Welcome to episode #152 of Explode Your Expert Biz Show, brought to you by http://gtex.org.uk/,
I am your host, Simone Vincenzi, The Experts Strategist, and this is the podcast for experts who want to become the ultimate authority in their niche while making an impact in the world.
Today I have the pleasure to Interview Joey Atlas
Exercise Physiologist, Inventor and Private Fitness Coach, Joey Atlas is joining us today to help you reach your best levels of health in a body you love, by sharing his personal story of defeating his food co-dependency issues and self-image insecurities to reach his best levels of health, and a fit-looking body as a bonus.
In this episode, we talk about
- How better health & fitness makes you more successful and makes you money.
- The 2 best shortcuts to drop excess body fat and tone-up in a short amount of time.
- 1 simple health tool that can help you stay on track for the rest of your life.
Connect with Joey Atlas
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– Hello ladies and gentlemen. Welcome to another episode of Explode Your Expert Biz show. I’m here with the one and only Joey Atlas. How are you doing, Joey?
– Excellent, thank you Simone.
– Oh, fantastic, fantastic. Where are you based? I forgot to ask you, Joey.
– So I was born in Brooklyn, New York, raised in the suburbs of New York City in Westchester County, and then moved to Florida. Jacksonville, Florida, north eastern Florida in 1999. That’s where I’ve been ever since.
– Oh wow, well I cannot. I’ve heard only good things about Florida, so I can understand why you stopped there. I’ve been to–
– Oh yeah.
– New York, I was in New York recently. It was a couple, a few months ago and I play basketball.
– Oh, nice.
– I love playing basketball, playing at a professional level, and I managed to play at a place called the Cage in Manhattan.
– I don’t know if you’re familiar with that, but it’s a small–
– Yes, it draws big crowds.
– Absolutely, so for me it was like a childhood dream come true going to Manhattan and playing in the Cage. But we’re not talking about basketball. Today we are talking about something which is related to it, which is health and fitness.
– So, I know that a big part of your missions from the conversation that we had before was about helping people becoming healthy.
– In what they are doing, particularly working other entrepreneurs. The questions I want to ask you is, what’s your story? How did you end up doing what you’re doing right now?
– Yeah, awesome question. So, when I was really young, so we’re going back to the early ’70s, there weren’t many people working out or exercising back in the early ’70s, but my father was one of those people who did work out. Because myself and my younger brother and sister, we were young, he would usually work out at home because it was just the easiest thing to do at the time. Usually, especially on the weekends. And so I got to observe my father working out around the house. You know, very, he was a master carpenter. So he would build certain things and he would make things in the doorway and he would put these devices together to use so that he could work out his whole body using mostly just body weight and some bands and some light dumbbells. But the way he did things was very unique. I picked up on that by watching. My father was short, like me. He was 5’2″, but he was built like an anvil and, even though he was short and a very, very gentle man, people were afraid of him. My friends used to be afraid of him because he looked like Ivan Putski from back in the wrestling, the early wrestling days of WWF. So he had arms that were just like huge. People, they would be so respectful of him and well behaved around him. So I got to see this, how people respected him because of how he took care of himself, how he looked. I also observed that he was always happier. He was always more productive. He was always able to do things that other people couldn’t do. He was always the person that people asked for help. He was always the one who complained hardly at all because he always felt good. He had never had really any aches and pains that regular people have because they’re deconditioned. So at a young age I saw how different he was and I also saw his friends. His friends were just like him, the people that he would work out with sometimes. When I got a little older, I would be able to go to the gym with him and meet these new people and they were all healthy, strong, fit, they had more energy, they were very productive, their life was good. I liked being around these people and I knew I wanted to be like my dad and all these people because that’s how I wanted to live my life.
– So, that set me on the early path. I started training in my young teens, ended up going to college for exercise physiology, got a Bachelor’s Degree, a Master’s Degree in exercise physiology. I’ve started my own personal training business out of college and that was up in New York. Things grew from there. I was doing regular personal training, got really busy, but the types of people I was training were very, very high end people. Business people, entrepreneurs, company owners, the partners and the spouses of these people. And so, instead of being like a gym or a YMCA type trainer, I was more of a high level trainer. Because the types of people I was working with were very, very wealthy and successful, they might have three houses around the world. You know, they might have a vacation house on the lake and a house in Europe or a yacht. So some of them would ask me, we’re going away for two months to work from, you know, the other location. What am I gonna do by not having you? So eventually what happened was I started reducing my client load and I started travelling with some clients. Now, they would pay a very high premium to have me leave home for a month or two at a time or to go on location for a week to get things set up, make sure they have everything they need, and then be able to talk by phone with them to make sure they’re staying on schedule and answer their questions and check in with them to keep them accountable.
