Your Values Don’t Need a Villain

Your Values Don’t Need a Villain. You don’t have to tear others down to lift yourself up.

There’s a growing trend online — coaches building their identity by mocking others.

It goes like this:

“I’m not one of those coaches — the meathead, the tactical guy, the Bible thumper, the patriotic gym bro… I’m the sciencey, loving, inclusive one.”

Cool. But here’s the problem:

You’re claiming to stand for inclusion… while excluding and stereotyping others.

You’re promoting kindness and intelligence… while being condescending and dismissive.

You say you accept people… unless they wear boots, believe in discipline, or fly a flag.

That’s not authenticity. That’s branding through tribalism.

Why it doesn’t work (and why it backfires):

✅ It’s divisive, not clarifying

When your messaging is framed as “I’m not like them,” you’re not explaining your coaching style — you’re just throwing shade. It makes your brand reactive instead of values-driven.

✅ It’s built on stereotypes

Reducing coaches to a few emojis or exaggerated traits dismisses the complexity of people. It’s lazy, and it often alienates the very audience you could help most.

✅ It contradicts your message

If you promote empathy, inclusion, science, and growth — great. But that should apply to everyone — even the steak-eating, flag-flying, gym-bro types. Otherwise, you’re just preaching tolerance… selectively.

✅ It weakens your credibility

Real leaders don’t need to put others down to define themselves. They just lead. If your message only resonates when there’s a villain in the room, it’s not built to last.

⚠️ When “Principles” Are Just Props

Let’s be honest:

Many coaches don’t live their principles — they leverage them.

They say they’re “inclusive,” “evidence-based,” “values-driven,” or “trauma-informed” — not because it shapes how they show up daily, but because it sounds good in a bio.

But if your values vanish the moment someone disagrees with you…

If “inclusivity” means excluding anyone with a different worldview…

If your “science” is just a caption, not your process…

Then those aren’t your principles. They’re just part of your pitch.

Clients can tell. And they’re tired of it.

💡 You don’t need to share your principles. You’re a coach — not a political movement.

You’re here to help people move better, get stronger, become more resilient — not run for office.

Live your values—coach with integrity. Let your work do the talking.

What to do instead:

🔹 Share what you’re for, not just what you’re against.

🔹 Build your voice on conviction — not mockery.

🔹 Respect the diversity of paths that bring people into this industry.

🔹 Lead by example, not emoji warfare.

There’s room for science and grit. Compassion and discipline. Data and real-world experience.

The best coaches don’t pick sides — they blend what works.

If your message needs a villain to make you look like the hero, it’s not built on values — it’s built on ego.

The world doesn’t need more condescending coaches. It requires more honest ones.

If you want a coach who stands for something without tearing others down, that’s exactly how we work. Book a call with me or one of our coaches at www.mastrathletic.com and let’s start building the results you’re here for.

Nat Galloway

Coach, Master Athletic Performance