What if you could lead a growing team, scale your startup, and stay grounded in your values—before even graduating college? In this episode of the Catalytic Leadership Podcast, I talk with Walker Ferguson, a Division 1 athlete and co-founder of the AI-driven wellness app Ascend, about what it really takes to lead without a title, manage a team without coding skills, and build a culture-first company under pressure.
Walker shares his leadership framework rooted in servant leadership, values-based hiring, time-blocking, and personal discipline—principles that agency owners and startup founders alike can implement to scale their businesses with intention. We explore how losing his lead developer became a turning point, the role faith and mindfulness play in his day-to-day, and how the GREAT team culture framework keeps his mission aligned.
Connect with Walker Ferguson:
Want to learn more about Walker's mission and how Ascend is helping people live happier, healthier lives? Connect with him directly at walkerferguson@ascendmeditations.app and explore the app at ascendapp.ai
Books Mentioned:
- Good to Great by Jim Collins
- The 7 Habits of Highly Effective People by Stephen R. Covey
- The Bible (Proverbs, New Testament)
- Think and Grow Rich by Napoleon Hill
- The Psychology of Winning by Denis Waitley
- Becoming Supernatural by Dr. Joe Dispenza
- How to Win Friends and Influence People by Dale Carnegie
- The Speed of Trust by Stephen M.R. Covey
🌟 Check out our podcast sponsor, Competitive Edge Business Consulting, and book your free discovery call with them today at www.CompEdgeConsulting.com 🌟
Join Dr. William Attaway on the Catalytic Leadership podcast as he shares transformative insights to help high-performance entrepreneurs and agency owners achieve Clear-Minded Focus, Calm Control, and Confidence.
- Free 30-Minute Discovery Call:
Ready to elevate your business? Book a free 30-minute discovery call with Dr. William Attaway and start your journey to success.
- Special Offer:
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Connect with Dr. William Attaway:
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Dr. William Attaway (00:00):
I'm so excited to have Walker Ferguson
on the podcast today.
Walker's a student, athlete andentrepreneur, excelling both on
the field as a safety for WakeForest University and off the
field as the co-founder ofAscend, a meditation and
wellness app that uses AI.
His journey combines leadership, innovation and resilience as
(00:22):
he navigates the challenges ofbalancing athletics and business
.
Walker is passionate aboutcreating tools that empower
personal growth and wellness,while sharing his insights on
teamwork, focus and buildingsomething impactful from the
ground up.
Walker, I'm so glad you're here, man.
Thanks for being on the show.
I appreciate it.
Walker Ferguson (00:41):
Thanks for having me on, Dr Attaway.
Glad you're here, man.
Thanks for being on the show.
I appreciate it.
Intro/Outro (00:46):
Thanks for having me on, Dr Attaway.
Welcome to Catalytic Leadership, the podcast designed to help
leaders intentionally grow andthrive.
Here is your host, author andleadership and executive coach,
Dr William Attaway.
Dr. William Attaway (01:04):
I would love for you to start by sharing
some of your story with ourlisteners, particularly around
your journey and yourdevelopment as a leader.
How'd you get started?
Walker Ferguson (01:16):
Yeah.
So for me, you know, grew up inRichmond, virginia, my entire
life Played everything with aball going baseball, basketball,
football, lacrosse, you name itand then my leadership journey
really started, I'd say, when Igot to high school.
I was team captain of thefootball team as well as the
lacrosse team from sophomoreyear onward and I really learned
how to put myself above others,right or sorry.
Put others before myself, right, servant leadership, right.
(01:38):
How can I serve someone andmake their life a little bit
better and how can I put myteammates before myself to get
to the common goal.
And that got really instilledat an early age, in high school.
And then I was fortunate enoughto play football at Wake Forest
.
When I got to Wake Forest myleadership role was a lot
different.
I was a scout team player formy first two years.
(01:58):
I wasn't traveling and that'sreally where a lot of Ascend
came in.
But through that I kind of hada different role of leadership
where I was still servingleadership, but I was no longer
the team captain, right.
I was no longer the guy thateveryone was coming to.
I had more of a minor rolewhere I could help others behind
the scenes and build thoserelationships because I truly do
believe you can love, you canserve and you can lead at any
level, no matter if you're theteam captain or you know your
(02:20):
freshman year player on the team, right, you know your freshman
year player on the team, right.
So that's kind of like how Ilike my leadership, like through
sports.
And then like for Ascend, youknow, that's been a whole
whirlwind in itself.
So sophomore year, kind of likeI said you know wasn't playing
right, not traveling, still onscout team, you know things at
home weren't great and same with, like the social life, right,
(02:44):
and my partner Hampton, the same.
He was going through somethingvery similar at the same time.
So from there, you know, wewere about this low spot.
We were either in the pastdepression or future anxiety,
but we were never in the presentmoment, right.
So from there, that's when wereally learned, like the power
of meditation, the power ofmindfulness, how to breathe,
what gratitude was right.
So we ended up taking a stepback and just realized, like you
(03:04):
know, we are so blessed andlike fortunate right now that we
are at the University of WakeForest, like playing football,
Like not many people can saythat, and like that's a blessing
in and of itself, right.
So kind of my journey kind oflike went on a little bit more,
just kind of like learning,right, I'm a Christian guy
myself, no-transcript, becausefor me prayer was speaking to
(03:31):
God and meditation was listening, right, and Hampton was a
little bit different.
He's more of a, he took more ofthe stoicism approach, right,
and we were both teaching eachother a lot of things and
learning a lot.
Right, we had gotten a freeapplication through a school
called Calm, which I'm sureyou're familiar with, and we
loved how it gave, you know,base meditations, base sleep
stories, right, and nobody beatsa Matthew McConaughey or an
(03:53):
Adam Sklar voice, right.
But nothing felt specific forthe user.
Right For what we were goingthrough when we weren't playing.
Right, not only to reducestress and anxiety but also to
see ourselves achieving on thefield.
Right To get to where we wantedto be.
You know, visualization toachieve a goal.
So that's kind of how the ideaof Ascend transformed.
And getting back to youroriginal question about
leadership, you know I'm a firmbeliever that you got to find
(04:14):
the who before the what, andwhen you find the bus starts
rolling, right.
Jim Collins said it best in hisbook Good to Great, and you
know that's what we've been ableto do at Ascend.
You know we've added three morepeople now to the growth team.
