WEBVTT 1 00:00:00.000 --> 00:00:00.840 What's up, Mosination? 2 00:00:00.840 --> 00:00:03.040 I was recently interviewed on Omar Elatars, 3 00:00:03.040 --> 00:00:06.720 the passionate few, and in part one of the podcasts, 4 00:00:06.720 --> 00:00:08.120 we talked about three things. 5 00:00:08.120 --> 00:00:11.280 One, the path from employee Alex, entrepreneur Alex, 6 00:00:11.280 --> 00:00:14.360 and how I'm gonna step into the identity that I have now. 7 00:00:14.360 --> 00:00:17.360 Number two, how I incorporate fitness in my business journey 8 00:00:17.360 --> 00:00:18.680 and how I stay consistent with it 9 00:00:18.680 --> 00:00:21.440 despite the pressures of a business. 10 00:00:21.440 --> 00:00:23.600 And third, how I look at systems, 11 00:00:23.600 --> 00:00:25.760 how we optimize systems to scale a business 12 00:00:25.760 --> 00:00:30.320 and thoughts around adding them to a business at different sizes. 13 00:00:30.320 --> 00:00:33.520 I hope you enjoyed as much as we enjoyed making it for it. 14 00:00:33.520 --> 00:00:35.080 So I would fly out and I'd say, 15 00:00:35.080 --> 00:00:36.680 I get to collect all the upfront sales. 16 00:00:36.680 --> 00:00:38.560 I'll spend the marketing, I'll do the sales, 17 00:00:38.560 --> 00:00:40.880 I get all the upfront cash, you get all the customers. 18 00:00:40.880 --> 00:00:43.120 Ah, so you negotiated that deal? 19 00:00:43.120 --> 00:00:43.960 Yeah. 20 00:00:43.960 --> 00:00:46.800 So you kept 100% of the people you signed up for first month? 21 00:00:46.800 --> 00:00:47.880 Yeah, six weeks, but yeah. 22 00:00:48.920 --> 00:00:51.160 Welcome to the game where we talk about how to get more customers, 23 00:00:51.160 --> 00:00:53.160 how to make more per customer, and how to keep them longer, 24 00:00:53.160 --> 00:00:54.960 and the many failures and lessons we have learned 25 00:00:54.960 --> 00:00:55.800 along the way. 26 00:00:55.800 --> 00:00:57.120 I hope you enjoy and subscribe. 27 00:00:58.800 --> 00:01:00.520 Hey guys, welcome to this episode of The Passion. 28 00:01:00.520 --> 00:01:02.760 If you podcast today, it's your host Omar here. 29 00:01:02.760 --> 00:01:05.120 And today we're sitting down with the CEO of Jim Launch 30 00:01:05.120 --> 00:01:06.720 and a handful of other companies, 31 00:01:06.720 --> 00:01:09.240 none other than Alex Hermosi. 32 00:01:09.240 --> 00:01:11.720 And as some people might know in the internet space, 33 00:01:11.720 --> 00:01:14.880 he's gone from literally zero in March of 2017, 34 00:01:14.880 --> 00:01:17.360 I think, to now just clearing 110 million 35 00:01:17.360 --> 00:01:18.960 in revenue between his companies. 36 00:01:18.960 --> 00:01:20.960 So today we're gonna pick his mind here's whole story 37 00:01:20.960 --> 00:01:23.160 and get some advice for how you guys can grow your mindset 38 00:01:23.160 --> 00:01:24.000 and business. 39 00:01:24.000 --> 00:01:26.360 Thanks so much for being on the show today, Alex. 40 00:01:26.360 --> 00:01:28.480 Appreciate it, thank you for having me. 41 00:01:28.480 --> 00:01:29.320 Awesome, man. 42 00:01:29.320 --> 00:01:31.720 So I know we were talking a little bit before the Zoom call 43 00:01:31.720 --> 00:01:34.800 about kind of the nuances of now you're kind of teaching 44 00:01:34.800 --> 00:01:36.920 entrepreneurship and kind of giving advice 45 00:01:36.920 --> 00:01:38.440 with no agenda per se. 46 00:01:38.440 --> 00:01:41.360 But take me back, like, what's the, 47 00:01:41.360 --> 00:01:43.600 where did the inspiration for the entrepreneur 48 00:01:43.600 --> 00:01:47.360 that is Alex before 110 million in revenue, 49 00:01:47.360 --> 00:01:50.560 you and your wife Layla really killing it in fitness space? 50 00:01:50.600 --> 00:01:54.000 But like, take me back to Alex before all this started. 51 00:01:54.000 --> 00:01:55.720 What were you doing before and where did entrepreneurship 52 00:01:55.720 --> 00:01:56.960 start for you early on? 53 00:01:57.960 --> 00:02:00.040 I would say I had an atypical story. 54 00:02:00.040 --> 00:02:02.280 I was not the entrepreneur who fell like school 55 00:02:02.280 --> 00:02:05.320 didn't understand him and who struggled paying attention 56 00:02:05.320 --> 00:02:07.440 and was slinging, you know, hot dogs on the side. 57 00:02:07.440 --> 00:02:08.720 Like that was not my story. 58 00:02:08.720 --> 00:02:11.920 I did really well in school, went to Vanderbilt, 59 00:02:11.920 --> 00:02:14.000 graduated in three years, Maddie and Laude, 60 00:02:14.000 --> 00:02:15.440 did very well in the SATs. 61 00:02:15.440 --> 00:02:17.920 I got above Harvard's mid score and my GMATs. 62 00:02:17.920 --> 00:02:19.520 And I was playing and going to the management, 63 00:02:19.520 --> 00:02:22.080 sold no investment banking route because that was kind of the, 64 00:02:22.080 --> 00:02:23.800 where I knew that people made the most money. 65 00:02:23.800 --> 00:02:26.080 But I read the four hour work week 66 00:02:26.080 --> 00:02:27.240 when I was a management consultant 67 00:02:27.240 --> 00:02:28.720 and I was during the process when I was, 68 00:02:28.720 --> 00:02:31.040 I had just done my two years, I was 23. 69 00:02:31.040 --> 00:02:33.160 And I realized that there was no job 70 00:02:33.160 --> 00:02:35.000 that was going to pay me as much money as I wanted to make 71 00:02:35.000 --> 00:02:36.960 and would let me live. 72 00:02:36.960 --> 00:02:38.840 I knew that there were jobs like being investment banker, 73 00:02:38.840 --> 00:02:40.400 for example, you can make 10 million a year 74 00:02:40.400 --> 00:02:42.960 as an investment banker, you know, once you move up the ranks, 75 00:02:42.960 --> 00:02:46.320 but you pretty much give 25 years of your life to get there. 76 00:02:46.320 --> 00:02:49.080 And I, that was like, I don't know, 77 00:02:49.080 --> 00:02:51.040 I just didn't, I didn't feel like it made sense to me 78 00:02:51.040 --> 00:02:53.240 to give up all my youth for money later. 79 00:02:53.240 --> 00:02:54.640 You know what I mean? 80 00:02:54.640 --> 00:02:56.560 We all see those cartoons with the person chasing the money 81 00:02:56.560 --> 00:02:57.840 and the very end, they have all this money, 82 00:02:57.840 --> 00:02:59.400 they're old and they're looking to cliff. 83 00:02:59.400 --> 00:03:00.520 And so I didn't want that. 84 00:03:00.520 --> 00:03:04.120 And so I was applying for a business school. 85 00:03:04.120 --> 00:03:06.600 And one of the questions was how will, you know, 86 00:03:06.600 --> 00:03:09.080 expose the MBA, help you with your short and long term goals? 87 00:03:09.080 --> 00:03:12.040 And I think pretty sure this is why they asked the question 88 00:03:12.040 --> 00:03:13.040 to make sure that people are clear 89 00:03:13.040 --> 00:03:14.480 and why they're even applying. 90 00:03:14.480 --> 00:03:16.480 And I spent like two days looking at the question 91 00:03:16.480 --> 00:03:17.640 and then I just realized it wasn't going to help me 92 00:03:17.640 --> 00:03:19.200 with my short and long term goals. 93 00:03:19.200 --> 00:03:20.320 And so then I just looked at the opportunity 94 00:03:20.320 --> 00:03:21.800 off just spending, you know, 200,000 dollars 95 00:03:21.800 --> 00:03:25.240 and two years of not making income versus, you know, 96 00:03:25.240 --> 00:03:26.080 starting a business. 97 00:03:26.080 --> 00:03:29.000 And so that was what got me to transition. 98 00:03:29.000 --> 00:03:31.080 I looked at a bunch of different business ideas. 99 00:03:31.080 --> 00:03:34.240 I was super close to opening up a frozen yogurt store. 100 00:03:34.240 --> 00:03:36.280 I was, I, I, yeah, important. 101 00:03:36.280 --> 00:03:37.800 Yeah, Evie's treats. 102 00:03:37.800 --> 00:03:38.840 Evie's treats. 103 00:03:38.840 --> 00:03:40.720 Yeah, I just thought it was like a sweet and quiddish 104 00:03:40.720 --> 00:03:42.240 and it had like a candy and a positive, 105 00:03:42.240 --> 00:03:44.080 entered like vibe overall. 106 00:03:44.080 --> 00:03:46.080 I was going to model it after a candy store 107 00:03:46.080 --> 00:03:47.160 except it had frozen yogurt. 108 00:03:47.160 --> 00:03:48.920 But from a decoration style, things like lights 109 00:03:48.920 --> 00:03:50.920 and all the huge tubes of toppings. 110 00:03:50.920 --> 00:03:53.160 Like I could tell you all about the yogurt business 111 00:03:53.160 --> 00:03:54.160 if you ever wanted to. 112 00:03:56.160 --> 00:03:57.920 But anyways, I ended up realizing 113 00:03:57.920 --> 00:03:59.560 that it was like 200,000 dollars to start one of those 114 00:03:59.560 --> 00:04:00.400 and I didn't have that. 115 00:04:00.400 --> 00:04:03.480 So I had about 60,000 dollars that I had saved up at 23. 116 00:04:03.480 --> 00:04:04.760 And how did you save up that cash 117 00:04:04.760 --> 00:04:06.680 just from jobs along the way? 118 00:04:06.680 --> 00:04:08.480 From the consulting gig that I've had. 119 00:04:08.480 --> 00:04:09.720 And I ended up at the college. 