Latest / Success Story with Scott Clary / Lessons - How Building a Fitness Empire Revealed the Truth About Consumer Psychology | Carl Daikeler - BODi CEO

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Lessons - How Building a Fitness Empire Revealed the Truth About Consumer Psychology | Carl Daikeler - BODi CEO · Success Story with Scott Clary

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  In this lessons episode, discover the shift from vanity-driven workouts to a longevity mindset
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  that values every workout as progress. Learn why health esteem, the confidence earned by simply
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  showing up, beats, fleeting aestheticles, learn how prioritizing mobility at any age preserves
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  independence, and learn why embracing imperfection makes fitness sustainable and empowering.
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  Again, like 26 years, amazing. How is your personal philosophy on health and wellness
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  sort of evolved over those 26 years? That's a really good question because it really has changed
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  a lot. I used to be, you know, I told the story that I don't like vegetables, and I also was not,
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  I'm not an exercise now. I would say as recently as this year, as I turned 60, I had to check
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  myself because that, if these and that mentality, even though it's sort of clever for the
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  shitness company to say, I don't like working out, but I do it because our programs are great,
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  but I also know that's not serving me. So I no longer have the option of saying I don't work out.
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  I have to. If I want to, like I visited my parents at their respective facilities, right, where they're,
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  you know, what do you call them? Like a, yes, a care or old age or yeah, it's a care. So, and you know,
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  everybody's got the Walker with the tennis balls or or a cane or they're
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  driving around on one of these little scooters. And and some of them are in their early
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  strategies. It's on 60. And I made the decision, I can no longer allow myself to have this intellectual
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  acceptance that I'm not a shitness person because I don't want to be that. I don't want to ever
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  drive a scooter through Disney World with my grandchildren. I don't want to have a cane unless
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  I, you know, the something goes on, then it's fine. But if I can avoid the cane or the Walker or
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  the scooter, I'm going to do it, which means so, so the question, how have I evolved? I've realized
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  that where it used to be aesthetics and vanity and strengths, now it's about the imperative that
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  I maintain my mobility and agility as I age. And now I've got of you on from 60 to 90, I'm saying
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  mobile and active and consistent for as long as possible until they pry the freaking dumbbells out
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  of my aids. So now I'm a fitness person. I love it. And you know, it's actually interesting because
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  this actually mirrors and I'll let you tell this story, but this kind of mirrors, if I'm not
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  incorrect, you're move away from beach body and to body. And I want to understand, I mean,
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  you've created a lot of programs. It sounds like as you've changed your own perspective on what
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  health and wellness, maybe even like not caring so much about aesthetic and we're caring about
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  longevity. Talk to me about sort of that mental shift, how it impacted your programs, maybe just
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  and like at least we can start like high level problems that we see in the health and wellness
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  community that ultimately maybe don't serve people the way that they should. These programs,
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  these ideas, these fitness gurus, these diets, these all these things that I mean, I also come from
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  a sports background and health and wellness. I think there's a lot of toxicity in health and
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  wellness. So yeah, that's a big question. I'll try not to go on too big of a speak.
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  It's a big one. I'm sorry, but it's interesting. I know you have opinions. So I'd love to
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  the name beach body. It was super fun, gratifying, but it was also very limiting because there were
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  partnerships and applications that were that we were not just we were not welcome to participate in.
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  So since renaming the business to just B-O-D-I, which originally said so beach body on demand
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  interacted, but but now to be this clever spelling of body B-O-D-I and to drop the sort of gratuitous
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  beach body name. Now we did a partnership with the American Diabetes Association because we're
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  not purely associated with how do I seek look or feel in a swimsuit, but how is my body?
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  How is that working? And frankly, you know, right now with the advent of weight loss pharmaceuticals,
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  you got all these people doing GLP ones. And if they don't take control of their lifestyle choices,
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  including getting enough protein, listing and exercising, and they just do the GLP one to lose weight,
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  they're going to be in real trouble like real muscular skeletal or skeletal muscular. I don't know how they
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  go. They're going to have structural problems and their metabolism will crater and it's going to
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  bow rang on it and they're going to have health to pay. So so I wanted body to better represent
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  really what we're about. And that is the outrageous health and lifestyle and feeling benefits from
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  doing one single workout. So while we have these programs that are 21 days to 100 workouts,
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  we created this category called health esteem, which is really about acknowledging the fact that
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  when you show up for a workout, just one, you've got something to show for it. And and this was a
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  big learning. This is a really a huge, uh, uh, a piece of me for me was that I didn't have to go
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  into the gym and be on the edge of puking in order to feel like I had a good workout because my entire
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  life and your an athlete, you know, that ceiling of I gave it all in the gym and I just absolutely
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  destroyed myself, which can get you great results. But it can also make it really intimidating to
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  get back to the gym if you don't have that alpha energy. So we step back and said, wait a minute,
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  170 million people overweight or obese. Maybe they're not looking to blow their brains out in the gym.
