AAE Logo - Orphic v2@2x






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

An Important Business Lesson From Failed Woke Movies

I heard some good advice once:

“Money goes where energy flows.”

I’ve since reframed it to:

“Money goes where enthusiasm exceeds it.”

Think about it for a second:

If demand for something is excellent, supply shrinks, and the value of said good increases.

It’s 101, which I know you’re all across so I won’t bore you with it for another second.

But have you thought about the real implications of this?

Here are my thoughts on it.

Above all else, we must become “students of the markets”. It’s not enough to just pay attention to products in our industry or techniques that are effective at making sales right now. Or even more broad topics like marketing or copywriting.

Of course, all these things are super important — but the first and most important thing we all need to learn is what people want to buy.

And that is relatively simple — just look at what people buy to observe what people want.

Now while that seems simple enough…

We have to be careful.

Because what people SAY they buy is not always what people ACTUALLY buy.

Case in point — woke movies.

If you were to ‘survey’ the market on what they want to see more of, you’d get a massive chunk of the market to tell you that they want to see females replace men as the lead, more actors of colour, more LGBTI representation and less “cys, white men.”

Except as the markets continue to prove, what people ‘SAY’ and what people ‘DO’ are two very separate things.

So why does this happen?

Well surveys, given they are in question format, create an environment where people feel they need to provide the ‘right’ answer.

And the ‘right’ answer is often decided by whatever the social zeitgeist is at the time.

But it explains why agenda-free action movies like ‘Top Gun: Maverick’  have absolutely crushed it at the box office, while Warner Bros have pulled movies like Supergirl and Batgirl before they even got into proper production.

It’s the same reason why the Ghost Busters 2016 remake flunked or why Rings of Power is being reported as garbage with damning reviews.

And it’s also why Disney (with the deepest of pockets of all) will still pander to the CCP and remove any evidence of gay romance from Star Wars despite being advocates for such causes on the other side of the Pacific…

All I have to say is that I pity the fool who goes into a business venture because survey respondents indicated it was a great idea.

Anyway, I don’t think you can’t beat the market… you can only win WITH the market.

If you want to win the infinite game of business (as Simon Sinek puts it), then you must embrace this.

You need to know how things are… not how people wish they were or think it is.

I said you need to become a “student of markets”…

But maybe another way of thinking about it is a “student of reality.”

Take from that what you will.

– 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.


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

Application details

*We’ll use your email address to send you our course guide. It’s a detailed explanation of everything you can expect from the course

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.