120 00:04:09.720 --> 00:04:11.320 So I had a... 121 00:04:11.320 --> 00:04:13.280 How much were you making Givertake doing the consulting? 122 00:04:13.280 --> 00:04:15.040 You don't mind sharing it that time. 123 00:04:15.040 --> 00:04:16.040 I... 124 00:04:16.040 --> 00:04:16.880 It's good. 125 00:04:16.880 --> 00:04:20.000 So I had set up, I think I was making 50 or 60, 126 00:04:20.000 --> 00:04:20.840 I honestly don't remember. 127 00:04:20.840 --> 00:04:23.760 It was either 50 or 60 year in a year out of college. 128 00:04:23.760 --> 00:04:26.680 And the second year I was in that job, 129 00:04:26.680 --> 00:04:29.560 they allowed me to work on like commission. 130 00:04:29.560 --> 00:04:33.320 So if I brought in a deal, I would get a higher rate. 131 00:04:33.320 --> 00:04:35.880 And so they ended up switching me to that. 132 00:04:35.880 --> 00:04:38.240 And so we ended up having one deal 133 00:04:38.240 --> 00:04:40.560 that happened in the last six months of me being there 134 00:04:40.560 --> 00:04:44.040 and I got two, like, 30,000 dollar paychecks. 135 00:04:44.040 --> 00:04:46.280 And after out the second one, that deal ended. 136 00:04:46.280 --> 00:04:47.920 And so I was gonna have another period 137 00:04:47.920 --> 00:04:49.240 where I basically didn't get a paycheck 138 00:04:49.240 --> 00:04:50.960 until the next deal came through. 139 00:04:50.960 --> 00:04:52.480 And so it was at that point that I was like, 140 00:04:52.480 --> 00:04:53.680 I'm gonna do it. 141 00:04:53.680 --> 00:04:57.240 And so that's when I sold my condo 142 00:04:57.240 --> 00:05:00.640 and packed my car and I started driving across the country 143 00:05:00.640 --> 00:05:03.560 to California, which is where I opened my first gym. 144 00:05:04.480 --> 00:05:05.880 And when you opened your first gym, 145 00:05:05.880 --> 00:05:07.960 this is before you met Layla or anything like that, 146 00:05:07.960 --> 00:05:08.800 right? 147 00:05:08.800 --> 00:05:09.800 So it's a stage. 148 00:05:09.800 --> 00:05:11.600 So 24, you open your first gym. 149 00:05:11.600 --> 00:05:12.920 And what's your plan at this stage? 150 00:05:12.920 --> 00:05:15.000 Like are you already thinking about scale in this 151 00:05:15.000 --> 00:05:16.000 or it's just like a pack 152 00:05:16.000 --> 00:05:17.240 and you wanna create your own income? 153 00:05:17.240 --> 00:05:20.080 Like a lot of entrepreneurs now at 24, 25, 154 00:05:20.080 --> 00:05:21.880 they're trying to get the two common club beyond stage 155 00:05:21.880 --> 00:05:23.600 and click funnels, you know, like, 156 00:05:23.600 --> 00:05:25.720 and they make that the target instead of the stuff 157 00:05:25.720 --> 00:05:28.440 in front of them, take me to your mindset 158 00:05:28.440 --> 00:05:30.480 wise at that time, what was going through your head 159 00:05:30.480 --> 00:05:31.320 with that first one? 160 00:05:31.320 --> 00:05:33.120 I was different planning on being like, 161 00:05:33.120 --> 00:05:37.520 I would say it was brief that I wanted to be a Dave. 162 00:05:37.520 --> 00:05:40.120 So I'll answer your question with context. 163 00:05:40.120 --> 00:05:43.400 I was so depressed in this consulting job 164 00:05:43.400 --> 00:05:45.240 that I just didn't wanna be alive anymore. 165 00:05:45.240 --> 00:05:48.320 And so I didn't. 166 00:05:48.320 --> 00:05:49.760 And so when I realized that a lot of the things 167 00:05:49.760 --> 00:05:51.280 that I created was because of what I thought 168 00:05:51.280 --> 00:05:52.920 I was supposed to do. 169 00:05:52.920 --> 00:05:56.240 And that I was in some places they call that a rock top 170 00:05:56.240 --> 00:05:57.640 moment rather than a rock bottom moment. 171 00:05:57.640 --> 00:05:58.480 You get to the top of the mountain 172 00:05:58.480 --> 00:06:00.080 and you realize there's nothing there, right? 173 00:06:00.080 --> 00:06:01.520 And so I was like, this is miserable. 174 00:06:01.520 --> 00:06:04.080 If the rest of my life is more of this than I don't apply. 175 00:06:04.080 --> 00:06:05.640 And so that was when I, you know, 176 00:06:05.640 --> 00:06:07.680 quit everything, sold everything and said, 177 00:06:07.680 --> 00:06:09.480 well, at least to buy, you know, do fitness, 178 00:06:09.480 --> 00:06:10.720 it's something that I'm really passionate about. 179 00:06:10.720 --> 00:06:12.960 And they say, if you do something you're passionate about, 180 00:06:12.960 --> 00:06:15.360 then, you know, you don't have to work another day 181 00:06:15.360 --> 00:06:17.080 in your life or whatever the setting is. 182 00:06:17.080 --> 00:06:19.160 And so I kind of bought into that, which is alive, 183 00:06:19.160 --> 00:06:21.920 but definitely a versus that. 184 00:06:21.920 --> 00:06:23.560 But it got me on that path. 185 00:06:23.560 --> 00:06:25.360 And the thing is that as soon as I started the gym, 186 00:06:25.360 --> 00:06:26.520 it was the hardest period of my life 187 00:06:26.520 --> 00:06:27.880 was the first nine months running my gym. 188 00:06:27.880 --> 00:06:30.840 And to actually top two hardest periods of my life. 189 00:06:30.840 --> 00:06:34.040 And during that process, once I got out of like 190 00:06:34.040 --> 00:06:36.640 sleeping on the gym floor, which is how I started, 191 00:06:36.640 --> 00:06:39.360 to actually like making it into a business, 192 00:06:39.360 --> 00:06:40.600 at that point I was home. 193 00:06:40.600 --> 00:06:42.600 And I just, I was all I could think about was, 194 00:06:42.600 --> 00:06:44.040 how do I, you know, how do I scale? 195 00:06:44.040 --> 00:06:44.880 How do I get more gyms? 196 00:06:44.880 --> 00:06:46.640 How do I have more locations? 197 00:06:46.640 --> 00:06:49.560 And from the, from the point where you started to start 198 00:06:49.560 --> 00:06:52.200 getting more momentum was about nine months, you said? 199 00:06:52.200 --> 00:06:53.400 I was very fortunate. 200 00:06:53.400 --> 00:06:55.800 I hired a coach before I opened a gym. 201 00:06:55.800 --> 00:06:56.640 Yeah. 202 00:06:56.640 --> 00:06:57.640 So I learned from the consulting world 203 00:06:57.640 --> 00:06:58.960 that the fastest way to learn a skill 204 00:06:58.960 --> 00:07:00.480 is to hire an expert. 205 00:07:00.480 --> 00:07:01.480 Because that's exactly what you're doing, 206 00:07:01.480 --> 00:07:02.520 the consulting, the management consultant 207 00:07:02.520 --> 00:07:04.560 or from Shaqqin, from all of that. 208 00:07:04.560 --> 00:07:06.200 Well, that's Sam back to you. 209 00:07:06.200 --> 00:07:07.640 It was, some figure Sam. 210 00:07:07.640 --> 00:07:08.480 Yeah. 211 00:07:08.480 --> 00:07:10.920 So actually, it's actually new Sam rest and peace Sam. 212 00:07:10.920 --> 00:07:13.800 And yeah, he was instrumental 213 00:07:13.800 --> 00:07:15.920 on so many people's fitness journey. 214 00:07:15.920 --> 00:07:17.680 So what did you learn from him, man? 215 00:07:17.680 --> 00:07:18.680 That's awesome. 216 00:07:18.680 --> 00:07:21.360 Yeah, so to my knowledge, I was, 217 00:07:21.360 --> 00:07:23.880 I think Sam's only apprentice. 218 00:07:23.880 --> 00:07:27.160 So he created this kind of classic Sam fashion. 219 00:07:27.160 --> 00:07:29.320 I emailed 40 gym owners that seemed like they were doing 220 00:07:29.320 --> 00:07:31.160 something, he was the only one who replied to me. 221 00:07:31.160 --> 00:07:32.640 I was in Baltimore. 222 00:07:32.640 --> 00:07:34.400 He said, come on over. 223 00:07:34.400 --> 00:07:36.120 Sure, man, see what we can do. 224 00:07:36.120 --> 00:07:37.600 I drove over, knocked on his door 225 00:07:37.600 --> 00:07:38.920 and he was like, holy shit, you're here. 226 00:07:38.920 --> 00:07:39.920 That's weird. 227 00:07:39.920 --> 00:07:40.920 I was like, yeah, I'm here. 228 00:07:40.920 --> 00:07:41.760 And he was like, where are you staying? 229 00:07:41.760 --> 00:07:42.600 I was like, I don't know, huh? 230 00:07:42.600 --> 00:07:43.400 Just shut up at your door. 231 00:07:43.400 --> 00:07:45.440 And he was like, I was like, no, I literally just got out 232 00:07:45.440 --> 00:07:47.600 of my car like from Baltimore like, hi. 233 00:07:47.600 --> 00:07:50.400 And so he said, well, you know, I'm busy right now. 234 00:07:50.400 --> 00:07:52.520 He's like, but you can come over to my place 235 00:07:52.520 --> 00:07:53.680 for dinner tonight, you can sit over 236 00:07:53.680 --> 00:07:54.520 and I was like, all the things. 237 00:07:54.520 --> 00:07:56.480 So like, that was kind of the guy that Sam was. 238 00:07:56.480 --> 00:07:58.680 And I think Sam was a really passionate guy. 239 00:07:58.680 --> 00:08:00.320 He was definitely very opinionated. 240 00:08:00.320 --> 00:08:02.360 He created a lot of enemies and a lot of friends. 