AAE Logo - Orphic v2@2x






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

Learn from a 2-year old

On Friday, I clocked off early to head down the south coast with the family.

It did not go to plan.

It reminded me of that quote from Mike Tyson…

“Everyone has a plan until they get punched in the mouth.”

My wife and I had planned to put our feet up, socialise with friends, and watch the boys enjoy the quiet outdoors.

But instead, the south coast threw me one helluva haymaker and it landed square on my pearly whites.

It treated the wife and me as a big fat pinata at a kid’s birthday party…

But, despite taking an absolute beating, it did remind me of an incredible lesson.

Here is what happened.

I shut the laptop at around 2 pm and we were on the road by 3 pm. It’s a 2-ish hour car trip outside of peak hour.

I thought that was early enough to avoid traffic but who was I kidding… by the time I got to Wollongong I was in bumper-to-bumper.

The kids were playing tag-team on “who was going to be the little s*** and scream and cry the loudest.”

First, it was my 8-month-old, then when he calmed down, my toddler would lose his marbles… They had it choreographed to a tee.

It ended up being 4.5 hours of pure bliss down the motorway…

By the time we arrived, Huey (my eldest) had so much pent up energy that he was running into walls, breaking things, and bashing up the other kids we were on holiday with.

By the time we got them to bed and poured ourselves a glass of wine, it was well into the evening so we called it quits at about 11. “Tomorrow will be a good day,” we said.

But right on cue, the South Coast holiday threw a big right hook into the kidneys.

My 8-month old Eddy had developed a cold and no matter what we tried, he would not sleep.

My wife took a big L for the team and stayed up all night, holding him upright so he could sleep.

I at least got intermittent sleep… in between periods of sleeping I’d remind her how good it was going to be to take the boys to the beach… to the farm… and to all the other activities we had planned.

But the dawn never came, and the sun never poked through the clouds.

Instead, we got torrential rain.

It was so bad that we couldn’t be outside… which meant Huey was an absolute terror.

Off little sleep, Nicky and I had no shortcuts and our bag of tricks was empty.

At one point, Huey started repeating: “Mummy, I want to go home.”

We dismissed it at first.

But he kept saying it.

Desperate and exhausted, Nicky responded:

“I do too Huey, I do too.”

Every heard of the sunk-cost fallacy?

It’s where you insist on continuing with something because you’ve already put in a lot of work or effort… so you keep investing even more despite you knowing that it isn’t going to work.

Like a bad relationship, a bad business decision, or even something as simple as a program you’re running that you want to get rid of.

Because you’ve ‘sunk’ so much time into it, it’s harder to turn around and walk away.

Despite our best intentions, it was never going to be a great weekend…

My 2-year old was right… we needed to cut our losses and go home.

So we did.

We packed our bags back in the car and left.

We abandoned the idea of a lovely weekend and the costs of the Airbnb and went home.

It was the best decision we could have made…

In fact, it saved our weekend.

Because it all went up from there.

We had a great time… and it’s all thanks to my 2-year old.

Sometimes in business… we start things & invest in things that don’t go to plan, but instead of pulling the ripcord…

We keep digging the hole…. only for it to get deeper and harder to extract ourselves out of.

I see it with my mentees all the time, they might have a program that they no longer want to run, or a client they no longer want to work with, or a staff member who they no longer want to drag along…

But because they’ve already invested so much, they can’t help but stick it out… even when they know it’s not getting any better.

Is there anything in your business that might be a sunk cost to you?

It’s definitely worth the thought.

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.