Transcript
Speaker: Hey, everyone, welcome back to the podcast. So today's guest is someone I go way back with, Jonny Morrison. Jonny and I actually met years ago working in the gym together i am and personal training in the gym as well, separately, but alongside each other. And we both started out as personal trainers.
Speaker: i am Long before either of us had any clue where our careers and were going to end up taking us, really. and Since then, Johnny has built an incredible following, two businesses, an online coaching business and another helping other experts and professionals do the same. and Growing their social media presence, building systems and using AI to work smarter than not.
Speaker: Harder. and And today we're going to go right back to the start of that journey. We're going to it's going to be just two friends catching up but and talking business, talking social media. And we're going to talk about how you built your following, the systems behind his business now, where AI fits into it all.
Speaker: And what's next for Johnny? So that's what we're going to do. So welcome to the podcast. Thank you. It's so cool being here. feels surreal. feels like a real full circle moment. Yeah. Yeah. Feels like yesterday we were just in the the gym together chatting away. Yeah. So it's cool to be here. Thank you for having me. It's it's so it's just so amazing to to have watched your growth as well. um And I'm like, you know, even back to those days working in the gym and I was really just doing it as a side gig and really hoping to make enough money to live off being a personal trainer. yeah And it's funny just how the industry evolved as as we were kind of growing as personal trainers and. um
Speaker: Yeah, but it's I just think it's funny the way the universe has a way of working things out. And if you just one opportunity comes in front of you and you take a step in the right direction, then the next bit of the road starts to show. And it's just it's so exciting. I would love, you know, in theory, if it was possible to go back in time.
Speaker: because I remember on my camera roll, I still have a photo of you and I flexing in the mirror together. Yeah. You shared it recently, didn't you? Yeah. I just I'd love to go back in time because remember I was really certain I was just doing the fitness thing on the side and I was going to go into corporate. Yeah. And then obviously I tried corporate and really didn't like it. But I'd love to go back in time and show Johnny and Kate from back then where we are now and everything we've accomplished. Yeah, because think it's so easy to it's so easy to forget to zoom out.
Speaker: Like um imagine showing them also in a podcast studio and not even the podcast studio like this is a product of all of that, but like our first viral videos or, you know, the size of both of our followings or the success we've had. Yeah. Or the clients that yeah we've worked with. Yeah. And I think that's such a relevant thing to like if you think back to that and be like, like neither of us would have believed what was ahead of us. But the same is true of now of now. And I think as business owners, we can be so caught in what's happening right now and worrying about what's going to go wrong and what's what's next. Like, and you know, as your business grows, the magic sometimes gets lost a little bit because of the responsibility and the go, go, go and and the worry. And to be able to remind like you' I think what you've said, there's a really, really strong reminder of slowing down, zooming out and being like being thinking about the future version of yourself. Yeah. Being like, if only I could have told Johnny in 2026 what was ahead of of him and for him not to worry so much and to actually enjoy the journey. Yeah, like, you know, Kate's great for book recommendations for anybody who ever needs any, especially relating to business. And I think I read recently, I listened to The Gap and the Gain by Dr. Benjamin Hardy.
Speaker: And um one of the key takeaways from that was and B always measure backwards. Yeah. And I think the the I'm not going to spoil the whole book because there's so much. in I talk about it all the time on the podcast. Yeah. OK, one of my favorite books. Yeah. Yeah. there Most any like long term listeners are well used to hear me. goes but Yeah. But the the idea behind it is that it is so easy to always be you're like um Sisyphus pushing the boulder up the mountain. You're always measuring yourself against an ideal that either hasn't happened yet Yeah. Or is is going to happen and you know it's going to happen, but it's so long away.
Speaker: And ah for all you know, the ideal could be completely different by the time you actually reach it. Like, remember, I was saying, oh, I really want to get my following to this. And then a month later, I had created Creators Catalyst and then I was like, actually, i want to grow this. and But it's it's it's really, really, really important, not just for motivation and, you know, morale, but actually your own mental health to look how far you've come yeah and measure backwards.
Speaker: Yeah, because like I was I was, you know, yesterday even i was doing my yeah spreadsheets up with Claude getting it to help me with my financial planning. and i was like, I really want to be here. And then I actually exported like loads of stuff to Claude from over a year ago.
Speaker: And it was like, well, look how far you've come since then. And look at your increases here and here. And and ah I was like, actually, I'm forgetting to not live in the gap and look at the gain and look backwards and not be comparing myself to where to to the idealistic kind of standards that I feel like I should have.
Speaker: Yeah. And the amount of people who fall into that trap when it comes to goals as well. And, you know, that constantly feeling like, oh, I need to do more. I need to get to the next goal. But the reality of it is that what people are chasing is the the happiness, yeah the satisfaction, the empowerment, the freedom that comes that supposedly comes with the goal. Yeah. yeah But what a lot of people don't realize is that can be embodied now. Yeah. And that's actually how you bring it into your life. Is it because you don't attract what you want to attract what you are? and Orla were talking about this. gets a little bit university, little bit. I like that. Yeah. But it's but it's very true because if you're constantly in the gap and you're constantly measuring yourself against what what you think you should be or you should be like or what you should have when you get there, it's not going to feel the way you think it's going to be. You're still going to feel like you, but you'll just be there. Yeah, an auntie of mine once said to me, should is a very dangerous word. It's it's contextually dependent, but I should be this. I should be this. ah I should be that. Also, when I when I have this, when I'm making X amount a month, when I'm able to. The only thing that actually exists is the present moment. Exactly. So the past is actually only our interpretation and memory of it. yeah The future hasn't happened yet. So everything in the future we're making up. Yeah. Doesn't mean we can't move in the direction that we want to go and and attract people.
Speaker: the things that we want into our lives, but they it doesn't exist yeah in this present moment. And the only way to to be truly fulfilled and to move in the right direction is to connect with where you are now yeah and like what's missing for you. And it's interesting you say about the should. I always remember like when when I was teenager, I used love watching Sex and the City. showing my age, but it's fine. and And there was one episode and always stuck with me. And you know the way Carrie ah carrie brad Bradshaw and sex in Sex and the City, she's like a journalist. And so she's always it's always like a narration and she's typing away and she's making an article in each episode anyway. So one sentence that she said and always stuck with me and I think it's really good is why are we shodding all over ourselves? Yeah, that's a great, isn't it? It's such a good play with words. Like, why are we shodding all over ourselves? Yeah.
Speaker: Why should you anything? Yeah, you hear so often and it's so cliche. Oh, the journey is the the part that you remember anyways. i think And I know it's really cliche. It's like, you know, life is a journey, not a destination, but it is. Yeah, I didn't truly understand that phrase until I realized any achievement I've had.
Speaker: I find it really difficult to like sit with it and be like proud because I'm like an instantly well, OK, but now I want the next thing. Yeah. And I think i remember back to being in college my first year of college um and i barely i had barely any savings because like I hadn't um I was looking for a job and I hadn't got one. And my friend and I used to my friend Tomic and I, we used to m buy iPhones and like he knew how to repair iPhones. I don't know how he learned, but he was able. It was amazing. Like, yeah so basically i did the like sourcing and then helped him with the fixing it up and flipping it. And um
Speaker: you know, like we i remember we made, I think, 90 euro each on one of them. And like in today's economy, you know, 90 euro isn't anything yeah worth talking about because this was before inflation had really hit and everything. But I was thinking about how, oh, my God, like back then, regardless of any of the money or whatever, and not having a job We were in college and we were so happy and we loved it and it was so fun and like yeah the pressure of ah getting into town to sell the phone to somebody. yeah And I look back on that and that was genuinely one of the happiest periods of my life. And I had I didn't even have a PT qualification then. I wasn't even like looking at becoming a PT.
