Developing An Empire Builder's Mindset w/ Bedros Keuilian #TheOnePercent

There's always opportunity if you're looking. But most people look through the filters of fear. They look through the filters of doubt. They look through the filters that others put on them. The news media, the talking heads, the from the president on down. Well, I wasn't about to believe them that we have 11 and a half percent unemployment rate. That money just disappeared. Money didn't disappear. Money exchanged hands. In 2008 and 2009, 2010, it exchanged hands. I just need to find out where that money went and then I'm going.

To get Takes one free Person to create change. This is the show for them. We are the creators of the free world. This is capitalism.com and we are the 1%.

Hey capitalists. You're about to listen to a key keynote from this past year's Capitalism conference given by Bedros. Kulian Bedros has become a friend and someone that I admire and someone who represents that idea of it just taking one. It takes one person, it takes one idea, it takes one business to change everything. And at the end of Bedros's keynote where he talks about building empires and how he has built a hundred million dollar business and how he empowers people to build within the organization after all of that, Bedros talked about some of the internal struggles of entrepreneurship and how he moves through them. And as a result of him talking about that, there was a big shift in the room and a shift in the energy of the event and a lot of entrepreneurs took more out of some of the insights that he gave. Just how he deals with stress, how he deals with that lingering voice in your head that we have to do something, we got to move that pressure that we all feel as entrepreneurs. Bedros talks about that and where it came from for him at the end of this talk. And there was a lot of internal work that was done as a result of that. So if nothing else, if you don't listen to this whole episode, by the very least, skip to the end and listen to that piece. But you're going to really enjoy all of the business strategy that Bedros goes deep into this in this talk that he gave at the Capitalism Conference. Enjoy.

Hey, real quick, I'm doing a test in my business right now that I think you'll be interested in. We have a training called Million Dollar Brands and it helps business owners and entrepreneurs get clear on those first three to five products that they're going to build that will get to 25 sales a day at 25 to $30 and thus be a million dollar business. And we sell that for $297. And I recently had the idea of what if at the end of that training when somebody completed it and they filled out a form saying they know what their three products are going to be, they know how they're going to launch the products, let's refund them the cost of the training. Let's incentivize the action of actually making some decisions in your business and getting clear on your business. And I did this because someone challenged me with the thought of what would I change in my business if I only cared about my customer's results and I didn't care about profitability. And I immediately said, let's incentivize action. And then I said, well, would I really spend however many thousands of dollars a month I spent on Facebook ads, or would I take some of that money and put it into a scholarship fund and then fund some of the cool ideas that came from my training? And it was like this whole world of creativity opened up for me. So this is a test right now that we're running. If you are starting a new business or you are still under that million dollar threshold or even that 25 sales a day threshold, then we have this training called Million dollar brands. That's $297 and it's refunded to you when you complete the training. And I figure if you walk out of that training, you're going to leave with such a clear business plan that you're going to want to work with us ongoing. So you can find this@capitalism.com brands and depending on when you sign up, we're also opening up strategic windows where you can qualify for a scholarship and have your business funded. So this is all an experiment. If I lose my rear end on it, we'll probably shut it down. But for now you can find it at capitalism.com brands.

Before we get started, I just want to give a shout out to Ryan and his crew. For the last decade, every year in March, I run this event called Fitness Business Summit, where over a thousand gym owners come out to Southern California for three days. We give away a Land Rover to one of my most successful coaching clients. And when you put on an event like this, make no mistake about it, it's like a wedding and you guys are the guests. And of course, the information is the bride and groom and the host. Ryan and his team have done such an amazing job. And I speak a lot, probably about twice a month. I'm speaking from the stage. And every year I put on my Own event. So can we get a round of applause for Ryan and his team, please?

All right, then.

Who am I? Why am I here? How am I going to help you? I'll make it very simple for you what I'm going to share with you from my magical notepad. Here are four strategies.

If we have time, I'll possibly share a fifth. But four strategies, they are not a suggestion. They are a prescription to grow your business. And the entire premise of my talk here is to help you develop this empire builder's mindset. And I'll explain to you why.

Most of us are not reaching our fullest potential in business or in life. Would you agree? Raise your hand. And if you're not raising your hand, you're an absolute liar. And that's just the reality of it now. Now, I'm an immigrant to the United States. I come from a communist country. So an event called the capitalist or the capitalism event, like, that's huge to me. That's huge. I'm a capitalist, right? And I'm speaking at the capitalism event. But I was a communist, and we escaped the Soviet Union when I was 8 years old or 6 years old. Didn't learn English until, like, clearly until I was eight. But when we came to the United States, we had, what, like, a tough life, man. Tough life. You're being yelled at, people. You effing foreigner. Go back to your own country. You don't understand the language. You don't understand the culture. We're living in Section 8 housing. One of the times the housing conditions were so bad that my mom.

My mom made my dad siphon out gasoline from a parked car because I got lice from one of the apartments that we lived in. And she made him siphon out gasoline because, well, we just couldn't afford lice treatment, so. So she had to wash my hair with gasoline. We were eating out of dumpsters that my dad would find in the back of grocery stores where they would throw away food that was old or expired and they couldn't sell. So I share this with you because I'm a capitalist, and my dad and my mom have done such a tremendous favor to me to bring me to this country that I believe I owe it to them to reach my fullest potential. And I believe that you owe it to yourself, your family.

Your customers and clients to reach your fullest potential in business as well. Because far too often people stand around with their arms crossed and they see something, they see an injustice, and they go, you know, someone should do something about that. Guess what you're that someone and the something that's going to do something about it is your money. Because money moves the needle. Money moves the needle. Let me tell you. I want something done. I want a needle moved in any specific area of my life. Money will help buy the speed to create the outcome. Do you agree with me? Good. If you're not going to get involved, I could just leave. I know this is day three. I'm the last speaker. Trust me, the more involved you are, the more you're going to retain and apply this information.

And so then I want to talk to you about something because I'm very purpose and passion driven. Like, if there's no meaning, because behind the money, I don't want it.

Now. Currently, I'm the founder and CEO of Fit Body Bootcamp, like the fastest growing fitness brand on the planet. We've got 800 locations worldwide. Anybody have heard of Fit Body Bootcamp or Workout at one? All right. About a quarter of the room. Thank you so much for either hearing of it or working out at one. Appreciate you. And.

You know, when I created Fit Body Bootcamp, it was to become the solution to the economic crisis in 2008. The economy crashes and no one else can afford one on one personal training. And when you can't afford one on one personal training, personal trainers tend to go broke. And since I was coaching and consulting personal trainers because I'm a former personal trainer, I realized very quickly, if personal trainers are going broke because they don't have clients, they're not going to pay me. And anymore that means me, the wife and the kids got to probably move in with mom and dad. And I'm not about to do that. So I saw these outdoor boot camps and here's lesson number one. There's always opportunity. If you're looking while the economy is crashing all around us, we can write that down. There's. There's always opportunity if I'm looking. But most people look through the filters of fear. They look through the filters of doubt. They look through the filters that others put on them. The news media, the talking heads, the from the president on down.

Well, I wasn't about to believe them that we have 11 and a half percent unemployment rate. That money just disappeared. Money didn't disappear. Money exchanged hands in 2008 and 2009, 2010, it exchanged hands. I just need to find out where that money went and then I'm going to get it and I'm going to use it to make an impact in the lives of the people or the, in my case, 20 Toys for Tots, Shriners Children's Hospital, and Compassion International. Those are the causes that I believe in. We donate seven figures a year to those causes and to us. I'm going to use that money to make that impact. Right. Money must have meaning to me. And so I took the outdoor boot camps that you've probably seen at parks and parking lots. And we in the personal training industry always treated those outdoor boot camps almost like redheaded stepchildren. No offense to J.P.

No, no. But you're not a stepchild. If you are, I don't know this. We'll get drinks after and talk about it. Yet another therapy session. So then.

So I took this outdoor boot camp model and I said, there's got to be a way to make this indoor so that it'll be weatherproof and it'll become the new personal training. If I could just take the outdoor boot camp model and. And get personal trainers to buy into the fact that now the new way of personal training after the economic crash is indoors instead of one on one, one on many, so that we can make it more affordable and convenient, by golly, we're on top of it.

