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

What The Impending AI Apocalypse Means For Us

One of my mentees, Alex, sent me this a few weeks ago:


Mate, have you seen this yet? (links ChatGPT). 



After spending 50 hours understanding it and how it can help us as a gym and clinic owners (plus, listening to everyone online talk about it), here is what I’ve learned:

1. It’s got fantastic utility in broad-use SEO, email automation, and caption creation. It’s come up with great email subject headlines, valuable (albeit general) blog posts, and it can even sequence emails if you ask it the right questions. 

2. It can give you momentum in your writing by breaking the usual blank page inertia that we all know as ‘writer’s block’.

3. Right now, it poses absolutely 0 threat to any subject matter expert with good knowledge who gets paid to answer detailed questions and solve complex problems. That’s not me being naive, and it’s not me saying it will always be that way…

But right now, and no matter what I’ve tried, I can’t get anything more than very surface-level info from it. There is absolutely no depth to it, and there is no nuance.

I’ve looked into why and found out it was only trained on a data set of 500GB.

Compare that to Google, which has access to TRILLIONS of terabytes, and you’ll soon realise the two are uncomparable.

So while it has speed as a strength (you don’t have to find an answer as you do on Google), it is not yet self-aware, and until that point in time, it is not replacing Google, or us.

(… and let’s be honest, I’m sure Google has AI 10x more powerful than this; it just isn’t giving us common folk access to it).

4. I think it will expose the fragility of tertiary education (which is in desperate need of a wake-up call, anyway).

AI is going to accelerate just how fragile it is once it gets access to a more extensive dataset because all those essays we used to have to write will become utterly redundant (as well as the act of marking it by the now not-so-prestigious professors)… because it will prove that access to knowledge is no longer the bottleneck — but rather, the application of it.

5. It can create whole websites from scratch in a couple of minutes. It already writes code (as a test, I was able to ask for the HTML code to create a calculator, and it wrote the code in a second flat), and, in time, it will write great copy. I don’t think I fully appreciate its utility in this space, but it’s certainly opening my eyes up to new possibilities.

6. The market will see a surge in long-form written content generated by AI, which means your prospects will see way more long-form written content than usual…

… Which means it’s going to be even harder again to maintain the attention of your prospects.

But this is a GOOD THING

Because for those who misuse and abuse AI, they are going to look like morons because their content will be void of personality.

This gives you a chance to stand out when you know how to turn bland AI content into engaging content your prospects will want to consume.

7. There is no doubt it’s got a plethora of uses in email marketing. From subject line creations to creating email sequences, you can do a tonne with it since B2C emails are usually light on content anyway (at least, that’s how I approach it). It has the power of taking email marketing — which many gym/clinic owners feel was out of reach because they weren’t ‘naturally good writers’ — and make it viable for just about anyone.

And that’s precisely what I’ll be going into detail on in this month’s edition of the Alley-Oop Newsletter, which will show you how to capitalise on email to grow your business, even if you didn’t pass English, have told yourself that you ‘can’t write’, or are constantly stumped by writer’s block which makes writing exceptionally inefficient. Plus, it will go into more detail than the basic automation stuff with Mailchimp that you’ve already heard about, tried, and not seen any results from. 

If you want to grow your business with email, subscribe to the Alley-Oop here so you can read first-hand how I’ve done it:

– Karl Goodman

Don’t Stop Here

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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.


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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.