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

Why Fearing Unsubscribes Is Like Fearing The Boogie Monster

My eldest son Huey loooovvess monsters at the moment.

Which is totally understandable for a three-and-a-half-year-old.

Right now, he’s watching this one special Halloween Episode of “Shark-Dog” on repeat.

In this episode, a big, scary and green Kraken is tormenting the kids by stealing their pumpkin jars full of treats. And it’s Shark-Dog that needs to save the town…

You know, the standard story plot for toddlers.

Anyway, this Kraken has Huey in all sorts — he can’t get enough of it.

And it reminds me of when I was scared of the boogie monster at his age.

Every time the lights would go off, I’d hide under the blankets thinking he was going to crash out of the wardrobe and eat me.

I know that sounds silly, but back then, I was genuinely scared.

Despite growing up since then (presumably, you have too), I still see this same type of logic when grown adults consider using email to grow their businesses.

Because one of the most significant objections I keep hearing against email is the risk of writing something that makes someone on your list want to unsubscribe.

So while it’s understandable, it’s a completely irrational and ridiculous reason not to use email to nurture, serve and educate your list.

Here’s why:

1. If someone is unsubscribing, at least that means you’re sending emails. Rather than worrying about who’s unsubscribing, think about the value you’re providing to those who opened it, get value from it, and now feel a deeper sense of connection to you.

2. When someone unsubscribes, they are pruning your list for you. There is nothing worse for your open rates than an email broadcast that doesn’t get opened by anyone. You only want subscribers to your list who actually want to be on it, so in some way, unsubscribers are actually doing you a service.

3. If you write emails that are valuable, then you should see your emails as a damned gift to your list. If they don’t value them, then let them leave.  

It’s for these three reasons that no one could ever pay me enough to stop writing emails.


1. I enjoy doing it.

2. I believe I’m providing real value, and;

3. It’s still one of the best tools for creating deep connections with your prospects.

So if you want to harness the forgotten and overlooked power of email while everyone else is distracted with TikToks and YouTube shorts (not realising that it’s one of those things that will be in vogue today, and dead tomorrow), then you’ll want to subscribe to the Alley-Oop before the deadline of January 31.

Because in this edition, I’m writing the “Holy Gospel” on email marketing. And because it’s a physical newsletter, once it goes to print, there will be no way to get your hands on it again…

Unless you find out where I live, enter the vault, and kill the boogie monster that guards the originals.

Here’s the link to subscribe, where you’ll join over 100 gym and clinic owners who are going to get their hands on this system when it ships off February 1:

– Karl Goodman

Don’t Stop Here

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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

Application details

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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.