WEBVTT

1
00:00:00.000 --> 00:00:06.560
I wanted to make this video for you because I saw a post by Nicole Rays and she said,

2
00:00:06.560 --> 00:00:12.480
you know, she was saying how she has seen herself, give herself the label of like, I'm good under

3
00:00:12.480 --> 00:00:18.960
pressure, which basically for her in her business was like, she kind of coached it until she needed

4
00:00:18.960 --> 00:00:24.720
to and then she would double down and get, you know, GSD right and get it done. And I wanted to tell

5
00:00:24.720 --> 00:00:29.520
you this story because like when I tell you the things that I've messed up and like all the things

6
00:00:29.520 --> 00:00:32.880
that we've learned in Jermont, that we share with the Jermoners, it's like, I've literally made

7
00:00:32.880 --> 00:00:39.440
every one of these mistakes. And so I have the scars, like none of these were like, I read it in a book

8
00:00:39.440 --> 00:00:44.480
and I want to share it with like, like, I've messed up so many things and so I just don't want to,

9
00:00:44.480 --> 00:00:48.080
like, the only advantage that we've ever had is that like, I'll just try not to make the same mistake

10
00:00:48.080 --> 00:00:55.680
twice. So let me tell you this story of how I was able to overcome the thing that she was explaining.

11
00:00:56.560 --> 00:01:01.040
So when Leyla and I started out with Jermont, so we're obviously, you know, we had the Jerms and

12
00:01:01.040 --> 00:01:05.200
sold them and now we're doing Jermont. And this is the very beginning. So we're talking three months,

13
00:01:05.200 --> 00:01:10.800
four months in a Jermont, Russell saw what we were doing and saw that we had this explosive growth.

14
00:01:10.800 --> 00:01:18.320
And at the time it was just Leyla, it was me, Leyla, and I think we had one other employee.

15
00:01:18.320 --> 00:01:23.280
And this may not seem real for you and I say this with no intention of bragging, I'm just trying

16
00:01:23.280 --> 00:01:28.160
to give you relative scope. I think we were doing about $250,000 to $300,000 a month from our

17
00:01:28.160 --> 00:01:34.640
kitchen table. And it was, you know, basically 90% margin. And I was like, and we had just got

18
00:01:34.640 --> 00:01:38.880
it married and we were going into the summer and like, life was good. You know what I mean? Like,

19
00:01:38.880 --> 00:01:42.880
don't give me wrong. Like, we were crushing and we were working and you know what I mean? But like,

20
00:01:42.880 --> 00:01:48.400
life was good. Like, things were working. And I got invited to the Pirates Goat Mastermind,

21
00:01:48.400 --> 00:01:52.800
which I've mentioned a couple of times in the past, which was it's kind of this thing you pay,

22
00:01:52.800 --> 00:01:59.440
you pay 10 grand or whatever and you go there for three days. And it's for it was for 10 guys who

23
00:01:59.440 --> 00:02:03.440
were doing eight figures more. And we weren't doing eight figures. Obviously, so I was like, why

24
00:02:03.440 --> 00:02:07.760
did we get invited? But thanks anyways, Russell. So anyways, everybody goes up and kind of shares

25
00:02:07.760 --> 00:02:13.840
little learnings and whatnot. And it was honestly one of the most impactful experiences of my life

26
00:02:13.840 --> 00:02:19.200
and a big turning point for our business. And it wasn't because we got any tactics from

27
00:02:19.200 --> 00:02:23.680
three days of all these people sharing tactics. It was because of one exchange that happened

28
00:02:23.680 --> 00:02:29.120
and it changed both Layla and I's life. And so we went up there and you know, everyone was,

29
00:02:29.120 --> 00:02:34.320
you know, we better and cooler and richer and all that stuff than we were because I had been

30
00:02:34.320 --> 00:02:40.080
basically facing bankruptcy like seven months prior. So I was like, I'm just happy to be here.

31
00:02:40.160 --> 00:02:45.680
You know what I mean? And so we got up there and you know, I shared all my cool stuff and I was like,

32
00:02:45.680 --> 00:02:52.000
so this is the supplement company that I'm planning to launch. This is this is June,

33
00:02:52.000 --> 00:02:57.360
it's like two years ago. This is the supplement company I'm planning on launching. And this is how I'm

34
00:02:57.360 --> 00:03:02.000
going to do it and all the stuff. And like the room was silent. Like you could have heard a pin drop

35
00:03:02.000 --> 00:03:09.440
and I was like, what did I say? And Jason Flatland, who had been taking like vicious notes the whole

36
00:03:09.440 --> 00:03:15.760
time. And Jason was, I think the most successful from a monetary standpoint in the room,

37
00:03:17.200 --> 00:03:22.400
he's a huge affiliate marketer probably like one of the best in the world. He's renowned for

