Lessons from Closing a Successful Gym and Embracing Authenticity

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riverside does a thing sometimes, where it, like it, goes five.
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There's the countdown.
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By the way, we're on.
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Yeah, I'm just gonna hand it over, let's go let's go.
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Let's go.
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What is the official name of your podcast?
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oh, right now the official name is start and scale.
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Oh ladies and gentlemen, welcome to start and scale.
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I am your step in, host joel cochran, and I'm here with Chase Tolson, the usual host, and what we're going to do today we're flipping the roles.
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I have a lot of people that come on to my podcast.
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I'm good at being able to to um ask the right questions as a host, and I even tend to do it even when I get on other people's podcast is I'll start asking questions just because, gosh dang, I like asking questions, and today we're going to dive in.
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Chase has no idea the questions that I have for him and what we're going to be diving into, and we're going to get to know Chase in so many different ways that you won't even be able to imagine.
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So this is going to be a very fruitful podcast for you, and being able to get to know Chase whether you've worked with him or you're going to work with him this is going to be able to give you some connection to Chase and to be able to build some connection and some proof and some truth to the man that he is.
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So, sir, are you ready to be fully open with me and do I have permission to be able to ask any questions that I feel are best suited.
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Exactly the reason that I asked you to be the one to interview me.
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Yes, sir, full permission.
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What I'd like to start off with and this is a question I tend to ask people that I really want to get to know Tell me your very first memory as a human.
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Give yourself a moment for this.
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The age usually is around five years old, and if anyone else is listening right now, try to go back to that time.
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It's around five years old that most people are going to start remembering the first memory, and I'll just leave it at that.
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It's.
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When we get back that far, they can get jumbled chronologically and the one that comes up is we are in the first house.
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I can remember living in the second family home of three that I grew up in and I'm in the garage.
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I believe I'm about four years old and I hear a garbage truck and I run to my dad and I sit on his foot and I wrap my arms around his leg because I was scared of the noise of the garbage truck.
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Whoa, how do you think that moment itself shaped or turned and maybe it did, maybe it didn't shaped or turned your life as a young boy, as a young man, as a man?
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Is it?
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Are we just reaching there?
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Can you find any correlation there?
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I'd imagine it's the first time I've pondered on this specific memory.
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I'd imagine it's the first time I've pondered on this specific memory.
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I'd imagine what happened there is as I grew and I realized that the garbage truck wasn't anything to be afraid of.
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It was just something doing its job that made a loud noise.
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Well, at a very young age I learned that I was scared of something that wasn't going to hurt me, wasn't going to touch me, and when I just let it be and realized that it was just doing its thing.
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Well, now we're starting to pull on the thread as to.
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Well, let's just lean into new stuff and the fear is going to be there, or we can set it aside and keep moving.
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What do you think the correlation is?
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Was your mom in the house at that time too?
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My dad and I were in the garage.
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My mom was inside, I believe okay you could have bypassed your dad and ran straight into mom.
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Right, you went to dad.
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Do you believe that there's a correlation there, or why you went to dad?
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And even though mom was inside the house, why didn't you run all the way inside the house?
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Why didn't you go in the backyard?
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You know the uh, didn't you?
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run all the way inside the house.
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Why didn't you go in the backyard?
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You know the?
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Uh, the first thing that comes up is like, well, what, that was the closest you know and, um, my dad did a really good job when I was young of being, of showing up as a, an authority figure, as a place of safety and, uh, place of authority, so loud noise, chase is scared.
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Dad's right there, everything fits.
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How's your relationship with your father?
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Oh, it's great now rocky.
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When I was, you know, uh, my dad's a.
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My dad grew up broken, divorced household.
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His parents, uh, his mom had her own demons and um, yeah, and if you look back at her parents, she came forward a generation and gave him a better starting point.
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He's given me a better starting point and so on and so forth, and you know the coming of age as a teenager there was, you know, we had our moments and my relationship with my father is great now, especially as I get to see him be a phenomenal grandfather.
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He is likely my daughter's favorite person.
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Oh man, I love that.
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Fear is an interesting thing, right?
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How would you describe fear?
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If somebody didn't know what fear is?
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What would you describe fear as?
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You know, my my go-to like a quick answer to that is the acronym false evidence appearing real.
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That's great, and I I do believe that if we open that up it's.
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You know, we're often we're scared of the unknown, because the only thing that we know about the unknown is what we stand to lose.
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We've never experienced the upside, the potential that we have for growth if we step into the unknown.
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We have experienced our current reality, though, and what we could lose.
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And even if, hey, the grass is greener over there, my grass is brown and crunchy, and I don't like it.
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But if Ier over there, my grass is brown and crunchy and I don't like it.
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But if I go over there, or if I try and water my grass, how do I know it's going to turn out better?
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How do I know that I can get green grass too?
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At least I have some grass under my feet.
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Maybe I should just keep it the way it is.
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You're speaking of something that I I learned this past weekend.
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Um, and it's something that you know was was just brought together.
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Yet, uh, I was at a workshop and they said, hey, draw a big circle.
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And they said, draw a dot in the middle, and then, uh, a small sliver of a pie, and they asked you to put no, what do you know chase, what are some things that you know like?
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What is it?
