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I just want to give you
a short little snippet

of who I am
if you don't know me.

I was diagnosed
with Type 1 diabetes
at 16 years of age.

That drove me to getting
into the fitness industry.

I fell in love
with bodybuilding.

I had a very successful
junior bodybuilding career

and built an incredible
personal training business

from the information
that I acquired
as I studied in university.

I then took my love of nutrition

and the ability
to manage diabetes
and all my experience,

and wrote the world's
first encyclopedia on diabetes
and muscle building.

I now run the world's largest
fitness business, Mastermind,

for coaching
fitness professionals.

Over 50% of our clients
run six figure businesses,

and it's safe to say we know
a thing or two about helping
our clients make money.

So, I wasn't brought up
to be told that running
a business was successful.

I was told that running
a business was risky.

I was told that building a team
was challenging, stressful,

and that running a business
was a very bad idea.

And, uh, essentially,
I've done the polar opposite.

Boom!

Ladies and gentlemen,
please take your seats.

So, is he like
the Tony Robbins of fitness?

My name is Phil Graham.
I work in the fitness industry.

I'm responsible for helping
fitness professionals,
health and wellness experts

grow their business,
helping them attract
more clients, close more sales,

and deliver
a world-class service.

Phil Graham,
in the fitness industry,
is known to be the businessman,

and he teaches and helps a lot
of personal trainers
across the fitness world,

how to build a business
to help them give more value
to their clients.

Within Northern Ireland,
anybody that's been

a personal trainer
or a gym owner,

there's a big chance
that Phil Graham
has been involved in it.

There's a lot of people
within the fitness industry

that are really passionate
about their sport and passionate
about their training,

but don't have the knowledge
and understanding
from a business standpoint

to turn it into something that
would actually make them
enough money

to have a great living
and achieve everything
they want to achieve.

The next step for Phil
was realizing that what many
would class as a disability,

being diabetic,

is now an ability.

- Does it hurt?
- No.

And has created something
that is giving people hope.

Phil and I go way back.
We both started in the e-book business.

Wild Wild West
of the online marketing space

before social media
even existed.

He's a very smart
business coach.

He's also a very accomplished,
uh, bodybuilder.

The kind of discipline, systems
and strategies

that you need to excel and get
to the top of your game,

as a bodybuilder,
he's now applied to business.

He's a very high level thinker,
which I think is

really needed and missing
in our space.

What I love the most about Phil
is the level of standards,

not only for himself,
but for his business
and also for others.

If you give him a question,
he'll give you an answer.

Whether you like
that answer or not
is a different story.

They trust him
because of his own success.

I mean, he knows
what he's talking about
through and through.

Muscle & fitness,
I'm in this somewhere.

There he is.

Personally? Yeah, he's just...

He's on another level when
it comes to food, experience.

The dolce vita,
even though he's not Italian,

I think he, he exemplifies that,
like living the good life.

And it's just, you know,
just amazing to be able to

break bread with him
and share a glass of wine,
is just to see

how much joy
he gets out of that,
is really, really awesome.

He's a person who loves
to create experiences
for other people.

He loves to cultivate
the experiences

and to see the reactions
on people's faces as
a result of what he has created.

He gets joy out of making
other people happy

and seeing awe in their faces.

Cheers!

I was on a holiday
in Mauritius once

and I was
a 21-stone bodybuilder.

I was in peak off-season,
and we went out
on a dolphin trip.

It was a snorkeling thing
and you had the,
the mask, the flippers.

I didn't put the flippers on,

and I jumped in at 21 stone.

I hadn't swam
in a long period of time,

and I inhaled a massive amount
of seawater through the snorkel.

My breath has gone out
quite far from the boat,

and I was like
a flipping dense rock.
I was just, like, sinking.

And I couldn't breathe
because I'd just, like, tanked
my cardiovascular system.

If you study death
and look at it,

there's a moment where
you just surrender everything.

And I remember
going to myself...

..."Fuck it."

And I surrendered.

I had these goggles on,
and I remember
looking underneath

at these thousands of dolphins,

and I got rescued by...

...one of the, the boat guys.

He, he dragged me in.

I have looked at every
chaotic event in my life

that thought was
going to sink me.

In those moments of chaos,
tears, fear, devastation,

there's no recovering from this.

I, I know what those moments
feel like,

and they're crushing.

But if I look back at them
now from a higher self,

a more advanced self,
I'm still alive. I'm still here.

And without those moments,
I wouldn't be who I am today.

I wouldn't have pushed through.
I wouldn't have driven through.

I find that there is
a predetermined flow
with my life.

With everybody
that's watching this, if you
look at

your most chaotic events from
where you're at right now,

you're still alive,
you're still here,

and without them, you wouldn't
be where you want to be.

You were looking at yourself,
where you're at now

and looking at a chaotic event
in your previous life,

what would you say
if you were able to meet
that person in that moment?

You would say something like,
"I love you, I trust you.

I know you could have
pulled through this."

And if you say it
from the other version,

i.e., the younger person
to the other person,

you'll end up saying something
like, "You're the person

that I always wanted to be."

An old school friend bumped
into me, and, you know,

joked around with a bit
of sarcasm, and, and said,

you know, "Hey, you've changed."
And I said, "Hey, you haven't."

When I was in school,
I wasn't super intelligent,

I was, I was a B student,
I was bang in the middle.

But I was always
entrepreneurial.

Even, you know,
when I go way back,

when I was a kid,
I remember selling,

you know, sweets of all things.

I was always selling stuff.

And then, a firework business
in school.

We call them screamers
over here, but they're like
little rockets that go...

...poof, right?

And we used to buy
packets of them
in the local electrical shop

up the road from the school,

and put a mark up on them
and sell them

and stash them in bags
around the school.

And when you're in
an all-boys school,

throwing bangers in a bin
is a great idea of fun.

I grew up around about
15 minutes of Belfast

in a place called Lisburn.

This is a school that I went to
for many, many years.

And that's where
the firework business was.

So, if they're re-watching this,
I was the...

the kid behind
all the fireworks
going off in the bins.

Going to school every
single day, 8:45, and I used to
walk by this, and...

It's one of Europe's
most bombed hotels
hotels during The Troubles.

There was always
car bombs outside.
It's been blown up many times.

The Troubles...

Certainly when I was growing up
and where I grew up,
it was...

very paramilitary focused.

You'd have been
walking down the street
and the army was there,

giving you lollipops
for information.

Still times where things
are kind of up in the air,
tensions are high,

especially depending on where
in Northern Ireland you are

but definitely in Belfast
and around where Phil is,

there would definitely be
a lot of dangers around.

So this is the peace wall
and it's covered in signatures

and little messages,
all different religions.

You can see people
from all around the world.

You can see signs
from Palestine, Israel.

And this wall was really
to divide the Catholics
from the Protestants,

because people
would come across,

and, you know, put a car bomb
outside somebody's house
or petrol bomb somebody's house,

and vice versa on both sides.

So there's a lot
of, of casualties.

There was a lot of fallout.

People could definitely cross,

but, at the end of the day,

you know,
this was the Catholic side,
this was the Protestant side.

So, back in those days when
it was, you know, turbulent,

you were almost going
behind enemy lines,

and there
have been people sitting
at each side of the, the wall

looking at who was going over
and who was going back.

And, you know, it wouldn't
have been a wise idea.

And as you can see,
people from all around the world

have come to visit this wall.
Now, this is iconic.

And they've written messages
on it of hope and peace
and all sorts of stuff.

But the people that were
in the country were the ones

that lived through
all the turmoil
and all the conflict.

And, you know,
there's many people
that lost on both sides.

You know, one of
the first things that you would
find out about somebody

is, like, are they Catholic
or are they Protestant?

You know, that was usually
one of the first things that
you would use against somebody,

or one of the first things
that you would use
to support somebody.

Growing up in a household
where parents went through

a lot of bombings,
a lot of kidnappings, a lot
of shootings, a lot of deaths,

it's kind of ingrained into
your culture and your outlook.

And those beliefs
weren't just from parents.

They were, you know,
around the majority of people

that I went to school with,
that lived in my neighborhood,

that, you know,
that I was essentially with
on a daily basis.

The Troubles really
reached a boiling point
whenever my parents were young.

Northern Ireland,
we have a situation like
the southern states of America,

where you do not have
the basic democratic liberty
of free procession.

They saw petrol bombings,
car bombings, kidnappings.

They saw murders.

Get away!

In the covers! We'll get away!

There's no doubt about it.

My parents, their parents

were all traumatized
by The Troubles.

As far as I'm concerned,
if they're going to blow you up,

they're just going
to blow you up.

It was on the news
every single day of the week.

- Tell me what happened last night.
- -Well, we don't know.

There was an explosion
outside our door

and our shop was wrecked.

Most of these bombs arrive

in boxes and parcels.

11:30 one night, I found
a brown paper parcel
under a seat,

and I walked around it
for quite a long time
and finally opened it.

There were two cream cakes
in it, but...

uh, that was some months ago,
and I think now I don't think
I would have opened it.

Down!

Get down! Get down!
Get down! Get down!

Get down! Get down!

Those around the graveside

got down on the ground
as instructed.

Others strained to see
what was happening.

Many of the crowd gave chase
in hot pursuit of the man

who stopped, turned,
and threw another grenade.

Catholics and Protestants were
taught to hate each other.