Speaker: But do you realize how much wisdom is in that? And yeah I see that with my my kids now, like my particularly my out my two teenagers, if we take my oldest boy, 16, and he's like, he doesn't he couldn't get a part time job this summer. So he's literally just living his best life. He's you know having a lie in in the mornings, going out with his friends. The weather's been amazing. They're just down at the beach, theyre jumping off the rocks.
Speaker: They're yeah living in the moment. They're just having the best summer ever. And it's just magic because you're 100 percent in the moment. Now, I know when you're that age, you don't have any responsibilities, you're on yeah holidays and that is very temporary. But I think there's huge wisdom in what you've said there, because why can't we take some of that? And this is how I live my life. Why can't we take some of that? like Obviously, we've responsibilities. We've got, you know, bills to pay with people to pay. We've got, you know, we we want to make ah like a future and a living out out of our businesses.
Speaker: But why can't we take the magic of those moments? Why do people kill themselves in a job they hate all year for two weeks holidays in the summer to go somewhere in the sun to do what? Be in the present moment, spend quality time with their friends and not have any worries. Yeah. Why can't we do a bit of that every day? Yeah. Yeah, I remember I think Gary Vee said it years ago. I can't remember the percentages he used, but it's like how depressing the idea that we ah that that most humans who have like a traditional nine to five Monday to Friday will spend, you know, whatever it whatever it is, like 67 or six whatever percentage the five of seven is. I'm not great with maths. It's not my strong point. But like.
Speaker: A large percentage. Yeah. And like, firstly, not even a large percentage, regardless of that, it's the majority. It's like the majority of time thinking, oh, my God, I can't wait for Saturday and Sunday. Yeah. And it's like, that's a really depressing thing to think about how many people see life that way. Yeah.
Speaker: And I know that it's like contextually dependent on where you live and your circumstances. And it's not our fault as well. Yeah. the way society is built. It is. But that doesn't mean it's right. Yeah. Yeah. Yeah. But it is it is it is depressing to think about. And I think I i i always thought things like the journey is the destination and stuff. I always thought it was just corny like. it it Yeah. And it sounds cheesy until you actually live. Yeah. For sure. Yeah. like It's like something you'd see on a sign in like deals or something end up in your house. But then you're like, it's actually true.
Speaker: It is so true. Yeah. Yeah. And like even in the early days of and building my social media, ah you know, I worked with James Smith for for quite a bit um earlier, earlier in my career um in his with with helping helping me with my content mostly. Yeah. I remember I used to basically, you can scroll back on my account and see it. Each video I used to make was basically like a long form video idea, but I had to compress it into short form because I didn't understand yeah like how to really make short form content back then. yeah only watched long form. So my videos were always like, i have a thesis that I want to explain. So I'd want to explain why cellulite is normal and that yeah shouldn't be stigmatized. yeah And then what I do is I write out a whole like script, loads of B-roll and everything. And the videos usually did pretty poorly. Ironically, they took five times as long as most videos take me nowadays. yeah But I absolutely loved the process of it. i remember And it was soul crushing at times, like when they underperformed. I remember you telling me early... Oh, i just, Johnny, I just want to say, like, you're doing great with the content. It is soul crushing, but, you know, it's worth it. Yeah.
Speaker: I remember, like, ah my friend Ethan, who would help me film, like, we'd stay in the gym after hours. Yeah. We'd film, you know, five or six videos. Two of them might get uploaded because I would hate the... eight like four of them, I'd be like, oh, no, this is this isn't good enough to upload. And the videos might get like 40 likes or something, but I still absolutely love the process of it. It was like electrifying. But also 40 likes is 40 whole people. Yeah, exactly. you know mean Yeah, I mean, it's so easy to get caught in the numbers game. But it actually, like bringing the conversation on to your content, yeah because obviously quite recently you've had had significant social media growth, which I know a lot of business owners and listening. are constantly trying to achieve. yeah And it's every month, every year that goes by, it's getting harder because it's getting so oversaturated. The algorithm's changing. They really it like it. It is harder to grow on social media, but it you you have proved that it's very much possible. So I'd love for you to talk a bit around yeah the process of of what changed for you at that. But before you do, I just kind of want to also kind of say to you that
Speaker: one thing that's always stood out about you in relation to your content before you you, know, even if you were doing longer form in a short form kind of context that wasn't working, your video quality was always amazing. Your attention, your attention to detail was ah always amazing. Your production, even you here just in the part in the studio, be this is so cool from a technology perspective. was very impressed when I came in. really liked it. You know that that you you're very strong in that area. Yeah. Yeah.
Speaker: And for anyone who gets bogged down with the specifics of having top quality cameras and you know sound and like you know sound is obviously very important yeah but with short form content we can get bogged down to the point of procrastination when actually what's most important is what you're saying yeah and how you're saying it for sure so do you want to just talk a bit around what changed for you yeah Yeah. So I so I got I remember I bought I thought I i needed a professional camera to level up my content. OK, which might be the case in some contexts. But for 99 percent of people, you do not need anything more than ideally an iPhone camera. Yeah. No, we don't want the Android. Listen, I'm sorry. Throw your Android in the bin and go buy an iPhone, OK? And we're not sponsored by Apple. We'd love to be, but we're not. I wish we were. yeah
Speaker: ah Look, I'll put it to you like this. I know people will always say Android cameras are technically better. They can zoom into craters on the moon. I'm just saying iPhone cameras, generally speaking. video.
Speaker: Yeah, they're amazing. And literally all the way back to the iPhone XS or XR, the cameras are fantastic quality. now Nowadays, they're better. But most people wouldn't even really see the difference. So the main things that you need for good content are you need a camera, ideally a mic, though you don't need a mic. It does help because a lot of people watch social media or are on social media with earphones in. OK, a lot of people listen to or actually scroll um reels and whatever without sound. So that's why captions are also important.
Speaker: And back in the day, you can scroll on my account and see it again. I like telling my mentees to go and do that because you can see the mistakes I made. I always thought it had to be this like super well edited, well put together opinion piece for each piece of content. And a big production. Yeah. Yeah. And like videos would take me hours to do. The thing is, unfortunately, on Instagram, Brock Johnson talks about this a lot.
Speaker: ah Content that does well is either is usually on either end of a bell curve where content that is i hate the term YAP content, but like because it's kind of overused, but YAP content. So just just chatting to the camera, stuff like that. It does incredibly well.
Speaker: I've seen people get at the minute. Is that that sorry to interrupt because I don't want to ruin your train of thought. Yeah. But is that because everything is becoming so AI that people know that it's authentic? Certainly. Yeah. Performing well. and I'll get more into that in a minute because that's been a huge change is that it's no longer ChatGPT writing your ideas. It's now ChatGPT and other AI models can actually make videos. So like I have repeatedly have to tell had to tell my mom when she sent me stuff.
Speaker: ah Mom, that's actually AI. My mom's afraid of like my mom's on social media is on Facebook, but she's actually she's she doesn't know what to believe anymore because she can't tell the difference. Yeah, I think a bit afraid of it It's called the Turing test. I think now i could be wrong, but we're getting to a point. there's There's a word for it and I won't I won't remember it. I'll put on my story later because i I'll guarantee the second I walk of here, I'll remember it. there Where we are coming to a point very, very quickly where it's going to start causing a lot of issues with people not being able to tell if something is AI or not. And years and years and years ago, the first kind of, how would you say, rumblings of this were the idea of deepfakes, where a politician could have their face deepfaked talking about, you know, something and that it could cause a war or something like that. Now, that's...
