Habits and Hustle - Episode 47: Bedros Keuilian – Founder of Fit Body Bootcamp, Best-Selling Author

Episode Date: January 21, 2020

Bedros Keuilian is the founder and CEO of Fit Body Boot Camp, one of the nation’s fastest-growing franchises. He is also a best-selling author, speaker and business consultant. He joins us today to discuss how he started from just subleasing 1 small gymnasium to growing his brand into 800+ locations. He talks about the value of confidence and how it can be shattered by just clicking your snooze button. He’s also developed a 5% rule that he lives be which allows him to operate at his peak at all times. Bedros shares some great tips, stories, and practical advice that would give anyway a great new perspective.  Youtube Link to This Episode Bedros’ Instagram Fit Body Bootcamp ⭐⭐⭐⭐⭐ Did you learn something from tuning in today? Please pay it forward and write us a 5-star review on Apple Podcasts. 📧If you have feedback for the show, please email [e-mail]  📙Get yourself a copy of Jennifer Cohen’s newest book from Habit Nest, Badass Body Goals Journal. ℹ️Habits & Hustle Website 📚Habit Nest Website 📱Follow Jennifer – Instagram – Facebook – Twitter – Jennifer’s Website Learn more about your ad choices. Visit megaphone.fm/adchoices

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Get grilling at Whole Foods Market Terms Apply. When there's a penalty on the field, referees are there to sort it out. When there's an accident on the road, that's where USAA steps in. We help make the claims process easy, so drivers can get back on the road fast. Making the right calls, that's what we're made for. Membership eligibility and product restrictions apply in our subject to change. USAA means United Services Automobile Association and its affiliates. San Antonio, Texas. Welcome to the Habits and Hustle Podcast. A podcast that

uncovers the rituals, unspoken habits and mindsets of extraordinary people. A podcast powered by habit nest. Now here's your host, Jennifer Cohen. All right, so we have Pedro's Koolian on today's podcast. We're back on the treadmills for a good person. We have the CEO and founder of Fit Body Boop Camps. You have 800 locations, right? Yes, ma'am. Wow, and the author of Man Up had to cut the bullshit

and kick ass in business and in life. Thank you so much for coming on. Thank you for the opportunity, Jen. No, I love this. How do you feel about being on a treadmill while we're doing this interview? You know what? The last time I was doing anything with a treadmill,

I was actually carting it out of my gym. So a friend of mine helped me build out my own private gym. Okay. Nice. And he sent a couple of stair climbers and treadmills. And I was like, I don't need this stuff here. And so I just carted it out of my gym, but I realized that,

because if I want to get cardio, I just work out faster. Right. We were talking about that earlier but I do love doing this on a treadmill. It's a whole different vibe. My fear, you said something to me earlier which I think is the bilateral? Yeah, the bilateral stimulation. So something that I discovered from a therapist friend of mine, well my therapist who finally became a friend after 16 months of paying him weekly shout out to Kevin. So now you don't have to pay him anymore because you're still paying?

No, no, I still pay him. You're still paying. I'm okay. You're still funny. I actually, I was like, hey, Kevin, you know what, you only charged 75 an hour. I would pay 175. The very next session, I come in and he raised a price to 175. And I go, did you do this to all your patients?

He goes, yeah, I'm like, well, good for you. You just doubled your revenue. You know, but I was hoping he would have cut me a deal. But anyway, Kevin taught me this thing called EMDR. And I forget what EMDR stands for, but the bottom line is EMDR is a therapy way, therapeutic way of you hold these two little things and they go tick, tick, tick, tick, tick in your hands. And they force your brain, you're left and side of the brain, to work together and solve a problem, the creative side, and not so creative side of.

And so if you ever think about this, when you're on a run on a treadmill, you're swimming, you're doing repetitions in the gym, every time you're doing something repetitive like that, that's when you come up with your best ideas. That's when you have the solutions to your life problems. And it's because you're actually creating bilateral stimulation using both sides of your brain to solve the problems in your life problems. And it's because you're actually creating bilateral stimulation using both sides of your brain to solve the problems in your life. Well, actually, I could not agree with you more, which is why I figured it'd be a good idea.

Well, this is all about habits and hustle of people, right? And how to level up your life. What better way to do it while walking, in the blood circulating and getting your cognitive functioning, basically, you have your best ideas, like like you said when you're moving, right? So... True enough. And by the way, I should say, if there was ever a treadmill I would walk on or run on,

it would be the wood way. Okay. A nice shout out for wood way. That's good. Thank you. You could tell your pro at this, huh? So let's start. Okay.

So basically, you opened up or you have 800 locations of FitBody. Yes. Okay, when did you start? How did that whole process even begin? Yeah, yeah. So FitBody Bootcamp is a fitness franchise where in one, two, three, four, five countries currently, about 800 locations, and we bring on board 10 to 15 new locations per month. And the way it started was the economy crashed in 2008. And so one-on-one personal training was really difficult because most people can afford to pay 600 to 800 bucks a month for a trainer. And that's when I was coaching and consulting personal trainers to grow their businesses,

because years before that I had built five gyms out personal training studios and sold them. So the first time I had an exit out of a business I went to coaching and consulting trainers and the economy crashes. All of a sudden I find myself losing coaching clients. These trainers who are paying me $1,500 a month are like, hey I can't afford you anymore because my clients can't afford me. And so I said, well we've got to change the face of the fitness industry. What personal training looks like. And as you know, living in Southern California, a lot of boot camps happen outdoors.

Yeah. Or at the beach. And I figured, well, you can't do that everywhere else because there's the weather. There's a snow, there's the rain, there's the darkness, there's the heat and the cold. You have to deal with it. Seasons, you've seen. Yeah, seasons. Unlike us here in California.

I've got you now, I know. And so by 2009, I created this model where we do the outdoor boot camp indoors. And I didn't think it was going to work. So instead of just leasing a place for three to five years, signing a lease, I went into a gymnastics center and I said, hey, what time do the kids come to do gymnastics? Is it only at two o'clock, three o'clock? So I'll pay you a thousand dollars a month and let me use it all morning. And so we all of a sudden started doing, we brought furniture sliders in because they've got the

carpet bonded foam. 100% right? We brought some dumbbells in, batter ropes, etc. Before you know it, we had a legitimate boot camp indoors. And so by 2010, I licensed the model. By 2012, we became an official franchise. And over the last five years, we've hit the Inc. 5000 list, and the entrepreneur 500 fastest-growing franchise list, five years in a row. That's amazing. Yeah, so 800 plus locations worldwide, man.

Well, talk about being resourceful. I mean, you went into a space that was not being used, and basically became, you created your business on off-hours of someone else's, on the legs of someone else's business, which is super important for people to understand that you need to be resourceful and have some grit when you're starting, when you're an entrepreneur.

Things are not always gonna be, you know, rosy, obviously. No, that's the magical word, grit, you nailed it. You gotta have grit and resourcefulness. I think those are two qualities I think that really make an entrepreneur very successful. That's the thing that stands between someone who's mediocre and goes above and beyond and becomes Uber successful.

Like the grit and the resourcefulness are what you need. That's my opinion. Are you reborn in Canada? Yeah, I was. I was. Resourcfulness. I caught it. Oh, because one of my business partners,

and many of my great clients are Canadian. Oh, really? Yeah. How many locations do you have in Canada? 78. That's a great habit. And I was just in Calgary with 21 of our locations. Do you have a location in Winnipeg? We do. You do? Yes. And he's a mate having. And I was just in Calgary with 21 of our locations. Do you have a location in Winnipeg?

We do. You do? Yes. And he's a phenomenal guy. And I'm afraid this name off the top of my head. Once we got to 400, 500 owners, like. I know. I remember everybody's name.

I understand. But I do know that he loves fitness, obviously. And the thing that we have in common is we both love Jiu-Jitsu. Oh, and so that's how we connected, yeah. I think no that you do that all the time. I recently started and I fell in love with it. Yeah.

I love that. Do you have any locations in Toronto? That's where I also live for years. We do. All right. We do. OK, so let's go. I want to ask you a bunch of questions here,

because when I was on social media one day, you kind of stumbled upon one of the things I was looking on. I really loved your messages. I really loved that authenticity of what you say and it really resonated. And I saw a lot of these things in your book too. So can you first tell everyone what the 5% rule is? Yeah, the 5% rule to me is something really important if you plan on being successful as an entrepreneur. I guess successful in anything you do. Right. Most of us tend to take on more than we can do. So as an entrepreneur, you might go, well, the marketing guy is not marketing right,

so I'm going to start doing some more of the marketing. And the sales guy is not selling right, so I'm going to do the selling. You take on all these things, freeing out your cleaning the rest from it, writing the checks, paying payroll taxes, and your quarterly taxes. All those things have to happen. You don't have to be the one doing it. So in my mind, the 5% rule is this. My 5% is I work on the critical few,

the things that are in my zone of genius, the only I can do, that I'm the best at, my sales copy, the messaging. Like I can't send one of my employees to get on this treadmill and do this interview. But you can, but it wouldn't be the same. It just wouldn't be the same, exactly. But everything else, I outsource.

