- So the two biggest questions that are gonna come up
when somebody watches this right now,
and I want to makes sure that we answer,
number one, that's completely bullshit,
because people are just gonna say that straight up,
which is awesome and I want to be able to answer that,
number two, how the hell has he done it?
So let's cover that.
So when it comes to what's going on
in Mr. Aaron Selkrig's world,
when it comes to the business,
let's just go, in a nutshell, what's going on,
what are you being able to achieve,
and what does the business actually look like now?
- What's the business look like right now,
I guess we're doing, is it,
137,000 Australian dollars a month.
And we have a hundred and I think it's 78
customers at the moment.
I have to double check that.
But yeah, we sell everything on subscription
as I've sort of told you guys before but--
- Yes, good.
- So, yeah, that's where the business currently is.
We just raised some money as well, from external investors,
because we want to open two new gyms next year,
so one in August and the next one in December, January.
So that's what's going on.
- Dude, that's exciting.
Okay, how many trainers are on board,
what does the business actually look like,
how's the operation running?
- We have 15 trainers and one,
well, 15 staff, 14 trainers,
so we have one guy who is not a trainer
and he works on the systems and the management side,
He's the financial guy and the operations guy
because I am pretty terrible at using Excel, so,
(both laugh)
and I struggle with one plus one.
So yeah, I do need someone else
and he's a good friend of mine
and like an economics student, you know,
studied master's of economics and stuff like that, so--
- Nice, nice, now okay, this is really good.
Now obviously I laugh as we go through this
because you're crushing it and you're doing such a good job,
because the first time we recorded
was talking about how you started at 300 a month.
I don't even know how to do the calculations between,
what's the percentage growth from 300 to 137,000 a month?
So whatever that is is pretty awesome.
Now, when it came to like the problems
that faced as you were getting started,
so let's help the coaches right now watching us
when it comes to, okay, how do I get started,
how do I actually get momentum
to be able to build to the level that you're at?
What were the problems that you were facing
that you were really struggling with?
- Well, the first problem was I couldn't get clients.
So that was the first problem, and now it's a lot easier,
but that's the first and main problem
I think most coaches face is that
everyone wants to be a personal trainer these days,
pretty much everyone wants to do it,
or a lot of people want to do it at least.
It seems like a very attractive job because you do,
what is it, I don't even know any more,
but like, you know, a seven-day course
and then you're then a personal trainer
who can earn, who can then earn $100 an hour, you know.
And like doctors don't make that much money,
so, you know, and they do a nine-year medical degree.
So it's a very attractive job for the money aspect.
And then it's also attractive
because of the freedom of lifestyle, you know,
like if you only want to work four hours a day
you can work four hours a day and be pretty happy,
you know, like those things as well, so,
and people like being healthy, the gym is very popular.
So it's a lot of competition and you have to work out
how to separate yourself from all that mass,
that mass that sort of wants to get
every single client they can get.
So I'd say that's one of the biggest things,
is learning how to separate yourself
and learning how to do marketing, that's a big killer.
Obviously you have to be very good at your job,
you can't be a shit personal trainer and charge a lot
and then expect people to stay with you.
So that's a big thing as well,
it's like you've finished a PT course
and then you think you're ready to fucking go,
but, you know, I am still studying, right,
I'm still studying, this morning I was still studying PT,
like how to be a better coach, you know,
and I have like fucking 14 coaches working for me,
and I'm still every week putting in like
five to eight hours of study to be a better coach.
- Dude, I honestly love it
and I think that's so important for other people to hear,
because I feel like one thing
when it comes to how do you actually,
how do you grow a business to the level that we're talking,
using you as the example,
is you've got to be providing an excellent service,
and I know Selkrig Performance
is providing an excellent service,
it's something we need to be focused on.
So when it comes to actually making sure
that you're, number one, you're being a good coach,
but number two, you're getting your coaches
to be a good coach as well.
How are you navigating that sea?
- So I hired a head of education for my coaches.
So we have one guy who's pretty much done
like every fucking course you can do.
He's a bit of a course, you know, a course slut,
so he's (both laugh),
I think he calculated something like
120 courses, you know, like something ridiculous,
like Poliquin, like top level, EXOS,
you know, PRI, NKT, like all this ream
of like-- - All the acronyms possible.
- Yeah, every single acronym possible.
So, you know, and he wasn't so good at business, right,
amazing coach, like absolute freak,
knows fucking everything,
and he wasn't so good at business.
So I made him an offer to come over here and work for us.
He's an Aussie as well.
- Yeah? - So, yeah, he comes,
he's coming over to work for us and he starts,
I've pulled him over for a month
to work with the coaches in educating the coaches,
and helping us create systems
to make our coaching more scalable.
So, you know, and then I made him an offer
to come and live here and work for us,
- Well done. - so, you know,
'cause, you know, he's better than me.
