Right About Now - Legendary Business Advice - Undoing Urgency and Appreciating the Journey with CEO and Author Matt Reynolds

Starting point is 00:00:00 Hey guys, Ryan Alford here, host of Right About Now. What to tell you about another show on our network, the Radcast Network, Harder Than Life with Kelly Siegel. Kelly's a personal friend, but let me tell you, even if he wasn't, I'd be listening to his show. This is about self-improvement. This is about telling you life stories and practices and principles that are good for business, good for life, and just good for your overall well-being.

Starting point is 00:00:24 Kelly, energy is through the roof. The dude can bench press like a thousand pounds. And look, you'll want to bench press a thousand pounds after you listen to this show. All the motivation and insights that you want about getting ahead in life, working out, lots of tips and tricks that you don't hear anyone else. And he's got an amazing platform harder than life. The book, the story. It is Kelly Siegel. And it is on the Radcast Network.

Starting point is 00:00:50 Check it out today. I love being surrounded with great people. And our personalities are different, right? So where one is strong, others are weak or vice versa. And so we have a great culture. And again, I think the business is very culture driven and kind of core values based. Those core values always stem from the founder. They always do.

Starting point is 00:01:08 This is right about now with Ryan Alford, a Radcast Network production. We are the number one business show on the planet with over one million downloads a month. Taking the BS out of business for over six years and over 400 episodes. You ready to start snapping next and cash and checks? Well, it starts right about now. Hey guys, what's up? Welcome to Write About Now. We like to say we're always getting right.

Starting point is 00:01:36 We're always talking about what's now. I don't know if there's much more now than the business of coaching and fitness. And everything that's been happening with the online space, that's what I'm pumped, literally, to have Matt Reynolds on. He's the founder and CEO of Barbell Logic. What's up, Matt? man. Thanks for having me on the show. Hey.

Starting point is 00:01:55 Did you come straight from the gym? I mean, you've got one in the building. Yeah. Well, I did my, I did gym home then here. Okay. Perfect. That's exactly. I felt like if I'm going to have the, you know, the founder and CEO of Barbell

Starting point is 00:02:07 Logic, I needed to get, you know, pumped up on some level. That's right. I get. I see it. Beyond my, my energy drinks. That's good. I had an energy drink on the way here. So now, thanks for having me.

Starting point is 00:02:17 It's a big honor. Yeah, man. I am excited. And, hey, man, you're breaking in the new studio, dude. Yeah, you told me that. You said we're breaking the seal. I didn't. So I'm excited for that.

Starting point is 00:02:28 So I don't know. Does that mean we're going to pee in the corner after a while? Is that what that means? We don't have to leave your mark. We don't have to literally bring the sale. Exactly. No, that's great. The studio setup's great.

Starting point is 00:02:38 Looks good in here. Yeah, man. Flew in and, you know, got a lot of business going on, a lot of exciting things. And I know we're going to get into it. You've got a book coming out. We're going to talk about all that. But let's at least we'll set the table.

Starting point is 00:02:53 with who is Matt Reynolds and then let's get into some meaty stuff with what's happening and kind of in your space. Yeah, sure. So, man, I love sports. I'm a super competitive guy. I was not a very good athlete. I was a painfully average athlete, I would say, in high school. Played everything, loved it, and competitive to a fault.

Starting point is 00:03:13 And when I got in college, I wasn't good enough to play college sports. And so I needed that outlet. And I discovered the sport of powerlifting, which is just where you squat, bench and deadlift. and eat a lot of pizza and drink beer and put on a bunch of weight. And I thought, this sounds great. Let's do this. Let's get strong. And so, yeah, late 90s, early 2000s did that and did well end up totaling elite

Starting point is 00:03:36 and four different weight classes in power lifting, which kind of the top level in power lifting. In 2005, transition to Strongman and won my pro card in Strongman in 2006. And competed on the World Strongest Man circuit from 06 to 10 was never good enough to be in the world strongest man. you've got to be kind of top three, 12th was the highest I ever got. In 2008, I opened my first business. It was called Strong Gym, and it was kind of a black iron barbell-based gym, but in a really nice setting, excellent customer service. We tried to take the best of both worlds of what we saw in boutique gyms,

Starting point is 00:04:09 which had great customer service, but the training was usually terrible. And hardcore power looking gyms are what was just starting as CrossFit gyms, which maybe the training was great, but they were often in like these dank, dirty, you know, industrial buildings. What is it about that? They're always in the worst locations. Well, because they need a bunch of square footage and square footage is expensive, right? And so we started small and then we grew and we grew and we grew and we grew.

Starting point is 00:04:33 And so we moved four or five times. We eventually ended up in a 15,000 square foot building downtown in the gentrified area of Springfield, Missouri, where I'm from in the Ozarks. And at the time, I was, I had gone to school to be a teacher. I was a teacher and had finished my master's to be a high school principal. By the time I finished that, I realized, I probably, wasn't going to stay in the public school system. And the gym had blown up.

Starting point is 00:04:55 And so in 2012, I left teaching and ran the gym full time, sold it at the end of 2015, and transitioned into the online coaching sphere. And there were a couple reasons for that. And we can talk about this one. I mean, I really kind of got pushed out of my own gym by one of my partners, which was tough. And I've had several times in my life that were difficult. But I look back now and say, like, this is one of the greatest things ever happened

Starting point is 00:05:17 to me because we would never have been able to build what we built here. but the other thing I saw in the in-person kind of antiquated personal training world was that it was very inflexible for both the client and the coach. I had developed a name for myself as a coach and obviously had some street cred as a as a professional strongman and that kind of stuff. And but it's prohibitively expensive, number one, in-person training. It's you're locked into a schedule. You're locked into a location.

Starting point is 00:05:45 You know, the coach, maybe you're charging 50 bucks an hour or $100 an hour. But when you really do the math about the community, and putting on the purple polo with the name tag that says trainer and the hours at the gym where there isn't a client. And then you do the math. You're like, I'm making $17 an hour or whatever. And so I thought there has to be a better way. And on top of that, I'm in Springfield, Missouri. How big is my client pool? And for the clients, how big is their coach pool? Expert coaches. I mean, expert coaches are hard to find. And so I thought surely there is a way to combine the kind of issues or the challenges with in-person coaching and take that into the online sphere.

Starting point is 00:06:23 Online coaching at the time was sell me a program for $50. And I would argue that's not coaching, that's programming. And with the oncoming slot of AI, that's, that market is about to be commoditized and killed if all you do is sell programs because AI can already do that as well as we can do that. And so if you don't invest in the relationships, so for us from the very beginning, I started doing online coaching. My focus was I wanted to actually coach.

