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

When your name becomes an action/verb

A previous CIP attendee, Brad, sent me this feel-good message on Friday via IG:


I had to tell you this mate.

Just had one of my physios sell a spot to our sports rehab program to an existing client and said she “used the Karl Goodman” to make the sale.

After coming back from CIP, I tried to the best of my ability to reteach everything you had delivered on sales to my staff. She said the client had some reservations initially but got into her world, outlined the options, confidently sold our process (now it’s up and running all staff genuinely believes in how good the value is), requested the sale. And shut. The. Fuck. Up.

That sale worth approx $6500 to us. CIP cost me about $3000, I can’t even remember.

2 things.

Thank you.

And just wanted you to know that “Karl Goodman” is now being used in our clinic as an action/verb 

Feel free whack this in the last part of the afternoon of the CIP today if you’re still presenting. 


Unfortunately, I only saw this after the CIP ended, so I didn’t get to use this as a cool talking point, but I’m going to assume that if it was OK for me to share it at the CIP, he’s OK with me mentioning it here, too.

Here’s why:

A system for sales is one of the highest ROI opportunities that exists in your business right now.

The only reason this wouldn’t be true is if you’re already converting cold leads on high ticket (6k+) packages like clockwork.

Which will be some of you but certainly not all of you.

Not only do more effective sales conversations change your bottom line, but more importantly, they help the prospects and patients that would otherwise not have the self-belief, self-confidence or personal conviction to take action with you and your team, despite your best intentions.

I’m sure we’ve all got examples of that we can recall.

See, having an effective sales conversation isn’t for the person who comes already sold; it’s for the person who genuinely struggles to take action.

Becoming effective at sales is for the stuck people…

Not the self-motivated, go-get-em types whose response to just about everything is “f*ck it, let’s do it.”

You don’t need to be effective for the latter scenario, but you do for the former.

And that there, ladies and gents, is where the opportunity is.

Speaking of opportunity…

There are now just two days left to subscribe to this month’s edition of the Alley-Oop, before my sales system for coaches, clinic, and gym owners go to print and your chance to get it in your hands evaporates.

Because once I print it, I have no idea when I’ll share it again, outside of when I teach it at the CIP which is now $4000 a ticket.

If you’ve ever wanted to help you (or your team) have confidence and conviction when selling high-value packages that are either high-priced or long in duration than this is the month you want to start your subscription.

Here’s the link:

– Karl Goodman

Don’t Stop Here

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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.