How he went from BROKE to a MULTIMILLION dollar business | Joe Logalbo

Hey everyone, I have a clip that I'm going to share with you today from our mentoring community that is a perfect example of a transition that you will go through. It's a realization that you will have in your business and it's this. When you start focusing on building towards a vision rather than making short term money, you make a lot more money. So there's a member of our mentoring community. His name is Joe. And Joe is coming from the direct response world. He has done the make money thing, he has built cash flow businesses and he went through a transition after going through some of our mentoring of taking that same energy and casting a real vision. And what happened for him is now he's thinking much bigger than he ever has. Something that's going to make way more money and have a much bigger impact. Now, I don't know if you can make the switch internally to know that if you could just focus on the vision, if you could just go for the bigger thing, the money would show up. I don't know if you have to go through the make money cash flow period or not, but my goal in you seeing this clip is to help that transition happen faster for you. Because if you can see an example of when you go for a big vision that the money shows up, that there's much bigger impact, much greater experience, much greater wealth and happiness and freedom, if we can shorten the time for you to really get that, then you'll be a much more powerful entrepreneur. This is a clip taken from one of our coaching calls inside of our mentoring community, which is called the 1%. And this is with Joe. Please enjoy. Joe, man of the hour. It's funny because when we talk about the owner's model, I think about you because I've been keeping my cards a little bit close to my chest. But we've talked about this and later this year I, I want to do more raises for brands that I'm excited about to come from the incubator. And you're on my short. When I think about brands I'd love to do that for, you're on that short list.

So exciting.

I want to jump into what you're building. I want to jump into what you've built. But I feel like for a lot of the people in here, if you can just share a little bit about who you are and then I want to get the early story because like we, you and I got to sit down and chat and I got to hear so much and you've got an amazing story, but share a little Bit about you, what you built, and then we'll kind of jump into this.

Yeah. So my. I have two businesses now. So my first business that I started back six years ago, I was living in my mother in law's 600 square foot home. So we just moved from Fort Worth, Texas to Alabama. And when I was in Fort Worth, I had like a little boot camp business, a little outdoor fitness boot camp business. And so when we moved to Alabama, I had a rude awakening that, oh, I can't take this business with me, you know, and so I had to start over. And so I was. My wife and I were both working jobs that we hated. I was working at a call center for Walgreens and customer service. Call center jobs. Probably the most miserable experience I've had, even the outside of it. You know, I'd go outside on my lunch breaks and they'd have these giant metal bars. It looked like a prison, and it sure felt like it.

And so, yeah, I. I realized I need to. If, If I ever have to pick up and move again, then I need to have a business I could take with me, you know, and that's what. That's where I kind of got my start. Looking into how to build an online business. And through a series of events. I mean, I'm passionate about fitness stuff, but through a series of events, you know, I got linked up into some masterminds. And it, I mean, it took every penny that we had. I mean, we had nothing. Like, if you have nothing, then just invest in yourself because, you know, invest in that dream. Because honestly, having nothing was. It made it almost easier to invest. It's like, well, I, you know, I don't have anything. So it's like, okay, I'll use this last three, $3,000 that are in the bank account, join this mastermind. You know, six months later, we had a little bit more funds, not from my online business at all because it hadn't taken off, but just from saving up some money. And I decided my wife really wanted to move out. Obviously, we're in, you know, her mom's house in a very, very small room. It was.

Yeah, I'm no kidding.

Interesting.

And so anyway, we had a few thousand dollars. She's like, let's move out now. And I said, I feel like I'm supposed to hire this copywriting coach to teach me how to write copy. And it's all the money we have in the bank, so can we just push off moving out for a little bit longer?

Wow.

And so we did that. And yeah, Five months later, I mean, we had a massive breakthrough in the business and I was able to leave. And since then, the business has evolved. So my first program was just a sprint program. You know, how to build muscle, burn fat, do interval training. I had a kind of a unique mechanism that tied nasal breathing, so breathing through your nose instead of breathing through your mouth with the sprints and whatnot. But anyway, that, that kind of set me off and the. I realized that I was really, you know, I wish I had been a part of Cap Inc. In the beginning because I really would have dialed in my person from the beginning. For me, it was an evolution with the first business.

Wow.

