WEBVTT
1
00:00:09.759 --> 00:00:11.880
I got qualms with the internet. Man, I don't know
2
00:00:11.919 --> 00:00:13.839
if I'm gonna be able to phrase this right. I've
3
00:00:13.880 --> 00:00:15.919
been thinking about a tweet, and tweets are hard, even
4
00:00:15.919 --> 00:00:19.399
though they're longer. Now there's a thing I was just
5
00:00:19.480 --> 00:00:21.160
talking to shout out to her Man Phil out there.
6
00:00:21.480 --> 00:00:23.480
I was talking to Peel about like the new generation
7
00:00:24.199 --> 00:00:26.600
of fitness, and now I'm the old guy talking shit.
8
00:00:26.719 --> 00:00:31.600
But it's just what it is. There was like a
9
00:00:31.600 --> 00:00:36.600
all sports and all media celebrity. Everything goes through changes
10
00:00:36.640 --> 00:00:41.000
in chapters, right a lot of times at least maybe
11
00:00:41.200 --> 00:00:42.840
I don't know if it's how I was raised or
12
00:00:42.880 --> 00:00:46.000
because I like sports. You just always kind of nod
13
00:00:46.039 --> 00:00:49.159
your head at who blazed the trail for you, right,
14
00:00:49.359 --> 00:00:52.840
Like Lebron showed love to Jordan, Jordan should love to
15
00:00:52.920 --> 00:00:56.119
Larry Bird whatever, right, And that's that's kind of baked
16
00:00:56.159 --> 00:01:00.520
into most cultures. I feel like, I think because of COVID,
17
00:01:01.399 --> 00:01:06.200
and during COVID, TikTok just exploded, like it was obviously
18
00:01:06.200 --> 00:01:10.040
a thing, but it just exploded. In particular, fitness TikTok exploded,
19
00:01:10.400 --> 00:01:12.959
which is on a whole new other side of things
20
00:01:13.000 --> 00:01:19.200
from the YouTube Instagram world, where even in like earlier
21
00:01:19.280 --> 00:01:24.079
days twenty eleven to twenty sixteen, there was crossover, but
22
00:01:25.280 --> 00:01:29.439
YouTube and Instagram were different fitness worlds, mostly just because
23
00:01:29.519 --> 00:01:32.040
YouTube maybe it was more difficult or more time consuming.
24
00:01:32.079 --> 00:01:35.120
So the amount of guys and gals that were on
25
00:01:35.480 --> 00:01:39.599
YouTube as like a career or had a voice or less. Right,
26
00:01:39.640 --> 00:01:44.319
it's just harder to do let alone. Podcast, but podcasts
27
00:01:44.359 --> 00:01:47.799
was different. I think like just because there was any
28
00:01:48.599 --> 00:01:52.040
successful fitness podcast at that time was so varied from
29
00:01:52.040 --> 00:01:55.680
each other. The crossovers were maybe harder. You know, like
30
00:01:56.319 --> 00:01:58.000
when we were back in like the top ten on
31
00:01:58.439 --> 00:02:01.599
fitness podcasts, all those people, like I knew their names
32
00:02:01.599 --> 00:02:04.280
and faces, but they were so unrelated to the fitness
33
00:02:04.319 --> 00:02:05.840
world we came from.
34
00:02:05.480 --> 00:02:09.080
Correct, Yeah, where it's like they were from a multiverse. Yeah,
35
00:02:09.080 --> 00:02:10.360
it was like a fitness multi.
36
00:02:10.319 --> 00:02:13.080
Yeah, it was like health health podcast. Yeah, sure we
37
00:02:13.080 --> 00:02:14.719
all fit into that category. But as soon as you
38
00:02:14.759 --> 00:02:17.520
like brought a barbell, there's only barbell shrug. There's only
39
00:02:17.520 --> 00:02:19.360
like two of us that used a barbell, and then
40
00:02:19.400 --> 00:02:21.280
there was like no bodybuilding. It was a more like
41
00:02:21.360 --> 00:02:22.080
holistic y.