Speaker: That was a bit exaggerated because, you know, I think people thought it was going to be a lot worse than it is. But now we really are facing a time where we can't tell if things are real or not. Yeah. So like even I have almost fallen for AI stuff before and it's very, very hard to tell. you used to be able to tell it it was obvious because like a polar bear would have like six legs or something. yeah Nowadays,
Speaker: some of the stuff on Instagram, even on my explore page. yeah Oh my God, I only am able to tell by the audio because they're it's not there just yet. with But it's pretty like it's it's so dangerous for misinformation. And I do want to bring it back to content creation. Yes, of course. i just Just to make the point on that, I remember and there a few months ago when the war in the Middle East started broke out yeah and Dubai were constantly intercepting missiles that were trying to blow up Dubai, basically. And ah just use, i know they were blowing up all over the place, but just using that as an example. And there was a lot of Irish and English and, you know, people over there and some people were leaving. Some people like, it's safe. We're staying or whatever. But I found there was a lot of AI content coming up in Dubai airport has been bombed. Yeah. All these people making fake, yeah fake news. Yeah. And i was like, oh, my God, like the whole place has gone up in flames. And then I'd Google, I'd i'd look on RT News or I Google it and I'd be like, oh, no, it's not. Yeah. Some of the news networks yeah have now like um I know the Journal used to always have it where they'd be like they'd have a section about debunking something. Yeah. Very recently. ah
Speaker: i'm I'm pretty sure there was like a ah an AI video of Leo Varadkar going around that ah from the from the look of the thumbnail. i So I didn't watch it did look convincing. Yeah. um but It was obviously him saying something ah controversial. I'm not sure what it was, but a lot of people were falling for it. There's going to have to be a lot of laws and regulations. So I one of my biggest predictions, I hope to watch this back in a couple years time and say I was right, is that the EU in particular and ah will have to bring in. Now, I don't know how it's going to work in the States and and and other places, but we we have to bring in regulations around it because like Instagram have a button to label
Speaker: if something is AI and sometimes it's you can manually do it and sometimes they'll do it themselves yeah if they detect AI. Yeah. I don't know how it's how it's going to be implemented, but they have to do it because it's too it's it's way too exponential of an advance in technology in such a short period of time. It's dangerous. It's dangerous how fast it's growing in the sense as well, like, you know, when we look at the education system and that how much that's not going to work anymore. and The education system needs to fucking keep up. It needs to so not keep up. It needs to fucking get on its feet and start sprinting to catch up like it's they're so far behind now and like it's it's not going to to work in the same way and
Speaker: like, you know, that the the conversations I've heard had with, you know, different thought leaders in the world that like but there's going mass global unemployment because of it as well. which There is. and There is a huge social problems. Yeah. And that's part of the reason that I focus so much on using a responsibly and agentically and and ethically in Creators Catalyst is I am constantly seeing people outsource everything in their brand to AI.
Speaker: So their bio is AI, their descriptions are AI, and you can always tell because it will be like, that's not an X problem, it's a Y problem. And they'll use M and N dashes um and, you know, their carousels or posters, as you saw, um you might have seen on my most recent post, I put up a video making fun of how how could you tell my poster was AI and it's the most hideous goddamn thing you'll ever lay eyes on. um And then the problem is AI ah has closed the information gap and AI has closed many, many, many different gaps. So like when I'm on holiday and I want to go to a nice restaurant, I no longer have to go on Google and look it up. I can ask, I can tell AI where I am, what time it is, what mood I'm in and that maybe I want to go to one restaurant and then go to the gym and they go to something and I can ask AI and a AI will do that in seconds. yeah So we no longer have to It's absolutely incredible. yeah And as business owners, you know,
Speaker: It's absolutely incredible how much faster we can build, grow a really successful business if used correctly. Yeah. Yeah. Used for the right things. But we cannot lose our authenticity. That's what i mean. cannot lose our critical thinking and our creative thinking. And if you over rely on AI, you're going to lose that critical thinking, the the creative thinking. And what makes you you, which is what's going to make your your business survive AI. Yeah. And I still I still don't know how this now um I know there's workarounds for it and that there are skills you can give Claude, for example, to make a piece of writing sound less like AI. But all of the major AI ah models, they seem to write very similar. so they all seem to write in a very kind of not humany way. Yeah. um I saw a study recently. i
Speaker: wish I remember the name of it that that studied kind of um a lot of writing by the four or five biggest AI models versus human writing and AI writing tends to be a lot more polished and it doesn't go on tangents like In this, if we were to, you know, get this podcast typed up or conscripted or whatever it is. Yeah, were using a teleprompter that was done by You'd be able to tell this is two humans having a conversation because we're going off on tangents. We say ums, ahs. We don't always...
Speaker: you know we're not super super like like concise with everything we say and staying in the exact train at thought where ai generally they'll write a lot more concise they won't go on tangents they also have a bunch of video synchrocyes like i was saying to you about that's not an x problem it's a y problem or they'll say and honestly whatever and also not even to mention how ai models are always going to agree with you Even even if I prompt which I do I prompt I say this to perplexity and chat to PT and Claude if I'm getting them to help me with something I say don't agree with me for the sake of it like don't agree if this idea of me doing X launch or Y decision with my business is a bad idea don't say it's a good idea and even sometimes I will still see they'll bias their their output to me yeah and I'm like I just feel like I know that's
Speaker: Pro now, like I can't prove it, but I do feel like the more they agree with us, the more likely humans are to use it because it's like having a yes man in your pocket, you know, a super intelligent yes man and that humans like yeah that.
Speaker: Yeah. um But anyway, on content creation, Yes. So bringing that back, that was an important point that I did want to cover in relation to AI. And I'm sure we'll we'll kind of end up.
Speaker: Everything's going to go a little bit of a tangent back to AI because it's just so relevant. But bringing it back to content creation and we're talking face face to camera, yeah as you say, yap content. Yeah. So on the bell curve kind of point I was making, Brock Johnson talks about this, right? He's a he's um really, really great content creator in terms of like keeping on top of the algorithm and changes, especially on Instagram in particular.
Speaker: um The bell curve works like this content that is very low production value. So literally could be me talking to my phone with very few, if any, cuts, any transition. Literally what I'm trying to do at the minute yeah because I just yeah don't know what else to be doing. Versus ultra high level, really well produced content that's filmed on like, you know, expensive cameras, remarkably well edited, super like intricate, and you know, scripting and everything. They tend to do really well. Both? Yeah. OK. But then now that doesn't mean, by the way, just for ah disclosure, it doesn't mean that if you start filming app content, you're going to immediately blow up because I still think that type of content is going to it's getting a bit too saturated. There's too many people doing it. But I guess we'll see because people are still doing well with it. The problem is making stuff in the middle. So a lot of what I would have produced back in the day would have been middle where it's definitely not low production quality, but it's not studio quality. either yeah It's somewhere in the middle. And the problem is it's hard to connect with the middle.
Speaker: yeah And the problem is the middle, even if it's better than, you know, low production quality, it's not super high production quality. So that's kind of Brock's theory that that i I adopt. It doesn't mean that stuff in the middle can't do well. It can. But generally speaking, it's on either end of the bell curve.
Speaker: And i think the best thing I ever learned early with making content, and I did learn it early, is in marketing, there is a term called WIFM. What's in it for me? W-I-I-F-M. And when you apply that to content, it really, really, really, really helps.
Speaker: So one thing that was so common, I don't know if you remember this, so common was what I eat in a day, what i eat in a day, my workout routine, my favorite exercise, me, me, me, I, I, I, yeah me centered content. yeah Yes, people are following you for you.
