July 22, 2024 • 45 mins
Join us as Joel Cochran takes the reins to interview our usual host, Chase Tolleson.
The journey of entrepreneurship is rarely a straight path. Chase opens up about the bittersweet decision to close a profitable brick-and-mortar gym after nearly eight rewarding years. Learn about the critical lessons he learned about building and trusting a team, managing leadership transitions, and dealing with personal struggles that influenced business decisions. We wrap up with actionable marketing strategies for coaches, focusing on transforming strangers into loyal customers by addressing their real problems. Joel and Chase also celebrate the power of authenticity in podcasting and promise even more meaningful conversations ahead. Don't miss this thought-provoking episode filled with insights, personal stories, and practical advice for aspiring entrepreneurs and coaches.
Ever wondered if what we desire truly desires us back? Listen as Chase shares a fascinating story about his brother’s best man speech that seemed to predict the future, illustrating the unpredictable ways our intentions can manifest. We also tackle the real-world challenges faced by new coaches entering the online space, emphasizing the crucial role of practical experience and business fundamentals. Chase provides valuable insights into teaching what you know, navigating marketing, sales, and customer relationships, and avoiding the pitfalls of becoming overly attached to specific goals.
You'll also discover how the concept "False Evidence Appearing Real" has influenced Chase's perspective on fear and decision-making throughout his life.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:09):
riverside does a thing sometimes, where it, like
it, goes five.
There's the countdown.
By the way, we're on.
Yeah, I'm just gonna hand itover, let's go let's go.
Speaker 2 (00:22):
Let's go.
What is the official name ofyour podcast?
Speaker 1 (00:31):
oh, right now the official name is start and scale
.
Speaker 2 (00:36):
Oh ladies and gentlemen, welcome to start and
scale.
I am your step in, host joelcochran, and I'm here with Chase
Tolson, the usual host, andwhat we're going to do today
we're flipping the roles.
I have a lot of people thatcome on to my podcast.
(00:57):
I'm good at being able to to umask the right questions as a
host, and I even tend to do iteven when I get on other
people's podcast is I'll startasking questions just because,
gosh dang, I like askingquestions, and today we're going
to dive in.
Chase has no idea the questionsthat I have for him and what
(01:17):
we're going to be diving into,and we're going to get to know
Chase in so many different waysthat you won't even be able to
imagine.
So this is going to be a veryfruitful podcast for you, and
being able to get to know Chasewhether you've worked with him
or you're going to work with himthis is going to be able to
give you some connection toChase and to be able to build
(01:39):
some connection and some proofand some truth to the man that
he is.
So, sir, are you ready to befully open with me and do I have
permission to be able to askany questions that I feel are
best suited.
Speaker 1 (01:54):
Exactly the reason that I asked you to be the one
to interview me.
Yes, sir, full permission.
Speaker 2 (02:02):
What I'd like to start off with and this is a
question I tend to ask peoplethat I really want to get to
know Tell me your very firstmemory as a human.
Give yourself a moment for this.
The age usually is around fiveyears old, and if anyone else is
listening right now, try to goback to that time.
(02:23):
It's around five years old thatmost people are going to start
remembering the first memory,and I'll just leave it at that.
Speaker 1 (02:36):
It's.
When we get back that far, theycan get jumbled chronologically
and the one that comes up is weare in the first house.
I can remember living in thesecond family home of three that
I grew up in and I'm in thegarage.
I believe I'm about four yearsold and I hear a garbage truck
(03:01):
and I run to my dad and I sit onhis foot and I wrap my arms
around his leg because I wasscared of the noise of the
garbage truck.
Speaker 2 (03:11):
Whoa, how do you think that moment itself shaped
or turned and maybe it did,maybe it didn't shaped or turned
your life as a young boy, as ayoung man, as a man?
Is it?
Are we just reaching there?
Can you find any correlationthere?
Speaker 1 (03:40):
I'd imagine it's the first time I've pondered on this
specific memory.
I'd imagine it's the first timeI've pondered on this specific
memory.
I'd imagine what happened thereis as I grew and I realized
that the garbage truck wasn'tanything to be afraid of.
It was just something doing itsjob that made a loud noise.
(04:08):
Well, at a very young age Ilearned that I was scared of
something that wasn't going tohurt me, wasn't going to touch
me, and when I just let it beand realized that it was just
doing its thing.
Well, now we're starting topull on the thread as to.
Well, let's just lean into newstuff and the fear is going to
(04:32):
be there, or we can set it asideand keep moving.
Speaker 2 (04:38):
What do you think the correlation is?
Was your mom in the house atthat time too?
Speaker 1 (04:44):
My dad and I were in the garage.
Speaker 2 (04:45):
My mom was inside, I believe okay you could have
bypassed your dad and ranstraight into mom.
Right, you went to dad.
Do you believe that there's acorrelation there, or why you
went to dad?
And even though mom was insidethe house, why didn't you run
all the way inside the house?
Why didn't you go in thebackyard?
You know the uh, didn't you?
Speaker 1 (05:03):
run all the way inside the house.
Why didn't you go in thebackyard?
You know the?
Uh, the first thing that comesup is like, well, what, that was
the closest you know and, um,my dad did a really good job
when I was young of being, ofshowing up as a, an authority
figure, as a place of safety and, uh, place of authority, so
(05:27):
loud noise, chase is scared.
Dad's right there, everythingfits.
How's your relationship withyour father?
Oh, it's great now rocky.
When I was, you know, uh, mydad's a.
My dad grew up broken, divorcedhousehold.
(05:52):
His parents, uh, his mom hadher own demons and um, yeah, and
if you look back at her parents, she came forward a generation
and gave him a better startingpoint.
He's given me a better startingpoint and so on and so forth,
and you know the coming of ageas a teenager there was, you
(06:13):
know, we had our moments and myrelationship with my father is
great now, especially as I getto see him be a phenomenal
grandfather.
He is likely my daughter'sfavorite person.
Speaker 2 (06:28):
Oh man, I love that.
Fear is an interesting thing,right?
How would you describe fear?
If somebody didn't know whatfear is?
What would you describe fear as?
Speaker 1 (06:42):
You know, my my go-to like a quick answer to that is
the acronym false evidenceappearing real.
That's great, and I I dobelieve that if we open that up
it's.
You know, we're often we'rescared of the unknown, because
the only thing that we knowabout the unknown is what we
(07:04):
stand to lose.
We've never experienced theupside, the potential that we
have for growth if we step intothe unknown.
We have experienced our currentreality, though, and what we
could lose.
And even if, hey, the grass isgreener over there, my grass is
brown and crunchy, and I don'tlike it.
(07:24):
But if Ier over there, my grassis brown and crunchy and I
don't like it.
But if I go over there, or if Itry and water my grass, how do
I know it's going to turn outbetter?
How do I know that I can getgreen grass too?
At least I have some grassunder my feet.
Maybe I should just keep it theway it is.
Speaker 2 (07:44):
You're speaking of something that I I learned this
past weekend.
Um, and it's something that youknow was was just brought
together.
Yet, uh, I was at a workshopand they said, hey, draw a big
circle.
And they said, draw a dot inthe middle, and then, uh, a
small sliver of a pie, and theyasked you to put no, what do you
(08:11):
know chase, what are somethings that you know like?
What is it?
Speaker 1 (08:16):
you know for sure that I know absolutely nothing
and I know absolutely nothing.
I know that I love my wife anddaughter with my whole heart,
and then some yeah, I know thatI want to, by the time, my
(08:40):
daughter's five.
The only thing that I want herto know is that she can create
whatever reality she wants inthis world.
Wow, and I know that that'spossible.
Speaker 2 (08:55):
Yeah, and why do you know that that's possible?
Speaker 1 (08:57):
Hmm, now see, here's the funny part is, as I said,
that I paused because, while Iknow that that's possible on a
conceptual level, I have yet tocreate what's currently being
created.
So, in this funny little humancondition, like, hey, I know
(09:18):
it's possible because I got outof the gym, or I got out of the
Navy and I opened a gym and thenI went online and, via
podcasting, I I tripped, felland landed into business
acquisition and then peoplestarted coming to me and asking
for business coaching.
And now all of a sudden, I'm,I'm seeing as an authority in
coaching business and and peopleare seeing good results.
(09:39):
And like I can look backwardand say, yeah, I've created this
, and still I'm.
I'm a big believer that when wewant what we have, we're a lot
happier than wanting to havewhat we want.
And still, humans aregoal-striving mechanisms.
So I have this forward-facingview of what I'm driving toward,
(10:03):
and so when I say, say yeah, Iknow for a fact I can create
whatever reality I want, well,I'm still in the process of
creating one too.
So I know it's possible and I'mI am always on the path to
creating more supportingevidence for that.