So you have to, I think one big tip that I got was,
when I was studying with this like, one of the CEOs
of this massive company that we work with, he said to me,
like, I said, like fuck, man, this is getting pretty hard,
and he was like, all you have to do now
is to work how to hire people better than you,
and then I was like, okay.
Right, so, and every-- - That's good advice.
- Every single time I try to look for someone better.
Like the guys that do my content, they are better than me,
you know, like there's no question about it.
Like one's a, he's a high school philosophy teacher
and he studied psychology, so he loves this shit.
I don't love making content, I'm terrible, and--
- Dude, this is really good that you touched in this
because I feel a lot of coaches
just try and do simply too much,
and especially if there's like,
okay, there's a level that you get to that is,
sure, you're gonna have to do a lot of stuff,
that's perfectly fine,
but to really grow, and to really grow especially past
like to a million, multi-million dollar business,
is you need to bring on people.
I had a mentor once teach me,
and this was the game changer for me,
is when you have a problem come in
or you have a task come into the business,
it's not how do you do it, it's who does it?
And you simply start delegating down.
And I know that's something
that you've gotten really damn good at.
So even to showcase that, let's say,
what does a day in the life of Aaron look like?
What are you actually doing for this business
to bring in what you're doing?
- Ha ha, not much anymore. (both laugh)
A lot, I'm still working a lot, I'm still working a lot.
It's unfortunate, but that's cool.
Well, okay, this morning, look,
we have our clients in the morning
but because of the time of year, it's Christmas time,
a lot of clients are traveling at the moment.
Basically my mornings generally look like this.
I have clients at 7:00, 7:15,
and I have like two or three clients,
and then I normally go for a breakfast,
and I'll sit at a cafe
and I'll go through our Facebook ad stuff
and then I'll transfer all the information
from the Facebook ads onto an Excel,
and then I'll, you know, check the CPM,
yeah, check the CMP,
check the CTR-- - Nice, nice.
- Yeah, and the video views,
what are the costs for a 10-second video view?
I transfer that all onto an Excel,
and then I send screenshots to my creative guys,
'cause I say, like, this ad's not performing,
we need to change something here,
you know, work out what to do.
So they go along and they do it.
I had to teach them all that stuff, you know,
like again, they are better then me in certain things
but then they didn't understand the concepts of it all,
so I had to teach them that stuff,
but, well, you know the guys, Janus and Jan.
- Yep, yep. - And, yeah,
and then I come down here and I have a chat
with the guy who runs the operation stuff.
Normally we have a bit of a 30-minute, about 20-minute chat,
about what we need to be doing today,
and then we go along and we tick off stuff,
in the, like we use Asana, and that's how we drop out
everyone's tasks for the days and all that sort of stuff.
So, you know, and then we have like weekly goals,
daily goals, weekly goals, monthly goals,
quarterly goals, all that sort of stuff,
and we just chip away whatever that stuff is at the moment.
At the moment mostly my stuff is organizing
like big partnerships to companies,
you know, and we're - Big picture.
- doing some stuff on LinkedIn
and, you know, some stuff there,
but the rest of the stuff
is mostly outsourced to other parties.
And I also have to check with every single team,
we have, like, we've broken the companies down into teams,
so like a community team, a team that acquires customers,
and then a team that keeps customers,
so I just check that everything is going smoothly,
basically. - I absolutely love that.
Could we quickly dive into that,
'cause the think that's something
a lot of coaches need to understand,
is obviously we need to get people coming in,
we need to attract and convert,
and that's obviously a team doing that,
but then we also need to makes sure
that people are staying with us
and we're extending their customer lifetime as well.
Now, before, and maybe dive back
just to showcase some numbers,
what's an actual client worth to you
now that you've got these systems in place?
- Our estimated profit on lifetime,
so profit on estimated lifetime value, is 12,000 euros.
- 12,000 euros, I hope a lot of coaches
actually get that between their two ears right now,
because obviously it comes to, all right,
you're signing on clients-- - And that's profit,
that's profit, that's after, - Yes.
- like I've estimated what they cost in my gym,
so what sort of square meterage they use,
what they cost to me drink-wise, like with protein shakes,
with they cost to me, yeah, (interviewer laughs)
what they cost for us
on the coaching side,
so how much we pay the coaches to do the hour of coaching,
and all that sort of shit as well, so
- Okay, absolutely. - that's the estimate there.
- How many clients do you want to be signing on per week?
- So this is something really, really simple
that I think every coach should be focusing on,
and it becomes, really, really,
like they'll see this testimonial, right,
and they'll say, like okay,
he makes over a million a year, or whatever,
but I never thought I would make a million a year,
and I don't even think
that I'm gonna make three million a year.
I'm not gonna look at it that way,
because it's a massive, overwhelming number
that would just go, no one sees that,
no one can sort of grasp that.
