Beast over Burden powered by Barbell Logic

Conceptualize marketing and acquiring clients as the flywheel not the funnel. This analogy has some benefits over the more traditional funnel concept.

Get updates on Matt's forthcoming book Undoing Urgency here.

The Flywheel Not the Funnel for Marketing Success

Matt discusses two different analogies when it comes to marketing and acquiring clients.

The traditional paradigm is the funnel. This idea is not wrong, but fails to emphasize certain aspects of successful marketing. Generally, you create a funnel to capture as many leads as you can, they build trust over time with you and eventually become clients.

The flywheel emphasizes certain aspects that this fails to capture.

It takes awhile to get a flywheel going. Once it is going, however, it is much easier to maintain the movement.

This highlights the need to continue to feed the flywheel. It points to the benefits of consistency and content over time.

The Flywheel Not the Funnel: Consistency & Content are King

Consistently create high value content and put it out. 90-95% of it should simply bring value to your clients. Your CTAs should generally be ways to provide more value to your clients. Some examples are below:

• subscribe to our weekly newsletter
• subscribe or follow a social media account
• get a free eBook by providing an email

This not only solidifies the growing trust but helps these leads receive more content from you if they have decided they want to receive more content from you automatically.

You put content out through output media (your own website or newsletter), rent media (on other platforms such as social media sites), and earned media (appearances on others' channels).

As you become more successful, and as the flywheel builds momentum, a couple things happen.

First, your clients become promoters, helping bringing you more clients.

Second, you should be invited to do more earned media, such as Matt's recent appearance on Dave Tate's Table Talk podcast.

Apply the flywheel not the funnel to your marketing concept by starting with people you have already provided value for and built trust with and expand from there.

This podcast is brought to you by TurnKey Coach. Enhance your coaching effectiveness and efficiency with TurnKey Coach. You can learn more by going HERE.

Check out Coaching 101 - the new Academy course designed to cover the basics of coaching. It's leaner and tighter than our other offerings (and cheaper).

Check out the Barbell Logic podcast landing page.

Get Matched with a Professional Strength Coach today for FREE! No contract with us, just commitment to yourself: Start experiencing strength now: https://store.barbell-logic.com/match/ Connect with the hosts

• Matt on Instagram
• Niki on Instagram
• Andrew on Instagram

Connect with the show

• Barbell Logic on Instagram
• Podcast Webpage
• Barbell Logic on Facebook
• Or email [email protected]

Learn the similarities between building wealth and muscle and how we can learn principles from both to improve both. Similarities Between Building Wealth and Muscle

Andrew and Niki have been reading The Psychology of Money, a book that, as its title suggests, delves into how we approach money based on the inner workings of our mind.

They really realized, reading this book, how similar building muscle and building wealth are.

So many principles of success (or paths to failure) overlap.

Some of the ideas that overlap include:

• Less ego, more wealth
• Humility when things are going well; compassion when going poorly
• Importance of planning and knowing personal preferences
• Avoid the extremes
• Don't worry about "optimum"

There is a lot more there, including maybe the obvious but important idea that there is no get rich or get jacked quick scheme. You have to build behaviors consistently over time to achieve strength or a muscular physique or wealth.

Also, shout out to YNAB, which is a company we appreciate that can help you on your path to your financial goals.

Look more into the similarities between building wealth and muscle.

Check out the Barbell Logic podcast landing page. Get Matched with a Professional Strength Coach today for FREE! No contract with us, just commitment to yourself: Start experiencing strength now: https://store.barbell-logic.com/match/ Connect with the hosts

• Matt on Instagram
• Niki on Instagram
• Andrew on Instagram

Connect with the show

• Barbell Logic on Instagram
• Podcast Webpage
• Barbell Logic on Facebook
• Or email [email protected]

Learn about a road trip analogy that relates to goal achievement and GAMEplans. It's ultimately about moving closer toward your desired end state.

Road Trip Analogy

Matt shares an analogy he picked up from Niki Sims regarding how long-term goal achievement is like a road trip.

Your destination is the desired end state. You envision where you want to go first. Before you set out or plan your route, you must know where you are going.

You next decide on your route. Maybe you want to get there as quickly as possible, so you plan the shortest route on the main highways because you have small children.