Speaker 2 (10:25):
I love that.
You know, I heard a quote thispast weekend what we want, what
we want wants us.
When we believe that what wewant wants us, that's not just a
one way street, that no, I'mjust seeking this.
You know, the million dollarsor the acquisition of business,
(10:45):
or to get to a six figure, aseven figure, eight figure
business, that that eight figurebusiness actually wants me.
And when we see it as as uh, asas a binary, as something that
is coming to us, that we'reworking together like breath,
like water, water coming in,water coming out, right, food
(11:07):
coming in, food coming out,energy coming in, energy coming
out, it becomes now a dance.
It's like, oh no, we're in thisrelationship with what I want.
I'm not just like diggingaround and trying to find the
magic X.
Yet my curiosity sparks becauseI know, you know, how important
(11:27):
this is and you said you alludedto it the evidence, the
evidence.
What is the evidence, chase,that shows for you that you will
get to that?
What have, what have you donein the past?
The evidence that shows thatactually that thing that you
(11:48):
want wants you back, because youactually have the attire, the
wear, because you have theevidence of being able to go.
Oh, yeah, I want that person.
The thing that you want wantsyou back because of the evidence
that you have placed uponyourself.
There's a difference showing upto an interview in gym shorts
(12:10):
and tattered shirt and theevidence of going.
Oh, you know, it's important tohave some nice slacks and make
sure it's cleaned up andactually I know the exact tie to
wear and the watch to be ableto put on and I know how to cut
my hair because I've builtevidence.
So that thing that wants me,that person who's seeking to
hire me, and that could be youreight-figure business that is
(12:32):
seeking to go no, I need you.
You're dressed up and ready forit.
What's the evidence that youhave shown in your life?
Speaker 1 (12:42):
I'm so glad you said that person, because you wrapped
that ask around business at theend.
And the first thing that cameto mind was something I was
reminded of when my brother gavehis best man speech at my
wedding which, by the way, therewere people with white hair
shaking his hand afterward andsaying that was the best best
man speech I've ever heard.
(13:02):
It was the best best man speechI've ever heard.
And 2017, this is before.
Chase really dove into what Iwant, wants me, and he told a
story about you know.
Chase called his shop.
He said I'm going to get out ofthe Navy, open a gym, find a
tattooed girl who likes fitnessand lock it down, and I'll be
(13:27):
damned.
He did that exact thing.
And here's the curious partabout that one and and this
happens more and more than somepeople realize is I didn't
realize that I had put that outthere, like it wasn't this thing
that I was like I, I, I need tofind this fit girl who's
(13:50):
tattooed.
Nah, like I mentioned it to mybrother, and then I set it down.
And so often when we get intothis, you know what I want,
wants me, what I desire, desiresme.
We can go like a stage fiveclinger with what we desire.
Oh yeah, you know, it's like no, I want you.
(14:10):
Please come here.
Come here please.
I promise I'm going to be funto date.
Please come here.
And what we desire goes oh,what's that?
Oh, that's gross, dude.
No, I don't want a relationshipwith you Like you.
You don't want a relationshipwith you Like you.
You don't want me, you need meand and that's that's a
dependent, like a very like aunhealthy dependence on what we
(14:36):
need as opposed to what we wantor what we desire, what, what
we're meant to have.
Organic thought off of your askhere and other evidence, I mean
zero business education.
(14:58):
When I got out of the Navy in2014 and two years later, I had
a gym with a team and a salessystem and a customer journey
and people referring theirfriends there Weird.
It's almost like if you justput one foot in front of the
other and learn from people thatare a little bit ahead of you
(15:19):
and just keep going, thingshappen yeah keep going, things
happen.
Speaker 2 (15:34):
You started off, like you said, very little business
experience.
Now I'm assuming the peoplethat are coming to work for you
either have little amounts ofbusiness experience or they've
been putting in the reps but notseeing the results.
Is that fair enough to say?
Speaker 1 (15:48):
100%, by and large, and I just want to make sure I
clear on this, cause you saidthe people that are coming to
work for you did you say workwith you?
Yeah, okay, yeah, yeah, thepeople that are coming to work
with me, by and large, havegotten a, possibly a coaching
certification or two, beenthrough some stuff that they
(16:11):
that they know they can helppeople.
They have this life experienceof building something and
achieving something, and they'vebeen showing up on social media
, they've been doing the thing,and and, from the outside,
looking in the online space, itcan be like, well, I'm doing
what they're doing, right, likeI'm posting and I'm being me,
but why do they really haveclients, though?
(16:32):
Because, like, I'm not gettingany clients, so how could they
possibly have any clients?
That's right, yeah, or they'veworked with another coach, um,
another program that madeoutlandish promises, dumped them
into, uh, fed them a wholebunch of content and then
provided very little guidance.
(16:53):
You know, um, either way theyare, and this is a story that I
told myself, right, because Iwas like, well, I'm in the
online coaching space and I rana business, like everybody here
must understand business, right,like, they started a business,
they must get it.
And when I started getting guyscoming back to me, they're like,
(17:17):
hey, you know, I went throughPrimal man Pathway and like now
I went and I got an enliftedlevel one, or I went through
O2-3 or I went through whatevercertification.
Can you, can you help me out?
And at first I was like I'm nota business coach.
And a couple of them actuallycalled me forward.
They're like, well, you're anentrepreneur, right, you ran
(17:39):
coaching businesses and you'relike my favorite coach I've ever
worked with.
Um, could you just put your ownbullshit aside for a second and
help me out?
And uh, that's dope, it went.
Well, you know, it turns out.
I know, you know, when you sella perceived luxury for almost a
(18:03):
decade at the time which iswhat fitness is, it's a
perceived luxury for almost adecade at the time, which is
what fitness is.
It's a perceived luxury, that'sright.
Apparently, you pick up someskills in being able to meet
people where they are and walkthem through a marketing journey
and sales and customerexperience and package something
so it actually delivers results.
It's a crazy idea, something soit actually delivers results.
(18:25):
It's crazy idea, but in my owncognitive dissonance, because I
had gotten that experiencebefore I went online, I had went
.
Oh well, people must understandthis, right?
No, it's one of those things.
We and I talk about this a lotin my offer creation, a lot in
my offer creation module, and Idon't say this specifically one,
one way that I've noodledaround saying this is like if
you can see the matrix onsomething, there's a good chance
(18:49):
that you can teach it tosomebody else who has yet to see
the matrix.
But, if you've operated anentrepreneurial space for a
while, you can see a salesprocess or marketing um from the
outside in right you.
You see these sales that arepumped up and you're like, is it
(19:10):
actually a holiday sale?
Or you just say there's 40 offI'll check back next week.
Oh look, the price is the same,right?
Um, if you've been eating welland you, you learn nutrition and
you.
But you think it's too simple.
Like you think the stuff thatyou're teaching people is too
simple, it's just because youcan see the matrix on it.
Yeah, that's right.
Yeah, so that's right to wrapthis tangent up in a and as neat
(19:36):
of a bow as I can turns out.
People started coming back to meand after after a couple of
them, I was like, wait, let'sactually check in on my audience
here.
So I put a poll up lastDecember and if you're listening
to this later, december 23, Iput a poll in my broadcast
channel.
I was like, hey, who's in here?
And the options were aspiringcoach, I want to work on my
(20:01):
fitness, I want to learn to lovemyself.
I want to work on my fitness.
I want to learn to love myself.
I want to work on my mindset.
Guys, fitness was like way farbehind in the last place.
Okay, then it was I want tolearn to love myself.
Then it was I want to work onmy mindset.
And then in the lead and some ofthese were multiple people
(20:22):
answer multiple time in the leadwas I'm an aspiring coach and
at this point I go, okay, well,I've done this.
I say, hey, who wants to do afree workshop?
Like zero, still zero.
Like, okay, about 5%inclination that maybe I start
like running with this businesscoaching thing, right, yeah.
(20:44):
Like who wants to do a freeworkshop?
Like 20 people said yes, so, ofcourse, like I think 10 or 12
showed, you know, and two peoplesigned up with me right off the
back end of that, like, hey,you've walked this path, I want
to walk that path.
It obviously makes sense that Iwant to work with you.
Speaker 2 (21:07):
Yeah, um, and that was December, damn.
Let me ask you this question.
I'm going to put, I'm going topull you completely over onto a
different side.
Let's go.
When did you?
When did?
Speaker 1 (21:15):
you want to quit January 2021.
Tell me about it.
Wanted to quit my gym?
I had been running a brick andmortar for six and a half almost
years and while, yes, I built ateam, guys, before I make this
(21:38):
point, I'm going to use this tomake this point.
A 300 batting average in themajor leagues is considered good
and entrepreneurs are out herethinking that every swing is
going to be a home run.