That's what I did. So while everybody else was contracting and pulling their money off the table, I went all in. Do that. I've heard years ago, Tony Robbins say in one of his audio programs, I think it was the Unleash the Giant within, he said, watch what the masses are doing and do the opposite. I listened to that audio program in 2004. In 2008, I was like, aha. Tony said, watch what the masses are doing. The masses were panicking, freaking out, contracting. I went all in. Why? I knew Facebook ads were now going to be cheaper, right? In 2009, 2010, Facebook ads were a lot cheaper because there's less people advertising. I don't have to compete against you to find my next franchisee. So I took the outdoor boot camp. I brought it indoors. The first couple years we ran it as a licensing program. It started to take off. After about 80 locations, we franchised, and by late 2011, we were a legitimate franchise.

So to me, I'm still a personal trainer through all those fit body boot camps worldwide. My goal is to impact 5 million people every morning.

Through our locations. Now, for that to happen, I need 2500 locations, and I'll explain why I'm sharing that with you. Most of you probably know what you want by way of money or by way of impact, but have you shared it with your team? See Lesson one here is to get your vision, mission and values in order. Write those down. Vision, mission, values. And let me explain. I know that when we have 2,500 locations and each location has 400 clients, paying clients, and each of those clients impact an average of three people, whether at work, at home.

They literally help change their positive mindset, get other people to work out, change their eating habits. That'll be 5 million people impacted. That is my vision to impact 5 million people every morning through Fit Body Bootcamp. But a vision is only a dream unless there's a deadline attached to it. So I know that I need 2,500 locations by the year 2023 to accomplish this vision.

See, when you have a clear vision, you have to do two things. One, attach a deadline to it and, and two, reverse engineer it. Well, what does that mean? Currently, at the current rate that we're signing people up as franchisees, we need 36 locations a month to come on board for us to hit our goal of 2,500 locations worldwide.

That means we need 1.3 locations a day. That means we need 61 EOIs expression of interest forms filled out on our website. Just like you, I'm an online marketer too.

I am. I market a straight up franchise on the interwebs. I've never run an ad traditionally like.

An entrepreneur magazine or in Inc. Or Forbes, like all other franchises do. I'm not going to buy a $25,000 half page ad. I'll take $25,000, spend it on Facebook, chase the readers of Entrepreneur, move them to my website, show them case study videos of franchisees that are crushing it in their specific community. Midwest, west coast, east coast. Because you can geotarget, right? You know this, you're a marketer and they go, oh my gosh, that person's just like me.

Now, you all know understand marketing, so I'm not going to teach you marketing here, but I'm going to teach you how we grow our business. So if I know I want 2,500 locations by the year 2023, which means we need 62 EOIs, the application that people fill out so that we can qualify them. And if they're good enough, we'll award them a franchise for a good fit. That means I need 36 locations a month, 1.3 locations per day. But that's not enough if I don't share that with my team, the vision, and if they're not on board with the vision bus, who's read good to great Jim Collins, raise your hand all right, so make a little corner somewhere. Books to read. Go ahead, write that down in the little corner. Books to read. Number one, man up. Number two, Jim Collins. Good to great.

Every single one of you are leaving money on the table. And I can tell you this, that if I decided to come into your industry, if Joel Marion decided to come into your industry, we will crush you. And I don't say that to challenge you. I say that to encourage you, motivate you. That there's always someone, at least in my mind, in a basement somewhere on a giant marker board. And they've got written up there, how to crush Fit Body Boot Camp. See, I wake up every morning assuming that there's someone out there in the basement how to crush Fit Body Boot Camp, and they're working to crush me. Are you working at that pace?

So my vision then, to impact 5 million people every morning is shared with my team. Every single One of our 52 team members know that we need 1.3 locations per day, 36 locations a month, 62 EOIs. So we've got the vision clear, and they're on board with it. They know that we're building entrepreneurs, and we are fighting our competition. Do you know who your competition is? See, I've messaged that to my franchisees and to my team members. Now you're probably thinking, well, Bedros, your competition is Orange Theory Fitness, the big box gyms, F45, Barry's Boot Camp. You would absolutely be wrong. No one's going to get on board with my vision. If I go, hey, my competition is orange theory or F45. My competition is McDonald's. It's Taco Bell, it's KFC, it's Frito Lay, it's Snickers. They are the ones making Americans fat.

When Craig was up here and he was telling you about the Doritos company hiring a scientist, they have two amazing scientists, one of which I met. And I told Craig that story.

Because he was up on stage at church speaking as a scientist about, like, the science of, you know, Jesus. And that's up to you. Whether you want to believe or not. It's none of my business. But then he, at some point, he dropped the fact that he worked for Doritos. I couldn't get the dots, couldn't connect. You're a scientist, but you work for Doritos. Like, you should be a baker. Maybe you should be a. I don't know. I don't know, some kind of a mixer of flour and water. A scientist. So afterwards, I go to Him. And I shake his hand. I'm like, hey, great message. Thank you. But I'm curious. Why are you working for Doritos? What do you do? Because my job is to make sure that little triangle chip that you put in your mouth breaks down just right in your mouth to tantalize your taste buds, to encourage you to grab one more out of the bag. And the whole time I'm like, holy shit, this guy is the enemy. He's my enemy. Because every Fit Body Boot camp location is at war against him and McDonald's and how they make the McRib. There's no bone in a McRib sandwich, but it's shaped like a rib sandwich, isn't it? And you see the billboards, ooh, the McRib sandwich is coming next month. They do a straight up product launch like you do. McDonald's does a product launch. They take McRib sandwiches off the menu, then they bring it back, limited time. Come on in.

So I know that my vision has to be stronger than my competition being F45 or orange theory. The only way my team's gonna get on board with it is if they know who the real enemy is. And I explain to them what that enemy is doing to society. Making us dumb, making us sick. Bloated, tired, fatigued, foggy headed, I go, do we want that? Now, if I have team members who are like, hey, I don't give a fuck, well, great. You're welcome to get off my bus. As Jim Collins says, on the flip side, if I can get them excited about the vision now, they become high performers just like I am. So clarity of vision. You must have clarity of vision if you are trying to build your empire to its fullest potential. I see so many. Look, I have equity in a lot of different businesses, and every time I take equity in a business, the guy or gallop top says, you know, we just. We have a marketing problem. No one ever says we have a leadership problem, because leadership is vision, mission, mission values. Everyone points to, we have a marketing problem. So they go, oh, if I can just inject more clients or customers into your business, you're good. Yeah. Or they might say, I have a sales problem. Oh, you've got the leads. But if I can just inject a better sales message, a better sales process, you're good. Yeah, but in the back of my mind, I know what the problem is. They don't need more clients or leads. They need better leadership and clarity of vision. Clarity of mission. So what's the mission? If the vision is to get 5 million people working out every single morning.

Then the mission is, how do we get enough franchisees open in time? Simple. We know that we run Facebook ads. We spend about a quarter million dollars a month on Facebook ads. That's our number one source of franchisee traffic.

Thing number two is we actually get our best leads from within Fit body bootcamp locations. So Mrs. Jones goes and works out at a fit body boot camp. She loses the weight, she becomes optimistic and has more energy and decides, you know what, I'm going to quit my day job.

And become a fit body boot camp owner. In the process of getting fit, in the process of building her esteem.

She adopts and gets on board with a vision. So much so that they come on board with us, right, As a franchisee. And that's what you want. You need to know what the mission is. And the mission Is to close 1.3 locations per day. That means we need 62 EOIs to come in for Vicki. Vicky's the girl who qualifies all of those people. Because look, 62 applications come in per day. Let me tell you, they're not all qualified people. Some people are just having an entrepreneurial seizure in that moment, right? They're sitting in an office somewhere, they're fit, they work out, but they hate their boss because their boss just corrected them. And yeah, you, I'll show you. They're going to go on, they're going to go on the interwebs and they're going to go fitness franchise and fit body boot camp is going to pop up, right? And then, yeah, I'm going to fill this out. I'm going to be my own boss. When we training people, I don't need to be an accountant. I don't need to be a rn. I don't need to be a fill in the blank. And then once we're telling them like, hey, it's a seven year franchise agreement. You're going to pay us $30,000 to come on board. $1,500 a month franchise fees.

You're going to sign a lease and build out. There's another 80,000 there. You know what, I think I'll just, I'll just go work for my boss. Great. So Vicki's job is to qualify those people and never to pass them along to our six franchise business advisors. Our sales reps.

Understand what the mission is and the team members all know the mission. Like right now, there's this guy and that guy Primo and Ed that travel with me everywhere and they film this Stuff. And when they film this stuff, parts of it will be used on social media to recruit more Fit Body Boot Camp prospects. If people are down for my intensity, if they are down for fighting the enemy, which is McDonald's and Frito Lay and KFC and Snickers Bar and Coca Cola, they will resonate with this message, or they're going to go, that's a very big, hairy guy who's nuts, and I want nothing to do with him. And that's great, too. So part of your mission needs to be you've got to be polarizing. That's how you attract people or you repel people. So many of you are riding that fence. I just want to be good to everybody. No, I don't.

