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Kickoff Sessions
Weekly podcast episodes with the sharpest minds in the world to help you live a richer & more fulfilling life.
Previous guests include Luke Belmar, Justin Waller, Sahil Bloom, Gad Saad, Peter Schiff, Stirling Cooper, Jack Hopkins, Sadia Khan, Matt Gray, Daniel Priestley, Richard Cooper, Justin Welsh, Arlin Moore and more.
Kickoff Sessions
#293 Rob Lipsett - Complete Guide to Reinvent Your Life
Watch This NEXT: https://www.youtube.com/watch?v=HlK2P76_ZZs
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(00:00) Intro
(02:35) Rob Lipsett’s New Training Routine
(06:46) Are Bodybuilders Actually Fit?
(09:18) How Rob Reinvented His Lifestyle
(16:09) Why YouTube is the #1 Platform
(21:52) Shift to Entrepreneurship
(25:30) Viral Content vs. Value Based Content
(30:39) Rob’s Views on Sobriety
(34:35) Designing a Freedom-Based Life
(39:00) Lean Business, No Debt, and Commission-Based Teams
(44:34) Rob’s Lean Business Philosophy
(48:50) Why Personal Branding Is Everything
(51:09) Benefits of Starting a Podcast
(53:09) How to Become a Content Creator
(59:09) The Benefits of Being a Content Creator
(01:03:17) How to Build a Loyal Audience
(01:06:03) Staying Relevant on YouTube for Over a Decade
(01:10:55) The One Thing AI Can’t Replace
I haven't seen someone change as much as I've you've changed in the past couple of months. What do you think was the main reason for that?
Speaker 2:I'm entering into dad moment. It's time to grind Like I need to be in the best place physically, financially, mentally for when this baby arrives. People just need to show up, get consistent and get fluent on speaking to camera and just get better at it. It is literally like a muscle that you train in the gym. The longer you don't do it for the worse you get. I'll give you like some serious business advice for 2025. I stole it from Hormozy, but it's actually like the best thing I've seen him say, and he was like I want to be a billionaire. What's the difference between me, the Rock, kylie Jenner and Conor McGregor and all their products? Why do they have billion dollar brands? Why do I not? The only thing that separates them this is what he says is eyes. It's just attention. You don't even have to stay in and shut down your life completely for a year or even six months. Yeah, you just have to for three months.
Speaker 1:How crazy is that? All right, man, let's kick off. So I haven't seen someone change as much as you've changed in the past couple months. What do you think was the main reason for that?
Speaker 2:I'm entering into dad mode. That's like when I found out I was going to be a father. The last nine months, pretty much, because we're at the very end, we're like two weeks out. I love how I refer to it like a bodybuilding show. I'm always like two weeks out from show day. So the moment you find out that you're going to be a father, I'm just like whoa, it's time to grind, like I need to be in the best place physically, financially, mentally for when this baby arrives onto the planet. So the last like, yeah, I'll just say nine months, it was pretty much nine months.
Speaker 2:The last nine months I've been super dialed in. I think I've drank alcohol like four times and I've never gotten wasted. I've been having this. I've had this motivation to just like get everything set up and everything like ticked off and like you just leave no stone unturned. And I've just been super dialed in and I've been running marathons, doing high rocks, just being just being super dad. So I've had an amazing year and so, guys, if you're struggling with productivity or motivation, just knock up your wife but the thing is that you were always in a good position, though, right.
Speaker 1:I feel like the fact that you're like oh, now I dialed in is just. I think it's like awareness, right. It's like you know, when you're shredded or you're in a good shape, you want to get super shredded, but you're always in good shape anyway. So it's not like you were not in good shape, which I guess will make you like a better dad. Yeah, I guess it's you. Why did you move more into high rocks and fitness and long distance as a result?
Speaker 2:Yeah, so I've been lifting weights for it's kind of embarrassing. I should have better results.
Speaker 2:I've been lifting weights for like over a decade, like I think it's actually let's see, it's actually gone up to like 15 years. Obviously there's like you know some time off where you go to Thailand and you just erase all your gains, yeah, and you start again. But like I've been lifting well over a decade and I actually joined I went to a run club in Marbella at the start of the year it would have been like December or something, so maybe like 10 months ago, 11 months ago and I, before signing up to it, I was like I don't know if I can even run a 5K, like I've been going to the gym like so long and I don't even know if I can. So anyways, I rocked up like no training at all and I was able to just about run the 5k. But I mean, I was gassed at the end of it and I had a pretty slow time, like everyone in the.
Speaker 2:The group was like way ahead of me and I was like whoa, that's kind of like not After, like being around treadmills at least for 10 years, I should be able to run. And then after that I kept going to these run clubs, end up starting my own in Marbella, which is now Marbella's biggest run club, so that's really cool. You are going to it on Sunday and you get shoes again. Yeah, yeah, just go barefoot. Man, just go barefoot.
Speaker 1:Grounding.
Speaker 2:And I started my own run club because the only way I was going to be able to do that consistently was to run with a group. It makes things far easier. It keeps you accountable. You don't even notice the you know 25 minutes or the five kilometers because you're chatting, you're looking around and, yeah, it keeps you honest on a Saturday night as well, because the run club is every Sunday. So I started that and I started running regularly. It was every Sunday, so I started that and I started running regularly.
Speaker 2:And once you get past the awkward phase, it's weird. It's kind of like you just there's one week where running just becomes easy. You just have to get like past the two or three month awkward phase where it feels weird running, and then it feels really good. It's kind of like becomes like walking. You just don't really notice it. You Kind of like becomes like walking, you just don't really notice it. You can put in headphones and you can run really long distances. And then I was like okay, I'm actually really like this, liking this. My weight training is not suffering at all because I'm managing it correctly. That's one thing I know how to do. If you just simply eat more to recover, which is great.
Speaker 2:I love eating as we know, and so that didn't interfere with my weight training and I really liked it. I feel healthier, you feel fresher, more energy. And then, yeah, I started doing things like High Rocks and this month, may just gone I did a half marathon in one hour 40 minutes. Oh, that's crazy. Yeah, first one ever. I don't know what happened. Well, I do know what happened. I took ridiculous amounts of stimulants and went full send, didn't even check my pacing, I was just like let's go, put on the Goggins playlist, swear to God. And I just just lagged it. Orange County Marathon what a day and like. So I wasn't even checking my time and pace and I just like crossed the finish line and I look up and I go oh shit, one hour 40.
Speaker 1:Just want to take one quick break to ask you one question have you been enjoying these episodes? Because, if you have, I'd really appreciate it if you subscribe to the channel so that more people can see these episodes and be influenced to build an online business this year. Thank you, you kind of just bro-ed it though, because you're probably not doing much with intro workout shit and all that stuff.
Speaker 2:I had a few gels, but it was mainly just brood it. There was no like all the. It's like the mean curve. Yeah, yeah, it's the mean curve.
Speaker 1:Oh, I know, like the guy in the middle yeah, just run and go to the gym, run, go to the gym and in the middle it's like all these different supplements.
Speaker 2:And Andrew Huberman, it's like, just enjoy it, your pacing is off and people in the comments like three or four, I think even five people tried to say I like faked my times and because they're like no way did he get that and I so, then I like took the screenshot of their comment and I linked the website of the marathon.
Speaker 2:You have a chip like you have a chip and I was just like shut up, like that was satisfying to be able to have the actual link to the website and robert lips it. You know my full name. It's rob, not robert yeah yeah, exactly yeah, bob lips it.
Speaker 1:My dad's name is robert what do you think, though, about you know the way you went from like zero to hero, right? Do you think that when you're doing bodybuilding, you're actually inherently not fit, or is it kind of like a dormant muscle group? Let's give another analogy right, let's say you are a runner and a cyclist, but then you go into swimming. Yeah, you're going to be a dumbass in the pool, but I think you have like sub muscles that you can reactivate. I don't know how did you think about that?
Speaker 2:I completely get what you're saying. You're going to be like, somewhat athletic, having muscle. Like muscle is good, but it depends what type of bodybuilder as well. Like, if you're absolutely massive, you're at a disadvantage. But if you're just someone who's like me, who has a low body fat percentage, who's athletic, then you're in a better place starting than just a complete noob. But cardio, cardio is like it. Cardio is like it's just a different muscle altogether. Like you will get a lot of gym bros who will look good and they are just not fit.
Speaker 1:So would you say that they're not healthy?
