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

Jam That Puts You In A Pickle

If you’re in business to help others, then you need to know about the paradox of choice.

Because as a service business, we assume that the more offerings we have, the better.

This makes sense.

  1. Have more offerings.
  2. Increase your pipeline.
  3. Make more sales.

It sounds good in theory, but it falls flat in practice.

Nothing illustrates this point better than the famous jam experiment.

The landmark Stanford & Columbia study reminds us of why less is more… 

At a local food market, passers-by would find a display table with 24 different kinds of jams to try. The next day, there were only 6.

The researchers tracked sales and found something no one would have expected.

While the larger display table generated way more interest, people were far less likely to buy a jar of jam.

When they offered fewer options at the display, the table made more sales.

That’s because choice paralyses the consumer.

But we seem to forget that.

Because choose a random independent, private, non-franchised gym and you’ll likely find:

  • Gym Membership.
  • One on One PT.
  • Programming.
  • Group Training.
  • Small-Group Training.
  • Online Only…

And then combinations of the above.

But more is not better.

You can think about it this way.

Imagine if you tore your bicep off the bone.

You went to a hand and elbow surgeon.

They suggested surgery, but gave you three options.

A partial reattachment where he/she reconnected 30% of the biceps tendon to the radius.

A majority reattachment where they connected 60%.

Or full reattachment of all biceps tendons fibres.

Which one do you take?

Trick question… because the answer is none.

You would have left that surgeon’s clinic wondering what kind of quack you wasted half an hour of your time with…

And instead, find a surgeon who does it right.

Here is the takeaway:

When people ask experts like you for help, they don’t want options.

Because there aren’t 7 different solutions to their problem. There is one.

The one that you offer.

So give it to them.

That’s why our ADP program works so well.

Want to work on your speed?

Join our ADP.

Want to work on your strength?

Join our ADP.

Want to work on your mental skills?

Join our ADP.

You get the idea.

If you want lots of interest, offer a lot of jam.

If you want to have lots of customers, offer less.

This is why I only offer a few ways to work with me.

The most affordable (at $3.19 a day), is the Alley-Oop Newsletter.

For a cheap and nasty coffee, you can get pure business gold that pays you back in stampedes of new customers.

You can check it out here.

– Karl Goodman 

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+61 407 757 394

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Level 1, Gungahlin Square, 43 Hibberson St, Gungahlin ACT 2912
+61 261 230 666


Lift3 Gym and Physiotherapy

D/2 Reliance Dr, Tuggerah NSW 2259
+61 413 614 322

PEAQ Conditioning Coaching

1/10 Endeavour Dr, Port Adelaide SA 5015
+61 421 668 773

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56 Grantham St, Wembley WA 6014
+61 439 296 427

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+61 439 296 427

Bodyseek Personal Training

6/92-100 Champion Rd, Williamstown VIC 3016
+61 3 9078 3005

Woodford Sport Science Consulting (WSSC)

97 Cochranes Rd, Moorabbin VIC 3189
+61 3 9532 6132

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.