241 00:08:02.360 --> 00:08:04.160 But you always knew where you stood with Sam. 242 00:08:04.160 --> 00:08:08.160 So he took me in and then I woke up with him every day. 243 00:08:08.160 --> 00:08:09.560 You know, I was at the gym at four 244 00:08:09.560 --> 00:08:11.440 with him to kind of learn the ropes. 245 00:08:11.440 --> 00:08:12.680 He let me sign up for his mastermind. 246 00:08:12.680 --> 00:08:14.560 So he was like, it's 10 grand for my masterminds. 247 00:08:14.560 --> 00:08:15.560 I said, okay, here's 10 grand. 248 00:08:15.560 --> 00:08:17.320 I was like, I don't have a gym, it's fine. 249 00:08:17.320 --> 00:08:18.880 And then he turned around and gave me a job. 250 00:08:18.880 --> 00:08:20.320 So I was like, he started paying me back the money 251 00:08:20.320 --> 00:08:22.760 for the mastermind I just paid for. 252 00:08:22.760 --> 00:08:25.120 And then 90 days in, I found a location 253 00:08:25.120 --> 00:08:26.120 and I said, I'm gonna open this one. 254 00:08:26.120 --> 00:08:31.120 So, how scary was it for you to invest the cash at that time? 255 00:08:31.480 --> 00:08:33.600 Because that amount of money you're in your mid-20s. 256 00:08:33.600 --> 00:08:35.320 And, you know, I had 60. 257 00:08:35.320 --> 00:08:39.040 So I knew I had 10 left or 10, 10 less than that I had 50. 258 00:08:39.040 --> 00:08:40.400 Like I was just running off of like, 259 00:08:40.400 --> 00:08:41.920 how much money do I have? 260 00:08:41.920 --> 00:08:42.760 Right. 261 00:08:42.760 --> 00:08:45.240 And then I opened the gym I think for 37. 262 00:08:45.240 --> 00:08:46.080 Something like that. 263 00:08:46.080 --> 00:08:48.360 And I spent money in the three months in between. 264 00:08:48.360 --> 00:08:51.960 So I know I had $5,000 left in my bank account 265 00:08:51.960 --> 00:08:53.880 when the gym opened. 266 00:08:53.880 --> 00:08:55.680 And was fitness already a part of your routine? 267 00:08:55.840 --> 00:08:58.000 I just want to assume that because I think a lot of people, 268 00:08:58.000 --> 00:08:59.160 obviously, your fitness hell, 269 00:08:59.160 --> 00:09:01.240 we see all your caps videos on your Instagram. 270 00:09:01.240 --> 00:09:05.120 Yeah, I was, I was, I was, 271 00:09:05.120 --> 00:09:07.960 I think when I was 15, I was already very fit. 272 00:09:07.960 --> 00:09:10.720 Like I was already like extremely fit. 273 00:09:10.720 --> 00:09:12.760 And how do you maintain the consistency thing? 274 00:09:12.760 --> 00:09:13.600 You just love it. 275 00:09:13.600 --> 00:09:15.680 And it's so the, the, the consistency is automatic. 276 00:09:15.680 --> 00:09:18.040 At the stage, the results drive you or is it, 277 00:09:18.040 --> 00:09:20.080 does it help you with business in a certain context? 278 00:09:20.080 --> 00:09:20.920 Like you get off. 279 00:09:20.920 --> 00:09:22.560 Oh, you see, you never know those things. 280 00:09:22.560 --> 00:09:23.400 Really? 281 00:09:23.400 --> 00:09:24.640 It's an interesting answer for you. 282 00:09:24.640 --> 00:09:26.120 Yeah, it's interesting because I think if you talk 283 00:09:26.120 --> 00:09:27.320 to a lot of entrepreneurs about fitness, 284 00:09:27.320 --> 00:09:28.800 they're actually kind of green. 285 00:09:28.800 --> 00:09:29.640 They're new to it. 286 00:09:29.640 --> 00:09:31.440 I've been training for 17 years. 287 00:09:31.440 --> 00:09:33.280 So as though, like despite the fact that I'm younger, 288 00:09:33.280 --> 00:09:36.040 like I'm actually, I'm like older than the iron game. 289 00:09:36.040 --> 00:09:36.880 You know what I mean? 290 00:09:36.880 --> 00:09:37.880 How old are you? 291 00:09:37.880 --> 00:09:38.680 31. 292 00:09:38.680 --> 00:09:39.520 31. 293 00:09:39.520 --> 00:09:41.240 But like I've been training for a long time. 294 00:09:41.240 --> 00:09:43.880 Like I, I mean, I had state records in my 20s. 295 00:09:43.880 --> 00:09:46.600 So like I've been competing for a long time 296 00:09:46.600 --> 00:09:48.520 at that point already, you know what I mean? 297 00:09:48.520 --> 00:09:49.360 Yeah. 298 00:09:49.360 --> 00:09:51.360 And so in the beginning, I started working out 299 00:09:51.400 --> 00:09:56.000 because I wanted to be strong enough to protect myself. 300 00:09:56.000 --> 00:09:59.320 And then it transitioned from that to wanting to get girls, 301 00:09:59.320 --> 00:10:00.480 which it didn't help with. 302 00:10:00.480 --> 00:10:03.320 But that's what I thought it would help with. 303 00:10:03.320 --> 00:10:06.120 And then from there, it's transitioned to status, right? 304 00:10:06.120 --> 00:10:06.960 What's happening in college? 305 00:10:06.960 --> 00:10:10.000 It was more about just like looking good in general. 306 00:10:10.000 --> 00:10:14.080 And then from there, it transitioned to being about progress 307 00:10:14.080 --> 00:10:15.400 because then I got into the strength game 308 00:10:15.400 --> 00:10:17.000 and really started like powerlifting 309 00:10:17.000 --> 00:10:18.520 and competing and all that. 310 00:10:18.520 --> 00:10:21.720 And then once I opened my business, 311 00:10:21.720 --> 00:10:24.840 from that point going forward, and that was 2013, 312 00:10:24.840 --> 00:10:26.800 when I opened my gym, my first gym, 313 00:10:26.800 --> 00:10:28.840 fitness no longer was a priority for me. 314 00:10:28.840 --> 00:10:32.680 My body was the vehicle for growth prior to the business. 315 00:10:32.680 --> 00:10:35.160 And then the business became the vehicle for growth 316 00:10:35.160 --> 00:10:36.560 as soon as that started. 317 00:10:36.560 --> 00:10:38.000 I would say from then until now, 318 00:10:38.000 --> 00:10:40.440 it's been more or less the same, which is, 319 00:10:40.440 --> 00:10:43.920 I work out because it is a part of my identity. 320 00:10:43.920 --> 00:10:46.640 I enjoy what I feel like after I work out. 321 00:10:46.640 --> 00:10:49.120 I take the same amount of inertia to overcome 322 00:10:49.120 --> 00:10:51.680 to get to the workout facility. 323 00:10:51.680 --> 00:10:53.840 Like I have, and I'm working on this now, hopefully, 324 00:10:53.840 --> 00:10:56.080 I mean, I have Aiki joints, like my knees hurt, 325 00:10:56.080 --> 00:10:57.880 my hips hurt, because I've been doing 326 00:10:57.880 --> 00:10:58.920 a lot of volume for a long time. 327 00:10:58.920 --> 00:11:02.000 So like, I get in there and I just try and clock, 328 00:11:02.000 --> 00:11:04.560 I just pump, it's just like a clock in, a clock out, 329 00:11:04.560 --> 00:11:07.360 I do my volume and I go about my life 330 00:11:07.360 --> 00:11:08.600 because I am in the fitness space 331 00:11:08.600 --> 00:11:09.760 and I need to look a certain way. 332 00:11:09.760 --> 00:11:12.080 And so that's kind of what I've kind of tricked myself into. 333 00:11:12.080 --> 00:11:13.520 It's like I have to look a certain way. 334 00:11:13.520 --> 00:11:15.240 I don't think I actually have to, 335 00:11:16.240 --> 00:11:18.720 but Sam actually told me that, too, 336 00:11:18.720 --> 00:11:21.760 that it's like used as like a pressure motivation. 337 00:11:21.760 --> 00:11:24.760 And that's why so often you see that very seldomly 338 00:11:24.760 --> 00:11:27.080 you see people in other careers actually maintain 339 00:11:27.080 --> 00:11:28.840 their physique over the course of years. 340 00:11:28.840 --> 00:11:30.560 It happens, but it's anomaly. 341 00:11:30.560 --> 00:11:32.480 Usually people who maintain their body 342 00:11:32.480 --> 00:11:34.600 are in the fitness space because they're walking billboards 343 00:11:34.600 --> 00:11:36.840 that creates that pressure of like shit. 344 00:11:36.840 --> 00:11:39.440 I'm an example of what I teach at some level, 345 00:11:39.440 --> 00:11:40.880 at least in your head, yeah. 346 00:11:40.880 --> 00:11:42.560 Yeah, it's difficult because you also, 347 00:11:42.560 --> 00:11:44.120 a lot of things that make you look super fit 348 00:11:44.120 --> 00:11:45.480 are actually not good for your health. 349 00:11:45.480 --> 00:11:47.400 It's like me walking right at my body weight 350 00:11:47.400 --> 00:11:49.120 in general is not good for my longevity, 351 00:11:49.120 --> 00:11:50.320 which is one of the things I struggle with 352 00:11:50.320 --> 00:11:52.600 because I wanna make progress, right? 353 00:11:52.600 --> 00:11:55.160 I wanna get better, but me getting better, 354 00:11:55.160 --> 00:11:56.520 I actually think, I mean, if I get bigger now, 355 00:11:56.520 --> 00:11:57.720 I just look worse. 356 00:11:57.720 --> 00:12:00.440 And if I get stronger, my joints hurt more. 357 00:12:00.440 --> 00:12:02.400 And if I gain more muscle, I live less time 358 00:12:02.400 --> 00:12:03.680 because my heart will get up. 359 00:12:03.680 --> 00:12:05.320 So that's like the real that no one talks about. 360 00:12:05.320 --> 00:12:07.280 So those are the things that I look at. 361 00:12:07.280 --> 00:12:08.720 So for now, it's like I'm just, 362 00:12:08.720 --> 00:12:10.640 I trained to train so that I can maintain our mat. 363 00:12:10.640 --> 00:12:13.200 I may lose 30 pounds when I'm 40, 364 00:12:13.200 --> 00:12:14.560 just to get even leaner. 