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you know for sure that I know absolutely nothing and I know absolutely nothing.
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I know that I love my wife and daughter with my whole heart, and then some yeah, I know that I want to, by the time, my daughter's five.
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The only thing that I want her to know is that she can create whatever reality she wants in this world.
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Wow, and I know that that's possible.
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Yeah, and why do you know that that's possible?
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Hmm, now see, here's the funny part is, as I said, that I paused because, while I know that that's possible on a conceptual level, I have yet to create what's currently being created.
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So, in this funny little human condition, like, hey, I know it's possible because I got out of the gym, or I got out of the Navy and I opened a gym and then I went online and, via podcasting, I I tripped, fell and landed into business acquisition and then people started coming to me and asking for business coaching.
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And now all of a sudden, I'm, I'm seeing as an authority in coaching business and and people are seeing good results.
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And like I can look backward and say, yeah, I've created this, and still I'm.
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I'm a big believer that when we want what we have, we're a lot happier than wanting to have what we want.
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And still, humans are goal-striving mechanisms.
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So I have this forward-facing view of what I'm driving toward, and so when I say, say yeah, I know for a fact I can create whatever reality I want, well, I'm still in the process of creating one too.
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So I know it's possible and I'm I am always on the path to creating more supporting evidence for that.
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I love that.
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You know, I heard a quote this past weekend what we want, what we want wants us.
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When we believe that what we want wants us, that's not just a one way street, that no, I'm just seeking this.
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You know, the million dollars or the acquisition of business, or to get to a six figure, a seven figure, eight figure business, that that eight figure business actually wants me.
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And when we see it as as uh, as as a binary, as something that is coming to us, that we're working together like breath, like water, water coming in, water coming out, right, food coming in, food coming out, energy coming in, energy coming out, it becomes now a dance.
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It's like, oh no, we're in this relationship with what I want.
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I'm not just like digging around and trying to find the magic X.
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Yet my curiosity sparks because I know, you know, how important this is and you said you alluded to it the evidence, the evidence.
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What is the evidence, chase, that shows for you that you will get to that?
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What have, what have you done in the past?
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The evidence that shows that actually that thing that you want wants you back, because you actually have the attire, the wear, because you have the evidence of being able to go.
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Oh, yeah, I want that person.
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The thing that you want wants you back because of the evidence that you have placed upon yourself.
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There's a difference showing up to an interview in gym shorts and tattered shirt and the evidence of going.
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Oh, you know, it's important to have some nice slacks and make sure it's cleaned up and actually I know the exact tie to wear and the watch to be able to put on and I know how to cut my hair because I've built evidence.
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So that thing that wants me, that person who's seeking to hire me, and that could be your eight-figure business that is seeking to go no, I need you.
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You're dressed up and ready for it.
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What's the evidence that you have shown in your life?
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I'm so glad you said that person, because you wrapped that ask around business at the end.
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And the first thing that came to mind was something I was reminded of when my brother gave his best man speech at my wedding which, by the way, there were people with white hair shaking his hand afterward and saying that was the best best man speech I've ever heard.
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It was the best best man speech I've ever heard.
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And 2017, this is before.
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Chase really dove into what I want, wants me, and he told a story about you know.
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Chase called his shop.
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He said I'm going to get out of the Navy, open a gym, find a tattooed girl who likes fitness and lock it down, and I'll be damned.
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He did that exact thing.
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And here's the curious part about that one and and this happens more and more than some people realize is I didn't realize that I had put that out there, like it wasn't this thing that I was like I, I, I need to find this fit girl who's tattooed.
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Nah, like I mentioned it to my brother, and then I set it down.
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And so often when we get into this, you know what I want, wants me, what I desire, desires me.
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We can go like a stage five clinger with what we desire.
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Oh yeah, you know, it's like no, I want you.
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Please come here.
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Come here please.
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I promise I'm going to be fun to date.
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Please come here.
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And what we desire goes oh, what's that?
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Oh, that's gross, dude.
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No, I don't want a relationship with you Like you.
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You don't want a relationship with you Like you.
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You don't want me, you need me and and that's that's a dependent, like a very like a unhealthy dependence on what we need as opposed to what we want or what we desire, what, what we're meant to have.
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Organic thought off of your ask here and other evidence, I mean zero business education.
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When I got out of the Navy in 2014 and two years later, I had a gym with a team and a sales system and a customer journey and people referring their friends there Weird.
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It's almost like if you just put one foot in front of the other and learn from people that are a little bit ahead of you and just keep going, things happen yeah keep going, things happen.
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You started off, like you said, very little business experience.
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Now I'm assuming the people that are coming to work for you either have little amounts of business experience or they've been putting in the reps but not seeing the results.
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Is that fair enough to say?
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100%, by and large, and I just want to make sure I clear on this, cause you said the people that are coming to work for you did you say work with you?
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Yeah, okay, yeah, yeah, the people that are coming to work with me, by and large, have gotten a, possibly a coaching certification or two, been through some stuff that they that they know they can help people.
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They have this life experience of building something and achieving something, and they've been showing up on social media, they've been doing the thing, and and, from the outside, looking in the online space, it can be like, well, I'm doing what they're doing, right, like I'm posting and I'm being me, but why do they really have clients, though?