Yeah, that's right.
So I learned a lot of lessonsin my gym and y'all.
I showed a profit Like I havegood accountants who tried to
(22:02):
make it, so I didn't have to paytoo many taxes and I showed a
profit in 2020 when we were shutdown from COVID.
So, and I had built a team thatran the gym and the classes to
where I could just do sales, andif I could go back and do it
all over again, or if and when Ido it again, because once I get
(22:22):
a eight figure net worth and Ican run a gym at bre even, I'm
likely going to open up a brickand mortar again.
Um, there are things that I'lldo differently and I started
seeing a lot of those in quarterone 2021 and I was like, all
right, but we can do it withthis team, right, and I, I had
this young, hungry kid that wasgoing to be my head coach.
(22:42):
I had a GM.
She had been around since shewas on trade for a membership
back in 2016.
So I guess it's organicevolution.
I sat them down January 2021.
I was like, hey, listen,quarter one 22.
I'm no longer like the face ofthe gym.
You guys are Like yourday-to-day operations.
(23:04):
I'll sell some memberships.
I'll like I remember that, yeah, yeah, the.
The whole idol thing of mebeing the guy.
I want you guys to be seen asthe authority, so you can be the
authority in here.
Now, here's the funny thingabout that.
I said quarter, quarter one2022, I will no longer be a part
of day-to-day operations in thegym.
(23:25):
I didn't say quarter one 2022.
You guys will be day-to-dayoperations.
You want to know what came true?
What?
Quarter one 2022, nobody wasday-to-day operations in the gym
.
Shut down.
Yeah, I shut it down.
Speaker 2 (23:51):
What was your tell me about that?
Because that's that's not aneasy decision.
This decision I'm going throughright now with my business as
well.
I was talking to you about thatbefore I jumped on.
I was with my team and sayinglike, guys, we're shutting this
thing down.
Yeah, and it's not an easydecision to be able to make.
Why did you get to that pointof shutting it down, like to
make a decision that I have aprofitable business here and I'm
(24:13):
shutting it down?
Why?
Speaker 1 (24:16):
So dominoes, right Ending with a really big one.
First, in the summer, my young,hungry head coach.
Something started shifting andI'm sure there are things I
could have done better as abusiness owner and a manager.
There's it's always a two waystreet and, like we had taught,
(24:41):
I talked to the whole team.
I was like, hey, guys, I've,I've got this side thing online.
At the time, all of my shirtsfor my online brand still set,
presented by art and fitness,like I wanted it to be known.
I was still bought into my gym.
It's like, if you guys everwant to stand something up, let
me know, we'll get it going.
I had had a past experience witha, an old coach of mine, who,
(25:01):
like, stood up something onlineand then basically told members,
like, yeah, just go work out inyour garage, cancel your
membership and I'll.
And I found out after he quitthat he had pirated members.
So if I could go back again, Iwould say like, yeah, you want
to do something online?
Go, all means, go, do yourthing.
And this was 2021, online wasstill a new area and I was like,
(25:24):
hey, if you guys want to runsomething online, let's do it
under the umbrella of the gymand he comes to me and he goes,
hey, I'm going to go online.
And shoots me a tax when I'mtraveling one weekend and I was
at a wake that you've been at alake house and and he shoots me
a text like I'm going to go andgo online, just so you know.
(25:45):
I'm like all right, cool, andwe have a talk and I sit down
like I I'm gonna help this kid,like how are you gonna structure
this?
What are you gonna do for yourbusiness?
And he took it as I wasattacking him or trying to.
I found out a month or twolater like I was trying to hold
him back or make him not believein himself.
And anybody who's listening, whounderstands stories, we get it.
(26:11):
So there was that.
Like we started I thought wehealed that and then I come to
find out later on like he'sstill just he thought we were
butting heads.
Couple.
That with my gm started.
She was in charge of theschedule and she started just
scheduling herself off likepeople requested off through her
(26:34):
.
She would request, I wouldapprove her requests.
Her friday shift on blackfriday was covered by somebody
Her, you know like without therequest.
Going through other Fridays andthen looking ahead in 2022,
there were like four weekends ina row.
I was like I'm all for balanceand the level of buy-in from my
(26:58):
team was dwindling.
Looking back on it, it'sbecause my level of buy-in was
dwindling too.
Yeah, and I'd had a talk withmy brother, probably august or
september my parents pool wasstill open, I believe and I was
like I just I feel like thegym's coming to an end and he's
(27:21):
like I wish I could help.
I was like you've helped bylistening.
And then November 27th 2021, mybrother, ian, passed
unexpectedly at the age of 27.
As we were getting stufftogether for a celebration of
life, I realized I wasn't inpictures.
I wasn't in some videos fromtraveling from birthday parties
(27:44):
because I either had to leaveearly.
I wasn't in some videos fromfrom traveling from birthday
parties Cause I either had toleave early or didn't go on
these trips Cause I had a gym torun.
That's right.
I was like I'm done and on likeDecember, I chewed on that for
a week or two in December afterthe celebration of life and
sometime mid to late December no, I'm sorry it was the last week
(28:08):
of December Cause I talked withall my coaches.
I was like, hey, are you goingto be good Like um talk with the
massage therapist that wasrenting space for me last week
of December.
I went on, I went live in thegym's Facebook group the members
group live in the gym'sFacebook group, the members
group.
I said, hey guys, it's been afun ride, we're done.
(28:28):
That was the most freeing drivehome ever.
It was the right move.
It was energetically the bestthing I could have done.
Speaker 2 (28:42):
There's somebody out there right now, without a doubt
, who's in the same position asyou, same position as me.
You've heard it.
I've heard it a thousand timesman, when I finally made that
decision, it was freeing.
(29:02):
Why is that?
I have my own theory, but whywas it for you that it was
freeing?
Speaker 1 (29:14):
Because I mean.
So I go to you know when peopleget on sales calls and they go.
Well, I need to think about it.
Well, the reason you're on thesales calls because you have to
think about it.
Well, the reason you're on thesales call is because you have
been thinking about it.
We know which decision we, butwe're clinging to the broken,
dry, brown grass under our feetinstead of getting the freaking
(29:38):
hose out and watering it.
Mm-hmm, mm-hmm.
Speaker 2 (29:51):
For those that are, uh, listening now, um, they're
in a position that they knowthat they want something better.
Is the best move to burn theships, like we've heard that
before, is the best move to burnthe ships?
Because, in essence, even foryou and I, neither of us really
burned the ships like fully,like we kind of hang on, hang on
(30:13):
, and then it was finally likeman, the ship's far enough, I'm
just gonna snip the rope, youknow.
Yeah, um is, is it the bestmove to burn the ships?
Is it give it some length?
What's the answer there?
Speaker 1 (30:27):
I'm glad you asked that.
Nine to fives are great.
Have some stable income whileyou're building a business.
My gym was effectively my nineto five while I was figuring the
online thing out enough towhere I could build it to
eclipse that income.
And if you're going to, ifyou're going to still have the
(30:49):
ship around, make sure you wantwhat you're building, because
until you burn the ships, theywill always be there as a safety
net.
And this is this double edgedsword with the online game.
Right, that's right, becauseit's like's like, well, I'm a
coach.
Well, really, you, you have abusiness.
(31:10):
Well, yeah, I have an instagrampage and I give people tips.
So I'm a coach.
Cool, and this is this ishonestly what I think is this,
uh, catch 22?
Because it's this super lowbarrier to entry A la CrossFit
in 2008, with $500 affiliatefees and you could open in a
garage.
Super low barrier to entry.
(31:34):
And if it doesn't work in 60days, well, you can just pack up
shop and go back to what youwere doing.
That's right, you know, like,this is dude, I've paid.
There was a program that Iinvested in, and when I was on
the sales call with them,they're like yeah, it's 9800 for
the first month and 1400 foreach month after that and in my
(31:56):
head I go well, even if I makethat 10 grand back in a month,
you're out of your minds likethat's a lot of money and you're
giving me zero one-to-one calls.
It's just like systems andtemplates like it better be good
.
They came down to 6k for themonth.
Now here's why that was a goodthing.
It lit a fire under my ass toactually do something, the same
(32:19):
way that emptying out my lifesavings and then taking on
$30,000 more of debt in 2014 lita fire under my ass because I
had rent to pay in my building.
You have people out here thatgo.
Oh yeah, I'm a coach, I believe, and I'm.
I'm just going to send it for asecond.
I'm a coach.
I believe that people need topay me to help me, to help solve
(32:41):
their problems, but I'm notgoing to invest to learn how to
do what I want to do.
Well, why aren't you going todo that?
Speaker 2 (32:49):
Right.
Speaker 1 (32:50):
Yeah, like like, why not?
Why won't you practice what youpreach?