But I broke it down into something really, really simple,
and it was when I first started
I was like, I need to get one person a week,
that was it, right, I need to get one person a week,
and I'm only allowed to lose one a month,
that was it, all right.
And then when we grew a bit more,
we got more coaches and I started to get more staff,
it was, I need to get two clients a week
and I'm only allowed to lose two a month, maximum.
If I don't I have to make it up
and get another one somehow, right.
And then like up until recently it was three clients a week,
I need to get three clients a week
and I'm only allowed to lose three a month.
And now it's get five clients per week,
I'm only allowed to lose maximum five a month.
So then your net client rate,
like with the net client ratio you're always getting more.
So I made it really, really simple,
and I found that just becomes so much less overwhelming.
It's like, okay, is it Wednesday and have we got clients?
No, we haven't got clients, and then we,
maybe we're meant to be doing something, right, so--
- I don't know, I think it's brilliance because like,
and you and I always laugh about this stuff
because we can't make it too complicated.
As soon as stuff gets too complicated
I know I'm just like, pfft, I have no idea what's going on,
and that's it, even if we're saying,
all right, sweet, earning three million a year,
but at the end of the day
the one number that we want to be looking at is,
is five clients being signed on this week,
yes, no, d'you know what I mean?
If not, we need to do something, change.
If yes, great, I mean, how do we improve upon the process
and move from there?
I think that's where you're doing it so, so well.
- Yeah, and I think like a lot of people get,
like you can do that by sitting on Facebook
without even running ads, - Yeah.
- you know, you can write content
and you can message people that engage with your content.
Like if they like it I would send them a message,
like, hiya, how's your training going?
You know, something so fucking simple
because I didn't know how to run ads,
you know, I had no idea.
Eventually when I started doing more work,
we started doing more work on the ad side
we eventually got that stuff down pat,
but like now we're still working on it, right,
we're still trying to understand it
even more and more and more,
and it's always changing as well,
so it makes it even harder,
and unless you have that time
or you have someone that can run your ads,
you know, it makes it a really tough job.
But yeah, I think keeping it really simple
is a big thing here because, you know,
when you first get out of being a personal trainer,
let's say out of the PT school, for an example,
it's like, okay, now I need to get hours, you know.
It's pretty simple if you only decide
that you need to get one a week, you know,
and that can be enough people.
Like it sucks at the start,
for the first few weeks it sucks,
but after six weeks you've got six clients, you know,
and if they train with you twice a week
that's 12 hours of work.
If you're charging $100 an hour that's $1,200 a month,
you know, like this is-- - And it doesn't matter,
at the end of the day, as well, like, and that's the thing,
I hope a lot of coaches understand
what Aaron just said there,
because this is, say for example,
if Aaron's signing on five new clients
into the business each week
and he knows that the profit from each client is $12,000,
that's an extra $60,000 coming through each and every week,
compounding on top of each other.
Like it's just, think of the numbers at the end of the day
when you have this simple process on board.
Do you mind sharing kind of like just the process
on how you're actually bringing in, say, attracting leads
and then getting them on board?
Because I think this will be a nice eyeopener.
- The onboarding stuff is getting better,
and that's something we really work on,
because I believe that's something that can,
we have a, we're a face-to-face company mostly.
We do some online stuff, as you know,
but we live in a city with roughly a million people,
so it's not the biggest city,
it's not like Melbourne or Sydney or, you know,
- LA or New York. - LA or New York, yeah.
So, you know, we need to sort of
nurture our leads in a way, right,
so keeping them is really, really important.
As for getting them we have multiple avenues.
We employ a cold calling company,
and we buy lists from our external sources,
and we sort of segment those lists
to people who make a certain salary
or live in a certain neighborhood, or, you know,
and then we employ a cold calling company
and we train the cold calling company
to do sales or to book us intros over the phone.
And, yeah, and those work pretty well,
but not as well as like a Facebook ad,
because a Facebook ad, the person
is taking action on their problem, you know,
so there's the difference there.
So the conversion rates are not as good,
you're looking at like a 40% conversion rate
where we would get like 55 on Facebook or something.
So, but yeah, in terms of the people that come in,
they are generally people that are more targeted
because we've given the list onwards,
so we've bought the list and we do it that way.
So yeah, Facebook ads is one way,
we just run simple funnels,
basically a problem video
and then retargeting with a lead ad,
like really, really simple stuff.
But we're building something out for the next year,
like right now we're working on it,
where we have basically like small problems, like we have,
'cause our clients are super busy,
so we know just like the watch-through rates
of all our videos, even if they're really engaging,
are not so high because our clients just won't sit,
if they see like three or four minutes
on a timer down the bottom corner
they won't watch the whole thing.
