From Sleeping on Gym Floors to $100M with Alex Hormozi

i have come to accept that i love working and i don't need to judge myself for that or or take in other people's judgment on how much i should quote do like this is my life and this is what i like doing because i never heard of you before and i was like hey this guy is popping up all over my youtube all of a sudden what the hell is going on and b he's saying that this jim i don't know i i called it a course which actually is incorrect that was if there's like one thing that i could make just for the almost for the audience is sake because like we're we're much closer to what a franchise would be and overall in the very beginning that was what the big decision was like am gonna go to the franchise route because i had six working locations i was twenty six years old and they you know they worked and that's what meant was like you should stop owning all these gyms you need to license the model out and so that was when i kinda transitioned from b to b to b what you might not know is that for two years i actually because i wasn't confident i was like i know works in my six markets i was like but does it work in all of these markets so my wife and i actually did thirty two gym turnaround in the next two years so we'd fly in person fixed their pricing change how they did their layout changed their sales a consultant like like a management consultant for a gym it's exactly that and then from there we you know we figured out we've cleaned it up to just like completely dialed it in and then it i would love to say there's some stroke of brilliance of like and then in my master plan i decided to start licensing that was not what happened we ended up doing these launches in the flaw of the business model was that i didn't control the fulfillment so we would go in we would charge nothing it's pure performance we'd fly in and i would charge a hundred percent of the upfront cash collected that we would do while we were there so we averaged about a hundred thousand dollars in cash collected in twenty one days and that's what we would average per that would come into right so that means each gym is making an incremental hundred grand a month from your so i were launching eight gyms in one month we would make eight hundred thousand dollars you got it right oh that's and this was when the model before you were like exactly like go doing gym launch and and so when ended up happening though was like and it started scaling really quick far this is this is the game like this is what i need to be doing this is awesome and they didn't have to spend money on ads they like they did literally nothing they gave me a place to go market itself is basically what happened and so what happens is we would dip out and then all these customers that we sold would then be fulfilled by a facility that was struggling because that's what we called us so they typically had pretty poor product and i didn't have the bandwidth to stay there for six weeks on top that and retrain trainers and show how to set like i didn't have the time doing because were marketing selling were there and so anyways we would fly up and then what happened in an an unfortunate percentage they basically were like hey you signed up and paid this guy five hundred dollars i would give you the same thing for two hundred dollars refund with him and just sign up and i'll do everything through me and so within a matter of months i had like a hundred and fifty thousand dollars in refunds between like three facilities because they talked to each other and then i was like fuck yeah and i already incurred the cost of marketing the flight the sales guy the hotel a mobile car everything what was the name of this jim french this this was jim march was jim on okay but i'll tell you this the original concept was jim rescue yes it's like far rescue that was kind of the idea but you said jim motors didn't wanna be rescued bingo so it's the who does wanna get launched up right so it's jim launched even though you're already open it's a nice branding switch and so anyways we were like okay this is not the model something's wrong so had to you basically keep selling more every month to cover the refunds from the month four it was horrible very stressful and so my wife had a little side training business that she kept was doing like three or four almost a month and i was like you know what screw the gym thing we know how to sell weight loss you know direct consumer is what we're good at i was like why don't you become the face i'll go in the back and i'll just run the you know i'll run the acquisition side and and we'll sell like sixteen week transformations just over the phone and we started doing that that that that that doesn't seem like a good idea it does it right i mean it it started work fourteen days we're were doing a thousand bucks a day switching it and well i just wanna thought was so crowded we're you know i mean we're we're good like we're good at that you know what i mean we that space we understand very well and so we were able to do that and i was alright the eight sales guys can come in we can do eight thousand a day selling these like the the the transformation programs great and so i had agents supposed to launch the next month and so i called him i was hey we're not doing the thing we were doing before you know you didn't pay anything so best of luck you know what i mean basically it was kind of what it is and then the first time i was like dude i just refinance my house i just mentioned up my credit cards like i need this my buddy like phil his gym up with you like i know your thing works like i just need i please like help me and so we heat and hon and finally i was like alright man listen i'll show you what to do i was like but i'm not flying out there to save your ass if you can't close and he was like no no that's fine that's fine and he was like well how much and this that was like the magic movie i was like alright and so just to show you where i was at the time i picked the highest number i could think of with the intention of getting to saying no because i didn't wanna do it and so i said six thousand dollars and he was like done and i was like i just remember looking at the phone and me like holy shit six thousand dollars and so i hung up the phone and then i called the next guy who was supposed to cancel on same spiel and he was like how much i was like eight thousand dollars and he was like and what why would i give these guys so that you're giving them a playbook to sell in their market which included what what are they like but you you probably actually didn't even know what you were gonna give them well so we had already had the entire the entire front end process was super super lu so like these are the ads these are the pages here's how you place them here's the targeting once they come in these are the five text that you send here's how the reminder sequence works once they walk in the door here's how you set up your lobby here's where you need to sit this is that's the stuff that a gym owner would send to a client who wants to get trained so it's not a course it's also not like eos it's not like a back end operations thing it's it's like a marketing machine you would you'd basically i license the acquisition so we were the ads yeah so it was ads that i was in so i was like these ones work so i would run these ads that i had written to pages that i had built and i would and so what i was doing is but on on their url you basically were you're a services business a hundred percent were services business and the training component i was like okay well how do you sell so instead of getting one zero one i was like one and so what i did was i actually gave them my internal sales training so it was this thing that i put my guys through and like a lot of it's kind of interesting because i i fell into this where i think a lot of the the e learning space try and create stuff to have stuff rather than creating as as as short of a time commitment to get someone from point a to point b which is i needed to get a guy in who used to be selling shape mix for ml and get him to close five hundred deals day one with two hours of training and so that training is what i gave to them so i already had everything i just didn't have the marketing part so all i did was i built the marketing part of the weekend because i already had the ads i didn't make a training for it but the training for like how do you weigh them in how do you do the food stuff how do like all that stuff already made because i had to do that during the the gym rescue side so i'm literally gonna just added in how to run the ads and then the whole product was there and we helped them implement it implement the acquisition system within the business and the average gym collected thirty thousand dollars in additional cash in the first thirty days so we would do a hundred but them not being as good as us still at thirty thousand dollars additional cash in the first thirty days and so the price point for the for the system was was sixteen grand so they were stoked and then at that point we signed three year licensing agreements for forty two thousand a year so they were like what else do you have in and what what happened what the gym because all a sudden they go from a hundred members to two fifty in two months and be like how do i hire trainers how do i scale a sales team how do i either be like and then all of the other problems emerged and we already had done this because i had six gym so i was like here's my ads for trainers here's how i train them here's how we set up the classes to maximize square footage here's how we do the extensions in into semi private here's and so we just we just bid did the whole thing what can i google to see one of these gyms i i i wanna see like like did you do that i know you use click funnels that i think i could tell by the five fa con because i i like click funnels too but you what like can i google something to see one of your clients one of your students i don't know what call yeah you can one of their channels of different because they're all they don't they don't take my brain so franchise system fee name right so we were just system in fit otherwise i'd be operating as an illegal