No, I don't. You're either on board with my mission or move out of the way. So be very clear on what the mission is, how many leads you need, what the closing percentage is.

And then the values. What does your company's values consist of? I don't know. I don't know. I read Tony Hsieh's book Delivering Happiness, and I adopted his values. Well, that's great. That's kind of what I did, too. I read his book about six years ago, and I was like, you know what? If Zappos can go by those 10 core values, so can we. But over time, as you get better and you find your own voice and your own values, we have two simple values. Drive change and deliver excellence. That's it. We drive change in our industry. We drive change. We're known as the anti franchise franchise. All we do is we do things differently than every other franchise does out there. We don't take a percentage of their gross revenue as a franchise royalty fee because that's the fastest way to build an adversarial relationship. So what am I telling you here? Your core values might be used to do business differently so that you can trump your competitors. Right? Listen, if everybody else in my industry has taken a percentage somewhere between 5 and 8% of their monthly gross revenue, the franchisor is taking it from the franchisee for the royalties. I go, hey, look, you're gonna pay me $1,500 a month. That covers your marketing fee and your franchise royalties. And no matter how much you make, you keep. Why do I do that? Because I know that if I can make our relationship strong, you'll go out and open up a second location, third location, fourth location. Why is that? Because I want repeat customers. I want 2,500 locations. I don't want 2500 franchise owners. Do you understand that? Because that means I'm gonna have to get a bloated team. My operating costs are gonna go through the roof. I want 900 to 1200 franchisees who are operating 2,500 locations. Think about that. If you know you have a dollar amount that you want to make, can your existing clients and customers help you get there instead of constantly trying to recruit more?

So for us it's simple. We drive change. We do things differently. The way we market is different.

We market on social media instead of running ads on.

In the Entrepreneur magazine, Inc. Magazine, et cetera, like I talked about. And then in my industry there's headhunters, right? An organization called Fran Net. They want me to raise my franchise fees to $60,000 so that they can bring me pre qualified franchisees who are Predisposed to buying two, three or four locations. But they want a 15 to $25,000 commission for that. I don't want that. I don't want that because if I raise my fees now, I'm getting people who are not necessarily qualified to be in my market. My best candidates for franchisees are people that are fit and have a fitness background. They don't necessarily make a lot of money.

So I keep my franchise affordable. So I drive change by saying, look, we're going to market this way on the Internet, through social media, through videos like this, through email marketing. I literally market our franchise as though it was an info product and we do a damn good job of it. For the last four years, we've hit the Inc. 5000 list four years in a row. The last two years we've hit Entrepreneur magazine's 500 fastest growing franchises. Just last month we hit the list again. We're number 122 of the fastest growing franchises. And guys, we're a baby franchise. And we're trumping all these big franchises for the simple fact that we're doing things differently because we're driving change. Be willing to look out of your industry and go, we, what's everybody else doing? And then we're exceeding expectations. For every sales rep that we have upstairs in my building, downstairs in my building, we have two coaches, we have a two to one ratio in support personnel. As marketers, we are notorious for going, hey, we're gonna go heavy on the sales team. And then what do we do? Ah, fuck em, right? You can't find your login, Figure it out, we'll get to you in four days. Well, I figured out that if we can actually attach A coach to you, your first 90 days, your success rate, the time that you get your doors open are going to be higher. And if that was a painless process and that we help you get clients and then we help you build a team and then we help you become profitable, you're going to enjoy the process so much, you may just want to come back and buy another franchise in the next neighboring territory. Look, it cost me $8,500 to get a new franchisee on board and marketing fees. Do I want to go spend another $8,500 or do I want to just take dust in there and say, hey, do you want a second or third or fourth location? It just makes sense. Where does that come from? Support. Not enough of you are exceeding expectations. You're not supporting your clients and customers like you should be. If that was your mom, if that was your dad, your sister, your brother, a family, a neighbor, someone that you love and trust and you couldn't face at church or wherever, how would you support them? That's exactly how you've got to support your customers. And sometimes that falls on deaf ears. And now look, I've been negligent in the past 2006, 2007, when I was doing Internet marketing and selling courses on how to build a personal training business, before Fit Body Bootcamp came to be, I was the guy that focused heavily on sales. And let me tell you, I am very sales driven still. But the support was lackluster. But back then.

No one could really talk crap on social media because there wasn't that much social media. Enter Facebook, enter Twitter, enter Instagram, enter YouTube.

Now it's no longer word of mouth. Now it's world of mouth. Your reputation is going to trump everything. Understand that? So you must exceed expectations. If you have no core values in your business right now, please adopt mine. Drive, change and exceed expectations. And when you do, you've won the right to ask for referrals.

And so where that's concerned, I always tell people, if you want to grow your business to its fullest potential, you got to focus on the three R's. And I'm going to give them to you right now.

Our number one, write this down. The three Rs are force multipliers of growth in your business. Our number one is to deliver the results.

Yeah, beta Russ, but what can I do if they buy my product but don't use it.

Put them in a Facebook group and have a couple of coaches in there encouraging people to use it. Figure out a way raise the price enough to give someone a coach. Maybe you've got a coach for every 20 customers that sign up. Because if you raise the price, you can do that. Think about it. If they use your course, your product, your service, they're likely to buy another one because they're going to see results. So one deliver results as promised.

And you've got to be brutally honest with yourself, guys. I was like, man, I know my stuff. I'm a great marketer, great salesperson, great leader. I was a great marketer, great salesperson, horrible leader.

Never really focused on supporting my customers.

Until one day, and I'll go fully transparent and you can go, go look at Bedros Kulian ripoff report.

My name just got like, just all over ripoffreport.com right? And it weren't kind words and I can't take it away. And it's permanently there. And we still hear about it today. And this is almost like nine years ago, but we still hear about it today. Why? Because I wasn't focused on supporting my customers. And every day I wake up and I go, how many EOIs, expression of interest forms am I losing? Because before someone fills out that form to become a franchisee, they do a little Google search on the founder and they find that ripoff report. That one thing, there's nothing else on me. There was and that one thing. And the way I know this is because at least once or twice a month our sales reps have to go, yeah, we're aware of that. And if you've read man up and I'd love to send you a free copy, Bedros has figured out that he was weak in leadership, put too much focus on sales and not enough like we just go fully transparent and we try and save that deal, right?

So let me explain to you what happened.

Someone bought the product.

Comes with a 12 month unconditional money back guarantee, those DVDs and books, et cetera, the typical course, they never even took the shrink wrap off. 11 months in they go, hey, I want a refund. Because I never really led my team back then. Actually, they weren't even team, they were employees. Today I have a team. Big difference between employees and team, by the way. Let me tell you the difference. Employees clock out a little early, clock in a little late, do the bare minimum to maintain employment. A team will literally show up wherever you are, do the job with the outcome in mind and with the desire to win.

That's the difference. A team is on board with a vision. An employee is just taking a paycheck.

And so the person had asked for a refund 11 months in.

The email got lost, whatever happened, by the time they followed up, it was 13 months in. We're like, sorry, you're past your 12 month period. The person just lost it, rightfully so.

And just, you know, ran my name through the mud on social media. I did not deliver the results as promised. In his particular case, the results would have been huge. Here's a refund, Here's a refund. And sometimes the results guys are, here's a refund. It's not necessarily whatever, I'll help you with the finances or how to buy real estate, et cetera. It's here's a refund.

And so.

Results is promised. You got to meet those expectations. Number one, that's that first R. Second R is retention. Retention comes from results and it comes from creating a community. And I don't care if you're teaching how to buy real estate or how to trade stocks or financial investment, Create a community. Create a Facebook group somewhere. Move all of your clients and customers into there. Be active. Let them take a peek into your life on a, on a Facebook live.

Remember, they're also buying you. They're not just buying your product or service. We have a giant community page of fit body boot camp owners. It's a private group. We love it. We love it. We can message to our franchisees and then we teach every single one of our franchisees to create a private Facebook group in their community. Right? Message to them that way. So you want to deliver the results and you want to have retention. Because when you have retention, you get the other thing, the third R, the referrals. And referrals are so valuable, so important. Remember, the cost of marketing continues to go up.

