Mind Pump: Raw Fitness Truth - 568: Social Media, Podcasting, Sales & the Business of Fitness

Episode Date: August 7, 2017

In this episode, Sal, Adam & Justin dive into social media, podcast trends, fitness sales and the business of fitness. Why is Gary Vee better than us? (2:00) Speaks to the younger generation Genuine Choice of music in YouTube videos Monetization of podcasts (9:05) Segment podcast Take a poll of the forum what podcasts they listen to What makes someone want to share something Influences Growth of YouTube Podcasts Awards / Guys talk awards from their days at 24 Hour Fitness (27:25) Adam won trips to Hawaii 7 times Sal won best seller for the day at a grand opening Guys talk people who made them better trainers The business of Fitness (1:01:00) Start up’s vs. huge tech companies Growth Know your WHY At-home workouts Challenges for prizes Related Links/Products Mentioned Gary Vaynerchuk – YouTube 1. Technology use among seniors (article) Machine intelligence is the future of monetization for Facebook (article) If Podcasts Are the New Blogs, Enjoy the Golden Age While It Lasts (article) The Podcast Consumer 2017 (article) HOW JEFF BEZOS IS HURTLING TOWARD WORLD DOMINATION (article) Hit Makers: The Science of Popularity in an Age of Distraction - Derek Thompson (book) Wash Your Balls!! Axe commercial (YouTube) Number of Americans Who Read Print Newspapers Continues Decline (article) VOTE FOR MIND PUMP!! People’s Choice Best Fitness Podcast Find Your Why: A Practical Guide for Discovering Purpose for You and Your Team - Simon Sinek (book) Peloton (website) Get our newest program, MAPS Prime Pro, which shows you how to self assess and correct muscle recruitment patterns that cause pain and impede performance and gains. Get it at www.mindpumpmedia.com! Get MAPS Prime, MAPS Anywhere, MAPS Anabolic, MAPS Performance, MAPS Aesthetic, the Butt Builder Blueprint, the Sexy Athlete Mod AND KB4A (The MAPS Super Bundle) packaged together at a substantial DISCOUNT at www.mindpumpmedia.com. Make EVERY workout better with MAPS Prime, the only pre-workout you need… it is now available at mindpumpmedia.com Have Sal, Adam & Justin personally train you via video instruction on our YouTube channel, Mind Pump TV. Be sure to Subscribe for updates. Get your Kimera Koffee at www.kimerakoffee.com, code "mindpump" for 10% off! Get Organifi, certified organic greens, protein, probiotics, etc at www.organifi.com Use the code “mindpump” for 20% off. Got a beard? Condition your beard with Big Top Beard Company’s natural oils and organic essential oil blends to make it not only feel great but smell amazing! Get Big Top Beard Company products at www.bigtopbeardcompany.com, code "mindpump" for 33% off. Add to the incredible brain enhancing effect of Kimera Koffee with www.brain.fm/mindpump 10 Free sessions! Music for the brain for incredible focus, sleep and naps! Please subscribe, rate and review this show! Each week our favorite reviewers are announced on the show and sent Mind Pump T-shirts!

If you want to pump your body and expand your mind, there's only one place to go. Mite, op, mite, op with your hosts. Salda Stefano, Adam Schaefer, and Justin Andrews. In this episode of Mind Pump, these are some of my favorite episodes. Every once in a while we sit down and we have a Q&A or something like that plan. Let me smoke on the pipe. And what? I don't know what he said.

I don't know. And we're making. We end up going off on a tangent and then we'll look at Doug and Doug's looking at us like, keep going. And we'll just keep going. And guys, you got something there. This episode was awesome. We talked about some cool stuff.

We get into social media. We talk about the growth of the podcasting world and what it's gonna look like in the future. We talked about our sales awards when we worked back at 24. And we talked a lot about that. At 25th, you love those days. And we talked about a couple guys that we knew

that were absolute beasts when it came to production. And then we get into just the business of fitness. We get into, God, what do we talk about? We talked about gyms and what they were like back in the day and how they're moving forward now. Future methods are thrown out there. You know, we really got into just the stuff that really interests us today in terms of the fitness industry.

So you get to kind of peer into our minds and sit in on a great conversation. Also, we still have 30 days of coaching. It's getting revamped all the time. You enroll or register for it. It's free. And every single day you get new information on a particular topic related to fitness wellness or health. It's a great resource. It's a great way to introduce people into fitness. Send it to friends who don't listen to Mind Pump. They'll get some good information in there. And we cover all kinds of topics,

all the most important topics when it comes to fitness. Again, it's free, and you can find it at mindpumpmedia.com. Why GaryVee is better than us, right? Oh, let's talk about this. Well, here's the thing. He has this ability. If you pay attention to everything he puts us, right? Oh, let's talk about this. Well, here's the thing, he has this ability. If you pay attention to everything he puts out, right? So, I don't know how old he is.

Do you know how old he is? No, I don't. I don't know. I'm imagining he's almost 40, right? Yeah, he's a little bit older than we are, right? So he's got a little more wisdom on his side than we do. And then the magical part about him that makes him so unique in comparison

to other people that are in the same Arena as him is he has the ability to speak to the younger generation you pay attention to Pay attention the way he dresses. Yeah, it's a cool fact. Yeah, absolutely. He's got swag whether he I don't know I don't know if he hired a team around him that has helped him do that. I haven't followed him long enough or paid. I don't know, dude. You know, when you look at people that you think are actually cool, because you can put up this facade.

Well, 100%. We've experienced this, right? For sure. We've experienced this a lot. Yeah, well, we know a lot of people like that. It's very common in our business where, you know, we meet somebody who we were connected through social media platforms. and that was our only

real interaction other than some phone calls, maybe text messages, and we do that for some time. We court somebody for six months before they even come on the show, they come on the show, and then sometimes they're different than what that you are, you're being shown on, you know, social media. So you never know if that's a really good job by the business that does as far as putting that person

out to that way, or they're genuinely like, fucking cool. You know it too, right away that when they come in, at this time with all these videos of him and like everybody following him, like I think you'd figure out if like, you know, that was coached, you know, like he asked to actually be like authentic

with the way he carries himself. I don't know, it seems authentic. Here's the thing, see how I can do it, dude, walks. I don't know, man, we can tell away someone walks. I don't know about him very well, but I've been to a couple of these internet marketing conventions and seminars where you get some of these, people you've never heard of,

but who literally run the internet marketing world. And they talk about strategies of how, like, when you do a Google search, like, if I look up Adam Schaeffer, right, how many searches come up on a, on a front page of, of Google was like 10, like 10, whatever. They'll teach you ways to make sure that everything that comes up on that first page is something that you own. So your persona is what you've created online. And they're very, very good.

People that know how to do this. Well, this is like, this is SEO 101, but that's even that's evolving and changing, bro. That was like four years ago. You can claim, you know, you can wear all these clothes and you can have all these things and all that stuff, but like, that's not it. Like, it's how you project yourself and like, and all that stuff, but that's not it.

It's how you project yourself and how you talk and how you relate to people. But you're on video and you're creating this persona. It's interesting. I think it's going to be more difficult to not be authentic. I think it's already starting to happen. Here's a deal. People like a stressful dude. You got to understand this.

What you're talking about right now, this is why Gary this what makes Gary V so badass too he has he's of he evolved faster than most people are still talking about that bro that's not that's old like think about what we know where YouTube is going right just think of this think think of this logically what you're talking about right now is like SEO shit right being able to hit say put anything that's related to fitness and boom mind pump pops up The fronts of a front page of every Google. That's great. But what is Pat? What's gonna pass Google by next year? Yeah, for searches you to yeah, so look at the type of stuff that he puts out there on video Okay for for people on on

Well, it's not just that. I'm not even saying that I'm just saying when you're talking about cool and this cool factor and making yourself look a particular way I think I'm just saying that, I'm just saying, when you're talking about cool and this cool factor and making yourself look a particular way, I think it can't be manufactured like it used to be. It has to be just what you are, but put out in a very professional way. That's why when I look at him, I feel like it's genuine. Like I feel like I can tell, and I haven't met the man so I don't know, I'm just speculating right now.

But I feel like, yeah, he's tricking both of us at that point. Right, right, so. Well, I mean, it's a really good job. In business world, does it matter? I mean, it doesn't matter. If that someone perceives you that way, that's all that matters, really. You've accomplished it.

