About
The best coaches deserve to be the best known.
I'm Vince. For nine years I have made sure gyms, studios and coaches who do the work properly get found.
5.0 on Google. My earliest clients are still with me today.
Trusted by science-led brands
What I keep running into
You were sold leads. What you needed was clients who stay.
Almost every agency in this industry sells the same thing: more leads. So they optimize for cheap form fills, then send you reports that make weak leads look like progress.
You have probably seen how that ends. Lists full of people who thought your studio was a regular gym, or thought it was free. Reports full of impressive numbers. And after the ad budget and the fee, a margin that makes you wonder who all this was for.
Leads matter, especially when you are starting out. But in a business that is already running, the biggest win almost always sits somewhere else. In how many visitors become clients, in the kind of clients you attract, and in how long they stay.
That is why I work across the whole thing, from the first ad to the client who renews for the fourth year. It is the only way I can be accountable for the outcome that pays your bills.
Why I care so much about a few percent.
Take your sign-up rate from 5 to 8 out of every 100 visitors. On its own that is a decent month. Keep your members two months longer and that is a decent quarter.
Improve both, then keep improving them, and the same ad budget starts building a bigger business each month. Every gain builds on the gains before it, so the distance keeps widening. That is the blue line, the same effect that makes money grow in an index fund. It is the whole reason I would rather fix your fundamentals than run you another campaign.
What a few percent a month is worth
Example: a gym with 200 members at €50 a month
How I got here
I believed the myths myself at first.
From eighteen
Learning to read what a study really says
I have trained since I was eighteen. In the early years I went through every myth and did things that were never needed. At some point I wanted to know what actually held up. I found Alan Aragon's research reviews and learned there how to read a study and take it apart. One of those reviews carried a guest article by Menno Henselmans. That is how I found him.
2016
The course built on research
By then I had a degree in commercial economics with a minor in psychology, and an office job that never fit. In 2016 I joined the first Dutch round of the Henselmans PT course, then still called Bayesian Bodybuilding. I was convinced it was the only fitness education built on research. A certificate was not enough for me. I wanted to actually understand the science behind it.
After the course
The coaches' questions
A group of us started coaching in gyms. The questions came fast. How do we set our price? What goes on the website? What actually sells? These coaches knew their craft. Whatever they learned in the course, they passed on to their clients the next day. A client who wanted to lose ten kilos first heard where the origin and insertion of the gluteus medius sit. And what that means for the moment arm in hip abduction. The commercial side, and how people choose, was exactly what I brought.
2017
A deal on performance
I started Vince Online Marketing. Through that group I met Richard Bell. It clicked fast, because we both wanted coaching on evidence to become the normal way of working. I offered him a deal: I work for you, and I make sure I earn myself back. It went well enough that Richard introduced me to Menno. That is how it has gone ever since: every client came in through another client. And nine years on, my first clients are all still here.
Now
Evidence and behavior
What I saw then, I still see in alumni today. Coaches who work on evidence are real professionals, and often a bit weaker on the commercial side. Many of them quit after three years or so. The coaches selling nonsense, on the other hand, understand exactly how people choose. I sit somewhere in between. Evidence matters to me, and how people behave interests me at least as much. That is the combination this work needs, I think.
Nine years in one industry, on purpose.
I have spent since 2017 on fitness and health alone. Gyms, PT studios, online coaches, a training app, a longevity clinic. I have run the ads, written the pages, built the funnels, and read thousands of survey answers from the exact people you are trying to reach.
I have watched what actually makes someone sign up for coaching, and what makes them quietly cancel in month three. I know which tests are worth running in this market because I have already run the ones that were not.
I am also a certified trainer through the Henselmans course, and I wrote its business and marketing module. When you explain your business to me, I already speak the language.
How I think
Two things I will not bend on.
What a client is worth decides everything
One client who stays two years is worth more than five who leave in a month. That number tells you which leads are good, what you can afford to pay for them, and what your price should be. Almost nobody in this industry steers on it. That is where most of my results come from.
Small improvements stack up
Sharper positioning, a page that converts better, members who stay a few months longer. Each looks minor in a monthly report. Stacked over years they decide whether you run a business or own one.
My marketing brain, built into software.
For years I was full. Clients stayed so long that there was no room for new ones. That is changing now, because I am building my way of working into a system.
VOM OS is my own system of AI agents, automations and one dashboard. It shows your full funnel, from the first ad to the member who is about to cancel.
It shows where you stand, where you are losing people and where your biggest win sits. The AI does the number crunching and the repetitive production. I stay the one who decides, and the one you call.
I do not like cookie-cutter marketing, any more than I like a cookie-cutter training plan. With this system I can do personal work at scale for the first time.
It keeps me honest too. You look at the same numbers I do, so you always know what I am doing and why.
Put it to work
Want to know what your clients are actually worth to you, and where you are losing them? That takes one call.
45 minutes, free. I go through your numbers with you and tell you where your biggest win sits, even if it turns out to be something you can fix without me.
When I close the laptop.
I grew up in Alkmaar and live a few kilometers up the road in Heerhugowaard, with my wife and our four-year-old son. He is at the age where everything is a question, which I suspect is where he gets it from. Most of my time outside work goes to the three of us.
The rest goes to the gym a few times a week, and to studies on psychology, fitness and health that I read for fun. And now and then to a strategy game I should have quit an hour earlier.
The short version
- Who
- Vincent Huisman, founder of Vince Online Marketing, based in Heerhugowaard, the Netherlands. I work with clients internationally.
- Since
- Independent since 2017. Bell Coaching, Menno Henselmans and Vital Gym joined me in those early years. All three are still with me in 2026.
- Focus
- Gyms, PT studios and online fitness coaches. Acquisition, conversion and retention, steered on what a client is worth to you over years.
- Education
- Commercial economics with a minor in psychology (2014), followed by years of coursework in conversion optimization, consumer psychology and advertising.
- Certification
- Certified personal trainer through the Henselmans PT course (2016, back when it was called Bayesian Bodybuilding).
- Teaching
- I wrote the business and marketing module of that PT course. I also teach marketing to rooms full of trainers and online coaches.
- International
- With Menno Henselmans I helped grow the PT course beyond its first two languages. In 2026 it runs in six: English, Dutch, French, German, Spanish and Arabic.