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

There is a big difference between something that grows up and something that grows down.

And interestingly, the higher you want something to go, the deeper the foundations that must be dug.

Many of you will already know that Burj Khalifa is the tallest building in the world. And for those that didn’t, me saying it now has probably jogged the memory bank.

But what about the deepest building in the world? What goes the closest to Earth’s core?


No one talks about that. While digging out foundations is hard, brutal and time-consuming work, there are no accolades for going deep…

I can only assume that’s the case because we’re never hard-wired to celebrate the things that no one can see. 

But you know who is obsessed with depth?

The people responsible for building skyscrapers.

Before the guys that build skyscrapers build up, they build down

Engineers, architects, risk assessors…

The people with something to lose are far more interested in the building, not toppling over, so they become depth-orientated.

And in business, so should you.

In business, depth takes on the not-so-frequently-discussed:

– It’s the documentation, measurement and tracking of your operations & processes;
– It’s your safeguards that prevent you from becoming bloated and inefficient as you ‘grow’
– It’s your financial modelling and engineering so you don’t topple over when the economic cycles change direction
– It’s your client satisfaction and LTV to make sure you’re building — not taking away — your market goodwill.
– It’s licensing your systems (because it forces you to get your own house in order)

Depth is pretty much everything that the goo-roos don’t talk about.

All the ‘boring’ stuff (pardon the pun… I suspect not everyone will get that if you’re not an Elon fan)

But the reality is, someone needs to tell you this stuff, otherwise, the pursuit of scale will kill you.

In this month’s alley-oop, I go over all the frameworks that constitute the “infrastructure” of your business.

Solutions for pipeline management, continued client education, reputation management, centralised communications, documentation and staff/client onboarding.

Yeah, the “boring” stuff, that will make you a tonne of money, regardless of whether you’ve got a big team, or whether you’re operating solo.

Plus, it’ll show you how to automate the majority of this stuff with software like getgymini.com, so that you can keep the focus on what matters — delivering an exceptional client experience so your goodwill expands over time (rather than detracting).

If you want to get your hands on the edition, 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

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+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

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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.