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From Broke At 26 To $100 Million Net Worth By 31 (Alex Hormozi Interview) — Transcript

by My First Million · 16,301 words · 2,347 segments · language en · Watch on YouTube

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0:00i have come to accept that i love
0:01working and i don't need to judge myself
0:03for that or
0:05or take in other people's judgment on
0:07how much i should quote do
0:09like this is my life and this is what i
0:12like doing
0:14[Music]
0:18because i never heard of you before and
0:20i was like hey this guy is popping up
0:22all over my youtube all of a sudden what
0:24the hell is going on and b he's saying
0:26that this gym i don't know
0:29i call that a course which actually is
0:30incorrect
0:32if there's like one thing that i could
0:33make just for the almost for the
0:34audience's sake because like
0:36we were we were much closer to what a
0:38franchise would be
0:40um and
0:41overall in the very beginning that was
0:43what the big decision was like am i
0:44going to go the franchise route because
0:45i had six working locations i was 26
0:47years old
0:48and they you know they worked and that's
0:50when a mentor was like you should stop
0:51owning all these gyms you need to
0:53license the model out and so that was
0:54when i kind of transitioned from b to c
0:55to b to b
0:56um
0:57what you might not know is that for two
0:59years i actually because i wasn't
1:00confident i was like i know it works in
1:02my six markets i was like but does it
1:04work in all of these markets so my wife
1:06and i actually did 32 gym turnarounds in
1:08the next two years so we'd fly out in
1:11person fix their pricing change how they
1:12did their layout change their sales just
1:14like a consultant like like a management
1:16consultant for a job it's exactly that
1:18and then um from there we you know we
1:20figured out we cleaned it up to just
1:22like completely dial it in
1:24um and then
1:25it i would love to say with some stroke
1:27of brilliance of like and then in my
1:28master plan i decided to start licensing
1:30um that was not what happened uh we
1:33ended up
1:34doing these launches and the flaw of the
1:36business model was that i didn't control
1:38the fulfillment so we would go in we
1:40would charge nothing
1:41it was pure performance we'd fly in and
1:43i would charge 100 of the upfront cash
1:46collected
1:47uh that we would do while we were there
1:49so we averaged about 100 000 in cash
1:51collected in 21 days and that's what we
1:53would average per gym that would come
1:54into
1:55so that means each gym is making an
1:57incremental 100 grand a month from your
2:00so if i were launching eight gyms in one
2:02month we would make eight hundred
2:03thousand dollars
2:04got it right oh that and this was when
2:06the model before you were like exactly
2:08doing gym live and so what ended up
2:10happening though was like and it started
2:11scaling really quick i was like [ __ ]
2:13this is this is the game like this is
2:14what i need to be doing this is awesome
2:15and they didn't have to spend money on
2:17ads they like they did literally nothing
2:18they gave me a place to go market and
2:20sell is basically what happened and so
2:23what happens we would dip out and then
2:25all these customers that we sold would
2:26then be fulfilled by a facility that was
2:28struggling because that's why they
2:29called us so they typically had pretty
2:31poor product and i didn't have the
2:32bandwidth to stay there for six weeks on
2:34top of that and retrain trainers and
2:36show them how to set up like i didn't
2:38have the time to do because we were
2:39marketing some of those times were there
2:40and so
2:42anyways we would fly out and then what
2:44happened in an unfortunate percentage
2:47they basically were like hey you signed
2:49up and paid this guy 500
2:51i would give you the same thing for 200
2:54refund with him and just sign up and
2:56i'll do everything through me
2:58and so within a matter of months i had
3:00uh like 150 000 in refunds between like
3:04three facilities because they talked to
3:05each other and then i was like [ __ ] yeah
3:07and i already incurred the cost of the
3:08marketing the flight the sales guy the
3:10hotel rental car everything what was the
3:12name of this gym franchise this this gym
3:16okay but i'll tell you this the original
3:17concept was gym rescue
3:19um it's like bar rescue that was kind of
3:21the idea um but you said jim motors
3:23didn't want to be rescued bingo so who
3:26doesn't want to get launched though
3:27right so it's gym launch even though
3:28you're already open um it's a nice
3:30branding switch uh and so anyways
3:33we were like okay this is not the model
3:35something's wrong here so i had to you
3:36basically keep selling more every month
3:38to cover the refunds from the month
3:39before it was horrible very stressful
3:42um and so my wife had a little side
3:45training business that she had kept she
3:46was doing like three or four thousand
3:47dollars a month um
3:49and i was like you know what
3:51screw the gym thing we know how to sell
3:52weight loss uh you know direct consumer
3:54that's what we're good at i was like why
3:56don't you become the face i'll go in the
3:58back and i'll just run the you know i'll
3:59run the acquisition side and it will
4:01sell like 16 week transformations just
4:03over the phone and so we started doing
4:04that that's it that that doesn't seem
4:06like a good idea does it
4:08right i mean it it started working 14
4:10days we're doing a thousand bucks a day
4:11uh switching it
4:13and um well i just thought it was so
4:15crowded
4:16we're yeah i mean
4:18we're good like we're good at that you
4:19know like we that space we understand
4:21very well um and so we were able to do
4:23that and i was like all right the eight
4:24sales guys can come in we could do 8 000
4:26a day selling these like the the the
4:28transformation programs great and so i
4:30had eight gyms i was supposed to launch
4:32the next month
4:33um and so i called him up and i was like
4:34hey we're not doing the thing we were
4:35doing before you know you didn't pay
4:37anything so best of luck you know i mean
4:38basically it was kind of what it is and
4:40then um the first guy was like dude i
4:42just refinanced my house i just maxed
4:44out my credit cards like i need this my
4:46buddy like filled his gym up with you
4:47like i know your thing works like i just
4:49need i please like help me
4:51and so um we heat and hog and finally i
4:53was like all right man listen i'll show
4:55you what to do i was like but i'm not
4:57flying out there to save your ass if you
4:58can't close and he was like
4:59no no that's fine that's fine and he was
5:01like well how much and this that was
5:02like the magic moment where i was like
5:05uh and so just to show you where i was
5:06at the time i picked the highest number
5:08i could think of
5:09with the intention of getting him to say
5:11no because i didn't want to do it
5:12and so i said six thousand dollars
5:15and he was like done and i was like i
5:17just remember looking at the phone and
5:19be like holy [ __ ]
5:21six thousand dog and so i hung up the
5:23phone and then i called the next guy who
5:25i was supposed to cancel on same spiel
5:27he was like how much i was like eight
5:28thousand dollars and he was like what
5:30are you giving these guys so that you're
5:31giving them a playbook to sell in their
5:33market which included what what did they
5:35do but you probably actually didn't even
5:36know what you were going to give them
5:37well so we had already had the entire
5:40the entire front end process was super
5:42super uh lubricated so like these are
5:45the ads these are the pages here's how
5:47you place them here's the targeting once
5:48they come in these are the five texts
5:50that you send here's how the reminder
5:51sequence works once they walk in the
5:53door here's how you set up your lobby
5:54here's where you need to sit this is
5:56that's the stuff that a gym owner would
5:57send to a client who wants to get
5:59trained so it's not a course it's also
6:02not like eos it's not like a back-end
6:04operations thing it's it's like a
6:06marketing machine you would you'd
6:07basically like i licensed the
6:09acquisition so we were the ads so it was
6:11ads that i was in
6:13because i was like these ones work so i
6:15would run these ads that i had written
6:16to pages that i had built and i would
6:19and so what i was doing but on on their
6:21url you basically were you were a
6:23services business 100 were a services
6:25business and the training component was
6:28like okay well how do you sell so
6:29instead of getting one on one i was like
6:31one and so what i did was i actually
6:32gave them my internal sales training so
6:35it was this thing that i put my guys
6:36through and like a lot it's kind of
6:39interesting because i fell into this
6:40where i think a lot of the the
6:42e-learning space try and create
6:45stuff
6:46to have stuff
6:48rather than creating
6:50uh as
6:51as short of a time commitment to get
6:53someone from point a to point b which is
6:55i needed to get a guy in who used to be
6:56selling shape mix from mlm and get him
6:59to close 500 deals day one with two
7:02hours of training and so that training
7:04is what i gave to them so i already had
7:07everything i just didn't have the
7:09marketing part so all i did was i built
7:10the marketing part over the weekend
7:12because i already had the ads i didn't
7:13make a training for it but the training
7:14for like how do you weigh them in how do
7:16you do the food stuff how do like all
7:18that stuff already made because i had to
7:19do that during the gym rescue side so i
7:21literally just added in how to run the
7:23ads and then the whole product was there
7:25and um
7:27we helped them implement it implement
7:28the acquisition system within the
7:30business and the average gym collected
7:31thirty thousand dollars in additional
7:32cash in the first 30 days so we would do
7:34a hundred
7:35but them not being as good as us still
7:37did thirty thousand dollars additional
7:38cash in the first 30 days and so the
7:41price point for the for the system was
7:43was 16 grand so
7:45they were stoked and then at that point
7:47we signed three-year licensing
7:49agreements for 42 000 a year um so they
7:51were like what else do you have
7:53and what would happen and what didn't
7:54bring their gym because all of a sudden
7:56they go from 100 members to 250 in
7:59two months and be like how do i hire
8:01trainers how do i scale a sales team how
8:03do i it'll be like and then all of the
8:04other problems emerged and we already
8:06had done this because i had six gyms so
8:07i was like here's my ads for trainers
8:09here's how i train them here's how we
8:11set up the classes to maximize square
8:12footage here's how we do the ascensions
8:14into semi-privates here's and so we just
8:16we just did the whole thing
8:18what could i google to see one of these
8:19gyms i i want to see like like did you
8:22do that i know you use click funnels i
8:24think i could tell by the favicon
8:26because i like click funnels too but you
8:29what like can i google something to see
8:30one of your
8:32uh clients
8:33one of your students i don't know what
8:34you call them yeah one of their channels
8:36look different because they're all they
8:38don't they don't take my brand
8:40so franchise is system fee name right so