Starting point is 00:06:49 So my clients would video all their lifts every single day. They would upload them to at the time in the olden days to YouTube. I would break those down via typed feedback and send them back within 24 hours. Over that time since 2016, we've now grown to a multi, multi, deep in the eight figure business, 100 employees and have our own app, our own software, integrated screen recorder, all that kind of stuff. And so really we've been able to just transition. And we were talking a little bit about really kind of redisend. designing the category of online coaching. We're trying to reset people's mind what online coaching is.

Starting point is 00:07:24 It's not hiring an Instagram influencer who likes to take pictures of their butt or their abs and post it on Instagram and sell you a $50 template because the types of people that can can pay for this. One, they usually don't work. And two, even if you have, say, personal training or or high level or it's expensive, when you just get a program, that type of person travels for business. They travel on vacation. When they leave, if you're an in-person, coach, you don't get paid. You know, if they travel or they go on vacation, they don't train. With really high quality professional online coaching, you get all of the best of the in-person

Starting point is 00:08:00 high, like high touch, white glove service, but you get it from anywhere in the world, anytime on your own schedule with the equipment you have, whether that's your home gym, which we love, big box gyms, hotel gyms, resort gyms, you can do it, and even body weight stuff we do. And so that was really the transition for us. And so I've gone from athlete to coach to business owner now to business owners to really CEO and they have a full C-suite and a board of directors and all that kind of stuff. And so that's really as my as that's, I still love to train. I still love to coach.

Starting point is 00:08:32 But man, I love being a CEO. And I mean, I do. It's a blast. Sweet. I, man, I've got my, I'm loaded here with, uh, questions. I, uh, let's stick because we were just there, the coaching and the aspect of this, the online. Is it live? It's not live.

Starting point is 00:08:48 So it's not live. Yeah, great question. So it's asynchronous. And I think this is actually a major issue too that you see with some of the major companies that are out there that, you know, sell bikes or, you know, a big screen on a TV or something. They connect you to a coach who's doing this live. Well, I'm in Missouri. I don't want to coach somebody in Singapore live.

Starting point is 00:09:07 That's in the middle of the night. And the other problem is it doesn't get out of that locking you into a schedule if it's live. Like you've got to connect with your coach. at the same time. So asynchronously, you get your personalized programming. So the first thing you do is when you sign up for coaching, you fill out a pretty intense questionnaire about you and your goals and your injuries and all that sort of equipment you've got. And then we spend an inordinate amount of time making sure you're connected with the right coach for you. Somebody that you want to go have a beer with

Starting point is 00:09:35 or a coffee with or you be friends with even if they weren't your coach. That person then does an intro Zoom call with you, that expert coach. And you guys may be on the opposite side of the world. And then you'll start to receive personalized programming from them on your app. We call it turnkey coach. So directly on the app, you perform the workouts, you video yourself lifting, you upload those videos super fast. And then within 24 hours, we have an integrated screen recorder where your coach will fully break down your technique. So you'll watch yourself squad or deadlift or whatever. You'll hear your coach's voiceover and often see them picture and picture. And so that asynchronous piece, again, it's all about freedom. So it's freedom for the client.

Starting point is 00:10:16 costs about, if it were live, it would cost the same thing as in-person coaching. So the cost for the client is like a third of what personal training costs. But a coach can break down probably 20 to 25 clients per hour as opposed to one client per hour. So the dollar per hour for the coach is $200, $300, $400 plus dollars per hour, which is unheard of in the personal training industry. And so it's that it's really giving both the client and the coach freedom for both ends of the spectrum. So is it the ideal customer, you know, you've got in a barbell logic, your mind gets in this strength place. Sure. I mean, are your clientele lifters mainly?

Starting point is 00:10:58 I mean, is it? Probably not the way your audience would be thinking about. They're not 25-year-old guys. Yeah. Our average are, so we're about 60% male, 40% female. Our average age is 45 to 47. So they're middle age. in their 60s, 70s, 80s, 80s,

Starting point is 00:11:15 we barbill logic, which is our B to C company, where we specifically interact our coaches who work for us, interact with our clients. That skews a little older, a little higher socioeconomic status, which is a great, again, they don't get tired of strength training or doing it. And while it definitely is a strength training first sort of business,

Starting point is 00:11:36 we do conditioning and nutrition and all the things. But they don't get tired after two years and go do CrossFit or hot yoga or what and there's nothing wrong with any of those things. It's just that I don't want to churn. And so our churn is insane. I mean our churn this last quarter is 1.4%. That's no contracts. I mean, so that that B to C company really became that what is now we look at the alpha tester for the B2B company. When COVID hit shut every gym down, we started to see like look, there's all these great coaches out there. They don't have any opportunity to interact with their clients. We should take the software that we've developed, white label it, and be able to license that out

Starting point is 00:12:13 to the B2B. So that same question that you just asked me, for us, it's that middle-aged, male business executive soccer mom, like that's our average client at Barbillogic. But our coaches that utilize turnkey coach, I mean, they've got high school athletes, you know, they've got, and we have coaches that focus on, you know, females that do postpartum moms. I've got a surgeon that all he does is coach people over 50, usually who have artificial hips or knees. I mean, we've got the perfect coach for you. And if Barbillogic doesn't have that there's a turnkey coach that does and so so that's how we've kind of transitioned from B to C to B to B and so we kind of look at that B2C now as the alpha tester for the B2B product.

Starting point is 00:12:52 It's got to be a fairly serious person that's into it because I don't know about you like when I go to the gym and I see people with personal trainers live. Yeah. You might as well call them personal counselor. That's right. Because they're, I'm like, I've been here for 45 minutes. I've gotten a major intense workout in. I think they've moved. move all two stations. That's right. And I'm not even judging. It's just more an observation.

Starting point is 00:13:17 I'm like, I think this is a counselor. Yeah. No, for sure. I mean, you end up playing kind of a part psychiatrist, obviously,

Starting point is 00:13:24 totally unlicensed. And I, but you know, but you see these people three, four hours a week. And so sure enough, they open up and start telling stories.

Starting point is 00:13:34 And so, and honestly, it's the worst part of the job. And so now, here's the thing. Because what we've done in the online sphere is we focus on absolutely personalized programming, technique breakdown, but we also spend a lot of time trying to build a relationship with a client.

Starting point is 00:13:52 But because of the asynchronous piece of this, that's on our time. So if I were coaching you, I would send you your personalized programming. I would coach you on your technique. And then I generally know what's going on your life. I'll ask you a couple questions about how's life going? And then you'll respond back to me the next day when you do your workout. But we don't end up with a 40 minute conversation where I'm like, Oh my gosh.

Starting point is 00:14:13 We literally just talked about what's going on at the business for 40 minutes and, you know, that he didn't even get a workout in. Is there any one to one like, like true calls or anything like that that happens live? Yes. Like not, I get the sessions are live. Yep. So the intro call always is. Okay.

