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

Never outsource this core function

I was chatting to a mentee the other day. During the call, we uncovered a huge opportunity. Since the start of the year, there were over 60 casual visits into their facility who never turned up for a second session.

… But they weren’t ever followed up.

Not a check-in; not a follow-up offer… not a ‘here’s the next step’ call.

That is A LOT of interested prospects who did not get nurtured or cared for… despite them being a red-hot lead who actually turned up to try the gym out.

It seemed like a no-brainer to me to put an irresistible offer together for them… something so good they’d feel crazy saying no to.

Pro Tip: If you’re going to make an offer, it should always be a home run. Don’t waste your time with anything less. Hit it out of the park or don’t go up to bat.

Anyway, we put the offer together and said we’d reconvene in a weeks time. On our call on Friday, I asked how many of those 60+ prospects they’d had a phone conversation with.

“I don’t know” was my mentee’s response.

I was like, “what do you mean?”

He replied: “I’ve created a sales list for the team to call, but I haven’t got a report back yet.”

That’s when it dawned on me.

What was obvious to me was not obvious to him.

He thought that the appropriate thing to do was to delegate the responsibility to his staff… which is fair enough… I’m an advocate of delegation when done right.

But that was the wrong play in this case.

Because you never delegate a core function like sales to your staff (especially when they aren’t as experienced as you)…

UNLESS, you’re already rolling in cash and can afford more misses.

But most gym owners are not (yet) in a position to be burning leads while someone gets their reps in… 

So in this case, it was on him to pick up the phone and start dialling… but he didn’t.

And that’s on ME, not him, because I should have never assumed that was obvious.

I have to take full responsibility for that, and I’ll never make that mistake again.

And that’s why I am writing this email.

As founders and business owners, the core functions of your business will always rest on your shoulders. The buck always stops with you.

Lead generation > nurturing > conversions > fulfilment > retention.

If things are going south in any of these areas, it’s up to us to take responsibility for their direction and turn it back around. Sure, you can enlist help, but never delegate and pass the buck.

Because you’ll get erratic results and your gym’s future deserves better than that.

Just thought I’d get this to you now while it’s on my mind.

– Karl Goodman

Don’t Stop Here

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237 Elizabeth Street, Hobart
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athletes edge

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PEAQ Conditioning Coaching

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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

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+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.