Latest / The Strength In Numbers Podcast / EP 25: Jordan Bokser | The Story Behind Spoken Nutrition and Building a Trusted Brand

Transcript

EP 25: Jordan Bokser | The Story Behind Spoken Nutrition and Building a Trusted Brand · The Strength In Numbers Podcast

• 0:00
  What would be the most impactful story to gain trust and then
• 0:04
  let's actually go make that happen.
• 0:06
  Part of the mission is spoken and like the whole you have our
• 0:08
  word and we want to be better is like, we want to make sure that
• 0:13
  we're leaving people better off than when we started interacting
• 0:18
  with them so that they can make an educated decision.
• 0:20
  If their educated decision is that we're not good, it's OK, we
• 0:23
  did our job. Our job is to educate.
• 0:25
  And then we know we have the supplements that they're going
• 0:26
  to look at our stuff and be like, OK, now I know this is so
• 0:29
  much better. I have this mantra I live by
• 0:31
  slow down, to speed up. So we slowed down.
• 0:33
  We took a lot of time to build the products.
• 0:35
  And what that gave us was this ability to sit in front of
• 0:37
  people, talk about the creation process and then when they see
• 0:41
  the product, it just lines up and it makes sense.
• 0:43
  If you look at a lot of businesses now in our space,
• 0:45
  they build it from your marketing approach backwards,
• 0:48
  whereas we want to build it from a formula approach forward.
• 0:51
  So it's like making sure we have the best product ever and we'll
• 0:54
  work everything else out. You're begrudgingly taking
• 0:56
  supplements and you're begrudgingly training and you're
• 1:00
  begrudged begrudgingly doing all the work.
• 1:02
  You're going to have worse results than somebody who is
• 1:05
  approaching with gratitude, excitement.
• 1:12
  Welcome to the Strength in Numbers podcast.
• 1:14
  I'm your host John Bloom and today's guest is Jordan Boxer.
• 1:17
  Jordan is the founder of Spoken Nutrition, a high level
• 1:21
  supplement company delivering elite and fully transparent
• 1:23
  products. We dive into the origin story of
• 1:26
  starting Spoken, how they crafted their products around
• 1:28
  solving coaches problems and how to build a brand people trust.
• 1:32
  Jordan also breaks down common mistakes and supplementation and
• 1:35
  nutrition, how to get better results without even changing
• 1:38
  your diet and how to influence the mindset of resistant
• 1:41
  athletes or employees. This episode has so much
• 1:44
  practical insight, but I think the coolest part is hearing the
• 1:47
  way Jordan makes decisions, approaches his business and
• 1:51
  ultimately approach his life. Enjoy the episode.
• 1:53
  Jordan, man, I'm really excited to have you here today.
• 1:57
  I'm excited to talk about your company spoken and just
• 2:00
  everything that's going on with that within the first year of
• 2:02
  launching. But then also just, you know,
• 2:04
  learn more about your your career, your life, how you think
• 2:08
  about things, how you make decisions and kind of how you
• 2:10
  got into this place and, and your career in business and the
• 2:14
  underpinnings of that. So I'm just grateful for you
• 2:16
  being here, Jordan. No, thank you so much for having
• 2:18
  me. I love doing this type of stuff.
• 2:20
  I was honored you invited me on the.
• 2:21
  Show no, no, it's, it's really cool to do this for people that
• 2:24
  don't know who you are. Could you give a, you know, just
• 2:26
  a brief background kind of who you are and what you do?
• 2:28
  Yeah, my name is Jordan Boxer for work.
• 2:31
  I run a sports nutrition company, NSF for sports
• 2:34
  certified supplements called Spoken Nutrition.
• 2:36
  Been in the industry since 2011 on the supplement side, but
• 2:41
  really got more into sports performance in 2014 or 2015.
• 2:45
  When I met Charles Poliquin. He used to work with me at my
• 2:48
  old company and then I would go to all of his events and his
• 2:51
  education events and I just sort of shadowed him and I picked up
• 2:55
  a real passion to understand the sports performance world.
• 3:01
  Since, yeah, I'd say 2015, I've been a little bit.
• 3:03
  I've been just like, it's crazy. It's 10 years.
• 3:06
  I just realized that, yeah, in the past 10 years, I've been
• 3:10
  able to, you know, be introduced to a lot of great people in the
• 3:14
  strength and conditioning world, amazing strength coaches.
• 3:17
  And with the with spoken, it was about building a line of
• 3:22
  products that can really support the coach and support their
• 3:25
  athlete. And I was really blessed that I
• 3:27
  got to be introduced to so many people, like so many of your
• 3:30
  colleagues, where I was able to get their inputs and give them a
• 3:32
  voice through our supplements, which is actually why we came up
• 3:35
  with the name spoken. It's meant to go back to like
• 3:37
  the spoken word and you know, the supplement, like this bottle
• 3:41
  is like the vessel of listening and discussing things with all
• 3:45
  these different coaches. I got to.
• 3:46
  Work with yeah. Did that make any sense?
• 3:49
  Yeah, that's really cool. That's really cool.
• 3:50
  As you talk about that within, within, you know, getting ready
• 3:54
  to launch and then within his first year of launching and, and
• 3:56
  that aspect like how, how are you thinking about building,
• 4:00
  building like trust and building like you're saying kind of that
• 4:05
  spoken word that people can trust and, and, and know what
• 4:07
  they're getting from your products and, and with your
• 4:10
  business when it, when it's something brand new.
• 4:12
  Yeah, so if I was starting spoken without all the
• 4:15
  experience, I had to be, I think a lot more difficult.
• 4:17
  But because, you know, I used to run another company called
• 4:20
  Designs for Sport and I got to meet so many coaches, I was able
• 4:23
  to from the very beginning create an authentic story.
• 4:27
  So a lot of companies like 20-30 years down the line or, or
• 4:30
  whatever after they launch, they might sometimes remarket their
• 4:33
  origins story. But I was like, if I want to
• 4:35
  write the, if I, if I want to sit, I, I sort of was
• 4:38
  visualizing myself sitting and talking to a coach like you.
• 4:40
  And I was like, what would be the most impactful story to gain
• 4:44
  trust? And then let's actually go make
• 4:46
  that happen. So we came up with a supplement.
• 4:50
  You know, we were like, OK, let's go ahead with building a
• 4:51
  supplement line. How do we start?
• 4:53
  Well, I can imagine on what people need, but why don't we
• 4:56
  actually just find out what people need?
• 4:58
  So I would just call different coaches, not, you know,
• 5:00
  chiropractors, naturopaths, functional medicine doctors,
• 5:02
  strength conditioning coaches, dietitians.
• 5:04
  What do you notice is like a big gap in the industry?
• 5:06
  Like I became almost like one of those research marketing
• 5:09
  agencies for a few months. Then, you know, I was be able to
• 5:12
  surround myself. Some really, really high level
• 5:15
  people like Andy O'Brien, who he's really into hockey, but
• 5:18
  like he's been training Sid Crosby and Nate McKinnon for
• 5:20
  years, won four Stanley Cups. We had Dave Lawrence who runs
• 5:24
  like a very, very successful one-on-one training center with
• 5:27
  a lot of college and pro athletes.
• 5:29
  We had Ben Prentice who's a legend in the space, Alan
• 5:31
  Bishop, who's a legend in the space.
• 5:33
  Matt F Frakes, who's a very high level dietitian and also
• 5:36
  strength coach currently at the Giants and so one and Jordan
• 5:39
  Shallow actually, who I didn't know before this venture, but
• 5:43
  his name kept popping up in my universe.
• 5:45
  So people really respect him. And we were sitting and we were
• 5:48
  like, OK, so these are the inputs.
• 5:49
  This is what people are saying we need to work on.