Starting point is 00:14:29 All of our nutrition coaches do at least a monthly call with our clients live because it's nutrition. If you think you need a lot of psychology for lifting, nutrition is a whole other deal. And so, yeah, we do, we do those calls. As I lift a chip to my face. That's right. So yeah, we do that for sure. And we think that's valuable. And then, you know, we don't force the coaches to do that.

Starting point is 00:14:51 A lot of times the coaches want to do that and have a quick call. Maybe it's a 20-minute Zoom call or even just an audio call with their clients just to connect. And again, continue to kind of build that relationship and trust. And so, again, we've been able to take nine years of business and really distill it down and kind of see what the clients are looking for. And when we do that, what we've been able to do with the software is we started to be able to trim the fat and say, like, are the things, those extra button clicks, the extra hand movements, all of that stuff that the clients, the clients paying for interaction with their coach. And so for us, the technology, turnkey coach, really is a thing that should fade into the background to just be the bridge between the client

Starting point is 00:15:28 and the coach to help facilitate that relationship. And so I was thinking about this the other day. I was on a business. Seven of the last nine weeks, I've been on business trips. So a couple of weeks ago, I was in Columbus. I was eating at this restaurant, this really nice restaurant. my executive assistant, it was the best service I've ever had in my life. Now, here's the thing. You don't go to restaurants for the wait staff. You go to restaurants for the food and for the atmosphere and for the people that you're going with and the conversation. But if the wait staff does their job right, they have a tremendous impact on the meal.

Starting point is 00:16:01 100%. And the best weight staff are very unobtrusive. They explain, especially if it's kind of a fancy place, they explain the dish but quickly and let you know what you're going to eat. And they would do think, like you'd get up and go to the bathroom, you'd come back and your napkin would be replaced and fully folded up and on a new, you know, or you would look and go, how did my water get filled? I don't even know how it got filled. That's what we're trying to do with the technology is so frictionless. The UI is so clean and the user experience is so good that the technology fades into the background just becomes the bridge to help the client develop a relationship with the coach and vice versa, which is really what both are there to do. And so that's why we call it Turnkey Coach. We handle all the stuff. in the background. That's the B2B business. Is what's the, if you can share, like the revenue split versus, you know, the B2B side versus B2C? Yeah, so we're really close at this point. So B2C, we're about a third at this point.

Starting point is 00:16:55 B2B were about a third. And then we started landing government contracts last year and we're about a third government contracts as well, which is probably more on the B2B, but it's, I was about to say, is it for your coaches working with government people? It's actually both. So, sorry, interestingly enough. So we have a third product that we call the Barbell Academy. So one of the things, if we need expert coaches to coach more people, we've got to be able to make expert coaches. And so we've got a very intense and excellent academy. It's not a major moneymaker for us.

Starting point is 00:17:26 And it does several hundred thousand dollars a year, which is fine. But what it really does is it avoids the bottleneck of expert coaches. I don't want to run out of supply and have all this demand and have to turn money away, right? And so we've got that. when we go to the government, we use all three. So we take the officers and we train the officers at Barbell Logic Online Coaching. We train the trainers on the academy. And then we license out TKC, the software to the government.

Starting point is 00:17:53 So we actually utilize all three of those typically in a government contract. Nice. It's pretty smart. Yeah. So we're pretty well. Revenue streams are pretty well, you know, one third, one third, one third, all under the same company. And really it's all the same business. it's just three different revenue streams.

Starting point is 00:18:10 Is it all trained? Like is the software is very specific? Because there's coaches in a lot of things. Yeah. Is it, have you thought about or is it all? Yeah, it's on the roadmap for sure.

Starting point is 00:18:22 So I think the first place we'll go is. Out of fitness. Is physical therapy. Yeah. So we have a ton of physical therapists. We have physical therapists on staff as coaches who this would be perfect for. And so obviously, this doesn't work for chiropractors because the chiropractor's got to put their hands on your back.

Starting point is 00:18:36 And, you know, like that doesn't work. But for anybody, we've got tactical instructors that want to use it, you know, things like that, like anybody that could do coaching via, say, a Zoom call or walk through or, again, think about concierge medicine and things like that, this would work for. What we want to do and what we've focused on is really crushing product market fit in the fitness industry first, getting it all right, making sure we clean up all those little bumps and making sure it really truly is frictionless and then start to, because it's white labeled, it could be white labeled to physical therapy or. anything business coaching marketing coaching you know any of that yeah it's interesting again uh talk with matt reynolds founder and CEO of barbell logic uh matt like like i don't know what you said you love being a CEO you know like we have a lot of people that are budding founders yeah founder you know like what's it like transitioning from meat doing it to managing you know like you know like From meathead to white collar at some point.

Starting point is 00:19:41 And I mean, it's been, you know, it's, I think I've heard you say the same thing. It's certainly it's not an overnight thing. I mean, I've owned business for 17 years. And, you know, it's just a process. And I think for me, I'm just wired to have an insatiable pursuit of knowledge, which I don't think guarantees. I mean, I think there are people out there that are really, really smart, but haven't figured out how to apply that in the trenches.

Starting point is 00:20:02 And so for me, I'm just constantly learning. And I'm trying to take that learning and that knowledge. and turn into wisdom and figure out how to distill that down to wisdom and then take that wisdom and actually apply it in the trenches. And so for me, I'm laser focused on whatever I'm doing. When I was competing in Strongman, that was what I was doing. It was strong man. I mean, I would even say in my younger days to the detriment of my family, I've been married. I'm actually going to be married 24 years here in just another couple weeks. Married my high school sweetheart, two wonderful daughters, 19 and 13. And so I think I've been so laser focused at times.

Starting point is 00:20:38 And I think a lot of guys, I'm going to paint with a broad brush, but I found very few men who are able to balance this well. They either tend to skew on the lazy side or they skew towards the workaholic side. Well, I'm definitely the latter. And so then when I started to run the gym, I was all in on the gym.

Starting point is 00:20:55 I don't know how to have this idea of, let's just have a mom and pop gym that's just generally profitable, it makes me $100,000 a year or whatever. I'm just like, let's grow it to the biggest gym in the whole world. and then it grew to the biggest barbell gym in the world. And then we'll sell it in 2015 and then let's go. And then online was the same thing. And so we went through a major expansion of the online business.

Starting point is 00:21:17 It took me about a year to figure out the systems and standard operating procedures in the online sphere in 2016, all through 2016. In December of 16, I hired 35 coaches and didn't have clients to give them. Wow. And so it scared me to death. And but we had built this big kind of grand opening lawn. even though I had run this as a one-man show for the first year. And we did $47,000 in the first day. It opened up.