Matt, describing a great road trip he did with his family to Telluride, CO a few years ago, took another approach. He and his family did not drive more than 5 hours a day. They planned fun stops along the way and picked more scenic ways, even if it added time.

They got to their final destination and enjoyed the way there.

Major stops along the way are like the goals in the GAMEplan. Those shorter stops are like the actions to get to the goal (e.g. gas station stops).

We hope you enjoy and learn from the road trip analogy.

This podcast is brought to you by TurnKey Coach. Enhance your coaching effectiveness and efficiency with TurnKey Coach. You can learn more by going HERE.

Check out Coaching 101 - the new Academy course designed to cover the basics of coaching. It's leaner and tighter than our other offerings (and cheaper).

Check out the Barbell Logic podcast landing page.

Get Matched with a Professional Strength Coach today for FREE! No contract with us, just commitment to yourself: Start experiencing strength now: https://store.barbell-logic.com/match/ Connect with the hosts

• Matt on Instagram
• Niki on Instagram
• Andrew on Instagram

Connect with the show

• Barbell Logic on Instagram
• Podcast Webpage
• Barbell Logic on Facebook
• Or email [email protected]

Invest in a home gym for peace of mind. Having training equipment available & close underpins training success, providing reliability, convenience, & peace of mind you can't have with a commercial gym. Home Gym for Peace of Mind - Reliability

In 2020 we learned that access to gyms and restaurants (and toilet paper) was not guaranteed.

For those who had home gyms, however, it may have been one of the best stretches of training they had ever had.

Commercial gym goers, however, had to use what they had at home and try to buy equipment as prices and demand skyrocketed.

Beyond those black swan events, gyms can close, hours can change, new clients can come take equipment we want to use during our normal training hour.

With a home gym, your equipment is available for you when you want to use it.

Home Gym for Peace of Mind - Convenience & Control

The reliability that brings peace of mind may be the most important aspect of this, but beyond this, convenience and control matter.

Listen to the music you want to listen to. Arrange and complete obnoxious circuits with multiple pieces of equipment. Do curls in the squat rack. No one cares.

Lift at 2 o'clock in the morning or go lift during your work day in jeans.

Wear what you want. Chalk your hands.

Home Gym for Peace of Mind - Getting Started

The bare minimum to start is a barbell and plates. We recommend an Olympic barbell with 2" sleeves and 2" plates. The one thing to not skimp on is the barbell, though you can get a quality barbell from Rogue that does not cost too much.

Garage Gym Reviews has great reviews of equipment at different prices and a general guide on getting started on your home gym.

Don't do the strength equivalent of buying a treadmill and not using it. Get what you know you will use and continue to get more as needed.

Invest in a home gym for peace of mind, convenience, reliability, and control. Invest in a home gym for the gains so you can be a lifter for life.

Check out the Barbell Logic podcast landing page. Get Matched with a Professional Strength Coach today for FREE! No contract with us, just commitment to yourself: Start experiencing strength now: https://store.barbell-logic.com/match/ Connect with the hosts

• Matt on Instagram
• Niki on Instagram
• Andrew on Instagram

Connect with the show

• Barbell Logic on Instagram
• Podcast Webpage
• Barbell Logic on Facebook
• Or email [email protected]

Matt reads the introduction to Undoing Urgency, his book that is available for pre-sale on Amazon in August 2024.

Introduction to Undoing Urgency

Ryan Matt Reynolds reads the introduction to his forthcoming book Undoing Urgency, which will be available for pre-sale on Amazon in August 2024. Forbes is publishing this book.

Nick Soleyn, Barbell Logic's editor-in-chief, has been critical to the writing and editing of this book, making Matt's ideas and thoughts more clear and beautiful on the written page.

Undoing Urgency is, like the title suggests, about getting out from under the tyranny of urgent tasks so you can accomplish what is truly important to you.

Because many of the most important aspects of our life are important but not urgent, pressure will never exist to complete these tasks (unless we fail at them so bad that they too become urgent, e.g. a failing marriage or bad relationship with our children).

No matter what your goals or values, this book lays out an approach and practical tips to pulling the weeds out of your to do list.