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  Maybe they're looking to just feel good by showing up. So we created the category of health esteem,
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  which is a play on self esteem that your your self esteem is improving when you're
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  paying attention to your health and just showing up for yourself is is as much a win as the
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  before and after photo. It doesn't need to just be about the before and after photo. The scale
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  the before and after photo are great metrics and certainly something to be proud of. But as a guy
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  who got. Look, Scott, I get outrageous results when I did PIDX, whatever, 15 years ago.
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  But there's no way I could was going to keep those there's no way I was going to keep those
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  kind of results for you know into my 60s. So now I'm proud of myself that I show up and I'm
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  consistent about it. That is my before and after. And that's what that's what this shift to body
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  really represents is mature. I love it. And what I was sort of alluding to it and it's something
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  that I've heard you speak about was like the imperfection economy and and that's that's really
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  what I and I'm I just want to hear your take on that because that's what I was actually alluding to.
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  I didn't I didn't I didn't realize that beach body was getting sort of blocked from all these
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  great wellness initiatives. Like you mentioned, like the the American diabetes association and what
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  not. But that's sort of like a very specific example of a very specific example of the imperfection
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  economy. I don't even think I'm going to say that I don't think beach body at all is as even
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  remotely as bad as some of the stuff that I see online in the imperfection economy or quote,
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  unquote, health and wellness economy. I think that you mean social media and and fitness influencers
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  and everybody's is almost like a zealot about their specific workout regime or diet to the point
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  where they almost shame or look down on other people that are also trying to improve in a slightly
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  different way. I think there's a lot of issue with like you coined the phrase imperfection economy.
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  I just called it toxic fitness. Gover is online. But talk to me about this whole economy,
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  this sort of bubbled up that you're fighting against with body. But it's obviously something that
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  a lot of people are getting exposed to when they try and lose weight. Well, we were participants
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  with infomercials. And you know, at first I'm very proud of the results that people were getting.
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  But then when it turned into and I started to wash this within our own customer community,
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  where people would be so hard on themselves if they had a cookie or they didn't finish a program.
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  Like what I never wanted was the nature of the business to contribute to someone's
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  self-loathing or their own self-esteem. And I think that so coined the phrase imperfection economy,
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  which we were guilty of participating in. And that is, you know, hey, you're not good enough yet.
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  And I don't know that we ever said that literally, but the implication that you need to do this
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  program for and then keep going and go to the next level and the next level. And look,
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  our mission statement is is where I don't jail to guilty because it's always been help people
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  achieve their goal to lead a healthy fulfilling life, not help people lead our standard for a healthy
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  fulfilling life, which is also why we had to abandon the name Beachbody because what was just
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  a clever little fun name turned into a connotation of some sort of perfect image or ideal body.
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  And we didn't want to participate in that anymore. And it's interesting. So we've got incredible
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  customers who've had outrageous results that are such inspiration. But I've had some of them say,
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  you know, I've seen them on social media saying, you know, yeah, I'm still calling it Beachbody
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  because that's what it is to me. And it's fine, but they're not really accepting the fact that the
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  company, like this is not Twitter going to X. This is a company evolving its message so that it can
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  be more helpful in helping people achieve their goals and lead healthy fulfilling lives. And quite
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  frankly, if I think about my kids, who would look over my shoulder at the infomercials that I'm
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  editing, I would get self conscious if all of a sudden they're seeing me perpetuate an ideal
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  that now I'm teaching them that they have to live up to. And I was no longer comfortable with that
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  prospect. So that's why we started to make these changes and they were not that radical. I mean,
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  we still want people to have a healthy lean body mass. We want them to have muscle. But you know,
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  I don't want them to starve themselves. I don't want them to, you know, I've watched people with
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  intermittent fasting, which can be great. But I have watched friends intermittent fast themselves
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  into an eating disorder because they go, wow, when I skip breakfast, I really started losing weight.
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  I'm going to skip lunch now and I'm going to eat even less for dinner and all of a sudden
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  there are even problems and they're miserable. And so anyway, that's the nature of that transition.
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  And I think we're still navigating it because results are such good marketing because that's
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  what people aspire to. So you still need the results to market. But the message within the product
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  needs to be about like, like, okay, we have a promotion going right now called workout to win
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  $10,000. That's not about a transformation contest. It's just every time you workout in October,
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  November and December is another entry into that month's $10,000 giveaway. So it's just,
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  it's really a participation. You show up, you do the workout, and maybe I won 10 grand today.
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  I don't know. Thanks for tuning in. If you found this valuable, don't forget to hit that
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  subscribe button so you never miss an episode. And if you want to dive deeper into this conversation,
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  check out the links in the description to watch the full episode. See you in the next one.