#89 - Dr. Sean Pastuch: Why 55 Million Americans Need Better Coaches (Not More Treatments) - Choose Hard with Cody McBroom

Episode Transcript
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(00:00):
In today's episode of the ChooseHard podcast, I have Doctor Sean
Pastouche on with me, and Sean has been a friend of mine for
nearly eight years now. He has known me for a long time
since I was Cody Boom boom Mcbroom running Boom Boom
performance, which sounds just God awful and hilarious now.
But the point is, is he's been in my life as a colleague, as a

(00:21):
mentor from afar, as a good friend that can provide a lot of
wisdom and as another person really creating a lot of impact
in the industry. Sean helps coaches who are
striving to help people get out of pain because he was once a
chiropractic and spent a lot of years in the PT slash
chiropractic world as well as the CrossFit world as he built

(00:41):
Active Life RX, which was a company that he founded in
really the pursuit of helping CrossFit athletes get out of and
perform better while recovering optimally to continue performing
at their best. But Sean has transformed and
transcended his levels of success over the years
tremendously. And it's been so cool to watch.
And today to be able to extract so much information and wisdom

(01:03):
and knowledge out of him for you, the listener to take home
with you. So if you're somebody who is in
pain or you're somebody who is really struggling with identity
and creating change in their life and being stuck where
you're at because you're not willing to accept reality and
make a breakthrough to create more change, or you're a coach,
you're a Cairo, you're a business owner, you're a gym

(01:24):
owner, You're somebody who needsto understand this aspect of
change behavior psychology in order to be more successful
financially. This is the guy and this is the
podcast. Sean shares stories, he shares
tactics and strategies. He shares a lot of wisdom today
on how you can be more successful in creating change in
your life and in the lives around you.

(01:45):
So without any further ado, let's get on to this episode
with the one and only Doctor Sean Pastouche.
The greatest things in life all start with a challenge.
You must accept that everything is hard before it gets easy
every. Every, every, every, everything
you want in life begins with a hard path.
Begins with a hard path. Begins with a hard path.

(02:05):
Begins with a hard path. All right, Doctor Sean, welcome
to the podcast, man. I'm excited to have you, and I'm
always excited to talk to you, dude.
Like I was telling you the otherday via text, I'm like, there's
any excuse to travel and hang out.
I always want to do it. I've known you for, gosh, seven
years. Six years?
Yeah. Yeah, it'll be it'll be 8 in
April. Crazy.

(02:26):
Our anniversary is coming up in April.
I can't wait, man. We definitely got to get
together for that. It's always just a pleasure,
man. You have a lot of wisdom in the
industry and it just in life. So I just always enjoy honestly
just our conversations outside of professional settings.
And that's what I want to bring to this is just be able to just
extract so much knowledge from you because I know there's so

(02:46):
much in there and I think the people are going to get a lot
out of this. So first and foremost, man, tell
us who you are, what you do, andideally like who do you serve or
who do you help? Who is the primary person that
you are passionate about helping?
And you can serve this to me anyway you want.
And I'm just going to kind of start poking and and riffing off
of that. I got you.

(03:06):
My name is Doctor Sean Pastiche.You can call me Sean.
I'm best known for founding my company, Active Life.
I've written a book, Turn Pro, The Fitness Professionals Guide
to Ethical Sales and Career Fulfillment, and I speak on a
fairly regular basis. So if you've heard my name but
you can't place it, it's probably from one of those three
places. I was working in a rehab clinic

(03:30):
that I owned back in the day andpeople were coming to me to help
them overcome chronic aches and pains.
It wasn't the acute stuff, it was the stuff they've had for
months or years anyone else could help them solve.
It got to the point that an Olympic medalist, professional
baseball players, CrossFit Gamesathletes, CrossFit Games
champions, business Titans were flying out to see me in my
clinic on Long Island. And they would fly home and they

(03:52):
had to go back and work with their coach on the stuff that I
would explain or I worked with them remotely.
Pretty soon I found myself coaching coaches from around the
world to help them help their own clients overcome these
chronic aches and pains. Because the problem that we have
today that people don't know about and aren't talking about,

(04:13):
that I think is a huge, huge problem.
So it also makes it a huge opportunity to solve it is the
chronic musculoskeletal pain is something that 55,000,000
Americans struggle with and the medical system isn't set up to
solve for it. Neither is the fitness industry.
But I believe coaches are best positioned to be the people who

(04:38):
can resolve that problem long term if they chose to be.
And it's my aim to create a world where chronic
musculoskeletal pain is a thing of the past if people choose so.
And I believe coaches are the people who are going to solve
it. So that's my history, my vision,

(04:58):
my mission, all kind of wrapped into one.
Did you get in? Did you get into this industry
because you were in pain? Like what was the reason that
you actually started going down this path initially?
Yeah, no, I got into this industry by accident over and
over and over again. So I ended up in pain.
But no, I was taking a gap year from university to the world,

(05:25):
and I decided I would become a personal trainer in that gap
year. And I saw that the blue ocean in
the gym where I was working Equinox was people who the other
trainers didn't want to work with.
Like, I can either compete for the hot chicks and the Jack
dudes with everybody, or I can work with the misfits.
I can work with the people who hop on the pack deck because

(05:48):
it's easy to use. The people who come in, get on
the elliptical, get no results and go home.
The people who are like hiding around the corners, if you're
going to a big gym, you know whoI'm talking about.
You can picture them. Nobody talks to those people.
Nobody tries to help those people.
So I was like, I'll help them. And my business got so full so
fast. I, I, I didn't even know how it

(06:08):
happened. I was still afraid to ask people
to buy 12 sessions at a time because I couldn't imagine them
spending that kind of money. And I was full.
In a business where it typicallytakes people six months, I got
there in 5 weeks. I would take these people up to
the physical therapy because inevitably they were all dealing
with aches and pains and the answers I got on how to help

(06:28):
them from physical therapy were just uninspiring.
To me, it was they're too old for this.
That's the best it's going to get and to give physical
therapists a little bit of a nod.
They're not all like that, but this was my experience when I
went through it. So I was like, I don't want to
do this anymore. This is this is uninspiring.

(06:50):
So I went to chiropractic schooland I'll learn how to save the
world there. I wasn't into snapping necks and
cashing checks. That wasn't my thing either.
So I ended up combining the two of them.
One thing led to another. You know, you're working with
elite athletes from around the world.
People find out. I couldn't justify staying in
clinic anymore, owning a CrossFit gym anymore.

(07:11):
It wasn't where I saw myself going when all in are helping
people online. Then coaches wanted to learn how
to do what I was doing. Started teaching coaches.
One thing leads to another, and here we are with an education
that is. We started off teaching coaches
in 2019, and every physical therapist, chiropractor, and

(07:32):
even trainer came out of the woodwork and would say your
course is not good, you shouldn't be teaching coaches
how to do this, You're teaching them to play doctor.
It's irresponsible, it's stupid,yadda yadda, yadda yadda.
And in some ways, they were right. 12 weeks to learn how to
do what we teach people to do isnot enough.

(07:54):
One hour a week, not enough. So now that course represents
1.2% of what we do, 1.2% of the content, not including our
specialties that come after that.
And what's so ironic is that allof those people who were telling
me how irresponsible I was six years ago for doing this thing,

(08:19):
now they're doing it and callingit the thing.
And they're doing what we did six years ago, not what we're
doing now. This is the most stereotypical
New York background right now. Dude.
Oh, you're the sirens, Yeah. It's like a movie.
Welcome to New York. I'll be sound interrupting the
the conversation. Not at all, man, not at all.

(08:42):
I love it, dude. So I want to, I want to touch on
this before I get into you, because I have a, a handful of
things that I want to touch on with like the pain aspect.
But because I know you so well, I've seen you speak live in
person a couple times. I've had countless conversations
with you and I've also had a lotof conversations with coaches.
I want to touch on something that you briefly kind of just

(09:04):
you alluded to in that story of how you got so full in five
weeks. And it's really just the natural
aspect of you being an action taker and a go getter.
And and we you, you talked aboutthis at Sam's event with I think
somebody asked you, do you like confidence or something like
that? You're like absolutely not.
There's a lot of times where I have conversations with coaches

(09:24):
and there's some basic principles to building your
business, getting a roster full,just one, the desire to get
better, right? But also going and talking to
the people and knowing which people to talk and how to talk
to them and then creating an offer and all these things.
But I feel like there's times where I talk to coaches and the
the conversation is why aren't you just doing this and this and
what about this? And I have like 100 ideas.