– So I got into that realm of higher end fitness coaching and personal training and it just so happened to be that these high earners were also business owners and entrepreneurs for the most part. So it was a very different paradigm that I was working in. I really enjoyed that because we got rid of so many obstacles. They would tell me, hey we’re buying a new vacation house, can you design the gym room and then make sure we have all the right stuff so that when you train us, you have everything in there you need for us, right? So, that developed for a while. Then of course, into adulthood I started having kids and I couldn’t do that as much anymore. At the same time, when it was time to start backing off from all the travel, it was time to move to Florida. So I moved to Florida and then opened my own location. My own studio where clients would come to. I still did some high end road trips for certain clients, but it wasn’t as frequent because my kids were younger and I wanted to be around to help raise them.
– So the studio got busier and the problem was everybody wanted me and I was burning out. I was working from 5:30 AM to 9:00 PM everyday. It was a trainer’s blessing, but it was my curse. I had all the clients I could ever want, but I was trading hours for dollars and I really couldn’t leave much to do the on location training because my kids were in school, I wanted to be around for them a lot to experience everything and help raise them. So, eventually I decided okay, I need to change this. I need to help people around the world, but I need to do it differently. So this was maybe 2005 or 2006. I started recording my own DVDs in the studio. I had a high school kid, I hired a high school kid to work the camera.
– So you started doing a kind of info product.
– Kind of like a Shaun T.
– Doing it, aw that’s so cool. That’s so cool.
– Yes. And so my methods of training, they were always very different from the mainstream.
– And that’s why I had a lot of clients and that’s why I had a lot of people willing to pay because–
– How were they different?
– So, most people take like a high intensity, hardcore, push, push, push kind of approach. Right? More is better, heavier is better, high intensity is better, push harder to get more results. Well, for me, I was seeing that a lot of people, they were either getting hurt, or they would quit after a few weeks or a few months.
– Because it’s not sustainable.
– It’s not sustainable. Only a small, small percentage of fitness fanatics and professionals can stick to that method because they have something up here that makes them want to do it. And that’s fine, I have nothing against that, but that’s not my kind of life and the majority of people who need real help, that’s not their kind of life.
– Yeah, yeah.
– So I started taking the gentler approach, the more body weight and accessory focused approach that I used to see my dad doing at the house. I just started developing it more and more because now I had the exercise physiology background. So that’s why I had a lot of clients, because my approach was gentle, it was different, it was unique, it was effective, and they liked coming back. That was one of the secret sauces.
– Because they came back, the more results they would get.
– I’m a bit of a fitness fanatic myself. As I said before, I play basketball at professional level in the fourth division in the National UK League.
– And I’m always going to the gym. It’s something that has been a big part of my life. I’ve always did some kind of sports since I was like nine or 10 years old.
– But seriously started going to the gym from 20, 21, 22 year old.
– And I found that personally, I remember having to work out where, today you just have to work out your shoulders and then it’s just like 15 freaking shoulders exercise.
– Right, right.
– And then for the next three days I couldn’t move my shoulders.
– So right now, even when I’m going to the gym, I always exercise all my body. So I’m doing, okay I’m doing some legs, I’m doing some shoulders, I’m doing some chest, I’m doing some biceps. Nothing extreme,
– but it keeps me fit. In particular, I’ve found that it keeps me performed when I play basketball.
– What I don’t find that maybe I did a leg day and now I cannot run for two days.
– Legs can’t move.
– My legs can’t move anymore.
– Because they have to recuperate.
– Yeah, yeah. Good points you bring up, which we’ll touch on. So that’s part of why I started creating my different methods for real people. For people of the world.
– Yeah, yeah.
– Not for fanatics. So the more I created the info products with my unique methods, the more people were loving them. I was building my own websites, I was teaching myself internet marketing, and more and more sales started to develop around the world. And the people who bought my first programmes, they started asking, “What else do you have? “What other programmes do you have? “I want more of your stuff ’cause I love your approach.”
– So I started making more, made more websites. Eventually my info product sales passed what I was doing in the studio in person.
– So I was able to shut the studio down and focus everything online, but I still had a few clients who one, were very wealthy and two, they would pay anything to keep me as their coach and trainer. So they said, “You name the price. “I can’t have you stop working with me. “I need you, you name the price, “you come to my house, I’ll pay anything.” So I still had like three or four clients who were really willing to pay anything and they did. That actually helped the transition to go even deeper online.
