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  • Founder of Athletes Authority
  • Marketing Maverick
  • Business Strategist
  • Newsletter Publisher

6 Business tips from an idiot

I always tell my mentees to understand their market.

Part of that process is research. You need to know:

1. What is the pressing problem that your market faces;

2. What type of content & solutions your market has available to them;

3. What is holding your market’s attention, and 

4. Where you can find your market in high concentrations.

As we were doing our own research for our Personal Training course,  I came across an article for new PT’s.

It was awful.

Basically, it provided 21 tips to help Personal Trainers grow their business..

Now I’m sure this author meant well, but I can tell that they had no idea.

1 in 3 tips were so bad they were better categorised as ‘what not to do.’

The list was long (21 in total), but here were 6 of the worst:

  1. Offer discounted sessions
  2. Get creative with your business cards
  3. Drop off cards or flyers to local businesses
  4. Get on LinkedIn
  5. Write Guest Posts
  6. Network at Chamber of Commerce meetings 

Network at Chamber of Commerce meetings? What the f*ck?

That made me cringe.

Laughing aside, this was one of the top hits when searching ‘business advice for Personal Trainers’… so I shouldn’t be laughing.

But it makes me think…

If this is what people are posting online, imagine what is being said offline by all the ‘armchair experts’ and ‘guru’s’ who don’t understand the concept of opportunity costs.

… and how much bad advice is being actioned by Personal Trainers as a result of this ‘advice’.

I don’t want to imagine.

Want to know what I would have said differently if I wrote the article? 

Here is how I’d flip the first 3 tips so they actually work.

1. Offer discounted sessions

Offer Clarity sessions that help your market understand who they need to be & what they need to do in order to have what they want. Get down to the root cause of the problem, then map-out a journey (that has you in it) to get them to their aspirational state.

2. Get creative with business cards

Scrap the business cards altogether and build a one-page website that you drive traffic to (via paid online, organic online, and offline strategies)…

When they get to your website, capture their details by offering something of incredible value to them… 

3. Drop off cards or flyers to local businesses

Actually meet the owners of the business and explore if they want to do complimentary team bonding sessions where you train them. In exchange, they advertise at their place of work.

Here is an example for a local coffee shop:

In exchange of 10-weeks of free team training at 3pm after they close the store, the owner buys 3000 take-away coffee cups with your logo and a simple QR code on the cup. 

That QR code sends people to your website where you offer that Clarity session we spoke about earlier. Once there, you can retarget them with education/demonstration/infotainment content on IG/FB/YT to build the relationship with them…

I’d write about the other 3 tips but that would make the email too long.

Which brings me to the Fitness MBA.

It’s a completely free business course for trainers and coaches who are earning less than $100k personal income.

It’s got hundreds of raving reviews from students who have completed the course.

It gives you actionable advice that works.

The big news is, it’s not going to be free for much longer.

You only have two weeks to actually enrol in the course for free until it becomes exclusive to our Personal training students.

You’d be crazy not to jump on it right now while you still can.

This is the link.


It takes 30 seconds to sign up, and then you have access for life.

Then, you can make sure you get all future updates of the course as I add or change things over time.

Here is the link again.


Karl Goodman

Don’t Stop Here

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237 Elizabeth Street, Hobart
TAS 7000
+61 407 757 394

CLub Lime

Level 1, Gungahlin Square, 43 Hibberson St, Gungahlin ACT 2912
+61 261 230 666


athletes edge

352 Griffith Rd, Lavington NSW 2641
0409 161 031

PEAQ Conditioning Coaching

1/10 Endeavour Dr, Port Adelaide SA 5015
+61 421 668 773

FSC Wembley

56 Grantham St, Wembley WA 6014
+61 439 296 427

FSC Wembley

56 Grantham St, Wembly WA 6014
+61 439 296 427

Bodyseek Personal Training

6/92-100 Champion Rd, Williamstown VIC 3016
+61 3 9078 3005

Athletes authority melbourne

8/1-7 Friars Rd, Moorabbin VIC 3189
1300 936 563

Elite Performance Gym

17 Neumann Rd, Capalaba QLD 4157
+61 7 3823 5676

Athletes Authority

16 Dickson Ave, Artarmon NSW 2064
+61 1300 936 563

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Lachlan Wilmot



  • Bachelors of Exercise and Sport Science
  • Honors in Rate of Force Development in Team Sport Athletes

Lachlan began his professional sports coaching career as the second ever employee at the GWS Giants in 2010-11 season prior to entering the AFL in 2012. Over 7 seasons, Lachlan grew a team of talented young men into back-to-back preliminary finals contenders. As the head of strength and power, his role was to turn teenagers into physically dominant men, developing their strength, power, speed and most importantly, their resistance to injury.

In 2018, Lachlan’s success afforded him the opportunity to shift codes, having been offered the role of High Performance Manager for the NRL’s Parramatta Eels.

In as little as one rebuild season, he had taken the wooden spooners of 2018 to the finals in 2019, where they inflicted the greatest defeat of the Brisbane Broncos in NRL history. By 2019, it was time for Lachlan to go ‘all-in’ on his other baby, Athletes Authority.

Now, Lachlan leads the performance program, designing the programs for all the athletes here. He works closely with the sports medicine team, just like he did in pro sport, to help athletes achieve more and reach new heights with their athletic careers.

Karl Goodman


Karl began his career in coaching as a Personal Trainer back in 2007. After competing for NSW as a Baseballer, and then competing at an elite standard as a cyclist throughout university,  Karl received the opportunity to work with Gordon Rugby in the Shute Shield competition. From there, he found a way to marry his passion in sports and competition with coaching; selling his investment property to start Athletes Authority in early 2016.

Starting from humble beginnings, the facility vision was taken to another level when Lachlan and Karl partnered up in 2017 and Athletes Authority was incorporated. It was no longer just a gym training athletes; Athletes Authority was committed to becoming a brand athletes worldwide could rely on for quality coaching, advice and service.