Chris and Eric Martinez are the twin brothers behind the Dynamic Duo Training brand. They are the co-authors of the bestseller, The New Era of Fitness.
Also known as the “Dynamic Duo,” they have quickly become the leading authorities on health, training, nutrition, and lifestyle in the fitness industry. They provide world class trainings and services with safe, ethical, scientific, and healthy approaches. With a heap of success stories from clients, Chris and Eric have shown time and time again that they know exactly how to get you results.
Their online training programs and communication are some of the most talked about in the industry. They get results where others haven’t. They have done an incredible job transitioning from hourly personal trainers to creating leverage, building a scalable business.
In today’s episode we’ll be discussing why long-term business growth is much more important than sacrificing quality just to make a quick buck. They discuss why mastermind groups and mentors will completely change your life and how it completely changed their lives. And finally, how focusing on amazing customer experiences will always be better than focusing on making money.
Key Points From This Episode:
- Chris and Eric gives us some context about who they are and their background.
- Hear what the core of their business was at the beginning.
- Find out why you need to develop skills in person to help you in the online world.
- Learn why it’s key to hire a coach or mentor to accelerate the learning.
- Discover how Chris and Eric’s biggest struggle was choosing faith over fear.
- Understand the difference between getting coached/mentored versus just jumping in.
- Hear how getting into fitness came about for Chris and Eric.
- Find out what are all of Chris and Eric’s different revenue streams.
- Learn how Chris sand Eric get outside their comfort zone by being open minded.
- Discover why Chris and Eric look at Cole Hatter as a mentor for putting on their live event.
- Hear as Chris and Eric share more on the first live event they are planning.
- Learn about the 5 components spoken about in the book, The New Era of Fitness and how that will be incorporated into the event.
- Find out what are some of the painful parts of being an entrepreneur.
- Discover how Chris and Eric are similar yet different in some ways.
- Hear more about Chris and Eric’s strengths.
- Learn how Chris and Eric categorize the business into different segments.
- Find out how Chris and Eric’s corporate jobs taught them skills they now use.
- Hear how you have to make a mindset shift to grow in your purpose.
- Discover how Cole’s event,Thrive, changed things for Chris and Eric.
- Learn how Chris and Eric’s business is all about the customer and the product.
- Find out how Chris and Eric has a growth mindset.
- Hear what failure means to Chris and to Eric.
- Discover one directive or action item Chris and Eric would give to someone getting started.
- Find out who has been the person who has had the most profound impact in their lives.
- Hear what’s on the radar for Chris and Eric and what you can look forward to.
- And much more!
Links Mentioned in Today’s Episode:
Dynamic Duo Training — https://dynamicduotraining.com/
Dynamic Duo on Twitter — https://twitter.com/Dynamicduotrain
Chris and Eric’s book, The New Era of Fitness — https://www.amazon.com/New-Era-Fitness-Well-Balanced-Lifestyle/dp/0998146005/
10 week Strong Mind, Strong Body program — https://dynamicduotraining.com/store/
Chris and Eric’s Ebooks — https://dynamicduotraining.com/store/
Layne Norton — https://www.biolayne.com/
Cole Hatter — http://colehatter.com/
Cole’s event, Thrive — http://attendthrive.com/
Tai Lopez — http://www.tailopez.com/
Marc Cuban — http://blogmaverick.com/
Tony Robbins’s book, Unshakable — https://www.amazon.com/Unshakeable-Your-Financial-Freedom-Playbook/dp/1501164589/
Philip McKernan — http://philipmckernan.com/
Ben Greenfield — https://bengreenfieldfitness.com/
Gary Vee — https://www.garyvaynerchuk.com/
Nicholas Kusmich — http://nicholaskusmich.com/
“CM: My first mentor told me that it’s only failure if you quit everything else is just a setback so that’s always stuck with me. So never quitting because if you look at the worst outcome from the failure, I think that’s what you have to do to reframe your mindset, just kind of reverse engineer. Like Gary Vee says, just figure out what is the worst possible outcome if you fail, right? From there, that just kind of puts you at ease a little bit, right?
It’s not as bad as you think man. You’re not going to end up on the streets kind of homeless in a box, you know what I mean? So it’s true what the whole thing says, “Where there is a will there is a way,” you know what I mean? So to me failure, it’s not as big as I used to anticipate and it’s because I have reframed my mindset that way.”
[0:00:25.1] ANNOUNCER: Welcome to The Fail on Podcast where we explore the hardships and obstacles today’s industry leaders face on their journey to the top of their fields, through careful insight and thoughtful conversation. By embracing failure, we’ll show you how to build momentum without being consumed by the result.
Now please welcome your host, Rob Nunnery.
[0:01:05.5] RN: Hey there and welcome to the show that believes you are destined for more and that failing your way to an inspired life is the only way to get there. Today we’re sitting down with Chris and Eric Martinez, they are the twin brothers behind the dynamic duo training brand and the coauthors of the bestseller, the new era of fitness.
They are two of the nicest people I know and have done an incredible job transitioning from hourly personal trainers to creating leverage, building a scalable business. We’ll be discussing why long-term business growth is much more important than sacrificing quality, just to make a quick buck. Why mastermind groups and mentors will completely change your life and how it completely changed theirs. And how focusing on amazing customer experiences will always be focusing on making money.