– By having so, that was, I made the full transition in about 2009 or 10 or 11 and so most of what I’ve been doing has been a combination of online info product sales and marketing development and very select, high end consulting and coaching for high level entrepreneurs who A, realise they need to make themselves healthy or their business is gonna fail or they’re not gonna be around to enjoy the profits. And two, they now have the financial means to hire a true expert who can help them on a good healthy path to fitness that’s sustainable for life. So that’s a mixture of what I’m doing now and where we’re at now.
– That’s pretty cool. So, you’ve already mentioned and we’ve already mentioned about the importance of through the story of what you were saying with your dad that, you know, he was more productive, he was happier. I think that probably we all know by now that, you know, exercise is not just having a good looking body.
– It has a much deeper effect in other areas, almost every other area
– Every aspect of your life.
– of our life. We assume that people know that, so with this assumption I want to talk about before we move into the business part, which is about what you do right now to grow your business, before we move into that, I’m curious about what do you find to be, ’cause there are so many misconceptions right now in the health and fitness industry.
– Oh, big time.
– Everyone has their own method, everyone has their own methodology, everyone says this is the thing that
– you should do right now. I personally don’t believe in very just like, this is the path, this is the bible.
– I think that there are some principle that works.
– What is something that you have found for yourself and for your clients which is the one that works the most, that gives the best results?
– Yeah, it’s a great question. I’ve done everything. Like I used to be hardcore, I used to lift heavy weights, I used to compete, I’ve done it all. I’ve also been really, really out of shape and unhealthy. There were a couple times in my life that I went through some really bad, really bad times. Depressing times, challenging times, two divorces, was technically homeless for over a year and three months, living in my personal training studio, and I got really out of shape. I let myself go. My whole body was hurting. My medical profile was getting really, really bad and that scared me when I really saw the numbers on the inside. But what I found was over time and going through those experiences, that, as regular people, if you can simplify something and simplify it in a way that not only makes it enjoyable, but makes it sustainable and doable on a consistent basis, then that tends to bring results because you’re not quitting at any point.
– You’re continuing. So to simplify things, I started really making the main focus of all of my training and the training I was doing with the clients, whether they were local or high end long distance, was body weight training.
– And so, with the focus, the foundational focus being body weight training–
– Why body weight? Why body weight?
– Okay, body weight because most of it was misunderstood. When you say body weight training, most average people think of push-ups, pull-ups, some dips, and maybe some lunges.
– Right? And they stop there.
– Yeah, yeah. You can put a squat in there, but then that’s it.
– Right, so you know, to the average person, even the average fitness professional, they think oh well to have the right programme you need all the equipment so you can do all these different exercises and you can add more weight and you can add chains and this and that. The truth is, that’s not simplification, that’s complication, right?
– And when you complicate things like that, the average person gets disconnected and at some point they disconnect completely from the approach. So I found that focusing on first body weight training and developing all different kinds of exercises and variations that can work all the different muscles of the body, all of them, whether you’re a beginner, intermediate, advanced, right? This is where the craft and the skill and the art and the science blend together to help a wide variety of people. Not just advanced people who can do certain moves. So I’ve found that having the body weight training as a foundation and then adding in good resistance bands, the right dumbbells that could, you know, when I say light it might be three pounds, it might go up to 50 pounds. For me, 50 pounds is lights on some certain exercises, but I don’t even touch those a lot anymore.
– Medicine balls, and then maybe a mat. So simplification, focused on body weight, and then adding certain things in to create a synergistic effect has brought the most results to me. I’m in the best shape of my life at 48 years old. I go to the beach and guys and girls half my age see the washboard abs and are like, “Man, you’ve got a grey goatee, “but your body’s like you’re 25 years old. “How do you do it?” Right? And so, it’s really not complicated. So for clients, for people I’m teaching and coaching and for people that my team at the studio is coaching, ’cause I have another studio now where I have a team coaching, it’s simplification. When you simplify, make it enjoyable, those people wanna keep coming back ’cause they have something that’s not killing them anymore.
– Yeah, while talking about body weight, what are your top three body weight exercise? If you have to pick like the hall of famer body weight exercises, say do this, you’re cool.
– Yeah, so let’s. It’s gonna be a little different for a beginner than it would be for somebody advanced, right? So let’s say advanced.
– Right, let’s, can you pick intermediate?
– Okay, intermediate.
– Let’s pick intermediate so we have like a middle way.
– Perfect, so for intermediate, one move is gonna be the reverse curl pull up or chin up.
– You got your hands reversed, right, you got the bar above you, and if intermediate, if you can’t do it by yourself, then somebody spots you from your ankles okay? So you’re pulling up, so now you’re working the biceps.
– Yeah, yeah.
– But you’re also working all of the back muscles, as well, in the upper body. So you’re working multiple groups at the same time. So that’s one.