(09:46):
And sometimes it's like, why is there this blankness, right?
And I know a bit of it now, but I want to get your take on this
because you do so well at just pulling the trigger and taking
action and staying productive. How do you help coaches actually
do that more often? Simplifying it, you know, right
now the coach who's listening tothis, who's trying to build a

(10:08):
career is trying to, they're, they're trying to keep up in the
content game. They're like, oh, I'm supposed
to learn AI. I got to go learn AI.
They're trying all these different things that only suck
energy from them and don't add value to their business or
energy to their life. So they're frustrated.
They're like, I don't know what the hell I'm supposed to do.

(10:30):
Do I have to start buying ads? Are there any better offers?
What's an offer? Can I just train people?
It's the same thing that doctorsrun into when they realize that
being a successful doctor isn't about being a great doctor.
It's about the business side of being a great doctor and being a
great doctor. So coaches are faced with all of

(10:54):
these possibilities of things that they could do.
We help them by making it simple.
I'll, I'll do it right now if you, we help people overcome
chronic aches and pains. That's our specialty, right?
I can, I can get into why in a moment, but that's what we teach
coaches to do. Overcome chronic aches and
pains, to reclaim an active life.
That's the job. I'd love to tell you why, but

(11:17):
I'll get into the answer to the question you had.
If you picture 5 people who you know, just picture 5 people who
you know right now. Name them in your own head.
One of those people is compromising on the way that
they live because of chronic pain.
Now expand that out to 100 people.

(11:38):
It's 20 of them. If you asked all 100 of them if
they would like help with that, if it was possible to help them,
18 are going to say no, but two are going to say yes.
And now you have two clients. It really is that simple.

(12:00):
It's not a numbers game. It's not a ask everybody.
It's a learn how to ask the right questions and I'll tell
you what they are and then help the people who need it.
Every time I set up my table on the boardwalk to take questions
from the public, people are like, what are you trying to do
out here? I'm like, just make good
content. Just talk to people, you know,

(12:21):
trying to do business and like, no, not everyone needs my help.
But when the people who rise up who do, I absolutely ask them to
become clients. It's not why I set up, but every
single time I set up and take questions from the public, we
get a new client inquiry. So the questions to ask people,

(12:42):
I have 6 and they work. They will make it feel like
you're no longer a sleazy or a pushy person because you're not
actually asking for the buy. You're asking if they're
interested in the buy. Question number one, is it true
that you have that problem? So in our world, have you been
dealing with back pain for a really long time?
Yeah. OK.

(13:03):
Question #2 how long have you had that?
That's it. Is it brand new?
If it's brand new, they don't want to solve it.
If it's really long, it's been three years.
Oh, wow. What have you tried to fix that?
That's question #3 so is that your problem?
How long have you had it? What have you tried to fix it?

(13:23):
Tried physical therapy, Tried orthopedic, Tried chiropractic,
Worked for the trainer, lost some weight, Still got it.
Interesting. Question 4.
Why don't you think those thingsworked?
Let them tell you the things that went wrong with that stuff.
Oh, I never stuck to it. OK, Like investigate that,
right. Or they never listened to me.
OK, Learn what didn't work and why it didn't work so that you

(13:46):
don't repeat that and so you canmake sure you think you can help
them. Question number, What do we
have? Five.
Yeah, five. Well, is it important to you to
get this resolved or is it like whenever it happens, it happens
kind of thing? If people say no, whenever it
happens, it happens. Like it kind of is what it is.
Let them go, they're not interested.

(14:08):
But if they say no, of course it's important.
I don't know if it's possible, but it's important.
OK. And then question six.
Well, if I made some time, wouldyou like to sit down with me so
we can talk about this further and find out if working together
one-on-one, it could be a help for you?
We're done. Six really easy questions.

(14:31):
And you didn't sell anybody anything.
You asked them if they want you to help them.
So first I want to comment on the boardwalk thing real quick
because it's I love that you do that and it's a genius, dude.
Thanks. Every time I see the video, I'm
like, man, I wish. There's there's I've like tried
to look around my area. I'm like there's nowhere good.

(14:52):
I'm on a highway. I can't sit on the side of the
highway. I'll be hit by a semi.
Supermarket. That would be a good place.
Supermarket and post office. OK, Because I'm like, man, that
is, I think when I saw it the first time, I thought about when
we're all sitting out in the cul-de-sac with the kids are
running back stuff. I get at least one neighbor
that's like, hey, can I pick your brain real quick?

(15:13):
I got my blood work back and I was looking at my ODL and they
start asking me questions. One of my neighbors asked me
about creatine and then I was giving us some advice and stuff
and I didn't actually that one was players because I didn't
pitch anything. And then he texted me that night
and he goes, you wrote this article because he found
something on Google. I was like, yeah, like 6 years
ago. That's great.
It's a good one. It's on creatine monohydrate.
But anyway, I think that's it's genius.

(15:36):
It's it's a really good way to create content, get in front of
people. How do people, because the first
thing I hear people thinking in their head, especially younger
trainers, is not being able to get in front of people.
Maybe they don't have a boardwalk.
That's the excuse or which I kind of just made, or they don't
have enough followers on Instagram or whatever it is.
What are you telling them to do?Go do?
How are you have having people go have these conversations?

(15:58):
So they have to develop that muscle 1st, and there's a lot of
ways to develop that muscle because because what you're
describing is somebody who can'tsee what's in front of them and
it's totally reasonable. You've never been taught to look
for it. One of the most viral
conversations I ever had on the boardwalk was the woman who gave
me all of the reasons why she couldn't be successful getting

(16:20):
into health and fitness. And a lot of trainers jumped
into my comment section. They were like, these are all
excuses. They're all excuses.
And I responded to them. I'm like, yes, but they are the
best way that she knows how to express what she would describe
as reasons why she doesn't thinkshe can do it.
Our job is to help them overcomethose reasons.

(16:43):
So for the trainer who would say, you know, you just have to
do it. I like that's the same thing as
my answer to the question you just asked being just do it
right. You have legitimate reasons why
you don't think that you can. You have to develop the muscle.
The first way I teach people to develop the muscle is go learn 5

(17:04):
things about strangers today. That's good.
Just go talk to enough people tolearn 5 things about strangers
today. How do I start the conversation
with a stranger? I don't know?
You do. It depends on who the stranger
is. Do you like their shoes?
Do they have a cool haircut? Do they?
Do you see them often? Are they in the same business

(17:27):
that you're in? Are they also at the grocery
store? Just ask a question.
Just break the ice and then ask them a question about them to
learn something. You like their hair.
An example of a question for that dude.
Love your haircut. Sounds a little gay.
I get it. Love your haircut, dude.
Where do you get where do you get your haircut?

(17:49):
I go to Anthony's. Cool.
You just learned something abouta stranger today.
That's one. Do that four more times.
That's one thing to do. Second thing to do, overcome the
embarrassment. You're the overcome the
embarrassment of sounding like you think you know what you're
talking about. A way I like to teach people to
do that. Take out your phone, I don't

(18:10):
even care if it's on. Walk around and talk to it like
you're the most important personin the world filming a video.
Start by doing that in your own backyard so no one sees you.
Then walk up and down your street so your neighbors see the
people who know you're a little bit crazy, but not as crazy as
strangers might think you are for doing this.
Then walk down a busy street. Then go to a busy place.

