Molly Ruland:

Alright. Alright. Alright. Welcome to camp content. We are coming in hot with another episode. We are sitting today with Dustin Bogle from Lead The Way Fitness, which he has had for 10 years. Healthy people transform their lives, feel better, hold them accountable, all the good things. And he also now owns a company called gym Reinforcement for the last 3 years where he has been able to scale the work that he’s doing and help other gym owners So it’s a really interesting combination. If anybody out there is an Alex Harmozi fan, you might say, hey. This sounds a little bit familiar. If anybody knows me at all, they know I’m a huge Alex or Harmozi fan. Can’t wait for $100,000,000 leads to come out in 6 weeks or five and a half weeks now. not to be too fangirly. But I’m super excited to chat with you today, Dustin, for a lot of different reasons, but welcome to the show. Thanks for joining us. Yes.

Dustin Bogle:

Yes. Thank you. I’m super excited. And, yeah, I know we’ll definitely leave the audience with some sort of value, hopefully, might be owning gyms in California limited Texas. I might have some cool strategies on how to remotely meet a team. And then having a team that’s, you know, near a hundred people for my online sales agency a lot of learning lessons. I’ve made a lot of mistakes, so I’m here to just hand them the golden nugget so they don’t have to sift to the dirt themselves.

Matt Billman:

Oh, I well, like, let’s just jump — Kind of right into that remotely leading team because that’s literally our company right here. I mean, Molly’s in Costa Rica. I’m in DC. We’ve got people across this side of the world, somebody in Nashville, somebody over here. Like — Hey.

Molly Ruland:

We’re all over Vietnam, Philippines, Dubai all over the world. But what I really wanna ask you is let’s really talk about the fact that you are living in Texas and your brick and mortar businesses are in California. Did I hear that correctly? You know? So that sounds very counterintuitive to what we’ve ever heard. Right? Like, you gotta, you know, brick and mortar business. You’re chained to it. You can’t leave. You can’t scale. So let’s talk about that. Did you always live in another state with these businesses, or was that a transition that happened? Tell me a little more about that.

Dustin Bogle:

Great question. I was born and raised in California. So, you know, I’m a newly adopted Texas. They let me in to put my hand on a bylaw to buy a gun. I had to buy brisk shit. They’re like, y’all they let me in. And now I’m like, thanks. — boots. Yeah. Yes. Exactly. But Born raised in California, loved it. I just think it got to a place where when we became parents, it wasn’t where we wanted to raise our kids for cost of living, traffic, crime, just, you know, a list of things. And so we want to go a little bit more Midwest, a little bit more family values, and that was, you know, the call for that. But I’ve always been somebody to be a little bit more of a pioneer and push mindset and beliefs. And when other people would be afraid to leave the state where their brick and mortar are, I have a high risk tolerance, and I said I will figure it out. Everything I’ve had to do in business, I’ve had to figure out for the first time because many people probably listen to this and can relate. You are a first generation business owner. If you don’t come from a line of entrepreneurs, if your parents that sit you down, teach you how to do it, You are the trailblazer. And so think about that. Like, if you’re in a brick and mortar, I don’t wanna sign a commercial lease. I had to figure out how to hire my first employee. I didn’t run my first Facebook ad. I had to learn it all, and I just started building this tool belt of skills, which really are weapons and business. And business is war. And so you wanna keep building up your skills then I looked at it as just another skill. Okay. Now I’m gonna go and acquire the skill of running a brick and mortar in another state. Let’s go. And so, luckily, my wife is always willing to strap into the roller coaster of our entrepreneurial journey, and she was ready to go. But it’s one of those things that I think it all comes down to in everything in life. the quality of the questions you ask yourself. Most people would list all the reasons they couldn’t where I list how I can. And then it’s very solvable because if you write down all your fears and concerns, you could say, well, I’m afraid it’s gonna go to hell in a handbasket. So then my brain goes, well, I need to make quality checks. I need to find leaders who treat this business like it’s their own, and I need to probably profit share the minute so they care about it like an owner. And so I just went down all problems, and then it kinda brings all the anxiety and the stress out. And it’s funny because I don’t know why this came up. We just watched the Italian job of my kids. I have two young kids that are eight and ten. Random bank robber movie to watch with it, but we did. But one of my favorite takeaways was that they said it multiple times. They’re like, how are you feeling? You know, before they went and robbed the bad guy. And they said, you know, I feel fine. They’re like, you know what that stands for. Right? And they broke it down into an acronym. And so it’s like freaking out, insecure, neurotic, and then emotional. and that was their example of fine. And so it would be most people who say they’re fine. That’s the real saying. So I loved that. I was like, oh my god. That’s a writer’s downer. And so if people were gonna step into this, whether it’s starting a brand new business or going to another state and they say, you know, here’s all the reasons I can’t do it. I think, again, you gotta just check out all those emotions and figure out just the solvable things you need to do. Then it’s very logical, and it actually reduces the emotions. So, yeah, that’s kind of the whole backstory behind that.