But first, if you’d like to stay up to date on all fail on podcast interviews and key takeaways from each guest, simply go to failon.com and sign up for our newsletter at the bottom of the page. That’s failon.com. Now, without further ado
[0:02:04.9] RN: Chris, Eric, thanks for joining us today and welcome to the fail on podcast. You guys are traveling an inspirational road to get to where you are now, just so we have some context about who you are and your background, take us back to what you’re doing before you got started in entrepreneurship and what made you actually want to take that leap forward?
[0:02:23.2] CM: First I just want to say thanks a lot for having us on the show, it’s a real honor being on your show and to be able to sit there and share our story with your audience and see if we can help anybody out by one of these stories or nuggets that we have for you guys.
What we did before we started our business was, we went to college, we kind of took the traditional route of graduating from high school, going straight to a university and that was a struggle itself right there being in college and not knowing exactly what we wanted to do after that, what our major was going to be we ended up doing business communications because it’s a little bit more broad and we figured we could do different things within that scope.
[0:02:56.9] RN: Sorry, you guys are twins, right? You say we, so, did you guys pretty much have the similar path, did you guys do the same things for the most part?
[0:03:03.5] CM: Pretty much the same path, yeah. That’s what’s funny, he went to JC, I went to like University and then he did his undergraduate, his core classes at the JC, then went over for the last said year, he was doing the classes with me so pretty much the same path.
From there, you know. We graduated and we knew we had a passion and a gift for helping people out and for fitness because we lost our father at 18 years old and really, the only way they alleviate that pain was through fitness, throwing weights around, getting rid of that anger and that aggression. We knew there was something there with a gift, with helping people out and fitness.
We hired a coach and we were mentored under him for about five years, his name is Dr. Layne Norton. Always have as much gratitude towards that guy for teaching us everything that we know and getting us to where we’re at today.
[0:03:48.0] RN: Did you hire him as a fitness coach or actually like a business coach?
[0:03:52.4] CM: As a fitness coach but after a couple of years we’re kind of like, “you know what?” We love what this guy is doing, we say we have a gift for fitness and helping people out and we’re like, “why can’t we do this?” It’s still very early in this niche, there’s still plenty of people to go around with the pie and we ended up just you know, kind of watching everything he did, kind of picking his brain very slowly with some questions.
We did our own research as far as like with business, marketing, stuff like that and we just grew the business very slowly, that’s what his advice was, “don’t rush it too quick, you have one reputation to keep.”
[0:04:24.9] RN: What year is this that you were starting to get it rolling?
[0:04:27.6] CM: I want to say it was around 2010/2011 because we graduated in 2009 so it was about a year or two after that. Yeah, we just started taking it very slow, bringing on clients, taking care of them, getting them results, keeping our integrity, customer service at the forefront and from there, just adding different elements as the years went on, joining masterminds, building our personal network to grow, things like that.
[0:04:49.2] RN: Sure, what was the core of the business at the beginning, was it purely personal training or what were the different revenue streams and products and offerings?
[0:04:57.9] CM: Right, it was just purely online personal training pretty much, we had a background with personal training people but…
[0:05:03.2] RN: It’s like virtual type coaching?
[0:05:04.7] CM: Yeah virtual, through Skype, through videos, phone calls, things like that, we would build them a structured program, they would follow it, they check in with this once per week so it was just all just one kind of shot thing and just all personal training online pretty much.
[0:05:16.5] RN: Got it, had you ever done anything one on one in person in terms of training and…
[0:05:22.0] CM: We’ve done a lot of like one on one personal training and you know, probably priors for about two years, we used to personal train at a little private gym so we had a lot of experience with that. We knew that we could Segway into the online realm and I think that’s where a lot of people make mistakes if they’re trying to get in to be an online coaches and trainers, they don’t have any background in the trenches.
You know, with people and then Segway in that they jump too quickly into the online because – they want to scale and they just want the shortcut pretty much you know what I mean? You got to put the work in.
[0:05:48.4] EM: Yeah, I want to add to that because it’s too different compete worlds when it’s online as supposed to you know, actually helping people in person, guiding them you know? Actually building that relationship in person and it’s just something that’s huge. There’s so many different trainers that come our way and ask us you know, what did you do and what is some good advice?
The first thing I’ll tell them is, “build yourself through those trenches, personal train people in person, whether that’s at a big box gym, a mom and pops gym, build your clientele locally and then expand from there but you have to develop those skills to help people in person, they will carry over to the online world.”
[0:06:25.8] RN: You know I think, it’s interesting, personal training, I feel like it’s really interesting way to get into business, right? Because you already have a way that makes money right? Because you go to the gyms, you train people one on one. Yeah, you’re trading time for money but you’re still getting paid for something right? For a skill that’s going to – that you can scale eventually by going the virtual route.
What would be your advice for people that maybe don’t have a business yet but they have a skill or maybe they trade time for money or whatever it may be. What would you recommend for them to get started on a business?
[0:06:58.3] CM: I would say that the number one thing I would recommend is hiring some sort of coach or a mentor, someone that you want to emulate that, they’ve been in the trenches and they’ve made mistakes so that you’re accelerating that learning curve because it’s so easy to sit there and go that longer route and do it yourself and kind of hold your pride and ego with it.
But if you can accelerate that process by hiring a coach or mentor and learning through his mistakes so you can sit there and accelerate in your own gift and bringing that about, I’m huge on mentors and coaches.
[0:07:24.9] RN: Yeah. I’m right there with you, I think some of the mastermind groups that I’ve joined have been the biggest catalyst in terms of my growth personally as well as professionally. What was the biggest struggle going from nothing basically to getting and starting in your business?