8:44we were just system and fit
8:46otherwise i'd be operating as an illegal
8:47franchise
8:49and so let's zoom out for a second so
8:51you basically go from
8:53for those who don't know the story and i
8:54i only barely know the story but the
8:56story is you open up a couple gyms
8:58yourself so you open up a gym
9:00and you get to six locations
9:03you're sleeping on the gym floor which
9:04is always you know any business i do i'm
9:06just to sleep in a garage at least one
9:08night so i could say that but uh but you
9:10know you know maybe you did the real
9:12deal where you actually had to sleep
9:13throughout i don't know
9:15nine months all right so you're sleeping
9:16on the gym for nine months uh you end up
9:18getting six locations off of cash flow
9:20so you know you're not like you know
9:21getting a bunch of investors to come in
9:22or whatever
9:24and somehow someway you stumble into
9:26this like i don't know like a mastermind
9:28or a retreat by russell brunson the or i
9:30don't know if he hosted or he was just
9:31there um who's the clickfunnels guy how
9:34did you even get to that event and then
9:36i want to ask you a couple questions
9:37about it yeah so for for avoidance of
9:39doubt i had two partners that after i
9:42had my successful gym uh one was the
9:44ex-ceo of broadcom
9:47number two at broadcom 10 billion dollar
9:48company
9:49and the other guy had 22 tanning salons
9:52and so the broadcom guy brought in the
9:54tannic salon guy and was like hey let's
9:56scale this thing and i was like awesome
9:58long story short the partnership didn't
10:00work out um and so i ended up opening
10:03the next
10:04full three on my own um and i opened up
10:07two more with them and then i ended up
10:09buying out uh both of them over time so
10:12just did you have a job before this
10:14because you're only 29 32
10:17i was a management consultant uh before
10:19that
10:20so i quit my major
10:22and then and then started this um the
10:24question that you asked though
10:25originally was so how did you end up at
10:27this thing where it's at this hangout or
10:30this mastermind or this meeting where
10:31you you realize i'm in the wrong
10:33business i shouldn't be running gyms i
10:34should be teaching other people how to
10:35run run their gyms right uh how did you
10:38even end up at that thing it was it was
10:40and it was like russell's idea right at
10:42least i saw the video it was wonderful i
10:44um so the the long story compressed was
10:46two years before i went to that
10:47mastermind i went to traffic and
10:50conversion summit because i knew i
10:51needed to like learn more about
10:52marketing and like
10:54i'm a gym over like i'm not internet
10:55marketer i was like
10:56not this is not my world you know i mean
10:58i was like i got to learn more about
10:59marketing so i'm gonna go to this
11:00marketing event so i go there and one of
11:02the side rooms is russell and he goes
11:04and pitches click funnels but he
11:05couldn't actually do the stack because
11:06they weren't allowed to sell so he did
11:07his entire sales presentation and then
11:09literally just stopped before the buy
11:11button and i was like
11:12i want whatever i was like screw the
11:14gyms i want to learn how to do this
11:15stuff and then like most things because
11:17i couldn't buy there was nothing that i
11:18did and i went back to my life for two
11:20years and that was it and then when i
11:22was having some sort of existential
11:23crisis because i was now 26 or 27 at the
11:26time um you know all the gyms were you
11:28know they were making money and i
11:30remember like texting one of my managers
11:31and i was like hey do you need anything
11:33he was like uh i think we're good i need
11:35some ink you know and i like ordered my
11:36amazon cinnamon ink and then i was done
11:38for the day and i was like trying to be
11:39useful but i needed to be useful so i
11:41googled i was like you know what that
11:42russell thing was really cool so out of
11:43the blue i google his name and the first
11:46link that comes up is are you one of my
11:48dream clients or something which was
11:49directly to his mastermind so i applied
11:52to the mastermind i got sold to the
11:54mastermind and transparently i should
11:55never have been sold into this
11:56mastermind it's for internet marketers
11:58and i was the only one and it's like 30
11:59grand right and i was the only brick and
12:02mortar business owner there
12:04they're like oh yeah tons of motors
12:07and i've already told him we laugh about
12:09it now but like anyways i show up and
12:11i'm like all right all the guys show
12:12their funnels and all stuff and i was
12:13like yeah i own a bunch of gyms i'm
12:15trying to get to ten i've got six so
12:16that's kind of i'm just here to learn
12:18you know yeah that's where i'm at yeah
12:19yeah and so i walked through my
12:20acquisition process because we were we
12:22were getting 30 to one on the front end
12:24so 31 ltv to calculation in the first 30
12:26days right not including my my recurring
12:29on the back end and i walked through
12:31everything which basically means
12:32which means you're making 30 30 x what
12:35you were spending on average you get
12:37thirty dollars out on cash in the first
12:39month yeah so the university launches
12:41which is which is like absolutely a good
12:43for a lot of brands like one to three
12:45over a year would be all right it was
12:46insane i mean
12:47so it would cost us three dollars to get
12:49a lead and one out of five leads would
12:51give us five hundred dollars
12:53and the reason that it wasn't more than
12:5531 is that that's me giving the average
12:56with the sales guys but like when we ran
12:58it and i was selling and we were working
13:00leads like we'd get 100 it was insane so
13:02anyways he saw these numbers and was
13:04like what is going on um and so anyways
13:07i walked through it and he said the
13:08sentence that changed my life which was
13:10alex um
13:11you shouldn't be running gyms you should
13:12be showing gym owners exactly what you
13:14showed me and right now you're in a
13:16level two opportunity with a level 10
13:18skill set
13:19and that would those were the exact
13:20words that he said to me and it honestly
13:22hit me like a ton of bricks is i was
13:23like this is my vision united fitness
13:25we're going to be america's next gym
13:26we're going to make more healthy like
13:28we've got this and um
13:30but you know i he he made more money
13:32than me at the time and so i was like if
13:35i don't listen to someone's advice then
13:37why am i paying for it um and i saw an
13:39interview with you you said something
13:40that i've had this exact moment before
13:42which is you meet people who are doing
13:44you know on whatever the scoreboard is
13:47they're they're they're richer their
13:48business is bigger their valuation's
13:50higher they're younger whatever so
13:51they're more successful quote unquote
13:53and uh
13:54you meet them and you're like
13:56all right there's nothing
13:58more special about them than me okay so
14:00that's the first realization i want what
14:02they have
14:03and they're not
14:04they don't have something i don't all
14:06right so then you know how do i do this
14:08and
14:09it seems to me like that's what kind of
14:10shattered the glass of that whole like
14:12business plan that you had was that
14:14realization is that right
14:15yeah 100 i mean i didn't even know what
14:17an opportunity vehicle was
14:19i was like what do you mean he was like
14:21you should like and i didn't
14:23same was that
14:25same yeah
14:26let me know what that means either
14:30yeah i remember i remember when i didn't
14:31know what that meant either yeah well i
14:33mean i
14:34i define that now as uh the number of
14:36potential units to be sold and the gross
14:38margin per unit possible
14:40so it's just one times the other and
14:41then the third multiplier would be
14:43supply and demand dynamics within the
14:45space so like if i were to try to get
14:47into telecom
14:48amazing tam amazing potential gross
14:51profit per unit sold terrible supply
14:53demand ratio for me to enter right so
14:55it's like how do i measure the
14:56opportunity vehicle so those are the
14:57three that i used to measure that
14:58vehicle and so in this instance uh he
15:01was like okay you have
15:03all these gems that you can sell
15:05you have a huge and the big one that he
15:07saw was like the amount of potential
15:09gross margin per unit sold was enormous
15:11right and so for context our second year
15:13of business was in the licensing
15:14business we did 26 million top lines 17
15:16million in ebitda
15:18amazing
15:19wait
15:20say those numbers again it was 25.9
15:22million in top line and 17 million in
15:24ebitda for the life first i've got a
15:26bunch of questions about that that was
15:27in year one
15:29okay first of all what made you you said
15:32that you were getting this thirty to one
15:33um
15:34uh ltv the cac what
15:37what were you doing that was so good
15:38just good copywriting are you just a
15:39good salesperson on the phone what was
15:41so good about you well first off
15:42facebook was way cheaper in 2013.
15:46you know i mean when this whole thing
15:48started right so i mean like just the
15:49cost per lead was insane the percentage
15:51of people would convert on landing pages
15:52was higher everything was more
15:53responsive et cetera
15:55but from uh from from like what we were
15:57doing is we were offering an
15:58irresistible offer so we had a free
16:00six-week challenge is what we'd offer
16:01people when they would come in uh we'd
16:03walk them through you know what the
16:05program was etc and then the shtick and
16:07the reason it was so cool and compelling
16:08was that if they lost 20 pounds uh in
16:11six weeks we'd give them the entire
16:13amount of money back and that's what
16:14made it so cool and that's why we got
16:16crazy results we had like 70 80 success
16:19rates which for a weight loss program is
16:20insane
16:21and it's because people were basically
16:23wagering money um and that was because i
16:25didn't know that like wagers are managed
16:27by lotteries and like i did like i just
16:29it was like you put 500 bucks down you
16:30lose the weight you get it back but the
16:32reason it works so well is that someone
16:34come in so i'd pay i'll walk you through
16:36the math so
16:38let's say at this point i'm probably
16:39paying
16:4010 bucks you know cpm so like
16:43and you know so i'm getting and probably
16:45like four percent five percent ctrs
16:48because it was like back then so i'm
16:49getting 50 clicks for 10 bucks
16:52right i'm like okay and now my landing
16:54page is converting half
16:56okay
16:57so like it was it was just you know like
16:59bonkers like and that's why some of
17:00these in some markets we're getting 25
17:02cent leads you know what i mean in some
17:03markets like the highest markets back
17:04then were like five bucks right and so
17:07you've got an average cost per lead of
17:08like two dollars which was no you're
17:10getting what their phone number was that
17:11yeah name phone number email
17:13um
17:14and so from there we'd schedule usually
17:16like 50 to 70 of those people half of
17:18them would show and then we'd close um
17:21and depend on you know the skill of the
17:22sales guy the average gym closes 35 our
17:25team averaged about 50 when layla and i
17:26sold we averaged 80.