People had family members
that were hurt or killed.

And then there's the hatred

that will go on for generations
in that family because of that.

Obviously, over the world,
people see Northern Ireland

as being a place where
there was a lot of conflict,

a lot of fighting that went on.

Was I in that in my era?

Yeah.

I grew up in Belfast,

so, I probably seen things more
than what other people seen.

Uh, don't really want
to get too much into it.

There's, uh...

Yeah.

Things are definitely changing.

People my age are not really

caring too much about Catholics
and Protestants.

Most people of my generation

just want to move forward
and have a better place to live.

The darkest times
of my childhood...

I'd say there were moments when
I was in school,

and I didn't have a purpose.

I wasn't popular.

No real sense of drive,
no real sense of ambition.

And those were
kind of empty periods.

When I was 15, 16 years of age,

my diet was horrendous,
I did not exercise.

I came from a family
that loved food,

and we had incredible dinners
every single evening.

And every morning,
we would go into school.

We would go to a coffee shop

outside the bus station
called The Scallop Shell.

And we used
to get an Ulster fry.

And an Ulster fry is
a combination of fried eggs,

sausages, soda bread,
black pudding,

fried tomato, baked beans,
just amazing goodness.

After that, we would then go
to the local center

and I used to eat
toffee Wham Bars,

and neck it all back
with a bottle of Club Orange.

So, we're probably talking
at least two-and-a-half
thousand calories before 8:45.

I remember
going to school one day,

and I was on the bus, and,

I noticed the number plates
of the cars

in front of the bus, at the side
of the bus were slightly blurry.

I said to myself,
"My eyesight is off."

And throughout the day, I got
noticeably thirstier and I was
going to the toilet a lot.

But this got progressively worse
and worse and worse and worse.

And long story short,
I went to the GP
and got checked,

and within a matter of seconds,
I was told that I had
Type 1 diabetes.

The memory of that was my mum
bursting into tears,

and my mum was
a healthcare professional.

She was a speech
and language therapist.

And, um,
when she started crying,

the first thing that I thought
to myself was, "Oh,

something's up,
something's wrong."

When your health is
taken away from you
and you can't get it back,

then you begin to look at life
through a very different lens.

How am I going
to navigate social situations?

How am I going
to live a, a peaceful life?

Am, am I going to go blind?

Am I going to have
secondary health effects?

Am I going to have
kidney failure, organ failure?

You know, am I going to have
heart disease, a heart attack?

You know, these are all things
that go through your mind.

And, you know, it's almost
like this domino effect

where diabetes can lead
to other complications.

And those complications can lead
to other complications.

So, I was like, "Okay, where do
I draw the line in this?"

Every single day,
I test my blood sugar
to see where I'm at,

and there's a healthy range
and then an unhealthy range

or a "at risk" range.

And this is affected by
what I eat, stress levels,

sleep levels, exercise,
medication...

You name it, everything affects
your blood glucose levels.

And your blood glucose levels
affect your energy
and affect your mood.

So, we're going
to test my blood glucose levels.

Now, I'm feeling
a little bit higher than normal.

Normal range is kind of like
between four and seven.

The reason why I feel
a little bit high

is because I had something
a little while ago.

I had a little bit of stress,

and I feel that I might need
a little bit more insulin.

So this is high.

So I'm above normal range.

So, now that we've tested it,
and we're outside our range,

we got to take some
fast-acting insulin, NovoRapid.

If you're diabetic you'll know
this hits you pretty quick.

I'm going to take
around about seven units.

So we'll dial it up to seven,

find a little sample, and bam!

Essentially, what I'm doing here
is replicating

what my pancreas
would be doing naturally.

After getting out of the chair
being tested,

I was sent to this waiting room,
and my mom was crying
and saying,

"What are we going to do?
How are we going to manage
this?"

And I didn't really know
what was going on.

We didn't really have
mobile phones back then

where you could
just go and google diabetes.

What I did have was posters
on the wall,

and this was about diabetic
neuropathy, kidney failure,

uh, amputation,
losing your eyesight.

So, I was sitting in
this corridor drinking
a bottle of Club Orange,

which is the Northern Irish
version of Fanta.

And, uh, yeah, I started
to realize, "Okay,
there's, there's a,

you know,
potential problem here."

So I remember being
brought down this corridor

and there was
a dark green olive door.

And I remember going into
the door and it was just this

very sterile clinical office.

And it was
a diabetes educator there.

And I remember when she
was communicating with me,

the, the language that she used
to communicate to me

about the condition was,
"you might," "you possibly,"

"you could,"
"There is a chance."

So the "could" was
where I found the hope.

And that was the first piece
as a problem solver,

as an entrepreneur that I went,

"All right, well, okay,
there's a way out.

There's an exit here."

That night,

there was a...
a switch that flipped inside my mind.

And I went from unhealthy,
not a care in the world,

with my body, with my health,
with my nutrition,
with anything,

to becoming engrossed
in this information

and these subjects
that was going to save me.

There's a handful of
key principles when it comes to
being a successful entrepreneur.

Number one is knowing exactly
who you want to be a hero to.

Welcome toMonthly Hot Seat.

The hot seats are our way
of showcasing
incredible clients

and how they've behaved
their way to incredible success
in their business.

- One thing that I share....
- -Food was always a safe place.

So anytime I was triggered or,
you know, went through
anything difficult,

I always used to go to food.

The biggest shock in my life
to this date
was losing my sister.

I was 17 at the time.
She was 19.

There was only
a year-and-a-half between us,
so we were very, very close,

and that turned
all our families' worlds
upside down.

Caused my way from going
to, you know, 220 pounds
to 330 pounds

at the age of 18,
19 years of age.

And that was the moment
to change.

If you told me back then
at 330 pounds that I'd be
a successful weight loss coach,

I would have looked at you
like you had two heads.

In a very, very
short space of time,

I lost a massive amount
of weight.

Thirty pounds
in the space of a month.

My face was really gaunt.

I was constantly thirsty,
I had no energy.

I went down to the local GP,
got a blood test,

and a couple of days later,
he calls me up, he says,

"Eoin, you have
Type 1 diabetes."

I was working
in a corporate role

and I was also trying to build
my personal training business
alongside that,

which meant
some really long days.

I had this dream
of quitting my corporate job

and being my own boss full time,

but I guess, in a way, I was
maybe scared at that point.

So when I reached out to Phil
and I said,

"Hey, my situation is
I'm a single parent,
I'm working 16-hour days.

I'm literally at literally
at breaking point.

I know that I've got it in me,
potentially,

to become my own full-time boss.

Is this something that you can,
that you can help with?"

And he said, "Okay, if I can
guarantee that you make
your money back,

and more
within the first six weeks,
are you game?"

And I said, "Yeah,
of course." And I signed up.

We made the money back and more.
And the rest is history.

When I started to coach,
the biggest thing for me was

I want to be the coach to help
people that were in my position,

because I would love
to have a coach like me
when I was starting my journey.

That could help them
do the right things.

It was really to be that teacher
and to be that messenger,

to help people understand

the true impact of living
a healthy life.

Essentially, I am a coach
for Type 1 diabetics.

The idea of business, a lot of
the time, can be a bit foreign,

because if you're a great coach,
generally, you just care
about people.

But if you don't know
how to run a business,
operate a business

it's very difficult for you
to actually get what
you need out of your business.

Tom, what is up?

What is wrong?
Tell me everything.

Yeah. So basically, mate,
I'm just...

I'm kind of concerned about
how AI is going to be

interacting and maybe
interfering with my business.

Um, I'm pretty aware that people
can go into Chat, ChatGPT now

and just say, you know,
"I'm really struggling
with my mental performance.

- Can you provide me with
a plan?" And it's kind of...
- Yeah.

It's there and it's not,
it's not bespoke to them.

It's not what they need,
but it's, uh...

- Yeah.
- It's available to them.

-And how that interferes
with my business, really.
-Right.

And have you had
any clients do this,
or... What--

Yeah. I've had,
I've had a few clients
playing around with it.

It's not quite there yet,
but it's almost there.

And you can kind of feel people
that are tempted to,
tempted to leave.

Right. And,
well, has anybody left
over the head of it?

-They're talking about it and--
-People are talking
about it, yeah.

Right. So,
they're talking about it
inside your community

and you're worried about
other people seeing that
and going,

"Well, we can get value
from this. We don't need
to pay you anymore."

-They're going to cut you.
-Exactly right.

All right.

Well, look,
here's how I would look at this.

And I really encourage you
to think differently about this.

A business using AI is going
to give you trouble.

AI itself is not going
to give you trouble,

because you just provide
so much more value beyond that.

I have been at your events.
I have seen the people
shaking hands.

I have seen them hugging
each other. I have seen them
challenge each other.

That is not going
to happen on ChatGPT,
for now anyway.

We coach a lot of businesses,
gyms, fitness professionals,

health and wellness experts,
mindset, performance coaches,

psychologists, you name it.

And this is a threat
to everyone.

So we're going to have
a team meeting about this

and looking at a solution
to this later on today.

So, we're on it.

Business is just one thing
after another.

You think you've solved
one thing, and then
it's another problem.

And then, you get
a little period of rest,
little period of peace,

and then, boom, next thing
blows up in your face.

Marketplace is always changing.

And, uh, look, I suppose the way
to look at it is if

you're not evolving, you're not
adapting, you're not working
with changing customer needs,

changes in technology,
changes in marketing,

changes in all that stuff,
then you're going you're going
to get outpaced.