• 5:52
  And then we went around like a round table discussion like 3 or
• 5:55
  4 times a week until we all felt really good on a formula.
• 5:58
  So like when we were building Sleep Builder, that was like our
• 6:00
  number one product, where is our number one product?
• 6:04
  The number one thing people requested was like, I need a
• 6:07
  melatonin free sleep product. I need a sleep product.
• 6:09
  Like I didn't know there's a lot of college athletes are on
• 6:12
  prescription drugs. So it's like I need a sleep
• 6:14
  product that doesn't contraindicate with one of their
• 6:16
  prescriptions. I need something that they can
• 6:17
  take all the time, which herbals you can't.
• 6:20
  And then we sat with all this feedback and we're like, OK,
• 6:22
  let's go craft the perfect product.
• 6:24
  So there was the aspect of what was missing.
• 6:26
  I'm like, you know, somebody needs something for sleep.
• 6:28
  And then the other thing is like, what don't people like
• 6:30
  about the supplement industry right now and how can we build
• 6:33
  something that counteracts that? So one of the things that kept
• 6:35
  coming up is like, I hate when something's just like a Pixie
• 6:38
  dust ingredient. So a lot of companies will put
• 6:41
  like 6.6 milligrams of licorice just to say licorice is in a
• 6:45
  product, but that dose doesn't really do anything.
• 6:48
  So it was very intentional for us that every product we came up
• 6:51
  with, we, we call it minimal viable dose.
• 6:53
  Like we put the minimum you need to actually see the effect.
• 6:56
  Like what was all the research done at?
• 6:58
  So with Sleep Builder, one of the comments people make when
• 7:00
  they look at it, they're like, oh, there's 3 grams of glycine,
• 7:03
  there's 5 grams of glutamine, there's 400 milligrams of
• 7:05
  theanine, there's 3 grams of anosol.
• 7:08
  Like these are all like full dosages.
• 7:09
  And I'm like, yeah, that's what we needed to do to get the
• 7:12
  effect that we wanted. And so and then, you know,
• 7:15
  making sure it's like highly bioavailable ingredients and the
• 7:17
  fillers not there. But by building that authentic
• 7:20
  story and just taking the time, you know, I have this mantra I
• 7:23
  live by slow down to speed up. So we slowed down.
• 7:26
  We took a lot of time to build the products.
• 7:28
  And what that gave us was this ability to sit in front of
• 7:30
  people, you know, talk about the creation process.
• 7:33
  And then when they see the product, it just lines up and it
• 7:36
  makes sense. I think that's awesome because
• 7:38
  I'm sure you've seen people in business too, but it's like I
• 7:40
  spent all this time creating a product without any connection
• 7:43
  to who they're going to sell it to.
• 7:45
  And then when it's time to actually launch it, it may not
• 7:48
  be what those people want or, or what they're looking for.
• 7:52
  But you know, and this thing is so cool how how ingrained you
• 7:56
  you had that feedback and that customer discovery from the
• 7:58
  beginning. So like you're saying when it's
• 8:00
  time to launch it, like boom, like it's exactly what people
• 8:02
  want because you've listened and heard what they're looking for
• 8:06
  along along that whole path. Yeah.
• 8:07
  And. We have this saying I just
• 8:09
  coined yesterday, more formula, less marketing.
• 8:12
  So like the comp, you know, if you look at a lot of businesses
• 8:15
  now in our space, they build it from a marketing approach
• 8:18
  backwards, whereas we want to build it from a formula approach
• 8:21
  forward. So it's like making sure we have
• 8:24
  the best product ever and we'll work everything else out.
• 8:26
  Where again, a lot of companies are like, OK, we need to build
• 8:28
  something we can market like AG1.
• 8:30
  If you look at them, they're like God tier marketing.
• 8:32
  They're great at marketing. You show a lot of serious
• 8:34
  coaches their product. They're like, this is not
• 8:36
  something I want my athletes to take or put in my body.
• 8:38
  However, as a brand, they're probably the largest single
• 8:42
  selling supplement in the world. So they knew how to market
• 8:44
  something really good, but we were building something.
• 8:47
  I don't want to send their AG. One was marketing to masses.
• 8:52
  We were trying to build the product line support, very
• 8:55
  highly educated, sophisticated individuals who are dealing with
• 8:58
  the most well trained, highly skilled athletes.
• 9:02
  So there's a different way of how you have to build something.
• 9:05
  Yeah, Yeah. And I feel like that again goes
• 9:07
  into the name like you're talking about, like you want it
• 9:09
  to be such a good product and formula that then the spoken
• 9:13
  word is going to then market that and spread that for you,
• 9:16
  right? Yeah, Like you mentioned some of
• 9:18
  those coaches that you have as board of advisors and kind of
• 9:22
  working with you at spoken, what's been the impact, you
• 9:26
  know, beyond, beyond the creation process.
• 9:28
  But just having, having that group like you're saying that
• 9:31
  it's actually like in the trenches every day with these
• 9:33
  elite athletes using the products, seeing the needs of,
• 9:37
  of, of what these athletes actually need and their
• 9:40
  supplementation and be able to have that daily feedback and,
• 9:43
  and inside just from all these coaches in those different,
• 9:47
  different domains that they're in with you.
• 9:49
  Yeah, I think the you would know this, and I know a lot of your
• 9:53
  audience would know this if we're not in.
• 9:55
  So most supplement companies, when they develop a supplement,
• 9:57
  they look at research, they're sitting behind a computer
• 10:00
  screen. They say all these ingredients
• 10:02
  seem to make sense. Let's put it all together and
• 10:03
  let's go. There was a lot of assumptions I
• 10:06
  had about what an elite athlete would do for their health versus
• 10:10
  what an elite athlete actually will do for their health.
• 10:13
  And I, oh God, I'm blessed that I was able to spend a lot of
• 10:17
  time with like Preston Greens, like one of my mentors.
• 10:19
  And I was actually at Florida with him for, I want to say like
• 10:23
  two or three months where I could like shadow him and see
• 10:25
  the day-to-day and actually understand what it's like to be
• 10:28
  an NCAA strength coach in like a big school And see like how some
• 10:31
  of the athletes will run through a wall when you tell them and
• 10:34
  other ones, it's like show up right at the last minute with a
• 10:36
  McDonald's bag in hand. And it was wild to me because in
• 10:39
  my mind, as somebody who's not athletically talented, if I was
• 10:42
  a college level athlete, I would do every single thing possible
• 10:45
  before we get to the NBA. For sure, but.
• 10:47
  These guys are so gifted that like they don't necessarily have
• 10:50
  like it. They're unique makeup, like
• 10:52
  they're the most athletic human beings on the planet.
• 10:55
  They have they have amazing skills.
• 10:56
  They're super dedicated to what they do and what they think
• 10:58
  matters. But if they don't think
• 10:59
  something's like in there is, you know, in the universe is
• 11:02
  something that's really important.
• 11:03
  It's hard to get that buy in. So when we were making the
• 11:06
  products, it was like, I, as someone who was brought up under
• 11:09
  Charles, would take 2030 supplements in a day after
• 11:13
  shadowing Preston, I'm like, OK, so we have two or three tools we
• 11:17
  can use. Anything past that these guys
• 11:19
  aren't taking. Yeah.
• 11:21
  And we need to make sure it tastes good, and we need to make
• 11:23
  sure it's just easy and convenient.
• 11:25
  Which is why when you look at how our line is built, like the
• 11:27
  Daily Pack, that was like a huge thing to come out with where
• 11:29
  it's like they view it as one supplement even though it's 5.