(18:32):
Do it at the farmers market, inside the grocery store,
whatever. I don't even care what you're
talking about. Just allow yourself to be
important. Now you've done that.
OK, great. Now you have the skill of
talking to strangers and puttingyourself out there.
Now start asking the people who you're in conversations with the

(18:53):
six questions that I just brought up.
I love it. Do you?
I think we talked about this when I saw you last.
I find that I love talking to people who own brick and mortar
businesses, even outside of the industry, but also gym owners
and stuff, because online coaches especially have this

(19:13):
excuse I guess of well, I'm online.
So they just kind of stay bundled up.
They don't get out in their community where is and this is I
hate saying this because I'm an online coach, but I have so much
more respect for gym owners thanonline coaches because 1.
The barrier of entry is very high.
You have to get a facility like that is a big risk compared to
you know what, I'm an online coach today and you just decide

(19:35):
because it's a low barrier of entry, you know, there's no
regulation. But I have found so much success
connected with my community and also just outside of like
monetary success. It's fun and it feels good
talking to humans in person. And you do this obviously
because you're at the boardwalk talking to people, but you also
have a facility, you also work online.
And I want to make this point because you're great with this

(19:58):
and I steal ideas from you and other gym owners and such.
And I try to go do those things and contribute and I think a lot
of people. When you say go talk to five
strangers or go have conversations and they need to
keep be putting these reps in, it can be so much easier if you
just go search around your community to see what's
available. I, I asked the librarian at my
daughter's school if I can donate an American flag

(20:19):
Wednesday this week at conferences.
She was so excited, but I was like, hey, you have a huge
flagpole out there with a dinky little flag.
I gets puny and it look, I, it bugs me everyday.
I drive by the school. Can I buy a much larger flag?
And she freaked out and she was so happy.
Like, cool, Now we're, I'm goingto be able to shoot a video of
putting it up and like, that's not why I did it, but I'm going
to. But that's me connecting And now

(20:40):
the librarian knows me and the librarian talks to all the
teachers and it's a thing. It's so easy.
Well, the thing what you're describing people, you have it
wrong. If you think about what Cody
just said as a strategy, you're not like people think often
about like, OK, who's the personwho knows the people?
What can it No, you have to justbecome the person who would

(21:01):
already be offering them to buy a flag.
And then you'll meet all of the people.
And, and I understand what you're describing about the in
person business and the online business.
They're both hard and, and I'll say something that will come
across as really, really self aggrandizing.
I'm going to say it anyway. If you take a coach who today

(21:22):
doesn't have an online business but has 20,000 Instagram
followers and you take away my Instagram accounts and I'm not
even allowed to start a new one.And you say you guys are going
to race to build a business thatdoes $500,000 a year, one-on-one
coaching people online, I'm going to win.

(21:44):
And that's without Facebook ads,like that's without an online
presence anywhere at all. I'm going to win that race and
I'm going to do it like this. I'm going to talk to everybody
in my town, everybody in person.I'm going to find the people,

(22:04):
the ten of them who need my helpand want it.
I'm going to sell them on one-on-one coaching together in
person with the understanding that the goal is for them to not
stay an in person client. The goal is for them to become
independent enough that I can write them online programs and

(22:26):
check in with them on a regular basis online, on the phone,
whatever this process is, and they don't need to see me in
person anymore. And as soon as I do that, I'm
going to go get 10 more and I'm going to beat the person with an
Instagram account to a half, $1,000,000 a year of online
business without ever building an online presence just like

(22:50):
that. And so the reason I share that
is because if you're trying to build an online business and
it's not working for you and you're doing it on your phone,
your phone isn't where you buildit.
What people think is more followers, more clients, more
followers, more clients. To some degree, there's truth to
that. But most people who end up being

(23:15):
your client as a result of seeing your content are using
your content as a reference tool, not as an acquisition
tool. They're not like, oh, I like
that post. Let me see if that person's
taking clients. It's somebody told them about
this guy or this woman who they think is really good who might
be able to help them. And they're like, what's their

(23:37):
account? Then they go look at the
account. Then they follow you for six
months. And then if you catch them on
the right day with the right piece of content and they ask
you a question and you can identify that that question is
an indicator that they are a lead, you have a shot at closing

(23:58):
them. But by the time you've done that
enough times to do a half $1,000,000, I've already hired
staff to take care of the clients that I don't have enough
time for. Yeah, a good addition to add
this to man is that if you don'tcoach well and serve the clients
well, you're not going to get followed to begin with because

(24:18):
the person's not going to say gofollow this person.
Like I can think of the amount of times I'm, I'm covered in
tattoos, so I get stopped often and people will say something
about my tattoos. The amount of times I have told
people to follow Tony Tattooer on Instagram because he's a good
friend of mine. I love him.
He has done a lot of my work andI have never referred anybody

(24:39):
else who has done the majority of my body until I found him.
It's insane. But his experience, he's so
nice. He actually cares about me.
He asked about my family. He's actually a client of ours
now. Like I refer him all the time.
I was in FedEx the other day andI literally was like showing
somebody on my phone to go follow him.
That person might go get a tattoo in Boise, ID in like 6

(24:59):
months. Who knows exactly what you're
saying, but it's because he served me well, you know what I
mean? And so you hit the nail on that.
And even it's funny that he says, because I can think of so
many, I invited a bunch of police officers to come train
with me because I wanted training partners.
And I asked my wife to post in the community Facebook group
because the dudes never post in there.
I was like, Hey, can you ask if any wives of cops have husbands

(25:20):
that want to lift? And so I just, I was like, tell
them they can come in and lift with me for free.
And now I've gathered friends, right?
And that's why now we train somepolice wife and some police
officers. And it wasn't because of
anything except I wanted some good lifting partners, you know,
and the flag pissed me off. So I made a suggestion, right?
There's no charity for Christmastoys around here.

(25:41):
So I reached out to a couple cities over and I'm going to be
driving them over. I'm going to be like a hub for
them to drop off. And now I'm a part of that
because I was looking for somewhere to donate gifts and
there's nowhere around here. So it's it's all those things
end up leading me to business, but it's never why I started it
to your point. I think a lot of a lot of
coaches think that their resultsshould speak for themselves,
right? Because there's two sides to

(26:01):
this coin. I have no results, but I'm
really good at marketing. Why don't I have clients?
I have great results, but I'm terrible at marketing.
Why can't I get clients? I want to speak to the great
results, but no client side. I got a vasectomy in July of
last year, so like a year and a half ago.
We're done. We're done.
The vasectomy worked, right? It worked objectively.

(26:26):
I had to go give a sample to make sure it worked before I
took my family on vacation to Spain because I was like, I
don't need to get my wife pregnant in Spain.
We were there long enough that it would have been a problem.
I get an e-mail that's like, hey, remember, produce your
sample less than one hour beforeyou deliver it.
And I'm like, you got a 35 minutes away from me and we got

(26:48):
a, we got some work to do here. And I don't know what I want to
put it in. So I create my sample.
I put it into this old Jelly jar, seal it up, Mario Ange,
ready it over there. And I walked into the lobby and
I have like 18 minutes left and the woman walks out.
I'm in a Quest Labs. There's just people all around

(27:10):
me. There's no front desk.
This woman walks out. She's like, what are you here
for? I'm like, I have a sample and
she's like of what? I'm like semen in front of seven
people in the waiting room. And she's like, I can't take it
in that I'm like, well, I'm not 18, but if you need, I'll
produce a new sample for you. Here she goes.
No, she gave me a sample cup. She's like, transferred into

(27:31):
this. I'm like, great.
So I'm standing in the middle ofQuest Labs, like Tom Cruise and
Cocktail, right, moving from onecontainer to the other.
And the guy sitting next to me is looking at me, like,
horrified. Like, what are you here for?
He's like blood work. I was like, oh, cool.
And the woman comes out, Long story short, she comes out like

(27:56):
20 minutes after my sample was an hour in.
And I'm like, lady, we missed the window.
She's like, what window? Like my e-mail said to get it
here in an hour. She's like, I don't think that's
true. I'm like, no, it is.
She's like, no, not that. The e-mail said that.
I don't think I have to be here in an hour.
She goes and looks up. She's like 48 hours is OK.
I'm like, well, I drove like a madman over here and just

(28:19):
cocktailed in the middle of yourlobby to make sure that this got
done fast enough. She's like, OK, well, you didn't
need to. I'm like, I get it.
I get it now. It's like, it's $9.
Is that OK? I'm like, sure, I got the
results. And I'm not, you know, I'm
shooting blanks. Great results, 100% certainty

(28:40):
that I got the results I wanted.Do you think I'm making
referrals for people to go and get that experience?
No. So you have to do more than just
get results. You have to make people feel
great about the way that they got their results.
You have to deliver value that'sunexpected on the way to what's
expected. Then you get referrals.