And you're a great marketer and you're going to find a way to get those leads. But make no mistake about it, every single one of your customers knows at least five more people who want to do business with you. The question is, are they referring your products and services to others or did they think they were going to get results? They didn't. And it might be on them, by the way, it might be on them. I get it. Didn't use it, didn't log in. They never opened up the package. But it's our job. Once they give us money, they are under our protection. Understand that. In fact, you should write that down. When I'm given money, the client or customer is under my protection.

You can't treat it as a transaction. You got to treat it as a relationship.

And so if they're under your protection, you have a duty and an obligation to reach out to them, either you personally or through a support team that actually gives a shit, to get them to unwrap the package and use it to log in and access it, to go through every module. There's platforms out there, like Lightspeed virtual training that Bradley created that literally will ping people if they go through two modules and then stop, it'll ping them and then it'll notify you that this person didn't go to module three or four. Right. Why do you want them to go through the module? Because if you're a marketer, and I imagine most of you are, you have an ascension ladder and you want people to get to the top. To get to the top, they must consume every rung of the ladder. Do you agree?

Make it happen. Find a way. Raise your prices. Get the support in there. You do it through technology. The answers are out there. But we're so busy trying to sell that front end offer that we don't think about the backend empire we can build. Now, the third thing I want to share with you here is.

How we're able to scale fit Body Bootcamp so quick. Like, this is actual actionable stuff that you can go apply today. And I realized this about a year and a half ago, two years ago now. And this has been our hockey stick moment. And so I'm going to teach you how to have your hockey stick moment in whatever industry you're in, right? You're just going to, poof, skyrocket. As a marketer, what do we do? We sell what people want, right? Always say sell the want, not the need.

We sell what they want. Well, I'm going to reframe that for you. I'm going to say offer what they want. We offer franchises, a fitness franchise, simple as that. When they're on board with us, when they're on the phone going through their first of three phone calls over a 46 day period, it takes about 46 days to take, take someone who's a prospect and qualify them to see if they're, we're going to award them a franchise or not. About 46 days, three phone calls. Then we introduce them to what's known as validators, by the way, you guys can use validators as well. A validator is a franchisee or 2 or 3 or 10 who is already in that person's community or roughly in that area geography. And we go, hey, reach out to this person and talk to them. We'll make the introductions with the validators. Why? We know that everything we say they take for a grain of salt. Trust but verify. Ronald Reagan, Right. They trust what we're saying, but they want to verify. We know that that's a secondary conversation in their head. So we go. By the way, I know I told you this is the kind of money you can make, this is the kind of impact you can make. Here's how many clients you can get, but don't take my word for it. Cause if I were you, I wouldn't trust us. At the end of the day, we are trying to qualify you and sell you a franchise.

I would love to connect you to these three people who are within three states away from you and you can call them and validate everything. I said, can I make an introduction? Yes. Boom. By the way, do you see why it's so important to show your clients results now? Because when you get your clients to achieve the results that you promised on your sales page, you can now use them as validators to make an introduction and they'll close the deal for you. We took like a 65 day sales process and brought it down to 46 days by using the validator factor. Right? Social proof, like get on the phone with this person, go get on a plane and visit them, drive the four hours and visit them, work out at their Fit Body Boot Camp location. But here's the real thing, the force multiplier for you. When you're on the phone with us and you're like, yes, I think I want a franchise. And we go, yes, we think you're going to be a good fit. And at the end of this conversation over the next 40 some odd days, we're going to likely award you a franchise. We'll say, look, would you like to potentially become a multi location owner and make a bigger impact through fitness and fat loss and also make more money? Just a simple question, would you like to. And then you fill in the blank with a higher outcome. And they go, yes, I think I would like to learn more about owning multiple locations, making a bigger impact and of course making more money. Then we go, then do you mind if I do a quick territory search to see if there's any available territories other than the one you're asking for in your area? Sure, go ahead. And if we find a territory or two or three, then we do this. Listen, your first territory is $30,000. That's the one we're on the phone for. But if you were to buy this territory in that territory, one's 30 minutes away. One's 45 minutes away from you. We'll give you both of those for the buy in fee of half off of 15,000 each. Look, I don't care about the front end money. Remember Joe said give, give 100% of it away. We practically do. But I mean it's like eight grand to get a franchisee on board. By the time I give commissions to my sales team, build out their website, my support team, we make $0 on that front end money. I want the reoccurring 1500amonth. Because if we got a location open now, we're also selling supplements through there. That drives more money for us. We've got a location open, we've got 22% of those owners who are joining our mastermind for an additional fee. They're also buying our Fit Body Forever program which is a baby boomer training program for aging adults which has an additional monthly fee to it. So if I can get your doors open and get you successful, there's five other things I'm going to sell you. And for every dollar you give me, I'm going to give you 10x back. Whether it's the supplements, the mastermind, the Fit Body Forever.

And so it's very simple for us to say are you interested in and a bigger outcome. But far too often we get so excited about selling the one thing that we don't want to rock the boat. Look, you've already sold your product, they're on the phone with us. Are you interested in opening multiple locations and making a bigger impact and making more money? Yes, I am. Would you mind if I do a territory search and see if there's other territories available for you so we can give you those territories at half off if you make the decision during this.

Time of awarding you franchise? Yes, please do. If they say no, no problem. We know we got that one location. This one strategy has helped us take one out of every five owners, turn them into a multi location owner. That should really turn you on.

One out of every five owner turns into a multi location owner. Right. They come in asking for one territory. One out of every five will buy anywhere between two and five locations. Not only give us a big check up front, but now we have rollout dates to open up their multi locations over the next whatever, 18 months, 24 months, which is a really great feeling for us. And remember, it helps us align with our goal of having 2500 locations but not having 2,500 owners. I want to have like 1100 owners. So the Lesson here is this. Offer what they want on your sales page, on your vsl, on your franchise site, whatever it is you're selling.

Sell them what they need. I kind of look at it as a doctor, you know, When I tore my bicep in 2010, I tore my bicep. I was literally working out in the gym. Great workout, Everything's fine. No problems at all. As I'm walking out of the gym, I see two giant ropes hanging, going all the way to the ceiling. And I asked the gym owner, I'm like, hey, what are those ropes? Like, two ropes? I knew they'd do some climbing. How do you climb them? Like, one at a time? He goes, no, no, no. You shimmy up these ropes, right? Use both and you shimmy up the ropes. I'm like, okay, got it now. It already worked out. My biceps were fatigued, and as you can tell, I'm a big hunk of man.

And so I'm £230. And so I'm shimmying up this rope, trying to make it look easy, but I am struggling. I get to the top, and there's a little bell hanging. And you just have to hit the bell, ring the bell like a little cowbell, and then you can shimmy back down. Well, as I hit the bell, now all my weight is hanging on my right arm, and pop goes. My bicep tears right off. I come slamming down to the ground. In that moment, I'm in shock, and I'm with my friend Josh Carter. You know Josh Carter Dustin. And I look up at Josh and, like, I'm literally, like, in a pile of right in front of his feet. And he goes, oh, shit. Are you okay? I'm like, dude, I am. But I heard a pop and I rolled up my sleeve and my bicep is balled up in my shoulder instead of down here, right? I'm like, oh, crap. So.

Of course, peace out, Josh. Call my wife. Like, hey, let me shoot the emergency room. We get to the emergency room, and then, of course, I start telling the doctor I think my bicep collapsed because I just didn't even want to believe. How does a bicep collapse, by the way? It's not a fucking balloon, right? And, like, I'm a personal trainer. Like, I know how the body works. But at that moment, you're in shock and you don't want to admit that. I'm going to need a surgery. I think my bicep collapsed. I just need some painkillers. And then it's just Going to be fine once all the inflammation and swelling goes away. He's like, no, buddy, your biceps, Biceps up here. I'm like, no, no, that's just some swelling. He goes, that's your biceps and we're gonna need to do surgery. So I'm telling the doctor, here's how we're gonna go through this process. That's like walking in with a cut on your arm and saying, hey, doc, listen, I know I got this deep cut, but all I need from you is just put some butterfly stitches on there and give me some Advil and I'm good. And he's like, no, man, we gotta like clean this thing out, give you some stitches and put you on amoxicillin for an entire week so you don't get infected. So our job is to diagnose and prescribe, but far too often we just take. We become order takers. Order takers, Order takers. You are leaving millions of dollars on the table because you are taking orders instead of selling people what they need. And all you gotta do is ask that one question, right? Thank you. Not all at once, please, but all you gotta do is ask that one question. Are you interested in. And then fill in the higher offer. Are you interested in buying apartments instead of homes? Scaling faster.

Owning a multiple locations.

