In this episode, host Daniel Robbins sits down with Ryan Matt Reynolds, author of the bestselling book Undoing Urgency, published by Forbes Publishing. Ryan, a former competitive powerlifter and strongman, shares his journey from a career in education to founding one of the largest online fitness coaching platforms. Ryan has successfully built and scaled Barbell Logic, a groundbreaking platform offering customized, high-touch online coaching for strength and conditioning. He discusses his entrepreneurial path, the challenges of balancing life as a CEO, and the importance of building strong, trusting relationships with clients and staff.

Key Discussion Points:

1. Early Beginnings and Competitive Drive:

• Ryan recounts his high school years as a "painfully average" athlete, which fueled his passion for competitive strength sports like powerlifting and strongman.
• He opened his first gym, Strong Gym, in 2008, which grew into the largest privately owned strength gym in the U.S. before he sold it in 2015.

1. Transition to Online Coaching:

• Frustrated with the limitations of in-person training, Ryan moved to online coaching, prioritizing flexibility for both clients and coaches.
• He launched a model focused on personalized coaching with real-time feedback, which evolved into Barbell Logic. Today, it stands as a trusted, client-centered online fitness coaching community with proprietary software.

1. Scaling Up and Embracing B2B and Government Contracts:

• The COVID-19 pandemic accelerated Barbell Logic's growth, leading to government contracts with the U.S. Air Force and expansion into B2B services.
• Ryan discusses the challenges of scaling from a B2C to B2B model and the financial strategies, like hiring a VP of Finance, that helped them achieve a lean, profitable operation.

1. Core Values and Leadership Approach:

• The company's culture is rooted in strong core values, focusing on genuine care for clients and staff, resulting in an impressive <2% churn rate and zero turnover.
• Ryan highlights how sticking to principles, even when it impacts the bottom line, has been essential to their growth and stability.

1. Challenges and Resilience:

• Ryan candidly shares a challenging moment when the company faced a federal trademark lawsuit, a trial that ultimately strengthened his resolve and galvanized his team.
• He underscores the importance of "voluntary hardship," likening strength training's discipline to building resilience in business and life.

1. Undoing Urgency: The Book

• Ryan’s book, Undoing Urgency, encourages readers to focus on what truly matters by deprioritizing "urgent but unimportant" tasks.
• He shares strategies like the Eisenhower Matrix and Pomodoro technique, which he uses to structure his own schedule around critical tasks that align with long-term goals and values.

Key Takeaways:

• Growth Mindset: Ryan’s journey exemplifies how solving a personal problem can reveal a broader market need, and scaling requires adaptable strategies.
• Focus on Core Values: Prioritizing values over profit creates loyalty and trust, crucial for long-term success.
• Voluntary Hardship as Preparation: Regularly choosing hard paths builds resilience for inevitable, unexpected challenges.

Connect with Ryan Matt Reynolds:

• Website: RyanMattReynolds.com
• Business: BarbellLogic.com
• Follow Barbell Logic on YouTube, podcasts, and social media for extensive resources on strength training and nutrition.

Book Mentioned:

• Undoing Urgency by Ryan Matt Reynolds (Published by Forbes Publishing)

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