– The other one is the slow step down. So you find a step that’s about knee high, right?
– And, what you do is, instead of jumping up and down fast or stepping up and down fast.
– You step up and down with one leg slowly first.
– I see.
– Slow touch down, slow coming up so that number one, you remove momentum.
– When you remove momentum, the muscle fibres have to do more of the work.
– Yeah, yeah, yeah.
– I can feel the burn already.
– I can feel the burn just thinking about it.
– Exactly, exactly. So and the other move, you know, we have probably a dozen plank variations.
– For the abs and core. So intermediate, I would say instead of a static plank, go to a plank for repetitions. So you’re basically in the totally relaxed position with your belly on the floor,
– ready to do a plank, you slowly go into that plank position,
– you contract the abs and you hold it for two seconds, then you come down very slowly to the starting position where your belly touched the mat again.
– And then you go up again. So, planks, slow controlled planks for repetitions is an awesome ab and core and plank exercise that works everything in the core, but it’s a variation that’s not, people don’t normally think about it. You think of getting in a plank and
– Yeah, I know.
– Holding it.
– Exactly, generally I do my plank and I stay my like two minutes on my plank.
– Right, right.
– I used to, I think I got my plank, it was when I used to go the gym at a period when I was fanatic, and in that one I think I held my plank for about six minutes, and that was the longest I’ve ever done that one by like two and a half minutes, I’m feeling it. I’m like, You know when you do the ugly faces?
– Right, right.
– ‘Cause I’m aware of when I hurt my back.
– Yes, yes. So try the repetitions.
– I’m going to the gym this evening so I’m definitely going to do it because those exercises. I’m always doing at home the reverse pull ups, so that one is take, but the other two I don’t do them. So,
– I’m definitely going to do them.
– So now, let’s move to nutrition because while
– in therms of the exercise, we need to simply the exercises.
– But then we need to simplify also our nutrition, right?
– Because they work together. You cannot exercise like crazy and then you go to McDonald’s every day. I don’t know if that’s gonna work.
– Very well. So in terms of nutrition, what are three types of food that are never missing from your cupboards?
– Yeah, awesome questions. We can talk about this for days.
– Okay, that’s why I said three.
– Yeah, but also the psychology of nutrition.
– The psychology of society. People don’t even realise how brainwashed they are and how much influence comes into the brain from out from their surroundings and the messaging. So that’s a real, you know, knowing what your choices should be is one thing. But then having the mental capability of making those choices daily is another thing. But I’ll give you those three examples–
– Go for it.
– that are in my kitchen. One of them is, wow I got a lot of them. Chia seeds, okay.
– Why? Because you can add them to almost anything.
– You know, from salads to veggie stir fry, to cereal, even to, if you’re sauteing vegetables. You can make a salad dressing with them. You can even put them in a shake if you like shakes.
– Uh-huh, uh-huh.
– You can make a healthy pudding and put some of those in. So, they’re full of fibre, they have protein, they make you feel full, right, and they help your health profile. They actually make your health profile better. So you’ve got the fibre, you’ve got the protein, you’ve got some fats in those, they add a good texture to any food you’re making, they fill you up and satisfy you in combination with the other foods you’re eating, they absorb water, and they have lots of good nutrients in them. So that’s one. The other is, believe it or not, mixed nuts.
– Mixed nuts are one of nature’s gifts to us. They’ve got healthy fats, they’ve got healthy proteins, they’ve got healthy fibre, they taste fantastic,
– they travel well. So when I travel, if I’m going on a consulting trip. I make sure I pack some of the most important things with me. Not for when I get to where I’m going. That’s easy. The challenge is travelling through airports and then stay overs
– Yeah. Yeah.
– and things like that. You could find yourself, most airports have good stuff now, but there’s always the chance that, you know, some place doesn’t have it or it’s a late time or whatever. So mixed nuts is one of the staples I have around the house and that I travel with.
– Even going to the beach, if we’re going to the beach for, you know, for half a day, mixed nuts is one of the main foods that I travel with.
– And the other one, let me give you, let me think of a really good one here. Would a beverage count as a food?
– Yeah, yeah, go for it. It’s your kitchen.
– So growing up old school Italian, there was always fresh espresso being made on the stove with the old fashioned pots.
– Mm-hmm, yeah. I miss those ones. I miss those ones.
– Right. Right, so I loved the smell as a kid. Loved the smell of espresso and the coffee, I didn’t like the taste.
– So I would have it sometimes if I could, if I was allowed to put a lot of sugar in it.
– Then I would have it. Then I didn’t have any for a long time, but then when I got into adulthood, my early 20s, I really got into good coffees and espresso.