17:28um and so there's a big range there but
17:31we'd collect the cash up front for 500
17:33bucks and then 24 hours later they'd
17:35come in for a nutrition consultation
17:36which was complimentary we'd average 200
17:38a ticket in supplements you know
17:40creatine pre-workout etc that we'd sell
17:42them right after that so we get another
17:43200 pop
17:45three weeks later what we do is say hey
17:48listen you lost 12 pounds sandy um
17:51is that your ultimate goal and then
17:52she'd be like well no i want to like get
17:53an amazing shape and blah blah blah
17:55we're like all right so you understand
17:57that it's not about the six weeks it's
17:59about six years from now right and she
18:01would say yes then i'd be like
18:02congratulations you won the challenge
18:03you got the point of this and so what i
18:05want to do is i'm aligned with your
18:06long-term goal too so i want to do is
18:08because you won the challenge don't take
18:09that 500 i want to spread it over the
18:10next year so you get a discount for
18:12doing it so we can align with you all
18:13fair enough she said sure three weeks
18:15after that she gets billed for her first
18:17billing so if you follow the money 500
18:19200 and then she gets billed right for
18:20the eft even though she won the
18:22challenge
18:23right right yeah and then
18:25six weeks after that we'd say hey
18:27wouldn't you like to like have a little
18:29bit more attention instead of being in
18:30this large group we can put you into a
18:32one-on-four scenario we can give you
18:33even more stuff we can show you cooler
18:35more advanced exercises blah blah
18:37and so that was that was how we did it
18:39and were you just um
18:42but but then this parlayed into the
18:44actual product that you really crushed
18:46it on right so
18:48which was when you were doing 27 million
18:51in year two or whatever 20 something
18:53million with like 17 million in ebitda
18:55on year two that product was the was gym
18:58launch right
18:59yeah
19:00and what was that what did that look
19:02like was it what software were you using
19:04and how did you package this like that's
19:06because i want to get really nerdy on
19:07this stuff because i think about that
19:09i'm like that's a great idea but
19:11packaging a service
19:13is that's a challenge that's interesting
19:16and i want to so i want to ask you what
19:17you did and then i'm going to ask you
19:19um
19:20what other industries would you do it
19:21for so i mean that's what
19:22acquisition.com is
19:24so it's like it's exactly that like i
19:26know how to do this within a within a
19:28niche so like b2b services if someone's
19:29like i know how to help a lawyer make
19:31more money with their law firm i know
19:32how to help a bookkeeper make more money
19:34with their bookkeeping business i know
19:35how to help hair salon you know people
19:37make more money with their salons like
19:38that's what i'm looking for is niche
19:41e-learning service companies um that we
19:43can invest in our our good friend jack
19:46butcher has a phrase called um build
19:48once sell twice and that's basically
19:50what you were doing um you were like
19:52people who were selling one to one
19:54they had to sell then do sell and do you
19:56were like no f that we're gonna build
19:58one cell a bunch of times and and that
20:00like process is what i'm asking about
20:02that's interesting yeah i mean
20:04that was when i'm sure you're familiar
20:06with naval because i know you're on
20:07twitter um
20:08like i i kind of fell into like it's
20:11like you realize why you start making
20:12money like i'd love to say it was a
20:13master plan like you realize later why
20:15something worked so well it's like i had
20:16zero incremental cost i was selling cars
20:18over the phone and i had no cost of
20:20goods like it was insane
20:22um and so
20:23we basically would onboard people you
20:26know we had a concierge service back
20:28then this is i mean it's five years ago
20:30you know it's been it's been a while um
20:31but we do an onboarding process we kick
20:33their ads off we basically check in with
20:35them we had calls every single day so i
20:38would hop on a call with every new
20:39customer every day um i did it as a
20:41group call but i was always available
20:42and then we had a 35 person tech support
20:44team that would help them with like the
20:46pixels and setting the landing pages up
20:48and all that kind of stuff and so
20:49because that was that was the issue they
20:50would get stuck with was the tech
20:52so they could understand the sales they
20:54could understand the nutrition stuff
20:56they got both of those things for the
20:57most part the tech is where they
20:58struggled so we really ramped up like
20:59our implementation hump
21:01um and then on the strategy side i would
21:03be there every day to take calls and i
21:04took 400 calls over the first year
21:07um
21:08and so like that was kind of how we did
21:09the fulfillment and then but it was like
21:11a set of videos yeah there's a set of
21:13videos you watch along with like a file
21:15a folder a file yeah it'd be like here's
21:17how you set up that you know i'd be like
21:18here's why you set up the lobby this way
21:20this is what they need to see when they
21:21walk in you have them sit down here give
21:22them this ipad here's the download for
21:24the the swipe file of the presentation
21:25that they should be leafing through
21:26before they come to the office when you
21:28come like when you're ready say these
21:29things make this joke do this thing when
21:31you come inside like sit on the corner
21:34don't sit across from them because it
21:35seems confrontational uh have them step
21:37on the scale make sure they step on it
21:39make sure they look at the weight then
21:40she cries and you're like okay sit down
21:42now listen we're here to help you let's
21:43figure this out what have you done so
21:44you know i mean like it was very
21:46scripted so it's like here's the video
21:47explaining it here's the script that
21:48does it and then here's six examples of
21:50guys in different gyms with different
21:52styles of selling because that's one of
21:54the things that like we started to learn
21:55early on is that i was attracting guys
21:58originally like in my team i just had
21:59everybody selling my way more or less
22:01right and then i realized that a lot of
22:03people over time as i learned more about
22:05sales like people have different styles
22:06of selling and they're just as effective
22:08some people are more you know very
22:10analytical in terms of like their
22:11approach like basically make a logical
22:13argument some people just very emotion
22:14driven some people just do it off the
22:16poor like and so i showed different
22:18styles of selling but still following
22:19the same framework and so we went away
22:21from scripted process to more of a
22:23question-based framework which is what
22:24we've pretty much stuck with since then
22:26and if somebody wants to get good at
22:28selling
22:29what uh
22:30like you know there's a
22:32go out there and you know try to sell a
22:33thousand times it's one way to get get
22:35better
22:36but if you wanted to improve your rate
22:37of learning what books
22:39courses
22:40whatever what what youtube videos
22:43uh like do you remember that like that
22:45really clicked for me and that was like
22:46kind of like a game changing uh thing
22:48for me and getting better at selling i
22:50have relatively stronger beliefs about
22:51the topic um so i think first off a lot
22:54of people read books before they start
22:56selling and i've thought a lot about it
22:58and i don't think that's the right path
23:00because you don't know what they're
23:02talking about yeah like you only know
23:04like what the concept of building
23:05rapport is until you've not had rapport
23:07and like oh
23:09okay now i understand how this works but
23:11like until you like until you
23:13confront the reality like you can't you
23:15can't bucket the knowledge into
23:16something that's actionable so i'm a
23:18proponent of doing first realizing the
23:21deficiencies and then going to find the
23:23information now to match the the real
23:25life scenarios that you have encountered
23:28the second part of the question is like
23:30which books or things like made things
23:32click
23:33so um there's one moment that made
23:35things click which was i said this in
23:37the book sam which is like make people
23:39offer so good they'd feel stupid saying
23:40no which was the secret of selling right
23:42it's like if you just make it so good
23:44that they won't say no then it makes
23:45your job a hundred times easier and so i
23:47did work really hard on that side to
23:49make my job easier
23:50yeah and i agree with that my problem
23:52when i i'm a copywriter a former
23:54self-talk copywriter and i knew i know
23:56all about that but i'm like uh if people
23:58want to refund this is going to be a
23:59pain in the butt like if like in order
24:01to make this like in order to make an
24:04offer irresistible you could you could
24:06go a couple different routes but one of
24:07them is you just do lots of stuff and
24:09when i think about that route i'm like
24:11oh my god that's going to be a lot of
24:12work i don't know if i can actually
24:13execute on that what's an example of
24:15that so uh give an example of where you
24:17see uh people with a kind of substandard
24:19offer and how you would give me and how
24:21you would switch it to be a more
24:22irresistible offer i mean a simple one
24:24we did within the agency space and the
24:25software company that we started um was
24:28we helped them transition from a
24:29retainer model to a pay performance
24:30model so that was an implied guarantee
24:32and we just said listen pay us one time
24:34up front which by the way for most of
24:35them was what their ltv was because most
24:37of them sucked so it's like if you're
24:38charging 1500 a month which would be
24:41probably the standard small business b2b
24:43you know i would say commoditized price
24:44point for a generic lead gen
24:46um
24:47they're charging 1500 bucks a month we
24:49said hey charge a person 5 000 up front
24:52day one and say you'll never charge them
24:53again unless someone walks in the door
24:55and so they'll cover the ad spend after
24:56that and you don't get any percentage of
24:58it unless someone walks in the door so
25:00you generate the leads and work the
25:01leads and when the person shows up you
25:03charge x and that was based on a pricing
25:06survey that we ran internally to our
25:07customers where i said if we worked your
25:09leads for you
25:11what would you
25:13be willing to pay as a flat rate and so
25:15there was a big pricing curve and the
25:16the concentration of like 75 were
25:18willing to pay between 300 and 400 a
25:19month for that just as a flat service
25:21and i was like okay
25:22now i asked the exact same scenario same
25:24result same everything
25:26later on in the survey and i said if we
25:28just said hey
25:29uh pay per show what would you be
25:31willing to pay for somebody who walks in
25:32the door
25:33for the same exact performance they're
25:35willing to pay four times as much and so
25:37i said well i'll be why don't we price
25:39it that way and so we did it on a paper
25:41show model and so that's what we
25:43transitioned and it also makes it way
25:45easier to sell we could cash flow the
25:47acquisition because we were making the
25:48ltv that we're not we but like the
25:50agencies could make normally upfront day
25:52one in cash and what's cooler is that
25:54the first 30 days they had people show
25:57up so they get cash up front and then in
25:59the first 30 days they're still getting
26:00cash that they can use to finance the
26:02acquisition of the customer right and so
26:04that's a much more irresistible offer
26:06from a chiropractor it's like well how
26:08do i know it's going to work it's like
26:09you pay us one time just get all the
26:10[ __ ] set up and then from this point
26:11going forward only when someone shows up
26:13you have to pay
26:15and so people understand this you said
26:16software company and so i look i mean i
26:18watch a lot of your videos so i know
26:20this but you basically had like three or
26:21four or five businesses the first one
26:24was this main one which was gym launch
26:25and that was doing like 30 40 50 million
26:29seconds down to 26
26:31uh you're so we did 6.8 million year one
26:35that was the hybrid between me doing gym
26:37rescue and transitioning the licensing
26:40model so about halfway through your one
26:42i was like this model is not working and
26:44so we flipped it and then that's when we
26:46shot out like a gun like the first month
26:48we did 120 the next month i think we did
26:50like two something then it was 360 then
26:53480 then 780 then a million then million
26:57two million five like that was literally
26:59the next like six months
27:01and so that crossed us into the second
27:03year of business and then that year we
27:05did
27:06uh 26 million
27:08um
27:09so we did six point eight with three
27:10million e but a year year one uh the
27:13second year we did uh
27:1520 25.9 with 17 million and then year
27:18three and this is why i'm a big advocate
27:20and this is maybe just my own deficiency
27:22but um we did 37 million top line 13.4
27:25million in ebitda so
27:27alex made a big [ __ ] up um and was like
27:30hey
27:31because at this point even though it may
27:32sound like there's a short period of
27:33time i was like i had heard that i could
27:35sell this for like a hundred million
27:37dollars so i was like [ __ ] yeah let's do
27:39that
27:40um
27:42three year [ __ ] journey but um
27:45anyways and there's this flu that went
27:46around people lost their minds it didn't
27:48affect the gym space at all that was
27:49good um i'm joking uh
27:52so anyways uh we started the supplement
27:54company prestige labs in december of
27:58in december of
28:0018.
