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Wednesday, November 4, 2026Nov 4

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How the life coaching industry transformed Jonathan Frost

Contributed photo / Jonathan Frost is seen onstage at a business event, in front of a projected image celebrating his accounting and investing partnership with Paul Croft.
Contributed photo / Jonathan Frost is seen onstage at a business event, in front of a projected image celebrating his accounting and investing partnership with Paul Croft. Contributed photo / Jonathan Frost is seen onstage at a business event, in front of a projected image celebrating his accounting and investing partnership with Paul Croft.

After attending the 10X Growth Conference — the business and networking event headlined by swaggering sales coach Grant Cardone — Chattanooga accountant Jonathan Frost decided he could use some more coaching himself.

The service was not hard to find. The multibillion dollar life and business coaching industry was booming, and Frost linked up with several of 10X GrowthCon’s motivational speakers — such as Murfreesboro, Tennessee, coach Micheal Burt, who touted the “7 touch follow up system” for closing a deal. Before long, Frost would marvel that, upon tapping into the coaching industry, it took so little time to find himself networking with those he’d once admired from afar.

“Those people that you see on stage, you can access them, you can get to them — it is possible — and you’ll be hanging out with them like I am right now, within a year,” Frost said in a video months later in which he stood on a yacht in Vero Beach, Florida, with Burt, who nodded and smiled approvingly just behind.


“And if you want to know how,” Frost added with his own smiling bit of swagger, “just call me, I’ll talk to you about it.”