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

A Podcast Confessional

On Monday, Jordi and I recorded a podcast with an almost religious twist.

It’s the second time we’ve done it in this style.

It’s called ‘Behind The Business’ because it does exactly what it says in the title.

It pulls back the curtain and shares the raw, unedited, unadulterated TRUTH about OUR business.

For me, it was like being in a confessional with a priest.

But in this case, I wasn’t asking for forgiveness…

I was trying to push aside all the BS and tell the God-damned truth.

Which is?

Even guys like me are still trying to figure it all out.

Here’s the deal.

don’t have it all figured out. 

I am a student of business.

Every time we level up as a company, we simply face a bigger challenge.

At no point in our growth — regardless of the money we make — do we escape challenges…

This brings me to an important point.

The goal of business is not to escape challenges.

Because the challenge is a necessary part of the game.

It’s like the ball in Rugby. The goal of rugby is not to get rid of the ball…

It’s to make the best use of the ball when you have it.

Because the ball is an essential part of playing the game.

Business is just the same.

And I like it that way.

After the recording, Jordi brought up a good point:

“People look at us and think we’ve got it all figured out… like we’ve got all the treasures and the keys to the kingdom.”

It’s easy to think that’s the case.

But in reality, we’re fighting a battle just like you…

The only difference is…

It’s a different battle.

See here is the truth.

We aren’t facing the types of problems most gym owners face.

We aren’t desperately trying to find clients…

Or trying to make ends meet…

Or figuring out how we’re going to stand out and get noticed.

We’re across that and have incredible systems that keep things running on autopilot…

Funny fact.

I remember a time in my life when I swore that I’d never let MY gym get so big that I wouldn’t be able to remember everyone’s name…

Yet here I am constantly introducing myself for the first time to members who have been a part of the facility for months.

This is why I am so comfortable helping others deal with lead generation problems…

Branding problems…

Money-generation problems…

I’ve been there, done that, and can deal with those types of challenges with my eyes closed.

But with that said, I am still a student of business, and I am still at the frontier facing my own challenges.

Figuring out the secrets of scale… (how to take a big team and reduce the inefficiencies because it’s way harder than you think).

How to manage a fast-growing team and build long-term career pathways for ALL of them…

Acquiring other companies…

And dealing with the complexity that comes with a business like ours…  

Every day, my team and I go fight our own battles…

Just like you with yours.

And that is exactly why I decided to start writing the Alley-Oop Newsletter.

It was a chance for me to share the battle-tested strategies that I use, have used, and will continue to teach with my mentees.

The strategies that have gotten me off my knees, allowed me to build a little empire I can be damned proud of…

And what has sent me well off the path to the edge of a forest with only a blunt machete and 6-feet of visibility (If you want to hear the context of this analogy, you can listen to the podcast below).

I’m at the pointy end of the spear and despite being the bloody end…

It’s where all the action happens… and I love it.

Within 5 days, you’ll be getting your chance to get your hands on these same strategies…

And for the price of a coffee a day, it’s going to be damned hard to say no to.

The inner critic in you will try and talk yourself out of spending $3 a day to change your business…

But what you’ll get will be so insanely valuable even the part of you that tells yourself it won’t be worth it will find it (almost) impossible to say no.

I hope you’re getting excited… Because I certainly am.

Just doing final tweaks and making sure everything will run without a hitch.

It won’t be long now.

– Karl Goodman

Don’t Stop Here

More To Read

The Good Man’s Paradox

I watched Equaliser 3 last night. It is every bit as good as its predecessors. There were many memorable moments, but one in particular struck

The Goodwill Economy

I have a prediction for 2024. And it’s a complete backflip from what I would have said just a few years ago if you’d asked

Rich Men North of Richmond

It’s crazy how quickly things can go viral when a message really taps into the conversation that the market is already having inside its head.


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Athletes Authority

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+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.