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

This Is Our Mindset For Running Our Business

Since I became a PT at 17, I’ve always viewed myself as a trainer/coach when asked what I did for a living.

After opening AA, I became the guy that ‘owned a gym.’

And there is absolutely nothing wrong with that… because that is what I do after all.

But I’ve realised by changing how I look at myself (and talk to myself), I was able to transcend a mindset that kept me playing small… and become so much more than a gym owner who just managed to scrape by each week.

Because regardless of what kind of business you run in the industry (physio/chiro/gym owner/coach/trainer/online)…

Regardless of how you operate…

You can install an investor’s mindset into your operating system…

And in doing so, explode your growth and maximise your returns for your efforts.

Here is what I mean.

Investors, by definition, find the opportunities that exist that yield a positive ROI (return on investment)…

For every $1 they put in, they return at least $1.01.

The best investors (like Warren Buffett) return 20%.

So for every $100 they put in, they get $120 back (which then compounds, but that’s another story).

You can see how this works in your favour in the long term.

But the crazy thing is, these returns suck compared to the returns you can make in your business when you think of yourself as an investor.

In this month’s Alley-Oop Newsletter, I share the investment strategy that Lachy and I have used which turned our initial investment of $110,000 (each) into an asset (the gym) that produces 400% returns year on year… but it’s not by investing in stocks or crypto or anything like that…

And the best bit is, anyone can do it regardless of the size of your business.

Because this investment doesn’t require you to buy stocks, bonds or index funds…

It doesn’t require cryptocurrency or NFT’s that you flip for 10x what you minted it for.

And it doesn’t even require more team members, better advertising, or a more compelling marketing strategy.

It is the investment of self-optimisation.

And it is the best investment you can make in a country mile…

(For as long as you’re young, have at least a few decades left in your career and, are seriously ambitious).

Because unlike fractional ownership (buying shares of a public company) or expanding your business operations (hiring more staff etc), self-optimisation is the only investment you can make that actually stacks your own skills…

Which, in the long run, won’t give you a 20% return… but something more like a 2000% return.

Here is what I mean.

Take the $97 Alley-Oop Newsletter.

For you to beat the best investors in the world, you have to be able to take that $97 you invested and deploy a strategy from the newsletter that I share that would return you at least $127…

This is laughable of course… given that every concept in the newsletter has the potential to return you $1000’s…

So even if you only deployed one strategy and returned $1000 in new revenue as a result…

You wouldn’t be getting a return of 20%…

Not even 200%…

But 1000%.

one thousand per cent return on investment.

See how this works?

When you invest in yourself and upgrade your own skills, it is almost impossible to not see an incredible return over time (assuming you’re investing wisely).

Anyway, I teach how to think like this, make better investment decisions, and ultimately, explode your business growth in this month’s newsletter by mastering this skill (and telling you what skills to invest in that will yield those kinds of returns)…

(But that’s just one strategy… there are like 11 more I go over).

If you want in, you still have about 2 days to also get your hands on the bonuses that total over $6000… for free.

Here is the link:

– Karl Goodman

Don’t Stop Here

More To Read

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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.