So we worked out that we need to do
one-minute videos over the awareness video,
and then we need to do a consideration video,
which is another minute retargeting 15%, 50%,
and then a lead ad at the end for, you know,
to get them in for an intro session.
So we have one campaign that's a grid campaign,
another campaign that's a straight-shooter campaign
which is like interest targeting
for certain things like business topics
and all that sort of stuff, different politicians,
and we just go straight to the point,
we take on, like the old ad was 12 clients a month,
if you wanna be one of those 12 you gotta sign up,
really straight, honest, takes one minute, tight video,
and that works okay as well.
And then we have a branding campaign which basically,
we talk about testimonials, case studies,
and stuff like what we're doing now, in a way,
and then we will insert the branding campaign
into the consideration phase of the first campaign as well,
so it supports that aspect.
So just in case they're sitting on the fence
of actually coming in and buying, you know,
because they haven't seen enough social proof,
we can just keep sending those touchpoints to them as well.
With our content, our daily content,
this is also to our fourth campaign,
we take photos of clients every single day,
and we document clients' stories,
so we will talk about clients' results
or, you know, we'll talk about
what problems they came here with or why they signed up,
you know, if their wife now likes them or some shit, or
(interviewer laughs) just make up some fun stuff.
And, you know, have a bit of joking around as well,
and we promote, we boost those posts for like a euro a day,
it's so cheap, - Wow.
- a euro a day, you know, just boosting those posts
back again into the consideration phase,
and then like the first funnel,
and into, we boost them to friends of friends
of the people who liked the page.
So a lot of the clients see it, so it works on retention,
because they see the community aspect
of people getting results,
and they're happy for each other.
- Love that.
- So a lot of people will think that's wasted money
because we're marketing to our clients.
It's not wasted money because it affects our retention,
you know, and that's a massive thing, so--
- That's why a client is worth 12,000, they--
- Yeah, that's why, yeah, so that's a big thing.
Yeah, okay, we'll talk about onboarding,
and I think this is where a lot of coaches would go wrong.
- Yes.
- So we have a lead ad,
let's say it's a lead ad, they sign up.
After they sign up they, a Wufoo form,
hopefully they do it, (interviewer laughs)
which is, yeah, basically a form,
it's a survey, ask them a few questions
about why they signed up and how interested they are
and we go through those things.
A coach will then immediately call them, right,
this is a big thing, this is one thing we notice as well,
if we leave that call from that lead form,
if we leave that for over an hour,
the difference that makes is massive to the conversion.
- Wow, that's so good to know.
- So we have basically one guy
who works on our systems and operations.
He also manages our sales systems, really smart techie guy,
and he basically, we put it through Pipedrive,
he calls them on the phone and he books them in for,
like asks them a ton of questions over the phone,
books it in for the coach that he feels
will be the best fit for that person.
That coach then gets a calendar invite for the session.
The coach will then see the guy's email,
he will shoot them a video,
the coach will shoot them a video
on an app called Bonjour. - Bonjour, yeah, love Bonjour.
- Yeah, yeah, shoot them a video,
send them a video talking about like
what they wrote in their Wufoo form
and what the sort of message it was
between the sales guy and the coach,
like what they're interested in, what they want to achieve.
The coach will then talk about
what he likes to help people achieve,
you know, maybe they're a little bit matched up.
And then he says, like, I'm gonna call you
the night before your intro,
so he'll text them and call them the night before the intro,
make sure everything's okay, you know,
so they feel a little less pressure when they come in,
right, because I think like a lot of PTs,
they say 70% of people turn up to the intro,
they just like don't turn up, right,
or you, like most online stuff as well,
it's like they don't turn up for the call,
like they just start to back out at the last second.
It's mostly because they don't trust themselves,
they're, you know, lacking self-confidence
and don't believe they can follow through
after they were to buy, you know,
they really want to buy but then they think
they can't follow through, they can't do what's required,
so you have to jump on the phone
and you have to handle that objection
before they even come in for the intro,
you know, and take the pressure off.
And if they feel like it's,
that maybe it's a little bit too much,
okay, let's catch up for a coffee then,
at a cafe across the road,
they don't come into the gym, you know.
So that might be the thing, what you have to do,
or you might say, all right, man, cool, I understand,
let's meet up for lunch next week then,
let's meet up for lunch.
So then we'll go for lunch with them instead, right.
So it depends on how we actually hold the intro sessions.
It can be very, very different.
During like a gym intro session
we will take them through an FMS test,
you know, FMS, functional movement screen,
some PRI stuff, some different assessments,
some breathing assessments, a modified Cooper's test,
and then shit like obviously a question
like do you, sitting down in the lounge,
talking about what they're trying to achieve,
what they want to get out of this,
and all that sort of, the basic stuff,
some motivational interviewing and all that sort of stuff.
