Our story
GUILD is where independent coaches finally get a fair stage.
Independent trainers spend years building trust, one client and one post at a time — then sell their work through DMs, spreadsheets and a link in bio. GUILD gives that work a home worth its price.
A letter from the founder
“I kept watching coaches with real expertise sell their knowledge like it was an afterthought.”
They had thousands of followers, years of results, and genuine skill — and the best tool they had to sell a program was a PayPal request and a frantic DM thread. Meanwhile, the big fitness apps took 30–50% and buried the coach behind their own brand.
So I built GUILD the other way around. The coach keeps 82%, owns their storefront, and their name is the one on the door. We handle the checkout, the delivery, the discovery — the boring, essential plumbing — so they can do what they're actually good at: coaching.
We're starting small, with a handful of founding coaches who care about their craft. If that's you, I'd like to meet you.
— Sam Dines, founder
What we believe
Coaches first, not the platform
We don't own the audience — you do. Your storefront carries your name, your photography, your link. GUILD is the building; the shop is yours.
Programs you keep for life
Every program is a one-time purchase — no subscription required to own one. No algorithm deciding what you see, either. Prefer everything? An optional membership unlocks the full library.
Quality over quantity
We only list coaches with a finished storefront and real programs. A marketplace worth browsing beats a marketplace full of noise.
The problem
Selling fitness knowledge online is harder than it should be.
Instagram gives coaches 100% of a sale — and almost none of the help. No checkout, no delivery, no way to reach people beyond the followers the algorithm decides to show.
The coaching apps take the opposite deal: they handle the hard parts, but they keep the customer, take a big cut, and turn the coach into a nameless contractor.
GUILD sits in the middle. The coach keeps their audience and their brand. We take 18% and give them a storefront, secure checkout, instant delivery and a marketplace of buyers who came looking to train.
Training worth following. Coaches worth trusting.
Whether you're a coach looking for a better way to sell, or someone looking for a program built by a real person — welcome to GUILD.