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Because, like, I'm not getting any clients, so how could they possibly have any clients?
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That's right, yeah, or they've worked with another coach, um, another program that made outlandish promises, dumped them into, uh, fed them a whole bunch of content and then provided very little guidance.
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You know, um, either way they are, and this is a story that I told myself, right, because I was like, well, I'm in the online coaching space and I ran a business, like everybody here must understand business, right, like, they started a business, they must get it.
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And when I started getting guys coming back to me, they're like, hey, you know, I went through Primal man Pathway and like now I went and I got an enlifted level one, or I went through O2-3 or I went through whatever certification.
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Can you, can you help me out?
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And at first I was like I'm not a business coach.
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And a couple of them actually called me forward.
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They're like, well, you're an entrepreneur, right, you ran coaching businesses and you're like my favorite coach I've ever worked with.
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Um, could you just put your own bullshit aside for a second and help me out?
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And uh, that's dope, it went.
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Well, you know, it turns out.
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I know, you know, when you sell a perceived luxury for almost a decade at the time which is what fitness is, it's a perceived luxury for almost a decade at the time, which is what fitness is.
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It's a perceived luxury, that's right.
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Apparently, you pick up some skills in being able to meet people where they are and walk them through a marketing journey and sales and customer experience and package something so it actually delivers results.
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It's a crazy idea, something so it actually delivers results.
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It's crazy idea, but in my own cognitive dissonance, because I had gotten that experience before I went online, I had went.
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Oh well, people must understand this, right?
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No, it's one of those things.
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We and I talk about this a lot in my offer creation, a lot in my offer creation module, and I don't say this specifically one, one way that I've noodled around saying this is like if you can see the matrix on something, there's a good chance that you can teach it to somebody else who has yet to see the matrix.
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But, if you've operated an entrepreneurial space for a while, you can see a sales process or marketing um from the outside in right you.
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You see these sales that are pumped up and you're like, is it actually a holiday sale?
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Or you just say there's 40 off I'll check back next week.
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Oh look, the price is the same, right?
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Um, if you've been eating well and you, you learn nutrition and you.
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But you think it's too simple.
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Like you think the stuff that you're teaching people is too simple, it's just because you can see the matrix on it.
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Yeah, that's right.
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Yeah, so that's right to wrap this tangent up in a and as neat of a bow as I can turns out.
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People started coming back to me and after after a couple of them, I was like, wait, let's actually check in on my audience here.
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So I put a poll up last December and if you're listening to this later, december 23, I put a poll in my broadcast channel.
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I was like, hey, who's in here?
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And the options were aspiring coach, I want to work on my fitness, I want to learn to love myself.
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I want to work on my fitness.
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I want to learn to love myself.
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I want to work on my mindset.
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Guys, fitness was like way far behind in the last place.
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Okay, then it was I want to learn to love myself.
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Then it was I want to work on my mindset.
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And then in the lead and some of these were multiple people answer multiple time in the lead was I'm an aspiring coach and at this point I go, okay, well, I've done this.
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I say, hey, who wants to do a free workshop?
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Like zero, still zero.
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Like, okay, about 5% inclination that maybe I start like running with this business coaching thing, right, yeah.
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Like who wants to do a free workshop?
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Like 20 people said yes, so, of course, like I think 10 or 12 showed, you know, and two people signed up with me right off the back end of that, like, hey, you've walked this path, I want to walk that path.
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It obviously makes sense that I want to work with you.
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Yeah, um, and that was December, damn.
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Let me ask you this question.
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I'm going to put, I'm going to pull you completely over onto a different side.
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Let's go.
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When did you?
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When did?
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you want to quit January 2021.
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Tell me about it.
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Wanted to quit my gym?
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I had been running a brick and mortar for six and a half almost years and while, yes, I built a team, guys, before I make this point, I'm going to use this to make this point.
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A 300 batting average in the major leagues is considered good and entrepreneurs are out here thinking that every swing is going to be a home run.
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Yeah, that's right.
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So I learned a lot of lessons in my gym and y'all.
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I showed a profit Like I have good accountants who tried to make it, so I didn't have to pay too many taxes and I showed a profit in 2020 when we were shut down from COVID.
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So, and I had built a team that ran the gym and the classes to where I could just do sales, and if I could go back and do it all over again, or if and when I do it again, because once I get a eight figure net worth and I can run a gym at bre even, I'm likely going to open up a brick and mortar again.
00:22:27.388 --> 00:22:42.847
Um, there are things that I'll do differently and I started seeing a lot of those in quarter one 2021 and I was like, all right, but we can do it with this team, right, and I, I had this young, hungry kid that was going to be my head coach.
00:22:42.847 --> 00:22:43.648
I had a GM.
00:22:43.648 --> 00:22:49.395
She had been around since she was on trade for a membership back in 2016.
00:22:49.395 --> 00:22:51.166
So I guess it's organic evolution.
00:22:52.164 --> 00:22:53.619
I sat them down January 2021.
00:22:53.619 --> 00:22:56.048
I was like, hey, listen, quarter one 22.
00:22:56.048 --> 00:22:59.829
I'm no longer like the face of the gym.