Exponentially growing your impact? If the answer is yes to that higher offer, then do you mind if I. And then in my case, do mind if I do a territory search? Do you mind if I tell you about our platinum offer? Do you mind if I tell you about our. Whatever the thing is, and then make the offer so irresistible? In our case, you make that decision during that buying phase and it's half off for your additional locations. But a year from now, if you want to come and buy that same territory, if it's even available, it's going to be 30 grand and not 15. You understand how this works? This one process alone will make you so much money.

And so with that said, I'm going to finish off with the last and final point for you guys. And that is leadership. And I can tell you this, that is I wrote this book called Man Up. And man up is all about entrepreneurial leadership and peak performance. And I can tell you that everyone thinks that you're a great leader. It's just. I have stupid employees. I'm telling you right now, you do not have stupid employees. You're a horrible leader. I was a horrible, God awful leader. Because right when we franchised around late 2011 and we started to grow faster, it's when the fighter jet starts to speed up or the train speeds up that you start seeing everything that's wrong with it, right? Parts start flying off of it. And as we were growing, I saw that, well, we were delivering bad service and I was getting frustrated with my employees. I was starting to get passive aggressive with them. And then it got adversarial. And then soon they couldn't do anything right. So, fuck it, I'll do it. And now I'm doing the things that they're doing. So now I really hate them, because why am I paying you if I'm doing it?

What I didn't realize is I hadn't shared any vision with them because back then, had you asked me, bedros.

What do you want with Fit Body Boot Camp? Like, the year would be 2011, 2012. What do you want with Fit Body Bootcamp? I want a lot of locations. And when do you want it by Badros? As soon as possible. That was my vision. And I remember we were talking. I was talking to Craig one time. Craig and I run a lot of masterminds together. Craig Valentine, who was up here, and I'm sharing this with him. He's like, dude, you need a clear vision. You need a clear vision, like, what do you want? When do you want it by? Like, oh, shit, I never thought of that. And he helped me write out our first vision plan. And I talk about that in the book. And if I didn't have that level of clarity, I couldn't message it to my employees. I almost said team back then. They were still employees. Ironically, there's only one person left in my whole company from that crew. Here's the crazier thing. Thinking back. And I talk about it in the book, thinking back, there's three people who could have been with me today, and they could have been at VP level had I developed them. So look at all the quality people that are leaving your organization because you failed to lead them. So what is leadership? It's a formula. Leadership is real simple communication.

Plus problem solving.

Plus speed of implementation. That's it. So communication, what is communication? Well, I want to communicate my vision very clearly. Or I might want to communicate a project to someone. I might go to my web developer and say, hey, look, I want our franchise site to do this.

Can you do it? The answer is yes or no, right? That's not good enough. I want a franchise site to do this. Tell. And then I'm going to say, here's what I want it to look like. I might go to the Jiffy Lube website and go. This is what I want it to look like. Tell show. And then I'm gonna ask for a due, a due date. So communication is this. Tell show do. Write that down. If you think that you're a great communicator, ask yourself, am I telling them what I want, showing them how I want it to look.

And then asking for a due date. If you're not, you're a poor communicator. And this goes for everything. Like every Wednesday is date night for me. Doesn't matter if Craig's in town, Joe's in town, doesn't matter who's in town. Date night. You're on your own, fellas. Me and the wife. And in that morning, hey, honey, six o'.

Clock.

Yeah. Where are we going? Right, and what time? I want to get the location, I want to get the time. I want to be very clear with the wife. The last thing I want is I show up late from work and she's got that one look and then it's all.

Tell show do is effective communication. Tell them what you want. Show them. What if that means going on a marker board and drawing out what you want because you can't see another site that operates like it? Draw it out. Ask them, do you have clarity? Do you visually see what I see?

Yes. Great. What's the due date? Because they might say when you want it. And I go, soon as possible. In my mind, soon as possible for that project is three weeks. But what I just asked them is to build a big giant database behind that website, not realizing it's going to take three months. So now three weeks go by, but because I said as soon as possible.

At week number three, four, maybe five, I started getting passive aggressive. Hey, what's going on with that thing? Oh, it's going to take two more months. It is? You never told me. Well, you never asked, boss, right? It's always your fault. Tell show. Do. Communication.

Number two is problem solving. Your job is to solve problems. If you plan on making a lot of money, the the faster you can solve problems, the faster you will make money. Now, I'm not saying every problem that you solve is the right solution, right? I'm asking you to be decisive. Make decisions quickly, solve problems. In the process of being decisive and solving problems, you may realize you made the wrong decision. That's okay. Short of death, everything is reversible. But far too often we sit there and we hand wring and we hand wring. What should I do? Should I do it now? How about now. What, what if I zig? What if I zag? What if I do this and I. Right. Fear sets in. Let me explain to you where fear comes from. Because as entrepreneurs, we do operate in a state of fear sometimes. And I'm gonna help you get out of that. Who's been fearful before? When making a decision, raise your hand. All right? Almost the whole room. So I'm gonna tell you where fear comes from and you never have to suffer from it again. Fear is manufactured in your mind. Your mind consists of two things and two things only. The past. Memories. And the future. Imagination. What I imagine the future to be. I imagine tonight I'm gonna go out with my friends and have a great dinner. I might get hit by a fucking car, but I imagine I'm gonna have a great dinner, right? But I don't know what it's gonna be. I'm gonna stack the odds in my favor by looking both ways, et cetera.

So if we know that the mind is memories and imagination.

When you're experiencing fear, you're probably reacting to memories.

Of experiences that you had from the past. Well, when I tried this before, this is what happened, so it might happen again. Or I've heard someone try this and it happened, so it might happen to me. Or we might live in the future. I imagine that this can go wrong and that might happen because, look, the human mind always goes for the worst case case scenario. And I will prove it to you. If you invite me to a, to a dinner party at your house and I'm an hour late, you're not going to be like, oh, I wonder if Pedro's won the lottery. He stopped by a liquor store, won the lottery, and he's now a multi millionaire. Right? No. You're like, oh, I hope that didn't get hit by a car. Right. We always go to the worst case scenario. That's how the human mind survives. Imagination isn't. Wow. I, I, you know, maybe he pulled over. He's having a great time. No, he got mugged. He got shot. He got killed. Oh my gosh, is he. Okay, so if we know that all of our mind operates out of. Whenever we're in fear, we're either in the past or in the future. You can't control any of those two things. The only thing you can control is what? The present. The present. So when you feel fear, tell yourself that I'm either operating in the past or I'm operating in the future. And I need to be in the present because the only thing I can Control. And if you can control the present, you will write a better past and you will stack the odds in your favor for a better future. Ironically, not enough of us are operating in the present. We're either there or there based on experiences or fear and imagination. Do you agree? That's a shitty thing to do? Right. So always operate in the present. Operate in the present. So when I say solve problems, be decisive, make a fast decision. I'll give you another great example. Over the Christmas holidays we went to Maui. Maui. Took the family to Maui. Like we're gonna do Christmas differently.

Went to the old Ritz Carlton. They had this amazing brunch on the Sunday that we were there. They have all these little desserts sitting out on these plates. But we got in where the brunch is almost over, about like 1:45. It ends at 2:00'. Clock. It's myself, my wife Diana, Andrew, who's 13 and Chloe, who's 11.

So we eat very quickly and we go to where the dessert counter is and you know there's like one or two of everything left. It's like a chocolate cake, a flan and like some like a pineapple upside down cake. And Andrew's standing there. My son, my 13 year old, he's looking, he doesn't know what to get. He doesn't know what to get. I'm just standing behind him watching because I'm trying to figure out what I should get, which. The answer should always be nothing for me where dessert is concerned, but.

It'S a weakness. And so, and so as my son is deciding, he's literally in this position. Like he wants to grab a plate, a hand comes in and grabs the one thing. Now he only has two options. Now he steps forward, but the hand comes in and grabs the other thing. Guess what? A decision was made for him. Now I don't know if what he ended up getting is what he wanted, but a decision was made for him. So when you're indecisive, make no mistake about it, a decision will be made for you. And oftentimes it's not in your best interest. Make a decision, make it quick. If it's the wrong decision, you'll know soon enough and you'll course correct. Short of death, everything is reversible. Do you agree? Good, Good. So problem solving is obviously a big component. And then once you solve the problem or once you have like, like here, I taught you something. Are you interested in like that's a sales piece, you're going to go and you're going to deploy that to your sales team, right? The faster you deploy that to your sales team, the faster you begin to reach your fullest potential where income is concerned and you crush your competitors. So that last piece is what speed of implementation. When you're communicating, when you're problem solving, you come up with solutions. And when you come up with solutions, if you just hold on to that solution, like wow, what Bedro said is a great idea. Great. That means you're a fact finder. You got facts, you have a fact in your hand. It has no value to you unless you apply it to your business. The faster you can implement information.

