Cat & Cloud Coffee makes a mean breakfast burrito — and, of course, a great cup of java.But that’s not the main reason Jared Truby founded the Santa Cruz, California, coffee shop.

“I like creating things that people can feel connected to and authentic in,” Jared says. “What ended up spawning from that is just how can we create authenticity and a unique connection for not only the people who come in, but for the people who work together?”

At Cat & Cloud, “authenticity” and “connection” aren’t just buzzwords. They’re the foundation of a business that strives to care for and develop its employees — all employees, full or part-time, get paid vacation, benefits, and autonomy grow into the roles that are right for them — as well as serve its community.

It’s less about running a coffee shop and more about being a leader.

“One of our jobs as leaders is to show people that there is value outside of the workplace if you learn and dive into the things that we're trying to teach you,” Jared says. “And I think when it clicks, people start saying, ‘Oh, nice. Like, it doesn't suck to work here, and I'm actually becoming a better person.’”

Listen in as Jared shares more about the origin of Cat & Cloud coffee, its mission, and the challenges and rewards of building a small business centered around growth and connection. –Cat & Cloud: https://catandcloud.com/–Infinitely Scalable Podcast: Helping entrepreneurs, creatives, and humans everywhere find freedom.

Some know Jeff Tucker as the CrossFit Gymnastics guy. Some know him as a career firefighter, bomb tech, and arson investigator.

But when he retired from the service and found himself struggling to adjust to civilian life, he turned to plant medicine — and came out the other side a changed man. 

“The healing that came from it was immense,” he says. “It is the knowledge that surpasses all understanding.”

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Infinitely Scalable Podcast: Helping entrepreneurs, creatives, and humans everywhere find freedom.

You might know Danny Lopez-Calleja as the founder of CrossFit Soul/Team Soul Training; a celebrated coach and unrelenting grinder. Always working, always hustling. That hustle, in business and in fitness, has paid off. But in this episode of the Infinitely Scalable podcast, Danny share’s what it’s been like to lay off the gas a bit — and lean into the things that matter most. CHAPTERS0:00 Intro. 6:16 Surrendering control. 10:00 Stepping out of the grind culture. 18:10 The things that really matter (hint: it’s not kipping pull-ups). 21:44 Self-work and the Second Summit. 33:24 Going everywhere but experiencing nothing. 37:10 Awe, curiosity, and true freedom.49:56 Short-term hard for long-term easy — and a return to play. –https://teamsoultraining.com/–Infinitely Scalable Podcast: Helping entrepreneurs, creatives, and humans everywhere find freedom.

Five guys + two decades’ worth of CrossFit each = a lotta reps in the room. 

But two decades of CrossFit gets you more than physical fitness — if you’re doing it right. It gets you perspective: about what really matters and why. 

In this episode of the Infinitely Scalable podcast, Stephane Rochet (Senior Content Writer for CrossFit, former CrossFit Seminar Staff Flowmaster, 15-year collegiate strength-and-conditioning coach, and Certified CrossFit Level 3 CrossFit Trainer) shares his insight on training, coaching, and the point of CrossFit. 

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CHAPTERS

0:00 Intro

1:47 Too much intensity? 

10:37 The real art of coaching.

17:48 Go hard or pull back?

37:22 “Leave your ego at the door.” 

50:24 Knowing your people. 

1:03:39 Balance sheets, the “cheese dick” brands, and the missing piece. 

1:13:14 The whole point of CrossFit. 

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Infinitely Scalable Podcast: Helping entrepreneurs, creatives, and humans everywhere find freedom.

After years of tumult and changes in ownership and leadership, CrossFit once again finds itself on the precipice of transition — and there are armchair experts everywhere.But you’d be hard-pressed to find any with the perspective trifecta Daniel Chaffey has: as International Director for CrossFit, LLC, the founder of the French Throwdown, and founder of CrossFit Louvre. In this episode of the Infinitely Scalable podcast, Chaffey and hosts Tony Ronchi, Cary Hair, and Andrew Charlesworth dig into the opportunities and challenges facing CrossFit today — and what he’d do if he were at the helm.“I think everything should be at the service of the community and of the affiliates,” Chaffey says.“I think the short-term V.C. private equity approach is, by its definition, at odds with building a long-term community.”--CHAPTERS0:00 Agenda and doing the right thing.2:47 America vs Europe: Commercialism, sales, and health.8:39 The value of affiliates in today’s world.12:01 Prospecting — and actually talking about what you do in your affiliate.25:30 If Chaffey were in charge: Open kickbacks, affiliate pricing, and the problem with private equity.33:50 Re-envisioning CrossFit HQ and education. 36:46 Merging the Games and the community. 43:31 Being unapologetic — but not afraid of criticism.46:27 The power of a common enemy.49:57 Playing infinite games for people vs. finite games for shareholders.58:57 Getting back to being the world’s greatest training methodology.1:01:50 A conduit for affiliate owners to grow their wealth.1:08:38 How do we rebuild trust? 1:17:23 The best way forward.--https://www.instagram.com/dc1andonly/?hl=en--Infinitely Scalable Podcast: Helping entrepreneurs, creatives, and humans everywhere find freedom.