42
00:02:22.400 --> 00:02:25.120
Uh, I, neet your what's her name?
43
00:02:25.599 --> 00:02:29.800
Who was Gillian Michael? Right? Which is very pop health
44
00:02:30.400 --> 00:02:33.240
and then yeah, whatever, the point is that it's just
45
00:02:33.280 --> 00:02:36.439
too varied to build like a tight niche where like
46
00:02:37.159 --> 00:02:40.240
Guzman and Max Chuning and obviously Bart and Omar we
47
00:02:40.280 --> 00:02:42.360
all became homies because it was all we all fit
48
00:02:42.840 --> 00:02:45.800
together enough, not only age wise, but what we were
49
00:02:45.800 --> 00:02:49.280
into on YouTube. So most of these things again in
50
00:02:49.280 --> 00:02:51.759
my idea, like the basketball reference is like the big
51
00:02:51.800 --> 00:02:54.520
Book of the NBA, and then you know, the eighties
52
00:02:54.599 --> 00:02:56.560
was a chapter, in the nineties, was a chapter in
53
00:02:56.599 --> 00:02:59.120
the Two K's with Kobe and chemic Gart network chapter,
54
00:02:59.159 --> 00:03:02.919
et cetera, et cetera. Something different with the fitness community,
55
00:03:03.000 --> 00:03:06.960
the social media fitness community, or the online fitness community
56
00:03:07.439 --> 00:03:10.120
with covid. I feel like it almost like closed a
57
00:03:10.159 --> 00:03:13.639
book and started writing a new book. And Phil brought
58
00:03:13.639 --> 00:03:16.199
it up, and he was just being incredibly nice, saying, like, dude,
59
00:03:16.319 --> 00:03:18.759
you Embart like did all this stuff for fitness, Like
60
00:03:18.800 --> 00:03:20.919
you guys are you know, like icons in this space.
61
00:03:20.919 --> 00:03:22.599
And I'm like, dude, I'm not, like no one has
62
00:03:22.639 --> 00:03:25.520
a clue what we do or where we are, because
63
00:03:25.520 --> 00:03:29.080
that book just like closed and like disappeared, like even
64
00:03:29.120 --> 00:03:31.840
Guzman and Guzman's still killing it business wise, and even
65
00:03:31.840 --> 00:03:35.120
as YouTube does. Okay, like people know Alpha Ete, people
66
00:03:35.159 --> 00:03:37.919
don't always know Christian Guzman on the YouTuber right, and
67
00:03:37.960 --> 00:03:39.879
some people might know the lore now because that you know,
68
00:03:39.960 --> 00:03:42.080
they wear the clothes or whatever, but they it's just
69
00:03:42.159 --> 00:03:45.680
so different Sebum, you know, not that he wasn't around,
70
00:03:45.719 --> 00:03:48.919
but he wasn't making content pre twenty twenty, like like
71
00:03:48.960 --> 00:03:50.520
he is now at least, you know, like all these
72
00:03:50.560 --> 00:03:55.800
guys are just a whole new generation. And that's all
73
00:03:56.560 --> 00:03:58.520
a side note for me to talk shit on you all.