And it just, you know, eventually as I got to know my person more and more and more, you know, the business just grew and grew and grew. We're able to dial it in a lot more. And you know, six years later, it's. It's a multi million dollar business. And it's been a multi million dollar business for the past three years now. So it's, it's been, it's been fantastic. But yeah, I mean that, that's just, that's just kind of the start justice. I don't know. I don't want to ramble.

No, I love you're hitting so many things and I, I want you to ramble more for a. A lot of people. I want you to share a little bit about what did the masterminds do for you? Because we talked to people that are like, hey, like, invest in myself right now. No, I need to make money. And it kind of catches people off guard. And just I got to talk with you and your wife and I just saw even her belief in you. And so what did those, you know, hiring a copywriting coach when you're still living there after you spent money on a mastermind. Can you tell me what was like yalls mindset in that and then what did they do for you and what confidence that did that give to you?

Yeah, definitely. I mean, I can tell you that just from a mindset point, like, you know, for me just praying and getting confirmations I need was what kind of jolted me into the confidence that I needed. I was not a confident. I mean, I did not have a lot of confidence in myself because I had failed, you know, and so I was searching out, okay, what am I supposed to be doing here?

And Joe, how. How old were you when you failed?

I was 26.

Okay, so 20, 26. You're feeling like a failure.

Yes.

And how long after that until you started seeing Things start to move.

Great question.

Well, so 26 is when. Yeah, that's. That's when I was started investing in myself with the Masterminds. I hadn't done any investing in myself up until that point. And I mean, thankfully, 27, you know, we had that breakthrough in the business and things have. Have grown, you know, since then. But, yeah, I mean, I. I had started the whole entrepreneur thing when I was 22. So I had. Or 22, 23. So I had four years of like, being between a job and being like, okay, and kind of like dipping my toe in the water and like saying I'm an entrepreneur, like chasing that dream, but not really investing in myself or just trying to figure it out on my own and just trying to figure out what I was passionate about, too.

That.

That was a big thing.

Five years of guessing yes.

Yeah, yeah, yeah.

That sounds like an appropriate timeline.

Yeah, I see.

I would.

And that's something that I do want to tell, you know, I would tell anyone. If you want to skip steps in terms of. If I wanted to condense those five years down into a year, I would have just joined a mastermind. I mean, it's so valuable because there's people ahead of you who have done what you want to do. And so when you can kind of sit under them and learn about the pitfalls, when you can kind of gain from their wisdom as well, when they can look an idea and say, hey, I think this idea. I think you have something here that has merit, or they provide some sort of input that helps you kind of straighten out your path a little bit to narrow your focus down. It's so important. So important.

And. And when you say mastermind, that's also. Group of coaches, a community.

Yep.

It's changing the inputs that are going.

In here 100% because you're. You're also see it is a community and you're seeing that it. It's possible, you know, that the things that I was hoping to accomplish when I walked into that, you know, that mastermind, that coaching program, I, again, I had nothing, you know, but I was seeing guys who were making some money online. Some guys were making a lot of money online, and they were doing it in the fitness space, which is, you know, where I.

That.

That was my kind of initial passion. And as that's evolved, I've realized my passion is building businesses.

Yeah.

But it started as a, you know, with fitness and just saying, wow, like, they're doing their passion and they're making money and, you know, it's Great to see that. Hey, it's possible for me too. And I can do something that I love. And so, yeah, man, you gotta get in the group with like minded people. It just shuttles you forward so much faster than going at it alone.

100. We were talking about Damien Ryan and I were, and just he joined Incubator and we just saw him just take action behind the scenes. And then what the world will see is, oh, he had a massive launch and it's like, oh, that was a breakthrough moment. Right. But what we saw was like, hey, quietly he's acquiring skills behind the scenes and taking action and asking questions of the, of the Incubator coaches and just like moving forward. And you had that breakthrough moment. And a part of me wants to know, you know, Joe, that breakthrough moment, we get a question all the time of how'd you keep the momentum going? What did that look like? And for you, you get that breakthrough moment, but you said for three years you guys have been at a multimillion dollar business. What kept the momentum? Was it acquisition of skills? Was it. Did you join even more masterminds? What did that look like for you?