There was no rock, log, or other obstacle — and yet, Taylor White Moffitt found the ground rising to meet her as she ran through a Boulder, Colorado alley.

It was freeing in the way a smack to the face often is.

“I just felt this feeling inside me of like, ‘You cannot keep up this bullshit anymore,’” she says.

A psychotherapist, she’d dedicated her life to helping people reduce their suffering. But after 30 years, she’d come to a realization.

“Although I find talking really useful, I also find not talking, and listening, quite useful,” she says. “I find breathwork useful. I find moving your body useful. I find mindfulness and presence useful. And so for me, it was a natural transition to say I do not think that psychotherapy, one-on-one in a private office only is enough for people to relieve their suffering.”

And thus was born Humanity Shared: a place for “all humans looking to live a more empowered & embodied life.”

In this episode of the Infinitely Scalable podcast, Taylor joins hosts Tony Ronchi, Cary Hair, Mike Giardina, and Andrew Charlesworth for a discussion on acceptance, reducing suffering, connection, and the human condition.

--CHAPTERS

0:00 Introduction

6:39 Reducing our own suffering

11:15 The messiness of being human

15:10 When a solution stops working

22:42 Surviving, thriving, feeling, and rumination

31:02 Getting into the body

33:09 Awareness, intention, and moving from therapist to coach

43:02 Psychedelics as a tool and leaping over the default-mode network

51:16 Prework and postwork: clearing the things that open up

55:53 What you feel vs. what you are

58:18 Acceptance, love, and doing hard things

1:01:04 Storytelling, healing, and connecting deeply with yourself and others

--https://www.humanityshared.com/humanitysharedcommunity

--Infinitely Scalable Podcast: Helping entrepreneurs, creatives, and humans everywhere find freedom.

He’s the producer behind three of the world’s leading fitness documentaries. He’s one half of the dynamic duo that is hit YouTube channel “The Buttery Bros.” He has exceptional hair. 

And, as it turns out, Marston Sawyers is human, too. 

“It’s a very fun show and we try to keep it lighthearted, but behind the scenes, I was broken,” he says of the early days launching The Buttery Bros in the aftermath of CrossFit Headquarters’ 2019 mass layoff and media purge. “I felt like I’d got my heart ripped out.” 

If you’ve only seen him on the screen, hanging with elite athletes and delighting fans with absurd challenges (like an ultramarathon … in Crocs), you might think it’s all glitz and glamor. But behind the sunnies and beneath the pat of butter is a very real human with a story to tell: of struggle, perseverance, loss, and growth. 

“I feel like I've leveled up the way that I feel about sharing my own personal journey and my own vulnerability,” he says. “And it's cool to be able to take a really tough topic that's very personal to me and be able to put it out there for people to see.”

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CHAPTERS

0:00 Babies, vulnerability, and the “male boob job” 

3:40 Afib out of the blue

9:56 Pondering mortality 

11:40 Change of pace and new life stages 

20:04 Growth from vulnerability in storytelling

27:28 Storytelling outside of CrossFit 

31:37 What CrossFit could learn from HYROX

45:38 From childhood obsession with the camera to CrossFit documentarian

1:01:17 After the great CrossFit media purge: Starting over, persevering, and staying the path

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https://youtu.be/loh4ZdzoNRE?si=fH-hH82UNHCaiUD7

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Infinitely Scalable Podcast: Helping entrepreneurs, creatives, and humans everywhere find freedom.

The world is changing faster than history can record it. Just a couple generations ago, kids rode bikes until dusk and all a phone was good for was making calls.

Now, every headline seems more dire than the last. We sit and look at screens all day — and so do our kids. Our medical experts and healthcare providers are just as unhealthy as we are. Everyone’s got opinions and everyone’s on a prescription.

