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

Wednesday is the day that the mentees and I come together for our weekly mastermind chat.  

Today was one of those days where the brain juices were just flowing… and we got talking on the topic of ‘game.’  

And by game, I mean the game of marketing.  

And whether you like it or not, we’re all playing the game (some are just playing it better than others).  

In my time mentoring, I’ve never known anything that leaves business owners scratching their heads, feeling directionless, broke, frustrated or unsatisfied… than trying to figure out what their game is.  

Because most of the time, instead of writing their own rules and playing the game they want… they try and play someone else’s game which they aren’t as good at.

That’s why most in the health and fitness industry are constantly chasing ‘the next thing’ instead of letting success happen effortlessly…   

Because they keep losing.  

One week it’s Facebook marketing.  

The next week it’s brochures.  

The week after it’s a referral campaign.  

The week after that an expo.  

The week after that a free workshop or PDF download…  

They spend so much time jumping around that it becomes utterly exhausting…  

Which leads them back to playing the only game they know.  

And do you know what that game is?  

It’s a game you play from the sidelines… watching your clients do your marketing for you through word of mouth.

Sometimes, they play well.  

At other times, they play poorly.  

And then some of the time, they just don’t play at all.  

That’s why it’s called hope marketing.  

Because unless word of mouth is your thing and you’ve built an incredible business off of it and you have a water-tight strategy for generating a steady stream of reliable referrals…  

The game you’re playing is watching from the sidelines…

Which most of the time, won’t get you on TV.  

So how do you play a game you can win?  

The answer is quite easy.

It all comes down to being honest with yourself (which most aren’t).

I answer this question (and many more) in the Alley-Oop Newsletter.

What I share is hands down the best value mentorship you’ve had in written form… at less than the price of a coffee per day.

And for the next 32 people who subscribe, you’ll also get some epic bonuses that include 3 of my best pieces of training that only my high-end mentees would normally have access to (valued at $5991).  

You can check it out for yourself.  

– Karl Goodman

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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.