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Speaker 1: Welcome to the Fear and Greed Sunday feature. I'm Julian King.

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Speaker 1: With the Paris Games upon us and having passed the

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Speaker 1: bulk of the winter months, it's a great time to

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Speaker 1: think about our fitness and our health.

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Speaker 2: Now.

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Speaker 1: You may remember Sam Wood from Season three of The Bachelor.

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Speaker 1: Sam is extremely active in the health space. He's a

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Speaker 1: personal trainer, a highly successful entrepreneur who runs the popular health,

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Speaker 1: fitness and nutrition program twenty eight and Look, it's probably

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Speaker 1: a good time to start thinking about our beach pods

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Speaker 1: as we head into summer. Sam details his journey from

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Speaker 1: Bachelor contestant and reality TV star to well a real

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Speaker 1: go getter in an industry that he's extremely passionate about.

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Speaker 1: It's a motivating story and well worth a listen. Sam

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Speaker 1: would our Sunday feature.

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Speaker 3: On Fridays, we like to talk about the business of leisure,

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Speaker 3: and while not everyone finds working out leisurely, my guest

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Speaker 3: today has certainly built a healthy business out of it.

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Speaker 3: Sam Wood leveraged his appearance on a reality TV show

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Speaker 3: into one of the country's highest profile fitness and nutrition businesses.

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Speaker 3: Twenty eight by Sam Wood. Sam first shot to fame

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Speaker 3: in twenty fifteen when he appeared on The Bachelor. Now

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Speaker 3: for non watchers, Sam ended up marrying the woman he

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Speaker 3: chose on the show, and they've recently had their second baby.

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Speaker 3: Three hundred thousand Australians have already used his program to

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Speaker 3: improve their health, and the appeal of a fitness and

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Speaker 3: nutrition program that can be performed at home saw the

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Speaker 3: business experience for nominal growth during the COVID nineteen lockdown period.

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Speaker 3: I'm pleased to say that Sam Wood, The Brains Behind

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Speaker 3: and the Face of twenty eight by Sam Wood, is

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Speaker 3: my guest this morning.

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Speaker 2: Sam.

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Speaker 3: Welcome to Fear and Greed.

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Speaker 2: Thank you very much for having me.

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Speaker 3: Nice to be here, not at all on that tell

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Speaker 3: me what's it like to become so famous so quickly?

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Speaker 4: It was a very steep learning curve, that's for sure.

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Speaker 4: I do recall the producer, the executive producer, sort of

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Speaker 4: asking me if I thought I knew what I was

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Speaker 4: about to I don't know experience, and he said, well, however,

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Speaker 4: however you think it is in your head, times are

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Speaker 4: by ten, because that's probably closer to the truth.

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Speaker 2: And he wasn't far off.

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Speaker 4: And it was a you know, you literally go from

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Speaker 4: complete obscurity to being on every TV ad, tram, going

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Speaker 4: past Billboard radio ad, you know, within a sort of

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Speaker 4: twenty four hour period, and then you've got paparazzi camping

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Speaker 4: outside your business, camping outside your home. You're definitely not

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Speaker 4: walking down to the corner shop in your ug boots

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Speaker 4: like you perhaps would have been two days ago.

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Speaker 2: But that's all good.

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Speaker 4: It's definitely been the best thing that I've ever done,

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Speaker 4: meeting Snaze and Evy and now having two little girls

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Speaker 4: together as well.

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Speaker 3: Yeah, so how do you keep level headed about it?

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Speaker 3: And you have done that because of your business success

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Speaker 3: in a sense, you can't do what you've done without

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Speaker 3: being level headed. How did you do that?

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Speaker 2: It's nice of you to say so.

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Speaker 4: I think the most fortunate thing for me was I

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Speaker 4: didn't have to change who I was or what I do.

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Speaker 4: I've always been in the fitness industry. I've been doing

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Speaker 4: this for twenty years. The best advice I was probably

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Speaker 4: given before going on the show was just be yourself,

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Speaker 4: and I sort of tried to do that, even though

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Speaker 4: it's a bit of a crazy bubble that you're in.

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Speaker 4: I didn't really go on to the show with any

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Speaker 4: preconceived ideas or trying to become famous. You know, I

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Speaker 4: genuinely just thought it would be a wonderful experience and

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Speaker 4: hope to meet someone. So I think because I was

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Speaker 4: able to do that, it has helped. And I also

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Speaker 4: have my wife to think. I think the fact that

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Speaker 4: we went through such unique experience together means that whenever

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Speaker 4: you're feeling a bit overwhelmed or at starting to all

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Speaker 4: feel a bit crazy and you're on that roller coaster,

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Speaker 4: you can at least talk to each other and have

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Speaker 4: a bit of a laugh about it.