And so because of that, if we're both working 10 hours a day, you're doing, let's say, let's not say 100%. But you're doing 50%. You're doing your own grocery shopping. You're cleaning your own house. I'm not doing grocery shopping. I'm not cleaning my house. I haven't been a dry cleaner for years.

My cars just get washed. I don't even know how to get gassed up, they just do. And because of that, my 10 hours a day are spent in my zone of genius, moving the needle, the critical few, and the 95% are the trivial many that have to get done, but not by me. So you're basically, you're saying

that people should delegate 95% of their life. Delegate, if it, like I used to say, for me back in the day, if I can get someone to do it for $20 an hour, then I need to delegate it. Like today, it would be, if I can get someone to do it for $2,000 an hour, I would delegate it. Right, because that's feeding, that's eating into the time that you're not making your cat, you're making the mind that you bake in that hour, right? So you're, you know, basically net, net, you're saving a ton more, 99% of the money.

So what do you do for people who don't have the budget to delegate, what do you do? Like what do people, so if you don't have the budget to delegate, you can still get one-off services, right? So here's a great example. Marlin, she is our house manager. There's a light bulb that's burnt out. My wife does not come to me and go, hey, we need to change that light bulb. Marlin will see it and she'll do it. She does

her laundry, she fills up our kitchen with stuff. Let's say you can't afford a hire in Marlin right now. That's okay. There's GrubHub. There's the shopping cart one now that- Instacart? Yeah, TaskRabbit. You can... TaskRabbit. So you can hire for individual tasks. Yeah, that's true.

And get things done. If you're going to go grocery shopping, just do Instacart and use that time to write another email promo or put up another post or record another podcast, things that only you can do. And let the Instacart person do the shopping for you and show up, same with GrabHub. Not enough people that are outsourcing and so they find themselves because then you add up the years and in 10 years now I'm like millions of miles ahead of you and you're not and it's because you were actually shopping at a grocery store. You were doing a civilian stuff. No, you know it's funny that you say that

because I'm like I love grocery shopping and it's the stuff. No, you know, it's funny that you say that because I'm like, I love grocery shopping and it's the biggest time suck, you know, because it's not really, I love to, I'm a, that's like one of the things I love, I'm obsessed with like picking up my own fruits and vegetables, but the time that goes into that stuff when you can be doing things that are much more, basically optimize your time, it's interesting

because I feel like people do that. 90% of people's time is spent doing the menial things that are taken away from their bottom line. And if people could actually utilize, that's why all these things are out there, right? You have these Instacart, you have all these apps. And like, Matt, time management is one thing I think people have a lot of problems with.

Like me. You know, so if they have that, so is there anything, so what is your 5%? Like what are the 5%? What is it that, what's under your purview? Delegate, motivate, sell. Like that's how well I know my 5%. Okay.

I delegate as many things as I can. I motivate my team and my business partners to do the things they're supposed to do. Why? And then I sell. I'm selling right now, I'm selling a message. I'm selling the message of the 5% rule that more people should do this so they can have

abundance. They can make more money. They can have more impact, more significant. You can buy back the time and spend with your spouse and with your kids, right? Yeah. So I'm selling. I delegate Motivate sell. That's my 5%.

Outside of that, a life ball has to be changed. A wall has to be taken down. City permits need to be signed. I don't care. Someone else go do it. It's true. And then I guess also knowing someone's like knowing being self-aware, right? Knowing what you're good at. You're not going to be found. City permits need to be signed. I don't care. Someone else go do it. It's true. And then I guess also knowing someone's like knowing being

self-aware, right? Knowing what you're good at. Yes. And then basically capitalizing and maximizing that stuff. And then also knowing what you're bad at. And that's the zone of genius, right? Because we all have a zone of genius. It's when I operate out of my zone of genius,

I actually am more inefficient. I get stressed out. And then that leads to depression. And then when I'm depressed, I eat my emotions. I'm a fat kid. It's the only reason I'm in the fitness industry. It's the only reason I'm a fat kid. I think a lot of people though work. I think a lot of reason why a lot of people are in the health fitness. Did you just stop? Yeah, because I was just listening to you for a second. I only stopped for a second so I can leave. Can I stop? No, you cannot stop. I think I'm gone again. I'm sorry, sorry. I thought he was dealing with a fitness guy. Another fitness dude. But what I was going to say before you interrupted

my stroll here was that I think a lot of people who enter the fitness space or in the nutrition space because they have some kind of neuroses or psychological issue with food, with body, with exercise. So like you just said, you were a fat kid. And so, this was a way to kind of discipline you. It is, exactly. And I found that when I'm operating in my zone of genius,

I'm least amount of stress, at least amount of depressed, and unlikely to eat my emotions. Yeah. And so, I just need to stay in my zone of genius and delegate everything else. How did you figure that out? Over time. You know, like in your 20s, you're just a wreck

and you don't know why. You're emotional. Your emotions run your mind and your mind and goes into an utaloupe. Then after I realized in my 30s, having all these string of anxiety attacks, which I talk about in my book, the first anxiety attack I had was so big, so crippling.

I thought I was 37 and having a heart attack. And when I went to a doctor, he's like, that was not a heart attack, it was an anxiety attack, you're obviously stressed out. I'm like, if you only knew. Right. And that's when I started to become more self-aware. What am I doing that's causing this anxiety attack

that said that where the doctor said, the next one could be a heart attack? And I realized, I'm doing all these things. I'm the bottleneck in my business. I was taken on so much on my plate. And at the end of the day, you have to neglect someone. If you're taking on a lot of things, who do you neglect? Well, in my case, I was neglecting my kids. I was neglecting my wife. I was neglecting my fitness. I gained about 30 pounds again. Right?

Wow. And so now I feel like an imposter. I'm the founder and CEO of FitBody Bootcamp, but I'm an imposter. So every video I was taking was just from the chin up because I didn't want you to see everything else. Right? And so when you feel like an impostor, how authentic are you really in selling your product? You're not. And so I realized I need to cut away stuff

and just do what I'm good at. And as soon as I did that, I was like, oh, it's about 5%. I cut away 95% of the things. And that's when I started calling this the 595 rule. And it just kind of stuck. Right. And then you would call that genius,

but what's that? The zone of genius. The zone is genius. Also, I think that morning routine and having structure is super important for that stuff, right? Because you and I say very similar things, we would just say it in different ways. But I do think that when you have as much stuff

on autopilot as possible that you don't have to think of, it clears your brain with space and room to focus on the things that you're good at, that you need to work on, whatever else. Exactly. And so you're super big on your morning routine, like me. What is your morning routine? So typically my morning routine starts the night before.

And it starts the night before because I know that Mark Zuckerberg and his team of amazing programmers are doing everything they can to get us to get screen sucking first thing in the morning, off Instagram, off Facebook, etc. And so it starts the night before because I make a list. I just call it my GSD list. Get shit done list. Three to five things on my iPhone that I list off, that I'm gonna wake up and do within the first two hours. And these are all things in my five percent.

So now that I have that, and I always put the hardest thing on top of there. So it could be a conversation that I got to have with someone. It's just, not the prettiest conversation, but we got to have it. It could be thinking up a new marketing campaign for our franchise system worldwide, right? On my market board, which is me and for two hours

on that market board. But I was put the hardest thing first and then the rest of the stuff. Now I've done two things. I've done a brain dump, which means my brain's not going to be working in the middle of the night, keeping me awake. And number two, I know when I wake up, I'm working off my GSD list and not off of Instagram, because nothing irritates me more than if you go, I'm in bed and I'm just checking in on Instagram. Are you Mark Zuckerberg?

You're not. He needs to be checking in to see if Instagram is up, if it's working, if the features are flawless. You and I need to be working on our business. Well, the last time you got up and said you're checking on Fit Body Bootcamp or whatever your business is. So for me, I get up out of bed, drink my 30 ounces of water immediately.

