I am really hyped/turnt up/heated today. I’ve been getting a lot of criticism from customers, Facebook fans, and blog readers on the overhaul to strengthlete.com. So today, I am going to lay it all out on the table and discuss why I overhauled the website, the business itself, and why I am so dedicated to blog writing.
On Monday, June 20, 2016, I relaunched www.strengthlete.com. This is the 3rd version of this site and yet another change to my business model.
This time it had to be different.
6 months prior to this overhaul, I had promised myself it would be my last attempt at making Strengthlete successful. If I wasn’t able to pull down enough money to sustain my lifestyle, I would pack it up and move on to something else.
My previous attempts at making Strengthlete a nationally recognized brand had come up short. I made every mistake that could possibly be made. I was a one man show, and every time I took a step forward, I took ½ step back. After months of traveling without seeing the growth I anticipated, I was frustrated, angry, and sick of putting in so much time and effort with not much to show for it.
So I hired a marketing consultant to help me figure out what I was doing wrong. What was I missing?
- Was I not making enough calls to gym owners?
- Was I not traveling enough?
- Was it the product?
- Was my social media not enough?
The Important but Hard Question
At our first meeting, I anticipated to hear what all marketing professionals say:
- “You need more exposure”
- “You need more facebook advertising”
- “You need more salespeople”
But instead, she asked me a very simple question: “Why did you start your business?”
I got flustered and angry and responded, “Why does anyone start a business?! To make money!”
To be honest, I started Strengthlete with the wrong idea. In my previous career as a financial planner, I was very successful. I worked with a lot of business owners and helped them organize their finances.
Working with business owners made me feel like I could avoid the mistakes that everyone made when starting a business. And since I loved fitness, I was good at business, and I wanted to make more money, I decided to give it a shot.
How hard could it be to sell people protein powder? This would be like stealing money from a baby I thought! I couldn’t have been more WRONG!
I proceeded to lose every penny I had, plus I put myself $40,000 in debt.
The BIG ASS Problem
Money, although being the most common reason, is not a reason to start a business. No matter what your impression is, or how many books you read on starting a business, it is an emotionally grueling process.
No one tells you about:
- The incredibly long hours
- The lack of social life
- The lack of sleep
- The rejection
- The criticism
- How everyone in your family thinks you should go back to your old job
- Feeling like an idiot
- The anxiety
- The stress
It seems that everyone is under the impression that owning your own business is basically like owning an ATM machine. It’s not!
When you start a business for the wrong reasons, the first sign of trouble will drive you crazy or cause you to quit. When you start a business for the right reasons, you fight through those obstacles knowing that it is par for the course.
Where I fell was somewhere in between. I was somewhat passionate and a whole lot of stubborn. This is where you DON’T want to be.
I wanted to help people, but I was too stubborn to listen to what customers were saying.
The Turning Point
This was the way I ran the business until it seemed like I woke up one day and was:
- $40,000 in debt
- 50 pounds overweight
- Depressed and miserable
- I had to make a change.
The Real Answer
The first year and half I ran Strengthlete, I spent so much time creating a
cleaner, natural, artificial ingredient free version of a protein powder that I lost touch with why people use protein in the first place.
Life has a funny way of working. In order to find my passion, I went through a struggle broke me, rebuilt me, taught me, and refocused me. In the process, I learned some very valuable, valuable lessons:
- In order to teach people, I had to learn how to struggle and overcome
- In order to speak passionately, I had to listen compassionately
- In order to transform someone else, I had change myself
This is why I changed Strengthlete.
Strengthlete is the Truth
After I rebuilt myself, I was finally waking up with purpose, determination, and focus. I finally know what I am supposed to do:
Change the Nutrition Industry forever.
My mission is not to:
- Sell you supplements.
- Write you a fancy nutrition plan.
- Tell you how much protein you need to eat to lose weight.
My mission IS to:
- Help you find your power
- Reduce your stress and anxiety
- Help change what you see in the mirror
- Celebrate the body you have instead of resent it
- Find your purpose
How I execute my mission is through nutrition consulting, nutrition education, meal planning, and supplements. But do not mistake my means for my mission.
With the exception of sex and money, food is the most intimate relationship we have. How we eat is a reflection of our past, our present, and our future. That’s the power of nutrition.
If I can change the way you interact with food, I can change your life.
But here’s the problem. The nutrition industry is full of people who are in it for all the wrong reasons. They are not evil, malicious people, but people who were as confused and struggling as I was.
So we need to make a change. We need to make the Strengthlete mission, the mission of the nutrition industry as a whole.
But I can’t do it alone.
We all know someone who can benefit from this mission, who is struggling, who needs help, and who does not know where to start.
The nutrition industry needs to change. And it needs to put people first. You need to share this article, story, and mission.
If we change the industry, we can change the people it touches.
If we can change people it touches, we can inspire a healthier society.
If we inspire a healthier society, we can not be stopped.
Help make a change. The time is now.
To learn more about my anti-diet approach to weight loss, start with my workshop below.