The Power of Persistence: Lessons From Aram Grigorian on Grit, Growth, and Coaching With Purpose
key takeaways
Grit builds greatness.
Aram’s immigrant roots taught him that success isn’t about talent or luck — it’s about showing up, grinding through the uncertainty, and refusing to quit when it gets hard.
Coaching is communication.
The best coaches don’t just deliver information; they translate complexity into clarity, connection, and confidence their clients can act on.Integrity outlasts hype.
In a world obsessed with shortcuts and social validation, Aram’s story proves that honesty, education, and doing the right thing — even when it’s uncomfortable — are what truly sustain long-term success.
On this episode of the Choose Hard Podcast, I sat down with Aram Grigorian — a man whose story is as real and raw as it gets. You might know him online as Four Weeks to the Beach, but behind the handle is a coach, creator, and thinker who’s lived the grind in more ways than one.
Aram isn’t someone who stumbled into success. He built it — from the ground up. As an immigrant kid watching his parents work tirelessly just to make ends meet, he developed a relentless drive early on. And that grit has shaped every chapter of his life — from corporate jobs and fitness experiments to launching a successful online coaching business that’s built around authenticity, education, and no-BS results.
This conversation wasn’t about hacks or overnight success. It was about doing the work, staying curious, and learning to turn hardship into fuel. Aram’s story is a blueprint for anyone who’s serious about building something meaningful — whether that’s a business, a body, or a life that actually feels aligned.
From Immigrant Roots to Entrepreneurial Resilience
Aram’s backstory sets the tone for everything he’s built. Growing up as an immigrant meant watching his parents sacrifice their comfort so he could have opportunity. It also meant learning the value of work early — not the glamorous, Instagram version of “grind,” but the kind where you take on multiple jobs, make mistakes, and keep showing up anywaycody.
That environment shaped his worldview. He learned that success isn’t a straight line — it’s a messy process of figuring out what doesn’t work until you find what does. Before coaching, he spent years trying to find purpose in other industries, often running into frustration and burnout. But every misstep taught him something — how to communicate better, manage people, and build systems — lessons he now uses daily as a coach and mentor.
“You don’t find your passion — you build it through repetition and self-awareness.”
How Aram Found His Voice in a Crowded Industry
The fitness industry today is noisy. Everyone’s got a program, a formula, a “new” way to drop fat fast. But Aram carved out his lane by doing something radically simple: telling the truth.
He built Four Weeks to the Beach not as a gimmick, but as a reminder — that sustainable change doesn’t happen in four weeks, but you can start acting like it matters today. It’s a mindset, not a timeline.
Through social media, podcasts, and one-on-one coaching, Aram made education his currency. Instead of flexing abs or algorithms, he focused on clarity, honesty, and accountability — the kind of stuff that actually changes people’s lives.
He’s built a community around evidence-based nutrition, but also around critical thinking — teaching clients how to question trends, understand physiology, and trust themselves.
This is where his story connects to so many coaches listening: if you want longevity in this game, you have to stand for something bigger than aesthetics. You have to be a teacher, not a trend chaser.
Coaching as Communication: Why Most Coaches Miss the Point
One of my favorite parts of the conversation was Aram’s breakdown of what separates a great coach from a mediocre one. Spoiler: it’s not certifications.
It’s communication.
Coaching is about people — not macros, not spreadsheets, not periodized mesocycles. It’s about how well you can translate complexity into action, read the emotional temperature, and adapt to someone’s reality instead of forcing them into yours.
Aram talked about how he used to overcomplicate his systems, assuming that more data and detail meant more professionalism. But over time, he realized that simplicity wins. The clients who succeed are the ones who understand the plan, not just follow it.
“If you can’t make your client feel seen, they’ll never trust you enough to change.”
That hit hard because it’s true in every arena — coaching, business, leadership, even parenting. We often hide behind information when what people really need is connection.
The Pitfalls of Social Media Coaching
Aram and I also dove into what’s broken about the online fitness space — and why so many coaches burn out or struggle to grow.
He pointed out that social media has created a culture of performative expertise — coaches who feel pressure to always know the answer, look perfect, or churn out content instead of working on their craft.
The result? A sea of noise, with very little actual coaching happening.
What Aram advocates for instead is integrity over image. He doesn’t post to impress — he posts to educate. He’s not chasing viral reach; he’s trying to reach the right people.
“Coaching is about being useful, not popular.”
He talked about learning to filter feedback — to take constructive criticism seriously, but ignore empty opinions. That kind of discernment only comes when you’re confident in your values and your mission.
And that’s what makes Aram stand out. He’s proof that you can build a thriving coaching business without selling your soul to the algorithm.
The “Choose Hard” Connection: Why Discomfort is the Shortcut
What made this conversation perfect for Choose Hard was Aram’s belief that doing the hard thing is always the right thing — even when it’s inconvenient.
He’s lived that principle over and over: changing careers, building from scratch, saying no to shortcuts, telling clients the truth even when it’s uncomfortable.
He shared stories of losing clients because he refused to overpromise results — and how that integrity became his biggest marketing strategy in the long run.
“People might not like hearing the truth, but they’ll always respect it. And the ones who stay are the ones worth keeping.”
That’s the essence of “choosing hard.” It’s not about grinding for the sake of it — it’s about choosing what’s right over what’s easy.
What Coaches Can Learn From Aram’s Journey
There were a few key takeaways for every coach, leader, and entrepreneur in this episode:
1. Your story is your superpower.
Aram’s immigrant background didn’t just build his resilience — it built his perspective. He’s able to connect with clients on a human level because he’s lived the grind, not just studied it.
2. Clarity beats complexity.
The best systems are the ones your clients can actually use. Simplicity doesn’t mean lack of sophistication — it means accessibility, which leads to consistency.
3. Education is the future of coaching.
People don’t want dependency; they want understanding. The more you empower clients to think for themselves, the longer your impact lasts.
4. You are your business.
Your integrity, communication, and energy set the tone. If you’re disorganized, reactive, or unclear, your clients will mirror that. Coaching success starts with personal discipline.
Redefining Success Beyond the Metrics
One of the most refreshing things about Aram is that he doesn’t glorify hustle. He glorifies alignment.
We talked about how easy it is to get lost chasing revenue, followers, or client numbers — only to realize you’ve built a business that feels nothing like the life you wanted.
For Aram, success isn’t the number of clients or dollars — it’s the ability to wake up and do meaningful work with people he respects.
That’s a powerful reminder for every entrepreneur:
If your business costs you your peace, it’s not worth the profit.
Why You Should Care
Because Aram’s story isn’t just about fitness. It’s about building something that lasts — whether that’s a business, a reputation, or a mindset that doesn’t crumble under pressure.
He’s proof that success doesn’t belong to the loudest or the luckiest — it belongs to the ones who show up, stay humble, and stay consistent when no one’s watching.
For anyone chasing growth — as a coach, creator, or just a person trying to live with purpose — this episode is a masterclass in discipline, curiosity, and courage.
Final Thoughts
Talking with Aram reminded me why I started the Choose Hard Podcast in the first place. It’s about conversations like this — real stories from real people who’ve built something meaningful, not through hacks or shortcuts, but through years of doing the hard, unglamorous work.
Aram Grigorian embodies that message. His journey is proof that every rep — every pivot, every mistake, every uncomfortable truth — matters.
Because the hard path isn’t the obstacle. It’s the opportunity.
Listen to the full episode of the Choose Hard Podcast with Aram Grigorian below
Follow Aram on Instagram at @4weekstothebeach and follow me, Cody McBroom, at @codymcbroom and @tailoredcoachingmethod