Speaker: And that is people follow people they like, know and trust. Right. yeah The problem is if your content is self serving and it is not valuable or or forms a connection with the people watching, it's not going to do well. This is what a lot of fitness coaches fall into, especially when they're kind of huge problem into like the photo shoot culture. And, yeah you know, and i'm like I often um heard not talking shit, you know, talking shit about the photo shoot culture, let's be fair. Yeah. And, you know, the bodybuilding culture that seems to be so yeah prevalent. But and that and look, that you know, each to their own. But I think it becomes like if we take bodybuilding, for example, and
Speaker: it's a very self-centered sport. It is. You have to think about yourself. It is. It's about how you look. It's how you feel. It's about getting done what needs to be done for you, for your show or your photo shoot.
Speaker: And it is all consuming. Absolutely. 100%. It's a lifestyle. like Yeah. Yeah. So that so people who are really into fitness and the same is true for sport, maybe not as self centered, but it depends on the type of sport. yeah If it's you know, if you're if you're in athletics, then obviously it's that you're you're getting your performance down. you You like to be the best athlete that you can be. If it's team sports, obviously, there has to be a little bit more considerate of your team.
Speaker: But I think people who are very into fitness or very into sports sometimes can find it difficult yeah to to teach what they want to teach in content because they don't know how to. And I don't mean this in a mean way, that they don't know how to not make it about them. They don't know how to make it about the viewer. Exactly. And it's not because they're a bad person or that they don't care about the viewer. It's human nature. They just don't know how to do it yet. So human nature.
Speaker: survival instinct we have is selfishness. It's I don't know if you remember BuzzFeed used to those quizzes that would be like, what type of bread are you? And they would get millions and millions of clicks on Facebook. This was back when BuzzFeed was like massive, right? yeah It's because as human beings, we're programmed to care about ourselves. yeah We want to know, well, which character from Friends am I? Yeah. You know, my personality, blah, blah, blah. yeah The problem with a lot of fitness coaches in particular, right, is Here's what I eat in a day as a 20. So firstly, here's what I eat in a day.
Speaker: Generally a bad video idea if you're if if what you eat in a day is an exceptional in some way. So if you're gluten intolerant or something and it's niche or you're an elite level long distance. I find it works. It works well for me when I do it every now and again as a busy mom of three who has a business. so That's what I mean. know so So that's where I'm going. So if you're going to do what I eat in a day as a 23 year old who lives at home with mom and dad.
Speaker: who no Who is that going to help? No, no, no, no, no
Speaker: we all we all i think at one point in our life have wanted to be like youtubers or floggers ok because again me me me i i i my day day in the life of yeah yeah ok the problem is if a potential if a prospect is watching that okay a potential client and they're seeing a twenty two year old talk away themselves all the time what they do with their training what they eat a day your potential clients are probably not going to be other 22 year olds. OK, it's going to be people in their 30s, 40s, 50s who haven't a clue how to lose weight. You know, they and they might understand the fundamentals of a calorie deficit. they' have no idea how to maintain it. They have no idea. they're also the people who have the disposable income. Exactly. Yeah. That's why I always say yeah yeah mean I always say to my mentees um because and I'll get into this in a bit. I do think in this economy that we're in right now, we in this market, I should say that we're in,
Speaker: we do need to start not niching down into micro niches or whatever, but we need to start talking to us a particular type of person. You cannot speak to everyone because you'll speak to no one. Exactly. But it's significantly hard to be a 25 year old, let's say, who's trying to speak to a four. Yeah. say Like, you know, you are a 25 year old guy and you are speaking to a 40 year old woman yeah and you're trying to give her health and fitness advice and nutrition advice and perhaps life and mindset advice.
Speaker: Like as a 40 year old woman, I have the distinct advantage that I know I've lived it. You live it. i yeah I live it every day. I know what it feels like. So it makes it easier absolutely for it for that to feel authentic, to sound authentic yeah and for it to be genuine. And It can be hard for 25 year olds.
Speaker: And that doesn't mean that 25 year olds don't have the knowledge, the education and the skills to help someone in the 40s. Of course, they don't have the relationship. very hard. It's very hard to bring that across in an authentic way online. Yeah. But not impossible. Yeah. It's not. And it's not impossible. And it's, of course, it's not impossible because we see 25 year olds like myself who do coach yeah people in their thirty s and 40s. The advantage you'd have, Kate, is that you are a busy mom who not only, ah you know, is has got gone on an entire fitness and health journey, but also is has all the responsibilities of a mom, has all of the things that come with motherhood, good and bad. You are a lot more accessible to, say, Velma, who's 45 and needs to lose like three stone versus 25 year old Johnny.
Speaker: you know? Yeah. Now, that said, the problem ah ah again, a lot of the younger coaches in particular have that I've noticed is one thing I learned very, very early on. OK, with business, this is so important. If you take away nothing, if the listeners take away nothing. excited. OK, tell me. When you are creating a brand, OK, you'll hear a lot to have a common enemy and that's a good idea.
Speaker: OK, so Coke's common enemy would be Pepsi. My common enemy would be like Slimming World or something when I when I was created because I i really didn't like their their um or Slimming Clubs, I should say, not just just Slimming World, but like I just didn't like the way Sins worked and all this. I didn't like vilifying food. Yeah.
Speaker: If you have a common enemy. OK, great. The problem, the problem a lot of coaches have is they make the common enemy people who would be buying their services. If you are going to have someone or some type of polarizing opinion, do not make the polarizing opinion about people who would buy from you.
Speaker: So no bodybuilder is ever going to work with me because I don't do prep coaching and i don't do shows. So I'll make fun of bodybuilding. I'll say it's self-centered, self-absorbed. I don't care. like like yeah i Because I don't ever expect any of them to buy from me. So it's not going to impact my income at all.
Speaker: A lot of coaches, my God, a lot of them have this very, very, very bad idea that talking negatively about GLP ones and how it's lazy and how it's the easy way out and how it's buying skinny. Yeah. Somehow. So I just want like I said, said this last night on on the call to my mentees. I said, can you imagine a let's say 48 year old mom who's like dealing with weight issue?
Speaker: She's looking for a coach and she's been watching you for a while. OK, because we know that people need time to be nurtured and warmed before that. People will not instantly buy coaching. They usually need to like, know and trust you first. OK, particularly like you.
Speaker: And you're there posting on your story or making posts about how people who take GLP ones are lazy or how it's buying the easy way out. Firstly, it is. none of your business.
Speaker: If somebody choose to, that is a personal choice. But also educate yourself little more. Yeah. And it's like they're firstly like anyone who takes GLP-1, firstly, that's a terrible statement because the ah to the best of my knowledge, OSEMPIC was originally designed for people with diabetes. yeah So you're you're polarizing people with diabetes. And you can't generalize something like that anyway because it's very much dependent on the individual circumstances. There are so many people and clients I've had that their life has been yo-yo dieting no matter what they've done. They've tried volume eating. They've tried Seco. They've tried paleo. One meal a day. Oh, mad. No mad. Whatever. Okay.
Speaker: And then they finally get this this injection on a transfer. I have seen it firsthand what it can do. I'm not a medical expert and obviously consult a health care professional for you do any anything like that. i wouldll just have to say that. Do you have care? ok But.
Speaker: If you're on your story talking about how much you hate people who take Ozempic and how it's lazy or you're posting the you're a 24 year old saying or 23 year old saying, are we all of the same 24 hours? Oh, yeah. Or Susan, just get your shit together and track your calories like. ah You do not have we all have 24 hours in a day. They are not equal.