– And that smell, that smell started triggering memories.
– Oh my god, yes.
– Right, so one of my daily staples is three shots of organic espresso.
– And I mix that with almond milk, cocoa powder, stevia, and a little bit of coconut sugar.
– That’s every day.
– Yeah, yeah.
– Every day and I do that at around, believe it or not I don’t do it early in the morning, I do that at around noon.
– ‘Cause most of the morning I do like a fast.
– Intermittent, oh right, I do intermittent fasting, too.
– Yeah, so like, and I used to do this long ago when I was competing in the body building competitions.
– It just, it didn’t have a name. It’s just what we did, right?
– Now it’s intermitting fasting, it’s the thing. Now it’s the thing.
– Been doing it for 30 years. Now it has a name and everybody–
– There might be some people that don’t know what intermittent is, without going into the details, there are some people that don’t know what intermitting fasting is. So can you just give a brief explanation around that?
– Absolutely. Intermittent fasting is giving your body a break from adding foods, calories into it, okay? So that you let the body get back to where it wants to be, its finished all of its digestion, you’re giving the digestive system and the hormone system a rest and allowing it to focus on just regenerating itself. Get to a place of internal calm, clear it out, and let your body burn fat. You can’t, your body burns fat so much more easily if you don’t put any foods and calories into it for an extra extended period of time. So I am not a big believer in this traditional breakfast type thing, where oh you gotta eat breakfast otherwise you’re gonna ruin your day if you don’t eat breakfast. For many of us, it’s actually the opposite.
– Like, eating a traditional well rounded breakfast makes you feel sluggish in the morning. It makes you feel hungry in two hours. You gotta eat again already, right? So you’re setting yourself up for too many calories, especially carbohydrates.
– You’re not able to think clearly, and so by pushing your breakfast to a later time, you’re not necessarily skipping breakfast, you’re actually just pushing it later toward 11 or 12 o’clock.
– Instead of seven o’clock in the morning or eight o’clock in the morning.
– So you’re pushing it another four or five hours and so if you stop eating at eight o’clock at night, and then you don’t eat or consume any kind of calories until 11 or 12 o’clock, you’ve done intermittent fasting. And everybody has their own exact time ranges that work for them, you know. It might be an hour more here, an hour less there, but for me, I go all morning basically I just drink some black tea. This is what I have now.
– There’s no calories in black tea and I put a little bit of organic stevia in it.
– Which is an herbal sweetener with no calories, and before I know it, like doing this stuff with you, the podcast, I do other podcasts, I do my own podcast.
– It passes so fast. The time goes so fast, it’s already 12.
– Right, I might do like a long distance private coaching.
– A call on Skype or Zoom and yeah, I might be a little bit hungry, but it’s not the kind of hunger that makes most people wanna eat right away and grab stuff. It’s kind of like, for me it feels like my body’s burning fat. Which it is, I mean I’ll show ya. It’s, you know.
– Yeah, check this out. Guys, so if you are listening to the podcast right now, go on YouTube, check the video, because now he’s showing off. He’s showing his abs.
– It’s an eight-pack. And I’m not young, I’m 48.
– Yeah, yeah, man.
– I used to struggle to be in this kind of shape when I wasn’t competing. So what I did was, maybe four or five years ago, so I was in my early 40s and I was really struggling with my food co-dependency.
– ‘Cause I had food issues. I went through some really bad emotional eating periods, co-dependencies, and I remembered, all right. The things that used to work when I was doing the body building competitions, one of those was not eating until mid-day. And so these days, like you and I just said, they call it intermittent fasting and some people swear by it, which is great. It should work for most people,
– but you have to ease into it if you haven’t been doing it. So me, now that’s just the way I live. Like I don’t even consider it intermittent fasting, it’s just my eating and calorie intake habits that work for my body, that make me feel awesome. Now here’s the big thing, check this out. Five years ago when I started doing the quote, unquote “intermittent fasting,” which is basically just not having my big magical espresso coffee drink until noon, those are my first calories. From 2013, 14, 15, let’s see, 14, 15, 16, 17, 18.
– For the last four years, my medical health profile all the numbers have improved steadily year after year. So I’m talking blood pressure, resting heart rate, all of my cholesterol numbers, total cholesterol, highs and lows, and the ratio which is the most important, all of those have been getting better and better. My triglycerides and glucose have gotten better, so for me, not only has it made me feel incredible but make me more productive, give me crazy amounts of energy, and taken off the excess body fat without even having to do more working out or cardio.
– Its made my internal health even better. And there are probably things that we can’t even see in all the blood tests and the numbers.
– On a cellular level, like on the yeah, yeah, yeah.