Starting point is 00:21:42 And I can remember, you had stripe on my phone. And it just starts going, ding, ding, ding, ding, ding, ding, ding. And, dude, I started crying like a baby. Because I left, I'd left education. I had my master's to be a president. I mean, I left all this for this world. You know, of course, my parents weren't happy about it. They're like, just, you know, do the safe job.

Starting point is 00:22:03 Parents are boomers. That's what they'd say. and all of a sudden my parents love what I do. Right. And so it has been... This podcast, my wife hated it. Yeah, right. So she didn't.

Starting point is 00:22:13 That's right. That's right. Yeah. Up until it bought her car. And you're like, yeah, it's not that bad, is it? So, yeah, I mean, it, man, it's been really fun. So I think what you do in the beginning when you're a one-man show, you're a one-man show. And then I was the owner and the CEO and the C-O and the CX-O and the C-I. You do everything.

Starting point is 00:22:31 You do every job, except I also have these coaches. So now I've hired out some tech. technicians. And as time goes on, you start to hire more and more really wonderful employees who do a much better job at their job than you could ever. In the beginning, they don't, right? They do it at 80%. And you've got to be okay with that, not be a micromanager and have good systems in place and hand them that system and say, this is your system now. You own it. You're going to find inefficiencies in this system that I wrote because I'm not as good at this job as you will be. You might not be as good as me today, but your potential is far better than me. So my, my COO, he comes from lean manufacturing.

Starting point is 00:23:04 I mean, this is a fitness company, right? My CXO, she is incredible with people. My CMO is, I don't know what I'm doing. I mean, that's your world, right? And like, you know how complicated that is. So they are so much better at their job than I am. And so I just, I love being surrounded with great people. And our personalities are different, right?

Starting point is 00:23:22 So where one is strong, others are weak or vice versa. And so we have a great culture. And again, I think the business is very culture driven. And so we, we, and kind of core values base. those core values always stem from the founder. They always do. And those core values have derived. They flow down and they build out what our kind of core tenants are for the company and our

Starting point is 00:23:44 primary goals every year and the actions to support those goals. And the milestones or metrics are what most people call KPIs, but I hate corporate speech. And so we do that. So we have goals, actions, metrics, and the execution of that, which we call the game plan, which is a little bit cheesy, but it's a lot better than OKRs and KPIs. You know, and it's like we're not going to talk that. Yeah. And we're still a fitness company. And so I've really enjoyed becoming a CEO and being able to do that. And I really am a get to act as a true CEO at this point. I get to I get to have, you know, my C-suite report up to me. They've got great teams underneath them. We meet on a kind of rotating schedule throughout the month. And we're not stuck doing meetings all days and TPS reports and all the crap that you see from office space. You know, that's so true.

Starting point is 00:24:27 If you've done corporate America, you know what that is. And so we've been able to avoid that. And then the other part of it is, man, my whole business is online. We don't have an HQ. I don't have anybody in mind. Like, we're everywhere, but we've always been everywhere. So what everyone was dealing with in 2020, we had started doing in early 2016. So we had a four-year head start on everybody.

Starting point is 00:24:47 It really built a moat for us. And on top of that, because we focused on the relationship and not just the programming, it kind of gave us a double moat. And so we have, we own the category. I mean, we design the category of professional online coach. Online coaching is not professional. It's Instagram models. It's bro science.

Starting point is 00:25:06 It's, you know, it's that and it's like, and there are, you'll, you'll see in-person coaches or in-person trainers that are very professional. And then something happens online and the world's standard is not there yet. And so for us, it's about raising that standard of what you should expect as a client and as a coach in the, in the professional online coaching world. So we don't tell you how to teach a squat. We don't teach, I mean, we teach our clients how to squat. But if you're a coach for us, we don't tell you how to program or any of those things.

Starting point is 00:25:32 But we say, hey, we got a system that you want to make 400 bucks an hour. And this is not like a Mary Kay pyramid scheme. I mean, it's not like only the, it's, this is the middle of the bell curve is making two, 300 bucks an hour. Like that's the deal. And they're like, yeah. All right. So we get any coach we want. Which is great.

Starting point is 00:25:48 I want to come back to the Instagram coach debacle. But sticking with the business model a little bit, client, and let's talk B2C for a second. Sure. Because I'm kind of fascinated. Like, it really interests me because like I said to you, like I see a lot of people that want this in-person trainer because they just really want a counselor. Right. And your model's built differently. What's the client acquisition like process for you guys?

Starting point is 00:26:19 Yeah. Like, how do you get, keep your, you know, you're on, you know, platform, your company trainers busy. And do you, how do you help maybe other people that buy the platform? Sure. Coach them on client acquisition. Yeah. Great, great question. So the two answers that question at the B2C level for us.

Starting point is 00:26:39 We're a service business that makes an insane amount of high quality content. And the content is always free. So we have, we have one of the top podcasts in strength and have since 2017. and put them out every week. And again, you know this is a consistency game. I mean, we churn them out all the time. And they're good. They're excellent.

Starting point is 00:26:58 Our YouTube videos, you can search how to anything in the gym. And our videos are going to pop up at the top. And so we've got our long form videos are like seven or eight minutes long teaching how to squatter deadlift. But we also have what we call gym shorts. As you see, I like shorts. Short shorts. Short shorts for dudes.

Starting point is 00:27:16 If you're not watching the video, I'm going to do a plug for the YouTube channels. You know, Matt's got on the shortest pair of shorts I've seen in a while. And they're nice khakis. Yeah, they're nice khakis. They're not Sophie's or what, is that what they're called silkies or whatever? You know, they're not like staring at your short shorts. Yeah, yeah. Yeah, I'm big fan, big fan of khaki, short khaki shorts.

Starting point is 00:27:35 No, so we have a series called Jim Shorts and it's how to videos and they're all under 60 seconds. So they're all shorts. And so that for us and all my editor and chief man is an attorney. Like he's incredible. He's the best copy editor of ever. He's helping me write the manuscript for the Forbes book. I mean, so we've got this. Good lawyers could, you know, have a way with words.

Starting point is 00:27:58 He is a wordsmith. And he's worked with me and for me for 12 or 13 years. So he knows me, knows my voice. He knows my, he's not ghost writing the book. I'm just a better speaker than I am a writer. And so we work through the outline together. I record the stories and the personal anecdotes and most of the manuscript.

Starting point is 00:28:15 And then he cleans it up and makes it look, beautiful and send it back and then we had it back and forth. So we have great written content, free ebooks, tons of videos, tons of podcasts, all that kind of stuff. That's all free and that's how we get people on top of the funnel. And we just did several TV shows. So TV shows for national level TV shows, big ones that people will see. And so just did those. And so for us, it's really about, if we can get people into the top of the funnel, then we can drive them down the funnel and convert pretty well. And a lot of that is attestant to my CMO, who was my CIO. So CMO, CIO, using a great CRM and driving people down the funnel, we do a great job.