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Speaker 2: And yeah, it's.

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Speaker 4: Those people around you know, my good mates, my family,

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Speaker 4: They will and truly keep me grounded. And then the

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Speaker 4: fact that I can to sneze about it and we

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Speaker 4: can have a bit of a laugh about how crazy

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Speaker 4: it's all been.

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Speaker 3: Now that was four or five years ago. Since then,

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Speaker 3: you've really established yourself around fitness and nutrition, not just fitness.

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Speaker 3: I think it's really important to point that out. How

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Speaker 3: have you done that?

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Speaker 4: Look, I've got to be honest, never in my wildest

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Speaker 4: dreams that I think my twenty eight program would have

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Speaker 4: necessarily reached the heights that it has. It's totally blown

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Speaker 4: me away to where it's gotten to.

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Speaker 2: But look, I think it's I think people like that

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Speaker 2: you're relatable.

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Speaker 4: I think people like that your approach to getting into

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Speaker 4: shape is more realistic perhaps than others, And I think

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Speaker 4: they genuinely identify that you know what you're talking about

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Speaker 4: and you've got experience in this space.

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Speaker 2: You know.

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Speaker 4: I started as a personal trainer in two thousand and one.

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Speaker 4: I've done seventy to EIGHTYPT appointments with a range of

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Speaker 4: different clients now for nearly two decades. I've been to university,

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Speaker 4: I've started my own businesses.

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Speaker 2: So I really do feel like, you know, it's kind

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Speaker 2: of this year.

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Speaker 4: Becoming over six in an overnight success in twenty year story,

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Speaker 4: but I just feel it was a culmination of all

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Speaker 4: of those learnings from a business and nutrition training perspective

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Speaker 4: over twenty years, and then being in that really fortunate

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Speaker 4: position of going from relative obscurity to such a high

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Speaker 4: profile in such a short amount of time, and so

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Speaker 4: many people because of that reaching out for help, whether

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Speaker 4: it be through email or through social media channels or

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Speaker 4: whatever it is. And yeah, we just grew very very quickly,

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Speaker 4: and rather than wanting to be a flash in the pan,

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Speaker 4: we made sure that we continually reinvested all of the

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Speaker 4: revenue back into making the program better, more content, more trainers,

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Speaker 4: more recipes, better tech, new apps, whatever it is. We've

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Speaker 4: sort of never sat still or let rest it on

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Speaker 4: our laurels because we've always wanted to have the best product.

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Speaker 2: That we can.

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Speaker 3: Okay, now, I've heard that your business was up fivefold

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Speaker 3: since the beginning of the coronavirus pandemic. Is that right? Yeah?

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Speaker 2: I mean because of a couple of big B to B.

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Speaker 4: Partnerships and obviously the fact that we have always been

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Speaker 4: renowned for helping people get in shape at home.

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Speaker 2: We were definitely one of the fortunate ones.

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Speaker 4: I had a gym that shut down overnight and that

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Speaker 4: was a fair headache. I've kind of had a bit

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Speaker 4: on either side of the coin, but twenty eight twenty

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Speaker 4: eight has really been in a fortunate position to be

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Speaker 4: able to help a lot more people during this time,

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Speaker 4: and even though things are normalizing a little bit of

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Speaker 4: you know, many of those new new twenty eight ers

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Speaker 4: are staying with us and have loved the experience of

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Speaker 4: getting in shape from a training and eating perspective at home.

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Speaker 2: So it's been fantastic.

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Speaker 3: You said a couple of B to B deals. Now

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Speaker 3: Booper was one of them. I know that because I

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Speaker 3: signed up twenty eight by Sam Would via Booper. I mean,

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Speaker 3: how did you get that?

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Speaker 2: Yeah?

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Speaker 4: Look, I think people see that from the outside and

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Speaker 4: think it was one of those kind of click your finger,

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Speaker 4: quick turnaround type of things. We've been speaking to Booper

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Speaker 4: for a while about doing things together, you know, very

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Speaker 4: sort of aligned philosophies on helping people live better lives.

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Speaker 4: And I think because of those conversations that had probably

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Speaker 4: been going for a year, when this more urgent need

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Speaker 4: to be able to help their customers came about, we

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Speaker 4: were just in a really good position that we knew

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Speaker 4: each other, we'd done little bits and pieces together, and

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Speaker 4: we were able to really execute and help their customers

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Speaker 4: really quickly.

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Speaker 2: So and it's been a massive success.

