on and off for over 15 years and had a severely damaged relationship to food.

What worked instead:

• Paused macro tracking entirely and focused on behaviour-based goals: hunger awareness, food journal reflections, and slow eating.
• Built self-compassion practices and a “no forbidden foods” philosophy.
• Worked with a therapist alongside coaching to unpack food trauma.

The result: Her eating patterns stabilised. She no longer felt out of control around food. Most importantly, she trusted herself again, and saw coaching as a safe, supportive space for growth.

Case Study 4: The Injured Former Athlete

Initial approach (Procrustean Bed): You gave him a performance-driven program to “get him back to where he was”. Heavy lifts, sprint intervals, and structured periodisation.

What happened? Old injuries flared up. He got frustrated when he couldn’t perform like his younger self. You could sense his identity was tied to performance, but his body wasn’t cooperating.

What worked instead:

• Reframed his identity: from “athlete in decline” to “athlete in transition.”
• Focused on mobility, movement quality, and enjoyable activity (like hiking).
• Gradually introduced strength training, with performance goals relative to his current baseline, not his college years.

The result: He rediscovered his love of movement, pain-free. He became more open to redefining success, and found fulfillment in longevity over intensity.

The Common Thread: It Wasn’t the Client, It Was The Approach

In each of these cases, the problem wasn’t motivation. It wasn’t willpower. It wasn’t a lack of desire.

It was the program not fitting the person.

Each of these clients was trying to force themselves into a coaching model that didn’t account for their full story. And when we, as coaches, shifted the model and stopped trying to shoehorn the client into the model, they got much better results. 

Personalisation led to progress.

These clients didn’t need to change to fit the plan. They needed a plan that better fit them. 

Takeaway for Coaches

• Don’t rush to plug people into a system.
• Learn who they are first.
• Build systems that flex around the individual.
• Know that honouring a client’s reality isn’t “less coaching”, it’s better coaching.

Because the truth is, most clients don’t fail programs, most programs fail clients.

Especially when they’re shaped like Procrustes’ Bed.

The Ethical Obligation of Individualisation

By now, we’ve made a strong case for why forcing clients into Procrustes’ Bed (rigid, inflexible, one-size-fits-all programming) simply doesn’t work. But let’s go a step further.

This isn’t just about what’s effective. It’s about what’s ethical.

As coaches, we don’t just provide programs, we enter into people’s lives and potentially profoundly change them. Their bodies. Their minds. Their sense of self. All of this should be treated as sacred ground. 

Coaching is not a zero harm intervention. You can seriously harm individuals with poor coaching.

So with that access to someone’s life comes responsibility.

1. Coaching Is a Position of Influence and Trust

When a client hires you, they’re not just buying a program, they’re placing their trust in you. That trust comes with weight:

• They’re trusting that your plan won’t harm their body.
• They’re trusting that your words won’t trigger old wounds.
• They’re trusting that you’ll meet them with compassion, not judgment.
• They’re trusting that this time, maybe, it will be different.

When we force them into a program that doesn’t consider their history, preferences, or limitations, we betray that trust. Even if we don’t mean to.

Ethical coaching begins with respecting the individual.

2. People Are Coming to Us Vulnerable

Most clients don’t come to you at their peak. They come when they’re struggling:

• Stuck in cycles of dieting, shame, and failure.
• Frustrated with their body.
• Dealing with pain, stress, or disconnection.
• Unsure of what works, or who to trust anymore.

They’re often not just looking for a plan. They’re looking for hope. When we hand them a rigid system that doesn’t fit, we risk reinforcing the belief that they’re broken. That they are the problem, and that does real harm.

You don’t need to be a therapist to coach ethically, but you do need to be trauma-aware, behaviourally informed, and deeply human.

3. One-Size-Fits-All Coaching Can Cause More Than Just Frustration

The wrong approach doesn’t just lead to poor compliance or dropped clients. It can lead to:

• Injury, when clients are pushed beyond their capacity.
• Burnout, when recovery needs are ignored.
• Disordered eating, when rigid nutrition rules override hunger cues or emotional health.
• Shame and self-blame, when clients “fail” at a plan that wasn’t built for them in the first place.

These aren’t small side effects. They’re outcomes with real, lasting consequences. They stick with people far beyond the end of a coaching contract.

Which means we need to hold ourselves to a higher standard.

4. The Role of Informed Consent in Coaching

In the medical world, clients give informed consent before undergoing treatment. They understand what’s being recommended, why it’s being done, and what risks are involved.

As coaches, we should operate under a similar principle. That means:

• Explaining why we’re making a recommendation.
• Being transparent about trade-offs (“this will help X, but may affect Y”).
• Adjusting course if the client doesn’t feel safe, capable, or comfortable.
• Ensuring the client has a voice in the process.

When a client is simply following a rigid plan with no input or context, they’re not giving informed consent, they’re just complying. Forcing compliance without clarity is not ethical coaching.