The faster you will see the results. That is effective leadership, guys and gals. And when you are at that level of effective leadership, I promise you, your business will thrive, your team will be impressed by you and will respect you and therefore become loyal to you. And you can pay them well. Like we got 401ks, we've got the partnership rewards program where they get one and a half percent of the monthly or the quarterly gross revenue. And the reason we do the quarterly gross revenue is some months I decided to go all in on the growth. So if I go, hey, we're doing profit share, My employees are gonna be like, I don't understand how we're in business if we're not making profit, right? Like you understand that. So to them I just go, hey, it's revenue share right off the top, 1.5%. We divide it up between the, the team members who have been there for a year. And by the way, if you start a partnership rewards program, guess what happens? They become self policing. Because we have 52 team members, let's say we got a 53rd on board. In one year, that person is going to qualify for the partnership rewards program, which means that 1.5% gets divided by 53 people. So whatever department that new person is in, they're either going to get him or her to play up to a higher level to help us make more money, right? Or they go, hey, get rid of them before that year comes up. So it's become very self policing, right? It's like fighter jets all the way. There's no fucking crop dusters there. And every time there's a crop duster, they find their way out. Either we exit them or the pressure's on so much that they just go, I think I need to quit. And that's fine. And that's fine. And the last and final thing I want to share with you here, this is point number six. I'm going to wrap it up. Take some questions if you guys have any. Is this. You've got to work from purpose. You've got to work from purpose. And here's what I mean. Don't chase the money. When I chased the money, I was having anxiety attacks. I was so stressed out that I couldn't sleep at night. So I was taking Nyquil and Vicodin to fall asleep. And I would wake up and take Adderall and pre workout just to. Just to get rid of that fuzzy headedness from all the drugs that I took the night before. It was not a good life. My marriage was falling apart. I was overweight, tired, fatigued, had given up in a depression. I was talking to JP about it. I was like in the dark, deep depression. I didn't even realize it, right? You've got to work from purpose and passion. People go, how do I find my purpose? Your purpose is not lost. You can't find it. Your purpose is something you develop. Whatever you're doing to make money, keep doing more of it. I started off as a personal trainer. I just wanted to help one person lose weight because I lost weight as a young man working with a personal trainer. And it changed my life, right? That one client turned into a handful of clients, those handful of clients turned into one of my clients, became my mentor and encouraged me to open up my first personal training studio. That personal training studio turned to five. I sold the five, became a coach and consultant to the personal training industry. The economy crashed. I started Fit Body Bootcamp. I still do personal training. It's just at a different level. Like I developed where I am today, right? This is my purpose. I'm still personal training. I'm just training you in a different way in your business and your mindset and your ability to take action, to lead.

And so I remember this very vividly. A few years back, we got this dog. Her name is Cookie. She's. She's about £90, but she thinks she's a little lap dog like most big dogs do. She's part mastiff and part German shepherd. And so we got this lady to come to teach us how to handle a giant German shepherd slash mastiff. And she goes, look, the number one thing I'm going to tell you about this dog is it needs purpose. It needs purpose. So you have to make sure you get out and play with it every morning at the same time. All right? Got it. No problem. I go, what happens if we don't? She said, in the absence of purpose.

Your dog will get depressed. And when your dog gets depressed, they go stir crazy and they start digging holes everywhere in your backyard. They give themselves a purpose. You understand that? They start digging holes everywhere. Like, oh, shit. Then I realized in that moment that I'm just like a German shepherd. You're just like a German shepherd. In the absence of purpose, you start digging holes in your life.

Pornography, sex addiction, alcoholism, drug abuse, infidelity. I don't know what hole you're digging in your life, but I can tell you this. In the absence of purpose and service, you are digging holes in your life. And the number one thing you can do right now is buckle down, become an effective leader, own everything, develop your purpose, and reach your fullest potential. Thank you so much.

I love you.

Love you. Thank you.

So I. You just dropped a huge knowledge bomb at the end. The idea of if you don't, if you're not driven by purpose, you will. You'll sabotage to basically create. Create your own purpose. You'll create problems. I feel like that shows up. I can identify areas in my life where that's.

I'm the king of creating my own problems.

Yeah.

And.

And I'm.

I'm.

I'm curious how you recognize that and what you do with it when you recognize it.

Simple enough, you'll recognize that because you know you're not living an authentic life. Like what you're posting on social media or to your email list or on a Facebook live is not what you're doing right. And these days, I'm sorry, like, hard on myself. And by the way, guys and gals, be hard on yourself. People aren't hard enough on themselves. You give yourself way too much, too many breaks. You know, if I had another five hours, I can go into deeper on that. But recognize that you're not being authentic if you're saying one thing, but not living another life on social. You know, you're on social media, you're saying this, but then, hey, man, I go to sleep at this time, I never hit the snooze button. But then you go to sleep late and you wake up and you hit the snooze button. You're an imposter. You're a hypocrite. And if you're being a hypocrite, be hard on yourself, call yourself out, and then don't go and try and fix your whole life. Now all of a sudden, I'm start eating clean and working out at the gym and get Craig Ballantyne discipline. No, man, just pick one effing thing and do it. For a couple weeks. Stop hitting the snooze button. One little win stacked on top of another little win stacked on top of another little win. Like, I don't know about you, but I didn't build an empire by doing one thing really good. It was a whole bunch of little wins stacked on top of each other. I stopped hitting the snooze button. Then I cleaned up my diet. Then I started going back to the gym, right? This is when I was, like, in the depression and anxiety attacks, and I started setting up date nights with my wife because our marriage was falling apart. And I did one little thing at a time. I stacked my wins because otherwise it's so overwhelming. How are you gonna do it all?

Yeah. So I'd love to know as you're. As you're stacking that. As you're stacking those wins, when did. I mean, it seems like your life kind of hit an acceleration curve and, like, hit a different trajectory. When did that happen?

So 2011, 2012, part of 2013.

I was. That was the darkest time of Fit Body boot camp. In fact, I had a business partner that I bought out, and my wife's like, you can't even make a business decision, right, because you bought out a failing business that's $640,000 in debt. You're trying to rest his resuscitate a dead body. I go, holy shit, she's right. But now I needed to prove her wrong, right? And so in. In that time, I actually hired an employee because I would have employees quit left and right around me. And I hired an employee. Her name is Joan. And I talk about it in the book. And it's funny talking about that, because Ed, my head radiographer here, is Joan's husband. And I hired Joan in 2013, late 2013. And she was so good at what she did. I go, I don't want to lose this woman. Like, finally someone's actually doing their job, exceeding my expectations. And I knew that if I continued to become. Be that ineffective leader, she was going to either leave or she was going to lower her standards like everybody else did. So I was like, this time, I'm not going to let Joan down. Like, for the sake of keeping Joan on board, and I talk about in the book, I started to man up, stopped making excuses, took control of my situation, and day by day, rose to my potential. But it was right around 2014, 15, as the tides turned.

Yeah, I know in my life, when things are out of order, it's usually because there's. There's no purpose behind it. And what I just heard you kind of suggest is you find a reason why, like you find. You find a purpose. And I'm just curious if. If you have a way when you're working with people, of drawing out, even if it's a purpose, a temporary purpose in order to drive them forward.

Oh, man, Ryan, I'm so glad you asked that question. And if you're looking like, hey, so where do I start? Where's the. My therapist? I've got a therapist, by the way.

Me too.

Right? You can have a therapist. It's okay. You're not crazy, or you are, right?

You're probably crazy if you don't. You don't know you're crazy.

Yeah. He calls it a golden thread. Right? A golden thread. So I go, kevin, I'm going to steal that from you. I'm going to use it with my new coaching clients. And so when a client's like, well, I don't know what to do, I've got this opportunity, I got that opportunity and I got that. I can open up four more gyms, or I could take my business online, or I can invest in all these other brands. Right. Three different things. Yep. I go, listen, if I covered your life's expenses, made sure you're financially okay the rest of your life, you have health insurance, you get all the best vacations, you're flying first class everywhere, what would you do for free? Which one of those three things would you do for free? Go. And instantly they go bang. They pick one. So ask yourself, what would I do for free if Ryan covered all of my life's expenses? That is typically the golden thread. That may not end up being the exact thing you're going to do, but for me, I would be a personal trainer. Fifteen years ago, I would say, ryan, if you're going to cover my life's expenses, I would be a personal trainer. And then that would have developed into where I am today. Right. And so do that. What would you do for free? Glob on to that and then it will develop.