38
00:03:22.400 --> 00:03:26.960
doing, I think he did 9.7 million in a day of commissions. That was just his commissions. He did

39
00:03:26.960 --> 00:03:34.560
27 million in one day of sales for one after this launches. So the guy's about us. And he's actually

40
00:03:35.520 --> 00:03:40.240
maybe Jason will never hear this. But like Jason, Jason's like a character. Like Jason, Jason's

41
00:03:40.240 --> 00:03:44.640
weird. I don't think he would mind me saying that in a good way. Like he's weird and just like

42
00:03:44.640 --> 00:03:48.720
started reading when he was like six months old like that kind of interview. He's, he's an interesting

43
00:03:48.720 --> 00:03:55.920
dude. Anyways, he just like, he just like looks super puzzled and like everyone's looking at him

44
00:03:55.920 --> 00:04:00.560
because everyone can tell like he's gathering his thoughts to like just like say something significant.

45
00:04:01.360 --> 00:04:07.600
And he's like, if what you're saying is true, like if you're actually getting these types of

46
00:04:07.600 --> 00:04:13.360
results for gyms, he's like, you have a hundred million dollar business. And I was like,

47
00:04:14.480 --> 00:04:18.160
and then everyone started saying like how we like how we were just missing this huge opportunity

48
00:04:18.160 --> 00:04:24.000
and how we're like we're being idiots. And I was like, okay, cool, like great, like huge,

49
00:04:24.000 --> 00:04:27.840
feel like huge feelings of insecurity and failure. You know what I mean? Like I could feel my gut,

50
00:04:27.840 --> 00:04:33.600
like just feel like rising to my throat. And, and so they kept kind of, you know, saying like

51
00:04:33.600 --> 00:04:38.960
forget your settlement thing, like you need to do this and kind of go all in on this and go even more.

52
00:04:38.960 --> 00:04:42.640
And because we were getting positive return on that spend and we're customers and everyone was

53
00:04:42.640 --> 00:04:47.520
staying and they were like, dude, this is amazing. And so what happened, and I'm going to tie it to

54
00:04:47.520 --> 00:04:52.640
Nicole's thing, is that, you know, after the break or whatever, Jason came like B line straight

55
00:04:52.640 --> 00:04:56.000
for Layla and I and Layla and I were already kind of stressing because of whatever what it said.

56
00:04:56.000 --> 00:05:01.200
We're like shit. I guess we, we're not that cool. Like we're actually failing because we're,

57
00:05:01.200 --> 00:05:06.480
we're so small based on the size of the opportunity that all these people see, right? And so he comes

58
00:05:06.480 --> 00:05:11.600
up to us and he gets like really close to our flight to our like to my face, but like Layla's right

59
00:05:11.600 --> 00:05:18.640
next to me. And he's like, when it gets easy, it's when you need to lean in. And he said it like,

60
00:05:18.640 --> 00:05:23.920
like violently. He was like, this is where you need to go hard. This is where you need to 10 X.

61
00:05:24.800 --> 00:05:28.400
And he's like, because we were talking about how like life is actually really good. We're like,

62
00:05:28.400 --> 00:05:32.160
things are great. Like, you know what I mean, we're making money. Like we, you know, we like,

63
00:05:32.160 --> 00:05:38.960
we just got married. Like things are fantastic. And he's like, if you're, if what you were saying

64
00:05:38.960 --> 00:05:43.760
is true, he's like someone will come in who is much bigger and better than you and will take

65
00:05:43.760 --> 00:05:51.840
everything you have. And it just like shook us to our core. And it instilled in us this sense of

66
00:05:51.840 --> 00:05:58.400
urgency that has not left to this day, which was when it feels easy is when you need to go harder.

67
00:06:01.200 --> 00:06:05.200
Hey, if you're a return listener and you have not rated or reviewed the show,

68
00:06:05.200 --> 00:06:09.040
I want you to know that you should feel absolutely terrible about yourself and everything

69
00:06:09.040 --> 00:06:12.400
else in the world. I'm kidding. But it would mean the absolute words of me if you guys would go

70
00:06:12.400 --> 00:06:14.800
ahead and do that. And you don't even have to pause to show you. Keep listening and you can just

71
00:06:14.800 --> 00:06:18.640
do it with your thumb right now. It'll take you less than 60 seconds. And like I said, the only way

72
00:06:18.640 --> 00:06:23.120
that podcast grows through word of mouth. And this is you joining hands with me and helping

73
00:06:23.120 --> 00:06:27.200
as many entrepreneurs as we possibly can because no one is coming to save us. It's just us. All right,

74
00:06:27.200 --> 00:06:29.200
so please go do that now. And let's get back to the show.

