If you sign up to something and you do not receive the service that you have signed up for, THEY are breaking their contract they have made with you. That gives you the right to cancel. If you were subscribed to Sky and not receiving the correct signal or channels, you can give them a chance to put it right. If they fail to do so, you can end the contract. Would you shut up and still pay if you had no response to your complaint that you were not receiving what you signed up for? Because, you know, 12 months is 12 months ... Or would you act "butthurt" and complain and tell them to get ducked?
The nature of his coaching (online) at a distance means that he cannot hold you legally to a 12 month contract. If you are not in receipt of his "content" or do not have access to his app, he cannot charge you. He can only withdraw your access to his services as it is distance selling and coaching. This is why a lot of companies such as SW etc, insist on a 3 month payment upfront, then a rolling contract. I'm pretty confident what he is doing is illegal, not to mention harsh and immoral.
If you sign up to a yearly gym membership, that gym has to take out a years insurance to cover you, you are physically present in that building, actively using the services. They pay to maintain the wear and tear on the building that you contribute to. You go in and physically sign a contract with them that is personal to you. Ashbourne Management have been taken to court in the past for dodgy gym contracts and fined. He is using a gym contract from these people, with a few tweaks. I'm pretty sure most people including myself, wouldn't dream of not paying for a legit contract they have signed up for. His quite frankly, is a load of old balls and he knows it. It's not just people not wanting to pay as you put it, he's given people good reason not to pay it.