74
00:03:59.319 --> 00:04:01.960
What it seems like, not all of you, not all
75
00:04:01.960 --> 00:04:04.319
of you out there, all you youngins, but it seems like
76
00:04:04.360 --> 00:04:07.960
there's a huge core of like twenty year old fitness
77
00:04:08.080 --> 00:04:10.840
content creators or they might want to call themself influencers,
78
00:04:10.960 --> 00:04:13.719
you call yourself whatever the fuck you want. Kind of
79
00:04:13.759 --> 00:04:17.920
like reaching for subjects to talk about that clearly they're
80
00:04:17.959 --> 00:04:21.800
not living that, it's not their truth. And also they're
81
00:04:21.839 --> 00:04:24.720
reaching for that's way outside of their expertise, not only
82
00:04:24.759 --> 00:04:27.920
in life, but within the topic. Where in the beginning
83
00:04:27.959 --> 00:04:29.680
we would just share what we knew and share what
84
00:04:29.720 --> 00:04:32.079
we did and it was easy. Yeah, I didn't have
85
00:04:32.120 --> 00:04:34.519
to really think about like man am I outside of
86
00:04:34.560 --> 00:04:38.439
my bubble here, like am I reaching? And one of
87
00:04:38.519 --> 00:04:40.120
the main topics that I feel like a lot of
88
00:04:40.120 --> 00:04:43.240
these people talk about is like sustainability. They talk about
89
00:04:43.240 --> 00:04:46.839
the fitness lifestyle, they talk about, you know, living this thing,
90
00:04:46.959 --> 00:04:50.959
et cetera, et cetera, and then every other week I
91
00:04:51.000 --> 00:04:53.720
see them all like and not that I've been perfect
92
00:04:53.759 --> 00:04:56.240
by any means, but like, I do live the lifestyle.
93
00:04:56.279 --> 00:04:59.079
There was one session of my life in twenty twenty
94
00:04:59.079 --> 00:05:01.879
when I didn't live was it. I've lifted a weight
95
00:05:02.040 --> 00:05:05.120
every week since I was fourteen years old in eighth grade,
96
00:05:05.240 --> 00:05:08.959
every single week, and I don't have to post about it, right,
97
00:05:09.079 --> 00:05:10.680
more than half of that I wasn't posting about it.
98
00:05:10.680 --> 00:05:13.399
I haven't posted in fucking three weeks now. I didn't
99
00:05:13.399 --> 00:05:16.959
post in high school. Obviously there was nothing to post on. Yeah,
100
00:05:17.160 --> 00:05:22.839
and they're still preaching this holistic, healthy, moderation, sustainability, and
101
00:05:22.879 --> 00:05:26.279
they'll go on like three year hiatuses. I'm like, bo,
102
00:05:26.399 --> 00:05:28.560
you've been lifting for a year to begin with, You're
103
00:05:28.600 --> 00:05:32.639
fucking twenty two, Like life isn't hard yet, you're doing nothing,
104
00:05:32.639 --> 00:05:34.879
you're probably paying on your Daddy's probably paying the bills,
105
00:05:35.519 --> 00:05:37.959
and now you're going on this, I can't lift, I
106
00:05:38.000 --> 00:05:39.600
can't do it, and then you're coming back, and then
107
00:05:39.639 --> 00:05:42.920
you're disappearing. And it's at least over twenty of these
108
00:05:42.959 --> 00:05:44.720
people I've seen do it. It's not like it's just
109
00:05:44.720 --> 00:05:47.279
one I'm picking on. That's why I feel fine talking
110
00:05:47.279 --> 00:05:50.639
shit publicly because there's so goddamn any of them. It
111
00:05:50.720 --> 00:05:52.439
just blows my mind that you're trying to preach this,
112
00:05:52.560 --> 00:05:54.920
Oh yeah, I live the lifestyle on this and that
113
00:05:55.000 --> 00:05:57.839
and this and that, and then every other month you
114
00:05:58.000 --> 00:06:01.439
just disappear, whether it's from the internet at what you've
115
00:06:01.439 --> 00:06:04.160
only done for two years now, or it's from lifting
116
00:06:04.360 --> 00:06:06.720
what you've only done for three years now. And like,
117
00:06:06.759 --> 00:06:10.040
how are you supposed to be like an expert in
118
00:06:10.079 --> 00:06:13.639
a situation or an expert on a topic and then disappear.
