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

When Avatars work and when they don’t

There is this concept in marketing called the ‘Avatar’.

It’s where you articulate the problems, pain points, demographics & psychographics of your ideal customer so you can better understand them…

Because the first rule of marketing is to make your prospects (and customers) feel understood.

As one of the final parts of this process before you put an offer together, you’re advised to ask your customers what they want… heck, I’ve even suggested that before and a lot of the time, that works… this is especially true if you’ve never worked with that market before. It’s a fundamental teaching within the Fitness MBA.

And then at regular intervals, you’re told you should check in with your customers and do more ‘market research’.

It’s why whole companies exist purely to collect data on customers for those they consult too.

Like McDonald’s, Apple, Toyota etc.

But as I wrote a webpage for one of our new education products — a paid newsletter called “The Alley Oop”, something dawned on me.

didn’t approach anyone before making this.

And that isn’t a bad thing… because it made me think about the creative process, and I realised something:

Did JK Rowling do a focus group and ask kids what they wanted to read?

Did Steve Jobs send out a survey before designing the iPhone?

Did Guy Ritchie workshop Lock, Stock and Two Smoking Barrels?

Sometimes when you create, you have to open the door… even if you don’t know what’s on the other side.

Sometimes you have to accept that ‘this might not work.’

Which is the philosophy of one of the greatest marketers of all time, Seth Godin (author of a zillion marketing books and prolific blogger). Follow him here


Have you ever heard that quote from Henry Ford (the father of the automobile):

“If you asked the people what they wanted, they would have said a faster horse and cart.”

Sometimes, your market doesn’t know what they want.

Sometimes you have to try something because you want to.

Because it feels good for you.

Because it excites you.

Steve Jobs designed the iPhone because he wanted to create something special.

Musk designed the Tesla because he wanted to.

Michael Jackson danced because it felt right for him.

As entrepreneurs, we are also creators… even if we don’t realise it. Even if we don’t think of ourselves as one. Even if like me, you don’t have a creative bone in your body.

And creators by definition, fail more than they succeed.

They live by the idea that “This might not work.”

And that’s OK.

Because if we are business owners, then it’s in the job description to fail.

May as well get used to it… embrace it even.

Karl Goodman

Don’t Stop Here

More To Read

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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.


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.