We hired an intern and we'refiguring out some tech things on
the tech side of things.
But you know, I've learned alot.
I learned how to serve othersin a different capacity that
(04:34):
wasn't sports and at the end ofthe day it's like how can we
work together, allow everyone tomaximize their strengths, to
work towards a common goal?
Right, because that's whatlife's all about is synergy.
So a little bit about me and mystory.
Dr. William Attaway (04:46):
I talk with a number of college students
and I've got to tell you justbalancing being a student much
less being an athlete is apretty full plate, right Running
a startup.
In addition to those things,that plate overflows.
How do you do that?
How do you balance and have anysemblance of spare time?
Walker Ferguson (05:23):
right, it's showing up every day and being
the same person, right?
No matter what.
It's like if I have a time Iset to wake up, it's like I wake
up at that time.
It's like if I'm reading atthis time, I'm reading my book
at this time, right, findingways to recharge, right.
Um, there's another book Ireally like too.
It's called all the sevenhabits of highly effective
people, and that's unbelievable.
But, like in the last chapterfor the seventh habit, he talks
about sharpening the salt, right.
The spiritual, the mental, thephysical and the social and
(05:43):
emotional.
And for me, I'm a big planner,so on Sunday I'll write out,
kind of like, how I can do thatthis week and how I can mesh
that in, because if I can takecare of myself and recharge my
batteries, then I'm able to givemy energy to my team, I'm able
to give my energy to the send,and that comes down to
discipline too.
It's just doing the things thatnobody wants to do, just
embracing the suck.
So, yeah, that's what I wouldsay.
Dr. William Attaway (06:05):
That's really good.
It sounds like time blocking isyour friend.
100% yes, sir.
So what has been your biggestchallenge so far?
I mean, you're buildingsomething from the ground up and
you've got a partner right.
You've got a team.
Is it leading the team?
Is it building the productitself?
What's the biggest challengeyou've hit?
Walker Ferguson (06:27):
Yeah, I think the biggest challenge has been
more like on the tech side.
I think Hampton will say thesame thing.
You know I'm not a comms sideguy.
You know Hampton's not a commsside guy, and that's tough,
right.
Um, and we didn't really thinkgetting on the play store for
Android would take that long andyou know, to be truthful, it's
(06:49):
been a very long time and we'restill pushing it on Android.
And then from there, yeah,we'll still have it, we'll have
a true MVP out on both and thenfrom there, you know we have big
dreams and goals.
We want to really get the app tothat calm level of an app right
, to get our voice actorsimplement them into the AI,
animations, user flow, betterhomepage, all these new features
that we really want to get outin 10 to 12 weeks when the true
(07:11):
MVP is out on iOS and GooglePlay.
And it's just so tough becausethat's when I've really been
tested as a leader too, becauseit's like I don't know how to do
those things right.
It's like anything else.
If it's like I don't, I don'tknow how to do those things
Right, it's like anything else.
If it's like growth related,sales related, like I can learn,
I can spend the time to do itand figure it out, but like I
don't know how to code, sothat's been really tough and a
(07:31):
really tough challenge just tofind the right people to kind of
learn and grow, cause we kindof hit the jackpot early on, to
be honest, with you, with ourdeveloper Colin who, with you,
with our developer Colin, who'sunbelievable, but he ended up
having to resign because he hadto go work for Vanguard and they
had to non-compete, so we losta pretty heavy player on the
team.
But our hand-to-nose attitudewas always like, well, good,
(07:52):
we'll figure it out.
Right, because it's like withthe right team, with the right
people, you learn and grow.
And right now we're trying tofigure out who we can get on the
development.
The development team that youknow, with our bootstrapped
budget, you know can help usgrow and get to where we need to
go.
So I would definitely say thechallenge most challenging part,
without me blabbing, isdefinitely the tech side of
things to getting the product up.
So how?
Dr. William Attaway (08:10):
do you find new team members?
How do you find that rightperson?
Walker Ferguson (08:14):
Yeah.
So a lot of it's through.
You know, just life likerelationship building.
You know, there was two reallygood guys that really stuck out
to me as soon as we started tosend.
You know, hampton and I werelike we're going to ask them to
join the growth team becausethey're a great salesman and
they're hungry, right.
They like to do things thatnobody else wants to do and they
like to go the extra mile.
And they're both.
(08:34):
They're a little bit weird,kind of like myself, right.
So getting those people on theteam was like instant, right.
So as soon as we were at thatstage, I recruited both of them
and we got them going right awaybecause I was like you guys are
going to be great on growth.
God's so good too, and life isabout synergy and who you meet.
(08:55):
I reached out to a man namedMark Oldham who is a golf
professor.
He's in the golf world, right,and I was reaching out about
advice to connect us with somegolfers to help spread the word
about the app he ended upconnecting me with one of his
daughters, morgan Lee Oldham,and she ended up becoming our
CMO after Hampton I had met withher and talked to called Alpha
Sites, which was a knowledge ondemand firm, and from there I
(09:25):
really got good at usingLinkedIn and like Sales
Navigator to find the rightpeople.
So, as weird as it sounds, Iwas able to use like Boolean
strings and find like reallyspecific people on LinkedIn, be
able to contact with them andthen connect with them, send
them a note and then try to getthem on the phone.
And when we got on the phone, Iwas able to talk with them and
that's how we found our UI UXdeveloper, as well as the other
developers we've been talking to.
(09:45):
So that's fantastic.
Dr. William Attaway (09:48):
What kind of culture are you building at
Ascend?
Walker Ferguson (09:52):
Yeah, so our values.
Actually, we use the acronymGREAT, which is gratitude,
relentless effort, excellence,action oriented and then trust.
And that's the culture we'rebuilding.
Right, we want to be a teamthat all of us are all seen as
equals.
Right, it's like I'm not abovesomebody else.
(10:12):
Right, it's like Hampton's notabove someone else.
It's like how can we all useour skills and our attributes to
get to where we want to go, butkeeping the end goal in mind,
while we started this thing,right, to not become a billion
dollar company, but to help abillion people live happier,
healthier lives.
And we truly embody that.
And that's why that, when youask anybody on our team what
great means, they'll spit it outfor you just like that, because
that's the values, right?
And without your values,without your vision, you're
(10:33):
never going to get to where youwant to go, because everyone's
got to be bought in and believein.
Dr. William Attaway (10:37):
Is that?
