Do you need the everything app?

Depends. Are you going to coach inside the app, write the programmes, set the macros, run a branded client app with your face on it? Or do you want your diary, your money and your admin? Because you're about to pay for both, and use one.

The demo is lovely, mind. There's a workout builder. A nutrition tracker. Habit streaks. Your own app in the actual App Store. You sign up picturing yourself using all of it.

Three weeks later you're booking sessions and taking payments, same as everyone, and quietly ignoring the rest. Which you're still paying for.

The first tax: the bits you don't touch

An all-in-one charges you for the whole toolbox. Doesn't matter that you only ever reach for the spanner. The programme builder you tried twice, the macro tracker your clients never filled in, the branded app nobody downloaded, all on the bill, every month.

It's a gym membership for a pool you don't swim in.

The second tax: it grows with you

And like the free apps, it charges you more for doing well, just out in the open this time. Three clients, one price. Pass a number, jump a tier. Keep growing, keep climbing.

Near enough double. For a pile of features you'll scroll straight past.

When it is worth it

Now, fair's fair. If you want to run your whole coaching through one place, build every client a programme in the app, track their food, hand them a branded app with your name on it, then the everything app is doing a real job. It's the right call, and you should pay for it with a clear conscience.

We don't do any of that, by the way. No programme builder, no macros. On purpose. We do the admin and the getting paid, and we'd rather do those two things properly than do everything averagely.

The questions that sort it

There's no shame in the everything app. There's just a question worth asking before the money leaves: is it a coaching tool you'll live in, or a very expensive diary?

If it's the diary you're after, you know where we are.