Not going from nothing but going from the physical one on one to scaling your virtual.
[0:07:45.2] EM: Yeah, I think the biggest struggle was just you know, choosing faith over fear. I mean, honestly that’s really what it is when it comes to a lot of millennials and entrepreneurs is fear. Fear paralyzes us, that’s really what it does, it’s just an imaginary wall, there’s really nothing there, it’s all in our head.
[0:08:02.3] RN: Why is this such a big issue though? I totally agree and everybody I talk to like especially people just wanting to get started, they’re so scared.
[0:08:10.5] EM: I think it comes down to just like, a lot of people just don’t want to fail, they hate that word, it’s just that word just does something to our subconscious like you know, words of affirmation but something about that word failure, it just sticks with somebody.
[0:08:23.0] RN: I think it also has something to do with everybody growing up, getting trophies for participation right?
[0:08:26.4] EM: Exactly. I think too yeah, it could Segway even back to you know, people’s childhoods, how their parents were, maybe their parents lived in fear so they were raised like that. There’s a lot to it that we don’t know, it really is dependent from each person but at the end of the day, that really was kind of like our huge barrier, we question ourself, “can we really do this? Can we make an impact? Can we exploit this gifts and unique talents and we had to offer the world, can we serve people?” and we did it, we actually did it with a lot of convincing.
We had a great support system but I think that was the hugest challenge, just making that leap.
[0:09:03.0] RN: Got you. Sorry, I’ve got two identical people in front of me. Just to get some context, we’re actually sitting in Cole Hatter’s office which is kind of an office, converted into an office from a condo and so we’re sitting at his boardroom all chatting here.
[0:09:19.6] EM: Yeah, it’s pretty sweet.
[0:09:20.9] RN: Kind of serendipitous that we all met because I was interviewing Cole today as well and he said “hey, I got these guys here, why don’t you interview them as well?” “Of course, let’s do it.”
[0:09:29.7] EM: That’s awesome.
[0:09:30.7] RN: You know one thing, it’s Chris right?
[0:09:32.3] CM: Chris.
[0:09:33.5] RN: Eric’s got the tattoos, Chris has less tattoos. I’m getting it. One thing you mentioned was accelerating the learning by having mentors and coaches right? 100% agree. But I think a lot of people out there including myself like I can be told a million times not to do something or that the oven’s hot or the stove’s hot. I’m never going to truly understand that or believe it until I actually touch it.
It is different for everybody. What do you think is the balance between getting coached, getting mentors, versus just like jumping in and getting your feet wet right?
[0:10:09.7] CM: Right, yeah, that’ a great question, I love what Tai Lopez says about this, he did a podcast on this and it really, you know, grasp my attention because he said, It’s kind of like think about it like a doctor right?
A doctor needs to go obviously to school to sit there and learn about the human body right? They need that one step in there for their arsenal. The next step is they need to go to residency school to sit there and learn like the practical applications right? From like a mentor because we’re going to learn from other doctors in there and the third step is they actually need to get their butts out there in that actual medical field and start being doctors, right?
Applying that knowledge, see how good they are so you need those three steps and I think too many people overlook those three steps, you know what I mean? They either try to sit there and just get like a coach or a mentor and throw themselves in there, they don’t sit there and do their own self like education.
There’s a lot of components that they kind of miss out on and try to again, try to just do like a shortcut but you need all three of those components to really succeed I think.
[0:10:59.4] RN: Got it. Did you guys always know that it is going to be fitness, that was the business road you’re going to be in or did you guys ever have a point where you’re like “man, we know we want to start a business but what should we do?”
[0:11:08.4] CM: Well, growing up, we were always active into sports, whether that was soccer, basketball, we’re just huge sports fanatics. It was always something along those lines, I personally want to be like a physical therapist or an athletic trainer but after that, I was like, “I don’t know if I want to go down that route” and then I started…
[0:11:24.9] RN: Law school.
[0:11:25.4] EM: Exactly, I did my undergraduate work and got into the online world and I was like “hey, there’s a little niche here for Chris and I to take advantage of” but I think it was, we always knew there was something with like sports or health and helping people.
[0:11:38.6] RN: Got you. Just in terms of your business today, what are your different revenue streams, is it all virtual coaching, what else did you guys have going on?
[0:11:46.0] EM: Yeah, right now our main bread and butter is our one to one coaching. That is what is most personalized, that gets as much time and attention from each clients. That is what we do for our bread and butter, after that, we have other programs, we have you know, a ton of eBooks for Loop Programs, Flexible Dieting ones. Hit cardio once.
Then we just came out with our new book that we just published, The New Era Fitness and we have another program too that we had just released. It’s a 10 week Strong Mind, Strong Body automated program so we have two or three courses that we sell on our website so those are all different revenue streams.
[0:12:21.2] CM: Then we also too, we’re doing a live event in June in Hollywood so we’re adding that right there to the revenue stream, we want to build that up every single year to get it bigger and give them that real life experience and we’re trying to do like one off coaching days.
VIP days where you have somebody flying to LA and we take them over to like the Mecca in Venice and train there where Arnold Schwarzenegger trained, go grab something to eat, do some entertainment stuff. Yeah, we’re trying to figure out different ways.
[0:12:44.4] RN: Yeah. That’s awesome. Just in terms of that, it’s kind of a good Segway, just going to ask, how do you guys continuously get outside our comfort zone, it sounds like you guys test a lot of different stuff, you’re doing your first live event which is a huge step. What are some other ways you try to get outside of your comfort zone, kind of on a daily basis?