How do you get your new teammembers to buy in?
Is this something that you'resharing with them during the
interview process?
Walker Ferguson (10:45):
For sure.
Dr. William Attaway (10:46):
And you want them 110% bought in before
they ever step foot on the team100%.
Walker Ferguson (10:52):
So, like I said , the two guys on the growth
team, we kind of knew right awayjust because we knew who they
were and we've had relationshipswith them for so long.
With Morgan Lee, when Hamptondid the interview process with
her and then I was able to joinin after we just knew she
checked every single box for ourvalues and the way we wanted to
(11:13):
be.
And then, regarding the techside of things, we will
interview the tech guys withColin, who is, like I said,
resigned, and he'll make surethat they have the base
understanding, the baseknowledge to be able to do the
best job, that they're qualified.
And then from there, me andHamp will do a behavioral
interview and just make surethey meet the team's values and
where we're going Because, likeI said, if you don't have the
(11:35):
right people on the bus, the busisn't going to move, and we
definitely figured that outpretty early on with a couple of
employees that we had to let goas well in the first year.
Dr. William Attaway (11:44):
Let's talk about that for a second, because
a lot of startups are trying tofigure it out and they're
building the plane while they'reflying it, and sometimes you
bring somebody on the team andyou realize pretty quickly, or
they do or both, this is not theright bus that they need to be
on.
Yes sir, what was thatexperience like for you?
Walker Ferguson (12:04):
Yeah, it was pretty tough for me, for sure,
because I love believing inpeople and I love giving people
the benefit of the doubt.
I'm a firm believer in second,third chances, right, because I
like to see the best in peopleand I truly do believe that a
lot of people really do havegood hearts and they want to
serve others and get to wherethey want to go.
But we had, you know, one, andwe had a one team that we hired
(12:26):
for like a marketing company inreels, and you know, we were
just getting them like two,three weeks late, like they
weren't good quality and it wasjust we just rushed it.
To be honest, we weren't readyto be getting anywhere.
So that one was a little biteasier, just to say, like you
know, it really wasn't workingout.
You know we'll pay you for youknow, the reels, but then after
that let's kind of just partways.
We don't necessarily need to bedoing business together because
(12:48):
we definitely don't have clearexpectations, and that's a
really good learning experience.
So glad it happened to be ableto define your expectations
upfront and make sure everysingle team member is on the
same page so we all, like I said, can contribute to that common
goal, right, and that wasdefinitely a big learning one
for me.
And then the other employee wehad we hired off LinkedIn too.
(13:11):
She definitely promised a lot ofthings with, you know, getting
in the newspaper a lot of likejournalism things, pr, like all
of these things, and it wasn'tbeing delivered and there was
constantly just like I have amigraine.
You know I have to do this, Ihave to do this, x, x.
And you know, I just got to apoint where it's like this has
happened like 25 times now andit's like it's just this is just
(13:36):
a habit, right.
It's like how much grace canyou give?
Because I'll be the first oneto say that like I love giving
people grace.
Like if you can't make a meeting, someone comes up with your
family, like I get it like ahundred percent like family's,
always first in my book, um, butwhen it's that like that, that
was definitely tough.
So that was the first like trueconversation that I had to have
, like face to face um with himand really just have that tough
conversation and just be like.
You know, this isn't workingout and now we want to part ways
(13:58):
, but, like I said, you knowGod's so good.
It was another learningexperience and everything was a
blessing because I got to learnand I got to know what I'm
looking for in team members inthe future, what we are looking
for for team members in thefuture and how we can learn and
grow together.
So you know, it was a blessingin disguise, because it was a
great learning experience.
Dr. William Attaway (14:17):
I love that mindset.
I always say there's no suchthing as a wasted experience.
You know it's either somethingthat's going to benefit you or
something that's going tobenefit somebody else around you
if you have a teachable spiritabout it, and that's something
that is so evident throughoutthis conversation.
Have you always operated from amindset of teachability?
Walker Ferguson (14:37):
I'd like to think I'd always try to be
open-minded, like my lifephilosophy is like be curious,
not judgmental.
I like one of them, so everysingle day I want to learn
something new, and obviously not, like you know, pass any
judgment on others, but just tryto learn from them, right?
Because everyone has somethingto offer this world and
everyone's story is so powerful.
So just being able to listen,it's really good.
Dr. William Attaway (14:56):
So you know the discipline that is required
to accomplish what you'reaccomplishing is not small.
It's a significant amount ofdiscipline We've touched on that
as you get out of school andare able to focus on this full
time.
Where do you see this going?
Like?
Is this going to be like?
The next 10 years are Ascend.
Do you have other ideas?
What's next for you?
(15:17):
What's?
Walker Ferguson (15:18):
next for you?
Yeah, so I definitely.
I think the sky's the limitwith the sun.
Truthfully, we really startedour development in May, so we're
really just coming up on oneyear and we've made a lot of
significant strides.
We're talking with a lot ofuniversities to essentially get
into their athletic departmentwhere they'll pay us X amount of
dollars for all theirstudent-athletes and then they
give us all thestudent-athletes' emails and we
(15:39):
give them a free subscription tothe app.
And now I feel pretty goodabout that and the avenues of
growth there, especially when weget on android um for
monetization as well as justgrowing organically um through
individual subscriptions and onour social media, because
they're doing a great job.
And I really do think the sky'sthe limit, because when you
have the right people on the busand you have the team going,
you're obviously noteverything's always sunshine and
(15:59):
rainbows, but we learn, weadapt, we overcome and we keep
moving forward.
So I'm really excited about thefuture.
I think that you know, in thenext year we could really scale
and close a lot of deals withuniversities and really get the
name out there.
But, regarding my future, youknow it's going to be Ascend,
like all in Ascend.
That's my life passion.
And as of right now and youknow, I'm sure you know, I'm
(16:21):
sure you know I definitely amgoing to start a couple of other
businesses down the line forsure, because I love it.
I love seeing something startfrom nothing and learn and grow
and come, see it come tofruition.
So, as of right now, it's a sin.
And then I also got into UVAfor graduate school.
Congrats, masters.
I appreciate it.
Dr. William Attaway (16:37):
So, contemplating that as well, so
your company and your team needyou to lead at a higher level
today than they did a year ortwo ago, and that same thing is
going to be true a year or twoor five from now.