119
00:06:15.839 --> 00:06:19.720
That's a good question. I think this is disc be
120
00:06:19.839 --> 00:06:25.279
mildly controversial, but I feel like the whole phenomenon of
121
00:06:26.720 --> 00:06:33.240
people selling coaching, selling supplements, selling whatever the fuck they're
122
00:06:33.279 --> 00:06:38.720
selling with their either they're on steroids an a minute,
123
00:06:38.920 --> 00:06:45.120
or they're photoshopping for sure pictures or both, and it's
124
00:06:45.399 --> 00:06:51.399
kind of the same, like fight for relevance that you're
125
00:06:51.439 --> 00:06:55.160
talking about even if they're stepping away, when they come back,
126
00:06:55.800 --> 00:06:58.120
they're very thirsty for relevance.
127
00:06:58.319 --> 00:07:00.800
Yeah. Yeah, I wonder if it's all just money because.
128
00:07:00.600 --> 00:07:02.920
You saw probably so, because yeah, if.
129
00:07:02.800 --> 00:07:05.079
You saw from twenty twelve to twenty seventeen people getting
130
00:07:05.160 --> 00:07:07.480
rich and popular and so then people are like, oh,
131
00:07:07.600 --> 00:07:09.920
fitness is a way to get rich and popular, so
132
00:07:10.000 --> 00:07:11.680
they hop in. But if your heart's not in it,
133
00:07:11.759 --> 00:07:13.959
or you haven't actually built the skills to have that
134
00:07:14.040 --> 00:07:17.959
lifestyle right, then you're not actually about it. Now. You're
135
00:07:18.000 --> 00:07:20.720
just chasing a dollar, which is I think can drive
136
00:07:20.800 --> 00:07:22.639
some people. There's a percentage of people that it can
137
00:07:22.720 --> 00:07:24.959
be so driven by money to be successful, but I
138
00:07:25.000 --> 00:07:27.079
think most people that's going to wear out.
139
00:07:27.920 --> 00:07:32.040
Yeah, And I think that the business of fitness, like
140
00:07:32.079 --> 00:07:36.680
the traditional business of fitness is, you know, owning gyms,
141
00:07:37.680 --> 00:07:47.560
creating and selling equipment, creating and selling diet plans, workout plans,
142
00:07:48.800 --> 00:07:50.160
and then apparel.
143
00:07:49.800 --> 00:07:51.160
On top of that, yeah, supplements.
144
00:07:51.319 --> 00:07:54.720
Yeah, but the really traditional traditional is is basically owning
145
00:07:54.720 --> 00:07:57.360
a gym. And there's anything about lifting weights that prepares
146
00:07:57.360 --> 00:08:00.279
you for opening a gym. No, there's not a single
147
00:08:00.279 --> 00:08:00.800
thing about it.
148
00:08:01.000 --> 00:08:04.560
Yeah, lifting weights may only have an aspect of coaching
149
00:08:04.600 --> 00:08:07.279
in it that may may teach you something, but yeah,
150
00:08:07.480 --> 00:08:10.399
running any kind of real business has nothing to do
151
00:08:10.480 --> 00:08:14.319
with it besides like maybe foundational things, you know, philosophically, yeah,
152
00:08:14.360 --> 00:08:16.360
but showing up being consistent.
153
00:08:16.000 --> 00:08:19.199
The mechanics of it. The mechanics, yeah, just don't just
154
00:08:19.240 --> 00:08:21.000
don't vibe with any of that stuff in the same
155
00:08:21.040 --> 00:08:25.240
way that being an influencer or trying to be an
156
00:08:25.240 --> 00:08:29.319
influencer going through all the steps that you know, whatever
157
00:08:29.360 --> 00:08:32.399
the conventional wisdom is at the moment about how to
158
00:08:32.440 --> 00:08:38.600
become a successful influencer don't have any bearing on the
159
00:08:38.639 --> 00:08:43.000
mechanics of running a business out of that or knowing
160
00:08:44.799 --> 00:08:46.960
with any certainty about how to monetize it.