365 00:12:14.560 --> 00:12:17.400 But anyways, not to digress into if it's tangent. 366 00:12:17.400 --> 00:12:19.080 No, no, it makes sense because a lot of people, 367 00:12:19.080 --> 00:12:20.480 I'm sure think about that. 368 00:12:20.480 --> 00:12:23.080 A lot of times, they say one area affects the other. 369 00:12:23.080 --> 00:12:24.520 Have you found that when you don't work out 370 00:12:24.520 --> 00:12:26.560 for X amount of time, it starts throwing you off 371 00:12:26.560 --> 00:12:27.720 in business a little bit 372 00:12:27.720 --> 00:12:29.920 or it starts throwing up your mind or rhythm at all? 373 00:12:29.920 --> 00:12:30.760 Not at all. 374 00:12:30.760 --> 00:12:32.000 Not at decision. 375 00:12:32.000 --> 00:12:32.840 No, not at all. 376 00:12:32.840 --> 00:12:34.600 If I don't work out, I'm just, 377 00:12:34.600 --> 00:12:35.920 if anything, I have more energy. 378 00:12:37.520 --> 00:12:39.400 I mean, I used to self fitness 379 00:12:39.400 --> 00:12:40.240 and so I would talk to like, 380 00:12:40.240 --> 00:12:41.680 oh, the reason you're tired is to know working out. 381 00:12:41.720 --> 00:12:43.360 I think that there's some truth to that 382 00:12:43.360 --> 00:12:44.400 because it's usually just people 383 00:12:44.400 --> 00:12:46.200 just so unaware of their body and what they're eating 384 00:12:46.200 --> 00:12:47.320 and they're so out of touch. 385 00:12:47.320 --> 00:12:49.800 But like, I know what I eat. 386 00:12:49.800 --> 00:12:51.360 I know how many grams of everything 387 00:12:51.360 --> 00:12:52.200 that go into my body, 388 00:12:52.200 --> 00:12:53.360 because I've been doing it for such a long time. 389 00:12:53.360 --> 00:12:56.400 So then if I take a week off, I'm fine. 390 00:12:56.400 --> 00:12:57.240 You know what I mean? 391 00:12:57.240 --> 00:12:58.240 And I work out. 392 00:12:58.240 --> 00:13:00.120 So you occasionally pick out then you're human. 393 00:13:00.120 --> 00:13:01.920 You're not just like the super disciplined robot 394 00:13:01.920 --> 00:13:04.080 that's up at like 2 a.m or 3 a.m. 395 00:13:04.080 --> 00:13:05.440 4 a.m. every day. 396 00:13:05.440 --> 00:13:07.360 Well, it's balanced for you. 397 00:13:07.360 --> 00:13:10.480 So there's, so anything that I can't do forever, I don't do. 398 00:13:11.480 --> 00:13:14.080 And so I don't, I don't follow diets. 399 00:13:14.080 --> 00:13:17.000 I don't like none of those things make any sense 400 00:13:17.000 --> 00:13:18.600 to me personally, 401 00:13:18.600 --> 00:13:19.960 because unless you're competing, right, 402 00:13:19.960 --> 00:13:21.360 which just about no one is, 403 00:13:21.360 --> 00:13:23.720 then the only thing that you have to do 404 00:13:23.720 --> 00:13:25.280 is something that you can do 405 00:13:25.280 --> 00:13:26.560 for a sustainable period of time. 406 00:13:26.560 --> 00:13:28.880 And so for me, like, I'm running a book on it 407 00:13:28.880 --> 00:13:32.040 because Russell, I've had so many conversation with entrepreneurs. 408 00:13:32.040 --> 00:13:34.160 I did this weekend where it was eight entrepreneurs 409 00:13:34.160 --> 00:13:35.680 and all of us are doing about half a billion a year 410 00:13:35.680 --> 00:13:37.440 in revenue between eight of us. 411 00:13:37.440 --> 00:13:39.560 And everybody went up and shared tactics and whatnot. 412 00:13:39.560 --> 00:13:40.400 And then during lunch, 413 00:13:40.400 --> 00:13:41.960 everyone's seeing me eating cookies and twizzlers 414 00:13:41.960 --> 00:13:44.400 and they're like, what is wrong with you? 415 00:13:44.400 --> 00:13:46.080 And on the second day, they saw me doing it again. 416 00:13:46.080 --> 00:13:48.120 And they're like, what the hell, like, seriously? 417 00:13:48.120 --> 00:13:49.920 And they're all like, no, I do keto. 418 00:13:49.920 --> 00:13:50.760 Cause they're all entrepreneurs. 419 00:13:50.760 --> 00:13:52.360 And I know I eat only two fats 420 00:13:52.360 --> 00:13:53.320 and I do intermittent fasting. 421 00:13:53.320 --> 00:13:54.560 And I, you know, like, they're always just doing 422 00:13:54.560 --> 00:13:55.480 all this crazy shit. 423 00:13:55.480 --> 00:13:56.480 All right. 424 00:13:56.480 --> 00:13:58.080 Sorry if I was not supposed to cast. 425 00:13:58.080 --> 00:13:59.120 I know you're good. 426 00:13:59.120 --> 00:14:01.120 And I was like, you guys just have it all wrong. 427 00:14:01.120 --> 00:14:02.680 Like I eat two pounds of meat a day, 428 00:14:02.680 --> 00:14:04.360 which is 200 grams of protein. 429 00:14:04.360 --> 00:14:06.320 And that gives me about a thousand calories. 430 00:14:06.320 --> 00:14:09.720 And then I eat 1,500 calories of whatever else I want. 431 00:14:09.720 --> 00:14:11.040 And that's every day. 432 00:14:11.040 --> 00:14:11.880 That's it. 433 00:14:11.880 --> 00:14:13.600 So if I want to eat 1,500 calories of ice cream, I do that. 434 00:14:13.600 --> 00:14:15.440 If I want to eat 1,500 calories pizza, I do that. 435 00:14:15.440 --> 00:14:16.920 If I want to eat bagels and cream cheese, 436 00:14:16.920 --> 00:14:17.760 then I do that. 437 00:14:17.760 --> 00:14:18.600 It doesn't matter. 438 00:14:18.600 --> 00:14:20.240 It truly does not matter. 439 00:14:20.240 --> 00:14:23.080 And it's just not sexy from a fitness selling perspective. 440 00:14:23.080 --> 00:14:25.360 Cause it's like, we would want to have a unique mechanism. 441 00:14:25.360 --> 00:14:26.200 Right. 442 00:14:26.200 --> 00:14:28.680 And the route is like, you eat a gram per pound of body weight 443 00:14:28.680 --> 00:14:30.800 in protein and then the rest of your calories 444 00:14:30.800 --> 00:14:31.960 to whatever your goal is. 445 00:14:31.960 --> 00:14:33.840 And if you want to be in a deficit, just decrease it. 446 00:14:33.840 --> 00:14:36.040 But I've never, I've stopped eating ice cream for years. 447 00:14:36.040 --> 00:14:38.120 I've never seen ice cream probably once or twice a day. 448 00:14:38.120 --> 00:14:40.040 I want to ask one more question before we get back 449 00:14:40.040 --> 00:14:41.040 to the business stuff. 450 00:14:41.040 --> 00:14:44.040 But I noticed you're a systems guy. 451 00:14:44.040 --> 00:14:46.440 Like you have a lot of these rules and systems. 452 00:14:46.440 --> 00:14:48.960 Do you spend a lot of time kind of like, 453 00:14:48.960 --> 00:14:50.320 you know, obviously it sounds simple, right? 454 00:14:50.320 --> 00:14:51.720 You know, it's something I can't do forever. 455 00:14:51.720 --> 00:14:53.280 I don't do like a very simple rule. 456 00:14:53.280 --> 00:14:55.480 But I'm sure it took a lot of trial and error and bullshit 457 00:14:55.480 --> 00:14:57.520 to get to that simple conclusion. 458 00:14:57.520 --> 00:14:59.440 Do you spend a lot of time consciously reviewing 459 00:14:59.440 --> 00:15:01.480 and reiterating systems like in your mindset 460 00:15:01.480 --> 00:15:04.320 and your business, is that a constant priority for you? 461 00:15:04.320 --> 00:15:05.160 100%. 462 00:15:05.160 --> 00:15:07.480 It's probably the thing that I do the most though. 463 00:15:07.480 --> 00:15:09.000 Just refining what I'll think. 464 00:15:09.000 --> 00:15:10.440 It's developing frameworks. 465 00:15:10.440 --> 00:15:13.000 It's developing frameworks for thinking. 466 00:15:13.000 --> 00:15:14.680 Because like at the end of the day, 467 00:15:14.680 --> 00:15:16.880 we only have so much decision making power. 468 00:15:16.880 --> 00:15:18.160 And if we can use frameworks, 469 00:15:18.160 --> 00:15:19.520 then we can conserve that power 470 00:15:19.520 --> 00:15:21.240 and make more high quality decisions. 471 00:15:21.240 --> 00:15:24.120 And a lot of times the decisions that we are making 472 00:15:24.120 --> 00:15:25.400 are similar in nature. 473 00:15:25.400 --> 00:15:26.400 The variables may be different, 474 00:15:26.400 --> 00:15:28.560 but the nature of the decisions the same, right? 475 00:15:28.560 --> 00:15:29.400 Are we going to spend more? 476 00:15:29.400 --> 00:15:30.240 Are we going to spend less? 477 00:15:30.240 --> 00:15:31.360 Are we going to add more acquisition? 478 00:15:31.360 --> 00:15:33.200 Are we going to add this extra service line? 479 00:15:33.360 --> 00:15:34.600 You know, whatever it is. 480 00:15:34.600 --> 00:15:37.440 And so if you're making that decision for the first time, 481 00:15:37.440 --> 00:15:38.720 it's very arduous. 482 00:15:38.720 --> 00:15:40.320 You're like trying to spring it all in 483 00:15:40.320 --> 00:15:42.440 and trying to weigh the outcomes. 