The book is not simply theoretical, though. Matt shares some of his insights learned the hard way from his biggest failures and hardest hurdles.

Enjoy the introduction to Undoing Urgency.

This podcast is brought to you by TurnKey Coach. Enhance your coaching effectiveness and efficiency with TurnKey Coach. You can learn more by going HERE.

Check out Coaching 101 - the new Academy course designed to cover the basics of coaching. It's leaner and tighter than our other offerings (and cheaper).

Check out the Barbell Logic podcast landing page.

Get Matched with a Professional Strength Coach today for FREE! No contract with us, just commitment to yourself: Start experiencing strength now: https://store.barbell-logic.com/match/ Connect with the hosts

• Matt on Instagram
• Niki on Instagram
• Andrew on Instagram

Connect with the show

• Barbell Logic on Instagram
• Podcast Webpage
• Barbell Logic on Facebook
• Or email [email protected]

We discuss how to lift forever. This is a mindset and approach to become and remain a lifelong lifter. How to Lift Forever: Why It Matters

Lifting for quality of life is a habit that can last for years and decade. We hope you lift as long as you can.

We've discussed the benefits of strength and voluntary hardship, and how accumulating hard sets and building muscle contributes to health and longevity.

This is why it matters. You can't lift in your 20s and expect to benefit in your 50s and 60s. You need to build and maintain a habit that stays with you through your many phases of life, including the valleys.

How to Lift Forever: Attributes

Niki really see a tripartite time division with lifters who lift for the long haul and how they think about and approach the past, present, and future.

Lifters who maintain the habit over years and decades plan ahead. They think about how they will train this week, month, year, and even five years. They invest time and money into their training.

Looking whether there is a gym close by your travel location, for example, or incorporating hotel gym workouts or even bodyweight workouts helps maintain the habit.

Looking at the past means being able to appreciate the past and be proud of the work and progress you've put in. The past, however, really becomes most important in terms of how it manifests and informs how you think about the present.

You have to be okay with being where you are at. It doesn't mean you are happy with it or you don't have a goal to improve, but you do not beat yourself up.

How to Lift Forever: A Mental Model

Thinking about the past and the present may be the most critical element. You find yourself where you are. You have a goal for the future. You understand you have made past decisions that have brought you to your present situation.

A question Niki asks is "What got me to this moment I'm not liking?"

You may find you're okay with your decisions. For example, after a vacation, you might be a bit more bloated with clothes fitting more tightly.

Did you enjoy the vacation? How important was the vacation? You might find you don't regret your decisions.

If you do regret your decisions, think about how you can adjust travel arrangements in the future so history does not repeat itself.

Don't beat yourself up or find yourself falling into dividing your expectations and reality.

Then, visualize your future. Think about where you want to be at a certain point of time (e.g. at the end of the year). Decide what actions will move you to that point and then execute.

Learn how to lift forever.

Check out the Barbell Logic podcast landing page. Get Matched with a Professional Strength Coach today for FREE! No contract with us, just commitment to yourself: Start experiencing strength now: https://store.barbell-logic.com/match/ Connect with the hosts

• Matt on Instagram
• Niki on Instagram
• Andrew on Instagram

Connect with the show

• Barbell Logic on Instagram
• Podcast Webpage
• Barbell Logic on Facebook
• Or email [email protected]

Do the work. A bad to do list executed aggressively is better than the "perfect" to do list you never finish. Be a doer.

Do the Work: Don't Procrastinate

Don't identify as a coach, spend time creating the "perfect" to do list or checking off easy, non-important to dos.

Do that thing that makes you nervous. Do the work you know is the most important thing to bring you closer to your goal.

For many, it is getting your first paying client.

Go and do, stop planning, preparing, or creating and completing tasks that do not actually bring you closer to your goal.

You likely know the thing you need to do. Do it: today, right now.

Do the Work: Be a Doer - Be a Person of Action

If you are not sure what you need to do, spend some time thinking about it. Set the time aside, and execute.

For Matt, he realized as a gym owner that he needed to write the standard operating procedures for simple tasks such as cleaning the bathroom so that the high standards he had for his gym would continue but, importantly, someone else could execute these tasks. The freed up time would allow Matt to work on his business, not in his business.

You cannot scale if you are drowning in urgent tasks.

