00:00

I have come to accept that I love working and I don't need to judge myself for that or

I have come to accept that I love working and I don't need to judge myself for that or

00:05

or take in other people's judgment on how much I should quote do.

or take in other people's judgment on how much I should quote do.

00:09

Like, this is my life, and this is what I like doing.

Like, this is my life, and this is what I like doing.

00:18

Because I never heard of you before. And I was like, a, this guy is popping up all over my YouTube, all of a sudden. What the hell is going on? And b, he's saying that this gym. I don't know. I called it a course, which actually is incorrect. I was, like, there's one, if there's, like, one thing that I could make just for the almost for the audience's sake, because, like,

Because I never heard of you before. And I was like, a, this guy is popping up all over my YouTube, all of a sudden. What the hell is going on? And b, he's saying that this gym. I don't know. I called it a course, which actually is incorrect. I was, like, there's one, if there's, like, one thing that I could make just for the almost for the audience's sake, because, like,

00:37

We're we're much closer to what a franchise would be.

We're we're much closer to what a franchise would be.

00:41

And overall, in the very beginning, that was what the big decision was, like, am I gonna go the franchise route? Cause I had working locations. I was twenty six years old. And they, you know, they worked. And that's what I meant for was, like, you should stop owning all these gyms. You need to license the model that was when I kind of transitioned from BSC to B2B.

And overall, in the very beginning, that was what the big decision was, like, am I gonna go the franchise route? Cause I had working locations. I was twenty six years old. And they, you know, they worked. And that's what I meant for was, like, you should stop owning all these gyms. You need to license the model that was when I kind of transitioned from BSC to B2B.

00:57

What you might not know is that for two years, I actually because I wasn't confident. I was, like, I know it works in my six markets. I was like, but does it work in all of these markets? So my wife and I actually did thirty two gym turnarounds in the next two years. So we'd fly out in person, fix their pricing, change how they did their layout, change their sale. Just like a consultant, like like a management consultant for a job. A hundred it's exactly that. And then, from there, we, you know, we figured out we've cleaned it up to just, like, completely dial it in.

What you might not know is that for two years, I actually because I wasn't confident. I was, like, I know it works in my six markets. I was like, but does it work in all of these markets? So my wife and I actually did thirty two gym turnarounds in the next two years. So we'd fly out in person, fix their pricing, change how they did their layout, change their sale. Just like a consultant, like like a management consultant for a job. A hundred it's exactly that. And then, from there, we, you know, we figured out we've cleaned it up to just, like, completely dial it in.

01:24

And then

And then

01:25

I would love to say it was some stroke of brilliance of, like, and then in my master plan, I decided to start licensing.

I would love to say it was some stroke of brilliance of, like, and then in my master plan, I decided to start licensing.

01:31

That was not what happened.

That was not what happened.

01:33

We ended up

We ended up

01:34

doing these launches, and the flaw of the business model was that I didn't control the fulfillment. So we would go in, we would charge nothing.

doing these launches, and the flaw of the business model was that I didn't control the fulfillment. So we would go in, we would charge nothing.

01:41

It's pure performance. We'd fly in. And I would charge a hundred percent of the upfront cash collected,

It's pure performance. We'd fly in. And I would charge a hundred percent of the upfront cash collected,

01:47

that we would do while we were there. So we averaged about a hundred thousand dollars in cash collected in twenty one days. And that's what we would average per gym that we'd come into.

that we would do while we were there. So we averaged about a hundred thousand dollars in cash collected in twenty one days. And that's what we would average per gym that we'd come into.

01:55

Right. So that means each gym is making an incremental hundred grand a month from your So if I were launching eight gyms in one month, we would make eight hundred thousand dollars. Got it. Right? Oh, that's and this was when the model before you were, like, go doing gym lines. And so what ended up happening though was, like, and it started scaling really quick. That's fine. This is this is the game. Like, this is what I need to be doing. This is awesome. And they didn't have to spend money on ads. They, like, they did literally nothing. They gave me a place to go market and sell is basically what happened. And so,

Right. So that means each gym is making an incremental hundred grand a month from your So if I were launching eight gyms in one month, we would make eight hundred thousand dollars. Got it. Right? Oh, that's and this was when the model before you were, like, go doing gym lines. And so what ended up happening though was, like, and it started scaling really quick. That's fine. This is this is the game. Like, this is what I need to be doing. This is awesome. And they didn't have to spend money on ads. They, like, they did literally nothing. They gave me a place to go market and sell is basically what happened. And so,

02:23

What happens, we would dip out. And then all these customers that we sold would then be fulfilled by a facility that was struggling because that's why they called us. So they typically had pretty poor product, and I didn't have the bandwidth to stay there for six weeks on top of that and retrain trainers and show how to set up, like, I didn't have the time to do because we're marketing some of those times we're there. And so,

What happens, we would dip out. And then all these customers that we sold would then be fulfilled by a facility that was struggling because that's why they called us. So they typically had pretty poor product, and I didn't have the bandwidth to stay there for six weeks on top of that and retrain trainers and show how to set up, like, I didn't have the time to do because we're marketing some of those times we're there. And so,

02:42

anyways, we would fly out. And then what happened in an unfortunate percentage,

anyways, we would fly out. And then what happened in an unfortunate percentage,

02:47

they basically were like, Hey, you signed up and paid this guy five hundred dollars, I would give you the same thing for two hundred dollars, refund with him and just sign up, and I'll do everything through me.

they basically were like, Hey, you signed up and paid this guy five hundred dollars, I would give you the same thing for two hundred dollars, refund with him and just sign up, and I'll do everything through me.

02:58

And so within a matter of months, I had, like, a hundred and fifty thousand dollars in refunds between, like, three facilities because they talked to each other. And then I was like, fuck. Yeah. And I already incurred the cost of marketing, the flight, the sales guy, the hotel, the motor car, everything. What was the name of this gym This this It was Jim March. It was Jim March. Okay. But I'll tell you this. The original concept was Jim Rescue.

And so within a matter of months, I had, like, a hundred and fifty thousand dollars in refunds between, like, three facilities because they talked to each other. And then I was like, fuck. Yeah. And I already incurred the cost of marketing, the flight, the sales guy, the hotel, the motor car, everything. What was the name of this gym This this It was Jim March. It was Jim March. Okay. But I'll tell you this. The original concept was Jim Rescue.

03:20

It's like Bar Rescue. That was kind of the idea. But you said gym owners didn't wanna be rescued. Bingo. So it's Lou, who doesn't wanna get launched though, right? So it's gym launch even though you're already open.

It's like Bar Rescue. That was kind of the idea. But you said gym owners didn't wanna be rescued. Bingo. So it's Lou, who doesn't wanna get launched though, right? So it's gym launch even though you're already open.

03:30

It's a nice branding switch.

It's a nice branding switch.

03:32

And so anyways,

And so anyways,

03:33

we were like, okay, this is not the model. Something's wrong here. So I had to basically keep selling more every month to cover the refunds from the month before. It was horrible. Very stressful.

we were like, okay, this is not the model. Something's wrong here. So I had to basically keep selling more every month to cover the refunds from the month before. It was horrible. Very stressful.

03:42

And so my wife had a little side training business that she'd kept. She was doing like three or four thousand dollars a month.

And so my wife had a little side training business that she'd kept. She was doing like three or four thousand dollars a month.

03:49

And I was like, you know what?

And I was like, you know what?

03:51

Screw the gym thing. We know how to sell weight loss, you know, direct to consumer. That's what we're good I was like, why don't you become the face? I'll go in the back, and I'll just run the, you know, I'll run the acquisition side, and and we'll sell, like, sixteen week transformations just over the phone. And so we started doing that. That's it. That that that doesn't seem like a good idea. Does it? Right? I mean, it it started working fourteen days. We were doing a thousand bucks a day, switching it. And,

Screw the gym thing. We know how to sell weight loss, you know, direct to consumer. That's what we're good I was like, why don't you become the face? I'll go in the back, and I'll just run the, you know, I'll run the acquisition side, and and we'll sell, like, sixteen week transformations just over the phone. And so we started doing that. That's it. That that that doesn't seem like a good idea. Does it? Right? I mean, it it started working fourteen days. We were doing a thousand bucks a day, switching it. And,

04:14

I just sort of thought it was so crowded. We're, you know, I mean, we're

I just sort of thought it was so crowded. We're, you know, I mean, we're

04:18

we're good, like, we're good at that. You know, I mean, like, we that space, we understand very well.

we're good, like, we're good at that. You know, I mean, like, we that space, we understand very well.

04:22

And so we were able to do that. And I was like, alright, the eight sales guys can come in. We could do eight thousand a day selling these, like, the, the, the transformation

And so we were able to do that. And I was like, alright, the eight sales guys can come in. We could do eight thousand a day selling these, like, the, the, the transformation

04:29

programs. Great. And so I had agents that were supposed to launch the next month.

programs. Great. And so I had agents that were supposed to launch the next month.

04:33

And so I called them up, and I was like, Hey, we're not doing the thing that we were doing before. You know, you didn't pay us anything. So best of luck. You know, I mean, basically, it was kind of what it is. And then,

And so I called them up, and I was like, Hey, we're not doing the thing that we were doing before. You know, you didn't pay us anything. So best of luck. You know, I mean, basically, it was kind of what it is. And then,

04:41

the first guy was like, dude, I just refinanced my house. I just maxed out my credit cards. Like, I need this, my buddy, like, filled his gym up with you. Like, I know your thing works. Like, I just need I please, like help me. And so,

the first guy was like, dude, I just refinanced my house. I just maxed out my credit cards. Like, I need this, my buddy, like, filled his gym up with you. Like, I know your thing works. Like, I just need I please, like help me. And so,

04:52

we heat and hot, and then finally I was like, alright, man. Listen. I'll show you what to do. I was like, but I'm not flying out there to save your ass if you can't close. And he was like, No. No. That's fine. That's fine. And he was like, well, how much? And this that was like the magic moment. I was like,

we heat and hot, and then finally I was like, alright, man. Listen. I'll show you what to do. I was like, but I'm not flying out there to save your ass if you can't close. And he was like, No. No. That's fine. That's fine. And he was like, well, how much? And this that was like the magic moment. I was like,

05:05

and so just to show you where I was at at the time, I picked the highest number I could think of, with the intention of getting him to say no because I didn't wanna do it. And so I said six thousand dollars.

and so just to show you where I was at at the time, I picked the highest number I could think of, with the intention of getting him to say no because I didn't wanna do it. And so I said six thousand dollars.

05:15

And he was like, done. And I was like, just remember looking at the phone and being like, holy shit.

And he was like, done. And I was like, just remember looking at the phone and being like, holy shit.

05:21

Six thousand dollars. And so I hung up the phone, and then I called the next guy who I was supposed to cancel on. Same spiel. And he was like, how much? And I was like, eight thousand dollars. And he was like And what what are you giving these guys? So that you're giving them a playbook to sell in their market, which included what? What did they do? Wait. But you did you probably didn't even know what you were gonna give them. Well, so we had already had the entire the entire front end process was super, super,

Six thousand dollars. And so I hung up the phone, and then I called the next guy who I was supposed to cancel on. Same spiel. And he was like, how much? And I was like, eight thousand dollars. And he was like And what what are you giving these guys? So that you're giving them a playbook to sell in their market, which included what? What did they do? Wait. But you did you probably didn't even know what you were gonna give them. Well, so we had already had the entire the entire front end process was super, super,

05:43

lubricated. So, like, These are the ads. These are the pages. Here's how you place them. Here's the targeting. Once they come in, these are the five texts that you send. Here's how the reminder sequence works. They walk in the door, here's how you set up your lobby. Here's where you need to sit. This is That's the stuff that a gym owner would send to a client who wants to get trained. So it's not a course it's also not like EOS. It's not like a back end operations thing. It's it's like a marketing machine. You you'd you'd basically license the acquisition.

lubricated. So, like, These are the ads. These are the pages. Here's how you place them. Here's the targeting. Once they come in, these are the five texts that you send. Here's how the reminder sequence works. They walk in the door, here's how you set up your lobby. Here's where you need to sit. This is That's the stuff that a gym owner would send to a client who wants to get trained. So it's not a course it's also not like EOS. It's not like a back end operations thing. It's it's like a marketing machine. You you'd you'd basically license the acquisition.

06:09

So we were the ads. So it was ads that I was in. So I was like, these ones work. So I would run these ads that I had written to pages that I had built And I would and so what I was doing is But on on their URL, you basically were you were a services business. Yes. A hundred percent. We're a services business. And the training component was like, okay. Well, how do you sell? So instead of getting one on one, I was like, when the and so what I did was I actually gave them my internal sales training. So it was this thing that I put my guys through. And, like, a lot, it's kind of interesting because I, I fell into this where I think a lot of the, the e learning space try and create

So we were the ads. So it was ads that I was in. So I was like, these ones work. So I would run these ads that I had written to pages that I had built And I would and so what I was doing is But on on their URL, you basically were you were a services business. Yes. A hundred percent. We're a services business. And the training component was like, okay. Well, how do you sell? So instead of getting one on one, I was like, when the and so what I did was I actually gave them my internal sales training. So it was this thing that I put my guys through. And, like, a lot, it's kind of interesting because I, I fell into this where I think a lot of the, the e learning space try and create

06:45

stuff to have stuff rather than creating, as as as

stuff to have stuff rather than creating, as as as

06:52

short of a time commitment to get someone from point a to point b, which is I needed to get a guy in who used to be selling shade mix for MLM and get him to close five hundred deals day one, with two hours of training. And so that training is what I gave to them. So I already had everything. I just didn't have the marketing

short of a time commitment to get someone from point a to point b, which is I needed to get a guy in who used to be selling shade mix for MLM and get him to close five hundred deals day one, with two hours of training. And so that training is what I gave to them. So I already had everything. I just didn't have the marketing

07:09

part. All I did was I built the marketing part over the weekend, because I already had the ads that didn't make a training for it. But the training for, like, how do you weigh them in? How do you do the food stuff? How do you like, all that stuff I already made? Cause I had to do that during the the gym rescue time. So I literally just added in how to run the ads, and then the whole product was there. And,

part. All I did was I built the marketing part over the weekend, because I already had the ads that didn't make a training for it. But the training for, like, how do you weigh them in? How do you do the food stuff? How do you like, all that stuff I already made? Cause I had to do that during the the gym rescue time. So I literally just added in how to run the ads, and then the whole product was there. And,

07:27

We help them implement it, implement the acquisition system within the business, and the average gym collected thirty thousand dollars in additional cash in the first thirty days. So we would do a hundred. But them not being as good as us still did thirty thousand dollars additional cash in the first thirty days. And so the price point for the, for the system was, was sixteen grand. So

We help them implement it, implement the acquisition system within the business, and the average gym collected thirty thousand dollars in additional cash in the first thirty days. So we would do a hundred. But them not being as good as us still did thirty thousand dollars additional cash in the first thirty days. And so the price point for the, for the system was, was sixteen grand. So

07:45

they were stoked. And then at that point, we signed three year licensing agreements for forty two thousand a year. So they were like, what else do you have? And And what what And what break their gym because all of a sudden they go from a hundred members to two fifty in

they were stoked. And then at that point, we signed three year licensing agreements for forty two thousand a year. So they were like, what else do you have? And And what what And what break their gym because all of a sudden they go from a hundred members to two fifty in

07:59

two months and be like, How do I hire trainers? How do I scale a sales team? How do I, you know, be like, and then all of the other problems emerged. And we already had done this because I had six gym. So I was like, Here's my ads for trainers. Here's how I train them. Here's how we set up the classes to maximize score footage. Here's how we do the extensions into semi privates. Here's and so we just, we just did the whole thing.

two months and be like, How do I hire trainers? How do I scale a sales team? How do I, you know, be like, and then all of the other problems emerged. And we already had done this because I had six gym. So I was like, Here's my ads for trainers. Here's how I train them. Here's how we set up the classes to maximize score footage. Here's how we do the extensions into semi privates. Here's and so we just, we just did the whole thing.

08:18

What can I Google to see one of these gyms? I I wanna see, like, like, did you do the I know you use click funnels, I think. I could tell by the Favcon because I I like click funnels too. But you what, like, can I Google something to see one of your

What can I Google to see one of these gyms? I I wanna see, like, like, did you do the I know you use click funnels, I think. I could tell by the Favcon because I I like click funnels too. But you what, like, can I Google something to see one of your

08:32

clients?

clients?

08:33

One of your students, I don't know what you call them. Yeah. You can One of their jobs. Look different. Because they're all they don't. They don't take my brand.

One of your students, I don't know what you call them. Yeah. You can One of their jobs. Look different. Because they're all they don't. They don't take my brand.

08:40

So franchise is system fee name.

So franchise is system fee name.

08:43

Right? So we were just system and fee. Otherwise, I'd be operating as an illegal for address.

Right? So we were just system and fee. Otherwise, I'd be operating as an illegal for address.

08:49

And so let's zoom out for a second. So you basically go from for those who don't know the story, and I I only barely know the story. But the story is you open up a couple gyms yourself. So you open up a gym and you get to six locations.