[0:13:01.3] EM: Yeah, I would say just being open minded and I love this analogy, we go to a lot of like self-development seminars and we read a lot of books obviously and podcasts but you actually have to go to the real thing and put yourself in there and get uncomfortable.
I think nowadays, too many people are in survival mode meaning, their egos, their belief systems just pretty much as a barrier what their thought process and you know, they will not sit there and be open to change. Once you're open to surrendering and you know, being vulnerable, exploiting what your weaknesses are, that’s a thing of beauty, that’s when you can unlock your gift and actually you know, master it and share it with the world. That’s something that Chris and I have done over the course of the years is just you know, be more open minded, surrender, let this high-level people mentors teach us and actually learn and absorb the information. Otherwise I don’t think that you’re going to grow as a person.
[0:13:55.5] RN: Totally. Who are you guys looking at as a mentor for putting on your first live event?
[0:14:01.0] CM: We definitely pick Cole’s brand on this because of Thrive.
[0:14:04.1] EM: Yeah, he’s grown with Thrive for us.
[0:14:05.5] CM: Yeah, he was like the number one go to person just really just kind of just asking what all the logistical things look like and everything like that. Other than that though, we kind of just want to experiment with ourselves and just kind of get our feet wet with it, we took a lot of great information from him but other than that, we’re going to go off and just try to do a lot of stuff ourselves and that’s what we’ve been doing because we want to learn from it. Yeah, I would say Cole, he’s given us some really good ninja tips within it.
[0:14:29.3] EM: I would say to add to that really quick, we got a lot of good concepts from Tai Lopez who we were actually in his Business Builder Program for the last year. He would always you know, put on two to three day retreats at his mansion so we would always sit there and kind of just like you know, envision what we could do and pick and choose little things he did so I would say him too.
[0:14:46.8] RN: Is this going to be a paid event that you guys put on?
[0:14:48.4] CM: Paid event, yeah.
[0:14:49.3] RN: What’s your – I guess, what are the goals that you have for the live event?
[0:14:52.9] CM: Man, the biggest goal is give our clients and whoever attends that, the time of their life, like a life changing experience, sorry. Just something that they’re going to sit there and just be wowed and sit there and rave about it. You know, I don’t care to make a profit off of this, I really don’t. I want to take all of the money that we make from them and reinvest it inside the retreat so they walk away with that experience you know what I mean.
Because it’s so easy to get greedy and be like okay, “well I want to make a profit off of this” and then sell them short with whatever it is those over those two days but in my mindset, I’m like, “you know what?” I see what Cole does as far as the value he gives for us when we go to the mastermind retreats and it’s like, I want to just do that, give this people a hell of an experience they can just rave about.
[0:15:31.2] EM: Yeah, I think that the main thing we want these people to take away from it is kind of the five components that we talk about within our book, The New Era of Fitness which is lifestyle, personal development, mindset training and nutrition concepts, all kind of intertwined into one event. That’s what we’re really pulling for.
[0:15:47.0] RN: Are you guys putting it on – so are you guys going to be the featured speakers, you guys have experience speaking or is that…?
[0:15:53.0] CM: We’re not going to be like the featured ones, we have six other people that are going to be speaking so three on Saturday, three on Sunday and we’re obviously going to do a couple of exercises because we don’t want to make it like this like really rigid, okay, have a speaker on there with like the whole white board or whatever it is, we want to sit there and like, get in groups, do workshop style, have them do some exercises, share it you know?
Really grow from the experience. Eric and I will hop in and just kind of do some exercise on both those days.
[0:16:17.6] RN: Got it. It’s targeted towards people like your clients right?
[0:16:21.9] CM: Right.
[0:16:22.8] RN: Like looking to get in better shape, looking to level up their fitness, their nutrition.
[0:16:26.0] CM: And just people that want to just grow, you know, that’s why we were incorporating the components of personal development and mindset and lifestyle because we don’t want people that are just going to be there like, “I want to stand on the soap box and just have this physique and that’s it. My life be all around that”, you know, we want people that want to grow in all aspects of life.
[0:16:44.9] RN: Got it. That’s awesome. I’m going to make sure to keep up with you guys and see how that ends up. Obviously you guys have a lot of cool stuff going on but it’s not always just rainbows and butterflies as an entrepreneur right? It’s a grind, it’s a battle, I mean, you guys just sat in that room recording your audio book for like four hours you know?
What’s some of the – I don’t know if painful is the right word but what are some of the, yeah, let’s just say painful. What are some of the most painful parts of being an entrepreneur to you guys?
[0:17:11.9] EM: Yeah, to be honest, I think it comes down to practicing patience and just really sticking to your core values and your long-term vision, otherwise, you start getting there, you know, you start getting into that mindset of comparing yourself to others, trying to take shortcuts, it’s just, it’s not going to lead to what you really envisioned for your business but for example, Chris and I like our dark times for fitness is around the holidays and we always prepare for that, it’s such a grind.
[0:17:41.4] RN: Because it’s slow?
[0:17:41.9] EM: It’s so slow.
[0:17:43.5] RN: But then January’s a rocket ship right?
[0:17:44.8] EM: Exactly, I mean, you know, it’s just one of those things, I think all businesses have seasons, Marc Cuban once said too that “There is no off season in business” and I truly believe that so you know, we just try to practice patience and just always kind of just get more creative with what we need to do and tighten up our budget if we need to as entrepreneurs, I mean, yeah, there’s dark times when you’re an entrepreneur and there’s times you’re going to question yourself like “why am I doing this? Why am I putting myself through all this stress, anxiety” and if you really believe in what you’re trying to do and your vision. Then you keep going.