Starting point is 00:28:53 And so it's because that content has established us as experts in the marketplace. And so some percentage of those clients, some percentage of those consumers of the content become paying clients for us. So that's really what customer acquisition costs looks like. It's really about content production for us. And then, of course, you know, we occasionally do paid ads and play around with that sum for sure. We're not experts in that field. but I think for us it's it's about putting out excellent content for free. Yeah.

Starting point is 00:29:20 Is all under barbell logic like the brand name as far as content? Yeah, barbell logic for sure. I mean, certainly we have a lot of internal content we put out for turnkey coach. So for our turnkey coach licensees, we train them up. So that's kind of second part of that answer is that we teach them how to run this system of online coaching. We teach them how to coach. We run them through the academy. We teach them, make sure they know really what they're doing to do it well and to be efficient and be effective and all of those things that you need to be to be a great coach.

Starting point is 00:29:52 And what you would want out of a great coach. Like you don't want to, you're a busy guy. You don't, if you've got a job to do, you want to get it done in the most efficient way. So simple, hard, effective, man. That's the deal. It doesn't need to be complex. It doesn't need, it doesn't, it doesn't, it's economy over excess, like all that kind of stuff. Those are the kind of things that we're teaching.

Starting point is 00:30:11 So we don't just teach the licensees in the B2B industry. the kind of how to coach, we also teach them how to business. While at the same time offering a software that's called turnkey coach, so the idea is, by the way, we do want you to know how to do this, but we do all the back end work. We do all the customer service, credit card balances. We're going to deal with that. Like you get to do what you do best, which is coach.

Starting point is 00:30:35 And the client gets to interact with you. You don't have to, but we also walk them through the business model and why it works this way, and how to effectively get more clients, how to do it on a low. That's kind of I was going to say. If Barbell Loggia is kind of feeding your coaches, all that content, what feeds the train, you know. The turn the turkey coach.

Starting point is 00:30:53 Yeah. So we coach them and train them on the marketing side. One of the things that we've done, so we've got really two kind of types of coaches that license out our software. You have the up-and-coming coach who doesn't really have clients, and we're teaching them how to go get clients, how to market themselves, how to put out content. And then we also have our enterprise clients,

Starting point is 00:31:11 which we've brought over from other software platform. because we're just so much better. And so, you know, you treat them a little different because there are times when you sell one client and you get one coach, you get 6,500 clients. And then there are other times you sell one coach and they start with zero or one. And you're like, let's put a demo client in for you and teach you how to do this thing. And so that changes a little bit too. And so, yeah, certainly the ones that have the big names already, they're using it,

Starting point is 00:31:36 but it doesn't feel like turnkey coach. It feels like, you know, X brand, whatever their brand is. So it's pretty white label. Because it's white labeled. Yeah. So it's their colors, their branding, all that stuff.

Starting point is 00:31:45 So it feels like their app. It doesn't feel like Barbell Logic's app or Turnkey coach app. And then for the up and coming coaches, like that's where our academy director really holds their hand and teaches them how to do this system. You've got a lot of guys that coming in, their accountants or they hate their job. We're like, don't quit your accounting job yet.

Starting point is 00:32:02 Let's just, you got 18 months of working two shifts right now. Shift one is the accounting job. Pay the bills at home. Shift two is the online coaching job. Don't spend one dollar of that. put that in because if you're making 80 grand as the accountant and you slowly build up the online coaching business to 60 or 70 or 80,000 dollars, like now you're making 160 and now you've got to

Starting point is 00:32:22 quit one and cut your income and half. Don't. Right. So just let's learn how to do this. And then the day will come when you'll make enough income from the second job from the one you love to leave the first one. And that's that's the go point. And then it puts us where the rubber meets the road, it puts some pressure on you. Like, okay, now if the other one doesn't work, we starve. We lose the house. Yeah. Yeah. We all know that one.

Starting point is 00:32:43 Yeah. He's got the balls to do it. Yeah. For sure. But I'll say this. You know, I hear you speaking and talking about this. There's one key word here that keep coming to my mind and you said it, you know, about the differentiation of the category is professional.

Starting point is 00:32:58 Yeah. Everything sounds professional. It just sounds like a pro. You know, like you're becoming, whether you're training other coaches, whether the coaches on your platform, your team. It just sounds like a professional organization. Well, thank you. I mean, that means it's come through well.

Starting point is 00:33:16 When I think of personal trainer, the average personal trainer, I do not think professional. No, I don't either. Right. I hate that. And I have friends in the business that are entreated that professionally. For sure. If we're talking about it as a whole. And that's the category design piece, right?

Starting point is 00:33:32 We are trying to change not just what we do to own the category, right? You've talked about this before. Like it's it's 70% of category design. It's 30% of branding, right? Because if we own the category, then the brand is going to do just fine. So what does it mean to own the category? Well, for me, it means that the world recognizes the standard of this category. And right now, the world still thinks that online coaching is, I'm going to buy a $50 program.

Starting point is 00:33:58 Like, that's not online coaching. That's, you're just getting duped, right? Like, that's, we're not doing that. And so, and really, that's like, you're selling content. If you're selling a, you're selling a cookie cutter template. it. But then what happens when the person gets sick? What happens when their kid threw up all night long the last two nights and they can't work out? Like, well, they have a template. So now they're behind. So now what do I do? Or what if they go on vacation for a week and they can't train? And they

Starting point is 00:34:19 come back and they can't hit the weights you're supposed to hit because they haven't trained for a week. Well, that's why templates don't work. And so that's why for us, that professional personalized online coaching is key. And it's about changing the perception of the world out there. And probably first with fitness professionals and then let that filter down to the, client to the B2C side. Yeah. Is the space is crowded, you know, the online coaching. Sure.

Starting point is 00:34:47 And it's, you guys have carved out this niche and, you know, the pro. Yeah. I always wonder I get asked like some of these genies are they going back in the ball, you know, like we're well removed from COVID and all that stuff. Sure. But it feels like the adoption, from the adoption curve of this thing, we're still going. We're still like going up to the top of the curve. Right.

Starting point is 00:35:08 even near it, you know. It feels that way to me. Because, you know, I think in a way, the, we're getting older boomers, like the aging of America. But you're also, but that demographic is also getting more comfortable online. Yep. And so you've got a couple of these things going. And I think the adoption rate is going to continue as the experiences get better. For sure. It feels that way. I would assume being in the business, you're high on that industry as a whole. Yeah, of course. I mean, and the thing that I don't want, as AI comes out, I mean, we've leveraged AI since the day it came out.

Starting point is 00:35:45 We can start to use it because to automate and delegate and cut, trim the fat. So places that we can get that great, we love AI. But AI can't replace the relationship, right? Relationship is the key. So if you've spent the last 10 or 20 years of your life as a coach selling programs, you're dead. Like you're not literally dead, but your business is dead, right?