And so let's zoom out for a second. So you basically go from for those who don't know the story, and I I only barely know the story. But the story is you open up a couple gyms yourself. So you open up a gym and you get to six locations.

09:03

You're sleeping on the gym floor, which is always, you know, any business I do, I'm just gonna sleep in a garage at least one night so I could say that, but but, you know, you know, big maybe you did the real deal where you you actually had to sleep there. I don't know. So Nine months.

You're sleeping on the gym floor, which is always, you know, any business I do, I'm just gonna sleep in a garage at least one night so I could say that, but but, you know, you know, big maybe you did the real deal where you you actually had to sleep there. I don't know. So Nine months.

09:15

Alright. So you're sleeping on the gym floor for nine months. You end up getting six locations off of cash flow. So, you know, you're not, like, you know, getting a bunch of investors to come in or whatever.

Alright. So you're sleeping on the gym floor for nine months. You end up getting six locations off of cash flow. So, you know, you're not, like, you know, getting a bunch of investors to come in or whatever.

09:24

And somehow some way, you stumble into this, like, I don't know, like, a mastermind or retreat by Russell Bruns and the the or I don't know if he host there. He was just there.

And somehow some way, you stumble into this, like, I don't know, like, a mastermind or retreat by Russell Bruns and the the or I don't know if he host there. He was just there.

09:32

Who's the click funnels guy. How did you even get to that event? And then I wanna ask you a couple questions about it. Yeah. So for for avoidance of doubt, I had two partners that after I had my successful gym, one was the XCO of Broadcom. Number two at Broadcom, ten billion dollar

Who's the click funnels guy. How did you even get to that event? And then I wanna ask you a couple questions about it. Yeah. So for for avoidance of doubt, I had two partners that after I had my successful gym, one was the XCO of Broadcom. Number two at Broadcom, ten billion dollar

09:49

company.

company.

09:49

And the other guy had twenty two tanning salons. And so the Broadcom guy brought in the tanning salons guy and was like, Hey, let's scale this thing. And I was like, awesome.

And the other guy had twenty two tanning salons. And so the Broadcom guy brought in the tanning salons guy and was like, Hey, let's scale this thing. And I was like, awesome.

09:58

Long story short, the partnership didn't work out.

Long story short, the partnership didn't work out.

10:01

And so I ended up opening the next

And so I ended up opening the next

10:05

three on my own. And I opened up two more with them. And then I ended up buying out,

three on my own. And I opened up two more with them. And then I ended up buying out,

10:10

both of them over time. So just for Did you have a job before because you're only twenty ninth. Thirty two.

both of them over time. So just for Did you have a job before because you're only twenty ninth. Thirty two.

10:17

I was a management consultant, before that. So I put my management and then and then started

I was a management consultant, before that. So I put my management and then and then started

10:23

this.

this.

10:24

The question that you asked though originally was. So how did you end up at this thing where it's at this hangout or this mastermind or this meeting where you where you realize

The question that you asked though originally was. So how did you end up at this thing where it's at this hangout or this mastermind or this meeting where you where you realize

10:33

the wrong business. I shouldn't be running gyms. I should be teaching other people how to run run their gyms. Right? How did you even end up at that thing? It was it was and and it was like Russell's idea, right? And at least I I saw the video. It was one of those going on. So I, so the the the long story compressed go is two years before I went to that mastermind. I went to traffic and conversion summit because I knew I needed to, like, learn more about marketing. And, like, my, I mean, Jim, like, not internet marketing. I was, like, Not This is not my world. You know what I mean? I was like, I gotta learn more about marketing. So I'm gonna go to this marketing. So I go there, and one of the side rooms is Russell, and he goes and pitches click funnels. But he couldn't actually do the stack because they weren't a lot of sales. So he did his entire sales presentation, and then literally just stopped before the buy button. And I was like,

the wrong business. I shouldn't be running gyms. I should be teaching other people how to run run their gyms. Right? How did you even end up at that thing? It was it was and and it was like Russell's idea, right? And at least I I saw the video. It was one of those going on. So I, so the the the long story compressed go is two years before I went to that mastermind. I went to traffic and conversion summit because I knew I needed to, like, learn more about marketing. And, like, my, I mean, Jim, like, not internet marketing. I was, like, Not This is not my world. You know what I mean? I was like, I gotta learn more about marketing. So I'm gonna go to this marketing. So I go there, and one of the side rooms is Russell, and he goes and pitches click funnels. But he couldn't actually do the stack because they weren't a lot of sales. So he did his entire sales presentation, and then literally just stopped before the buy button. And I was like,

11:13

Oh, whatever. I was like, screw the gyms. I wanna learn how to do this stuff. And then, like, most things, because I couldn't buy, there was nothing that I did. I went back to my life for two years, and that was it. And then when I was having some sort of existential crisis, because I was now twenty six or twenty seven at the time,

Oh, whatever. I was like, screw the gyms. I wanna learn how to do this stuff. And then, like, most things, because I couldn't buy, there was nothing that I did. I went back to my life for two years, and that was it. And then when I was having some sort of existential crisis, because I was now twenty six or twenty seven at the time,

11:27

you know, all the gyms were, you know, if they were making money and remember, like, texting one of my managers, and I was like, Hey, do you need anything? He was like, I think we're good. I need some ink, you know, and I was like, order on Amazon, send them ink, and then I was done for the day. And I was like, trying to be used Right. I needed to be useful. So I Googled. I was like, you know what that Russell thing was really cool. So out of the blue, I Google his name, and the first link that comes up is Are you one of my dream clients or something, which was directly to his mastermind?

you know, all the gyms were, you know, if they were making money and remember, like, texting one of my managers, and I was like, Hey, do you need anything? He was like, I think we're good. I need some ink, you know, and I was like, order on Amazon, send them ink, and then I was done for the day. And I was like, trying to be used Right. I needed to be useful. So I Googled. I was like, you know what that Russell thing was really cool. So out of the blue, I Google his name, and the first link that comes up is Are you one of my dream clients or something, which was directly to his mastermind?

11:51

So I applied to the mastermind. I got sold to the mastermind and transparently should never have been sold into this mastermind. It's for internet marketers. And I was the only And it's like thirty grand, right? And I was the only brick and mortar business owner there. And they're like, oh, yeah, tons of gym ownership.

So I applied to the mastermind. I got sold to the mastermind and transparently should never have been sold into this mastermind. It's for internet marketers. And I was the only And it's like thirty grand, right? And I was the only brick and mortar business owner there. And they're like, oh, yeah, tons of gym ownership.

12:07

And I've I've already told him we laugh about it. But, like, knew as I show up, and I'm like, alright, all the guys show their funnels and all that stuff. And I was like, yeah, I got a bunch of gyms. I'm trying to get to ten. I've got six. So that's kinda, year learn. You know? That's what yeah. That's where I'm at. Yeah. Yeah. And so I walked through my acquisition process because we were we were getting thirty to one on the front end. So thirty to one LTV to Catcration in the first thirty days. Right. Not including my my recurring on the back end. And I walked through everything. Which basically means,

And I've I've already told him we laugh about it. But, like, knew as I show up, and I'm like, alright, all the guys show their funnels and all that stuff. And I was like, yeah, I got a bunch of gyms. I'm trying to get to ten. I've got six. So that's kinda, year learn. You know? That's what yeah. That's where I'm at. Yeah. Yeah. And so I walked through my acquisition process because we were we were getting thirty to one on the front end. So thirty to one LTV to Catcration in the first thirty days. Right. Not including my my recurring on the back end. And I walked through everything. Which basically means,

12:32

which means you're making thirty thirty x, what you were spending Spend a dollar on ads, you get thirty dollars out on cash in the first month. Yeah. So when you first need launches Which is which is like a good for a lot of brands, like one to three over a year would be ours. It was insane. I mean, so it would cost us three dollars to get a lead and one out of five leads would give us five hundred dollars.

which means you're making thirty thirty x, what you were spending Spend a dollar on ads, you get thirty dollars out on cash in the first month. Yeah. So when you first need launches Which is which is like a good for a lot of brands, like one to three over a year would be ours. It was insane. I mean, so it would cost us three dollars to get a lead and one out of five leads would give us five hundred dollars.

12:53

And the reason that it wasn't more than thirty one is that that's me giving the average with the sales guys, but, like, when we ran it and I was selling and we were working leads, like, we can get a hundred It was insane. So anyways, he saw these numbers and was like, what is going on?

And the reason that it wasn't more than thirty one is that that's me giving the average with the sales guys, but, like, when we ran it and I was selling and we were working leads, like, we can get a hundred It was insane. So anyways, he saw these numbers and was like, what is going on?

13:06

And so anyways, I walked through it, and he said the sentence that changed my life, which was Alex,

And so anyways, I walked through it, and he said the sentence that changed my life, which was Alex,

13:11

you shouldn't be running gyms. You should be showing gym owners exactly what you showed me. And right now, you're at a level two opportunity with a level ten skill set. And that would those were the exact words that he sent to me. And it also hit me like a ton of bricks because I was like, this is my vision. United fitness. We're gonna be America's next gym. We're gonna make him more healthy. Like, We've got this. And,

you shouldn't be running gyms. You should be showing gym owners exactly what you showed me. And right now, you're at a level two opportunity with a level ten skill set. And that would those were the exact words that he sent to me. And it also hit me like a ton of bricks because I was like, this is my vision. United fitness. We're gonna be America's next gym. We're gonna make him more healthy. Like, We've got this. And,

13:30

but, you know, I he he made more money than me at the time. And so I was like, If I don't listen to someone's advice, then buy my paying for it. And so And I saw an interview with you, and you said something that I've had this exact moment before, which is you meet people who are doing you know, whatever the scoreboard is, they're they're they're richer, their business is bigger, their valuations higher, they're younger, whatever. So they're more successful, quote, unquote, and,

but, you know, I he he made more money than me at the time. And so I was like, If I don't listen to someone's advice, then buy my paying for it. And so And I saw an interview with you, and you said something that I've had this exact moment before, which is you meet people who are doing you know, whatever the scoreboard is, they're they're they're richer, their business is bigger, their valuations higher, they're younger, whatever. So they're more successful, quote, unquote, and,

13:54

You made them and you're like,

You made them and you're like,

13:56

alright. There's nothing

alright. There's nothing

13:58

more special about them than me. Okay. So that's the first realization. Yeah. I want what they have, and they're not

more special about them than me. Okay. So that's the first realization. Yeah. I want what they have, and they're not

14:04

they don't have something. I don't. Yeah. Alright. So then, you know, how do I do this? And I it seems to me, like, that's what kinda shattered the glass of that whole business plan that you had was that realization. Is that right? Yeah. A hundred percent. I mean, when I didn't even know what an opportunity vehicle was.

they don't have something. I don't. Yeah. Alright. So then, you know, how do I do this? And I it seems to me, like, that's what kinda shattered the glass of that whole business plan that you had was that realization. Is that right? Yeah. A hundred percent. I mean, when I didn't even know what an opportunity vehicle was.

14:19

I was like, do you mean? He was like, you should, like, and I didn't I Same. What's that?

I was like, do you mean? He was like, you should, like, and I didn't I Same. What's that?

14:25

Same. Yeah. Maybe know what that means. There's no one that is either.

Same. Yeah. Maybe know what that means. There's no one that is either.

14:30

Yeah. I remember I remember what I did know at that bet either. Yeah. Well, I mean, I've I I define that now as, the number of potential units to be sold and the gross margin per unit possible.

Yeah. I remember I remember what I did know at that bet either. Yeah. Well, I mean, I've I I define that now as, the number of potential units to be sold and the gross margin per unit possible.

14:40

So it's just one times the other, and then the third multiplier would be, supply and demand dynamics within the space. So, like, if I were to try to get into telecom,

So it's just one times the other, and then the third multiplier would be, supply and demand dynamics within the space. So, like, if I were to try to get into telecom,

14:48

amazing TAM, amazing potential gross profit per unit sold, terrible supply demand ratio for me to enter. Right? So it's like, how do I measure the opportunity vehicle? Those are the three that I used to measure that vehicle. And so in this instance,

amazing TAM, amazing potential gross profit per unit sold, terrible supply demand ratio for me to enter. Right? So it's like, how do I measure the opportunity vehicle? Those are the three that I used to measure that vehicle. And so in this instance,

15:01

he was like, okay, you have all these shims that you can sell.

he was like, okay, you have all these shims that you can sell.

15:05

You have a huge amount, and the big one that he saw was, like, the amount of potential gross margin period sold was enormous. Right? And so For context, our second year of businesses in the licensing business, we did twenty six million top line, seventeen million in EBITDA.

You have a huge amount, and the big one that he saw was, like, the amount of potential gross margin period sold was enormous. Right? And so For context, our second year of businesses in the licensing business, we did twenty six million top line, seventeen million in EBITDA.

15:18

Amazing. The Wait.

Amazing. The Wait.

15:20

Say those numbers again? It was twenty five point nine million in top line and seventeen million in EBITDA. For the licensing. I've got a bunch of questions about that. That was in year one.

Say those numbers again? It was twenty five point nine million in top line and seventeen million in EBITDA. For the licensing. I've got a bunch of questions about that. That was in year one.

15:29

Okay. First of all, what made you you said that you're getting this thirty to one,

Okay. First of all, what made you you said that you're getting this thirty to one,

15:35

LTV to CAC? What What were you doing that was so good? Just good copywriting? Are you just a good salesperson on the phone? What was so good about you? Well, first off, Facebook was way cheaper in twenty

LTV to CAC? What What were you doing that was so good? Just good copywriting? Are you just a good salesperson on the phone? What was so good about you? Well, first off, Facebook was way cheaper in twenty

15:45

thirteen.

thirteen.

15:46

You know what I mean? When when this whole thing started, right? So, I mean, like, just the cost per lead was in saying the percentage of people would convert on landing pages was higher. Everything was more responsive, etcetera.

You know what I mean? When when this whole thing started, right? So, I mean, like, just the cost per lead was in saying the percentage of people would convert on landing pages was higher. Everything was more responsive, etcetera.

15:55

But from, from a, from a, like, what we were doing is we were offering an irresistible offer. So we had a free six week challenge is what we offer people. When they would come in, we walk them through, you know, what the program was, etcetera. And then the, the schtick and the reason it was so cool and compelling was that If they lost twenty pounds, in six weeks, we'd give them the entire amount of money back. And that's what made it so cool. And that's why we got crazy results. We had, like, seventy, eighty percent success rates for a weight loss program is insane.

But from, from a, from a, like, what we were doing is we were offering an irresistible offer. So we had a free six week challenge is what we offer people. When they would come in, we walk them through, you know, what the program was, etcetera. And then the, the schtick and the reason it was so cool and compelling was that If they lost twenty pounds, in six weeks, we'd give them the entire amount of money back. And that's what made it so cool. And that's why we got crazy results. We had, like, seventy, eighty percent success rates for a weight loss program is insane.

16:21

And it's because people were basically wagering money,

And it's because people were basically wagering money,

16:24

and that was because I didn't know that, like, Wagers are managed by lotteries. And, like, I didn't, like, I just I was like, you put five hundred bucks down. You lose the weight. You get it back. But the the reason it works so well is that someone come in. So I pay I'll walk you through the math. So

and that was because I didn't know that, like, Wagers are managed by lotteries. And, like, I didn't, like, I just I was like, you put five hundred bucks down. You lose the weight. You get it back. But the the reason it works so well is that someone come in. So I pay I'll walk you through the math. So

16:38

let's say at this point, I'll probably pay in ten bucks, you know, of CPM. So, like,

let's say at this point, I'll probably pay in ten bucks, you know, of CPM. So, like,

16:43

And, you know, so I'm getting, and probably, like, four percent, five percent CTRs because it was, like, back then. So I'm getting fifty clicks for ten bucks.

And, you know, so I'm getting, and probably, like, four percent, five percent CTRs because it was, like, back then. So I'm getting fifty clicks for ten bucks.

16:52

Right? I'm like, okay. And now my landing page is converting half.

Right? I'm like, okay. And now my landing page is converting half.

16:56

Right?

Right?

16:57

So, like, it it was, it was just, you know, like, bonkers, like, and that's why some of these, in some markets, we're getting twenty five cent You know what I mean? And some markets were, like, the highest markets back then were like five bucks. Right? And so you've got an average cost per lead of like two dollars, which was nuts. You're getting what their phone number? Was that yeah. Yeah. Nate phone or email.

So, like, it it was, it was just, you know, like, bonkers, like, and that's why some of these, in some markets, we're getting twenty five cent You know what I mean? And some markets were, like, the highest markets back then were like five bucks. Right? And so you've got an average cost per lead of like two dollars, which was nuts. You're getting what their phone number? Was that yeah. Yeah. Nate phone or email.

17:14

And so from there, we'd schedule usually like fifty to seventy percent of those people, half of them would show, and then we'd close.

And so from there, we'd schedule usually like fifty to seventy percent of those people, half of them would show, and then we'd close.

17:21

And depend on, you know, the scale of a sales guy. The average gym closes thirty five percent. Our team averaged about fifty. When Layland, I sold, we averaged eighty.

And depend on, you know, the scale of a sales guy. The average gym closes thirty five percent. Our team averaged about fifty. When Layland, I sold, we averaged eighty.

