How to Reinvent Yourself in 2025 | Rob Lipsett

I haven't seen someone change as much as you've changed in the past couple months. What do you think was the main reason for that?

I'm entering into dad mode. It's time to grind. Like, I need to be in the best place physically, financially, mentally for when this baby arrives. People just need to show up, get consistent, and get fluent on speaking to camera and just get better at it. It is literally like a muscle that you train in the gym. The longer you don't do it for, the worse you get. I'll give you like some serious business advice for 2025. I stole it from Hormozy, but it's actually like the best thing I've seen him say. And he was like, I want to be a billionaire. What's the difference between me, The Rock, Kylie Jenner, and Conor McGregor and all their products? Why do they have billion-dollar brands? Why do I not? The only thing that separates them, this is what he says, is eyes. It's just attention. You don't even have to stay in and shut down your life completely for a year or even 6 months.

Yeah, you just have to do it for 3 months.

How crazy is that?

All right, man, let's kick off. So I haven't seen someone change as much as you've changed in the past couple months. What do you think was the main reason for that?

I'm entering into dad mode. That's like when I found out I was going to be a father, uh, the last 9 months pretty much, because we're at the very end, we're like 2 weeks out. I love how I refer to it like a bodybuilding show.

I'm always like, 2 weeks out from show day.

So, uh, the moment you, you find out that you're going to be a father, I'm just like, whoa, it's time to grind. Like, I need to be in the best place physically, financially, mentally for when this baby arrives onto the planet. So the last, like, yeah, I'll just say 9 months, it was pretty much 9 months. The last 9 months, uh, I've been super dialed in. I think I've drank alcohol like 4 times, like, and I've never gotten like wasted. I've been having this— I've had this like motivation to just like get everything set up and like everything like ticked off and like you just leave no stone unturned. And I've just been super dialed in and I've been running marathons, doing HIIT boxes, just being, just being super dad. So I've had an amazing year. And so guys, if you're struggling with productivity or motivation, just knock up your wife.

But the thing is that you were always in a good position though, right? I feel like the fact that you're like, oh now I dialed in. It's just, I think it's like awareness, right? It's like, you know, when you're shredded or you're in a good shape, you want to get super shredded, but you're always in good shape anyway. So it's not like you were not in good shape, which I guess will make you like a better dad. Yeah, I guess it's, you're more conscientious.

Yeah, yeah, for sure.

Why did you move more into high rocks and fitness and long, long distance as a result?

Yeah, so I've been lifting weights for— it's kind of embarrassing, I should have better results.

I've been lifting weights for like over a decade.

Like, I think it's actually, let's see, it's actually gone up to like 15 years. Obviously there's like, you know, some time off where you go to Thailand and you just erase all your gains. Yeah.

And you start again.

Uh, but like I've been lifting well over a decade and I actually joined, I went to a run club in Marbella at the start of the year. It would've been like December or something. So maybe like 10, 10 months ago, 11 months ago. And I, before signing up to it, I was like, I don't know if I can even run a 5K. I've been going to the gym so long and I don't even know if I can. And so anyways, I rocked up, no training at all, and I was able to just about run the 5K. But I mean, I was gassed at the end of it and I had a pretty slow time. Everyone in the group was way ahead of me and I was like, whoa, that's kind of not good after being around treadmills at least for 10 years. I should be able to run. And then after that, I kept going to these run clubs Ended up starting my own in Marbella, which is now Marbella's biggest run club. So that's really cool. You are going to it on Sunday.

I need to get shoes again.

Yeah, yeah.

Just go barefoot, man. Just go barefoot. Grounding. And I started my own run club because the only way I was going to be able to do that consistently was to run with a group. It makes things far easier. It keeps you accountable. You don't even notice the 25 minutes or the 5 kilometers because you're chatting, you're looking around. And yeah, it keeps you honest on a Saturday night as well because the run club is every Sunday. So I started that and I started running regularly. And once you get past the awkward phase, it's, it's weird. It's kind of like you just all— there's one week where running just becomes easy. You just have to get like past the 2 or 3 month awkward phase where it feels weird running and then it feels really good. It's kind of like becomes like walking. You just don't really notice it. You can put in headphones and you can run really long distances. And then I was like, okay, I'm actually really like this, liking this. My weight training is not suffering at all, 'cause I'm managing it correctly. That's one thing I know how to do. If you just simply eat more to recover, which is great, I love eating, as we know. And so that didn't interfere with my weight training, and I really liked it. I feel healthier, you feel fresher, more energy. And then yeah, I started doing things like HIIT rocks, and this month, May just gone, I did a half marathon in 1 hour 40 minutes.

That's crazy.

Yeah, first one ever.

I don't know what happened.

Well, I do know what happened. I took ridiculous amounts of stimulants and went full send. Didn't even check my pacing. I was just like, let's go, put on the Goggins playlist. Swear to God. And I just, just legged it.

Orange County Marathon. What a day. And like, so I wasn't even checking my time and pace and I just like crossed the finish line and I look up and I go, oh shit, 1 hour 40.

Just want to take one quick break to ask you one question. Have you been enjoying these episodes? Because if you have, I'd really appreciate if you subscribe to the channel so that more people can see these episodes and be influenced to build an online business this year. Thank you. You kind of just bro'd it though, because you're probably not doing much with intro workout shit, none of that stuff.

I had a few gels, but it was mainly just bro'd it. There was no like, oh, all the—

oh, those people, the mean curve, right? Yeah, yeah, yeah.

Just run and go to gym, run, go to gym, and in the middle it's like all these different supplements and elements and everything. And it's like, just enjoy it.

Yeah, your pacing is off.

And people in the comments, like 3 or 4, I think even 5 people tried to say I like faked my times. And because they're like, no way did he get that. And I, so then I like took screenshot their comment and I linked the website of the marathon. You have a chip, like you have a chip. And I was just like, shut up. Like that was satisfying to be able to have the actual link to the website and Robert Lipsett, you know, my full name, Robert, not Robert.

Yeah, yeah, exactly. Yeah. Bob Lipsett. My dad's name is Robert.

Dude, what do you think though about the way you went from like zero to hero, right? Do you think that when you're doing bodybuilding, you're actually inherently not fit? Or is it kind of like a dormant muscle group? Let's give an example. Let's give another analogy, right? Let's say you are a runner and a cyclist, but then you go into swimming. Yeah, you're going to be a dumbass in the pool, but I think you have like sub-muscles that you can reactivate. I don't know. How did you think about that?

Yeah, no, I completely get what you're saying. You're going to be like a somewhat athletic, having muscle. Like, muscle is good, but it depends what type bodybuilder as well. Like, if you're absolutely massive, you're at a disadvantage. But if you're just someone who's like me, who has a low body fat percentage, who's athletic, then you're in a better place starting than just a complete noob. But cardio, cardio is like, it's just a different muscle altogether. Like, you, you will get a lot of gym bros who will look good, and they are just not fit.

So would you say that they're not healthy?

Yeah, for sure. Especially when you are 1 or 2 weeks out or you are show day stage lean, you are at your weakest, most feeblest. You are dehydrated. You've been depriving yourself of calories for 12 or 16 weeks. You are, your hormones are shot to pieces. You are at a very weak and unhealthy stage. So, and that's one thing as well, right? When you're doing a show day, I've competed in bodybuilding 6 times. When you are— when there's a show day, you're at competition, it's a very different atmosphere. Everyone's kind of like side-eyeing each other, and it's kind of not a nice atmosphere. Everyone's hangry, everyone's starving and hangry. Whereas if you're at like a High Rocks or a marathon, everyone's like, well, everyone's all carved up.

There's people drinking beer after High Rocks. I had one, I was like, hell yeah, me and Marianne. So it's a real party, you know. It's, it's a—

I see how a lot of couples meet at High Rocks as well, actually, especially Oh yeah, because like run clubs are like dating clubs. Exactly. Yeah. But no, it's such a different atmosphere at an endurance event compared to a bodybuilding event. But I still, I still have respect for both.

Yeah, for sure. But I think like it's a different attitude though, right? Like Louis, Louis did a fucking half marathon. It was at Nibita.

Yeah, a full one.

And all of his friends were just drinking beforehand and then afterwards, you know. Did you take much like influence from like his run club approach? Because he actually brought that to Bali, by the way. So he started he was the first person to do it and it was like 4 people there and then it went to 8 to 15, bro. He had like 70 people at a time. Yeah, every single— he would do it twice a week. Yeah, he's fucking legend.