Speaker: OK, so a 24 year old is going to have a lot more disposable free time than a single mom of three kids working two jobs or ah a parent a parent with mental health issues with long work hours or somebody who has a chronic illness or somebody who has some sort of disability. yeah The idea that you saying I'm a 22 year old, what's your excuse? They're you're like their excuses that they're a full time parent to have respect. I'm 25. I know I have.
Speaker: It's so much easier when it comes to exercising because I don't have mortgage. Yeah, I don't have kids. I don't have a marriage yet waiting on it. Robin, I'm messing. I like I don't have any of these life alteringly important responsibilities.
Speaker: So ah like posting that we all of the same 24 hours or that how ah ah people with ah people in big bodies or or fat people or whatever they say are are lazy or that taking Ozempic is lazy or that you're like that is the most disempowering, polarizing, ignorant thing you can do. your content should draw people in and make them feel empowered. You should be selling them a dream. Absolutely. And not even a dream necessarily, but like lifestyle simple lifestyle changes. Think of this.
Speaker: Imagine you're making two pieces of content. One is me on a fucking run going, i ran 10 kilometers today. What's your excuse? Versus here's a simple full week of eating that a busy mom of three who's trying to lose ah body fat could use all ingredients in the description with the cost breakdown.
Speaker: Now, I'm telling you that is binary, who that the the second video option is good. There is no context where the first one's better. Yeah. and I see it all too much and I know it's because a lot of fitness coaches are younger. So I do appreciate that. I'm 25. I still genuinely feel like I know nothing about anything. do find I often think and I don't mean it in a condescending way, but I do are like first of all, I often think I'm really grateful that I've had my kids and that I'm kind of settled. You know what i mean? And that as I embark on this career and build this business and um I often wonder with a lot of the younger coaches,
Speaker: I look forward to seeing them have kids. Yeah, and and yeah me too. And, you know, but have the the life that I live now. You know what mean? And I don't mean it in a bitter way because it's the most amazing thing to have kids. And, you know, you don't know what's going to happen every week, especially i have three of them. like it So it's just it's always constantly moving parts, but it's so incredibly fulfilling. A little bit less fulfilling when they're teenagers because they're kind of mean to you, but, you know, it's fine. We'll ride the wave. We'll come out the other side.
Speaker: But... um So there's so many incredible things about ah becoming a parent makes you makes your whole your eyes open to the whole world. Yeah. looking and I've trained a lot of parents and they said that to me that you your brain chemistry changes after you have kids. yeah And it's kind of like the things that seemed as as important when you were 25 or 35 or whatever. And that is I'm sorry, that's not negating that things aren't important if you choose not to have kids or you can't have kids. doesn't what I mean. But I mean, it it just means you're like, OK, getting to the gym four or five times a week. I want to do that, but I can't and I'm not willing to trade. You can't leave your kids at home. like And also they'll go, we'll do a homework. as I'm like, OK, but then like home workouts can only get you so far. Yeah. Every like every coach should know the basic principle principle of progressive overload. And I know they'll say something is better than nothing. But also there's just some days where a busy parent just doesn't have it in. though Well, Johnny, if you're working full time, right, and your kids are in creche from 7 p.m. to 6 p.m. and you come home and the amount of mothers that are already dealing with mom guilt, right, as it is because their kids are not with them and but they can't afford not to work because of the cost of housing and yeah lifestyle. And so they have to work. And this is even, you know, moms with with partners. I'm not even talking about the superhuman people who are are single moms like, you know, that was they're amazing. yeah I coach i've coached a couple of them. I say it to them in their check ins. I don't know how you do it. But yeah, but the thing is, like if you're working full time and you come home and it's 6 p.m. and it's time to cook dinner and then it's but bedtime and bedtime, bedtime, story time, especially with younger kids. yeah
Speaker: You're not going to give up. your You're not going to fuck off to the gym at 7 p.m. and miss your kids bedtime, yeah which is your only quality time with midweek. you might not have a choice if they're a single mom. Yeah, they might not choice. literally might not have a choice. it's like, okay, so that's... new you know, that's not going to be your priority at that stage. That doesn't mean that you won't manage to get a gym session or a home workout or whatever you're doing at the time in, you know, on a Saturday morning or, you know, maybe on a on a Thursday evening, maybe one evening a week you pick and then you've got the two weekend days or or whatever. Or sometimes it might just be two workouts a week and it doesn't matter. But I think there's not enough content being done
Speaker: And like this is the shit I talk about all the time now, like definitely not as skilled as you are as packaging in a way in a way for view time. I think you are. I think you're very good at content. But we can talk more about that in a minute. You can give me some tips. But and you know that I think that sometimes the younger coaches have the advantage that they they understand social media better than I would, let's say, because and they and and and I think, you know, for my age, I understand it quite well. I understand the idea of watch time and the algorithm. But If they could just guess what's important to the target audience a little bit better than what they're packaging in their content is going to be. Yeah, it's going to do so much better. Yeah, absolutely.
Speaker: On on that note. Right. Another really important tip. And I said to myself last night, I have to say this on the um podcast with Kate. i learned about content strategy April 2025, I think.
Speaker: The idea that what you're posting, you might have heard before, tofu, mofu, bofu, top of funnel, middle funnel, bottom of funnel. okay It's also called awareness, consideration and conversion content.
Speaker: I see a lot of people who are trying to grow their following. OK, and I am asked a lot of the time about how I grew mine, which, by the way, short answer.
Speaker: I found a formula that was repeatable and I 10x down on it. That's yeah that's and it takes ages, by the way, to find that. And even if you're replicating viral formulas, that isn't even guaranteed. I just found a way to do certain recipes. Well, that's how i grew. Yeah, that's how I grew my social media following. It was like supermarket videos work. Right. Yeah, let's double down. So there's a very popular challenge by a guy called Higher Up Wellness. I think he's fantastic. I really do.
Speaker: And I'm not in any way, shape or form ah criticizing his 100 day speaking on camera challenge. So I think that's a fantastic thing. Yeah. That's challenging yourself to do something for 100 days. Now.
Speaker: The only thing I'll say is I have a guy who I know, ah amazing guy, Mike Maddox. Shout out Mike, who posted. I think he posted 93 days in a row, which, by the way, the most I've ever done consecutively without a break is 30 days and I lost followers. OK, which is very depressing.
Speaker: and And the problem wasn't the content. Mike's content is excellent. Like he ah it actually is really good yeah information. He's similar at age to you. Yeah. um And he'd be, ah i always say to him, you'd be able to speak to people around your age bracket better than I would because you're more accessible to them. The problem was there was no strategy behind each piece of content. So I'm going to say to you like this.
Speaker: It is very, very sexy, the idea of doing a challenge. So I'm soon going to be doing my ah I don't know how many days might do 15 days of rejection k to work on my RSD, ADHD symptom, rejection sensitivity dysphoria. OK, it is very sexy to be like, I'm going to post for 30 days in a row, 100 days in a row. I'm going to do a challenge where I have to this challenge, challenge, challenge. We like the idea of it in the moment.
Speaker: Then when you're actually doing it, if you're doing it to get better at speaking on camera, which a lot of people are, that is absolutely fine. The problem is if you're going to do 100 day of posting every day challenge,
Speaker: it is not guaranteed that any of the 100 videos are going to do incredibly well. And my problem with these styles of challenges is do you have a strategy behind them? Is each piece of content that you're putting out deliberate? Okay.
