AAE Logo - Orphic v2@2x






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

Have You Ever Had An In Idea That Flopped?

Ever had an initiative that you wanted to add to your business which sounded great in theory but completely flopped in practice?

Yeah, you have?

Yeah, me too.

“Flop club” is a popular venue for us entrepreneurs.

I was thinking about an example of this that happened to me that I think we can all learn from…

Sort of like a case study in “Don’t do this at all costs.”

So here’s the story.

About two years ago, we launched our first Mental Skills Workshop.

It was on the fear of failure.

I launched it with passion — sharing stories, writing emails and drumming up engagement.

It was a raging success with over 70 in attendance.

The audience, according to their feedback at least, were genuinely impacted by the experience.

We scheduled in our next workshop for three months later.

But the next time around, I didn’t do what I did the first time.

I didn’t tell the stories of my own mental demons as an athlete, and how that held me back from achieving what I wanted to get out of sport.

I didn’t tell the stories of other athletes who made breakthroughs by mastering their mental game, and why mental skills training was the reason they were able to propel themselves forward.

And I didn’t lay out a compelling reason why they should make an effort to attend.

Want to know what happened?

We only had seven book in.

It was such a low turn out rate we actually pulled the pin and cancelled the event.

It was an embarrassing fall from grace.

See, I made a big mistake.

After the success of the first event, I went into the second thinking that the job was done.

That people understood why they should care.

And, that they fully understood the need, importance and value of mental skills training.

But I was wrong.

Because despite glowing and raving reviews of the day, that feeling eventually faded, and I failed miserably to reignite their desire.

And that’s because I failed to tell athletes why they should care.

So really, the abject failure of the second event was all on me.

Thankfully, I’ve learned my lesson and when I want athletes to care, I make sure I don’t leave it to chance.

I share stories of hardship.

I tell stories that inspire.

And most importantly, I tell them what it could mean for them if they gave themselves permission to explore the opportunity.

The result?

Not only do the athletes care, but they care enough that they are ‘hit right in the feels’, like this athlete:

And that’s the power of telling them the real reason why.

That deep ‘why’ that motivates you to try new things, that makes you want to innovate, and drives you to go over and above.

Doing that is far more effective than some superficial bullshit response like “I wanted to bring more value to you.”

F8ck that.

Tell them what’s really up. Tell them the real reason why. Not only will your members/patients/athletes turn up in droves to your initiatives but your clients/members/athletes will thank you, too, for telling them why they should care.

– 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.