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

The little things make the big things

One of the most underrated entrepreneurs of all time is Truett Cathy.

He’s like a supercharged Ray Kroc (the Mcdonald’s guy) but with the temperament of Warren Buffett. While you may not have heard the name, you’ve probably heard of what he built…

Chic Fil-A.

Each Chic Fil-A store makes about 3x more than a McDonalds every year (despite the same start-up costs and overheads), over double the profit margin… AND…

They’re closed on Sundays.

Which is wild when you think it’s a fast-food store and Sunday is the busiest day for just about every fast food store on the plan.

In this video, Chic-Fil-A talks about the importance of time and why, many years after Truett’s death, they still honour the practice:


What Truett Cathy built is the ultimate blueprint for getting the balance between people, productivity, and profits right. 

And it’s no surprise that when he died about a decade ago, his son, Dan, took up the legacy and hasn’t missed a beat since.

Truett Cathy is famous for the quote:

“The little things make the big things”

I think this perfectly encapsulates why we all need to seriously consider (just like Truett did) how we spend our time and the work environment we choose to create for ourselves.

One such guy who’s already done this work is Alexander Sandalis.

You may know him as strengthofsaad on IG.

Alexander is fast gaining a reputation for being a KING of lifestyle optimisation and productivity maximisation.

The guy is an absolute beast.

I owe most of what I know about the topic of environmental optimisation to him, and my personal home set-up is directly emulated from what he’s taught me.

After he broke everything down for me and I implemented it, I told him he had to share it.

It’s simply too good, powerful, and important not to share with all of us.

Especially given that many of us probably rely on working “on” the business from home, where we have the time and space to get the important stuff done without distraction.

So he got to work, and within two weeks, he had his Productivity Masterclass mapped out, built, and ready to launch (he is the king of productivity, after all).

When I heard the price, I almost fell off my chair…


That’s it?

Especially because he went into WAY more detail than just environmental set-up…

Alexander has helped me become at least 20% more effective with how I spend my time and how that translates into output…

I have a tonne more clarity as a result…

And I’m getting my health back on track (which is priceless).

So to think he’s giving all his secrets away for $97 is insane.

Now I want to flag I stand to gain nothing for promoting this (no affiliate kickbacks etc) except to know that you, too, might enjoy the benefits I’ve had in the last month.

You can find out more here, and if you decide to join the live webinar next Sunday, I’ll see you on the call.


– Karl Goodman

Don’t Stop Here

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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

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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.