Starting point is 00:36:04 Because it's getting replaced. And so for us, like we're going to leverage that AI everywhere we can. can and that's not going anywhere. Now, do I think there's a day when AI will be able to actually replace the technique coaching portion of what we do? I do. Dude, I don't want to be the steel industry of the 70s.

Starting point is 00:36:20 It's like it's going to come back. It ain't coming back. Yeah. Like when it goes, it goes. Yeah. But what cannot be replaced. Those DVDs aren't coming back.

Starting point is 00:36:27 That's right. That's right. You know. And so, but what cannot be replaced and what will never be replaced is a relationship. Now, are you going to have certain people that develop not real relationships with some AI? something, like, sure. But that's not the demographic that we're after, right? Again, we're talking about

Starting point is 00:36:43 people who are choosing voluntary hardship. And that often requires a coach to lead you to do. And so we can automate everything we can. That will drive the price down for the client. We can continue to make it more efficient for the coach that drives their dollar per hour up. And so you get a massive value proposition on both ends of the spectrum, which is rare. And it's, you know, Charlie Munger would love it if you're still here. So God rest his soul. I know. You brought up voluntary hardship. It's interesting. The fitness business kind of goes right at it.

Starting point is 00:37:14 I've always seen the parallels of working out and life and business. Like, you know, just choosing to go to the gym to go work out. Any level is choosing something that's not easy. And choosing something that no one else will make you do. Exactly. You have to do it for yourself. I mean, you can't. No one is going to like lift you up and throw.

Starting point is 00:37:38 Right. I mean, unless you're in the Marines or something. And then, you know, when you have to play, you're playing Division I football, and then your strength coach or your football coach is going to make you do it. But nobody's going to make you put a heavy bar on your back and squat. And it sucks, dude. That sucks.

Starting point is 00:37:51 As a matter of fact, so you're right. And I'm not a coach that, you know, makes fun of people. If you've been sedentary and watching Netflix all day and for years, and your first thing you do is walk around the neighborhood with your husband or wife, like, get it. Awesome. Like, that's a great first step. I think we can do even better, but like I'm never going to make fun of that person.

Starting point is 00:38:12 If you don't know what you're doing and you go to a big purple, big box gym, and you do basic machine work and you don't actually lift the barbells, like, okay, like a lot of that's ignorance and that's why we put out the content, right? But ultimately when you really dig deep and you do hard things, and for us, strength, we've seen strength is the foundation of all human movement. It's the way we interact with the world. It's not the be all end all. It's not the most important thing in the world.

Starting point is 00:38:36 It's not the only voluntary hardship. thing in the world, right? There's a lot of things that are voluntarily hard. But squatting, deadlifting, lifting basic barbells, like that's, that's voluntarily hard for everyone. And I believe that we're refined by voluntary hardship every single time. And I don't think that's the same within voluntary hardship. And we know this, right? Because guys go to prison and they don't usually get out better, right? Or, you know, and sometimes you'll see those stories of sometimes people get cancer and they either die or they get cancer and it like just makes them jaded the rest of their life. But we've also seen the stories of people getting cancer, beating it,

Starting point is 00:39:11 and they're much more mentally tough, right? And so involuntary hardship is not guaranteed to refine. Voluntary hardship is, we all know we're going to experience involuntary hardship in our life. It's going to kick us in the nuts at some point, right? Like somebody's going to get sick, somebody's going to die. There's going to be a tragedy. Somebody's going to get divorced, like whatever. And the more you expose yourself to hard things, the better prepared you are when life forces you to be exposed to a hard thing. And that's why we push voluntary hardship. It's why we do hard things.

Starting point is 00:39:40 It's why we don't send our clients into the gym to just screw around on the, you know, on the weight stack machines and just, and there's nothing wrong. And we still do some of that. But it's secondary. Yeah. Right. And so the hard stuff comes first.

Starting point is 00:39:53 Well, we've been conditioned, you know, and you and I talked about this as a free episode a little bit, but everything in life is becoming more convenient. Yep. You know, the Amazon effect in a way. Yep. You know, you can have everything that immediately, everything's the touch of a button. Yeah.

Starting point is 00:40:11 Insta card, insta, it's insta everything. And so, and it's great that we've had these technological. I love it. I use it all the time. And our kids, like my, you know, have had things that are at their fingertips that we didn't have. And I'm grateful for that. But in a way, though, it doesn't prepare us for the involuntary shit that happens. For sure.

Starting point is 00:40:34 And it most certainly. certainly doesn't really condition us to want to choose discomfort. That's right. And, you know, I don't sit here on some perch and go, I choose discomfort all the time. I like to be uncomfortable. But I also, but I do sit on here and force myself to work out. And like, while also having a show that we have, I sense issue with the nation in. what we're building without having to go through some of the struggle.

Starting point is 00:41:12 Yep. And it just feels like we're not preparing the younger generations for the realities of life and business and everything else. Right, because you can't escape that, right? Yeah, you can't. It's going to get you at some point. That's right. And so if you've conditioned everyone to convenience and getting what you want when you want it, which are great things, you're not.

Starting point is 00:41:36 it pushes them that much further from choosing discomfort. That's exactly right. And so this is, I would make an argument to say, I don't think there's ever been a time in history where it's more important to do things like go to the gym. I mean, look, most of our grandpaws and great grandpas,

Starting point is 00:41:50 they were farmers and they were mechanics and they were blue-collar guys and they worked hard all day and had calloused hands and all that. And like, that's not the average guy now, right? Or the average lady. I mean, my wife, she's here. She's beautiful.

Starting point is 00:42:02 It's feminine as it gets. She's super strong. I mean, she's gotten super strong. She's gotten super strong. She's deadlifted over 400. pounds. I mean, she's strong. And, um, in her mid 40s. And so, but, and you know, she models. I think voluntary hardship is great for everybody. I want to be clear not to like skew it so

Starting point is 00:42:17 nationally. And again, we've got a ton of amazing female coaches and lifters. But the reality is, is that most of us sit at a computer all day. I sit at a computer all day. I run it. I'm a CEO of a tech company sitting at a computer all day. I'm there a lot. So I have to choose, because I'm not out in the fields, because I'm not cutting hay, and bailing hay because I pay people to mow my lawn. I mean, like, I literally don't do any of that stuff. Then, like, the thing I have to choose,

Starting point is 00:42:44 it's physically hard. And look, I was saying, I get up early every morning. I work my butt off. I'm like, I'm a hard worker. But I still think we have to get into that realm of physical, voluntary hardship to drive that thing that's going to expose us to.