Yeah, so I think the biggest mistake that folks make when they reach a breakthrough is they all of a sudden get comfortable or they stop investing in themselves or in certain skills and basically think that the person that they are right now is the same person that's going to get them to where they ultimately want to be. And it's just not true, you know, and so in order. So even when we hit our breakthrough, it's like, I mean, for me, it's like there's still so much more I want to achieve, you know, and I can't get there just being this person I am now. I have so much that, that I need to learn. I mean, that's why even, even when we're doing multi million dollars, I joined Cap Inc. And, and you know, it's because I'm like, okay, this Ryan guy, I'm watching his videos, he knows a thing or two. I don't know.

I don't know.

He knows some things. And so it's like, you know, I, I was like, why I need to invest? Because to that at that point, I hadn't built my company. I had built a company in a way where I was still putting in 40, 50 hours a week.

And so when I was learning about the owner's model and just kind of consuming Ryan's content, showed me, okay, there's something that you're not doing here. Because in the Future. If you do want to sell the company, could you. And my answer at that time was no, because, you know, so I, I want to have options and I don't want someone to come with a, you know, with a proposal of an acquisition, and I'm not prepared. So anyway, all the. All to say that, you know, I think some of it is. I think a lot of it is vision. Like, if you're just someone who's just like, okay, I'm okay making X amount of dollars a year and, you know, providing a nice income for my family and that, like, it totally, like, you know, if that is your thing, then that's totally okay and go for it. Just be careful that saying that you're going to stay in the same spot and I'm cool with this. What? Be careful because that can ultimately, like, things will start to slide backward if you're not keeping up with investing in yourself, with, you know, improving certain processes in your business and learning new things. So for me, it's just, I think there's just a vision there of what I want to. Where I want to be.

Yeah.

And so the only answer that makes sense is to keep investing in yourself. Keep sowing seed and there's a harvest, you know, so it's just keep, you know, just keep doing the right things, keep doing the good things, the things that, you know, will produce a result. And, you know, what I've experienced with coaching is it always produces a great result.

For you.

Yeah. I mean, come on. The. We've kind of been talking about, like, your business, like, everyone knows what it is. Can you share what your business is.

Who you serve, and then kind of talk about a little bit about the vision of where you see this. This going, your.

Your.

This business, and then we'll jump into your other one, which.

Awesome.

I'm fired up about.

Oh, I'm so amped up about it is for so many reasons.

But.

But yes, the. The fitness business is called Live Anabolic, and we serve men in their 40s, 50s, 60s, and beyond. Our. Our average customer is around 57 years old. And I think a lot of it subconsciously stemmed from wanting to help my dad. My dad was obese. You know, growing up, just, I mean, my whole life. It's not that he was obese in a way where, like, you look at his body mass index, that's what the doctors would say. But it's not like he was like, you know, stuck on the couch all the time. He was an amazing football coach. Like, I just loved him so much. And you know, I tried my best to try and help him get on track with his fitness. And I think that the combination of that in me kind of being an old soul, you know, kind of, you know, already made me want to serve those customers more than just like the 20 something or 30 something that like wants to build muscle and pick up chicks, you know, so it's, yeah, well, that's, that's kind of like the direction that, that, you know, I went in and that's, and that has evolved. So knowing that about our customers, it, it helped us decide what kind of supplements are going to be the best for them. What kind of programs are going to be the best for a busy guy who likely has some joint pain. He doesn't recover as quick as he used to. He's got the stubborn belly fat, you know, he's, he's, you know, he's wants to get his strength back. He's thinking back to the guy 10 years ago, 20 years ago, and he's like, wow, if I could just get that back, if I could just get a little bit of that back, I'll be so happy. And Joe, would you give us one.

Example of one product that is in that line? Yes, one of the supplements.

Yeah, one of the supplements. We have a, obviously a testosterone support supplement. Okay, so that's, you know, just pause.

Just pause there for a second because this is an amazing teaching point. Yes. One of your products is a testosterone support. Why does a 57 year old take a testosterone support versus a gym rat who's 25 trying to put on muscle? Yeah, what's the difference there?

So the hormones. So as you get older, your hormones begin to diminish with age. There's this kind of slow natural decline that takes place and it affects everything. It affects your ability to build muscle, it affects your ability to burn fat, it affects your ability to even sleep, have energy. When your hormones are disrupted like that, when your testosterone levels are low, causes all sorts of issues and other issues that guys don't like to talk about so much, but lots of issues. And so for a 25 year old, when they were young, these guys think back to when they're young. Oh, I had, you know, all this testosterone. I could just do some push ups and I would wake up the next day and I could see some new muscle, you know, but, but those results don't come as easy. If, if you have diminished testosterone levels and they're low, it's going to stunt your results. And it's really unmotivating and discouraging so.