Yeah.

And like, it was a great community from there that helped Creator Club grow as well.

So definitely, yeah. Um, so this— our one is now the biggest one in Marbella, but it wasn't the first. Like, there was like 2, I think 2 others. Um, so no, I definitely— I took it. Yeah, definitely took a lot of inspiration from Louis.

He's made some serious transformations, bro.

I'm so proud of him, honestly. Like, not even that long ago it would have been 2 years ago, like when he was in the thick of it in Ibiza, just like drinking every single day. And like me and Mike pulled him aside, or we would text him often, we'd be like, bro, like you gotta stop. Like you got so much potential. It's like you already have a following, you already have an audience, you're a great looking guy, you're well spoken, you know how to do business and create content. We're just like, you just gotta, just gotta kick the party. And he did.

Yeah, and most people, when you say to them, they don't.

Yeah, exactly. And it's funny because like I become close to Louis, kind of through this, because as he was kind of like sorting things out, yeah, I was with him and we were talking about these things and I was helping him where I could, and vice versa, he's helped me a ton of stuff as well. But I think like, what would you advise someone that's like Louis in that position, has untapped potential, is into running, into fitness, but I guess just unrealized their potential?

There's only one answer. Just fuck off drink and fuck off drugs and just stay in for 3 months. That's it.

Like, there's—

it's— that's all there is to it. Yeah, just stay in for 3 months. You don't even have to stay in and stay in and shut down your life completely for a year or even 6 months.

Yes, you just have to do 3 months.

How crazy is that? You can flip your life in 3 months. It is so wild. Literally wake up, don't eat, caffeinate, hydrate, sit on your laptop for 4 hours, go to the gym and train your ass off, eat a healthy meal and go back on your laptop for another 4 hours until you've made some sales or marketed your business. Then eat dinner, go for a walk and go to bed.

And just do that for 3 months. That's all you do.

Say a prayer to God as well at night for bonus points. That's all you do, and your life is gonna change.

The barrier is pretty low, right? If you think about it— I don't mean that in a bad way, but it's just like a lot of people, they meet the resistance and then they'll give up at that point. I just watched a Dan Cole clip the other day which is saying that like, you should— it should be painful. And because it is painful that you're changing, that's the reason why you want to quit. And even for us right now in the business, we're making a lot of changes. Like, the team is just bigger.

And you, you started off, Rob, you kind of start off with just like a podcast agency, and now it's like, I don't even know what it is.

I don't even know what it is. What is it, mastermind agency? Are you going to help me with my podcast anymore?

Dude, it's so funny because like, you have to like change, right? Continuously evolve and continuously change to the point that the changes that I'm making and the changes that other people are making, when it's painful, that kind of is an indicator that it should be done though. Right. And I think that's where if you are at the very, very beginning, and even people that are coming to your mastermind this weekend, someone who could be at the very beginning, the point of giving up is almost a point of like why they're not starting in the first place.

The point of giving up is almost like why— yes, exactly.

Why they haven't started in the first place.

They're like, they're like, oh, they're already about to give up.

Or— but how come you've been able to basically restart over and over again? That's, that's, this is what, this is the big point even for today, which is like you've been doing bodybuilding, now you've moved to high rocks. You were you're single, you're married, you have kids, like, your ability to restart is, is showing that you're actually someone who's able to go from zero again. Yeah. And that's the most, like, that's the biggest, like, strength that someone can have, right?

Yeah.

To reset their life and go back to zero again.

Yeah. I always think, I always think it's the beginning, and like, this is gonna sound kind of cocky, but like, I think I could do anything.

Like, honestly, I think about it.

Honestly, I think if I would, like, have to wake up tomorrow and I had to be a videographer, I could just do it.

Yeah.

I could just kill it.

I could just learn how to do it. Like, you just learn. I really do believe, like, or if I needed to be like an agency bro or like marketing or anything, I could just actually do it. Like, I think I'm just a very competent person.

Yeah, I think I'll just find a way to do it.

I will just watch hours of YouTube and educate myself on a topic, and I could think I could just do it. Like, I could think I could always start from zero. I saw like a really funny tweet recently. It's like, the masculine urge to burn the The masculine urge to burn everything to the ground and start from zero for no reason. For no reason. I love that, dude.

It's funny, right? If you look at your journey, you're much more of an entrepreneur than a YouTuber.

Yeah.

I don't think you made the observation of yourself, though.

I don't know. I'm not too sure about that because at the end of the day, when everyone comes up to me in the street, whenever anyone comes up to me in the gym, they always say, hey Rob, I love your videos.

True. But I mean, you're someone who like is an entrepreneur, has those skills. You're not just like, like a random like fucking YouTuber.

Yeah, yeah, for sure.

Yeah, the whole way back, you know, which is why I'm saying like you've learned like marketing, content, psychology, everything the whole way on the front end to get that attention for YouTube and get things for the business. Yeah, but it's almost like it's, uh, the curse of granted knowledge, I guess. Like, you don't almost like realize the skills that you've learned on the front end, which is the whole value of content.

Yeah, you know, for sure. But with that said, now I will always like— I have so much love for YouTube, um, because it's just, it was the first thing that like changed my life. I'll always identify as like an Irish YouTuber. Yeah, that's always me, you know, that's always like who, who I, who I perceive myself as. And it's always like kind of like the most important thing to me, you know, just, just because it was always the first thing I ever did and it changed and I owe my life to it. And so I'll always be like, if someone even asks like me what I do, I'll always say like I'm a YouTuber. The first thing in my bio, it says like Irish YouTuber, you know. So yeah, I'll always, even if I'm like don't upload for like a month or two or something, I'm like, I will always just like always be like I'm a YouTuber.

It's double tap and mad, like I guess, what did you expect you'd get from YouTube?

From in 2014?

Yeah, because back then YouTube was about to pop.

Yeah.

And it was like Matt August and the boys and so on. So it's not like you wasn't there, but I guess like your journey has been fucking crazy. And we can go into how your content's evolved too, which is part of your transformation.

Yeah, I always knew I was gonna make it.

No, no, I always, I always knew.

I was like because I'm not gonna stop. Like, even if my first video with— it did get like 500 views or 1,000 views, and I was like, this is unreal. I was like, I got 1,000 views. I was like, this is so sick. I was like, I'm never gonna stop doing this. I was like, I think I felt I already had made it at that stage. I was like, I'm always going to make this work. And I saw guys like Christian Grossman, Max Tuning, who are now my like literal best mates, go to each other's weddings.

Crazy, bro.

Crazy, man. Like, I really— that is like that. They were literally— I was a fan.

It's the people that you meet.

Literally a fan is such a cringe word, but it, it's just true. And I was like, I got to get in this circle, you know. I got to build myself up to the point where I have enough value where they want to invite me to their wedding, you know. And that, that's exactly what I did. But I was— I would look at their lifestyle, I would look at guys like Greg Plitt and Ziz and that whole era, and Matt Ogus and the Hodgkins, who have done a complete 180, but I still watch them.

They're still jacked.

I would watch all these guys and I was like, I— this is what I'm going to do. Fuck. I was like, there's no— there's no other way. I'm going to be the first fitness YouTuber in Ireland, dude.

That gives me the fucking— that gives me like shivers, man.

It's crazy, bro.

Imagine if Ziz was still alive. Imagine What if you had a—

you've had a vlog, Ziz and Tayz, all in the Bugatti, driving, driving, the two of them going through Dubai? That would be the best fucking— the best vlog in the world. Ziz would have a Bugatti. He would have a Bugatti.

But imagine them doing like live streams, like 12-hour live streams.

Oh my God, like that— it's like the perfect match. Like the perfect match.

Why can't he be alive? Why can't he be alive?

Sometimes it's Sometimes it's better the way it is.

Yeah, he didn't have any steroids.

Yeah, I believe that.

Yeah, I believe that for sure. Um, more plates, more dates. Derek did a huge breakdown, and, and I, I can always spot it as well. Shoulders are small, but like, they're, they're not that veiny rounded look. I can just spot it. He's just a big dude, like, he's what, 6'3"? Just a big framed guy, trains hard. You know, yeah, like it doesn't look— he doesn't have that like tiny shrink-wrapped waist and the like a Dorito physique. Yeah, yeah.

And like the kind of Anavar look.

Yeah, yeah, I just, I think he's natural.