Speaker 2:Yeah for sure, especially when you are one or two weeks out or you are show day stage. Lean, you are at your weakest, most feeblest. You are dehydrated. You've been depriving yourself of calories for 12 or 16 weeks. You are. Your hormones are shot to pieces. You are at a very weak and unhealthy stage. So and that's one thing as well, right, when you're doing a show day I've competed in bodybuilding six times when you are, when there's a show day, you're at a competition, it's a very different atmosphere. Everyone's kind of like side-eyeing each other and it's kind of not a nice atmosphere. Everyone's hangry, everyone's starving and hangry, whereas if you're at like a High Rocks or a marathon, everyone's like woo, everyone's all carved up, there's people drinking beer after High Rocks.
Speaker 2:I was like Louis, I had one. I was like, oh yeah, me and Mariah. It's a real party. You know, I see how a lot of couples meet at IROX as well, actually.
Speaker 1:Oh yeah, because run clubs are like dating clubs.
Speaker 2:Exactly, yeah, but no, it's such a different atmosphere at an endurance event compared to a bodybuilding event, but I still have respect for both.
Speaker 1:Yeah, for sure, but I think it's a different attitude, though. Right, like Louis, did a fucking half marathon it was at Naibita, yeah, and a full one, and all of his friends were just drinking beforehand and then afterwards. You know, did you take much like influence from, like his run club approach? Because he actually brought that to Bali, by the way. So he started like four people there and then it went to eight to 15. Bro, he had like 70 people at a time. Yeah, every single. He would do it twice a week.
Speaker 2:Yeah, he's fucking legend, yeah, and like it was a great community from there that helped Crater Club grow as well so definitely, yeah, so our one is now the biggest one in Marbella, but it wasn't the first, like there was like two, I think, two to others. So no, I definitely I took it. Yeah, definitely took a lot of inspiration from Louie.
Speaker 1:He's made some serious transformations, bro.
Speaker 2:I'm so proud of him, honestly, like not even that long ago it would have been two years ago Like when he was in the thick of it in Ibiza, just like drinking every single day and like me and Mike pulled, pulled him aside or we would text him off and we'd be like bro, like you've got to stop. Like you've got so much potential. It's like you already have a following, you already have an audience, you're a great looking guy, you're well spoken, you know how to do business and create content. We're just like you've just got to kick the party.
Speaker 1:And he did and most people when he sales them, they don't yeah, exactly, and it's funny because, like I become close with Louis kind of true to this, because as he was kind of like sorting things out, I was with him and we were talking about these things and I was helping him where I could and vice versa, he's helped me a ton of stuff as well but I think, like what would you advise someone that's like Louis in that position has untapped potential, is into running, into fitness, but I guess just unrealized their potential.
Speaker 2:There's only one answer Just fuck off drink and fuck off drugs and just stay in for three months. That's it. Like that's all there is to it. Just stay in for three months. You don't even have to stay in and stay in and shut down your life completely for a year or even six months. Yeah, you just have to do it for three months. How crazy is that? You can flip your life in three months. It is so wild. Literally. Wake up, don't eat Caffeinate, hydrate, sit on your laptop for four hours, go to the gym and train your ass off, eat a healthy meal and go back on your laptop for another four hours until you've made some sales or marketed your business. Then eat dinner, go for a walk and go to bed and just do that for three months. That's all you do. Say a prayer to God as well at night for bonus points. That's all you do, and your life is going to change. Well, at night, for bonus points, that's all you do, and your life is going to change.
Speaker 1:The barrier is pretty low, right, if you think about it. I don't mean that in a bad way, but it's just like a lot of people they meet the resistance and then they'll give up at that point. I just watched a Dan Cole clip the other day which was saying that like painful and because it is painful that you're changing, that's the reason why you want to quit.
Speaker 2:And even for us right now in the business we're making a lot of changes Like the team is just a lot bigger and you, you started in a job you kind of started off with just like a podcast agency, and now it's like I don't even know what it is I don't know, it's a mastermind agency. You gotta help me with my podcast anymore.
Speaker 1:Dude, it's so funny because, like you have to, like, change right, continuously evolve and continuously change, to the point that the changes that I'm making and the changes that other people are making, when it's painful, that kind of is an indicator that it should be done though, right, and I think that's where, if you're at the very, very beginning, and even people that are coming to your mastermind this weekend, someone who could be at the very beginning the point of giving up is almost a point of like why they're not starting in the first place.
Speaker 2:The point of giving up is almost like why yes, exactly.
Speaker 1:Why you haven't started in the first place.
Speaker 2:They're like they're already about to give up.
Speaker 1:But how come you've basically restart over and over again? This is the big point, even for today, which is like you've been doing bodybuilding. Now you've moved to High Rocks. You were, you're single, you're married, you have kids, like. Your ability to restart is showing that you're actually someone who's able to go from zero again.
Speaker 2:Yeah, and that's the most like, that's the biggest, like strength, that half right to reset their life and go back to zero again yeah, I always think, I always think it's the beginning and like this is going to sound kind of cocky, but like I think I can do anything, like honestly I think irrational optimism honestly.
Speaker 2:I think if I like had to wake up tomorrow night to be a videographer, I could just do it. I could just kill it. I could just learn how to do it Like you, just learn how you really do believe. And I, or if I needed to be like an agency, bro, or like marketing or anything, I could just actually do it Like I think I'm just a very competent person. Yeah, I think I'll just find a way to do it. I will just watch hours of YouTube and educate myself on a topic and I could think I could just do it. Like I could think I could always start from zero. I saw like a really funny tweet recently. It's like the masculine urge to burn everything to the ground and start from zero For no reason.
Speaker 1:For no reason. I love that dude. It's funny, right? If you look at your journey, you're much more of like a. You're much more of an entrepreneur than a YouTuber. Yeah, I don't think you made the observation of yourself, though.
Speaker 2:I don't know. I'm not too sure about that because, at the end of the day, when everyone comes up to me in the street, whenever anyone comes up to me in the gym, they always say hey, rob, I love your videos, true but I mean, you're someone who, like, is an entrepreneur, has those skills.
Speaker 1:You're not just like like a random, like fucking youtuber yeah, I mean for sure, yeah, the whole way back. You know, which is why I'm saying like you've learned like marketing, content, psychology, everything the whole way on the front end to get that attention for youtube and get things for the business. But it's almost like it's the curse of granted knowledge. I guess, like you don't almost like realize the skills that you've learned on the front end, which is the whole value of content.
Speaker 2:Yeah, for sure. But with that said, now I will always, like I've so much love for YouTube because it's just, it was the first thing that like changed my life, because it's just it was the first thing that like changed my life. I'll always identify as like an Irish YouTuber. That's always me, you know, that's always like who I, who I perceive myself as, and it's always like kind of like the most important thing to me. You know, just just because it was always the first thing I ever did and it changed and I owe my life to it. So I'll always be like, if someone even asked like me what I do, I'll always say like I'm a YouTuber. The first thing in my bio it says like Irish YouTuber.
Speaker 2:So, I'll always, even if I'm like don't upload for like a month or two or something, I'm like I will always just like. I'll always be like I'm a YouTuber.
Speaker 1:Let's double tap on that, like I guess, what did you expect you to get from YouTube From 2014? Yeah, because back then YouTube was about to pop and it was like Matt, august and the boys and so on, so it's not like you wasn't there, but I guess your journey has been fucking crazy and we can go into how your content's evolved too, which is part of your transformation.
Speaker 2:Yeah, I always knew I was going to make it. No, no, I always knew I was going to make it.
Speaker 1:No, no, I had to look, I had to look, I did.
Speaker 2:No, I always knew I was like because I'm not going to stop Like, even if my first video it did get it got like 500 views or 1,000 views and I was like this is unreal. I was like I got 1,000 views. I was like this is so sick. I was like this is so sick. I was like I'm never going to stop doing this. I was like I felt I already had made it at that stage. I was like I'm always going to make this work. And I saw guys like Christian Grosman, max Tuning, who are now my literal best mates, go to each other's weddings. Crazy bro.
Speaker 1:So sick.
Speaker 2:I really. That is like they were literally. I was a fan.
Speaker 1:It's the people that you meet.
Speaker 2:I was literally a fan it's such a cringe word, but it's just true and I was like I got to get in this circle, you know, I got to build myself up to the point where I have enough value where they want to invite me to their wedding, you know, and that's exactly what I did. But I was, I would look at their lifestyle. That's exactly what I did, but I was, I would look at their lifestyle. I would look at guys like Greg Plitt and Zee's and that whole era, and Matt Ogis and the Hodge twins, who've done a complete 180, but I still watch them. They're still jacked. I would watch all these guys and I was like this is what I'm going to do, fuck man. I was like there's no, there's no other way.