75
00:06:33.040 --> 00:06:38.800
And so for those of you who struggle with momentum, like being like I only get it done when

76
00:06:38.800 --> 00:06:44.720
it's under pressure, I think it's be like taking a macro step back and realizing you're always under

77
00:06:44.720 --> 00:06:49.520
pressure because it's not just like like if the pressure is self-induced because you have bills

78
00:06:49.520 --> 00:06:55.120
or you have the payroll or you have x, y, z, right? Like if it's self-induced, you can only create

79
00:06:55.120 --> 00:07:01.840
so much urgency, right? But when it becomes market-induced and problem-induced based on the

80
00:07:01.840 --> 00:07:06.320
customers and the cause that you're serving, then you feel this tremendous sense of pressure at

81
00:07:06.320 --> 00:07:10.880
all times that you're not doing enough. And in some ways, and I'm going to be really

82
00:07:10.880 --> 00:07:16.240
real with you, in some ways, it just makes you feel inadequate at all times, which is a choice.

83
00:07:16.240 --> 00:07:20.320
You know what I mean? That's whether you want that or not. But that's how I feel always.

84
00:07:20.880 --> 00:07:26.000
It's like why, like why's in this going faster? Why aren't we doing more whys in this thing done

85
00:07:26.000 --> 00:07:30.000
yet? Why isn't it released? Why is the like why is the training not dialed in more? Why did

86
00:07:30.000 --> 00:07:33.600
some people have problems? Why did you know what I mean? Why is this not working for 100% of people?

87
00:07:34.400 --> 00:07:37.920
These are the questions that I nail our team with and they come back with, you know what I mean,

88
00:07:37.920 --> 00:07:42.720
like and that's the fight, right? But if you're always like, man, how can I keep the momentum? How

89
00:07:42.720 --> 00:07:47.440
can I keep the foot on? And this is one of the biggest things that like irks me, right?

90
00:07:47.440 --> 00:07:52.160
And this is why I talk about where when we make, a lot of times I see gym owners who make money

91
00:07:52.160 --> 00:07:56.720
and they only make money up to the point of what their limit of how much they believe they should

92
00:07:57.280 --> 00:08:02.320
make is. And the reality is, and this is one of Layla saying, it's not mine, she says,

93
00:08:03.280 --> 00:08:09.440
success is deserved by no one. It's only earned. And so a lot of us have these limiting beliefs

94
00:08:09.440 --> 00:08:14.000
around success and around money. And I'm going to talk from a different way than I normally do.

95
00:08:16.080 --> 00:08:20.080
We think that we've done all of these terrible things in our life. I've done tons of terrible

96
00:08:20.080 --> 00:08:27.600
things, horrible things to people I've loved, to friends, to ex-partners. I've done horrible things,

97
00:08:27.600 --> 00:08:33.280
right? And there's tons of people who say it. And so you have this track record of all the things,

98
00:08:33.280 --> 00:08:36.960
of all your sins, you know what I mean, that you keep in the back of your mind. And those

99
00:08:36.960 --> 00:08:43.280
things limit what you believe you deserve, right? And so on a subconscious level, we say,

100
00:08:43.280 --> 00:08:49.040
this is enough for me to satisfy my needs. We talk the talk of wanting more, of wanting growth,

101
00:08:49.600 --> 00:08:54.480
but like what we believe, the things that we truly believe, the ones that we never question,

102
00:08:54.480 --> 00:08:57.760
the real beliefs are the ones that we don't talk about or don't think about because they're

103
00:08:57.760 --> 00:09:03.840
so ingrained, right? And so like Layla says this from a success standpoint, like from a money

104
00:09:03.840 --> 00:09:11.200
standpoint, you don't deserve it. We're all, like we all fall short. We're, we've all done

105
00:09:11.200 --> 00:09:18.320
horrible shit to people. Like we all don't deserve it. But if you want it anyways, you just have to

106
00:09:18.320 --> 00:09:23.040
earn it. And the cool thing is that there's actions that you can take, despite the fact that you don't

107
00:09:23.040 --> 00:09:28.320
deserve it, that will still result in you getting it, right? And I think if you think about it

108
00:09:28.320 --> 00:09:34.560
like that, then it all of a sudden becomes under your control, right? And so when it gets easy,

109
00:09:34.560 --> 00:09:41.040
when you have that campaign that starts running and starts doing well, double down, right? Double

110
00:09:41.040 --> 00:09:46.640
down. Don't finally think I'm covered for this month, right? I see it time and again. I don't

111
00:09:46.640 --> 00:09:50.720
know what happened. I was crushing it for a few months and then you got lazy. And I don't want to

112
00:09:50.960 --> 00:09:56.720
say lazy. You got complacent. You stepped off the pedal and then got distracted because of the

113
00:09:56.720 --> 00:10:01.280
arms, like the stories that you tell yourself. But I'm telling you, like think about what the hunter,

114
00:10:01.280 --> 00:10:07.520
like, think about the best investor in the world. Think about Warren Buffett. You think if he sees

115
00:10:07.520 --> 00:10:11.280
outsized returns on something, that that's the point where he says, all right, guys, cool, we got

116
00:10:11.280 --> 00:10:19.920
to return. Great job. He's like put everything in it. Bet the farm, right? Go all in. And so

117
00:10:21.360 --> 00:10:26.720
when Jason flatly and pulled us aside and he said it, like so menacingly, he was like,

118
00:10:27.280 --> 00:10:31.840
everything you have is going to be taken from you by someone unless you you 10x tomorrow.