Yeah, let's go back to the, the belief, right? So like, how do you have— how do you build unwavering belief when you don't have the results?

Oh my God, that, that is the question. And I literally kind of like just delusioned myself into, into thinking that So it comes from a few things. We spoke about it last time on the podcast, all burn the boats thing and how I didn't have—

remember that?

Yeah, yeah, it's— I've still like, you know, it's still the most important thing. Like, I didn't have any other option and I had no other interests. Like, I really couldn't concentrate in school. Like, I really— and like, there are the teachers, I was like, you ADHD? I'm like, no, I just don't fucking care about Pythagoras's theorem.

I just want to learn how to get jacked.

I don't have ADHD. Maybe I do, but, and I was like, I just have to make this work. I've been fired, I dropped out of college, I have no other options. So you just have, you get to the point where you have to believe in yourself. And I've had days where I don't believe in myself, and I have days when I do believe in myself. And the days when I do believe in myself, they go a hell of a lot better, dude.

Like, you've been a huge influence on me. I don't even realize it, right? And I think the way that you think about how, like, there is no turning back That was kind of my attitude as well, because I'd worked in finance and I'd left finance to do the podcast thing, and I never really thought about it as like, oh, there's a second option. So for me, it's like, it's this or literally nothing.

Yeah.

But for some people, they, they think that they have other options.

Yeah.

Yeah. I don't understand how that can be, right? Because I think the attitude that you have has yielded the results that you've had, and hopefully the results that hopefully I can pursue one day.

So when you're working in finance What were you doing? Are you allowed to say?

Yeah, I was working a few things. So I worked in Revolut.

Yeah.

Oh, man, I love Revolut.

Well, I built a trading product.

Oh, okay, nice. You built a trading product?

Yeah, so I was working in product and on the front end. So all the trading product in Europe, UK, Australia, and America. That's like, I literally was there from the beginning, bro. So when stock trading was happening during COVID I was the guy building the fucking product, bro.

No way.

They had a huge software team and everything.

I do S&P 500 on the Revolut. Rob's giving us fucking investment advice.

No, I was literally—

Spare change. Every spare change goes into Bitcoin.

It's the best.

I have other apps, like obviously Coinbase and stuff, and Binance.

But everything is integrated in Revolut.

I love Revolut. I love the trading option.

So funnily enough—

Sick. It's like free money.

So the way—

That's such a broad voice. It tells you how much you—

It is.

It's easy. Just press the right buttons in the app. I'm always playing around with Rob Lipsett.

But you basically use the skills that you've had to make— to do what you want to do now. So when I was working in finance, I was working in user experience. So it was about how do I get people hooked, which is the whole logic which I went into podcasting, which was how do I use the same principles for content. So exactly what I said to you earlier, the skills you've learned from YouTube, it's fucking applicable for everything— landing pages, sales copy, it's the same shit, just repackaged. How do you think— how do you think about YouTube now versus then? Like, do you think about how YouTube's like evolved? What, how, what do you think about that now?

Yeah, I, I love this. And so I'm actually putting together like a creator course as well. Uh, it's actually ready. I'm gonna launch it at the Mastermind this weekend. Yeah, it's called the Digital Game Plan. So keeping, keeping it all like— yeah, yeah, all game plan. Social Game Plan or Digital Game Plan, whatever. I'm gonna decide on a name over the next couple days, but I'm gonna like, you know, it's really going to be a good, like, time to sell when people are in person. The best, the best time. So that's ready anyways. And yeah, talk about all this stuff. And I have a consultation call option. You can purchase it on my website on roblipsett.com. And like, oh, always gets a good few per week. I don't even push it. And I'm like thinking people are going to be asking for fitness advice. It's always just about like social media content creation and business, like always, every, every single time at this stage, which is why I'm like, I just gotta, I gotta make a— if we have the fitness game plan, I gotta make a business version of that, you know. I just have to. So that's what I've kind of been working on the last couple of months. And I've, so I've recorded like a video a day for the, you know, for the course, all the modules. And I love, I love it. Like, I've made like 100 videos now. And so I've made like— I do one video a day or something, and I'll pop the camera up, I'll pick a topic, and I just, I love talking about it. And so this is a topic that comes up a lot, is, uh, how to— is how YouTube has changed and what's trending and waves and everything. And so when I first started out, it was all just vlogs. Like, it was all just vlogs. And I think that was like golden era of YouTube fitness. Then it kind of went back to— then it went to really high production vlogs. Christian Guzman invented them. Like, he literally was the first person to ever get like a videographer, you know, Javon or Nabil, to get a video.

Oh, those are the days.

Yeah, those are the days. He was the first one to like be making movies out of going to the gym. Uh, and then now And then it went to really like MrBeast kind of influences. It went to really informative MrBeast-style challenges, which still do really well, like the Jesse James West and Will Tennyson type videos. And now it's gone full circle with Sam Sulek bringing it back to golden era vlogs. So it really comes and goes in waves. And Christian has also gone back to just like upload.

He doesn't even have a videographer. He was the man who can really afford it. Like just doesn't happen. He just vlogs himself because he says he likes doing it.

So it comes and goes in waves. And ultimately there are no rules. You know, just whatever you— you— whatever you— if you think it's sick, then other people are going to think it's sick. Like that. That's really— that's really the final piece. Like, no one saw the fastest growing channel in history in fitness has been Sam Sulek. That was crazy. And that was just so wild.

He just— there's like 4 cuts in the whole video.

And it's just him going about his day and like it's just him, you know, because obviously he's a young guy, freak genetics. It's just interesting to watch someone so humble. And so there's definitely trends. You can look at what's working, but ultimately, if you think your videos are sick, then other people will think they're sick.

And as long as you have some, some sort of self-worth, unless you have a crazy delusion. Yeah, yeah, that can help sometimes.

But yeah, so it comes and goes in waves, and I've found that my channel just does best with my vlogs, you know. And like, I've tried like do like whiteboard videos, which I, I find really good as well, and they may get less views but they can be more impactful, which is very important. But for me, a mix of like day in the life, uh, informative vlogs are the best for me.

I think even looking at your channel and like from working on your podcast together, I think probably makes sense to have it on a second channel. Yeah, just because like, I still don't regret—

sorry to interrupt— I still don't regret putting the first few podcasts on my main channel just because to launch it really. Like, and also like the Dorian Yates one, that's crazy views, like quarter of a million views or something.

Oh bro, remember, so I actually talked about this a lot. So, so we've been working on your podcast for so long, right? That— do you remember when YouTube Shorts started? Started is when we released the Dorian episode.

It's still— I get like, I get comments I get notifications, people still commenting on that clip. That's how early we were. That's how early we were. And there's no— that TikTok as well, that exact same clip got like millions of views. Like every time I get a notification, it's from that clip. For anyone listening, it's Dorian Yates talking about his cycle. Yeah. And it's— I can't remember exactly what it is. No, no, bro.

And he's also on with the gym. He's like, you ask him basically around like, how often should you train?

Yeah.

And he's like, another one.

Yeah.

And he's there with like a 200,000 Daytona on his hand and he's like, 'If I knew that I could spend 7 days in that gym eating dog shit every single fucking day, you think I would do it?' And you're like, 'I think you'd do it.' Yeah, yeah, it's so good.

That, that's actually my favorite podcast ever. Yeah, like ever. Because it was one, it was like the third one ever.

Like, so nice for him to come on to the podcast before it existed.

Yeah, like one of the most famous people in the fitness industry just, just jumps, comes down to my villa, just jumps in, we chat for like well over 2 hours. And, uh, it was, and just went off and it was so good.

He's such a G as well, man. He's such a fucking cool dude.

I hope you get the chance to link up with him while you're here.

I'll try.

Yeah, I connect you guys.

We sent a few emails and stuff, but I imagine he gets a shit ton of stuff.

Yeah, it's tough. I kind of almost hate asking for favors, but you know, it is what it is. We'll see what we can do.

Yeah, dude, I've been doing this for— I've done 300 fucking episodes, man. I know how the game plays out and stuff.

I just watched the Chris Williamson, um, episode.

I can't—

who, who's the guest? But there— oh, I think it was Mike actually was the guest. And they're talking— yeah, on Mike's channel. And he— they were talking about like booking guests, and he was like, now Chris, like a lot of people come to him, but he was talking about like reaching out. He's like, what's the worst that can happen? Someone just says no, or they just don't even see it. That's like, they're the two outcomes and they're both fine.

