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

Why it pays to pay attention.

I still remember the day when one of the gyms I admired closed its doors for good.

From the outside looking in, Lift Performance Centre was the pinnacle of performance training. It was the Mecca. It had it all. 

Oly-lifting, powerlifting, gymnastics, the most epic Watson equipment floor to ceiling…

It was fuck*ng wild.

Plus, it had the coolest, smartest and most switched-on coaches of anywhere in Australia.

But one day, as dozens of members and trainers turned up to train at 5 am on the morning, the door was locked, and a notice read:


It was a shock to the whole gym and coaching community in Sydney.

How could something so great, be going so badly?

Over the coming weeks, it would all be revealed that the business became the host for something I’d liken to a parasite.

For the purposes of this conversation, let’s call this parasitic disease necrotizing cashitis.

The parasite invades a healthy host and begins to starve the business of its most important resource…


Once the parasite has drained the host of everything it had, it abandons the gym and leaves a useless asset in its wake. A “shell”.

This is precisely what happened to Lift Performance Centre.

Just like that, a thriving mecca for performance training in Sydney was abandoned after it had nothing more left to give, and hundreds of members were left stranded.

Dozens of coaches were left without a place to work.

And the “Mecca”, was no more.

What is left of its legacy? Just a permanently closed sign on their Google My Business profile.

What happened to Lift Performance is a cautionary tale for all of us.

Just because a gym is well positioned and popular…

Just because it has a loyal membership base of 600+ members…

And just because it has a great team that was arguably, the best in the country…

If the gym can’t manage its cash flow…

Then no team can outwork it…

No marketing can outmuscle it…

And no loyal member base can outrun it.

Poor cash flow management is a death sentence.

It would be easy to think that LIFT is an outlier example.

But for the vast majority of gym owners who shut their doors, they too, also end up running out of cash.

Their bank accounts also run dry.

Their debts can’t be pushed back any further.

And their creditors start knocking down the doors demanding they get their piece while they still can.

And you know the irony of this situation?

Nine out of ten business owners suffer this fate of complete and utter cash depletion when they go belly up, but zero out of ten think it will happen to them.

It’s blind ignorance, but alas, it’s the human condition.

The antidote is quite simple.

Every business owner needs a system for measuring, tracking and maximising the operating cash flow.

 Think about it… how many gyms do you know who were forced to close down did so with stacks of cash in their bank accounts, a clean sheet of liabilities, and no disgruntled creditors??


But you know what is perhaps most strange about all this?

If I were a betting man, I’d bet you’re not tracking your operating cash flow (OCF) right now. And I say that because up until recently, even I wasn’t, and I’ve got some of the best accountants for gyms that money can buy.

So while you’re almost certainly tracking revenue…

And potentially tracking profits…

Your OCF is probably neglected… (but as I said, that’s not your fault).

So in this month’s edition of the Alley-Oop, I’m teaching the exact system where implementing right now that is already giving me a tonne more certainty, clarity and control across our gym portfolio.

And it’s doing it by spotlighting not just our numbers…

But the numbers that matter (and for what it’s worth, it ain’t revenue or profit).

To subscribe is $97 a month ($3.23 a day, or less than a single session you do each week).

I’ve written 20 pages already, and I’m confident this will be the greatest return on investment newsletter ever written.

Want to find out more?

Flick me a reply, and we can have a back-and-forth on whether it makes sense to subscribe for this home-run edition.


– 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.