Anyway, so notice, notice everybody, that Joe is talking about a very specific pain point for a very specific person. Now Joe, what is the price point on that supplement specifically?

So that supplement depends what package you buy, but if you just buy one bottle, it's 47 bucks.

Okay, so 47 bucks, which would be more expensive than most of what you'll see on Amazon or other brands. That's, that's why person matters. Yeah, everybody. Because what Joe just talked about, he didn't tell you that there was Testofin and Fenugreek in there.

Right.

He did not just list off all of the features of the product, he talked about the pain for the person and what that means for their life. Therefore, you pay a premium for it, for solving the problem. Too often we compare ourselves to the competitors rather than looking at the pain point that the person is solving and comparing where they are compared to where they want to be. That's the comparison that you need to make to come up with your price points. So I just wanted to highlight that because you were hitting on this point so beautifully and I didn't want to miss it. Yeah.

And I mean, we wanted to speak to our customers so much that I, so I started as the face of the company. And this might be a nugget for those who are listening if you have to start as the face of the company, but your vision is bigger. It's okay to start as the face of the company, but I realized that a 30 something year old guy, 20, 20, whatever at the time, is not going to be able to speak to a 50, 60, 70 year old man the way that they would be like, oh, he gets it, he gets me. Because in the back of his head there's always, oh, you're just a young guy, just wait until you're 20 years older. And so that's why I'm not the face of the company. I have a guy, Gary, who's 47 with just ripped six pack abs. Amazing guy. And then I have another guy, Mark, who is almost 60 years old. Six pack abs, incredible. But these guys know how to connect with, in all of our videos and all that, they really know how to connect with our audience. So they're, they're amazing. I couldn't do it without them.

This is, this is really a big deal because I wrote down here, you're not your customer. And we get that question all the time, like, I really want to serve this person, but I'm not, That's not me. So what do I do about that? And I think the bigger thing is you had a mission behind it. Like, it started with this mission for your dad, and you want to solve this problem for your dad. And then you're seeing it much bigger. You have a really specific person, and then you're going, hey, I understand. There's no ego. Hey, I don't have to be the face. So I'm actually going to find someone that speaks better to them than I could. Even if I might know more information. Yes. On all of their nutritional. Nutritional levels. I might know more than these two guys, but these guys connect better. So I'm going get my ego out of the way. I'm going to let them speak to them and just. You've got a YouTube channel where they, you literally created a YouTube channel where they give advice and has like, how many subscribers does it have, Joe?

It has 418,000 now.

And so you're just empowering these, these people that you're like, hey, you two connect with my people. I care deeply about them. There's mission behind this. These are my people. You guys speak to them and you resource them like crazy. You have an agreement with them. Can you talk a little bit about how you built that relationship with these two guys? Are they like your dad's best friends or are they people you know, like, how did you build that relationship?

Yeah, so I, I, I told you guys that I was in a mastermind. That mastermind was a fitness mastermind. It's Vince Del Monte. I'm sure you guys have heard his name. He's a great guy. And so I was just one day, I was like, okay, I need some again. Came to the kind of realization, I need someone who's really going to connect with, with these guys better than myself. So I reached out to him. Hey, Vince, do you know anyone? And that's when he introduced me to Gary Walker, who's been with me now for, geez, almost four years now. It's even crazy to think about almost four years now. And I just reached out to him, I said, hey, here, you know, here's our YouTube channel. I'll pay you $100 a video. And how about, you know, we, we give it a shot, see how things go, see how the audience responds to you. And they responded, well, you know, they, they really, they, they preferred him.