Starting point is 00:42:58 So, you know, I know there's been a lot of stuff lately like on cold plunges and stuff. Like, I've got a cold plunge. I love it. Do I think it actually does anything? I don't know. I don't care. It makes me feel good.

Starting point is 00:43:08 Here's the thing. You know what it actually does? It's voluntary hardship. It is. I get in it. The first time I get in it, I'm like, I'm out in 10 seconds.

Starting point is 00:43:15 And then you keep going. And then you ramp up the temperature a little bit. You're like, uh, 39 is crazy. Let's go 49 instead. And then you get in it for 30 seconds. And then the next day you get in it for a minute.

Starting point is 00:43:25 And then you know, I keep hitting the Apple watch. And then I'm like, okay, a minute and a half. And then you get to the point where you can go three minutes. And then you start dropping the temperature down. Well, that it's because you're being exposed to hard things and so your body gets used to getting exposed to the hard thing and becomes adapted to the hard thing so you can handle more heart that's why we do voluntary hardship yeah and fitness is it i mean like i you know even my diet can be a little off like do things but if i'm not in the gym five or six days a week or a gym like object yeah it might be my yard doing pushups yeah for and my treadmill but uh i don't know and i do i want to do

Starting point is 00:44:02 it? No, not really. But it makes me feel good. Yeah. I'm always happy that I did it after I did it. Yeah. I always feel better afterwards. Dude, I never want to train. But I train. And then I'm like, I'm really glad I trained. Yeah. I don't want to sit in. I don't want to get in the cold plunge. I don't want to get in the sauna. I don't want to do any of that stuff. You know, I don't want to break down videos sometimes as a coach. I still love to coach, but I get up every morning. Four in the morning, I'm like, you know what it'd be more fun is like turn on Netflix right now, but you just do the thing. And so that's what's about. It is. So push the hardship, baby. That's right.

Starting point is 00:44:35 But I will say this. Urgency is an interesting word for me. Yeah. Yeah. And we live. Does it touch a nerve? You know, like it's really strange. Like we just talked about this.

Starting point is 00:44:47 We've got these convenience and we're comfortable. We do all that. But it does seem like everything's urgent. Yeah. You know, because I think we're in a hurry to get to the non-discumper or the happiness or whatever. So it's like rush. We're rushing. I'm urgently.

Starting point is 00:45:01 I've got to look, you know, the addiction of the phone. Like, everything urgent tasks. Yep. You know, I know you're writing a book. It comes out. It might be written completely. We're about 80, 85% down, done with the book. That's actually when I'm here and meeting with Forbes and Charleston.

Starting point is 00:45:18 They're publishing the book. So, yeah, I'm excited. Talk about it. Talk about urgency. Yeah, so the book is called undoing urgency. It's about reclaiming your time for the things that matter most. You know, we all have, I mean, time, we've kind of alluded to this already, like time is extremely finite.

Starting point is 00:45:34 I talked about Munger. You know, ask Warren Buffett, one of the richest men in the world. Ask him right now how much of his wealth he would give away if he could go back to me in 30. All of it. Every bit of it. All of it. So the problem is that we're all drowning in urgency. So when someone came up and asked your dad 20 years ago, like how's it going?

Starting point is 00:45:54 Our dad would say, good. But now when we say, how's it going? We say busy. every time. Because we're drowning in an urgency. And what happens is the urgent pushes out the important stuff. And so what the book is really about is identifying what is really important to you, what your core values are.

Starting point is 00:46:12 I mean, for me, it's faith and it's family and it's my community and it's my fitness, my health. Those are really the four big things, right? And certainly my business is, which is part of my community. So close to those guys. But if we drown in the urgent, we never get to the important. And here's the thing. most important stuff like family is never urgent. And so the urgent pushes out the important.

Starting point is 00:46:36 And so what you have to do is you have to figure out how to the things that are not urgent and not important, you've got to just purge them from your life, man. This is the, this is the doom scrolling and the and the and the binge watching Netflix and the porn and the what, like that's got to get that you got to get rid of it. And then you take the stuff that's that's urgent and not important and you've got to delegate or automate it. And then you got to take the stuff that's urgent and important and you better figure out how to do it really efficiently so that you can focus on the stuff that's the most important thing because ultimately what we're trying to do I look forward at like the legacy that I want to leave the jacked wise old grandpa and surrounded by my great grandkids you know

Starting point is 00:47:15 and I want to work towards that goal what I don't want to do is think back and think like I wasted my kids childhood and then my grand my grandbabies I didn't get to enjoy which I don't have any yet and don't want any anytime soon but you know I did that because I was so full focused on the urgent that I lost side of the important. And so that's really what the book is about. And it's really a game plan. It's a roadmap on how to get there and how we do that in fitness, business and life.

Starting point is 00:47:41 And we've got, you know, it starts 30,000 foot view and core values and works all the way down into the trenches and gives lots of examples of exactly how we actually do that in our life, the business and so on and so forth. So, you know, hearing you say that, it made me think of something. I think urgency favors the unfocused. Sure. And I think that's, I was distilling what you're saying. And I'm like, you know, everything's urgent if you're not focused.

Starting point is 00:48:06 And if you're not organized. Chaos. It's chaos. It is. It derails. But it's also, but we're in this world, the badge of honor. I'm busy, man. Rising grind.

Starting point is 00:48:17 Busy. You know, like it's a badge. Yeah. And I'm guilty as shit of it. Like, I'll say that. And like, I almost cringe when I say, oh, you have to him. I'm busy. And I am.

Starting point is 00:48:27 Yeah. But, you know. I'm going to change that. I'm going to start saying I'm happy or something. I don't know. How are you doing? I'm happy. Well, I mean, I think this is part of it too. And one of the conversations we had pre-show is about, dude, I love my life. Not that I live a perfect life. I've made all sorts of mistakes over the years. But the reality is that you start to realize is that the work is the goal. It's not the outcome. I'm building this business to sell the business. That's been the goal.

Starting point is 00:48:58 Like we're going to sell the business in several years, right? Yeah. And does happiness come then? Happiness comes now. Right. And so that's the goal. So the goal, the work, if you do the work right and you focus on the important, you get it all. Yeah.

Starting point is 00:49:13 So we'll put Matt, it's like, you know, I hear it. I hate these cliche saying sometimes, but I'm going to use one. Like the journey is everything. Right. But it is. It is. It's like. And I, and I get this from younger people that followed.

Starting point is 00:49:28 me and, you know, like, what's it take to get to be successful? Like, because they all think of it as a destination. Yeah. Like, when I got a million dollars in my bank account, right, where I can buy anything I want, I've reached success or whatever that is. And don't you're right, don't be wrong. It's nice to have financial comfort. Sure. But it's not like the destination. No. It's, your happiness comes from doing what you love to do. That's right. That isn't always easy. That's right. And you take satisfaction from the journey and the process of getting there.