My philosophy always— I'll tell you a funny trick too— my philosophy always is I already have nothing. So I already don't have the interview with fucking— with Mike. And if I message him, he doesn't respond, I still don't have the interview. I'm in the same position.

Yeah.

And then there's also a little trick you can do. This little trick for podcasters is you send a message on IG, you can delete the message and resend a message.

You know what, I can't do that. What? I, I tried to do that or something, and it says you cannot unsend this message because the person hasn't accepted it.

Oh, it depends on the person, right?

It depends on what region you're in as well.

Okay.

Yeah, it depends if they're verified.

It's like a dating advice.

Usually I can, but sometimes I can't. But I know usually I can do that feature.

That's funny, man. Uh, what do you think about education, educational videos. So I want to give you a perspective on this. So obviously the vlog videos are like, they kind of pop off and they're banging and they're cool and so on and so forth, even like fitness or non-fitness. But then the educational videos, they're very like autistic, right? They're like, do this. And like, I'm fucking prime example of that, right? I'm very like specific in my videos. Less engagement, but more leads versus more views and maybe potentially less leads. But I'd like to get your thoughts on that. Like, how do you balance that, especially as you're moving more into kind of the business side of YouTube?

Yeah, I got, I got a comment that I'll never forget and it was like, hooks me in with the calorie challenges, stay for the informative Irish man giving me fitness content. So that's it. You know, you hook them in with the viral stuff and then you feed, feed the viewer stuff that doesn't get as much views but provides a lot more value. And that's it. It's kind of like, think of it as the viral content is the big fishing net and you're capturing a lot of people and then, you know, you feed them, you have, you have your bunch, feed them more informative content. So that's basically how I see it. A really good example of this, I did a video on like how to max out your fertility. And like, it didn't get— it got decent views, but like, oh my God, the impact that made. People have been messaging me since. This, like, brought me to tears almost. People have been messaging me since. They're like, I watched that video, I haven't been able to get— me and my wife have not been able to have kids for like— we've been struggling the past 3 years. Now we're starting a family. I got that message over 5 times and I was like, whoa, like that's the best shit ever. Like that's the fucking best shit ever. Like you're actually— it's not like I've went and started a business after watching your videos, which is also awesome. I'm a life— life, bringing life into the planet.

So that I was I was like, whoa, it's the things that we don't realize, the impact that we have. Like, the small things we say in videos can have the biggest amount of impact ever. Yeah, even my alcohol videos. So I've been sober for like 3 years. Yeah, uh, like, I like—

let's talk about that in a while as well.

Yeah, I like chatting to a fellow Irish.

Yeah, dude, I can go full circle. Yes, like, so yeah, we can, we can go deep into this. So I, I believed Okay, fix it back. I believed I didn't have much of an issue with alcohol. I just believed I was a young guy who would just go out and party and so on and so forth, right? But then the space that we're in, I was interviewing guys that were younger than me who were not really as more intelligent, but they were just super successful. So I took a break from alcohol. I'm going to take a break from alcohol. I recorded videos on it being like, I don't have a problem with alcohol. I'm just doing this so that I can sort my fucking life out. And then I started getting some good results and I stayed away from it and so on and so forth. But then when I was away from it, I started looking at some of what was happening, especially when I was younger and I was around a lot of alcoholism. And since then I moved to Singapore and I live in Bali and so on. So I spent a lot of time away to realize I had a problem. And that was okay, environmental. So yes, like grew up with a lot of alcoholism and so on. But then about 200 days ago, I realized that I had a problem with alcohol and it was actually me that had an issue as well. And I was like, oh, okay, these tendencies. And even if it wasn't crazy frequently, the erratic tendencies of the 2-day benders, the 3-day benders.

Yeah.

And I feel like as an Irish person, you only realize that because you know how fucking hard it is. Or, you know, going to District 8, you know, to go to all the clubs in London, all the clubs in Ibiza, even all the clubs here. It's different, bro, than like the American bros, you know. The American guys go to Nice and have a few beers and say, ah, right? Whereas like Irish people, you know, the standard with drink, you know, the standard with drugs, it's a different game.

It's, it's completely different game. It's like Ireland and UK as well, and you are like mad for the sesh. Like, it's complete— it's way rougher. It's way—

it's rougher.

Yeah, yeah.

So let's go, let's push it, you know, let's stay up, let's stay up.

That, that's the killer, you know.

And it's funny because that is normal, right? And we were walking through the airport, my wife, the other day, we're coming from Heathrow, Gatwick. And this doesn't necessarily mean to be UK-based specifically, But why is it that people at 7:00 AM are buying alcohol from the duty-free and from the airport at 7:00 AM? Whereas you wouldn't say, I'm going to buy that Big Mac and eat it in 2 days' time. You wouldn't. That's stupid, right? But why is it we buy cheaper alcohol to preserve it, to go and get fucked? I don't know. It was like a thing that was like, that is normal.

Yeah.

But why is it normal?

I know. I think it's became like a little tradition, like, you know, something like that.

Yeah, yeah, for sure.

Yeah. People are just like, oh, you know, and Ultimately, this might sound a bit mean, but ultimately it's people that want to escape their lives and they just want to— the moment that they're on holiday, they don't want to waste an hour because they know they're going back to Tesco. They've gone back to, you know, stacking shelves or whatever it is, you know. That sounds a bit like holier than thou to say, but I don't like saying that, but it's just how it is. People, if they have their like 20 days off per year— me at one stage, that was me at one stage. Then they want to really max that out and not waste an hour. Yeah, I understand it. I get it.

Even when I'm here, right? Because I don't spend that much time in Europe. I've wanted to come to Europe for many years.

Yeah.

And I've seen you here.

Yeah, it's mad, man. And even we were saying, I was like, I want to make the most of it. Like, dude, I took a motorbike into the fucking mountains the day I got here to Istán.

What? Yeah, let's get a motorbike. I rented a motorbike. So basically I stole it.

Yeah.

I was like, I want to get a car. And I was like, fuck getting a car. And then I got a motorbike instead.

What type? Like a dirt bike?

XMAX. So it's like a big fucking bike thing.

Okay.

And then I was like, well, where do I want to go? I want to go into the mountains. And I was like, you can make the most of what you're doing in the way that you want to do it, right? And I think just to wrap up this point is like, I always say that I don't think alcohol is inherently bad. I don't have any problem with alcohol. I just have a problem with me having alcohol, right?

So what was the, like, the day you quit? Because usually there's like a mega hangover or something that just like stops you.

Funnily enough, I moved to Singapore, and the first day I moved to Singapore, I had a podcast with Joe Delaney.

Wait, in Singapore?

No, no, no.

Yeah, when was Joe in Singapore?

Online. Okay.

And he had spent some time in Singapore, and he was like, bro, like, Singapore is so fucking expensive. Like, you know, you're basically just gonna like fleece yourself. And I was like, yeah, I knew, I knew this when I moved there anyway. It was expensive. And I was like, I'm gonna stop drinking for a month because it's all the drink is imported, bro. Like, 3 beers can be like $70. Oh yeah, it's just, it's just stupid, bro. So I was like, that's it for me. And I got a month, I'd gone 3 months, I got 6 months, and I got 6 months, I was so close to leaving my job. So I was like, where the fuck would I go back?

Yeah.

And then I just kind of forgot about it.

So it was because of Singapore?

It was because it was so expensive in Singapore.

What's that?

What's the life like in Singapore? I've never been, and I've never even been like close to going, you know. I'm like, is, is it good? Like like 3 beers for $70 is gonna sound like the best, boss. So it is.

If you, if you want to get what we need, if you want a traditional life with, with like kids and you want really, really good schools for kids in Asia, Singapore is the best. But bro, like, the schools are like $40K a year for the kids and they're like 5 years old. So, and I think Bali has really overtaken that now because Bali and Thailand— would you believe Thailand looked at what's happening in the West, so people coming to Asia, and they were like, we're gonna put the best schools the best houses here, kind of what Marbella did.

Yeah.

And, uh, they've really over-indexed. So people used to go to Singapore because it was like safe, but now, dude, funny enough, man, Thailand actually is pretty safe now. You can get really good neighborhoods. Yeah. And then Bali as well has really overtaken it. Like, you bro, you have to go back to Bali. I know, you said it to me. The gyms as well, even like comparing elements to Bali. Yeah, I know, obviously just have a fucking child, but I mean, when you do settle down a small bit, you have the best time ever, man.