– And I trust that fully, knowing what we learned in exercise physiology, how the body processes everything we put into it, I know on a cellular level that I am better off this way than any other way. And so it just makes all sense in the world to do it.
– Absolutely, I can relate with what you are saying. I went through a lot of eating issues myself, when I was in my 20s. I mean I’m still in my 20s, I’m still 29 for a few months, but I’m, when I was 22 to 27 and I went through anorexia, went through bulimia then massive overeating. So actually, my solution was going to Overeaters Anonymous, which is the overeaters anonymous version of the Alcoholic Anonymous.
– I don’t know if you have that in the US. Probably you guys do, too.
– And that was a big, big help for me in the process. When you said, “Now it’s just a part of how I live.” I mean, I’m vegan now.
– And I’ve been vegan for, what’s that? About like six years and before I was an unhealthy vegan, not I’m stabilised, I eat healthy stuff.
– And people ask me, “Why are you vegan?” I’m like, I forgot. I mean, that’s how I am. I’m vegan, what do you mean why am I vegan? Why are you even asking?
– Right, it’s not even a label to you anymore. It’s just how you live.
– That’s how I live.
– “Why don’t you have breakfast?” Because I don’t want to.
– And now when people ask me, “Why are you vegan?” Because I don’t want to eat meat.
– Easy, simple.
– It’s like, I cut the conversation. I don’t even have to go into there and, “Where do you get your protein?” Oh my god, say it to me one more time, I’ll punch you in the face.
– It’s like oh thus guy. Anyway, so there is these kind of things. I love this conversation because we have, it’s a topic which really fascinates me. So thank you very much for that.
– Yes, yep my pleasure. My pleasure.
– Now let’s transition into more business stuff.
– Now what is one thing that you are doing right now in your business or a tool that you’re using or a methodology that you’ve found out about maybe sales marketing process. Something that right now makes the entire difference for where you are right now, not where you were before, where you are right now in your business?
– Yeah, that’s an awesome question. Couple of different answers to this, but I’m gonna give you one that’s probably the most powerful. So I started doing the info products back in 2006.
– Okay? And internet marketing was relatively easy back then. Because I had a unique offering and a unique presence, and even when I spoke and the things I wrote about were very different than what other people were putting out there, it started to draw a lot of different people to me. So, not only did they buy my programmes, but they were also signing up for my free newsletters, subscribing to my videos. They were just getting attracted to me and people were sharing my stuff. So not only did I develop a large audience of people who have purchased my programmes, but I also developed a large email list relatively speaking.
– And I am a communicator. Being a communicator and listener to subtle details and picking up on those is what has allowed me to help people even more. So I always read emails that were coming in because it allowed me to really understand who these people are, why they like what they bought from me or why they like reading my free stuff or using my free materials, and I also started listening to what else do that want?
– Right? Because somebody might buy a $50 or $70 programme from me and love it, but I may not know who that person is.
– Yeah, yeah.
– It could very well be that that person comes from a wealthy family or they’re a very successful business owner and their financial means would allow them to buy even more from me if I had it.
– Mm-hmm, mm-hmm.
– So I’ll give you an example. There were some people, and I didn’t know before I started getting into the higher level long distance coaching and training, they’d be willing to pay thousands of dollars to have me be the person that guides them and that they can questions directly to for my specific advice.
– Not just any general fitness trainer or certified weekend trainer, but me, right? And so, but I wouldn’t know this if I wasn’t doing email communication back and forth, really getting to know these people on the other end. So having those email conversations really allowed me to find out what different people want from me that I’m not offering yet, right? So how do they know they can get it if I’m not offering it?
– So I’d have more of those conversations, I would make notes, and I would see what are their percentages looking like? Are there several people asking me for high end products or high end direct access and coaching and consulting? Are there people who want lower end products? You know, several times a month? Are they willing to pay for that? Are there people that want something in between? Or are there people who want actual events where they can come to and have an in person experience with other people who are like minded and they want to be with me and my coaches at the studio for a three day experience.
– Mm-hmm, Mm-hmm, Mm-hmm.
– Right, I wouldn’t know this if I wasn’t reading those emails and being open to communicating with them. At times, I would even say, hey listen I would love to talk to you by phone or by Skype so that I could see what it is I can help you more with, what your current challenges are, and, you know, hear more about the awesome progress you’ve been making with my programme. Because a lot of these conversations would be triggered by testimonials that were sent in voluntarily. I would read ’em, I’d say oh man this is an awesome story. So I’m gonna ask them if I could talk to them more about it to get the details that they thought they didn’t have to talk about. Then I would also turn that into a case study for marketing. So it’s several things here. All testimonials and success stories, I look to turn those into case studies to share on my blogs, on video, wherever they could be shared, social media. But I also ask people for their permission first and I usually reach out to see if we can talk more and even record it or they can answer a questionnaire to get more details that they may not have included.