Is it because you actually,honestly, are still up that
tippy top of that front end ofthe Dunning-Kruger effect and
you think that you have thebusiness acumen, having never
ran a business, and that you can, that you have the
accountability and the drive andthe systems?
All just from youtube maybe?
Or maybe you want to giveyourself an out and maybe not
(33:16):
investing and not putting anyskin in the game means that if
it doesn't work you can justwalk away it's.
Speaker 2 (33:26):
It comes back to that analogy I was using earlier
chase.
I like I just had this visionof like somebody, uh, only
paying for some nice dress socks, but they're still wearing
their like birkenstocks andtheir tattered shorts and their
tank top trying to go get thetop level CEO job.
(33:46):
Yeah, mike, you got some nicedress socks on, but you're not
willing to pay $5,000 for thesuit.
Yeah, because I will guaranteeyou that CEO is going to go.
Damn, that's a legit suit.
You're showing up differently,but you had to invest to be able
to get to the point of havingthe opportunity yeah, they paid
(34:10):
for their linkedin prosubscription yeah 25.99 a month.
uh, what do you think is thetotal amount you have invested
into yourself to get to whereyou're at now?
Speaker 1 (34:33):
It's over $150,000 and it's it's closing in on
200,000.
Yeah, he's like and and I'll.
If we're talking about coursesand personal, personal and
professional development, that'sthe number.
If we take on investing intomyself, as in debt I took on for
the gym life savings that I putinto the gym we're well over a
(34:56):
quarter of a million dollars.
Speaker 2 (34:58):
Yeah, agreed, agreed.
And you guys might be sittingout there like, what the fuck?
No way, yes way.
Almost every single person thatI know that is at your level,
that is at my level, that is atthe level of coaches where I go,
I want to be in the same roomas you.
(35:19):
I want to be on the samepodcast as you.
I want to be able to createtime in my day where I'm not
making money here.
This is not beneficial to me,but I want to be in this space
with you.
Right, have spent over that ahundred K barrier, whether
that's purely just on personaldevelopment, I would say I'm
(35:39):
somewhere around 60 K, 70 K.
Personal development, somewherearound 150 K, maybe close to
200 K when it comes tobusinesses that I've invested
money into.
Maybe close to 200k.
When it comes to businessesthat I've invested money into I
mean my business that I'mcurrently shutting down.
I invested over 50k in the lastyear.
Year and a half.
Fifty thousand dollars um,that's poof gone.
(36:03):
25 000k that I had to liquidateat the end of the month when my
business partner and I you knowum decided to.
When you're talking about thosebig numbers, the only reason you
have those big numbers isbecause you've generated numbers
, so you've invested in yourself.
You've taken that like anenergy, like energy coming in
(36:24):
and out.
You've taken that.
You've gone.
I want to play big.
To play big, I need to feelreally damn uncomfortable.
I need to hear 98,000 and$1,400 after that and go.
You are out of your mind.
That makes me feel reallyuncomfortable.
And then go here's my money.
Let's go and be willing to takethat energy and push it on, and
(36:50):
then you can get to the pointwhere you're making your
proclamations, as you are now,of what is going to be like when
your daughter's five years old,because you've invested it,
you're showing up in a fivethousand dollar suit and
everybody's going damn, thatdude is for real.
Yeah, I want to ask this towrap things up for people that
(37:19):
are listening.
Um, people that may be curious,cause I'm actually curious.
I do business coaching as well,but I do it in the CrossFit
world.
I can tell you hey, here areour top three pain points when
it comes to CrossFit affiliateowners.
What would you say is the topthree pain points of the people
(37:43):
who come to see you?
What are they struggling withthe most?
Speaker 1 (37:48):
The umbrella here is getting more leads On the front
end anyway, and the three painpoints there are taking
strangers and turning them intofollowers, taking followers and
turning them into leads.
And taking leads and turningthem into customers.
Love that.
(38:09):
Doing that without rackingtheir brain or beating their
head against a brick wall,sending 100 cold DMs per day, or
going and scouring theircompetitors' profiles and trying
to stay active on there so thatthey get seen, doing it in a
way that actually brings peopleorganically to them.
And there's a lot of goodpeople teaching instagram ads
(38:32):
out there right now.
And then there's also peoplegoing hey, organic marketing not
working, you still don't have aworking business.
Come run instagram ads.
And people are lighting moneyon fire because they haven't
validated their fucking messageyet yes, and why haven't they?
Speaker 2 (38:48):
why haven't they validated their message yet?
What's the stuck point there?
Speaker 1 (38:53):
Because they're still speaking at their clients
instead of to them.
Speaker 2 (38:59):
What happens when you start speaking to your client.
Speaker 1 (39:03):
People want to feel seen and understood.
They want to.
They want to know that youunderstand them.
There's a great story in neversplit the difference about, uh,
the girl Scouts of Americataking donations and this one
woman, this really wealthy womanwho had come back.
She was ready to write a check.
This woman sitting across thedesk from her going well, what
(39:23):
about this?
Well, what about that?
Trying to give her solutions.
Finally, she just looks at herand goes well, it sounds like
you want your money to go to areally good cause that's going
to impact the organization as awhole.
And this woman pulls out hercheckbook, signs a check and
says I trust you know what to dowith my money.
Coaches are out here talkingabout their solution.
Talking about I mean, I did it.
(39:46):
Talking about.
So it's the words and thestories in your head.
Right, and that's that's theproblem.
Guys are not talking about whatpeople want to solve.
Like, what's the problemthey're actually aware of?
Like, anybody who has yet tohear an enlifted piece of a
material is not walking aroundgoing.
(40:06):
Man, I have such a shit storyin my head.
I wonder how I can fix that.
That's right, they're walkingaround, going, man.
I have such a shit story in myhead, I wonder how I can fix
that.
That's right.
They're walking around going.
Man, my marriage sucks.
Man, I'm never present for mykids.
Man, how do I lose this sparetire?
Why am I so broke?
Figure out what your club, theproblem, your clients are aware
of.
That's right.
Speaker 2 (40:27):
Build content, messaging and an offer to solve
that and let that vehicle be thetrojan horse for those super
special skills that you actuallyknow are effective it's
separating that passion that youhave as a coach and that's why
you're a coach with where thatperson is at, meeting them where
(40:48):
they're at and give them whatthey want, leave them with what
they need.
But first and foremost, we haveto give them what they want,
even if you're like I know whatyou need.
If you give them what they needand not what they want, you'll
never get them through the doorbecause they think that they
need to lose the 20 pounds andyou can say, hey, I bet you
(41:14):
feeling that 20 pounds is notonly, uh, hard on your body, but
probably hard on yourself too.
Well, let me tell you I canhelp you with that.
Yeah, and if that's what theyheard, you can help me.
Gosh, I'm leaning right intoyou.
One one current quote this ishow we're going to end it out
(41:43):
quote, saying or something youhave learned recently that will
give exceptional value to thepeople that have made it this
far, whether it's something youjust recently learned, a quote
or a saying that you're livingby excellence is the ability to
endure pain say it again for meexcellence is the ability to
(42:10):
endure pain.
Speaker 1 (42:14):
What does that mean to you?
It comes out of a larger quotefrom a ceo.
Forget built a nine-figure,nine-figure company.
Um, forget who exactly he talks.
It's like it's easy for me tolook back and talk about all my
accomplishments accomplishmentsnow but I'd be lying if I said
there weren't days where I camehome, felt like a failure, had
(42:35):
zero money in the bank account.
My wife looked at me like I wasa loser.
Now that individual is worthhundreds of millions of dollars.
Listen, nine to five.
It's like dude.
I mean I I think I've said thisto you before there's times
where I there's a piece of methat at times says man, I wish I
could just go to a nine to fivelike I wish I could operate in
(42:57):
that gear.
I don't have it, though.
No, and and you can play safeand you can stay on your crusty
grass, and you can.
You and you can walk on gravelfor the rest of your life and
your souls will become tough andbe able to stand it and that's
a play on words when we talkabout souls.
If you want to walk over thecoals, I promise you there's a
(43:22):
plush coastline Now, in theworld of entrepreneurship.
There's riptides and shit too,and that's half the fun.
Speaker 2 (43:31):
Let's go.
I love it.
Chase.
If people have heard thispodcast, if they've been
inspired by the things thatyou've said and getting to know
you a little bit more in yourjourney in itself, how do they
get started?
Give us the simple steps to beable to get started with you.
Speaker 1 (43:46):
Yeah, click below for the authentic content funnel.
If you still need to build moretrust and you want to know the
system, that made a mindsetcoach $20,000 last month and he
wasn't a client, he just tookthis system and ran with it.
And if you just want to jump tothe front of the line, click
the link below that schedule a30 minute call and let's get you
going.