Do you think AI will really
hurt your coaching business?

I mean, why would anyone
hire an online coach

when a ChatGPT can create
a fitness program for you?

It's a hot topic nowadays.
You're seeing AI, AI, AI, AI

taking these jobs,
taking whatever it is. Um...

It will absolutely have
an impact on online coaching
and coaching in general.

The extent of that impact
is obviously not
really known just yet.

It's part of the world
at the moment.

So, is it going to take jobs?
Of course it is.

AI, uh, it... It can
be an uncomfortable subject.

It's a side that
I don't really see
when it comes to pressure.

Yes, I have seen him
slightly under pressure.

I think pressure drives him
to deal with the situation,

make it better and move on.

When I first started,
one of the biggest challenges

was letting go of control to,
quite frankly, build a team.

One of the arts of business
is delegation,
recruit A-star people,

pay A-star wages,
but by God,
expect A-star results.

You've got to trust
your people, because
we don't know everything.

So you bring on individuals
to make your life easier
through what they're good at.

There's not just Phil.
He's got a team of experts.

They are people who have got
real lived experience from
within the fitness industry.

At the very start of this,
when I started working for Phil,

Claire, Phil's partner
would have told you, like,

Phil spoke to me
more than he spoke to her.

I would get messages
from Phil at 2:00
in the morning.

Constant, like, between 3:00
and 4:00 in the morning,
messages with ideas

and then again at 7:00
in the morning.

I would say that Phil
is someone who's always

slightly ahead of the curve.

Um, most people
can't see the curve.

He's nearly always
ahead of the curve.

Our stuff changes very, very,
very rapidly,

sort of based on the,
the current state of things
in the world.

We would change
on the drop of a hat
just to make things better.

That's probably
one of the best things
about the team, is,

how quick we can flip
on a coin just to make things
work for clients.

All right, lads.
Bit of an issue on our side.

I've been hearing about
all this AI stuff
for quite a while.

I've been paying
a little bit of attention to it,
but not a lot.

Long story short,
one of our client's clients

sent him a DM and said,
"Hey, I've been able to get

exactly the same answers
from ChatGPT
that you've been giving me."

ChatGPT isn't going
to take you to the gym.

Very valid point.
Very valid point.

It's not going
to take you to the gym.

It's not going to allow you
to rest eight hours a night.

It's not going to control
the food you put in your mouth.

Look, we've got
to keep this in mind here

that clients
are going to start quizzing
and questioning this.

I think the big concern is
they had a client

that started using it
and posted it
in their community

and said, "Hey,
look what I got from ChatGPT."

And, obviously, the coach
is now worried that,

well, is that similar to
the stuff that I'm doing?

And if it's pulling from
that wide, you know,

- internet base of insight...
- Mm.

there's likely
going to be commonalities.

But the quality of output
from ChatGPT

purely depends on
the quality of question.

And most people don't know
how to ask good questions.

So, that's a saving grace
for now.

But we've got
to build something.

We've got to incorporate AI
in our business.

We've looked at it,
we've talked about it.

What do you guys think?

How do we ride this curve
take advantage of it

and build it in
to help our clients win faster?
Simple as that.

The opportunity that I see
is, essentially,

we take all the information
we have over the last
seven years

all the videos,
all the podcasts,
all the documents,

and we can actually train
our own AI model.

ChatGPT is trained
on general information,

so it's going to give
general advice.

But if we can train our
own model to be based on
our information, our IP,

um, it's going to give
much better responses.

So that's how I believe w
think.

Yeah, and people are always
wanting personal connection
to you.

I can't see a lot
of people embracing AI,

but then, I can eventually
see it coming full circle

where people are going to go,
this is AI-free,

you know,
100% written by a human

or 100% governed by a human,
whatever it may be.

So look,
it's definitely a trending topic
that we've got to be on top of.

Like anything else,
business is all about relevancy,

and we've got to build it,

we got to showcase it
to the to the marketplace.

And we got to get clients
winning on it. So, Dave,
what do you think

on that turnaround time,
how long do you think
it will take to build it?

So I'll definitely
have to go away,
do a bit of research

and just get clear on
the first initial steps
with everything that's needed.

Because, ultimately, right now,
I've been doing
a lot of research

behind the scenes
in terms of how it all works,

how we can input our own,
our own information,
how we can fine tune it.

But there is going to
naturally be challenges

that we don't foresee.

Whenever you're hit
with stuff like this,
it's so important

that you've got slack
to deal with it.

And we're very fortunate
that in our calendars
every single week,

we build in, like, white space
to handle shit like this.

So, we'll have another
team meeting about this
in the next 48 hours,

and see where we're at
with decisions
and what we need to build.

I'll check in with Dave
separately and see
where his head's at,

and, um, see what
he's come up with.

I've lived in the city
before, and I've lived in
the countryside,

and the countryside
beats it all day long.

Dig into my fishing.
Fishing is a huge thing for me.

An opportunity for me to stop
what I'm doing with business.

Recharge. Retune.

Yeah, I've been doing that
since I've been a little boy.

No matter what goes on
in my week, no matter how busy
I am with business,

no matter what challenges
I've had,

a bit of water, trees,
fresh air,

it's amazing for the mind.

If you look at the head
of the rod, you'll see
it'll start tugging in a bit.

So we're literally-- Right,
you see that?

Ah! This is a bream
from Loch Earn.

Beautiful fish,
incredible fight.
Absolutely stunning.

And, uh, I'm going
to make sure we put it back.

Coming to my end in school.
You know, school was difficult.

Trying to concentrate
and the blood sugar
fluctuations,

and starting to take insulin
and trying to manually manage
my blood glucose.

I, uh, decided to go
and study nutrition
at university.

I was interested in it
and I was engrossed in it.

I began to get control
of my condition very quickly.

And as I was going
to university,
I fell in love with exercise.

At the time,
fitness in Northern Ireland,

we hadn't had the explosion
that we've now had
even in the whole of the UK,

and it was still
very much an underground scene.

The gym wasn't something
that every individual done
or every household done.

It was a particular demographic
or a particular type of person.

I went straight
into the deep end.

I went to the most
hardcore bodybuilding gym

that you could ever imagine.

And I remember walking into
the gym that day

and hearing these big grunts
and these huge, muscular guys,
like, slamming dumbbells.

And there was clearly
testosterone floating around.
You could just smell it.

It would be referred to
in circles as a "meathead gym,"
if you will.

I got on the recumbent bike.

Yeah, I just cycled and watched.

I couldn't fathom how
these guys were able to build
such insane strength and power.

And seeing them train was just
very different.

If you remember the first time
that you went into
a bodybuilding gym

and you heard somebody grunt...

It's kind of different.
Like, you don't know whether to laugh

or whether to like...
"What are they going to do?"

You know, are they
going to, you know, are they
going to wreck the place?

My confidence then grew
after every single time
that I went back to the gym,

to the point where I then
ventured into the weight room.

Started lifting weights
and was hooked.

And that was the entry
into the bodybuilding world.

First thing in the morning.
Uh, we're about to do
a training session

before I get started
for the day.

I do this every day of the week.

I make sure that I move
for a good 20 to 25 minutes

every single morning.

My workouts are very short.

They are no longer
two hours a day

like they were back in
my bodybuilding days.

My values,
my priorities have changed.

But I train primarily
to stay healthy,

stay strong, stay mobile,

and I just get
my circulatory system
going for the day.

As a young guy
that was overweight,

that had just been diagnosed
with Type 1 diabetes,

my whole life was on the line,
my confidence was on the line,

and I was at rock bottom.

So, having grown up around
Arnold, Terminator,

there was a part of me
that was drawn to that

because I didn't have that
when I was weak
and unhealthy and out of shape.

But at the same time, too,
bodybuilding was regimen.

It was discipline.
And it revolved around
eating properly.

It revolved
around training properly.

It revolved around
a quality lifestyle.

And these were all key factors
in managing diabetes.

So there was a blend
that literally just
locked in together.

Here we go.
You're gonna go mash,
mash, mash.

You do it.

Mash, mash, mash. Good girl.

I've just had a little girl.
She's a year, year and a half now.

And the biggest,
most important thing for me
is that

she loves herself
and does not need
to depend upon the opinions

or the validation
of other people
to love and accept herself.

And if she knows that she
loves herself and she can
trust herself

to make decisions in life
and not be afraid of failing,

to not be afraid
of being different
or unique or distinctive,

to not be afraid
of being authentic,

and being authentic is
about being rebellious.

What are you doing?

No!

So I'm Claire Graham,
and I'm Phil's wife.

We met back in 2007.

Phil was actually working
on the door in a nightclub

that I was out with my friends
and my cousins.

She was a wild one back then.
She was always the drunk one.

And Phil would have a Diet Coke
because he was always training

and he was
always into his physique.

Well, someone got very drunk
and got pulled out, and--

No, it wasn't me. No,
no, no, it wasn't me.

And that's when
I'd seen Phil.

We were both 19, so I liked
how he looked.

You know, I just, I just liked
how he looked. And I was like,
"Mm. He looks nice."

And my sister's husband
actually worked there as well.

So I just done a wee bit
of background work
to find out who he was.

And we kind of went
on a blind date.

I actually met him
before Claire.
So I've known him a long time.