17:29

And so there's a big range there. But we'd collect the cash upfront for five hundred bucks. And then twenty four hours later, they'd come in for nutrition consultation, which is complimentary. We'd average two hundred dollars a ticket in supplements,

And so there's a big range there. But we'd collect the cash upfront for five hundred bucks. And then twenty four hours later, they'd come in for nutrition consultation, which is complimentary. We'd average two hundred dollars a ticket in supplements,

17:40

you know, creating preworkout, etcetera, that we'd sell them right after that. So we did another two hundred dollar pop. Three weeks later, what we do is say, Hey, listen. You lost twelve pounds Sandy.

you know, creating preworkout, etcetera, that we'd sell them right after that. So we did another two hundred dollar pop. Three weeks later, what we do is say, Hey, listen. You lost twelve pounds Sandy.

17:51

Is that your ultimate goal? That you'd be like, well, no, I wanna, like, get an amazing shape and blah, blah, blah, blah. We're like, alright. So you understand that it's not about the six weeks. It's about six years from now. Right? She would say, yes. Then I'd be like, congratulations. You won the challenge. You got the point of this. And so what I wanna do is I'm aligned with your long term goal too. So I wanna do is because you wanna challenge. I'll take that five hundred dollars. I wanna spread it over the next year. So you get a discount for doing it so we can align with people. Fair enough. She's not sure. Three weeks after that, she gets billed for her first billing. So if you follow the money, five hundred two hundred, then she gets billed right for the EFT, even though she won the challenge.

Is that your ultimate goal? That you'd be like, well, no, I wanna, like, get an amazing shape and blah, blah, blah, blah. We're like, alright. So you understand that it's not about the six weeks. It's about six years from now. Right? She would say, yes. Then I'd be like, congratulations. You won the challenge. You got the point of this. And so what I wanna do is I'm aligned with your long term goal too. So I wanna do is because you wanna challenge. I'll take that five hundred dollars. I wanna spread it over the next year. So you get a discount for doing it so we can align with people. Fair enough. She's not sure. Three weeks after that, she gets billed for her first billing. So if you follow the money, five hundred two hundred, then she gets billed right for the EFT, even though she won the challenge.

18:23

Right. Right? Yeah. And then six weeks after that, we'd say, hey, wouldn't you like to, like, have a little bit more attention instead of being in this large group, we can put you into a one on four scenario need even more stuff. We can show you cooler, more advanced exercises,

Right. Right? Yeah. And then six weeks after that, we'd say, hey, wouldn't you like to, like, have a little bit more attention instead of being in this large group, we can put you into a one on four scenario need even more stuff. We can show you cooler, more advanced exercises,

18:36

blah, blah. And so that was that was how we did it.

blah, blah. And so that was that was how we did it.

18:40

And would you just

And would you just

18:43

But but then this parlayed into the actual product that you really crushed it on. Right? So which was when you were doing twenty seven

But but then this parlayed into the actual product that you really crushed it on. Right? So which was when you were doing twenty seven

18:51

million in year two or whatever. Twenty seven million with, like, seventeen million in EBITDA on year two. That product was the was gym launched. Right?

million in year two or whatever. Twenty seven million with, like, seventeen million in EBITDA on year two. That product was the was gym launched. Right?

19:00

And what was that? What did that look like? Was it what what software were you using? And how did you package this? Like, that's because I I wanna get really nerdy on this stuff because I think about that. I'm like, That's a great idea,

And what was that? What did that look like? Was it what what software were you using? And how did you package this? Like, that's because I I wanna get really nerdy on this stuff because I think about that. I'm like, That's a great idea,

19:11

but packaging a service

but packaging a service

19:14

is that's a challenge. That's interesting. And I wanna so I wanna ask you what you did. And then I'm gonna ask you

is that's a challenge. That's interesting. And I wanna so I wanna ask you what you did. And then I'm gonna ask you

19:20

what other industries would you do it for? So, I mean, that's what acquisition dot com is.

what other industries would you do it for? So, I mean, that's what acquisition dot com is.

19:24

So it's like, it's exactly I know how to do this within, within a niche to, like, B2B services. If someone's like, I know how to help a lawyer make more money with their law firm. I know how to help a bookkeeper make more money with their bookkeeping business. I know how to help hair salon, you know, people make more money with their salons. Like, that's what I'm looking for is niche, e learning slash service companies,

So it's like, it's exactly I know how to do this within, within a niche to, like, B2B services. If someone's like, I know how to help a lawyer make more money with their law firm. I know how to help a bookkeeper make more money with their bookkeeping business. I know how to help hair salon, you know, people make more money with their salons. Like, that's what I'm looking for is niche, e learning slash service companies,

19:43

that we can invest in. Our our good friend, Jack butcher has a phrase called,

that we can invest in. Our our good friend, Jack butcher has a phrase called,

19:48

build once sell twice. And that's basically what you were doing.

build once sell twice. And that's basically what you were doing.

19:51

You were, like, people who were selling one to one. I've they they had to sell, then do, sell, and do. You were like, no, f that. We're gonna build one sell a bunch of times. And and that, like, process is what I'm asking about. That's interesting.

You were, like, people who were selling one to one. I've they they had to sell, then do, sell, and do. You were like, no, f that. We're gonna build one sell a bunch of times. And and that, like, process is what I'm asking about. That's interesting.

20:03

I mean, that was when I'm sure you're familiar with Nivalks, and I know you're on Twitter.

I mean, that was when I'm sure you're familiar with Nivalks, and I know you're on Twitter.

20:08

Like, I, I, I kind of fell into, like, it's like you realize why you start making money I'd love to say it was some master plan. Like, you realize later why something works so well. It's like, I had zero incremental cost. I was selling cars over the phone, and I had no cost of goods. Like, it was insane.

Like, I, I, I kind of fell into, like, it's like you realize why you start making money I'd love to say it was some master plan. Like, you realize later why something works so well. It's like, I had zero incremental cost. I was selling cars over the phone, and I had no cost of goods. Like, it was insane.

20:23

And so we basically would onboard people. You know, we had a concierge service back then. This is, I mean, it's five years It's been a it's been a while.

And so we basically would onboard people. You know, we had a concierge service back then. This is, I mean, it's five years It's been a it's been a while.

20:32

But we do an onboarding process. We kick their ads off. We basically check-in with them. We had calls every single day. So I would hop on a call with every new customer every day. I did as a group call, but I was always available. And then we had a thirty five person tech support team. That would help them with, like, the pixels and setting the landing pages up and all that kind of stuff. And so, because that was the, that was the issue they would get stuck with, with the tech. So they could understand the sales, could understand the nutrition stuff. They got both of those things for the most part. The tech is where they struggled. So we really revved up like our implementation hope.

But we do an onboarding process. We kick their ads off. We basically check-in with them. We had calls every single day. So I would hop on a call with every new customer every day. I did as a group call, but I was always available. And then we had a thirty five person tech support team. That would help them with, like, the pixels and setting the landing pages up and all that kind of stuff. And so, because that was the, that was the issue they would get stuck with, with the tech. So they could understand the sales, could understand the nutrition stuff. They got both of those things for the most part. The tech is where they struggled. So we really revved up like our implementation hope.

21:01

And then on the strategy side, I would be there every day take calls. And I took four hundred calls over the first year.

And then on the strategy side, I would be there every day take calls. And I took four hundred calls over the first year.

21:08

And so, like, that was kind of how we did the fulfillment. And then But it was like a set of videos? Yeah.

And so, like, that was kind of how we did the fulfillment. And then But it was like a set of videos? Yeah.

21:14

As long as, like, a file, a folder, a file. Yeah. It'd be like, here's how you set up the, you know, I'd be like, here's why you set up the lobby this way. This is what they need to see when they walk in. You have down here, give them this iPad. Here's the download for the, the swipe file of the presentation that they should be leaving through before they come to the office. When you, like, when you're ready, say these things, make joke, do this thing. When you come inside, like, sit on the corner, don't sit across from them because it seems confrontational,

As long as, like, a file, a folder, a file. Yeah. It'd be like, here's how you set up the, you know, I'd be like, here's why you set up the lobby this way. This is what they need to see when they walk in. You have down here, give them this iPad. Here's the download for the, the swipe file of the presentation that they should be leaving through before they come to the office. When you, like, when you're ready, say these things, make joke, do this thing. When you come inside, like, sit on the corner, don't sit across from them because it seems confrontational,

21:37

have them step on the scale, make sure they step on it, make sure they look at the weight, she cries and you're like, okay, sit down. Now listen, we're here to help you. Let's figure this out. What if you've done so you know, I mean, like, it's, it was very scripted. So it's like, here's the video. Explaining it. Here's the script that does it. And then here's six examples of guys in different gyms with different styles of selling, because that's one of the things that, like, we started learned early on is that I was attracting guys originally, like in my team. I just had everybody sell my way, more or less. Right? And then I realized that a lot of people over time as I learned more about sales, like, people have different styles of selling, and they're just as effective. Some people are more you know, very analytical in terms of, like, their approach, like, basically, bank and logic arguments. Some people are just very emotion driven. Some people just do it off a poor. Like, and so I showed different styles of selling, but still following the same framework. And so we went away from scripted process to more of a question based framework, which is what we've pretty much stuck with since then. If somebody wants to get good at selling,

have them step on the scale, make sure they step on it, make sure they look at the weight, she cries and you're like, okay, sit down. Now listen, we're here to help you. Let's figure this out. What if you've done so you know, I mean, like, it's, it was very scripted. So it's like, here's the video. Explaining it. Here's the script that does it. And then here's six examples of guys in different gyms with different styles of selling, because that's one of the things that, like, we started learned early on is that I was attracting guys originally, like in my team. I just had everybody sell my way, more or less. Right? And then I realized that a lot of people over time as I learned more about sales, like, people have different styles of selling, and they're just as effective. Some people are more you know, very analytical in terms of, like, their approach, like, basically, bank and logic arguments. Some people are just very emotion driven. Some people just do it off a poor. Like, and so I showed different styles of selling, but still following the same framework. And so we went away from scripted process to more of a question based framework, which is what we've pretty much stuck with since then. If somebody wants to get good at selling,

22:29

what,

what,

22:30

like, you know, there's a

like, you know, there's a

22:32

go out there and, you know, try to sell a thousand times is one way to get get better.

go out there and, you know, try to sell a thousand times is one way to get get better.

22:36

If you wanted to improve your rate of learning, what books,

If you wanted to improve your rate of learning, what books,

22:39

courses,

courses,

22:40

whatever, what what YouTube videos make like, do you remember that, like, that really clicked for me? And that was, like, kind of, like, a game changing,

whatever, what what YouTube videos make like, do you remember that, like, that really clicked for me? And that was, like, kind of, like, a game changing,

22:48

thing for me and getting better at selling. I have relatively stronger beliefs about the topic.

thing for me and getting better at selling. I have relatively stronger beliefs about the topic.

22:53

So I think first off, a lot of people read books before they start selling. And I've thought a lot about it, and I don't think that's the right path.

So I think first off, a lot of people read books before they start selling. And I've thought a lot about it, and I don't think that's the right path.

23:00

Because you don't know what they're talking about. Yeah. Like, you only know, like, what the concept of building rapport is until you've not have rapport. And it's like, oh,

Because you don't know what they're talking about. Yeah. Like, you only know, like, what the concept of building rapport is until you've not have rapport. And it's like, oh,

23:09

okay. Now I understand how this works. But, like, until you, like, until you

okay. Now I understand how this works. But, like, until you, like, until you

23:13

confront the reality, like, you can't, you can't bucket the knowledge into something that's actionable.

confront the reality, like, you can't, you can't bucket the knowledge into something that's actionable.

23:17

So, I'm a proponent of doing first,

So, I'm a proponent of doing first,

23:20

realizing the deficiencies, and then going to find the information

realizing the deficiencies, and then going to find the information

23:24

now to mask the the the real life scenarios that you have encountered.

now to mask the the the real life scenarios that you have encountered.

23:28

The second part of the question is, like, which books or things, like, made things click?

The second part of the question is, like, which books or things, like, made things click?

23:33

So,

So,

23:34

there's one moment that made things click, which was I said this in the book saying, which is like, make people offer so good. They'd feel stupid saying no, which was the secret of selling, right? It's like if you just make it so good that they won't say no, then it makes your job a hundred times easier. And so I did work really hard on that side to make my job easier. Yeah. And I agree with that. My problem, when I I'm a copywriter,

there's one moment that made things click, which was I said this in the book saying, which is like, make people offer so good. They'd feel stupid saying no, which was the secret of selling, right? It's like if you just make it so good that they won't say no, then it makes your job a hundred times easier. And so I did work really hard on that side to make my job easier. Yeah. And I agree with that. My problem, when I I'm a copywriter,

23:54

former a self taught copywriter. And I I know all about that, but I'm like,

former a self taught copywriter. And I I know all about that, but I'm like,

23:58

if people wanna refund this, this is gonna be a pain in the butt. Like, if they, like, in order to make this like, in order to make an offer irresistible, you could you could go a couple different routes, but one of them is you just do lots of stuff and have I think about that route, I'm like, oh my god. That's gonna be a lot of work. I don't know if I can actually execute on that. Yes. What's an example of that? So, give an example of where you see, people with a kind of substandard offer and how you would give me, and how you would switch it to be a more irresistible offer. I mean, it's simple when we did within the agency space and the software company that we started

if people wanna refund this, this is gonna be a pain in the butt. Like, if they, like, in order to make this like, in order to make an offer irresistible, you could you could go a couple different routes, but one of them is you just do lots of stuff and have I think about that route, I'm like, oh my god. That's gonna be a lot of work. I don't know if I can actually execute on that. Yes. What's an example of that? So, give an example of where you see, people with a kind of substandard offer and how you would give me, and how you would switch it to be a more irresistible offer. I mean, it's simple when we did within the agency space and the software company that we started

24:28

was we helped them transition from a retainer model to a pay performance model. So that was an implied guarantee. And we just said, listen, pay us one time upfront. Which by the way for most of them was what their LTV was because most of them sucked. So it's like if you're charging fifteen hundred dollars a month, which would be probably the standard small business B2B, you know, I'd say commoditize price point for generic lead gen.

was we helped them transition from a retainer model to a pay performance model. So that was an implied guarantee. And we just said, listen, pay us one time upfront. Which by the way for most of them was what their LTV was because most of them sucked. So it's like if you're charging fifteen hundred dollars a month, which would be probably the standard small business B2B, you know, I'd say commoditize price point for generic lead gen.

24:47

They're charging fifteen hundred bucks a month. We said, Hey, charge your person five thousand dollars upfront day one and say, you'll never charge again unless someone walks on the door. And so they'll cover the ad spend after that, and you don't get any percentage of it unless someone walks on the door. So you generate the leads and work the leads, And when the person shows up, you charge X. And that was based on a pricing survey that we ran internally to our customers where I said, if we work your leads for you,

They're charging fifteen hundred bucks a month. We said, Hey, charge your person five thousand dollars upfront day one and say, you'll never charge again unless someone walks on the door. And so they'll cover the ad spend after that, and you don't get any percentage of it unless someone walks on the door. So you generate the leads and work the leads, And when the person shows up, you charge X. And that was based on a pricing survey that we ran internally to our customers where I said, if we work your leads for you,

25:12

what would you,

what would you,

25:13

be willing to pay as a flat rate? And so there was a big pricing curve and the the concentration of, like, seventy five percent were willing to pay between three hundred and four hundred dollars a month for just as a flat service. And I was like, okay. Now I asked the exact same scenario, same result, same everything,

be willing to pay as a flat rate? And so there was a big pricing curve and the the concentration of, like, seventy five percent were willing to pay between three hundred and four hundred dollars a month for just as a flat service. And I was like, okay. Now I asked the exact same scenario, same result, same everything,

25:26

later on in the serve, and I said, if we just said, Hey,

later on in the serve, and I said, if we just said, Hey,

25:30

pay per show, what would you be willing to pay for somebody who walks in the door? For the same exact performance they're willing to pay four times as much. And so I said, well, I'll be, why don't we price it that way? And so we did it on a paper show model. And so that's what we transitioned, and it also makes it way easier to sell. We could cash flow the acquisition because we were making the LTV that we're not we, but like the agencies could make normally

pay per show, what would you be willing to pay for somebody who walks in the door? For the same exact performance they're willing to pay four times as much. And so I said, well, I'll be, why don't we price it that way? And so we did it on a paper show model. And so that's what we transitioned, and it also makes it way easier to sell. We could cash flow the acquisition because we were making the LTV that we're not we, but like the agencies could make normally

25:52

upfront day one in cash, And what's cooler is that in the first thirty days, they had people show up. So they get cash up front. And then in the first thirty days, they're still getting cash. That they can use to finance the acquisition of the customer. Right? And so that's a much more irresistible offer from a chiropractor. It's like, well, how do I know it's gonna work? It's like, you pay us one time. Just get all the shit set up. Then from this point going forward, only when someone shows up, you have to pay.

upfront day one in cash, And what's cooler is that in the first thirty days, they had people show up. So they get cash up front. And then in the first thirty days, they're still getting cash. That they can use to finance the acquisition of the customer. Right? And so that's a much more irresistible offer from a chiropractor. It's like, well, how do I know it's gonna work? It's like, you pay us one time. Just get all the shit set up. Then from this point going forward, only when someone shows up, you have to pay.