Oh, like I've been to Bali for like 8 weeks, like, you know, yeah, I know. Yeah, that was actually just pre-COVID. That was like, I think it was like 2018 and I loved it. But I've seen online like visually that it has gotten way more Marbella-like, like way more like, how do I say, the gyms are like really high tech, whereas when I went, the gyms were kind of like a shed.

Yeah. So what's really, what's really improved there is like firstly they've built cities since you've been there since 2018. There's actual cities being built. Okay. So Canggu is a city, but it's a bit more, it's a bit more like like old-time area, and then it's Peranam, which is exactly like here.

Yeah.

And it's like very high-end.

Yeah, right.

So roads, debatable cities but not roads, debatable with the roads. Yeah, I would like a nice road to drive.

You have gyms with restaurants that can count your macros.

I saw it. What's the one that everyone goes to?

Um, oh, you'll love it. Um, yeah, I know, uh, The place where it's like a nightclub and everyone goes dating and puts up a photo. No, the restaurant.

I know that. Oh, that's it.

Yeah, that's where Louis is DJing.

Of course he is. You take, you take what you want.

Yeah, that's every restaurant.

Every restaurant. They need to have that in Marbella. Like, I love that. Just, yeah, it's so good. But yeah, Bali out.

Uh, I, um, paddle.

Oh yeah, real power club. Yeah, yeah, yeah, bro.

You know, yeah, yeah, I love it.

But, uh, we, uh, we want to go out to Bali again. You can actually basically travel with a kid years 0 to 1, then after that becomes a nightmare. So apparently this is Joe Delaney, he's telling me.

Oh, I remember that on the podcast.

Yeah, yeah. So the first year we're at— we're going to the Maldives in November. We're going to Dubai and Maldives. Maldives. And then we'll obviously be in Marbella a good bit in like August and September to catch the end of the summer. But we're definitely doing a big Dubai and Maldives trip, and then we might do like a little Bali while we're out there.

When? In September?

Yeah, yeah, yeah. In, in September we're going to be in Marbella, and then like October, November, uh, Dubai and Maldives.

Fuck yeah. Yeah, man, that'd be sick.

There's going to be a moment— I've actually visualized this, right? Gonna be on one of those overwater villas Linda's going to be wearing like a nice linen, linen gown or something.

Looking like a little church girl.

Like a church girl. Our little baby girl is going to be wearing linen as well. I'm going to be wearing linen. We're just going to be looking out into the distance. Probably going to be the peak of my life right there.

Beautiful, man. What else do you think about in terms of like what's your ideal life?

So one of the things that I've said is this is like the best feeling ever. And you guys can definitely relate to this, right? Like I've done like I've done everything. Like, I've done—

been everywhere, everything.

I've done stuff that like an A-list celebrity would do. So true. I've done all like the— ate at the best restaurants, I've done the best hotels, the private jets, I've done, I've done the super, super mega— I've done everything, you know. The, the best thing— I've done everything, like the backstage pass, I've done everything, right? The best thing to do, I find, is when you're with a girl that absolutely loves you, you love her, uh, helps if she's like a 10 as well, helps if she's a total smoke show, and you're just traveling and it's just the two of you just traveling. It's just like, and you're just trying out, you going around, you know, Greece or Italy together, it's Europe, it's summer, you're just like, you're just really with each other, you're so in love and you're just jet-setting about the place I think that's just like the best feeling ever. It's like you really feel like you're in a movie, dude.

You've like really optimized for freedom and have never kind of gone back.

Oh no.

Oh, you never slowed down?

Yeah, I've not had a job since a 9 to 5 since 2013.

Even with the business though? Even with the business, you haven't like let that overrun while you're optimizing for—

Yeah, absolutely not. And that's the one that's the most important thing me. That 9 to 5, it was 9 to 6, actually. That 9 to 6 scarred me for life. I was like, whoa, you can't go to the post office. I was trying to ship something out and I was like, post office is closed at 5. When do I go?

When do people go to the post office? I was like, I need to get my driving license renewed.

When can you do anything? It's impossible.

All the shit's closed on the weekend.

I was like, this is literally impossible to actually live even basic shit in life. So I was like, I'm going to figure out how to make money from this laptop, and I'm just never, never gonna go back.

Yeah, man. And it's— what I like about that the most, so, is the fact that you've always stayed with the freedom element. So even your business, you've really optimized a business to be around your lifestyle. Yeah. How do you— let's think about— let's talk about the constraints, because, you know, like, you don't do sales calls, you've optimized the, the coaching, your coaching, to be like— it's kind of like low ticket it to be able to get so much people in.

Yeah.

Um, how did you consciously build that out? Because I think, like, you know, obviously Mike and a few other people went into fitness apps. You have your app too. Yeah. How do you think about that?

Yeah, so the way I approach business, I like to keep it lean and profitable. I always really— like, one thing as well, I think this is kind of an Irish person thing as well. Do you have a credit card? No, I don't have a credit card either. They scare the shit out of me.

Yeah.

No, no, no. Americans are mad for them. I'm like, what? I'm like, literally get a, get a debit card and you spend what's on your card. And they're like, what? No, get a credit card.

You gotta get the cash back. You gotta get good credit.

Scares the shit outta me. So I'm always like, I've really stayed away from like loans, uh, you know, taking on external investors, uh, taking on credit, credit cards. It just really like, it would play on my mind knowing that I owe people things. Yeah. And so I, I take that approach in business as well. I like to always have cash in the bank, always. Keep things lean and profitable. So when I'm hiring DM setters, sales call guys, CRM, community managers, whatever, I'm always like, you, you take what you sell. I always work off percentages. Even my app developer, they take a percentage and they run the entire thing. So that, that means what? So I can't like, I really avoid putting people on like salaries because like, what if the business isn't profitable per one month and you have to pay out these people I just really, the numbers confuse me. So the way I approach like all the, my staff essentially is that it's all done off like commission percentages, which keep things fair because then they work harder to get their cut and there's no, there's no confusion.

Yeah, no confusion, man.

So that's how, that's how I run a very lean business and it's literally guaranteed to be profitable because how do businesses become unprofitable? You are paying too much staff, your, your outcome is less than your them. And so that's impossible if you're working off percentages.

That's why I kind of love sales, because obviously in our business we have different products and so on. But why I love sales so much is there's such an essence of beauty on the outcome.

You eat what you kill.

Yeah. Versus if you have people that are only focused— if you have a Karen from HR and she only cares about showing up on the day, she's getting paid regardless. So her inputs do not contribute to output or outcome. So she just gets paid. She's Karen, right?

Yeah. Oh yeah.

Whereas I think if you have people that are focused on the outcome, whether that's internal people or people that are commission-based, you're just naturally going to get better. We're actually hiring 2 sales reps right now, 2 callers. And it's like, yeah, if you don't work hard and if you don't do well, if you don't learn, if you don't come and get coaching from us, you're not going to do well, straight up. But if you do, you will make a lot of money. And I think, would you consider, so Have you seen quiet quitting? No.

Quiet quitting. Yeah, you haven't seen that?

No, no.

Oh, it's what people are like doing in America. If they work 9 to 5s, they will literally like quit their job and like they will go to their desk and do virtually nothing on purpose and just keep being paid and wait to like wait to get fired. Dude, it's called quiet quit, silent quitting.

There's a guy—

absolutely crazy.

Did you see the guy during COVID who was a software engineer, but he was taking full-time jobs with multiple companies. Yeah, he had like 4 different companies paying him $200K a year. He was making like $800K a year and he was working like 12 hours a day. Yeah, but as in on 4 different jobs.

Yeah, yeah, saw that. Yeah, no, this is like people just literally quit. They're just sat at their desk and they've quit and they're waiting like 3 months and 4 months for the, the boss to notice. It's absolutely nuts. Yeah, man, then people will do that. Like, if you are paying someone like salary, they'll get to the point where they just like won't really care, you know, they'll just be like, ah, I'm gonna get paid the same regardless, you know. But when, if you work off like commissions, percentages and all, it keeps everyone motivated.

Yeah, I think that's why culture is super important, dude. Like whether it's your community culture, like your client culture, or like team culture, I'm so big on that, dude.

There's so many bullshitters in my DMs at the moment, right? Like I'd say yours as well, like infinite, like, hey, I'm a sales expert and I I cash collected 70 million. I'm like, 70 million?

