AAE Logo - Orphic v2@2x






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

Fall Back On This If You’re Ever Feeling Lost

I was having a chat with an owner of a physio clinic here in Sydney and we got onto the topic of university graduates.

At some point during the conversation (and this might be showing our age), we got talking about the heightened sense of entitlement that seems to be creeping into the psyche of a lot (not all) graduates from uni…

And it’s the expectation that someone should just give them a job now that they’ve graduated… even though they are completely unemployable.

This is not their fault of course — universities are protected from dissent and criticism so they get away with highway robbery.

Because it doesn’t matter how incomplete a student’s education is…

How little real-world experience they obtain…

Or how many gaping holes there are in their competency…

Since there is nothing else to hold them to account, our ‘prized’ institutions will keep banking their government cheques till the cows come home while saturating the industry with more supply despite no increase in demand.

But the problem with that of course is that this rubs off the students.

The students aren’t ever shown that the real world doesn’t operate like a university campus, and the industry doesn’t owe you sh*t.

So when they come out as a new grad, they think that they deserve a job, when they’re yet to be of service to anyone or anything.

But as I said, that’s not their fault, because the uni’s set them up to fail by not properly serving their students.

And that there, is an important lesson for us all.

If you could only do one thing in the world to put your business on the map so it can serve its market in abundance…

Just be of service.

Service is like rocket fuel for your business…

It is the one thing that will always put your business into overdrive regardless of your situation.

Want better client results?

Be of more service.

Want more sales in your business?

Be of more service.

Want to get more testimonials?

Be of more service.

Want to attract better staff?

Be of more service.

Want to increase your brand presence?

Be of more service.

It’s so simple that you can fall back on this if ever you’re feeling lost in your business.

If you’re ever feeling anxious about your business, unsure about its direction, or unable to break through a plateau, fall back on this.

So before you subscribe to the Alley-Oop Newsletter, try that first.

But if you’re already being of service, then becoming a dunker is the next logical step.

– 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.