So how do you stay on top ofyour game and level up with the
new leadership skills that yourteam, your company, are going to
(16:59):
need you to have?
Walker Ferguson (17:00):
100%.
I think the first thing is kindof goes back to like the being
curious, not judgmental, right.
It's like network with as manymentors as I possibly can and
just be quiet and take notes forthem, learn from what's worked,
what hasn't, and how I couldimplement that into like what
I'm seeing.
For instance, if I meet with amentor and we're kind of talking
about a scenario and they'vebeen through what I'm going
(17:21):
through before, it's like, oh,that didn't work, that's what I
was thinking about, Maybe Ishould do what they're saying,
and then that grows.
That's the first one.
Second one is reading books.
I think reading is so powerfuland it's just a recharge.
I mean, I love all the booksyou got.
I could tell you're a bigreader Just finding new ways to
read books, whether that'sspiritual books or that's
business books, philosophicalbooks, whatever it may be just
(17:42):
reading in general, because ourminds are so stimulated, so much
with our phones, with TikTokand Instagram Reels, twitter.
It's just like dopamine hit,dopamine hit, dopamine hit.
And it's like I never have timeto think when I do that.
Right, it's being able toconstantly remind myself like,
hey, I need to read for an hourtoday and that's my recharge,
recharge, along with likemeditation, and I'm able to
learn and grow from there.
Definitely say that.
(18:03):
And then you know, the last oneis uh, yeah, just like learning
, like podcasts, just networkwith as many people as I can and
just being very open-minded touh new ways of growing, because
at the end of the day, you know,the company's always going to
move forward, things are goingto change.
So it's like how can, how canwe be innovative as possible,
learn, adapt?
Dr. William Attaway (18:26):
grow and get to where we want to be.
You know, I work with a lot ofentrepreneurs in my capacity as
an executive coach and the onenon-negotiable that I have for
somebody that I'm going to workwith one-on-one is that they
have a teachable spirit.
What you just described is notjust a mindset, but a habitual
practice of how you live,constantly learning, constantly
seeking to grow, looking forwhere you can absorb new
(18:46):
information that's going to helpyou grow, and you're very
intentional about that.
I just want I wanted to callthat out and I want to encourage
you don't lose that.
That is so important and I seethat in the most successful
people.
Walker Ferguson (19:00):
I appreciate that it means a lot.
Dr. William Attaway (19:02):
What in thus far in your journey and
you're still early in thejourney- I'm very.
Imagine there are no shortageof people who have given you
advice.
What is the best advice you'vegotten so far?
Walker Ferguson (19:15):
Wow, that's a loaded question for sure.
I think for the business it'sdefinitely stay within your
niche for the first year.
Find whatever market you'regoing to dominate, dominate that
market, get through that proofof concept phase and help those
people and then branch out.
You know college athletics andlike student athletes because
(19:38):
you know that's who I was,that's my story, that's kind of
why we started it.
It's just like how best toassist them, dominate that
market and then kind of branchout.
That was definitely the bestpiece of advice I got early on
from a business perspective.
Just because I did that right,I was kind of all over the place
and we weren't seeing growth.
And then when I kind oftailored it back then things
started going good.
So and I you know the mentorsare so good Winston, starr, stan
(19:59):
and Mike, who really havehelped us out every week they
just start accelerating indowntown Winston, they're just
unbelievable.
And then the best piece ofadvice I got from like just a
mentor as well, I'm like on apersonal level was just start
now right.
It's like people talk about itall the time, but it's like the
journey of a thousand milesbegins with one step.
It's like you can plan all youwant in your life and you can
(20:20):
have the best plans, the bestideas ever, but without action
you're never going to getanywhere, and vision plus action
equals change.
My partner, hampton, is verygood with vision.
I'm very action-oriented andthat's why I feel like we make
such a great team and that'sgoing to equal a lot of change
in this world where we can helppeople.
So that's kind of like anotherone of my life philosophies is
you know, if I have an idea, ifit's something I'm passionate
(20:40):
about, it aligns with my purpose, my why?
So?
I can go for it because youknow I got one life, so why not
start now?
Dr. William Attaway (20:45):
Love that, If you could go back to the very
first day that you startedAscend and you could tell
yourself something based on whatyou know.
Now you can go back and talk tothat version of Walker.
What would you love to?
Walker Ferguson (21:02):
go back and tell yourself Less money, yeah,
it's good.
But yeah, I would definitelyjust say that just continue to
be open-minded.
You know you're going to havedays when you think things
aren't going right, but it'slike it's always dark right
before the light, right?
So just to keep putting onefoot in front of the other and
keep going and I think that thewalker from a year ago would be
(21:24):
very proud of the walker that'shere now but definitely cutting
back on expenses too for, likesome stuff that you know,
learning experiences, right.
Dr. William Attaway (21:32):
So yeah, no wasted experience.
Right, right exactly.
Walker Ferguson (21:51):
You've mentioned a number of books so
far.
I'm just curious is there oneor two in particular that have
made a really big difference inyour journey that you'd
recommend?
The second one that I reallyliked a lot was Thinking Grow
Rich by Napoleon Hill Definitelychanged the way I like and the
way I think, and definitely eventhe practices too.
Same with the psychology ofwinning.
That one was great and it's alot very interactive, and I'm
(22:11):
reading one right now that's alittle bit different.
I'm called BecomingSupernatural by Joe Dispenza.
It's definitely really helpingme with my meditation practice
and learning about the energycenters and all that good stuff.
But other than that, oh andobviously how to Win Friends and
Influence People, that one'sunbelievable.
One of my favorite books ever.
And then Speed of Trust, whichis actually written by the son
(22:33):
of Stephen R Combe that wroteSeven Habits of Highly Effective
People.
Definitely recommend that onefor team building as well.
Great list.
Dr. William Attaway (22:40):
We'll have those links in the show notes.
If you could share one piece ofadvice with the people who are
listening today, the leaders,the entrepreneurs who are tuning
in, what would you love toshare?
Walker Ferguson (22:52):
Definitely a couple of things, but I think
the biggest one would just beput your head down and work.
I think that the thousand steps, or thousand miles, begins with
the first step.
Right, and to learn and growevery day.
Be curious, not judgmental.
Right and get started, Becauseif you don't start and you don't
have that action, no, you'renever going to get to where you
want to go.
It's like the old philosophersaid I forgot who it was, but
(23:14):
he's like.