You two, Kiwi, so you drink a big thing of water when you wake up? I literally have it on my nightstand. Yeah, yeah. Oh my god, me too. Who Sean Stevenson is? No, who's that? I'll introduce to him. You got to Kiwi, so you drink a big thing of water when you wake up? Yeah, I literally have it on my nightstand. Yeah. Oh my god, me too. You know who Sean Stevenson is? No, who's that? I'll introduce to him, you gotta have mine or show.

He wrote a book called Sleep Smarter. And it became a New York Times best, so a great guy, brilliant dude. Was his book called Sleep Smarter? Sleep Smarter. Okay, let me show right that down, please. And so Sean's a friend and I'm like, Hey Sean, top themize my sleep.

What do I need? He goes, well, you're dehydrated all night. And so, or top themize my date. What do I need? He goes, well, you're dehydrated all night. And so, or top themize my date. What do I need? He goes, you're dehydrating all night by exhaling. You're gonna need at least 30 ounce of water. I'm like, oh crap, I was drinking 15 ounces in the morning. I was kind of sipping it throughout the first couple hours,

right? And he was, yeah, yeah, 30 ounces. So I just have 30 ounces sitting there. I love smart people, because I go, just tell me what to do, Jan, and I'll do it if that's your zone of genius. And for him, and I'll do it if that's your zone of genius. And for him, that's his own dream. That's your zone of genius.

And so 30 ounce of water, shug a lug within the first two or three minutes, as I look over my list, go in the shower, come out, coffee, protein shake, with oatmeal, and then I sit on my couch with my laptop, phone, all notifications off, turned upside down and pushed away from me. Why? Because I'm human.

I'm tempted. I don't want to see it blink. Because I will reach for it. I want it to be far away. So when my instinct goes reach for it, and ask, it's too far away, I'm on the couch with my laptop. Right. And I've already got the list of the five things I'm going to do

in my head, and I just start plugging away for those two hours. Wait, so what's up? Do you wake up in the morning? Between 5.36. My alarm is always set for 6am. OK. But when I get up, if it's 5.45, I just pop out Between 5.36. My alarm is always set for 6am. OK. But when I get up, if it's 5.45, I just pop out of bed. Right.

And I don't just sit there and wait. Yeah. Yeah. And I used to. And then Tom Billu, a friend of mine, he had a cool father of quest bar. Yes. He was on this podcast.

Well, there he is. And so was his wife. There you go. Lisa, great, great. I love Lisa. Lisa is my friend. And Tom says, if I wake up if it's past 3am, see, I love having rules Lisa's my friend. And Tom says, if I wake up, if it's past 3 a.m., see I love having rules,

because I'm a reckless human by nature. So if I don't have rules, I will just go self-destruct. That's my structure, Edward T. And you're so important. And so Tom said to me, he said, hey, look, I wake up, if I wake up in 3 a.m. or later, and I can't go to sleep after 10 minutes, I just pop out of bed.

I'm like, well shit, good enough for him. It's good enough for me. Just like Sean Stevenson. Sean knows about sleep and optimizing your day. He says drink 30 ounces of water, I'm gonna. So now if I wake up and it's after 5 a.m. But before six when my alarm goes off, just get up, just get up.

Because the interrupt at sleep I'm gonna get by trying to put myself into a REM and then bringing myself back out, forget it. And then that should lead to us not hitting the snooze button. I have I have it ring down. I'm I'm gonna step ahead of you. Don't worry. We because I'm a big believer in that. Can I talk about that now or do you want to wait? Well wait I want to finish I'm gonna write this down and I'm gonna bold it and highlight it snooze button okay. I want you to finish

your routine. So what I think it's really good there is that you turn off all the notifications right you push it away from think is really good there is that you turn off all the notifications, right, you push it away from you, you have three things that you wrote down the night before that you get what you get done and get shit done list. And those are the three things that you concentrate in the morning. Do you work out in the morning?

What else would you keep? Yeah, so typically by 6am, let's say I'm up at 6am because I slept all the way to my alarm going off. So by 645 I'm on the couch working by 930. I'm heading to the gym. I'll work out for 45 minutes to an hour. Well, that's really 45 minutes in the mobility.

And then I'll head to our headquarters. Fit body boot camp headquarters. Raw shower, change into my regular street clothes, and then start serving my team. Placing deals, balanced options. It's hot girl summer at Whole Foods Market shower, change into my regular street clothes, and then start serving my team." Blazing Deals, Boundless Options Its hot grill summer at Whole Foods Market from June 14 through July 4. Fire up the grill with quality cuts at the best prices. We're talking animal welfare certified meat.

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Vonage. Learn more at Vonage.com. Okay, so but before you work out, you're doing those three things that you wrote down. Yes. Got it. And then so you don't allow yourself to be on email. You don't allow yourself to do anything. So what are typically besides a bad,

you're not going to be calling someone at 6 a.m. if you have a bad conversation to have. So what's typically on that list? So let's go through this morning. For example, we're having an event in Dallas, Texas, November 16th, where FitBody Bootcamp sponsors this event all over the country. We take veterans who come out of the military.

They want to become entrepreneurs. I will mentor them, coach them for free. They just need to show up to the location. That's it, right? It's called Operation Opportunities. My way of giving back to this great country. And so that was on the list to promote. And so I literally take my iPhone, in this case I did have my iPhone, I made the video not in my Instagram, but made it in the video, right? I then saved it so that at

nine o'clock, when I actually dive into my phone, I can go on to Instagram and post that in my stories. And so that was one of the things. The other one was to write and review an addendum for a franchisee who's buying seven locations. So our franchise attorneys, yeah. So when a new franchisee comes on board, they're buying seven locations. They're going to open that up over two year period,

but this person wanted to in a half years because of where they live. It's population density, et cetera. And so I just reviewed that agreement and then had our attorney sign off on it. So at the end of the day, that's something my 5%. Okay. And the third thing was, actually there was four today,

the third thing was to write an email broadcast, promoting Man Up Tribe, this new vein that I launched where I send you a voice text every day for $9 a month. And so who's gonna write a better promo email than me? Oh. I wrote that. And then I sent it to Sean, who works at our headquarters, who will send it out to my list of 108,000 people, right?

Who follow me? So then basically you are basically sending people like a positive message in the text? So what's the text messaging program? Yeah, it're basically sending people like a positive message in the text. So what's the text messaging program? Yeah, it's basically business development, lifestyle development, and being a better human, right? So the text message is a one minute audio message to help you dominate and business in a life

is how we position it. And then someone pays $9 a month for it. And every day you get a coaching voice mail for me just like that. Just like that. So what's the difference between that and just going on Instagram and watching one of your stories or your, you know, whatever, one of your videos?

Good question. I want you to go on YouTube and then see this video. Then I want you to go on Instagram and then see the one minute version of this. Then I want you to go on Facebook and to see the seven minute version of this. Then I want you to go on Facebook and to see the seven minute version of this. Then I want you to get a voice shot of some things we talked about via text.

Then I want you to get an email from me that kind of summarizes what we did here and why we did it with the link to go buy something from me, because I want to be omnipresent. And so I want you on all my platforms. Text, email, Facebook, YouTube, Instagram, because what happens when one of the platforms go away? Facebook, for example, has shut my account three times, three times, even though

we spent a quarter million dollars a month with them. You spend a quarter million dollars a month on Facebook? Just for digital ads. For buying traffic, yeah, digital ads. And so when they shut that down, I want to know that I can still hit send and make money via email. I can hit or someone in my office can hit send, I don't even know what platform we use, but, you know, thousands of people get a voice shot from me.

And so if I'm delivering an awesome voice message to you seven days a week, do I, did I win that for nine bucks, 33 cents, did I win the right then to maybe on the ninth day, 10th day. Go, hey Jen, I'm having this event. You oughta consider coming out to it. Here's the link to it via text. I mean, it comes right to your phone, zero interruption.

I'm not competing against other thought leaders on Instagram. It comes right to your phone as a text, right? And it's smart. And so not enough people are doing that. They're either overselling or giving too much way, too much content without selling. So, they're either broke or their list or followers are unresponsive because every time I follow, I follow you or open up an email, you're trying to promote. Well, I think the biggest thing I got from that is that you're so diluted everywhere else

right now. You're diluted on Instagram, you're diluted in the Facebook, and for someone who has a business or a message or or you said thought leaders, whatever, that's like a medium that people really aren't oversaturating it. I mean, the people are doing it, but not as much. So that's a really good piece of advice for people who want to stand apart a little bit, or kind of gain maybe some momentum,

otherwise that they would actually do on social media. And I like that omnipresent, because I also think that people don't... They have to hear something and see something over and over and over again to penetrate. Yeah. You ever hear that thing where it's a... I like that. Like maybe your favorite band comes out the song that you're like, Oh, they really screwed the pooch with this one. And then again, you hear it.