Speaker: With the the system that I work with is The majority of people need content that's awareness style content, which is content that is broad, speaks to a broad audience. OK, not even necessarily speaks to a broad audience, but that would generally stop a scroll. Stuff that's kind of engineered to go wide, viral. OK, broad, narrow niche, as Ava from Personal Brand would say, I think. Then consideration ah slash nurture content. So more intimate personal stuff. So talking about your struggles, anedote anecdotes, lived experiences, opinions, be they contrarian or not. Storytelling, sequenced voiceovers, that sort of thing. And then conversion content, which is my least favorite, is like putting something on your story, saying and I'm launching X, Y, or Z, or I have X spots left, which i I still don't like the X spots thing. I think it's it's done too often and and yeah executed poorly.
Speaker: if you're gonna post for a hundred days and you're putting it especially if you're going to post for a hundred days and you're putting effort into the content on I know a lot of people were doing speaking on camera to get better and that is absolutely fine but if you're doing any sort of a hundred day challenge I am telling you you're pissing away time if there's not strategy behind at least some of those videos Because that is, and I mean this with every bone in my body and fiber of my being, that is throwing spaghetti against the wall. And that is the fastest way to burn out is effort, effort, effort, effort with no strategy behind us.
Speaker: yeah It's it's it's a punch. I find that with challenges. It's exciting for the first few days. And then you're like your're day fucking ninety seven and you're like Yeah, you're talking to the guy you're fucking sick of talking to the camera. My Gymshark 6-6 challenge was one of the most stressful periods of my life because I had to get a video out every Thursday or carousel and they dropped in quality so much towards the end of the challenge. And the only reason the last The like second last one did well was I told the story about myself and Brian and going and meeting him at ah the fitness and wellness summit thing. And people thought it was gas yeah and all because it was like edited. I spent some a good bit of time editing it. Yeah. If you don't have strategy behind what you're posting and you're posting for 100 days in a row, you, my friend, are going to be B word slapped.
Speaker: by by reality which is that you can post all you want if there's no strategy behind your content you are posting into the void you are screaming into the void I'm not saying that a strategy is going to guarantee you yeah making ah you know growing your following or whatever but it is much more likely to than guessing with every single post you put out So let's talk about strategy then. Yeah. So, yeah you know, obviously, I know you don't be giving away all your your tips and tricks. No, no, one oh I'm an open book. Mostly.
Speaker: You know, creators, Catalyst, his and social media and business mentorship is is the way to go now if you really wanted to to focus in on But if someone listening is just looking to kind of build a be like, OK, great, I need to stop pissing in the wind. Yeah. I need a content strategy.
Speaker: How should their week look? Okay, I'm going to, this to be the most, I hope people have listened this far because I'm going to give you stuff people generally pay me a lot of money to talk about. So, right, this is because it's Kate and she's the best, right?
Speaker: Firstly, account name. You do not need to call your brand Anvil Fire Alpha Coaching. Use your name. ai has made personal connection and personal brands more important and more valuable than ever.
Speaker: Use your name in some way. The big companies are trying to do that. Yeah, exactly. So, yeah, you're lucky. or Yeah. With your bio, say who you are, what you do, who you help, okay? And then have a call to action.
Speaker: yep Instagram plus, which I somehow managed to figure out how to get onto my main account last night, it's 2.99 a month, allows you now to do six pin posts as one of the features. I only am used to saying to use the three that everybody has access to. yeah Your three pin posts.
Speaker: at your story, ideally a reel. I like doing it that way. A carousel that explains your offer without the price if you don't, if you want to get them onto a call and if you have a dynamic pricing model and then social proof of some sort. So that can be a client interview case study. It can be multiple client um visual testimonies, verbal, whatever. OK.
Speaker: For 99% of people, in fact, I'd say more when you're building a brand, more people need to know who you are. Your main focus should be on reaching a broader audience. So I would generally say 70% and this is an arbitrary number. OK, so I'm not saying it's an exact science. 70% your content should be awareness content.
Speaker: viral trends, ah ah proven ah templates and formats, like stuff that works. So like recipes, recipe reactions, eat this for this, eat this for this, eat this for this, that sort of thing. And by the way, this this transcends fitness and it goes into every industry. So like ah if you're in Pilates, there's probably like do this Pilates exercise or this Pilates. I don't know anything about Pilates, really. So and if you can tell. um and um have have have those three pin posts up there. Why?
Speaker: Because when people come onto your page, people do not go on websites anymore when they're looking to work with somebody. Generally speaking, if it's a fitness coach, you do not need a website that's going to have a whole section about you and and all of this stuff. And here's me doing this.
Speaker: Generally speaking, that's going to that that risks sending people up the funnel. Your three pinned posts should basically act as what a website originally would have been. OK, so who you are, ah your story so they can know and trust you and decide if they like you. Yeah. OK, your offer so they know what you're actually offering your core offering. OK, and then social proof so they know that you're you're not just talking shit and you know what you're doing. OK, then 70 percent of your content.
Speaker: ah viral trends 10xing down on anything that does really well I'd say then around you can split it probably evenly 15-15 with ah nurture content so storytelling and by the way nurture content can be a pain in the ass because you can spend ages editing it putting over b-roll telling a story and it generally doesn't do as well as viral content that is by design it's not meant to do super well it's not meant to reach a lot people but it's doing really well connecting with the people who follow you exactly I am 100% sure that the majority of the income my business has made has been through the nurture content and the nurture content has never gone viral And that's really what I've leaned in on at the minute. Like it's, you know, I'm not doing growth content. Yeah. I'm doing nurture content. Yeah. Yeah. Because I've spent years building the following and my nervous system needs a break from And I'm like, there's a hell of a lot of people there following me that I can help. Yeah, exactly. Yeah. And then with conversion content, I am just going to say this now.
Speaker: I think it was Alex Hermosey in one of his three $100 million dollars series where I think it was $100 million dollars leads where he recommended you say, and this used to work really well, I am looking for five men in, let's just say, in the Dublin D4 on tour, D4 area. You are looking to lose 10 to 15 kg of body fat before summer something. Okay. Listen, that format might have worked two years ago.
Speaker: That does not work anymore. Okay. Putting on your story that you're looking for five men. It's basically a classic marketing technique. So it plays on scarcity. It plays on individuality speaking directly to your avatar. Doesn't work anymore. No. fucking see it. Every single coach in the fucking country has done that. People in rehab for like physiotherapy have done it. I have seen it used for lashes, makeup artists.
Speaker: I am telling you, um by the way, I don't necessarily, I'm not going to say I have a ton of evidence back this up, but I'm just telling you, People do not fall for that shit anymore. It does not work because every single coach has said it.
Speaker: What works better, generally speaking, I learned this from Daniel Priestley, is signaling, pre-selling, finding what ah would you would people be interested if I ran this? Would people be interested in this? ok I used to, oh, my God, the amount of time I wasted building an offer, yeah which I've done which I've done, I think four times genuinely building this big system, this big launch and it's flopped because I haven't seen are people fucking interested in it? yeah You need to see signal.
Speaker: Are people interested? Gradually build up to it. You don't just go and I see this. Oh, my God, I see this so often. If you have a six week challenge. ah Spend two months promoting it.
Speaker: ah Do not say on a random Monday morning I'm launching my six week challenge today and then say next Monday I have my September reset and then say the next Monday I have my strengthen your right quad challenge or my free steps challenge like.
Speaker: the The problem is you're scattering your focus and you're scattering your audience's attention between your splitting hairs is I think the term that's sometimes used for that. Focusing on promoting one good idea that is going to be helpful. Absolutely.
Speaker: sought solid offer that people have expressed interest in is so much better than having a new offer and a new thing every week if you want examples of people who have done this there is one sitting right here me I have had so many different amazing ideas my sexy and six summer challenge everybody said don't do it don't do it I was stubborn because I liked building the the page for it and everything I launched it and it flopped. I'm not afraid to say it, by the way.