Yeah.

Yeah.

How much did you have? They have it in their bio. Sales collected 75 million. And it's like, you literally live with your mom.

I'm like, 12.

How much did you get?

A tenner?

Oh my God. I don't care how much revenue I helped secure. How much is in your account?

Nuts.

Nuts to me. And so that you have so much of these bullshitters. And they're like, I'm guaranteed to 10x your revenue. I'm like, okay, do it. Let's do a week and you can take half of what you earn, like 50%.

And they're like, oh no, I can't.

It's bullshit. Everyone's a bullshitter in the DMs.

Fuck, man. Have you seen, because you've been in the space for like 10+ years, have you seen that kind of blow up, like getting a lot worse?

Yeah, it's funny when you, Alex Hormozi or like Iman Gadzhi will like make a video.

Like they'll say like, use this cold DM, then you'll get, and it'll go viral and then you'll get a bunch. And then this is Rob Lipsett.

Yeah, you'll get like 100 off them and it's just, oh my God, so, so unoriginal. How do you recommend people do like cold outreach and stuff like that? I think the really only way to do it is like build out connections and get like referred, you know, which is difficult obviously. But I think do it every time I've ever like hired editors and videographers and stuff.

I like your thoughts on this. I would suggest doing it for yourself first. So let's say like, again, if I have a podcast agency, I have to have a podcast myself and it's like, this is how it looks, Rob Lipsett, let me know how you think this looks about this. Yeah. Because I think the best case study is yourself, always, right? So if you're someone who is like a DM expert and you're literally showing people on your timeline on IG what you would do, how you would do it, the different messages— yeah, you could be a young guy, but you've shown like that you're about it. Yeah, you like love it and you're about it. And then only at that point then you'll start like getting referrals or connections or building that up slowly but surely, right? But I think a big— so a big— so this is really important for our program too. We've I won't allow someone to come into our programs who are not doing the thing for themselves.

Yeah.

So if you're a breathwork coach, you better fucking love breathwork. You better be this low stress guy because I don't want a guy selling a fucking marketing service for nail salons down in Skuntorp. It's like, bro, like you don't give a shit about that thing. So why don't you just do something that you actually enjoy? Well, you're good at, you know, and I think that's just so much stress.

I guess so. It's the name.

It has S Cunt is in the name. Like, they need to just— the mayor of Skuntorp needs to be like, guys, we got— we're changing the name.

We got it.

We got to just— I don't care about history. We're changing the name. But you know what I hate as well? We'll probably talk about personal brand now. Okay. Obviously, I think personal brand, most important thing in the world. Guys will message me. They're like, hey, I will be your new DM setter. I'm not exaggerating. Zero posts. I'm like, is this a bot? This is a bot account. This is AI. This is just AI talking to me. No, I actually got some guys I'm swear— and I replied to him, I swear to God, because I was like, are you insane? He, he was talking about growing a personal brand with zero, and he had zero followers and like zero posts. I was like, are you real? I was like, are you actually real? And he was like, yeah bro, I am. And I was like, it's— I— it's crazy. I couldn't wrap my head around how entitled some of the kids are.

It's a fat personal trainer, a broke financial advisor. Because there's nothing wrong if you're in the beginning to be just sharing what you're doing, like, like documenting. I love that. I love sharing it. Putting out, even looks fucking terrible. We have a lot of people in common that probably have followed you, follow me, that have reached out. And I'm just like, look, dude, just keep sharing what you're doing. Just keep pushing it. And it's great. And they've made some great progress as a result. But actually, this is a good point. So, okay. So I think I learned this from observing people like Chris Williamson and, let's say, Huberman. If you look at Chris Williamson, he is a student inherently. He's a student mindset. He's always open to learning. It could be like productivity, it could be like sleep optimization. And he's like, hey guys, this is what I'm working on right now. I'll leave my phone out the room and I sleep better. And he's a student and no one judges him because he's still like curious. He's a curious kid. But then if you look at someone like Huberman who's like, this is it, letter of the law, by the science, follow me. Yes, it opens up more combative conversations, but he does have a position of authority. But we have like a lot of kids who are trying to be authoritative. And then we have people then with no receipts, whereas they should have stayed a student, kind of like I did my podcast for 4 years. I was just sitting asking questions.

10 years for me.

You know, I was sitting asking questions and then every once in a while the people like, how do you do that thing with a podcast or with the offer? And then you can kind of start pushing up your authority. Um, but yeah, everyone's trying to be the guru. And I think like if you look at someone like Iman or, um, Hormozy, they have amazing advice, but it's out of the wrong context for that person, as in the kid takes in the wrong way. Yeah. And they'll learn.

Yeah. And for podcasts at the moment, what are your favorite podcasts and how for someone who is like, you know, maybe they're just starting out as a podcaster, they want to take their current one to the next level. What's your advice? So, you know, I gave you some advice on YouTube trends and all, you drop some knowledge with podcasts. And who's your favorite podcast?

It's a good question. So for actual podcasters, I like, uh, My First Million.

I, I'm watching at the moment.

Very good.

What's that? Sam Parr?

Sam Parr and, uh, Sean Fury as well. Because like, ultimately it's very much, uh, to them, right? It's the way that they show up. Now they've sold businesses and so on. I think the issue is if— so if you speak to someone My First Million. A lot of people will say they don't like it because it's too like relaxed. The biggest thing is you don't want to be somebody else. So everyone's trying to be Chris Williamson, no one's trying to be themselves, right? So if you just show up authentically and be like, hey, like I have this thing that I'm good at or this thing that I'm bad at or this thing I'm working at, people will pull to you. But if you try to like be someone else, it's just not going to work. So I think even like the black kind of like super dark podcast, people are like, I'm trying to be like Tate, I want to be like Tate and so on. If you're trying to be like someone else, you're just never going to be able to kind of break through. So what I've kind of seen similar to YouTube, a fling back from trying to be like Tate or Chris Williamson to trying to be like yourself. Yeah, sitting on a fucking couch. Like, my studio at home, I bought like massive lounge chairs. I just sit down, I'll talk to George or whoever for 3 or 4 hours, and then that'll be it. And then we'll have a great time. So I think it's aligned to what you want versus what you think somebody wants. What you said, right? If you think it's sick, it will be sick for the right person.

Yeah.

Yeah, podcast is an interesting one though because you— the metrics are a little bit kind of different, you know.

You're not completely like— you have to, you have to understand that the views won't be like as high because it's— you see fucking hours, 3 hours. Like, not everyone on their way to walking to the shops has time to like lock in for a 3-hour podcast, but the watch time is probably the same, you know what I mean? Like, more, more. Yeah, it's like people will just look at the views and they'll be like, oh, I just want to do a little 10-minute vlog blogs, but very impactful for podcasts.

I want to ask you more about the, the kind of business side that you're helping people with, because I think that's super cool, dude, and I fucking— I love this side of it. So what else are you seeing there that you— that people must know before they get into the content space?

You need to, uh, identify like your main customer avatar before starting it. Actually, no, you need to just make 100 pieces of content first. Okay, that's the first thing you need to do. Most people are actually they have analysis by paralysis. They literally, they just won't start. Like one guy that I'm actually currently working with on his YouTube channel, like he hadn't uploaded in 7 months and I was like, he's asking me for like, what videos should you upload next? I was like, bro, just, just get in front of the camera. He has a sick office as well. And I was like, just start uploading 3 times a week on like just sitting there. Cause like you don't need to run around or this takes a full day and he's doing, doing that. That. And his vids are getting way better and better. And I was like, do that for a month and then, then we'll tweak it. So that's the first thing. People just need to show up, get consistent, and get fluent on speaking to camera and just get better at it. It is literally like a muscle that you train in the gym, or it's like running.

So true.

The longer you don't do it for, the worse you get. And it's actually like really, you get bad quickly. Like if you, if you take a month off, you'll be like very rusty, but then you'll get back into it straight away if you do it regularly.

You know, it's a very robust muscle, the content muscle.

Yeah.

So that's the first thing you need to do. And then I always tell people, look at your top 100 pieces of content, look at the top 10 performing, make those 10 again. So that, that is just the foundation. Just, just do that. Then after that you can say, okay, who do I want? Who do I want to speak to? To, you know, who's my customer avatar? Who am I making content for? What problems do they have? And a really simple way to summarize this: make content for yourself 5 years ago. And so right now, I'm actually with the business course that I'm dropping, I'm actually making content for myself 10 years ago. And that's been just so easy for me to do. When I— whenever I'm like, oh, what video should I make today? Which I do, you know, oh God, I'm getting a bit of writer's block. Just make content for 22-year-old Rob starting out on the YouTube fitness scene.