What was he like back then?

Um, broke.

I remember Claire had to pay
for him to go to the cinema.

I can't remember
what we went to see.

You know, we went to the cinema
and we got some sweets,

some, I think it was Maltesers.

And Phil was just starting
to diet

for a bodybuilding competition
at the time,

so he didn't eat
anything like that.

So I found out, years later,
that as I was offering him
the Maltesers,

he was throwing them
over his shoulder...

pretending to eat them,
just being the nice guy
that he is.

I know Phil from training.

I trained in the same gym,
would've passed each other,

passed a couple of words.

You know,
you go to the gym to train.

You didn't really have time
to stand about and talk.

Phil, at the time,
was a powerlifter.

You would have noticed Phil
when he came in.

He would have been dressed
different than everyone else.

Pair of boots on
and baggy trousers.

And he approached me one time,

and, uh, just asked me
a general question.

How could he become
a bodybuilder?

And my response to that was,
"You can become anything

if you work hard
and commit yourself to it."

And he went for his first show.

And that was a part of life

that maybe
didn't work out for him.

This was my first show,
and it was the first show
that I, I got second in.

I got beaten by a guy called
Peter Bremner, who's now
a very, very close friend.

Was Phil serious
about bodybuilding at that time.

Yeah. Phil loved bodybuilding.
Yeah.

-Did you beat him
at bodybuilding?
-Yes.

Phil kind of knew lots of stuff.

And that was obviously
due to his diabetes.

The way I had to look
at nutrition, the way I had to
look at training

was very, very different to
how everybody else did it.

I had to manually use insulin
to transport all the nutrients
into cells,

and if I didn't, then I would
go catabolic, my blood sugar
would climb and climb

and if I didn't eat enough,
I would go hypoglycemic.

And then I had to eat food to
bring it back up, which defeated
the whole fat loss purpose.

And then I, you know,
if I, uh, took a low blood sugar

and had to eat a packet
of fruit parcels or wine gums,

I then had to
go and burn that off.

I peaked too early.
I went on stage

underweight, deflated, just...

didn't look anywhere near what I
looked like six weeks out.

Diabetes is probably the most
catabolic thing you can have
when it comes to bodybuilding,

and it will waste away

every ounce and gram
of muscle tissue
if you do not control it.

It will also go the flip side
and increase your body fat

if you don't look after it
rapidly.

This is
the most important trophy
because this was, uh,

you know, this one created
the hunger and the drive
to actually go after it.

And it was then when Phil
approached me and asked me,

would I take the time out
for a year
and actually help him out,

train with him to help him
get ready for the next show?

This is my only gym
where I trained out
for well over 15 years.

It used to be called
Rock Pit Fitness.

As you can see,
it's been replaced by a bakery.

Unfortunately,
the gym closed down.

It's open.

I think all this stuff
is still the same.

And then come on round the back.

Phil's never in time.

So, with this shutter here
in the background,

you would have had a bench
for bench pressing,

and they would have had
the bench set up, ready to go.

Because I knew, one,
what he was lifting,

and I knew, two,
he was going to be late.

So I used to be here in time,
get everything set up.

And then when he came in,
he had to wrestle
around his bag,

sort his whole thing out.
put his music on...

...and by that stage,
I'd had enough time to go home.

You'd have had
your favorite music on.

But when Phil came into the gym,

it had to be Phil's music.

I've seen many a CD
get thrown out.

Wouldn't matter whose CD it was,
who was playing it,

out, his in,
and that would've been it.

Yeah. There was always
a bit of character.

Training is different.
Six days a week. Hard training.

Some days of his legs,
twice a day.

Intensity, heavy.

The gym would have knew
that there was two guys
in the corner training hard.

And we wouldn't really have
talked much, but we always knew
what we had to do.

And it was every day.
And that whole year,
it was hard.

I was presented with
a life-threatening disease that
was, quite frankly, telling me,

you're not going to be
a bodybuilder, you can't do it.
The GPs, the doctors,

they all said to me, "You're
never going to be able to,
you know,

cut your carbohydrates out
or you're never going to be
able to eat that much protein.

You're never going to be able to
get on stage and get that lean."

Well...

Coming up to the show,
we had to be very careful

and make sure that things
came into place.

because we had worked
so hard all year.

We didn't want
to happen this time,
what happened last time

I'll never forget that day.

I picked Phil up and I
drove him down to the show.

And Phil wouldn't be
a nervous person.

He was nervous.

So without any further ado,

let's give
a very special welcome
to our first class.

Ladies and gentlemen, the NABBA
Northern Ireland Junior Class.

To see him get on the stage
and do his routine,

and to watch how much
he had grown within the year,

it was incredible.

I could hear people
in the background talking
his previous year to this year.

His physique, and exactly
how much he had put on,
his bulk.

You just knew
by listening around
exactly what was coming.

Phil had a moment where he
surely asked me a question.
"Do you think I've done it?"

And I knew he had done it.
I just knew he had done it.

I always remember when he
was bodybuilding at the time,

he was obviously, like,
20 stone, jacked, shredded.

But I always remember,
like, looking in the mirror

and then looking at him
and being like,
"This is not real."

The biggest thing
about bodybuilding for me was
it was character building,

in the sense that, when I got
behind a 300 plus kilo deadlift

and was doing it for reps.
Huge weights.

Can you push yourself
to this limit to be able
to lift this?

Was Phil strong,
in his, in his prime?

Yeah, yeah. Phil was strong.
I can remember.

He used to play with deadlifting
300 kilos or something.

That sounds light to me now,
to be fair, but it's...
it's not.

While training
in the gym, my shape,
my strength was transforming,

and people saw that.

And it got to a point
where I, I pissed

people that had been training
for years,

in terms of appearance,
in terms of strength,

and they began to get
inquisitive.

They started to ask questions.

And then when they heard
that I was studying nutrition

and they saw that I was
practicing what I was preaching,

they wanted to learn from me.

I came home from training legs
one night,

and I got a text message
from a guy called Stevie,

"What do you charge for
a diet and training program?"

And I didn't really know
how to sell.

I didn't know
how to market myself.

I genuinely didn't know how to
talk about money,

and I replied with, like,
a 2,000-word lengthy
text message

what we were going to focus on,
how we were going
to build out the program.

It's 50 quid.

And he messaged me back
and said, "Congratulations,

you've just landed yourself
a new client."

And it was at that point
I realized that I was

possibly about to start
a business.

I remember speaking to the head
of my university degree,

and I said, my dream is really
to be a dietician

and to work with people
with diabetes
because I really enjoy food,

I really enjoy nutrition,
I really enjoy talking
about the human body.

But I've realized that I love
lifting weights

and I love helping people
build muscle.

And I'm actually thinking about
becoming a, a personal trainer.

And she kind of looked at me
and went, "A what?"

And I said,
"A personal trainer."

And she said to me, "Well,

that's the kind of career
that you end up in

if you fail at university
and you want to go and work in
a leisure center counting reps."

People looked at it
as a drop-out career, but I
kept doing this in and out.

And I remember one week,
I turned over more money

than I would have
as a professional dietician
in the health service.

And I started to realize that
this has potential
to be a business.

And I remember going home
that night and saying
to my mum,

"I don't want
to be a dietitian anymore.

I don't want
to continue this degree.

I know I can make money at this.
I'm good at it, I love it."

And we agreed to finish off
my university degree

because it essentially
gave me a qualification,

an academic understanding
and a level of credibility.

So I finished that, but I didn't
pursue the career in dietetics.

I created my own business
and it was called
Clear Cut Health & Fitness.

It was all
in a local bodybuilding gym
in Northern Ireland,

and there was points
where you walked into the gym,

and literally, like, 80%
of the gym all had these
massive digital print outs

with my logo stamped
at the bottom,

Clear Cut Health & Fitness.

And I put as much
into those programs
as possible.

In fact, it was overkill.

It was like a mini book.
It was like a mini course.

And back then, I just really
developed this attitude

of giving people what they need,

telling them
what they need to hear,
getting straight to the point.

I knew I fell in terms of being
a competitive bodybuilder,

and he was a household name
in Ireland,
extremely well known, driven.

He was one of the first people
that brought online coaching
to the UK and to Ireland.

Back then, there was no
real online coaching.
Nobody was really doing it.

And I then started to get emails

and people would message me
and go, "Can you do me a diet
and training program?"

And these were people that were
living in England, people that
were living in America,

people that were just stumbling
across me in some way, shape
or form, or even a referral.

And I started
my online coaching business

selling the nutrition
and training programs

that were done on Microsoft Word
and Microsoft Excel,

and sending them
to people over the Internet.

I developed those skills and I
started selling to more people
and more people and more people,

and my inbox started to get
fuller and fuller and fuller.

You've got mail.

And it got to the point
where I couldn't
take on any more people.

I couldn't create any more
diet programs,

and I started reading about
supply and demand.

And at that point I realized,
"Okay, there's more people

wanting my service
than I can actually provide.

It's time for me
to put my price up."

And I went through multiple
iterations of that

until I ended up charging
1,000 quid

for a diet and training
transformation program.

And people
were willing to pay it,
and people kept coming back

and referring their friends.

I remember using the money

to hire my first
graphic designer,
my first web designer,

used it to build a new website.

We started getting inquiries
from all around the world.

People would book Skype calls,
they would buy programs online.