26:15

And so people understand this. You said software company, and so I look I mean, I watched a lot of your videos, so I know this, but you basically had, like, three or four or five businesses. The first one was this main one, which was gym launch, and that was doing, like, thirty, forty, fifty million. You don't did. Don't did twenty six.

And so people understand this. You said software company, and so I look I mean, I watched a lot of your videos, so I know this, but you basically had, like, three or four or five businesses. The first one was this main one, which was gym launch, and that was doing, like, thirty, forty, fifty million. You don't did. Don't did twenty six.

26:32

You're so we did six point eight million year one. That was the hybrid between me doing gym rescue and transitioning to the licensing model. So about halfway through year one, I was like, this model is not working. And so we flipped it. And then that's when we shot out like a gun. Like, the first month, we did one twenty. The next month, I think we did, like, two something. Then it was three sixty, then four eighty, then seven eighty, then a million, then million two, million five. Like, that was literally the next, like, six months. And so that crossed us into the second year of business. And then that year, we did,

You're so we did six point eight million year one. That was the hybrid between me doing gym rescue and transitioning to the licensing model. So about halfway through year one, I was like, this model is not working. And so we flipped it. And then that's when we shot out like a gun. Like, the first month, we did one twenty. The next month, I think we did, like, two something. Then it was three sixty, then four eighty, then seven eighty, then a million, then million two, million five. Like, that was literally the next, like, six months. And so that crossed us into the second year of business. And then that year, we did,

27:06

twenty six million.

twenty six million.

27:09

So we did six point eight with three million in EBITDA year, year one.

So we did six point eight with three million in EBITDA year, year one.

27:13

The second year we did,

The second year we did,

27:15

twenty, twenty five point nine with seventeen million. And then year three, and this is why I'm a big advocate, and this is maybe just my own deficiency, but we did thirty seven million top line, thirteen point four million in EBITDA.

twenty, twenty five point nine with seventeen million. And then year three, and this is why I'm a big advocate, and this is maybe just my own deficiency, but we did thirty seven million top line, thirteen point four million in EBITDA.

27:27

So Alex made a big fuck up,

So Alex made a big fuck up,

27:29

and was like, Hey, because at this point, even though it may sound like this was for a period of time, I was like, I had heard that I could sell this for like a hundred million dollars. So I was like, Fuck, yeah. Let's do that.

and was like, Hey, because at this point, even though it may sound like this was for a period of time, I was like, I had heard that I could sell this for like a hundred million dollars. So I was like, Fuck, yeah. Let's do that.

27:42

Throw a ball at a three year fucking journey, but,

Throw a ball at a three year fucking journey, but,

27:45

anyways, there was this flu that went around people lost their minds. It didn't affect the gym space at all. That was good.

anyways, there was this flu that went around people lost their minds. It didn't affect the gym space at all. That was good.

27:50

I'm joking.

I'm joking.

27:52

So so anyways,

So so anyways,

27:54

we started the supplement company Prestige Labs in December

we started the supplement company Prestige Labs in December

27:57

of

of

27:58

in December of

in December of

28:00

eight

eight

28:01

team.

team.

28:03

And you're basically selling supplements

And you're basically selling supplements

28:05

to your clients? Well, it's through the clients. So they never actually purchased from us directly. What we did was we created a drop shipping model because another issue that small business owners have is cash flow. So I said, What we did was we sent out retail kits that had a hundred and thirty bottles on them were empty. So the resale kit was like a hundred bucks, and they could stock their whole wall because all consumer research shows like, the more stock the wall is, the more likely they are to purchase, and they would only have one sampler of all of them out. And then we sent them a kiosk

to your clients? Well, it's through the clients. So they never actually purchased from us directly. What we did was we created a drop shipping model because another issue that small business owners have is cash flow. So I said, What we did was we sent out retail kits that had a hundred and thirty bottles on them were empty. So the resale kit was like a hundred bucks, and they could stock their whole wall because all consumer research shows like, the more stock the wall is, the more likely they are to purchase, and they would only have one sampler of all of them out. And then we sent them a kiosk

28:33

with, with an Amazon

with, with an Amazon

28:35

fire on it, right, that was preloaded with their affiliate link. So someone would have tried it. Oh my god. And they would make the purchase right there. And we'd say, Hey, is so much better because now it'll go straight to your doorstep. You don't need to take it home with you. And better yet, you won't miss a month because it'll automatically ship to you. So we gave the gyms a second recurring revenue stream through the supplement. So when someone walks in, when I was telling you earlier, like,

fire on it, right, that was preloaded with their affiliate link. So someone would have tried it. Oh my god. And they would make the purchase right there. And we'd say, Hey, is so much better because now it'll go straight to your doorstep. You don't need to take it home with you. And better yet, you won't miss a month because it'll automatically ship to you. So we gave the gyms a second recurring revenue stream through the supplement. So when someone walks in, when I was telling you earlier, like,

28:57

some service and we sell them product, We'd sell to EFT. So that's the gym word for electronic fund transfer, so recurring revenue. So we'd sell them a service recurring, and then we'd sell them a product recurring.

some service and we sell them product, We'd sell to EFT. So that's the gym word for electronic fund transfer, so recurring revenue. So we'd sell them a service recurring, and then we'd sell them a product recurring.

29:07

So that we'd have two different streams that would come in. The nice thing with the product recurring is that there was no, there was no operational drag for the gym. They don't have to do anything. They just have to make the one sale at a time, and they're gonna make eighty bucks a month from that point going forward, pure profit for them, like, just straight to the bottom line. And so what, you know, interestingly,

So that we'd have two different streams that would come in. The nice thing with the product recurring is that there was no, there was no operational drag for the gym. They don't have to do anything. They just have to make the one sale at a time, and they're gonna make eighty bucks a month from that point going forward, pure profit for them, like, just straight to the bottom line. And so what, you know, interestingly,

29:24

a lot of gyms made more money selling supplements than they did on their service because the service is low margin. But the, the product was, like, almost all margin for them. And we paid really aggressively. So we paid forty percent

a lot of gyms made more money selling supplements than they did on their service because the service is low margin. But the, the product was, like, almost all margin for them. And we paid really aggressively. So we paid forty percent

29:34

commissions them because they were paying for the cost of acquisition and doing the sale. So I said, you know, you guys should get disproportionate and rewarded. In the first month we launched that, so we beat them launched in December, and then January of twenty

commissions them because they were paying for the cost of acquisition and doing the sale. So I said, you know, you guys should get disproportionate and rewarded. In the first month we launched that, so we beat them launched in December, and then January of twenty

29:46

nineteen is when it kind of officially launched. In the first month, we did one point seven million. And so,

nineteen is when it kind of officially launched. In the first month, we did one point seven million. And so,

29:52

because I figured I was like, okay, if we've got, you know, eight hundred active gyms, if each of those guys sells, and it was actually under my projections, because I was like, we're gonna be, you know, so wealthy. I was like, if all of these guys just sell five thousand dollars a month,

because I figured I was like, okay, if we've got, you know, eight hundred active gyms, if each of those guys sells, and it was actually under my projections, because I was like, we're gonna be, you know, so wealthy. I was like, if all of these guys just sell five thousand dollars a month,

30:05

I was like, we'll do a million a week.

I was like, we'll do a million a week.

30:08

It didn't work out that way, but we ended up doing that year, thirty seven, but my licensing business came down, and I think it went to, like, twenty

It didn't work out that way, but we ended up doing that year, thirty seven, but my licensing business came down, and I think it went to, like, twenty

30:17

ish, and then the supplement company of, like, seventeen.

ish, and then the supplement company of, like, seventeen.

30:20

And part of the reason that Oopsie that I did was two big Oopsies. Number one was I started a second active company when I already have one, which to me, I think, was a mistake,

And part of the reason that Oopsie that I did was two big Oopsies. Number one was I started a second active company when I already have one, which to me, I think, was a mistake,

30:29

given the skills that I had at the time. And then the second, oopsie was that because I thought potential acquirer would want lower churn, which is true.

given the skills that I had at the time. And then the second, oopsie was that because I thought potential acquirer would want lower churn, which is true.

30:39

I lowered the price. And so I thought that if I lowered the price, that would get more people to stick And so I cut my top line price by twenty five percent and saw absolutely no change and just lost What what what was it? And what did you reduce it to? It went from, the it went from eight hundred dollars a week, which is the licensing,

I lowered the price. And so I thought that if I lowered the price, that would get more people to stick And so I cut my top line price by twenty five percent and saw absolutely no change and just lost What what what was it? And what did you reduce it to? It went from, the it went from eight hundred dollars a week, which is the licensing,

30:57

on the back end to six hundred dollars a week.

on the back end to six hundred dollars a week.

31:00

What's eight hundred a week times fifty two? I don't even like, what's the annual cost? Forty two thousand.

What's eight hundred a week times fifty two? I don't even like, what's the annual cost? Forty two thousand.

31:06

So it costs forty two grand to be a part of your Yeah. That's what I see. What what what do you call it? Part of yours? Not corp. Yeah. But what do you what's like the noun that you use to describe this? Like, your The program was called legacy. The people were called gymlords. And so we would sell launches a front end program, and then they would go to the continuity, which was legacy.

So it costs forty two grand to be a part of your Yeah. That's what I see. What what what do you call it? Part of yours? Not corp. Yeah. But what do you what's like the noun that you use to describe this? Like, your The program was called legacy. The people were called gymlords. And so we would sell launches a front end program, and then they would go to the continuity, which was legacy.

31:25

So if you're if you're if you're if you're following along from home for anybody in the podcast,

So if you're if you're if you're if you're following along from home for anybody in the podcast,

31:29

I've copied the exact same model. So I sold a six week to find in program for a lot of money, And then I downsold the continuity because sixteen thousand for sixteen weeks is a thousand a week. And so I said, now you're gonna get more for less for eight hundred dollars a week. You're gonna get what you have before plus all this other stuff for less money than you are currently paying. And they're like, what a deal? At the gym, I'd say, Hey, it's one hundred dollars a week, six hundred dollars And if you stay, we're gonna drop you from two fifty a month to two hundred dollars a month, because we'll take your six hundred dollars and we'll spread it over, twelve months. Go fifty dollars a month in credit. And so then you get to one ninety nine a month. And so it was front end to liquidate the cost of acquisition, so they wouldn't need outside capital to acquire customers. And then the back end, I would down sell the upsell so that we could keep the continuity and bake it. Which is all, like, the most classic internet marketing shit, which, like, a lot of, like, tech startup stuff they don't do this in their pools. We're not doing it. In tech startups, we do the opposite, typically. So we're saying, hey, we wanna get you in. We wanna make you don't know us. We don't know you. Let's make the cost of of trying so low. So free free trial, don't even put a credit card on file, and then try to go put the bar as low as possible. You did the exact opposite. You said, okay. I'm gonna put,

I've copied the exact same model. So I sold a six week to find in program for a lot of money, And then I downsold the continuity because sixteen thousand for sixteen weeks is a thousand a week. And so I said, now you're gonna get more for less for eight hundred dollars a week. You're gonna get what you have before plus all this other stuff for less money than you are currently paying. And they're like, what a deal? At the gym, I'd say, Hey, it's one hundred dollars a week, six hundred dollars And if you stay, we're gonna drop you from two fifty a month to two hundred dollars a month, because we'll take your six hundred dollars and we'll spread it over, twelve months. Go fifty dollars a month in credit. And so then you get to one ninety nine a month. And so it was front end to liquidate the cost of acquisition, so they wouldn't need outside capital to acquire customers. And then the back end, I would down sell the upsell so that we could keep the continuity and bake it. Which is all, like, the most classic internet marketing shit, which, like, a lot of, like, tech startup stuff they don't do this in their pools. We're not doing it. In tech startups, we do the opposite, typically. So we're saying, hey, we wanna get you in. We wanna make you don't know us. We don't know you. Let's make the cost of of trying so low. So free free trial, don't even put a credit card on file, and then try to go put the bar as low as possible. You did the exact opposite. You said, okay. I'm gonna put,

32:36

actually, more friction upfront. I'm gonna ask for five hundred dollars or sixteen thousand dollars. A huge number upfront. And then over time, I'm gonna actually be selling you on more value for less cost, why do you think that works or, why do you think that worked for you to to charge have such a big kind of commit upfront when,

actually, more friction upfront. I'm gonna ask for five hundred dollars or sixteen thousand dollars. A huge number upfront. And then over time, I'm gonna actually be selling you on more value for less cost, why do you think that works or, why do you think that worked for you to to charge have such a big kind of commit upfront when,

32:54

you know, that's usually when people are, you know, hesitant. I think there's a couple pieces.

you know, that's usually when people are, you know, hesitant. I think there's a couple pieces.

32:59

One is most software companies have funding, not all, but a lot of them have funding. I did not have that. And so I could not afford to be in the negative and incur

One is most software companies have funding, not all, but a lot of them have funding. I did not have that. And so I could not afford to be in the negative and incur

33:09

caught. I didn't I couldn't have a Bernate. Bernate was Alex's bank account. So that wasn't gonna work for me. From,

caught. I didn't I couldn't have a Bernate. Bernate was Alex's bank account. So that wasn't gonna work for me. From,

33:15

psychological and behavioral standpoint,

psychological and behavioral standpoint,

33:18

It always makes this to me to sell someone when they're the most excited.

It always makes this to me to sell someone when they're the most excited.

33:21

So you're the most excited day one before you've gone to your first workout because once you get your first workout, you're like, shit, this is gonna be work. So, and I'm gonna have to start dieting and not eating the stuff I want. Tell them when they're excited about the bikini and not about the TSA and airplane they have to go through to get to Maui. Right? And so I follow that. And then the reason that we decrease cost over time is because it's my belief that information decreases in value over time. And so, the longer someone has it and exposure to it, the less valuable is, you know, marginally. And so we try to accommodate that with the pricing. And since our our gross margins were still basically a hundred percent, it still made sense for us. So let me try something. This might be a bust. We can go back to the gym stuff. This is a bust. But let me try something. You've said a couple things

So you're the most excited day one before you've gone to your first workout because once you get your first workout, you're like, shit, this is gonna be work. So, and I'm gonna have to start dieting and not eating the stuff I want. Tell them when they're excited about the bikini and not about the TSA and airplane they have to go through to get to Maui. Right? And so I follow that. And then the reason that we decrease cost over time is because it's my belief that information decreases in value over time. And so, the longer someone has it and exposure to it, the less valuable is, you know, marginally. And so we try to accommodate that with the pricing. And since our our gross margins were still basically a hundred percent, it still made sense for us. So let me try something. This might be a bust. We can go back to the gym stuff. This is a bust. But let me try something. You've said a couple things

34:05

that

that

34:06

I thought were really interesting nuggets. I wanna kinda rapid fire just say, I'm gonna just quote you, and I want you to riff on it For as long as you feel like doing, and then we could switch to the next one. Alright? So I'm gonna take one of yours.

I thought were really interesting nuggets. I wanna kinda rapid fire just say, I'm gonna just quote you, and I want you to riff on it For as long as you feel like doing, and then we could switch to the next one. Alright? So I'm gonna take one of yours.

34:19

Let's let's start with this one. Passive income is overrated. We seek freedom, but what we really want is options for engaging activities. What does that mean? And

Let's let's start with this one. Passive income is overrated. We seek freedom, but what we really want is options for engaging activities. What does that mean? And

34:28

How'd you come to that realization? So twenty twenty one, we sold three companies. So we were,

How'd you come to that realization? So twenty twenty one, we sold three companies. So we were,

34:34

like, I didn't it was interestingly, my CFO was someone who was really engaged in those activities, and, like, I was not. So I pretty much, like, took a really passive seat in twenty twenty one. Because I didn't wanna really go start hardcore on on scaling acquisition dot com,

like, I didn't it was interestingly, my CFO was someone who was really engaged in those activities, and, like, I was not. So I pretty much, like, took a really passive seat in twenty twenty one. Because I didn't wanna really go start hardcore on on scaling acquisition dot com,

34:47

until that was done. And so I was bored out of which which three companies? Alan, so Alan, Prestige Labs and Jimwich.

until that was done. And so I was bored out of which which three companies? Alan, so Alan, Prestige Labs and Jimwich.

34:55

So those are my three majority holdings. Right now, I have all minority holdings. So between twenty and thirty three percent of the holdings that we target

So those are my three majority holdings. Right now, I have all minority holdings. So between twenty and thirty three percent of the holdings that we target

35:02

for acquisition.

for acquisition.

35:04

And so I had this don't wanna say existential crisis, but more like I'm bored out of my mind.

And so I had this don't wanna say existential crisis, but more like I'm bored out of my mind.

35:09

I thought this is what I was always optimizing towards, which was, you know, quote, freedom, which is like, You're always, you're always outsourcing all of your activities and buying your time back, and then you have all your time back, and you have nothing to do. And I was like, this sucks.

