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

I Predicted This in 2018

In 2018, I had a feeling that the glory days of the ‘Instagram Influencer’ were over.

I wrote about it here.


Back then, there was still so much euphoria in the industry and everyone was making the switch to become an ‘online coach.’

Everyone was FOMO’ing in while I was trying to tell people I think their days were numbered.

I felt like Michael Burry in the Big Short, except I was like 1/100th as intelligent as him and I didn’t stand to make billions from the collapse (OK, so maybe not like Michael Burry at all).

Nevertheless, all the fundamentals said the bubble was going to burst but no one at the time wanted to believe it. If I’m honest, there were definitely times where even I doubted myself.

I would ask myself, “have the principles of value really been thrown out the window? Is the person with the best rig and largest number of followers really our future leaders?”

As we approached 2020 and I was almost certain the bubble was about to POP, the spicy cough hit, and the online dream found new life at the 11th hour.

So more and more people went online… not realising they were swimming into a red ocean. 

Fast-forward two years later, gyms are more popular than ever, the demand for real connection is at an all time high, and the industry is looking for leaders.

And the typical online influencer is wondering why their house of cards is collapsing in front of their eyes.. Engagement is down, the DM’s have dried up, paid advertising has turned to crap* and their audience is overstimulated & immune to their barrage of mundane, recycled content…

All the old tactics are dead.

And real leadership has taken its place.

Those that gave… who added value with no expectation of anything in return… and who led before they ever asked or received are now those leveraging the asset of attention…

And in 2022, the strategy of preeminence reigns supreme once again.

… which is exactly what I predicted.

Want to read the original article?

With hindsight, it’s a pretty crazy, whacky read.

Here is the link:



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.