Then again, you're like, this is now my favorite song. 100%. What happened? Some part of your brain decided to fall in you hear it. Then again, for you know, you're like, this is now my favorite song. I'm 100% What happened? Some part of your brain decided to fall in love with it. And I noticed that as humans were that way, at first, the first time I see your content, I'm gonna have my arms crossed and leaning back

metaphorically. You're right now, right? And maybe the second time I lean in and I'm like, you know, she's making a lot of sense. So the third time, I'm like, you know what? I need to buy her a book. The fourth time, maybe I gotta get coaching from her. Yeah, and I think what you do really well is that,

you're very good with the building of a message in a brand through email marketing. We talked about through the digital ads, you know, and the funnels. I think that's like a huge business that people don't understand. A lot of these people on Instagram who are huge, huge thought leaders, that's what they do to kind of like really build an audience.

It's not just like creating content on one medium like Instagram, but it's like being very strategic and how you do it. Like, to talk a little bit about the email marketing and about the funnels and give some insight. So, one of my coaching clients, I can talk about this guy because he's okay with me talking about him, but I happen to have coach like Super Bowl champions and New York Times best selling off there. We'll tell us some people.

It can't be so vague because- Well, this guy, his name is Devon Fizzy, he's got 1.7 million followers, he's like one of the top fitness guys on the planet makes a ton of money But he realized that Instagram is showing his Posts the less and less people even though he's got 1.7 million followers and they're pretty responsive And so he ponied up the $50,000 to become a coaching client with me for a year one on one private coaching Maybe you talk about the masterminds too. Yeah, Yeah, and so the first thing we did was I said, Devon, how big is your email list?

I said, oh, I don't have an email list. How come, well, I've got 1.7 million followers. I go, no, you don't. Instagram has 1.7 million followers under your name. And if they decide to neuter how many people they show your ads or your posts to, they decide to shut your account down. You now have lost your ATM machine.

It's like, oh crap, you're right. What do I do? Well, we need to create a website that has a free offer, like the best fitness tips from Devon Fizik. Absolutely free, swipe up, give us your email address and get the free report. And so all of a sudden, he added like 42,000 people on his email list over a three day period when he did that

Now he can stay Connected to these people even if Instagram goes away, right? And so not enough people realized that you could literally email people three four five times a week as you put up Your daily poster to and then get the people who have emailed you giving you their email address and give me your phone number Give me your phone number. I'm gonna send you a motivational and mindset text message every single day. You can stop it whenever you want. Now you're reaching to them at a different level.

And if I keep coming to you and adding more value to your life than anyone else in the same industry that I'm in, ultimately when you're ready to spend money, you'll spend that money with me. And it doesn't matter if it's supplements or if it's book sales, or drinks, or whatever. So when you have 1.6 million people, that sounds like something that's doable.

When you're someone who doesn't, let's say you have, you're OK, you have to have 10,000 followers, 5,000, even 50,000. We're talking a different amount of penetration. So how do you do that? Like how does someone build up an email list, do these funnels and kind of really get an audience? Like I know we were talking about this earlier,

how when you do those digital spends, you're being very targeted on the market, the customer or the user that you want, right? Well, what if someone doesn't, they're not there yet? Sure. All right, so let's talk about another one of those famous clients. Steve Weatherford. Oh, yes, Steve Weatherford. Yeah. He played for the Giants. He's one of my coaching clients, Super Bowl Champion.

And he, after a decade in the NFL, he comes out of the NFL and he has his Instagram account. And he just posts awesome pictures of himself working out, etc. And then he creates this web page with a product called Armageddon because I don't know if you know this about Steve Weatherford, it's actually a really cool story. He was a really tall dude. And so in the NFL, and I don't follow football, but he's like, dude, did you know why created Armageddon?

I have no idea Steve, honestly I don't care. I'm going to teach you how to make millions from it. And so he goes, well, this pull ups in YouTube videos of me as a kicker or a punter. Sorry, there's a difference between a kicker and a punter apparently. And yeah, yeah, I didn't know this. He wears under his football jersey a white,

long sleeve compression shirt. He goes, you know, why I wore that? I go, no, he goes, I was embarrassed about my arms. I mean, here I am one of the best punters on the planet, Super Bowl Champion, but I was embarrassed about the size of my arms because I'm long and gangly. I go, so then what happened?

He goes, well, after the NFL, I said, I just grow my arms. It was like my deficiency, and I was able to grow them. And now I want to help other people. So I got the Sinstagram following of the time like 40,000, 50,000 people. So it's not 1.7 like Devon. But they know me as a punter.

And I've got a web page where I'm selling this digital course for $29 called Armageddon. No one's buying it. And so of course, we'll send me the link to the page. Let's see. And I look. And it's just a picture of him with his arms

and maybe a couple sentences and a buy now button. And for fun, I bought it. And there was no upsells. There was nothing. No other value. No money extraction and exchange for value. And I said, I'm glad you really paid me this money because I'm going to help you. So first things first, we're not just going to have a picture of your product, you in speedos posing your biceps and a buy now button,

that's not going to work. We need to really stir people's emotions. And so why don't you tell the story about the white compression shirt? Why don't you tell the story about the white compression shirt? Why don't you tell the story how embarrassed you were even though you're a super bowl champion. So it ended up being a really good long form copy, right? Right. You've gone to those web pages where you're scrolling and you're scrolling and people always tell me,

who reads this stuff? I go, you do dummy because you buy the shit that we write. Right, right, right. And so that's important. You ever get junk mail? Of course not everybody. Right? And if you actually open it, it's four or five pages get junk mail? Of course, and everybody. Right. And if you actually open it, it's four or five pages

of written words before it makes you an offer. That's long form sales copy. And so most people think I can just post a picture of myself in my book and then to buy now a button and off it goes. So really what we did is we started to systematically start telling his story. One build a bond on Instagram with the audience.

Not just, hey, I'm a superhero and and I was a super, super bold champion, but I had a deficiency, and it was an insecurity for me, and I wore these long compression shirts to hide my arms. Finally, I stumbled upon the solution. If you're a guy or a gal and have has this deficiency, I really want you to think about getting on my email list, where I give you free tips on how to grow your arms. So we move people from Instagram, not to his e-book, but on my email list where I give you free tips on how to grow your arms. So we move people from Instagram,

not to his e-book, but to his email list. On his email list, we would give tips here and there, add value, he would tell longer stories, but have launching an e-book, when it comes out, if you're interested, let me know. People would reply back, yes, I'm interested. And with that, there's commitment and consistency. If you commit to the idea of yes, I'm interested in having nicer arms, then when I have the

product, you're going to be consistent and buy it. And so we created a psychological trigger called commitment and consistency. And so we created that. Now we wrote a nice, long sales copy that actually, and it follows a process, Ida, attention, we get their attention, we get their interest, desire, and action, a call to action. Like, hey, buy this now. The price goes up in whatever, 10 days, you've seen it. And then when you buy it, it'll say, well, do you want to follow along workouts instead

of just reading the ebook for $19 more, you can get to follow along workouts. By the way, I've got fat burning pills or car blockers or this BCAA you can take. That's the second upsell. The third upsell is, hey, do you want to join the weather Ford Club? You can be part of the weather Ford Club and pay $14 a month and be part of my private community on Facebook and a private Facebook group.

All of a sudden we created continuity for him, recurring income. Now that he's telling a story, he's got an email list. Now he's got 300,000 followers because he's buying traffic and growing his followers, turning those followers into dollars. But there's a guy who had no, otherwise had no expertise in the fitness industry

other than he can kick a ball. But that did not qualify him to sell me muscle building stuff. And also a business, I mean, like to build a whole business, like an e-commerce business basically. But where do you get the, I mean, that cost like to buy traffic to buy ads to do these funnels to do these email I mean not only is it time it's very time intensive it's expensive like this is not cheap right so where do people had people like to

start you know where do you even start that magical word you said earlier right grid and the one-resourced fullness boom resourcefulness right but what's the start, you know, where do you even start? That magical word you said earlier. Great. Great. And the one with the resourcefulness. Boom, resourcefulness. Right. But what's the budget? Like, what's the budget that people, okay?

Free. Free, okay? Because these amazing wood way treadmills. Let's say, let's say, just for fun, I'm going to post this up here and show that how I'm going to use this to do interval training. So I'm going to sprint for a minute and then bring my heart rate down for 30 seconds. Sprint for a minute, bring my heart rate down for 30 seconds. No, we're not.

