AAE Logo - Orphic v2@2x






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

What Do Advertising And Stock Market Have In Common?

Yesterday, I ran a live masterclass on marketing and advertising. I was joined by just shy of 50 gym, clinic and fit biz owners from the Alley-Oop.

It was a big affair — it ended up going for nearly four hours with only a single break to run to the loo.

After getting through exactly 117 slides, one lesson resonated more than any other.

Just like anything worth pursuing in life…

Your marketing efforts compound over time. 

Right now, you might think that you’ve heard all this before and are considering hitting the back button and getting on with your day.

But if you give me a minute, I’m going to completely reframe how you can think about your advertising and marketing and potentially set you on a path that completely reshapes your whole business (seriously, that’s precisely what advertising has done for us now we’ve got a handle on it).

This story starts in February, when we were approaching advertising as most of us do — we dabbled in Google Ads, played around with FB and IG, and did what we could to maintain our organic following.

Things were ‘ticking along.’

But on a strategy day off-site, Jordi, Lachy and I agreed that our messaging was stale. It’d lost its spark.

We knew and acknowledged we needed to be more active — especially given how fast the media landscape was changing and the emphasis now on video storytelling.

So we put an ad out for a videography intern (full-time but at $22 per hour), and we found a strapping lad called Dan.

Dan was 21. No Uni degree, none of that entitlement that comes with a 4-year arts degree, and a ripper attitude.

He was a perfect fit.

Despite doubling our advertising cost each week (from $700 a week in ads to $1500 a week with the addition of the wage), we didn’t see any immediate change.

  • No increase in leads.
  • No increase in sales.
  • No increase in reach.

But just like investing in the stock market, we knew our efforts would compound if we gave it a chance to do its thing.

And since it’s pretty common knowledge that no one invests in the S&P on Monday hoping for a major return on Tuesday…

You’d think we’d all take the same-long term approach with advertising.

Except, most of us don’t treat it that way — we treat it as cause-effect and expect our advertising efforts to magically open the flood gates to more leads than we can handle. Unlike every other form of investment, we expect advertising to give us an immediate return.

But advertising has never been cause and effect and it only immediately blows up your business in the rarest of occasions.

It’s far more nuanced than that, and the results take far more time to come to life… because it involves human behaviour and we’re damned complex.

So fast-forwarding to yesterday as I was showing everyone what we allocate to advertising today and what our returns are, it dawned on me just how much advertising had compounded since then:

  • We sign up an extra 3 athletes per week, which generates an extra 20k of extra revenue… every week.
  • Our media team has expanded. Dan has since brought in his mates Phoenix and Dom too (after getting a well-earned payrise). They are like the three musketeers, and they GSD.
  • The strength of our media team has allowed us to enter a whole new market of Athlete Management with confidence because, in this day and age, so much of an athlete’s success is their brand off the field and video is the future of personal brand. 
  • Plus, we even get paid for content production by affiliates and partners now as well, for a sum I’m not allowed to disclose.

All of this has come about from deciding to double down on advertising even though we knew it would not give us an immediate return.

So while we spend just over 250k a year on advertising (between staff and ad spend), it’s now responsible for about a million dollars per year of new revenue in the business.

That’s a 400% return on the investment.

$1 in.

$4 out.

Better than any stock I know of right now.

Food for thought, right?

If you want to find out how to get started with this, then the best place to start is not to miss out on these trainings in the future.

For that, you’ll need to subscribe to the Alley-Oop newsletter because only subscribers have the chance to join these trainings.

URL link below for those that want to jump on board.

– Karl Goodman

Don’t Stop Here

More To Read

The Good Man’s Paradox

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.