484 00:15:42.440 --> 00:15:43.800 But if you have a framework for making the decision 485 00:15:43.800 --> 00:15:45.200 and it's significantly easier and faster, 486 00:15:45.200 --> 00:15:46.920 and you have a higher likelihood of making the right call, 487 00:15:46.920 --> 00:15:49.400 which at a certain point, 488 00:15:49.400 --> 00:15:50.520 all of us are simply rewarded 489 00:15:50.520 --> 00:15:51.480 for the quality of our decisions 490 00:15:51.480 --> 00:15:52.840 over a long time horizon. 491 00:15:56.040 --> 00:15:57.040 Most of the nation real quick, 492 00:15:57.040 --> 00:16:00.080 if you are a business owner that has a big old business 493 00:16:00.080 --> 00:16:02.160 and wants to get to a much bigger business, 494 00:16:02.160 --> 00:16:03.960 going to $50 million plus, 495 00:16:03.960 --> 00:16:05.600 we would love to talk to you. 496 00:16:05.600 --> 00:16:06.800 And if you like that, 497 00:16:06.800 --> 00:16:07.800 we'd like to hear more about it. 498 00:16:07.800 --> 00:16:10.480 Go to acquisition.com and you can plan anywhere on the page 499 00:16:10.480 --> 00:16:12.520 and talk to one of our team and see 500 00:16:12.520 --> 00:16:13.640 if we can help you get there. 501 00:16:16.120 --> 00:16:18.480 So how do you incorporate joy in that? 502 00:16:18.480 --> 00:16:19.320 The results? 503 00:16:19.320 --> 00:16:20.880 Going back in? 504 00:16:20.880 --> 00:16:21.920 The joy? 505 00:16:21.920 --> 00:16:24.480 I think it's a really good question. 506 00:16:24.480 --> 00:16:26.440 I think that if I look at my life now, 507 00:16:26.440 --> 00:16:28.240 compared to what it was two years ago, 508 00:16:28.240 --> 00:16:30.040 I've significantly more drawn my life. 509 00:16:30.040 --> 00:16:32.360 And if you put 10 years ago, 510 00:16:32.360 --> 00:16:33.560 it's wildly different. 511 00:16:33.560 --> 00:16:34.480 You know what I mean? 512 00:16:34.480 --> 00:16:36.160 I went from not wanting to be alive 513 00:16:36.160 --> 00:16:38.400 and being okay with not waking up tomorrow 514 00:16:38.400 --> 00:16:39.720 to genuinely being, 515 00:16:39.720 --> 00:16:41.320 I would be very bummed if I died. 516 00:16:41.320 --> 00:16:43.920 I don't know if I'm going to say that, 517 00:16:43.920 --> 00:16:45.680 but I would be bummed if I died. 518 00:16:45.680 --> 00:16:46.520 I just love it. 519 00:16:46.520 --> 00:16:47.800 There's a lot of stuff I like my life. 520 00:16:47.800 --> 00:16:50.120 And so I think that the easiest way 521 00:16:50.120 --> 00:16:51.960 from like a programmatic standpoint 522 00:16:51.960 --> 00:16:54.640 to reverse engineer joy is just simply saying, 523 00:16:54.640 --> 00:16:57.560 like what do I enjoy doing on a daily basis? 524 00:16:57.600 --> 00:16:59.200 And then like how can I create 525 00:16:59.200 --> 00:17:01.240 as many of those days as possible? 526 00:17:01.240 --> 00:17:02.080 That's right. 527 00:17:02.080 --> 00:17:03.560 And that's at least how I think about it. 528 00:17:03.560 --> 00:17:05.680 And so my days look more or less the same 529 00:17:05.680 --> 00:17:07.760 because this is what I like doing. 530 00:17:07.760 --> 00:17:09.600 I wake up at the time when I'm waking up. 531 00:17:09.600 --> 00:17:11.560 I train at my beautiful home gym that I have 532 00:17:11.560 --> 00:17:12.920 with that's completely commercial. 533 00:17:12.920 --> 00:17:15.160 You know, you've seen some of the videos of it. 534 00:17:15.160 --> 00:17:16.120 It's very cool. 535 00:17:16.120 --> 00:17:17.520 You know, I hang out with my wife. 536 00:17:17.520 --> 00:17:19.680 We do the same things 537 00:17:19.680 --> 00:17:22.040 because that's kind of my ideal day. 538 00:17:22.040 --> 00:17:23.600 And so we do as many of those days as we can 539 00:17:23.600 --> 00:17:25.080 every once in a while we add variety in. 540 00:17:25.080 --> 00:17:27.160 You know, so it doesn't get stale, but 541 00:17:27.160 --> 00:17:28.600 that's how I like living. 542 00:17:28.600 --> 00:17:29.400 Powerful man. 543 00:17:29.400 --> 00:17:31.360 So take me back to when you start the first gym 544 00:17:31.360 --> 00:17:33.160 before all this happens. 545 00:17:33.160 --> 00:17:36.000 You start the first one and then it takes nine months 546 00:17:36.000 --> 00:17:37.120 you get the ball rolling. 547 00:17:37.120 --> 00:17:38.320 And then where you're at in revenue 548 00:17:38.320 --> 00:17:40.440 and where you finally go, aha, now I'm starting to get it. 549 00:17:40.440 --> 00:17:41.960 What was happening where you went? 550 00:17:41.960 --> 00:17:44.200 Ah, now I got, I went from being a novice. 551 00:17:44.200 --> 00:17:46.520 I went from being a dinner to like, okay, get this. 552 00:17:47.520 --> 00:17:50.240 I started out very successfully. 553 00:17:50.240 --> 00:17:52.480 I mean, $5,000 is my first month in business. 554 00:17:52.480 --> 00:17:56.680 I mean, 10,000 the second month, 15, 20, 25, 30, 35. 555 00:17:57.240 --> 00:17:59.120 It was month seven or eight. 556 00:17:59.120 --> 00:18:00.840 I had the gym outsourced at month nine. 557 00:18:00.840 --> 00:18:02.960 So I had a manager and trainers full time 558 00:18:02.960 --> 00:18:06.440 so that I wasn't running the gym month 15. 559 00:18:06.440 --> 00:18:08.200 And what was your overhead monthly at that time? 560 00:18:08.200 --> 00:18:09.480 Give or take. 561 00:18:09.480 --> 00:18:10.600 It wasn't too bad. 562 00:18:10.600 --> 00:18:13.560 I know that I had scrolled away 50 grand in the first. 563 00:18:13.560 --> 00:18:15.360 I think it was the first six months, something like that. 564 00:18:15.360 --> 00:18:17.960 Like I saved $50,000. 565 00:18:17.960 --> 00:18:20.880 So I already made the money back for starting the gym 566 00:18:20.880 --> 00:18:22.320 in that time period. 567 00:18:22.320 --> 00:18:25.840 And then by month 15 opened up the second location 568 00:18:25.840 --> 00:18:29.200 and then month 21, we opened the third location. 569 00:18:29.200 --> 00:18:30.840 And then we had four and five 570 00:18:30.840 --> 00:18:33.760 and then six locations in three years. 571 00:18:33.760 --> 00:18:35.840 And did you have partners in them or you were so old? 572 00:18:35.840 --> 00:18:36.840 Yeah. 573 00:18:36.840 --> 00:18:40.160 Yeah, I had, so I started it on my own. 574 00:18:40.160 --> 00:18:43.200 And then being the unwise young entrepreneur that I was, 575 00:18:43.200 --> 00:18:45.760 I basically gave away two thirds of my business 576 00:18:45.760 --> 00:18:48.920 for no money, even though it was making me $20,000 a month. 577 00:18:48.920 --> 00:18:50.320 I sold two thirds of a business 578 00:18:50.320 --> 00:18:52.640 that was making $20,000 a month in every cash load of me 579 00:18:52.640 --> 00:18:54.200 for $34,000. 580 00:18:54.240 --> 00:18:57.680 And then I bought Sam's 10% back as he made a deal with me 581 00:18:57.680 --> 00:18:58.960 that he would get 10% of the business. 582 00:18:58.960 --> 00:19:01.040 And I didn't like that somebody else had 10%. 583 00:19:01.040 --> 00:19:05.640 So I gave away two thirds at a $37,000 valuation. 584 00:19:05.640 --> 00:19:09.240 And I bought back 10% at a $200,000 valuation 585 00:19:09.240 --> 00:19:10.960 that Sam had valued it at. 586 00:19:10.960 --> 00:19:15.160 And so I ended up netting $17,000 for the sale 587 00:19:15.160 --> 00:19:18.440 of two thirds of my business that was making me $20,000 a month. 588 00:19:18.440 --> 00:19:21.040 So these are examples of fucking stupid decisions 589 00:19:21.040 --> 00:19:21.880 that you make. 590 00:19:21.880 --> 00:19:23.680 And so if anyone's listening is like, man, 591 00:19:23.720 --> 00:19:26.040 this guy sounds like, you know, 592 00:19:26.040 --> 00:19:27.720 moron, anyone can do it. 593 00:19:27.720 --> 00:19:32.280 So, you know, but what ended up happening, 594 00:19:32.280 --> 00:19:34.480 as a result of that is I now had one third of a gym. 595 00:19:34.480 --> 00:19:35.320 And so I was like, well shit, 596 00:19:35.320 --> 00:19:37.600 I need three gyms just to get back to what I was before. 597 00:19:37.600 --> 00:19:39.040 And so that kind of, I think that might have actually 598 00:19:39.040 --> 00:19:41.720 tricked me into the desire to grow very quickly 599 00:19:41.720 --> 00:19:42.960 because I needed to make the, 600 00:19:42.960 --> 00:19:45.600 I was trying to retroactively make a poor decision 601 00:19:45.600 --> 00:19:47.600 seem like a good decision, right? 602 00:19:47.600 --> 00:19:48.440 Yeah. 603 00:19:48.440 --> 00:19:51.360 And so that was why I went into this trying rapid growth mode. 604 00:19:51.360 --> 00:19:54.520 So I had the two partners for the first two locations 605 00:19:54.520 --> 00:19:56.120 in the third location. 606 00:19:56.120 --> 00:19:58.400 And then me and one of the partners 607 00:19:58.400 --> 00:20:01.120 bought out the one, the third partner, 608 00:20:01.120 --> 00:20:04.520 and then I ended up buying out the first partner 609 00:20:04.520 --> 00:20:06.720 and it took three years to do this process 610 00:20:06.720 --> 00:20:08.280 and then sold the gyms. 611 00:20:08.280 --> 00:20:09.440 And then how did you at this age 612 00:20:09.440 --> 00:20:12.280 when you sell the gyms in your 20, 613 00:20:12.280 --> 00:20:13.920 I think I just turned 20 sad, 614 00:20:13.920 --> 00:20:16.680 and 26, 26 I can't remember. 