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Speaker 4: I think it's well and truly exceeded both their expectations

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Speaker 4: internally and perhaps ours. And the engagement levels of the

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Speaker 4: Booper customers that come onto the program have been really

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Speaker 4: really high, and the feedback's been awesome. So Yeah, from

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Speaker 4: I guess the ability to be about to help so

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Speaker 4: many people and prove how scalable your business is to

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Speaker 4: that great feeling of proving out a B to B

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Speaker 4: on such a large scale and then look to other

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Speaker 4: B to B opportunities in the future. And I guess

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Speaker 4: most importantly be able to help people in Australia when

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Speaker 4: they needed us most. All three of those things have

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Speaker 4: been really, really satisfying.

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Speaker 3: And do you think you'll keep pushing with the B

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Speaker 3: to B model as much as the B two C

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Speaker 3: model going forward?

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Speaker 2: Yeah, I think so.

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Speaker 4: I think it's probably where you know, where we'll invest

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Speaker 4: a lot of our time and energy, I mean effectively

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Speaker 4: they it becomes a B two C relationship anyway.

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Speaker 2: It's just the B to B start point is kind

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Speaker 2: of a.

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Speaker 4: Vehicle to be able to talk to so many people

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Speaker 4: in such a quick.

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Speaker 2: Amount of time. You know, it's really opened our eyes

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Speaker 2: to creating different segment.

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Speaker 4: Of the market specialized programs from you know, seniors to

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Speaker 4: you know, we've already got low impact versions and pregnancy

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Speaker 4: versions and post natal versions and vegetarian But it just

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Speaker 4: sort of shows you if you can, you know, really

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Speaker 4: enhance your service offering or your product offering in these

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Speaker 4: specific groups, then you can give these people who really

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Speaker 4: need you a great experience. So yeah, it's diversified, who

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Speaker 4: are mem is. We've learned a lot, We've proven how

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Speaker 4: scalable the business is. It was kind of went off

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Speaker 4: without a hitch, irrespective how many members are.

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Speaker 2: On the platform.

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Speaker 4: And yeah, it's been a great test case for a

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Speaker 4: B to B experience that I definitely think will become

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Speaker 4: a bit of a template moving forward.

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Speaker 3: So when you think about your business, you've reinvested a

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Speaker 3: lot of money into it, You've really found your market.

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Speaker 3: What drives you to do it at the end of

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Speaker 3: the day, passion money.

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Speaker 2: No, it's not money, it's genuine.

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Speaker 4: I mean, we always sort of said twenty eight is

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Speaker 4: about helping as many people as we can get in

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Speaker 4: shape from home, and that hasn't and will never change.

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Speaker 4: I guess the sophistication of our app and our website

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Speaker 4: and our ability to serve people different recipes, workouts, messages

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Speaker 4: based on their behavior means that it doesn't really matter

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Speaker 4: how big we get, they still don't lose that per

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Speaker 4: all bespoke experience has something really sort of pride ourselves on,

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Speaker 4: and I guess, unlike many online programs, I'm here every day.

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Speaker 4: I'm in the twenty eight office every single day, working

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Speaker 4: with my team.

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Speaker 2: This is not a you know, this is not a

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Speaker 2: set and forget program.

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Speaker 4: This is not a case of Sam's the face of

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Speaker 4: the program, but he's not actually involved in a hands

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Speaker 4: on capacity like some of these programs are. This is

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Speaker 4: I do this because I absolutely love it. I've loved

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Speaker 4: it for twenty years. I'm sure I love doing it

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Speaker 4: for another twenty years. And our I guess to answer

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Speaker 4: your question, now, goal hasn't changed to be able to

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Speaker 4: help as many people as we can.

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Speaker 2: And you know where a.

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Speaker 4: Goal that was once to help thousands of people is

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Speaker 4: now definitely to help tens of thousands of people, and

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Speaker 4: I hope one day hundreds of thousands.

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Speaker 3: Now I suspect you work incredibly hard and you've just

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Speaker 3: had a baby or schneezy your wife has, yes, how

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Speaker 3: do you many work family and relationships? How do you

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Speaker 3: do that?

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Speaker 2: I have a super wife, that's for sure. She's pretty incredible.

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Speaker 2: She's far more incredible than I am. I think that's

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Speaker 2: a big part of it.

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Speaker 4: We have three kids, a ten month old, a two

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Speaker 4: and a half year old, and a fifteen year old,

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Speaker 4: and Sneeze is credible with the girls. She's awesome with

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Speaker 4: the business as well. She's a massive part of twenty

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Speaker 4: eight too. And you know, I try to switch off

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Speaker 4: when I get home.