franchise and so let's zoom out for a second so you basically go from and for those who don't know the story and i i only barely know the story but the story is you open up a couple gyms yourself so you open up a gym basically you get to six locations yeah you're sleeping on the gym floor which is always you know any business i do i'm just gonna sleep in a garage at least one night so i could say that but but but you know you know maybe maybe you did the real deal where you you actually had to sleep there out of ones nine months alright you're sleeping on the gym floor for nine months you end up getting six locations off of cash flow so you know you're not like you know getting a bunch of investors to come in or whatever and somehow some you stumble into this like i don't like a mastermind or a retreat by russell b and the the or i don't know he host there or he was just there so who's the click funnels guy how did you even get to that event and then i wanna ask you a couple questions about it yeah so for for avoidance of doubt i had two partners that after i had my successful jim one was the x seo of broad com number two at broad broadcast ten billion dollar company and the other guy had twenty two tan salons and so the broad guy brought in the tanks long guy and was like hey let's scale this thing and i was awesome long story short the partnership didn't working and so i ended up opening the next three on my own and i opened up two more with them and then i ended up buying out both of them over time so just for did you have a job before this because you're only twenty nine thirty two i was a management consultant before that so i put my manager makes sense and then and then started this the question that you asked though originally was so how did you end up at this thing where it's at this hang out or this mastermind mastercard under this meeting where you where you realized i'm in the wrong business i shouldn't be running gyms i should be teaching other people how to run run their gyms right how did you even end up at that thing it was it was and it was like russell idea right at least i i saw the videos one of those going i am so so the the the long story compress was two years before i went to their mastermind i went to traffic and conversion summit because i knew i needed to like learn more about marketing and like my a you like not market i was like not this is not my role you know what i mean i was i gotta learn more about marketing so i'm gonna go to marketing event so i who there and one of the silos was is russell and he goes and pitch his click but he couldn't actually do the stack because they were to let us sell so he did his entire sales presentation and then literally just stopped before the buy button and i was like oh whatever i was like screw the gyms i wanna learn how to do this stuff and then like most things because i couldn't buy there was nothing that i didn't know went back to my life for two years and that was it and then when i was having some sort of existential crisis because i was now twenty six or twenty seven at the time you know all the gyms were you know if they were making money and i remember like texting it one of my managers and i was like hey do you need anything he was like i think we're i need some ink you know and i like and i was not sending in inc and then i was done for that i was trying to be useful right i needed to be useful so google was like you know what that russell thing was really so out of the blue i googled his name and the first link that comes up is are you one of my dream clients or something which was directly to his mastermind so i applied to the mastermind i got sold in the mastermind and transparent i should never have been sold them this mastermind for internet markers and i was the and it's like thirty grand right and i was the only brick and mortar business owner there and they're like oh yeah tons of but and i've i've already told them him we laugh about it but like i knew it as i show up and i'm like alright all the guys show their funnels and all stuff and i was like yeah i got a bunch of gyms i'm trying to get to ten i've got six so that's kinda just here you know that's yeah that's where at yeah yeah and so i walked through my acquisition process because we were we were getting thirty to one on the front end so thirty one lt tv in the first thirty days right not including my my recurring on the back end and i walked through which basically means what which means you're making thirty thirty x what you were assuming spending dollar on average you get thirty dollars out on cash in the first month yeah so would launches which is which is like i'm so good for a lot of brands like one to three over a year would be ours it was insane i mean so it would cost us three dollars to get a lead and one out of five leads would give us five hundred dollars and the reason that it wasn't more than thirty one is that that's me the average with the sales guys but like when we ran it and i was selling and we were working leads like we get a hundred it was insane so anyways he saw these numbers and was like what is going on and so anyway anyways i walked through and he said the sentence that changed my life which was alex you shouldn't be running gyms you should be showing jim owners exactly what you showed me and right now you're at a level two opportunity with a level ten skill set and that would those were the exact words that he send to me and now honestly also hit me like a ton of bricks i was like this is my vision united fitness we're gonna be america's next gym we're gonna make a healthy like we've got this and but you know i he he made more money than me at the time and so i was like if i don't listen to someone's advice then why am i paying for it i an interview with you and you said something that i've had this exact moment before which is you meet people who are doing you know on whatever the school board is they're they're they're richer their business is bigger their valuations is higher they're younger whatever so they're more successful quote unquote and you made them and you're like alright there's nothing more special about them than me okay so that's the first realization right i want what they have and they're not they don't have something i don't alright so then you know how do i do this and it seems to me like that's what kinda shattered the glass of that whole like business plan that you had was that realization is that right yeah a hundred percent i mean when i didn't even know what an opportunity vehicle was i was like what do you mean he was like you should like and i didn't i same what was that same yeah i know what i mean i just know what that is they there yeah i remember i remember what i didn't know with that by diet there yeah well i mean i've i i define that now is the number of potential units to be sold and the gross margin per unit possible so it's just one times the other and then the third multiplier would be supply van within the space so like if i were to try to get into telecom amazing tam amazing potential gross profit per unit sold terrible supply demand ratio for me to enter right so it's like how do i measure the opportunity vehicle so those are the three that i used to measure that vehicle and so in this instance he was like okay you have all these gyms that you can sell you have a huge and the big one that he saw was like the amount of potential gross margin pre sold was enormous right and so for context our second year of businesses in the licensing business we did twenty six million top line seventeen million dollars in eb amazing great wait say say those numbers again it was twenty five point nine million dollars in top line and seventeen million dollars in eb for the last six i've got a bunch of questions about that that was in year one okay first of all what made you you said that you're getting this thirty to one lt to c what what were you doing that was so good just good copywriting or are you just a good salesperson on the phone was so good about it first off facebook was way cheaper in twenty thirteen you know what i mean when when this whole thing started right so i mean like just the cost per lead was saying the percentage of people would convert to landing pages was higher everything was more responsive etcetera but from a from a from a like what we were doing is we were offering a irresistible offer so we had a free six week challenge is what we offer people when they would come in we walked them through you know what the program was etcetera and then the the s and the reason it was so cool and compelling was that if they lost twenty pounds in six weeks we've give them the entire amount of money back and that's what made it so cool and that's why we got crazy results we had like seventy eighty percent success rates which for a weight loss program is insane it's because people basically wage money and that's was because i didn't know that like wage are managed my lotte and like i did like i just was like you put five hundred bucks down you lose the weight and you get it back but the the reason it works so well is that someone come in so i'd pay i'll walk you through the math so let's say at this point probably paying ten bucks you know cpm so like and you know so i'm getting and probably like four percent five percent ct because it was like back then so i'm getting fifty clicks for ten bucks right i'm like okay and now my landing page is just converting half right so like it it was it was just you know like bonkers like and that's why some of these in some markets we're getting twenty five cent leads you know what i mean in some markets were like the highest markets back then were like five bucks right and so you've got an average cost per lead of like two dollars which was not you're getting what their phone number was that yeah yeah name phone or email and so through from there we'd schedule usually like fifty to seventy percent of those people half of them would show and then we'd close and depend on you know the scale of the sales guy the average gentleman closes is thirty five percent our team averaged about fifty when leila and i sold we averaged eighty and so there's a big range there but we'd collect the cash upfront for five hundred bucks and then