I thought this is what I was always optimizing towards, which was, you know, quote, freedom, which is like, You're always, you're always outsourcing all of your activities and buying your time back, and then you have all your time back, and you have nothing to do. And I was like, this sucks.

35:21

I looked back on the times when I was building into those companies with lots of nostalgia, and I was like, man, that was like some of the happiest times of my life. And so,

I looked back on the times when I was building into those companies with lots of nostalgia, and I was like, man, that was like some of the happiest times of my life. And so,

35:29

that are in this position, I'm getting back into the game. And, and, like, right now, we're heavily recruiting. Like, we're two days a week. We're just doing interviews,

that are in this position, I'm getting back into the game. And, and, like, right now, we're heavily recruiting. Like, we're two days a week. We're just doing interviews,

35:36

to build the core team out. And,

to build the core team out. And,

35:38

honestly, I'm I'm happy as fuck doing this, and so it's like, but the difference between this time and last time is that I have the option to do it that I'm choosing rather than because if I didn't have this business, I wouldn't have the option to work.

honestly, I'm I'm happy as fuck doing this, and so it's like, but the difference between this time and last time is that I have the option to do it that I'm choosing rather than because if I didn't have this business, I wouldn't have the option to work.

35:51

So I had to create the option for myself.

So I had to create the option for myself.

35:53

And so it's like, for me, the shift was going from freedom to optionality. At least for as I had to understand the word.

And so it's like, for me, the shift was going from freedom to optionality. At least for as I had to understand the word.

36:00

Right. First, you start you you do what you have to do to pay for life, then you take that money, you buy back your time, but then you need to spend your time on the thing you want. That's the same deal. And and acquisition dot com is basically you're buying other you're gonna buy businesses and

Right. First, you start you you do what you have to do to pay for life, then you take that money, you buy back your time, but then you need to spend your time on the thing you want. That's the same deal. And and acquisition dot com is basically you're buying other you're gonna buy businesses and

36:13

deploy your model? What are you what are you doing? Hundred percent. Yeah. So we buy an interest in we buy an already interest in the business, and we deploy the model. I mean, that's that's right. The the business is somebody who's doing, like, what you did for gyms, they're doing it for legal or hair salons or something else or photographers. That's your latest. Right? That was the that was the fourth company. That one, we still yeah. We have a twenty percent interest in that company. And you say, hey, I just had a business just like this, and I scaled it up know what it's gonna take for you to go national with your kind of, like, with your business. Let me take a minority seat. Mhmm. And, let me, like, help you grow this thing. Yep.

deploy your model? What are you what are you doing? Hundred percent. Yeah. So we buy an interest in we buy an already interest in the business, and we deploy the model. I mean, that's that's right. The the business is somebody who's doing, like, what you did for gyms, they're doing it for legal or hair salons or something else or photographers. That's your latest. Right? That was the that was the fourth company. That one, we still yeah. We have a twenty percent interest in that company. And you say, hey, I just had a business just like this, and I scaled it up know what it's gonna take for you to go national with your kind of, like, with your business. Let me take a minority seat. Mhmm. And, let me, like, help you grow this thing. Yep.

36:47

Service is a great model. What niches in interests you?

Service is a great model. What niches in interests you?

36:51

I mean, really it's just services. Like, I and it's it's silly because, like, everybody's like, really hot on software and there's all the evaluations and stuff, but like, I may just be a simpleton, which is very possible.

I mean, really it's just services. Like, I and it's it's silly because, like, everybody's like, really hot on software and there's all the evaluations and stuff, but like, I may just be a simpleton, which is very possible.

37:04

I just like high cash flow businesses. So I just really, like, service businesses are super malleable. I can change price points. I can change product. I can change client experience. Without a ton of dev work or engineer or UX. And and I just like that. I feel like they're simple businesses. It's very easy to get tons of margin in them if you know how to, you know, deliver value. And so,

I just like high cash flow businesses. So I just really, like, service businesses are super malleable. I can change price points. I can change product. I can change client experience. Without a ton of dev work or engineer or UX. And and I just like that. I feel like they're simple businesses. It's very easy to get tons of margin in them if you know how to, you know, deliver value. And so,

37:22

right now, the the four kind of they're all related, but the four targets are e learning businesses that are in an niche.

right now, the the four kind of they're all related, but the four targets are e learning businesses that are in an niche.

37:29

Brick and mortar chains that already have multiple successful locations. So they're probably looking at, do I, do I go national and own them all, which is what we, we did with the photographer business? So ironically,

Brick and mortar chains that already have multiple successful locations. So they're probably looking at, do I, do I go national and own them all, which is what we, we did with the photographer business? So ironically,

37:39

we actually own, we own all of them,

we actually own, we own all of them,

37:42

which is different with that one,

which is different with that one,

37:44

which we have, I think, thirteen locations. And when we started, we had one, and that was, like, a year ago. So, like, we're just it's it's an awesome business. That one, I think, is gonna be worth more than all the businesses that I put together.

which we have, I think, thirteen locations. And when we started, we had one, and that was, like, a year ago. So, like, we're just it's it's an awesome business. That one, I think, is gonna be worth more than all the businesses that I put together.

37:55

Software as a service or tech enabled services,

Software as a service or tech enabled services,

37:58

more tech enabled services that could potentially have some mini, you know, software component, but not as the, the main thing. Necessarily.

more tech enabled services that could potentially have some mini, you know, software component, but not as the, the main thing. Necessarily.

38:06

And then, and there's a fourth one that I'm just forgetting because I'm out of pocket.

And then, and there's a fourth one that I'm just forgetting because I'm out of pocket.

38:10

So you you said that might be the best business. What what people are gonna be back. Photography, what? What is it? So what does that do? And why is it gonna be such a good business?

So you you said that might be the best business. What what people are gonna be back. Photography, what? What is it? So what does that do? And why is it gonna be such a good business?

38:17

So

So

38:18

it's a great business.

it's a great business.

38:21

The

The

38:22

It's children's photography. First off,

It's children's photography. First off,

38:25

it has an awesome mission. We donated a million dollars last year,

it has an awesome mission. We donated a million dollars last year,

38:29

to kids' stuff.

to kids' stuff.

38:31

And so the founders are super mission driven. The the short story is their daughter got told at school to shut up.

And so the founders are super mission driven. The the short story is their daughter got told at school to shut up.

38:38

Because she was stupid or something,

Because she was stupid or something,

38:40

and she didn't talk for like nine months.

and she didn't talk for like nine months.

38:43

And so

And so

38:44

they couldn't figure out how to get her to talk again. And so what they did was they started to take their photographers. So they started taking pictures,

they couldn't figure out how to get her to talk again. And so what they did was they started to take their photographers. So they started taking pictures,

38:51

and put it into, like, a story

and put it into, like, a story

38:53

experience

experience

38:54

and read her story where she was her own hero. And so in the story that they've put together for her, she like gets her voice back and like whatever. And so that actually like their daughter started to talk again. And so that's why they're like super mission driven around, like, the donation stuff that they do, but the actual business model itself is really, really good. I mean, people come in and We take, you know, take pictures, and it's really about the

and read her story where she was her own hero. And so in the story that they've put together for her, she like gets her voice back and like whatever. And so that actually like their daughter started to talk again. And so that's why they're like super mission driven around, like, the donation stuff that they do, but the actual business model itself is really, really good. I mean, people come in and We take, you know, take pictures, and it's really about the

39:17

it's it's called, you know, chain of fairies, but it's a magical, magical storybook experience.

it's it's called, you know, chain of fairies, but it's a magical, magical storybook experience.

39:21

And so it's kinda like the idea of like taking Disney,

And so it's kinda like the idea of like taking Disney,

39:24

and putting it, you know, in some in in other areas. But then walk out with a book. But then what's with you in it?

and putting it, you know, in some in in other areas. But then walk out with a book. But then what's with you in it?

39:31

That's one of the products we sell. There's opportunity. And you're gonna now, like, teach photographers how to do that. We don't teach photographers.

That's one of the products we sell. There's opportunity. And you're gonna now, like, teach photographers how to do that. We don't teach photographers.

39:37

Oh, I got it. So that so this business was interesting. So he, at the time, when he came to me, he had one location, and he had, I think, about a hundred customers who were b2B,

Oh, I got it. So that so this business was interesting. So he, at the time, when he came to me, he had one location, and he had, I think, about a hundred customers who were b2B,

39:47

who were doing like some sort of like hybrid agency

who were doing like some sort of like hybrid agency

39:50

business coaching thing,

business coaching thing,

39:52

and I really hated the model.

and I really hated the model.

39:55

And I was like, well, how much extra

And I was like, well, how much extra

39:57

does, like, a photographer studio make? I'm not gonna share the numbers. I'll just say it was a lot.

does, like, a photographer studio make? I'm not gonna share the numbers. I'll just say it was a lot.

40:02

And I was like, how much do you charge? And he was like, five grand. And I was like, alright, we're never doing that again. So how much does it cost to open a conference studio? And he was a lot less than it makes. And I was like, okay. Well, why don't we just front all that and build them all?

And I was like, how much do you charge? And he was like, five grand. And I was like, alright, we're never doing that again. So how much does it cost to open a conference studio? And he was a lot less than it makes. And I was like, okay. Well, why don't we just front all that and build them all?

40:16

And so that's what we do.

And so that's what we do.

40:18

Sean, he, Alex.

Sean, he, Alex.

40:20

Maybe I don't remember how long ago. I think recent had a call.

Maybe I don't remember how long ago. I think recent had a call.

40:24

The headline was, like, Grant Cardone just made me a billionaire or something like that. It was like a funny headline. And he did this. He paid Grant Cardone thirty grand for an hour of time. I have a hundred twenty

The headline was, like, Grant Cardone just made me a billionaire or something like that. It was like a funny headline. And he did this. He paid Grant Cardone thirty grand for an hour of time. I have a hundred twenty

40:35

Oh, yeah. Pretty crazy.

Oh, yeah. Pretty crazy.

40:37

And, basically, on and he record he YouTube the call. And on the call, he basically you know how, like, you and I will talk to each other or our friends, and you're like, hey, I'm in the middle of selling this company. What do I do? And then you'll also be like, by the way, like, here's my net worth portfolio, like, Is that enough? Like, you just ask all these questions, like, you know, like, what do I do now? Like, what's I have this? Like, how much should I expect? You know, like, all these, like, the things that you ask, like, your rich uncle, like, as you're growing?

And, basically, on and he record he YouTube the call. And on the call, he basically you know how, like, you and I will talk to each other or our friends, and you're like, hey, I'm in the middle of selling this company. What do I do? And then you'll also be like, by the way, like, here's my net worth portfolio, like, Is that enough? Like, you just ask all these questions, like, you know, like, what do I do now? Like, what's I have this? Like, how much should I expect? You know, like, all these, like, the things that you ask, like, your rich uncle, like, as you're growing?

41:01

He asked all these questions, and he was so transparent. It was uncomfortable almost. He said,

He asked all these questions, and he was so transparent. It was uncomfortable almost. He said,

41:07

he was, well, look, like, right now I've got twenty one million dollars in the bank. After this, I should have, like, fifty four after taxes.

he was, well, look, like, right now I've got twenty one million dollars in the bank. After this, I should have, like, fifty four after taxes.

41:13

And he, like, this is all on YouTube. It it it's it's wild. Why why are you so open about that? I think that's that's

And he, like, this is all on YouTube. It it it's it's wild. Why why are you so open about that? I think that's that's

41:20

cool, but,

cool, but,

41:22

uncomfortable for you.

uncomfortable for you.

41:24

Yeah.

Yeah.

41:25

I

I

41:27

It feels like the right thing to do. I think, like, what are what are the things I'm most afraid of?

It feels like the right thing to do. I think, like, what are what are the things I'm most afraid of?

41:37

And,

And,

41:37

but usually, they're the things that I should do. And so it's like, I'm afraid of saying this because I it because I know that when I say those numbers, people can immediately judge me in one direction or the other. But in my mind, all the people that I wanna talk to think that's a really small number.

but usually, they're the things that I should do. And so it's like, I'm afraid of saying this because I it because I know that when I say those numbers, people can immediately judge me in one direction or the other. But in my mind, all the people that I wanna talk to think that's a really small number.

41:51

And so I feel insecure saying those numbers

And so I feel insecure saying those numbers

41:55

But I wanna, like, I'm a big believer that, like, shame only exists in the darkness. And so, like, if I can shed light on it, then I can hopefully quell some level of the insecurities that I have. That's a Yeah. But the Pendix guy wasn't doing that when he was thirty two.

But I wanna, like, I'm a big believer that, like, shame only exists in the darkness. And so, like, if I can shed light on it, then I can hopefully quell some level of the insecurities that I have. That's a Yeah. But the Pendix guy wasn't doing that when he was thirty two.

42:07

What are the numbers?

What are the numbers?

42:09

Yeah. No. Like, he he he didn't, like, you're you're saying you think it's small or they they think it's small. Yeah.

Yeah. No. Like, he he he didn't, like, you're you're saying you think it's small or they they think it's small. Yeah.

42:16

Age is a fact. Age and liquidity

Age is a fact. Age and liquidity

42:18

are huge multiples

are huge multiples

42:20

to net worth. So, like, the fact that you had that at age thirty

to net worth. So, like, the fact that you had that at age thirty

42:24

and cash is way different than owning ten restaurants.

and cash is way different than owning ten restaurants.

42:28

It it it also seems like, you know, for your model with acquisition, the more you go out there as the entrepreneur's friend, and entrepreneurs helper and you provide a bunch of value by giving out free content

It it it also seems like, you know, for your model with acquisition, the more you go out there as the entrepreneur's friend, and entrepreneurs helper and you provide a bunch of value by giving out free content

42:39

and stuff like that, then you're basically creating your own deal flow because of that. Right? Like, people when they think, god, what do I do with this business? I've learned so much from this guy. Maybe I could reach out to him. Maybe maybe acquisitions would be a good partner for me, like, as of next phase. Like, To me, that's the model. Right? That's the why to me. Aside from, like, you know,

and stuff like that, then you're basically creating your own deal flow because of that. Right? Like, people when they think, god, what do I do with this business? I've learned so much from this guy. Maybe I could reach out to him. Maybe maybe acquisitions would be a good partner for me, like, as of next phase. Like, To me, that's the model. Right? That's the why to me. Aside from, like, you know,

42:58

like, what okay. The this podcast is is similar in that sense. Right? We go on here. Every week. We risk getting canceled. We risk getting judged as idiots for saying stupid things off the cuff about stuff we barely know about. You know, we risk all kinds of stuff. But the game is, a, it's kinda fun to do it. And, b,

like, what okay. The this podcast is is similar in that sense. Right? We go on here. Every week. We risk getting canceled. We risk getting judged as idiots for saying stupid things off the cuff about stuff we barely know about. You know, we risk all kinds of stuff. But the game is, a, it's kinda fun to do it. And, b,

43:15

you get either people thanking you or opportunities come in your way, and you're like, alright. Netnet. I think that the combination of the the good fields and the good deals,

you get either people thanking you or opportunities come in your way, and you're like, alright. Netnet. I think that the combination of the the good fields and the good deals,

43:24

you know, makes it worth it.

you know, makes it worth it.

43:26

I would I would have to quote that. The the the big thing was, like, fields and deals. The mission, and, like, this is might be, like, my personal mission. And I don't really understand the value of it because people do, like, mission statements and stuff, but, like, think people just put generic ones and they don't like resonate.

I would I would have to quote that. The the the big thing was, like, fields and deals. The mission, and, like, this is might be, like, my personal mission. And I don't really understand the value of it because people do, like, mission statements and stuff, but, like, think people just put generic ones and they don't like resonate.

43:41

Like, my mission through acquisition dot com and really my life is like, I want to document and share the best practices of building, building wonderful businesses. Like, that is what I want to do. And

Like, my mission through acquisition dot com and really my life is like, I want to document and share the best practices of building, building wonderful businesses. Like, that is what I want to do. And

43:51

I'm Like, I will die, and the shit that I accumulate is irrelevant. And so, like,

I'm Like, I will die, and the shit that I accumulate is irrelevant. And so, like,

43:57

it's a travesty to me that, like, Elon and Bezos and Warren.

it's a travesty to me that, like, Elon and Bezos and Warren.

44:01

Like, they they don't they didn't write any books. Like,

Like, they they don't they didn't write any books. Like,

44:06

like, that's

like, that's

44:07

I mean,

I mean,

44:09

That's the point. You know what I mean? Like, it's just for me, for me, you know what I mean? That's real for me, is like sharing that.

That's the point. You know what I mean? Like, it's just for me, for me, you know what I mean? That's real for me, is like sharing that.

44:16

And so the businesses are just there to lend credence to what to to the books and the topics and the lessons and give me real stories to drive

And so the businesses are just there to lend credence to what to to the books and the topics and the lessons and give me real stories to drive

44:25

real fundamental truth tone.

real fundamental truth tone.

44:27

And candidly to discover them as I go because, like, I mean, I'm horrified at the things that I I, you know, said five years ago that I thought were true.

And candidly to discover them as I go because, like, I mean, I'm horrified at the things that I I, you know, said five years ago that I thought were true.