So have a chat with them, then we go do the tests
and we show them all the problems they have,
then we tell them how it's gonna fix it,
the roadmap to fixing the problems, what they're to expect
in certain periods and certain checkpoints,
you know, and then what's required from them.
And then we make a sale,
and once we've made the sale we let them go home.
They're gonna experience some buyer's remorse,
this is always the way, right,
they nearly always experience buyer's remorse.
So we know roughly when that sort of happens,
it's when they get home and they tell it to their wife,
you know, most of our clients. (both laugh)
So then we'll jump on video and we'll shoot them
a personalized video on Facebook Messenger,
we'll add them on Facebook during the intro,
then we'll shoot them a personalized video on Messenger
saying about how excited we are to work with them,
you know, thank them so much for coming today,
having the confidence of turning up
and buying and trusting you,
like say trusting me with helping change their life
and all that sort of stuff, being grateful straight away.
Then the first time they come in they get a wow pack
which gives them like a protein shaker, a sweat towel,
fuck it, I don't know, protein, some protein powder,
some fish oil and some random shit.
So we give them like, and that's also
to seed the fact that we have supplements here to sell,
- Yes. - right.
So a lot of people forget the fact
that you can make money other ways, right.
And we also give them a meal,
so we also have food to sell.
- Ah, yes. - So that's,
so we give them a meal during the first session,
and they go, fuck, these guys have food,
it tastes really good,
and I can just come, I can come to the gym
and I can grab my food and I can go, you know,
so that's a really big thing as well.
So that's included in the wow packs,
they're called wow packs.
After one month, right,
after every single session the coach needs to send
a message the day after, a recap of the yesterday session.
Yesterday we did this, it was a five kilo increase
on last week's bench press, you know,
it looks like you have a ton more energy.
This stuff has a massive effect on how someone feels.
So, you know, if you think about this,
it sounds like a lot of work for the coaches,
but if the coaches only need to do this
to 12 different people it's not that much work.
- Yeah, no. - So, you know--
- And it's a system as well, so it's very like
quick, easy, efficient to get through.
- Yeah, and we have Asana, which tells every coach
what they need to do every single day,
and then they have to check it off.
And then we have a client success guy
who makes sure that all those tick boxes get checked,
and he's allowed to check up
on all the coaches' social media as well,
so makes it really, really simple.
Okay, one month in we give them a training shirt,
because then that welcomes them to the community.
At the one-month point they also,
so they take him out for a coffee like in a different cafe
that doesn't, still won't be inside the gym,
thus being a different scenario.
We'll look at the goals, we'll talk about the goals again,
and then we'll just talk about their life,
and then we give them a Selkrig shirt.
And the difference that makes is absolutely massive.
If you give it to them at the first session
they feel like it's something you give to everyone.
- Yeah right, that's good. - But when you feel that,
when you mention work, they've earned it,
so, you know, you're no longer a prospect. (laughs)
So you get the shirt, and then I send them a video,
that's the day I send them a video,
and then I really welcome them to the--
- Yeah, nice, I like that, head honcho comes swooping in.
- Yeah, so that's how that works.
Two months in we, this is, again, all the coaches
get notifications to start prepping this stuff,
two months in after the client signs up
we need to buy them a personalized gift.
So like yesterday I bought my client, not yesterday,
two days ago I got my client's gift delivered.
You know the saying, coffee is for closers?
- Yeah, yeah, yeah.
- Yeah, so I got him a big canvas for his VC fund,
like next to the coffee machine,
- (laughs) That's so good.
- saying, coffee is for closers, you know.
And yeah, that cost me a fair bit of money
but like he's a client that's worth a ton of money,
you know, he's got me five clients so far
in the few months that he's been training with me,
you know, he actually invested in my company in the end,
so he's one of the investors,
and, you know, he got that.
So we buy them a personalized gift.
In the three-month period, during the first session
we have to take a Polaroid photo with them.
We take two Polaroid photos, one goes on the wall
and the other one gets stored in the drawer here
for the coach to send to them at the three-month period
with a hand-written letter and a massage voucher, right.
So yeah, if you look at
customer retention and client satisfaction
it's the first 100 days that really, really count,
so, you know, we focus over 90 days.
Generally it gets stretched out to 100
because of waiting on presents and, you know,
booking the coffee and all that sort of stuff,
it ends up being over 100 days,
but the plan is that it ends up, you know,
in 100 days you really focus on that customer lifecycle,
and you can turn that person into a massive fan.
And at the three-month period,
that's when you also send them all the referral vouchers,
so you give them the five referral vouchers
for their five closest friends.
At that point they've got
a really good relationship with you.
So asking for a referral straight off the bat
is the wrong way to do it.
You've got to build that sort of know, like and trust factor
where they can really, really trust
that you're gonna help their friend,
not just that you're after some money.
- Yeah, yeah.