– So those conversations have triggered more and more marketing material of proof and they’ve helped me develop my higher end offerings and the full menu that I could offer different types of people who have different means of spending and different needs and desires, but they want me to fulfil them or my team to help fulfil them via the studio experience.
– And you know what? It sounds something very simple. Like, in fact,
– It is.
– Ask a couple of questions to your clients, hey.
– Have a conversation with a real person.
– But how many people don’t do that? How many people don’t have a freaking clue about
– Most, most don’t.
– what their clients want and don’t spend time to communicate with them. It’s insane.
– Most don’t. So let me tell you something that has resulted from this.
– All right.
– So, number one, I’ve gotten a lot of high end coaching and consulting clients. Some simply do it with me via Zoom and Skype, some actually have me come out to either their home or their vacation home for a couple of days, we get things set up, and then we do long distance and I’ll visit them every now and again.
– But here’s the big one. When I started moving away from the traditional heavy weight training and the hardcore stuff and focusing more on the body weight training, I was starting to do all of it on playgrounds.
– Because playgrounds give you just this awesome variety of ways to train the body.
– If you know how to use a playground and how your body can move on the playground. So I started doing most of my training on playgrounds. It was really helpful for when I was travelling and in between stops I would find a playground. It really gave me no limits. There were no limits anymore. So the more I trained on all these different playgrounds, the more I was able to develop these various different types of programmes. Not just for me, but for different types of people.
– Yeah, yeah.
– And so I had some clients who were back home with me where we would train on playgrounds when the weather was good. If it was too hot or if it was raining hard, we couldn’t do it. Eventually they started asking me, “Hey, what if you made a machine, “one machine, that allowed us to do all this stuff “that we do on all these playgrounds, “but we can do it indoors on one machine.”
– I was already starting to think about that as things were progressing. So I designed the machine, I had some engineers help me refine the design and then build it, and I only did it for me and the two or three local clients I was training at the time. And then if friends came over or family visited, they would train with me. Everybody was like, “Man this is awesome. “How did you think of this?” You know? And so then I started sharing video clips of my workouts and some of the people I was training on video of the machine back around like 10 years ago. So my online customers and followers, they were asking, “Where did you get that?” Like, what, you know, “Where can I get one?” Right, and so I started thinking, oh wow I might be able to sell these to people so that they can do this, too. But at the time, again I was going through some challenging periods, I wasn’t in a financial position to make a lot of them and try to start selling them. But it was always an idea. So fast forward 2012, 13, and 14, some of my programmes went viral on the internet.
– And a lot of affiliates started selling my top programmes. Basically put me in a very different position financially. I was able to do the things that I wasn’t able to do before that.
– So one of those things was to further develop the machine, to make it so that I could commercialise it and start selling it to the people who had been asking for it, and then sell it to other people as a total, all-in-one solution for whole families. And so that’s what I did. By listening to them and hearing what they were asking about on the materials and videos I was sharing about the machine, I realised, not only is a certain segment of my customer and prospect list wanna buy these machines, but there’s probably a lot of other people who would wanna buy it if they could see it in action, see what it has done for me, see how I train my kids and other clients on it. There’s probably a lot of other people who would rather buy this instead of the Bowflex or Total Gym or something else because it’s far superior and it works for everybody’s fitness levels and their needs and it lasts a lifetime. So, actually if you’re on video and you wanna see it, I have the one at home right here.
– Ah, it’s that one. Yeah, yeah, yeah, yeah.
– You can see that in the background.
– This is one of the recent, the most latest versions I built before we decided to go on kick starter and launch a bunch of–
– Oh nice.
– So that’s the one I have here. We have a bunch of them at the studio down the road where we do classes, circuit training classes and personal training. I have a team that does that. But now this is the version we’ve launched on Kick Starter and today is the last day, you know June, what is it? June 5th, 2018, is the closing Kick Starter day. So, we reached over 100% of funding.
– Nice, how much were you raising? If you’d allow me to–
– Yeah, absolutely. It’s all public. The goal was to raise $32,000,
– so that I could do my first production run of 20 something machines.
– And we hit that and most of the buyers were people who have bought, you know, $50 DVDs from me.
– Yes, yes.
– Or my subscribers. Those were all the supporters. These are the people who funded the success of this project. Now we get to launch it to the world because we reached funding.
– That’s brilliant.