5. Individualisation Is a Moral Responsibility, Not A Luxury Add-On

Some coaches frame personalisation as a “premium” service, as something you get when you pay more. But ethically, individualisation should be baked in at every level of your coaching.

That doesn’t mean every client gets unlimited 1:1 support. But it does mean:

• You take the time to understand their context.
• You don’t copy/paste programs without adjusting.
• You offer flexibility and alternatives when needed.
• You treat each client as a human, not a user profile.

Because the moment you accept someone’s trust, you owe them care. Not just information. Not just results. Care.

6. The Client’s Long-Term Health > Short-Term Wins

We all love seeing dramatic transformations. Before-and-after photos. Big wins. Testimonials.

But ethical coaching means resisting the urge to chase fast results at the cost of long-term health:

• If someone drops 20 pounds but develops binge eating, was that a win?
• If they build strength but wreck their joints, did we help?
• If they “crush” your program but burn out and quit, what did we actually teach them?

True success means building physical and emotional resilience. Helping someone get results they can maintain, in a body and mind they feel safe in.

That’s the kind of legacy ethical coaches leave behind.

The Right Fit Isn’t Optional, It’s Non-Negotiable

When we centre the coaching process around the individual:

• We get better outcomes.
• We build stronger relationships.
• We protect our clients from harm.
• We coach with integrity.

And ultimately, we help people not just change their bodies, but transform their lives.

Procrustes’ Bed is efficient. It’s profitable. It’s scalable. But it’s also careless, short-sighted, and unethical when applied blindly.

Coaching with care means tailoring the bed to the human, not forcing the human to fit the bed.

Practical Takeaways for Coaches

You’ve made it this far, which tells me something important. You care deeply about doing this work the right way.

You’re not just looking for surface-level systems, you’re committed to real transformation, both for your clients and yourself. So now it’s time to translate everything we’ve explored into practical action.

Here are concrete steps you can take to move away from Procrustes’ Bed and toward a more ethical, effective, and empowering coaching model.

1. Audit Your Current Systems for Rigidity

Take an honest look at your current programs and processes. Ask:

• Are you handing out the same training or nutrition plan to everyone?
• How much do you actually learn about a client before giving recommendations?
• Where in your system are clients expected to conform without options?

Look especially at areas like:

• Workout templates
• Macro plans or food guidelines
• Habit systems
• Onboarding processes
• Check-in questions

Identify where rigidity shows up, and flag it for revision.

2. Start Small and Personalise One Thing

You don’t have to overhaul everything overnight. Choose one area of your process to personalise more deeply.

Examples:

• Modify your intake form to ask better lifestyle and mindset questions.
• Add a “choose your own habit to focus on” option in your habit system.
• Offer multiple workout variations based on client schedule (e.g., 2-day, 3-day, or 4-day plans).
• Build a “nutrition archetype” menu and let the client pick the style that resonates most with them.

One personalised touch goes a long way. It signals that you see the client, and that their experience matters.

3. Build a Coaching “Toolbox,” Not a Template

Rigid templates break when people don’t fit the mould. But if you think like a builder with a toolbox of tools fit for different situations, you can adjust, adapt, and evolve on the fly.

What’s in a coach’s toolbox?

• Progression/regression options for exercises
• Habit tiers (easy/medium/challenging)
• Nutrition strategies for different readiness levels
• Scripts and questions for mindset coaching
• Alternative pathways when clients hit resistance or life stress

Having a flexible set of tools reduces decision fatigue and increases personalisation. The more tools you have, the more skillfully you can adapt.

4. Use Check-Ins as a Conversation, Not Just a Report

Many coaches treat check-ins as data collection: weight, macros, workouts completed etc. But that’s just surface-level.

Use check-ins to:

• Ask how your client feels
• Explore their mindset, stress, energy, and emotions
• Reflect on what’s working, and what isn’t
• Adjust the plan accordingly

Great check-ins aren’t just about metrics, they’re about meaning. They are designed to dig deeper and actually understand the client. This is where coaching actually happens.

5. Study the Human Side of Coaching

If you want to coach people, you need to go beyond sets and macros. Invest time in learning about:

• Behaviour change theory (e.g., Motivational Interviewing, Habits)
• Psychology of habit formation
• Emotional intelligence and empathy in coaching

Of course, there are many more, but these skills are the skills that separate beginner trainers from phenomenal coaches.

6. Embrace Continuous Improvement In Yourself

You’re not going to get it perfect. That’s the point.

Client-centred coaching is a constant process of:

• Listening
• Adjusting
• Learning
• Admitting when something didn’t work
• Getting better the next time

Set regular times to review your coaching systems, ask for client feedback, and reflect on your blind spots.

The best coaches don’t just evolve their programs, they evolve their approach.

7. Reaffirm Your “Why”

Finally, remember why you started coaching in the first place. Not to hand out PDFs or chase likes on transformation posts.