(29:03):
It's a hilarious story and I'm sorry you had to deal with.
Levity. But it's a, it's a very, very,
very good point. And you've probably had this
too. I've seen, I've seen multiple
companies like Precision Nutrition had a big thing about
this years ago. They talked about, and we've
experienced this where somebody gets literally loses the exact
amount of weight that they hiredus for, yet rated their

(29:25):
experience as subpar on a surveythat we give.
And we are just perplexed, you know, and I'm getting on a call
and I'm just trying to figure stuff out.
And it is for the exact reason that you said.
Part of it is listening and knowing what they actually want
outside of just a number. But that's in my case.
I love them. And I think there's so many
people that are coaches, listeners that do miss out on
these finer details. And I think you can build, I

(29:48):
mean, I'm a prime example of this.
You can build a fairly large business without any advertising
or anything like that if you just focus on these types of
things consistently over time. Well, I think that the thing
that I saw in you at the Mastermind that we attended back
in 2018, April, was that you really wanted to be the guy who

(30:09):
could do this. It wasn't about having the
business that would do this. It was about being the guy who
could. That's what I sensed about you
when we sat next to each other at that event.
I was like this guy said he usedto be a chunky little soccer
player. His business was called Boom
Boom Nutrition because they usedto call him Cody, Boom Boom
Mcbroom. And he wants to be the guy that

(30:32):
people take seriously, who takeshimself seriously.
Who helps people and who is justa giver like I can, I can.
That's who you wanted to be and I watched you from a distance go
through all of that, change yourcompany name from Boom Boom
Nutrition because you were like,that served me when it was who I

(30:54):
was to tailored coaching method because that's who you were
becoming and that's why you're successful.
It's not because you learned thebusiness tactics or because
you're handsome or because you're Jack.
Those things help, but that's not the reason why.
It's because you became the guy who would inevitably be

(31:16):
successful. And I think that's the missing
piece in most of the education that coaches get from online
education courses is they're told like, oh, it's this
exercise, it's this stretch, it's this macro, it's this
timing, it's this combination. It is all of those things.
But they only work if you becomethe person who would be

(31:40):
successful. So everything that we do with
active life, that stuff is included.
But the keystone is making sure that you become the version of
you who would be successful using it, right?
I don't know if you guys know what a keystone is as you're
listening to this. I told my kids to sit Indian
style this week in the house. Like what are you talking about?

(32:01):
So I never know if the words I'musing any more are relevant.
I think of beer dude, that's like Keystone Ice is the cheap
beer I used to use my fake ID toget.
It's disgusting. That is college and so the
keystone. Like you could put 1000 bricks
in the right places to make a bridge but if or an archway.
But if you don't have the keystone properly placed, they

(32:23):
all just fall. If the keystone is your
identity, all of the bricks are the tactics, the skills, the
marketing, the coaching, all of it, the processes, all of it.
They fall if the keystone is misplaced.
So when people go through our content, our education, they
think they're buying tactical stuff.

(32:44):
How do I help people get out of pain?
And they are. But the way that they're going
to help people get out of pain in large part is by becoming the
keystone who can hold all those pieces together.
I share that with you because you were undeniably the keystone
all along, and that's why it works for you.

(33:04):
Thank you man, that means a lot.Honestly, hearing that from me
is really cool, so thank you forthat.
You're welcome. My question for you in response
to this, and it's actually two-part because it's going to
help circle back to the why behind getting people out of
pain as well. Why do you feel like people
struggle or what are they missing and and causing them to

(33:25):
struggle to become that? I don't I don't think there's
anything abnormally special about me.
I think some this is where like people would look at me now.
I've even said you have great genetics and I'm like, if only
you knew. I didn't.
It just you didn't see me 1520 years ago.
But what are people struggling with?
Why are they struggling? What do you see of these coaches

(33:47):
that doesn't allow them to become that keystone?
And then also I want to dive into next is like, why do you
guys do the pain part? Why are people in this chronic
pain that you solve? Because I think that's a good
way to circle it back. I think the reason why coaches
struggle, like, first of all, one of the things that I've said
that I've heard you say, that you just said is there's nothing

(34:09):
special about me. And in some ways that's true.
And in other ways it's not. What I think is special about
you. What I think is special about me
is that we've undergone that personal transformation to go
from who we were to who we are. I think that what gets in the
way for most coaches from being hyper successful is resistance

(34:33):
to that process. And so it's not a lack of skill,
It's not a sense of entitlement,it's not the wrong aesthetic.
It's you're just not the versionof you who's ready to be that
kind of successful yet. And you need somebody who can

(34:56):
tell you that honestly and help you become it.
And I'll give you examples. I was working 90 hour work weeks
making $30,000 a year for five years.
That was me. I was a doctor of chiropractic.
I owned a CrossFit gym, had an event company, owned all these

(35:19):
things. I was a failure.
I was emasculated. I didn't.
I wasn't contributing to our household, my wife.
I had to walk into the kitchen one day and tell my wife I lost
13 and a half, $1000 of $15,000 that she saved to help us buy a
house one day. Like, that was me eight years

(35:44):
ago. That was me one year before I
met you. So what changed for me was that
I met somebody who told me if you want to be more successful,
you have to become a better person.
And I was like, I don't know what that means.

(36:05):
I already treat everybody exactly how I would want to be
treated, and that guy taught me that people don't want to be
treated how I do and that I had to get over myself.
It was easy for me to treat people the way that I want to be
treated because I understood howI want to be treated.
But most people don't want that.They want to be treated how they

(36:26):
want to be treated, and in orderfor me to figure out how they
want to be treated, I have to ask enough questions to
understand them better than theyunderstand themselves.
And then I have to accept who they are without trying to
change them and offer them influence.

(36:47):
That's really, really hard when you think you're great already,
when you're working your ass offalready, When you have
undeniable results for people who would give you a fucking
chance already, but you're struggling.
And I was fortunate to have bumped into a guy who was down

(37:09):
to tell me the truth about me. And So what I think is in the
way for most people is they haven't found the person who
they respect enough to tell themthe truth in a way that they're
prepared to hear it and then to guide them to the new version of
themself that would be inevitably successful.

(37:33):
I want to add two things that what you're saying.
One thing I want to point out isthere's three types of people
probably listening. There's the person that you
identified as already thinking they're great and that's an
issue because you're not willingto grow and see where you're not
great and realize you're not actually that great.
You can grow. There's the person who is down

(37:55):
in the dumps, the person that was where you were failing,
quote UN quote. That is very difficult place to
be too, because you have to force yourself to not identify
with the failures and grind through it.
I mean, at the end of the day, that a lot of success is
endurance. It's the willingness to be able
to just get kicked in the nuts over and over and over and over
again until you make it. And then there's that person in

(38:16):
the middle who can't identify with anything.
And I say this because it's all hard.
No matter what, it's hard. You have to swallow the the
bullet and just go for it. You know, bite the bullet and do
it. And that's really, really
important. Second thing I want to point out
is just the curiosity aspect. I think seeking out a mentor,

(38:37):
seeking out somebody, even my grandfather used to always say
you got 2 ears, one mouth, use them proportionately.
He said it to me as a smart ass because I just, I ran my mouth a
lot. But I've carried that with me
because I want to listen, I wantto ask questions, I want to
learn about people. And I think when you start doing
that, it does help. Just like if you learn about
somebody and you end up respecting them, and that
person's going to be the person to tell you that, ask yourself

(38:58):
why you respect them. I guarantee it's because they've
done a lot of hard shit. They've gotten through things,
they had a a strong character getting through things.
They've been successful despite their story, whatever it may be.
And now the only way you can earn that same amount of respect
for yourself is to do something similar.
Like it's all hard no matter which end you're at.
The yeah, I mean, you can be great and struggle like

(39:26):
financially and and and confidence wise.
You can be the person that I I was great.
I was, but I wasn't successful. And the reason why I wasn't
successful is because I was great at enough of the things to
help the people who would let mehelp them.