Whether you're fake or real. But I mean, you're also hanging on to one little thing that I said, it's not just that. I mean, there's a lot of things he's doing that. I mean, even just from the choice of music that's played, that's not fake or anything like that, it's just being smart. It's like understanding what the younger generation is listening to, looking at, shopping for, those little details, fucking math. So here's what's interesting about internet statistics. It used to be that the largest users of internet based whatever, media products,

all that stuff was the youth. But the fastest growth that they're seeing and that they've been seeing is actually in the older generations. Because the youth always grab on to tech very quickly. But like Facebook, for example, is becoming dominated by people who are you know 25 and up and Facebook although it's not cool like Instagram or Snapchat or anything like that It still kills all of them. It's in terms of revenue production in terms of did you guys see that Facebook? Just hit two billion

users to billion two billion users. They literally have, I mean, if every one of those was real and active, because of course you need that watch all that stuff out, they literally have almost one third of the world's population on Facebook. And if you're, if you want a consumer, the consumer you're aiming for is between 25 to 35. They're ones that have money, they're going to buy stuff, and you're seeing the growth happen in that, and then the older generations, like these dating apps, for example. Here's a great example.

Dating websites, in the beginning, when they first came out, were dominated by younger people. But the ones that are dominating now are starting to be, are the older people, because they just take longer to that. You know, you just gave me a thought. You know who I want to interview? I want to interview the guy who was responsible for turning the monetization on for

Facebook I want to know what that was like yeah the first day you even hold them back right right right you're right let me go right you'll kill it talk to that motherfucker and what that did you know we still have to be cool right right could you imagine how how much how much how much just started coming in at once? I like, there has to be, it has to be insane. Did you see?

Well, they actually, in the beginning, they actually had to figure it out because when they first started monetizing, it wasn't what, their value was on their potential, like most tech stocks, right? When they first come out, everybody's like, oh, it's potential is huge, but you look at their actual numbers and it doesn't reflect it, but you're kind of taking a guess, right? When they first come out, everybody's like, oh, it's potential is huge, but you look at their actual numbers. And it doesn't reflect it, but you're kind

of taking a guess, right? So Facebook had to figure it out. They were the first ones to kind of figure out how we're going to make money. It's like Google. Google had to figure it out too. When they first came out, so, but, you know, I'm looking at, so we're in the podcasting world, right? Which by the way, I'm looking at watch what I love talking about this stuff is that's what we're doing. Yeah. We're in it. We're in it. We're in it. We're in it. Although it's nine years old, really it has it in the last four years, four to five years, is it really turn into a potential business for people where they can actually get a large enough. There's no mega business and fitness. I mean, people might think Nike is a mega business like fitness business. No, it's a parallel company.

It's a parallel company. Yeah, no, definitely not. Well, we're going business, like fitness business. No, it's not a parallel company. It's a parallel company. Yeah, no, definitely not. Well, we're gonna shoot a close-up of that. Yeah, but there's plenty of room for that to happen. Well, the podcast world is very interesting because podcasts, a lot of people don't realize, podcasting been around for a long time.

It's actually been around for longer than most, like it's been around longer than Facebook, it's been around podcasting, but it's an old medium. And it was only like the most tech savvy nerds. I don't think it's all in Facebook. Pat podcasting? Oh, absolutely. What it was was.

Always on that computer. It was just like a city. Yeah, yeah. But podcasting, it's just what's made it grow was its availability and use. And the mobile phones really exploded the use of podcasts. Podcast has been growing steadily since 2006. So right now,

about, out of the, these are statistics from Edison research. 36% of the population above the age of 12 has listened to or listened to a podcast. That's 98 million people, which is a lot more in 2006 it was 11% and it's been growing at a lot. How much did that change?

Go back up right now. From 11% in 2006 to 36%. Oh, that's a triple. But you saw a big jump when like iPhones and stuff like that. That's a triple over how many years? How many years? That's like 10 years. 10 years.

10 years. And it's so far it's clipping along at a three between three to four percent growth rate, which is pretty good considering most people Listen to their podcast Believe it or not a large chunk still listen on the computer, which is funny really yeah But so in 2016 trip off this right so in 2016. So that's just last year Almost 30% of podcasts were listened to on a computer. 71% of their smartphone or tablet or portable device.

Now, the place is to listen to a podcast. 53% at home, only 21% in a car. Now, what's about to change big time? Oh, that's yeah, the car for sure. Once they start putting them in all of them like the Teslas, it's gonna be. That's it. Once it's gonna be put in the,

because right now it's a pain in the ass. Like if I want to listen to something on my phone, to play to my car, I got to connect the two. You see a blue-tooler cable or a B2. Yeah, and I got a blue-tooled guy. Yeah, like I only listen in the Denali. When I drive the Mercedes or the Corolla, both those require an auxiliary connection. I won't even listen

I'll never listen if I'm driving that vehicle, which is a lot part of the reason why I've been driving that car so much is just because of that reason Mm-hmm, it's a fucking good when I had the Jeep and then I just switched you know like now I have Bluetooth I'm like oh god. Yes, so a lot of people have still got to catch up to that They do so once and even if you have Bluetooth, you still have to go to your phone, put on the app, hit play, and then the car goes on, and people don't realize that small, stupid steps like that. Dude, make a huge difference.

You small little step. If you have any kind of online business or anything like that, like you have to think about all these little nuance things. People are so finicky. Why do you think Amazon, Why do you think Amazon? Why do you think Amazon destroyed the four-year-old? Should be able to understand it to your old

should be able to do it. That's it. I mean, this is why one click and then ship. That's it. This is why Amazon destroys people because literally you can click by now. Was that you who sent that over and after? I did.

They have a new thing, or a new thing, where it just remembers all your common patterns. And you just swipe, and it memorizes your your common your common patterns. And you just swipe. And it memorizes your habits, your common patterns, and then it sends it to you. Then it's just, do you want it right now? That's creepy, but awesome. You just buy, buy, buy, buy, and very easy. Yeah.

So my point with this is with podcasting, if you're in the podcasting world, it's about to fucking explode because once people can turn the car on and switch to a podcast right there like you would a radio station or whatever You're gonna see a whole new audience get introduced to podcasts and a lot of the so the the age of the average podcast listener is Between like 25 and 54 and we're seeing a lot of growth. That's a wide range. Why I actually heard to the there What's not it's not the super young. Like we think like the super young, like 18, 19, 20, they're not the one, they do listen to podcasts,

but most people who listen to podcasts are the consumer. Like what you consider the actual consumer that you want to target, right? The average podcast listener has a bit, is more educated and earns more money. And I think that has to do with right now, the fact of the way it requires a little bit more savvy to find a podcast and listen to it.

So we're about to open up to a whole new market. Well, what I was gonna say is like, so I just heard that iPhones are gonna become like dead in the car, so like, yeah, you can't use it. So that's another thing that's like, okay, well hopefully everybody has, you know, that Bluetooth connection or whatever that they can project it up to the stereo. So to make that seamless. Well, I think all of the new cars will look like Tesla, which looks like an iPhone or an iPad, you know.

Just literally you have all the same things from there and call everything is all connected straight through it. I mean, that's definitely the future of where most vehicles will look. And then it will. Then you'll see an increase in people listening to it during trial. Well, so here's what's cool. Because you know how Adam always calls idiot, servants. Servants. Servants.

Here's an interesting statistic. The average podcast listener, the sweet spot for how many podcasts I listen to per week. You want to guess? How many shows they listened to per week? Five. Five. Five. Wow. Five. How many episodes do we drop? I wonder if I read that.

Yeah. That was horrible. Yes. We own your podcast listening. If I wanted to like five episodes. Yeah, probably be like three. Because I said we're idiots of servance. Got it. So you should have known that. Men, more men than women listen to podcasts. That I was surprised by that.

Yeah. What? 56% to 44%. Yeah. Yep. So you should have known that. Men, more men, the women, listen to podcasts. That I was surprised by that. 56% to 44%. Yep. So pretty cool stuff. By the way, so here's an interesting statistic. Podcast consumption, so this is from that same site. Had it been substantially more common among Americans under the age of 25 until now.

This was since 2016. For the first time, a larger percentage of 25 to 50-year-olds listened to podcasts monthly, and that is growing faster. I'm telling you right now, Internet and the Internet has been dominated by the young because it was the young, they just grab things really quickly. But if you for historically in America, the key age demographic that you want to add to trickle up so to speak. Well, the key age demographic that buys shit is like what do they say, the 25 to 35. That's the that's like the magic, you know, age that all advertisers really try to target

because that's where that's the age that bot does the most buying and has the most available incometers. Yeah, and you're seeing that and then even older. There's more variables nowadays that you have to consider now, those type of stats you're rambling off for. So nowadays, something that's likely to go viral or be shared is more likely to be done by someone between the ages of 19 and 23.