You know, the best time toplant a tree was, like 20 years
ago, but the next best day istoday.
So why not start now?
Dr. William Attaway (23:20):
Love that bias for action.
That's brilliant, Walker.
I know our listeners are goingto want to stay connected to you
and continue to learn from youand more about Ascend.
What is the best way for themto do that?
Walker Ferguson (23:32):
Yeah, all of our social media is like
Instagram, twitter, tiktok,linkedin, all Ascend appai.
And then my personal email iswalkerferguson at
Ascendmeditationsappai, and thenmy personal email is
walkerferguson atascendmeditationsapp.
Dr. William Attaway (23:46):
I'd love to connect with you guys.
We'll have all those links inthe show notes as well.
Walker, thank you for sharingfrom your story so far what
you've learned, the insightsthat you've gleaned, and I know
that your best days are ahead ofyou, man.
I can't wait to see what'sgoing to happen next.
Walker Ferguson (23:57):
I appreciate it .
Thank you, Dr Attaway.
I'm so excited to have Walker Ferguson
on the podcast today.
Walker's a student, athlete andentrepreneur, excelling both on
the field as a safety for WakeForest University and off the
field as the co-founder ofAscend, a meditation and
wellness app that uses AI.
His journey combines leadership, innovation and resilience as
(00:22):
he navigates the challenges ofbalancing athletics and business
.
Walker is passionate aboutcreating tools that empower
personal growth and wellness,while sharing his insights on
teamwork, focus and buildingsomething impactful from the
ground up.
Walker, I'm so glad you're here, man.
Thanks for being on the show.
I appreciate it.
Walker Ferguson (00:41):
Thanks for having me on, Dr Attaway.
Glad you're here, man.
Thanks for being on the show.
I appreciate it.
Intro/Outro (00:46):
Thanks for having me on, Dr Attaway.
Welcome to Catalytic Leadership, the podcast designed to help
leaders intentionally grow andthrive.
Here is your host, author andleadership and executive coach,
Dr William Attaway.
Dr. William Attaway (01:04):
I would love for you to start by sharing
some of your story with ourlisteners, particularly around
your journey and yourdevelopment as a leader.
How'd you get started?
Walker Ferguson (01:16):
Yeah.
So for me, you know, grew up inRichmond, virginia, my entire
life Played everything with aball going baseball, basketball,
football, lacrosse, you name itand then my leadership journey
really started, I'd say, when Igot to high school.
I was team captain of thefootball team as well as the
lacrosse team from sophomoreyear onward and I really learned
how to put myself above others,right or sorry.
Put others before myself, right, servant leadership, right.
(01:38):
How can I serve someone andmake their life a little bit
better and how can I put myteammates before myself to get
to the common goal.
And that got really instilledat an early age, in high school.
And then I was fortunate enoughto play football at Wake Forest
.
When I got to Wake Forest myleadership role was a lot
different.
I was a scout team player formy first two years.
(01:58):
I wasn't traveling and that'sreally where a lot of Ascend
came in.
But through that I kind of hada different role of leadership
where I was still servingleadership, but I was no longer
the team captain, right.
I was no longer the guy thateveryone was coming to.
I had more of a minor rolewhere I could help others behind
the scenes and build thoserelationships because I truly do
believe you can love, you canserve and you can lead at any
level, no matter if you're theteam captain or you know your
(02:20):
freshman year player on the team, right, you know your freshman
year player on the team, right.
So that's kind of like how Ilike my leadership, like through
sports.
And then like for Ascend, youknow, that's been a whole
whirlwind in itself.
So sophomore year, kind of likeI said you know wasn't playing
right, not traveling, still onscout team, you know things at
home weren't great and same with, like the social life, right,
(02:44):
and my partner Hampton, the same.
He was going through somethingvery similar at the same time.
So from there, you know, wewere about this low spot.
We were either in the pastdepression or future anxiety,
but we were never in the presentmoment, right.
So from there, that's when wereally learned, like the power
of meditation, the power ofmindfulness, how to breathe,
what gratitude was right.
So we ended up taking a stepback and just realized, like you
(03:04):
know, we are so blessed andlike fortunate right now that we
are at the University of WakeForest, like playing football,
Like not many people can saythat, and like that's a blessing
in and of itself, right.
So kind of my journey kind oflike went on a little bit more,
just kind of like learning,right, I'm a Christian guy
myself, no-transcript, becausefor me prayer was speaking to
(03:31):
God and meditation was listening, right, and Hampton was a
little bit different.
He's more of a, he took more ofthe stoicism approach, right,
and we were both teaching eachother a lot of things and
learning a lot.
Right, we had gotten a freeapplication through a school
called Calm, which I'm sureyou're familiar with, and we
loved how it gave, you know,base meditations, base sleep
stories, right, and nobody beatsa Matthew McConaughey or an
(03:53):
Adam Sklar voice, right.
But nothing felt specific forthe user.
Right For what we were goingthrough when we weren't playing.
Right, not only to reducestress and anxiety but also to
see ourselves achieving on thefield.
Right To get to where we wantedto be.
You know, visualization toachieve a goal.
So that's kind of how the ideaof Ascend transformed.
And getting back to youroriginal question about
leadership, you know I'm a firmbeliever that you got to find
(04:14):
the who before the what, andwhen you find the bus starts
rolling, right.
Jim Collins said it best in hisbook Good to Great, and you
know that's what we've been ableto do at Ascend.
You know we've added three morepeople now to the growth team.
We hired an intern and we'refiguring out some tech things on
the tech side of things.
But you know, I've learned alot.
I learned how to serve othersin a different capacity that
(04:34):
wasn't sports and at the end ofthe day it's like how can we
work together, allow everyone tomaximize their strengths, to
work towards a common goal?
Right, because that's whatlife's all about is synergy.
So a little bit about me and mystory.
Dr. William Attaway (04:46):
I talk with a number of college students
and I've got to tell you justbalancing being a student much
less being an athlete is apretty full plate, right Running
a startup.
In addition to those things,that plate overflows.
How do you do that?
How do you balance and have anysemblance of spare time?
Walker Ferguson (05:23):
right, it's showing up every day and being
the same person, right?
No matter what.
It's like if I have a time Iset to wake up, it's like I wake
up at that time.
It's like if I'm reading atthis time, I'm reading my book
at this time, right, findingways to recharge, right.
Um, there's another book Ireally like too.