(39:46):
But it's my responsibility to begreat at the things that make
people want to come to me to help them.
And that wasn't a marketing thing.
It was a how I communicate with you thing.
It was a what is the energy thatI brought to the room?
You know, there, there are stillpeople today who won't have me
on their podcast because I cut them off at the knees in my

(40:10):
comment section on Instagram in 2015 because they said something
stupid. And I instead of being able to
handle it, I had to tell them how dumb they were.
And prove to the world that theywere dumb.
It wasn't good enough that they knew I was smarter than them.
Everybody had to know. And that wasn't productive.

(40:34):
It it just wasn't. And I was angry because I was
like, I'm really good at this. Why won't people just listen to
me? And it it's the best head banger
band in the world, isn't gettingthe R&B fan to listen.
And there weren't enough people who like my kind of music, so I

(40:56):
had to learn how to play a different kind that I enjoyed,
that they enjoy. Being a great trainer or a great
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(41:18):
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But the Tailor Trainer app solves both of these problems
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(41:40):
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effective my training programs are before or committing
financially. There might be some carryovers
with this, but switching to whatyou're actually successful in,
what you created your businessesaround, Why are people staying

(42:04):
in pain and why did you decide that this is, I mean, you kind
of just explained why this is what you decided to help with.
Because it's an issue. Cairo's aren't helping and PTS
aren't helping and trainers don't know what the hell they're
doing with it. And it's a problem.
And you attacked a problem, which is the smartest way to be
successful at anything is find asolution for the problem.
Why are people in that state andnot creating change?
Well, I want to start by giving people some grace if they

(42:26):
haven't found the problem that they're going to solve.
I didn't choose chronic pain because it was a big market.
It just ended up being who I washelping and I ended up being
really good at it. The reason why people are stuck
in chronic pain is because people misunderstand where pain
comes from, and the systems thatare set up are not meant to help

(42:48):
with that. I'll explain.
If I'm having a heart attack, I want a doctor.
If I just had shoulder surgery and I need to rehab it, I want a
physical therapist. If I whatever The thing is
right, I want the person who does it.
But at the end of the day, chronic pain is not anybody's
job. Chronic pain is often a result

(43:14):
of your brain misunderstanding the signals that your body is
sending. So what happens is for somebody
who you can see it in people's brains on a scan in the weeks
after they initially get hurt, it's predictable who is going to
end up with chronic pain and whois not.

(43:34):
Without knowing anything about their history, what the injury
was just by looking at brain scans, and what lit up when they
got hurt, it's predictable. Pain starts in our brain and
it's felt in our body. All pain, acute pain and chronic
pain. There's a story, it's a famous

(43:54):
story about two different peopleon construction sites around the
same time in the UK. One guy accidentally shoots a
nail through his hand. He's like, God damn, that hurts
all right. Gets in the car, drives himself
to the hospital. He knows someone's got to pull
it for him. It's a nail in his hand.

(44:15):
There's another guy falls off a ladder, Nail goes through his
boot, agony. This guy is in agony.
Has to be has to be driven to the hospital by ambulance, given
morphine to calm down, to get tothe hospital before they're
going to pull something like that, they have to do an X-ray

(44:36):
so they can see what tissues areat risk if they pull this thing
the wrong way. It went in between his toes.
It didn't cut his skin at all. The nail never touched him, but
he was in agony and it was real.Pain starts in our brain.

(44:59):
It's all about interpretation. Now people will hear that and
say, so it's all in my head, I need a psychologist.
No, it starts in our brain. It goes to our body and then we
start living differently. We start living differently.
We create real dysfunction, we create real atrophy, we create

(45:26):
real damage as a result of living differently than we're
supposed to because we felt something and learned something
from it that might or might not have been true when it happened.
So our job, what we teach the coach is everything about the
anatomy and the Physiology, yes.Everything about the programming
and the assessment and, and the interventions, yes.

(45:49):
And we teach them how to help somebody start to change their
beliefs through both education and physical work.
So for example, if you have backpain when you reach down to the
ground, this this will shock people if they do it and they
try. If you have back pain when you

(46:11):
reach down to the ground, then you know it and you spend one
week, 10 minutes a day meditating on you reaching down
to the ground, smiling without back pain.
You reached like picture yourself reaching down to pick
up your kids. Picture yourself reaching down
to pick something up off the floor. 10 minutes a day of you
doing that and smiling while youdo it.

(46:33):
In one week you will have less pain reaching down to the
ground. That's crazy.
So what we have to do is overcome every layer of that for
somebody. We had a woman who came out to
see me one time who had a herniated disc in her low back
and her orthopedic surgeon told her never lift more than 55 lbs

(46:56):
again. 26 years old healthy chick.
That day she lifted 55 lbs off the ground with me no problem.
I'm not nervous at all. 50 no problem Cody like you ready?
She's like for what I said for 55 1/2 she's like I don't know

(47:20):
dude. Heart rate spiked, she's
sweating, she's flush. Adrenaline dump over 2 one
quarter pound plates added to a 55 LB bar that she just lifted
like a hot knife through butter.So much fear.
She lifted the bar. How'd that feel?

(47:42):
Hurt a little bit but it was OK.Want to go up?
Over the course of an hour she got to 205 lbs for 8 reps Months
later she became a qualifier forthe Olympic Trials in the

(48:02):
skeleton. Skeleton, for people who don't
know, is when you throw yourselfon a sled and go face first down
a mountain faster than a car speeds on the highway.
And one of the tests that you have to do to get into that
sport is A1 Rep Max power clean.And if you don't clean above a

(48:22):
certain number, I don't know what it is, you're disqualified.
I don't know why they chose that, but they did.
Months earlier she was afraid topick up 55 1/2 lbs.
My job is to help her gain the confidence at every increment
from the bottom up. The pain that she felt the 55

(48:46):
1/2 was invented. There was no more tissue damage.
She moved beautifully. She expected pain, so she felt
pain. My job is to build the security
in the thing that she fears. We have to teach coaches how to
do that. I'll give you another simple

(49:08):
thing that we do that helps people overcome chronic pain
fast. Really fast.
Like somebody listening to this right now will have less pain
when I'm done explaining this in2 minutes.
Ask 100 people what is pain. You will get 100 different
answers right. Yeah.

(49:31):
So now what happens is when the doctor tells you or the trainer
tells you if it hurts, don't do it.
How do you decide? How do you decide if what you
just felt is pain, if that hurts, or if it's just a normal
thing? You don't.

(49:51):
And if you don't know, you startto experience things that once
didn't cause you any discomfort at all in a heightened state.
So think about that for a second.
You've felt this thing 1000 times.
It never hurt before. There's nothing wrong with you.
But now, because you're paying attention to everything that

(50:15):
you're feeling, you feel it more.
And because you feel it more, you register it as something
that hurts that you shouldn't do.
Imagine that multiplied across all the things that you do in
your life, you end up doing way less and fearing way more.
So we give people 4 parameters to follow that will help them

(50:37):
identify whether they should avoid that thing right now or
not. Number one, is it a four out of
10 or less on the discomfort or fear scale?
Write it yourself. I'm not telling you what it is.
10, we're going to the hospital.One it's it's a massage. 4 or

(50:59):
less. If it's four or less, move on to
question 2. As you do it, does it get better
or stay the same, or does it getworse?
If it gets better or it stays the same, you're not doing
damage. You might even be making it
better. Keep going.
Question #3 When you stop, does the discomfort that you

(51:23):
experienced while you were doingit go away?
If it does, you didn't just do damage.
If I stabbed you, it would hurt.When I pulled the knife out, it
would still hurt. And then finally, 24 hours
later, do you feel like you are back in the thing that you were

(51:46):
doing the day before? Or do you just have general
soreness or nothing at all? If you just have general
soreness or nothing at all, you did no damage.
If you feel like you were back in that set, you probably just
did a little bit too much, but you didn't do damage.
You were fine the whole time. If you follow those 4 rules and

(52:08):
start experimenting with the things that 'cause you pain
today that you're avoiding because you've been told not to
do things that hurt, you will find an entire world that is
open to you that 5 seconds ago was closed.
This is exactly where and we've talked about this, I think that
a lot of, and you actually kind of mentioned this earlier,

(52:30):
there's a lot of certifications and courses and mentorships and
programs that fail to understandthis one part.
Information is great knowledge. We need it.
As to your point, programming assessment, if you don't know
those things, that's probably anissue.
It's kind of your job, but getting somebody to do it, to do
it well, to do it often consistently, and to do it for a

(52:50):
long period of time so that the result actually happens because
none of it's going to happen like this.
They need to consistently get out of pain, stay out of pain,
train the right way. In my case, eat healthy,
continue following the plan, doing the training.
That's where everybody fails to really connect the dots, I feel.
So I love that you're talking about this.

