Brad Dieter, now CEO of FITTR, returns to the podcast to bring the perspective of his PhD in Exercise Physiology to a wide-ranging conversation about coaching, trust, health, alcohol research, GLP-1 medications, and the future of fitness.
We discuss:
• What the “commoditization of everything” means
• Why commoditization can hurt both coaches and consumers
• Where lower-cost standardized services can actually be beneficial
• Where commoditization starts sacrificing quality
• How the music industry offers a useful comparison for fitness coaching
• Why high-service coaching may become even more valuable
• The “tragedy of the commons” and why trust is a limited resource
• How short-term influencer incentives can erode trust across an entire industry
• Why real outreach and relationships still matter
• How consumers can evaluate coaches and services
• Wearables, health data, and information overload
• Why good coaching should give people more agency, not less
• Are we measuring health—or just measuring the absence of disease?
• Why “normal” lab values do not necessarily represent optimal health or function
• Functional health metrics and quality of life
• Why we may be tracking the wrong markers
• How observational research created the impression that light drinking was healthier than abstaining
• Why the alcohol “J-curve” became so influential
• Why panic around weight regain after stopping GLP-1 medications can miss the bigger picture
• And much more
Follow Brad:
@brad.dieter
CHAPTERS
01:49 Origins and Conferences
02:37 Commoditization Explained
06:02 The Music Industry Shift
09:21 The Future of Fitness Coaching
14:19 Grifters and High-Service Coaching
20:08 The Tragedy of the Commons
22:45 Rebuilding Through Real Outreach
25:22 Advice for Consumers
27:33 Wearables and Data Overload
30:29 Trust in Real Coaching
31:35 Giving People Agency
35:00 Rethinking Health Markers
36:57 Functional Health Metrics
40:11 Quality of Life Matters
43:18 Beyond “Normal” Labs
44:37 The Alcohol J-Curve Myth
49:26 The GLP-1 Rebound Conversation
54:57 Final Thoughts and Contact Info
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