And then I'm going to have you hold the phone as it's recording and I'm going to do push-ups off the end of the treadmill. And then I'm going to do body weight squats, prisoner squats. And so now I created a whole follow along workout on the old Woodweight treadmill, right? And I didn't need a videographer. It's all on here. I'm going to use Imovies to edit it. Now I'm going to put on a web page, but I don't have a videographer. It's all on here. I'm going to use iMovies to edit it. Now I'm going to put it on the webpage, but I don't have a web developer.

So I'm just going to go to WordPress.com because it's free and password protected because that's free too. It's called a member. Right. It's a plug-in for a WordPress. Now I've got a password protected. Follow along workout on a website where I can sell. But gosh, I don't have the money to get a shopping cart.

Oh, you don't have to. PayPal is free. It just charged you 2.8% of the $39 you're going to charge for the follow along workout. You with me so far? I'm following every. How much have we spent so far? Let's do the math.

Very zero. Almost zero. Yeah, I think zero. You've spent your time, but otherwise it's zero. Yeah, you wrote crappy copy. One out of every 200 people are gonna die. But that's all you've really done is create a workout. Yes.

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and get 50% off your first month. That's tryfuture.com slash hustle. For 50% off your first month. Now you go on YouTube, Facebook, and Instagram, and you create treadmill workouts. How did you treadmill workouts? How to burn fat using a treadmill at home? How to build your legs using a treadmill at home?

Because obviously it's a home treadmill, right? That we have. Actually, this is not a home treadmill. Well, this is an industrial great commercial, right? But in this particular case, if we're going to self-emissive Jones, it's going to be a home treadmill workout. I get what you're saying. I mean, listen, I understand what you're saying. You could be super resourceful. And then you find the audience. You find it, but it's a dilute, I can't wait. It's a, everything's very dilute, not to be like, you know,

Debbie down here, but it's super diluted and it's really hard. Like, I think a lot of people, people who come on or whatever, they're like, yeah, you just do this, this, and this. Yeah, but all that, this and that and this, this and this, it's extremely time consuming and you have to be super committed to the process. Like, I think a lot of people,

I know I'm saying what people don't realize is that if they don't see the results right away. Keep going. Then, right, they just give up. Yeah. But the real, it's like, it's really like just like, staying with it and just kind of keep at it. Because those are the, that's what actually makes a difference, right?

Yeah, losers quit winners don't. That's really the difference. Right, and so it becomes, that's what it really does become, right? Yeah, because if you do make enough how-to videos on YouTube, Facebook, Instagram, the algorithm of those things are so powerful, they will find the right audience and start showing it.

One out of every 100 people starts buying your e-book. Now you use that money not to go by blingage or Rolls-Royce, but to buy more traffic. Now you're spending money to buy traffic, right? And so it's a slow growth, but who cares? Who cares? And there's Tom Billio, all we says. You're really not this Tom Billio.

I do. I'm a big fan of Tom. I get to. I think he's amazing. You know, he's got the saying where he says, there's always room for the best at the top. And I believe that because if your product is good, doesn't matter how saturated or diluted the market is,

you will climb to the top. Yeah. Look, I'm pretty. You can always find this level. It's another way of saying it. Yeah. In every industry, there's always room to the top. Look at how clean you always find this level. It's another way of saying it. In every industry, there's always room at the top. But we as people sabotage ourselves. 100%.

And you talk about that a little bit in your book too. What is the surest way you say to sabotage yourself? The surest way to sabotage yourself is to break that most important promise that you made to yourself for the morning, right? Because think about this. I promise you I'm going to get back to it. Yeah, thank you for that.

So every night, we make a promise to ourselves. We go, hey, I'm going to set my wake up time on my iPhone or whatever, your alarm clock. And you're really promising yourself I'm going to wake up and dominate my day and live my purpose, et cetera. And then that alarm goes off and then you hit snooze. The snooze button is the kiss of death, because to most people, oh, it's harmless. I just hit the snooze button. I got 15 more minutes of sleep.

No, what you really did by hitting that snooze button is you told your subconscious mind, which is a very powerful platform, that I will take 15 more minutes of interrupted sleep over getting up and dominating my day. And so moving forward all day long, you are literally doing things to sabotage yourself because you have chosen sleep over domination.

And there's no way you'll win. And so do you think that's good? Do you think that's subconsciously when we do that? That's what happens because we didn't choose ourselves. We picked that snooze button over ourselves, so to speak. And so we go through the day subconsciously, like, kind of not putting our best foot forward.

Is it hard to put your best foot forward when you're lacking confidence? Of course it is. And confidence is making a promise and keeping that promise. And so if you make a promise to yourself and you break it, you lost confidence in yourself. So you go, I'm not going to take that risk. I'm not going to make that call to Jen for the 10th time and see if she'll put me on her podcast, right? If I did keep that promise, I might just have enough confidence to make that 10th, 11th, 12th, 5,000th call until you pick up your phone

because I'm a honey badger and I won't stop until I get what I want. I'm just a honey badger. You've seen my honey badger video on YouTube? No, but that's actually your friend. I'm gonna go watch it. Honey badger? Yeah, so this is this little, little, little honey badger

animal who's got a sharp little snout. Looks like an ant eater. And a little fucker just fights a rattlesnake and you would think like the rattlesnake's gonna kill it and he just destroys his thing. He just gets what he wants, the honey badger. I love that. Well, I'm a big believer in that.

I think that it's a lot of it is attrition, really. It's not about being better. It's about the fact that people who are relentless don't give up, who stay at it, and keep on trying, or the ones who end up winning the race at the end of the day, right? So that, I think that first sign of pressing that snooze is you giving up on that,

giving up on yourself a little bit, right? And it's so sad, right? When you think about that, it's so sad because you have an idea for a product or a service or a supplement that could literally be the solution to that guy or gal who cries himself to sleep every night. Whether it's a, I need more energy or my metabolism is broken

or I wanna be able to burn more fat. Okay, I've got this amazing idea for a treadmill that's unlike any other treadmill, but I hit this news button and I lost confidence and I'm gonna self sabotage and the meantime this person's gonna cry themselves to sleep how unfortunate. I mean, yeah, like, yeah, like you're basically

like starting from like the crumb and then you're basically like starting from like the the the crumb and then you're basically building it to what that what that mean what it symbolizes at the beginning. So what are some of your non-negotiables besides of course not pressing this news button? Yeah, so non-negotiables for me are what are the things that are just I will never do. I will not pick up the phone when someone calls and it's not scheduled. Whether it's really? Yeah.

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Start your free trial with Shopify today. Get a $1 per month trial period at Shopify.com slash special offer 23. Take your business to the next level today. So wait a second. Do you know that thing Candle-Lively? Do you know what that is? No idea what that is. Oh, it's basically one of those things where you can, like,

people can schedule every phone call, every meeting. Oh, Calendee. Would you call it? Calendee? Calendee, I call it. Yeah, we do use Calendee for, like, Candlelyly, I've never used. But it sounds amazing. I would ask, Council Vicious, doesn't it?

I'll have two servings of Candlelyly. Hi, for an opinion. Hi. Candlely? Why do I call again? Just so you was your Canadian accent. I want to say no. Resortable.

I love that one, exactly. I did that, I never used that. So Joan Ed's wife was also my assistant. Joan has my Google calendar, and she will put in all my calls. And it's all batch process. All my calls happened during a certain day at a certain time, like in a two hour, three hour.

Oh, you do the batching. That's a Tim Ferriss thing. Yeah, and that's such an important thing, right? Because you don't want to mentally shift gears. And so what if someone calls a non-negotiable as someone calls They're not supposed to call right now. I'm not picking up. So everything. Okay, so you so you're super structured. That's like yeah. Yeah That's what I that's what I see question. Yeah. What is your opinion on the term on the words control freak? I think sometimes you need to, some people need to be control freak to manage their life. Well, until like, so people have triggers and people have things that they're very easily distracted by. So I'm actually a control freak because I have not because I love it, but because I have to be,

so I can manage my life a certain way. So things kind of people are like, oh, you're so regimented, well, I kind of have to be in order to be that way. So my opinion is like, sometimes it's kind of par for the course. And so I found exactly what you said, that if I'm a control freak,

I'm more likely to produce the outcome that I want. So I control my health. How? I schedule my workouts in. It's between 9 and 9.30 and I go do it. My daily schedule is controlled by a calendar, Google Calendar. I schedule everything. I control my wife.