Sounds pretty grim. But that’s why, Jenn Pishko says, it’s a good time to own a CrossFit gym. Jenn is the owner of Chagrin Falls CrossFit and co-founder of the CrossFit Medical Society, which aims to arm individuals with tools, resources, and access to providers so they can regain control of their healthcare journey.

And affiliates, she says, are in a prime position to turn the tide on the epidemics — physical and otherwise — facing society today.

“We have everything we need to do our job 100 times better than anybody else is doing it,” Jenn says.

--CHAPTERS

0:00 Testosterone, masculinity, and the state of the nation.

7:55 Empathy and understanding: from CrossFit to healthcare. 10:06

Back to T: Band-Aid vs. cause and chopping down trees.

14:02 Generational progression and regression.

25:07 Coaching, connection, and asking the right questions: the root of Health 3.0.

39:30 Why there’s never been a better time to own a gym.

40:29 We’re meant to do hard things.

47:06 Trust in the affiliate community and taking care of each other.

52:13 The business model that scales better humans.

--https://www.crossfitmedicalsociety.com/-

Infinitely Scalable Podcast: Helping entrepreneurs, creatives, and humans everywhere find freedom.

For Rob Merto, signs were just the family business.

Then, he found CrossFit (and a warehouse gym in dire need of wall-ball targets) and what started as a summer job became an art — and the go-to signage and brand-packaging solution for CrossFit gyms and competitions around the world, including the CrossFit Games. Athlete placards, lane markers, floor decals, banners — if you’ve seen it on a wall or the competition floor, Rob (and his team) probably made it.

“There was that one year at the Games where we had to do the rig reveal,” Rob says. “We had to basically hide a rig. We called it the barbecue cover.”

But while often considered little more than an afterthought, signage plays a pivotal role in the customer experience, Rob says.

“There’s so many things you could talk about when you walk into a gym,” he says. “Like, maybe you have an entryway that has a neon sign, or a cool desk with a sign on it right when you walk in. So we try to think through those types of things as you come into the gym. … How can we make it look cool, and how can we give that customer, or that new athlete, a journey as they walk through your gym before they even take the first class?”

Listen in as Rob and co-hosts Tony Ronchi, Cary Hair, and Andrew Charlesworth swap stories from the old days of CrossFit — and discuss how something as seemingly simple as a sign can help affiliates tell their stories.

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CHAPTERS

0:00 Intro.

5:11 Rob’s origin story.

7:31 Serendipity and the 30-hr project.

17:04 Is AI the death of designers?

27:70 Hiding the A-frame and the nostalgia of CrossFit culture. 37:03 Signage and brand identity: the quintessential afterthought.

45:48 Brand identity and the customer journey.

--Signs Rx: https://www.signsrxusa.com/

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Infinitely Scalable Podcast: Helping entrepreneurs, creatives, and humans everywhere find freedom.

The first time a kid tried to be friends with Trip O’Connell, Trip kicked him in the head.

“I was not a friendly kid,” Trip recalls.

It’s a surprising backstory for a community leader celebrated for cultivating caring and connection. After serving for six years in the United States Air Force as a Tactical Air Control Party/Joint Terminal Attack Controller, today, Trip is Senior Program Manager for +More Perfect Union, a “next-generation civic and service organization” that “brings people together in real life to bridge divides through service projects, meaningful conversationals, and civic engagement.”

He’s also a former gym owner, both in and outside the CrossFit space.

Listen in as Trip joins Infinitely Scalable podcast co-hosts Tony Ronchi, Cary Hair, and Andrew Charlesworth for a discussion on the intersections of success, community, and connection.

“I think that ultimately, in the end, it is the community that matters,” Trip says. “If you are able to build that community for longevity … you're really going to benefit the people that come to your gym, and you'll benefit the community more broadly because of the benefits that the people from the gym grow with and what they take out when they leave the box.”

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CHAPTERS

0:00 Intro

10:06 Connection: from protective mechanism to authentic relationship.

16:38 A trip down Trip memory lane: Gym ownership in and outside the CrossFit space.

25:07 Success, making money, and not being an asshat.

35:20 Connection, business, and what matters most.

48:27 Missing identity, the hunger for a tribe, and the tough conversations that build bonds.

53:39 Churches, CrossFit gyms, and … Joe Rogan?

1:02:10 Communication, curiosity, and getting uncomfortable.

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More Perfect Union: https://www.mpu.us/

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Infinitely Scalable Podcast: Helping entrepreneurs, creatives, and humans everywhere find freedom.