• 11:32
  But then I also want to sit in the mind of the strength coach
• 11:35
  of the dietitian. So if you look at our protein
• 11:38
  powder is 25 grams of grass fed, weigh, 5g of 10 to 4 collagen,
• 11:42
  super clean, no gums. We put a little bit of fat for
• 11:45
  absorption. And a big intention with that is
• 11:48
  like the dietitian or strength coach.
• 11:50
  Right now they're doing 1 scoop away, 1 scoop of a collagen.
• 11:53
  Why not just combine it for them?
• 11:54
  It blends better and it saves the dietitian and the strength
• 11:57
  coach time. So there's all these little
• 11:58
  things that I got to think about just by being surrounded by the
• 12:01
  people. However, the biggest impact is
• 12:04
  you are truly who you surround yourself with and nobody on our
• 12:08
  team strives for anything less than like excellence in it on
• 12:12
  it. Like Ben Prentice is 50 whatever
• 12:14
  years old. He's up every day at 4:00 in the
• 12:16
  morning goes trains people all day long, still finds time to
• 12:19
  work out himself, eat super dialed in like never an off day
• 12:23
  like heat. So when you're around people
• 12:25
  like that, it forces you to elevate your game, which I think
• 12:28
  comes through with everything around the business.
• 12:30
  So I've, I think that's probably been the biggest, biggest thing
• 12:33
  is like the attention to detail that I've had to elevate to do
• 12:36
  to who's surrounding me because like someone like Jordan
• 12:39
  Shallow, he's been able to build this amazing education company.
• 12:43
  If I post something on social media that doesn't align with
• 12:45
  the quality that Prescripts has, I hear about it right away.
• 12:49
  And I want that like I want, I want to make sure that we're
• 12:51
  operating in an elite level because I think if you do that
• 12:54
  over time, it's just going to, that's how you're going to
• 12:56
  outpace everybody. It's like the little things
• 12:58
  matter, the apostrophe on something matters, the font type
• 13:01
  matters, how your page is displayed matters, and you want
• 13:04
  to do everything all at once and you can't because you're
• 13:06
  starting a business and you know you're always going to be
• 13:08
  evolving. But having those people on your
• 13:11
  team like Invested wanting us to do well, I think it accelerates
• 13:15
  the growth and accelerates the map like the quality of work
• 13:17
  that we put out. Yeah, yeah, I feel like, I feel
• 13:20
  like there's nothing better in life than than having a group of
• 13:23
  people or a team around you like that, where where it is people
• 13:27
  that are pushing you to be better just by seeing what
• 13:29
  they're doing. Like, and I know like sounds
• 13:31
  like if if you're in business and you're, you know, like for
• 13:33
  me, if it's a smaller business or you're on your own, it's like
• 13:35
  sometimes you don't get that. But for you and your business
• 13:37
  getting to have that, I think I think that's just such a cool
• 13:40
  environment. I can, I can def from working in
• 13:43
  college, but I definitely say that it can be a it can be a
• 13:46
  there. There's there's some things that
• 13:48
  are great on a plan. And then in the reality of
• 13:51
  getting those things to work, I've, I've definitely seen guys
• 13:54
  do a lot of things to avoid taking too many supplements
• 13:58
  during, during, during the day. That's, I guess, some funny
• 14:00
  stories about. That, but we're not 6 foot 4 and
• 14:03
  8% body fat. You don't get it.
• 14:05
  Yeah, I know. It's wild.
• 14:06
  That's awesome. But so you know, you've
• 14:08
  mentioned today about how part of the mission is really
• 14:11
  supporting coaches with spoken and I know I know you are doing
• 14:16
  a lot of education stuff too around that.
• 14:18
  Like what, what's your goal with that part of the business where,
• 14:21
  where you're doing education and trying to support, you know,
• 14:24
  these strength coaches or sports former coaches or anybody in the
• 14:27
  in the industry? Yeah.
• 14:30
  If there's one part of our business I wish we were moving
• 14:32
  quicker on, it's education. Right now.
• 14:35
  The majority of our like today we have a webinar with Dan
• 14:37
  Hunter. He's a really good coach out of
• 14:38
  Europe. We were doing monthly webinars
• 14:41
  and took a break during the summer and like to me, that's
• 14:43
  like the bare minimum we could do.
• 14:45
  Like, let's just get good webinars out there.
• 14:47
  You know, we get 70 to 80 coaches who join.
• 14:50
  It's not about having 500 people.
• 14:51
  It's about having like high quality people who can pick up a
• 14:54
  couple things. If I wave a magic wand and all
• 14:56
  of a sudden, you know, $10 million of investment comes in,
• 14:59
  it's going to be a totally different thing.
• 15:00
  Like IA dream of mine is to recreate.
• 15:07
  You know, I know Charles Poliquin's a little bit of a
• 15:10
  polarizing figure, but I would say the vibe that was created in
• 15:17
  those education events is something I would love to
• 15:19
  recreate. And sometimes it's like, just
• 15:21
  like you said, you're by yourself on your own little
• 15:24
  island. And were you at our event at
• 15:26
  Designs for Sport that you did in Connecticut?
• 15:28
  That that was one of the best, the best events to the have been
• 15:30
  at, yeah. I really, I'm, I'm like, and
• 15:32
  it's hard because like when you have, when you've done something
• 15:35
  and you know how to do it. But like right now at the aging
• 15:37
  stage in our business, like some things are just a little bit out
• 15:39
  of reach, which is normal. We're in like a, you know, we're
• 15:43
  starting from Ground Zero. I I getting that feeling back
• 15:47
  multiple times a year is like the is like really important to
• 15:50
  me. Having like 50 high level
• 15:51
  coaches in A room, this panel of seven speakers picking up all
• 15:55
  this education training together, you know, bouncing
• 15:59
  ideas off with of other people that something that you've been
• 16:01
  trying to work through and like someone else has gone through
• 16:04
  that same struggle and can just turn their decades of experience
• 16:07
  into like a day of like education for you.
• 16:09
  That's like a really big passion.
• 16:10
  That's that's something I wish I could just snap my fingers and
• 16:12
  recreate. It's something we're working
• 16:14
  towards. But I think if you keep looking,
• 16:16
  you know, the path we're going, I'd say probably next year we're
• 16:19
  going to have like an event like that and start to rebuild that.
• 16:22
  And then yeah, having that 3 or 4 * a year would be amazing.
• 16:26
  That's awesome. And then having a community
• 16:28
  platform, that's the other thing I wanna do is have a community
• 16:31
  platform where invite only you have to be approved to get in
• 16:34
  there, whether it's a WhatsApp group or whatever it is, where
• 16:37
  it's like you can just again, spoken communicate with
• 16:41
  everybody. And cuz that, you know, I've
• 16:43
  never been a solo entrepreneur, but I have a lot of friends who
• 16:46
  are solopreneurs and I view strength coaches and dietitians
• 16:49
  and people part of. And even though you have like a
• 16:51
  team you work with, you still feel a little bit like isolated
• 16:54
  on your own island. Like as you said, you're getting
• 16:56
  right now, we're recording this at 6:15 high near time.
• 16:59
  Then you're going to run and work all day, then you're going
• 17:01
  to come home like it's, it's a hard life that you, you know,
• 17:04
  you put yourself in. So if there's a way for us to
• 17:06
  build a community that can be the backbone that you could fall
• 17:09
  on and know that there's somebody out there in this
• 17:11
  community that can help you through some you're going
• 17:13
  through, that's really what we want to build.
• 17:15
  We want to be that conduit. And yeah, we sell supplements.
• 17:18
  And, you know, it's like, how do you relate supplements to this
• 17:20
  type of thing? But I believe the community will
• 17:23
  help us be true to our supplements.
• 17:24
  But also, if we elevate our community and we elevate the
• 17:27
  industry, everyone sort of comes up together.