Speaker: Huge thing with social media and business is not being afraid to fail. This is why i've moved away from the group yeah coaching model myself. It a pain in the ass. It's fucking exhausting. But its so even when you do manage to crack it and you're successful with it, it's exhausting every eight weeks. like it's yeah It's just, yeah to me, it wasn't worth it. And then...
Speaker: I would just much prefer speak to the people that absolutely that I want to speak to, that want to hear what I have to say and take people on in a one to one capacity bit by bit. That thing you sent into the group chat a while ago, that of the two Alex or Mosey, I think they were like tweets.
Speaker: Yeah. I have them saved in my phone in my favourites. So I look and I regularly scroll onto it every day. He says two things. And if you're thinking about doing group coaching, The best way to make more money is to sell is to sell solutions to expensive problems for people that can afford them. It's something like that. That's basically. yeah And the other one, which I have learned the hard way, is the less somebody pays, the more problems they cause. So recently, um I think somebody recommended to me and because I'm focusing so much on scaling creators catalyst. Well, could you not like make a membership option for Morrison coaching? I said I have done like like a foundation coaching option before.
Speaker: If you have a low level subscription and you're not at scale, you are asking to have a very, very, very bad time. OK, so the best clients I've ever had in Creators Catalyst and with my fitness coaching, and I know you can relate to this, are the people who are like half five people when they joined in the first intake for Creators Catalyst didn't want to call.
Speaker: They said, I will send you the money now. They have been the best clients I've ever worked with. They do what I say. They listen to my coaching. They get their check ins on time. The people who have caused me the most issues are the people who are cheap clients. Now, I am not saying that they're bad people or whatever, but generally speaking,
Speaker: if somebody is willing to just pay you, it means they probably already have a good level of trust in you. yeah And once they've paid you, it it shows they're interested, they're committed. It's locking. If you're putting a significant amount of money on the table, it's like, I'm serious about this. I'm committed to the changes that you're there to help them with whatever that your service is.
Speaker: and they're going to put the work in for that period of time. And it's like I also think an upfront payment can be can be really helpful. So the only model I use for my businesses right now, if you want to work with me, is an upfront payment and then a direct debit later on. That's the direct debit is ah is is a pretty good deal because having a large upfront payment, um I don't have the exact numbers, but it between eight to nine to ten X my lifetime value of a client. Yeah. So no one can work with me for fitness coaching for a monthly direct debit. There's an upfront payment to lock them in for 12 weeks and it's not a lock in contract. I'm not saying you need to lock people into contracts or do anything.
Speaker: It's an upfront payment to work with me for 12 weeks. It doesn't mean that. It shows commitment. It shows commitment. And the people who pay you upfront will always get better results because it's not I'm not saying they don't have a way out, but they have put money on the table. Like Kate said, they have committed. And obviously I'm always talking about like psychology and with Creators Callous members, loss aversion like we want to make it feel like our money was worth it. It's like don't know if you've ever paid for something that you haven't even used, like my Meta glasses. I barely ever use them I'm still trying to go out and deliberately use them because I paid for them. and also loss aversion in the sense that we don't want to let someone else down. That's why people will say for any the online fitness coaches and for any therapists of any description listening. Well, can't I do that? If I could actually coach people well or do therapy with people well, our industry would have been completely destroyed.
Speaker: That is not what happened. A.I. is not sentient yet, and hopefully by the time you're listening to it, it's not. But A.I. cannot be angry at you. It cannot feel emotion. OK. A.I. can do therapy with you, but you're talking to an algorithm. You're not talking to a human. We need You're actually talking to a mirror of yourself. Literally, you're talking to somebody who's going to yes man you. OK. Yeah. The things that really affected the fitness coaching industry negatively over the last few years were AI closing the information gap, not because I can coach people, but because now instead of buying my fat loss guide, if they all a lot of coaches have a fat loss guide.
Speaker: Very, very bad idea because someone can go and ask Claude to make them a personalized fat loss guide based on their lifestyle. Claude will do it in 30 seconds and it will probably look better than theirs. Then, Ozempic, GLP1 agonist, they have had a massive impact on ah excess adiposity. Like people who I know, people who have struggled with weight for 50 years or 40 years, and now they are maintaining a healthy BMI like they're there. and As well, market saturation.
Speaker: You saw it after, kind of during and after COVID, you saw coaches making an unbelievable amount built my online business before I even knew that online coaching was a thing. I was building something I didn't know. And then I was like, oh, this is a thing that other people are doing. And then it just massively exploded. yeah People started to realize the money that yeah could be made from it. The problem is, and I always, I teach this early in Creators Catalyst, the Sense Framework.
Speaker: um I learned this from MJ DeMarco. When you're looking at building a business, you look at the sense framework control, entry, need, time and scale. The biggest problem with fitness coaching is entry. So I have pretty good qualifications for PT. okay yeah They took like a summer to do or whatever. The problem is anyone can be a coach. You don't technically need qualifications. Yes, you do to get like PI insurance or whatever, but most coaches don't even bother with that.
Speaker: Anyone can say they're fitness coach. Yeah. Not anyone can say I'm a dentist. Not anyone can say I'm an orthopedic surgeon. OK, the barriers to entry to those are very, very high. Fitness coaching is not. And when the E in SENSE framework entry is low, it means that there are more likely to be more people, which means more competition and the risk of being commoditized, which a lot of coaches are doing. They are racing to the bottom.
Speaker: Bad, bad, but bad What do you mean commoditized? So, yeah. So for anybody who doesn't know the term, most people I'm sure will. But just in case, if something is commoditized, it means you're not really concerned about the price. OK, so now some of you might not really not like Ryanair. OK, but if you're flying somewhere and a flight to the place at the same time is like 500 euro with Aer Lingus, but it's 100 euro with Ryanair, you're not you don't care about the price difference. You'll go with whatever is cheapest. Yeah, especially if it's a short flight. The problem with fitness coaching is coaches, and I see I see this a lot is they compete on price.
Speaker: So somebody if somebody is one hundred and ninety nine a month, OK, I'll go one hundred and seventy nine. Then someone will go hundred and sixty five. Then someone on the race to see. Right. yeah And then what ends up happening is if you get price shopper clients They are generally the worst worth cutting like imaginable clients you can work with. I'm not saying they're bad. Because don't value you. That's why. It's because they're not they don't value you as a coach. They're with you because of your price, not because of your values and what you have to offer. yeah That's the difference. yeah It's the same as ah ah paying a business coach, ah you know, from a random website or something, 27 euro for a consultation versus paying. And I'm not saying this is a good thing to do, but paying 500 euro for a two hour consultation with somebody you followed for years. There is a difference. um
Speaker: And i i it's it's tragic to see. I am seeing so much so many coaches commoditize themselves because they don't. charing Charging a lot of money for for a service is scary and it requires a shift in your identity. also a lot of shit coaches out there. That's true. Absolute cowboys out there that's charging an absolute fortune for their coaching. Look what we saw recently yeah with the whole scandal. like yeah There are bad. There's lots of scandals out there. yeah so as a good, well qualified coach, a well meaning coach who can really help people stop under pricing yourself, yeah charge what you're worth because people need you like. Sell from a place of service. There are so many people out there who are going with these shitty coaches and getting
Speaker: ah I'm sure you've you've had this. I have had genuinely horror stories, Netflix style horror stories told from me to me by clients who've worked with bad coaches. I've had clients who have been put on 800 calories, 900 calories.