So you're saying not even focus on the business side initially. It's like that will kind of almost like come.

I'll give you like some serious business advice for 2025. And it's actually, I stole it from Hormozy, but it's actually like the, the best thing I've seen him say. And it's from a really old video before he blew up. Up. Uh, it's still there. The camera quality is like terrible, the audio is good though. And he's like speaking, I think it was in a college or something, okay? And he was like, I want to be a billionaire. What?

How?

Why? I have a product and I'm already making sales. What's the difference between me, The Rock, Kylie Jenner, and Conor McGregor and all their products? Why do they have billion-dollar brands? Why do I not? The only thing that separates them— this is what he says— his eyes. It's just attention. So that's when he went on a content, like, blow up, like 72 pieces of content a week. He spends like 100 grand a month on content. That always stuck with me because I'm like, he is an amazing businessman and he prioritizes content first. So literally, if you want to blow up your business in today's day and age, I hate to say it because it sounds Black Mirror, only thing matters is social media and content and eyes on your brand.

100% agree.

It's all that matters. No, there's no, there's No fucking ad in the newspaper. There's no— so put an ad on the side of a bus. Just, let's just make more content, bro, because you just need more leads. Is there any difference between, uh, you know, Adam Power and Iman Gadzhi in terms of the advice they're going to give you? No. But Iman is just a master at marketing and getting eyes on his brand. That's the only difference.

Yeah, man, it's just the— it's the elegance of it, like how you position it. And again, right, Iman didn't go from nothing to fucking James Bond overnight. He refined all the videos over time to find, oh, I like that positioning. They call it controlling the narrative. I like to look like James Bond. Like, I'm going to his mastermind next week and like, oh, yeah, oh no way, in the UK? Yeah.

Oh my God.

And it literally looks like, uh, it's a casino or a Skyfall, some shit like that.

It's the same music. Yeah, on the, on the homepage, it's like the same music, right? We were sent a video on and it's like, he looks like it. And what I'm trying to say is you become James Bond after you're fucking James from Skundorp.

You have to go through the iterations.

Yeah, bro, that's super interesting though, because if you just have— if you just fill the leads issue, you have an option. This is what's so funny. You can either create more content, build a brand, people love you, or you can spend all of the same money on ads, people hate you, they throw fucking shit at you, they comment all bad things on your Instagram.

Yeah.

So it's like you have to want to do one of these two things, and you gotta pick. One of them costs you loads of money, one of them builds a much bigger brand that has longevity. And it's very obvious, right? It's just that people look for a shortcut.

Yeah. And here's another thing. I just did a video on this. I did a module on this. Okay. Right. Here is money into my account that I can buy sweeties and go to the shop with and spend day-to-day life. Okay. What's, what's the timeline here? Right. But how do we get the customer here? How do I get the money into my account? Right. You've, you've like sales team, you've DMs, you've your funnel, you've chatting to them on a call. You've all these hoops to jump through, right?

What's the very first thing? What's the first thing?

It's content. It's where they see you. All it is, it's everything is just down to content. Everything. Because without this, there's none of this. It's the most important thing. And people are like, I'm a businessman, I don't need no social media. Your business, 10 times out of 10, would be better if you took social media and creating content seriously.

That's the first stop. I just, that's it.

I know it's dystopian. I know it's Black Mirror. I know it's crazy how we're all attached to our phones. I know that sucks. And sometimes I wish I wasn't on my phone so much. And sometimes I wish I wasn't glued to social media. That is today's currency.

Man, that's fucking sick.

It's all there is.

And it's so funny because people will think that they're better than it.

Yeah. Oh yeah. Oh, they are.

That's the worst part. This TikTok generation's in it.

Bro, you're not— you're not more powerful than these companies. They control the world. And that's why I, I hate that.

But dude, you got to play the character.

You gotta play the game.

It's also an opportunity. Bear in mind, like, 5 years ago, 10 years ago, you didn't have that ability, right? Maybe you had Facebook, but you didn't have the same ability.

No.

Because even if you were writing posts like, dude, I'm dyslexic as fuck, I wouldn't have been able to write on Facebook back in the day. Whereas now I can turn on a podcast and talk all day. There's Yap, you know.

Exactly.

But what's interesting here is is like the beliefs that we need to let go, right, to get that. And I think you're the best fucking example on this, right? Because if you just create the content and just then all the other shit, like as you mentioned, this is why I said to you that I think you're very much more like a business owner versus a YouTuber. But I see like you're angry.

I'm super like, I'm super bullish on content.

But that's what I mean, right? Versus like, versus like a dumb fucking content solves all your problems.

Like this year I was like, to the end, I He's like, okay, you know, I want a Porsche. I want to like upgrade the villa. You know, I want to make sure our baby is like just, you know, got the best everything. And I was like, oh, he got this another one. And I was like, what do I need to do? And she's like, just make more content. That just solves everything. Solves everything. Another one. My house, my villa, gets booked up the entire summer, right? Entire summer. This is the power of personal brand. I put it— I didn't even do a post. I put it on my Instagram story. Did one story. No, I did two, actually. Two stories, link, booked up.

You know what's amazing here?

That's all from personal brand content. And the reason for that as well, because, you know, they like— people get catfished on accommodation like so much. It's always like a big fear when booking, like even a hotel, and you'll show up and it's like, you know, it's, it's in bits and the photos that you saw on booking are 10 years old. When you build a personal brand, you're building trust and authority. And so people will even like, they'll make bookings to stay for travel easier. And no matter industry you're in, property, fitness, sales agency, content's number one, personal brand number one.

Take a step back. 2 years ago, or 2 and a half years ago, you created a YouTube video which said, I'm building a fucking villa in Marbella. And then the villa was like super old. It was all run down and everything. And you started that journey, you created the Instagram for it. It looked like shit in the beginning.

Yeah.

Halfway through it looked like shit too.

Yeah, oh yeah, I know. Halfway through was the worst. I was like, what the hell? Oh God, here we go. That was the worst stage where like you've paid for it and you've taken— It's all over YouTube. Paid for the renovation. You're like, there's no going back now.

But that's what you're getting paid today for that, right? So it's like the, I call it the non-ROI. Like yes, you can't like attribute it and it's not one clear attribute. Attribution, attribution. But it comes around, you know, like, bro, like, for instance, like, we— you were on my podcast 4 years ago, great, back on my podcast 3 years ago, then we started working on your podcast, and now I'm speaking on your mastermind.

Yes.

If I didn't do that, bro, I would not be here.

That's so mad.

Sick.

Yeah, but that's so true, you know, like, the, the one is you do this one little thing, and I love The Butterfly Effect, great movies.

I learned that from you, Ashton Kutcher. I never knew that. Yeah, yeah, Butterfly Your podcast with Jack.

Yes, man, I'm mad for it. I'm mad for it. Just one little thing completely changes the trajectory of your life. That's why I credit that one single thing that has changed my life was uploading my first ever YouTube video. That's why I'm so like, I can never forget that and I can never let that go. Even when I'm like not uploading, if I quit YouTube, I'd still call myself a YouTuber. Just— that was such a life-changing moment for me, you know. It's just— I'll never, I'll never forget that.

Um, how do you think about your audience adjusting as you evolve as just a father, human, and everything?

Yeah, that's— they're, they're great, and it's grown with me perfectly. Like, when you go into the analytics, uh, it used to be like main demographic was— it's always been mainly male, like 80, 90%, which I really bike because, um, men buy from men. Yes, from business perspective, like, a woman can't sell like cruising to men.

It just doesn't convert. So it just does not convert.

So from like, uh, you know, if I'm doing a mastermind event like this or coaching app, it's, it's fantastic. And I also like, I'm very passionate about like men's health, men's mental health, and everything. Like, I love— I think men are quite like pushed down in today's society, so I love having a male following I'm going to shout out to the boys, you know. And yeah, the age demographic used to be 18 to 24 and now it's like 28 to 34. So, you know, I'm 33 now, so it's like growing with me. And I will never forget, like, obviously got so many messages when I announced I'm going to be a dad, so many congrats, but so many fathers who are already fathers messaged me. They're like, I can't wait to see how you get on in your fitness goals and how you stay on track and everything. It's going to be so beneficial for all of us dads.