Speaker 1:I'm going to be the first fitness YouTuber in Ireland dude, that gives me the fucking that gives me like shivers man. It's crazy, bro. Imagine if Ziz was still alive imagine imagine if you had a you've had a vlog Ziz and Taze owning the Bugatti driving to the two of them going to Dubai.
Speaker 2:That would be the best fucking that would be the best vlog in the world. Zee's would have a Bugatti.
Speaker 1:He would have a Bugatti, but imagine them doing like live streams, like 12 hour live streams.
Speaker 2:Oh my God, it's like the perfect match, like the perfect match.
Speaker 1:Fuck, why can't he be alive? Why?
Speaker 2:can't he be alive?
Speaker 1:Sometimes it's better the way it is. He tasted steroids though. Yeah, he didn't have any steroids. Yeah, he didn't have any steroids. Yeah, I believe that?
Speaker 2:Yeah, I believe that for sure. More plates, more dates. Derek did a huge breakdown and I can always spot it as well. I say shoulders are small but like they're not that veiny rounded. Look, I can just spot it. He's just a big dude. Like he's what? 6'3", just a big framed guy Trains hard, you know. Like it doesn't look. He doesn't have that like tiny shrink-wrapped waist and the like a Dorito physique in the past?
Speaker 1:I doubt, but yeah, and like the kind of Anuvar look.
Speaker 2:Yeah, yeah, I just I think he's natural, yeah.
Speaker 1:Let's go back to the belief, right? So like how do you have, how do you belief when you don't have the results?
Speaker 2:Oh, my God, that is the question and I literally kind of like just delusioned myself into thinking that. So it comes from a few things. We spoke about it last time on the podcast, the whole burn the boats thing, and how I didn't have you remember that.
Speaker 2:Yeah, yeah, it's still like you know, it's still the most important thing. Like I didn't have any other option and I had no other interests. Like I really couldn't concentrate in school. Like I really, and like there were teachers who were always like you, adhd. I'm like, no, I don't fucking care about Pythagoras' theorem, I just want to learn how to get jacked. I don't have ADHD Maybe I do, but and I was like I just have to make this work. I've been fired. I've been fired. I dropped out of college. I've no other options. So you just you get to the point where you have to believe in yourself, and I've had days where I don't believe in myself, and I have days when I do believe in myself. And the days when I do believe in myself, they go a hell of a lot better.
Speaker 1:Dude, like you've been a huge influence on me. I don't even realize it Right, and I think the way that you think about how like there is no turning back, that was kind of my attitude as well, because I'd worked in finance and I left finance to do the podcast thing and I never really thought about it as like, oh, there's a second option. So for me it's like it's this or literally nothing, but for some people they think that they have other options. Yeah, yeah, I don't understand how that can be Right, because I think the attitude that you have has yielded the results that you've had and hopefully, the results that hopefully I can pursue one day. So when you were working, in finance.
Speaker 2:What were you doing? Are you like say?
Speaker 1:yeah, I was working. I was working a few things, so I worked in Revolut yeah, oh man, I love Revolut.
Speaker 2:Well, I built a trading product.
Speaker 1:Yeah so I was working in product and on the front end, so all the trading product in Europe, uk, australia and America. I literally was there from the beginning, bro. So when stock trading was happening during COVID, I was the guy building the fucking product bro.
Speaker 2:No way, we had a huge software team and everything. I do S&P 500 on the revenue.
Speaker 1:I was given a fucking investment advice.
Speaker 2:No, it's spare change. Every spare change goes into Bitcoin. It's the best. I have other like apps like, obviously, coinbase and stuff and Binance everything is integrated in Revolut. I love Revolut. I love the trading option so funnily enough sick. It's like free money.
Speaker 1:So the way that's such a broad voice.
Speaker 2:It tells you like how much it is it's easy, press the right buttons in the app.
Speaker 1:I'm always playing around the road but you basically use the skills that you've had to make to do what you want to do now. So when I was working in finance, I was working in user experience, so it was about how do I get people hooked, which is the whole logic which I went into podcasting, which is how do I use the same principles for content. So so, exactly what I said to you earlier the skills that you've learned from YouTube it's fucking applicable for everything Landing pages, sales copy. It's the same shit, just repackaged. How do you think about YouTube now versus then? Do you think about how YouTube has evolved? What do you think about that now?
Speaker 2:Yeah, I love this and so I'm actually putting together like a creator course as well. Oh, awesome. It's actually ready. I'm going to launch it at the Mastermind this weekend. Sick, yeah, it's called the Digital Game Plan, so keeping it all like.
Speaker 1:Either a social game.
Speaker 2:Yeah, yeah, all game plan, Social game plan or digital game plan, whatever. I'm going to decide on a name over the next couple of days, but I'm going to, like you know, it's really going to be a good time to sell when people are in person, the best time. So that's ready anyways. And yeah, talk about all this stuff and I have a consultation call option. You can purchase it on my website on roblipscom and like, oh, it always gets a good few per week. I don't even push it and I'm like thinking people are going to be asking for fitness advice. It's always just about, like social media content creation and business, like every single time at this stage, which is why I'm like I just gotta, I gotta make, if we have the fitness game plan, I gotta make a business version of that. You know, I just have to.
Speaker 2:So that's what I've kind of been working on the last couple of months and I've so I've recorded like a video day for the, you know, for the course, all the modules, and I love, I love it. Like I've made like a hundred videos now and so I've made like I do one video a day or something and I'll pop the camera up, I'll pick a topic and I just love talking about it, and so this is a topic that comes up a lot is how to is how YouTube has changed and what's trending and waves and everything. Yeah. So when I first started out, it was all just vlogs, like it was all just vlogs and I think that was like golden era of YouTube fitness. Then it kind of went back to. Then it went to really high production vlogs. Christian Guzman invented them, like he literally was the first person to ever get like a videographer you know, javon or Nabil to get a videographer.
Speaker 1:God, those are the days bro.
Speaker 2:Yeah, those are the days he was the first one to like be making movies out of going to the gym and then now and then it went to really like Mr Beast kind of influences. It went to really informative Mr Beast style challenges which still do really well, like the Jesse James West and Will Tennyson type videos. And now it's gone full circle with Sam Sulek bringing it back to golden era vlogs. So it really comes and goes in waves. And Christian has also gone back to just like upload. He didn't even have a videographer he was the man who can really afford it Like just just doesn't have one. He just vlogs himself because he says he likes doing it. So it really comes and goes in waves and ultimately there are no rules. You know, just whatever you, you, whatever you, if you think it's sick, then other people are going to think it's sick. Oh, like that, that's really. That's really the final piece. Like no one saw the fastest growing channel in history in fitness, as has been samsu.
Speaker 2:Like that was crazy and that was just so wild he did. There's like four cuts in the whole video and it's just him going. He just. There's like four cuts in the whole video and it's just him going about his day and like it's just him, you know, because obviously he's a young guy's freak genetics. It's just interesting to watch something so humble and so there's definitely trends. You can look at what's working. But ultimately, if you think your videos are sick, then other people will think they're sick, and as long as you have some sort of software, Unless you have a crazy delusion.
Speaker 2:Yeah, yeah, that can help sometimes, but yeah. So it comes and goes in waves and I've found that my channel just does best with my vlogs and I've tried to do whiteboard videos, which I find really good as well, and they may get less views, but they can be more impactful. It was very important but for me, a mix of like day in the life, uh, informative logs are the best for me.
Speaker 1:I think, even looking at your channel and like from working on your podcast together, I think it's probably makes sense to have it on a second channel.
Speaker 2:Yeah, just because, like I still don't regret sorry to interrupt. I still don't regret putting the first few podcasts on my main channel just to launch it really, and also, like the Dorian Yates one, that's crazy views that kills man, it's a quarter of a million views, or something.
Speaker 1:Oh, bro, remember. So I actually talk about this. A, we've been working on your podcast for so long, right, that do you remember? When YouTube Shorts started Started is when we released a Dorian episode, bro.
Speaker 2:It's still. I get comments, I get notifications, people still commenting on that clip.
Speaker 1:That's how early we were.
Speaker 2:That's how early we were, and there's no that TikTok as well. That exact same clip got like millions of views. Like every time I get a notification, it's from that clip For anyone listening. It's Dory Yates talking about his cycle. Yeah, I can't remember exactly what it is no.