[0:18:16.3] CM: I can’t add anything to that. You got me on that.
[0:18:19.1] RN: You’re holding the mic but I wish he could drop the mic right?
[0:18:22.0] CM: Right?
[0:18:23.6] RN: You guys are 50/50 partners?
[0:18:25.4] CM: 50/50 partners yeah.
[0:18:26.4] RN: Got it.
[0:18:27.1] CM: I mean, he’s a minute older so he’ll think he’s like you know, 51/49 but no.
[0:18:32.1] RN: Got it. What’s – obviously you guys have kind of gone along the same path right? Through school, starting a business, just in terms of kind of more the nitty gritty of like who you guys are each as individuals. Do you guys have complimentary skills or are you guys kind of have the same strength and skill set as each other?
[0:18:51.6] CM: That’s a great question. I mean, that’s like something we’re trying to really like figure out, even just a kind of brand the twin differential stuff but it’s so tough because we’re so similar in so many ways but yet we are different in a lot of ways. I wish I can say or give you a bunch of different traits like he’s good at that stands out that I’m good at. I mean, it’s just…
[0:19:09.9] RN: How are you guys different?
[0:19:11.0] CM: Really tough, yeah. I mean…
[0:19:12.2] EM: I’ll add to this one.
[0:19:14.4] RN: I’ve got something to say here.
[0:19:17.1] EM: Chris is more of the type that just, he worries too much as supposed to myself, I’m more calm, laid back, I just kind of have to take it as it goes.
[0:19:24.8] RN: You get stress as well though?
[0:19:26.2] EM: I do get stressed but I don’t like to just like think about it so much and make it worse where this guy is just always just kind of like go and just wants to move on to the next thing and just I tell him pump the brakes a little bit. But that’s kind of what the good part is because we both balance ourselves out.
I think sometimes I can be too lenient so I need that push from Chris so it helps.
[0:19:45.7] RN: What about it terms of like, so, I’ve had a business partner in my last company and it was challenging right? Because we did not do like any personality test beforehand, we get along great right? We’re good friends but we had pretty similar skill sets and it became very challenging right because we were both more strategy, less like systems and process oriented.
What are you guys in terms of your strengths?
[0:20:11.5] CM: Okay, I got this one. The one that stands out a little bit is like, I’m more kind of like the content creation type of person so I’ like you know, figuring out what the next video needs to be as far as content, what do we need to do, kind of put a little twist on the social media, video, stuff like that and he’s more kind of like the hands on, he’ll do a lot of the business side of the stuff, more kind of the finance stuff, he’s really big like on dealing with the podcast, that’s like kind of his little baby. I would say, just little differences like that.
[0:20:37.0] RN: Got it, do you guys categorize it like that? Different segments of the business, maybe you’ll be in charge of YouTube and…
[0:20:43.7] CM: Yeah.
[0:20:44.0] RN: Eric will be in charge of the podcast.
[0:20:46.2] CM: Yeah, we definitely do that. I think you have to do that just because we’ll interfere too much on what we’re trying to do and just kind of walk all over each other with it so I think it’s better to kind of separate that.
[0:20:54.4] EM: Yeah and I think too we are both the action takers and sometimes it does conflict a little bit because we just jumped the gun with certain things and we tested things and failed with things and just yeah, so.
[0:21:06.0] CM: Or just made a decision too quickly, you know?
[0:21:08.3] EM: Right.
[0:21:09.3] RN: So out of the entire journey, entrepreneurial journey, it sounds like you guys got started 2009, 10, 11 right around that. So you have been doing stuff since college basically. Have you guys ever worked for anybody else in terms of corporate job?
[0:21:22.5] EM: Oh yeah, I used to work at a hospital when I was doing my undergraduate work and then I transitioned full-time for two years after that. Then I just got to that point where I would just go to work, just upset like the whole mentality of going to make somebody else money and me just sacrificing my time, I was like, “I’ve got to eliminate myself from this equation and I’ve got to go do my own thing”.
[0:21:46.9] CM: And then for me, I think this is a really good teaching point too for the listeners because I think that you need to be what’s called an intra-preneur sometimes. So instead of being an entrepreneur, you need to be an intra-prenuer and that’s what we were by default. I didn’t know what that was at the time but I was working for a college access program and I was managing about 20 different kids making sure that they were going to get to college.
Making sure they got good grades passing our classes so I was developing systems in there by default, so once I segued into my coaching, I had a lot of those systems, those habits, those skills to manage people and build those types of systems so that they could be successful. I wish I would have known that at the time but at the time I didn’t know that but now looking back at it, it’s something that I teach people that are coming to me and asking me how do I get from here to here.
It is like being an entrepreneur just be patient. Look at what other people are doing in their systems and how can you apply them to yours.
[0:22:37.0] EM: Exactly. It is an example of having a sales job. That is a great skill to learn and just learn persuasion skills. You just have to put your own twist to it and understand that you are using that skill for something bigger and better going forward so.
[0:22:51.9] RN: I 100% agree, for that person let’s say it’s a sales man right? And he is doing well making good money, making six figures, a little too comfortable because he doesn’t have to actually work that hard to make the money. It is on autopilot but he knows he wants to have – he knows there’s more right? He wants to have a business one day, what recommendation would you give to somebody like that?