So for you, that was personal training. How does that play out in business? Like today, you're not doing personal training anymore, but. But now you scaled an empire and the thing that you would do for free is do that. So how do you kind of reconcile that, that wanting while you're at the top of an empire?

Yeah, I just get that fulfillment differently. Right. So through the hundreds of Fit Body Boot Camp locations that we have worldwide, when our Fit Body owners are posting before and after Pictures of their clients.

The same thread, the same, same golden thread.

Same golden thread. And while I didn't give them directly those results, I, and those clients will never know that I'm the founder and CEO of Fit Body Boot Camp. Like, they just see like, whatever, Wichita Fit Body Boot Camp. And that's where the results are coming from. Like, I'm like, hey, I had a little hand in that. I had a little hand in that. And that, that gives me a sense of purpose, a sense of meaning. And if I don't have meaning, I'm telling you, if y' all don't have meaning, service, purpose, it is all for nothing.

And, and it seems like when you shifted that focus, that was when the business itself started to scale, which is first of all a very common theme over the last two and a half days. Like, if you want, if you want to get fabulously rich, you have to first go all in on creating that type of, a result of creating that type of impact and identifying what you would call the golden thread, the thing that you would do anyway, because it's probably the thing that you're going to, to create the best results for, which is probably going to be the thing that by even word of mouth marketing people bring in other clients, which is probably going to be the thing that you have to charge more money for. And it continues to go from there.

And to that point, by the way, as entrepreneurs, you know, like, your, your, your life's not predictable. My life's not predictable. We try and create some level of structure and discipline, et cetera, but it's not predictable, right? Like, I can have any day now. The Federal Trade Commission can go, hey, stop selling. We're going to do an audit. They, they've done that twice to us simply because we're growing so quickly. They go, we just want to see what you're doing. We're going to do an audit. And if we stop selling, well, guess what? I'm not reaching my numbers, right? And so if you know your life is unpredictable, that there's always going to be some kind of shit that's going to hit the fan. Don't you want to be doing something that you would do for free that you're so passionate about so that when things do get tough, you're like, it's like a walk in the park. Like, if you're only doing it for the money, when it gets tough, you're gonna stop. But if you're doing it, because I would have done this for free anyway, when you hit the suck factor and the shit hits the fan, you're gonna go through it anyway because, hey, this is what I'm on this planet to do.

Do you feel like even now you hit plateaus? And if so, I mean, again, it's easy for people to say, you've done this great, you've, quote, made it. So I'm curious if you, if you still feel like you hit those.

I hit emotional plateaus, right. I'm just so drained, I can't come up with content. I just feel very robotic. I tell my. This is how I describe it to my wife. I go, I don't feel I'm having. I don't feel I'm making love to the community that I serve. I feel I'm just having mechanical sex. Right? And it's a weird way to describe it, but in my head it's like I always want to make love to my community that I serve and not just have mechanical sex. And so I get emotionally drained and hit a plateau. We'll get drained by way of. We just can't hire the right people, right? We're having a CMO problem right now. We can't find the right chief marketing officer if our life depends on it. And so this one section of our whole company is suffering because of it. Right? That is a plateau that is limiting our growth. I know it, but I know one foot in front of the other because I would do this for free because I'm changing people's lives and fighting Doritos and Coca Cola and kfc. So I'm just going to keep doing it and the right CEO or CMOs out there and we're going to find him or her.

Yeah, yeah, I know. Part of your model now is partnering with entrepreneurs and helping them scale. What do you look for when you're investing time or money into a business?

Really good question. What I'm looking for is the leader. Does the person have the potential to become a great leader? Have they already gone through shit before? I typically want them to be somewhere where they're at least making a million a year or more. I don't want to be the one to teach them what an opt in is or what an ebook is or PDF or how to turn on your computer. If you're. If you're making at least a million in revenue, you could not be profitable. I don't care about that. I don't need you to be profitable. I can fix that. I could fix leadership. I need you to be making a million or more. And I need to know that who's the biggest earner in your industry? Show me your top competitor. Because I want to know what the potential is. I want to see potential of growth. If it's like, oh, at best it's such a weird niche market, like I've got a client, she not only teaches hockey players, they're hockey goalies. She trains hockey, hockey goalies. She makes 200000 a year. Her name is Maria Mountain. God bless her soul, she loves it. She would do that for free. 200000 a year. I'd never partner with her. I'll just coach her in exchange for money. Right. I need to know that your, your, your business has 50, 100 million, 200 million dollar potential, but you're a million to 5 million. And the problem is leadership and probably vision, traction. That's what I'm looking for and I can fix all that.

Yeah. Once again it like it comes back to the person, right? Always the person always comes back to the leader. It's not the idea, it's not even the market, it's who's driving that.

Well, you're marrying the person. It's like a, it's like a marriage. Right. And so it's like, well hey, if you want a family, do you want to make sure that you have a wife who's not nuts? Yeah.

So a lot of entrepreneurs lives are not in the position where like even if their business is healthy, usually they are not.

Yeah.

And so what do you do about an entrepreneur who themselves is out of balance even if their business is in place to scale?

Funny you say that. So there's six pillars of leadership and peak performance in my book man up and I promise you guys buy it. If you don't, if you don't make at least double what you making now in 12 months, I will give you 10 extra money back. Like the book will change your life. Trust me, it's not a free plus shipping thing. It's like you, you're going to buy it at full price, $22. But pillar number one of the six pillars of man up is self discipline. Everybody wants to go become a better communicator. They want to be decisive, they want to lead the team well, be the servant leader, lead from the front, lead by example. Don't be an imposter. It's self discipline. Self discipline is sleeping at the same time, waking up at the same time as everything that Craig said, getting your workouts in. You're a fighter jet. You cannot be a crop duster. You sign the front of the check. If you sign the front of the check, there's higher expectations of you, right? I'm not going to take a crop duster to war. I'll take a crop duster over the fucking cornfield. If you want to be a fighter jet and being an entrepreneur is a battlefield, you better train your body, your mind, your emotions, the circle of influence around you need to be strong in support. Like that is all self discipline first. But everyone's. Everybody wants to skip pillar number one and go right to pillar number two. Effective communication. Fuck that shit. Lead from the front, don't be an imposter.

Why did you start creating content content a few years ago, why did you, why did you start scaling the Bedrose brand?

Good question. Because I saw how I almost lost fitbody Boot Camp and now the big impact that we're making with FitBody Boot Camp, I'm like, oh my gosh, there's probably other people out there who could have a brand that could literally be industry changing. Like my brand is in my industry, right? And maybe I can help them and I'm a capitalist. Maybe I can take equity in their brand and I'll sign deals with them where after seven years they buy me out at the current level of valuation, right? And so I'm like, hey, what other potential businesses are out there that are in the same position that I was with Fit Body Boot Camp? That can be an industry game changer that I can just get my arms around and my team around and scale and make money and make an impact again. It's money and meaning to me.

Yeah, beautiful. Do you have an end game?

Yes. The end game is to keep myself as busy as I am today because I'm one of the most self destructive people on the planet. I am. I truly will find holes to dig in my life. And I was talking to JP about it back there. And so my end game is to constantly keep myself busy serving others until I do my hundred years and die. It's that simple. I want to leave legacy wealth. I want to obviously be the biggest donator to Shriners Children's Hospital. Currently it's Justin's Timberlake. Fuck that guy. No, I love Justin. Great guy. Obviously there's all this money that we want to donate. We've got 108 people, kids now adopted through Compassion International. All that stuff is great, but all that is to keep myself sane and to keep myself from digging holes.

Would you talk more about that? You say, what do you say? The most self destructive person on the planet.

I wouldn't say that on the planet. Or maybe that. Maybe that's Charlie.

So Craig Ballantyne is the most disciplined man on the planet.

I gave him that name, by the way. Oh, dude. Yeah.

So explain to me why you say that, dude.

All right, so this is where J.P. i don't know where J.P. is, but. So at Joe Polish's Genius Network event, like, sneak up behind me. Hey, J.P. what's up, primo?