Speaker 1:no, bro, and he's also on with the gym. He's like. You ask him basically around like how often should you train? Yeah, that's another one like a 200,000 day tone on his hand and he's like if I knew that I could spend seven days in that gym eating dog shit every single fucking day, you think I would do it. And you're like I think you'd do it.
Speaker 2:It's so good. That's actually my favorite podcast ever.
Speaker 1:Yeah.
Speaker 2:Ever Cause it was one. It was like the third one ever. Like. So nice for him to come on to the podcast before it existed. Like one of the most famous people in the fitness industry just jumps, comes down to my villa, just jumps in. We chat for like well over two hours and then it just went off and it was so good he's such a G as well. Man, he's such a, he's such a good guy I hope you get the chance to link, link up with him while you're here. I'll try to.
Speaker 1:I connect you guys. We send a few emails and stuff, but I imagine he gets a shit ton of stuff. Yeah, it's tough.
Speaker 2:I kind of almost hate asking for favours, but you know, we'll see what we can do.
Speaker 1:Dude, I've been doing this for I've done 300 fucking episodes, man, I know how the game plays out and stuff.
Speaker 2:I just watched a Chris Williamson episode guest, but they're oh, I think it was mike actually was the guest and they're talking, yeah, on my channel and he. They were talking about like booking guests and he was like now chris, like a lot of people come to him, but he was talking about like reaching out. He's like what's the worst that can happen? Someone just says no, or they just don't even see it my, that's like they're they're the two outcomes and they're both fine my philosophy always.
Speaker 1:I'll tell you a funny trick too. My my philosophy always is I already have nothing, so I already don't have the interview with fucking with Mike, and if I message him and he doesn't respond, I still don't have the interview. I'm in the same position. And then there's also a little trick you can do. There's a little trick for podcasters is that if you send a message on IG- you can delete the.
Speaker 2:I tried to do that or something and it says you cannot unsend this message because the person hasn't accepted it? Oh, it depends on the person right, it depends on what region you're in as well okay, yeah it depends if they're verified it's like a dating advice. Usually I can, usually I can, but sometimes I can't but I know usually I can do that feature that's funny, man.
Speaker 1:Yeah, what do you think about educational videos? So I want to give you a perspective on this. So, obviously the vlog videos are like they kind of pop off and they're banging and they're cool and so on and so forth, even like fitness or non-fitness. But then the educational videos, they're very like autistic, right. They're like do this and like I'm fucking prime example of that, right, I'm very like specific in my videos Less engagement but more leads versus more views and maybe potentially less leads. But I'd like to get your thoughts on that. Like, how do you balance that, especially as you're moving more into kind of the business side of YouTube?
Speaker 2:Yeah, I got. I got a comment that I'll never forget and I was like, uh, hooks me in with the calorie challenges. Stay for the informative Irish man giving me fitness content.
Speaker 2:So that's it. You know you hook them in with the viral stuff and then you feed the viewer stuff that doesn't get as much views but provides a lot more value and that's it. It's kind of like think of it as the viral content is the big fishing net that you're capturing a lot of people and then you know you feed them. You have your bunch, feed them more informative content. So that's basically how I see it. A really good example of this I did a video on like how to max out your fertility and like it didn't get. It got decent views but like oh my God, the impact that made.
Speaker 2:People have been messaging me since this like brought me to tears. Almost People have been messaging me since they're like I watched that video. I haven't been able to get me and my wife have not been able to have kids for like. We've been struggling the past three years. Now we're starting a family. I got that message over five times and I was like whoa, like that's the best shit ever. Like that's the best shit ever. Like you're actually it's not like I've went and started a business after watching your videos, which is also awesome. I'm a life life bringing life into the planet, so that I was like whoa.
Speaker 1:It's the things that we don't realize, the impact that we have. Like the small things we say in videos can have the biggest amount of impact ever. Yeah, even my alcohol videos. Ever, yeah, even my alcohol videos. So I've been sober for like three years. Yeah, like I like.
Speaker 2:Let's talk about that in a while though. Yeah, I always like chatting to a fellow Irish about alcohol. Dude, I can go full circle on this.
Speaker 1:So yeah, we can go deep into this. So I believed okay, I believed I didn't have much of an issue with alcohol. I just believe that was a young guy who would just go out and party and so on and so forth, right, but then you know the space that we're in. I was interviewing guys that were younger than me, who were not really as more intelligent, but they were just super successful. So I took a break from alcohol. I'm going to take a break from alcohol. I recorded videos on it. They're like I don't have a problem with alcohol, I'm just doing this so that I stayed away from it, and so on and so forth.
Speaker 1:But then, when I was away from it, I started looking at some of what was happening, especially when I was younger and I was around a lot of alcoholism, and since then I moved to Singapore and I live in Bali and so on.
Speaker 1:So I spent a lot of time away to realize I had a problem and that was okay, environmental, so, yes, like grew up with a lot of alcoholism, and so on.
Speaker 1:But then about 200 days ago, I realized that I had a problem with alcohol and it was actually me that had an issue as well, and I was like, oh okay, these tendencies and even if it wasn't crazy, frequently the erratic tendencies of the two day benders, the three day benders, and I feel like, as an Irish person, you only realize that because you know how fucking hard it is. Or you know, going to District 8, you know to go to all the clubs in London, all the clubs in Ibiza, even all the clubs here. It's different, bro, than like the American bros. You know the American guys go to Nice and have a few beers and say, ah right, whereas like Irish people, you know the I'm talking about with drugs it's a different game, it's, it's a completely different game it's like Ireland and the UK as well are like mad for the sesh, like it's complete, it's way, rougher, it's way like it's rougher.
Speaker 2:Yeah, it's like let's go, let's push it, let's stay it's mad, let's stay up, let's stay up that's the killer, you know.
Speaker 1:And it's funny because that is normal, right, and when you were walking through the airport, my wife the other day. We're coming from Heathrow, gatwick, and this doesn't necessarily mean to be UK-based specifically, but why is it that people at 7am are buying alcohol from the duty-free and from the airport at 7am, whereas you wouldn't say I'm going to buy that Big Mac and eat it in two days' time. You wouldn't. That's stupid, right. But why is it we buy cheaper alcohol to preserve it, to go and get fucked? I don't know. It was like a thing. That was like that is normal, yeah, but why is it normal?
Speaker 2:I know I think it Like you know something like that yeah, yeah, sure, yeah. People are just like, oh, you know, and ultimately this might sound a bit mean, but ultimately it's people that want to escape their lives and they just want to. The moment that they're on holiday, they don't want to waste an hour because they know they're going back to Tesco. They've gone back to, you know, stacking shelves or whatever it is. You know that sounds a bit like holier than thou to say, but I don't like saying that, but it's just how it is people, if they have their like 20 days off per year that was me at one stage.
Speaker 2:That was me at one stage then they want to really max that out and not waste an hour.
Speaker 1:So I understand it, I get it even when I'm here, right, because I don't spend that much time in Europe. I've wanted to come to Europe for many years. Yeah, I haven't seen you here yeah, it's mad man and you know we were saying I was like I want to make the most of it, like dude. I took a motorbike into the fucking mountains the day I got here to Istanbul what let's get a motorbike? I rented a motorbike, so basically, I stole it, yeah.
Speaker 1:I was like I want. And then I got a motorbike instead. What type? Like a dirt bike, x-maxx, so it's like a big fucking bike thing, okay. And then I was like, well, where do I want to go? I want to go into the mountains. And I was like you can make the most of what you're doing in the way that you want to do it, right. And I think, just to wrap up this point is like having alcohol right.
Speaker 2:What was the like the day you quit, because usually there's like a mega hangover or something that just like stops you funnily enough, I moved to Singapore, and the first day I moved to Singapore I had a podcast with Joe Delaney wait in Singapore?
Speaker 1:no, no, no online when was Joe in Singapore online online? Okay, and he had spent some time in Singapore online. And he, he had spent some time in Singapore and he was like, bro, like Singapore is so fucking expensive, like you know, you're basically just gonna like fleece yourself. And I was like, yeah, I knew, I knew this when I moved there. Anyway, it was expensive. And I was like I'm gonna stop drinking for a month because it's all the drink is imported, bro, like three beers can be. It's just stupid, bro. So I was like that's it for me. And I'd gone a month, I'd gone three months, I'd gone six months and I'd gone six months. I was so close to leaving my job so I was like where the fuck would I go back? Yeah, and then I just kind of forgot about it. So it was because of Singapore.
Speaker 2:It was because it was so expensive in Singapore. What's close to going? You know I'm like is it good like? Three beers for $70 doesn't sound like the best buzz, so it is.
