Sep 21, 2026 · 58 min · 14 segments
Andrew "Doza" Handoa was working 100-hour weeks, struggling to keep his gym alive. Years later, a heart attack at 40 completely changed how he thought about business and success. In this episode…
Andrew HandosaGuest
Jack ThomasHost
Now, I want to mostly focus on the future in this talk, but I do want to talk just for a moment about your pre-heart attack life.
I'm just interested in what you learned from that that you were able to bring into fitness.
You know, the biggest thing that I learned in that sort of phase was I still take with me today, which is direct response is quick money, fast money, but the big money is in brand building.
And that hasn't gone away, okay? So you can swap out Clubhouse for TikTok and you can swap out platforms for something else and like trends that, you know, disappear overnight.
But ultimately, I think right now, we are being reminded that direct response is quick money.
So everything that I'm doing right now with how we run this business, how we found each other, how our clients are finding us, it's because of the brand building we're doing.
It's not necessarily because the book a call ads that we're running at the moment,
And I think those in tandem... for your listeners, for those like in tandem, it's not just about running specials and ads.
What do you stand for? Who do you fight for? Who do you fight against? Like, what is your superhero story and what is your impact that you want to make in the world?
Like, Do you either want to be, yeah, do you want to be, do you want to be able to charge what you want and attract the best people out of the market or do you want to be cheap? I think the middle is going to disappear.
There's only so much, it's called positioning, right? There's only so many spots in people's minds that we have to place a gym or a Pilates studio or whatever it is that, you know, your listeners run as a business.
Now, I want to mostly focus on the future in this talk, but I do want to talk just for a moment about your pre-heart attack life.
I'm just interested in what you learned from that that you were able to bring into fitness.
You know, the biggest thing that I learned in that sort of phase was I still take with me today, which is direct response is quick money, fast money, but the big money is in brand building.
And that hasn't gone away, okay? So you can swap out Clubhouse for TikTok and you can swap out platforms for something else and like trends that, you know, disappear overnight.
But ultimately, I think right now, we are being reminded that direct response is quick money.
So everything that I'm doing right now with how we run this business, how we found each other, how our clients are finding us, it's because of the brand building we're doing.
It's not necessarily because the book a call ads that we're running at the moment,
And I think those in tandem... for your listeners, for those like in tandem, it's not just about running specials and ads.
What do you stand for? Who do you fight for? Who do you fight against? Like, what is your superhero story and what is your impact that you want to make in the world?
Like, Do you either want to be, yeah, do you want to be, do you want to be able to charge what you want and attract the best people out of the market or do you want to be cheap? I think the middle is going to disappear.
There's only so much, it's called positioning, right? There's only so many spots in people's minds that we have to place a gym or a Pilates studio or whatever it is that, you know, your listeners run as a business.
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