28:03and you're basically selling supplements
28:05to your clients well it's through the
28:08clients so they never actually purchased
28:10from us directly what we did was we
28:11created a drop shipping model because
28:13one issue that small business owners
28:15have is cash flow so i said what we did
28:17was we sent out retail kits that had 130
28:20bottles on them or empty so the result
28:22was like 100 bucks and they could stock
28:23their whole wall because all consumer
28:25research shows that like the more stock
28:26the wall is the more likely they are to
28:28purchase and they would only have one
28:29sampler of all of them out and then we
28:31sent them a kiosk with a with an amazon
28:35fire on it right that was pre-loaded
28:37with their affiliate link so someone
28:38would
28:39oh my god and they would make the
28:40purchase right there and say hey this is
28:42so much better because now to go
28:43straight to your doorstep you don't need
28:44to take it home with you and better yet
28:46you won't miss a month because it'll
28:48automatically ship to you so we gave the
28:50gyms a second recurring revenue stream
28:52through the supplement so when someone
28:54walks in when i was telling you earlier
28:55like
28:56some service and we sell them product
28:58we'd sell two eft so that's the gym word
29:01for electronic fund transfers or
29:02recurring revenue so we'd sell them a
29:04service recurring and then we'd sell
29:05them a product recurring so that we'd
29:07have two different streams that would
29:08come in the nice thing with the product
29:10recurring is there was no there's no
29:11operational drag for the gym they don't
29:13have to do anything they just have to
29:14make the one sale one time and they're
29:15gonna make 80 bucks a month from that
29:17point going forward pure profit for them
29:19like just straight to the bottom line
29:21and so what you know interestingly uh a
29:24lot of gyms made more money selling the
29:25supplements they did on their service
29:26because service is low margin but the
29:29the product was like almost all marching
29:31for them and we paid really aggressively
29:32so we paid 40
29:34um commissions to them because they were
29:35paying for the cost of acquisition and
29:37doing the sale so i said you know you
29:39guys should get disproportionately
29:40rewarded in the first month we launched
29:41that uh so we beta launched in december
29:44and then january of 2019
29:47is when it kind of officially launched
29:48in the first month we did 1.7 million
29:50and so um because i figured i was like
29:52okay if we've got you know
29:54800 active gyms if each of those guys
29:56sells and who's actually under my
29:58projections because i was like we're
29:59gonna be you know so wealthy i was like
30:01if all of these guys just sell five
30:03thousand dollars a month
30:05i was like we'll do a million a week um
30:08it didn't work out that way but uh we
30:10ended up doing that year 37 but my
30:13licensing business came down and i think
30:15it went to like 20
30:17ish
30:17and then the supplement company was like
30:1917.
30:20and part of the reason the oopsie that i
30:22did was two big oopsies number one was i
30:24started a second active company when i
30:26already had one which to me i think was
30:28a mistake uh given the skill set i had
30:30at the time
30:31and then the second uh oopsie was that
30:34because i thought potential acquirer
30:36would want lower churn which is true
30:38um i lowered the price and so i thought
30:40that if i lowered the price that would
30:42get more people stick and so i cut my
30:45top line price by 25
30:47and saw absolutely no change and just
30:49lost what what was it and what did you
30:51reduce it to it went from uh the it went
30:54from 800 a week which is the licensing
30:57uh on the back end to 600 a week
31:00what's 800 a week times 52 i don't even
31:03know like what's the annual cost 42.
31:04what is it
31:06so it costs 42 grand to be
31:08a part of your election
31:10what do you call it part of your not
31:12court
31:13yeah but what do you what's like the
31:14noun that you use to describe this uh
31:16like your the program was called legacy
31:18the people were called gym lords and so
31:21we would sell launch as a front-end
31:22program and then they would go into the
31:23continuity which was legacy
31:25so if you're if you're if you're
31:27following on from home for anyone in the
31:28podcast i've copied the exact same model
31:31so i sold a six week defined in program
31:33for a lot of money and then i down sold
31:35the continuity because 16 000 for 16
31:37weeks is a thousand a week and so i said
31:39now you're gonna get more for less for
31:41eight hundred dollars a week you're
31:42gonna get what you have before plus all
31:43this other stuff for less money than
31:44were currently paying and they're like
31:46what a deal at the gym i'd say hey it's
31:48100 a week 600
31:50and if you stay we're going to drop you
31:52from 250 a month to 200 a month because
31:54we'll take your 600 and we'll spread it
31:56over 12 months we'll go 50 a month in
31:59credit and so then you get to 199 a
32:01month and so it was front end to
32:02liquidate the cost of acquisition so
32:03they wouldn't need outside capital to
32:05acquire customers and then the back end
32:06i would down sell the upsell so that we
32:08could keep the continuity and make it
32:09which is all like the most classic
32:11internet marketing [ __ ] which like a lot
32:13of like tech startup stuff they don't do
32:15this in their fools for not doing it in
32:17tech startups we do the opposite
32:19typically so we say hey we want to get
32:21you in we want to make you don't know us
32:23we don't know you let's make the cost of
32:25trying so low so free free trial don't
32:28even put a credit card on file and then
32:30try to put the bar as low as possible
32:32you did the exact opposite you said okay
32:34i'm gonna put
32:36actually more friction up front i'm
32:37gonna ask for five hundred dollars or
32:38sixteen thousand dollars a huge number
32:40up front and then over time i'm going to
32:42actually be selling you on more value
32:45for less cost why do you think that
32:46works or why do you think that worked
32:48for you
32:49to charge have such a big kind of commit
32:52up front when
32:54you know that's usually when people are
32:55you know hesitant i think there's a
32:57couple pieces um
32:58one is most software companies have
33:01funding not all but a lot of them have
33:03funding i did not have that and so i
33:05could not afford to be in the negative
33:07and incur
33:09caught i did i couldn't have a burn rate
33:10burn it was alex's bank account so that
33:13wasn't going to work for me
33:14from a psychological and behavioral
33:16standpoint it always made sense to me to
33:19sell someone when they're the most
33:20excited so you're the most excited day
33:22one before you've gone to your first
33:24workout because once you get your first
33:25workout you're like [ __ ] this is gonna
33:27be work
33:27so and i'm gonna have to start dieting
33:30and not eating the stuff i want sell
33:32them when they're excited about the
33:33bikini and not about the tsa and the
33:35airplane they have to go through to get
33:37to maui right and so i followed that and
33:40then the reason that we decrease cost
33:41over time is because it's my belief that
33:43information decreases in value over time
33:46and so
33:46the longer someone has it and exposure
33:48to it the less valuable it is you know
33:51marginally and so we tried to
33:52accommodate that with the pricing and
33:54since our our gross margins were still
33:55basically 100
33:57it still made sense for us
33:59so let me try something this might be a
34:00bust we can go back to the gym stuff
34:01this is a bus but let me try something
34:03you've said a couple things
34:05that
34:06i thought were really interesting
34:07nuggets i want to kind of rapid fire
34:09just say i'm going to just quote you and
34:11i want you to riff on it for as long as
34:13you feel like doing and then we can
34:14switch to the next one all right so i'm
34:16going to take one of yours
34:19let's let's start with this one
34:21passive income is overrated we seek
34:23freedom but what we really want is
34:24options for engaging activities what
34:26does that mean and
34:28how did you come to that realization so
34:292021 uh we sold three companies so we
34:33were like i didn't it was
34:35interestingly my cfo was someone who's
34:37really engaged in those activities and
34:38like i was not so i pretty much like
34:40took a really passive seat in 2021
34:42because i didn't want to really go start
34:44hardcore on on scalingacquisition.com
34:47until that was done and so i was born
34:50out of which which three companies so
34:52allen prestige labs and gym watch
34:55so those are my three majority holdings
34:57right now i have all minority holdings
34:58so between 20 and 33 are the holdings
35:00that we target
35:02for acquisition um and so i had this i
35:06don't want to say existential crisis but
35:07more like i'm bored out of my mind
35:09i thought this is what i was always
35:11optimizing towards which was you know
35:12quote freedom which is like you're
35:14always you're always outsourcing all of
35:16your activities and buying your time
35:17back and then you have all your time
35:18back and you have nothing to do and i
35:20was like this sucks and i look back on
35:22the times when i was building into those
35:23companies with lots of nostalgia and i
35:25was like man that was like some of the
35:26happiest times of my life and so
35:28that i'm in this position i'm getting
35:30back into the game and like right now
35:32we're heavily recruiting like we're two
35:34days a week we're just doing interviews
35:36uh to build the core team out and um i
35:38honestly i'm happy as [ __ ] doing this uh
35:41and so it's like but the difference
35:42between this time and last time is that
35:44i have the option to do it that i'm
35:45choosing rather than uh because if i
35:48didn't have this business i wouldn't
35:49have the option to work
35:51so i have to create the option for
35:52myself and so it's like for me the shift
35:55was going from freedom to optionality at
35:57least for as i had to understand the
35:58word
35:59right first you start you do what you
36:01have to do to pay for life then you take
36:03that money you buy back your time but
36:05then you need to spend your time on the
36:07thing you want that's the thing and
36:08acquisition.com is basically you're
36:10buying other you're going to buy
36:12businesses and
36:13deploy your model what are you what are
36:15you doing 100 yeah so we buy an interest
36:17and we buy a majority interest in the
36:18business um and we deploy the model i
36:20mean that's sorry the business is
36:22somebody who's doing like what you did
36:24for gyms they're doing it for legal or
36:26hair salons or something else or
36:28photographers that's your latest right
36:29yeah that was the that was the fourth
36:31company that one we still yeah we have a