Speaker 1:If you want, that's all we need. If you want a traditional life with like kids and you want really really good schools for kids in Asia, singapore's the best but, bro, like the schools are like 40k a year for the kids and they're like five years old. So and I think Bali has really overtaken that now because Bali and Thailand, would you believe Thailand looked at what's happening in the West with people coming to Asia and they were like we're going to put the best schools here, the best houses here, kind of what Marbella did, yeah, and they've really over-indexed. So people have to go back to bali. I know he said it to me the gyms as well, even like comparing elements to bali. Yeah, I know, obviously you're having a fucking child, but I mean, when you do settle down a small bit, you'll have the best time ever, man oh, like I've been to bali for like eight weeks, like you know yeah, I know yeah, that was actually just pre-covid.
Speaker 2:That was like I think it was like 2018 and I loved it. But I've seen online, like visually, that it has gotten way more marbella like like a way more like how do I say? The gyms are like really high tech, whereas when I went, the gyms were kind of like a shed yeah.
Speaker 1:So what's really, um, what's really improved? There is like, firstly, they've built cities. Since you've been there, since 2018, there's actual cities being built. So Changu is a city, but it's a bit more. It's a bit more like old town, maribyrn, and then it's Perunan, which is exactly like here and it's like very high end.
Speaker 2:Yeah, roads, well debatable cities, but not roads debatable with the roads, yeah yeah. I would like a nice road to drive you have gyms with restaurants.
Speaker 1:That can count your macros. I saw it.
Speaker 2:What's the one that everyone goes to?
Speaker 1:oh, you'll love it's. I know the place where it's like a nightclub and everyone goes dating and puts up a photo. No, the restaurant I know open house. Oh, that's it.
Speaker 2:Open house in Bali, that's where Louis DJing, of course he is you take, you take what you want, that's every restaurant, every restaurant they need to have that in Marbella. Like I love that just take the box, it's so good. But yeah, bali I would.
Speaker 1:I am paddle, yeah, oh yeah, real.
Speaker 2:Paddle Club. Yeah, yeah yeah.
Speaker 1:Paddle oh yeah, real Paddle Club. Yeah, yeah, yeah, bro, it's amazing.
Speaker 2:Yeah, I love it, I love Paddle Club, but we want to go out to Bali again. You can actually basically travel with a kid years zero to one. Then after that it becomes a nightmare. So apparently this is Joe Delaney who's telling me oh, I remember that on the podcast, yeah, yeah, in his nightmare. So apparently this is Joe Delaney who's telling me oh, I remember that on the podcast, yeah, yeah. So the first year we're going to the Maldives in November. We're going to do Dubai and Maldives and then we'll obviously be in Marbella a good bit in like August, in September, to catch the end of the summer, but we're definitely doing a big Dubai and Maldives trip out there.
Speaker 1:When In September? Yeah, yeah.
Speaker 2:Yeah, in September we're going to be in Marbella and then, like October, november, dubai and Maldives Fuck yeah, yeah, man, that'd be sick. There's going to be a moment I've actually visualized this right going to be on one of those overwater villas. Linda's going to be wearing linen as well, I'm going to be wearing linen. We're just going to be looking out into distance and probably going to be the peak of my life right there.
Speaker 1:Beautiful man. What else do you think about in terms of like, what's your ideal life?
Speaker 2:So one of the things that I've said is this is like the best feeling ever, and you guys can definitely relate to this. Right, like I've done, like everything. Like I've done everything. I've done the stuff that like an A-list celebrity would do. I've done all, like the eight of the best restaurants. I've done the best hotels, the private jets. I've done the super, super mega. I've done everything. You know the best thing. I've done everything Like the backstage pass. I've done everything. You know the best thing. I've done everything like the backstage pass. I've done everything. Right, the best thing to do, I find, is when you're with a girl that absolutely loves you, you love her. Helps if she's like a 10 as well, helps if she's a total smoke show, and you're just traveling, and it's just the two of you just traveling.
Speaker 2:It's just like, and you're just trying out's just the two of you just traveling. It's just like and you're just trying out going around you know, greece or Italy together. It's Europe, it's summer. You're just like, you're just really with each other. You're so in love and you're just jet-setting about the place and I think that's just like the best feeling ever. It's like you really feel like you're in a movie dude.
Speaker 1:You've really optimized for freedom and have never kind of gone back.
Speaker 2:Oh no, oh, you've never slowed down yeah, I've not had a job since in 95, since 2000 and like 13 14 business, though, even with the business you haven't like.
Speaker 2:Let that over run while you're optimizing for yeah, absolutely, and that's the one that's the most important thing to me. Like I that nine to five, it was nine to six. Actually, that nine to six scarred me for life. I was like whoa, like you can't go to the post office. I was like I was trying to ship something out and I was like post office is closed at five. When do I go? When do people go to the post office? I need to get my driving license renewed. When can you do anything? It's impossible. All the shit's closed on the weekend. I was like this is literally impossible to actually live even basic shit in life. So I was like I'm going to figure out how to make money from this laptop and I'm just never, never going to go back.
Speaker 1:Yeah, man, and it's what I like about that the most, though, is the fact that you've always stayed with the freedom element. So, even your business you've really optimized a business to be around your lifestyle. Yeah, how do you let's think about, let's talk about the constraints, cause you know, like you don't do sales calls, you've optimized the coaching, your coaching, to be like it's kind of like low ticket to be able to get so much people in. Yeah, um, how did you consciously build that out? Because I think, like you know, obviously mike and a few other people went into fitness apps. You have your app too. Yeah, how do you think about?
Speaker 2:that, yeah. So the way I approach business, I like to keep it lean and profitable. I always really like one thing as well I think this is kind of an Irish person thing as well Do you have a credit card?
Speaker 1:No, I don't have a credit card either.
Speaker 2:No, no, no. They scare the shit out of me. No, no, no, americans are mad for them. I'm like what? I'm like literally get a debit card and you spend what's on your card and they're like what? No, get a credit, you got to get the cash back, you got to get good credit. It scares the shit out of me. So I'm always like I've really stayed away from like loans and you're taking on external investors and taking on credit credit cards. It just really like it would play on my mind, knowing that I owe people things and so I take that approach in business as well.
Speaker 2:I like to always have cash in the bank, always keep things lean and profitable. So when I'm hiring DM setters, sales call guys, crm, community managers, whatever I'm always like you take what you sell. I always work off percentages. Even my app developer, they take a percentage and they run the entire thing. That that means what. So I can't like I really avoid putting people on like salaries because, like what if their business isn't profitable per one month and you have to pay out these people? I just really the numbers confuse me. So the way I approach, like all the my staff essentially, is that it's all done off like commission, and percentages which keep things fair, because then they work harder to get their cut and there's no confusion.
Speaker 1:Yeah, for sure man.
Speaker 2:So that's how I run a very lean business, and it's literally guaranteed to be profitable. Because how do businesses become unprofitable? You are paying too much staff, your outcome is less than your income, and so that's impossible if you're working off percentages.
Speaker 1:That's why I kind of love sales, because, like, obviously in our business we have different products and so on, but why I love sales so much is like there's like such like an essence of beauty on the outcome.
Speaker 1:You eat when you care. Yeah, versus, like you know, if you have people that are only focused, if you have, like, a Karen from HR and she only cares about showing up on the day, she's getting paid regardless. So her inputs do not contribute to output or outcome, so she just gets paid, she's Karen, right, yeah, oh, yeah. Whereas, like, if you have people that are focused on the outcome, whether that's internal people or people that are commission based, you're just naturally going to get better. Like, we're actually hiring two sales reps right now, two callers, and it's like, yeah, if you don't work hard and if you don't do well, you don't learn. If you don't come and get coaching from us, you're not going to do well straight up, but if you do, you will make a lot of money. Yeah, right, and I think would you, so would have you seen quiet quitting?
Speaker 2:No, quiet quitting. Yeah, you haven't seen that? No, oh, it's what people are like doing in America. They work nine to fives. They will literally like quit their job and like they will go to their desk and do virtually nothing on purpose and just keep being paid and wait to like wait to get fired. Dude, it's called quiet quit. There's silent quitting.
Speaker 1:There's a guy.
Speaker 2:Absolutely crazy.
Speaker 1:Did quit Silent quitting. It's absolutely crazy. Did you see the guy during COVID who was a software engineer but he was taking full-time jobs with multiple companies? He had like four different companies paying him 200K a year. He was making like 800K a year and he was working like 12 hours a day but as in on four different jobs, yeah, yeah, saw that yeah.