00:22:59.829 --> 00:23:04.209
You guys are Like your day-to-day operations.
00:23:04.209 --> 00:23:07.483
I'll sell some memberships.
00:23:07.483 --> 00:23:09.567
I'll like I remember that, yeah, yeah, the.
00:23:09.567 --> 00:23:12.253
The whole idol thing of me being the guy.
00:23:12.253 --> 00:23:16.551
I want you guys to be seen as the authority, so you can be the authority in here.
00:23:16.551 --> 00:23:20.787
Now, here's the funny thing about that.
00:23:20.787 --> 00:23:25.835
I said quarter, quarter one 2022, I will no longer be a part of day-to-day operations in the gym.
00:23:25.835 --> 00:23:28.887
I didn't say quarter one 2022.
00:23:28.887 --> 00:23:30.767
You guys will be day-to-day operations.
00:23:30.767 --> 00:23:34.205
You want to know what came true?
00:23:34.205 --> 00:23:35.603
What?
00:23:35.603 --> 00:23:38.763
Quarter one 2022, nobody was day-to-day operations in the gym.
00:23:38.763 --> 00:23:41.549
Shut down.
00:23:41.549 --> 00:23:43.053
Yeah, I shut it down.
00:23:51.660 --> 00:23:52.303
What was your tell me about that?
00:23:52.303 --> 00:23:53.167
Because that's that's not an easy decision.
00:23:53.167 --> 00:23:54.515
This decision I'm going through right now with my business as well.
00:23:54.515 --> 00:23:55.539
I was talking to you about that before I jumped on.
00:23:55.539 --> 00:23:59.131
I was with my team and saying like, guys, we're shutting this thing down.
00:23:59.131 --> 00:24:03.484
Yeah, and it's not an easy decision to be able to make.
00:24:03.484 --> 00:24:14.836
Why did you get to that point of shutting it down, like to make a decision that I have a profitable business here and I'm shutting it down?
00:24:14.836 --> 00:24:15.640
Why?
00:24:16.782 --> 00:24:23.763
So dominoes, right Ending with a really big one.
00:24:23.763 --> 00:24:27.512
First, in the summer, my young, hungry head coach.
00:24:27.512 --> 00:24:36.201
Something started shifting and I'm sure there are things I could have done better as a business owner and a manager.
00:24:36.201 --> 00:24:41.781
There's it's always a two way street and, like we had taught, I talked to the whole team.
00:24:41.781 --> 00:24:44.467
I was like, hey, guys, I've, I've got this side thing online.
00:24:44.467 --> 00:24:50.007
At the time, all of my shirts for my online brand still set, presented by art and fitness, like I wanted it to be known.
00:24:50.007 --> 00:24:51.151
I was still bought into my gym.
00:24:51.151 --> 00:24:55.632
It's like, if you guys ever want to stand something up, let me know, we'll get it going.
00:24:57.300 --> 00:25:07.747
I had had a past experience with a, an old coach of mine, who, like, stood up something online and then basically told members, like, yeah, just go work out in your garage, cancel your membership and I'll.
00:25:07.747 --> 00:25:11.684
And I found out after he quit that he had pirated members.
00:25:11.684 --> 00:25:17.101
So if I could go back again, I would say like, yeah, you want to do something online?
00:25:17.101 --> 00:25:18.584
Go, all means, go, do your thing.
00:25:18.584 --> 00:25:32.042
And this was 2021, online was still a new area and I was like, hey, if you guys want to run something online, let's do it under the umbrella of the gym and he comes to me and he goes, hey, I'm going to go online.
00:25:32.042 --> 00:25:45.981
And shoots me a tax when I'm traveling one weekend and I was at a wake that you've been at a lake house and and he shoots me a text like I'm going to go and go online, just so you know.
00:25:45.981 --> 00:25:53.021
I'm like all right, cool, and we have a talk and I sit down like I I'm gonna help this kid, like how are you gonna structure this?
00:25:53.021 --> 00:25:54.386
What are you gonna do for your business?
00:25:54.386 --> 00:25:59.362
And he took it as I was attacking him or trying to.
00:25:59.362 --> 00:26:04.472
I found out a month or two later like I was trying to hold him back or make him not believe in himself.
00:26:05.980 --> 00:26:11.585
And anybody who's listening, who understands stories, we get it.
00:26:11.585 --> 00:26:13.130
So there was that.
00:26:13.130 --> 00:26:22.346
Like we started I thought we healed that and then I come to find out later on like he's still just he thought we were butting heads.
00:26:22.346 --> 00:26:24.025
Couple.
00:26:24.025 --> 00:26:25.839
That with my gm started.
00:26:25.839 --> 00:26:34.964
She was in charge of the schedule and she started just scheduling herself off like people requested off through her.
00:26:34.964 --> 00:26:36.990
She would request, I would approve her requests.
00:26:36.990 --> 00:26:46.877
Her friday shift on black friday was covered by somebody Her, you know like without the request.
00:26:46.917 --> 00:26:51.451
Going through other Fridays and then looking ahead in 2022, there were like four weekends in a row.
00:26:51.451 --> 00:26:59.872
I was like I'm all for balance and the level of buy-in from my team was dwindling.