twenty four hours later they'd come in for an nutrition consultation which just complimentary we'd averaged two hundred dollars a ticket in supplements you know cr pre workout etcetera that we'd sell them right after that so we get another two hundred dollar pop three weeks later when we do say hey listen you lost twelve pound sandy is that your ultimate goal then she'd be like well no i wanna like get in amazing shape and blah blah blah we're like alright so you understand that it's not about the six weeks it's about six years or now right and she would say yes then i'd be like congratulations you won the challenge you got the point of this and so what i wanna do is i'm aligned with your long term goal too so i wanna do is because you won the challenge and take that five hundred dollars i wanna spread it over the next year so you get a discount for doing it so we can line with your call fair enough she's said sure three weeks after that she gets billed for her first billing so if you follow the money five hundred two hundred and then she gets billed right for ef even though she want the challenge right right yes and then it's an amazing six weeks after that we'd say hey wouldn't you like that like have a little bit more attention instead of being in this large group we can put you into a one on four scenario we can give you even more stuff we can show you cooler more advanced exercises blah blah and so that was that was how we did it and were you just but but then this par into the actual product that you really crushed it on right so which was when you're were doing twenty seven million in year two or whatever twenty something million with like seventeen million in eb on year two that product was the was gym launched yeah and what was that what did that look like was it what what software were you using and how did you package this like that's because i i wanna get really nerdy on the cell because i think about that i'm like that's a great idea but packaging a service mh is that's a challenge that's interesting and i wanna so i wanna ask you what you did and then i'm gonna ask you what other industries would you do it for so i mean that's what acquisition dot com so it's like it's exactly that like i know how to do this within a within a niche to like b2b b services if so someone's like i know how to help a a lawyer make more money with their law firm i know how to help a bookkeeper make more money with their bookkeeping business i know how to help salon you know people make more money with their salons like that's what i'm looking for is niche e learning slash service companies that we can invest in our our good friend jack butcher has a phrase called bill wants sell twice and that's basically what you were doing you were like people who were selling one to one they they had a sell then do sell and do you were like no f that we're gonna build one sell a bunch of times and and that like process is what i'm asking about that's interesting yeah i mean that was when i'm sure familiar with the v and other on twitter like i i i kinda fell into like it's like you realized why you start making money like i'd love to say it was some master plan like you realized later why something works a while was like i had zero incremental cost i was selling cars over the phone and i had no cost of goods it's like it was insane and so we basically would onboard people you know we had a concierge service back this i mean it's five years ago you know it's been it's been a while but we do an onboarding process we kicked their ads off we basically checking with them we had calls every single day so i would hop a call with every new customer every day i did as a group call but i was always available and then we had a thirty five person tech support team that i would help them with like the pixels and setting the landing pages up and all that kind of stuff and so because that was that was the issue they would get stuck with was the tech so they could understand the sales they could understand the nutrition stuff they got both of those things most part the tech where they struggled so we really ramped up like our implementation home and then on the strategy side i would be there every day to take calls and i took four hundred calls over the first year and so like that was kind of how we did the fulfillment and then but it was like a set of videos yeah yeah a set of videos you watch and as long with like a file a folder or of file yeah it'd be like here's how you set up that know i'd like here's why you set up a lobby way this is what they need to see when they walk in you haven't them sit down here give them this ipad here's the download for the the swipe file of the presentation that they should be leaving through before they come to the office when you cup like when you're ready say these things make this joke do this thing when you come inside like sit on the corner don't sit across from them because it seems confrontational have them step on the scale make sure they step on it and make sure they look at the weight then she cries and you're like okay sit down now listen we're gonna help you let's figure this out what if you done so if you hear me like so it's very scripted so it's like here's the video explaining it here's the script that does it and then here's six examples of guys and different gyms with different styles of selling because that's one of the things that like we started to learn early on it's i was attracting guys originally like in my team i just had everybody saw my way more or less right and then i realized that a lot of people over time as learn more about sales i was like people have different styles of selling and they're just as effective some people are more you know very analytical in terms of like their approach like me basic big and logic arguments your very emotion driven some people just do it off of rapport like and so i show different styles of selling but still following the same framework and so we went away from scripted process to more of a question based framework which is what we've pretty much stuck with since then and if somebody wants to get good at selling what like you know there's a go out there and you know try to sell a thousand times just one way to get get better but if you wanted to improve your rate of learning what books courses whatever what what youtube videos like do you remember that like that really clicked for me and that was like kind of like a game changing thing for me and getting better at selling i relatively stronger but beliefs about the topic so i think first off a lot of people read books before they start selling and i thought a lot about it and i don't think that's the right path because you don't know what they're talking about yeah like you only know like what the concept builder rapport is until you've not have rapport and like oh okay now i understand how this works but like tell you like until you confront the reality like you can't you can't bucket the knowledge into something that's actionable that's so of doing first realizing the deficiencies and then going to find the information now to match the the the real life scenarios that you have encountered the second part of the question is like which books or things like made things click so there's one moment that made things click which was i said this in the book saying which is like make people offer so good they'd feel stupid say no which was the secret of selling right is like if you just make it so good that they won't say no then it makes your job a hundred times easier and so i did work really hard on that side to make my job easier here yeah and i agree with that my problem when i i i'm a copywriter former self talk copywriter and i i know about that but i'm like if people wanna refund this is gonna be a pain of the butt like if they like in order to make this like in order to make an offer irresistible you could you could go a couple different routes but one of them is you just do lots of stuff and when i think about that route i'm like oh my god that's gonna be a lot of work i don't know if i can actually execute all that what's an example of that so give an example of where you see people with a kinda substandard offer and how you would give me and how you would switch it to be a more urgent irresistible offer i mean it's simple one we did within the agency space and the software company that we started was we help them transition from a retainer model to a pay performance model so that was an implied guarantee and we just said listen pay us one time upfront which by the way for most of them was what their lt was because most of them sucked so it's like if you're charging fifteen hundred dollars a month which would be probably the standard small business b to b you know i'd say comm monetize price point for a generically lead gen they're charging fifteen hundred bucks a month we said hey charge a person five thousand dollars upfront day one and say you'll never charge them again unless someone walks in the door and so they'll cover the ad spent after that and you don't get any percentage of it unless someone walks in the door so you generate the leads and work the leads and when the person shows up you charge x and that was based on a pricing survey that we ran internally to our customers where i said if we work your leads for you what would you be willing to pay as a flat rate and so there was a big pricing curve and the the concentration of like seventy five percent we're willing to pay between three hundred and four hundred dollars a month for that just as a flat service and i was like okay now i asked the exact same scenario same result same everything later on in the serve and i said if we just said hey pay per show what would you be willing to pay for somebody who walks in the door for the same exact performance they're willing to pay four times as much and so i said well i'll be why don't we price it that way and so we did it on a paper show and so that's what we transition and it also makes it way easier to sell we could cash flow the acquisition because we were making the lt that we're not we but like the agencies could make normally upfront day wanting in cash and what's cooler is then the first thirty days they had people show up so they get cash