615 00:20:16.680 --> 00:20:18.080 Yeah. 616 00:20:18.080 --> 00:20:19.400 So that was when I sold them all. 617 00:20:19.400 --> 00:20:21.360 It was right at all of this stuff, 618 00:20:21.360 --> 00:20:23.160 all my timelines overlap, right? 619 00:20:23.160 --> 00:20:25.600 So I had my gyms and then at this point I had, 620 00:20:25.600 --> 00:20:27.920 it was me and my, in the one partner. 621 00:20:27.920 --> 00:20:29.680 And I was like, hey man, I'm gonna open this gym. 622 00:20:29.680 --> 00:20:31.560 And so I opened my fifth one of my own, 623 00:20:31.560 --> 00:20:33.040 I opened my sixth one of my own 624 00:20:33.040 --> 00:20:34.520 because I didn't want to do the partner thing anymore. 625 00:20:34.520 --> 00:20:36.240 Because we also had different opinions 626 00:20:36.240 --> 00:20:37.240 about how we wanted to run it. 627 00:20:37.240 --> 00:20:38.520 Nothing wrong, you just, 628 00:20:38.520 --> 00:20:40.200 you wanted to go high volume low cost, 629 00:20:40.200 --> 00:20:43.960 I wanted to go super premium, lower amount of people. 630 00:20:43.960 --> 00:20:44.960 It's just different. 631 00:20:44.960 --> 00:20:47.160 We still have a good relationship this day. 632 00:20:47.160 --> 00:20:49.480 Anyways, during that process I also started, 633 00:20:49.480 --> 00:20:51.520 I started getting reached out to and people like, 634 00:20:51.520 --> 00:20:52.600 hey, can you help me do what you're doing? 635 00:20:52.600 --> 00:20:54.160 Because I'd open up all the gyms of full capacity, 636 00:20:54.160 --> 00:20:56.360 which was kind of my thing at that point. 637 00:20:56.360 --> 00:20:58.240 And so I started flying out the gyms 638 00:20:58.240 --> 00:20:59.400 and doing gym watches, right? 639 00:20:59.400 --> 00:21:00.240 Which is what we'd call them. 640 00:21:00.240 --> 00:21:03.080 So I'd fly out 21 days, sell 100, you know, 641 00:21:03.080 --> 00:21:05.240 100 to 200 people, which was a lot. 642 00:21:05.240 --> 00:21:07.880 I'm actually charging initially for that. 643 00:21:07.880 --> 00:21:08.720 I charge nothing, 644 00:21:08.720 --> 00:21:10.720 but I averaged $100,000 in sales 645 00:21:10.720 --> 00:21:12.720 for myself every 21 days. 646 00:21:12.720 --> 00:21:15.120 So it was working out well. 647 00:21:15.160 --> 00:21:18.440 So, sorry, let me understand this, you charge nothing, 648 00:21:18.440 --> 00:21:20.320 but we're doing $100,000 a month. 649 00:21:20.320 --> 00:21:22.200 Yeah, per gym. 650 00:21:22.200 --> 00:21:23.760 So I would fly out and I'd say, 651 00:21:23.760 --> 00:21:25.360 I get to collect all the upfront sales. 652 00:21:25.360 --> 00:21:27.240 I'll spend the marketing, I'll do the sales. 653 00:21:27.240 --> 00:21:29.600 I get all the upfront cash, you get all the customers. 654 00:21:29.600 --> 00:21:31.800 Ah, so you negotiated that deal. 655 00:21:31.800 --> 00:21:33.600 Yeah, so you kept 100%, 656 00:21:33.600 --> 00:21:36.520 you kept 100% of the people you signed up for first month? 657 00:21:36.520 --> 00:21:37.720 Yeah, six weeks, but yeah. 658 00:21:37.720 --> 00:21:40.360 That's fucking smart, dude. 659 00:21:40.360 --> 00:21:41.920 What's free acquisition for them? 660 00:21:41.920 --> 00:21:42.760 Right, exactly. 661 00:21:42.760 --> 00:21:45.040 And they have a fixed, and they have fixed costs. 662 00:21:45.040 --> 00:21:47.520 And they like the fact that it motivates you 663 00:21:47.520 --> 00:21:49.320 because you get paid for what you deliver on. 664 00:21:49.320 --> 00:21:50.800 So it's a line, yeah. 665 00:21:50.800 --> 00:21:51.800 Yeah, there was no, there was, 666 00:21:51.800 --> 00:21:53.480 I was like, I'm risking everything here. 667 00:21:53.480 --> 00:21:55.080 I'm paying for a hotel for 30 days. 668 00:21:55.080 --> 00:21:56.440 I'm paying for rental car for 30 days. 669 00:21:56.440 --> 00:21:57.760 I'm paying food for 30 days. 670 00:21:57.760 --> 00:21:59.040 I'm paying enhancement for 30 days. 671 00:21:59.040 --> 00:22:00.400 I have a commission for 30 days. 672 00:22:00.400 --> 00:22:02.320 I got all that, you have nothing out of pocket. 673 00:22:02.320 --> 00:22:04.640 So it was a result of that risk that I'm taking on. 674 00:22:04.640 --> 00:22:06.120 I get the upfront for six weeks 675 00:22:06.120 --> 00:22:08.240 and then you get the next two fucking years from the clock. 676 00:22:08.240 --> 00:22:09.240 Yeah, yeah. 677 00:22:09.240 --> 00:22:10.240 What made you think of that? 678 00:22:10.240 --> 00:22:11.920 Or was that just your intuitive first idea? 679 00:22:11.920 --> 00:22:13.920 Or did you kind of go back and forth 680 00:22:13.920 --> 00:22:15.960 weighing that decision out? 681 00:22:15.960 --> 00:22:18.120 Because that's a little scary, right? 682 00:22:18.120 --> 00:22:19.680 To sit for your first time to pitch that. 683 00:22:19.680 --> 00:22:21.680 It's like, people don't sell that all the time, right? 684 00:22:21.680 --> 00:22:24.560 It's not like a normal risk to them. 685 00:22:24.560 --> 00:22:25.640 Yeah. 686 00:22:25.640 --> 00:22:28.720 So I was like, pay 500 bucks, reserve the date, and I'll fly out. 687 00:22:28.720 --> 00:22:30.560 I was like, they're like, why $500? 688 00:22:30.560 --> 00:22:32.160 I was like, because I'm gonna put three grand 689 00:22:32.160 --> 00:22:34.840 in flights and stuff to your facility. 690 00:22:34.840 --> 00:22:37.520 I was like, this is literally just a token of commitment. 691 00:22:37.520 --> 00:22:38.360 Yeah. 692 00:22:38.360 --> 00:22:39.880 And they're like, all right, fair enough. 693 00:22:39.880 --> 00:22:40.560 Okay, cool. 694 00:22:40.560 --> 00:22:42.080 So then, and then right away you start again, 695 00:22:42.080 --> 00:22:44.480 one after another client, one after another. 696 00:22:44.480 --> 00:22:48.520 Yes, I did 33 launches, or two years. 697 00:22:48.520 --> 00:22:51.760 And you make your first million bucks straight in the stage. 698 00:22:51.760 --> 00:22:55.720 So this is where the online community is a little bit, you know? 699 00:22:55.720 --> 00:22:57.360 Yeah, I mean, the gyms that I had were already doing 700 00:22:57.360 --> 00:22:58.560 two million bucks a year. 701 00:22:58.560 --> 00:23:00.160 Yeah. 702 00:23:00.160 --> 00:23:02.520 But like, I wasn't making two million bucks a year. 703 00:23:02.520 --> 00:23:05.440 It's just been running for me now, profit. 704 00:23:05.440 --> 00:23:06.440 I barely had anything. 705 00:23:06.440 --> 00:23:09.200 And then I sold the gyms, I basically fire sold the gyms 706 00:23:09.200 --> 00:23:10.920 because I wanted to start doing the gym once thing 707 00:23:10.920 --> 00:23:13.680 because that's what Russell, who became my sign up 708 00:23:13.680 --> 00:23:15.640 for Inner Circle as a gym owner, which made no sense. 709 00:23:15.640 --> 00:23:17.920 By the way, yeah. 710 00:23:17.920 --> 00:23:20.080 I was on the sales call. 711 00:23:20.080 --> 00:23:22.480 Like I was like, oh, there's tons of gym owners here. 712 00:23:22.480 --> 00:23:27.320 Like, it'll be like, you'll get super connected. 713 00:23:27.320 --> 00:23:29.640 And it was one of the best decisions I ever made. 714 00:23:29.640 --> 00:23:32.520 But none of that stuff is true. 715 00:23:32.520 --> 00:23:33.440 And it has nothing to do. 716 00:23:33.440 --> 00:23:34.400 Like, he might not have known. 717 00:23:34.400 --> 00:23:35.800 There was nothing to St. Genios about it. 718 00:23:35.800 --> 00:23:38.360 It just, it was the group was, I was the only brick 719 00:23:38.360 --> 00:23:39.920 and water owner of the group. 720 00:23:39.920 --> 00:23:42.320 But because of that, they were like, what are you doing 721 00:23:42.320 --> 00:23:43.160 in a brick and water gym? 722 00:23:43.160 --> 00:23:44.440 Well, like online is where it's at. 723 00:23:44.440 --> 00:23:46.960 And so, when he heard what I was doing with my gyms, 724 00:23:46.960 --> 00:23:50.320 he was like, dude, you have six gyms in your 20, you know, six. 725 00:23:50.320 --> 00:23:52.920 He's like, you need to be teaching people what you're doing. 726 00:23:52.920 --> 00:23:54.960 Now, I was like, I don't want to teach anyone what I'm doing. 727 00:23:54.960 --> 00:23:56.920 I was like, this thing is like, I spent so long 728 00:23:56.920 --> 00:23:58.200 developing this whole process. 729 00:23:58.200 --> 00:23:59.800 I don't want to give anyone my secrets. 730 00:23:59.800 --> 00:24:01.720 And so that's what transitioned me to doing the launches 731 00:24:01.720 --> 00:24:03.120 because I still didn't want to give away the secrets 732 00:24:03.120 --> 00:24:06.200 because I was so scared to do my sets of them. 733 00:24:06.200 --> 00:24:09.360 And then finally, through a series of unfortunate events, 734 00:24:09.400 --> 00:24:11.760 basically, we were doing like six or eight gyms a month. 