02/16/2026
This is an excellent post and I think pertains to many professions in the industry.
Personally I love providing free content through social media because I know that is incredibly helpful to many people. At the same time, I've put a lot of time, energy, labor, and money into not only my job and content but also to the education that got me here. It's simply not feasible to provide the majority of my services for free.
I think it's important to understand as consumers, myself included, that providers are worth their prices, otherwise we wouldn't need their expertise.
Keeping content behind a paywall -
That’s something I see many trainers who work online be accused of lately. And I would like to share my thoughts about this.
First of all, whether a trainer chooses to provide free content, that’s entirely up to them. We don’t have a “right” to get free content. We all just got so used to marketing strategies that lure you in with free content, so you can be sold an expensive product, that this is the norm now.
It’s become so widely accepted that “online work” should contain some form of free access. Do we expect the physiotherapist to give us the first treatment for free? Or ask the painter to paint the first wall for free so we can evaluate if we like his work? Yes, some professionals offer free consultations to see if a new client fits them. But it’s not something we expect to the same extend as compared to the online space.
Second, most trainers provide a ton of free content every day. On their social media. We can see their work, read their thoughts. This hasn’t been possible before. If not for social media, most of you would have to travel thousands of kilometres to see me train. Or you would have to pay for a book or buy a spectator ticket to a clinic to know my thoughts. Social media and blogging have made it possible to follow a trainer for years before making a decision to work more closely with them. I think that’s extremely valuable on its own, we’re just taking it for granted. So much so that we grow suspicious of trainers who prefer real life over social media.
Third, providing free content as a trainer is not always a pleasant experience. I’ve had a 3 hour free groundwork webinar on Youtube for some time, and I had to check the comments regularly, because even though I think the webinar provides a ton of free valuable information, I still got complaints, or comments saying I shouldn’t use a whip (which makes it clear that these people didn’t even watch the seminar). I have since chosen to move the free seminar to my website and have people sign up via email for it.
Online work is not easier because it’s online. It takes many, many hours to provide a “freebie” and to create valuable course content. I think it’s just amazing that we can look over the shoulders of so many trainers in their online courses, without having to move off the couch.
I’m not saying everyone has to do it the same way. Some trainers love putting everything out there, and that’s fine. For me, it’s a boundary: I want to teach in a way that feels sustainable, without constantly having to justify myself in comment sections. I’ll keep sharing what I can publicly, because I genuinely enjoy connecting with you. And I’ll also keep some work for the people who choose to step into it more intentionally. Both can be true.
So yes, a lot of my content is paid. Not because I want to “hide” it, but because good teaching takes time, and time is a real resource. You’re welcome to take what serves you from the free material that’s out there. And if you want the deeper work, meaning the structure, the progression, the details that change things, then it’s fair that it has a price tag.
In the end, I think this comes down to respect. Respect for the craft, for the time it takes to learn, and for the hours it takes to teach well, whether online or in person. If you enjoy someone’s work, you can absolutely follow along for free on social media, take what’s helpful, and move on with gratitude. And if you want more depth, more structure, and the kind of guidance that takes real time to create, then it’s normal that it lives behind a paywall. That isn’t greed. That’s simply how sustainable work looks.
Photo by Céline Rieck Photography
P.S.: You can find the link to my free online seminar in the comments, no paywall ;)