Speaker 2:Now this is like people just literally quit. They're just sat at their desk and they've quit and they're waiting like three months and four months for the boss to notice. It's absolutely nuts, yeah, man. And people will do that Like if you are paying someone like a salary, they'll get to the point where they just like won't really care. You know, they'll just be like I'm going to get paid the same regardless. You know, but when? If you work off like commissions, percentages and all it keeps everyone motivated.
Speaker 1:Yeah, I think that's why culture is super important, dude, like whether it's your community culture, like your client culture or like team culture. I'm so big on that dude.
Speaker 2:Oh, and also another one there's so many bullshitters in my DMs at the moment, right, like, I'd say, say yours as well, like infinite. Like hey, I'm a sales expert and I j I cash collected 70 million. I'm like 70 million, yeah, yeah, how much did you have, like they have it in their bio uh, sales, sales collected 75 million and it's like you literally live with your mom like 12. How much did you get a tenner? Like, oh, my god, I don't care how much revenue I help secure, how much is in your account Like nuts, nuts to me. And so that you have so much of these bullshitters and they're like I'm guaranteed to 10x your revenue. I'm like, okay, do it, let's do a week and you can take half of what you earn, like 50%.
Speaker 1:And they're like, no, I can't, it's bullshit, everyone's a bullshitter in the DMs fuck man, have you seen because you've been in this space for like 10 plus years have you seen that kind of blow up like getting a lot worse?
Speaker 2:yeah, it's funny when you, alex Hormozy or like Iman Gazi, will like make a video, like they'll say like use this cold DM, and then you'll get a hundred and then message Rob with it. Yeah you'll get like a hundred off them and it's just, oh my God, so unoriginal. How do you recommend people do like cold outreach and stuff like that? I think the really only way to do it is like build out connections and get like referred. You know which is difficult, obviously but that's the only time I've ever like hired editors and videographers and stuff.
Speaker 1:I'd like your thoughts on this. I would suggest doing it for yourself first. So let's say like again, if I have a podcast agency, I have to have a podcast myself, and it's like this is how it looks, rob, let me know how you think this looks about this, because I think the best case study is yourself, always right. So if you're someone who is literally showing people on your timeline on IG what you would do, how you would do it, the different messages yeah, you could be a young guy, but you've shown like that, you're about it. Yeah, you like, love it and you're about it. And then only at that point, then you'll start like getting referrals or connections or building that up slowly but surely. Right, but I think a big. So a big too we've.
Speaker 1:I won't allow someone to come into our programs who are not doing the thing for themselves. Yeah, so if you're a brett work coach, you better fucking love brett work. You better be this low stress guy, because I don't want a guy selling a fucking marketing service for nail salons down in skuntorp. It's like, bro, like you don't give a shit about that thing. So why don't you just do something that you actually enjoy where you're good at?
Speaker 2:you know, Skuntorp catches so much straight, I guess, so it's the name it has S-C-U-N-T is in the name. Like they need to. Just the mayor of Skuntorp needs to be like guys, we got, we're changing the name, we got it, we got to just we're changing the name. But do you know what I hate as well? We'll probably talk about personal brand now. Okay, obviously, I think personal brand most important thing in the world. Guys will message me. They're like hey, I will be your new DM center. I'm not exaggerating Zero posts. I'm like is this a bot? This is a bot account. This is AI, this is just AI talking to me. No, I actually got some guy I'm swear and I replied to him I swear to God because I was like are you insane? He was talking about growing a personal brand with zero followers and he had zero followers and like zero posts.
Speaker 2:I was like are you real? I was like are you actually real? And he was like yeah, bro, I am. And I was like it's crazy. I couldn't wrap my head around how entitled some of the kids are.
Speaker 1:It's a fat personal trainer, a broke financial advisor, because there's nothing wrong if you're in the beginning, to be just sharing what you're doing Like documenting it.
Speaker 2:Yeah, I love that. I love sharing that.
Speaker 1:Putting it out, it even looks fucking terrible. We have a lot of people in common that probably follow you, follow me, that have reached out, and I'm just like look, dude, just keep sharing. I learned this from observing people like Chris Williamson and, let's say, huberman. If you look at Chris Williamson, he is a student inherently. He's a student mindset. He's always open to learning. It could be like productivity, it could be like sleep optimization. He's like hey guys, this is what I'm working on right now. I'll leave my phone out the room and I sleep better.
Speaker 1:And he's a student and no one judges him because he's still like curious, he's a curious kid. But then if you look at someone like Huberman who's like this is it letter to law by the science? Follow me, yes, it opens up more combative conversations, but he does have a position of authority. But we have like a lot of kids who are trying to be authoritative. And then we have people then with no receipts, whereas they should have stayed a student, kind of like. I did my podcast for four years. Yeah, I was just sitting asking questions 10 years for me.
Speaker 1:You know I was sitting asking questions and then, every once in a while, the people were like, how do you do that thing with a podcast or with the offer? And then you can kind of start pushing up your authority. But, yeah, everyone's trying to be the guru and I think, like Hermosi, they have amazing advice, but it's out of the wrong context for that person, as in the kid takes it in the wrong way, yeah, and they learn.
Speaker 2:Yeah, and for podcasts at the moment, what are your favorite podcasts and how? For someone who is like you know, maybe they're just starting out as a podcast or they want to take their current one to the next level what's your advice? So you know, I gave you some advice on YouTube trends and all you dropped some knowledge with podcasts and who's your favorite podcaster to join in with?
Speaker 1:It's a good question. So for actual podcasters, I like my First Million.
Speaker 2:I'm watching that at the moment. Really good, what's that Sam?
Speaker 1:Parr, sam Parr and Sean Peary as well, because like ultimately to them, right, it's the way that they show up Now they've sold businesses and so on. I think the issue is if so, if you speak to someone about my first million, a lot of people will say they don't like it because it's too like relaxed. The biggest thing is you don't want to be somebody else. So everyone's trying to be Chris Williamson. No one's trying to be themselves, right? So if you try to like be someone else, it's just not going to work.
Speaker 1:So I think even like the black, kind of like super dark podcast people like I'm trying to be like Tate, I want to be like Tate, and so on, if you're trying to be like someone else, you're just never going to be able to kind of break through. So what I've kind of seen is similar to YouTube uh, uh, fling back from trying to be like Tate or Chris Williamson to trying to be like yourself. Yeah, sitting on a fucking couch in my studio at home, I bought like massive lounge chairs I just sit down, I'll talk to George or whoever for two or four hours and then I'll be it and then we'll have a great time. So I think it's aligned to what you want versus what you think somebody wants, what you said, right? If you think it's sick, it will be sick for the right person. Podcast is an interesting one, though, because you, the metrics are a little bit kind of different, you know.
Speaker 2:You're not, you have to. You have to understand that the views won't be like as high because it's, you see, the time Fucking hours. Yeah, it's hours, like not everyone on their way to walking time, to like lock in for a three hour podcast, but the watch time is probably the same. You know what I mean, probably more.
Speaker 1:It's probably more yeah.
Speaker 2:It's like people will just look at the views and they'll be like oh, I just want to do little 10 minute vlogs, but very impactful.
Speaker 1:I want to ask you more about the kind of business side that you're helping people with. Yeah, because I think that's super cool, dude, and I fucking I love this side of it. So what else are you seeing there that people must know before they get into the content space?
Speaker 2:You need to identify your main customer avatar before starting. Actually, no, you need to just make a hundred pieces of content first. Okay, that's the first thing you need to do. Most people are actually they've analysis by paralysis. They literally they just won't start. Like one guy that I'm actually currently working with on his YouTube channel, like he hadn't uploaded in seven months and I was like he's asking me for like what videos should you upload next? I was like bro, just get in front of the camera. He has a sick office as well. And I was like, just start uploading three times a week on, like just sitting there, Cause like you don't need to run around, or that takes a full day. And he's doing that and his veins are getting way better and better. And I was like do that for a month and then we'll tweak it.
Speaker 2:So that's the first thing, people just need to show up, get consistent and get fluent on speaking to camera and just get better at it. It is literally like a muscle that you train in the gym or it's like running the longer you don't do it for the worse you get. And it's actually like really you get bad quickly. Like if you take a month off you'll be like very rusty, but then you'll get back into it straight away If you do it, do it regularly. It's a very robust muscle, the content muscle. So that's the first thing you need to do. And then I always tell people look at your top 100 pieces of content, look at the top 10 performing, make those 10 again. So that is just the foundation. Just do that. Then after that you can say, okay, who do I want to speak to? Who's my customer avatar? Who am I making content for? What problems do they have? And a really simple way to summarize this make content for yourself. Five years ago.