Speaker 2 (44:11):
So, brother, it's always a complete honor to be
able to be on a podcast with you, to be connected with you.
There are a lot, a lot ofpeople that I know in this space
and a lot of them put on quitea front.
You are an authentic man, youalways have been, and I value
(44:31):
that to the end, and so thankyou for this opportunity to be
able to, to lead you throughthis, this podcast.
It means more to me than thanyou know and is a huge,
incredible honor.
Speaker 1 (44:46):
Thank you, brother.
I appreciate you being the oneto do it and, uh, we're going to
run it back on the mics againsoon, so there you go, guys.
Speaker 2 (44:57):
That's a wrap.
Till next time, let's go.
riverside does a thing sometimes, where it, like
it, goes five.
There's the countdown.
By the way, we're on.
Yeah, I'm just gonna hand itover, let's go let's go.
Speaker 2 (00:22):
Let's go.
What is the official name ofyour podcast?
Speaker 1 (00:31):
oh, right now the official name is start and scale
.
Speaker 2 (00:36):
Oh ladies and gentlemen, welcome to start and
scale.
I am your step in, host joelcochran, and I'm here with Chase
Tolson, the usual host, andwhat we're going to do today
we're flipping the roles.
I have a lot of people thatcome on to my podcast.
(00:57):
I'm good at being able to to umask the right questions as a
host, and I even tend to do iteven when I get on other
people's podcast is I'll startasking questions just because,
gosh dang, I like askingquestions, and today we're going
to dive in.
Chase has no idea the questionsthat I have for him and what
(01:17):
we're going to be diving into,and we're going to get to know
Chase in so many different waysthat you won't even be able to
imagine.
So this is going to be a veryfruitful podcast for you, and
being able to get to know Chasewhether you've worked with him
or you're going to work with himthis is going to be able to
give you some connection toChase and to be able to build
(01:39):
some connection and some proofand some truth to the man that
he is.
So, sir, are you ready to befully open with me and do I have
permission to be able to askany questions that I feel are
best suited.
Speaker 1 (01:54):
Exactly the reason that I asked you to be the one
to interview me.
Yes, sir, full permission.
Speaker 2 (02:02):
What I'd like to start off with and this is a
question I tend to ask peoplethat I really want to get to
know Tell me your very firstmemory as a human.
Give yourself a moment for this.
The age usually is around fiveyears old, and if anyone else is
listening right now, try to goback to that time.
(02:23):
It's around five years old thatmost people are going to start
remembering the first memory,and I'll just leave it at that.
Speaker 1 (02:36):
It's.
When we get back that far, theycan get jumbled chronologically
and the one that comes up is weare in the first house.
I can remember living in thesecond family home of three that
I grew up in and I'm in thegarage.
I believe I'm about four yearsold and I hear a garbage truck
(03:01):
and I run to my dad and I sit onhis foot and I wrap my arms
around his leg because I wasscared of the noise of the
garbage truck.
Speaker 2 (03:11):
Whoa, how do you think that moment itself shaped
or turned and maybe it did,maybe it didn't shaped or turned
your life as a young boy, as ayoung man, as a man?
Is it?
Are we just reaching there?
Can you find any correlationthere?
Speaker 1 (03:40):
I'd imagine it's the first time I've pondered on this
specific memory.
I'd imagine it's the first timeI've pondered on this specific
memory.
I'd imagine what happened thereis as I grew and I realized
that the garbage truck wasn'tanything to be afraid of.
It was just something doing itsjob that made a loud noise.
(04:08):
Well, at a very young age Ilearned that I was scared of
something that wasn't going tohurt me, wasn't going to touch
me, and when I just let it beand realized that it was just
doing its thing.
Well, now we're starting topull on the thread as to.
Well, let's just lean into newstuff and the fear is going to
(04:32):
be there, or we can set it asideand keep moving.
Speaker 2 (04:38):
What do you think the correlation is?
Was your mom in the house atthat time too?
Speaker 1 (04:44):
My dad and I were in the garage.
Speaker 2 (04:45):
My mom was inside, I believe okay you could have
bypassed your dad and ranstraight into mom.
Right, you went to dad.
Do you believe that there's acorrelation there, or why you
went to dad?
And even though mom was insidethe house, why didn't you run
all the way inside the house?
Why didn't you go in thebackyard?
You know the uh, didn't you?
Speaker 1 (05:03):
run all the way inside the house.
Why didn't you go in thebackyard?
You know the?
Uh, the first thing that comesup is like, well, what, that was
the closest you know and, um,my dad did a really good job
when I was young of being, ofshowing up as a, an authority
figure, as a place of safety and, uh, place of authority, so
(05:27):
loud noise, chase is scared.
Dad's right there, everythingfits.
How's your relationship withyour father?
Oh, it's great now rocky.
When I was, you know, uh, mydad's a.
My dad grew up broken, divorcedhousehold.
(05:52):
His parents, uh, his mom hadher own demons and um, yeah, and
if you look back at her parents, she came forward a generation
and gave him a better startingpoint.
He's given me a better startingpoint and so on and so forth,
and you know the coming of ageas a teenager there was, you
(06:13):
know, we had our moments and myrelationship with my father is
great now, especially as I getto see him be a phenomenal
grandfather.
He is likely my daughter'sfavorite person.
Speaker 2 (06:28):
Oh man, I love that.
Fear is an interesting thing,right?
How would you describe fear?
If somebody didn't know whatfear is?
What would you describe fear as?
Speaker 1 (06:42):
You know, my my go-to like a quick answer to that is
the acronym false evidenceappearing real.
That's great, and I I dobelieve that if we open that up
it's.
You know, we're often we'rescared of the unknown, because
the only thing that we knowabout the unknown is what we
(07:04):
stand to lose.
We've never experienced theupside, the potential that we
have for growth if we step intothe unknown.
We have experienced our currentreality, though, and what we
could lose.
And even if, hey, the grass isgreener over there, my grass is
brown and crunchy, and I don'tlike it.
(07:24):
But if Ier over there, my grassis brown and crunchy and I
don't like it.
But if I go over there, or if Itry and water my grass, how do
I know it's going to turn outbetter?
How do I know that I can getgreen grass too?
At least I have some grassunder my feet.
Maybe I should just keep it theway it is.
Speaker 2 (07:44):
You're speaking of something that I I learned this
past weekend.
Um, and it's something that youknow was was just brought
together.
Yet, uh, I was at a workshopand they said, hey, draw a big
circle.
And they said, draw a dot inthe middle, and then, uh, a
small sliver of a pie, and theyasked you to put no, what do you
(08:11):
know chase, what are somethings that you know like?
What is it?
Speaker 1 (08:16):
you know for sure that I know absolutely nothing
and I know absolutely nothing.
I know that I love my wife anddaughter with my whole heart,
and then some yeah, I know thatI want to, by the time, my
(08:40):
daughter's five.
The only thing that I want herto know is that she can create
whatever reality she wants inthis world.
Wow, and I know that that'spossible.
Speaker 2 (08:55):
Yeah, and why do you know that that's possible?
Speaker 1 (08:57):
Hmm, now see, here's the funny part is, as I said,
that I paused because, while Iknow that that's possible on a
conceptual level, I have yet tocreate what's currently being
created.
So, in this funny little humancondition, like, hey, I know
(09:18):
it's possible because I got outof the gym, or I got out of the
Navy and I opened a gym and thenI went online and, via
podcasting, I I tripped, felland landed into business
acquisition and then peoplestarted coming to me and asking
for business coaching.
And now all of a sudden, I'm,I'm seeing as an authority in
coaching business and and peopleare seeing good results.
(09:39):
And like I can look backwardand say, yeah, I've created this
, and still I'm.
I'm a big believer that when wewant what we have, we're a lot
happier than wanting to havewhat we want.
And still, humans aregoal-striving mechanisms.
So I have this forward-facingview of what I'm driving toward,
(10:03):
and so when I say, say yeah, Iknow for a fact I can create
whatever reality I want, well,I'm still in the process of
creating one too.
So I know it's possible and I'mI am always on the path to
creating more supportingevidence for that.
Speaker 2 (10:25):
I love that.
You know, I heard a quote thispast weekend what we want, what
we want wants us.
When we believe that what wewant wants us, that's not just a
one way street, that no, I'mjust seeking this.
You know, the million dollarsor the acquisition of business,
(10:45):
or to get to a six figure, aseven figure, eight figure
business, that that eight figurebusiness actually wants me.
And when we see it as as uh, asas a binary, as something that
is coming to us, that we'reworking together like breath,
like water, water coming in,water coming out, right, food
(11:07):
coming in, food coming out,energy coming in, energy coming
out, it becomes now a dance.
It's like, oh no, we're in thisrelationship with what I want.