So there's numbers and stats now to counter that way of thinking before. It's a whole new world. What's unique now is, and what I think is funny when people ask me this question all the time, I remember when we first started building, like, what's your niche? Who's your demographic or your avatar? You know, give me your avatar. And I'm like, fuck that. Like why am I only going to appeal to one type of person

in a certain age, who fuck that? Why can't you listen to me at 17 and all the way up to 65? You probably have to be 18 or older. But, but what I do see, what I do see value in is this. And I've been telling you guys for quite some time that I believe the future is segmenting the show. And you know talking about these stats right now, how cool would it be for us to take a poll?

Our forum would be a great place to do this. You say five shows is the average. We know already because I know we've seen our forum talk that they all listen to other podcasts also would be to see, have them all list like what other podcasts you consistently listen to, then extract, extract, extrapolate. Yeah, I said a fucking up right there, right? How on did you create something new?

You were, you were, you were, you were, you were, you were, you were, you were, you were straster, you, you see my brain working over here? Just hurting, you're, you're, you're, you're, you're, you're, you're, you're, you're just hurting, you're, you're, you're, you're, you're, you're, you're, you're, you're just hurting, you're, you're, you're, you're, you're, you're, you're, you're, you're just hurting, you're, you're, you're, you're, you're, you're, you're, you're, you're just hurting, you're, you're, you're, you're, you're, you're, you're, you're, you're just hurting, you're, you're, you're, you're, you're, you're, you're, you're, you're just hurting, you're, you're, you're, you're, you're, with it. That's what we're giving. So you pull that out.

So you pull that out and we separate all of them and then we could start to see what, what join us. Like, so like, let's say 20% of our forum actually listens to MindPup and then also a business development type podcast. 33% listen to a pure comedy podcast. 42% listen to a finance podcast. so we can actually figure that out. And then when we actually start to segment our shows,

we can start to think about that when we either one produce others on those days, so people can listen, so we can start going for types of genres, or we can even gear our own personal message around those topics, and then you begin to naturally segment the show. It's a very interesting, I mean if you're at all into business or human, just psychology because I like business but I like human psychology and they're both kind of the same.

It's fascinating when you look at technology and how it's shifting and changing just the landscape. Like some of the most viewed videos on YouTube, period, end of story are these fucking videos that little kids, little tiny kids who don't have credit cards or anything, watch. Now that makes you kind of wonder like sure this video of this woman opening up this box and playing with a toy because believe it or not those videos get

tens of millions of views. Sure, it gets a ton of views, but does it convert to anything? Because you got all these five year olds watching. Well, so this is how that is. What's the ad space? What's the value, though? You know what I'm saying? I know it has some value.

So unpack that, right? So if you read the book that I just finished, what was that book? Hit makers. Yeah, hit makers. Fuck you. I got your back. I know, thank you. I need your help today. You know you got problems with this you got problems I wasn't sure we're gonna record right now but since we're we're on this topic I think this is great so hit makers talks about like okay so if you were to unpack that

how they how does that lady or that that kid that's unpack or that's doing the presence gets the 5 million views what's likely happening is somebody like Will Smith and some other these celebrity parents that have a child that's the same age that owns an iPhone and has YouTube finds that, and then they post that on their Instagram or share that on their Twitter, and because they're popular kids, because they're the kids of Will Smith. And then when there's six or seven of those kids, they get influenced at school, you know, Suzy over here. And because the whole school follows that kid,

because that's Will Smith's son or whatever. I'm just using that as an analogy. I have no fucking clue how old is kid. Somebody has to make it popular. Yeah, exactly. You think, now here's the thing. And that's how that happens though. Here's what's fast.

And then ask those people, guess what? Those are somebody influential. Guess what, those are. Somebody influential. Yes, sure. Absolutely. Usually, of course, but what's interesting to me with the young, young kid videos, because like I said, my daughter's seven,

and then I have like cousins and nieces and nephews that are even younger, what's interesting, like nobody's ever heard of some of these videos at all. And I think what they're doing is they're really doing a good job of showing something that the kid wants to click on almost. Like I don't, like I know my five year old nephew, he's a fucking give a shit who's gonna tell him what,

he goes on YouTube and what they do. Well yeah, that's part. And they search. That's part of the formula too though. It's not one thing. It's not just so and so. Why did Will Smith kids, you know, share it in the first place because it was fucking cool. You know, it was cool video, colors,

you drew there, yeah, whatever drew his attention to want it. He's going to want to share it. So, there's also you can also break down an unpack what makes somebody want to share something. You know, there's there's ways to fix so there is a formula to making something that is more likely to get shared, but at the end of the day, it's all about those influencers that share it. That's not by accident. I mean, when you break any unpack all these like specific videos down, you can go to like the angle and the lighting and you know, the way that it's staged and the icon of it and yeah, influential.

The average podcast they're in general uses, I was looking at the set, I remember with the number, it's not just close my phone, but the average podcaster uses social media more often and longer. It's basically more connected to that world of business, to the internet world of business. What's interesting to me is, it wasn't that long ago, you can actually Google this,

you can look up what YouTube looked like five years ago, what the average internet webpage looked like 10 years ago, and it looks archaic. Just five or 10 years ago, you look at it and go, wow, that's how fast it's changing. Dude, it's a matter of time, it's a matter of short time before having individually

produced podcasts like we're doing here where we just started it in Doug's living room or whatever. That's going to be a thing in the past. I think it's going to be like the super highly produced like YouTube channels. It's not going to be like people who are good and smart with using apps and stuff. I think you'll see some of that stuff, but man, it's going to keep getting better and better. I have a feeling that it might get dominant in person. You could be it. Well, you know what I mean? Yeah, whoever it is said that ever.

It's here now. Being it, man. It's here now. It's already happening. We were just a part of it. So, you know, there's, and we're so buried in our own stuff that we don't have time to be out shopping around and looking. But if you really pay attention, your company's like Nike and Under Armour and whatever, some big soap company, Chevy, all these companies now have YouTube channels

and they're just now learning how to do it. When they first came out, like, if you look, and I have no idea because I haven't been on this, so I'm just totally just throwing bullshit out right now, but I'm pretty sure I'm pretty confident. If you were to look at these big companies big companies now most their YouTube channels are pretty fucking cool They've actually spent time making it for the right platform Well went four years ago when those big companies came into YouTube They would be just doing they were they were repurposing already content that they were doing a commercial

They actually have new content for their own right exactly because, exactly. Because have you seen commercials for big brands that are only shared online? Yes. That have like cursing in them. You know, do you remember who, do you remember who, do you remember who one of the first companies, in my opinion, I think that did that so well?

It was the, the dirty balls, the dirty balls and the, it was old, not old spacks. Ax, ax, ax. Yeah, yeah, yeah. Ax, ax, and then old spax. Axe. Axe, yeah, yeah. Axe, and then old spies followed up with that. Then old spies copied them, but that was a YouTube. That was not, they didn't do a commercial.

It was like super low budget. They did, they did that, and it went bananas. And so now, and then you started to see big companies after that start to kind of follow suit a little bit, but that was only like, you know, maybe five years ago now I can't remember when that first came out, maybe a little more, I'm forget, you know, it's maybe it's been like seven years, I don't remember when it was, when that first came out, we could probably look it up, but that was when

you really started to see this change, and soon it will be very hard for somebody like us who is just, there's nothing, there's nothing famous about any of us, there was nothing that we, none of us, there was nothing that we, none of us did anything fucking super spectacular for people to tune in and listen to you. I did one time, but nobody was there. I was gonna say that. Damn it, nobody's so excited.

Only we know we're cool. Right, so we're all right. So, you know, so soon, it's, companies like that will hire anybody even, if you were, if if we were if we would consider us talented at what we do We would be hired by somebody like that. They would go like oh these three knuckleheads are now gonna work for Nike And they would you know I'm saying right the fourth You're gonna run our podcast. So you know that's I think it's all cool, man I think it's gonna be interesting to watch. I'm glad we got in when we did

I think it's all cool, man. I think it's gonna be interesting to watch. I'm glad we got in when we did because if it does what we think's gonna happen with the world of just specifically speaking podcasting, you know, if we just keep doing what we're doing kind of hang on, it'll grow along with it because although I mean 98 million Americans have listened to a podcast every single day I talk to people and I'll bring a podcast and be like, well, what's that? How do I get on it? Like, what is that? Where's the icon? How does that work? Like, imagine when that becomes easy and it becomes like, you know, just an audible medium, you know, there's always going to be a need for that, you know, like for people to consume

because like they're going to be doing things with their hands. They're going to be like, you know, like working or going around the house or doing errands or whatever. And it's like, you know, we can follow you the whole way. You know, you know, like working or going around the house or doing errands or whatever. And it's like, you know, we can follow you the whole way. You know, you know, it was air. It'll be like when we saw with newspapers, like, who the hell reads a newspaper nowadays? Yeah. Have you guys seen the San Jose Mercury news? No, that's still exist.