36:3320 interest in that company and you say
36:35hey i just had a business just like this
36:37and i scaled it up i know what it's
36:39going to take for you to go national
36:40with your kind of like with your
36:42business let me take a minority seat and
36:44uh let me like help you grow this thing
36:46yep
36:47that's a great what's a great model what
36:49niches
36:50interest you
36:51i mean
36:52really it's just services like i and
36:54it's silly because like everybody's like
36:56really hot on software and there's all
36:58the valuations and stuff but like i may
37:00just be a simpleton which is very
37:02possible um
37:03i just like high cash flow businesses so
37:05i just really like
37:07service businesses are super malleable i
37:08can chase price points i can change a
37:10product i can change client experience
37:12without a ton of devwork or engineer or
37:14ux and and i just like that i feel like
37:16they're simple businesses it's very easy
37:17to get tons of margin in them if you
37:19know how to you know deliver value and
37:21so uh right now the the four kind of
37:24they're all related but the four targets
37:26are e-learning businesses that are in a
37:28niche uh brick-and-mortar chains that
37:30already have multiple successful
37:31locations so they're probably looking at
37:34do i do i go national and own them all
37:35which is what we we did with the
37:37photography business so ironically we
37:39actually own we own all of them um which
37:42is different with that one uh
37:44which we have i think 13 locations and
37:46when we started we had one and that was
37:47like a year ago so like we're just it's
37:49an awesome business that one i think is
37:51gonna be worth more than all the
37:52businesses that i put together um
37:54uh software as a service or tech enabled
37:57services uh more tech enabled services
37:59that could potentially have some mini
38:01you know software component but not as
38:03the the main thing necessarily um and
38:06then uh and there's a fourth one that
38:07i'm just forgetting because i'm on a
38:08podcast
38:10so you you said that might be the best
38:11business what what people are like
38:13photography what what is it so what does
38:15that do and why is it going to be such a
38:16good business
38:17so
38:18it's a great business um
38:20the
38:22it's children's photography first off um
38:25it has an awesome mission we donated a
38:26million dollars last year
38:28to kids stuff
38:30and so the founders are super mission
38:33driven
38:33the the short story is their daughter
38:35got told at school to shut up
38:37um because she was stupid or something
38:40and she didn't talk for like nine months
38:43and so
38:44they couldn't figure out how to get her
38:46to talk again and so they did was they
38:48started their photographers so they
38:49started taking pictures
38:50um and put it into like a story
38:53experience and read her a story where
38:55she was her own hero
38:57and so in the story that they put
38:59together for her she like gets her voice
39:01back and like whatever and so that
39:03actually like their daughter started to
39:05talk again and so that's why they're
39:07like super mission driven around like
39:08the donation stuff that they do but the
39:10actual business model itself is really
39:11really good um i mean people come in and
39:14we take you know take pictures and it's
39:16really about the
39:17it's called magic you know chain of
39:18fairies but it's a magical storybook
39:20experience um and so it's kind of like
39:22the idea of like taking disney um and
39:24putting it
39:25you know in some in other areas you can
39:28walk out with a book but then what's
39:29with you in it
39:30there's
39:31another one of the products we sell
39:32there's
39:33and you're going to now like teach
39:35photographers how to do we don't teach
39:36photographers
39:37oh i got it so that so this business was
39:39interesting so he at the time when he
39:41came to me he had one location and he
39:44had i think about 100 customers who were
39:46b2b who were doing like some sort of
39:48like hybrid agency
39:50business coaching thing
39:52and i really hated the model um and i
39:55was like well how much extra does like a
39:57photography studio make i'm not going to
39:59share the numbers i'll just say it was a
40:00lot um
40:02uh
40:03and i was like how much you charging he
40:04was like five grand and i was like all
40:05right we're never doing that again so
40:08how much does it cost to open a
40:09photographer studio and he was like a
40:10lot less than it makes and i was like
40:11okay well why don't we just front all
40:13that and build them all
40:16and so that's what we learned
40:17sean he uh alex
40:20maybe i don't remember how long ago i
40:22think recent had a call
40:24the headline was like grant cardone just
40:26made me a billionaire or something like
40:27that it was like a funny headline and he
40:29did this he paid grant cardone 30 grand
40:32for an hour of time
40:35oh yeah pretty crazy and basically on it
40:39he record he youtubed the call and on
40:42the call he basically you know how like
40:44you and i will talk to each other or our
40:45friends and you're like hey i'm in the
40:46middle of selling this company what do i
40:48do and then you also be like by the way
40:49like here's my net worth portfolio like
40:52is that enough like you just asked all
40:53these questions like you know like what
40:54do i do now like once i have this like
40:56how much should i expect you know like
40:57all these like the things that you ask
40:58like your rich uncle like as you're
41:00growing
41:00he asked all these questions and he was
41:03so transparent it was uncomfortable
41:05almost he said um he goes well look like
41:07right now i've got 21 million dollars in
41:09the bank after this i should have like
41:1154 after taxes
41:13um and he like this is all on youtube
41:16it's it's wild why why are you so open
41:18about that i think that's that's um cool
41:21but uh uncomfortable for you
41:23yeah
41:24um
41:26i
41:31it feels like the right thing to do
41:33um i think like what are what are the
41:35things i'm most afraid of
41:36and
41:37but usually they're the things that i
41:39should do and so it's like i'm afraid of
41:40saying this because i
41:42it because i know that when i say those
41:43numbers people can immediately judge me
41:45in one direction or the other but in my
41:47mind all the people that i want to talk
41:49to
41:50think that's a really small number
41:51and so i feel insecure saying those
41:53numbers
41:54but i want to like i'm a big believer
41:56that like shame only exists in the
41:58darkness and so like if i can shed light
41:59on it then i can hopefully quell some
42:01level of the insecurities that i have
42:03right so yeah but the panda express guy
42:05wasn't doing that when he was 32.
42:07what are the numbers
42:09yeah no like he he didn't like you're
42:11saying you think it's small or they they
42:14think it's small
42:15um age is a fact age and liquidity are
42:18huge
42:19multiples to net worth so like the fact
42:21that you had that at age 30.
42:24and cash is way different than owning 10
42:26restaurants
42:28it also seems like you know for your
42:30model with acquisition the more you go
42:32out there as the entrepreneur's friend
42:34and entrepreneur's helper and you
42:36provide a bunch of value by giving out
42:37free content and stuff like that then
42:40you're basically creating your own deal
42:42flow because of that right like people
42:44when they think god what do i do with
42:46this business i've learned so much from
42:47this guy maybe i could reach out to him
42:48maybe maybe acquisitions would be a good
42:50partner for me like as the next phase
42:52like
42:53to me that's the model right that's the
42:55why to me aside from like you know
42:58like okay this podcast is similar in
43:00that sense right we go on here every
43:02week we risk getting canceled we risk
43:04getting judged as idiots for saying
43:06stupid things off the cuff about stuff
43:07we barely know about you know we risk
43:09all kinds of stuff but the gain is a
43:12it's kind of fun to do it and b um you
43:15get either people thanking you or
43:17opportunities coming your way and you're
43:18like all right net net i think that the
43:20combination of the the good feels and
43:22the good deals uh you know makes it
43:24worth it
43:26i would i would have to quote that the
43:28the big thing with like fields and deals
43:31the mission and like this is might be
43:32like my personal mission and i don't
43:33really understand the value of it
43:34because people do like mission
43:35statements and stuff but like i think
43:37people just put generic ones and they
43:38don't like resonate um
43:40like my mission through acquisition.com
43:42and really my life is like i want to
43:44document and share the best practices
43:46building built of building wonderful
43:47businesses like that is what i want to
43:49do and
43:50i'm like i will die and the [ __ ] that i
43:54accumulate is irrelevant and so like
43:56it's a travesty to me that like elon and
43:59bezos and warren like they they don't
44:03they didn't write any books like
44:06like that's
44:07i mean
44:09that's the point you don't even like
44:10it's just as for me for me you know
44:12that's real for me uh is like sharing
44:14that um and so the businesses are just
44:18there to lend credence to what to to the
44:20books and the topics and the lessons and
44:22give me
44:23real stories to drive
44:25real fundamental truths from um and
44:27candidly to discover them as i go
44:29because like
44:30i mean i'm horrified at the things that
44:32i you know said five years ago that i
44:34thought were true
44:35but you know the only thing short of
44:37that is not saying anything which is is
44:39something that i consider every day of
44:40like
44:41is this this is this is as strong as i
44:44can think of it currently
44:45you know and maybe i will think of it
44:47less wrong in the future
44:49were you um you seem like a grinder when
44:52you were building these businesses
44:54were you just like uh doing 80-hour 100
44:58work weeks and what about now because
45:00you're like
45:01yolked you're huge you're like a
45:03bodybuilder so so like how did you
45:04balance like uh being fit and getting
45:08married and you but
45:10i don't know you well but you seem like
45:11you'd be grinding hard so my wife works
45:14in the business with me so we are true
45:1550 50 partners like it's very rare i
45:19like i recognize how rare it is she
45:21actually is 100 matched with me and like
45:24should just as much be on this call
45:25because she runs the other half like she
45:28from a work standpoint she has more
45:29output than i did um she is the operator
45:32so she builds the infrastructure she
45:33does the recruiting she sets the they
45:35are the hr stuff she does the culture
45:37she like she does i mean she runs
45:39everything um i just you know
45:41occasionally come up with a good idea
45:43and try and stick with it long enough
45:45to see it come true but in terms of
45:47grinding