Now, there came a point
where I got fed up of sitting
at the computer,

and the gym that I was in,
there was no personal trainers.

And I remember I trained with
the owner,

and it somehow came up
about me coaching
and personal training people,

and he let me
personal train in the gym.

I went to Phil as a very
strong-willed individual,

had it very set in my head
what I wanted,

and as you can probably guess,
didn't like to be told what
to do or how to do something.

I have to have an understanding
of why I'm doing something
a particular way.

So, in being coached
by Phil, then came
an education for me.

Between the sets,
whenever I was supposed
to be resting,

I had a professional bodybuilder
at the time
standing over, over me,

talking to me about grams
of protein, carbohydrates,

how your body metabolizes
different foods.

Phil was very good at
judging kind of my mood,
my energy levels,

even just my temperament,
and what I,

what I now know was at the time,
he used to use the warm up

to gauge what caliber of workout
that I was going to get.

There's days that I was getting
into mentally thinking
that I wasn't

going to be able to lift heavy
or wasn't gonna be able
to do whatever.

And some of those were my
best sessions, because

he had seen something in me
in the warm up

might have been that I had
a bad day, and I had
anger or aggression

that, you know, I, I wanted to
get out.

Or maybe I'd slept really well

and had loads of energy
and was ready to go.

It was an outlet for me
to experiment, to test,

to create content,
build relationships.

And also, I was exposed
to the gym floor constantly,
so I had people coming up to me.

It was a great way for me
to generate leads for all
the diet and training programs.

And it just grew to a level that
I never even thought possible.

It was amazing.
It was hard work,

but I was getting paid to do
the very thing

that I went all in on
to save myself.

Warming up. Warming up.

He's healthy.

People always used
to say that, "I'd been
out of the gym for a while.

How do you get back into it?
It's really, really hard."

And I could never register
how that felt
because I was always in it.

And now that I've taken
a sabbatical for
the last five or so years,

I know what they mean.

Getting back into it,
it's tough.

While I was bodybuilding,
my business did very, very well.

But at the same time,
too, I couldn't play
all in on it,

because bodybuilding
took up that much time,
that much energy.

And I needed to divide the time
between the bodybuilding
and the business.

Business took over and he
was spending so much time
in the business,

he just didn't
have as much time to train.

Training just got kind
of slower and slower

while he built the business.

The thing with bodybuilding
is it was very, very hard

to actually be present and look
at your physique and admire it.

It was a "never good enough"
attitude.

You know, that was
an earlier part of my life

where I didn't know
how to tame that thing.

I came off stage one year after
going from the juniors

into the seniors...
and I realized,

am I going to commit
the rest of my life
to going after a trophy,

to get barked at
in a hotel by people

that don't actually compete
or don't really care

beyond the day
of the competition,

because as soon as
you won that competition,

the next day, it's "Who's going
to win it next year?"

And there was so much risk,
so much time involved in getting
ready for a competition

that did not bring an ROI for me
that was sustainable.

I could not imagine myself
doing it for another
ten, 15 years.

And I had loads of friends
that are still doing it,

in the same financial position,
and they're still chasing
the same thing.

And I am not
in a position to judge,
but I did not want to do that.

I wanted to enjoy my life,

and you can still have
an incredible life
and enjoy bodybuilding.

But bodybuilding
is fucking tough.
There's no question about it.

It is one of the hardest sports
in the world because it's 24/7.

You're constantly operating
from vision

and the ability
to put your head down and rest

and breathe and savor
and enjoy life

can sometimes
be parked for a very long time.

Values shift, priorities shift,

and the greatest personal growth
after bodybuilding

was actually growing out of it
and closing the door on it
and saying goodbye.

I probably didn't get
a real taste of the real world

and what was going on
outside of the family home,

until I actually stepped away
from the home, and I began
to begin my own journey.

You know,
I didn't want to be a lawyer.
I didn't want to be a doctor.

I didn't want
to be a working professional.

And that's what the vision for--

I, I think every parent,
every kind of ideal is to,

you know, go to school,
go to university and become
a doctor, become a professional.

And that is what, you know,
was considered successful in,
in their world at their time.

I didn't want that.
So, I went and built
my own business.

Northern Ireland is
a very small place

and growing up in
Northern Ireland was

amazing in some parts,
challenging in others.

And there are
a handful of beliefs
in people of Northern Ireland

that, quite frankly,
can hold a business owner back.

One of those beliefs
is around money,

and that if you're making money,
you're doing something wrong.

And the way that people look
at you whenever you make money

or you're doing something
valuable for the world,

is that they try
to tear you down.

A few people wanted
to see us succeed,
but more people

wanted to look at...

you fail.

The way that Northern Ireland
typically works is
most people are employed.

So it's, it's a,
it's a bigger risk

to go out on our own
and build your own business.

Not the same way
that it would be in,
like, the US.

If you take America,
it seems to be

start the business,
give it a go.

Where over here, it's more
of a, you know, "Well,
we'll not take that risk."

There's no real focus
on starting your own business

through education
in this country.

So I think it's
a complete mindset.
Not everybody.

There's a-- probably
a small proportion
of somebody's done really well.

Whether it be jealousy
or their own shortcomings.

You know, it filters
through to people not looking
to see other people do well.

I think Northern Ireland is
just different in that way.

You do get a lot of people
that would hate on you
for your success,

especially with
The Troubles and stuff, like,
people were programed to hate.

I think that's changing now,
but people have programed
that way.

Not that Northern Irish people
are smaller minded.
That's not the case.

But, certainly, it wasn't
my ambition when I was
coming through university

to think that I was going to be
an entrepreneur

and that I was
going to have my own business.

Regardless of what level
you're at, you have to be

very comfortable with
people disliking you.

And, and Phil has had his
fair share along the way.

"Have you ever sensed jealousy?"
Very good question.
The answer is yes.

I can tell you if there's
somebody that's jealous,

that is making a remark
about you or a comment
about you,

what is their agenda?

It's an incredible question
to ask somebody

if you're
ever met with criticism.

When you can ask that question
and you're left with
a blank face or no reply,

then you're left with
the substance.

Ask that to somebody who has
got a purpose, a mission,
a vision,

that prioritizes their time,
that is running
a successful business,

a running a successful, uh, team
or anything like that.

Ask them. They don't have
the time for that stuff.

It's down to you in terms
of how you interpret that.

Ah! Fucking hell!

Ah!

Everybody has an ego,
and your ego can serve you
and it can also disserve you,

but it really
depends on how you play it.

And you do need some ego

because it forms
part of your confidence.

Whether you're a client
with a fitness coach
like myself,

or whether you are
a business mentee,

you do have to put
some of your ego aside

and ultimately be ready
and prepared

to learn from someone
who is where you want to be.

And I'll be
really honest with you,
if you have got an ego,

I don't think that
business mentoring will work,

because if you don't have
an ability
to shut the fuck up...

and be told what to do,
then how are you ever
going to learn?

Phil's ability to humble you

in a way that is encouraging

is something that is
very unique.

If you are telling people that
they can't get to their goals
without a coach,

what makes you think that
you'll be able to get
to your goals without a coach?

You don't just wake up one day
knowing how to run a business.

If you were to line
ten of our clients up,

there's around about
seven out of ten of them that
will become very successful.

There's around three of them
that won't do anything,
or they won't implement.

In our experience,
it's mostly implementation,
and it's not taking the action

that they need to take
to move their business forward.

Sometimes, people are
too comfortable,
sometimes they don't want it,

and sometimes
they don't want to do the work,

because it's not really aligned
with what they want to do.

Certainly, if someone isn't
a great coach
in the first place,

they're going to find it
very difficult to actually
build an incredible business,

because if you're not
a great coach
in the first place,

it doesn't matter how much
marketing or sales advice
you have,

um, people aren't going to see
the social proof that they need

to want to work with you.

Let's talk
about this AI problem.

AI tools and pieces of software
are only going to become
more prominent as time goes on.

And what I believe will happen
is you will see big companies

starting to develop AI tools,
whereby, somebody will be able
to put into it,

"Here's my lifestyle,
here's my diet, here's my likes,
here's my dislikes.

Build me a program."

-And it will almost be
like a coach in your pocket.
-Yeah.

Now, that will 100% jeopardize
a coach's ability to coach,

because it'll be more precise,
it'll have more energy.

It'll be able to provide more
firepower and accountability.

So, what is your proposed plan

when it comes to
incorporating AI
into the coaching program?

What would it look like?
What would we feed it?

Bear in mind we've got years
of events, private calls,

trainings, uh, frameworks, tools
that we can put into this thing.

We don't want it pulling from
the general database because--

-General information,
lot of...
-General information. Yeah.

-There's no-- Right. So--
-Totally. Yep.

Um, what, what can we do?

With all of the hours
of content we have,

sometimes it's hard to find
what they need.

So, from my perspective,
we win by giving our clients
what they need faster.

And we only do that if we can
create an accessible

amount of information
that we train the model on.

So with, like, ChatGPT, GPT4,
et cetera, et cetera,

it's trained on
all of the internet.

The problem with that is that
it's all general information.

It's not the correct information
for, say,

building a business or coaching
a client to get a result fast.

And sometimes based
on the questions that you ask,

it can feel like very
general, generic information.

-Yes, absolutely.
-Thank you very much, mate.