He's, you know, he's, he's right. And, you know, and he's a little bit younger than our, the reason our demographic skews so much higher at 57 as opposed to maybe 40, is because we have an at home fitness program called Fit After 50 that we run on Facebook that is our number one bestseller. But at the time, you know, Gary was just, we're just serving all men over 40 and we still do. But yeah, Gary was really speaking to those guys. And then as the channel kind of grew, it got close to the hundred thousand subscriber. Mark not there yet, but I heard about, you know, so I came to this realization too that I also don't like if Gary was to be hit by a bus, you know, not gonna happen. But just saying if something, if Gary, if Garrett is to say, hey Joe, I want to leave then the brand, I don't want it to live and die off of one person. And so that's when I started thinking, okay, this isn't just, you know, Gary Walker, Liv, Annabelle, this is a men's health and fitness company. And we are going to bring, and we've had multiple guys on our channel, but we're going to bring men in the 40s, 50s, 60s onto our channel as coaches. And so anyway, there was an opening of, there's a company called Six Pack Shortcuts that I, I don't believe they're still in business, but there was a gentleman on there named Mark and he was 54 at the time, you know, six pack abs. And anyway, I heard that the, the company had let him go. So I just found him on LinkedIn and I just reached out to him. I'm like, hey, you know, what are you up to? Want to shoot some videos? Here's my channel. Thankfully, the channel had a little bit of traction at that point. It wasn't just like a thousand subscribers. If it was, he probably wouldn't have been interested. But he saw what we were doing and I'd say that he liked the vision of it. We had a couple of phone calls and we just said, you know, then. So I've been working with Mark now for two and a half years, so he's been with the company. So yeah, that's kind of how it evolved in terms of bringing these people on. It wasn't all at once. And look, it was just $100 a video. Yeah. To get Gary started. So, you know, if, if, if you don't again, in the beginning it's okay to be the face, but because, because there's a reason that you're likely serving this market. You likely have a passion for them or at least you should. If you're following Ryan's model, you should have a passion for, for who you're Serving.

Yes.

So it's okay to be that guy in the beginning, but when, you know, seek out opportunity to look for the person who's going to serve your audience best from the, you know, kind of face to face, you know, I guess in our term, you know, with me, with the camera, you know, on YouTube, did you find.

I know some people are going to be wondering, you know, the tactical side of it. Like you've got to, you've got a, you've got a. Not so much on the YouTube side. That's pretty easy. You just kind of, you work it. You have a copywriter skill. I think that is something that I have seen in a lot of brand owners is there's a certain, they've got a basic, a good, basic level of marketing and understanding copy and how to relay that towards their ideal person. But when it comes to like growing your email list, because now you have, you have a big email list that you get to communicate to frequently. How did, on a tactical side, could you briefly share about how you grew that, that email list?

Well, I, I would love to do one better here with, and talk about. So I see with, with an email list.

I have basically our email list is almost all customers. Like, we have a nice little simple lead magnet. But, you know, we've, we've got, you know, 50 plus thousand email subscribers and their customers, you know, so it's. The lead magnet is just kind of something we have on our page where they can opt in. I wish I had like some really good nuggets. But I will say that with our Facebook group, which is something that, you know, if you remove the tech out of everything. So anyone who's listening here who's overwhelmed by like the tech, oh, I have to, you know, make a lead magnet and get a website and this and that, which do it definitely. But if you're overwhelmed by that and you're still looking for a way to get your person into the door so you can start providing value. What we've done with our YouTube channel is we send them now to our free Facebook group. So it used to be that this Facebook group was just for our customers. We wanted to provide a step above what we see a lot going on in the fitness industry, which is just buy the product and sayonara and that's it. We want to make sure that when they buy the product, they're then in a Facebook group where Mark and Gary themselves are active in the group answering all questions. I think Mark is on there, you know, two hours a day answering a Bunch of questions and just encouraging, guys. But anyway, we are called to action now on our YouTube videos is to click the link down, down below to go to the free Facebook group. We've turned what was only for customers into something that's now open for people who are following us on YouTube. So now we're getting between 30 to 50 people coming into that Facebook group a day. And what's cool about that is they're also seeing all the success stories of all of our customers. So like, you know, everyone's saying, oh, phase one, you know, day four is insane. And, and so people are like, what's phase one? Day four, you know, and.

It'S really cool. I think it's something new that we just started doing, but I wish I'd been doing it longer. But hey, we found it now. So we're just going to keep running with it and bringing all Those people from YouTube into our Facebook group.

Joe, it's almost like we should do some sort of a sprint soon about building audiences with Facebook groups. Spoiler alert.

1% members will be a big focus for ours starting next month. Yes.

