AAE Logo - Orphic v2@2x






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

Cancellation Conundrums

On a consulting call yesterday, a director of a physio clinic asked:


“How do you deal with cancellations? With COVID surges and winter sickness rising, we’re around 20-30%. That means by the end of the week we’ve brought in 30% less than what we expected.”


My answer is controversial…

And it all comes down to tolerance. 

You get what you tolerate.

If you get into the habit of tolerating cancellations, then expect them regularly.

If you get into the habit of tolerating underperforming staff, then you’ll find that more and more staff get used to coasting.

If you get into the habit of your clients not valuing your time and expertise, then your success in business will revert to the mean.

In this case, cancellations can be immediately & swiftly eradicated by getting your clients to pay in advance.

We do it, have done it for years, and it’s never been an issue.

You can do it in almost any industry.

Shift all payments to Monday morning at 5 am like we do, and you’ll never worry about losing out on a cancellation ever again.

And for first-timers? Yes, they pay in advance too when they book online.

It’s only an issue if you make it.

I’ll say that again.

It’s only an issue if YOU make it.

Sure, it might take a client by surprise if they aren’t used to it, but it will only reinforce that you hold yourself and your time to a higher standard…

Which will rub off well for your clients anyway in the long run.

But I can already hear the objections running through the sceptics…

“But my reception staff aren’t confident to enforce our cancellation policy.”

“But I might lose clients if I charge them…”


These are smokescreen concerns.

If you’re worth your salt, people will respect your time. It’s that simple. 

The best way to reduce cancellations is to enforce cancellation policies.

Within weeks, you’ll have little to no cancellations and your bank account will be thanking me…

And if your staff are on commissions… so will they.

With every man and his dog sick at the moment and cancellations presumably going through the roof…

I’m sure there is someone who needs to hear this.

On the topic of tolerance, I teach you how to raise your standards in this month’s Alley-Oop Newsletter… and show you how tolerating less mediocrity will improve every area of your business — sales, marketing, results etc by understanding a simple formula which I explain.

It gets sent off to the printers on Friday, so get in if you are keen to raise the standards so you aren’t left with the scraps at the end of the week.

You can subscribe here:

– 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.