Hidden Gems: Meet Emma Mattison of Academy of Superior Online Coaching (ASOC)

Today we’d like to introduce you to Emma Mattison.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
My name is Emma Mattison, and I’m the co-founder of Emma Mattison Fitness and the Academy of Superior Online Coaching (ASOC). What began as a passion for helping clients over 40 move better, feel stronger, and live healthier has grown into two thriving brands: one focused on high-touch 1-1 coaching, and the other designed to educate and elevate the next generation of online fitness professionals.

None of this would have been possible without my husband, James Mattison. He left his career as a real estate broker to build this with me from the ground up—teaching himself everything from video production to automations, CRM setup, and email marketing. He now handles all of our filming and editing, including the hundreds of videos we’ve produced across two YouTube channels.

When we first launched Emma Mattison Fitness, it felt like throwing spaghetti at the wall. We started with zero income and zero followers—just a belief that we could make online coaching more personal than the industry gave it credit for. Over time, our YouTube channel grew from nothing to around 10,000 subscribers (currently). Today, we provide free, high-quality content focused on functional fitness, holistic health, and real-world tools to help people age well and move confidently. We also recently launched a second channel for ASOC to support coaches with free educational content.

In March 2025, we officially launched the Online Personal Training Specialist (OPTS) certificate course through ASOC. It’s our flagship mentorship program and helps trainers define their niche, build out personalized online services, and grow with integrity—without losing themselves in the process.

I believe deeply in relationships over reach, and that philosophy is at the heart of everything I do—whether I’m coaching clients or mentoring trainers.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
The road here was anything but smooth. When James and I committed to going fully online, we had no financial cushion. We poured time and money into digital marketing strategies that failed. James had to completely reinvent his career—becoming our full-time video editor, automation specialist, and tech systems lead. I had to rebuild my entire coaching model around virtual delivery while holding tight to the deep, personal support my clients needed.

We started our YouTube channel with no subscribers, hoping someone—anyone—might find value in what we were sharing. It was disheartening at times, but we stayed consistent. That same channel now has around 10,000 subscribers and reaches people all over the world with free, educational content on functional fitness, aging well, and holistic wellness.

What finally clicked was embracing what made our approach different: fewer clients, deeper service. In our first year fully online, we crossed $80k—not by scaling wide, but by going deep. I know my clients’ goals, family stories, schedules, and even their childhood struggles. So it’s more than “just training.” In year two, we exceeded $100k, and I became fully booked.

I now teach this same high-touch model in my OPTS course—helping other trainers build practices that feel like them, not like a copy of someone else. Because if you don’t know your clients personally, it’s not personal training—it’s just fitness instruction.

Alright, so let’s switch gears a bit and talk business. What should we know?
The Academy of Superior Online Coaching (ASOC) is an education platform created to help personal trainers, fitness professionals, health professionals, and holistic coaches build credible, aligned online practices—without losing their identity in the process.

ASOC was born out of the success I experienced with my coaching brand, Emma Mattison Fitness, which is now fully waitlisted. That growth came from doing things differently—focusing on quality over quantity, going deep with fewer clients, and building real relationships. As demand for my coaching continued to grow, I realized I could make a broader impact by helping other professionals do the same. That’s why I’m now sharing more about ASOC—because it’s the next step in serving this industry with heart and strategy.

Our flagship certificate, the Online Personal Training Specialist (OPTS) course, launched in March 2025. It’s a mentorship-based, hands-on program that helps coaches find their niche, build personalized offerings, and grow with integrity. No fluff. No copy-paste tactics. Just real-world support and education from someone who’s done it firsthand. We provide useful tools and resources for the more challenging concepts, like brand kits and website design, as well as the more practical tools for your online training business—like movement screens and onboarding assessments for your clients that can be conveniently completed virtually. The entire course is built to be practical: to help you build an entire online presence from scratch—or perfect the one you already have. Students who successfully complete the OPTS course will obtain 1.9 NASM, 15 AFAA, 20 ISSA, and 0.4 NSCA CEUs.

We also have a few free resources for our students, including the Ethical Sales Course for Personal Trainers, which qualifies trainers for CEUs, as well.

At ASOC, we believe if you don’t know your clients personally, it’s not personal training—it’s just instruction. That same belief is what powers both my private coaching brand and this academy, and it’s what sets us apart.

Can you talk to us a bit about happiness and what makes you happy?
What makes me happiest is seeing real transformation—when someone who once felt stuck in their body or business finally sees what’s possible for them. I love witnessing those moments when a client tells me they played with their grandkids without pain, or when a trainer I’ve mentored signs their first aligned client and realizes they can make this work on their terms.

Outside of work, music and creativity are a huge part of what fuels me. My husband James and I create songs together—he plays guitar, I sing and write lyrics, and sometimes I jump in on piano. We don’t even own a television; instead, we spend our evenings playing music, I enjoy dancing, or we just have real, meaningful conversations. It keeps us grounded and connected.

I also love animals (my initial career direction being vet medicine), movement, and the freedom that comes with living intentionally. Whether I’m hiking, lifting, or simply playing with my pets, being in tune with my body, surroundings, and animal friends brings me a deep sense of peace.

At the core of it all, happiness for me is about alignment—living, working, and creating in a way that feels purposeful, expressive, and connected.

Contact Info:

• Website: https://www.asoctrainer.com
• Instagram: https://www.instagram.com/asoctrainer/
• LinkedIn: https://www.linkedin.com/in/emma-mattison-ba7a8823a
• Youtube: https://www.youtube.com/@EmmaMattisonFitness
• Other: https://www.emmamattisonfitness.com