I control my kids. I do control your wife. Good cause, hoping you would say that, I'm going to do that out there for you. When I'm away, I send her little voice messages with pictures like the video, hey honey, I missed you and the kids, I hope you guys are watching Survivor, go Jeff Probe's, he's the host of Survivor. Yes, I know, and we love Jeff Probe's.

And by doing that, I know that she's at home taking care of the kids and she thinks that I'm out dominating the world and if I don't send a little lovey text message, guess what might happen, I might get home, as she might be a little huffy and puffy with me. And all the husbands or the wife, depending on who's hitting the road and who's staying behind, like you owe it to your spouse to do that,

because if you don't, guess what's gonna happen? You're not gonna have the outcome that you want. So I can control her response by sending her flowers, making sure she has a beautiful car, making sure that we have Marlon at home to be the house manager, sending her little, lovey, dubby text messages to know that I'm thinking of her. And by doing that, I know exactly how she's going to greet me when I get home and I control the

outcome. And I do that with everybody and everything in my life. I'm a control freak. I love it. That actually is a great answer. And it makes perfect sense, by the way. It's kind of what I saw earlier when I was talking to you about every action has a reaction. Every inaction also has an action. And the inactions have the worst reactions. Right. Because if you take an action and you did the best you can

to take that action, you're like, OK, I weighed the pros and cons and I took this action, there might be a 50-50 chance that you took the right action. Right. And there also might be a 50% chance that you didn't. But the moment you find out you didn't, you just course correct and go back to the other option. Right.

If it's in action where you know you need to do something but you don't, 99% of the time, circumstances will make the decision for you and it's always against you. In other words, in action will lead to you lose every opportunity. Like, well, should I mark it on Facebook or Instagram? Should I do an email list or start a podcast? I don't know. Instead of picking one, people hand ring, hand ring, hand ring, and they just take in action.

Soon, email open rates drop, podcasts are saturated. Now you've got nowhere to go. Now you're in nobody working at a Starbucks, serving up drinks at the age of whatever, right? Right, because I think what you're saying is exactly, the inaction, because you never regret what you've tried at least. No. You always regret what you didn't do. What you did is say. Yeah.

Yeah, you actually are not sure. You can sometimes regret what you say, too, that can happen in some place. Sure. Lord knows we all have this. Yeah, yeah, yeah. But I mean, the people never regret trying is basically the point that I'm trying to make. So, okay, so the non-negotiables,

do we talk about the non-negotiables? We do. So one of them was I won't pick up the phone if it doesn't, if someone's calling in, it's not the time that I won't go to the dry cleaner. I won't go to the car mechanic. I won't, there's just all the list of things that I won't do no matter what. If you were like, hey, Baderous, I will shoot you in the head if in the end of an hour you haven't cleaned the toilets. I will spend 59 minutes trying to figure out who I can talk into cleaning the toilets.

Right, so basically your non-negotiables are very much kind of connected to your 5% level. Absolutely. So you basically, you are non-negotiated on anything that's otherwise in your 5%. Nothing, like if the moment someone starts gossiping around me, Michael check made. We're not friends.

That's a non-negotiable. We're not friends. Because then when I'm not around, you're gossiping about me to someone else. That's true. It's a non-negotiable to me. So that's a non-negotiated case. How about permission?

You say permission to... Everyone is looking for permission. So get this. I believe we all, we're like race cars. Like your body, your mind, your spirit is like a race car. And I can prove that to you because when we're born, as little children, we're curious. We're fast, right?

And we fall. And we reach for things and we grab them. And what a parents do. Hey, slow down. Be careful. Watch out. Don't grab that. Be nice.

And so soon, they neuter us from these like race cars or fighter jets into crop testers, right? Hey, slow down. Be careful. Watch out. Don't grab that. Be nice. And so soon, they knew to us from these like race cars or fighter jets into crop testers. Right? And most people feel, and then mom and dad, what do we do? We've learned to look for them for permission. We grew up and we become adults. It's not like the permission button goes away. Right.

So we're still looking for permission from people, approval, validation to be, is it okay to do this? Are you sure I have the right to do this? Is it okay to just do it? Like, no one needs to give you permission. And so, in my book, and the very last page of my book ends, is I give you permission to take action on all the things that you wanna take action for

in your life that you've been waiting for permission from others. Like, what for? So, it's like a race car driving around with a flat tire, you're not gonna get the full experience from that race car, that Ferrari, that Lamborghini, unless it has air in all the tires, the emergency brake is fully down and not just halfway down. So most people live through life with a flat tire, with the e-brake slightly pulled up,

maybe one of the cylinders is not working in the car. My point is, all those things, I'm just looking for permission from so I don't want to offend someone. I need their approval. I don't want to be mean. You don't have to be mean. Just go do your thing. Right. So not like worry about what other people think or how it's going to affect just kind of go full force basically. That's it. You only have 100 years on this planet if you do your job a lot, right? Well, 100 years has been a lot, but I mean, you'd be, okay, but 100 years. I'd be happy to live till 90, but or 85. I will live to 100 of sound mind and able body.

You think so? I know so. How do you know so? And I want to know where I can find that magic pill, then, too. But it's not a magic pill, it's the magic thoughts. But because if I don't surround myself with negative people, I treat my body like it is a temple. I treat my mind like it is a temple. I'm just the magic thoughts. But because if I don't surround myself with negative people, I treat my body like it is a temple. I treat my mind like it is a temple.

I'm always sharp. I'm always trying to never peek in life. How many people do you know that are like the best of them is behind them? A lot unfortunately. They're going to die real soon. They're going to die the average age of 78. So you're thinking that it's really mind over matter, mind

over body, mind over everything. everything mind over everything you think mind Though really can play a role in your longevity They're now proving that you can think your genetics you can literally adjust your genetic in yourself Dimensions and it's likelihood of cancer by optimism, by thought. Well, I know there's a lot of research talking about positive thought and optimism,

but I'm curious what the stats are on that. Like, can you talk yourself, Ageless, basically? I can't. Maybe not, because this is just tissue, right? This is tissue. I can talk to myself, Ageless, here. Right, so it mindset, because it mindset. This is just like a shell, a shell. Shell, our consciousness. I mean, now we're going into like Joseph Campbell

shit here. Yeah. Right. But our consciousness just, this is the vehicle. Like on my diet and come back as that guy, you know, why I'm going to take care of that shell. That's it. My consciousness is, I'm seeing through this window called my eyes. That's it. My consciousness is, I'm seeing through this window called my eyes. That's it. And so not enough people take care of pamper, build up their consciousness in awareness. They live like human animals and not human beings. That's the problem. Right. How do you, like, what, so besides, of course, your strict morning routine and kind of your night routine, what are some of the things that you do just for fun or to kind of stay

so positive or have such a good mindset? Besides, of course, what we talked about already. So I believe that two things determine your mindset over anything else. And I believe your mindset controls every outcome. Yeah, I agree. And so the two things are the thoughts that occupy your mind and the people you surround yourself with. If you can just fix those two things, your mindset should be 99.9% of the time in the right place. So the things that I do to do that is I'll go surfing once a week, I'll go out shooting guns,

I'll hang out with people who are far smarter than me, far more capable. Like all my coaching clients who are amazing from New York Times, they're selling out authors to celebrities Matt Madel Negro, who's actually on the current season of Goliath. I surround myself with guys and gals who are just so smart and capable. Like they're paying me, but I'm getting the most out of it. I'm getting the, dude, I happen to have one skill

and that is how to sell things on a mass scale using social media, email, podcasts, whatever the big mass platform is. They have these amazing ways. Like when Steve, Sean Stevens is like, dude, you gotta drink 30 ounce of water and here's a science behind it. Great, done.

Jason Faruja, who lives Santa Monica. He's like, hey, here's how you wanna work out if you're on the 40s. Yeah, I like Jason Faruja, yeah. Right? Yeah, I'm a great coach, great trainer, but he says, this is how we need to work out one of my 40s?

Done, because I trust the man. So Tom Billy was like, hey, look, this is how you need to work out one of my 40s, done, because I trust the man. So Tom Bill, he was like, hey, look, this is how you ought to think and operate. If you want to get to a billion dollar company, well, my companies aren't doing a billion dollars. Right. So I'm going to listen to the man who is, and not enough people do that.