up upfront and then in the first thirty days they're still getting cash that they can use to finance the acquisition to the customer right and so that's a much bigger irresistible offer from a chiropractor like well how do i know it's gonna work it's like you pay us one time just get all this shit set up and then from this one going forward only when someone shows up you have to pay and so people understand this you said software company and so i look i mean i watched a lot of your videos so i know this but you basically had like three or four or five businesses the first one was this main one which was gym launch and that was doing like thirty forty fifty million me second founded did twenty six year so we did six point eight million year one that was the hybrid between me doing gym rescue and transitioning to the licensing model so about halfway three year one i was like this model is not working and so we flipped it and then that's when we shot out like a gun like the first month we did one twenty the next month i think we did like two something then it was three sixty then four eighty then seven eighty then a million then million two million five like that was literally the next like six months and so that processed us into the second year of business and then that year we did twenty six million so we did six point eight with three million in eb you're you're one the second year we did twenty twenty five point nine with seventeen million and then year three and this is why i'm a big advocate and this is maybe just my own efficiency but we did thirty seven million top line thirteen point four million in eb so alex made a big fuck up and was like hey i because at this point even though meant sound like this was a short period of time i was like i had heard that i could sell this for like a hundred million dollars i was like fuck yeah let's do that it's low three year fucking journey but anyways and there was this flu that went around people lost their minds it it didn't affect the space at all that was good oh i'm joking so anyways we started the summer company prestige labs in december of in december of eighteen and you're basically selling supplements to your clients well through the clients so they never actually purchased from us directly what we did was we created a drop shipping model because they i wanna you that small business owners have is cash flow so i said what we did is we sent out retail kits that had a hundred and thirty bottles on them are empty so the it was like a hundred bucks and they could stock their whole wall because all consumer research shows that like the more stock the wall is the more likely they had to purchase and they would only have one sample of all of them out and then we sent them a kiosk with with that amazon keep out of fire on it right that was preloaded with their affiliate link so someone would prefer my god and they would make the purchase right there and we'd say hey this is so much better because that'll to go straight to your doorstep you don't need to take it home with you and better yet you won't miss a month because it'll automatically shipped to you so we gave the gyms a second recurring revenue stream through the supplement so when someone walks in when i was telling you earlier like some service and we sold product we'd sell to ef so that's the gym word for electronic fund transfer so recurring revenue so we'd sell them a service recurring and then we'd sell them a product recurring so that we'd have two different streams that come in the nice thing with the product recurring is there was no there's no operational drag for the gym they what they're doing they just have to make the one sale one time and they're gonna make eighty bucks a month from that point going forward pure a profit for them like just straight the bottom online and so what you know interestingly a lot jim's has made more money selling the supplements they did on their service because the service is low margin but the the product was like was dollar margin for them and we paid really aggressively so we paid forty percent commissions them because they were paying for the cost of acquisition and doing the sale so i said you know you guys should get disproportionate awarded in the first month we launched that so we beat launched in december and then january of twenty nineteen is when it kind of officially launched in the first month we did one point seven million and so because i figured i was like okay if we've got you know eight hundred active gyms of each of those guys sells and who's was actually under my projections because i was like we're gonna be you know so about the i was like if all of these guys just sell five thousand dollars a month i was like we'll do a million a week it didn't work out that way but we ended up doing that year thirty seven but my licensing business came down and i think it went to like twenty ish and then the supplement company like seventeen and part of the reason the oops that i did was too big number one was i started a second active company when i already had one which to me i think was a mistake given the skill that i had at the time and then the second oops was that because i thought potential acquire would want lower churn which is true i lowered the price and so i thought that if i lowered the price that would get more people stick and so i cut my top line price by twenty five percent and saw absolutely no change and just lost what what what was it and what did you reduce it to it went from the it went from eight hundred dollars a week which is the licensing on the back end to six hundred dollars a week what's eight hundred a week times fifty two i don't mean like what's the annual cost forty two two thousand so it cost forty two grand to be a part of your election what what what do you call it part of your yours not court yeah but what do what's like the denominator that you used to describe this like your was called legacy the people were called jim lords and so we would sell the launches as a front end program and then they would go into the continuity which was licensing so if you're if you're if you're if you're following on from home for anybody to podcast i've copied the exact same model so i sold a six week to defined in program for a lot of money and then i down the continuity because sixteen thousand for sixteen weeks is a thousand a week and so i said now you're gonna get more for last for eight hundred dollars a week you're gonna get what you have before plus all this other stuff for last money than you were currently paying and they're like what a deal at the gym i said hey it's hundred dollars a week six hundred dollars and if you stay we're gonna drop you from two fifty a month to two hundred dollars a month because we'll take your six hundred dollars and we'll spread it over twelve months we'll go fifty dollars a month in credit and so then you get to one ninety nine a month and so it's front end to liquidate the cost of acquisition so i wouldn't need outside capital to car customers and then the back end down sell the upsell so that we could keep the continuity and bake which is all like the most classic internet marketing shit which like a lot of like tech start stuff they don't do this in their fool for not doing in tech startups ups we do the opposite typically so we're say hey we wanna get you in we wanna make you don't know us we don't know you let's make the cost of of trying so low so free free trial don't even put a credit card on file and then try to go put the bar as low as possible you did the exact opposite you said okay i'm gonna put actually more friction up upfront i'm gonna ask for five hundred dollars sure sixteen thousand dollars a huge number up upfront and then over time i'm gonna actually be selling you on more value for less cost why do you think that works or why do you think that worked for you to to charge have such a big kind of commit upfront when you know that's usually when people are you know hesitant i think there's a couple pieces one is most software companies have funding not all but a lot of them have funding i did not have that and so i could not afford to be in the negative and incur cost i didn't i couldn't have a burn rate bernie was alex's bank account so that wasn't gonna work for me from a psychological and behavioral standpoint it always made sense to me to sell someone when they're the most excited so you're the most excited day one before you've gone to your first workout because once you get your first workout like shit this is gonna be work so and i'm gonna have to start dieting and not eating the stuff i want selling them when they're excited about the bikini and not about the tsa and the airplane they have to go through to get to maui right and so i followed that and then the reason that we decrease cost over time is because it's my belief that information decreases in value over time and so the longer someone has it an exposure to it the less valuable is you know marginally and so we try to accommodate that with the pricing and since our our gross margins were still basically a hundred percent it still made sense for us so let me try something this might be a bust we can go back to the gym stuff this is a bust but let me try something you've said a couple things that i thought were really interesting nuggets i wanna kinda rapid fire just say i'm gonna just quote you and i want you to r on it for as long as you feel like doing and then we can switch to the next one alright yeah so i'm gonna take one of yours let's let's start with this one as an entrepreneur you never arrive you just enter a new club as the smallest member the guy who lives above me is andrew turn and he owns panda express a hundred percent outright and they did three point eight billion last year in top line revenue with a twenty six percent net margin he took him nine hundred and fifty million dollars in income and i was like i'm a peasant that's all that that's not this means you know what i mean this that's all and so i wrote that right after i i did the math on how much he was taking home and he's been doing this for forty five years he owns this building the cosmo and the so he he owns the the waldorf he owns cosmo he was book bill he just bought cosmo for five point six