44:35

But, you know, the only thing short of that is not saying anything, which is is something that I consider every day of, like,

But, you know, the only thing short of that is not saying anything, which is is something that I consider every day of, like,

44:41

is this this is this is as least as long as I can think of it currently,

is this this is this is as least as long as I can think of it currently,

44:45

you know, and maybe I will think of it last wrong in the future.

you know, and maybe I will think of it last wrong in the future.

44:49

Were you,

Were you,

44:51

you seem like a grinder when you were building these businesses,

you seem like a grinder when you were building these businesses,

44:54

were you just, like,

were you just, like,

44:57

doing eighty hour or hundred hour work weeks. And what about now? Because you're like,

doing eighty hour or hundred hour work weeks. And what about now? Because you're like,

45:01

yoked. You're huge. You're like a body builder. So so, like, how did you balance? Like,

yoked. You're huge. You're like a body builder. So so, like, how did you balance? Like,

45:06

being fit and get married

being fit and get married

45:09

and you but

and you but

45:10

I don't know you well, but you seem like you'd be grinding hard. So my wife works in the business with me. So we are true fifty fifty partners. Like, it's very rare. I, like, I recognize how rare it is. She actually is, one hundred percent matched with me. And, like, should just as much be on this call because she runs the other half. Like, she, from a work standpoint, she has more output than I do.

I don't know you well, but you seem like you'd be grinding hard. So my wife works in the business with me. So we are true fifty fifty partners. Like, it's very rare. I, like, I recognize how rare it is. She actually is, one hundred percent matched with me. And, like, should just as much be on this call because she runs the other half. Like, she, from a work standpoint, she has more output than I do.

45:31

She is the operator. So she builds the infrastructure. She does the recruiting. She sets the, they are, the HR stuff. She does the culture. She, like, she does I mean, she runs everything.

She is the operator. So she builds the infrastructure. She does the recruiting. She sets the, they are, the HR stuff. She does the culture. She, like, she does I mean, she runs everything.

45:41

I just, you know, occasionally come up with a good idea and and try and stick with it long enough,

I just, you know, occasionally come up with a good idea and and try and stick with it long enough,

45:45

to see it come true. But in terms of grinding,

to see it come true. But in terms of grinding,

45:49

We this is what we like, I love business. Like, I love this. And there's nothing that really stimulates me like this. And so I do as much of it as I can. And if we wanna go out to dinner, we'll go out to dinner. You know, but like we're we're I was just saying we're sickle, so we don't have kids. And so we work from, like,

We this is what we like, I love business. Like, I love this. And there's nothing that really stimulates me like this. And so I do as much of it as I can. And if we wanna go out to dinner, we'll go out to dinner. You know, but like we're we're I was just saying we're sickle, so we don't have kids. And so we work from, like,

46:06

five ish to four ish, you know, and

five ish to four ish, you know, and

46:12

then know, usually in the middle of the day, we'll probably go to the gym for an hour or two, and then come back and keep working and go out to dinner at night. And that's, that's kind of our life.

then know, usually in the middle of the day, we'll probably go to the gym for an hour or two, and then come back and keep working and go out to dinner at night. And that's, that's kind of our life.

46:21

You seem pretty,

You seem pretty,

46:23

this isn't I would say I'm a little bit I'm I'm definitely this. Sean has a little bit of it too. Like,

this isn't I would say I'm a little bit I'm I'm definitely this. Sean has a little bit of it too. Like,

46:29

Manix is not the right word, but, like, neurotic maybe is a better word,

Manix is not the right word, but, like, neurotic maybe is a better word,

46:34

where it's, like,

where it's, like,

46:36

you're you're there's something that's deep

you're you're there's something that's deep

46:39

rooted inside of you that's kind of it's not like you wanna do something necessarily. It feels like you're it's more compulsive.

rooted inside of you that's kind of it's not like you wanna do something necessarily. It feels like you're it's more compulsive.

46:46

Or obsessed. You're obsessed about stuff, which I am as well.

Or obsessed. You're obsessed about stuff, which I am as well.

46:51

Where if that's true, what's that rooted in? What are you trying to get done? So I think originally the drive was from just crippling insecurity and needing approval. Right?

Where if that's true, what's that rooted in? What are you trying to get done? So I think originally the drive was from just crippling insecurity and needing approval. Right?

47:02

And then I think from, like, a behavioral conditioning standpoint, I

And then I think from, like, a behavioral conditioning standpoint, I

47:06

got immediate feedback that was positive, and then I was conditioned to continue those actions.

got immediate feedback that was positive, and then I was conditioned to continue those actions.

47:10

Now

Now

47:12

I continue to do that without the original catalyst that got them going to begin with. So I don't I don't think I suffer, you know, from the insecurities as much as I used to, I'd say I'm probably thirty percent better than I was at the beginning, and it might just be because I have this massive big pile of money that I can use as an emotional approach to I'm not a piece of shit.

I continue to do that without the original catalyst that got them going to begin with. So I don't I don't think I suffer, you know, from the insecurities as much as I used to, I'd say I'm probably thirty percent better than I was at the beginning, and it might just be because I have this massive big pile of money that I can use as an emotional approach to I'm not a piece of shit.

47:32

That that would help. I'm just being, like, I mean, and if it were all disappeared, I'd find out how much actual growth I had or if I just compensated by circumstance

That that would help. I'm just being, like, I mean, and if it were all disappeared, I'd find out how much actual growth I had or if I just compensated by circumstance

47:40

and, you know, compensate for deficiency. I don't know. You can send it to me, and we'll we'll find out. We'll see.

and, you know, compensate for deficiency. I don't know. You can send it to me, and we'll we'll find out. We'll see.

47:45

Let's run the experiment.

Let's run the experiment.

47:47

I'd like

I'd like

47:49

So there's the compulsion. And, like, this last year, I pretty much took off. Like, I did not work that much.

So there's the compulsion. And, like, this last year, I pretty much took off. Like, I did not work that much.

47:54

And so I saw the difference, and, like, I

And so I saw the difference, and, like, I

47:58

Have I have come to accept that I love working and I don't need to judge myself for that or

Have I have come to accept that I love working and I don't need to judge myself for that or

48:04

or take in other people's judgment on how much I should quote do.

or take in other people's judgment on how much I should quote do.

48:08

Like, this is my life, and this is what I like doing,

Like, this is my life, and this is what I like doing,

48:12

and their ideals

and their ideals

48:14

that they've arbitrarily made up as what they've defined as balance are irrelevant to me. Well, you said you took last year off. What'd you do? What'd you get up to? We went out to dinner every single night to a five star restaurant for for seven straight months. We went to I mean, we we moved to Vegas temporarily.

that they've arbitrarily made up as what they've defined as balance are irrelevant to me. Well, you said you took last year off. What'd you do? What'd you get up to? We went out to dinner every single night to a five star restaurant for for seven straight months. We went to I mean, we we moved to Vegas temporarily.

48:30

We traveled a lot,

We traveled a lot,

48:32

went to Cabo, went to Scottsdale, went to Sedona, went to flagstaff,

went to Cabo, went to Scottsdale, went to Sedona, went to flagstaff,

48:38

travel it all over.

travel it all over.

48:40

Went out, did did stuff.

Went out, did did stuff.

48:44

Felt, felt honestly pretty empty. Like, you can only eat so many

Felt, felt honestly pretty empty. Like, you can only eat so many

48:46

times. There's just not a lot to do.

times. There's just not a lot to do.

48:49

It feels good having that rest though. I mean, when I sold my company, which was, a year ago last week, the first six six months, I was like, I need to decompress. It felt good to have it. And then and then I was like, and I'm in that phase now where I'm like, alright. No. I'm ready for war again. You you can't, like, I I, like, you can't be in the trenches, I think, like, or rather you need breaks from from being in the from being at war. I think and and maybe even phrasing it. I'm just throwing this out there. Like, phrasing it as, instead of a, like, a break as a shift in how you're thinking, because, like, it's really, like, It's going from dirt to clouds, but I still think it's high leverage

It feels good having that rest though. I mean, when I sold my company, which was, a year ago last week, the first six six months, I was like, I need to decompress. It felt good to have it. And then and then I was like, and I'm in that phase now where I'm like, alright. No. I'm ready for war again. You you can't, like, I I, like, you can't be in the trenches, I think, like, or rather you need breaks from from being in the from being at war. I think and and maybe even phrasing it. I'm just throwing this out there. Like, phrasing it as, instead of a, like, a break as a shift in how you're thinking, because, like, it's really, like, It's going from dirt to clouds, but I still think it's high leverage

49:22

activity. You know what I mean? Or, like, output. It's just a different type of output. You you said something on one of your videos that, you're one of the only other people that I have heard say this phrase. I use it a lot, which is Yeah. I had a season, like, or this season, I'm doing this, or I had a season where I was really just focusing on x. And that's been like a game changer for me, my my personal trainer and kinda coach like, my mindset coach plus trainer. He does this all the time where he's like, he's like, I'm I'm in a season right now where I'm

activity. You know what I mean? Or, like, output. It's just a different type of output. You you said something on one of your videos that, you're one of the only other people that I have heard say this phrase. I use it a lot, which is Yeah. I had a season, like, or this season, I'm doing this, or I had a season where I was really just focusing on x. And that's been like a game changer for me, my my personal trainer and kinda coach like, my mindset coach plus trainer. He does this all the time where he's like, he's like, I'm I'm in a season right now where I'm

49:50

I'm just, and he'll be like, you know, I'm I'm practicing not waiting. He's like, hey, he comes up with these little themes, or he'll be like, right now I'm gonna see where I'm gonna eat whatever I want.

I'm just, and he'll be like, you know, I'm I'm practicing not waiting. He's like, hey, he comes up with these little themes, or he'll be like, right now I'm gonna see where I'm gonna eat whatever I want.

49:59

And it's kind of like in the entrepreneurial world, it's like time boxing I'm gonna give myself two hours to get this shit shit done or I'm gonna launch in the next two weeks no matter what. Right? Like, we I've used time boxing for productivity.

And it's kind of like in the entrepreneurial world, it's like time boxing I'm gonna give myself two hours to get this shit shit done or I'm gonna launch in the next two weeks no matter what. Right? Like, we I've used time boxing for productivity.

50:09

And now the seasons thing, it makes every, like, decision you're making less

And now the seasons thing, it makes every, like, decision you're making less

50:14

heavy of a commit because you're, like, it's Yeah. Because there's there's beginnings and ends, and this season is gonna feel a little different just like winter feels different than summer. That's why I use it. Do you do you use it like that? I just noticed you said that phrase.

heavy of a commit because you're, like, it's Yeah. Because there's there's beginnings and ends, and this season is gonna feel a little different just like winter feels different than summer. That's why I use it. Do you do you use it like that? I just noticed you said that phrase.

50:27

A hundred percent. Yeah. And maybe it's a fitness thing. I have no idea.

A hundred percent. Yeah. And maybe it's a fitness thing. I have no idea.

50:31

I I've yeah. I I have no ownership Right. That's how I feel.

I I've yeah. I I have no ownership Right. That's how I feel.

50:36

Yeah. I mean, I, I think about it in terms of entrepreneurial seasons.

Yeah. I mean, I, I think about it in terms of entrepreneurial seasons.

50:40

And I, at least for me, might have been like five year chunks.

And I, at least for me, might have been like five year chunks.

50:43

And so this is gonna be my fourth season.

And so this is gonna be my fourth season.

50:46

And they've roughly been about the same length. So I think that it probably takes me, like, three ish years to, like, really see something through and then two years to figure out how I'm gonna transition from that thing. Or realize or monitor, you know, whatever. That's what I it's kind of like a PE cycle almost.

And they've roughly been about the same length. So I think that it probably takes me, like, three ish years to, like, really see something through and then two years to figure out how I'm gonna transition from that thing. Or realize or monitor, you know, whatever. That's what I it's kind of like a PE cycle almost.

51:03

How much of your luck you think is a lot for your success, accounts for your success because your face are on a lot of ads. And on your YouTube videos, it's like you looking jacked,

How much of your luck you think is a lot for your success, accounts for your success because your face are on a lot of ads. And on your YouTube videos, it's like you looking jacked,

51:14

You've got this. In a lot of videos, you've got this badass handlebar mustache for the people listening not watching. You look. I don't know what your what your heritage is, but you've got, like, cool, jet black hair. You look like,

You've got this. In a lot of videos, you've got this badass handlebar mustache for the people listening not watching. You look. I don't know what your what your heritage is, but you've got, like, cool, jet black hair. You look like,

51:26

I don't know. You look like a, like, a, like, a, like, an Italian lumberjack.

I don't know. You look like a, like, a, like, a, like, an Italian lumberjack.

51:30

Like, I don't know what it is.

Like, I don't know what it is.

51:33

Perjan. Alright. There it is. Yeah. Like, you you drive a you drive a G wagon, but there's an axe in the back.

Perjan. Alright. There it is. Yeah. Like, you you drive a you drive a G wagon, but there's an axe in the back.

51:41

By Dan Kennedy five years ago, that said that people who have noticeable

By Dan Kennedy five years ago, that said that people who have noticeable

51:46

facial features are more easily,

facial features are more easily,

51:49

recognized and remembered.

recognized and remembered.

51:51

And so I read that, and then I grew a handlebar mustache. And, that actually actually had I sold the likeness of the mustache with the company.

And so I read that, and then I grew a handlebar mustache. And, that actually actually had I sold the likeness of the mustache with the company.

51:59

Because it was still a core part of the branding. Like, you know, at the events, everyone would have stashes, and it was, like, money, you know, stat, you know, stack ass, money stash, or whatever. You know, there's a bunch of, like, half tags. You had to stop having a mustache after that?

Because it was still a core part of the branding. Like, you know, at the events, everyone would have stashes, and it was, like, money, you know, stat, you know, stack ass, money stash, or whatever. You know, there's a bunch of, like, half tags. You had to stop having a mustache after that?

52:11

Was that? You had to stop having just the handlebar mustache because you stole

Was that? You had to stop having just the handlebar mustache because you stole

52:14

No. But they but they're allowed to use it. I got tired of mustache after five years.

No. But they but they're allowed to use it. I got tired of mustache after five years.

52:20

But but what about, like, dispute? Because Again, for the what do you weigh? What do you how tall are you? What do you weigh? You're you're huge. I'm five eleven two twenty.

But but what about, like, dispute? Because Again, for the what do you weigh? What do you how tall are you? What do you weigh? You're you're huge. I'm five eleven two twenty.

52:29

Okay. So, just when you're getting getting big, is it like do you think this is gonna look awesome right now? No.

Okay. So, just when you're getting getting big, is it like do you think this is gonna look awesome right now? No.

52:38

Yep. So just just before he started internet marketing. Right? You were built when when you started the gym business, I saw a video or a photo of you, like, starting your first gym and you were already jacked. So it's not, like, Yeah. Well, I I watched I I was I've been working on my squat, and I was trying to figure out how what I what I can make how what the gains I can get in three months, and I came across an article that you had

Yep. So just just before he started internet marketing. Right? You were built when when you started the gym business, I saw a video or a photo of you, like, starting your first gym and you were already jacked. So it's not, like, Yeah. Well, I I watched I I was I've been working on my squat, and I was trying to figure out how what I what I can make how what the gains I can get in three months, and I came across an article that you had

52:58

when you were in your early twenties, I bet. And this article, the gauge that you had in, like,

when you were in your early twenties, I bet. And this article, the gauge that you had in, like,

53:03

nine weeks,

nine weeks,

53:05

that was the craziest shit I've ever seen. What was it, Sean? You gotta, like, look at this article. That was natural.

that was the craziest shit I've ever seen. What was it, Sean? You gotta, like, look at this article. That was natural.

53:11

I'd, like, I'll tell you because I'm on TRT now.

I'd, like, I'll tell you because I'm on TRT now.

53:14

Me too. So I was, I was, that was a hundred percent

Me too. So I was, I was, that was a hundred percent

53:18

and No. In the comments, they do not think that that is Yeah. It's like trend much, you know what I mean?

and No. In the comments, they do not think that that is Yeah. It's like trend much, you know what I mean?

53:24

But the that training methodology is pretty much what I've done since then. So

But the that training methodology is pretty much what I've done since then. So

53:29

I had a, I had a, a roommate whose name was Greg Knuckles. He's really big in the strengths face. Fucking amazing name. Has his real name? Greg knuckles? Yeah. Greg knuckles. Yeah. And he's he's one of the two smartest people that I've ever met. From a pure processing power standpoint? Like Sounds like a mafia guy. I mean, you know, he's, you know, got a perfect SAT score when he was fourteen. Like, very, very bright. But also

I had a, I had a, a roommate whose name was Greg Knuckles. He's really big in the strengths face. Fucking amazing name. Has his real name? Greg knuckles? Yeah. Greg knuckles. Yeah. And he's he's one of the two smartest people that I've ever met. From a pure processing power standpoint? Like Sounds like a mafia guy. I mean, you know, he's, you know, got a perfect SAT score when he was fourteen. Like, very, very bright. But also

53:51

stupid strong. Like, when I met him, we were in our twenties and he was pulling eight hundred, like,

stupid strong. Like, when I met him, we were in our twenties and he was pulling eight hundred, like,

53:56

stupid strong and natural.

stupid strong and natural.