You’re here to:

• Help people feel better in their bodies
• Restore confidence and autonomy
• Guide real, lasting change

That doesn’t happen when you force people into a mould. It happens when you meet them where they are, and walk with them from there.

Build Systems That Flex and Fit

You can still have structure. You can still scale. You can still systemise.

But your systems should be built to bend to fit people, not break people to fit your systems.

If there’s one principle to carry forward from all of this, it’s this:

Coaching isn’t about fitting people into your plan. It’s about designing a plan that fits the person.

And when you do that consistently, you don’t just avoid Procrustes’ Bed…

You build something better in its place.

Self-Assessment: Reflection Prompts for Coaches

To move from understanding to implementation, it helps to pause and reflect. The truth is, most coaches don’t intend to force clients into rigid systems, but it can happen subtly, through habit, efficiency, or pressure to deliver fast results.

Taking time to reflect on your own approach will help you grow into a more adaptive, client-centred coach, not by throwing everything out, but by refining the systems and mindset you already have.

Use these prompts to assess your coaching practice. You can journal your answers, bring them into a team meeting, or even use them as a checkpoint in your continuing education.

Reflection Prompts

1. Where in my current coaching process might I be forcing clients to fit a system, instead of adapting the system to fit them? Think about your onboarding, assessments, training templates, check-ins, or habit systems. Where might there be “only one way” of doing things?
2. Which parts of my coaching feel flexible, and which feel fixed? Get specific. Is your training flexible, but your nutrition system rigid? Are your check-ins open-ended, but your feedback templated? How can you shift what needs softening?
3. Have I ever (even unintentionally) blamed a client for not succeeding on a plan that wasn’t designed with their reality in mind? This is a hard one, but quite powerful. It takes humility to see when our systems, not our clients, were the limiting factor.
4. How can I introduce one new layer of personalisation into my coaching this week? Think small. Could you offer an alternate check-in question? Give a training variation? Ask about their schedule before planning habits? Micro-personalisation compounds over time.
5. When was the last time I updated my systems based on real client feedback, struggles, or disengagement? Are your systems evolving with your clients or are they stuck in the past? Growth-focused coaches audit and adjust regularly, not just when things go wrong.

Want to Go Deeper?

If you’re serious about improving your coaching craft, consider building a simple self-audit worksheet based on these prompts. Use it monthly or quarterly to reflect, recalibrate, and refine your systems. Better yet, invite peer coaches or mentors to do it with you and exchange notes.

Coaching is a living process. The more often you check in with yourself, the more powerfully you’ll be able to check in with your clients.

Final Thoughts On Procrustes’ Bed: Become an Anti-Procrustean Coach

Let’s bring this full circle.

Procrustes didn’t start with bad intentions. In his mind, he had a perfect bed, and everyone else just needed to fit it. He believed in his system. He was committed to consistency. But he lacked one crucial quality:

Compassion.

That’s what separates Procrustes from a coach, and it’s what separates a technician from a true guide.

When we force clients to conform to our preferred methods, without considering their context, their capacity, or their lived experience, we become modern-day Procrustes, cutting away their individuality or stretching them past their limits in the name of “results”.

But coaching isn’t about perfect systems.

It’s about people.

Your Legacy Isn’t Your Program, It’s Your Impact

You might spend years refining your program design. You might publish ebooks, launch templates, or build an online empire. That’s fine. But none of that will matter as much as this:

• Did your clients feel seen?
• Did they grow in ways that stuck long after the program ended?
• Did they leave your coaching more confident, capable, and in control of their own path?

The best coaches aren’t remembered for their spreadsheets. They’re remembered for the way they made people feel. Empowered. Heard. Valued.

That’s the kind of legacy worth building.

The Anti-Procrustean Coach: A New Standard

To be an anti-Procrustean coach means you:

• Adapt your systems to fit the client, not the other way around.
• Treat structure as a support, not a straightjacket.
• Prioritise the individual over the method.
• Stay humble enough to adjust.
• Stay curious enough to learn.
• Stay human enough to connect.

It means refusing to believe that there’s only one “right” way, and instead embracing the art and nuance of personalisation.

Build the Bed With Them

Instead of asking, “How can I make this client fit my plan?”

Ask, “How can we build something together that truly fits them?”

That’s the question great coaches ask again and again. That’s the work that sets you apart. And that’s the difference between delivering programs, and changing lives.

So go forward with this commitment:

No more cutting to fit. No more stretching to conform.

Only coaching that meets people where they are, and helps them grow beyond what they thought possible.

We have a lot of free content available in our content hub, if you want to learn more. We specifically have a lot of content for coaches in our Coaches Corner. If you want even more free information, you can follow us on Instagram, YouTube or listen to the podcast. You can always stay up to date with our latest content by subscribing to our newsletter.

Finally, if you want to learn how to coach nutrition, then consider our Nutrition Coach Certification course, and if you want to learn to get better at exercise program design, then consider our course on exercise program design. We do have other courses available too. If you don’t understand something, or you just need clarification, you can always reach out to us on Instagram or via email.