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

Anti-Capitalist Cafe Goes Broke.

Imagine opening a business but hating money so much that you chose to run an anti-capitalist cafe.

Well, you don’t need to imagine anything because that’s exactly what Gabriel Sim-Fewer did, and it worked out just as you’d expect it to…

He couldn’t afford to hire anyone and couldn’t make any profit.

Gabriel, who opened “The Anarchist” just one year ago in Toronto, announced on his website that he could no longer access the seed capital required to continue operations because of… (and I’m paraphrasing/reading between the lines a bit here)

… ethically corrupt banks not liking his balance sheet and income statements to want to lend him more money.

Fucking LOL.

But you know what’s even more cringey than an anti-capitalist cafe going broke?

Yours truly had a similar idea when I started AA.

Yep — for about six weeks, I, too, lived in fantasy land. I thought running a donation-based gym would be a hit.

But the truth was that I wasn’t making a value-based decision, and I hadn’t really considered the implications of the business model. It pains me to admit it, but I was trying to get brownie points with a chick I had a crush on who was a mad fan of socialism.

And while she thought it was a great idea, she friend-zoned me anyway, and the idea of a donations-based gym crashed harder than my self-esteem. 

Because while my members loved training at my edgy, grungy gym above smash repairs and paying nothing for it, my bank account couldn’t survive off the $10 donations once a month.

So I binned that idea quick-smart, told people I’d be charging a membership, and put some basic structures in place to save me (from myself) and avoid going woke and broke.

Why bother telling you this?

So you can learn the following lesson the easy way.

Here’s the rub:

When you don’t make decisions for your business based on sound economic principles…

Or, when you’re operating in ‘possibilities,’ ‘hope’, or ‘ideals’ (rather than reality)…

Then it really doesn’t matter how much you “want” things to work.

The free market is the ultimate equaliser and really doesn’t give a shit what you want. 

It only pays out to those who are valuable

Which is why your business’s values are at the heart of it all.

To learn about the 10-step framework I’m implementing in my business (and with my mentees) to build enduring companies that spend less time breaking things, and more time building things, then subscribe to the Alley-Oop newsletter below:

Because once the 1st of the month comes around, this framework will go back into the archives — and who knows when I’ll bring it out of the vault again. 

– Karl Goodman

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CLub Lime

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+61 261 230 666


Lift3 Gym and Physiotherapy

D/2 Reliance Dr, Tuggerah NSW 2259
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PEAQ Conditioning Coaching

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FSC Wembley

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FSC Wembley

56 Grantham St, Wembly WA 6014
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Bodyseek Personal Training

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

Woodford Sport Science Consulting (WSSC)

97 Cochranes Rd, Moorabbin VIC 3189
+61 3 9532 6132

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.