I'm not just like diggingaround and trying to find the
magic X.
Yet my curiosity sparks becauseI know, you know, how important
(11:27):
this is and you said you alludedto it the evidence, the
evidence.
What is the evidence, chase,that shows for you that you will
get to that?
What have, what have you donein the past?
The evidence that shows thatactually that thing that you
(11:48):
want wants you back, because youactually have the attire, the
wear, because you have theevidence of being able to go.
Oh, yeah, I want that person.
The thing that you want wantsyou back because of the evidence
that you have placed uponyourself.
There's a difference showing upto an interview in gym shorts
(12:10):
and tattered shirt and theevidence of going.
Oh, you know, it's important tohave some nice slacks and make
sure it's cleaned up andactually I know the exact tie to
wear and the watch to be ableto put on and I know how to cut
my hair because I've builtevidence.
So that thing that wants me,that person who's seeking to
hire me, and that could be youreight-figure business that is
(12:32):
seeking to go no, I need you.
You're dressed up and ready forit.
What's the evidence that youhave shown in your life?
Speaker 1 (12:42):
I'm so glad you said that person, because you wrapped
that ask around business at theend.
And the first thing that cameto mind was something I was
reminded of when my brother gavehis best man speech at my
wedding which, by the way, therewere people with white hair
shaking his hand afterward andsaying that was the best best
man speech I've ever heard.
(13:02):
It was the best best man speechI've ever heard.
And 2017, this is before.
Chase really dove into what Iwant, wants me, and he told a
story about you know.
Chase called his shop.
He said I'm going to get out ofthe Navy, open a gym, find a
tattooed girl who likes fitnessand lock it down, and I'll be
(13:27):
damned.
He did that exact thing.
And here's the curious partabout that one and and this
happens more and more than somepeople realize is I didn't
realize that I had put that outthere, like it wasn't this thing
that I was like I, I, I need tofind this fit girl who's
(13:50):
tattooed.
Nah, like I mentioned it to mybrother, and then I set it down.
And so often when we get intothis, you know what I want,
wants me, what I desire, desiresme.
We can go like a stage fiveclinger with what we desire.
Oh yeah, you know, it's like no, I want you.
(14:10):
Please come here.
Come here please.
I promise I'm going to be funto date.
Please come here.
And what we desire goes oh,what's that?
Oh, that's gross, dude.
No, I don't want a relationshipwith you Like you.
You don't want a relationshipwith you Like you.
You don't want me, you need meand and that's that's a
dependent, like a very like aunhealthy dependence on what we
(14:36):
need as opposed to what we wantor what we desire, what, what
we're meant to have.
Organic thought off of your askhere and other evidence, I mean
zero business education.
(14:58):
When I got out of the Navy in2014 and two years later, I had
a gym with a team and a salessystem and a customer journey
and people referring theirfriends there Weird.
It's almost like if you justput one foot in front of the
other and learn from people thatare a little bit ahead of you
(15:19):
and just keep going, thingshappen yeah keep going, things
happen.
Speaker 2 (15:34):
You started off, like you said, very little business
experience.
Now I'm assuming the peoplethat are coming to work for you
either have little amounts ofbusiness experience or they've
been putting in the reps but notseeing the results.
Is that fair enough to say?
Speaker 1 (15:48):
100%, by and large, and I just want to make sure I
clear on this, cause you saidthe people that are coming to
work for you did you say workwith you?
Yeah, okay, yeah, yeah, thepeople that are coming to work
with me, by and large, havegotten a, possibly a coaching
certification or two, beenthrough some stuff that they
(16:11):
that they know they can helppeople.
They have this life experienceof building something and
achieving something, and they'vebeen showing up on social media
, they've been doing the thing,and and, from the outside,
looking in the online space, itcan be like, well, I'm doing
what they're doing, right, likeI'm posting and I'm being me,
but why do they really haveclients, though?
(16:32):
Because, like, I'm not gettingany clients, so how could they
possibly have any clients?
That's right, yeah, or they'veworked with another coach, um,
another program that madeoutlandish promises, dumped them
into, uh, fed them a wholebunch of content and then
provided very little guidance.
(16:53):
You know, um, either way theyare, and this is a story that I
told myself, right, because Iwas like, well, I'm in the
online coaching space and I rana business, like everybody here
must understand business, right,like, they started a business,
they must get it.
And when I started getting guyscoming back to me, they're like,
(17:17):
hey, you know, I went throughPrimal man Pathway and like now
I went and I got an enliftedlevel one, or I went through
O2-3 or I went through whatevercertification.
Can you, can you help me out?
And at first I was like I'm nota business coach.
And a couple of them actuallycalled me forward.
They're like, well, you're anentrepreneur, right, you ran
(17:39):
coaching businesses and you'relike my favorite coach I've ever
worked with.
Um, could you just put your ownbullshit aside for a second and
help me out?
And uh, that's dope, it went.
Well, you know, it turns out.
I know, you know, when you sella perceived luxury for almost a
(18:03):
decade at the time which iswhat fitness is, it's a
perceived luxury for almost adecade at the time, which is
what fitness is.
It's a perceived luxury, that'sright.
Apparently, you pick up someskills in being able to meet
people where they are and walkthem through a marketing journey
and sales and customerexperience and package something
so it actually delivers results.
It's a crazy idea, something soit actually delivers results.
(18:25):
It's crazy idea, but in my owncognitive dissonance, because I
had gotten that experiencebefore I went online, I had went
.
Oh well, people must understandthis, right?
No, it's one of those things.
We and I talk about this a lotin my offer creation, a lot in
my offer creation module, and Idon't say this specifically one,
one way that I've noodledaround saying this is like if
you can see the matrix onsomething, there's a good chance
(18:49):
that you can teach it tosomebody else who has yet to see
the matrix.
But, if you've operated anentrepreneurial space for a
while, you can see a salesprocess or marketing um from the
outside in right you.
You see these sales that arepumped up and you're like, is it
(19:10):
actually a holiday sale?
Or you just say there's 40 offI'll check back next week.
Oh look, the price is the same,right?
Um, if you've been eating welland you, you learn nutrition and
you.
But you think it's too simple.
Like you think the stuff thatyou're teaching people is too
simple, it's just because youcan see the matrix on it.
Yeah, that's right.
Yeah, so that's right to wrapthis tangent up in a and as neat
(19:36):
of a bow as I can turns out.
People started coming back to meand after after a couple of
them, I was like, wait, let'sactually check in on my audience
here.
So I put a poll up lastDecember and if you're listening
to this later, december 23, Iput a poll in my broadcast
channel.
I was like, hey, who's in here?
And the options were aspiringcoach, I want to work on my
(20:01):
fitness, I want to learn to lovemyself.
I want to work on my fitness.
I want to learn to love myself.
I want to work on my mindset.
Guys, fitness was like way farbehind in the last place.
Okay, then it was I want tolearn to love myself.
Then it was I want to work onmy mindset.
And then in the lead and some ofthese were multiple people
(20:22):
answer multiple time in the leadwas I'm an aspiring coach and
at this point I go, okay, well,I've done this.
I say, hey, who wants to do afree workshop?
Like zero, still zero.
Like, okay, about 5%inclination that maybe I start
like running with this businesscoaching thing, right, yeah.
(20:44):
Like who wants to do a freeworkshop?
Like 20 people said yes, so, ofcourse, like I think 10 or 12
showed, you know, and two peoplesigned up with me right off the
back end of that, like, hey,you've walked this path, I want
to walk that path.
It obviously makes sense that Iwant to work with you.
Speaker 2 (21:07):
Yeah, um, and that was December, damn.
Let me ask you this question.
I'm going to put, I'm going topull you completely over onto a
different side.
Let's go.
When did you?
When did?
Speaker 1 (21:15):
you want to quit January 2021.
Tell me about it.
Wanted to quit my gym?
I had been running a brick andmortar for six and a half almost
years and while, yes, I built ateam, guys, before I make this
(21:38):
point, I'm going to use this tomake this point.
A 300 batting average in themajor leagues is considered good
and entrepreneurs are out herethinking that every swing is
going to be a home run.
Yeah, that's right.
So I learned a lot of lessonsin my gym and y'all.
I showed a profit Like I havegood accountants who tried to
(22:02):
make it, so I didn't have to paytoo many taxes and I showed a
profit in 2020 when we were shutdown from COVID.
So, and I had built a team thatran the gym and the classes to
where I could just do sales, andif I could go back and do it
all over again, or if and when Ido it again, because once I get
(22:22):
a eight figure net worth and Ican run a gym at bre even, I'm
likely going to open up a brickand mortar again.
Um, there are things that I'lldo differently and I started
seeing a lot of those in quarterone 2021 and I was like, all
right, but we can do it withthis team, right, and I, I had
this young, hungry kid that wasgoing to be my head coach.