It's called all the sevenhabits of highly effective
people, and that's unbelievable.
But, like in the last chapterfor the seventh habit, he talks
about sharpening the salt, right.
The spiritual, the mental, thephysical and the social and
(05:43):
emotional.
And for me, I'm a big planner,so on Sunday I'll write out,
kind of like, how I can do thatthis week and how I can mesh
that in, because if I can takecare of myself and recharge my
batteries, then I'm able to givemy energy to my team, I'm able
to give my energy to the send,and that comes down to
discipline too.
It's just doing the things thatnobody wants to do, just
embracing the suck.
So, yeah, that's what I wouldsay.
Dr. William Attaway (06:05):
That's really good.
It sounds like time blocking isyour friend.
100% yes, sir.
So what has been your biggestchallenge so far?
I mean, you're buildingsomething from the ground up and
you've got a partner right.
You've got a team.
Is it leading the team?
Is it building the productitself?
What's the biggest challengeyou've hit?
Walker Ferguson (06:27):
Yeah, I think the biggest challenge has been
more like on the tech side.
I think Hampton will say thesame thing.
You know I'm not a comms sideguy.
You know Hampton's not a commsside guy, and that's tough,
right.
Um, and we didn't really thinkgetting on the play store for
Android would take that long andyou know, to be truthful, it's
(06:49):
been a very long time and we'restill pushing it on Android.
And then from there, yeah,we'll still have it, we'll have
a true MVP out on both and thenfrom there, you know we have big
dreams and goals.
We want to really get the app tothat calm level of an app right
, to get our voice actorsimplement them into the AI,
animations, user flow, betterhomepage, all these new features
that we really want to get outin 10 to 12 weeks when the true
(07:11):
MVP is out on iOS and GooglePlay.
And it's just so tough becausethat's when I've really been
tested as a leader too, becauseit's like I don't know how to do
those things right.
It's like anything else.
If it's like I don't, I don'tknow how to do those things
Right, it's like anything else.
If it's like growth related,sales related, like I can learn,
I can spend the time to do itand figure it out, but like I
don't know how to code, sothat's been really tough and a
(07:31):
really tough challenge just tofind the right people to kind of
learn and grow, cause we kindof hit the jackpot early on, to
be honest, with you, with ourdeveloper Colin who, with you,
with our developer Colin, who'sunbelievable, but he ended up
having to resign because he hadto go work for Vanguard and they
had to non-compete, so we losta pretty heavy player on the
team.
But our hand-to-nose attitudewas always like, well, good,
(07:52):
we'll figure it out.
Right, because it's like withthe right team, with the right
people, you learn and grow.
And right now we're trying tofigure out who we can get on the
development.
The development team that youknow, with our bootstrapped
budget, you know can help usgrow and get to where we need to
go.
So I would definitely say thechallenge most challenging part,
without me blabbing, isdefinitely the tech side of
things to getting the product up.
So how?
Dr. William Attaway (08:10):
do you find new team members?
How do you find that rightperson?
Walker Ferguson (08:14):
Yeah.
So a lot of it's through.
You know, just life likerelationship building.
You know, there was two reallygood guys that really stuck out
to me as soon as we started tosend.
You know, hampton and I werelike we're going to ask them to
join the growth team becausethey're a great salesman and
they're hungry, right.
They like to do things thatnobody else wants to do and they
like to go the extra mile.
And they're both.
(08:34):
They're a little bit weird,kind of like myself, right.
So getting those people on theteam was like instant, right.
So as soon as we were at thatstage, I recruited both of them
and we got them going right awaybecause I was like you guys are
going to be great on growth.
God's so good too, and life isabout synergy and who you meet.
(08:55):
I reached out to a man namedMark Oldham who is a golf
professor.
He's in the golf world, right,and I was reaching out about
advice to connect us with somegolfers to help spread the word
about the app he ended upconnecting me with one of his
daughters, morgan Lee Oldham,and she ended up becoming our
CMO after Hampton I had met withher and talked to called Alpha
Sites, which was a knowledge ondemand firm, and from there I
(09:25):
really got good at usingLinkedIn and like Sales
Navigator to find the rightpeople.
So, as weird as it sounds, Iwas able to use like Boolean
strings and find like reallyspecific people on LinkedIn, be
able to contact with them andthen connect with them, send
them a note and then try to getthem on the phone.
And when we got on the phone, Iwas able to talk with them and
that's how we found our UI UXdeveloper, as well as the other
developers we've been talking to.
(09:45):
So that's fantastic.
Dr. William Attaway (09:48):
What kind of culture are you building at
Ascend?
Walker Ferguson (09:52):
Yeah, so our values.
Actually, we use the acronymGREAT, which is gratitude,
relentless effort, excellence,action oriented and then trust.
And that's the culture we'rebuilding.
Right, we want to be a teamthat all of us are all seen as
equals.
Right, it's like I'm not abovesomebody else.
(10:12):
Right, it's like Hampton's notabove someone else.
It's like how can we all useour skills and our attributes to
get to where we want to go, butkeeping the end goal in mind,
while we started this thing,right, to not become a billion
dollar company, but to help abillion people live happier,
healthier lives.
And we truly embody that.
And that's why that, when youask anybody on our team what
great means, they'll spit it outfor you just like that, because
that's the values, right?
And without your values,without your vision, you're
(10:33):
never going to get to where youwant to go, because everyone's
got to be bought in and believein.
Dr. William Attaway (10:37):
Is that?
How do you get your new teammembers to buy in?
Is this something that you'resharing with them during the
interview process?
Walker Ferguson (10:45):
For sure.
Dr. William Attaway (10:46):
And you want them 110% bought in before
they ever step foot on the team100%.
Walker Ferguson (10:52):
So, like I said , the two guys on the growth
team, we kind of knew right awayjust because we knew who they
were and we've had relationshipswith them for so long.
With Morgan Lee, when Hamptondid the interview process with
her and then I was able to joinin after we just knew she
checked every single box for ourvalues and the way we wanted to
(11:13):
be.
And then, regarding the techside of things, we will
interview the tech guys withColin, who is, like I said,
resigned, and he'll make surethat they have the base
understanding, the baseknowledge to be able to do the
best job, that they're qualified.
And then from there, me andHamp will do a behavioral
interview and just make surethey meet the team's values and
where we're going Because, likeI said, if you don't have the
(11:35):
right people on the bus, the busisn't going to move, and we
definitely figured that outpretty early on with a couple of
employees that we had to let goas well in the first year.