billion he bought it from blacks people were trying to get acquired by blacks he bought it from blacks so like you what mean that was i mean i'm sure you like wait is that i i are you in austin or that i i in vegas yeah and so i think you know as the margin utility money goes down because you just don't need anymore it just you know becomes whatever silly tour word if if that's meaningful to you and so i was like alright well there's just a lot bigger games than i've been playing and i've in a very small pond let's let's do another one passive income is overrated we seek freedom but what we really want is options for engaging activities what does that mean and how'd did do you come to that so twenty twenty one we sold three companies so we were like i didn't it was interestingly my cfo was someone who's was really engaged in those activities like i was not so i pretty much like took a really passive seat in twenty twenty one so i didn't wanna really go start hardcore on on scaling acquisition dot com until that was done and so i was born out of which which three companies alex so alan prestige labs and jim so those are my three majority holdings right now i have all minority holdings so between twenty and thirty three percent of the holdings that we target for acquisition and so i had this i don't wanna say existential crisis but more like i'm bored out of my mind i thought this is what i was always optimizing towards which was you know quote freedom which is like you're always you're always outsourcing all of your activities and buying your time back and then you have all your time back and you have nothing to do and i was like this sucks and i look back on the time of when i was building to those companies with lost of nostalgia and i was like man i was like some of the happiest times of my wife and so that are in this position i'm getting back into the game and and like right now we're heavily recruiting like we're in two days a week we're just doing interviews to build a core team and i honestly i'm i'm i'm happy fuck doing this and so it's like but the difference between this time and last time is that i have the option to do it that i'm choosing rather than because if i didn't have this business i wouldn't have the option to work so i have to create the option for myself and so it's like for me the shift was going from freedom to optional at least for as i had to understand the word right first we start you you do what you have to do to pay for life then you take that money you buy back your time but then you need to spend your time on the thing you want that's the spending and acquisition dot com is basically you're buying other you're gonna buy businesses and to deploy your model what do you what are you doing yeah so we buy an interest in we buy minority already interest in the business and we deploy them out i mean that's the business is somebody who's doing like what you did for gyms they're doing it for legal or hair allowance or something else or photographer that's your latest rate yeah that was the that was the fourth company that one we still yeah we have a twenty percent interest in that company and you say hey i just had a business just like this and i scaled it up i know what it's gonna take for you to go national with your kind of like your business let me take a minority seat mh and let me like help you grow this thing yep yeah service are great a great model what niche niches in interest you i mean really it's just services like i and it's it's silly because like everybody's like really hot on software and there's all the valuations and stuff but like i may just be a simple which is very possible i just like high cash flow businesses so i just really like service businesses are super malleable i can change price points i can change product i can change client experience without a ton of dev work or engineer or ux and and i just like that i feel like they're simple businesses it's very easy to get tons of margin in them if you know how to you deliver value and so right now the the four kind of they're all related but the four targets are e learning businesses that are in an niche brick and mortar chains that already have multiple successful locations so they're probably looking at do i do i go national and own them all which is what we we did with the soccer business so ironically we actually own we own all of them which is different with that one which we have i think thirteen locations and when i started we had one and i was like a year ago so like we're just it's it's an awesome business that one think it's gonna be worth more than all the businesses that are put together software as a service or tech enabled services more tech enabled services that could potentially have some mini you know software component but not as the the main thing necessarily and then and there's a fourth one that i'm just forgetting because i'm one of o'clock guys so so you you said that might be the best business what what people are your back photography what what is it so what does that do and why is it gonna be such a good business so it's a great business the it's children's photography first off it has an awesome mission we donated million dollars last year to kids stuff and so the founders are super mission driven the the short story is their daughter got told at school to shut up because she was stupid or something and she didn't talk for like nine months and so they couldn't figure out how to get her to talk again and so they did was they start take their photographers first so they start taking pictures and put it into like a story experience and read her story where she was her own hero and so in the story that they've put together for her she like gets her voice back and like whatever and so that actually like their daughter's started to talk again and so that's why they're like super mission driven around like the donation stuff that they do the actual business model stops really really good i mean people come in and we take you know take pictures and it's really about the it it's called you know chain areas but it's a magical store look experience and so it's kinda like the idea like taking disney and putting it you know in so in in other areas and you they walk out with a book but then what's with you in it that's more and go to the products we sell there's and you're gonna now like teach photographers how to don't teach drivers oh i got it so that so this business was interesting so he at the time when he came to me he had one location and he had i think about a hundred customers who were b to b who were doing like some sort of like hybrid agency business coaching thing and i really hated the model and i was like well how much extra does like a photographer studio make i'm not gonna share the numbers i'll just say it was a lot and i was like aren't you charging was like five grand and i was like alright we're never doing that i've again so how much this cost over to photography studio you and he was like a lot less than it makes and i was okay well why don't we just front all that and build them all and so that's what we did sean he alex maybe i don't remember how long ago i think recent had a call the headline was like grant card just made me a billionaire or something like that it was like a funny headline and he did this he paid grant card down thirty grand for an hour of time i a hundred twenty where oh yeah pretty crazy and basically on it he record he youtube the call and on the call he basically you know how like you and i will talk to each other or our friends and you're like hey i'm in the middle of selling this company what do i do and then you also be like the way like here's my net worth portfolio like is that enough like you just ask all these questions like you know like what do i do like once i have this like how much should i expect you know like all these like the things that you ask like your rich uncle like as you're growing he asked all these questions and he was so transparent it was uncomfortable almost he said he goes well look like right now i've got twenty one million dollars in the bank after this i should have like fifty four after taxes and he like this is all on youtube it it's it's wild wow why are you so open about that i think that's that's cool but uncomfortable for you yeah i it feels like the right thing to do i think like what are what are the things i'm most afraid of and usually they're the things that i should do and so it's like i'm afraid of saying this because i it because i know that when i say those numbers people can immediately judge me in one direction or the other but in my mind all the people that i wanna talk to think that's a really small number and so i feel insecure saying those numbers but i wanna like i'm a big believer that like shame only exists in the darkness and so like if i can shed light on it that i can hopefully quell some level of the insecurities that i have so yeah but the appendix express guy wasn't doing that when he was thirty two what are the numbers yeah no like he he he didn't like you're you're saying you think it's small or they they think it's small yeah age is a fat age and liquidity are huge multiples to net worth so like the fact that you had that at age thirty seems and cash is way different than owning ten restaurants it it it also seems like you know for your model with acquisition the more you go out there as the entrepreneurs friend and entrepreneurs helper and you provide a bunch of value by giving out free content and stuff like that then you're basically creating your own deal flow because of that right like people when they think god what do i do with this business i've learned so much from this guy maybe i could reach out to him maybe maybe acquisitions would be a good partner for me like as the next phase like to me that's the model right that's the why to me aside from like you know like what okay the this podcast is is similar in that sense right we go on here every week we risk getting canceled we risk getting judged as idiots for saying stupid things off the cuff about stuff we barely know about know we risk all kinds of stuff but the gain is a it's kinda fun to do it and b you get either people thanking you or opportunities come in your way and you're like