00:26:59.872 --> 00:27:04.689
Looking back on it, it's because my level of buy-in was dwindling too.
00:27:04.689 --> 00:27:25.394
Yeah, and I'd had a talk with my brother, probably august or september my parents pool was still open, I believe and I was like I just I feel like the gym's coming to an end and he's like I wish I could help.
00:27:25.394 --> 00:27:26.516
I was like you've helped by listening.
00:27:26.516 --> 00:27:34.666
And then November 27th 2021, my brother, ian, passed unexpectedly at the age of 27.
00:27:36.525 --> 00:27:41.329
As we were getting stuff together for a celebration of life, I realized I wasn't in pictures.
00:27:41.329 --> 00:27:45.207
I wasn't in some videos from traveling from birthday parties because I either had to leave early.
00:27:45.207 --> 00:27:49.663
I wasn't in some videos from from traveling from birthday parties Cause I either had to leave early or didn't go on these trips Cause I had a gym to run.
00:27:49.663 --> 00:27:50.726
That's right.
00:27:50.726 --> 00:28:10.109
I was like I'm done and on like December, I chewed on that for a week or two in December after the celebration of life and sometime mid to late December no, I'm sorry it was the last week of December Cause I talked with all my coaches.
00:28:10.109 --> 00:28:18.242
I was like, hey, are you going to be good Like um talk with the massage therapist that was renting space for me last week of December.
00:28:18.242 --> 00:28:23.510
I went on, I went live in the gym's Facebook group the members group live in the gym's Facebook group, the members group.
00:28:23.510 --> 00:28:28.364
I said, hey guys, it's been a fun ride, we're done.
00:28:28.364 --> 00:28:32.133
That was the most freeing drive home ever.
00:28:32.133 --> 00:28:34.362
It was the right move.
00:28:34.362 --> 00:28:37.171
It was energetically the best thing I could have done.
00:28:42.079 --> 00:28:52.082
There's somebody out there right now, without a doubt, who's in the same position as you, same position as me.
00:28:52.082 --> 00:28:55.750
You've heard it.
00:28:55.750 --> 00:29:02.125
I've heard it a thousand times man, when I finally made that decision, it was freeing.
00:29:02.125 --> 00:29:03.488
Why is that?
00:29:03.488 --> 00:29:08.695
I have my own theory, but why was it for you that it was freeing?
00:29:14.520 --> 00:29:15.202
Because I mean.
00:29:15.202 --> 00:29:19.348
So I go to you know when people get on sales calls and they go.
00:29:19.348 --> 00:29:20.333
Well, I need to think about it.
00:29:20.333 --> 00:29:25.270
Well, the reason you're on the sales calls because you have to think about it.
00:29:25.270 --> 00:29:27.359
Well, the reason you're on the sales call is because you have been thinking about it.
00:29:27.359 --> 00:29:39.189
We know which decision we, but we're clinging to the broken, dry, brown grass under our feet instead of getting the freaking hose out and watering it.
00:29:39.189 --> 00:29:41.989
Mm-hmm, mm-hmm.
00:29:51.019 --> 00:29:56.250
For those that are, uh, listening now, um, they're in a position that they know that they want something better.
00:29:56.250 --> 00:30:04.395
Is the best move to burn the ships, like we've heard that before, is the best move to burn the ships?
00:30:04.395 --> 00:30:18.080
Because, in essence, even for you and I, neither of us really burned the ships like fully, like we kind of hang on, hang on, and then it was finally like man, the ship's far enough, I'm just gonna snip the rope, you know.
00:30:18.080 --> 00:30:21.627
Yeah, um is, is it the best move to burn the ships?
00:30:21.627 --> 00:30:23.030
Is it give it some length?
00:30:23.030 --> 00:30:24.313
What's the answer there?
00:30:27.810 --> 00:30:28.757
I'm glad you asked that.
00:30:28.757 --> 00:30:32.739
Nine to fives are great.
00:30:32.739 --> 00:30:35.461
Have some stable income while you're building a business.
00:30:35.461 --> 00:30:43.650
My gym was effectively my nine to five while I was figuring the online thing out enough to where I could build it to eclipse that income.
00:30:43.650 --> 00:31:00.298
And if you're going to, if you're going to still have the ship around, make sure you want what you're building, because until you burn the ships, they will always be there as a safety net.
00:31:00.940 --> 00:31:04.351
And this is this double edged sword with the online game.
00:31:04.351 --> 00:31:08.226
Right, that's right, because it's like's like, well, I'm a coach.
00:31:08.226 --> 00:31:10.771
Well, really, you, you have a business.
00:31:10.771 --> 00:31:13.544
Well, yeah, I have an instagram page and I give people tips.
00:31:13.544 --> 00:31:14.224
So I'm a coach.
00:31:14.224 --> 00:31:21.605
Cool, and this is this is honestly what I think is this, uh, catch 22?
00:31:21.605 --> 00:31:29.045
Because it's this super low barrier to entry A la CrossFit in 2008, with $500 affiliate fees and you could open in a garage.
00:31:29.045 --> 00:31:34.049
Super low barrier to entry.
00:31:34.049 --> 00:31:39.685
And if it doesn't work in 60 days, well, you can just pack up shop and go back to what you were doing.