(53:10):
What you gave a good example there, but I want to see if
there's anything more for peoplelistening who are like, OK,
great. I'm not going to tell this woman
to lift that barbell. That sounds very like that's a
high risk factor. This lady's like my doctor said
this and you're like, you're dead lifting 200 lbs today and
you turn her into an adrenaline junkie, which is really cool.

(53:31):
But where like what's the base level?
What's that? They shouldn't.
They shouldn't do what I did. I have extensive training.
We provide that extensive training to our clients.
And never did I tell her to do something.
I kept on asking, do you want todo that?
She kept on saying yes. And a question that I ask people
all the time when they say my doctor told me don't do this and

(53:52):
I hear it every week is just to to to litigate the specifics.
Your doctor told you never to lift 10 lbs?
There's a video of me talking about this with somebody on in
front of the post office. She's like, yeah, so why not 9?
Why not 11? How do you think he chose 10, a

(54:12):
nice round Number? And what happens for people is
they start to understand, oh, it's not actually about the
number. And it's not that the doctor's
irresponsible either. That doctor wants you to stay
safe by only moving loads off ofthe ground that you can
responsibly control. And since he doesn't have a way

(54:34):
of testing that with you, and you don't have a training agent
you're presenting that you're able to communicate effectively,
he chose 10 or 55 or 20 or whatever he chose.
So the question stops being about what the number is, and it
starts being about where's your threshold for good movement?
What are the signs that that wasa bad Rep?

(54:58):
These kinds of things become data points along the way that
indicate you're on your way to being in pain or you're not.
Do you think a big piece of why you're successful with this and
your team is successful at teaching coach?
This is the storytelling part because it's one storytelling is
very engaging, but the way you the way you are articulating

(55:19):
stuff, and I don't mean it's allbased on storytelling, but I I
even like I wrote down the pop can video you did is phenomenal.
If people haven't watched the the boardwalk, go follow Sean
and watch the boardwalk stuff. The Pop can video is such a
great demonstration. The band for the tendon and then
the band that rolled the dumbbell.
I was like, that's genius. But these things are such a good

(55:41):
visual. Like you get in and what you're
really doing there with this demonstration, with the stories
is you're getting somebody to believe going back to what you
were getting the people in the story to do.
You're getting us to believe that we can do it as trainers
and as coaches and and that there's no written in stone rule
book that you always need to follow every time people have
these ideas and these stories inyour head, their heads, and it's

(56:04):
kind of our job to change them safely in a way.
It goes back to being the person.
The stories are part of the person.
I'll give you a really simple example.
Everyone can go and see in two seconds.
Go to my Instagram account and look at the top three posts that
I have pinned. The one on the left and the one
on the right are examples of me training trainers in an
environment where there is a seminar. 1 is learning how to

(56:27):
brace, the other one is learningdifference between tendons and
muscles, and they're both analogies that I use that give
really good visuals for a coach to understand how to do things.
I had those in 2015 and I was failing.
Then go look at the one in the middle where the woman gives me
all of the reasons why she can'tdo it and look at the way that I

(56:51):
talked to her instead of tellingher what I would have said in
2015, which is, lady, do you want to be successful or not?
You're just making excuses. That's what I would have said in
2015. Like you can tell me all this
stuff. It's all bullshit.
You can either do this or you cannot do this.
I'll help you if you want to do it and we'll be successful, but

(57:13):
you can't talk like this. That would have been me in 2015.
Today it was a 30 minute conversation that we boiled down
to a 2 1/2 minute post that I was incapable of having in 2015.
And the ability to have that conversation combined with the
storytelling stuff is what makesit so successful, and we teach

(57:37):
our clients how to do that. How do you teach people how?
Part of this is where I think, and the reason I'm asking this,
because I know there's people thinking this, there's certain
and I think there is an element to success.
I will say that you either got it or you don't.
Like I do think there's an element to that, especially with
like entrepreneurship and stuff,but with just being successful
in service and in coaching and things like that.

(58:00):
I think I, I have a tough time deciding if it's a lack of
patience because you didn't, yousaid 2015, which means that you
didn't realize this December 31st, 2015 and then January 1st,
2016, you're like, now I can do it and now I can convince people
and create belief. Is it just this patient thing?
Is it this being misled by what is?

(58:22):
What else is in the industry swaying them?
Like what is causing these people to not be able to do this
as well are? You talking about the coach or
the client? The coach, the client I would,
and you can correct me if I'm wrong in this.
I would say the client. It's usually because they
haven't found that coach yet. Yeah, I agree with that there.
There's a lot of reasons for thethe coach to struggle.

(58:45):
The biggest ones, like I said earlier, they're not the person
yet. And, and I, I know people don't
like that because they're like, what does that mean?
How do I become the person? What does the guy describe it?
I can talk to you about it. Become the person.
It's what we it is what we do. People who buy our content, who
buy our mentorship, like I said,they think they're buying
fitness business, healthcare business.
They are, but they're getting a personal development product

(59:08):
disguised as what they think they want.
By like that, we know what you think you want.
We know what you want, we give it to you, but we also give you
what you need, which is the personal development to be
successful with it. The the reason why coaches
struggle is often times a scarcity mindset and the lack of

(59:29):
patience in the conversation. It's a lack of curiosity.
You have to be able to help people who are never going to
pay you or you're never going tobe able to get to the people who
would. It's it's about what's in it for
them, not what's in it for you. Coaches too often are thinking

(59:49):
about, I need to make enough money to pay my bills, dude, I
get that. I get that.
The average coach who comes intoour program is making $3100 a
month. When they enroll.
One month later, they're making another $847 on top of that.
That's the growth in the first month.

(01:00:10):
In the first four months they grow by 1900 dollars.
On average, and in the first year, they grow by $4500 per
month on average, more than doubling what they came in at,
right? The average person comes in at
3100. At the end of their first year,
they're at 7600 and they choose to stay on.

(01:00:34):
We don't force them to. The reason that happens is
because in the first month we goall in on breaking beliefs.
And so the culture that they come into is so winning.
It is so we will not accept no in any way, shape or form for

(01:00:59):
your personal growth that they're forced to grow.
We have like our community has 347 people in it right now on
Slack. If you ask a question, our
clients are going to answer thatquestion for you faster than our
team can and it's going to be a good answer.
We had a call today and I, I love the call.

(01:01:20):
I get to leave the call like once every three months with the
clients. And a woman was talking about
real problems that she's having in her life that have nothing to
do with her business. She wants to be more present for
her kids and she's struggling tobe present for her kids because
she doesn't like the things thather kids need.
That's real for people. She doesn't want to cook for

(01:01:41):
them, but she feels like she needs to cook for them, for
example. And depending on the time of the
month for her, it's easy or it'shard to overcome the inertia not
to do it. We spent 20 minutes on the call
with 30 other people, her being vulnerable and sharing this
truth about herself so that other people could support her

(01:02:02):
and provide questions and answers to help her go and fix
that. The reason why that's important
is if that's on her mind, she's not thinking about where's my
next client coming from. That's not the primary problem
anymore. And she starts to resent going
after clients because she's got this problem at home.