(22:42):
I had a GM.
She had been around since shewas on trade for a membership
back in 2016.
So I guess it's organicevolution.
I sat them down January 2021.
I was like, hey, listen,quarter one 22.
I'm no longer like the face ofthe gym.
You guys are Like yourday-to-day operations.
(23:04):
I'll sell some memberships.
I'll like I remember that, yeah, yeah, the.
The whole idol thing of mebeing the guy.
I want you guys to be seen asthe authority, so you can be the
authority in here.
Now, here's the funny thingabout that.
I said quarter, quarter one2022, I will no longer be a part
of day-to-day operations in thegym.
(23:25):
I didn't say quarter one 2022.
You guys will be day-to-dayoperations.
You want to know what came true?
What?
Quarter one 2022, nobody wasday-to-day operations in the gym
.
Shut down.
Yeah, I shut it down.
Speaker 2 (23:51):
What was your tell me about that?
Because that's that's not aneasy decision.
This decision I'm going throughright now with my business as
well.
I was talking to you about thatbefore I jumped on.
I was with my team and sayinglike, guys, we're shutting this
thing down.
Yeah, and it's not an easydecision to be able to make.
Why did you get to that pointof shutting it down, like to
make a decision that I have aprofitable business here and I'm
(24:13):
shutting it down?
Why?
Speaker 1 (24:16):
So dominoes, right Ending with a really big one.
First, in the summer, my young,hungry head coach.
Something started shifting andI'm sure there are things I
could have done better as abusiness owner and a manager.
There's it's always a two waystreet and, like we had taught,
(24:41):
I talked to the whole team.
I was like, hey, guys, I've,I've got this side thing online.
At the time, all of my shirtsfor my online brand still set,
presented by art and fitness,like I wanted it to be known.
I was still bought into my gym.
It's like, if you guys everwant to stand something up, let
me know, we'll get it going.
I had had a past experience witha, an old coach of mine, who,
(25:01):
like, stood up something onlineand then basically told members,
like, yeah, just go work out inyour garage, cancel your
membership and I'll.
And I found out after he quitthat he had pirated members.
So if I could go back again, Iwould say like, yeah, you want
to do something online?
Go, all means, go, do yourthing.
And this was 2021, online wasstill a new area and I was like,
(25:24):
hey, if you guys want to runsomething online, let's do it
under the umbrella of the gymand he comes to me and he goes,
hey, I'm going to go online.
And shoots me a tax when I'mtraveling one weekend and I was
at a wake that you've been at alake house and and he shoots me
a text like I'm going to go andgo online, just so you know.
(25:45):
I'm like all right, cool, andwe have a talk and I sit down
like I I'm gonna help this kid,like how are you gonna structure
this?
What are you gonna do for yourbusiness?
And he took it as I wasattacking him or trying to.
I found out a month or twolater like I was trying to hold
him back or make him not believein himself.
And anybody who's listening, whounderstands stories, we get it.
(26:11):
So there was that.
Like we started I thought wehealed that and then I come to
find out later on like he'sstill just he thought we were
butting heads.
Couple.
That with my gm started.
She was in charge of theschedule and she started just
scheduling herself off likepeople requested off through her
(26:34):
.
She would request, I wouldapprove her requests.
Her friday shift on blackfriday was covered by somebody
Her, you know like without therequest.
Going through other Fridays andthen looking ahead in 2022,
there were like four weekends ina row.
I was like I'm all for balanceand the level of buy-in from my
(26:58):
team was dwindling.
Looking back on it, it'sbecause my level of buy-in was
dwindling too.
Yeah, and I'd had a talk withmy brother, probably august or
september my parents pool wasstill open, I believe and I was
like I just I feel like thegym's coming to an end and he's
(27:21):
like I wish I could help.
I was like you've helped bylistening.
And then November 27th 2021, mybrother, ian, passed
unexpectedly at the age of 27.
As we were getting stufftogether for a celebration of
life, I realized I wasn't inpictures.
I wasn't in some videos fromtraveling from birthday parties
(27:44):
because I either had to leaveearly.
I wasn't in some videos fromfrom traveling from birthday
parties Cause I either had toleave early or didn't go on
these trips Cause I had a gym torun.
That's right.
I was like I'm done and on likeDecember, I chewed on that for
a week or two in December afterthe celebration of life and
sometime mid to late December no, I'm sorry it was the last week
(28:08):
of December Cause I talked withall my coaches.
I was like, hey, are you goingto be good Like um talk with the
massage therapist that wasrenting space for me last week
of December.
I went on, I went live in thegym's Facebook group the members
group live in the gym'sFacebook group, the members
group.
I said, hey guys, it's been afun ride, we're done.
(28:28):
That was the most freeing drivehome ever.
It was the right move.
It was energetically the bestthing I could have done.
Speaker 2 (28:42):
There's somebody out there right now, without a doubt
, who's in the same position asyou, same position as me.
You've heard it.
I've heard it a thousand timesman, when I finally made that
decision, it was freeing.
(29:02):
Why is that?
I have my own theory, but whywas it for you that it was
freeing?
Speaker 1 (29:14):
Because I mean.
So I go to you know when peopleget on sales calls and they go.
Well, I need to think about it.
Well, the reason you're on thesales calls because you have to
think about it.
Well, the reason you're on thesales call is because you have
been thinking about it.
We know which decision we, butwe're clinging to the broken,
dry, brown grass under our feetinstead of getting the freaking
(29:38):
hose out and watering it.
Mm-hmm, mm-hmm.
Speaker 2 (29:51):
For those that are, uh, listening now, um, they're
in a position that they knowthat they want something better.
Is the best move to burn theships, like we've heard that
before, is the best move to burnthe ships?
Because, in essence, even foryou and I, neither of us really
burned the ships like fully,like we kind of hang on, hang on
(30:13):
, and then it was finally likeman, the ship's far enough, I'm
just gonna snip the rope, youknow.
Yeah, um is, is it the bestmove to burn the ships?
Is it give it some length?
What's the answer there?
Speaker 1 (30:27):
I'm glad you asked that.
Nine to fives are great.
Have some stable income whileyou're building a business.
My gym was effectively my nineto five while I was figuring the
online thing out enough towhere I could build it to
eclipse that income.
And if you're going to, ifyou're going to still have the
(30:49):
ship around, make sure you wantwhat you're building, because
until you burn the ships, theywill always be there as a safety
net.
And this is this double edgedsword with the online game.
Right, that's right, becauseit's like's like, well, I'm a
coach.
Well, really, you, you have abusiness.
(31:10):
Well, yeah, I have an instagrampage and I give people tips.
So I'm a coach.
Cool, and this is this ishonestly what I think is this,
uh, catch 22?
Because it's this super lowbarrier to entry A la CrossFit
in 2008, with $500 affiliatefees and you could open in a
garage.
Super low barrier to entry.
(31:34):
And if it doesn't work in 60days, well, you can just pack up
shop and go back to what youwere doing.
That's right, you know, like,this is dude, I've paid.
There was a program that Iinvested in, and when I was on
the sales call with them,they're like yeah, it's 9800 for
the first month and 1400 foreach month after that and in my
(31:56):
head I go well, even if I makethat 10 grand back in a month,
you're out of your minds likethat's a lot of money and you're
giving me zero one-to-one calls.
It's just like systems andtemplates like it better be good
.
They came down to 6k for themonth.
Now here's why that was a goodthing.
It lit a fire under my ass toactually do something, the same
(32:19):
way that emptying out my lifesavings and then taking on
$30,000 more of debt in 2014 lita fire under my ass because I
had rent to pay in my building.
You have people out here thatgo.
Oh yeah, I'm a coach, I believe, and I'm.
I'm just going to send it for asecond.
I'm a coach.
I believe that people need topay me to help me, to help solve
(32:41):
their problems, but I'm notgoing to invest to learn how to
do what I want to do.
Well, why aren't you going todo that?
Speaker 2 (32:49):
Right.
Speaker 1 (32:50):
Yeah, like like, why not?
Why won't you practice what youpreach?
Is it because you actually,honestly, are still up that
tippy top of that front end ofthe Dunning-Kruger effect and
you think that you have thebusiness acumen, having never
ran a business, and that you can, that you have the
accountability and the drive andthe systems?
All just from youtube maybe?
Or maybe you want to giveyourself an out and maybe not
(33:16):
investing and not putting anyskin in the game means that if
it doesn't work you can justwalk away it's.
Speaker 2 (33:26):
It comes back to that analogy I was using earlier
chase.
I like I just had this visionof like somebody, uh, only
paying for some nice dress socks, but they're still wearing
their like birkenstocks andtheir tattered shorts and their
tank top trying to go get thetop level CEO job.