So the San Jose Mercury news, is it like the news like I see on TV now where they report about Twitter? That's a picture of this morning on Twitter. It's like, what are you trending now? That's crazy. The San Jose Mercury news used to be an award-winning newspaper in the country. It used to be a well-renowned, like one of the better ones.

It was thick too. It was a big newspaper. Lots of stuff to read. It's like three pages and ads now. It's like nothing anymore. It's fucking a shell of its old self. It'll probably not exist once this generation that reads newspaper still dies, which everybody

that gets it now is like, oh, it's kindling. That's what's gonna happen with radio. It's already happening with radio. Oh, radio and TV. Yeah, or it's just they're just gonna be gone. That's so crazy. That's why I see like companies like Nike, this will become a whole department

or company within itself will be like the social media part of the business and you see Come you see it already. It'll be it's you'll have a network It's like what we're we talk about what we're a building it just takes a long time Actually speaking of building from the ground up if we were Nike and you came in with your brand is like a person As a podcast it has a YouTube actually speaking of podcasting, Doug found, there's an award thing that they do every year for podcasting, it's been going on for 10 years. Is that the podcast?

Podcasting, the hard. Podcasts, the words, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the,

I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, I want to get the, an award show and oh podcast awards. You found it? Yep podcast awards.com.

So it's been going on for 10 years. Yeah. And they give away like awards like the Emmys or whatever to podcasts. We want to trophy. So here's the thing. Like get it mom. Here's the thing. I want a fucking win dude.

I want to think. I want to win. I don't want to do this unless we win. All the people. I want a fucking win. I don't want to do it. So if we don't win, Adam will eat his hat. I'm going to. I don't want to do this unless we win. All the people. I want a fucking win. I don't want to do it. If we don't win, Adam will eat his hat. I'm going to I'm going to Kanye Weston just get in front of you know,

Adam should have won. Yeah, so Adam. Yeah, he's the best. Yeah, you did a good job on everything, but they had the best podcast. So podcast the wards.com. You go on there, register yourself and then vote for mind pump in the People's Choice Award and in the category of health. This is like podcasting hard, dude. What do you mean? Podcasting hard?

Yeah, it just feels funny. Hashtag. Ah, podcast, still dirty. We're still building that. We're gonna try and get an award at this thing. Yeah, we can do it. Yeah, we're in the trenches. I'm stepping my ass.

I'm stepping my game. You know what it is, dude? Now that we're up for an award. Yeah. Shit. You know what's funny about this is that because I've never I never never we should open with a new epic voice. Do you still do you still have any of your glass trophies? They podgees. Oh, from 24. Yeah. I have no I'm not exaggerating. I have two big, like big moving boxes, full to the rim and they're, I think they're at my ex's house

and they're just covered in dust. So I have so many, it's three days. I have a beast. I have a bend too at my house. I thought that'd be pretty, one day one will take them all out. You only get two. You know what we should do?

We should bring them in all of my athletic Achievements Ridiculous in here. We're not talking all sports whatever Missed obviously I have a bunch of trophies. They're not but I want to bring them in motor mouth award You know we should do we should bring them in and we should count them all to see how many I don't work as long as you guys did for 24 I was only with them for oh don't start making Just to show no no just to show scale cuz people like wow sounds more awards than you count That's a lot of awards now I what was the best thing you won at 24?

Did you oh cuz it the Y-trip well no, I mean who was man? I didn't win any management awards cuz I you know I was there for like a minute But yeah like in the company, you know, Number one the company. Yeah, but I'm saying did you do because these have contests here? They give away a TV or they give away this. They start doing that shit. It was in the early days, huh? Yeah, man. I missed all of that. Didn't you win a Hawaii trip at them? Seven times. You went to Hawaii with 24ft into seven time. I missed like the last one. Yeah, and then I was like, I know the last two that I didn't go to, I mean, don't get me started on that.

That was when they started to do this thing, right? Because the company was always making it tougher for you to hit goal. I mean, of course. Right. So they always move in the target, right? It didn't matter though, competitive guys like us would be like,

ah, fuck it, I'll still figure it out. Crush, right? And so every year they made it harder, well, the final two years where I didn't go, it no longer was in my hands. It was now, if you and your general manager, the sales side averaged this. So because my bull and I busted my ass.

I feel like they made that specifically because it guys, I remember us helping the entire sales side of the gym. My trainers were over there selling for them. I was closing deals for the sales council. I was like fuck these guys, they suck so bad. I'm like, you guys, I'm gonna ask, I need your help. I just came to my trainers and said,

that's embarrassing. Yeah, we guys don't say it was way embarrassing. So one, one, my favorite thing that I ever did, it wasn't an award was this is just something that happened. When Sanatrice, the club, there was two grand openings for it. There was the, like, the grand opening where people can go in and do some stuff, but it wasn't fully done. And then there was the official grand opening,

which, so I was the manager for the official, like, big, you know, grand opening. But the first grand opening would actually open the doors. The district, was it the district manager? No, the vice president, I believe it was the VP invited his top general managers from the region to go to the club and compete for top salesperson for the day.

So you've got a bunch of killers going in there who manage their own big clubs, and we're going there and it's pride on the line. And then last minute, he says $500 cash. He pulls out $500 bills and puts them down. He goes, and whoever wins gets $500. So it was me and all these managers come out. Yeah, me and all these managers,

and it was about to go down to see who can outsell who, right? And I fucking, it wasn't even, it was me, and then second place was like half, and watching Usain Bolt. And the way I killed them was two things. I had two strategies that always made me effective as an AGM too, and I was just a sales guy, was A, I could see a customer walking in

before they parked a car, so I could fucking,'re saying and they do it and they zero in. And number two, I had a quick, I could do a quick sales process and I could work the floor better than anyone. So when I didn't have a guest, I was working the floor and I was still all the balloons and I was selling personal training like crazy. Yeah. And I won that and then I used that to talk shit to everybody for ever. Still now, if you're listening now I beat you. Yeah, yeah, that was something I thought about Whoever who would you attribute like

Most of the sale skills that you have to like is there a single person obviously? I know you that you you pick up from anybody and everybody you ever worked with But was there a single person that impacted the most there were two people that I worked with three people I think one two three with, three people, I think one, two, three, maybe, yeah, three people who, two of which worked for me and one of which I worked for, that pushed me to get better, because I was very natural at it, so it was easy, and so I took that for granted,

like I think anybody, right, if you do something and it comes easy, tend to take for granted that you could get better by honing your skill or whatever. The first guy was Don Cardona, who was my general manager and then became my district manager later on. And the way he pushed me was he would fuck with me.

So when he was my manager, I was an AGM and assistant manager for a little while when I transitioned from fitness. And I was just, I was doing numbers, nobody has seen. I was doing 40 and $50,000 in production and in commissionable revenue every month, back when the second and third place were in the 20 and maybe 30,000 rate.

So I was just blowing people away. So what he would do with me is he would fuck with me and literally the day would start and he'd ask me shit that I knew the answer to. So we'd say, Sal, let me see your planner. Remember the stupid planners that we had? Knowing you didn't fill it out.

I haven't fucking do a planner. I lied in green here. Yeah, I lied in yellow there. And you didn't fill the salt. You get no guess today at all. So then for the whole day, I'd have to figure out how I can make sales without getting any walk in guess. So I'd only get appointments or I have to work the floor. So I'd have to be really, really creative. And there's a couple of times I got in trouble because like one thing that I did was I'd go on lunch, but in reality what I do is I'd stand around

the front of the gym and I'd see who was walking in. I could tell when they were a guest and I'd hand them a guest pass with my name on it. So when they come in, they'd be like, oh, I'm here to see Sal, and I'd be like, I'd walk in, oh, I have a guest. Yeah, he threw a calculator through the wall when he found that out. But anyway, it pushed me really early on in my career. And then, when I had-

How old are you at that time? I'm 18 or 19. Oh, fuck, you're young, right? Then I had Jason Marcucci work for me, who you guys know very well I know Adam you know him very well you know what's funny I've been meaning to bring him up on the show he would be fun to bring down here and talk oh my god dude I'm what I'm afraid of what he would say you know I'm afraid of happening to hear stories no I don't

know he's got him on you guys so he's just a great so Mark Mark Kucci was, he worked very, very short period of time for Don Cardona when Don was a general manager at Sunnyvale and I had run my first club with just Salinas. Then I get Sunnyvale, the flagship club. I walk in, Mark Kucci's only been a counselor, a sales guy for a month maybe, and I walk in and here's this fucking dude. So back then, when we were selling memberships or running the gyms or being trainers, the uniform was sweatpants, a purple polo shirt, and tennis shoes.

