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

Are you playing Ultimate Freebie?

Something most people don’t know about me is that I’m not on Instagram.* 

I know that sounds crazy but I’ve found my mental outlook is far better without it.  

I have greater mental clarity, more focus and it’s one less distraction to suck up my time.

Yesterday, I got a message from one of my team. We started talking about Freebie culture.

Do you know what I’m talking about?  

It’s when coaches in our industry run around following free information on IG/YT/FB like a frisbee… hoping that ‘this resource’ or ‘that podcast’ will hold the secrets to all the challenges in their career.  

Free content is like crack for coaches.  

And in some ways, it really is.  

Coaches are so hooked up to social media and its bite-sized free content that it’s like an IV bag full of dopamine.  

Like a junkie looks for their next hit, there are people in this industry that are frothing at the bit for their next bit of free content.  

Whether it’s content on IG, a podcast, or a downloadable… it’s all the same.  

Now of course there isn’t anything inherently wrong with free content (we give away heaps for free).  

Consume as much as you want…  

The problem comes when it’s ALL you consume.  

Here is why.  

Contrary to popular opinion, more information is not the answer.  

If it was, no one would be fat, no one would be poor, and no one would be as dumb as a doorknob.  

But last time I checked… it hadn’t solved the issue.  

So why doesn’t more information work?  

Why are coaches still on the ‘hunt’ for free advice… even though in our own professions, we expect to be paid?  

It’s a mindset thing.  

See one of the hidden trade-offs with our Freebie culture is that it drags down our perception of value…  

When something is ‘free’, its perceived value is low.  

But if you took that very same resource and put a price tag on it — the value would immediately increase.  

What that means is the resource itself isn’t the only thing that confers value…  

The price attached to it does too.  

Read that again.  

That’s why we charge $147 per week to join our flagship training program. Because it’s such a big investment, it’s valued.  

Sure, others try and do it for $70, but it doesn’t have the same impact.  

Because the more that someone invests in something, the more they value it. And the more they value it, the more they act on it. And the more they act on it, the more they level up and get the results they want.  

See how that works?  

If you want to upgrade your thinking and start acting on the advice you obtain… the best thing you can do is pay for it.  

Because once you pay for something, the transfer of money also transfers value.  

That’s been one of my little secrets the past 4 years since I started paying for mentorship.  

Now it’s yours.  

Do with it what you will.  

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

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.