119
00:10:33.040 --> 00:10:40.640
Like when it feels easy is when you need to go hard. And I just, it like he said it so like,

120
00:10:40.640 --> 00:10:44.480
it felt like he was pushing our souls when he said that because both Layland and I were like,

121
00:10:45.040 --> 00:10:49.280
like our chest tightened up and like we went to the room to like decompress and like we like sat

122
00:10:49.280 --> 00:10:58.320
there and silence just being like, shit, he's right. And so then that's when the next month we

123
00:10:58.320 --> 00:11:02.720
did 475, the next month we did 750, the next month we did a million, the next month we did 1.3,

124
00:11:02.720 --> 00:11:09.120
the next month we did 1.5, and we just kept going, right? And if you have this where you're like,

125
00:11:09.120 --> 00:11:14.320
cool, I got to my EFT freedom number. I have now covered all my expenses and I have hit my goal,

126
00:11:15.040 --> 00:11:20.560
right? You satisfied you, but the market conditions and things are dynamic and they will change,

127
00:11:20.560 --> 00:11:26.000
which means that you are always at risk unless you are evolving, right? We are making massive strategic

128
00:11:26.000 --> 00:11:30.000
changes on the gym long side that are going to be rolled out the next six months that we're talking

129
00:11:30.000 --> 00:11:34.640
about. I have my Q, my Q1 meeting in 30 minutes, right? That we're going to be talking about

130
00:11:34.640 --> 00:11:37.600
with all of our directors and they're going to be rolling out the next six months for the team

131
00:11:37.600 --> 00:11:42.800
because I'm preparing for the things that are going to come that I can see, right? Big changes

132
00:11:42.880 --> 00:11:49.920
in the marketplace. So the way to not get caught flat-footed is to always assume that someone's

133
00:11:49.920 --> 00:11:55.680
taking you out. And then when that happens, you'll never be surprised. And it'll also allow you to

134
00:11:55.680 --> 00:12:02.080
have disproportionate returns for your time and effort because when it does get good, you get greedy.

135
00:12:02.080 --> 00:12:05.520
And that's what you should do, right? Like Warren Buffett says, when everyone gets greedy,

136
00:12:05.520 --> 00:12:09.600
I get nervous and when everyone gets nervous, I get greedy. Right now, we're in a time of prosperity.

137
00:12:09.680 --> 00:12:17.200
We've had 12 straight years of growth from an economic standpoint. I believe big things are coming.

138
00:12:17.200 --> 00:12:21.440
That aren't going to be good. And I think that a lot of gyms are going to be caught flat-footed.

139
00:12:21.440 --> 00:12:29.920
If you're struggling now, just wait. So that being said, you need to dial in. You need to go all in.

140
00:12:29.920 --> 00:12:34.000
You need to get tight where you're sloppy. You need to see where you're getting outsized

141
00:12:34.000 --> 00:12:38.640
returns and go all in on those outsized returns because they're going to pay for things where

142
00:12:38.640 --> 00:12:42.800
you don't have leadership or you don't have solid team members. You need to correct that.

143
00:12:42.800 --> 00:12:46.880
Now, like, there's no reason for you to wait. Like, what limiting belief do you tell yourself,

144
00:12:46.880 --> 00:12:49.920
oh, why my team isn't good enough? Right? Like, why is that okay?

145
00:12:51.600 --> 00:12:57.280
And stop believing it. So I hope my story of Jason Flasley and changing my life.

146
00:12:57.280 --> 00:13:01.920
Thank you, Jason. We appreciate you. And obviously, hopefully, the community of gyms that we've

147
00:13:01.920 --> 00:13:06.960
been able to impact as a result. There's a huge community of people in your life and your communities

148
00:13:06.960 --> 00:13:10.960
that are not being impacted because you decide to get complacent as soon as things get a little

149
00:13:10.960 --> 00:13:17.600
bit less stressful. And that's when you need to go all in. So I hope you have an amazing Thursday,

150
00:13:18.080 --> 00:13:23.360
an amazing rest of your week. My gym lords, I'll talk to you guys tomorrow, and for everyone else,

151
00:13:23.360 --> 00:13:26.800
have an amazing day, and continue to the day.