Back Room Talk Coach Spotlight: How I Became an OPEX Coach While Working in Tech - Devin Wells Spotlight
This episode of Back Room Talk takes us inside the world of Devin Wells, a part-time coach at OPEX Round Rock who balances his coaching passion with a successful tech career. From his journey as an inquisitive client to becoming a coach who empowers others toward autonomy, Devin shares valuable insights on building genuine client relationships, the power of effective communication, and how AI can enhance (not replace) the coaching experience.
The Journey from Client to Coach
Devin's coaching journey began as a client at a CrossFit gym that transitioned to an OPEX facility in 2016. "The CrossFit gym I had been going to transitioned to an OPEX gym and Carl actually ended up taking over the gym that I was at," Devin explains. As a naturally curious person, he took full advantage of the OPEX model's emphasis on client education.
"I liked the vibe of the gym, liked being a resource and knowing things. So I was always curious, poking and prodding, asking why," he reflects. This curiosity laid the groundwork for his eventual transition to coaching during the pandemic. "It was during time of COVID, couldn't go anywhere. So I figured, you know, why not? I've been talking about it. Might as well do it."
After being a client for approximately two years, Devin decided to try programming for himself to save money after buying a house. This self-experimentation, combined with helping friends with their workouts, sparked his interest in coaching. "I like problem solving," he shares, describing how his mind immediately goes into analytical mode when a client presents with an issue like hip pain.
The OPEX Coaching Model
For those unfamiliar with the OPEX approach, Devin provides valuable insights into how this model differs from traditional gym environments:
At OPEX Round Rock "one-on-one is strictly what we do. We typically don't do open gym or anything like that," he explains. The process begins with an initial consultation followed by movement and aerobic assessments – the classic "assess, don't guess" philosophy.
What sets the model apart is the collaborative relationship between coach and client. "It is a relationship between the client and the coach," Devin emphasizes. "We make the client feel involved in the building process of said program, as opposed to, 'I got a template. Hey, I got a program. This should work for you.'"
The ongoing process includes:
Individualized program design
On-floor coaching from the OPEX team
Monthly consultations to check in on progress
Weekly check-ins to maintain consistent communication
"I think one of the biggest things that we forget is that people are nervous and scared if they're doing it right," Devin notes, highlighting the value of having a coach available to answer questions during training.
The Client Experience: "You Actually Respond to Me"
One of the most powerful stories Devin shares is about his remote client Daniel in St. Louis, who was shocked by the level of personal attention he received.
"He said, 'Wow, you actually respond to me. You actually check in with me,'" Devin recounts. Daniel had previously worked with coaches who sent automated responses that completely missed his goals – telling him he was doing great on his "weight loss journey" when he was actually trying to gain weight and build muscle.
This level of personalization and genuine care has built tremendous loyalty. "It's gotten him to the fact that he renewed with me just last month for another six months and he wants to continue to move forward," Devin shares, demonstrating the power of authentic coaching relationships.
Balancing Tech and Coaching Careers
Unlike many full-time coaches, Devin maintains a successful career in technology sales alongside his coaching practice. "I am a sales guy in the tech space. So I am a nerd in all facets of the word," he jokes. This dual career path has given him unique insights into the overlapping skills needed in both fields.
"Sales selling skills is a big thing. You have to be able to sell," Devin explains. "And the thing is, selling and adaptability kind of go hand in hand. You have to adapt to your client."
His tech career has helped him understand the value of his coaching services – something many coaches struggle with. "A lot of people, including myself in the beginning, were nervous of presenting a certain value for my service," he admits. "To whoever's listening, yes, you are worth whatever you think you are."
Despite his success in tech, Devin finds coaching more fulfilling: "Helping people in real life and seeing your actual results of what you've done is way more fulfilling than any sales job that I've been doing."
Remote vs. In-Person Coaching Strategies
With clients both in-person and remote, Devin has developed distinct strategies to ensure all clients receive appropriate attention:
For Remote Clients:
More frequent messaging through the app
Stricter adherence to monthly consults
Occasional gifts to maintain connection (like the wrist wraps he gave clients who complained about grip fatigue)
"I typically make it a point to message my clients more if they're remote than I do in person because I'm going to see them during the week regardless," he explains. For his remote clients, the monthly consult is non-negotiable: "If we're online, you're not getting away from that."
These small touches help remote clients feel valued and connected despite the distance. For Devin, it's about making them "feel involved in everything."
The Coach's Responsibility in Client Relationships
One of Devin's most profound insights concerns the responsibility coaches have in nurturing client relationships, especially when compliance issues arise:
"In the sales world, a customer's never gonna tell you they're leaving, they're just gonna leave," he explains. "There will be signs though. And if you were not in contact or at least have a relationship with that client, customer, they're just gonna go and they're not gonna tell you why."