Like, well, I'm going to try and figure it out myself. Good luck. I think that's a very valid. I think finding people who are exceptional or the best at what they do and use them are as like mentors or like guidelines in your life, like who you take advice from. Yeah, success leaves clues, right? Yeah, absolutely. And so if someone's already been there and done that, why don't I just model what you're doing

instead of trying to figure it out in a waste time? I want a time collapse. Yeah, no, I think that's great. I mean, but then you do your own masterminds, right? Yeah. I want a time collapse. Yeah, no, I think that's great. I mean, but then you do your own masterminds, right? Yeah. You coat, I think, for a lot of people, I mean, masterminds are very confusing word, I think, for some people. How do you describe what a mastermind is

and kind of talk about what you do with your private clients? Sure. So a mastermind to me is real simple. It's a 12-month program where like-minded individuals come to get an outcome in a shorter amount of time. So, it can be a mastermind on fitness. People who want to achieve a fitness goal or become an Olympic athlete. In fact, that is really what people do. If you are going to become an Olympic athlete as a sprinter, you're going to find the best sprinting coach who's already coached other gold medalists.

And you're going to spend years working with him or her. Right. And so in my case, I've got a mastermind, I've got three of them, but the one we'll talk about is the Empire Mastermind that I run with Craig Valentine. Craig and I are very- It's three masterminds. Yes. Okay, name them. You what? Empire? The Empire Mastermind for entrepreneurs of all walk of life. The Fitbotibu Camp Mastermind. So Fitbotibu Camp owners, there's about 82 FitBodyBooCamp owners who pay us more per month to be in a mastermind group of other like-minded individuals. Another revenue stream right here, boom.

Exactly. And then the third one is the seven figure formula mastermind, which is for gym owners who are not FitBody owners. Does that make sense? Yeah, totally makes sense. And so since again, the fitness is my background, gym, et cetera. So I got those three masterminds. But the Empire Mastermind, the Craig and I run, we meet three times a year, every 100

days. And our goal every 100 days is to get you 12 months of results. Now you know as an entrepreneur that being an entrepreneur, you're an island. Everyone around you works for someone, punches a time clock, collects a paycheck. You and I have these worries, these thoughts, these concerns, these doubts, these uncertainties that might keep us awake at night. And all of a sudden, you're in a room of like-minded people. Yeah, you're a contractor and I'm a dentist and that guy's a personal trainer and that guy's a psychotherapist, but we all

have the same pain, problems, frustrations and desires. And now there's someone who's already been there, like myself and Craig, you know, running nine figure businesses and we go, hey, if I were a dentist and I were doing X, you might want to consider this if I want 10 more dental practices. It's kind of like a good organization. It sounds like YPO, do you know what young presence

or organization? That's exactly it. But a smaller scale, right? And you can, like, run it. Which one specific outcome? Right, yeah, with a niche, right? And then, but a smaller scale, right? And you could, it might be more than it. It's more than specific outcome. Right, yeah, with the niche, right? And then, but the prices are basically all over the place. You have, like, so yours, you charge people 50 grand,

$50,000 to be in the mastermind. Yeah. Okay, would you get for 50,000? You get three meetings a year. Okay. And then you get monthly coaching calls. And, and those meetings are designed to take your biggest frustrations during those 100 days that you're gonna have.

So you would come to the mastermind, let's say these are second masterminds. So you've already gone through 100 days. Second mastermind, like, all right, Jen, what's going on in your business? Well, you've got a new form of problems. My problems back then were, and I call them third world problems in the beginning.

I don't have any clients, no one believes my marketing message, no one's clicking my ads, and I feel like I world problems in the beginning. I don't have any clients, no one believes my marketing message, no one's clicking my ads, and I feel like I'm just paying away money. Okay, great, so we helped solve that. A hundred days went by, you figured out how to get people to click, your message is now believable, but now you show up and you're like,

well, I'm making money, but I've got first world problems instead of third world problems. First world problems are, now I need to hire my first employee. I'm burning out, my husband's freaking out that I'm not spending time with him anymore. I'm working 14 hours a day, I need to hire my first employee. I'm burning out. My husband's freaking out that I'm not spending time with him anymore. I'm working 14 hours a day. I need to hire my first employee, but I don't know how to let go of the business and trust

my employee with my customers. What do I do? So really, we go, okay, here's what you should do. Here's where you want to try hiring. Here's how you want to start hiring. Here's how you train people up, create a systems manual, alien abduction manual, which means if I fire you, then I bring someone else in, what do they do? We always say, if an alien got abducted you, we just want to have a manual so

that when we bring in the second person. Yeah, exactly. They could just kind of take over. Yeah. So that kind of is a phrase from our FitBoutiboo Camp headquarters. I'm like, well, every business needs an alien abduction manual. If I got abducted as a CEO, someone has to step in. So there's a whole Google doc on how I run the business, right? So our VP can step in if I get hit by a bus. And so not enough people are doing that. So you would get these Marching orders,

and then you would go and execute over the next 100 days. When you come back to your third mastermind, like, hey, I'm making more money and I have more time freedom. Thank you. However, I see that my clients are also asking for X, Y and Z. So I got a new product or a service to create. I don't know how to create it.

So now you show up with a new first world problem. So a mastermind really is like-minded people helping each other, holding each other accountable every 100 days. My typical client stays on board for 24 to 36 months. So once they become a mastermind member, even though it's for a year, they'll stay on board for 24 to 36 months.

Because as long as you're giving me 50 Gs every year, and I'm giving you five to 10X back, why would you leave? Right, but you have to have a certain amount of money coming in to be spending $50,000 a year. Correct. Or you charge up for credit cards. Right, I mean, so how many people can go in a mastermind? I mean, so how many people can go in a mastermind? Anywhere from as little as 10 to as much as 100? I'm just gonna go take a guy, we're almost, we're gonna wrap up,

we're gonna have some water. I'm not gonna judge you. If you don't mind. You're not just being funny, you're okay. Okay, no, I know, I know. I'm just, I'm not exactly, I'm just teasing you anyway. Yeah, but anywhere from like 10 to 100 people. Mm.

Okay, so what's the, I mean, I should have asked this to in the beginning, but why not end with this, I guess, but what's driven you? Like, I know you said you were a fact kid. I get all that, but what's driven you to be such a go-getter, to be so great, to be so scrappy, to have these like, you know, to have these non-negotiables like this. Because on me, there's supposed to be a taxi driver

in Armenia, or a mechanic in Armenia. And had my dad not risked his life in 1980, where we escaped Armenia. I was six years old when we came here. Didn't speak English, didn't understand the language, didn't know the culture. Like, my dad literally risked his life so that me and my brother and my sister could have the freedom.

He was in his 40s already. Like, the best of him in his mind was gone. But he was like, I'm literally risked his life so that me and my brother and my sister could have the freedom. He was in his 40s already, like the best of him and his mind was gone. But he was like, I'm going to risk my life and come here for these kids. And so, if I don't take advantage of these opportunities as a sign of gratitude to my dad, what a disservice to what my dad did to risk his life. Number one, number two, I know what it's like being broke. Like I know what it's like literally eating out of dumpsters, having your hair- have you ever had your hair washed with gasoline? No, can you even do that?

Yes, yes. How? See when you're a foreigner to this country and you live in Section 8 housing, which is government assisted housing. Is that where you were living? Yes, and you get lice, and your parents can't afford lice treatment from the store. Your dad siphons out gasoline from a parked car, and your mom washes your hair with gasoline to kill the lice. So when you have that as contrast, I never want to have my hair wash with gasoline again.

Now obviously that will never happen again, but the pendulum has swung so far this way that I just want to serve. I just want to make a lot of money. I want my kids to have the best experiences like they've been traveling since they were little babies. They've seen countries that don't even remember, right? They always buy first class, but they also know how to serve.

They come with a servant heart, because when they get four, five, six, seven, eight, 10 gifts every Christmas, they can keep one, and they have to give the rest to Toys for Tots. And so again, we've got control, we're control-free. I love that. So that's really it.

Like for me, I'm always going to be successful in the fear of losing it all, and being that loser, being that foreigner, being bullied, it'll never happen for me. Ever. What's up, everybody? It is time to find the joy and drop the judgment and find our version of Happy and Healthy. I'm Lacey Green and I'm inviting you to my three week program Only on Body, the world's first health esteem platform. Welcome to four beginners only.