So like, that's sick.

Yeah, niche, new niche online. Yeah, exactly, fitness dad, bro.

I gotta tell you a funny story.

So I was at a mastermind, and also a quick one, when you're, when you're, um, your demographic grows older with you, they've more money as well. Yeah, to spend, like, like significantly.

So yeah, so I never realized this, and you know, like, you unlock the new niche of dad fitness content. I was at a mastermind last year with a guy called James Kemp, like, big mentor of mine, but quite old-ish. He's like his mid-40s, so his customers are really old. I was like definitely the youngest person there. And someone had— they have all their kids in the schools nearby in Bali. And I was like, what the fuck is that like? And he was— and one of the guys said, it's great because you're around all these other fathers, and if they're in Marbella or Bali, they're all super fucking wealthy.

Yes.

So the network of fathers is like huge. Yeah. A lot of guys that will go to bare minimum schools in Bali, like 50k a year. So a lot of guys have sold their companies in like America and just moved. So he said that his friend group now are all like just ballers, but they're all dad ballers.

Man, I didn't even think about that. I can't wait.

Can't wait for my new niche. New niche unlocked. Remember you used to get those like Xbox notifications, new achievement unlocked. We've got new niche unlocked.

Another, another one. Um, Chris Williamson asked Mike this. I just listened to their podcast on flight over. So but it's fresh in my head. Chris asked Mike how, 'cause me and Mike have both been doing this like 10 years, YouTube, like literally around the same time. He asked Mike, he was like, how do you stay relevant? Like, how do you keep going? Like, how do you maintain like getting views and people tuned in? And I fully agree with Mike on this. Like, you have to keep evolving. Like, you have to go through life. Like, you have to be like, guys, I'm buying my, I'm getting married now. I'm getting a home now. I'm starting a family now. I'm starting a new business. I'm doing this. Like, people want to see you live life, like, which is great because it motivates you to do new shit and to keep evolving. It keeps your audience and, you know, it keeps, it keeps people engaged. But the way people fall off is if they just kind of like get lazy and don't do anything in life. So that's the key. I actually had, I'll show you my analytics now on YouTube. Just last month, like one of my highest months of watch time and engagement, like in history. So it's great.

Like, I love seeing those little PRs. Yeah, it was because I probably did a calorie challenge, but I, I super high, like everything. And I'm like, oh, you know, you always just still got it when you want to turn it on.

So it's nice, nice to see.

I remember hearing Ali Abdaal talk about that, that the biggest rise in YouTubers usually have like quite a hard fall, that they're, that they're super relevant for a year or too.

Bitcoin chart, you know. Yeah, like lots of, lots of ups and downs.

So let's talk about the mastermind. What was the real driver to start a mastermind initially, and how have you seen that— what have you learned from doing it?

So when starting any business, you just look at what most people are asking you. That's it.

So you, so you've got customers straight away.

Like when I started fitness watching people were just DMing me like, help me with my diet and training. This is before ChatGPT, it was Rob—

2014 RobGPT.

And so you just, you just do that. I was like, all right, I'm gonna pump out some PDFs and I'm gonna become a fitness coach. Uh, people are like, we want more videos on this, you know. Just listen, like, listen to your audience, what they're asking for. Like, the answer is slapping you in the face like a big wet fish. And so people were seeing my lifestyle well in Marbella. Like, this is kind of like when we just moved here. Like, I, I do so much stories, like, and it was all like, even Joe Delaney, he was like, your life literally looks like brunches and swimming.

And it's like, hey, I want to get involved in that.

And so I just get so many DMs of people asking me about Marbella, people saying organize an event. And I was like, oh, I'm either gonna do like a fitness retreat, like, or a business event retreat treat, um, or a combination of both, which is exactly what I did. Then I was like, I have so much Irish and UK people who just want to come out and want to come out to Marbella and just have a sick time. So I was like, how do I just put together the best weekend ever? A mix of productivity, training, and having a bit of a laugh.

Yeah.

And so that's it. So, and also, um, kind of, um, get a little bit of, uh, intimacy, like to get— come to my house, you know.

Yeah, that's a beautiful—

let me run, run the, the listeners through the, uh, the weekend. I think that I get excited to talk about this, right? Friday at around like 7:00 PM, meet at Villa Lipsetti, the notorious Villa Lipsetti. That looks nice now, you know, it had its moments, but like people have been watching that being built for like 2 years on YouTube and they're like, I want to go to it, you know? And so people are like, yes, that meet there. And then we're going to a very fancy dinner spot called Mosh. And I know all the owners They're going to pull out all the stops, give us the VIP treatment. Food is absolutely amazing. There's like a DJ, turns into a nightclub. One of the best spots in Marbella. Saturday, wake up, go to this €20 million villa, like just a mega mansion. Like you'll see this place and you're just like, is this a movie set? Like, is this real? Crazy. Lots of high value speakers, yourself included.

Let's go.

9 to 5. Nice. Like, you know, we'll have like energy drinks and catering and everything. And the breaks, you can walk around and take content in the gym or in the, in the gym, in the villa.

The villa has a sick gym. So I said that.

And then between 5 and like 7 PM, you know, there's kind of a little break time. You can go off, get some food. And then 7 PM till late, DJ, you know, bar staff come in, open bar and everything. And everyone's just having a sick time until, dance the night away. And then the following day, wake up, 5K along the Golden Mile, um, optional gym session with me in Elements if you want as well. I know, I know you'll be there. And then we're down to like one of the most exclusive beach clubs in Marbella, El Chiringuito. El Chiringuito, become Spanish. Terrible, terrible. And then if the event officially ends at like 5 PM on Sunday, but people are gonna go out afterwards and have some fun. And in my opinion, that's just the perfect Marbella weekend.

Dude, it's funny enough because I've run a few events myself and like the biggest unlock is actually usually not the teachings. It's usually the inter— it's usually like how people interact with people. If I think of what I learned the most from events, it's actually from other people, not even like the speakers.

Yeah, no, you're completely right. Like you can just look up people's podcasts and stuff if you want to know like their steez. Uh, one good thing about like going to in-person speakers is like the Q&A. You can ask them like your specific questions pull them to the side after, after their talk. That is good. But yeah, you're right, like, it's really just about like who you meet and having a good time.

Yeah, but you'll also learn more as a result of that then.

Does that make sense?

I'm so big on events, bro. Like, I'm doing my third one in September.

So it's now since COVID plus AI, the main thing, man. It's the main— it's the only thing that COVID and AI can't take from us is meeting in person.

You made it. Think about it, you know, that's literally Yeah, you made a good point about, uh, like ChatGPT for fitness, right? Because if information is almost worthless right now, what, what do you actually get value from?

Yeah, community and real life events. That's why with Gameplan I did like add in one, in-person events, and two, I need to jump on like a weekly or biweekly call.

Accountability.

Yeah, yeah, literally accountability. That's 100% it. And then all the lads need to bounce off each other as well.

I have a, I have a client, uh, that basically sent a message yesterday saying that like basically they were struggling with some stuff that we were helping them with, some of the content and so on and so forth, uh, some of the training material. They're struggling with a few things. And I was like, if you're struggling and you feel like you're not learning, you come to the calls, you, to get accountability, to get teachings. If you have no questions, you sit there, because the environment— they literally said it— they feel like they don't have the right environment. The environment alone will fill in those gaps. Yeah, it's not even about what you say. And it's so weird to think, right, because we're so used to teaching in school, being like, this way, this way, this way. But that's not the best way to run these events.

No. And I also think something that AI hasn't taken from us yet, and it's not only— it's great for just engagement and explaining something, but it's storytelling and experience. So I think that's very important. When I'm like recording all these modules and stuff, I try to like have a story, an example of me walking the walk, applying something. And that's something that AI I can't do. They can't do— they don't know my stories.

Yeah, yeah, yeah.

Robot overlords, they don't know it. And that's something that captivates people and makes them listen as well. So go— if anyone's listening to this, go all in on storytelling.

You're a legend, man. I want to say a big, big thank you. Huge inspiration for me, man. I remember watching your first video on how to count your macros before I was going on vacation when I was 18 years old. So full circle moment, bro. You're a legend.

That makes me so, so happy. Um, that just literally has made my week.

Oh man, you're a legend, brother. Cheers.