• 17:29
  Yeah, Yeah. That's like what you're saying
• 17:31
  that that event is so, so cool that you had a couple years ago.
• 17:36
  And I feel like it's so unique to where like we were training
• 17:39
  twice a day and we were, you know, having supplements before
• 17:41
  and after, like getting all that and like breakfast there.
• 17:44
  And, and I feel like versus not that, not that there's not great
• 17:47
  events where it's just more so sitting and learning, but like
• 17:50
  the mixing of the training with the other people there, the,
• 17:54
  the, you know, eating together, all all that, like mixed with
• 17:57
  great presentations. I felt like really did build my
• 18:01
  relationship with some of those coaches in there to such a
• 18:03
  higher level. And like, like you're saying
• 18:06
  with like the solo entrepreneur aspect too.
• 18:08
  I think whether you're working in college athletics, any type
• 18:11
  of athletic or whatever it is as any type of coach, usually a lot
• 18:15
  of times you get worse. You're just trained on your own
• 18:18
  everyday and like you know, you're just finding times when
• 18:20
  you can work out. You don't really have that team
• 18:23
  aspect of training anymore. You need maybe you have a
• 18:26
  training partner, but at least for me, just just been myself
• 18:29
  and like that, that's one of the pieces I miss so much of being
• 18:32
  an athlete is that training with other people everyday.
• 18:35
  And just like you're saying with your board of advisors, seeing
• 18:37
  people around you working at a high level and, and elevating
• 18:41
  because of that. So I think I think it was such a
• 18:43
  unique aspect to get to have that environment again where all
• 18:46
  these coaches are just attacking, you know, doing 2
• 18:48
  lifts a day like training, getting after it and getting to
• 18:51
  just, you know, push each other, encourage each other.
• 18:53
  Just have a such a cool environment with that.
• 18:54
  So I can't wait till you get that stuff going again.
• 18:57
  Yeah, you know, I'm not. There's always stuff to learn,
• 19:02
  but the coaches in that room are very high level.
• 19:04
  And what I've heard feedback is like even the training session
• 19:08
  with other coaches, it just reminds people of what they
• 19:11
  forgot because you're you're on your own.
• 19:14
  You're training people all day long.
• 19:15
  Then you'll train yourself. But like you're not watching
• 19:17
  your own movement the same or yeah.
• 19:19
  And it's just like just being in a room where you have that high
• 19:21
  quality of training partner. It almost brings up like, I
• 19:25
  forgot about all that stuff. And then you get to bring it
• 19:27
  forward, you know, your next day at work and in your own training
• 19:30
  program and who in your personal life.
• 19:33
  So yeah, it's again, selfishly, I wanna do it.
• 19:37
  It was fun for me. I loved Ben.
• 19:39
  And I got in arguments over with Ben Prentice.
• 19:41
  He's like, no, we don't need the training twice a day.
• 19:43
  I'm like, no, Ben, I was like strict.
• 19:45
  I'm like, we're doing true training sessions a day.
• 19:47
  That's like a rule I eventually want to run like a hyperpetry
• 19:50
  boot camp where you do 3A days. But like, I was like, we have to
• 19:54
  do, we're doing an AM training. Like it eats the day away.
• 19:56
  And I'm like, I get it, but it's it's it makes the day so much
• 19:59
  more impactful by having that like real, there's no strength
• 20:02
  coach who's not a tactile learner.
• 20:05
  You can't be a strength coach unless you learn through
• 20:07
  movement and doing it yourself. And actually like, I don't know,
• 20:10
  a good strength coach who just sits all day long and reads
• 20:12
  notes like you have to be someone who can experience
• 20:14
  demonstrate like. So I think having that there,
• 20:16
  that was like a really important part.
• 20:17
  Yeah, yeah, for sure. As we're talking about
• 20:19
  education, like what when it when it comes to nutrition,
• 20:24
  supplementation, whether it's coaches, athletes, just just
• 20:28
  people in general, like what are what are things that people
• 20:31
  spend a a ton of time focus on that maybe doesn't move the
• 20:35
  needle quite as much as they think.
• 20:36
  And then maybe things that people don't focus on quite as
• 20:40
  much that would actually bring a lot higher return on investment
• 20:43
  for them. I think the most impactful thing
• 20:46
  out of anything is state of mind.
• 20:48
  There's a study done. They had four groups of people.
• 20:50
  Group One ate a healthy. They did all their blood work.
• 20:53
  Group 1 did a healthy meal in a group environment every single
• 20:57
  meal for like 21 days. Group 2 ate in a healthy meal in
• 21:01
  front of the computer. So it was individual eating in
• 21:03
  front of a computer or watching TV.
• 21:05
  Group 3 was same in setting as Group 1, so unhealthy meal but
• 21:11
  in a group of people. Group 4 was unhealthy meal in
• 21:15
  front of a computer. So who do you think had the best
• 21:17
  improvement in their health out of those 4?
• 21:19
  The healthy meal in a group. Yeah, and who was the second
• 21:22
  biggest? Improvement the unhealthy group
• 21:25
  in a, I mean, unhealthy meal in a group, Yeah, so.
• 21:28
  I do think input matters. Like I've done a bunch of MRT
• 21:31
  testing for people and like when I put them on the MRT test, the
• 21:34
  results are wild, like when you reduce all the inflammatory
• 21:37
  things. But I think the mindset of what
• 21:41
  you're doing really plays into the effect of of or sorry, the
• 21:45
  mindset that you're you walk through and approach life with
• 21:48
  sets the tone for any other thing you're doing.
• 21:51
  So if you're begrudgingly taking supplements and you're
• 21:54
  begrudgingly training and you're begrudgingly doing all the work,
• 21:58
  you're going to have worse results than somebody who is
• 22:01
  approaching it with gratitude excitement.
• 22:03
  I pray before every meal. I think that makes a huge
• 22:06
  difference. I've noticed like even if I eat
• 22:08
  pizza, like as wild as it is, I pray before I eat the pizza and
• 22:11
  I don't feel as inflamed and gross.
• 22:13
  Now I think that there's like realities like if I eat steak
• 22:16
  and chicken and vegetables every meal with the gratitude, I'm
• 22:19
  going to get better results than if I eat like unhealthy.
• 22:22
  But approaching things with gratitude and, and, and taking
• 22:24
  some time and getting lost in the rituals of taking things
• 22:28
  like my wife and I every night I go downstairs, I make sleep
• 22:32
  builder at like 8 O clock at night, stir it, we drink it, we
• 22:36
  take a bath together, we go lay in bed, we'll talk through the
• 22:39
  day and maybe like, you know, read a book or even sometimes
• 22:41
  fall asleep watching TV. And our sleep has drastically
• 22:45
  improved. And the sleep builder is an
• 22:46
  amazing product. But like the ritual behind it in
• 22:49
  the in the and taking some time and appreciating and has made a
• 22:52
  huge difference. I think a lot of people get
• 22:54
  stuck in dogmatic like it has to be this, but I'm sure you have
• 22:58
  seen athletes who don't do it this way and excel past everyone
• 23:01
  else who does because they have a certain like relaxed approach
• 23:05
  to life. So I think learning everything
• 23:07
  we do like in our space is really important.
• 23:10
  But the biggest shift I've had is like, it's not that serious.
• 23:13
  Don't beat yourself up if you have a bad meal.
• 23:16
  Don't beat yourself up if you have a bad training session.
• 23:18
  Don't beat yourself up if you don't hit your sails for a month
• 23:20
  or whatever it is and just recenter take some order around
• 23:24
  all the chaos around you. Slow down and just like and and
• 23:28
  push forward. I think it now to go a little
• 23:31
  bit more like less esoteric and more like answering your
• 23:34
  question. I've been in the space a long
• 23:36
  time and I've seen trends come and go.