So at Joe Polish's event, Craig and I were built to speak right after Tony Robbins. So Tony Robbins is on stage, and he's like, got his big, giant mitten hands, and he's like, I was built for the winter. I was built for the winter. And everyone's chanting that they're built for the winter. And I'm in the back getting mic'd up, and I'm hyped up. You know, Tony Robbins is. I'm built for the winter, too. I'm like, oh, I gotta follow this guy, right? And so Craig and I are like. So anyway, we get up on stage, and I'm supposed to talk about leadership, and Craig's gonna talk about personal discipline. And Joe Polish had us prepped for months at a time, right? And got the chair set up. And I realized in that audience, I'm like, man, there's like, millionaires and some billionaires in that room. You don't need to learn leadership. You can just hire leaders at that point, right, for your departments, and you're good. What you really need to do is fix the trauma. And I just read a book called the Body Keeps the Score. And third book you should add to your list. Trust me. And I'll tell you why the Body Keeps the Score. I forget the author's name, but it's a very complicated name. And so that's how you know you'll. It's the right one. And, yeah, it's like Dr. Van Beesel something. And so look, man, between the ages of 4 and 6, I was molested by two older boys in Armenia. When my parents. When my parents decided to escape to the United States, they thought they were giving me freedom to come to this country and become whatever I want. They don't. They didn't real. They still don't know they're alive. That they freed me from constant and daily molestation by two older boys. And when you're constantly molested between those formidable years of four and six, you grow up and you have a chip on your shoulder. And the reason I went and worked with a therapist is because of my anxiety attacks. That started about six years ago, right?

And he helped me get over my anxiety attacks by teaching me four letters. Hungry, angry, lonely, tired. Halt when you're hungry, angry, lonely, tired. A drug addict is likely to go back to drugs. An alcoholic is likely to go back to alcohol. Call an anxiety. Someone who's anxious is likely to have that anxiety attack. I'm like, all right, check fixed in four weeks. Problem solved. As I'm walking out of his door, and I'm like, bye, Kevin. See you later. He goes, bedros, is there anything else you want to talk about? And I pretty much broke down crying, right? Because I had held this thing deep inside me for 30 at the time, 32 years that this had happened to me. And we spent the next 16 months, every single Monday, working through that trauma. Now here's what I learned in that book. The book Body Keeps the Score. One out of every four people has had some kind of sexual abuse, molest, rape. One out of every three people has been physically or emotionally experienced trauma. The crazy part is when you think about the number of people in here, plenty of us have been raped, molested and abused. Welcome to life. No one gets out unscathed. But the reality is, we put on these filters, we see life differently. I saw life through rage, shame and confusion. I was angry. Why did this happen to me? Right? I was angry. Why did this happen to me? Shame. Oh, my God, I can't believe this happened to me. Like, no one can find out this happened to me. A big brawny guy. How could this have happened to me as a kid, right? Like, I got to be big and strong, protect myself, protect everybody. And I realized I'm a natural protector for that reason, right? And then, and then the confusion, shame, rage and confusion. Am I gay? Am I, Am I gay? Like, I might be. Did I do something as a little boy to a attract that? And then Kevin broke down each of those three things. The rage, the shame, confusion. And I won't go through all three of them, but pretty much where the confusion was. He says, look, boys look up to older boys as a rite of passage. Boys look up to men as a rite of passage. You just looked up to them like squires look up to knights to become modern day knights. They took advantage of that. They took advantage of you. You are not gay. He goes, do you ever look at gay porn? No. Gone to a gay club. Ironically, I had, because I used to be a bouncer at a gay nightclub. Crazy story. I was like, oh, shit. He's like, that doesn't count. Right. I was like, oh, I think I'm gay and I work in Disneyland a lot of. Yeah. So I love all my gay friends. I've got so many gay friends. I love them. But all this to say that I was like, oh my gosh, I see where the rage is coming from. I see where the shame was coming from. Like, I did nothing to deserve that, so I shouldn't be, you know, embarrassed about it. Right. And so at Joe Polish's event, I was like, joe, I'm sorry, I know you've scripted us to talk about leadership and time management and productivity, but that all these people here can go buy leaders. What we really need to talk about is we've got 300 people in the room is what I said. And that means, statistically speaking, we've got a. A dozen or so people that have been raped or molested like I have. And we've got even more than that, about 20 or so people that have had emotional and physical trauma. Ironically, the same part of your brain lights up, the fight or flight part lights up. And you're always in this like, fight or flight mode. The reason we become entrepreneurs is to build armor. We protect ourselves. We use money as power. We can mask it as whatever the you want to mask it as, but it is power. And that book explains it, right? And so I realized, wait a minute, man, like, I got to talk about that. And everybody was, I was seeing grown ass men who, like you've seen on infomercials, I'm not going to share any names, but grown, grown ass men and women and that, like, squirming in their seats, like looking towards the door like they just want to leave, but they're crying and they don't want to leave. And afterwards, so many of them came in the green room. We're all hugging and crying together, right?

Fix your wounds. We walk around life with all these wounds on ourselves from the trauma that happened to us. And we bump into each other and I'm like, ow. Ryan, what the fuck, man? You hurt me. You didn't hurt me. I've never fixed my trauma. Right. You're like, hey, Bedros, how are you? Looking good. I'm like, what the fuck do you mean by that? When in reality I just haven't fixed myself. So anyway, all this to say that that's led me to have this chip on my shoulder today. I'm more open about it. I'm less self destructive. But I know that if I'm given idle time, I will find a way to fuck things Up.

It's the truth.

A lot of us become entrepreneurs to cover up a lot of that. Right? And I would almost argue that most of us become entrepreneurs in order to cover a lot of that up. And so we think we're fine. We think we're good. How would you speak to the person who's in that mindset?

Yeah, well, we do think we're fine. I mean, think money allows you to create your own ecosystem, right? So instead of getting. Fixing your trauma, fixing, working through your trauma, I'll build my own ecosystem and live in it. Right. I can work out of a hotel room. I had a friend who stayed in a work out of a hotel room for something like a year and a half. They did their. His laundry service. He lived out of it. Like, you can create your bubble to insulate and isolate yourself all you want as an entrepreneur with money. Money allows you to insulate and isolate yourself from the world. But at some point, you have to step out to meet Mrs. Right or Mr. Right. At some point, you're going to want kids. At some point, you have to be a neighbor and have neighborly talks. And I didn't know how to talk to my neighbors. I didn't know how to be like. Because in the back of my mind, hey, man, you think she's hot? And by the way, let me just tell you, when you meet a woman, we can't show this to the wife, guys, so you got to edit this part out. When you meet a woman, at some point, the conversation comes up. So how many girls have you been with? Right? I didn't know that I was supposed to lie, Ryan. And so I threw the number out and I was like, what? But look what happened as a young man. I was just trying to prove to myself I'm not gay by getting with all these. Does that make sense? I'm just being very honest here. What if I had actually worked through my trauma? Because that was an unfulfilling experience, going through all that right in the moment. I was like, yeah, I was with another chick. I was with another chick. What did it mean to me? Nothing. Absolutely nothing, man. I. It wasn't meaningful. So anyway, all this to say that we all have trauma. You got to process through it. It's not your fault. You need to go see a therapist. See, call them tomorrow or Monday. Don't wait up six months to a year. Because everyone then reaches out to me now because the story's been out for a while, a few years now, like Beatrice, I waited three months or six months I shouldn't have waited that long. There's nothing wrong with you. You're not broken. You're human. That's a human experience. Go process it. Take off the armor and use your money for good.

How many of you have heard the podcast I did called you are Enough?

Okay. So for the other half of you, if there's one thing of mine that I would ask you to listen to, it's a podcast called you are Enough. And it was basically me realizing one of the wounds that I had carried around for 30 years of my life. Didn't even know that I was carrying it around. Right. This idea. And Joel actually just talked about this on his podcast. This idea idea of we're all walking around with these wounds, and some of them are like, do I measure up? Do I compare? And we're playing this comparison game all the time. And most of the time, the context of how we compare ourselves is based on things that happen to us that are completely against our control, completely out of our ability to change anything. And then we create meaning out of that that carries on for decades, and we don't even know that it's one wiring us.

It becomes our identity. Yeah.

And it becomes our. We base our habits on that. And so when you're in any sort of behavior that you want to change, it's usually because of some way that we're covering up a wound that happened that we've almost forgotten about.

Yeah, exactly. Right. Yep.

So, Bedros, how can people support what you're up to in the world?

Best thing you can do is apply this stuff to your business and then pay it forward by, you know, Shriners Hospital, Children's Hospital, Toys for Tots, or Compassion International. If you can give back to those charities, whether it's a dollar or $10 million, I would greatly appreciate it. And then if you want to follow me on social media, on Instagram, YouTube, Facebook, Pedros Kulian.

Thank you, Pedros. Thanks for creating the change in the world.

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