Do the important work, eliminate the non-important, non-urgent work, and actually reach your goal.

Do the work. Be a doer. Be a person of action.

This podcast is brought to you by TurnKey Coach. Enhance your coaching effectiveness and efficiency with TurnKey Coach. You can learn more by going HERE.

Check out Coaching 101 - the new Academy course designed to cover the basics of coaching. It's leaner and tighter than our other offerings (and cheaper).

Check out the Barbell Logic podcast landing page.

Get Matched with a Professional Strength Coach today for FREE! No contract with us, just commitment to yourself: Start experiencing strength now: https://store.barbell-logic.com/match/ Connect with the hosts

• Matt on Instagram
• Niki on Instagram
• Andrew on Instagram

Connect with the show

• Barbell Logic on Instagram
• Podcast Webpage
• Barbell Logic on Facebook
• Or email [email protected]

We discuss why and how lifters should do cardio: what is most effective and why include it in your program at all? We answer these questions and more. Why and How Lifters Should Do Cardio: What is Cardio?

Cardio is the term for those activities that raise your heart rate and stress your cardiovascular system. Another term - the term we prefer - is conditioning.

Conditioning tends to come more with the idea of a purpose, like training versus exercise. Cardio is more something you should do to get out of breath and sweaty.

There are three general reasons people do cardio.

1. Weight loss: Cardio is not a great way to lose weight or get leaner. Rather, focus on nutrition, lift to create a signal for muscle growth, and generally be active.
2. Performance: Conditioning helps you perform your sport or activity. For most clients, this means not feeling so out of breath when they play with their kids, go for a hike, or perform other physical activities then enjoy.
3. Health: You may perform cardio to be generally more healthy, especially your cardiovascular system.

Why and How Lifters Should Do Cardio: Energy Systems

Cardio encompasses three energy systems.

• Aerobic: This is low-intensity, long duration. You are almost certainly primarily using your aerobic energy system now. This encompasses normal life along with low-intensity exercise, such as walking or an easy jog. You oxidize fat and carbohydrates.
• Glycolytic: Medium-intensity, medium duration (~10s - 2 minutes). You use this for things such as running intervals. You break down carbohydrates.
• Phosphagen: High-intensity, short duration (~10s or less time). You use this for short bursts, such as a 50m sprint, a jump, or a 1RM effort. This uses ATP readily available in your muscles.

Conditioning for lifters will typically stress the aerobic and glycolytic energy systems, as lifting stresses the phosphagen system (and the glycolytic as well).

Why and How Lifters Should Do Cardio: Conditioning for Strength Athletes

Most lifters will want to incorporate some easy aerobic activity and then high-intensity interval training (HIIT).

For the aerobic activity, things that simply get you active suffice. This can mean walks. If you enjoy other activities, such as swimming, running, or biking, by all means do those in Zone 2.

To include intervals, you should perform low-impact, low-skill activities for relatively short durations repeatedly a few times a week.

This can look like accessory circuits at the end of your workouts, hill sprints, prowler pushes, or some type of machine intervals (bike, rower, elliptical, etc.).

Why and how lifters should do cardio depends, but there are some general principles and best practices that make sense for your performance and health.

Check out the Barbell Logic podcast landing page. Get Matched with a Professional Strength Coach today for FREE! No contract with us, just commitment to yourself: Start experiencing strength now: https://store.barbell-logic.com/match/ Connect with the hosts

• Matt on Instagram
• Niki on Instagram
• Andrew on Instagram

Connect with the show

• Barbell Logic on Instagram
• Podcast Webpage
• Barbell Logic on Facebook
• Or email [email protected]

Learn when to hire out to free up time from urgent, non-important tasks so you can focus on what truly matters.

When to Hire Out: The Eisenhower Matrix

The Eisenhower Matrix groups tasks into 4 categories:

• Not urgent and not important
• Urgent, not important
• Not urgent, important
• Urgent and important

Urgency deals with a close due date. These tend to be someone else's priority (bills, taxes, work tasks, household chores).

Important tasks are important to you.

Tasks can overlap in terms of urgency and importance, but often important non-urgent tasks get ignored because you have to motivate yourself to do them.

You need to maximize efficiency on urgent and important tasks.