• 23:38
  And I think the one thing that people focus on is they're
• 23:41
  always looking for that. Like what's it's dysbiosis,
• 23:43
  candida, this or that, or we got to go keto or we got to go
• 23:47
  paleo. And they go to all these
• 23:49
  extremes. But I think the most experienced
• 23:52
  doctors that I talked to, the foundations consistently through
• 23:55
  time will always make you be a healthier, higher performing
• 23:58
  person than trying to chase these trends.
• 24:00
  And when we were building spoken, that was a read, that
• 24:03
  was something that was sitting in the back of our head.
• 24:05
  I don't have something that gets rid of dysbiosis with spoken.
• 24:08
  I don't have like some crazy blood sugar regulator I don't
• 24:10
  have, but what I do have is like a sleep product that improves
• 24:14
  your blood sugar, resets your neurotransmitters, all these
• 24:16
  things. But if you improve your sleep
• 24:18
  and you do that every single day, and the sleep builder was
• 24:20
  designed to just be the to be a sleep enhancer and improve all
• 24:24
  the things that you normally get out of sleep at a higher level.
• 24:26
  Over time, your health is going to correct and your performance
• 24:30
  is going to go up and you're going to feel amazing and it's
• 24:32
  just fixing the foundation of sleep.
• 24:34
  And then it's like you have your essential daily pack that has
• 24:37
  all your micronutrients, so you know you're covered.
• 24:39
  Then we have our Aminos, which gives you the building blocks
• 24:41
  that you need. Like there's nothing crazy out
• 24:44
  there. I don't want to see crazy out
• 24:46
  there, but there's nothing that's like an extreme
• 24:48
  correction right now is the biggest phrase I don't even know
• 24:51
  anymore. Berberis came out as like the
• 24:53
  new Ozempic and everyone was just buying Berberis.
• 24:55
  And it's like, well, you don't need Berberis if you're if
• 24:57
  you're doing all the foundations right and you just stay 80% in
• 25:01
  line with the gratitude and everything else.
• 25:03
  I think chasing the foundations, doing those really well, we'll
• 25:07
  always outperform some new trend that's coming out.
• 25:10
  Yeah, no, no, I love both of those things.
• 25:13
  And as as you talk about the mindset and the gratitude piece,
• 25:17
  I think that's really cool. And I even think about like on a
• 25:20
  recovery aspect, as I talked to like my athletes, that social
• 25:23
  aspect is so important from just a general recovery piece.
• 25:26
  Like on the weekend, go and like hang out with friends and like
• 25:29
  spending time with family, whatever that versus just, you
• 25:31
  know, be on your own watching TV or Netflix or on your phone
• 25:36
  time. I think their recovery is so
• 25:37
  different from the aspect if you know, a coach is listening to
• 25:40
  this, they're like, OK, like I hear what you're saying about
• 25:42
  changing kind of my mindset before eating or whatever, or
• 25:45
  doing those things and like, I can make that change.
• 25:48
  But how do I, how do I convince my athletes that like maybe like
• 25:53
  some of the ones we talked about that are avoiding wanting to
• 25:56
  take pills to shift their mindset to get it like it is, is
• 25:59
  that, is that a feasible task to try and do that?
• 26:03
  So again, I I've like, I've done some coaching, but those people
• 26:07
  come to me, they pay me, they have an issue they're going
• 26:09
  through. So the buy in is a little bit
• 26:11
  different. When I shadowed Preston, one
• 26:14
  thing that made him so elite as a, as a coach in general, not
• 26:18
  even the knowledge of strength coaching.
• 26:20
  He knew how to read people and, and individually see what makes
• 26:24
  that person tick and then adapt his coaching style to who that
• 26:29
  person was. Like he could yeah.
• 26:31
  So like, let's, I'll just use me as an example.
• 26:33
  So with me, like he was like you get bled out all the time.
• 26:37
  Like I love get I because I what was my score?
• 26:39
  I used to I thought I was going to be an MMA fighter.
• 26:41
  So UF or MMA training or being a UFC fighter, like I was two
• 26:46
  hours of Muay Thai, you know, walk in, stretch, do a little
• 26:49
  bit of warm up pad work, like goes far right.
• 26:52
  Then I would do jiu Jitsu. So every single training session
• 26:54
  was a battle for me, like a legitimate battle.
• 26:57
  So my my training was the same. I'd go, I'd approach weights
• 27:01
  like at the end of my training session, I was going to fight
• 27:04
  somebody and my body, my mind wanted to do that.
• 27:08
  But my body, I, I wasn't recovering.
• 27:11
  I was like little injuries. And then it was like seeing what
• 27:14
  do I really want, you know, saying the right thing.
• 27:16
  Dave Lawrence was really good at this too.
• 27:17
  Like he could, he would look at me and be like, OK, you need to
• 27:21
  leave. I want your mission to be that
• 27:22
  you have 30% left in the tank when you leave a training
• 27:25
  session. And then, you know, I was taking
• 27:27
  all these supplements and it's like you're doing all the easy.
• 27:30
  You're doing like all the complex things that are easy.
• 27:32
  Let's just get you down to the basics, like we'll give you your
• 27:35
  basic supplementation. So I went from like 20
• 27:37
  supplements down to five. You're going to leave the gym
• 27:40
  with 30% more energy in the tank that you could go push, but
• 27:42
  you're going to reserve that. And then over time you're going
• 27:44
  to see what's happening. And it was like I lost 30 lbs in
• 27:49
  in 87 days. My strength went up.
• 27:52
  Like everything changed really quick.
• 27:54
  So I think when you're working with people, it's like, how can
• 27:58
  you get them to hear you is the most important thing.
• 28:02
  I'm a big fan of Socratic method personally.
• 28:04
  So even when I sell, I, I, I honestly, I use the Socratic
• 28:07
  method because I, and it's not a manipulation thing.
• 28:10
  It's like I had to spend so much time to intimately know the
• 28:12
  needs. So asking the right questions
• 28:15
  and getting them to come to the answer, then you know that
• 28:19
  that's their truth and you have something to work with.
• 28:21
  And then when you can work with their truth, they can hear you
• 28:24
  better. You guys are understanding each
• 28:25
  other. You're speaking the same
• 28:26
  language even though everyone speaks English, like we hear it
• 28:28
  in different ways. And that that's been a big thing
• 28:30
  for me in my personal life and, and everything is like, how do I
• 28:33
  get myself out of like we all sort of have our own way we
• 28:37
  approach the world. But if I'm trying to come up
• 28:40
  with a mutual solution where both people don't feel like no
• 28:44
  one needs to win a negotiation and like you trying to get an
• 28:47
  athlete to do something is a negotiation like it's all
• 28:50
  negotiated, right? But if there's a way that both
• 28:53
  people win, because if one person wins, that means somebody
• 28:56
  lost, which means both people lost if you're trying to do
• 28:58
  something together. So if you can sit down and
• 29:00
  figure out how to get your own noise out of your head and
• 29:03
  actually listen to somebody and then vice versa together, you're
• 29:06
  going to come up with a plan that's more impactful than what
• 29:09
  you were doing before. Yeah, that's that makes sense.
• 29:12
  So good, like like if you're dealing with some of those
• 29:15
  resistant athletes, like just continue to tell them to do
• 29:18
  something is pretty much always going to just push them further
• 29:21
  from what you want them to do. Like you're saying, like through
• 29:25
  asking questions through Socratic method, right?
• 29:28
  Get in, get in them to think it's their idea or like that
• 29:31
  they came upon that solution. And kind of like you're saying,
• 29:35
  walking hand in hand and bringing them together versus
• 29:38
  trying to just pull them there is going to go so much further
• 29:41
  and have such better long term compliance versus like, oh, you
• 29:45
  have to do this or else XY and Z is going to happen.