- So, and then they're in the community
and they wanna bring people into this positive thing,
and then you've given them
all this value and all this support
that they never thought they were gonna get,
and it makes it very, very easy for the coaches in the end.
- I love this, I do, I totally love this.
And that's the thing, that's the difference
between getting a client that might be worth
one, maybe 2,000, d'you know what I mean,
to having a client that's worth 12,000.
Like you're at least 10-timing their value.
And again, just for everyone watching, think of the numbers.
If you're signing on five clients a week
and they're each worth 12,
that's an extra 60,000 per week
that you're running on top of the income as well.
So it's just a compounding system,
and an engine of being able to come into it.
I tell you what, what would you say
to the dudes and dudettes right now
that just call BS on this, still don't believe
that they're looking at it from the horse's mouth right now,
what would you say?
- I understand (laughs), I understand,
that's the first thing, like I never thought
I would be as successful as what we are,
and granted I did get very lucky,
but you do create your own luck in a way.
You know, I do work long days
and I don't have many holidays,
you know, I work all weekend every weekend.
I'm sorry, I have half a day Saturday day off,
that's my rule, half a day Saturday,
so that's the only time I have off.
And, you know, next year I've planned in advance
that I would take one long weekend every two months,
and I told my investors that that's what I'm doing,
you know, (interviewer laughs)
and that's just the way I am as well.
So yeah, it takes a lot of work
but you try and make it really, really simple
by doing those really, really simple things
of getting one client a week or two clients a week
or three clients a week, whatever the systems are
that you have in your goals.
But like for us, I know
that we can get 950 leads next year,
I know that we can do that, right,
and I believe that's the bare minimum.
And, you know, so once you've tried,
and I've spent, I'd say the last three years
I've still been trying and testing
and I'm still trying and testing as we go,
but we have a bit more of an idea
on how to use a few different platforms.
And I completely get where people think,
oh shit, I get it, like I've been there,
you know, and I still think bullshit
to people that are making crazy amounts of money.
But then again I have some clients
that are making 50,000 euros an hour,
so, you know, like yeah, it's,
the money is out there,
I don't know how to convince the person that says bullshit
because I think that skepticism will always be there,
- Totally, I totally understand that as well.
- until they get to that point,
until they get to that point.
And yeah, I think just make it really simple,
keep it really simple and just keep going at it,
even when it feels like it's not really going anywhere.
Because a lot of the time I think a lot of people, you know,
they put these Facebook ads up
or they put content out,
it doesn't get likes, it doesn't get shares,
doesn't go viral, the first fucking bit of content you do,
like none of my content gets liked or shared, like--
- Yeah, I actually just looked this up,
so how many clients are on board?
- I think it's 178, let's say it's 180
'cause it's easier numbers,
180, yeah. - And, 180,
and Aaron has 1,240 followers. - Yeah, yeah.
- So I think it's just important
because it shows the importance
of not having to grow your social media following,
actually grow your business, there's a very big distinction.
I remember actually being in a mastermind,
this guy walked in, he was,
he'll probably crack the 50 million mark this year,
this guy that taught for a few hours,
and he was like, I caught myself
trying to write an Instagram post this morning,
it was taking me an hour,
and I was like, this is the stupidest thing I've ever done,
this is not gonna make me any money anyway,
what's the point of me wasting so much time?
And I think that's a really important thing,
like, yes, you can be producing content,
but do you know if you're doing it for a specific purpose
that will actually build your business?
Because if not, stop doing it.
- Yeah, 'cause a lot of my clients, where are my clients?
They don't sit there and consume shit on Facebook,
they're not gonna watch a YouTube video,
they're not gonna watch a video
that's more than one minute long.
So what's the point of me ever fucking sitting down
creating a ton of content, right?
I've got a guy who's an amazing content creator.
I pay him 1,200 euros a month,
he's at my gym 40 hours a week,
he gets his salary for coaching hours as well.
I just say, go for it, dude, I don't really care, like,
these are your boundaries, stick within your boundaries,
and just get some shit done, put some photos up,
write some blog articles, help me with stuff,
be my assistant, you know.
And he's started to mold into other roles as well,
like he's, 'cause he understands people really, really well
and I'm sometimes a terrible boss,
so, you know, he has to like sit me down and go,
Aaron, don't speak to that guy that way,
he'll get upset, you know.
So, like, you know, and like,
and he helps me understand myself as well
and then just completely refocus the shit I'm good at,
because there's not much point
in me putting Facebook statuses out,
it doesn't really do much for me.
Like you can check how much I post on Facebook
is like maximum once a week,
so, you know, I don't remember
when last I put an Instagram picture up,
(interviewer laughs) like I really don't remember.
Like LinkedIn, I don't do shit.
I message people on Facebook, like private message,
and then we talk that way, and that,
because my customer value is so high
I'd rather just message my current clients.