So we looked like that. Was it Fila days? No, this is before Fila. This is before Fila. Before Fila? So we had sweatpants that we could wear, whatever sweatpants we wanted, as long as they were a particular color.

I think it had to be black, so it could be whatever you wanted, and then purple, like old school 25th in the shirt. I walk in, and here's this fucking kid, and Marcucci was young. He was, is he our age? He's between me and you. Yeah, so he was, so he was me.

So I walk in as a manager of Sunnyvale. I'm 20, he's 19, so he's a young, just champion, right? I walk in. I walk in. And he walk in with it, did he have the personality that he's always been? I know him as well. Hold on a second, let me just explain,

let me just tell you the story of it. Literally, this is the first day I met Jason Marcucci. I walk here, you're the GM at the time. I'm the new GM. Brand new. New GM. I walk in early, I have a meeting, all staff meeting like 10 AM or something like that. So I walk in at I have a meeting all staff meeting like 10 a.m. or something like that

so I walk in at 8 a.m 15 minutes later this fucking kid walks in with his purple polo shirt on slacks Expensive like snakes in shoes Like fair gamos. Yeah, that's so Jake hold on hold on. I'm not done and a briefcase Jason did not have a briefcase. Yeah, my face. Perfect. Jason did not have a briefcase. Oh, swear to God.

That's like my cousin Vinnie. Yeah. He walks in, he walks in, so you know him so well. You know what's, so that's exactly what he would do. Oh, I totally believe, you know what's awesome about that is anybody who knows anything about the gym industry too. Like one of the biggest, I think the biggest, or most common questions ever asked, right?

Cause I've given probably I don't know thousands of interviews over the 10 years and Everybody always asked what do I have to dress like because you know that in the gym life It's pretty much like sweats and it's all casual It's pretty casual like so if you're a young kid fresh out of college You're kind of concerned like do I need to suit up for this or not? Most people actually don't even ask, and they actually show up in sweats. Every once in a while, I would have somebody show up dressed nice,

but definitely never had anybody roll up with a briefcase. He comes to work, he comes up, he's got a briefcase, and he's got slacks on and shoes on, and he's like, hey, how you doing? And he puts out his hand, he's a 19-year-old kid, and he looked like a 19, and Mark Huchie still looks at this baby face. He puts his hand down, he's like,

hey, how you doing? He goes, all right man, I'm here to make some money. Like, does he really say that? Oh dude, I like, I look at it. I look at him like, he's gonna be a monster. And Mark Huchie was a nightmare, a nightmare for most people to manage because he is the kind of person

you had to put a chain on him. 100% and you had the whole them back. You had to hold them back because if you didn't, he would break every rule. He would go, he would do crazy shit. In fact, he worked for me twice. The first time was that Sunday, he was nuts. So I was always pulling him back.

Like, you can't do that, you can't do that. Don't say that. But he was a crush. He was breaking, you know, like, what you mean, but you should explain the listeners what you mean by that because when you're it It was back then it was very car salesy so you could Write your own prices and then oh, I'm gonna cut it by 15% or oh I'll throw this in for free like we had a lot of flexibility No, no markucci would make up barbecue sets He would tell stories and shit and I'm and you know, they were harmless

But they were obviously bullshit and it was like what do you do like and I would talk to him about this kind of stuff but he was always had to put a leash on him. The second time you worked for me this is not a joke by by the way. Now I'm at Santa Teresa. This is years later 24th in this has tried to mature. They have they bring on this HR department. They try and every have these meetings Okay guys you gotta say this you can't say it, this way everybody's gotta be perfect, whatever. I bring Marcoochi back on board, because I'm like, he's a killer, I'm one of my team,

but I had this talk with him, I sat him down in my office and I said, listen, I said, it's not like he used to be, dude. He used to do crazy shit and I used to hold you back. I said, if you do crazy shit now, they'll fire you. And I can't do anything about it. Like I'm not, I don't have as much power as I used to have as a general manager. And I'll stand up for you if I can, but if I it. Like I'm not, I don't have as much power as I used to have as a general manager and I'll stand up for you if I can,

but if I can't, you're fucked. Like so be good. And you know, Marcoochi, yeah, yeah, yeah, yeah, no problem. And so he'd fucking destroy numbers and crush whatever. Anyway, I come in one day and fucking HR's there, dude. And they bring me in the office with the operations manager and they have fucking surveillance video of Marcoochi climbing through the ceiling tiles

Breaking into the operations manager's office to change the station Because the music you don't like the music because the music was boring Now here's why you don't do that the operations manager has the money right right and if you break in there He's got to say fall the important files of all the clients and of course nothing was stolen Marcucci was in a thief He never was. But he got fired because he fucking cl- and I remember sitting in my office with them looking

at him like, you know why you got, like you know you made a stupid decision, right? He's like, I know, you know. I was like, why the fuck did you do? He's like, the music was sucked. I'm like, I don't care, dude. There's country over it. But anyway, Marcucci pushed me in the sense of being,

of having fun and getting creative and really brought up the atmosphere of the club. And then the third person that pushed me was Larry Evans, who is- Now back up real quick with the J, because I know this is a part of your personality because I know both of you very well. Is that something that you like before him, were you less like that, were you not like

that? Because I feel like you have that trait about you now, where you have fun. And, like, I was, I was, I've always been like that, but when you see someone who's a master of it, and that was Marcoochie, he's just, he's a master of doing that. He's very intense, but he also is extremely creative and has a lot of fun and will bring the energy up all around him. Not even so much as a leader because he wasn't, like he wasn't very good at giving meetings

and training and developing staff. That wasn't his thing. He was just, he's just a killer. He's just contagious. Like you have him in the room. If you go out with, we all gonna go out one of these days. Oh, bro, I've been out with them in situations like that. It's the, I'll tell you a story about going out with them.

We went, one, one, one, one. Make sure it's one that he won't, he won't get mad at you. Tell, yeah, I'll let this person, I know. I know, wait a second, let me think you're, you'll be okay with this one. Yes. You'll be all right, this one. There was about, everybody else's names.

There was about 10 of us that were all going on, and I don't remember what it was, but it was a lot of the gym guys, so everybody fit. Good looking young guys all going out. It must have been a bachelor party or something. And we're actually like downtown San Jose. And we come walk it, walking in. And I mean, and you know how you I know exactly what you're trying to explain right now because the moment we get out the car, he's on. He's already on like Jay is the loudest person talking to everybody, leading the way way like and I'm an outgoing for a person Anybody knows me knows I'm very loud outgoing for like I become like the a shell of a man in this get with this guy

You just can't he just he dominates that world. He's yeah, he's bigger He's bigger than life in that situation. We won't we come walking through We're not even into the club and then pool there's this this group of just bunch of hot girls and they're like all bachelor at girls. They're getting going out themselves and he walks up and starts to introduce us as some baseball team and he starts going and he is just off the cuff introducing each of us our positions. What we just did. I mean, he had this whole story that he had made up and free play. Oh, no, it's not even pre-play. He just does this on the win. Yeah, I mean, because he had no idea those girls, you have 10 girls.

Like that many girls, that many guys, all of us. And it's a gift. Right away, he goes right up to the baddest one. Starts talking to we're all out and introduced us all. I can't even remember what baseball team he said we were. But then he starts going around, introduce some players. He's the catcher.

He's the pitcher. This is, oh my god, he did this today. That's so great. I had a friend like that in Chicago who introduced us all is like, we were on the pitcher. This is, oh my God, he did this today. That's so great. I had a friend like that in Chicago who introduced us all as like, we were on the Bears because my roommate was humongous. And so we had this whole backstory going into that and it was just like, the entire group of girls were just like,

what? It's a skill, dude. It's a skill. And although I'm good at it, I'm decent at it. I watched him and learned from how- It's a skill and although I'm good at it, I'm decent at it. I watched him and learned from it's a fearlessness. Yeah, and I'm not even talking about the bullshit. It's just his energy. The dude's just fucking, he's like I said, he's a battery.

Consistently. Yeah, like I've never seen him. And I've hung out with Jason a shit ton of times. I've never seen that guy slowing down. No, no, no, no, no, no. He's, he would trip me out to see him that way. He's unbelievable. He's an unbelievable for our PM. Yeah, it's unbelievable. So then the other,

the third person was Larry Evans, who you're also, you know, very well as well, Adam. And Larry Evans was probably is the most talented sales person naturally. I've ever worked with in my entire life. He is, he's like, God, how would I explain? Is that Kobe Bryant? He's like, no, you know who he reminds me of? He reminds me of the character played by,

in Jerry McGuire, and I always used to tell him this because I used to, whenever he'd call me, I love black people, I used to do that too, all the time. And it was because his character, his personality, is that he's the only guy I've ever met that is ten times coccier than I am, and you still love him for it.