Stop doing non-urgent and non-important tasks.

Now we come to urgent but non-important tasks.

When to Hire Out: Urgent, Non-Important Tasks

These tasks have to get done, but tend to be relatively unskilled. When they are skilled, someone else can typically do them for you.

Initially, as a business owner and young person, you have to perform these tasks. At some point, though, you have to be able to spend time working on the business, not in it, and you gain that time by automating and delegating these tasks.

One option is to hire tasks out. Matt sometimes uses Upwork or Fiverr for tasks like artistic renderings. Not only can Matt as the CEO and founder not perform these tasks well, but even the marketing and design team within Barbell Logic needs to be focused on more important work. Their time is worth more than these relatively quick tasks.

When to Hire Out: TurnKey Coach for Personal Trainers

This is what TurnKey Coach offers to coaches and personal trainers. Instead of using a dozen apps, use one that delivers communication, programming, metrics-tracking, screen recording, scheduling, and payment processing.

The App is build for efficiency, to maximize not only quality of life but enable you to study your craft and acquire more clients. Work on your business, not in your business.

This podcast is brought to you by TurnKey Coach. Enhance your coaching effectiveness and efficiency with TurnKey Coach. You can learn more by going HERE.

Check out Coaching 101 - the new Academy course designed to cover the basics of coaching. It's leaner and tighter than our other offerings (and cheaper).

Check out the Barbell Logic podcast landing page.

Get Matched with a Professional Strength Coach today for FREE! No contract with us, just commitment to yourself: Start experiencing strength now: https://store.barbell-logic.com/match/ Connect with the hosts

• Matt on Instagram
• Niki on Instagram
• Andrew on Instagram

Connect with the show

• Barbell Logic on Instagram
• Podcast Webpage
• Barbell Logic on Facebook
• Or email [email protected]

We discuss recovery as the limiting factor. How addressing what you do outside the gym affects what you do in the gym and your movement toward your goals. Recovery as the Limiting Factor (Toward Adaptation / Your Goals)

The stress-recovery-adaptation cycle underpins the process of training. You stress yourself (the workout), spend time not stressing yourself (recovery), and hopefully move toward your goal (adaptation).

The stress you apply needs to be specific, based on the specific adaptation to imposed demand (SAID) principle. If you want to improve your run time, you should run, not follow a powerlifting routine.

For many people, following the workout program is relatively easy. What often becomes harder is changing habits outside the gym, which can be developed over years and decades.

How much protein are you eating? Are you willing to eat consistently in a caloric surplus? What does your sleep look like each night?

These and other factors limit your adaptation, and so addressing them can help you move toward your goal. Failing to deal with them means you may fail to meet your goal.

Recovery as the Limiting Factor: Maximizing Recovery

As you age, stressful events occur in your life (even if they're positive, like having a baby), and your priorities change, your recovery (and thus your adaptation) capacity changes.

To move toward your goal and stay healthy, maximizing recovery may make sense.

This area, though, often comes with harder-to-crack psychological underpinnings. On some level, you like to and are used to your habits (even if you are unhappy with where they have led you).

Ensuring you get enough protein and consistently eat high quality foods matters. Prioritize sleep (which comes with a host of habits you can build around sleep). Limit alcohol. Don't pursue the unimportant and non-urgent in your life.

A new approach to training, especially in more stressful times of life, may need to occur. Building in some autoregulation and not beating yourself up if you don't do what is programmed (the planned stress) matters.

For example, Niki and her sister were on vacation. They went to the gym and Niki's sister did her last warm up and it was way heavier than expected. Niki decided to decrease the weight. The win was completing the workout, not beating themselves up about the weight on the bar, and not grinding out reps unnecessarily.

Recovery as the limiting factor is an important topic that needs more serious consideration.

Check out the Barbell Logic podcast landing page. Get Matched with a Professional Strength Coach today for FREE! No contract with us, just commitment to yourself: Start experiencing strength now: https://store.barbell-logic.com/match/ Connect with the hosts

• Matt on Instagram
• Niki on Instagram
• Andrew on Instagram

Connect with the show

• Barbell Logic on Instagram
• Podcast Webpage
• Barbell Logic on Facebook
• Or email [email protected]