And I will say so Damian's one of those awesome guys who's like crushing it on TikTok. And you know me, you know, we started on YouTube, so I'll speak to the power of YouTube really quick. So these, all these videos we have now that's calling people into our Facebook group. The thing is, is they're going to live forever. It's not a 24 hour video on Instagram. When someone types in how to build muscle. After 40, one of our videos is going to pop up and they're going to have a link to go to our Facebook group and they can click and join and that link and that, you know, this, the, the video will live on, on YouTube forever, you know, so it's one of those things where the momentum builds. I'm all, I'm, I am all about this idea of just building momentum. And you know, you see even, you know, if you feel discouraged, just know like every day is an opportunity to build momentum more and more and more. And then one day you're going to feel that whoosh effect where it's like, wow, all this momentum I built, like pushing this stone up a hill is now like going downhill. So anyway, all to say, you know.

If you're, I want to, I want to echo what you just said there.

About the different channels and their benefits.

Yeah.

Because the way we think about it, spoiler, you're going to learn all about this in our next Sprint next month. But you need a traffic source.

Yeah.

You need a what we call a hopper and a conversion source and people confuse the three. So they're putting stuff on TikTok, hoping that it converts. They're different purposes. The purpose of traffic, the purpose of Reels or Instagram or TikTok is to fill the hopper.

Yes.

The hopper is the email list, the Facebook group, the thing you nurture over time. And then you have a conversion source. That's where you send them to take an order, order form Amazon. You collect the check. That's how you build an audience. You need traffic, Hopper, then conversion. And people mix the 2, 3, 4, they mix the 7. And that's where people get confused. That's why you have influencers who don't make any money and you have businesses who have no followers.

Yep.

Traffic exposure, Hopper. Those two things together is where you get raving fans and customers. So you're doing that with YouTube traffic. And then you have Facebook group, Hopper. You have an engaged audience. You can launch whatever you want.

Yeah, this is. There's so much gold in this conversation, it's ridiculous. I want like, you came in to the incubator and you're already at over a million dollar run rate. And for a lot of people that they're going, well, you know, I'm coming in. Are there a bunch of beginners in there? What's going on? But you jumped in and I still remember your first call. You're like, these coaches are awesome. This is, this is great. And you were like getting all of this information and then you're going, all right, I got to get my brother in law in here. And. And then you're like, we're creating this thing. So tell us a little bit about the brand you're working on and what was it like pitching like you, I don't know if you ever had to pitch before, put together a pitch deck and pitch in front of a bunch of people that like, don't know. You've never met a bunch of panelists. What was that? What is this brand you're working on now that you just put a large order in? And what was it like pitching in the incubator, man.

Yeah, I'll cover these here quickly. Yeah, I joined again. I joined because I wanted to structure my fitness business to sell, but.

I found something so much bigger being Inside Cap Inc.

So when I think I was only maybe a month, a month and a half where I was in the group and my brother in law, Kyle, he has An Amazon or. Yeah, he still has it, but he has an Amazon business that sells security locks are security, RV locks. You know, he lives in an RV himself with his family, so it's very, you know, he very much gets it. And so anyway, I was like, okay, you know, he can definitely build this company to sell. He was having some success and I was like, this would be the perfect group for him. And to be honest, I've never been a part of a mastermind like this. So it really was eye opening for me. And then I saw this is a no brainer. I gotta get Kyle in here. So I told him about it. And it's funny, I think he was kind of priming me because after a month in, he gave me a call one day. He's like, Joe, I think I'm thinking too small with this RV lock business.

Come on.

You know, and, and he, he kind of left it that we kind of. And for me, I'm like, dude, but you're doing good. I think you found a really good niche, you know, kind of that, you know, I don't know, protector mentality of what? Just want it, you know, like, hey man, I just want you to like, you know, you know, I want you to win with what you're doing and stay focused. You know, I was very much in a mindset of staying focused and that's very important. You have to be. But anyway, then he texted me a couple weeks later and he said, look, I don't want to step on your toes or anything like that, but I, I. Have you ever thought of doing a men's hygiene type of a brand? And you know, my wheels started spinning because this is something that my, you know, my audience had talked about before, just, you know, chemicals and certain products. And so it was already, and it was something I already knew, but I hadn't really thought about it. And so I told Kyle, I was like, hey man, Ryan, you're gonna love this. By the way, I, I told Kyle, I'm like, hey man.