Starting point is 00:50:05 Exactly right. It's the happiness, the joy. I won't even. Joy is good word. Happiness is fleeting. Happiness is fleeting, right? Joy is in the process, not in the outcome. And so that's what we do.

Starting point is 00:50:18 And you've got to enjoy the process. If you're drowning in urgency, you can't. That's the goal. Enjoy the process. It took me a long time to, like, I heard that, You know, like, you'd hear it. Bro, I have this mastered now. No, I'm still like, I'm preaching to the choir right in this book.

Starting point is 00:50:36 Dude, I'm like, literally, it took me a long time. Like, I didn't, you can't, you can't quite, I don't know if it's maturity. You know, that's guys mature later than girls. I don't know. I've heard it been almost like 37, I think. I didn't even have puberty until 17. For real. Yeah.

Starting point is 00:50:51 It was a rough couple years of high school. Yeah, I bet. But I don't know that guy, you know, like, People say like, you know, when did you grow up? I was probably 36. Yeah. Like, I don't know, like an immaturity of understanding certain concepts in life because I was kind of always on that never-ending hamster wheel. Yeah.

Starting point is 00:51:11 You know, chasing things. The thing. Yeah. Oh, and I'm going to get there. I'm urgent. Urgently going to get there. Yep. And I'm like, then you go, you don't get there.

Starting point is 00:51:20 No. You got to enjoy it and be focused on what matters and what matters to you. Yeah. And I don't know. And that can be different from person to person. So what matters to me and what are the most important things to me may not be for you. That doesn't, the book is still incredibly applicable. It's the book actually walks you through how to identify what your core values are and how to work towards those goals.

Starting point is 00:51:43 Like, yes, I'll give my examples. And then I'm really clear about you're not trying to be me. You're trying to be you. And so, yeah, enjoy the process, man, not the outcome. That's the deal. So we're not looking for destinations. but what will make you happy 10 years from now? You know, what will you be doing?

Starting point is 00:52:04 If I could live the life I choose 10 years ago, changing it from happy. Because look, if 10 years from now my wife gets cancer, I'm not going to be happy, but can I still find joy? Like, I think I can, you know, knock on wood. Like, I don't, you know. And so, man, I hope to have been able to,

Starting point is 00:52:24 I've gone through all of these things in business. I've now raised capital. I've been in hard lawsuits. I've started a board. I know how to run a board of directors. I've been a CEO. All that kind of stuff. The only thing I really haven't done big thing in business is be acquired and sell. I would like to be able to do that at some point. And then I would like to take that and give back to young entrepreneurs that are learning how to do this. I wish someone would have taken me along. And I definitely am, if you listen to this, like I definitely have mentors. And even my younger brother has been more successful than me earlier than me. So my, younger brother is a bit of a mentor, but I would love to do that and give back. Like,

Starting point is 00:52:59 I can tell you this, I'm not going to start another, I'm not going to be a CEO or an operator in another business because I've been able to say like, okay, I did it. I succeeded or failed and I learned lessons from it. And now I want to teach others there. I mean, that's, that's where it would be. And 10 years, hopefully I'm surrounded by three or four grandbabies. And you know what, Sunday lunches and Thanksgiving and Christmas. And that, that's the goal. Yeah, girl dad, right? Girl dad. Yeah, but and they know. I have four boys. So it's like, I don't even know where that world's like. I wish we had had more.

Starting point is 00:53:28 But we did ingrain in our two daughters. Like you got to give me like six to eight grandbabies at least. So we need lots of, lots of grandbabies. But yeah, man, that's what 10 years looks like for me. I think. And man, honestly, it's, I hope I get to look back over the next 10 years from now and look back and said, I really enjoyed the 10 years leading up. Right.

Starting point is 00:53:45 It's not about there is this idea in my head of who I want to be when I'm 85. But it's not about being who you want to be when you're 85. It's what you do the 60 years before that. It's the consistency every day of doing the thing, of pouring into your kids and your family and your community and your business and like giving them that wisdom and giving yourself that wisdom and learning those lessons and, you know, changing and correcting a course. I hope I do that and do that well. And so I wrote the book really for me first because I need it. And I've struggled with it. I've learned from those lessons.

Starting point is 00:54:18 And I think, you know, my staff would tell you that I've come a long way there. And so these are lessons to be learned there for everybody. When's the book come out? It should be between, yeah, Thanksgiving and Christmas, holidays this year. So a lot of that is how, you know, how backed up the printer is. So the book's basically done.

Starting point is 00:54:33 So once it ships off to printer, it's like, does it take them a month to get it printed and, or four months to get printed? So you'll have that on all your sites. Yeah, for sure. urgency. Yes, sir. Matt, where can everybody keep up with you?

Starting point is 00:54:44 Yeah. Barbell Logic. Everything else you got going on. Thanks, man. Yeah, if you want to start the process of voluntary hardship, barbell logic is a great place to start. So we're barbell logic, barbillogic.com online on all the social media platforms. My personal websites, Ryan Matt Reynolds.com.

Starting point is 00:55:00 I go by Matt. There is another Ryan Reynolds. I don't know if you've ever heard of him. He's got pretty good SEO. Yeah. And Matt Reynolds is an infielder for the Cincinnati Reds. And we're pretty much tied, but I don't want to fight with that guy. So Forbes is like, it's got to be Ryan Matt Reynolds.

Starting point is 00:55:15 So Ryan Matt Reynolds. com personal site or if you're a coach or listener or you're interested in that, turnkey. You can go in any of those places. And of course, they are all, you know, they link back to each other and stuff. And so, yeah, man, we love it. And I always tell people, I'm not trying to make a hard sell.

Starting point is 00:55:30 Watch the content. Listen to the content. Learn some stuff. And do that for a while. And then if you want to coach and you get stuck, like we're a great place to go. Really appreciate you coming in. Thanks, man.

Starting point is 00:55:39 It's been a huge honor for real. Yeah. Coming in. Really appreciate it. Hey, guys, you know what to find us. Ryan is right.com. We'll have links to everything here. We'll go back and add the link to his book once it's a very,

Starting point is 00:55:51 available online. We'll also drop some highlight clips later in the year from this episode's where you can get Nat's book. He's a real motivator. I like him. He's here. He's Barbell Logic. You know where to find me at Ryan Offord on all the platforms. We'll see you next time. On Right About Now. This has been Right About Now with Ryan Alford, a Radcast Network production. Visit Ryaniswright.com for full audio and video versions of the show or to inquire about sponsorship opportunities. Thanks for listening. Thank you.

Right About Now - Legendary Business Advice - Undoing Urgency and Appreciating the Journey with CEO and Author Matt Reynolds

There aren't comments yet for this episode. Click on any sentence in the transcript to leave a comment.