(01:02:24):
So we have to be able to solve the big one to make room for the
small ones. Does that make sense?
Yeah, yeah. That's the personal development.
It's the being able to be the person who actually solves that
problem for themselves and then does it so well they can help
other people solve it for themselves.
The second reason why coaches are often struggling to be

(01:02:44):
successful is they're not doing one of three things I think
every coach needs to be successful.
The first thing is you need to solve a valuable problem.
Most problems are not valuable. What is a valuable problem?
A valuable problem is a problem that when solved, there is no
amount of money you could offer somebody to take the problem
back. So if somebody has an issue and

(01:03:07):
you can help them solve it, and then you offer them 20 grand to
take that problem back if they would take 20 grand over the
solution to their problem. What you solve for people is not
valuable though. I wanted to get a muscle up.
I have to get a muscle up. Everyone cheered.
He was so excited. I don't know why he won't pay me
150 bucks a session for 20 sessions.

(01:03:28):
Because if you gave him 20 grandand said you can never get a
muscle up, he takes it. It's not valuable.
We help people overcome chronic pain.
It's not about the pain. It's about the pain behind the
pain. What can't you do with your life
because of the pain? Can't go on vacation, can't
hike, can't get on the ground, play with my kids.
I can't cook the way I used to want to.

(01:03:48):
I can't take care of my husband.I can't take care of my wife,
can't do my job. If I can help you get that life
back, and then I gave you 20 grand to lose it again, would
you take it? Like, fuck no, that's a valuable
problem. The second thing that a coach
needs to have if they want to besuccessful is there needs to be

(01:04:09):
a lot of people who have that problem.
You might be the best person in the world at helping somebody
chop chop wood with an X, but how valuable is chopping wood
with an X? There's somebody who thinks it's
extremely valuable because it's part of how they live, but how
many people are there like that?Not a lot.

(01:04:32):
You could be the best in the world and be broke.
So there need to be a lot of people.
Why don't we focus on chronic pain?
Well, I love it and there's 55,000,000 Americans with it.
Last, there need to be few people who solve the problem.
So there needs to be a high value to the problem, a high

(01:04:56):
supply of the problem. Excuse me.
A high demand for the problem and a low supply of the
solution. Valuable problem, high demand
for it, low supply of the solution.
What is a low supply of the solution?
Simple math. For every 1000 people who have
the problem, there's one person who can solve it Back into that

(01:05:20):
math for us. There's 55 million people as a
low ball in the United States who have that problem.
Divide 55,000,000 by 1000. There would need to be 55,000
people who say that they do whatwe do before there's any world
in which the service gets commoditized.

(01:05:44):
Right now there's 374. You get to name your price, you
got to deliver. Now people will say that's
great, but not all 55 millionaire going to want it.
No, that's true. That's true.
So let's do some more math. Let's say only 10% of them want

(01:06:06):
it. It's 5.5 million people.
Let's say of the 5.5 million people, only 10% of them can
afford it. That's 550,000 people.
How many clients can you handle?Because it's 550,000 who are
looking for the help at least. What?

(01:06:32):
I don't want to open a can of worms too much because I know
we're coming up on time. I love cans of worms and I have
a time budget. Unless you don't and I'm I'm I'm
good with it if you don't. Niches because you know, I, I,
one of the things that at first I'm like, I want to ask him, how
important does he see this? And what do you teach the people
in your program? Because there's some people that
it's just like I read their bio and I'm like, God damn, like get

(01:06:55):
rid of that. It's like the most ridiculous
niche I've ever heard. And then but you started talking
about you got to solve a very specific problem.
It's got to be high demand, not that many people solve it.
And I'm like, oh shit, maybe he does want a pretty specific
niche. And then you break down the
numbers and you're like, actually, I mean, there's quite
a few fucking people that need that help too, so.
Dude, part of our problem was that there are so many people in
the chronic pain community that we had to narrow it down to who

(01:07:17):
in the chronic pain community. And so we'd identify them as
active people or people like identify as active who are
dealing with chronic pain and asa result are compromising on
their life. It has to be all of those
things. Now what you're talking about is
the people who are like, if you're 25 to 40 year old men

(01:07:37):
making $100,000 a year and you got 20 lbs of belly fat and like
dude, so if I have £21.00, you won't take me.
I'm 42, I can afford your services, you won't take me and
shut the fuck up for us. Like yes, a niche is important,
yes a niche is important, but you have to love that niche and

(01:08:01):
you have to be able to describe for that niche the consequences
of the people you help if they don't work with you.
That's the difference for us active people in chronic pain
who are compromising on their life as a result of it.
That's the end user that we help, and we're looking for
coaches and trainers who want tobuild a financially freeing

(01:08:25):
career learning how to do that. Would you say it, it's, it's
more about the pain that somebody's going through then
not the role they play, the age they are, the gender they are.
Because nowhere in there did yousay male or female or 30 to 50
years old or anything like that.It's like you're struggling with
this specific problem. I don't care who the fuck you

(01:08:46):
are. I helped that problem.
Yes, what, what, what people misunderstand and what gurus
don't understand and don't even want to is when you're teaching
somebody the niche that they go towards, you're not actually
trying to teach them to look forsomebody of that age, of that
demographic, of that psychographic.
You're teaching the client who you're mentoring how to look for

(01:09:08):
somebody with the attributes that you're excited to work
with. That's what you're really
looking for, attributes. So for us, it's somebody who's
in pain, who refuses to believe that this is the best it's going
to get. Who can imagine what life would
look like if they could actuallyresolve this problem?

(01:09:32):
Who's ready to pay somebody to help them overcome this problem
because it's valuable enough to them and there's millions of
them? What we need is more coaches who
are excited to be the person whosolves that problem because we
used to do a million plus dollars per year solving that
problem for people. We've now enrolled enough

(01:09:53):
coaches that it feels like a conflict for me to have that arm
of our business. So I shut down a million plus
dollar a year part of our business out of ethical beliefs
that we need to be sending that business to our clients who were
developing the coaches. And so we need 55,000 an army to

(01:10:16):
solve this problem in the US. And when we were talking earlier
about having it or not having it, it's not about having what
Cody has or having what I have to build the business that you
want. I want a business that changes
the world. I'm I've mortgaged my house as

(01:10:39):
collateral to build this business.
The house that we bought with mywife's money that she did
finally save up and that I was able to finally contribute to.
I retired my wife. So if I blow it, we lose
everything. You don't have to take that kind
of risk to build a business thatwould make you happy, that would

(01:11:01):
make you financially successful,that would give you time,
freedom, and it would make you proud of the work that you do.
So you don't have to be me. You have to believe that you can
follow me and then we can help you.
So good, man. OK, I have one final question to

(01:11:23):
wrap up, but I, I want to, I want to throw you the value
because I know you have something to offer and I want
people to be able to jump on it seriously, because, and I say it
like blunt like that, because I do believe in what you do.
And it's this is I, I think thisis we're both this way.
I took so many notes when you were speaking at the event that
I was also speaking at. And I think there's a lot of
people who for whatever reason don't do that kind of thing.

(01:11:43):
I'm always just listening and taking notes and doing stuff.
And I remember voice memo wings people on my team.
I'm like, dude, Sean just said this thing, We're going to talk
about this when I get back. He broke the Stanley.
It's a couple of the things you said with the sales cost, man,
just blew my mind. I was like, oh, that's such a
good frame. I love that.
So anyway, I believe in what youguys do.
I love what you do. For the people that are saying I
get nothing out of it. There's no, we don't do

(01:12:05):
affiliate shit or anything. I just, I genuinely love and
appreciate everything Sean does and I believe in it and I know
he has something to offer that everybody listening really could
benefit from. A big portion of our listeners
are coaches and I know they can get a lot of value on it.
So tell us a little bit about that and then I'll throw my last
question for you. But I think that that you're

(01:12:25):
talking about is what I want to offer to your listeners.
Yes, we do a workshop that coaches used to fly in from
around the world and pay $1500 to attend.
So they they would buy their airfare, buy their hotel, miss
work and come take our workshop and pay $1500 to be there for
two full days. So they're flying the night

(01:12:47):
before, they're often flying outthe next day, four days out of
work, 1500 bucks, flights, hotels, the food, yada yada
yada. To make a Long story short, we
found that our clients who are actually working with us already
and educated on this topic already were more fun for us to
work with in person because we get different questions.