Dr. William Attaway (11:44):
Let's talk about that for a second, because
a lot of startups are trying tofigure it out and they're
building the plane while they'reflying it, and sometimes you
bring somebody on the team andyou realize pretty quickly, or
they do or both, this is not theright bus that they need to be
on.
Yes sir, what was thatexperience like for you?
Walker Ferguson (12:04):
Yeah, it was pretty tough for me, for sure,
because I love believing inpeople and I love giving people
the benefit of the doubt.
I'm a firm believer in second,third chances, right, because I
like to see the best in peopleand I truly do believe that a
lot of people really do havegood hearts and they want to
serve others and get to wherethey want to go.
But we had, you know, one, andwe had a one team that we hired
(12:26):
for like a marketing company inreels, and you know, we were
just getting them like two,three weeks late, like they
weren't good quality and it wasjust we just rushed it.
To be honest, we weren't readyto be getting anywhere.
So that one was a little biteasier, just to say, like you
know, it really wasn't workingout.
You know we'll pay you for youknow, the reels, but then after
that let's kind of just partways.
We don't necessarily need to bedoing business together because
(12:48):
we definitely don't have clearexpectations, and that's a
really good learning experience.
So glad it happened to be ableto define your expectations
upfront and make sure everysingle team member is on the
same page so we all, like I said, can contribute to that common
goal, right, and that wasdefinitely a big learning one
for me.
And then the other employee wehad we hired off LinkedIn too.
(13:11):
She definitely promised a lot ofthings with, you know, getting
in the newspaper a lot of likejournalism things, pr, like all
of these things, and it wasn'tbeing delivered and there was
constantly just like I have amigraine.
You know I have to do this, Ihave to do this, x, x.
And you know, I just got to apoint where it's like this has
happened like 25 times now andit's like it's just this is just
(13:36):
a habit, right.
It's like how much grace canyou give?
Because I'll be the first oneto say that like I love giving
people grace.
Like if you can't make a meeting, someone comes up with your
family, like I get it like ahundred percent like family's,
always first in my book, um, butwhen it's that like that, that
was definitely tough.
So that was the first like trueconversation that I had to have
, like face to face um with himand really just have that tough
conversation and just be like.
You know, this isn't workingout and now we want to part ways
(13:58):
, but, like I said, you knowGod's so good.
It was another learningexperience and everything was a
blessing because I got to learnand I got to know what I'm
looking for in team members inthe future, what we are looking
for for team members in thefuture and how we can learn and
grow together.
So you know, it was a blessingin disguise, because it was a
great learning experience.
Dr. William Attaway (14:17):
I love that mindset.
I always say there's no suchthing as a wasted experience.
You know it's either somethingthat's going to benefit you or
something that's going tobenefit somebody else around you
if you have a teachable spiritabout it, and that's something
that is so evident throughoutthis conversation.
Have you always operated from amindset of teachability?
Walker Ferguson (14:37):
I'd like to think I'd always try to be
open-minded, like my lifephilosophy is like be curious,
not judgmental.
I like one of them, so everysingle day I want to learn
something new, and obviously not, like you know, pass any
judgment on others, but just tryto learn from them, right?
Because everyone has somethingto offer this world and
everyone's story is so powerful.
So just being able to listen,it's really good.
Dr. William Attaway (14:56):
So you know the discipline that is required
to accomplish what you'reaccomplishing is not small.
It's a significant amount ofdiscipline We've touched on that
as you get out of school andare able to focus on this full
time.
Where do you see this going?
Like?
Is this going to be like?
The next 10 years are Ascend.
Do you have other ideas?
What's next for you?
(15:17):
What's?
Walker Ferguson (15:18):
next for you?
Yeah, so I definitely.
I think the sky's the limitwith the sun.
Truthfully, we really startedour development in May, so we're
really just coming up on oneyear and we've made a lot of
significant strides.
We're talking with a lot ofuniversities to essentially get
into their athletic departmentwhere they'll pay us X amount of
dollars for all theirstudent-athletes and then they
give us all thestudent-athletes' emails and we
(15:39):
give them a free subscription tothe app.
And now I feel pretty goodabout that and the avenues of
growth there, especially when weget on android um for
monetization as well as justgrowing organically um through
individual subscriptions and onour social media, because
they're doing a great job.
And I really do think the sky'sthe limit, because when you
have the right people on the busand you have the team going,
you're obviously noteverything's always sunshine and
(15:59):
rainbows, but we learn, weadapt, we overcome and we keep
moving forward.
So I'm really excited about thefuture.
I think that you know, in thenext year we could really scale
and close a lot of deals withuniversities and really get the
name out there.
But, regarding my future, youknow it's going to be Ascend,
like all in Ascend.
That's my life passion.
And as of right now and youknow, I'm sure you know, I'm
(16:21):
sure you know I definitely amgoing to start a couple of other
businesses down the line forsure, because I love it.
I love seeing something startfrom nothing and learn and grow
and come, see it come tofruition.
So, as of right now, it's a sin.
And then I also got into UVAfor graduate school.
Congrats, masters.
I appreciate it.
Dr. William Attaway (16:37):
So, contemplating that as well, so
your company and your team needyou to lead at a higher level
today than they did a year ortwo ago, and that same thing is
going to be true a year or twoor five from now.
So how do you stay on top ofyour game and level up with the
new leadership skills that yourteam, your company, are going to
(16:59):
need you to have?
Walker Ferguson (17:00):
100%.
I think the first thing is kindof goes back to like the being
curious, not judgmental, right.
It's like network with as manymentors as I possibly can and
just be quiet and take notes forthem, learn from what's worked,
what hasn't, and how I couldimplement that into like what
I'm seeing.
For instance, if I meet with amentor and we're kind of talking
about a scenario and they'vebeen through what I'm going
(17:21):
through before, it's like, oh,that didn't work, that's what I
was thinking about, Maybe Ishould do what they're saying,
and then that grows.
That's the first one.
Second one is reading books.
I think reading is so powerfuland it's just a recharge.
I mean, I love all the booksyou got.
I could tell you're a bigreader Just finding new ways to
read books, whether that'sspiritual books or that's
business books, philosophicalbooks, whatever it may be just
(17:42):
reading in general, because ourminds are so stimulated, so much
with our phones, with TikTokand Instagram Reels, twitter.