(33:46):
Yeah, mike, you got some nicedress socks on, but you're not
willing to pay $5,000 for thesuit.
Yeah, because I will guaranteeyou that CEO is going to go.
Damn, that's a legit suit.
You're showing up differently,but you had to invest to be able
to get to the point of havingthe opportunity yeah, they paid
(34:10):
for their linkedin prosubscription yeah 25.99 a month.
uh, what do you think is thetotal amount you have invested
into yourself to get to whereyou're at now?
Speaker 1 (34:33):
It's over $150,000 and it's it's closing in on
200,000.
Yeah, he's like and and I'll.
If we're talking about coursesand personal, personal and
professional development, that'sthe number.
If we take on investing intomyself, as in debt I took on for
the gym life savings that I putinto the gym we're well over a
(34:56):
quarter of a million dollars.
Speaker 2 (34:58):
Yeah, agreed, agreed.
And you guys might be sittingout there like, what the fuck?
No way, yes way.
Almost every single person thatI know that is at your level,
that is at my level, that is atthe level of coaches where I go,
I want to be in the same roomas you.
(35:19):
I want to be on the samepodcast as you.
I want to be able to createtime in my day where I'm not
making money here.
This is not beneficial to me,but I want to be in this space
with you.
Right, have spent over that ahundred K barrier, whether
that's purely just on personaldevelopment, I would say I'm
(35:39):
somewhere around 60 K, 70 K.
Personal development, somewherearound 150 K, maybe close to
200 K when it comes tobusinesses that I've invested
money into.
Maybe close to 200k.
When it comes to businessesthat I've invested money into I
mean my business that I'mcurrently shutting down.
I invested over 50k in the lastyear.
Year and a half.
Fifty thousand dollars um,that's poof gone.
(36:03):
25 000k that I had to liquidateat the end of the month when my
business partner and I you knowum decided to.
When you're talking about thosebig numbers, the only reason you
have those big numbers isbecause you've generated numbers
, so you've invested in yourself.
You've taken that like anenergy, like energy coming in
(36:24):
and out.
You've taken that.
You've gone.
I want to play big.
To play big, I need to feelreally damn uncomfortable.
I need to hear 98,000 and$1,400 after that and go.
You are out of your mind.
That makes me feel reallyuncomfortable.
And then go here's my money.
Let's go and be willing to takethat energy and push it on, and
(36:50):
then you can get to the pointwhere you're making your
proclamations, as you are now,of what is going to be like when
your daughter's five years old,because you've invested it,
you're showing up in a fivethousand dollar suit and
everybody's going damn, thatdude is for real.
Yeah, I want to ask this towrap things up for people that
(37:19):
are listening.
Um, people that may be curious,cause I'm actually curious.
I do business coaching as well,but I do it in the CrossFit
world.
I can tell you hey, here areour top three pain points when
it comes to CrossFit affiliateowners.
What would you say is the topthree pain points of the people
(37:43):
who come to see you?
What are they struggling withthe most?
Speaker 1 (37:48):
The umbrella here is getting more leads On the front
end anyway, and the three painpoints there are taking
strangers and turning them intofollowers, taking followers and
turning them into leads.
And taking leads and turningthem into customers.
Love that.
(38:09):
Doing that without rackingtheir brain or beating their
head against a brick wall,sending 100 cold DMs per day, or
going and scouring theircompetitors' profiles and trying
to stay active on there so thatthey get seen, doing it in a
way that actually brings peopleorganically to them.
And there's a lot of goodpeople teaching instagram ads
(38:32):
out there right now.
And then there's also peoplegoing hey, organic marketing not
working, you still don't have aworking business.
Come run instagram ads.
And people are lighting moneyon fire because they haven't
validated their fucking messageyet yes, and why haven't they?
Speaker 2 (38:48):
why haven't they validated their message yet?
What's the stuck point there?
Speaker 1 (38:53):
Because they're still speaking at their clients
instead of to them.
Speaker 2 (38:59):
What happens when you start speaking to your client.
Speaker 1 (39:03):
People want to feel seen and understood.
They want to.
They want to know that youunderstand them.
There's a great story in neversplit the difference about, uh,
the girl Scouts of Americataking donations and this one
woman, this really wealthy womanwho had come back.
She was ready to write a check.
This woman sitting across thedesk from her going well, what
(39:23):
about this?
Well, what about that?
Trying to give her solutions.
Finally, she just looks at herand goes well, it sounds like
you want your money to go to areally good cause that's going
to impact the organization as awhole.
And this woman pulls out hercheckbook, signs a check and
says I trust you know what to dowith my money.
Coaches are out here talkingabout their solution.
Talking about I mean, I did it.
(39:46):
Talking about.
So it's the words and thestories in your head.
Right, and that's that's theproblem.
Guys are not talking about whatpeople want to solve.
Like, what's the problemthey're actually aware of?
Like, anybody who has yet tohear an enlifted piece of a
material is not walking aroundgoing.
(40:06):
Man, I have such a shit storyin my head.
I wonder how I can fix that.
That's right, they're walkingaround, going, man.
I have such a shit story in myhead, I wonder how I can fix
that.
That's right.
They're walking around going.
Man, my marriage sucks.
Man, I'm never present for mykids.
Man, how do I lose this sparetire?
Why am I so broke?
Figure out what your club, theproblem, your clients are aware
of.
That's right.
Speaker 2 (40:27):
Build content, messaging and an offer to solve
that and let that vehicle be thetrojan horse for those super
special skills that you actuallyknow are effective it's
separating that passion that youhave as a coach and that's why
you're a coach with where thatperson is at, meeting them where
(40:48):
they're at and give them whatthey want, leave them with what
they need.
But first and foremost, we haveto give them what they want,
even if you're like I know whatyou need.
If you give them what they needand not what they want, you'll
never get them through the doorbecause they think that they
need to lose the 20 pounds andyou can say, hey, I bet you
(41:14):
feeling that 20 pounds is notonly, uh, hard on your body, but
probably hard on yourself too.
Well, let me tell you I canhelp you with that.
Yeah, and if that's what theyheard, you can help me.
Gosh, I'm leaning right intoyou.
One one current quote this ishow we're going to end it out
(41:43):
quote, saying or something youhave learned recently that will
give exceptional value to thepeople that have made it this
far, whether it's something youjust recently learned, a quote
or a saying that you're livingby excellence is the ability to
endure pain say it again for meexcellence is the ability to
(42:10):
endure pain.
Speaker 1 (42:14):
What does that mean to you?
It comes out of a larger quotefrom a ceo.
Forget built a nine-figure,nine-figure company.
Um, forget who exactly he talks.
It's like it's easy for me tolook back and talk about all my
accomplishments accomplishmentsnow but I'd be lying if I said
there weren't days where I camehome, felt like a failure, had
(42:35):
zero money in the bank account.
My wife looked at me like I wasa loser.
Now that individual is worthhundreds of millions of dollars.
Listen, nine to five.
It's like dude.
I mean I I think I've said thisto you before there's times
where I there's a piece of methat at times says man, I wish I
could just go to a nine to fivelike I wish I could operate in
(42:57):
that gear.
I don't have it, though.
No, and and you can play safeand you can stay on your crusty
grass, and you can.
You and you can walk on gravelfor the rest of your life and
your souls will become tough andbe able to stand it and that's
a play on words when we talkabout souls.
If you want to walk over thecoals, I promise you there's a
(43:22):
plush coastline Now, in theworld of entrepreneurship.
There's riptides and shit too,and that's half the fun.
Speaker 2 (43:31):
Let's go.
I love it.
Chase.
If people have heard thispodcast, if they've been
inspired by the things thatyou've said and getting to know
you a little bit more in yourjourney in itself, how do they
get started?
Give us the simple steps to beable to get started with you.
Speaker 1 (43:46):
Yeah, click below for the authentic content funnel.
If you still need to build moretrust and you want to know the
system, that made a mindsetcoach $20,000 last month and he
wasn't a client, he just tookthis system and ran with it.
And if you just want to jump tothe front of the line, click
the link below that schedule a30 minute call and let's get you
going.
Speaker 2 (44:11):
So, brother, it's always a complete honor to be
able to be on a podcast with you, to be connected with you.
There are a lot, a lot ofpeople that I know in this space
and a lot of them put on quitea front.
You are an authentic man, youalways have been, and I value
(44:31):
that to the end, and so thankyou for this opportunity to be
able to, to lead you throughthis, this podcast.
It means more to me than thanyou know and is a huge,
incredible honor.
Speaker 1 (44:46):
Thank you, brother.
I appreciate you being the oneto do it and, uh, we're going to
run it back on the mics againsoon, so there you go, guys.
Speaker 2 (44:57):
That's a wrap.
Till next time, let's go.
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