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

The Subtle Art Of Zigging When The Others Zag

Nicky and I started a new TV series a few days ago called Succession.

We were overdue for another series after steamrolling through the final season of “See” and House of Dragons’ first season. Succession has well and truly filled the void.

We downed the first season last week and started the second last night. Without giving anything away, it follows a family who owns a media conglomerate, and my take is it is basing it off the Murdoch empire.

It has drama, politics, murder… and my favourite- a tonne of business lessons.

Well worth the peruse if you’re feeling stranded right now.

And watching this has got me thinking about learning from industries other than our own.

A strange fact that most don’t know about me is I am utterly blind to what goes on in our industry — I don’t have IG, I don’t go to conferences, and I don’t care what the “competition” is doing. I spend little time concerned with any of that.

Instead, I pay attention to two things:

1. What is going on in entirely unrelated industries and,

2. What went on in entirely unrelated industries.

This is why I have read and learned from far more people in their 70s this year than those in their 30s.

Because learning what used to work, gives you an invaluable insight into what might work for you today.

Take my newsletter, for example.

I didn’t come up with that idea myself.

I stole it from a genius marketer — who’s dead now — called Gary Halbert.

He used to write physical newsletters, and tens of thousands of people would pay to subscribe. 

When I first heard about this, I was surprised that I’d never come across a paid, physical newsletter. It was big in the financial space, but had never made its way to us in health & fitness.

It got me thinking about the viability of a paid newsletter.

First, why would you make a paid newsletter when you can just PDF and email it?

Secondly, would people even want to read it?

Finally, even if they’d want to read it, would they want to pay for it?

But, given I’d never heard of it in our industry before, and especially since everyone else is getting distracted by TikTok and IG reels, I thought it was a perfect opportunity to zig while everyone else zagged.

And as we all know, stealing that idea was like finding gold because it permitted me to do something I love while getting paid to do it.

As Alley-Oop subscriber Alex said, “Let the broken ships become your lighthouse.”

The lesson?

If you’re feeling stuck not knowing how to move the needle forward but overwhelmed by what the industry is doing, perhaps the best thing you can do is look the other way and zig while everyone else zags.

We’ve done that dozens of times, all to the significant effect:

Just look to our 12-month training commitments (even in the face of Fitness First destroying consumer faith in gym contracts) or, the success of our fixed-fee, long-term sports rehab model, or our go-big-or-go-home attitude to coach education for evidence of that.

While everyone is zigging, it’s almost always true to zag.

Food for thought on your Monday.

– Karl Goodman

Don’t Stop Here

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The Goodwill Economy

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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.


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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.