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

Not all customers are equal (and what this means for you)

I’m sure you know the saying:

 “One man’s trash is another man’s treasure.”

And you’ve also probably heard of the saying, “Value is in the eye of the beholder.”

But have you sat and thought about the implications of that for your fitness business?

Because if you have, you’ll realise that just about everything you’ve been told about customer acquisition is just plain wrong.

Let me explain.

These two quotes mean the same thing: that ‘value’ is elastic.

Elastic in the sense that the same product/service can be more valuable to one person than another.

In other words, it’s not static.

So it goes without saying that the type of prospect and customer who values what you do the most is likely to stay with you the longest, get the best results, and pay you the greatest sums of money (either in price, frequency, duration or a combination of all three).

We already know this is true because capital is the primary medium of exchangefor “value”.

Cash flows wherever value exceeds it (you may have heard me talk about this before).

Therefore, it stands to reason that if you want to get paid what you’re worth and attract better prospects (not to be confused with more), then you need to know how to attract, maintain and monetise the best prospects who will value what you do the most.

This is so important because every second, minute, hour or day you spend attracting the wrong prospects, you steal that time, energy and effort from the better prospects.

Whenever you appeal to the majority, you may turn off the high-value minority because you aren’t speaking to them.

And every time you sit down for half an hour to figure out a content idea without a system for advanced prospect bonding, you may as well be shooting blind because who knows if it’s going to hit the mark or not (the mark being to invisibly and effortlessly “pull” your ideal prospects towards you”).

I go into the exact 4-step strategy of how to do this in April’s Alley-Oop Newsletter, which I just sent to the printers. It’s a 26-page behemoth on the precise strategy I use to “pull” (not “push”) better prospects into your fitness business. The prospects that are “no-fuss, all-fun” who love what you do, love working with you and love hanging around.

But the bad news is, you have exactly two days before April 1st (not an April fools joke) before it goes to print, and this strategy gets locked away in the vault.

And for the tiny investment of $3.23 a day, this strategy will make you hundreds of thousands of dollars (if you’re around long enough… millions) once it’s deployed in your business because every single customer you attract will become significantly more valuable to you (so less time and energy wasted on the people worth only a fraction of what your best customers look like).

Can we be honest with each other for a second, though? Many of us reading this will think that you can get this advice elsewhere.

And you’re right; you could piece together all the elements in this four-step process with enough time sifting through trillions of data points on the internet until you stumble across the exact sequence for getting this right. And if you managed to do that with sheer luck, then compile it all together, and then apply it effortlessly into what you do every day, you could save that $3.23 a day.

But, the chances of you doing that? I’ll leave the % up to you to figure out.

So, you can keep using the “trial and error” approach for months and years and maybe figure out how to attract better prospects… or you could B-line it straight to the source code and save yourself all the hassle.

For yes, $3.23 a day.

Want to subscribe?

Use the link to join before April 1st, and you’ll be on the list to get my advanced prospect bonding strategies delivered straight to your door.

– 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.