It doesn't come, it's weird, it's hard to explain, but if you've ever met somebody that is, he's fucking as cocky as they can come, but every bit of it, you enjoy, and it doesn't get annoying to you. No, so he walked in and we sort of... That's just talented as fuck. He walked in, he's, and you know, he interviewed, or he tried to get a job as a sales guy at Capital,

but they wouldn't even interview him. He came in to see me and he told me that and he was wearing like a jersey, I think a basketball jersey and I said, all right, we'll meet tomorrow. I said, show up like you want this job and he fucking showed up like, look and nice. We sat down and Larry is just, like I said,

like you talked to him and right away, right away, I could see this incredible talent in him. And so when I unleashed him, and that's literally what I said, like you talked to him and right away, right away, I could see this incredible talent in him. And so when I unleashed him, and that's literally what I did, is I unleashed him on the gym, and he was also a good student. So he was very, very trainable as well in the sense that he wasn't so cocky that Marcucci had this quality about him that I didn't like where sometimes

you couldn't tell him what he did wrong and what he should do right, because he'd battle you. Like you'd have these fucking arguments with Mark Kuchee, which I loved, but I also hated. Larry would sit there and he'd absorb it and then he'd put his own spin on it and he'd do it better than you did. Yeah.

You know, he would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being-

He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up being- He would end up- He would end up being- He would end up being- He would end up being- He would end up- He would end up- He would end up watching Larry in the club sell memberships and sell training and sell whatever he wanted to. It was the first time in my life I truly felt like I could go ahead to head against somebody and I might not, I might not win and I did a couple times, a couple times to really pull out the best in him. I would compete against him and he'll argue this by the way till this day. He'll argue it, but I've got fucking evidence, dude. We did it. We had to close out and I told him let's see who can like his we you would talk crap to him

Like I'm better than you were and blah blah blah cuz he you know I talk about my heyday or whatever and so we did a day where we went back to back and Maybe he did beat me. He did we went back to back and I Beat him up until the last minute and he had one guest come in. I think he beat me by He did. We went back to back and I beat him up until the last minute and he had one guest come in. I think he beat me by like 10 bucks and it was an awesome moment. He did beat me. That's right. And then I had this record as a general manager for personal sales at 24-Fitness, which stood at I think was like 44,000 something in commissionable personal sales. So as a general manager, you're not really supposed to sell a lot yourself,

but they do encourage you to do it. Just be a good example. And I had the record and second place was like, maybe 19,000, like nobody would ever get close to that. And I thought nobody would ever break that record. It was there for years. And the person to break it was Larry Evans. He broke that record.

So, those three people definitely, to put in the perspective of those having numbers and gladi because that it like a normal like back then like what you had done was unthinkable and it shifted the way the company. A lot of people don't know that, but a lot of how they started to do business was shifted by a lot of these guys because before that like and you know this because you were there then, personal training wasn't the major focus. That was one of the first pieces that 24-offendists put in

before figured it out, before anybody else did in the industry was, if you sell them training, they have to get the membership. And that was because, and they'll get fit, and they'll use the gym, and they'll have a point of contact. I mean, it just makes sense.

Right, right, and there's guy, there were guys like you, and Larry and Jay, back then that were the first ones to really start and do that. And before that, I mean, the numbers were like 50% of that. Well, no, less, consider this. Yeah, consider this. Consider this.

Consider this. Hillsdale, which in its heyday was producing over $100,000 in one month of just personal training, okay? And it's, when I first became a trainer at Hillsdale, same club, same area, same everything, their goal was 13,000 dollars total for personal training. Now for membership, for sales guys, if you sold over a thousand dollars

of personal training in a month, you were a god. Like you were fucking amazing. And I was coming in as a sales guy and I was blowing, you know, between 15 to 25,000 dollars by myself in personal training and that what it did is it changed. I was the first one to do it. It changed the atmosphere and how they started doing thing. The sad thing is that they started reversing all that shit later on and turned into what they do now, which is nowhere near as, you know, revolutionary as they were before. Now it's just whole, you know, big box, you know, price war type of thing that I think has been

a total disservice to the industry. That's why they that's why they've been struggling for quite some time too is I mean, I tell you what that what they did then was was so far ahead of their time like so many people modeled it after that, but God, it was it was crazy being a part of that scene. Larry did $50,000 in just personal training by him fucking self one month with me. When we set the record, so the only club that ever did more revenue in a single month was the Austin Club in Texas. They did, I think there was revenue in a single month was the Austin club in Texas.

They did, I think there was, 100 and 92,000 I think was in personal training in one month. And we did 187 that month and Larry did 50 by himself. I did 20 something and then my staff killed it, right? But man, it was, it was so fun working with a guy like that. But I tell you what, you know, Larry and I, really good friends, I didn't learn a lot from him.

And I would, but that time in my career, I, him and I got together towards the end of my career. And by that time, I had been with Mark and Austin. I've been a, years of training and stuff. And I've been a manager already for like six years. So kind of grown up for sure, and I definitely had refined a lot of my skills through being mentored by a lot of these talented guys.

Well then I get Larry, and I remember before I worked with Larry, everybody was like, yeah, because they found out him and I were gonna be together. They're gonna play it. So at that time, I was in the killin' it. Yeah, top fitness guy, top manager. That was a show. And this was the first time, well not in the top fitness guy top manager. And this was the first time without with the first time. But this is the like one of the first times that they had intentionally done this, right, where they

took him out of a club, me out of a club, both places we are destroying. They're like, let's put our top performing FN with our top performing GM and let's see what we could do in one of our best clubs, Hillsdale. And I came in to replace another guy that was failing who we all know in the fitness business, because he wasn't cutting it in that club. And we come in and everybody was like, you gotta find out what Larry's doing.

Because everyone thought he was cheating. That's the, well, everyone thought he was cheating and kinking deals and doing shady stuff. Because he worked, why? Because he worked for me. And people thought I did that shit. So they're thinking, oh, he just taught Larry

how to fucking bullshit and cheat and, you know, but he's the real deal. Oh yeah, no, what, that was so crazy. Was everybody, and I'll never forget this day. I remember my first day of work with him because I was literally like spying on him. Like I was like, I gotta figure this guy out. Cause something I prided myself on

was I was a chameleon. I was able to work with anybody and by the end of the day, I could do you. Like I could watch you and I could see, I could see the way you talk and how you present, how you are with your guests, the mannerism in the bar. And I could do that.

So well, Larry, right away I have this mentality. I'm gonna come mentality. I'm gonna come in and I'm gonna watch everything that he does and I'm watching him and I'm waiting for something magical to happen to dudes close and deals and But he's not saying anything extra fancy. He's not doing anything different out of his tour He just has like I said he's fucking he's I don't know how to explain it. He is he's natural Well, Well, yeah, he's the most gifted salesperson ever. He would go in to his office, and I remember watching this. And I would listen to him talking to people, he didn't know what the fuck he was talking about.

Like he did not know shit about training. And I would listen to this stuff, but the way he explained it, it wasn't necessarily wrong. He just, he explained it how it made sense to him and he did such a good job at committee I'll tell you that's what I did take from him I will say that he helped me gain a new level of confidence when we work together because I'm like this motherfucker I thought I was like I was a little I felt like I didn't know a lot about this this motherfucker didn't and he was the best

He was the best at doing what he did. He was the guy that would get hugs. People would hug him. Oh yeah, bye. Oh, I just spent $3,000 on this. Yeah. And they'd give him a hug, because he would, like, I get you. He was in good.

Only person I ever worked with that ever bumped one of my deals. All the time that's ever, only time, one time in my life. And the time he did it to me it was the most in my opinion like I remember we what we used to do is I got a story about that so what we used to do that for what people Those that are listening have no fucking clue what I'm talking about so a bump deal would be that I go over to get like Approval for my manager I I sold this person a membership 20 sessions whatever and And then when he actually says goodbye to them and welcome to the club, he sells them more.

He sells them more. Yeah. That's out of that. And that to me, you're a punk. Like that means I didn't do my job well enough of like this person, my boss gets a hold of it and now he thinks that person can use more of self-esteem. But that was a power move.

Right, it was. So nobody has, nobody has ever done that to me. Ever, you remember I get Larry like seven years later in my career and the first time it happens to me here. And I'll tell you what, I was showing off when he did it, which is what made it even crazier. It was, I took somebody on it. Oh, he did a smart move.