• 29:48
  Right. And I get very particular on
• 29:49
  certain language. So even when you said getting
• 29:51
  them to think it's their idea, it's not that you're trying to
• 29:53
  be manipulative, but like there is a hint of that right where
• 29:56
  it's like, we're going to sit down, I'm going to truly hear
• 29:59
  what your goals are. Then I'm going to express how I
• 30:02
  think we can get to your goals. And let's see if there's a way
• 30:05
  for those two things to align. And then it's not thinking.
• 30:08
  You both know this is the path. They know this is the way to go.
• 30:11
  And then the buy in because you're not with them 24/7.
• 30:14
  But if it's like, hey, what's your goal?
• 30:16
  You want to be an NBA player? OK, so where right now, what's
• 30:21
  what do you think is holding you back?
• 30:23
  Well, you know, I get a little bit tired in the in the third
• 30:26
  quarter, my shots a little off and like, I, you know, my shots
• 30:29
  in the 30s, I want to get to the 40s whatever, right?
• 30:31
  Be like, OK, have you ever thought about sleep and how
• 30:34
  impactful that is? Well, a little bit like, what do
• 30:37
  you know about sleep? And then you ask them and be
• 30:39
  like, would you be OK if I talked to you about like, you
• 30:41
  know, Andre Iguodala and his story around sleep?
• 30:44
  Like he was a 6th man. All he did was change his sleep
• 30:47
  pattern and then became one of the highest paid NBA players.
• 30:49
  His shot percentage went up like 4 or 5%.
• 30:52
  He was able to have a long career.
• 30:54
  Do you want to work together to like fix this one aspect to and
• 30:57
  then it's like they've already, that's what they want, but
• 31:00
  everyone has their own mental noise to resist.
• 31:02
  It's, it's like a wild thing when you, when you start like
• 31:05
  it's the same in business, same and everything.
• 31:06
  Like once you can clear the mental noise and actually have
• 31:09
  two human beings talk to each other with the defensive egos a
• 31:13
  little bit to the side, it's wild how much you can come up
• 31:16
  with. And we're guilty of it too.
• 31:18
  Like I'll, I'll like constantly. I'm trying to put that noise
• 31:21
  aside so I can hear what somebody is saying and and
• 31:24
  actually listen to it and you know, and we're in business.
• 31:26
  This it's like the same thing. Everyone has an idea of how you
• 31:28
  could be doing it better. I have a marketing team.
• 31:30
  There's a marketing campaign I want to do.
• 31:32
  I think I know it's the right way.
• 31:33
  Well, this guy disagrees with me and my first initial voice is I
• 31:36
  know what I'm doing and then I can't hear him.
• 31:38
  And it's the same thing when you're coaching an athlete.
• 31:40
  They're going through all that same mental noise.
• 31:42
  Like when you mean this guy can't even like he can't even
• 31:44
  vertical jump 20 inches. I'm going to listen to that
• 31:46
  increase mind, like, you know, it's whatever the noise is, that
• 31:49
  sitting there, that little protection noise.
• 31:51
  I know this is going to sound weird.
• 31:53
  I have AI think that all issues that people deal with come down
• 31:57
  to a fear of abandonment. So when somebody's like when
• 32:00
  someone's not listening and they're resisting, it's because
• 32:03
  they think that if they do what you're saying that they're going
• 32:06
  to lose something and be abandoned.
• 32:08
  So what identity do they not want to give up?
• 32:11
  Like, oh, if I go to bed at 8:00, that means I'm not going
• 32:14
  to have any friends and I'm going to miss out on all these
• 32:16
  social things and I might miss out on meeting all these girls
• 32:19
  or my wife or whatever. That's what you're actually
• 32:21
  battling. You're not battling that.
• 32:23
  They don't want to sleep the stuff they have to give up to
• 32:25
  get better sleep. So it's like if you can show
• 32:28
  people, because I truly believe we never get abandoned.
• 32:31
  I'm a bit religious, so I don't think you ever get abandoned.
• 32:33
  Like I think there's always somebody there.
• 32:35
  It makes those decisions so much easier.
• 32:37
  And then they bring in the gratitude and everything else we
• 32:39
  spoke about. Yeah, no, that's.
• 32:41
  Is that way too out? There I think that that that's,
• 32:43
  that was so cool where you went with that with, with, with
• 32:46
  running your business, Like how with what you're talking about
• 32:49
  there with, with, with those conversations, interactions
• 32:52
  coached to athlete. Like how does that show up for
• 32:55
  you with the employees you have and, and how you're walking
• 32:59
  alongside them for them to be the best they can within spoken,
• 33:04
  But then also just like for their career and for them to
• 33:06
  feel inspired and like when they're going the right
• 33:08
  direction and, and, and that they're, they have purpose and
• 33:11
  what they're doing. Yeah, it's difficult.
• 33:13
  Like you guys have, you have whatever, 40 games or whatever,
• 33:16
  how many? I don't even know how many games
• 33:17
  that college coach has. I know you're in high school
• 33:19
  now, but like, you have whatever X amount of games and like, the
• 33:22
  record matters, right? Yeah.
• 33:24
  In business, it's like I can think of all these great things,
• 33:26
  but if we don't start selling product and like, like, it
• 33:29
  doesn't matter. And personally, coming from a
• 33:32
  brand, like I had a lot of success at my old company for 10
• 33:37
  years, like just build success and coming back and starting
• 33:41
  from zero while dealing with like, you know, we're a publicly
• 33:44
  traded company. CPG companies are like very cash
• 33:47
  intensive. Like the more you grow, you got
• 33:49
  to raise more money and, and restock and like, so you have to
• 33:52
  make sure you're growing. Like there's no, we're going to
• 33:54
  have one year of just discussion.
• 33:55
  It's like day one, it was like you have to start transacting.
• 33:58
  Like it's just a business. You have to survive.
• 33:59
  So balancing that and that real pressure and especially now,
• 34:09
  like I'm sure it's felt everywhere, like life's gotten a
• 34:12
  lot more expensive and you know, inflation and all these things
• 34:15
  that are weighing on people, it can't get, it's really easy to
• 34:18
  get lost in like this feeling of like, just pick up the phone and
• 34:20
  call 1,000,000 people and get as many sales as you can and the
• 34:23
  passion just dies. It's very easy.
• 34:25
  I've lost in that I've, you know, I, I, as much as I can
• 34:28
  know all these things like I get caught up in as well.
• 34:30
  So I always try to at least connect with people I work with,
• 34:35
  similar to, like what I'm saying to you and seeing like, what is
• 34:38
  their deeper motivation here? Like, why are they here?
• 34:40
  And most people in our space are here because they're either huge
• 34:45
  fans of sports and they just want to, you know, they were
• 34:46
  athletes and they want to be back in that environment, or
• 34:50
  they are huge fans about getting people healthier or a
• 34:53
  combination of two. And like getting back to the
• 34:55
  why. And now, like speaking to you,
• 34:57
  I'm remembering, you know, some things I should do.
• 34:59
  Like I would always sit and like make each person I work with
• 35:02
  have a mission statement to figure out their why because
• 35:06
  that why carries you through the turbulence of life and revisit
• 35:10
  that every six months. Is it the same thing as it
• 35:13
  shifted? And then when you have that why
• 35:15
  and you have that mission statement, a as a leader, I can
• 35:17
  better figure out like what this person needs to support with.
• 35:20
  How do I support them with their why?
• 35:22
  But for them, again, it gives them that motivation and like
• 35:26
  the ability to push through things when things get tough.
• 35:29
  Because you could be sitting at this level one day and we've all
• 35:32
  had it. Life hits you in chaos and
• 35:34
  you're down here and you know you'll get back up there.