(01:13:10):
I wasn't so repetitive and, but we, we wanted to be able to
educate coaches from around the world on the stuff that we do.
It it just, it didn't jive with the way that we were doing it.
So we took the online set. I mean the seminar the people
paid $1500 to attend in person and turned it into an online
seminar and we sell it for $19.00.

(01:13:32):
You can do it from the comfort of your own house.
I'm not even asking you to do that.
What I want to do is give your listeners the workbook that we
give out at that seminar so thatthey can see what's in it, so
that they can see what they would learn if they went through
just the introductory thing thatwe do.

(01:13:54):
Because in that workbook, I'm confident they're going to find
more value than they would get from the entirety of something
like a NASM CES, from the entirety of something that they
would get from going through a 12 week course from a physical
therapist who promises to give you the right exercises.
They're going to get more out ofthis little handbook that we

(01:14:14):
made, 78 pages I think. Then they're going to get from
that stuff in totality. And when you download it
coaches, what I'm asking you to remember is I can give you that
for free and then I can give you8 hours of content live for
$19.00. Imagine what we could do if you

(01:14:39):
paid. So I'll give you the link to the
workbook and they can download it for.
Free. I love it.
I love it. I'm going to be downloading it.
Everybody listening, We'll put that in the show notes.
And again, I, I, I think there'ssomething to say about, I've
gotten this a lot myself too, from people who don't, they

(01:14:59):
don't get it and they're like, why are you giving so much away
for free or so cheap? It's like, because there's
nothing that, that can replace true coaching and mentorship,
like working in relationship with a professional in their
field. Like there's nothing that can
replace that. So you can give away so much
value and so much free stuff that it blows people's mind.

(01:15:21):
And the other layer is just insane, you know, And that's not
to devalue anything that's free because I give a lot of value
inside the free and cheap stuff too.
But coaching is unmatched, you know, and this is, this is a
coaching service. I don't provide what you're
talking about right now. Caleb Ralston, I don't know if
you know who he is, but he he's,he's a content creator who's a
strategist for content creators or for brands.

(01:15:42):
He was like, what is everyone doing that's zigging?
I'm going to zag. He created a six hour course on
how to brand yourself and put iton YouTube for free, and he's
gotten a Fortune 500 companies as clients because of it.
Give them everything. Yeah.
And then they came and paid him six figures plus per year.

(01:16:05):
I mean, look at Alex Mosey. He comes out with another book
and then I just saw it last week.
All of a sudden it's on Spotify for free.
This whole thing, audiobook, it's like there's a reason to do
that. And he tells you up front that
it's going to be free, you know,and he still sells millions of
dollars in these books. So there's a common theme here.
So the the the final question I have for you is just something I
always try to ask on these is what does choose hard mean to

(01:16:28):
you? Choose hard.
OK, I want to answer this reallycarefully.
A lot of people like to pound their chest and talk about
mental toughness. I always do the hard thing.

(01:16:49):
I'm down to do the hard thing. And then when you ask those
people to take two weeks away from the gym, they have like a
system default and fucking spaz out.
Can't do it. For that person, going to the
gym is not the hard thing. It's having the resilience to

(01:17:10):
not go and know that you'll be OK or even great.
So to me, choosing hard is identifying your blind spots and
choosing to explore them. Because it's scary to learn
about yourself in ways that might reveal things that you

(01:17:32):
don't like about yourself that you're forced to either decide
to live with or to change at theconsequence of maybe losing
friends, maybe losing business, maybe losing status, whatever.
That's what choose hard means tome.
Dude, that is good. I like that identifying your

(01:17:56):
blind spot. And this is part of why we have
it as choose hard because it's not this bravado, David Goggins
kind of thing. And and I love David Goggins.
Honestly, I think he's great andI love his book and but it's not
that. And, and I love I love the
different interpretations I get from people on this because
there's certain things. I mean, you know, this is like
coaching cues. Sometimes you say it in a

(01:18:16):
certain way and it just like hits.
That resonates with me so much, man.
I love that. And it's why I want the message
to be the message. It's not about tough guy
mentality. It is about getting people to
create positive change in their life.
It started with talking to soccer bomb.
Susie needs to lose 30 lbs like choose hard for her was not
anything hard for me, but that'show it started.
You know that's what it's about.I could go on and on and on

(01:18:39):
about why Susie decided to work with you.
Go for it. I got a couple man.
I'm just playing. Because, because it's because
you chose hard. For seven years, man, you, you,
you. You were the person who could
meet Susie where she was insteadof asking her to meet you where
you are. And she saw that.
She felt safe. She felt secure.

(01:19:00):
She felt empowered and she took a step.
Having a place of understanding is is massively important as a
coach. You shared a video not too long
ago. I've talked about this, but I
haven't shared a video. I don't know who the person was.
They did a real and like somebody needs to change because

(01:19:21):
just because they're jacked and they're influencers mean they
can coach you kind of thing. And you, you were saying, and
this is so true. It's like, yes, you got to know
shit, but like you also probablygot to look Part 2.
Perception is reality to an extent, you know, And I think
there is this delicate balance. You can't just be the jacked
meathead, but you also can't be a, you know, a keyboard warrior

(01:19:42):
and citing research and not, youknow, actually look healthy.
We're talking about a post that a woman named Zara made, yes,
alive with Zara. And she was talking about on the
fitness influencer culture needsto change because just being
looking good doesn't mean you know anything.
And I was agreeing with her. And she goes on to say in her

(01:20:03):
post too, I just didn't want to share a minute and 30 minute
minute 30 long post of hers and then talk on top of it.
It doesn't mean that you know anything just because you look
great. And it's not fair that people
judge a book by its cover, but cover artists are a thing for a
reason and the number one predictor of a book is going to

(01:20:25):
sell well or not. Besides, the following that the
author has is what does the cover look like?
I buy wine based on the label quite often.
I don't know if it's good. It's a cool.
Buy sometimes I wish I was a drinker because the liquor
industry has the best branding. It's so sexy.

(01:20:46):
Yeah, yeah. But it's it is.
It's one of those things too, where when people complain about
it, you just go. And because the longer you you
complain about that, the longer you're going to be stuck, the
sooner you go. That sucks.
It's unfair, but I got to keep moving on or I got to do
something to leverage what's going on because at the end of
the day, it is what it is and ifI want to be successful, I got
to accept that. The the simplest way to describe

(01:21:09):
the transformation I went through to help me be successful
is I used to try to change humannature and it wasn't working, so
I changed my own and it did. Yeah, so good, dude.
I could go on and on about this,on this topic.
I said I was going to wrap it upa little bit ago, so we'll
actually cut it there. Dude, thank you so much for
coming on and spending more thanan hour with me.

(01:21:29):
I appreciate it. I always love talking to you and
there's just so much I can pull out of you.
I'm going to put all your stuff in the show notes.
Can you just let everybody know best place to find you and check
out more about you and then I can list it all in the
description. Taking a head right to Doctor
Sean Pastiche on Instagram. Everything that they're going to
be looking for is going to be linked from there.
And then you just got to get your family out to the East
Coast and move to the beach, man.
You got to turn to a beach person.

(01:21:51):
Good sunsets out here. I'll tell you what, sitting at
dinner and going, wait, you guysall live 10 minutes from each
other. It's it was I actually just got
on a call with one of our clients who owns a, a yoga, big
yoga studio out studio out therethat we're going to partner with
and stuff. And I'm like, oh, so where do
you live? And literally right there, I'm
like, that's another person on long night.

(01:22:12):
Like it's just ridiculous. So who knows, man, I might be
out there soon. But anyway, dude, thank you so
much. I appreciate it.
I'm going to link all that stuffin the show notes and we got to
have you back on soon, man. I'd come on every day.

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#89 - Dr. Sean Pastuch: Why 55 Million Americans Need Better Coaches (Not More Treatments)

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.css-14f5ked{margin:0;word-break:break-word;display:-webkit-box;-webkit-box-orient:vertical;box-orient:vertical;-webkit-line-clamp:2;overflow:hidden;}#89 - Dr. Sean Pastuch: Why 55 Million Americans Need Better Coaches (Not More Treatments)