He did that, he did that because you showed off, probably. Well, no, it wasn't like that. Larry and I had already been together for a long time. Like, we were already close in France, but it was like, him and I had both had both agreed, like we're, today we needed, we had to hit, we had hit numbers. And so, we, him and I were taking every guest. And I would, what I would do is, I would take them on my tour, and it'd be like an hour tour, because I would do body fat tests on people. I'd talk to them for like 15 minutes about their body, their deviations,

I'd break them all down. And then I would bring them back. And when I would bring them back, I would present to Larry what they needed. This is what this person, this is what she needs. This is what he needs. You know, they wanna come this many days. I'd have it all laid out for him. He just had to close the deal. And we are a great team.

That was the, and then I brought a guest and what was so impressive about it was, you know, I could get somebody, I could get you in an hour tour. I, you would feel close enough to me that you would be willing to share like your bank statement with me and say, like this is how much I'm gonna have, I can invest this much, I can do that,

but I can't do anymore. Well, I would get to that point, and I knew that this guy was like, he just lost his job, he was a butcher, they told me they told me they were a financial situation. So I remember telling Larry, like, hey, just so you know, like when I passed it off to him, this is the situation. So be careful, you might have a hard time you know, like when I passed it off to him, this is the worst situation.

So be careful, you might have a hard time getting this, if you have to drop to this, I set it up, T.O. nice. Like, and then it's, boom, comes back. So I have a sound, I was like, what? I have a story with Larry, so I bumped one of his sails, and so Larry bumped it again. I didn't remember, I literally bumped it, and then he bumped it.

Which is unheard of, dude. Which is pumped to buy. Which is great because, so here's a funny thing about Mokuchi and Larry. Both of them, exceptional at what they do. Both of them could be each other depending on the circumstance. And if I were to analyze myself, I would say

I'm a merge of both Mokuchi and Larry. How fun it would be to put the two of them on the show. Well, oh my god. If you had a gym that would have had, if it was a grand opening club, and it was just guest after guest coming in, and you needed speed, you needed fast, you needed that kind of shit,

Mark Huchy would beat Larry. If you had a normal circumstance where it was quality with your customer and all that stuff, Larry. All day, all day, all day. Jason was speed, Larry, and that was like stuff. Larry. Okay, okay, okay. Jason was speed, Larry, and that was like comparing like. So funny, dude, that the... And Mark is the one who taught me the speed side of the business, right?

So I had... Mark Huchie would have people waiting while he was touring another person. And he would do three presentations at the same time. He'd have three desk occupied with presentations. Never seen that before until I worked with Mark Huchie. Yeah, that was a Mark move, too. That's how he was. I mean, that was the things that I, that's, I get my, you know, when, when I get all crazy here at mine pump when I'm like, pushing, wanting more, faster, faster, faster, faster, faster, that's all from him. Like,

he installed that, I mean, because I had never worked with somebody. See, now once I got to the GM FM level, you know, you know, rotate, I go through all these different other managers I work with, all had attributes. If you're in leadership, like you have attributes about you that set you apart from the average person. So there's great things to take from anybody, right? But then every once in a while, you meet someone who's special, and I remember Mark was probably one of the most special guys that I ever met, and the biggest takeaway that I got from him

was, you know, at his level, you know, when you get to the management position, like, if there was every time that you could let off the reins, that's when you're mostly salary, you're paid on the percentage of the club. Like, if you do a good job of leading, like, you could, you could cruise a little bit when you get good at it. And there were some managers that did that. Yeah, a lot. And they were good at it.

A lot. Yeah, yeah. No, I actually got good at it later in my career. And I look, my last four years in my career, I admit this all the time that I was on cruise control, I'm making good, I knew I could hit, I could outperform almost anybody in our region. I could put my feet up and have a great atmosphere in my club, like it was awesome, it was, work was great.

But Mark, man, there's no way if he was working with me could I do that, like, because I just felt bad. This dude would be the first one in the last one out. I was going to work seven days a week. He'd be running three presentations at the same time. Like, you know, he would be doing, he'd be doing the Fred desk girls job. He would be doing the maintenance guys job. He, I mean, he did everything. Like he did everything and never stopped. He was going to got me on the drinking speed stacks. Yeah. It was the only person on to me. Right. And I passed the job. It was the only performance in

Hansi. The only way I could keep up with this motherfucker like to the point where you talk about and a D who was always pushing you by challenging you. Like he would mark with push me that direction with work. Like, oh, sleep, pussy, you know, so like really? And he would always, and be trying to beat me to work all the time. So that work ethic, I was, and I was already, I thought a hard worker, but man,

when he, when we worked together and he did all the stuff that you didn't want to do, dude, and it taught me something about business, though. Well, I mean, we broke records that nobody had ever done in that club for a long time that we were together. So, you know, and it was a, it was the shit hole club that I talked about the other day. It was the worst, one of the worst clubs in the company. Everybody knew that and we broke records out of that club. And a lot of that was because of him and his leadership

and the things that he did. Nobody wanted to do that. Nobody wanted to be a GM, getting their fucking mop in the floor, getting in there, making the phone calls for all the counters. Putting pliers on cars and doors. Putting pliers on. Yeah, that's all the grunt work.

You know what, when you get an management, you delegate all that shit out, but he knew he could do a better and he can make a bigger impact. And so he did his job. It's all workhorse. Oh, just, yeah, I mean, man, it just, and it's, I sometimes I get frustrated here

because we're doing such big things, right? We've always got these big projects that we each have to handle that we miss sometimes all those little tiny details. And it's like, I want that, like, God, we got to do that. We got to push that. We got to do those things because those things matter. I've seen what it does when you when you actually put that effort into it. But man, it's a monster.

He was, he was definitely a major influencer and super talented. I saw him do numbers like the, like Larry, like Marcucci, just in his own way, right? Through work ethic that way. I think finding an environment like that, I mean, for us at least, it was so pivotal in turning us into who we are today. And I think it's an important thing to really factor in when you're getting a job or you're working or you're working or you're surrounding yourself with.

I mean, think about it. You work for some of these dynamic companies because we were in fitness, right? So we were in the industry of fitness and the dynamic company to work for at the time was 24 fitness and the part of, or the region or the area of 24 fitness where you would really find it being performed

at that level was the Bay Area kind of where it started right because it started in the Bay Area. So you saw the first clubs. Right. I mean, really that's, I mean, that's the idea right? Like if you're in tech, gosh, I mean, imagine being a part of, you know, Google as it's growing or YouTube as it's growing or Netflix as it's growing, all of the things you're going to learn and that atmosphere, it really disappears when a company

gets really large. Oh yeah, I watched it. You can't keep it because all these startups talk about this process, and how nostalgic it is for them because they always remember those times where they actually had that interaction that one-to-one interaction with their customers. They spent the time to work on all these details, whereas they get so removed from that as growth happens, and then they always try and revisit that and recreate it. That's something that all these startup companies, there is definitely an appeal to that, that energy in the very beginning

and everybody's, you know, so like positive and, you know, you're doing it for a reason and a purpose and, you know, and I think that once, it's tough to kind of keep that, that sort of passion and that mentality going into like new growth periods in your business. Well, it's like the book I'm reading

Find Your White, you know, with Simon and your White. Yeah, like that, it's, remember, always go back to you. Yeah, exactly, try, and I think that's something that we all, we always try and practice, right? Cause we can get to a point where we're, you know, spread thin and it's,

it's why I like us talking about how we work out and we work in the business, right? So we work in the business most days, cause we're in here having to put out content. It takes a lot of effort to put as much content as we do out consistently. So that's a big part of the business. But sometimes we get so consumed by that that we're not handling all the things where the business needs to be going or is currently going or things that have. We started that we haven't completed. Like it's really, it's a monster man when it gets to that level and it's, you gotta always

get to remember what the why was and why, why we started this and go back and then like unpack to that and then work your way back. Yeah, I never, I never wanted to work in or manage or lead a bunch of jobs. I never wanted to do that. When I ran clubs, it wasn't, people were not showing up to do their job. They were showing up because they had a purpose and they were showing up because they loved it.

And when I mean by they loved it, they didn't like it always, but they always loved it. Because sometimes it was hard, sometimes it sucked. Sometimes it was growth, but everybody wanted to be there because they felt it was bigger than the job title. I would have, you know, kids club attendees would attend meetings with me

and we'd talk about certain things. And I used to go in the kids club and play with the kids and talk to them and hang out and discuss the, you know, the why? Why are you here? Why are you watching the kids in the kids club? And they would always look at me funny like because it pays me, you know, 10 bucks an hour and I'm like, no, like you're actually, you know, a part of something bigger and their parents are working out. And I would really explain this, this concept to them. And, uh, and, you know, it just, it became contagious. And I think working and we were part of an environment that was like that.