Speaker: You as an adult should never, ever be eating eight or 900 calories. I don't care if you have prep or whatever. That is so unbelievably dangerous. It's dangerous and irresponsible. It's just it's insane. I trained women who lost their period ah because their calories were so low. That happens so much, Johnny. it's it's There's a culture of that being normal now. And I was actually talking about this. I was on Keith O'Rourke's podcast. We were talking about this. I love that man. Oh, he's great. man He is so funny. And Jack McGailey. Sorry. I love both of them. Sorry, Jack. Sorry, Jack. Sorry, Jack. But and we were I was talking about this. i was like, there's this again back to the photo shoot culture yeah and this prep culture. I'm on prep and that it's normal when you're on prep as a female to lose your cycle. No, it's fucking not dangerous. It's really dangerous. It's a sign that your body is in shutdown mode. yeah And that something's wrong now. Sorry. Sometimes women lose their cycle for other reasons yeah ah that are health reasons. Again, of course, when you when you lose your cycle, it's because your body is focusing on more important organs. That's why it's like, you know, and it's a sign of sickness or so or imbalance and in the body and that you need to go to a specialist. You need to get checks done to find out what's going on to get it fixed. On what you've said as well, I follow a lot of coaches. So I have never done a prep in my life.
Speaker: I follow a lot of coaches who do. If you're posting, if your content is constantly you posting about how you're on prep, right? It's like when someone does a PhD. I'm on prep, I'm on prep, I'm on prep.
Speaker: Oh my God, I couldn't eat my food in my restaurant because I'm on prep. I hate the phrase on prep. Guys, is not. It just fucking pisses me off. Stop saying on prep. like it's It's just, ah if you want to film yourself doing that, that is absolutely fine.
Speaker: I am 99% sure most people come into your page do not give a fuck that you're on prep. They want to see can you get them really, really great results and give them guidance, accountability and support. They don't care that you were.
Speaker: I actually heard this before. I actually heard this before. I can't believe I'm even going to say this. I remember hearing a lady talk about how she was diluting zero calorie chili, sweet chili sauce with rice cakes.
Speaker: And she was there saying it as if it was some accomplishment. And I'm like, if a medical professional heard you saying this, they would be very deeply concerned for your well-being. Like that is not ah something to brag about. yeah And it's it's it's again,
Speaker: I really, really like um ah when I see coaches that are women talking about, I hear this a lot. I help women be stronger. I don't want to make them shrink. I don't want to make them smaller. I want to. I think Ellen ah ellen Johnston said this. I think ah she's a lovely, lovely person, a coach I follow.
Speaker: I think it was her, she said, i help women be stronger. i'm not I'm not focused on getting you smaller. and I love that idea because, and you know this probably better than I do, I still have women come to me and they're going, I'm worried about getting too bulky. i I had a client, she's lovely, pointed my quads when I was training her in the gym before I left and she goes, I just make sure like my legs aren't going to look like yours. And she didn't mean it in an insulting way. Yeah. Okay. But some women are afraid to lift weights because think they are going to get madly. I was like, listen, if you're like, this woman was very petite. She was like five foot and probably weighed like 40, like 50 kilos. How many steroids would she have to be pumped with? I was like, listen, was like, your quads look like, and I'm not saying I'm like some jack bodybuilder. I'm like, if your quads look like mine, you are going to start training me instead. And we're going to switch. I'm like, I need to know what the hell you're doing. But the amount of conversations I've had to have, which is like,
Speaker: It's it's and it is sad having these conversations. You lift weights because lifting weights is good for you. It reinforces your bone strength. It is good for building lean tissue. It is good for longevity, mobility. It is good for your basal metabolic rate. It is good for so there are there are infinite benefits to weightlifting, not to mention the community benefits of being in a gym. Yeah, so everything you are not going to get.
Speaker: If you're listening to this, you are not going to get bulky lifting weights. Yes. And ah I don't have the exact figures, but I think men have about 20 times on average the amount of testosterone that women have. So even on the same program or even on a more intense program, a woman, generally speaking, will never look as muscular and broad. Like ah our biologies are different.
Speaker: Do you know? Absolutely. Yeah. No. And yeah, so it's it the it's really um it's sorry. It's the one thing I never I don't have general statements, but I'm like, Everyone should be lifting weights. In some capacity. It doesn't mean we all have to do it in the same way. we should all be lifting weights and we need to stop being as women being afraid of that. Absolutely.
Speaker: Yeah. And what what you you you don't need to be afraid of being bulky. You need to be afraid. I don't like fear mongering now. Osteoporosis, osteoarthritis, yeah osteopenia, bone, brittle bone related diseases.
Speaker: That's what you need to be afraid of. OK. And also um ah my osteopath, ah Richard Doran Sherlock, Again, I feel like I'm just given so many shout outs. This guy's he's probably the most intelligent person I've ever talked to my life. I feel like my IQ actually increases when I'm around him because he's he is a genius. He's talked to me about how weight training at different ages we think, oh, well, I'm 60. I can't I'm 70. I can't weight train. Yes, you can. and you can build lean tissue. And that's the beautiful thing about it. You can never too late. It's never too late. And it's so heartbreaking to think about how many millions of people in their 60s, 50s, 60s, 70s feel like it's too late for them. It's not. You can reverse your it's amazing to actually see what can be reversed through resistance training. I'm not a doctor, but I'm telling you, if you go to a GP, the majority of them will say resistance training is a net, not even a net positive, a huge positive to your health and wellness. It's a no brainer. And longevity. No brainer. Yeah. Yeah. Absolute no brainer. Yeah. Yeah. Johnny.
Speaker: That was amazing. That was amazing. We've actually come to the end of our time. The first like 15 minutes of that, I was like, this was so nervous the whole time and i was like I know I'm only I'm chilling with Kate that was awesome we're chatting about what we chat about all the time yeah thank you so much for coming you for having me and look for anyone who is interested to who doesn't follow you up and follow you already wants to follow you is interested in Creators Catalyst or any other type of work that you're doing Morrison Coaching is still um It is, yes it is So you have two different offers there and even just really engaging content. Is Instagram the best place you reach Yeah, Instagram is the best place. So Johnny Morrison Coaching on Instagram and Johnny Morrison Media. The coaching is the big one. The media page is growing very slowly. I haven't really done too much deliberate work on that. I've been trying to get the back end and everything sorted and the funnel sorted for Creators Catalyst just so the customer journey isn't all over the place. But Listen, if you take anything away from today's podcast, strategy is everything.
Speaker: yeah Do not outsource your your personal opinions and thinking and your self-expression to AI. Be a human being and use AI responsibly.
Speaker: i Listen, honestly, if anybody's listening to this podcast, I'm telling you, if I follow you and I see a chat to you generate a caption, going to have to have a word with you in the DMs. Yeah. Write your own goddamn captions. OK. And lift some weights. And lift some goddamn weights. Absolutely. yeah Thank you so much. That was awesome. Amazing.
Speaker: That's it for today's episode. Thank you so much for listening. If you want to follow Johnny or find out more about what he does, like he said, and i will share all of the links in the show notes. If this episode has got you thinking about your own health, your energy, your strength, your fitness, your body image, that's exactly what we do inside Nourish Her Coaching. So you'll find the link for my Nourish Her Coaching below also. And if it's business that you are thinking about and building your own visibility, your own systems, growing sustainably instead of running yourself into the ground, then my Lead to Her Mentorship, the application form is in the show notes also.
Speaker: Also, last thing, if you enjoyed this episode, please do share it with anyone who you think will benefit from it. Leave a review and make sure that you're subscribed. And thank you so much. And I'll see you on the next episode. Amazing. Awesome.
Speaker: Thank you.