I like the idea, but I need, I need to pray about it first. I don't make any decisions. You know, I want to stay focused. All this stuff. So the, the next day, praying about it, Ryan, this is the part you're gonna like. I go to the gym, the, you know, later that day and I get a letter from Ryan Moran himself. Okay, in the mail. And it says, the fastest way that I've seen companies achieve eight figure exits is when they tack on a new E commerce business to their current existing one. And I have the letter saved because it was a confirmation.

That this is the direction that I needed to take. Then my mind went from, okay, I'm thinking too small, like this, like the fitness business. I love the fitness business. But I'm now thinking every bathroom in America for men and boys. I'm not just men over 40. And so there was. There's. There's a complete shift. And anyway, the opportunity to.

Well, one. I started researching the opportunity. I'm like, I told Kyle, like, Kyle, if we're gonna do this, let's do toothpaste. Because there is. Everyone's doing the. The bars of soap right now and this and that and. And, yes, you can. We can do that. But I'm just saying that it's gonna. It would be a little bit more competition. What is something men do every single day that is not being marketed to them, and that is toothpaste. And so we started going all in on the research and. And the, you know, figuring out the ingredients. How are we going to make a natural product for men? Because anyway, I could go into a whole, you know, spiel on that. But anyway, we. So we. We went all in, and we were excited to pitch. You know, Kyle, you know, Kyle and myself, we were just like, look, we're gonna. We're gonna pitch, you know, let's just see what happens, you know, And. And we. We already had a really good. I mean, we already believed in it huge. So it really wasn't gonna. It didn't really matter what was gonna be said. We believed in it, and we're gonna go with it. But anyway, pitching in front of the investors is something I've never done before. I'd say that the coaches really helped prepare me for that, which was. Which was awesome. We got so much great feedback. And what was amazing about doing the pitch is leading up to it, all of the extra clarity. I mean, extra clarity on. On. Okay, what is my business gonna. You know, I need. I need to see it, you know, and anyway, it was just. It was an awesome experience. We really, you know, I really.

Was excited to do it. I was nervous, but it was. It was great. It was exciting. And there's. There's a. There's so much exciting stuff ahead. I cannot wait.

Yeah, there's something about. Once you pitch, there's so many doors that open up because of. First of all, you've made your claim. Yeah, You've. You stated, this is where I am going.

And people poke holes in it. And just the fact that you say, I'm going in this direction, like, I want to back you.

Yeah.

People have reached out to you about investing in the business relationships and doors start to open. You're no longer in an isolated bubble because you publicly said, this is where I'm going and where I need help. And the group starts to come in and rally behind that. That's the beauty of this.

This is. This is really cool, Joe, because you. One of the things that I've noticed in, like, the members that we see a ton of just success and everything looks amazing and the ones that are like, man, why aren't things moving forward is just action. And you get an email from Ryan that everyone gets and it makes you take action. And you're like, well, shoot, I can do that. Like, that's. I've already been praying on it. This, this works. You. You take action. You're. You join. You're in the community already where there's action takers. Then you go, oh, well, I'll just pitch here. Literally, one of our coaches, like, fiance was right next to him as he's listening to your practice pitch and she's like, are you going to invest in that? Not, I am.

Which. Which is just amazing because you're so clear. It's so awesome. So I want to bring some people on to answer some questions. Joe, are you good on time? Do you need to hop off?

If so, I'm good.

Yeah.

I'd love to answer questions.

Let's go.

Let's do it. All right, I'm looking in here. Let's bring Darren in. Darren, are you ready? Give me a thumbs up if you are ready to jump in.

Good morning.

How are you doing?

Well, it's morning for me. It's still morning. It's San Diego. Excuse me. I'm in Santa Barbara. I used to live in San Diego. Anyway, Jo, good stuff. Wow. I am. I'm curious just because I. In this new venture that you have, are you going to. Or do you. Do you plan on. Are you developing an owner's model? Are you going to do it that way, or are you going to do it more like your fitness business that you did? No, you're not.

Okay, so I definitely doing the owner's model. So the fitness business, the way that it's. The reason it started the way it did was because I didn't have. I didn't know anything else, you know, at the time. Actually, I was listening to Gary V. And stuff like that and just, you know, and he was really big into his whole hustle thing.

I don't.

