Transcript excerpt of a YouTube conversation (recorded June 17, 2021) between Brian Brose and Ben Patrick about Ben’s coaching and business philosophy. Ben argues against celebrity/selfie-style marketing in favor of prioritizing product quality and principles, being a “product of the product,” and building a legacy business. He describes the ATG coaches community (started/led in business by Keegan Smith) and notes Keegan has "over 200 coaches around the world." The exchange contrasts short-term marketing gains with long-term product-focused growth.
Questions this video answers
June 17, 2021.
Over 200 coaches around the world.
I mean, in la, you're supposed to snap pictures with celebs, you're supposed to post on your social, you're supposed to charge them ridiculous rates, you're supposed to get them to refer you to their friends. I mean, that's the path of least resistance business model for that whole city, regardless of whether you have some really amazing IP that works. And yet you, Ben, decide, I'm not going to do any of that. I'm just going to be this other guy with my own principles and ideas. And the weird thing is is you're going to be more successful that way and you, you'll probably get there quicker.
I agree with you. It makes my product better. Short term, if I take the selfie and say, hey, great workout today, that would get more sales. Long term, that would take the pressure off of me to make my product even better and to get the results in my own body. It's much easier to live a product if you're living the product. So my, that's my theory for a coach, is to be a product of the product. So that guy I mentioned, Keegan Smith, who was the first guy I saw doing knees over toes, he now has over 200 coaches around the world that I have a private chat with them every day. We call it my business, we call it ATG for coaches. And funny enough, I don't even make a penny off that. I only make it on my route. So he runs that from a business perspective. But I'm messaging these guys like 50 times a day trying to create a new way of thinking about what it means to be a coach, that you put ultimate pressure on yourself. So these, you know, these crazy things you see me doing, I'm putting the pressure on the trainer to do that, you know, so, you know, I think that's the better route long term, I think short term, it's harder in every possible way. I think long term you can make more of a legacy business based on the quality of that business than the short term. Marketing.
