Tell me about the what if game, how that came to be briefly, and why you do it.

it.Yeah. Um, so games like this, I do just naturally like to be playful with wordplay, jokes, playing around with environment.

So these games, like the what if game, they just originate out of, in this case, watching Forged in Fire with my daughter and watching how they do these knife challenges, and then seeking out more information on one of the judges who we really liked, and finding out he had a video about self-defense with a baseball cap.

And I kinda watched it and said, "What if all you had was a baseball cap and you had to defend yourself against an attacker?" And then a couple days later, I went to teach nosework classes and I said, "Hmm, could I do a what if, in the context of nosework, with the things that people have come to think they can just rely on having access to or that, you know, it'll be this certain way it always is? Can I remove something or add something, um, in a playful way that challenges them?" So that's kinda the genesis of that.

[laughs]

Um, I think if you asked her, she would probably unfold a lifetime's worth of experiences that led to the relationships she has with her dogs.

Um, but that lifetime of experiences, a lot of it probably wasn't just listening to other people going, "Oh, tell me what to do to have a relationship." It was listening to herself and trusting in herself.

And how many times have you guys heard me tell you, you don't need the answer from me.

But I think momentum is what men need to aim at so that they can, even if it's small, like going for a walk and then lifting weights and then doing more, like how do you see that play out with your clients, like the people who are really motivated and the people who like just are consistent and show up in the majority all the time?

Yeah.

And Tony Robbins says this great because he's like, he calls it the boiling pot effect.

So everyone, then they have a big pain point like you, you almost could have died.

Staff affection is very serious.

So you started hitting the gym, you're in there, you know, once you start losing 10 pounds, 20 pounds, then you don't have that.

urge and need anymore.

What is your definition of greatness? What have you witnessed out there? Beyond the sets and PRs and all that stuff, when a man does get his health back, how does that create the opportunity for more greatness in his life?

What would you recommend to somebody listening today who's just starting out? How do you go get your first few clients if you're starting your online fitness business?

A, you have to have a runway to be patient because that isn't going to happen overnight.

But B, I would start doing what you and I are terrible at, but posting daily on all of the platforms to be a creator.

So that way people are recognizing you.

But to be more immediate than that, I would be... talking to who you already know and just asking.

I'll be like, hey, Brian, I'm starting a fitness business.

If you know anyone that's looking to get in shape, could you introduce me or could you do a post about my thing so that way people know that I'm getting started? And that way I'm not asking you directly, but I'm asking if you know someone that you're like, hey, I'm actually someone at work who's talking about training for a triathlon that'd be perfect for you, that kind of thing.

You just got to get out there and tell people who you are and what you do.

How do you handle that when you're virtual?

So virtual, I do just like we would back in the corporate gym back in 2008 days.

But first session is a body assessment.

So I go over muscle imbalances.

I do a stepping three-minute stepping test to then check heart rate.

I go over core strength with a plank.

And then I go over what's called a hand upper body strength test in a push-up position.

I mean, it sounds really simple, right? Like, what do you need to run this business, especially if you're just starting out?