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

Here’s Your Chance To Boost Your Bottom Line

This one is straight to the point.

Right now, you have a limited opportunity to raise your prices.

Because the Australian Financial Review just reported 5.1% headline inflation.

Regardless of where you’re reading this around the world, it’s much the same (I hear in the US it might be even worse).

And I can’t say I’m that surprised.

Because we can all see it.

Prices are sky-rocketing.

A drive-through Maccas coffee I grabbed on Monday was $5.85 (wtf).

Prices are still inflated at the petrol pump.

And the price at the grocery checkout sears a hole in the back pocket. 

But let’s be honest…

This is what happens when the Government floods the economy with free cash no one worked for.

But such is life, so now it’s up to you how you play it.

Because if there was EVER going to be a ‘perfect moment’ to put up your prices, now is that time.

How do I figure that out?

Because the market will never be more desensitised to a small price change than right now.

And if you’re like the majority of us in service industries, we rarely change our prices. In which case, you’re probably undervaluing yourself.

This is the complete opposite in almost every other industry.

Take construction for example where costs of materials are increasing every month like clockwork.

In other sectors, price rises are dime a dozen.

Which gives you a very narrow opening to act.

So if you’ve ever wanted to change your prices to reflect your value, then now is your time.

For some of my mentees, they’ve changed prices without anyone even questioning it… 

So you may as well bite the bullet.

Because at some point in the future, your prices will have to go up. So why not now?

Not convinced?

Let’s do some quick math.

A 10% price rise on a $100 coaching service will sail straight through to the keeper in the vast majority of cases.

But across 30 sessions a week and annualised over a year, would add $15,000 to your bottom line.

If you’re a clinic that sees 150 people a week, a price change of $5 for all services would result in a handsome $39,000 improvement… and most would not bat an eyelid (I did this with a mentee and it worked a treat with zero pushback).

As the saying goes, small hinges shift large doors.

So take the chance my friends while you still can.

Because in an inflationary economy, there is nothing worse than falling even further behind.

And someone has got to look out for you guys, right?

– 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.