alright net i think that the combination of the the good feels and the the good deals of know makes it worth it i would i would have to quote that the the the big thing we're working deals and deals that that's the mission and like this is might be like my personal mission and i don't really understood the value of because people do like mission statements and stuff but like i think people just put generic ones and they don't like resonate like my mission through acquisition dot com and really my life is like i want to document and ensure the best practices is building built of building wonderful businesses like that is what i want to do and i'm like i will die and the shit that i accumulate is irrelevant and so like it's a trash to me that like elon and bezos and warren like they they don't they didn't write any books like like that's i mean that's the point you know what i mean like it's just for me for me you know what i mean that's real for me it's like sharing that and so the businesses are just there to lend credence to what to to the books and the topics and the lessons and give me real stories to drive real fundamental truths home and candidly to discover them as i go because like i mean i'm horrified of the things that i i you know said five years ago that i thought were true but you know the only thing short of that is not say anything which is is something that i consider every day of like is this this is this is as the problem i can think of it currently you know and maybe i will think of it last wrong in the future were you you seem like a grinder when you are building these businesses were you just like do an eighty hour or a hundred hour work weeks and what about now because you're like yolk you're huge you a body builder so so like how did you balance like being fit and get married and you but i don't know you well but you seem like you'd be grinding hard so my wife works in the business with me so we are true fifty fifty partners like it's very rare i like i recognize how rare it is she actually is one a hundred percent matched with me and like she just as much beyond this call because she runs the other half like she from a work standpoint she has more often than i did she's is the operator so she builds the infrastructure she does the recruiting and she sets the they are the hr stuff she does the culture she like she does i mean she runs everything i just you know occasionally come up with a good idea and try and stick with it long enough to see it come true but in terms of grinding we this is what we like i love business i love this and there's nothing that really stimulates me like this and so i do as much of it as i can and if we wanna go into dinner go to dinner you know but like worst we're i was just say we're single so we don't have kids and so we work from like five ish to four ish you know and then you know usually in the middle of the day we'll probably go to the gym for an hour or two and then come back and keep working and go out to dinner at night and that's that's kind of our lives you seem pretty this isn't i would say i'm am a little bit i'm i'm definitely this sean has a little bit of to like manic is not the right word but like neuro maybe is a better word where it's like you you're there's something that's deep rooted inside of you that's kind of it's not like you wanna do something necessarily it feels be like you're it's more compulsive or obsessed you're obsessed about stuff which i am as well where if that's true what's that rooted in what are you trying to get done so i think originally the drive was from just crippling security and needing approval right and then i think from like a behavioral conditioning standpoint i got a immediate feedback that was positive and then i was conditioned to continue those actions now i continue to do that without the original catalyst that got them going to begin with so i don't i don't think i suffer you know from the insecurities as much as i used to i'd say i'm probably thirty percent better that i was at the beginning and it might just be because i have this massive big pile of money that i can use as an emotional approach to why i'm not a piece of shit that that would help i'm just being like i mean if it were period yeah i'd find out how much actual growth i had or if i just compensated by circumstance and you know compensate from deficiency i don't know you can send it to me and we'll we'll find out we'll see i run the experiment i'd like so there's the comp and like this last year i pretty much took off like i it did not work that much and so i saw the difference and like i have i have come to accept that i love working and i don't need to judge myself for that or or take in other people's judgment on how much i should quote do like this is my life and this is what i like doing and their ideals that they've arbitrarily made up as what they define as balance are irrelevant to me you said you took last year off what'd you do what you get up to we went out to dinner every single night to a five star restaurant for for seven straight months we went i mean we we we moved to vegas temporarily we traveled a lot went to cabo with scottsdale went to sedona went to flags staff travel it all over one out did did stuff felt felt honestly pretty empty like you can only eat so many times like there's just not a lot to do it feels good having that rest though i mean when i sold my company which was a year ago last week the first six six months i was like i need to decompose it felt good to have it and then and then i was like and i'm in that phase now i'm like alright not i'm ready for war again you you can't like i i like you can't be in the trenches i think like or rather you need breaks from from being in the from being at war i think and and maybe even phrasing it i'm just throwing this out there like phrasing it is instead of a like a break as a shift in how you're thinking because like it's really like it's going from dirt to clouds but i still think it's high leverage activity you know what mean or for like output it's just a different type of output you you said something on one of your videos that you're one of the only other people that i i've heard say this phrase i use it a lot which is yeah i had a season like or this season i'm doing this or i had a season where i was really just focusing on x and that's been like a game changer for me my my personal trainer and kinda coach she's like my mindset coach plus trainer he does this all the time or he's like he's like i'm i'm in a season right now where i'm i'm just he'll be like you know i'm i'm practicing not waiting and he's like hey comes over of these little themes or he'll be like right now i'm a season where i'm gonna eat whatever i want and it's kind of like in the entrepreneur entrepreneurial worlds like time boxing like ago i'm gonna give myself two hours to get this shit shit done i'm gonna launch in the next two weeks no matter what right we i've used time boxing for productivity and now the seasons thing it makes every like decision you're making less heavy of a commit because you're like it's okay yeah because there's yeah there's there's beginnings and ends and this a season is gonna feel a little different just like winter feels different than summer that's how i use it do you do you use it like that i just noticed you said that phrase hundred percent yeah and maybe it's a fitness thing i have no idea i i yeah i i have no ownership right that's i have seasons accurate yeah i mean i i think about it in terms of entrepreneurs entrepreneurial seasons and i at least for me might have been like five year chunks and so this is gonna be my fourth season and they've roughly been about the same length so i think that it probably takes me like three ish years to like really see something through and then two years to figure out how i'm in a transition from that thing or realize or model you know whatever that's what i it's kinda of like a pe cycle almost how much of your luck you think is a lot for your success it accounts for your success because your face are on a lot of ads and on your youtube videos it's like you looking jacked you've got this in a lot of videos you've got this badass halo handlebar mustache dash for the people listening not watching you look don't know what your what your butt heritage is but you've got like cool jet black hair you look like a i don't know you look like a like a like a like an italian lumber jack version like i don't know what of those persian alright there it is yeah like you you drive a you drive a g wagon but there's an accident a back so we're gonna book by dan kennedy five years ago that said that people who have noticeable facial features are more easily recognized and remembered and so i read that and then i grew a handle more mustache stash and that actually actually had i sold the likeness of the mustache company because it was still a core part of the branding like you know the events everyone would have stash and it was like money you know stat you know stack cash money or whatever there's a bunch of wait half you had to stop having mustache after that was had to stop having just a handle handlebar mustache because you still that no did but there are a lot of use i got tired of must after five years no but but what about like speed because alright again for what do you weigh what do you i don't how tall are you wanna weigh you're huge i'm five eleven two twenty okay so just when you're getting getting big is it like do you think this is gonna look awesome right into no he yeah don't just busy before he's started internet marketing right you were built we when you started the gym as i saw a video or a photo of you like starting your first gym and you're already jacked so it's not like yeah well i i watched i i was i've been working on my squad and i was trying to figure out how what i what i can make help what the gains i can get in three months and i came across the article that you had when you were in your early twenties i bet and this article the gauge that you had in like nine weeks that that was the craziest shit i've ever seen what was that sean you gotta like look at the i was natural i i'd like i'll tell you because i'm on t now me too so i was i was that was a hundred percent