Speaker 2:And so right now I'm actually with the business course that I'm dropping. I'm actually making content for myself 10 years ago and that's been just so easy for me to do Whenever I'm like oh, what video should I make today? What should I do, you know? Oh God, I'm getting a bit of writer's block.
Speaker 1:just make content for 22 year old Rob starting out on the YouTube fitness scene so you're saying not even focus on the business side initially it's like that will kind of almost like come.
Speaker 2:I'll give you like some serious business advice for 2025, and it's actually I stole it from Hormozy, but it's actually like the best thing I've seen him say and it's from a really old video before he blew up. It's still there. The camera quality is like terrible. The audio is good, though, and he's like speaking. I think it was in a college or something okay, and he was like I want to be a billionaire, I have a product and I'm already making sales.
Speaker 2:What's the difference between me, the Rock, kylie Jenner and Conor McGregor and all their products? Why do they have billion dollar brands? Why do I not? The only thing that separates them this is what he says is eyes. It's just attention. So that's when he went on a content like blow up like 72 pieces of content a week. He spends like 100 grand a month on content. That always stuck with me because I'm like he is an amazing businessman and he prioritizes content first. So, literally, if you want to blow up your business in today's day and age hate to say it because it sounds black mirror only thing matters is social media and content and eyes on your brand 100% agree.
Speaker 1:That's all that matters.
Speaker 2:There's no fucking ad in the newspaper. There's no put an ad in the side of a bus. Let's just make more content, bro, because you just need more leads is there any difference between you know, adam Power and Eman Gadzi in terms of the advice they're going to give you? No, but Eman is just a master at marketing and getting eyes on his brand. That's the only difference.
Speaker 1:Yeah man, it's just, it's the elegance of it, like how you position it. And again, right, eman didn't go from nothing to fucking James Bond overnight. He refined all the videos over time to find oh, I like that positioning. They call it controlling the narrative. I like to look like James Bond, like I'm going to his mastermind next week and like oh, he must, oh, no way in the UK. Oh my god, sick and it literally looks like it's the casino or Skyfall, some shit like that.
Speaker 1:It's the same music yeah, on the homepage it's the same music. We were sent a video on it. It's like he looks like it and what I'm trying to say is after your fucking.
Speaker 1:James from Scunthorpe. You have to go through the iterations, bro. It's super interesting, though, because if you just have, if you just fill the leads issue, you have an option. This is what's so funny. You can either create more content, build a brand people love you or you can spend all of the same money on ads. People hate you, they throw fucking shit at you, they comment all bad things on your Instagram, so it's like you have to want to do one of these two things, and you gotta pick. One of them costs you loads of money. One of them builds a much bigger brand and does longevity, and it's very obvious, right? It's just that people look for the shortcut.
Speaker 2:yeah and here's another thing. I just did a video on this. I did a module money into my account that I can buy sweeties and go to the shop with and spend day-to-day life. Okay, what's the timeline here? Right, but how do we get the customer here? How do I get the money into my account? Right? You've like sales team, you've DMs, you've your funnel, you've chatting to them on a call. You've all these hoops to jump through, right? What's the very first thing? What's the first thing? It's content.
Speaker 1:It's where they see you all it is.
Speaker 2:It's everything is just down to content. Everything, because without this there's none of this. It's the most important thing, and people are like I'm a, I'm a businessman, I don't need no social media. Your business, 10 times out of 10, would be better if you took social media and creating content seriously.
Speaker 2:That's the first stop Like just that's it. I know it's dystopian, I know it's black mirror. I know it's crazy how we're all attached to our phones. I know that sucks and sometimes I wish I wasn't on my phone so much and sometimes I wish I wasn't glued to social media. That is today's currency man, that's fucking sick.
Speaker 1:That's all there is, and it's so funny because people will think that they're better than it. Oh yeah, that's the worst part this TikTok generation is idiot, bro.
Speaker 2:You're not. You're not more powerful than these companies.
Speaker 1:They control the world, and that's why, I hate that but, dude, you gotta play the cards you gotta play the game.
Speaker 1:It's also an opportunity. Bear in mind, like five years ago, ten years ago, you didn't have that ability, right? Maybe you had Facebook, but you didn't have the same ability. No, because even if you were writing posts like dude I'm dyslexic as fuck I wouldn't have been able to write on Facebook back in the day, whereas now I, exactly. But what's interesting here is, like the beliefs that we need to let go right to get there, and I think you're the best fucking example on this, right, because if you just create the content and just then all the other shit, like as you mentioned, this is why I said to you that I think you're very much more like a business owner versus a YouTuber but I see like your anger on it.
Speaker 1:But that's what I mean right Versus like versus like a dumb fucking content creator. It solves all your problems Like this year I was like.
Speaker 2:I was like, okay, you know, I want a Porsche, I want to, like, upgrade the villa. You know, I want to make sure our baby is like, just, you know, got the best everything. And I was like, oh, and I was like, what do I need to do? And she's like just make more content, it just solves everything, solves everything. Another one my house, my villa, booked up the entire summer, right, entire summer. This is the power of personal brand. I put it. I didn't even do posts, I put it on my Instagram story. Did one story? No, I did two. Actually two stories link booked up. You know what's amazing here? That Did one story?
Speaker 1:No, I did two, actually Two stories link, booked up, you know what's amazing here?
Speaker 2:That's all from personal brand content and the reason for that as well, because you know like people get catfished on accommodation like so much. It's always like a big fear when booking like even a hotel.
Speaker 2:You'll show up and it's like you know it's in bits and the photos that you saw on booking are 10 years old. When you build a personal brand, you're building trust and authority and so people will even like. They'll make bookings to stay for travel easier. And no matter industry you're in property fitness sales agency content number one, personal brand number one take a step back.
Speaker 1:two years ago, or two and a half years ago, you created a youtube video which said I'm building a fucking villa in Marbella. And then the villa was like super old, it was all run down and everything. And you started that journey. You created the Instagram for it. It looked like shit in the beginning. Halfway through it looked like shit too.
Speaker 2:Yeah, I know, halfway through was the worst. I was like what the hell, oh God, here we go. Was like what the hell, oh god, here we go. That was the worst stage where, like, you've paid for it and you've paid for it.
Speaker 1:It's all over YouTube paid for the renovation.
Speaker 1:You're like there's no going back now but that's why you're getting paid today for that right. So it's like the I call it the non-ORY like. Yes, you can't like attribute it, and it's not one clear, clear attribution, attribution, but it comes around. Yeah, you know, like, bro, like, for instance, like we, you were on my podcast four years ago. Great, back on my podcast three years ago. Then we started working on your podcast and now I'm speaking on your mastermind. Yes, if I didn't do that, bro, I would not be here, that's so mad.
Speaker 2:It's fucking sick. Yeah, but that's so true, you know like the one. You do this one little thing and I love the butterfly effect.
Speaker 1:Great movies. I learned that from you, ashton Kutcher. I never knew that. Yeah, yeah, butterfly effect.
Speaker 2:Your podcast with Jack yes, oh man, I'm mad for it. I'm so like I can never, I can never forget that and I can never let that go. They, even when I'm like, not uploading, if I, if I quit YouTube, I'd still call myself a YouTuber. I it's, I'm just. There was such a life changing moment for me. You know, it's just. I'll never, I'll never forget that.
Speaker 1:Um, how do you think about your audience adjusting as you evolve? As just fodder, human and everything?
Speaker 2:Yeah, that's they're. They're great and it's grown with me perfectly. Like, when you go into the analytics, uh, it used to be like main demographic was it's always been mainly male. It used to be like main demographic it's always been mainly male, like 80-90%, which I really like, because men buy from men from a business perspective, like a woman can't sell like crazy into men, it just doesn't convert. It just does not convert. So from like you know, if I'm doing a mastermind event like this or a coaching app, it's fantastic. And I also, like I'm very passionate about like men's health, men's mental health and everything Like I love. I think men are quite like pushed down in today's society, so I love having a male following. Shout out to the boys, you know. And yeah, the age demographic used to be 18 to 24 and now it's like 28 to 34.
Speaker 2:So it's me, I'm 33 now, so, and now it's like 28 to 34. So it's me. I'm 33 now, so it's like growing with me and I will never forget, like obviously got so many messages when I announced I'm going to be a dad. So many congrats, but so many fathers who are already fathers messaged me. They're like I can't wait to see how you get on and your fitness goals and how you stay on track and everything. It's going to be so beneficial for all us dads.