– I think this is a great story about the power of building a community and
– engaging with that community over and over and over again and it’s a massive focus that every person who is listening to the show needs to have. Because I remember the best business advice I’ve ever been given was from this Hungarian guy with an organic food shop that said to me, “Build a community first, “and the community will build your business.”
– And that is what you’ve been doing.
– I’m curious. How much are you selling one of these?
– So what we’re doing is, we launched with the commercial grade unit that we used in the studio and that trainers and fitness professionals can use. We launched with the professional grade unit for, and users at home, at 60% off retail. So instead of $4,998, they can get it for $1,998.
– That’s a sweet deal. Yeah, yeah.
– That’s awesome.
– Yeah, that’s a good deal. That’s a really good deal.
– Like, my friends are like, “You’re crazy!” Like, “That’s a give away. “This thing is–”
– I said, well it’s a Kick Starter launch, then after that, we’re gonna create our regular pricing plan. We’re still gonna have good deals, but it’s not gonna be as low as Kick Starter, which is almost like a give away. ‘Cause the whole family can use it. So I never would have been here launching this successfully if I wasn’t listening to my customers for the last, you know, however many years, 12 years, communicating with them, and sharing my journey with them. My content has been my journey. Not just sharing work out tips and fitness tips, but showing me on video just training, or me showing them training, I’m training somebody else, or taking one of my kids through a training session, but also sharing all the steps that I’ve been taking to try and help them. So them just watching the journey, being a part of it, and also feeling like they’ve been a positive influence because I’ve been in communication with a lot of them, they’ve naturally been ready to support it and buy it. ‘Cause they see that this guy is real, his stuff works, and that’s what I wanna do and be. I wanna be successful in health and fitness like this guy, so I’m gonna buy it. Like they’ve seen how much money I’ve spent. I’ve spent so much money to develop these to the point they’re at, like people know. This guy has risked his whole life and all the success he had in the recent years, he’s rolled it all, put it all on the table to try to make this thing really big. But it’s not about the money. I’m not doing any of this because I wanna be, you know rich and go sit on the beach and go smoke and drink. I’m doing this because it’s my pure passion to help people with a better solution. The money’s gonna come because of how successful it’s gonna be, but that’s not my main motivator. My main motivator is I want almost every house to have one of these. I want people to have access to what’s saved my life. That’s it.
– Joey, it’s been an absolute great interview. I mean, generally my interviews are about 30 minutes and we’ve been going on for almost 50 minutes.
– So that’s a sign which is a really good interview.
– Very selfishly, I was asking a question that I was really interested in. Just to think what makes also a great show in my opinion.
– Because the topic was, yeah, spot on for me and I was like, yeah I’m in. I’m looking for, I was looking forward to interviewing you for this set, for this reason.
– Thank you.
– So if people wanted to get, before we wrap up, if people want to get in touch with you, where is the best place where they can find you?
– Yeah, that’s a great question and thank you for sharing this. They can just go to the main website, which is W-W-W dot my name, which is Joey Atlas dot com. J-O-E-Y A-T-L-A-S dot come. And from there, they’ll find all my social media links at the bottom, if they wanna connect with me on Facebook or Instagram. My YouTube channel has a lot of great videos. I’ve got a lot of free videos on the main website there. The blog is great. I’ve got a video channel blog on there. And I’ve got a free programme they can all sign up for that’ll help them for at least two weeks and they can keep repeating the programme. It’s one video a day. They can follow at home, at the office, or while travelling and it’s some of my best stuff. It really is. At minimum, it’ll get people started. Doesn’t matter if you’re male or female, these are all co-ed and even if you’re a beginner, you’ll still be able to do some of the moves in the video. So I look forward to hearing from anybody who wants to reach out and connect.
– That’s perfect. So we’ll put the link in the show notes. Make sure you scroll down. If you are listening to your podcasting app or if you are watching this on YouTube, there will be the links in the description. If you are watching this on out website, just scroll down; all the links are, or listening on our website, all the links are there. Joey, thank you very much.
– Thank you. It has been an absolute pleasure having you on the show.
– Likewise, thank you so much, Simone. I appreciate it and this was a great one. I really enjoyed it.
– Thanks, man. I really enjoyed it, too. And ladies and gentlemen, thank you for listening or watching another episode of Explode You Expert Biz show. If you haven’t subscribed yet, subscribe right now. What are you waiting for? It’s such a great interview and we have more and more to come with our three weekly episodes that we deliver for you. And then leave us a review. Remember, reviews are the lifeblood of a podcast. So if you like what you heard today, please, please, please leave us a review because it means that more people then are going to see the content that we share. You know how much time and effort and energy we put into that. So it will be incredibly appreciated. Thank you very much, guys. And before we leave, remember that together we grow exponentially. I’ll see you next time; Ciao.