I Don't listen to him anymore. Just because to me, it wasn't good for me. Because I will, I, I will. You know, if someone's justifying the whole hustle thing, I will likely do it. And so that's why I was just like, okay, I need to turn that, you know, off. And I'm glad that I, I did. But anyway, I was in that whole kind of thing. So if I knew about the owner's model back six years ago, that's how I would have started to the best of my ability, to the best of my, you know, resources and things. Because if you start from zero and if, if I didn't have, you know, someone who believed in me, I. I had no network. I had nothing, Right? So like, here you have a network. You ha. You actually, you can actually get people behind you seeing your vision, connecting you with other people might be helpful. I had zero. So that's why it was totally. You know, it would be a different experience today if I was, you know, in this type of network. I would absolutely start with the owner's model.

Okay. Yeah, I'm, I'm, I'm in the grind. I'm right at the beginning of my first. Well, it's not my very first entrepreneurial venture, but I've had quite a bit of corporate experience. And so that fee, the owner's model feed feels a little bit more comfortable for me because I used to work with big teams, right. And I know operations and marketing and I'm familiar with all of it. But the details of some I just am not interested in. But I know there are experts who can help me in it. So I think some of this, this morning, quite honestly, is pushing me to look into the owner's model because I think my idea is. Well, I think it's grand, but good. But.

I know I need some experts to manage the details of some stuff that I just, I know I could learn it, but I'm not really interested in learning it, so if that makes sense. So this has been very powerful for me, Ryan and Justice and Joe. I mean, I've talked to you, justice, in the past, just briefly on a few times. But I think this is really going to. This. I'm going to switch. I'm going to try to learn a lot more about how best to find my cooperative group to help me move this forward. And, you know, and yeah, so that's enough.

You know what the best way to find that group is, Darren?

Yeah.

What is it? What's the best way to find that.

Group to Join the incubator.

It's one way.

Yeah.

Communicate your vision publicly.

Yes.

Okay. Yeah, because I have been.

Communicate exactly what you want to do and let the people show up.

Okay. Okay. Yeah. I've had. It has been exciting because when I have shared my vision, it just has been opening doors for more and more conversations.

Yes.

It's very early. I'm only, you know, I'm in, like, what is it now? Maybe seven weeks, eight weeks in. So I'm pretty early because I just decided I'm going when I did a five day challenge thing. So I'm very, very early. But I've got this thing that seems to be attractive when I start talking about it with others.

Then keep doing that.

Okay. Thanks, Ryan.

Keep doing that. Good to see you.

Yeah. You guys.

I think she was dropping us. I think she was dropping a compliment right at the end and we cut her off.

I did that. I am so sorry.

I am so sorry. I thought. I thought she had finished. This is. It's. It's kind of, you know, when people hear about the owner's model, there's almost a part where they're like, is that possible?

Did you do that?

Is that legal?

Are you allowed? Yeah.

And then we had capcon and every brand owner up there was like, I just got investors. And then I casted the vision and I did all this and I'm like, oh, yeah, it's totally legal. In fact, it's heavily used by some of our biggest brands.

Most big brands, like the Bootstrapped Big Win, is the exception. Yes, it happens. It's just the exception.

Which I think.

Is not for people in our community. Until we started talking about owner's model, they're thinking, oh, that's the rule is like the bootstrap.

Right.

And it is the exception. Most of the people that you'll see out there that have big brands that you walk through and see in the supermarket or on Amazon wherever, they have investors behind them, they have a grand vision.

So most of them.

Yes, most of them do. All right, well, Joe, thank you so much, man. We're so honored to have you a part of our community in. In the Incubator. And you are the man. Ryan, any last words? That sounds bad. Any parting words?

Jeez.

Any parting words?

It's been a great ride, everyone.

So glad you helped me find work that was meaningful.

Yeah, I'm sorry.

You know, I think Sumit was a great way to end because as entrepreneurs.

We are operating without a net. We take a risk, we yell cannonball and we figure it out. And as a result, we often have a long list of things that we're trying to avoid for the next accident.

Yeah.

And in doing that, we're focusing on the next accident.

That's so true.

So the cure is to only think about what it is that you desire, the value you want to bring, the energy you want to bring, the person you want to serve, and only giving attention to that. And if you think about that like a fire, finding logs to put on that fire, it starts off small, and it's still cold outside, but over time, you keep adding logs to that fire, and it starts to burn. And then everybody's like, how did you do that? That's how.

Yes.

Good to see everybody. We love you, Joe and Justice. Bye, guys.

Yeah.