So, my perspective, we need
to take all of the information
we have,

all of the videos,
all the podcasts, all
the documents, all the assets,

and we need to prepare that
in a way to train the model

so we can essentially
replicate your voice,
your intention, your viewpoint.

-What is the fastest time
that we can build this in?
-It's going to take time.

We've got an event coming up
in the next two months.

Can we execute
and build a prototype by then?

I, I feel like we could do
an initial version,

and we can get that
off the ground
and get our clients using it.

If we get that working
by the time the event is here,

we'll get a really good idea
what they need
from how they use it.

-Okay.
-So I feel that if we push
and we put our heads down,

and we get the right team
in place, we should
be able to make it happen.

-But it is a tight deadline.
-Well, we, we've got
to solve problems quickly.

Question. Do you have any idea
what we could call it?

What about Catalyst?
Catalyst kind of feels like
a natural word that would work.

-I don't want
to call it something-bot.
-Yeah, yeah, yeah.

I think that's too
kind of like whatever.

It gets rid of the human aspect
or usefulness aspect.

-Nah. Let's give it a name.
-Okay, so will we run on
Catalyst for now?

-Let's run that.
-We can play with this and
we can change it down the line.

-Yeah.
-But it's important that
we get moving on this.

Let's call that
the prototype, Catalyst.

One thing when I was
a personal trainer,

I knew that the work that I was
having on a one-to-one level,

and small group level
was colossal.

I was giving people confidence.
I was giving them their health.

I was helping them
in their social life,

and that had carry over
to the people that were
around them, their families.

And being able to see
somebody enjoy their life
from not enjoying their life,

like coming to me
with no confidence,

coming to me
with health problems

that were
holding them back,

to helping them
become healthier,

stronger, more powerful versions
of themselves was just amazing.

When I met Phil,
I was studying in childcare

and I always had a vision
of opening my own daycare.

But then, when I was with Phil,
I found a new love for training,

and gave up my career
to be a personal trainer.

But I don't personal train
anymore, and I work for Phil
in the business.

All right, let's go through
the last week.
We'll look at wins...

-Mm-hmm.
-...um, whether that's in
personal life, business life.

Uh, challenges,
personal, business.

Relationship, what went well,
what could have been better?

Who wants to go first? We'll
spin, we'll spin the pencil.

You.

It's me? All right. Uh...

We have an open table
every Sunday
where if we were annoyed,

if we are triggered, if we are
embarrassed about something,

whatever it may be, that we want
to be able to bring it to
the table and talk it through.

Communication is
number one thing for us.

You know, being open,
being honest.

We don't see, like, silent treatment...
all that kind of stuff,

that doesn't happen
in our relationship now.

You know, and obviously
it's through learning
through the years.

But communication
is the number one thing
that works for us.

I don't think any of my
ex-boyfriends would have been

up for sitting down and talking
about stuff like that,
but he seems to make it work,

and it seems to bring
a lot of value
to the relationship as well.

It makes it more secure.
If anybody's having an issue,

they sort it out
and they talk about it weekly.
I think it's really good.

- Let's move into relationship.
- Mm-hmm.

Um, where did it go well
this week, and then, what could
have been better?

You've done incredibly well
with Penelope this week,
despite everything going on,

I've seen the effort
and the time that you've
put in to, to looking after her.

And even though I've been pretty
full on with the team stuff
and everything else,

you've allowed me to have
the space to be able to do that.

-So... thank you.
-Thank you.

Well, I know when to lean in
and when to lean out,
and it's been a busy few weeks,

-so I've just kind of
stepped aside.
-What went bad for you?

So I had teamwork, both of us.
Teamwork was unbelievable.

-You know, we've done it
over and over and over again...
-Mm-hmm.

...and now we've kind
of got the gist of it,

but I find that we've just
been like ships in the night.

-We didn't actually get--
-We didn't get our date night.

-We got, we got out...
-We got out.

-...with lots of other people.
-But it was with
loads of other people.

Um, so, and obviously with
everything going on,

it was very hard
to actually connect and review,
you know, the week,

and then obviously as well,
yesterday,

-I took the car, and,
uh, ended up taking...
-Mm-hmm.

-I had to get my-- Yeah.
-...75 minutes, an hour
and a half too long.

You had to get your hair done.
I was probably
a little bit abrupt...

-Mm-hmm.
-...with you
on the phone, and, uh,

-I wanted to apologize for that.
-Thank you.

So, uh, heat of the moment...

When you're always focusing on
what's going well,

-you turn a blind side
to what's not going well.
-Not going well.

-Yeah.
-And then, what happens is
that builds and builds

and builds over time,
and it turns into resentment.

It turns into guilt,
it turns into insecurity.

And, you know, you feel it in
the relationship down the line.

We have very full on schedules
and stuff can be missed

in between the week.

He's incredibly passionate
about what he does, and he's
always very, very focused.

He gets into the detail
of everything that he does.

He understands exactly what the
pain points are of other people,

and he helps other people
with those pain points.

Even as a friend, he's
good to talk stuff over with.

He's always very objective.
He's got a good ear, he knows
how to listen to people,

and he knows how
to break problems down
into small parts.

And with that,
you build confidence in people,
you build solutions for people,

and people can really,
really trust that individual.

As the old saying
at the end of the day,
I have a life, you know,

"If it walks like a duck
and quacks like a duck,
it is a duck."

He has created a positivity
in people's lives.

He has created change
in people's lives.

It's not just
all about the muscles.

He has moved, I would say,
to a different level.

In the B2B in the earlier years,
it was the odd personal trainer
that would email.

Then it was a gym that would
email and ask me
to train their team,

whether it was a sales team,
whether it was a coaching team,

depending on what they needed,
what the biggest challenge was
in the business.

And then, it turned into just
more and more people asking,

"Can you mentor me?
Can you mentor me?

I loved what you've done.
I've seen your journey.

I've seen the, the growth
that you've had.

I've seen people
that have worked with you before
and I've seen their growth."

People were just
reaching out to him
when they'd seen

his personal training business
so successful,

they wanted to know
how he'd done it.

Helping others
to create their business

into the same sort of success
his has been.

A lot of personal trainers
or online coaches

have the perspective that if
they're just great coaches, um,
they'll build a great business.

But if you don't know
how to run a business,
operate a business

um, or build a team around you,
it's very difficult for you

to actually get
what you need
out of your business.

So, guys, what I want
you to do now is just basically
share our challenges.

So what didn't go
so well this week?
What did you find tough?

I had a business that was
quite new. It was eight weeks
old, but it was overwhelming.

A lot of local clients came in
to me very, very quickly,

and it brought the clientele
up to 70 or 80 clients.

I was working 15, 16-hour days,
seven days a week.

And I was like, "Is this
supposed to be like this?"

And I said, you know,
"This is great,

but how long till
will this last?"

I stumbled across Phil Graham.
Joining Phil,

being able to actually
go through how
your business is going to work,

what I should do, and how
you can actually deliver
in a business.

When someone has
a certain problem,

we've addressed that problem
X amount of times before,

there is a number of avenues
that we can go down

to figure out what it is that
we need to do

to fix that problem
inside the business.

It's a real systematic approach
to trying to fix something

that's not right
in your business.

When we do client check ins,

essentially, I see everything

that the client does
or doesn't do,

so we can watch it like a hawk
to make sure you're progressing,
to make sure...

I knew exactly what
I wanted to do,

I wanted to help as many
Type 1 diabetics
around the world as I could.

I wanted to have
an impact on their life.
I wanted to run my own business.

I wanted to have
that element of freedom that can
potentially come with it, too.

Everything was
just kind of messy.

I didn't, I didn't know how to
get from the place that I was,

to actually running
a business that impacts
as many people as possible.

But, basically, when I
started working with Phil,

it just instantly
gave me clarity.

Delivery with clients,
he looked at, looks at

marketing, sales, systems,
he checks in on you.

You can run things by him
if you're struggling
with something,

if you're having
a challenge with something.

And even just how he has built
what he has built,

it's, it's almost like
a roadmap.

If people come to me and ask me
what would be the best way
to structure a business,

the ideal setup is something
like Phil's.

His clients are growth-oriented
fitness professionals,
generally online,

and they're people looking
for systems and processes
to be able to

repeatedly scale the business.

And he is teaching them how
to run a business,

not teaching them anything to do
with health and fitness

because they have
that knowledge already.

Kirk's been a client
of mine for, like, four years.

He came to me as a,
a fitness model, you know, had,

you know, hundreds of thousands
of followers and, um, obviously
couldn't monetize it,

didn't have the systems
or didn't have a team

and was just, you know,
doing personal training.
Here he is.

This guy used
to be called, uh, Kirk,
Kirk Abs Miller.

Get, get this bad boy
on camera.

I'm speaking with
a client today who's

uh, just about to do consulting
with one of the world's
largest logistic companies,

and they have asked him
to come in and pitch to
their head of global directors

as to how can you improve
the health of the workforce,

and how can you
put that together
into a deliverable service.

If this talk goes well
and obviously they're bought in
and all that stuff,

I would not have a clue
how to price it.

So, um, what, what,
what do we need
to make a decision on here?

Uh, the price, the, um,
is there anything around
the delivery of it

that you're afraid of
or worried...

The clients, they need
foundations.

The foundations of
a solid business require leads,

they require sales,
they require fulfillment.

So they're coming to fill
less for one specific problem

and more for the whole spectrum
of business fulfillment.