I'll ease you into exercise with cardio, strength, core, and mobility workouts that are all low impact. And woo, woo, now you can try four beginners only with a free trial of body. Go to body.com today. That's bodywithani.com. But you also said something earlier, which I thought was really interesting was, you wanted to speak English better than Americans

when you came here. Yeah, yeah. So English being a second language for me, I was always nervous about my accent. So I was like, I'm going to get rid of my accent. And then I don't know if this happened in Canada, but here in the States. We speak English in Canada. Yes, we speak English. Here in the States, I hated this, Jen. Oh, I hated this. I remember it happening the first time happening it was like third or fourth grade. It was a simple book that the teacher had assigned. You would read a couple paragraphs,

and then it was my turn, and then her turn, and then his turn. And as I would see that it's out loud, and it was my turn was coming up, and I had a heavy accent, and I didn't read well, and it was all choppy, and all the kids would laugh at me. So when I did the audio book for man up, I wanted to hire someone. Lord knows I got enough money to hire anyone I want.

But I was like, you know what, if you do that, you're copying out. You're going to read your own audiobook. And so I did. But I share this with you because I decided that I'm going to lose the accent. I'm going to read well. I'm going to articulate so well. And one of the best compliments I got was from Ed Mylett and Tony Robbins when they said that I'm one of the better speakers and people who articulate some message than

they've ever heard. Wow. A compliment. That's a huge compliment. And you were just self-taught like that. You just practiced. Yeah. I go all in on anything I do.

I got an obsessive personality. So there's like a kilo of cocaine right here. I would go in all in on that too. If I, if you're structured and your, you know, your control wasn't like intact. Right. Right. That's amazing.

Is there anything else you want to share with the audience? With me? Any tips, tricks of how? Yeah, yeah. OK, go ahead. There's one little tip and trick that I'd like to share with you that comes from Kevin Downing, my therapist.

There's the same month. He taught me and I think it's only good to pay it forward. So here's what happens. As between the ages of you were born to about 20 years old, mom and dad have a lot of control on what you say do look like, think, operate. Like, oh look, you're a fat little kid.

You're big-boned. Oh, you're not that smart. Oh, you're not that fast. Oh, you're so clumsy. This is your favorite color. Why? Because they said they would dress even pink, because you're a girl and me and blue, because I'm a boy.

Black is my favorite color, right? But we grow up with everyone else's, everyone transferring their feelings and their thoughts and their emotions on us. What they experienced in life, they transfer on us, be careful, watch out, don't go in the ocean, sharks, because they once saw a National Geographic show with sharks in the ocean. And so we grew up with all this fear, and then in our, from 20 to about 35, 40, we try to figure out what's going on, and that's the figure out stage. And so as I met Kevin, my therapist, and I'm like, man, I'm just trying to figure shit out, and I'm having all these anxiety attacks, and shit's happened to me as a kid. And I

don't know how to talk about it and articulate about it, et cetera. And he goes, hey, just say, you know, like when you're born, yeah, your parents and grandparents and school teachers, they have the pen and they're writing in your book of life. You know, but now there's hundreds of pages, blank pages left. And all you gotta do is take the pen and start writing how the story ends. I was like, holy shit, Kevin! That visual, that metaphor, that example of taking the pen back. It's not, well, my parents said this,

and this is why I'm a victim. I'm a foreigner, and this is why I'm a... I just finished writing your own story. I write my own story now. And like, you do, you are the master of your own narrative, really. Yeah. And if enough people can realize, look, a lot of traumas happen to all of us.

I was molested between ages of four and six in Armenia. I was a foreigner when we came to this country, and I was bullied and picked on and beat up, and I didn't speak English. But if I let all of that stop me, then I'm still letting the past write my future. So I just took the pinback, like Kevin said. So Kevin was worth a 75 bucks an hour, just for that.

And now, for the hundred and seventy-five, I don't know, I can't remember. Every Monday at 5 p.m. I was on that guy's couch. Oh my gosh. Well, wow, you left us with a very, yeah, that's a good, I like that. Like, be basically a right-your-own story.

Finish your story. Finish your story. Yeah. You've been a delight, Faith. Thank you. You're welcome. Thank you, and I really appreciate the opportunity, John. I mean, like, I'm a bit of an introverted reclusive person.

I wouldn't say so. You're such a great interviewer. Thank you. Oh, you're a delight. Thank you. I mean, you make it easy, because you have some great information to share. And on top of that, you also got to burn some extra calories

from your morning workout. I mean, calories, did you burn? I don't know, the calories. Oh, okay, press the white button. The paste met calories. Met was 1.54. Oh, calories, 124 calories. Okay, so that's an extra 124 calories.

Okay, that's a third of a big Mac, not that I was counting. No, no, of course not. Oh, because you were a fat kid and you know, you'll always have that in your head. I get you. Before I let you off, I forgot one thing. What's your diet? Because you're a fitness person, I have to ask.

If you do intermittent fasting, do you do? Good question. I have to ask that question. It's funny to say that. So because I still, I'm a great coach and trainer, like on the floor, I'm not the best of prescribing nutrition for myself for others I can, right?

So again, I was like, well, what's the best thing? You're just like a coach, like a mentor, like a mastermind. I hired a gentleman named Darren Maeling. He's a coaching client of mine. He helps bodybuild. He's actually from Montreal and then went to Toronto. He lives in Toronto right now with his wife, Christina, and he helps all the big fitness competitors

and bodybuilders get trimmed down and gonna stay shooting their speedos and shave their bodies, whatever they do. So I was like, hey, I helped you grow your business. Now I'm gonna pay you and you're gonna help me by writing out a meal plan. And then I sent that meal plan to my man Todd Abrams, who owns icon meals.

And- Okay, I've heard of that. Isn't that like a multi- Oh no, I was thinking of something thinking about. Yeah, no it's a food prep service and so it's vacuum packed like six out. So basically it's this protein shake two scoops of protein shake in the morning two scoops of protein shake at night and then three icon meals in the middle of the day. Simple as that. Six ounces of chicken a little bit of yams and green beans or asparagus. So basically you're very you're also super structured in what you eat.

Because give me one slice of pizza, and I'll eat the whole pizza area. Well, now you're, I totally get that. I'm telling you, you're now speaking the same language. And having said that on a Sunday, like I will eat the pizza area, because that's my cheat day. So I'll send you, you're still do whatever you want.

Oh, yeah, I go nuts. So one cheat day. I make myself sick. I'm an animal. I make myself sick. I'm an animal. I'm like that too, because we're extreme personalities, right? Like all or nothing. That's right.

If I had one piece, Friday night, I had a piece of carrot cake, and it was my birthday. Oh, happy birthday. Thank you. My birthday was like, it's a... 25 never looked so good. Thank you. 25. I'm 22.

Don't get it. Someone sent me a carrot cake, and I'm like, oh, I also have a little piece of course. I couldn't control myself because that's my personality. And one piece turned into the entire cake. And it's like, then, you know, so we're none of us are perfect and we all have our crosses to bear. And but knowing it and being self-aware is all it's about.

That's really it, right? Self-awareness. Self-awareness, I say it all the time. I think just knowing your weaknesses, and I'm not perfect, and I can't control myself in extreme personality. So when I have that one piece of cake, I don't know. I can't do that moderation thing because I leave the whole cake. And then 75 cookies. Can I make an observation? Yeah.

I know I said I burnt to 124 calories, but this thing probably averages out like a 5 foot 8 person who weighs it. 100, I was goodness, of course. calories, but this thing probably averages out like a five foot eight person who weighs it. 100 is good. Of course. I'm a whopping six foot. You do have pounds of beautifulness. And you didn't put all your measurements in here, right? Right. Right.

So it has to be about two hundred and ten calories. Well, what number you want, Speedwise? 0.7. Well, maybe not. I actually walked around my house faster than this. Okay, so. It uses a gentle scroll. It's not like I'm almost standing.

This is it. Yeah. Well, listen this is a gentle scroll. Is that like I'm almost standing? This is a, yeah, well, listen, 100 calories. How many calories you said? Well, it's 129, but with my calculation. OK, so 130 calories is better than zero calories. I think it's around 230, Jen, is what I'm saying. OK, so let's look around up to 230. I'm a big hunk of man here.

We're going to round up to 230. But either way, guess what, five is better than zero. Right. And 130 is better than zero. Exactly. So anyway, but thank you so much. I love that you came on the show. The podcast and please come on again. I would love to. And I appreciate the opportunity. No, I really had a great time with you. So thanks, Pedro. So how do people find you? Let them know. Oh, fastest way to find me is on Instagram at Badras. Colleen. How do you spell your last name? K-E-U-I-L-I-A-N.

Perfect. Thank you enjoyed this episode. I'm Heather Monahan, host of Creating Confidence, a part of the YAP Media Network, the number one business and self-improvement podcast network. Okay, so I want to tell you a little bit about my show. We are all about elevating your confidence to its highest level ever and taking your business right there with you. Don't believe me, I'm gonna go ahead and share

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