Speaker 1:Bro, that's sick. New niche.
Speaker 2:New niche unlocked Fitness dad. Yeah, exactly, fitness dad.
Speaker 1:Bro, I got to tell you a funny story, so I was at a mastermind, I'd also make a quick one.
Speaker 2:When your demographic grows older with you, they've more money as well.
Speaker 1:Exactly To spend like significantly, so I never significantly so yeah, so I never realized this and you know like you unlocked a new niche of dad fitness content. I was at a mastermind last year with a guy called james kemp, like being mentor of mine, but he's quite old ish. He's like he's mid 40s, so his customers are really old. I was like definitely the youngest person there and someone had they have all their kids in the schools nearby in bali and I was like what the fuck is that like? And he was and one of the guys said it's great because you're around all these other fodders and if they're in Marbella or Bali they're all super fucking wealthy. Yes, so the network of fodders is like huge. A lot of guys that will go to bare-minded schools in Bali, like 50k a year. So a lot of guys have sold their companies in like America and just moves. So he said that his friend group now are all like just ballers. But they're all dad ballers, man.
Speaker 2:I didn't even think about that.
Speaker 1:I can't wait.
Speaker 2:Can't wait. New niche, new niche New niche unlocked. Remember you used to get those like Xbox notifications new achievement unlocked.
Speaker 2:We've got new niche unlocked. Another one Chris Williamson asked Mike this I just listened to their podcast on Flight Over, so there's, you know it's fresh in my head. Uh, chris asked Mike how, like, cause me and Mike have both been doing this like 10 years. You know YouTube like literally around the around. The same time he asked Mike. He was like how do you stay relevant, like, how do you keep going, like, how do you maintain, like getting views and people tuned in?
Speaker 2:And I fully agree with Mike on on this. Like you have to keep evolving, like you have to go to life, like you have to be like guys I'm buying my, I'm getting married. Now I'm getting a home. Now I'm starting a family, now I'm starting a new business. I'm doing this like people want to see you live life like, which is great because it motivates you to do new shit and to keep evolving. It keeps your audience and you know, know it keeps people engaged. But the way people fall off is when they just kind of like get lazy and don't do anything in life. So that's the key I actually had. I'll show you my analytics now on YouTube, just last month, like one of my highest months of watch time and engagement like in history. It's great, like I love seeing those little PRs. It was because I probably did a calorie challenge, but I super high, like everything, and I'm like, oh, you know, you always just still got it when you want to turn it on. So it's nice, nice to see.
Speaker 1:I remember hearing Ali Abdaal talk about that that the biggest rise in YouTubers usually have quite a hard fall, that they're super relevant for a year or two.
Speaker 2:Bitcoin chart. You know like lots of ups and downs.
Speaker 1:So let's talk about the mastermind. What was the real driver to start a mastermind initially and how have you seen that?
Speaker 2:What have you learned from doing it? So when starting any business, you just look at what most people are asking you, that's it. So you've got customers straight away. Like when I started fitness coaching, people were just DMing me like help me with my diet and training. This was before ChatGPT. It was 2014, rob GPT, and so you just do that. I was like, all right, I'm going to pump out some PDFs and I'm going to become a fitness coach. People are like we want more videos on this. You know, just listen, like listen to your audience. What they're asking for, like the answer is slapping you in the face like a big wet fish.
Speaker 2:So people were seeing my lifestyle in Marbella Like this is kind of like when we just moved here.
Speaker 2:Lifestyle in Marbella like this is kind of like when we just moved here, like I do so much stories like, and it was all like even Joe Delaney was like your life literally looks like brunches and swimming and I was like, hey, I want to get involved in that. And so I just get so many dms of people asking me about Marbella, people saying, organize an event. And I was like, oh, I'm either going to do like a fitness retreat like, or a business event, retreat, um, or a combination of both, which is exactly what I did. And then I was like I have so much Irish and UK people who just want to come out to Marbella, want to come out to Marbella and just have a sick time. So I was like how do I just put together the best weekend ever, a mix of productivity, training and having a bit of a laugh, yeah, and so that's it. So, and also kind of to get a little bit of intimacy, like to come to my house, yeah, that's a beautiful touch, so let me run the listeners through the weekend.
Speaker 2:I think that I get excited to talk about this right Friday at around like 7, 8 pm, meet at Villa Lipsetti, the notorious Villa Lipsetti. That looks nice now you know it had its moments, but like people have been watching that being built for like two years on YouTube and they're like I want to go to it, you know. And so people are like, yes, that meet there. And then we're going to a very fancy dinner spot called Mosh and I know all the owners. They're going to pull out all the stops. Gives the VIP treatment. Food is absolutely amazing. There's like a DJ turns into a nightclub One of the best spots in Marbella.
Speaker 2:Saturday wake up, go to this 20 million euro villa like just a mega mansion. Like you'll see this place and you're just like, is this a movie set? Like, is this real Crazy? Lots of high value speakers, yourself included. Let's go Nine to five. Nice, like you know, we'll have like energy, drinks and catering and everything and the breaks you can walk around and take content in the gym or in the in the villa. The villa has a gym, a sick gym, so I said that. And then between 5 and like 7pm, you know there's kind of a little break time you can go off, get some food and then 7pm till late. Dj bar staff come in, open bar and everything and everyone's just having a sick time until dance the night away and then the following day wake up.
Speaker 2:5k along the golden mile optional gym session with me in Elements if you want as well, I know you'll be there, and then we're down to like one of the most exclusive beach clubs in Marbella El Chiringuito. El Chiringuito becomes Spanish. It's terrible, it's terrible. And then the event officially ends at like 5pm on a Sunday, but people are going to go out afterwards and have some fun and, in my opinion, that's just the perfect Marbella weekend.
Speaker 1:Dude. It's funny enough because I've run a few events myself and like the biggest unlock is actually usually not the teachings, it's usually like how people interact to people. If I think of, what I learned the most from events is actually from other people, not even at the speakers.
Speaker 2:Yeah, no, you're completely right. Like even stuff of people's podcasts and stuff if you want to know like their steeze. One good thing about like going to in-person speakers is like the Q&A. You can ask them like your specific questions or pull them to the side after their talk. That is good. Pull them to the side after their talk, that is good. But, yeah, you're right, like it's really just about like who you meet and having a good time.
Speaker 1:Yeah, but you'll also learn more as a result of that, then Does that make sense? Oh for sure. Yeah, I'm so big on events, bro, like I'm doing my third one in September.
Speaker 2:So it's now since COVID plus AI. It's the main thing man. It's man. This is amazing. It's the only thing that COVID and AI can take from us is meeting in person. Think about it.
Speaker 1:You know, that's literally it you made a good point about, like your chat, gbt for fitness. Right, because if information is almost worthless right now, what do you actually get value from?
Speaker 2:yeah, community and real life events. That's why with Gameplan I had to like add in one in-person events and two I need to jump on like a weekly or bi-weekly call.
Speaker 1:Accountability. Yeah, yeah, literally accountability.
Speaker 2:Oh, that's 100% it. And then all the lads need to bounce off each other as well.
Speaker 1:I have a client that basically sent a message yesterday saying that like, basically they were struggling with some stuff, that we were helping them with some of the content and so on and so forth, some of the training material. They're struggling with a few things and I was like, if you're struggling and you feel like you're not learning, you come to the calls, you get accountability to get teachings. If you have no questions, you sit there because the environment, like Lily said, they feel like they don't have the right environment, the environment alone will fill in those gaps. It's not even about what you say and it's so weird to think right, because we're so used to teaching in school being like this way, this way, this way, but that's not the best way to run these events, no, and I also think, something that AI hasn't taken from us yet, and it's not only it's great for just engagement and explaining something, but it's storytelling and experience.
Speaker 2:So I think that's very important, but I'm like recording all these modules and stuff. I try to like have a story, an example of me walking the walk, applying something, and that's something that AI can't do. They can't, they don't know my stories. Yeah, yeah, yeah, the robot overlords, they don't know it. And that's something that captivates people and makes them listen as well. So go, if anyone's listening to this go all in on storytelling.
Speaker 1:You're a legend, man. I want to say a big, big thank you. Huge inspiration for me, man. I remember watching your first video on how to count your macros before I was going on vacation, when I was 18 years old. So full circle moment, bro you're that makes me so, so happy.
Speaker 2:Um, that just literally doesn't make my week oh man, you're a legend brother.