45:48we this is what we like i love business
45:51like i love this and there's nothing
45:53that really stimulates me like this and
45:56so i do as much of it as i can and if we
45:59want to go into dinner we'll go out to
46:00dinner you know but like we're we're i
46:01was just saying we're single so we don't
46:02have kids and so we work from like
46:06five-ish to
46:08four
46:09ish you know
46:11um
46:12and then you know usually in the middle
46:13of the day we'll probably go to the gym
46:15for an hour or two and then come back
46:16and keep working and go out to dinner at
46:18night and that's that's kind of our
46:19lives
46:21you seem pretty um
46:23this isn't i would say i'm a little bit
46:25i'm definitely this sean has a little
46:27bit of it too
46:28like
46:29manic's not the right word but like
46:31neurotic maybe is a better word
46:33um where it's like uh
46:36you you're there's something that's deep
46:39rooted inside of you that's kind of it's
46:42not like you want to do something
46:43necessarily it feels like you're it's
46:45more compulsive
46:46um or obsessed you're obsessed about
46:48stuff which i am as well
46:50um
46:51where if that's true what's that rooted
46:53in what are you trying to get done so i
46:55think originally the drive was from just
46:58crippling insecurity and needing
47:00approval right um and then i think from
47:03like a behavioral conditioning
47:04standpoint i
47:06got a media feedback that was positive
47:08and then i was conditioned to continue
47:09those actions now
47:11uh
47:12i continue to do them without the
47:14original catalyst that got them going to
47:15begin with so i don't i don't think i
47:18suffer you know from the insecurities as
47:21much as i used to i'd say i'm probably
47:2330 better than i was at the beginning
47:25and it might just be because i have this
47:26massive big pile of money that i can use
47:28as an emotional crutch to why i'm not a
47:30piece of [ __ ]
47:31um
47:32that would help i'm just being like i
47:34mean if it were all disappeared i'd find
47:36out how much actual growth i had or if i
47:38just compensated by circumstance and you
47:40know compensate for the divisions yeah i
47:42don't know you can send it to me and
47:43we'll we'll find out we'll see
47:45let's run the experiment
47:47i like
47:49so there's the compulsion and like this
47:50last year i pretty much took off like i
47:52did not work that much um
47:54and so i saw the difference and like i
47:58have i have come to accept that i love
48:00working and i don't need to judge myself
48:02for that or
48:04or take in other people's judgment on
48:06how much i should quote do
48:08like this is my life and this is what i
48:11like doing
48:12and their ideals that they've
48:14arbitrarily made up as what they define
48:16as balance are irrelevant to me
48:19you said you took last year off what'd
48:20you do
48:21what'd you get up to
48:22we went out to dinner every single night
48:24to a five-star restaurant for seven
48:25straight months we went to i mean we we
48:27moved to vegas temporarily um we
48:30traveled a lot uh went to cabo went to
48:33scottsdale went to sedona went to
48:35flagstaff
48:36um
48:38traveled all over um
48:40went out did did stuff um
48:44felt felt honestly pretty empty like you
48:45can only eat so many times like there's
48:47just not a lot to do um it feels good
48:49having that rest though i mean when i
48:51sold my company which was a year ago
48:53last week the first six six months i was
48:56like i need to decompress it felt good
48:58to have it and then and then i was like
49:00and i'm in that phase now where i'm like
49:01all right now i'm ready for war again
49:03you you can't like i i like you can't be
49:06in the trenches i think like or rather
49:08you need breaks from from being in the
49:09from being at war i think and maybe even
49:12phrasing it i'm just throwing this out
49:13there like phrasing it is instead of
49:15like a break is a shift in how you're
49:16thinking because like it's really like
49:19it's going from dirt to clouds but i
49:20still think it's high leverage
49:22activity you know what i mean or like
49:24output it's just a different type of
49:26output
49:27you said something on one of your videos
49:28that um you're one of the only other
49:30people that i have heard say this phrase
49:32i use it a lot which is
49:34yeah i had a season like or this season
49:36i'm doing this or i had a season where i
49:38was really just focusing on x
49:40and that's been like a game changer for
49:42me my personal trainer and kind of coach
49:44he's like my mindset coach plus trainer
49:46he does this all the time but he's like
49:47he's like i'm in a season right now
49:49where i'm
49:50i'm just uh he'll be like you know i'm
49:52practicing not waiting and he's like he
49:54comes up with these little themes or
49:55he'll be like right now i'm in a season
49:57where i'm going to eat whatever i want
49:59and it's kind of like in the
50:01entrepreneurial world it's like time
50:02boxing it's like all right i'm going to
50:03give myself two hours to get this [ __ ]
50:04[ __ ] done or i'm going to launch in the
50:05next two weeks no matter what right like
50:07we i've used time boxing for
50:08productivity and now this seasons thing
50:11it makes every like decision you're
50:12making less
50:14heavy of a commit because you're like
50:16it's okay yeah because there's yeah
50:18there's beginnings and ends and this
50:19season is gonna feel a little different
50:21just like winter feels different than
50:22summer that's how i use it do you do you
50:25use it like that i just noticed you said
50:26that phrase
50:27100
50:28yeah and maybe it's a fitness thing i
50:30have no idea um i i've yeah i i have no
50:33ownership over here
50:36yeah i mean i i think about in terms of
50:38entrepreneurial seasons um and i at
50:41least for me might have been like five
50:42year chunks
50:43and so this is gonna be my fourth season
50:46um and they've roughly been about the
50:47same length so i think that it probably
50:49takes me like
50:50three ish years to like
50:52really see something through and then
50:54two years to figure out
50:56how i'm going to transition from that
50:57thing or realize or monitor you know
51:00whatever that's right it's kind of like
51:01a pe cycle almost
51:03how much of your look do you think is a
51:06lot for your success accounts for your
51:08success because your face are on a lot
51:10of ads and on your youtube videos it's
51:12like you looking jacked you've got this
51:14in a lot of videos you've got this
51:16badass handlebar mustache for the people
51:19listening not watching you look i don't
51:20know what your what your heritage is but
51:22you've got like cool jet black hair you
51:25look like uh
51:26i don't know you look like a like a like
51:28a like an italian lumberjack like i
51:30don't know what it is
51:33persian all right there it is
51:35yeah like
51:36you drive a you drive a g wagon but
51:38there's an axe in the back
51:40so i read a book
51:41by dan kennedy
51:43five years ago that said that people who
51:45have noticeable facial features are more
51:48easily
51:49recognized and remembered and so i read
51:52that and then i grew a handlebar
51:53mustache and that actually actually i
51:55sold the likeness of the mustache with
51:57the company
51:58um because it was still a core part of
52:00the branding like you know at the events
52:02everyone would have stashes it was like
52:03money you know stat you know stat cash
52:05money stash or whatever you know there's
52:07a bunch of different hashtags you had to
52:08stop having your mustache after that
52:10was you had to stop having just the
52:12handlebar mustache because you stole it
52:14no but but they were allowed to use it
52:16yeah i got tired of having the mustache
52:18after five years
52:20but but what about like just be cause
52:22all right again what do you weigh what
52:23do you how tall are you
52:25you're huge i'm 5 11 220
52:28okay so uh just when you're getting
52:31getting big is it like do you think this
52:34is going to look awesome
52:35[Laughter]
52:40before he started internet marketing
52:41right you were built when you started
52:43the gym business i saw a video or a
52:44photo of you like starting your first
52:46gym and you're already jacked so it's
52:47not like
52:48well i i watched i was i've been working
52:50on my squat and i was trying to figure
52:52out how what i can make how what the
52:54gains i can get in three months and i
52:55came across an article that you had
52:58when you were in your early 20s i bet
53:00and this article the gates that you had
53:02in like
53:03nine weeks
53:04that was the craziest [ __ ] i've ever
53:06seen
53:07what was that sean you got to like look
53:09at this that was natural i like i'll
53:11tell you because i'm on trt now um me
53:14too yeah so i was i was that was 100
53:16natty um
53:18and no
53:19in the comments they do not think that
53:20that is yeah it's like trend much you
53:22know whatever you know i mean um
53:24but the
53:25that training methodology is pretty much
53:27what i've done since then so
53:29i had a i had a roommate whose name was
53:31greg knuckles he's really big in the
53:33strength space [ __ ] amazing name he
53:35has his real name greg knuckles
53:37yeah and he's he's one of the two
53:39smartest people that i've ever met from
53:41a pure processing power standpoint like
53:43sounds like a mafia guy i mean you know
53:45he's you know got a perfect sats when he
53:47was 14 like very very bright but also
53:51stupid strong like when i met him we
53:53were in our 20s and he was pulling 800
53:55like stupid strong and natural and so
53:58anyways he was like i read this research
53:59paper what if we had you lyft six times
54:03a day but for like 10 minutes each time
54:05and i was like
54:06cool and i lived at the gym so i was
54:08like sure whatever so i set a timer and
54:10every 45 minutes i would go and do one
54:13set on three exercises then i'd go back
54:14to work which side note is actually an
54:17amazing productivity hack because like i
54:19had this nice uh timing i like cadence
54:22and i got this nice like boost from my
54:24nervous system every 45 minutes to like
54:26wake back up
54:28and so i did that and that's when i
54:30gained just a tremendous amount of
54:32weight um but coupled that with another
54:35thing that he had done research on which
54:36was like a pure carbohydrate diet
54:39with no fat and so basically the
54:41efficiency of fat conversion to fat
54:44that's stored is almost 100
54:46the efficiency of carbohydrate storage
54:48into fat is lower
54:50and so if you don't have because you're
54:52gonna have a calorie surplus and so to
54:54give yourself a smaller percentage of
54:56that surplus that gets stored as fat you
54:58would want a hundred percent of the
54:59surplus to be carbohydrate carbohydrates
55:01and so the idea was like i had you know
55:03200 grams of protein and like 800 grams
55:05of carbs and basically zero fat besides
55:08yeah i saw what you were eating it
55:09looked like it would be awesome for a