735 00:24:11.760 --> 00:24:13.160 So we started scaling it up, right? 736 00:24:13.160 --> 00:24:15.920 I ate eight gyms a month, you know? 737 00:24:15.920 --> 00:24:18.200 And he didn't, how are you handling that demand? 738 00:24:18.200 --> 00:24:20.440 You were just hiring like crazy, like just, like, 739 00:24:20.440 --> 00:24:22.360 getting the deals and figuring out a service later 740 00:24:22.360 --> 00:24:24.760 because that, that must have been, I mean, for somebody 741 00:24:24.760 --> 00:24:26.360 especially like yourself that like systems 742 00:24:26.360 --> 00:24:28.000 and like things in orderly fashion. 743 00:24:28.000 --> 00:24:29.000 Things was a mess. 744 00:24:29.000 --> 00:24:29.840 Yeah. 745 00:24:29.840 --> 00:24:32.200 It was cash was flying in so you could use that cash 746 00:24:32.200 --> 00:24:33.280 to clean up the mess. 747 00:24:33.280 --> 00:24:34.280 And I wasn't really flying. 748 00:24:34.280 --> 00:24:36.760 Cash only flew in after we started doing the launches. 749 00:24:36.760 --> 00:24:39.280 So it's like someone said, yes, I want to do this thing. 750 00:24:39.360 --> 00:24:41.640 And let's say it's, what day is today? 751 00:24:41.640 --> 00:24:42.680 So it's April, right? 752 00:24:42.680 --> 00:24:44.240 So they would say yes. 753 00:24:44.240 --> 00:24:45.640 I'm like, well, I can't sleep to you for weeks. 754 00:24:45.640 --> 00:24:46.920 They've already got gyms sleeping for me. 755 00:24:46.920 --> 00:24:49.080 So I was like, I could put you in June. 756 00:24:49.080 --> 00:24:50.480 I've got two slots left for gym. 757 00:24:50.480 --> 00:24:52.280 And so I had to balance how many gyms I had 758 00:24:52.280 --> 00:24:53.240 versus how many sales guys. 759 00:24:53.240 --> 00:24:55.160 The thing is as soon as I moved to the next month, 760 00:24:55.160 --> 00:24:57.600 I had to get eight more gyms because I ate guys. 761 00:24:57.600 --> 00:24:59.640 And I couldn't get 10 because I still had eight guys 762 00:24:59.640 --> 00:25:01.360 because then you're like, do I scale up to you more? 763 00:25:01.360 --> 00:25:02.880 But then I have to do 10 the next month, right? 764 00:25:02.880 --> 00:25:05.120 So it's, so that part was scary. 765 00:25:05.120 --> 00:25:08.720 But the issue with the problem with the original model was, 766 00:25:08.720 --> 00:25:11.280 I was the one holding the bag for the liability, right? 767 00:25:11.280 --> 00:25:13.360 So I made all the sales, I processed the payments, 768 00:25:13.360 --> 00:25:14.520 but I had no control over delivery. 769 00:25:14.520 --> 00:25:16.040 And candidly, the people who were coming to me 770 00:25:16.040 --> 00:25:18.840 who wanted to get more clients were, 771 00:25:18.840 --> 00:25:20.880 I mean, this before being candid here, 772 00:25:20.880 --> 00:25:22.800 were not the best gym owners 773 00:25:22.800 --> 00:25:26.120 because really good people at delivery have full gyms, right? 774 00:25:26.120 --> 00:25:27.440 So the people were really struggling 775 00:25:27.440 --> 00:25:28.680 with the ones who came. 776 00:25:28.680 --> 00:25:32.640 And so they didn't do the best job of delivery at the time. 777 00:25:32.640 --> 00:25:35.800 And so I had two gyms in a matter of a week 778 00:25:35.800 --> 00:25:38.360 tell all the clients that I had sold to refund 779 00:25:38.400 --> 00:25:39.200 after I left. 780 00:25:40.160 --> 00:25:41.360 It wasn't me, it was one of my sales guys, 781 00:25:41.360 --> 00:25:42.720 but like you get the idea. 782 00:25:42.720 --> 00:25:44.080 So I got a hundred thousand dollars refunds. 783 00:25:44.080 --> 00:25:45.920 And like I didn't, that was like everything I'd saved up 784 00:25:45.920 --> 00:25:48.600 at that point, at a hundred thousand dollars refunds. 785 00:25:48.600 --> 00:25:51.240 And basically the percentage of refunds 786 00:25:51.240 --> 00:25:54.240 that were there exceeded my margin in the business. 787 00:25:54.240 --> 00:25:57.520 And so what ended up happening was I had to sell more 788 00:25:57.520 --> 00:26:01.200 the next month to cover the month before it was refunds. 789 00:26:01.200 --> 00:26:03.520 And I had to do that, and I had to do that two months in a row. 790 00:26:03.520 --> 00:26:05.080 And the nut kept getting bigger 791 00:26:05.080 --> 00:26:07.040 with every month that I would scale up. 792 00:26:07.040 --> 00:26:09.800 And so it was just this, it was horrible. 793 00:26:09.800 --> 00:26:12.080 Just the pressure was just, it was horrendous. 794 00:26:12.080 --> 00:26:15.280 You think that pressure, that pressure was necessary, 795 00:26:15.280 --> 00:26:16.960 at least at that stage, to kind of pull you 796 00:26:16.960 --> 00:26:18.040 to like have to figure it out, 797 00:26:18.040 --> 00:26:20.000 because like there was literally no other option. 798 00:26:20.000 --> 00:26:21.440 Yep, I'm a big believer in this. 799 00:26:21.440 --> 00:26:23.600 What's interesting is that when I started the gym, 800 00:26:23.600 --> 00:26:26.000 you would have been at the scale you're at now 801 00:26:26.000 --> 00:26:29.200 at this quick without that, or that was a catalyst, 802 00:26:29.200 --> 00:26:30.040 what'd you say? 803 00:26:30.040 --> 00:26:32.320 It was a catalyst because of the way the model was thought out. 804 00:26:32.320 --> 00:26:34.480 And so this is a big proponent of this, is that, 805 00:26:34.480 --> 00:26:35.560 so for anyone who's listening, 806 00:26:35.560 --> 00:26:37.440 most people have had financial troubles in their lives, 807 00:26:37.440 --> 00:26:39.360 at some point, right? 808 00:26:39.360 --> 00:26:41.040 But just about everyone listening has gotten out 809 00:26:41.040 --> 00:26:42.320 of those financial troubles. 810 00:26:42.320 --> 00:26:43.560 Right, you've got to say it. 811 00:26:43.560 --> 00:26:45.160 Yeah, and especially if you're an entrepreneur, 812 00:26:45.160 --> 00:26:46.160 there's been many times you're like, 813 00:26:46.160 --> 00:26:47.280 how the fuck am I going to make payroll? 814 00:26:47.280 --> 00:26:48.480 I've got this tax bill that comes up, 815 00:26:48.480 --> 00:26:50.520 and then somehow magically you pull it out of your ass 816 00:26:50.520 --> 00:26:51.880 and you make it happen, right? 817 00:26:51.880 --> 00:26:52.880 Right. 818 00:26:52.880 --> 00:26:54.480 And the thing is, is that what, 819 00:26:54.480 --> 00:26:56.960 it's my belief that everyone knows how to make money. 820 00:26:56.960 --> 00:27:00.520 They just aren't comfortable making it for themselves. 821 00:27:00.520 --> 00:27:02.240 They're okay making it for the government. 822 00:27:02.240 --> 00:27:03.720 They're okay making it for their employees. 823 00:27:03.720 --> 00:27:05.840 They're okay making it for the landlord. 824 00:27:05.840 --> 00:27:07.000 They're okay making it for their overhead. 825 00:27:07.000 --> 00:27:08.000 But when it comes to themselves, 826 00:27:08.000 --> 00:27:09.840 they treat themselves poorly. 827 00:27:09.840 --> 00:27:14.600 And so the thing that broke for me at that point was that, 828 00:27:14.600 --> 00:27:18.320 I said, I have to just make money. 829 00:27:18.320 --> 00:27:20.000 I don't care about running a business. 830 00:27:20.000 --> 00:27:21.680 I don't care about the branding. 831 00:27:21.680 --> 00:27:22.960 I don't care about the enterprise. 832 00:27:22.960 --> 00:27:24.880 I was like, I just need to make money 833 00:27:24.880 --> 00:27:28.160 so I can get out of this horrible, painful situation, man. 834 00:27:28.160 --> 00:27:31.200 That's what launched Jim launch, you know, version two, 835 00:27:31.200 --> 00:27:33.360 which became the coaching program, right? 836 00:27:33.360 --> 00:27:34.440 And it was because I figured, 837 00:27:34.440 --> 00:27:35.440 what's the most valuable thing I have? 838 00:27:35.440 --> 00:27:37.040 It was like, I'll tell people how I've been making 839 00:27:37.040 --> 00:27:39.080 a hundred thousand dollars just going to a gym 840 00:27:39.080 --> 00:27:41.160 and doing my process. 841 00:27:41.160 --> 00:27:42.800 But I was so scared of giving it away 842 00:27:42.800 --> 00:27:44.720 that the only reason I ended up doing it was because 843 00:27:44.720 --> 00:27:46.520 I was actually going to get out of the industry. 844 00:27:46.520 --> 00:27:49.200 So my wife started her online business. 845 00:27:49.200 --> 00:27:50.120 How'd you get hurt by the way? 846 00:27:50.120 --> 00:27:51.560 Cause I love that story. 847 00:27:51.560 --> 00:27:54.720 Yeah, she, you know, you know my stuff. 848 00:27:54.720 --> 00:27:59.120 So I said, so my wife and I have been on Bumble 849 00:27:59.120 --> 00:28:01.040 and she was a trainer and she was the top salesman 850 00:28:01.040 --> 00:28:03.360 for 24-hour fitness in Southern California. 