SwimJym was started by two Russian swimmers turned coaches who began coaching kids at their local pool. They started social media accounts, ran a few ads, and the clients came flooding in.

Unfortunately, they weren’t finding the right matches. Some clients complained that their pool was too far to travel regularly while others followed (and then soon unfollowed) their account. They needed more specific clients that understood their strict coaching style and were willing to commit to hard, consistent practices.

Off Your Plate learned about their “right” clients- where they hung out, what they did after swim practice, who they really were and what they cared about. OYP learned what kind of swimmers their coaches preferred to train and what kind of athletes preferred their unique coaching style. This is what OYP calls your “ultimate follower.” They designed content exclusively for that kind of person and made sure to provide value online in a way their business wasn’t already doing so in person.

Soon the “ultimate followers” came rushing in and the right clients started calling.