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

Guerilla Gorillas Sabotaging Your Business

Would you notice if a man in a gorilla suit walked past you?

That was the question Harvard researchers wanted to ask with their famous Gorilla experiment. 

This is the gist for those that aren’t familar:

* Researchers instructed participants to count the number of times 3 players in white passed a basketball. The opposing team also passed a ball, but they were in blue. The participants were told to ignore them.

* At some point, a gorilla walks the length of the court, stopping for some time in the middle to beat his chest.

At the end of the exercise, participants were asked how many times the white players passed the ball and if they noticed anything peculiar. All participants accurately recounted how many times the ball was passed, but only 50% noted ever seeing the gorilla.

Which to the rational brain seems almost impossible. How could anyone miss a blatant distraction like a man dressed in a gorilla’s suit beating his chest in the middle of the playing area?

Yet it happened.

As participants re-watch the video, those who didn’t notice the gorilla are in disbelief. The second time around, they couldn’t see anything BUT the gorilla.

Running a business is much the same. It’s so easy to get distracted by the details in the business that you miss the big picture — or in this case, the giant gorilla.

When it comes to your business, there are three of them — everything else is a mere distraction.

In order of importance, you’ve got:

1. Customer Experience

2. Sales

3. Marketing

Anything and everything else should play second fiddle to these three things.

This brings me to a confession.

For the last two months, we’ve been ignoring a gorilla.

Now, I’m AA’s harshest critic, so take that with a grain of salt.

But the issues we’ve been having have all stemmed from things slipping with the customer experience.

Now in our defence, when you have 330 athletes with complex injuries, complicated programs, a more involved experience than the vast majority of gyms, and lots of moving parts, things will slip… no doubt.

And perhaps more importantly — our Head of Medical and Head of Performance were away — they’ve been flying the flag overseas at the Rugby Union and League World Cups.

But because our standard is excellence, I treat any slip as a fall. My wife says it’s unhealthy but I am who I am.

It’s not all doom and gloom, though. The first step in dealing with these three hairy gorillas is acknowledging their existence in the first place.

And that’s the beauty of business.

You’re only a moment away from redirecting your attention back to what matters.

So next time you feel like you’re losing your way, go back to these three things.

99% of the time, you’ll find the answers you seek.

– 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.