851 00:28:03.360 --> 00:28:06.240 And so on her first date, I pitched her on working for me. 852 00:28:06.240 --> 00:28:08.120 Even though it's like, hey, even if this doesn't work out, 853 00:28:08.120 --> 00:28:09.600 you should totally work. 854 00:28:09.600 --> 00:28:11.560 You can sell, you can make a ton of money to go. 855 00:28:11.560 --> 00:28:13.760 And so I tripled what she was getting paid. 856 00:28:13.760 --> 00:28:16.040 She was like, okay, there's way more to the story. 857 00:28:16.040 --> 00:28:18.080 But she did, okay. 858 00:28:18.080 --> 00:28:19.760 And so she joined me on these launches. 859 00:28:19.760 --> 00:28:21.520 And so she and I launched these gyms together 860 00:28:21.520 --> 00:28:23.080 in the beginning before I started scaling them up. 861 00:28:23.080 --> 00:28:25.080 But she was with me, you know, Daisy, you know, 862 00:28:25.080 --> 00:28:27.120 ground zero day one, growing this thing. 863 00:28:27.120 --> 00:28:28.400 She was with me through the transitions, 864 00:28:28.400 --> 00:28:30.800 she was with me through the borderline bankruptcy. 865 00:28:30.800 --> 00:28:32.520 She's been with me through the whole thing. 866 00:28:32.520 --> 00:28:34.040 And so she's a rock. 867 00:28:34.040 --> 00:28:35.280 But hopefully she did. 868 00:28:35.280 --> 00:28:36.120 That's amazing. 869 00:28:36.120 --> 00:28:38.160 Do you think the fact that you guys bonded 870 00:28:38.160 --> 00:28:40.920 on the connection of fitness also a lady huge foundation 871 00:28:40.920 --> 00:28:44.400 to it being like a strong foundation for the relationship? 872 00:28:44.400 --> 00:28:45.880 I don't think fitness was the main thing. 873 00:28:45.880 --> 00:28:47.800 I think there was a much deeper connection 874 00:28:47.800 --> 00:28:50.160 from like a kindred spirits like Souls. 875 00:28:50.160 --> 00:28:51.000 Yeah. 876 00:28:51.000 --> 00:28:52.000 Yeah. 877 00:28:52.000 --> 00:28:52.840 Yeah. 878 00:28:52.840 --> 00:28:54.160 We had a lot more similarities than fitness 879 00:28:54.160 --> 00:28:56.080 because I mean, candidly, I dated people with fitness. 880 00:28:56.080 --> 00:29:01.000 Like it was, it wasn't, it was a fitness is very service level. 881 00:29:01.000 --> 00:29:03.880 Like, you know, she and I both were having run in. 882 00:29:03.880 --> 00:29:06.400 They're running father, white, white mother. 883 00:29:06.400 --> 00:29:09.280 Both of us had issues with, you know, 884 00:29:09.280 --> 00:29:11.280 had had had some difficulties childhood. 885 00:29:11.280 --> 00:29:13.000 Both of us left our homes at the same age 886 00:29:13.000 --> 00:29:14.480 drove across the country to California 887 00:29:14.480 --> 00:29:15.920 to start our lives again. 888 00:29:15.920 --> 00:29:17.200 Both of us had come through this finished journey 889 00:29:17.200 --> 00:29:18.040 transformation wise. 890 00:29:18.040 --> 00:29:19.960 Both of us got into fitness and set like, 891 00:29:19.960 --> 00:29:22.320 there were way more similarities 892 00:29:22.320 --> 00:29:24.280 than just the fitness piece. 893 00:29:24.280 --> 00:29:27.240 And so the biggest one is that we were both growth oriented. 894 00:29:27.240 --> 00:29:28.560 We just wanted to grow. 895 00:29:28.560 --> 00:29:31.360 And so that's why we've been able to continue to do what we do. 896 00:29:31.360 --> 00:29:33.360 But she started her fitness business. 897 00:29:33.360 --> 00:29:35.240 It started doing $1,000 today. 898 00:29:35.240 --> 00:29:36.640 And I was like, well, shit, let's just do this. 899 00:29:36.640 --> 00:29:38.320 Let's skip out the middle man with the gyms. 900 00:29:38.320 --> 00:29:39.520 We can just sell fitness. 901 00:29:39.520 --> 00:29:41.600 We'll take the eight sales guys do eight guys 902 00:29:41.600 --> 00:29:42.800 selling $1,000 a day. 903 00:29:42.800 --> 00:29:44.480 Some digital products will work. 904 00:29:44.480 --> 00:29:45.320 Like what is this? 905 00:29:45.320 --> 00:29:48.040 They're like finished courses for a thousand bucks or something. 906 00:29:48.040 --> 00:29:50.000 You know, 16 week transformation program. 907 00:29:50.000 --> 00:29:50.840 Okay. 908 00:29:50.840 --> 00:29:51.680 And she would coach them through it. 909 00:29:51.680 --> 00:29:54.000 It was like a, it was like a done with you program kind of thing. 910 00:29:54.000 --> 00:29:55.440 Like, this is the curriculum. 911 00:29:55.440 --> 00:29:56.520 This is what you're going through. 912 00:29:56.520 --> 00:29:57.960 I'll talk to you every week to make sure 913 00:29:57.960 --> 00:29:58.800 that you're following it. 914 00:29:58.800 --> 00:30:00.360 We adjust things, et cetera. 915 00:30:00.360 --> 00:30:01.560 And it started working. 916 00:30:01.560 --> 00:30:04.440 And so I had a gyms that were supposed to launch the next month. 917 00:30:04.440 --> 00:30:06.360 And I called them up and said, hey, you know, 918 00:30:06.360 --> 00:30:09.080 we're not going to do this with pivoted directions. 919 00:30:09.080 --> 00:30:12.520 And, you know, they were like, hey, man, we need this. 920 00:30:12.520 --> 00:30:14.760 And only at this point because I didn't think 921 00:30:14.760 --> 00:30:16.320 I was going to get into fitness because I was so scared. 922 00:30:16.320 --> 00:30:18.920 So you might say that was like, fine, I'll sell my secrets. 923 00:30:18.920 --> 00:30:21.760 And so I sold my system, you know, for $6,000, 924 00:30:21.760 --> 00:30:23.040 that was the first guy. 925 00:30:23.040 --> 00:30:24.960 And I put the number so high that I thought, 926 00:30:24.960 --> 00:30:27.000 no one would ever say yes, that was the, like, 927 00:30:27.000 --> 00:30:29.320 that was my actual thought was, I just picked the number 928 00:30:29.320 --> 00:30:31.120 that I didn't think anyone would buy. 929 00:30:31.120 --> 00:30:32.160 And the guy said yes. 930 00:30:32.160 --> 00:30:34.800 And I was like, holy shit. 931 00:30:34.800 --> 00:30:36.480 And then now that I knew I had to make this thing 932 00:30:36.480 --> 00:30:37.880 because I sold one of them. 933 00:30:37.880 --> 00:30:38.880 I got on them called the next guy. 934 00:30:38.880 --> 00:30:40.400 And I said same, same conversation. 935 00:30:40.400 --> 00:30:41.520 And I was like, $8,000. 936 00:30:41.520 --> 00:30:43.960 And he was like, okay, and I was like, holy shit. 937 00:30:43.960 --> 00:30:45.320 And the next call was same thing. 938 00:30:45.320 --> 00:30:46.320 I was like, $10,000. 939 00:30:46.320 --> 00:30:48.920 And she was like, okay, and I was like, holy mother of God. 940 00:30:48.920 --> 00:30:52.480 And so I did $6,000 and sales on that one day. 941 00:30:52.720 --> 00:30:57.320 And I was like, I mean, I can't express how like, 942 00:30:57.320 --> 00:31:01.320 I, all I felt was like, whatever this was, 943 00:31:01.320 --> 00:31:04.240 let's do as much of this as seemingly possible. 944 00:31:04.240 --> 00:31:05.880 And I want to get out of this horrible place 945 00:31:05.880 --> 00:31:09.080 and I'm like, I still owed my nut for the next month 946 00:31:09.080 --> 00:31:10.440 was going to be like 100 grand. 947 00:31:10.440 --> 00:31:12.160 Like, and that was before overhead. 948 00:31:12.160 --> 00:31:14.160 I like 100 grand that I had to cover from, 949 00:31:14.160 --> 00:31:16.640 and refunds I knew were going to come, then overhead, 950 00:31:16.640 --> 00:31:18.760 then, you know, I mean, then maybe they're, 951 00:31:18.760 --> 00:31:20.640 I get it, I get it, yeah. 952 00:31:20.640 --> 00:31:22.760 So I just went back to all 33 gyms and said, 953 00:31:22.760 --> 00:31:24.120 hey, remember that thing I did at your gym 954 00:31:24.120 --> 00:31:24.960 where we filled it up? 955 00:31:24.960 --> 00:31:25.960 Wanna see how I did it? 956 00:31:25.960 --> 00:31:26.800 And they were like, sure. 957 00:31:26.800 --> 00:31:30.280 And so I basically sold almost every one of those guys 958 00:31:30.280 --> 00:31:33.520 ended up making, I think, $350,000 next month. 959 00:31:34.960 --> 00:31:36.560 I hope you enjoyed that as much as we enjoyed making 960 00:31:36.560 --> 00:31:37.720 it for you, Mosination. 961 00:31:37.720 --> 00:31:40.080 Stay tuned for part two of the podcast, 962 00:31:40.080 --> 00:31:42.000 coming up next, which we're gonna cover. 963 00:31:42.000 --> 00:31:44.920 And in part two, we discuss how to select the right niche 964 00:31:44.920 --> 00:31:47.080 and how important a niche is for the opportunity 965 00:31:47.080 --> 00:31:48.160 that you're pursuing. 966 00:31:48.160 --> 00:31:50.800 Second, the decisions and the decision making framework 967 00:31:50.800 --> 00:31:54.160 that I use when I have difficult choices in front of me. 968 00:31:54.160 --> 00:31:56.360 And third, the importance of delayed gratification 969 00:31:56.360 --> 00:32:00.560 and separating inputs from outputs work from result 970 00:32:00.560 --> 00:32:04.560 and how breaking that chain is ultimately 971 00:32:04.560 --> 00:32:07.000 the unlock for success. 972 00:32:07.000 --> 00:32:08.160 Stay tuned and enjoy.