daddy and no in the comments they do not think that that it's like trend much you know what you know what i mean but the that training methodology is pretty much what i've done since then so i had a i had a a a roommate whose name was greg knuckles he's really big in the spring space fucking an amazing name has his real name greg knuckles yeah greg knuckles yeah hey she's got he's one of the two smartest people that i i've ever met from a pure processing power standpoint like sounds like a mafia guy i mean you know he's you know got a perfect sat score was fourteen like very very bright but also stupid strong like when i met we were in our twenties and he was pulling eight hundred like stupid strong and natural and so anyways he was like i read this research paper what if we had you lift six times a day but for like ten minutes each time and i was like cool and i lived at the gym so i was like sure whatever so i sent a timer and every forty five minutes i would go and do one settle three exercises then i go back to work which side i note is actually an amazing productivity hack because like i had this nice timing i like cadence and i got this nice like boost from my nervous system every forty five minutes to like wake back up and so i did that and that's when i i gained just a tremendous amount of weight but coupled that with another thing that he had done research on which is like a pure carbohydrate diet with no fat and so basically the efficiency of fat conversion to fat that stored is almost a hundred percent the efficiency of carbohydrate storage into fat is lower and so if you don't have because you're gonna have a calorie surplus and so to give yourself a smaller percentage of that surplus that gets stored as fat you would want a hundred percent of the surplus to be carbohydrate carbohydrate and so the idea was like i had you know two hundred grams of protein and like eight hundred grams of carbs and basically zero fat beside yeah i saw what you're eating it it looked like it'd would be awesome for a it was it was more horrible after that horrible and anybody who's it didn't work i'm like just try eating that now the big caveat to this is like i have what i you know i think i have a lead genetics i think like doctor ka and who's my closest friend he's a bio he's a national a strong man he's like you have potato genetics he's like you shouldn't give advice to people he's like you can just like drink coca cola and work out and like you'll have a six pack so like i had that plus i was doing everything maxed out like as i possibly could and like it was not sustainable like my knees were shot my elbows felt like shit like by the end i was sleeping terribly because i was i was border on over trading but i put a ton weight on and i put a ton of strength to all my main lifts and from there what i do is i dialed back the total volume but i kept the split not to get into two fitness stuff but instead of doing seven sets of every exercise every day i just dialed it down to like five and then while i was reading that article while i was listening to your videos and i was like oh man this guy carries this shit over to everything i understand like it was super precise it very like well obviously i think what's interesting about you is you don't have a or maybe you do but you've overcome it a a self limiting belief that a lot of people have and you're like well of course this is gonna work you're gonna do this you're gonna do this you're gonna do this you're gonna do this and it's gonna be hard but that's the outcome is gonna be blank and and you here's the plan attack and you had took that same process to business you know i could hear it in your voice tell my business and fitness and that's why i thought it was cool thanks let's do like one thing you one are my favorite things from you is these little tiktok or shorts i see where you're giving like a sales tip or a little sales trick or whatever and i would love for you i think most people probably you know most of who are listening to this just you know the bell curve of people listening to this probably have spent you know zero time trying to improve their sales and have not seen some of these things so i wanna give them the opportunity where they don't gotta go click and find this random tiktok that i'm talking about in the ocean of tiktok i want to role play a little bit give us kind of like give us an example of normal like here's the default way people are doing something and then here's the rephrase of the reframe that has better results i would love to to give get two minutes of learning sales for alex sure and just as a quick caveat to complete the loop from like forty minutes ago you said like what was the book or training or whatever that so it's my belief if you look at be you look at bradley you look at grant card down some of the big sales trainers that are out there almost all of them invariably have the same story which is i started selling and was the best guy on the team by a fucking mile and then i tried to figure out what i was doing and so i do think that some people naturally based on their childhood their upbringing their whatever or just have a higher pro for selling which carriers to gift a gap and and and yeah and i think it carries over into how you recruit for selling too because we built a lot of sales teams and i actually have a very short allowing for people to fail at sales cycle probably much shorter than most people and it's just because i've never had a killer salesperson who didn't do pretty well the first week and so for me we you know we turned through this quickly but as a result of that the team is just killers and they know that so i i like this quote from from card nobody's says you know my sales seems a dangerous place to work and i i love that so in terms of sales stuff i think that i think people don't know how people are really freaked out about the idea of selling right and so i think the first reframe is like you're not selling you're helping someone make a decision that's gonna help themselves and the the the the front part of that is that i do think that the number one predictor of good sales is conviction and so fundamentally you have one person who should believe in something another person who does not believe it yet and trust is the thing that transfers that conviction so if fundamentally there's the two things you need you need trust and any conviction most times salespeople people don't have a hundred percent trust i'm sorry a hundred percent conviction and so the also the idea of conviction as a binaries fall so it's not like i believe it or i don't believe it is is to what extent do i believe it right and so that's why like in terms of if i wanna improve a sales team i can do the drills which we do and that's like blocking tackling but the thing that really juices a sales team is hearing the testimonials of the people that they sold last week and what they're doing today and how their lives have changed and so i noticed this because on my sales teams when we were in person whenever it did way out day which is when everyone finished their challenges and everybody was crying and so excited i try to stack as many sales opponents as i could while people were weighing out and during those days we closed like a hundred percent because people were like dude how can you not think this works it's right there and so the thing is like you can either trick yourself and to having the right tone or you can train yourself and i think that it's much easier to trick yourself into it by just simply believing because if you talk if you truly believe in the product you will talk about it differently and so in terms of an understanding of selling if you need to have conviction you need to have trust trust is gonna come from expertise and some love of rapport right and so i think that overarching to help someone sell we just have to ask the right questions to get someone to come to the conclusion of their own and so most sales conversations fall more or less the same framework if you know what you're doing otherwise people are just chasing their tail and trying to chase a prospect to an outcome that the prospect doesn't know how like we've had this conversation a hundred times they have only had it once we should be the one knowing how this conversation is supposed to go right we should also come in with a massive advantage to how to have this conversation go the way we wanted to because we do it all fucking dead right and so you know big big front end pieces is like why are they there what's the problem what have they done so far understanding where they failed seeing why our product is different from the things that they failed asking for permission to explain about the product explaining the product not in any way based on features but only based on the experiences that they will have as a result of it and using analog to explain those experiences right and then and then having a close at the end which the the tiktok i think that you he references like a no base close and i have a lot of natural salespeople people do this anyways like if i want something i i'm like hey can you do this for me i'm like hey would you mind and they say no they don't i don't mind right like this natural communication dynamics that most people who naturally know how to persuade people are at least influence do that on their own this is just retroactively looking at and saying what did i do differently like why is this different and in terms of like overcoming because people are afraid of confrontation right that's what they're afraid of and so i believe that you can solve without ever having confrontation and you can do that with what i like to call child like curiosity and so if someone says well my husband's not gonna approve that i'm like why wouldn't he what you like that's so interesting tell me more about that rather than like alright let's like draws the asshole like that's not gonna work because arguments know it wins right and so they're like why why would you think that because because i would think that he wants what's best for right yeah he wants what's best does he know you're struggling with this right now well i mean yeah he know i'm struggling with it okay so he wants the best he knows