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

Audience vs Community

You might find it surprising that Lachy and I aren’t massive fans of building an ‘audience’ online… especially when we’ve spent the last six years doing just that.

But it’s true.

Having a big online presence looks good, but it doesn’t mean it does good.

There is a very big difference between those two.

And that’s not a jab at content creators…

It’s a fault of the system, not them.

Here’s what I mean:

While a community optimises for engagement, participation and contribution…

An audience optimises for passive consumption.

While a community optimises for bonds and relationship-building…

An audience is completely disconnected from one another.

While a community is ‘bottom-up’ and optimises for ‘many-to-many’ communication…

An audience is top-down, with communication only occurring in one direction.

While a community distributes responsibility and ownership to improve the standards, an audience has no skin in the game.

And while a community has a shared purpose…

An audience is, by definition, self-interested.

That’s why we’re moving away from building an audience online… we’re over it and think it’s broken…

Because the internet was never designed for ‘audiences.’

It was never meant to replace the TV… but for some reason, that’s exactly what it’s become.

Everyone is stuck scrolling endlessly, waiting for the next dopamine hit, but never actually engaging, contributing or testing their understanding in productive discourse.

For platforms that use the prefix ‘social’… it’s hardly that in practice.

Now we could go into why or how that’s happened… but the short story is simple:

On social platforms, we’re the product!

There is an old saying:

“Once something develops to an extreme, it becomes its opposite.”

Social media has gone too far in one direction, and now…

It’s the opposite of social.

That’s why we’re changing things up and inviting you to join us in a community called the Athletes Authority Insider.

It’s free to join, and we’ll be sharing the latest insights of what’s working in our gyms — both from a business standpoint, as well as on the gym floor, on the physio table, and out on the field.

We’ll be covering all basis (and I’ll be spending way more time on there, and you won’t hear from me as much over email… because this, too, is very one-directional).

Most importantly, though, it’ll be a community that sparks great conversation, encourages lively debate, and rewards collective engagement (join us, and you’ll see what we mean… the more you engage, the more you’ll unlock awesome opportunities to learn more from us).

This is all the while pursuing a shared purpose of improving the industry’s education standards.

That’s our mission — to be responsible for educating more people in the exercise, sports science, and physiotherapy industries than every university in the world combined.

Yeah, I know… that’s a big elephant.

Do you want to help us take the first bite?

Join us below, and get immediate access to our first free course: “The Athletes Authority Speed System.”

Yes, it’s quite literally free.

Here’s the link:

(when you sign up, check your emails for your invite link… and make sure to check spam too!)

See you on the inside.

– Karl Goodman

Don’t Stop Here

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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.