55:11day and then horrible after that
55:13horrible anybody was like it didn't work
55:15i'm like just try eating that now the
55:18big caveat to this is like i have what i
55:20you know i think i have elite genetics i
55:22think like
55:23dr cashy who's my closest friend he's a
55:26biochemist he's a national strong man
55:27he's like you have potato chip genetics
55:29he's like you shouldn't give advice to
55:30people he's like you can just like drink
55:32coca-cola and work out like you'll have
55:33a six-pack so like i had that
55:36plus i was doing everything maxed out
55:38like as i possibly could and like it was
55:40not sustainable like my knees were shot
55:42my elbows felt like [ __ ] like by the end
55:44i was sleeping terribly because i was i
55:46was bordering on over training
55:48um but i put a ton of weight on and i
55:50put a ton of strength to all my main
55:52lifts and uh from there what i did was i
55:55dialed back the total volume but i kept
55:56the split not to get into two fitness
55:58stuff but instead of doing uh seven sets
56:01of every exercise every day
56:03um i just dialed it down to like five
56:05and then well i was reading that article
56:08while i was listening to your videos and
56:09i was like oh man this guy carries this
56:11[ __ ] over to everything i understand
56:12like it was super precise
56:15very like well obviously i think what's
56:17interesting about you is you don't have
56:19a or maybe you do but you've overcome it
56:21a self-limiting belief that a lot of
56:22people have and you're like well of
56:24course this is going to work you're
56:25going to do this you're going to do this
56:26you're going to do this you're going to
56:27do this and it's going to be hard but
56:28that's the outcome is going to be blank
56:30and and you here's the plan attack
56:33and you took that same process to
56:35business yeah i could i could hear it in
56:36your voice when you talk about business
56:37and fitness and that's why i thought it
56:39was cool
56:40thanks
56:42let's do like uh one thing you one of my
56:43favorite things from you
56:45is uh these little tick tocks or shorts
56:47i see where you're giving like a sales
56:49tip or a little sales trick or whatever
56:52and um
56:54i would love for you i think most people
56:56probably you know most people who are
56:57listening to this just you know the bell
56:59curve of people listening to this
57:01probably have spent you know zero time
57:03trying to improve their sales and have
57:05not seen some of these things so i want
57:06to give them the opportunity where they
57:07don't got to go click and find this
57:09random tick tock that i'm talking about
57:11in the ocean of tick tock i want to uh
57:13role play a little bit um
57:16give us kind of like
57:17um give us an example of
57:20normal like here's the default way
57:22people are doing something and then
57:23here's the rephrase of the reframe that
57:26has better results i would love to to
57:28give get two minutes of learning sales
57:30from alex
57:32sure and just as a quick caveat to
57:35complete the loop from like 40 minutes
57:37ago
57:37you said like what was the book or
57:39training or whatever that
57:41so it's my belief if you look at belford
57:43you look at bradley you look at grant
57:44cardone some of the big sales trainers
57:46that are out there almost all of them
57:47invariably have the same story which is
57:49i started selling and was the best guy
57:51on the team by a [ __ ] mile and then i
57:53tried to figure out what i was doing and
57:55so i do think
57:56that some people
57:58naturally based on their childhood their
57:59upbringings their whatever are just have
58:01a higher proclivity for selling which
58:04yeah just a gift of gab and and empathy
58:06yeah and i think it carries over into
58:08how you recruit for selling too because
58:10we've built a lot of sales teams and i
58:11actually have a very short allowing for
58:14people to fail at sales cycle probably
58:16much shorter than most people and it's
58:17just because i've never had a killer
58:19sales person who didn't do pretty well
58:21the first week and so for me we you know
58:23we turn through this quickly but as a
58:25result of that the team is just killers
58:27and they know that so i like this quote
58:29from from grant cardone he says you know
58:31my sales team is a dangerous place to
58:32work and
58:34i i love that so in terms of uh sale
58:37stuff i think that i think people don't
58:39know how
58:41people are really freaked out about the
58:42idea of selling right and so i think the
58:44first reframe is like you're not selling
58:45you're helping someone make a decision
58:46that's going to help themselves and the
58:49the the front part of that is that i do
58:51think that the number one predictor of
58:53good sales is conviction and so
58:56fundamentally you have one person who
58:58should believe in something
59:00another person who does not believe it
59:02yet and trust is the thing that
59:04transfers that conviction so if
59:06fundamentally there's the two things you
59:07need you need trust and need conviction
59:09most times sales people don't have 100
59:11trust i'm sorry 100 conviction and so
59:14the also the idea of conviction as a
59:16binary is false so it's not like i
59:17believe it or i don't believe it is to
59:19what extent do i believe it right and so
59:21that's why like in terms of if i want to
59:23improve a sales team i can do the drills
59:25which we do and that's like blocking
59:26tackling but the thing that really
59:28juices the sales team is hearing the
59:29testimonials of the people that they
59:30sold last week and what they're doing
59:32today and how their lives have changed
59:34and so i noticed this because on my
59:36sales teams when we were in person
59:38whenever i did weigh out day which is
59:39when everyone finished their challenges
59:40and everybody was crying and so excited
59:42i tried to stack as many sales
59:44appointments as i could while people
59:46were weighing out and during those days
59:48we closed like 100 because people were
59:50like dude how can you not think this
59:51works it's right there and so the thing
59:53is is like you can either trick yourself
59:55into having the right tone or you can
59:57train yourself and i think that it's
59:59much easier to trick yourself into it by
1:00:02just simply believing because if you
1:00:03talk if you truly believe in the product
1:00:06you will talk about it differently
1:00:09and so in terms of an understanding of
1:00:10selling if you need to have conviction
1:00:12you need to have trust trust is going to
1:00:14come from expertise and some level of
1:00:16rapport right and so um
1:00:20i think that
1:00:21overarchingly to help someone sell we
1:00:23just have to ask the right questions to
1:00:25get someone to come to the conclusion on
1:00:26their own and so most sales
1:00:28conversations follow more or less the
1:00:30same framework
1:00:31if you know what you're doing otherwise
1:00:32people are just chasing their tail and
1:00:34trying to chase a prospect to an outcome
1:00:36that the prospect doesn't know how like
1:00:38we've had this conversation a hundred
1:00:39times they have only had it once we
1:00:41should be the one knowing how this
1:00:42conversation's supposed to go right we
1:00:44should also come in with a massive
1:00:45advantage to how to have this
1:00:46conversation go the way we wanted to
1:00:48because we do it on [ __ ] day right
1:00:51and so
1:00:51you know big big front end pieces is
1:00:54like
1:00:55why are they there
1:00:57what's the problem what have they done
1:00:58so far understanding where they failed
1:01:01seeing why our product is different from
1:01:03the things that they failed
1:01:05asking for permission to explain about
1:01:06the product explaining the product not
1:01:09in any way based on features but only
1:01:11based on the experiences that they will
1:01:12have as a result of it and using
1:01:14analogies to explain those experiences
1:01:16right um
1:01:18and then and then having a close at the
1:01:20end which the the tic toc i think that
1:01:22you he references like a no base close
1:01:24and i think a lot of natural sales
1:01:26people do this anyways like if i want
1:01:28something i might be like hey can you do
1:01:29this for me i'm like hey would you mind
1:01:31and they say no they don't i don't mind
1:01:34right like it's natural communication
1:01:35dynamics that most people who naturally
1:01:37know how to persuade people or at least
1:01:38influence do that on their own this is
1:01:40just retroactively looking at it and
1:01:42saying what did i do different like why
1:01:43is this different and um
1:01:46in terms of like overcoming because
1:01:48people are afraid of confrontation right
1:01:49that's what they're afraid of
1:01:51and so i believe that you can sell
1:01:52without ever having confrontation
1:01:54and you can do that with what i like to
1:01:56call childlike curiosity and so if
1:01:59someone says
1:02:00um
1:02:01well my husband's not going to approve
1:02:03that i'm like
1:02:04why wouldn't he like huh that's so
1:02:07interesting tell me more about that
1:02:09rather than like all right let's like
1:02:11your husband's an [ __ ] like that's
1:02:13not gonna work because in arguments no
1:02:14one wins right and so like why why would
1:02:17he think that because because i would
1:02:18think that he wants what's best for you
1:02:20right
1:02:21yeah he wants what's best does he know
1:02:23you're struggling with this right now
1:02:24well i mean yeah he knows i'm struggling
1:02:26with it okay so he wants a special he
1:02:27knows you're struggling with it so why
1:02:28do you think he would be opposed to
1:02:30solving something that that you're
1:02:31currently struggling with
1:02:33so
1:02:34just so i understand would he be happier
1:02:36if you continue to struggle
1:02:38well no it's like well great
1:02:40then would you be opposed to moving
1:02:41forward today and that way and hey if
1:02:43you go home to your husband and you make
1:02:44a joke and the lightning scenario then
1:02:45you close it right and so it's i think
1:02:48child like curiosity is the immediate
1:02:50that you have to train because people
1:02:52get defensive so that is one thing that
1:02:54like fighters talk about when they're in
1:02:56the ring like in the beginning you
1:02:57breathe in too much right i don't know
1:02:59if like if you've been like sparring and
1:03:00stuff like you breathe in you breathe
1:03:02too much you hyperventilate and so the
1:03:04guys who've done it enough they slow
1:03:06down their breathing because when they
1:03:07get things get intense they can slow it
1:03:09down and so i think sales is a lot the
1:03:10same way where you're like your
1:03:11adrenaline kicks in start breathing
1:03:13faster it's fight or flight so you got
1:03:14to be able to slow it down and be like
1:03:15huh
1:03:16that's crazy i wouldn't have thought
1:03:17that okay tell me more about that and
1:03:18like now you're interested and then they
1:03:20don't feel like you're