53:58

And so, anyways, he was like, I read this research paper. What if we had you lift six times a day, but for, like, ten minutes each time? And I was like,

And so, anyways, he was like, I read this research paper. What if we had you lift six times a day, but for, like, ten minutes each time? And I was like,

54:06

Cool. And I lived at the gym. So I was like, sure, whatever. So I set a timer. And every forty five minutes, I would go and do one set of three exercises, then I'd go back to work. Which side note is actually an amazing productivity hack because, like, I had this nice,

Cool. And I lived at the gym. So I was like, sure, whatever. So I set a timer. And every forty five minutes, I would go and do one set of three exercises, then I'd go back to work. Which side note is actually an amazing productivity hack because, like, I had this nice,

54:20

timing, like, cadence,

timing, like, cadence,

54:22

and I got this nice, like, boost for my nervous system every forty five minutes to, like, wake back up. And so I did that, and that's when I gained just a tremendous amount of weight.

and I got this nice, like, boost for my nervous system every forty five minutes to, like, wake back up. And so I did that, and that's when I gained just a tremendous amount of weight.

54:33

But coupled that with another thing that he had done research on, which is like a pure carbohydrate diet,

But coupled that with another thing that he had done research on, which is like a pure carbohydrate diet,

54:39

with no fat. And so, basically, the efficiency of fat conversion

with no fat. And so, basically, the efficiency of fat conversion

54:43

to fat that's stored is almost a hundred percent. The efficiency of carbohydrate storage into fat is lower.

to fat that's stored is almost a hundred percent. The efficiency of carbohydrate storage into fat is lower.

54:50

And so if you don't have because you're gonna have a calorie surplus. And so to give yourself a smaller percentage of that surplus that gets stored as fat, you would want a hundred percent of the surplus to be carbohydrate.

And so if you don't have because you're gonna have a calorie surplus. And so to give yourself a smaller percentage of that surplus that gets stored as fat, you would want a hundred percent of the surplus to be carbohydrate.

55:01

And so the idea was, like, I had, you know, two hundred grams of protein and, like, eight hundred grams of carbs and basically zero fat this hydrogen. Yeah. I saw what you're eating. It looked like it'd be awesome for a day. It was horrible. And then horrible after that. Horrible. And anybody who's like, it didn't work. I'm like, Just try eating that. Now, the big caveat to this is like, I have what I, you know, I think I have elite genetics. I think, like,

And so the idea was, like, I had, you know, two hundred grams of protein and, like, eight hundred grams of carbs and basically zero fat this hydrogen. Yeah. I saw what you're eating. It looked like it'd be awesome for a day. It was horrible. And then horrible after that. Horrible. And anybody who's like, it didn't work. I'm like, Just try eating that. Now, the big caveat to this is like, I have what I, you know, I think I have elite genetics. I think, like,

55:24

Doctor Cassie, who's my closest friend. He's a biochemist. He's a national strong man. He's like, you have potato chip genetics. He's like, you shouldn't give advice to people. He's like, you can just, like, drink Coca Cola and work out and, like, you'll have a six pack. So, like, I had that

Doctor Cassie, who's my closest friend. He's a biochemist. He's a national strong man. He's like, you have potato chip genetics. He's like, you shouldn't give advice to people. He's like, you can just, like, drink Coca Cola and work out and, like, you'll have a six pack. So, like, I had that

55:36

plus I was doing everything

plus I was doing everything

55:38

maxed out, like, as I possibly could. And, like, it was not stainable. Like, my knees were shot. My elbows felt like shit. Like, by the end, I was sleeping terribly because I was I was bordering on overtraining.

maxed out, like, as I possibly could. And, like, it was not stainable. Like, my knees were shot. My elbows felt like shit. Like, by the end, I was sleeping terribly because I was I was bordering on overtraining.

55:49

But I put a ton of weight on and I put a ton of strength to all my main lifts. And, from there, what I did was I dialed back the total volume, but I kept split, not to get into two fitness stuff, but instead of doing, seven sets of every exercise every day,

But I put a ton of weight on and I put a ton of strength to all my main lifts. And, from there, what I did was I dialed back the total volume, but I kept split, not to get into two fitness stuff, but instead of doing, seven sets of every exercise every day,

56:03

I just dialed it down to, like, five. And that While I was reading that article while I was listening to your videos, and I was like, oh, man, this guy carries this shit over to everything. I understand. Like, it was super precise.

I just dialed it down to, like, five. And that While I was reading that article while I was listening to your videos, and I was like, oh, man, this guy carries this shit over to everything. I understand. Like, it was super precise.

56:15

Very like well, obviously, I think what's interesting about you is you don't have a, or maybe you do, but you've overcome it, a self limiting belief that a lot of people have. And you're like, of course this is gonna work. You're gonna do this. You're gonna do this. You're gonna

Very like well, obviously, I think what's interesting about you is you don't have a, or maybe you do, but you've overcome it, a self limiting belief that a lot of people have. And you're like, of course this is gonna work. You're gonna do this. You're gonna do this. You're gonna

56:27

do this. You're gonna do this. And it's gonna be hard, but that's the outcome is gonna be blank. And and and you here's the plan, attack.

do this. You're gonna do this. And it's gonna be hard, but that's the outcome is gonna be blank. And and and you here's the plan, attack.

56:33

And you took that same process to business. Yeah. I could I could hear it in your voice when you're talking about business and fitness, and that's why I thought it was cool. Thanks.

And you took that same process to business. Yeah. I could I could hear it in your voice when you're talking about business and fitness, and that's why I thought it was cool. Thanks.

56:42

Let's do, like, one thing. You one of my favorite things from you is, these little TikToks or shorts I see where you're giving like a sales tip or a little sales trick or whatever.

Let's do, like, one thing. You one of my favorite things from you is, these little TikToks or shorts I see where you're giving like a sales tip or a little sales trick or whatever.

56:52

And,

And,

56:54

I would love for you. I think most people probably, you know, most people who are listening to this just you know, the bell curve of people listening to this probably have spent, you know, zero time trying to improve their sales and have not seen some of these things. So I wanna give them the opportunity where they don't gotta go click and find this random TikTok that I'm talking about in the ocean of TikTok.

I would love for you. I think most people probably, you know, most people who are listening to this just you know, the bell curve of people listening to this probably have spent, you know, zero time trying to improve their sales and have not seen some of these things. So I wanna give them the opportunity where they don't gotta go click and find this random TikTok that I'm talking about in the ocean of TikTok.

57:12

I want to, role play a little bit.

I want to, role play a little bit.

57:16

Give us kind of, like,

Give us kind of, like,

57:18

give us an example

give us an example

57:20

of normal. Like, here's the default way people are doing something, and then here's the rephrase of the reframe that has better results.

of normal. Like, here's the default way people are doing something, and then here's the rephrase of the reframe that has better results.

57:27

I would love to to give get two minutes of learning sales from Alex. Sure.

I would love to to give get two minutes of learning sales from Alex. Sure.

57:33

And just as a quick caveat to complete the loop from, like, forty minutes ago,

And just as a quick caveat to complete the loop from, like, forty minutes ago,

57:38

you said, like, what was the book or training or whatever that

you said, like, what was the book or training or whatever that

57:41

So it's my belief. If you look at Belford, you look at Bradley, you look at Grant Cardone, some of the big sales trainers that are out there, almost all of them invariably have the same story, which is I started selling, and was the best guy on the team by a fucking mile, and then I tried to figure out what I was doing. And so I do think that some people naturally based on their childhood, their upbringings, their whatever, or just have a higher proclivity for selling with caring Yeah. Just a gift a gab and an an empathy. And I think it carries over into how you recruit for selling too, because we've built a lot of sales teams, and I actually have a very short allowing for people to fail at sales cycle. Probably much shorter than most people. And it's just because I've never had a killer salesperson who didn't do pretty well the first week. And so for me, we, you know, we turn through this quickly, but as a result of that, the team is just killers, and they know that. So it's I I like this quote from from Greg Harnoby says, you know, my sales team's a dangerous place to work. And,

So it's my belief. If you look at Belford, you look at Bradley, you look at Grant Cardone, some of the big sales trainers that are out there, almost all of them invariably have the same story, which is I started selling, and was the best guy on the team by a fucking mile, and then I tried to figure out what I was doing. And so I do think that some people naturally based on their childhood, their upbringings, their whatever, or just have a higher proclivity for selling with caring Yeah. Just a gift a gab and an an empathy. And I think it carries over into how you recruit for selling too, because we've built a lot of sales teams, and I actually have a very short allowing for people to fail at sales cycle. Probably much shorter than most people. And it's just because I've never had a killer salesperson who didn't do pretty well the first week. And so for me, we, you know, we turn through this quickly, but as a result of that, the team is just killers, and they know that. So it's I I like this quote from from Greg Harnoby says, you know, my sales team's a dangerous place to work. And,

58:34

I, I love that. So in terms of, sales stuff, I think that I think people don't know how

I, I love that. So in terms of, sales stuff, I think that I think people don't know how

58:41

people are really freaked out about the idea of selling. Right? And so I think the first reframe is, like, you're not selling, you're helping someone make a decision that's gonna help themselves.

people are really freaked out about the idea of selling. Right? And so I think the first reframe is, like, you're not selling, you're helping someone make a decision that's gonna help themselves.

58:48

And the,

And the,

58:49

the, the front part of that is that it do think that the number one predictor of good sales is conviction.

the, the front part of that is that it do think that the number one predictor of good sales is conviction.

58:55

And so

And so

58:56

fundamentally,

fundamentally,

58:57

you have one person who should believe in something, another person who does not believe it yet, and trust is the thing that transfers that conviction.

you have one person who should believe in something, another person who does not believe it yet, and trust is the thing that transfers that conviction.

59:05

So if, fundamentally, there's the two things you need. You need trust and you need to conviction. Most times, salespeople don't have a hundred percent trust. I'm sorry, a hundred percent conviction. And so the, also, the idea of conviction as a binary fall. So it's not like I believe it or I don't believe it. It's, to what extent do I believe it. Right? And so that's why, like, in terms of if I wanna improve a sales team, I can do the drills, which we do, and that's like blocking tackling, but the thing that really juices the sales team is hearing the testimonials of the people that they sold last week and what they're doing today. And how their lives have changed. And so I noticed this because on my sales teams, when we were in person, whenever I did way out day, which is when everyone finished their challenges, and everybody was crying and so excited, tried to stack as many sales opponents as I could while people were weighing out. And during those days, we closed, like, a hundred percent, because people were like, Dude, how can you not think this works? It's right there. And so the thing is is, like, you can either trick yourself

So if, fundamentally, there's the two things you need. You need trust and you need to conviction. Most times, salespeople don't have a hundred percent trust. I'm sorry, a hundred percent conviction. And so the, also, the idea of conviction as a binary fall. So it's not like I believe it or I don't believe it. It's, to what extent do I believe it. Right? And so that's why, like, in terms of if I wanna improve a sales team, I can do the drills, which we do, and that's like blocking tackling, but the thing that really juices the sales team is hearing the testimonials of the people that they sold last week and what they're doing today. And how their lives have changed. And so I noticed this because on my sales teams, when we were in person, whenever I did way out day, which is when everyone finished their challenges, and everybody was crying and so excited, tried to stack as many sales opponents as I could while people were weighing out. And during those days, we closed, like, a hundred percent, because people were like, Dude, how can you not think this works? It's right there. And so the thing is is, like, you can either trick yourself

59:55

into having the right tone, or you can train yourself. And I think that it's much easier

into having the right tone, or you can train yourself. And I think that it's much easier

01:00:00

to trick yourself into it by just simply believing because if you talk if you truly believe in the product, you will talk about it differently.

to trick yourself into it by just simply believing because if you talk if you truly believe in the product, you will talk about it differently.

01:00:09

And so in terms of an understanding of selling, if you need to have conviction, you need to have trust, trust is gonna come from expertise and some love of rapport.

And so in terms of an understanding of selling, if you need to have conviction, you need to have trust, trust is gonna come from expertise and some love of rapport.

01:00:17

Right? And so,

Right? And so,

01:00:20

I think that, overarchingly,

I think that, overarchingly,

01:00:22

to help someone sell, we just have to ask the right questions to get someone to come to the conclusion of their own. And so most sales conversations fall more or less the same framework

to help someone sell, we just have to ask the right questions to get someone to come to the conclusion of their own. And so most sales conversations fall more or less the same framework

01:00:31

if you know what you're doing. Otherwise, people are just chasing their tail and trying to chase a prospect to an outcome prospect doesn't know how Like, we've had this conversation a hundred times. They have only had it once. We should be the one knowing how this conversation is supposed to go. Right? We should also come in with a massive advantage to how to have this conversation go the way we wanted to, because we do it on a fucking day. Right?

if you know what you're doing. Otherwise, people are just chasing their tail and trying to chase a prospect to an outcome prospect doesn't know how Like, we've had this conversation a hundred times. They have only had it once. We should be the one knowing how this conversation is supposed to go. Right? We should also come in with a massive advantage to how to have this conversation go the way we wanted to, because we do it on a fucking day. Right?

01:00:51

And so, you know, big, big front end pieces is like,

And so, you know, big, big front end pieces is like,

01:00:55

Why are they there?

Why are they there?

01:00:57

What's the problem? What have they done so far? Understanding where they failed?

What's the problem? What have they done so far? Understanding where they failed?

01:01:01

Seeing why our product is different from the things that they failed.

Seeing why our product is different from the things that they failed.

01:01:05

Asking for permission to explain about the product, explaining

Asking for permission to explain about the product, explaining

01:01:08

the product not in any way based on features, but only based on the experiences that they will have as a of it and using analogies to explain those experiences.

the product not in any way based on features, but only based on the experiences that they will have as a of it and using analogies to explain those experiences.

01:01:16

Right?

Right?

01:01:18

And then, and then having a close,

And then, and then having a close,

01:01:20

at the end, which the, the TikTok, I think that you he references, like, a no based close. And I think a lot of natural salespeople do this anyways. Like, if I want something, I'm gonna be like, Hey, can you do this for me? I'm like, Hey, would you mind and they say no? They don't I don't mind. Right? Like, this natural communication dynamics that most people who naturally know how to persuade people are at least influenced do that on their own, is just retroactively looking at and say, what did I do different? Like, why is this different? And,

at the end, which the, the TikTok, I think that you he references, like, a no based close. And I think a lot of natural salespeople do this anyways. Like, if I want something, I'm gonna be like, Hey, can you do this for me? I'm like, Hey, would you mind and they say no? They don't I don't mind. Right? Like, this natural communication dynamics that most people who naturally know how to persuade people are at least influenced do that on their own, is just retroactively looking at and say, what did I do different? Like, why is this different? And,

01:01:46

in terms of, like, overcoming, because people are afraid of confrontation. Right? That's what they're afraid of. And so I believe that you can solve without ever having confrontation.

in terms of, like, overcoming, because people are afraid of confrontation. Right? That's what they're afraid of. And so I believe that you can solve without ever having confrontation.

01:01:55

And you can do that with what I like to call childlike curiosity.

And you can do that with what I like to call childlike curiosity.

01:01:58

And so if someone says,

And so if someone says,

01:02:01

well, my husband's not gonna approve of that, I'm like,

well, my husband's not gonna approve of that, I'm like,

01:02:04

why wouldn't he?

why wouldn't he?

01:02:06

What do you like,

What do you like,

01:02:07

that's so interesting. Tell me more about that

that's so interesting. Tell me more about that

01:02:10

rather than like, alright, let's, like, your husband's an asshole. Like, that's not gonna work because in arguments, no one wins. Right? And so they're like, why why would he think that? Cause because I would think that he wants what's best for you, right?

rather than like, alright, let's, like, your husband's an asshole. Like, that's not gonna work because in arguments, no one wins. Right? And so they're like, why why would he think that? Cause because I would think that he wants what's best for you, right?

01:02:21

Yeah. He wants what's best for me. Does he know you're struggling with this right now? Well, I mean, yeah, he knows I'm struggling with it. Okay. So he wants us, especially, he knows you're struggling with it. So why do you think you would be opposed to solving something that that you're currently struggling with?

Yeah. He wants what's best for me. Does he know you're struggling with this right now? Well, I mean, yeah, he knows I'm struggling with it. Okay. So he wants us, especially, he knows you're struggling with it. So why do you think you would be opposed to solving something that that you're currently struggling with?

01:02:33

The just so I understand, will he be happier if you continue to struggle?

The just so I understand, will he be happier if you continue to struggle?

01:02:38

Well, no. It's like, well, great.

Well, no. It's like, well, great.

01:02:41

Would you be opposed to moving forward today? In that way And, hey, if you go home to your husband and you make a joke and they'll bite the scenario and then you close it. Right? And so it's I think childlike curiosity is the immediate that you have to trade because people get defensive. So that is one thing that, like, fighters talk about when they're in the ring, like, in the beginning, you breathed in too much. Right? I don't know if you, like, if you've been in, like, sparring and stuff. Like, you breathe in. You breathe too much, you hyperventilate.