I didn't, I didn't, I didn't invent that environment. I was part of it and I created the clubs that I ran. But the growth, and here's the thing too, it was an intense environment. We worked a lot. One year working in that environment is worth five somewhere else in terms of, I'm talking about everything, how tired you were, how much energy you put out,

how much you grew, how much you learned, all this shit you experienced. Oh, how many people you see, just simply mathematically, how many people you see, because you think of pure concentrated traffic. Right, I think that's anybody who works in a place like that and then goes out on their own, learns that lesson real quick, right?

Because you think, you know, you think, oh, I'm gonna start my business and I'm gonna get into fitness and I'm gonna do this by myself or I don't wanna give this company half of my money, you know, for, you know, not doing anything. I'm doing all the work, I'm training them. Like, that's the mentality of a trainer.

And then they do that and then they go, oh, fuck, there's not 2,000 people walking through the door every single day in front of me. Boy, what do I kill for? Having 2,000 people that are all trying to hit a goal 2000 people walking through the door every single day in front of me boy What do I kill for having? 2000 people that are that are all trying to hit a goal Then I know they're trying to do hit a goal and they care about health and fitness because they're in the gym obviously They're paying for their membership how much I would pay for that those people to be in front of me right now now that I'm on my own business

Running my own business then I don't have that anymore and all of a sudden that you go like oh fuck Yeah, this is gonna be a little challenge. It's a different monster. That's why it blew me away when the direction of the company went, I remember sitting in a meeting and they were showing how they were gonna change the direction and it was literally like statistics like we have more gyms than anybody. Our gyms typically have more equipment, better equipment.

So all we need to do is charge this price and then we'll take over. Like, we're gonna dominate, nobody's gonna wanna go anywhere else. It's very easy. You should be able to walk into a gym and order your membership, like you're looking at a menu at a restaurant.

This, I remember them saying this and I remember thinking in my head like, I'm not gonna be here very long. Because you have no idea. You've fully removed. You have no idea what you're talking about, because I could walk into a gym, and within that same month, I could, you know,

sometimes double the revenue. Many, most times, at least bump it by 15 to 25%. Sometimes I double it. Now, you tell me if how a person walking into a club, within, even with a team, can double revenue in a month, is that because the gym changed? Or is that because the atmosphere changed and the people inside the gym?

So I mean, when they would saying that, I was like, this is gonna destroy everything. And sure enough, it changed the whole landscape to where now, I mean, a big box gyms are not what they used to be at all. Now, they don't place the same value on things that they were for a while. They were putting a lot of money in personal training and how to get the best trainers

and how to develop that type of stuff, how to keep members. And now it's just like, now you've got these planet fitness gyms and I could see it. Also the shivin, I was looking at statistics in how that, you know, in-home usage of like, you know, just using like new streaming companies provide like like information and fitness in-home for them to, you know, have their workouts and the availability with that and then Netflix and all these types of businesses that popped up that are providing these streaming services like

It it's already shifted like there's a lot of people that don't own, you know, gym memberships anymore. Well, look how insane it. I was, that was a thing, that was something I was surprised when I started looking at our listeners. Yeah. We have a lot of people,

how many times we get asked about like at home gym, at home, what will I need for maps, what tools, what, I think it's a lot bigger than people realize. It is, it's way, it's definitely more than what I thought. It is. Because I don't than what I thought. It is. Because I don't like it.

You know what I'm saying? So I'm like, I'm not a big lift at home person, but a lot of people are. It is. But what we need to consider is, so convenience plays a factor. Price pays a factor. Of course, equipment in the gym

or equipment that you have plays a factor. But the largest factor, by far, that will determine whether or not somebody embarks on a lifetime of fitness and consistency with their fitness, is all psychological. It's none of the other things, none of them. Because as many home gyms as there are that people use,

there's five times as many that people don't touch. People buy equipment and this is why the resale value of home equipment is shit because you go on Craigslist, you can find anything you want because people buy them and then never use it. Well, this is awesome. And there's a gym on every corner now. You have direction.

You know, I don't know. So, Peloton is killing it right now. Do you know that company? Peloton, it's like a, you know how like soul cycle and all these kind of companies are coming out that it's a group environment, everything's like. There you go. Cool and all that.

Well, they're replicating that group environment feel on your TV now and it's killing it. So honestly, yeah, that has been a dinosaur thing where people buy some equipment, just gonna gather dust, they're gonna put their fucking clothes on it and use it like as a rack. But it's these engaging classes you can sign up

for real time with instructors and you see other people virtually in the class and there's this group synergy to it that never existed before. There's more people using cell phones, then have a gym membership. The average gym membership, they're cheap now. You can get a gym membership for 20 bucks. Cell phone bills 100 bucks on average if not more.

It's not cost, it's not convenience. There's a factor that's missing that they have not understood forever. Crossfit grew because of it. All these small studios are growing because of it. It's culture. It's the culture It's that's it's that social component of the psychological component. Well speaking to the social They're getting some of the social component and we didn't want to do this early on in the business because we didn't like it because it was we attached it to a Lot of fitness idiots out there But there is something and there's a reason why they're so successful.

And I think that we can take a page out of that book with our own business model, and we can enhance it a bit, make it better, is the challenges. And I knew we didn't wanna do, because we were not about this, like, oh, we get shredded in 30 days, type of bullshit. But doing some like a 12 week challenge, you know, something that's over three months,

but what that does, because why we didn't do before, because I was thinking, well, that's to do, but we don't want to, we don't want to market ourselves that way. We don't like how people do that. But the reality is, you know, now that we've been doing this for several years and thousands of people have the program, lots of people, if we statistically know better, I know we all know better, more than probably 50% of them have fallen off. And giving them a cool challenge where they could potentially win money

is a cool way to remotivate them to, you know what, I've been meaning to fucking start my maps program. I've been off of it for six months. Shit, they're gonna do a challenge the next 12 weeks. I'm gonna do this. You know what I'm saying? And then build a community around it. There's people interacting with each other.

I think it's worth us exploring and going this route because now that we've been doing a lot, I didn't like trying to do that at the very beginning because then I didn't want to come off like that. Well, I think sometimes we, and this is true for anything in life, you, you see something you don't like, something about it, right? Mm-hmm. So you reject it completely. You know what I'm saying? And then you start to come back around and say, okay, there's good parts to it.

And there's some stuff that's good to it. I'm just gonna have to change this other component. That's right. Because the challenges have all been fucking cheesed out and bastardized and turned it. Well, what made me think about this was this, right? And they're just honest, dude. What made me really think about this was just recently when Ben Pack and I were talking in,

we're like, we kind of threw it out to each other that we challenged ourselves to get in, or kill our shape for Olympia, right? And I thought, you know what? Like, I've been going about my fitness and training, but I haven't been as focused as I am right now, but that's because I threw out a competition with somebody. You got immediate accountability.

Even myself, exactly. So even myself, I think that there's a need there for it. We have maybe when we had maybe just a couple hundred people and we first started, maybe not so much, like most of us people are following it. But now there's probably a few thousand people that have maps and are just not using it right now. And if we threw a map's probably, there's probably a few thousand people that have maps and are just not using it right now And if we threw like a three like a maps challenge like a 12-week challenge and we do some sort of a transformation

Or we do something immediately be a lot more eyes on your process, right? And we build a little you know community around it So maybe there's a separate forum for all the people that are going through the challenge We can have some fun talking trash back and forth just build some cool Energy around it and a little community of people that are going through the challenge, we could have some fun, talking trash back and forth, just build some cool energy around it and a little community of people that are going through it. And then we get, and then we have people register, everyone puts a little money in the pot, we have a huge cash prize went out afterwards. Yeah, the way I look at it, for me at least, is if it can get people introduced into fitness

and then we do the rest where we can work on that psychological piece. Hopefully they get, they listen to the podcast and it becomes a part of their life. Like it gives us a better opportunity to be able to make that kind of an impact. Then to me, it's a no-brainer. Yeah, I think it's cool.

I definitely think we should do that for sure. Check this out. 30 days of coaching available by MindPump and it's available for free. I gotta just go to MindPumpMedia.com, register yourself, and you'll get 30 days worth of fitness information. You'll get episodes on particular topics like carbohydrates, proteins, fats, muscle building, fat loss, meditation, wellness, whatever,

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Adam is Mind Pump Adam and Justin is Mind Pump Justin. Thank you for listening is Mind Pumped Sal, Adam is Mind Pumped Adam and Justin is Mind Pumped Justin. Thank you for listening to Mind Pump. If your goal is to build and shape your body, dramatically improve your health and energy and maximize your overall performance, check out our discounted RGB Superbumble at Mind PumpedMedia.com. The RGB Superbumble includes maps on the ballad, maps performance, and maps aesthetic. Nine months of phased expert exercise programming designed by Sal Adam and Justin to systematically

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