I think the delivery side
of this thing is fine,

but the main thing that
you need help with is
obviously the pitch, right?

Essentially, the first
and most important thing is

when you go into that room,
you need to identify

the problem, uh, immediately.

What is the problem that is
associated that these people

can share in common with health,
with productivity,

and essentially just
non-sick days?

I think it was a Buddhist quote
where individuals spend

so much time and energy trying
to build their wealth
or their money or their riches,

that they end up
spending their riches back
than getting their health back.

That is a very important
principle, because I know

so many entrepreneurs
that have gone after business,

gone after the hustle,
and end up neglecting
their health.

So you're contrasting
between the reality of
fast food, traveling, jet lag.

A lot of these, like, CEO,
director people are going to be,
you know, very busy.

Health will come second.
Business will come first.

The purpose of that meeting is
to shift their perspective

from health first,
business second,

because health
will drive the business.

When you look at, you know,
directors and CEOs,
they're busy.

They're on planes,
they're traveling,
they're eating,

you know, stuff out of hotels
or constantly on the go.
They're stressed.

And if the right systems aren't
in place, their decision-making
will be flawed,

their sick days will increase,
which will cost the business
money.

So, from a corporate wellness
perspective,

looking after the wellness
of your employees

is probably one of the most
profitable things that you
can do in terms of production.

You need three,
you need three questions.
No more.

A question on nutrition,
a question on training,
and a question on lifestyle

because they are the three
drivers of the result.

A great question to open with
would be,

"How many of you have
compromised your own health

-for the sake of this business?"
-Yeah. Yeah.

You want it to be ultra simple

to the point where,
you know, the silence
and the single questions

are the weight
of what's coming.

You do not want to hoard
these people with information.

This is exactly the emotion that
you want to hit in their head.

"Fuck me, he has a point."

If one wants to be
a successful entrepreneur,

there are a range
of different traits
that need to be present.

One of the most important things
is courage

and the ability
to step out into the unknown.

There have been times in my life
where I have

voluntarily put myself forward
for situations, scenarios where
I wasn't ready,

but the commitment
of publicly saying
that I was going to go for it

was the very thing
that grew me and evolved me.

We always wonder, how can we
pluck up the courage to do this?

Or we have stories
going through our heads,

the scenario might go like this,
it might go like that.

But, really,
you've got to surrender
and step into the unknown.

And, you know,
trust the outcome, and...

Confidence comes
after you take action.
It never comes before.

You know how many times
I've done this in my life?

All the same emotions come
before any event.

I'm going to change lives.

They're phenomenal events.
You're talking about hundreds of people,

thousands of people
at these events.

Like, I love them.
Every time I go to them,
you walk away pumped.

They're for
fitness entrepreneurs.

And it's Phil's opportunity
to stand on the stage and talk

to multiple people at once.

For Phil, he gets a lot
of fulfillment doing that.

He gets a really big buzz
out of that, he loves it.

But on top of that,
what it also does
is it allows Phil

to impact more people,
show people what's possible.

It's Phil like
the Tony Robbins of fitness?

So, it's hard, because that--
Literally you think like that
and it's like--

You know, with Tony Robbins,
you jump about--
The guy is phenomenal.

The difference in my head is
there's procedural outcomes.

So what that means is we will
actually put a system in place

that gives you an outcome.

So, I want to talk about
the four things that are going
to apply

to most of you in this room.
Not everyone.

Most people who are selling
personal training on the floor

and who are also selling
online coaching services.

If you're like me, you might
struggle to switch off.

How many people in the room
struggle to switch off?
Put your hand up.

If your prices are the same
and you haven't increased them,

but the cost of living
has gone up, you're actually

not making anywhere near as
much money as you were.

People stay because
they like the community.

People stay because
they see future
in utilizing your service

-to essentially help them
ascend through the ladder...
-Yeah.

...of status,
recognition, health.

Every event, there's usually
tears of some kind.

Um, yeah, you got me, bro.

I remember coming off stage
and speaking to a young guy.

He said to me,
"I've been hearing about you
for a long period of time.

I'm also Type 1 diabetic.

You really need
to do something for us.

You've got all
this knowledge and you've been
able to build your physique.

You've been able to do
what you've been able to do,

all whilst having
this condition.

I can't control mine.
I can't keep on top of it.

I don't know how to eat.
My blood sugars are always
erratic and I never feel good."

And that really hit me.

Yes, I have committed my life
to studying this.

I selflessly did that for that
for myself, to prolong my life.

And I went,
"You know what? He's right."

So, I then set out to write
the Diabetic Muscle
& Fitness Guide.

When I was starting
my bodybuilding journey,

there was nothing out there
about bodybuilding and diabetes.

You can google it
and you might find something

on Bodybuilding.com
or whatever it was,

but it was
very light and superficial.

It wasn't the detail
that you needed,

because when you're
bodybuilding with diabetes,

everything that is being
talked about and preached

has to be slightly tweaked.

And I had gone and tried
and tested all this stuff,

and plus, as well, I had
the education to, to back it up.

So it was a very hard book
to write.

And I created that book
like I was writing it
for my younger self.

Because I had a vision
in my mind.
I went, "You know what?

There's going to be a lot of
young guys, a lot of young girls

that really want to build
an awesome physique but

but feel they can't
because of this thing."

And I went, "I'm going
to write to those guys."

I came across
the Diabetic & Fitness Guide.

It was just something
that I instantly resonated with
and connected with,

because living your life
with Type 1 diabetes,
it can be difficult at times.

And look what he has done.
You know, look what
he continues to do.

And I found that kind of
instant connection
with what he was doing

despite living
with Type 1 diabetes.

As you can see, it is
an absolute beast of a book.

It goes into human physiology
and all aspects of, of diabetes.

It's loaded with tips
and insight, but, you know,

it's also got the,
the mindset shifts

that somebody
with Type 1 diabetes
needs to make in order to,

you know, prioritize
their nutrition, their training,
their lifestyle.

All those elements combined.

It was a very hard write.

A lot of research,
a lot of time.

And it covers everything,
medication, management, mindset,

complications, supplements,
training, health, nutrition.

I had to take stiff scientific
information, and distill it down
into layman's terms.

I mean, you can see
at the back all the references.

I mean, there's, there's just
so many pages

of scientific references.

That was all from my experience,
trying things
and testing things

and applying things and...

Building muscle with diabetes
is, uh, quite challenging.

Phil started out
as my personal trainer.

We then became friends.
But everybody needs a coach.

I'm very lucky to say
that I have Phil there
as a peer and as a mentor.

The main reason people
will stay inside of the business
rather than leave,

is that the market is
constantly changing.

So we don't just focus
on the lead generation
and marketing and all of that.

We also focus on actually
helping people build out teams

and scale infrastructure to
build real fitness businesses.

I run and operate
a number of business

across many different fields.

Health and fitness,
hospitality
and food manufacturing.

I currently have 135 staff,
and there's some of them

that I absolutely love to bits
and trust unequivocally.

But there's some things,
just as a business owner,

that I maybe don't want to share
those worries with them,

or they're quite possibly
not experienced enough

to give me the answer,
the support,
the help that I need.

That's where I can look to
somebody like Phil.

As a business owner,
the decisions that I make
on a daily basis

not only affect my own life,
my own income,

my family's income,
the 135 staff that work for me,

their families, all of the
people that are tied into them,

the suppliers and the partners
that we work with.

There's a massive reach
of people that any entrepreneur
works with.

The impact that they can have
is so vitally important.

But there, there are challenges
that present themselves
every day.

And, as an entrepreneur, you're
tackling challenges that you
didn't know you had yesterday.

- Hey, what's up?
- Yo, what is up?

All right, let's, uh, talk about
this AI thing,

because I know
you've been working away on it.

Uh, listen, I, uh,
want to get this live

for the next live event.

Um, there is
a small bit of challenge

with the quality
of the responses coming out.

They're a bit too general
at the moment.

So we're training the model.
It's going well,

but sometimes
the responses aren't exactly
as they need to be.

And when we're advising
our clients on business

as you know yourself,
that is a big risk.

What do you mean it's
not coming out correctly?

Is it too complicated?
Too vague?

Does it-- Is it mumbo-jumbo?
I mean, wha-- what--

-Like, fill me in--
-Sometimes it's-- Yeah.

So, sometimes it's on the mark,
sometimes it's off the mark.

So, sometimes it's
a bit too vague.

Sometimes it's
a bit too general.

-Sometimes it doesn't pick up
on the nuance of the challenge.
-Right.

And the problem with that is,
uh, the nuance is important,
so...

Right. Well, listen, you know,
the importance of getting this
out there.

Whilst we have
to be fast with this,

I don't want you rushing it
to the point where

we're just
shipping anything out.

It's everywhere now.

So, listen,

I want to get that announced

at the next live event. Can you

-commit to that deadline?
-So, I totally see where
you're coming from.

Yeah. So I totally see
where you're coming from,

and I would love to have it
announced at the live event.

Um, I think it's more
important than anything else
that our clients feel safe.

They feel like we're
taking care of them.

They feel like we have
what they need.

But that live event is
a very short time period.

And there's a bit of a risk.
What if we announce it

and it doesn't work,
and it doesn't give them
what they need?

We can't ship this
to clients yet.

The quality just isn't there,
um, in terms of responses.

I mean, a good bit
of it's there, but...

Yeah, it's not...
um, it's not exactly
where I want it to be.