• 35:36
  But it's like, no, having that like that, why?
• 35:39
  And that mission statement, I think goes a huge it goes a long
• 35:43
  way. Yeah.
• 35:44
  And yeah, I think, I think it's easy for a lot of people to skip
• 35:48
  that though and get straight to the OK, the X's and O's are the
• 35:52
  taxes. I need to call this many people.
• 35:53
  I need to do this one Z and they never it's I mean, I'm
• 35:56
  definitely guilty to like skipping that foundation that's
• 35:59
  going to sustain all of that to get to the actual work.
• 36:03
  But then, you know, then, then the longevity, then when you hit
• 36:07
  those red points, like if you don't have that foundation, it's
• 36:10
  easier to be all over the place versus, OK, like, like you're
• 36:14
  saying, like I know I'm down here, but I know it's going to
• 36:16
  get back up there because of my mission, because of all these
• 36:19
  things going on. But I think it's just such human
• 36:21
  nature, the gloss over that stuff, because it doesn't lead
• 36:24
  to tangible results right then. Yeah.
• 36:26
  And again, as as this might sound weird, there's two ways to
• 36:30
  to to approach things with fear, with love.
• 36:32
  Fear works. You see it work in some people,
• 36:35
  but how long does it work for? When you approach something with
• 36:38
  love and gratitude, you're amplifying, you're amplifying,
• 36:42
  you're constantly amplifying. When you're stuff with fear,
• 36:44
  you're you're taking to feed you for a certain amount of time,
• 36:47
  but then you will burn out, you will crumble, you will fall.
• 36:50
  You hear athletes all the time. It's like, what changed?
• 36:52
  I fell back in love with the game.
• 36:53
  They had all this fear. No, I fell back in love with
• 36:55
  training. I fell back in love with this.
• 36:57
  I fell back in love with that. And then all of a sudden it's
• 37:00
  like they're back coach now. I, I mostly did like mindset
• 37:04
  stuff and there's one guy who was coaching he, he beats, he's
• 37:07
  a, he was a jiu jitsu competitor.
• 37:09
  He was like 10th best in the world at the time.
• 37:11
  And he beats somebody that no one thought he was going to beat
• 37:14
  like this, like really high level guy.
• 37:16
  And then his, his game went to shit because in his mind he was
• 37:19
  like fearful that he won't, I can't beat someone like that
• 37:22
  again, Like I shouldn't do it. Like this sabotage mind comes
• 37:25
  through. And then we reworked it.
• 37:27
  And then it was like all of a sudden he started to love
• 37:29
  training again and, and love the approach and then his career
• 37:32
  started to get back on track. And I think that's for all of
• 37:35
  us. It's like, like I came in with a
• 37:37
  lot of fear and noise. Like, yeah, I've done, I've been
• 37:39
  in this space for 15 years, but well, it's different now.
• 37:42
  There's a lot of, there's a lot of competition and everyone's
• 37:47
  doing it. And what did I actually build a
• 37:49
  really good thing. Like, is it going to work?
• 37:50
  Are people going to all this fear?
• 37:53
  So if I don't have my why and I and I don't know how to push
• 37:55
  through it and I don't fall back in love with what I'm doing.
• 37:58
  And like, you're really excited like that, you know, I get a
• 38:01
  text message like I haven't been able to sleep in.
• 38:03
  We have one special forces guy who like got dropped off in a
• 38:08
  mountain, broke his back and like hasn't slept in seven
• 38:12
  years, took sleep builder, got like 4 hours of sleep.
• 38:14
  Like that's what motivates me. So if I don't sit with those
• 38:17
  stories, then it's super easy to get lost in the in the
• 38:21
  day-to-day business. And I think as a coach, it
• 38:25
  starts with you. I think in life it starts with
• 38:27
  you when you start cleaning up your whys and and motivations, I
• 38:32
  think it's a lot easier to connect with your players and
• 38:37
  everybody else. Or in business, same thing if I
• 38:39
  can clean up my whys and then like again, these are things I
• 38:42
  now I'm talking to your reminder.
• 38:44
  Same thing is like when we said when your training like you
• 38:45
  remind yourself when we built the why of the company like I, I
• 38:49
  sit with every single person and make sure their whys resonate
• 38:53
  with the why of the company because then it amplifies it.
• 38:57
  Yeah, now that's so you're like when I was making the transition
• 39:00
  from collegiate athletics to go start my own business, I started
• 39:03
  working with with a coach And I'm so thankful because you
• 39:06
  know, the first period with her, like we were doing all this
• 39:10
  stuff of, you know, the mission of, of what I, you know, what
• 39:14
  did I want my business to be about and the foundations of
• 39:16
  that. And also even kind of like you
• 39:18
  kind of like you're talking of spoken of going talking to
• 39:20
  everybody, but like she had me call people that I've worked
• 39:23
  with friends and and everything and, and and get impact like or
• 39:28
  input of like like what I remember.
• 39:30
  One of the questions that should have may ask is like, like what
• 39:32
  shows up when I'm in the room and like, and then and then they
• 39:35
  get in like different impacts of just like from all of them.
• 39:38
  Like what have you seen from me working like, like what is kind
• 39:41
  of my new aspects and like how can we fit that into the values
• 39:44
  of the company and actually spending time on reflecting and,
• 39:47
  and doing that work versus just OK, we need the I need to start
• 39:50
  building this for my business and reaching out to these
• 39:52
  people. I think just having that
• 39:55
  foundation like saying it was was so valuable and like you're
• 39:58
  saying with with those stories and and why you're doing what
• 40:02
  you're doing, understanding that again, like allows you to
• 40:05
  sustain and allows you to have longevity because later there's
• 40:09
  going to be there's going to be lots of up bounds.
• 40:11
  There's going to be stresses, there's going to be, you know,
• 40:14
  anxiousness about different outcomes, right?
• 40:16
  There's always things happening. But when you get those, those
• 40:20
  texts, you know, those messages from, from a parent or from an
• 40:24
  athlete that affirm the reason you're doing what you're doing,
• 40:28
  like, I just think that makes all of it worth it.
• 40:30
  And and like you're saying, it allows you to keep going because
• 40:33
  if, if, if it's just about the money or whatever like that, I
• 40:36
  don't know for for me, like that's not going to, that's got,
• 40:39
  that's not going to move the needle for me forever.
• 40:42
  No. And like, you know, the best
• 40:43
  part of being the best place to be in a business in my mind is
• 40:46
  like when you just start because then you have the patience and
• 40:49
  time at that point, like you're at it's like Maslow hierarchy
• 40:51
  and needs. It's like, OK, my roof's here,
• 40:53
  I'm eating and it'd be great to do that earlier.
• 40:56
  But again, we have human needs. And it's like, now let's start
• 40:59
  ripping the mission. Like now let's like one of the
• 41:01
  missions for us is I want to educate.
• 41:03
  Like I have a talk. I do, it's called decoding
• 41:06
  supplements. And I go, I, I literally sit
• 41:08
  there and I'm like, my goal is that at the end of today, you're
• 41:12
  going to be able to look at a label at an expert level and
• 41:14
  know if this is a good or bad supplement.
• 41:16
  Because part of the mission is spoken and like the whole, you
• 41:19
  have our word. And we want to be better is
• 41:20
  like, we want to make sure that we're leaving people better off
• 41:26
  than when we started interacting with them so that they can make
• 41:30
  an educated decision. If their educated decision is
• 41:32
  that we're not good, it's OK. We did our job.
• 41:35
  Our job is to educate. And then we know we have the
• 41:36
  supplements that they're going to look at our stuff and be
• 41:38
  like, OK, now I know what this is so much better.