161
00:08:47.200 --> 00:08:49.480
I guess yeah, I think monetizing is a little easier
162
00:08:49.519 --> 00:08:52.159
now because there's paths built out, like there's a lot
163
00:08:52.200 --> 00:08:56.240
more managers and sponsorships are like an understood thing. But
164
00:08:56.279 --> 00:09:00.399
if you want to make it sustainable business of any nature, yeah,
165
00:09:00.440 --> 00:09:03.919
it's left field compared to deadlifting or whatever the fuck
166
00:09:03.960 --> 00:09:05.559
you think you're doing. But again, they don't even do
167
00:09:05.600 --> 00:09:06.360
it long enough to know.
168
00:09:07.159 --> 00:09:09.399
No, because they're searching for what to do, yeah.
169
00:09:09.320 --> 00:09:12.799
Which is semi counter to the article of the day. Yeah,
170
00:09:12.840 --> 00:09:17.559
but I don't really know, Like, yeah, I just don't
171
00:09:17.559 --> 00:09:21.039
get it. And I see it literally weekly. I'll see
172
00:09:21.159 --> 00:09:24.320
someone's story or Instagram posts like saying they're coming back
173
00:09:24.360 --> 00:09:27.720
and I didn't even know they left. And then like, man,
174
00:09:27.759 --> 00:09:29.919
i haven't lifted weights in a year, and now I'm
175
00:09:29.919 --> 00:09:33.159
gonna go do this and that, And some of it
176
00:09:33.200 --> 00:09:36.639
is like exercise ADHD, which I get to. Man, like
177
00:09:36.679 --> 00:09:39.360
my lifting sessions change, you know, like sometimes there are
178
00:09:39.399 --> 00:09:42.159
hour sessions. Right now, they're about half an hour lifting,
179
00:09:42.200 --> 00:09:44.759
half an hour cardio. You know, Like I understand that.
180
00:09:44.799 --> 00:09:46.639
But the point is I'm touching a bar bell or
181
00:09:46.639 --> 00:09:50.559
a weight every day, and like I still live that lifestyle.
182
00:09:50.559 --> 00:09:52.759
I'm still getting my protein in like that. None of
183
00:09:52.799 --> 00:09:55.720
that just disappears depending on my mood. Yeah, And that's
184
00:09:55.799 --> 00:10:00.679
like again, they're preaching this discipline, They're preaching this consistency,
185
00:10:01.399 --> 00:10:04.440
and like the core foundations of what I do every
186
00:10:04.519 --> 00:10:07.759
day stay the same regardless. And I'm not competing. I'ven't
187
00:10:07.759 --> 00:10:11.279
competed since like twenty eighteen, twenty nineteen. It has nothing
188
00:10:11.279 --> 00:10:13.080
to do with that. But the only way they can
189
00:10:13.120 --> 00:10:17.559
do it is for content, which is like a thing
190
00:10:17.600 --> 00:10:20.039
I guess I don't know. And yeah, the article we're
191
00:10:20.039 --> 00:10:22.159
going to dive into a little bit is about gen
192
00:10:22.240 --> 00:10:27.600
Z in particular, how the data shows, at least with
193
00:10:27.639 --> 00:10:30.519
commercial gyms, and I think they reference Planet Fitness the most,
194
00:10:30.600 --> 00:10:33.039
just because that's probably the cheapest gym out there, and
195
00:10:33.039 --> 00:10:35.159
then probably the gym that they can get the most
196
00:10:35.240 --> 00:10:42.720
data on showing that that. Particularly since COVID, it seems
197
00:10:43.200 --> 00:10:45.679
the amount of people that show up to the gym
198
00:10:46.080 --> 00:10:48.679
has nearly doubled. I don't know the exact percentage, but
199
00:10:48.679 --> 00:10:54.960
I think the check ins for gen Z's went from
200
00:10:55.000 --> 00:10:59.000
like twenty percent to like thirty nine percent, thirty eight percent.
201
00:10:59.600 --> 00:11:03.759
Quote this is this is an article from Fortune.