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Speaker 2: I try not to bring my.

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Speaker 4: My emails and my computer and phone sort of home

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Speaker 4: once at home time and spend as much quality time

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Speaker 4: as I can with the girls. I just love working

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Speaker 4: for myself, I guess because of the flexibility that affords.

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Speaker 4: If it means I have to go into the office

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Speaker 4: at five am to be able to be home and

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Speaker 4: take the girls.

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Speaker 2: To the park at two pm, then I'll do that.

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Speaker 4: But I kind of just look at each day, take

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Speaker 4: each day as it comes, and I'll schedule time out

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Speaker 4: in my calendar to make sure I can spend some

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Speaker 4: quality time with the family, because it's definitely the most

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Speaker 4: important thing to me.

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Speaker 3: Fair enough, And look, just park the fact that you

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Speaker 3: found your wife on reality TV for a moment difficult,

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Speaker 3: I know, sure, But do the benefits of those sorts

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Speaker 3: of programs outweigh the negatives for the individual, do you think?

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Speaker 2: Well? Look from I can really only talk from my experience.

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Speaker 4: And absolutely I would do it all again in the heartbeat,

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Speaker 4: But look, I think it depends on the person. It

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Speaker 4: depends on the experience. I've spoken to others that say

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Speaker 4: they'd never do it again. So look for me, Yes, absolutely,

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Speaker 4: it's the hardest thing I've ever done, but it was

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Speaker 4: the best thing I've ever done from a business perspective

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Speaker 4: and absolutely from a personal perspective because I've met my

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Speaker 4: wife and we've now got three beautiful kids. So you know,

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Speaker 4: for me, it's a no brainer. You know, if people

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Speaker 4: say do you regret it or.

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Speaker 2: Would you do it again? The answer is a very

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Speaker 2: very quick and definitive yes, you know, and I think

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Speaker 2: there's a bit of luck.

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Speaker 4: I think the lucky is that I found Snach and

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Speaker 4: you know, if I didn't find her, it may have

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Speaker 4: been they have been a very different outcome. But you know,

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Speaker 4: it's just one of those things too, people that probably

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Speaker 4: never would have met each other otherwise, I think it

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Speaker 4: would have been very unlikely met through very strange circumstances,

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Speaker 4: but it just meant to be.

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Speaker 3: Now, tell me one final thing, debudding entrepreneurs out there,

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Speaker 3: what is critical to success?

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Speaker 4: I guess the two biggest lessons that I've learned are persistence.

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Speaker 4: You know, twenty eight is by far my most successful

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Speaker 4: business venture, but it's not my first, it's my third,

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Speaker 4: and I think if I hadn't learned the lessons I'd

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Speaker 4: learned owning gyms and running a kid's fitness franchise business,

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Speaker 4: then perhaps I wouldn't have had the same success so

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Speaker 4: I had with twenty eight. And I think also, you're

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Speaker 4: just being self aware enough to understand what your strengths are,

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Speaker 4: but also understand what your weaknesses are and put good

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Speaker 4: people in those spaces where you've got weaknesses. I mean,

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Speaker 4: I know, I really know my stuff from a fitness

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Speaker 4: respective and I love people. I love being a people

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Speaker 4: person and a communicator.

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Speaker 2: But I'm not a.

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Speaker 4: Tech guy, and I'm not terribly good dotting the eye

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Speaker 4: and crossing the t's from a business perspective. So you know,

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Speaker 4: our CTO and CEO and tech team and all of

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Speaker 4: these incredible people. We have twenty four full time people

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Speaker 4: that work on the twenty eight program, and without them,

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Speaker 4: I get a lot of the glory, but without them

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Speaker 4: being there helping me, none of it would exist. So yeah,

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Speaker 4: surrounding yourself with great people, I think in the early days,

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Speaker 4: really reinvesting as much of your revenue as you can

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Speaker 4: back into the business so you've got sustainability in a

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Speaker 4: space that can often be a bit flippant and making

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Speaker 4: sure even if you're first or second, or third or

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Speaker 4: tenth attempt at successes.

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Speaker 2: Entrepreneur, don't give you what you want.

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Speaker 3: Don't give up fantastic look. Self awareness is something you

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Speaker 3: have plenty of. Sam, thank you very much for talking

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Speaker 3: to Fear and Green.

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Speaker 2: My absolute pleasure. Guys. I love what you guys do.

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Speaker 2: And yeah, I can't wait to have a listen to

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Speaker 2: some of your other podcasts.

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Speaker 3: That was Sam Would, owner of Fitness Nutritionous Business. Twenty

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Speaker 3: eight by Sam Wood