[0:23:13.8] EM: That’s a good question because he’s in that state of mind where he’s making the money right? So I think at that point it’s really a mindset thing because he’s fixated on already being comfortable making a lot of money. So if he fails, he can always go back to where he was making that six figures. So I think that is really just a mindset shift in a purpose type of thing. So is he really fulfilling his purpose and his true gift making that six figures?
Is he happy feeling fulfilled or is he coming home at the end of the day still feeling unfulfilled? I think that is a decision they’ve got to make and a mindset they make because it could always be the other way around where it’s like “okay, he’s going to make a little less money but he’s going to be more fulfilled doing his gift and his realtor purpose.”
[0:23:54.7] RN: Yeah, I think on that point, it brought something out for me. So when I finally quit my corporate job, that was 2013, the pain for me was so great that I was literary reading a business book at a coffee shop and I just started crying because I knew I had so much more potential than what I was doing. I was working remote for a company, I was living in Georgia but working for a health tech startup based in San Francisco.
At this point, I had done nine failed businesses where I had just tinkered, tried, made a little money, nothing to support myself outside of my corporate job and I was like, “Shit, is this it? I’ve got to be able to do something” and the pain was so bad that I started crying and that was where I drew the line in the sand. I’ve got to do something else, I’ve got to make a change and then I got into media buying and started learning about the online ad space and it took off from there.
But I think on to that point is that if he’s comfortable in that six figures maybe he doesn’t want it bad enough, right? And the pain, he doesn’t feel the pain to push him across that threshold of where he has to make a change.
[0:25:05.0] CM: Yeah, it could be so many different things.
[0:25:07.2] EM: Yeah because I read a good – it was in Tony Robins’ new book Unshakable. He made a really good point about fulfillment and that so many of us have so many different things to fulfill us as humans. It’s just so bizarre sometimes. We will never understand why a certain thing fulfill somebody and it just goes back to that like shoot, like you said you were just not fulfilled with the job you are doing and you were in pain, internal pain and you had to get out of that.
[0:25:32.7] RN: And it is an interesting shift right? Because at that point my only motivation was I wanted to work for myself. That was my only thing. I wanted to have the time and freedom to hang out with my wife and not have to report to somebody during these hours and report to this person about what I am doing. I just wanted the freedom right? That was my main motivation and then once I got that, my main motivation shifted.
Not from purpose, none of that was purpose driven which is sad looking back but it was my journey so I don’t regret it but it was first time freedom to work for myself and then the second one is financial freedom just to make money. It was purely financially driven and so I got to that point and then this isn’t very fulfilling like this is pretty empty like I am working for myself and doing what I want. I am traveling, my wife and I travel all over the place. So we were on planes all last year and it was empty. It was sad.
[0:26:26.8] CM: Yeah and I think a good story to tell to the listeners too is we had that kind of point where we’re in our business where we are just getting into that point where it is more money driven, you know how do you keep scaling and scaling, that was the only focus and it just got to the point where we were just tiring us out just getting away from our true vision, our core values but then we went to Thrive right?
And when Cole was talking about his for purpose business model, giving back, making money matter that was a game changer man.
[0:26:50.1] RN: I was there having that with Cole, yeah but I was there.
[0:26:53.6] CM: Yeah, game changer you know?
[0:26:55.1] RN: But I 100% agree like watching him talk about I don’t know if you remember it, what was it? It’s the quadrant right?
[0:27:00.8] CM: Yeah, the four quadrant.
[0:27:01.3] RN: That was super eye opening for me. Yeah and it changed the way because I started looking down and beating myself up because I was so many driven but it’s not bad to be money driven right? But there needs to be something else also behind that part.
[0:27:16.5] CM: Right and then we went to the Mexico trip in late December, gave back to the orphanage, that was a huge breakthrough right there and then after that we are giving a certain percentage to that orphanage every month that we make from our earnings so it was just about giving back. Finding that fulfillment little by little. It is not going to come overnight but little by little it is going to come.
[0:27:36.1] RN: I think I saw on Cole’s Facebook did Phillip McKernan go on that?
[0:27:40.3] CM: Yes, he was there man and he was awesome. You’ve got to have him on your podcast.
[0:27:42.9] RN: Yeah, actually you know we just got back from a group of us were on the Bahamas together. He was there and I interviewed him and you guys know Ben Greenfield also in the fitness space. Have you heard of him?
[0:27:53.9] CM: Yeah, he sounds familiar.
[0:27:55.1] EM: I have heard of him.
[0:27:55.9] RN: So he was down there. So I also interviewed him but you know one thing I really – like this has been awesome getting to know you guys, one thing I really respect by just the short conversation we’ve had is how you guys are able to be so patient and so long termed focused and just purely based on your answer Chris on your goal for the live event that your focus was on creating an amazing experience for the attendee, speaks volumes by you guys.
How have you been able to have the mindset of “okay, let’s grow slow, let’s put all of the focus and energy on creating an amazing product, amazing service versus let’s make money?”
[0:28:35.3] EM: I think a lot of it goes back to our upbringing as well too. Our father was just a correctional officer on San Quinton Prison. So he was really tough on us, he just talked about always being very responsible, always earning what you’re trying to do and don’t live in fear and to always just go for more. So that really stuck with us and I think as we have gotten older too just hiring more mentors, being around more successful people.