you're struggling with it so why do you think he would be opposed of solving something that that you're currently struggling with so just so i understand would he be happier if you continue to struggle well no it's like well brain then would you be opposed to moving forward today and that way hey if you go home to your husband and you make a joke in the lights scenario and then you close it right and so it's i think child like curiosity is the immediate that you have to train because people get defensive so that is one thing that like fighters talk about when they're in the ring like in the beginning you breathe in too much right i don't know if like if you've been in like spa stuff like you breathe in you breathe too much your hyper and so the guys who've done it enough they slow down the breathing because when they get things get intense they can slow it down and so i think sales is a lot the same way where you're like your adrenaline kicks in show breathing faster spider flights like you gotta be able to slow it down and i'm like that's crazy i wouldn't have thought that okay tell me more about that i'm like now you're interested and then they don't feel like you're combating them they feel like you genuinely are interested and want to help them which is what you should be doing because you should be selling them do only if it makes sense you're exhausting you are full of like interesting insights and like it just like you you just you're you you just have you have a you know a lot of shit and like you've clearly packaged this in really easy to understand ways it's almost exhausting listening because it's like every it's like when you read a really good historical book or something it's like every sentence is packed with a fact yeah and it's like oh my gosh like i i gotta use i what i think couple whole time i was like exhausting this is awesome but then now i know there's is big job reading right now that's a like one of the best books i've ever read literally the first ten pages have more insight than any book i've ever read and i'm only on page thirty because i'm like i'm like rationing this not to like not because i don't i i'm gonna run out it's like i can only it's like i can only have my mind blown so many times per minute and so i gotta like chill out with this book right now and i'm reading ten pages at a time then i hand it to my my trainer and he reads ten pages just so i have a two day break and then we bring it back that's our book club right now and i think it's more like that like what you what you just said which is how many lessons were there to learn so there's like there's the lesson of like you know guy goes from sleeping on the gym floor to you know like hustling but then realizing i'm hustling hundred percent or i'm hustling level ten at a level two opportunity okay how did you recognize that what and then people gotta ask themselves what level is my opportunity that i'm at right now and you had that formula of like number of units old times of gross profit per unit times like you know supply demand dynamics of the market that get alone is things we're just put down the podcast and go fucking reassess your life alright then we go to the next next space or it's like the part where we you're like yeah we charge five hundred dollars up upfront then we had this continuity anything where we would actually say hey great congrats you've made awesome progress we're actually gonna offer you more for less because we want our lt to go longer and we know that that reduces churn blah blah blah and i'm gonna do that because the best time to sell somebody's when they're most excited boom nugget two go rethink your sales and pricing strategy you're probably doing it backwards or you know you know you're not maximizing the opportunity because you just sold them once you never figured out how to just sell the back end then three is you know like you've had five in this session and i that's my explanation of sam sam's weird compliment sam is the king of backhand end compliment i he'll be like feel like a you like the weirdest look at handsome dude ever seen and you're like the guy who you're know the guest doesn't know what to do they get frozen by the the backhand compliment it's so good well i bet i bet your to dear your friends when you're with your your non work buddies buds are they just like dude alex chill i don't care let's just like make a fart joke okay i don't have any non out friends honestly so you're always able to kinda shoot the shit with them i guess a little bit and that's how i am mostly with my friends but everyone's wrong i'm like i'm like i i got i can't talk money related stuff at today like i i do i i purposely i have to take breaks sometimes one of the things i wanna mention that you you had said that resonated with me conor mcgregor has this quote where he goes some people will look at my success and get bitter most we'll get bitter and a few will get inspired and he's like you know that says more about you than it does me and and similarly you had something in one of your talks where you're like you know if i share you know how much money we make or you know how we did it whatever it's like some people get envy some people get angry some people are skeptical and wanna say is this guy scammer some people get confused like i don't know what the hell this guy's is talking about and some people get inspired and i'm here to talk to that group at the end like that last bit whoever you are in this room of a hundred people like the four people who get here get inspired that's why i'm doing what i'm doing and i think that's just a great like question to ask yourself if because we all get stories all day about elon musk and about whatever's is going on and you are gonna have some kind of reaction i have it myself sometimes i get en why should i get en you know like i i gave this example i went to i went to vegas and i visited somebody's house who has a ee similar story to you they're in the gym business sixty gyms that were successful than transition their bigger opportunity was real estate they own the real estate about around the gyms and have since made a ton of money and i felt en because their house was the most baller i think they lived near the panda guy by the way he has a house in the neighborhood that's that's big as well and you know unbelievable houses like you know you get a fucking swim in a river to get to the door type of thing and you're and i was like and then my trainer helped help reframe me he goes he goes oh man he heard me saying i was like yeah i'm feeling you know a little bit he goes he just kind of ignored what i said he goes man that's so cool you get to sample you know what you like and dis dislike so when you make your money you're gonna know what you wanna spend it on is it their cars or is it the pool or is it that he's like that's so cool you're getting to sample it and just switching switching the the reaction to you know instead of envy that i don't have excitement that i oh i'm getting to play with all these toys to figure out what i want what i really like what you i could think about her and look at images on google but like this way better i get to drive the car instead and so you know i just think that's a good thing for people i wanna leave people with that is like study your reactions and then also if you are sharing information just speak to those who are gonna take the positive and don't get so caught up in all the people who are having the other types of reactions to it that's good even without the hair i still got the guru sean no was good i i'm learning to cut the hair of a you child cut it away i gotta ask you one last question for being you i don't know you're a business guy who's having a great time on youtube and you're succeeding a lot why is your setup so bad like how do you you are in a room right now that like doesn't have a carpet i think so it's like i could hear the echo you don't have a microphone you're on your oh man god nice quad you're sitting on a on a on a laptop i think like shits that was sky out thighs up baby that was a lot of thigh but your setup your setup thank you your setup is horrible for such a someone who does this for a living what the hell i think i don't do it for living sir or you know what mean the first answer honestly all the technical i i i spent like eighty grand on a studio on in my house in vegas sorry in in austin and i couldn't get the damn thing to work at the time so i was just like and then i ended up like getting just like immediate annoy around the idea of having to fuck with it again and so then i i realized that i stopped making stuff because i was just annoyed by the the idea of having to fix it and so then i was like is it better that i just make the stuff and that'll just be it is what it is and hey i can the answer yeah i can figure out a way to to not have it be a pain in the ass then i will do it but up to this point like i'm literally my video i got on today like dude your video is stopping and freezing for half seconds like thirteen times during this video and i was like i don't know and he was like can you just do the laptop when you do the laptop it doesn't freeze and i was like sure whatever you know what i mean it's so like it it at the end of day i think it's like the in gym launch when we started this probably maybe a good wrap up point but like we didn't have a website until we did until after our second year we already done forty million in sales before we even had a website and then we didn't i didn't send my first email until we'd crossed like seven or eighty million collected you know what i mean and so like we've i don't know we kinda just do things our own way and if people are down with it they're down with it and if they're like you know what i have early polished guy who says less in more time than like go you know what i mean that's all good it's badass thanks thanks for coming i've learned a lot sean what do you this was fun thanks for calling on dude i think people are gonna really like this i'm honored you guys decided to have me on the platform i know that you guys don't take the time of your attention of your audience attention lightly so i wanna say thank you for for thinking that whatever i had was worthy of their ears