And then I'm in a position
where I can say to all my clients,
hey guys, we need to scale this business.
And like I have nine investors.
I can say to them, in January, once I sign the paperwork,
now you all have to get me five clients,
and they will go and get me five clients, right.
Five clients times nine, you know,
times 11 lifetime value is, yeah, you know.
But that's about building relationships.
I don't believe that it's always building relationships
by sitting there talking about,
like my clients don't fucking care,
like they just, they don't wanna hear about
my best fat-loss strategies for, you know, like,
it just doesn't fucking matter, like they don't care.
So, you know, like, yeah,
again, it depends on who you're trying to go for,
what type of clients you're after.
If you do want to get fitness people, you know,
maybe that's the better way to get them,
but I'm just not gonna waste time.
Like we just, with our content
it's a little bit of funny stuff
and, you know, some stories,
like client success stories, client success stories,
client success stories all the time,
and that just acts as testimonials.
And as soon as clients put their face on our Facebook page
or Instagram page it just works better,
and we just boost those posts for the people
who are on the fence about buying our product,
that's it. - Yeah, dude, 100%.
It's exactly what we're gonna do with this video as well,
so everyone that's watching,
most likely that's what's happening right now, so cop that.
All right dude, let's make this practical.
What's the one thing that you want
the coaches watching right now to actually do,
to take action on from now?
- I'd say jump on a call with you is the first thing.
I know a lot of people are really, really skeptical
about marketing mentors,
and the reason why they're really skeptical
is a lot of people want the million dollar business
but then they don't want to do the 15 hours a day work
and the little bullshit stuff that doesn't seem like,
it's the unattractive stuff.
When you look at social media
and the social media fucking business guys
and then they like, not like mentors
but like the ones who say they're balling,
you know. - Yeah, yeah.
- And, you know, they,
It's always there's a-- - Look at me in my jet.
- Yeah, look at me in my jet with my fucking Mac laptop
and then, you know, this girl giving me drinks.
And, you know, like I'm always in a cafe,
I'm always sitting in a cafe with my laptop,
and this shit doesn't happen, you know,
it barely happens, like, it's crap.
Like being an entrepreneur sucks a lot of the time.
And a lot of people become an entrepreneur
because they want to get rid of having a boss,
and the truth is I have 180 bosses
plus 15 staff who are also my bosses.
I work for them, they don't really work for me anymore.
Like that's not really how it works.
So, you know, and if you want to be an entrepreneur
to get rid of your boss, that's the worst thing.
- Worst one. - If you have one boss
you have one boss, and, you know, now it's a lot harder.
So yeah, I'd say take action and understand
that when you do jump on a call, when you do get a mentor,
whether it's you or even someone else,
the mentor's not gonna do the fucking work for you.
You know, and like me and you
have gone backwards and forwards
with launching my online stuff many a times,
you know, and I'm a big guy on focus,
so I really, if I see something
that's just like taking my attention
and I sit there and I do the maths
and I, you know, be real with myself
and I go, this isn't gonna work for me right now,
so now I need to develop focus back to this
and just focus, focus, focus and nail the one thing.
But yeah, jump on a call, get a mentor, whoever it is,
you know, I really like you,
you make stuff really, really simple,
but understand that when you do it
you have to put in the work.
And don't expect results for six months.
I always say like you should not think about it
for the first six months,
and then at one point, sometimes it will just go boom,
and then you like one day you get 50 leads, you know,
like fuck, what do I do, you know?
- Yeah. - Like, you know.
But that's all the sort of, I don't know,
like equity you've built up over that period of time,
you know, that social equity and all that
that you've built up over that period of time.
And then you put the right ad out,
the right offer at the right time, you know,
and then everyone was like,
fuck yeah, now it's the right time for me,
and everyone felt the exact same way,
and then you've got 50 leads, right.
And a lot of people think that they're gonna put one ad
and then they're gonna get 100 leads
and they're gonna get a calendar full,
and it's like fuck off, it just doesn't happen, you know.
Like I'm still testing shit, you know,
like every fucking day, so we know--
- It's like, I appreciate your sharing that
because that's the thing is,
you spend so long of having to pivot
and make these tiny small like two millimeter changes,
but then it's finally, once you actually hit that mark,
as you said, it suddenly starts coming in
and everyone goes, oh my god,
he just put that one ad out and everything came through,
but this is the fancy magic funnels.
Like no dude, you haven't seen the year, two years
of hard work that I've just done behind the scenes
that's actually built up to this point
that everyone disregards.
It's like the two-year overnight success.
Like you've got to dedicate yourself.
So I do really appreciate you sharing that.
- Yeah, I think that's the biggest problem,
I think that's why a lot of mentors and business mentors
cop a lot of shit, like they all fucking do,
because like one person doesn't get results
or a few people don't get results, you know,
and then I'll look at those people
and then I'm like, no fucking wonder,
like no wonder you didn't get results,
like you don't do shit, like you're not doing anything.