00:31:39.685 --> 00:31:44.288
That's right, you know, like, this is dude, I've paid.
00:31:48.400 --> 00:32:04.666
There was a program that I invested in, and when I was on the sales call with them, they're like yeah, it's 9800 for the first month and 1400 for each month after that and in my head I go well, even if I make that 10 grand back in a month, you're out of your minds like that's a lot of money and you're giving me zero one-to-one calls.
00:32:04.666 --> 00:32:07.932
It's just like systems and templates like it better be good.
00:32:07.932 --> 00:32:10.395
They came down to 6k for the month.
00:32:10.395 --> 00:32:14.046
Now here's why that was a good thing.
00:32:14.046 --> 00:32:29.234
It lit a fire under my ass to actually do something, the same way that emptying out my life savings and then taking on $30,000 more of debt in 2014 lit a fire under my ass because I had rent to pay in my building.
00:32:29.234 --> 00:32:31.124
You have people out here that go.
00:32:31.124 --> 00:32:34.442
Oh yeah, I'm a coach, I believe, and I'm.
00:32:34.442 --> 00:32:36.888
I'm just going to send it for a second.
00:32:37.410 --> 00:32:38.112
I'm a coach.
00:32:38.112 --> 00:32:46.106
I believe that people need to pay me to help me, to help solve their problems, but I'm not going to invest to learn how to do what I want to do.
00:32:46.106 --> 00:32:48.443
Well, why aren't you going to do that?
00:32:49.287 --> 00:32:49.547
Right.
00:32:50.830 --> 00:32:52.666
Yeah, like like, why not?
00:32:52.666 --> 00:32:55.008
Why won't you practice what you preach?
00:32:55.008 --> 00:33:08.314
Is it because you actually, honestly, are still up that tippy top of that front end of the Dunning-Kruger effect and you think that you have the business acumen, having never ran a business, and that you can, that you have the accountability and the drive and the systems?
00:33:08.314 --> 00:33:10.523
All just from youtube maybe?
00:33:10.523 --> 00:33:26.438
Or maybe you want to give yourself an out and maybe not investing and not putting any skin in the game means that if it doesn't work you can just walk away it's.
00:33:26.617 --> 00:33:28.844
It comes back to that analogy I was using earlier chase.
00:33:28.844 --> 00:33:46.892
I like I just had this vision of like somebody, uh, only paying for some nice dress socks, but they're still wearing their like birkenstocks and their tattered shorts and their tank top trying to go get the top level CEO job.
00:33:46.892 --> 00:33:53.893
Yeah, mike, you got some nice dress socks on, but you're not willing to pay $5,000 for the suit.
00:33:53.893 --> 00:33:57.006
Yeah, because I will guarantee you that CEO is going to go.
00:33:57.006 --> 00:33:59.772
Damn, that's a legit suit.
00:33:59.772 --> 00:34:18.985
You're showing up differently, but you had to invest to be able to get to the point of having the opportunity yeah, they paid for their linkedin pro subscription yeah 25.99 a month.
00:34:19.405 --> 00:34:29.476
uh, what do you think is the total amount you have invested into yourself to get to where you're at now?
00:34:33.222 --> 00:34:38.344
It's over $150,000 and it's it's closing in on 200,000.
00:34:38.344 --> 00:34:41.943
Yeah, he's like and and I'll.
00:34:41.943 --> 00:34:48.085
If we're talking about courses and personal, personal and professional development, that's the number.
00:34:48.085 --> 00:34:57.724
If we take on investing into myself, as in debt I took on for the gym life savings that I put into the gym we're well over a quarter of a million dollars.
00:34:58.146 --> 00:35:01.092
Yeah, agreed, agreed.
00:35:01.092 --> 00:35:04.289
And you guys might be sitting out there like, what the fuck?
00:35:04.289 --> 00:35:07.134
No way, yes way.
00:35:07.134 --> 00:35:19.327
Almost every single person that I know that is at your level, that is at my level, that is at the level of coaches where I go, I want to be in the same room as you.
00:35:19.327 --> 00:35:21.193
I want to be on the same podcast as you.
00:35:21.193 --> 00:35:26.411
I want to be able to create time in my day where I'm not making money here.
00:35:26.411 --> 00:35:30.490
This is not beneficial to me, but I want to be in this space with you.
00:35:31.994 --> 00:35:41.597
Right, have spent over that a hundred K barrier, whether that's purely just on personal development, I would say I'm somewhere around 60 K, 70 K.
00:35:41.597 --> 00:35:49.563
Personal development, somewhere around 150 K, maybe close to 200 K when it comes to businesses that I've invested money into.
00:35:49.563 --> 00:35:52.932
Maybe close to 200k.
00:35:52.932 --> 00:35:56.762
When it comes to businesses that I've invested money into I mean my business that I'm currently shutting down.
00:35:56.762 --> 00:35:58.985
I invested over 50k in the last year.
00:35:58.985 --> 00:35:59.588
Year and a half.
00:35:59.588 --> 00:36:03.878
Fifty thousand dollars um, that's poof gone.
00:36:03.878 --> 00:36:10.876
25 000k that I had to liquidate at the end of the month when my business partner and I you know um decided to.