202
00:11:03.840 --> 00:11:06.360
Yeah, and there's a couple. I read one from Business Insider.
203
00:11:06.519 --> 00:11:09.320
I've seen some articles on Instagram on it floating about.
204
00:11:10.399 --> 00:11:13.080
And the article on Business Insider is interesting because they're
205
00:11:13.759 --> 00:11:18.000
talking a little bit about the obesity epidemic and other
206
00:11:18.039 --> 00:11:21.440
things in America and how that divide might be getting bigger, right,
207
00:11:21.600 --> 00:11:24.279
because like it's not the unhealthy people all of a
208
00:11:24.320 --> 00:11:26.120
sudden going to the gym. It's just like the gym
209
00:11:26.159 --> 00:11:29.840
goers are getting more extreme, like more fit, and the
210
00:11:29.919 --> 00:11:32.519
other side is getting less fit, which is probably true.
211
00:11:34.240 --> 00:11:36.360
But two they talk about it from like a business standpoint,
212
00:11:36.399 --> 00:11:43.039
where you know, ninety five percent of gyms business model
213
00:11:43.879 --> 00:11:47.279
is built on the fact that you won't show up
214
00:11:47.919 --> 00:11:48.720
right they want to.
215
00:11:48.799 --> 00:11:51.559
They don't build capacity or maintenance for everyone to show
216
00:11:51.639 --> 00:11:52.960
or yeah, for everyone to show.
217
00:11:52.840 --> 00:11:56.080
Up right like yeah, not only like pure logistics, if
218
00:11:56.120 --> 00:11:58.879
all their members decided did to do a deadlift day together,
219
00:11:58.919 --> 00:12:01.320
they'd be fucked. But on top of that, like maintenance
220
00:12:01.759 --> 00:12:04.919
is based on use and that costs money, and so
221
00:12:05.039 --> 00:12:07.600
they plan on their shit and never getting used, and
222
00:12:07.639 --> 00:12:09.320
they don't have to spend any money because they have
223
00:12:09.840 --> 00:12:13.120
ten thousand memberships and maybe two hundred show up in
224
00:12:13.120 --> 00:12:13.440
a week.
225
00:12:19.360 --> 00:12:21.840
And that's why, like a lot of global gyms have
226
00:12:21.879 --> 00:12:25.000
a reputation for not being very clean for sure these days,
227
00:12:25.080 --> 00:12:28.679
because more people are showing up for sure using the
228
00:12:28.720 --> 00:12:31.279
facilities and the and the budgeting was based on a
229
00:12:31.519 --> 00:12:34.279
much lower attendance.
230
00:12:34.399 --> 00:12:37.200
And if you've ever been to like a commercial gym
231
00:12:37.240 --> 00:12:39.799
like that or commed gym, as the kids say, my
232
00:12:39.960 --> 00:12:42.360
gen zers, you've ever been to a commedi gym?
233
00:12:43.600 --> 00:12:44.639
Yeah, we mean something.
234
00:12:44.679 --> 00:12:46.799
They don't know that. They don't know that they don't. Yeah,
235
00:12:46.840 --> 00:12:48.720
they don't know that. They got the sickle flag in
236
00:12:48.759 --> 00:12:52.159
the corner. You go to the commedy gym with the toilet,
237
00:12:52.279 --> 00:12:55.399
yeah they And you go to one that is busy,
238
00:12:55.679 --> 00:12:58.679
which is there's been a tons you know, like growing
239
00:12:58.759 --> 00:13:00.879
up in the suburbs, all we had, you know, call
240
00:13:00.919 --> 00:13:04.720
me gyms, and so there'd be multiple Literally two prominent
241
00:13:04.799 --> 00:13:07.720
chains had two separate gyms, so four locations within a
242
00:13:07.720 --> 00:13:09.759
mile of my house. So I visited them all, and
243
00:13:09.799 --> 00:13:12.759
obviously some were busier than the others. In downtown here