Rather than blaming clients for non-compliance, Devin believes coaches should adapt their approach: "If we're doing a certain approach, okay, let's go ahead and change that set approach. Maybe I'm being too nice. Maybe I need to be a little bit more demanding... Maybe it's a complete opposite."
This mindset shift places responsibility on the coach to find what works for each individual: "Just like any relationship, it's not an equal 50/50. Sometimes I need to do a little bit more than the client. And sometimes clients do a little bit more than me."
Individualized Program Design vs. Templates
When asked about his go-to programming approaches, Devin emphasizes the importance of individualization over templates:
"I try not to have go-tos because I tried to have that in the beginning and I felt like it was just kind of falling into a template-based where like, 'Yeah, this will work. This is a one size fits all,'" he explains. "So I stopped doing that pretty quickly."
Instead, he focuses on a feedback loop: "What do you like? What do you dislike? What are we doing here? What are we looking to get?" This process ensures the program truly fits the individual rather than forcing clients into predetermined frameworks.
Embracing AI While Maintaining the Human Touch
As someone with a tech background, Devin has a nuanced perspective on using AI tools like RxBot in coaching:
"RxBot is not perfect for anybody who's used it. It is just a guide, but it does get the point across," he explains. "I think some people assume when they use AI, it's going to have the exact answer you need. That's not true, it's meant to give you guidelines."
He views AI as an assistant that can save time by handling repetitive tasks while the coach adds the critical human elements: "If you think it is going to replace you for some reason... Why is coaching becoming so popular? It's because they don't know what to do with the information. We know what to do with the information."
For coaches who avoid technology out of fear, Devin offers this advice: "Just don't write off something because you're a little scared and don't know how it works. It's okay."
Client Autonomy as the Ultimate Goal
Perhaps most refreshing is Devin's perspective on client autonomy. Rather than viewing client independence as a threat to his business, he embraces it as his primary mission:
"I am not me in person. You are the way I presented. Like you're in person with me. My goal is to get to the point where you can go remote and do your own thing and you will not have to question how you do things. I don't need to be your forever coach."
This philosophy stems from a desire to truly empower clients: "My job is get you confident, to get you feeling good and to get your knowledge to a certain extent to where you can go into anybody's program and be safe and be confident."
Instead of fearing that autonomy means losing clients, Devin sees it differently: "When people hear autonomy, they're like, 'Oh, they're going to leave me.' But no, they're just going to be more confident and more educated to where they don't get hustled on Instagram anymore."
Staying Current in a Sea of Misinformation
With fitness information (and misinformation) more accessible than ever, Devin highlights the value coaches provide in filtering through the noise:
"Most people are just looking for direction. They're looking for someone who's like, 'Can you just please tell me what is actually going to help me? So I don't have to guess and figure it out on my own.'"
This filtering role extends to nutrition as well, where he helps clients navigate through fear-based messaging: "As soon as they started naming ingredients, I'm like, 'Cool, what are those ingredients do? And why are they bad for you? Or the fact that someone fear-mongered you into thinking that something was poisonous?'"
His practical approach emphasizes moderation over elimination: "Yes, go have a bowl of Lucky Charms. It's not gonna kill you... The whole idea behind this thing is you're supposed to live better outside, live larger outside the gym."
The Personal Mission Behind the Coaching
Behind Devin's coaching is a deeply personal motivation. Coming from a Hispanic family with health challenges, he's driven by a desire to help others avoid similar struggles:
"Seeing my family and the issues that they had to go through later on in life makes me want to get up and help people basically not go through those same things," he shares. "I don't want anybody to end up like some of my tíos and my tías that have almost become, in their words, a burden to the family because of how much we have to help them move around."
This mission gives his coaching purpose beyond just professional fulfillment.
Looking Forward: YouTube and Beyond
As Devin continues to grow his coaching practice alongside his tech career, he's challenging himself with new forms of content creation. Despite discomfort with being on camera, he's planning to launch a YouTube channel:
"I try to do one [uncomfortable thing] a year. Last year I was doing more social media stuff because I hate being on camera... And I would say that YouTube is extremely uncomfortable for me. So I'm going to do that."
His vision for the channel is to be a relatable voice in a sea of fitness influencers: "I'm not as educated as some of these guys on YouTube like Mike Israetel, Layne Norton... but not everybody is just gonna, maybe you're looking for someone more relatable. I am an average dude with a nine to five. I'm not a fitness influencer who trains all day and tells you you're lazy."
Connect with Devin
Those interested in connecting with Devin can find him on Instagram @trainwithdevin or at OPEX Round Rock in Texas.
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Next Steps
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