00:36:11.498 --> 00:36:21.751
When you're talking about those big numbers, the only reason you have those big numbers is because you've generated numbers, so you've invested in yourself.
00:36:21.751 --> 00:36:25.242
You've taken that like an energy, like energy coming in and out.
00:36:25.242 --> 00:36:26.572
You've taken that.
00:36:26.572 --> 00:36:27.054
You've gone.
00:36:27.353 --> 00:36:28.016
I want to play big.
00:36:28.016 --> 00:36:32.393
To play big, I need to feel really damn uncomfortable.
00:36:32.393 --> 00:36:38.547
I need to hear 98,000 and $1,400 after that and go.
00:36:38.547 --> 00:36:39.369
You are out of your mind.
00:36:39.369 --> 00:36:40.813
That makes me feel really uncomfortable.
00:36:40.813 --> 00:36:43.880
And then go here's my money.
00:36:43.880 --> 00:37:09.675
Let's go and be willing to take that energy and push it on, and then you can get to the point where you're making your proclamations, as you are now, of what is going to be like when your daughter's five years old, because you've invested it, you're showing up in a five thousand dollar suit and everybody's going damn, that dude is for real.
00:37:09.675 --> 00:37:20.396
Yeah, I want to ask this to wrap things up for people that are listening.
00:37:20.396 --> 00:37:24.635
Um, people that may be curious, cause I'm actually curious.
00:37:24.635 --> 00:37:27.902
I do business coaching as well, but I do it in the CrossFit world.
00:37:27.902 --> 00:37:32.461
I can tell you hey, here are our top three pain points when it comes to CrossFit affiliate owners.
00:37:32.461 --> 00:37:44.545
What would you say is the top three pain points of the people who come to see you?
00:37:44.545 --> 00:37:46.958
What are they struggling with the most?
00:37:48.811 --> 00:38:04.539
The umbrella here is getting more leads On the front end anyway, and the three pain points there are taking strangers and turning them into followers, taking followers and turning them into leads.
00:38:04.539 --> 00:38:07.822
And taking leads and turning them into customers.
00:38:07.822 --> 00:38:09.269
Love that.
00:38:09.269 --> 00:38:27.402
Doing that without racking their brain or beating their head against a brick wall, sending 100 cold DMs per day, or going and scouring their competitors' profiles and trying to stay active on there so that they get seen, doing it in a way that actually brings people organically to them.
00:38:27.402 --> 00:38:32.572
And there's a lot of good people teaching instagram ads out there right now.
00:38:32.572 --> 00:38:38.280
And then there's also people going hey, organic marketing not working, you still don't have a working business.
00:38:38.280 --> 00:38:39.324
Come run instagram ads.
00:38:39.324 --> 00:38:48.364
And people are lighting money on fire because they haven't validated their fucking message yet yes, and why haven't they?
00:38:48.992 --> 00:38:51.166
why haven't they validated their message yet?
00:38:51.166 --> 00:38:52.431
What's the stuck point there?
00:38:53.554 --> 00:38:56.041
Because they're still speaking at their clients instead of to them.
00:38:59.391 --> 00:39:01.458
What happens when you start speaking to your client.
00:39:03.309 --> 00:39:06.155
People want to feel seen and understood.
00:39:06.155 --> 00:39:07.599
They want to.
00:39:07.599 --> 00:39:09.601
They want to know that you understand them.
00:39:09.601 --> 00:39:19.478
There's a great story in never split the difference about, uh, the girl Scouts of America taking donations and this one woman, this really wealthy woman who had come back.
00:39:19.478 --> 00:39:20.661
She was ready to write a check.
00:39:20.661 --> 00:39:23.958
This woman sitting across the desk from her going well, what about this?
00:39:23.958 --> 00:39:24.601
Well, what about that?
00:39:24.601 --> 00:39:25.672
Trying to give her solutions.
00:39:25.672 --> 00:39:32.237
Finally, she just looks at her and goes well, it sounds like you want your money to go to a really good cause that's going to impact the organization as a whole.
00:39:32.237 --> 00:39:37.077
And this woman pulls out her checkbook, signs a check and says I trust you know what to do with my money.
00:39:40.449 --> 00:39:42.518
Coaches are out here talking about their solution.
00:39:42.518 --> 00:39:46.219
Talking about I mean, I did it.
00:39:46.219 --> 00:39:47.030
Talking about.
00:39:47.030 --> 00:39:49.478
So it's the words and the stories in your head.
00:39:49.478 --> 00:39:52.795
Right, and that's that's the problem.
00:39:52.795 --> 00:39:55.422
Guys are not talking about what people want to solve.
00:39:55.422 --> 00:39:57.878
Like, what's the problem they're actually aware of?
00:39:57.878 --> 00:40:06.391
Like, anybody who has yet to hear an enlifted piece of a material is not walking around going.
00:40:06.391 --> 00:40:08.097
Man, I have such a shit story in my head.
00:40:08.097 --> 00:40:08.891
I wonder how I can fix that.
00:40:08.891 --> 00:40:09.931
That's right, they're walking around, going, man.
00:40:09.931 --> 00:40:10.478
I have such a shit story in my head, I wonder how I can fix that.
00:40:10.478 --> 00:40:10.652
That's right.