1:03:22combating them they feel like you
1:03:24genuinely are interested and want to
1:03:26help them which is what you should be
1:03:27doing because you should be them dude
1:03:29only if it makes sense
1:03:32you're exhausted
1:03:33you are full of like interesting
1:03:35insights and
1:03:37like it's like you're you just you you
1:03:39just have you have a you know a lot of
1:03:41[ __ ] and like you've clearly packaged
1:03:43this in really easy to understand ways
1:03:45it's almost exhausting listening because
1:03:46it's like every it's like when you read
1:03:48a really good historical book or
1:03:50something it's like every sentence is
1:03:51packed with a fact yeah and it's like oh
1:03:53my gosh like i cuz i got it i want to
1:03:55pay attention
1:03:56i was like exhausting this is awesome uh
1:03:58but then now i know
1:04:00there's a picture right now that's like
1:04:02like one of the best books i've ever
1:04:03read literally the first 10 pages have
1:04:06more insight than any book i've ever
1:04:07read and i'm only on page 30 because i'm
1:04:10like i'm like rationing this not to like
1:04:13not because i don't i think i'm gonna
1:04:14run out it's like i can only
1:04:16it's like i can only have my mind blown
1:04:17so many times per minute and so i gotta
1:04:20like chill out with this book right now
1:04:21and i'm reading 10 pages at a time then
1:04:23i hand it to my trainer and he reads 10
1:04:25pages just so i have a two-day break and
1:04:27then we bring it back that's our book
1:04:28club right now and i think it's more
1:04:30like that like what you what you just
1:04:32said which is how many lessons are there
1:04:33to learn right so there's like
1:04:35there's the lesson of like you know guy
1:04:37goes from sleeping on the gym floor to
1:04:40you know like hustling but then
1:04:42realizing i'm hustling a hundred percent
1:04:44or i'm hustling level 10 at a level two
1:04:47opportunity okay how did he recognize
1:04:49that wait what and then people got to
1:04:50ask themselves what level is my
1:04:52opportunity that i'm at right now and
1:04:53you had that formula of like number of
1:04:55units old times gross profit per unit
1:04:56times like you know supply demand
1:04:58dynamics of the market that's like that
1:05:00one nugget alone isn't all these things
1:05:02put down the podcast and go [ __ ]
1:05:04reassess your life all right then we go
1:05:06to the next next space so it's like the
1:05:08part where you're like yeah we charged
1:05:09500 up front and then we had this
1:05:11continuity thing where we would actually
1:05:12say hey great congrats you've made
1:05:14awesome progress we're actually going to
1:05:15offer you more for less because we want
1:05:17our ltv to go longer and uh we know that
1:05:20that reduces churn blah blah blah
1:05:22and i'm going to do that because the
1:05:23best time to sell somebody is when
1:05:24they're most excited boom nugget two go
1:05:26rethink your sales and pricing strategy
1:05:28you're probably doing it backwards or
1:05:30you know you're not maximizing the
1:05:31opportunity because you just sold to
1:05:32them once you never figured out how to
1:05:34sell the back end
1:05:35then three is you know like you've had
1:05:37five in this session and that that's my
1:05:40explanation of sam sam's weird
1:05:41compliment sam is the king of backhanded
1:05:43compliments he'll be like
1:05:44you're like uh you're like the weirdest
1:05:46looking handsome dude i've ever seen and
1:05:48you're like the guy you know the guest
1:05:49doesn't know what to do they get frozen
1:05:51by the uh the backhanded compliment it's
1:05:52so good
1:05:53well i bet i bet your dear friends when
1:05:56you're with your your non-work buddies
1:05:58buds are they just like dude alex chill
1:06:00i don't care let's just like make a fart
1:06:02joke
1:06:03i don't have many non-uh entrepreneurial
1:06:05friends honestly
1:06:08so you're always able to kind of shoot
1:06:09the [ __ ] with them i guess a little bit
1:06:10and that's how i am mostly with my
1:06:12friends but every once in a while i'm
1:06:13like i'm like i i got i can't talk
1:06:16money related stuff today like i i do i
1:06:19i purposely have to take breaks
1:06:21sometimes one of the things i want to
1:06:22mention that you had said that resonated
1:06:24with me um
1:06:26uh conor mcgregor has this quote where
1:06:28he goes some people will look at my
1:06:30success and get bitter most will get
1:06:32bitter and a few will get inspired and
1:06:35he's like you know that says more about
1:06:37you than it does me
1:06:38and um and similarly you had something
1:06:40in one of your talks where you're like
1:06:42you know if i share you know how much
1:06:44money we make or you know how we did it
1:06:46whatever it's like some people get
1:06:47envious some people get angry some
1:06:49people are skeptical and want to say is
1:06:51this guy a scammer some people get
1:06:52confused like i don't know what the hell
1:06:53this guy's talking about and some people
1:06:55get inspired and i'm here to talk to
1:06:57that group at the end like that last bit
1:06:59whoever you are in this room of a
1:07:01hundred people like the four people who
1:07:02are here to get inspired that's why i'm
1:07:04doing what i'm doing and uh i think
1:07:06that's just a great like question to ask
1:07:08yourself if because we all get stories
1:07:11all day about elon musk and about
1:07:13whatever's going on and you're gonna
1:07:14have some kind of reaction i have it
1:07:16myself sometimes i get envious why
1:07:18should i get envious uh you know like
1:07:20i gave this example i went to
1:07:22i went to vegas and i visited somebody's
1:07:25house who has a eerily similar sim story
1:07:27to you they're in the gym business uh 60
1:07:30gyms that were super successful then
1:07:31transition their bigger opportunity was
1:07:33real estate they owned the real estate
1:07:34around the gyms and have since made a
1:07:36ton of money
1:07:37and i felt envious because their house
1:07:39was the most baller house i think they
1:07:40lived near the panda guy by the way uh
1:07:42he has a house in the neighborhood
1:07:43that's that's big as well um and you
1:07:45know
1:07:46unbelievable houses like you know you
1:07:47gotta [ __ ] swim in a river to get to
1:07:48the door type of thing uh
1:07:50and you're and i was like and then my
1:07:52trainer helped reframe it he goes he
1:07:54goes oh man he heard me saying i was
1:07:56like yeah i'm feeling you know a little
1:07:57bit envious
1:07:58he goes he just kind of ignored what i
1:07:59said he goes man that's so cool you get
1:08:01to sample
1:08:02you know what you like and dislike so
1:08:04when you make your money you're going to
1:08:05know what you want to spend it on is it
1:08:07their cars or is it the pool or is it
1:08:08that he's like that's so cool you're
1:08:10getting to sample it and just switching
1:08:12switching the reaction to you know
1:08:14instead of envy that i don't have
1:08:16excitement that oh i'm getting to play
1:08:17with all these toys to figure out what i
1:08:19want what i really like what you know i
1:08:21could think about it or look at images
1:08:22on google but like this is way better i
1:08:24get to drive the car instead
1:08:25um and so you know i just think that's a
1:08:27good thing for people i want to leave
1:08:28people with that is like
1:08:30study your reactions and then also if
1:08:32you are sharing information
1:08:34just speak to those who are going to
1:08:36take the positive and don't get so
1:08:37caught up in all the people who are
1:08:38having the other types of reactions to
1:08:39it
1:08:41that's good
1:08:42um even without the hair i still got the
1:08:44guru shawn no that was good
1:08:47i i i'm learning you cut the hair but
1:08:48you can't cut it away
1:08:50i gotta ask you one last question for
1:08:52being a you i don't know you're a
1:08:54business guy who's having a great time
1:08:56on youtube and you're succeeding a lot
1:08:58why is your setup so bad
1:09:02like how do you you are in a room right
1:09:05now that like doesn't have a carpet i
1:09:06think so it's like i could hear the echo
1:09:08you um don't have a microphone you're on
1:09:10your oh my god nice quads
1:09:13uh you're sitting on a
1:09:15on a laptop i think
1:09:20that was sky's out thighs out baby that
1:09:22was a lot of thigh um but you're set up
1:09:25you're set up thank you your setup is
1:09:27horrible for such a uh
1:09:29uh
1:09:30someone who does this for a living what
1:09:31the hell i think i don't do it for a
1:09:33living um
1:09:35you know what i mean
1:09:36the first answer um honestly all the
1:09:38technical i i spent like 80 grand on a
1:09:40studio on in my house in vegas i started
1:09:43in austin
1:09:44and i couldn't get the damn thing to
1:09:45work half the time so i was just like
1:09:48and then i ended up like getting just
1:09:50like
1:09:50immediate annoyance around the idea of
1:09:52having to [ __ ] with it again and so then
1:09:54i realized that i stopped making stuff
1:09:55because i was just annoyed by the idea
1:09:57of having to fix it and so then i was
1:09:59like is it better that i just make the
1:10:01stuff and that'll just be it is what it
1:10:03is and hey if i can dancers yes if i can
1:10:05figure out a way to not have it be a
1:10:07pain in the ass then i will do it but up
1:10:09to this point like i'm literally my
1:10:10video guy got on today he's like dude
1:10:12your video is stopping and freezing for
1:10:14half seconds like 13 times during this
1:10:16video and i was like
1:10:18i don't know and he was like can you
1:10:20just do the laptop when you do the
1:10:21laptop it doesn't freeze and i was like
1:10:23sure whatever you know what i mean and
1:10:25so like
1:10:26it
1:10:27at the end of the day i think it's like
1:10:29the in gym launch when we started uh
1:10:32it's probably maybe a good wrap-up point
1:10:33but like
1:10:34we didn't have a website until we did 20
1:10:37until after our second year we'd already
1:10:38done
1:10:3940 million in sales before we even had a
1:10:41website and then we didn't i didn't send
1:10:44my first email until we crossed like
1:10:4770 or 80 million collected you know what
1:10:49i mean and so
1:10:51like we've i don't know we kind of just
1:10:52do things our own way and if people are
1:10:54down with it they're down with it and if
1:10:56they're like you know what i'd rather
1:10:57have a really polished guy who says less
1:10:58in more time then like go you know i
1:11:01mean that's it's all good
1:11:03it's badass thanks thanks for coming i
1:11:05i've learned a lot sean what do you
1:11:06think this was fun thanks for coming on
1:11:08dude i uh i think people are gonna
1:11:09really like this
1:11:11i'm honored you guys decided to have me
1:11:13on the platform i know that you guys
1:11:14don't take the time of your attention of
1:11:16your audience attention lightly so
1:11:18i want to say thank you for for thinking
1:11:20that whatever i had was worthy of their
1:11:22ears
1:11:23[Music]
1:11:31you

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