There are gaps.

Sometimes it may not take
into account the exact context

because the inputs might
not have been clear enough.

And as a result of that,
it may come across very vague.

It may come across,
in a way, abrupt, or,

just essentially
in a way that it lacks
understanding

of the complete scenario
and situation.

And, essentially,
it doesn't look great.

It reads like a computer's
written it,

and clients can tell.

I'm pushing for the event.

It's one of the most
important times

to launch
something like this,

because it's an, an opportunity

for our clients
to come together,

learn, network, grow,
and also get key updates

on how we're going to make
their life better.

We literally could
have the attention span

of everybody instantly.

And if people don't hear that
we've launched it,

then they get confused
with the marketplace

and just creates more stress
and more work down the line.

So... yeah.

Covid was challenging
for everyone
in the fitness industry.

Every personal trainer
on the planet, every gym owner
on the planet had to go online.

So I was
a traditional in-person coach.

And then, essentially,
it was Covid that forced me

to build an online business.

It was a challenging time,
but at the same time, too,

what happened was
the amount of

online coaches
grew tremendously.

Also, the market actually
became much more accepting
of online coaching,

whereas, before, people were
kind of uncomfortable with it.

Some people
had temporary success.
The pandemic made

a lot of people rich,
it made a lot of people lazy.

And now, we're
in a scenario where there's
economic challenge.

People view coaching as
a nice-to-have, not a must-have,

whereas during the pandemic,
it actually gave a lot of people

a break from
their everyday life.

I suppose the main thing
you can learn from it is that
nothing will ever stay the same.

There's always going to be
something around the corner.

Well, I mean, all the evidence
would point towards us

heading into recession
right now.

And I mean, if you look
at the cost of living,

if you look at interest rates,
if you look at everything
going on,

there is going
to be blood on the streets.

When it comes to growth,
when it comes to business,

it's not about
who knows the most,

it's about who takes the action.

And that comes
with being ruthless

and fastest,
quickest and most consistent.

I would definitely say he's
relentless in terms of what he
wants to get out of his business

and he's willing to do
whatever it takes to get there.

He can be demanding at times,
but it's because

he knows what he wants
and he knows it's right.

He has changed the lives
of so many people

just through being
a little bit ruthless.

I wouldn't say
a little bit ruthless.
He's pretty fucking direct.

If you were a really driven
business individual

and you continuously want
to push forward,

you have to be relentless
with execution.

If you really want to get
to where you want to go.

He's ruthless where he needs
to be ruthless.

So, there's no excuses.
Nothing will get in the way.

If there's something
that needs done, it'll get done.

It's looking a lot better,
a lot better.

We can definitely
present this to clients.

There's no question about it.

Clients are going
to win with this.

Yeah, very excited, because it's
going to help them win.

It's going
to help them get answers
to their problems quicker.

They can do it anytime,
day or night.

They don't have
to wait for a team to get back.

Um, also as well,
one of the most annoying things

about running a business
is having team members

that don't know what to do.

We can give this to our coaches
to give to their team members,

their sales team,
their client success team.

And they can
ask questions on this.

We've built Catalyst using
all of our internal trainings,

private calls, events,

and all that insight has been
put together into the AI tool.

Business is all about
solving problems for people,

and if they can solve them
faster, then clients
aren't going to get stuck.

So, if our clients
are making decisions faster

because they've got the backing
of all our insight, training
and wisdom,

and they can do that
24 hours a day,

they're going to grow
their business faster

they're going
to keep clients happier.

And happy clients,
happy business, happy owner.

AI is not a threat to Catalyst,
because we are putting in

our own specific information
that's based on our beliefs,

our experience of what needs
to happen to grow
a coaching business.

And in the general realm
of free content online,

there's just
so much randomness to it,

there's no
specific circumstances.

We have got case studies galore
for so many different types

of fitness business
across the world

with different models, online,
offline, different niches,

and we really bring unique,
specific granular insights

to our model, which allows us to
solve problems for a vast range

of coaches in the industry.

Catalyst, the AI tool,
it's good, it's solid.

It's definitely going to work.
It's definitely going
to help a lot of people.

And to be honest,
it's actually going to
free up a lot of work for us.

There's no question about it.

So I'm a little bit apprehensive

as to how clients are going
to take it,

what they're going
to think about it,
are they going to use it?

Anyway, we've built it.
We've adapted to the...

"the threat
to the marketplace,"
so to speak,

and we did our best.

So let's just ship it,
get it out there,

iterate the feedback
and continue on building.

Another day, another challenge.
As simple as that.

So, Phil has developed
an AI program,
and it's incredible, really.

This is speed.

You type this
into Phil's platform

and it'll give podcasts
down to a video
to the timestamp on it.

You have the answers
within 20 seconds.

The community
that he has with the business
is just unbelievable.

There's so many people
in there, and they're all
in the same game,

but they all support each other.

For him to host us at the house
and have meals for us

and have that kind
of intimate community,

it just shows how much he
actually cares about the people
that he works with.

Be able to meet so many
like- minded coaches
under one roof.

Like, the energy is phenomenal.

You can't help but be inspired
and motivated by it.

And Phil gives you the belief.

It's like, "You're going to be
like that one day, or better."

It's a close community
that you have.

You're, you're seeing
these people on calls.

You're connecting and chatting
and engaging

with these people on a,
on a weekly basis.

It's huge benefit for me
to be able to talk with
like-minded people

experience the ups
and downs, the highs and lows
of emotions of business

and be able to relate to that,
because if I didn't have it,

I wouldn't have any, anyone
to, to be able to relate to.

Sometimes it, it can feel
as if it's kind of lonely
to a certain extent,

because there's nobody
above you,

because it's your,
your business.

But to be able to meet people
and interact,

and, you know,
become like friends

with a lot of these coaches,

it's not just
a business mentorship.

It's creating friendships,
relations with other people

that, you know,
I, I didn't have
before joining Phil.

Me joining has
literally been life changing.

Like, I,
I don't say that lightly.
It's, it's life changing.

I always build
a business around,

"You have changed my life.
That is priceless."

If I didn't hear those words,
I hadn't done a good job.

Everybody that
I come in contact with,
I want to inspire.

I want to open their heart.
I want to stretch them.

I want to make them
realize that, "Hey,

there's more out there for you."

Unfortunately, with diabetes,

I see a significant
amount of people
that totally disregard it.

I took responsibility
for my health,

and I think that decision was
based off the fact that

I was blessed
to be given this life,
and it's my duty to live it.

I want my child
to be challenged.

I want my child to understand,
you know, what adversity is.

I want my child to understand
what hard work is.

I want my child
to understand what love is.

And most importantly,
she trusts herself
and loves herself.

That's the biggest gift
that I could give her.

I'm not going
to influence her into going
into her own business.

She will find
her own natural interest.

She will find her
own natural values.

And I will do my best
to support those.

- Is it scary being a father?
- No.

- No.
- Scary, meaning,
like thinking of the future.

-What can happen,
all these different things?
-No.

I think if I was
to focus on what could
go wrong in the world,

I would end up disserving
my daughter.

I want her to focus
on what she wants in life.

Give him a wee kiss. Mwah!

-Mwah! Show him. Mwah!
-Have a kiss? Oh!

Well, the future for Phil,
I think he's just

he's just going
to grow into his role as a dad.

You know, he's going to continue
to just

to just blaze his own trail
in the fitness industry.

Because that's what he does.
He just blazes his own trail.

The place that I'm at
with my business,

where I'm at personally,
where I'm at professionally,

where I'm at location-wise,
it comes down to being
part of Phil.

Before I started working
with Phil,

I was at that stage
where I was chasing money.

I did not feel connected
to my business.

I didn't feel connected
to actually what I wanted
to do in life anymore.

And Phil just really
gave me that love
of coaching women back.

Phil was the one
that planted the seed for me to,

you know,
start coaching gym owners
in the local market.

And, you know, I think we
opened like 15 other gyms
across Northern Ireland,

through him
just planting that seed
and giving me the belief that,

"You know, Aaron,
you can do this.

You know,
you, you have the ability

to help other gym owners
as well."

So, Phil's impact
in the fitness industry,

you know, the ripple effect
of helping one person

who helps multiple other people
is massive.

And the impact that he has
in the industry

is so far and so wide,
it's, it's just incredible.

Where do you see yourself
in ten years' time, Phil?

I still want to be impacting
people, changing people's lives,

shaping their perspectives,
expanding their thinking,

letting them go
after their dreams.

Be a great role model
for my kid.

Yo!

Do I think he'll be
in fitness forever?
Probably not.

But I think Phil has
massively changed and reshaped

what it means
to be a fitness business owner.

What does the future
hold for Phil?

He's not going to stop.
He's going
to keep going.

Back whenever I was growing up,

I was told that in order
to be successful,

you had to work hard,
behave yourself,

get great grades at school,
become a doctor or a lawyer,

marry a good Protestant girl,

behave yourself,
say your prayers,
go to Sunday school.

And...

I was really talked
out of building a business.

People told me
it was the riskiest thing
that you could do.

It was stressful and it was
just a really bad idea.

But there was a part of me
that really didn't sit well
with all that,

and I decided
to do the complete opposite

to everything that I was told,
and I'm so glad that I did.

Ooh! Ooh!

Give me a kiss. Give me a kiss.

Come on!

That was fun. One more.