00:40:10.652 --> 00:40:12.032
They're walking around going.
00:40:12.032 --> 00:40:13.277
Man, my marriage sucks.
00:40:13.277 --> 00:40:14.916
Man, I'm never present for my kids.
00:40:14.916 --> 00:40:16.996
Man, how do I lose this spare tire?
00:40:16.996 --> 00:40:18.275
Why am I so broke?
00:40:18.275 --> 00:40:25.199
Figure out what your club, the problem, your clients are aware of.
00:40:25.199 --> 00:40:26.402
That's right.
00:40:27.510 --> 00:40:53.313
Build content, messaging and an offer to solve that and let that vehicle be the trojan horse for those super special skills that you actually know are effective it's separating that passion that you have as a coach and that's why you're a coach with where that person is at, meeting them where they're at and give them what they want, leave them with what they need.
00:40:54.275 --> 00:40:58.873
But first and foremost, we have to give them what they want, even if you're like I know what you need.
00:40:58.873 --> 00:41:20.869
If you give them what they need and not what they want, you'll never get them through the door because they think that they need to lose the 20 pounds and you can say, hey, I bet you feeling that 20 pounds is not only, uh, hard on your body, but probably hard on yourself too.
00:41:20.869 --> 00:41:24.617
Well, let me tell you I can help you with that.
00:41:24.617 --> 00:41:28.083
Yeah, and if that's what they heard, you can help me.
00:41:28.083 --> 00:41:29.817
Gosh, I'm leaning right into you.
00:41:29.817 --> 00:42:11.724
One one current quote this is how we're going to end it out quote, saying or something you have learned recently that will give exceptional value to the people that have made it this far, whether it's something you just recently learned, a quote or a saying that you're living by excellence is the ability to endure pain say it again for me excellence is the ability to endure pain.
00:42:14.213 --> 00:42:14.894
What does that mean to you?
00:42:14.894 --> 00:42:18.440
It comes out of a larger quote from a ceo.
00:42:18.440 --> 00:42:22.672
Forget built a nine-figure, nine-figure company.
00:42:22.672 --> 00:42:25.898
Um, forget who exactly he talks.
00:42:25.898 --> 00:42:36.701
It's like it's easy for me to look back and talk about all my accomplishments accomplishments now but I'd be lying if I said there weren't days where I came home, felt like a failure, had zero money in the bank account.
00:42:36.701 --> 00:42:38.150
My wife looked at me like I was a loser.
00:42:38.150 --> 00:42:42.922
Now that individual is worth hundreds of millions of dollars.
00:42:45.617 --> 00:42:46.579
Listen, nine to five.
00:42:46.579 --> 00:42:47.382
It's like dude.
00:42:47.382 --> 00:42:57.813
I mean I I think I've said this to you before there's times where I there's a piece of me that at times says man, I wish I could just go to a nine to five like I wish I could operate in that gear.
00:42:57.813 --> 00:43:00.416
I don't have it, though.
00:43:00.416 --> 00:43:08.032
No, and and you can play safe and you can stay on your crusty grass, and you can.
00:43:08.032 --> 00:43:16.858
You and you can walk on gravel for the rest of your life and your souls will become tough and be able to stand it and that's a play on words when we talk about souls.
00:43:16.858 --> 00:43:27.356
If you want to walk over the coals, I promise you there's a plush coastline Now, in the world of entrepreneurship.
00:43:27.356 --> 00:43:30.255
There's riptides and shit too, and that's half the fun.
00:43:31.329 --> 00:43:32.172
Let's go.
00:43:32.172 --> 00:43:32.532
I love it.
00:43:32.532 --> 00:43:34.295
Chase.
00:43:34.295 --> 00:43:43.251
If people have heard this podcast, if they've been inspired by the things that you've said and getting to know you a little bit more in your journey in itself, how do they get started?
00:43:43.251 --> 00:43:46.280
Give us the simple steps to be able to get started with you.
00:43:46.809 --> 00:43:49.599
Yeah, click below for the authentic content funnel.
00:43:49.599 --> 00:43:57.876
If you still need to build more trust and you want to know the system, that made a mindset coach $20,000 last month and he wasn't a client, he just took this system and ran with it.
00:43:57.876 --> 00:44:05.918
And if you just want to jump to the front of the line, click the link below that schedule a 30 minute call and let's get you going.
00:44:11.210 --> 00:44:15.835
So, brother, it's always a complete honor to be able to be on a podcast with you, to be connected with you.
00:44:15.835 --> 00:44:25.282
There are a lot, a lot of people that I know in this space and a lot of them put on quite a front.
00:44:25.282 --> 00:44:39.443
You are an authentic man, you always have been, and I value that to the end, and so thank you for this opportunity to be able to, to lead you through this, this podcast.
00:44:39.443 --> 00:44:44.081
It means more to me than than you know and is a huge, incredible honor.
00:44:46.110 --> 00:44:46.471
Thank you, brother.
00:44:46.471 --> 00:44:55.699
I appreciate you being the one to do it and, uh, we're going to run it back on the mics again soon, so there you go, guys.
00:44:57.536 --> 00:44:58.018
That's a wrap.
00:44:58.018 --> 00:45:01.204
Till next time, let's go.