It's just like dopamine hit,dopamine hit, dopamine hit.
And it's like I never have timeto think when I do that.
Right, it's being able toconstantly remind myself like,
hey, I need to read for an hourtoday and that's my recharge,
recharge, along with likemeditation, and I'm able to
learn and grow from there.
Definitely say that.
(18:03):
And then you know, the last oneis uh, yeah, just like learning
, like podcasts, just networkwith as many people as I can and
just being very open-minded touh new ways of growing, because
at the end of the day, you know,the company's always going to
move forward, things are goingto change.
So it's like how can, how canwe be innovative as possible,
learn, adapt?
Dr. William Attaway (18:26):
grow and get to where we want to be.
You know, I work with a lot ofentrepreneurs in my capacity as
an executive coach and the onenon-negotiable that I have for
somebody that I'm going to workwith one-on-one is that they
have a teachable spirit.
What you just described is notjust a mindset, but a habitual
practice of how you live,constantly learning, constantly
seeking to grow, looking forwhere you can absorb new
(18:46):
information that's going to helpyou grow, and you're very
intentional about that.
I just want I wanted to callthat out and I want to encourage
you don't lose that.
That is so important and I seethat in the most successful
people.
Walker Ferguson (19:00):
I appreciate that it means a lot.
Dr. William Attaway (19:02):
What in thus far in your journey and
you're still early in thejourney- I'm very.
Imagine there are no shortageof people who have given you
advice.
What is the best advice you'vegotten so far?
Walker Ferguson (19:15):
Wow, that's a loaded question for sure.
I think for the business it'sdefinitely stay within your
niche for the first year.
Find whatever market you'regoing to dominate, dominate that
market, get through that proofof concept phase and help those
people and then branch out.
You know college athletics andlike student athletes because
(19:38):
you know that's who I was,that's my story, that's kind of
why we started it.
It's just like how best toassist them, dominate that
market and then kind of branchout.
That was definitely the bestpiece of advice I got early on
from a business perspective.
Just because I did that right,I was kind of all over the place
and we weren't seeing growth.
And then when I kind oftailored it back then things
started going good.
So and I you know the mentorsare so good Winston, starr, stan
(19:59):
and Mike, who really havehelped us out every week they
just start accelerating indowntown Winston, they're just
unbelievable.
And then the best piece ofadvice I got from like just a
mentor as well, I'm like on apersonal level was just start
now right.
It's like people talk about itall the time, but it's like the
journey of a thousand milesbegins with one step.
It's like you can plan all youwant in your life and you can
(20:20):
have the best plans, the bestideas ever, but without action
you're never going to getanywhere, and vision plus action
equals change.
My partner, hampton, is verygood with vision.
I'm very action-oriented andthat's why I feel like we make
such a great team and that'sgoing to equal a lot of change
in this world where we can helppeople.
So that's kind of like anotherone of my life philosophies is
you know, if I have an idea, ifit's something I'm passionate
(20:40):
about, it aligns with my purpose, my why?
So?
I can go for it because youknow I got one life, so why not
start now?
Dr. William Attaway (20:45):
Love that, If you could go back to the very
first day that you startedAscend and you could tell
yourself something based on whatyou know.
Now you can go back and talk tothat version of Walker.
What would you love to?
Walker Ferguson (21:02):
go back and tell yourself Less money, yeah,
it's good.
But yeah, I would definitelyjust say that just continue to
be open-minded.
You know you're going to havedays when you think things
aren't going right, but it'slike it's always dark right
before the light, right?
So just to keep putting onefoot in front of the other and
keep going and I think that thewalker from a year ago would be
(21:24):
very proud of the walker that'shere now but definitely cutting
back on expenses too for, likesome stuff that you know,
learning experiences, right.
Dr. William Attaway (21:32):
So yeah, no wasted experience.
Right, right exactly.
Walker Ferguson (21:51):
You've mentioned a number of books so
far.
I'm just curious is there oneor two in particular that have
made a really big difference inyour journey that you'd
recommend?
The second one that I reallyliked a lot was Thinking Grow
Rich by Napoleon Hill Definitelychanged the way I like and the
way I think, and definitely eventhe practices too.
Same with the psychology ofwinning.
That one was great and it's alot very interactive, and I'm
(22:11):
reading one right now that's alittle bit different.
I'm called BecomingSupernatural by Joe Dispenza.
It's definitely really helpingme with my meditation practice
and learning about the energycenters and all that good stuff.
But other than that, oh andobviously how to Win Friends and
Influence People, that one'sunbelievable.
One of my favorite books ever.
And then Speed of Trust, whichis actually written by the son
(22:33):
of Stephen R Combe that wroteSeven Habits of Highly Effective
People.
Definitely recommend that onefor team building as well.
Great list.
Dr. William Attaway (22:40):
We'll have those links in the show notes.
If you could share one piece ofadvice with the people who are
listening today, the leaders,the entrepreneurs who are tuning
in, what would you love toshare?
Walker Ferguson (22:52):
Definitely a couple of things, but I think
the biggest one would just beput your head down and work.
I think that the thousand steps, or thousand miles, begins with
the first step.
Right, and to learn and growevery day.
Be curious, not judgmental.
Right and get started, Becauseif you don't start and you don't
have that action, no, you'renever going to get to where you
want to go.
It's like the old philosophersaid I forgot who it was, but
(23:14):
he's like.
You know, the best time toplant a tree was, like 20 years
ago, but the next best day istoday.
So why not start now?
Dr. William Attaway (23:20):
Love that bias for action.
That's brilliant, Walker.
I know our listeners are goingto want to stay connected to you
and continue to learn from youand more about Ascend.
What is the best way for themto do that?
Walker Ferguson (23:32):
Yeah, all of our social media is like
Instagram, twitter, tiktok,linkedin, all Ascend appai.
And then my personal email iswalkerferguson at
Ascendmeditationsappai, and thenmy personal email is
walkerferguson atascendmeditationsapp.
Dr. William Attaway (23:46):
I'd love to connect with you guys.
We'll have all those links inthe show notes as well.
Walker, thank you for sharingfrom your story so far what
you've learned, the insightsthat you've gleaned, and I know
that your best days are ahead ofyou, man.
I can't wait to see what'sgoing to happen next.
Walker Ferguson (23:57):
I appreciate it .
Thank you, Dr Attaway.
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