It sticks with you, it is contagious and rubs off of you. So after we went to Thrive and then we invested in Cole’s actual program as well too, he goes above and beyond. He just literary that’s who he is as a person and that is the kind of person that I want to be around. That’s the kind of person who I want to be and with our business, it was always about the customer about serving them, helping them and then all of the other stuff will come back our way some way somehow and it might not be today but it’s going to happen.
[0:29:30.1] CM: I was going to say the same thing just mentors, coaches, seminars, masterminds just everything and then that’s the thing, everybody is so afraid to invest in those type of things like they will sit there in the back, “Wow you dropped like 20,000 for a mastermind?” and I am like, “Hell yeah I did and I would do it again” because of the experiences and the knowledge you learn and the type of people that you surround yourself with and just the way you become after that.
It is priceless to me so I can’t emphasize it enough. It’s just mentors, coaches, seminars, masterminds, just higher level of people just higher level type of things like that.
[0:30:02.9] RN: A 100% agree. It also brings up an interesting point. Now I have talked to some people about but not necessarily on the podcast I think mainly offline but obviously you guys probably grew up having the same friends, same core friends group. As you guys started to see more success and invest in higher networking events and surround yourself with people doing awesome things that you want to emulate, have you guys run into the issue of leaving some friends behind as you’ve gone up and have they’ve tried to pull you down? Have you guys dealt with that at all?
[0:30:32.2] EM: We’ve never really dealt with friends that tried to pull us down which is a great thing because I have heard stories like that and it is very unfortunate. I love our friends because we are all very different. They know how we are, entrepreneurs, go-getters. We moved out to LA, we’re originally from Northern California so we left all of our friends there. Met some amazing friend here in Southern California and they are different from us too.
But when we are all together, we click. We don’t sit there and talk about just me and Chris or our business, we have great conversations and we have fun and I think that that’s what’s priceless. It’s hard to find good friends and I’m not going to lie, I am a little bit more picky and I have to be a little bit careful on who I let into my life and stuff because you just never know these days.
[0:31:16.0] CM: I think what’s helped too is as Eric and I have grown over the years and obviously more success has come, we’re not celebrities or anything like that but we’ve never sat there and put ourselves on a pedestal or talk down to them or belittle them or anything like that. We’ve always sat there and looked at them in the eye and it goes back to that law of 33% with Tai Lopez talks about. Surround yourself with people that are above you.
People that are right at your level, so your friends and stuff and then people that are below you that are up and coming because you learn so much from all of them but at the same time, you can sit there and just relate in so many different ways with all of them.
[0:31:49.2] RN: But all these people, I am just looking at Cole’s fidget here, it says core values. That all these people have to have the same growth mentality though right? If they don’t, I found that with some of my friends in the past like not everybody had the growth mentality and we just grew apart and there’s less in common because I am really focused on growing personally and professionally, etcetera and that wasn’t necessarily – maybe they are interested in but it wasn’t and that’s one of my core values is continual growth so yeah.
[0:32:19.7] CM: Yeah and that’s a great point because so many people do have that fixed mindset and obviously you and I, we have that growth mindset and that’s just about us being aware of our surroundings and then that’s up to us to sit there and be like, “Okay we are going to spend X amount of time with that person because they have the fixed mindset. So obviously you don’t have to spend time as much time around those people but you don’t have to be an ass either.
[0:32:38.8] RN: Of course, so what does failure mean to you guys? I’d like to hear from each of you. Try not to be swayed by each other’s answer.
[0:32:46.3] CM: Yeah, I’ll start off with this one. Failure to me, so my first mentor told me that “it’s only failure if you quit everything else is just a setback,” so that’s always stuck with me. So never quitting because if you look at the worst outcome from the failure, I think that’s what you have to do to reframe your mindset. Just reverse engineer like Gary Vee says figure out what is the worst possible outcome if you fail right? And from there, that just puts you at ease a little bit.
[0:33:10.0] RN: It’s not as bad as people think.
[0:33:11.2] CM: It’s not as bad as you think man. You’re not going to end up in the streets kind of homeless in a box, you know what I mean? So it’s true what the whole thing says, “Where there is a will there is a way” you know what I mean? So to me failure, it’s not as big as I used to anticipate and it’s because I have reframed my mindset that way.
[0:33:26.5] RN: Yep, Eric?
[0:33:27.1] EM: Yeah, for me failure is just another opportunity to grow and to get better. To me, I think we all have to somewhat fail to get better as people, grow our business, get more wise. So to me it is just another opportunity. Yeah, I don’t look at it as a bad thing. We all fail, we all make mistakes, we’re human, you just need to keep pushing forward.
[0:33:45.4] RN: A 100% so yeah I mean it’s just the mantra that we live by here right? It’s fail on so with the idea being that if you’re not trying you are not failing and then if you are not failing then you are not growing. So it all starts with actually just taking the first step and having a little faith over fear like you mentioned earlier and just go and do it.
[0:34:04.9] CM: Absolutely.
[0:34:05.5] RN: But I think a key point to take away from that is you can’t just continuously just run into the same wall because that’s also doing the same thing over and over not learning anything and expecting different results. That’s insanity right? So it’s actually trying, failing and then actually taking a learning experience from that and updating it.
If you guys have to give one directive or action item that you would give somebody that has, let’s say they’re in a job or they are just coming out of college, if you had to give them one directive or action item to get started in business or create a better future for themselves, what would it be? Let’s start with Chris.
[0:34:44.1] CM: I’m going to stick of being a broken record throughout this, just hire a coach or a mentor. Somebody that you look up to or you’re following on social media, you want to emulate that they have, hire them somehow. Do a coaching day with them to accelerate that learning curve.