Would you be opposed to moving forward today? In that way And, hey, if you go home to your husband and you make a joke and they'll bite the scenario and then you close it. Right? And so it's I think childlike curiosity is the immediate that you have to trade because people get defensive. So that is one thing that, like, fighters talk about when they're in the ring, like, in the beginning, you breathed in too much. Right? I don't know if you, like, if you've been in, like, sparring and stuff. Like, you breathe in. You breathe too much, you hyperventilate.

01:03:04

And so the guys who've done it enough, they slow down their breathing because when they get things get intense, they can slow it down. And so I think sales is a lot the same way where you're like, your adrenaline kicks in, shout breathing faster at spider flight. So you gotta be able to slow it down and be like,

And so the guys who've done it enough, they slow down their breathing because when they get things get intense, they can slow it down. And so I think sales is a lot the same way where you're like, your adrenaline kicks in, shout breathing faster at spider flight. So you gotta be able to slow it down and be like,

01:03:16

That's crazy. I wouldn't have thought that. Okay. Tell me more about that. And, like, now you're interested. And then They don't feel like you're

That's crazy. I wouldn't have thought that. Okay. Tell me more about that. And, like, now you're interested. And then They don't feel like you're

01:03:22

combating them. They feel like you genuinely are interested in what to help them, which is what you should be doing. Because you should be selling them only if it makes sense.

combating them. They feel like you genuinely are interested in what to help them, which is what you should be doing. Because you should be selling them only if it makes sense.

01:03:32

You're exhausting.

You're exhausting.

01:03:34

You are full of, like, interesting insights.

You are full of, like, interesting insights.

01:03:36

And Like, it's just like you're you just you're you you just have you have a you know a lot of shit, and it's, like, you've clearly packaged this in really easy to understand ways. It's almost exhausting listening because like, every it's, like, when you read a really good historical book or something, it's, like, every sentence is packed with a fact. Yeah. And it's, like, oh my gosh. Like, I because I gotta

And Like, it's just like you're you just you're you you just have you have a you know a lot of shit, and it's, like, you've clearly packaged this in really easy to understand ways. It's almost exhausting listening because like, every it's, like, when you read a really good historical book or something, it's, like, every sentence is packed with a fact. Yeah. And it's, like, oh my gosh. Like, I because I gotta

01:03:56

hosting. This is awesome. But then, and now I know this is there's this is fish I'm reading right now that's, like, like, one of the best books I've ever read literally, the first ten pages have more insight than any book I've ever read. And I'm only on page thirty because I'm, like, I'm, like, rationing this, not to, like, not because I don't I think I'm a run out. It's like I can only it's like I can only have my mind blown so many times per minute. And so I gotta, like, chill out with this book right now, and I'm reading ten pages at a time then I hand it to my my trainer, and he reads ten pages just so I have a two day break. And then we bring it back. That's our book club right now. And I think it's more like that, like, what you what you just said, which is how many lessons were there to learn. Right? So there's, like, there's the lesson of, like, you know, guy goes from sleeping on the gym floor to, you know, like, hustling, but then realizing I'm hustling a hundred percent or I'm a hustling level ten. At a level two opportunity.

hosting. This is awesome. But then, and now I know this is there's this is fish I'm reading right now that's, like, like, one of the best books I've ever read literally, the first ten pages have more insight than any book I've ever read. And I'm only on page thirty because I'm, like, I'm, like, rationing this, not to, like, not because I don't I think I'm a run out. It's like I can only it's like I can only have my mind blown so many times per minute. And so I gotta, like, chill out with this book right now, and I'm reading ten pages at a time then I hand it to my my trainer, and he reads ten pages just so I have a two day break. And then we bring it back. That's our book club right now. And I think it's more like that, like, what you what you just said, which is how many lessons were there to learn. Right? So there's, like, there's the lesson of, like, you know, guy goes from sleeping on the gym floor to, you know, like, hustling, but then realizing I'm hustling a hundred percent or I'm a hustling level ten. At a level two opportunity.

01:04:48

Okay. How did he recognize that? Wait. What a and then people gotta ask themselves. What level is my opportunity that I'm at right now? And you had that formula of, like, number of units sold times gross profit per unit times, like, you know, supply demand dynamics of the market. It's like that one nugget alone is enough for you to put down the podcast and go fucking reassess your life. Alright. Then we go to the next next phase. So it's like the part where you're like, yeah, we charge five hundred dollars upfront, then we had this continuity thing where we would actually say, hey, great. Congrats. You've made awesome progress. We're actually gonna offer you more for less because we want our LTV to go longer. And,

Okay. How did he recognize that? Wait. What a and then people gotta ask themselves. What level is my opportunity that I'm at right now? And you had that formula of, like, number of units sold times gross profit per unit times, like, you know, supply demand dynamics of the market. It's like that one nugget alone is enough for you to put down the podcast and go fucking reassess your life. Alright. Then we go to the next next phase. So it's like the part where you're like, yeah, we charge five hundred dollars upfront, then we had this continuity thing where we would actually say, hey, great. Congrats. You've made awesome progress. We're actually gonna offer you more for less because we want our LTV to go longer. And,

01:05:19

we know that that reduces churn, blah, blah, blah, And I'm gonna do that because the best time to sell somebody is when they're most excited. Boom. Nugget two. Go rethink your sales and pricing strategy. You're probably doing it backwards. Or, you know, you know, you're not maximizing the opportunity because you just sold to him once you never figured out how to install the back end. Then three is, you know, like, you've had five in this session. And I that's my explanation of Sam's Sam's weird compliment. Sam is the king of backend compliment. He'll be like, You're like a you're like the weirdest looking handsome dude I've ever seen. And you're like, the guy, you know, the guest doesn't know what to do. They get frozen by the, the backhanded compliment. It's so good.

we know that that reduces churn, blah, blah, blah, And I'm gonna do that because the best time to sell somebody is when they're most excited. Boom. Nugget two. Go rethink your sales and pricing strategy. You're probably doing it backwards. Or, you know, you know, you're not maximizing the opportunity because you just sold to him once you never figured out how to install the back end. Then three is, you know, like, you've had five in this session. And I that's my explanation of Sam's Sam's weird compliment. Sam is the king of backend compliment. He'll be like, You're like a you're like the weirdest looking handsome dude I've ever seen. And you're like, the guy, you know, the guest doesn't know what to do. They get frozen by the, the backhanded compliment. It's so good.

01:05:54

Well, I bet I bet your to your friends, when you're with your your non work buddies, buds, are they just, like, dude, Alex, chill. I don't care. Let's just, like, make a fart joke.

Well, I bet I bet your to your friends, when you're with your your non work buddies, buds, are they just, like, dude, Alex, chill. I don't care. Let's just, like, make a fart joke.

01:06:03

I don't have any non,

I don't have any non,

01:06:05

entrepreneur friends, honestly.

entrepreneur friends, honestly.

01:06:08

So you're always able to kinda shoot the shit with them, I guess, a little bit. And that's how I am mostly with my friends, but everyone's wrong, like, I'm like, I I got I can't talk

So you're always able to kinda shoot the shit with them, I guess, a little bit. And that's how I am mostly with my friends, but everyone's wrong, like, I'm like, I I got I can't talk

01:06:17

money related stuff at today. Like, I I do. I I purposely have to take breaks sometimes. One of the things I wanna mention that you you had said that resonated with me.

money related stuff at today. Like, I I do. I I purposely have to take breaks sometimes. One of the things I wanna mention that you you had said that resonated with me.

01:06:26

Connor McGregor has this quote where he goes Some people will look at my success and get bitter. Most will get bitter. And a few will get inspired.

Connor McGregor has this quote where he goes Some people will look at my success and get bitter. Most will get bitter. And a few will get inspired.

01:06:35

And he's like, you know, that says more about you than it does me. And, and similarly, you had something in one of your talks where you're, like, you

And he's like, you know, that says more about you than it does me. And, and similarly, you had something in one of your talks where you're, like, you

01:06:42

know, if I share, you know, how much money we make or, you know, how we did it, whatever, it's, like, people get envious. Some people get angry. Some people are skeptical and wanna say, is this guy scammer? Some people get confused. Like, I don't know what the hell this guy's talking about. And some people get inspired, and I'm here to talk to that group at the end. Like, that last bit, whoever you are in this room of a hundred people, like, the four people who get here to get inspired. That's why I'm doing what I'm doing. And, I think that's just a great, like, question to ask yourself if because we all get stories all day about Elon Musk and about whatever's going on, and you're gonna have some kind of reaction. I have it myself. Sometimes I get envious. Why should I get envious?

know, if I share, you know, how much money we make or, you know, how we did it, whatever, it's, like, people get envious. Some people get angry. Some people are skeptical and wanna say, is this guy scammer? Some people get confused. Like, I don't know what the hell this guy's talking about. And some people get inspired, and I'm here to talk to that group at the end. Like, that last bit, whoever you are in this room of a hundred people, like, the four people who get here to get inspired. That's why I'm doing what I'm doing. And, I think that's just a great, like, question to ask yourself if because we all get stories all day about Elon Musk and about whatever's going on, and you're gonna have some kind of reaction. I have it myself. Sometimes I get envious. Why should I get envious?

01:07:19

You know, like, I I gave this example. I went to

You know, like, I I gave this example. I went to

01:07:23

I went to Vegas, and I visited somebody's house who has a eerily similar SIM story to you. They're in the gym business,

I went to Vegas, and I visited somebody's house who has a eerily similar SIM story to you. They're in the gym business,

01:07:30

sixty gyms that were super successful, then transition. Their bigger opportunity was real estate. They owned the real estate around the gyms and have since made a ton of money.

sixty gyms that were super successful, then transition. Their bigger opportunity was real estate. They owned the real estate around the gyms and have since made a ton of money.

01:07:37

And I felt envious because their house was the most baller house. I think they live near the panda guy, by the way. He has a house in the neighborhood. That's that's big as well.

And I felt envious because their house was the most baller house. I think they live near the panda guy, by the way. He has a house in the neighborhood. That's that's big as well.

01:07:45

And, you know, unbelievable house. It's like, you know, you gotta fucking swim in a river to get to the door type of thing.

And, you know, unbelievable house. It's like, you know, you gotta fucking swim in a river to get to the door type of thing.

01:07:50

And you're and I was like and then my trainer helped reframe me. He goes he goes, oh, man. He heard me saying I was like, yeah, I'm feeling, you know, a little bit envious.

And you're and I was like and then my trainer helped reframe me. He goes he goes, oh, man. He heard me saying I was like, yeah, I'm feeling, you know, a little bit envious.

01:07:58

He goes, he just kind of ignored what I said. He goes, man, that's so cool. You get to sample

He goes, he just kind of ignored what I said. He goes, man, that's so cool. You get to sample

01:08:02

you know, what you like and dislike. So when you make your money, you're gonna know what you wanna spend it on. Is it their cars, or is it the pool, or is it that? He's like, that's so cool. You're getting to sample it. And just switching switching the the reaction to, you know, instead of envy that I don't have excitement that I will I'm getting to play with all these toys to figure out what I want, what I really like. What, you know, I could think about her and look at images on Google, but, like, this way better. I get to drive the car instead.

you know, what you like and dislike. So when you make your money, you're gonna know what you wanna spend it on. Is it their cars, or is it the pool, or is it that? He's like, that's so cool. You're getting to sample it. And just switching switching the the reaction to, you know, instead of envy that I don't have excitement that I will I'm getting to play with all these toys to figure out what I want, what I really like. What, you know, I could think about her and look at images on Google, but, like, this way better. I get to drive the car instead.

01:08:26

And so, you know, I just think that's a good thing for people to I wanna leave people with that. It's like,

And so, you know, I just think that's a good thing for people to I wanna leave people with that. It's like,

01:08:31

study your reactions. And then also if you are sharing information,

study your reactions. And then also if you are sharing information,

01:08:34

just speak to those who are gonna take the positive and don't get so caught up in all the people who are having the other types of reactions to it.

just speak to those who are gonna take the positive and don't get so caught up in all the people who are having the other types of reactions to it.

01:08:41

That's good.

That's good.

01:08:43

Even without the hair, I still got the guru, Sean. No. That was good. I I I'm learning. You cut the hair, but you can't cut it away.

Even without the hair, I still got the guru, Sean. No. That was good. I I I'm learning. You cut the hair, but you can't cut it away.

01:08:50

I gotta ask you one last question. For being a u I don't know. You're a business guy who's having a great time on YouTube and you're succeeding a lot. Why is your setup so bad?

I gotta ask you one last question. For being a u I don't know. You're a business guy who's having a great time on YouTube and you're succeeding a lot. Why is your setup so bad?

01:09:03

Like, how do you you are in a room right now that, like, doesn't have a carpet, I think. So it's, like, I could hear the echo.

Like, how do you you are in a room right now that, like, doesn't have a carpet, I think. So it's, like, I could hear the echo.

01:09:08

You, don't have a microphone. You're on your oh, my god. Nice quads.

You, don't have a microphone. You're on your oh, my god. Nice quads.

01:09:13

You're sitting on a on a on a lap

You're sitting on a on a on a lap

01:09:16

top, I think. Like Fair morning. Shits.

top, I think. Like Fair morning. Shits.

01:09:20

That was Skye's out thighs out, baby. That was a lot of thigh.

That was Skye's out thighs out, baby. That was a lot of thigh.

01:09:24

But you're set You're set up. Thank you. Your set up is horrible for such a,

But you're set You're set up. Thank you. Your set up is horrible for such a,

01:09:30

someone who does this for a living. What the hell? I think I don't do it for a living.

someone who does this for a living. What the hell? I think I don't do it for a living.

01:09:34

Sorry. Well, you know what I mean?

Sorry. Well, you know what I mean?

01:09:36

The first answer.

The first answer.

01:09:38

Honestly, all the technical I I've I spent like eighty grand on studio on in my house in Vegas, sorry, in, in Austin.

Honestly, all the technical I I've I spent like eighty grand on studio on in my house in Vegas, sorry, in, in Austin.

01:09:44

And I couldn't get the damn thing to work half the time. So I was just like And then I ended up, like, getting just like immediate annoyance around the idea of having to fuck with it again. And so then I I realized that I stopped making stuff because I was just annoyed by the, the idea of having to fix it. And so then I was like, is it better that I just make this stuff? And that'll just be, it is what it is. And, hey, if I could, if I could figure out a way to, to not have it be a pain in the ass, then I will do it. But up to this point, like, I'm literally my video guy got on today. He's like, dude, your video is stopping and freezing for half seconds, like, thirteen times during this video. And I was like,

And I couldn't get the damn thing to work half the time. So I was just like And then I ended up, like, getting just like immediate annoyance around the idea of having to fuck with it again. And so then I I realized that I stopped making stuff because I was just annoyed by the, the idea of having to fix it. And so then I was like, is it better that I just make this stuff? And that'll just be, it is what it is. And, hey, if I could, if I could figure out a way to, to not have it be a pain in the ass, then I will do it. But up to this point, like, I'm literally my video guy got on today. He's like, dude, your video is stopping and freezing for half seconds, like, thirteen times during this video. And I was like,

01:10:19

I don't know. And he was like, can you just do the laptop? When you do the laptop, it doesn't freeze. And I was like, sure. Whatever. You know what I mean? And so, like,

I don't know. And he was like, can you just do the laptop? When you do the laptop, it doesn't freeze. And I was like, sure. Whatever. You know what I mean? And so, like,

01:10:26

It at the end of the day, I think it's, like, the

It at the end of the day, I think it's, like, the

01:10:30

in gym launch, when we started,

in gym launch, when we started,

01:10:32

there's probably maybe a good wrap up point, but, like, We didn't have a website until we did, until after our second year. We'd already done

there's probably maybe a good wrap up point, but, like, We didn't have a website until we did, until after our second year. We'd already done

01:10:40

forty million in sales before we even had a website.

forty million in sales before we even had a website.

01:10:42

And then we didn't I didn't send my first email until we'd crossed, like, seventy or eighty million collected. You know what I mean? And so,

And then we didn't I didn't send my first email until we'd crossed, like, seventy or eighty million collected. You know what I mean? And so,

01:10:51

like, we've, I don't know, we kind of just do things our own way. And if people are down with it, they're down with it. And if they're like, you know what? I'd rather I love a really polished guy who says less in more time than, like, go you know what I mean? That's all good. It's a bad ass. Thanks. Thanks for coming. I've learned a lot Shaud, what do you think? Yeah. This was fun. Thanks for calling on, dude. I, I think people are gonna really like this.

like, we've, I don't know, we kind of just do things our own way. And if people are down with it, they're down with it. And if they're like, you know what? I'd rather I love a really polished guy who says less in more time than, like, go you know what I mean? That's all good. It's a bad ass. Thanks. Thanks for coming. I've learned a lot Shaud, what do you think? Yeah. This was fun. Thanks for calling on, dude. I, I think people are gonna really like this.

01:11:11

Honored you guys decided to have me on the platform. I know that you guys don't take the time of your attention of your audience' attention lightly. So, I wanna say thank you for for thinking that whatever I had was worthy of their ears.

Honored you guys decided to have me on the platform. I know that you guys don't take the time of your attention of your audience' attention lightly. So, I wanna say thank you for for thinking that whatever I had was worthy of their ears.

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