• 41:40
  But like, you know, we're talking yesterday in a marketing
• 41:42
  meeting and yeah, like I'm sick of, of, I'm sick of like
• 41:47
  proprietary blends. I'm sick of it.
• 41:49
  Why? What is a proprietary blend
• 41:51
  doing? And they say, oh, it's a
• 41:52
  protective formula. I want to know what I'm taking.
• 41:56
  I just want to know the dose and the ingredient of what I'm
• 41:59
  taking. But if you look now, how many
• 42:00
  companies are moving to this proprietary blend?
• 42:03
  And like from being in the industry, I know that it's
• 42:06
  because let's say greens, for example, alfalfa is dirt cheap,
• 42:10
  like super cheap. So if you have a superfood blend
• 42:12
  or whatever and you say 7.5g superfood blend and they fill it
• 42:15
  with 6 grams of alfalfa, their cost of goods is really low.
• 42:19
  But guess what? Alfalfa can aggravate autoimmune
• 42:21
  conditions. It's sort of a like whatever
• 42:23
  vegetable, like it's not as potent as a broccoli or
• 42:25
  spirulina. Like, and if I get like my thing
• 42:27
  is like, I just need to wake people up to this, like no one
• 42:30
  knows and it bothers me. And it's like, so that's one of
• 42:32
  my whys. How do we start layering that
• 42:34
  into the marketing where it's like, let's let's actually
• 42:37
  through our voice to the broader audience, start to make people
• 42:41
  more knowledgeable about the space?
• 42:43
  Because it really bothers me. It like, and when I say that
• 42:46
  from a true place, which it is, and people hear me, they're
• 42:50
  like, yeah, wait. Like I actually resonate with
• 42:52
  that message. Why would I spend $100 on
• 42:54
  something Did you want? And I don't even know what's in
• 42:57
  the product. I don't know what I'm taking.
• 43:00
  That's wild to me. That to me that's just a wild
• 43:03
  thing. So yeah, I don't know if I just
• 43:05
  went off completely off tangent there, but yeah, having that Y
• 43:09
  in that and then it sort of starts to play through
• 43:11
  everything. Yeah, no, that's awesome.
• 43:14
  You know, with with designs for sports with spoken, you've been
• 43:16
  around a lot of different practitioners within the private
• 43:20
  sector, right within doing their own businesses.
• 43:23
  What have you seen where you know as you know, like you could
• 43:27
  be a really great strength coach but not be successful in
• 43:30
  business. What factors allow great
• 43:33
  practitioners to not succeed in actually running a business?
• 43:38
  They get in their own way and they think no one else can coach
• 43:41
  the level they can coach. That's the number one thing
• 43:44
  because yeah, you spend all this time be a really good coach with
• 43:48
  being a really good coach, and the business persons you said
• 43:50
  are not the same. It's going to be really hard for
• 43:53
  you to replicate. You are the guys who build the
• 43:56
  most success like Dave Lawrence coaches, but he has I think 40
• 43:59
  coaches in his ten gyms. Sorry, sorry, 40 coaches in his
• 44:03
  four games. Oh, he's been able to educate a
• 44:07
  coach to a level that gives the quality of training that he
• 44:10
  likes, but he can also step back.
• 44:12
  And that's how you scale to 1000 coaching hours a month or a week
• 44:17
  or whatever he's doing. It's like you, you're in such a
• 44:20
  labor intensive business, like there's no way you could go
• 44:23
  coach 1000 people in a week. So you need people who can do
• 44:26
  it. But if you don't trust and are
• 44:29
  able to step back and just help elevate other people, then it's
• 44:32
  never going to happen. If you always have to be the
• 44:34
  best coach in the room, it's never going to happen.
• 44:36
  That's what I've seen. The guys who understand that
• 44:38
  they don't have to be like Nick Mitchell, like he sold his
• 44:40
  business for a lot of money. He understood that.
• 44:42
  You know, there a lot of coaches I've seen that have been able to
• 44:45
  run successful businesses, whether it's having two or three
• 44:47
  coaches under them or 100. Like that's not the thing.
• 44:49
  It's like you don't. You have to be OK not being the
• 44:52
  best coach. That's great.
• 44:53
  That's great inside right there manager and this whole
• 44:56
  conversation isn't awesome. Like I I think it's so cool
• 44:58
  where we went with a lot of places where I didn't like
• 45:02
  anything in athletics of life. Like yes, it's about XS and OS
• 45:05
  about, you know, down in the nutritional supplementation.
• 45:08
  But so much of it is about the way we approach it, whether
• 45:11
  that's the mindset you're talking about being gratitude,
• 45:14
  going into eating, taking supplements, the mindset of how
• 45:17
  we're approaching these conversations with employees or
• 45:20
  with athletes. All of that stuff is going to
• 45:23
  determine what you're actually getting out of these things.
• 45:26
  We still have to be really good at the X's and O's for all of
• 45:29
  it, but it had they have to both fit together.
• 45:31
  So I think, I think you provided so much, so much wisdom and
• 45:34
  insight today. Yeah, this is so cool.
• 45:37
  I appreciate. You having me on and yeah,
• 45:39
  whatever. It's funny.
• 45:40
  Like you say that to me like I don't really have anything.
• 45:42
  Why is it saying? But I appreciate, yeah, the
• 45:45
  platform and I, I love these conversations.
• 45:47
  Yeah. Like now I'm going to go back
• 45:48
  and do that mission statement and like, how do I forget about
• 45:51
  that? That's awesome.
• 45:52
  Well, if, if people listening wanted to, you know, see more
• 45:56
  of, of of what's happening with spoken, see the, you know, the
• 45:59
  webinars or just check out the supplements.
• 46:01
  Where should they go? So if they're coached, the best
• 46:04
  thing to do is, well, you can go to Spoken Nutrition Instagram or
• 46:08
  Spoken nutrition.com/wholesale. That's like a portal where you
• 46:11
  can apply to be a wholesale account.
• 46:13
  The reason why that's good is like then we can know you're a
• 46:16
  coach whether you buy something or not.
• 46:17
  It's like we know you're a coach, we can send you the
• 46:19
  education and you're going to have a little bit of a different
• 46:21
  experience with us rather than just going on on our Instagram,
• 46:25
  which is, yes, it's appealing to coaches, but it's not, it's more
• 46:28
  of a broader thing, right? So we do have like coach
• 46:31
  specific emails we send out and things like that.
• 46:33
  Once somebody is registered as a wholesale account.
• 46:35
  OK, so that's probably the best way.
• 46:37
  And again, there's no, you don't have to, there's no fee to sign
• 46:39
  up, There's no mandatory minimum orders, nothing like that.
• 46:41
  Just it, it lets us funnel you into the bucket that you're
• 46:45
  probably going to get the most value out of us.
• 46:46
  Yeah, awesome. I've really enjoyed using the
• 46:49
  sleep builder, but also some of the other products, Omega Threes
• 46:52
  and creatine and and all that. So yeah, your, your stuff is
• 46:55
  awesome. I'm, I'm really excited to see
• 46:58
  where the company keeps growing, where the, the education and
• 47:01
  those events keeps going. You're doing awesome things and
• 47:03
  and really impacting a lot of the industry and, and anything
• 47:07
  is just so apparent through this conversation too, like how much
• 47:10
  you actually care about impacting supporting coaches and
• 47:14
  then having an actual super high quality product that's giving
• 47:17
  the best to the people taking it versus just the bottom line.
• 47:21
  Yeah, that yes to all those things.
• 47:23
  A lot of my friends are strange coaches.
• 47:24
  Like it just happened that way and it's like, yes, we won't
• 47:27
  spiral into another area. Some joy.
• 47:29
  Again, I appreciate being on here and hope you have a great
• 47:32
  rest of your day. Thank you.