[0:34:57.9] RN: Even if you don’t have a business idea, it doesn’t matter.
[0:34:59.8] CM: Even if you don’t, I mean man, if you’re around these people for a day you’re going to get something out of their day that you didn’t expect and it’s going to spark something to get your wheel spinning to where you’re just going to get your mind blown probably. So I would say hire a mentor or a coach or something like that.
[0:35:14.2] RN: Even if it’s probably more expensive than they want to pay?
[0:35:16.9] CM: Yeah and that’s a whole other conversation. We know we get a lot of questions like people don’t have the money to invest in coaches or things like that but it goes to good credit versus bad credit man. It’s like at the end of the day we wish we all had 50K to sit there and just throw out on our business but sometimes you have to sit there and take that plunge and put stuff on credit cards and a good example is if you need a website and you run into a service based business online, obviously you need to put that on a credit card.
That is good credit because you are going to build that up and get the ROI right? So you just have to look at it that way and it all comes down to again, a mindset thing. You know? It’s a mindset thing.
[0:35:50.7] RN: It’s also looking at it as an investment over an expense.
[0:35:52.8] CM: Exactly, yeah.
[0:35:54.6] RN: What about you Eric?
[0:35:55.1] EM: I was going to say the same thing about it, mentoring but no, I will go a different route on this. I think that self-awareness. Self-awareness is huge. You know we’re not all those superstars that we think we are. So you’ve got to understand who you are as a person and I think always just re-evaluate, you could even use the SWOT acronym, Strengths, Weaknesses, Opportunities, Threats. I think by always re-evaluating who you are every two to three months, it’s powerful and especially having it on paper, making a visual, make your subconscious remember, putting it somewhere else too that’s going to remind you.
[0:36:28.2] RN: If you guys have to single out one person that’s has the most profound impact on your life, who would it be?
[0:36:35.5] CM: That’s a great question, geez, that’s a good one.
[0:36:38.2] RN: That you say, “Man I wouldn’t be literary sitting on this seat if it weren’t for that person”.
[0:36:42.7] CM: Yeah, it was our first mentor, Dr. Layne Norton. If I wouldn’t have sat there and turn that page and that muscular development magazine and seen his column on there I wouldn’t be doing what I am doing today.
[0:36:52.8] RN: Did you call him?
[0:36:53.7] CM: Man there was something there dude. I really think it was some sort of fate or some sort of sign from my dad above. I was in so much pain and there was some sort of sign right there and I just emailed him because it was a natural athlete and I was just inspired by his story and everything he preached and luckily he took us on and mentored us for five years and man, I just don’t we’d be where we are right now if it wasn’t for him and that’s why I said I had a ton of gratitude for him. I could never repay that guy.
[0:37:21.9] EM: Yeah, I would say for me it’s my father just because he built the foundation with everything. He taught us everything. He races, he was a work horse, his work ethic rubbed off on us and I know we didn’t see that as we were kids because we’re blind to that.
[0:37:35.7] RN: You hardly ever do right?
[0:37:36.8] EM: Exactly but looking back at it now I’m like, “Holy shit!” he just worked hard for us and to provide for us so much to where it’s like man, I don’t ever want to sit there and not fail but I don’t want to sit there and let him down ever. I just want to keep pushing for the stars and making him proud.
[0:37:52.9] RN: Sure, that’s awesome. So obviously you guys have the event coming up in June. What else is coming up on your radar that you’re just super stoked about, really excited about moving forward?
[0:38:00.2] EM: Yeah, we are actually presenting at a big sports situation conference in Phoenix. That is going to be in the middle of June so a little bit nervous about that but still excited. It’s a great opportunity. We are going to be talking about our book, about the subject, about where we see fitness evolving. So that’s one of the big ones and what else?
[0:38:15.9] CM: I think just the live event too, that’s a huge one and then just another little thing, just still getting the book out there more. Obviously we just recorded an audio book today so getting that out there and just serving our clients still. Just adding value to their lives, doing whatever we can to help them and then slowly just building. Nothing too crazy, not a huge plunge just slowly building.
[0:38:35.2] RN: I love it, lay one brick after another.
[0:38:37.3] CM: Yeah, it’s going good so you can’t sit there and make it easy. Huge aggressive moves right now.
[0:38:41.7] RN: Got you. Well guys, thanks for the last minute meeting. This was actually been a lot of fun.
[0:38:46.6] CM: Yeah, this was awesome. Thanks so much.
[0:38:47.2] EM: Thanks for having us, this was great.
[0:38:48.4] RN: All right, so until next time. Take it easy guys.
[0:38:51.6] CM: Thank you.
[END OF INTERVIEW]
[0:38:55.3] RN: All right, so you can email Chris and Eric at firstname.lastname@example.org and they’re @dynamicduotrain and of course, all the links and resources we discussed including more information on their books and business can be found at the page created especially for this episode. That will be on failon.com/017 and keep an eye out for the next episode to follow this and we will be sitting down with Nicholas Kusmich.
He’s the world’s leading Facebook ad strategist known for the highest ROI’s in the industry. Nick has endured a tough and brutal journey on his road to success and he shares how he was able to battle through it. It is an inspiring story. It’s at times a heart breaking story and you absolutely don’t want to miss that conversation.
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[0:42:46.1] ANNOUNCER: That’s all for this episode of The Fail On Podcast. For more resources, show notes and action items to help you find success in your failures, sign up for our mailing list at failon.com.
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