Like if you look at my social media as well, though,
it looks like I don't do anything, right?
- Yeah, yeah.
- But it's a different business.
- Exactly.
- So, you know, but like a lot of people think that,
you know, it's just gonna happen,
and it doesn't happen overnight.
But it could be at the six-month period
when you're thinking everything's going to crap
and it's not working.
The next day someone could get ahold of your ad, right,
and you could like, well, we did,
like we've been trying to get like corporate deals
for about six months, right,
and then one day one guy from one company
signed up through a Facebook ad for himself.
A week later he bought his whole like executive team,
like 10 people, coaching for nine months upfront,
right, so, you know, like two times a week
with a coach for nine months.
Well, he got it for three months and then he extended it
for another six months just recently.
You know, and like that's technically,
and then I can pay all my costs
with that one deal, like for my gym.
My gym runs at like breakeven just from that one deal.
And you know, and we've been trying
to get this shit for ages, you know.
But like it was about the fact that we built a brand,
and he went to our website
and he saw some testimonials of people that we work with,
and then he signed up from the ad.
So, you know, and then he messaged and he was like,
hey guys, I don't know if you know
where our building is across the road,
we'd like to meet up with you.
And, you know, and like so you never really, really know
like what's gonna come out of it in the end,
and a lot of people are just not fucking patient enough.
Business sucks, like - Yeah, yeah.
- it really sucks sometimes. - Well said, well said.
That's the thing, it's not glamorous, it's dirty,
and you've got to be with a whiteboard behind you
in an office grinding away for a long time
before you're gonna see some results.
So I appreciate you actually planting that seed,
because if everyone walks away
from watching this right now at least knowing
that they're gonna have to put some hard yacker in
and it's gonna take some time,
I think you've done the entire fitness industry
a huge good, and I appreciate that.
- Thanks, man, but yeah, I think like, yeah,
like I got to work at 7:00 yesterday morning
and I finished work at 10:45 last night, right.
And so, you know, I had a podcast at 9:30
and then I was like messaging people to jump on my podcast
up until, you know, up until just before 11:00,
I think, maybe even after 11:00.
You know, and like yeah, it's just
a lot of people don't want to do it,
like it's the crap stuff, you know.
That's what, I guess that's what sets you aside
from being an employee to an employer.
- A hundred percent, I totally agree.
- So you have to look at the hours you're not paid for,
and then like look at those hours
you're not paid for as an investment.
And you're always learning as well, right.
So like from this I've learned a ton,
and I know that if I went,
let's say I went bankrupt and I needed to find a job,
I could get jobs that pay me 300, 400,000 a year,
- Yeah, a hundred percent. - you know, so like--
- You've picked the skills up through the actual hard work.
- Yeah, so that's a big benefit as well,
so you can go look at it as another way.
It's like, I think it's a massive like,
what does education cost?
You know, so, and, you know, so it's a big thing as well.
That's the way I look at it.
It's like, okay, like I get the amazing ability
to work with these fucking geniuses of business guys,
and I get mentored by them when they charge,
like, they charge 30 grand for a one-hour speech,
you know, a one-hour keynote,
and I get them three times a week for one hour
and I can ask them whatever the fuck I want.
So I'm like, I told them, I would train them for free,
you know, like, and then they also said,
I would pay you double to work with you more,
(interviewer laughs) like, you know, so,
and that's really cool, that like.
And now they're all my investors, so I get them even more.
So yeah, you never know, you never know what's gonna happen.
Like I just made a fair bit of money,
I took some risk off the table, sold 22% of the company.
I get to buy my own apartment
and then two investment apartments.
So, you know, whenever the company, if the,
or a company always goes bankrupt,
and that's what people are always seem to remember as well,
it's just a matter of when, every company goes bankrupt,
you know, when that happens, at least I'm gonna,
my plan is to sell the company in four years,
so there you go, - Nice.
- it gives you an idea. - Nice.
- And what these investors want me to sell it for
is nothing below 30 million in four years,
- I like that, I love that. - euro, so I think
that's 55 million Australian. - Yeah, yeah,
55 million Australian.
- Yeah, so that's what their plan is, so yeah.
- It's on, and I know you'll do it, d'you know what I mean?
You've been able to absolutely crush it.
You're putting the work in each and every day.
And I appreciate you sharing this hour,
and I really do, mate,
you're an absolutely legend of a dude.
I'm happy, very happy, to call you a friend,
and being able to see you kick ass
is just one of the coolest things ever.
So dude, thank you.
- Thank you for your support, mate, really appreciate it.
It's been fun, it's still fun. - It's been fun.
Dude, there's a lot more fun to come as well. (laughs)
- Yeah, it will be good.
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