Molly Ruland:

I I love that. I mean, you know, even if like, so it it’s interesting. Just talking about, like, first generation entrepreneurs. I’ve never heard that, but I love that. And my dad’s very entrepreneurial and very business minded, but he’s also, like, a baby boomer and from a different generation. And I thought maybe he just didn’t talk to me about business because I’m a a woman. but my older brothers are like, no. He never talks like, it’s a different so even if you do have parents that are entrepreneurs, they might not have passed that on to you. You know what I mean? So you’re still, like, always out there, and your parents also didn’t run a business during a pandemic. Your parents also didn’t run a business in the age of the Internet where, like, you could get canceled or shut down or what you know, like, in an afternoon. Right? Like, everything is it changed so fast. So it’s like, We’re all first generation entrepreneurs on some level because it’s just changing. So, I mean, AI. Right? Like, what? It’s just, like, The whole business atmosphere is, like, changing so rapidly. So I love that. I I’m I’m the same way. I’m a, like, how do I figure this out? You know? Like, I have health problems, and a lot of people would say, oh, I’m not gonna move to Costa Rica. I don’t have health insurance. What if this What if that happens? And I’m like, well, when it does, I’ll fly back. Like, I’m gonna go live in Costa Rica in the meantime, and I’m gonna find ways to make my business work for me in the way that I wanna live. Right? And so it is it’s a very logical process. Just reverse engineer it. Take your fears. I love that because I bet the number one fear is, like, I’m gonna get robbed blind. I’m gonna how you can you trust employees? They’re gonna run it off the rails. Well, not if they have invested interest in the profit sharing. They’re not gonna be as willing to run it off the rails. So I I love that logical approach. So did you always have the business remotely? Like, did it start that way, or were you in California when you formed the businesses?

Dustin Bogle:

No. Great question. So fun little fact. We’re bringing out a lot of random things about me. So for 10 years, I was a pro wrestler. And I’m talking Elba Jones, baby oil, you know, hulk coated style pro wrestling. What was the nickname? So when I was in a tag team with my brother, we changed our last name from Vogtle to Cutler because Jay Cutler was our favorite bodybuilder, so we were the Cutler. If you ever go to YouTube, if you click the Cutler Brothers, you’ll see us in action. Definitely. — long hair. I’ve dropped elbow drops. We’re doing double t boob. And we were 2 personal trainers because that’s what we did to pay our bills on the weekdays. And so we would throw protein powder in our opponents’ eyes. We’d smash them in the face with dumbbells. We had a whole little, you know, little little show, and people loved it. But it is a young man’s game, and I always put a clock on myself. I got in at 18. I said 28th. I’ll get it in 10 years. If something doesn’t happen, I’m out, and my backup plan is almost fitness. And so I always train people on my own, going to their house, so they come to my garage. I had a really nice three car garage. I went to the gym. And, eventually, when I finally made that call to walk away from wrestling, I went all in on fitness, and I opened my first gym in California. And then over a course of 6 years, I opened 6 gyms. So 1 a year just back to back to back because I had learned marketing. I had learned content. It was when Facebook ads were dirt cheap. I was getting leads for a dollar, and we were selling a grand opening challenge for $150 to $200. So it’s just like that ross was through the roof. And now, you know, again, more people are on the platform. It’s more expensive, but that’s what gives you confidence. I was like, man, if it’s just like printing money if this is always how it’ll be, What I didn’t know, again, as a 1st generation entrepreneur, it is easier when you’re the new flavor in town. When you open a new business, it’s when you will be the hottest they get in town. There’s all this excitement. You’re cutting the ribbon. You got all these, you know, people who’ve been just waiting for you to open doors. From that point forward, it’s harder. and the longer it goes, the harder it gets. You know, you get to 5 years, you get to 10 years. How do you keep yourself relevant? And, you know, you’re at a specific location. You can’t open up your marketing nationwide. You’re just going to about a five mile radius. Right. So, yeah, that was definitely how it all started. And then, again, when we made that call that we wanted to move to Texas, I had to figure out a new way of life, okay. How do I run these things? Now I’m not gonna be here, and I started to put the things in place, the leadership, the checklist, the systems, you know, everything so that that could be a possibility. So now we’re here 3 years without being there on-site. I go about twice a year to visit my team, spend time with them because I do enjoy being around them. I do, like, pouring into them. But, yeah, it is Not to say it’s all shut up Sunshine to rainbows. Obviously, as challenges, all businesses do, but I guess the big takeaway wanna pass on the listeners is it’s possible. Whatever you could think of, it’s possible. It just takes courage, and then, you know, again, just just problem solving to get there.

Molly Ruland:

And it’s a bit of a mindset shift too. Right? Because I’ve talked to a lot of people who have worked with me, they’ve had team members on the other side of the world, and they’re like, yeah, the time difference kills me. And I’m like, well, you’re on the wrong side of man. You get on the right side of it, and the time difference is your superpower because you could get stuff done while you’re sleeping. But if you wait until you wake up to tell them what to do, then now it’s working against you. Right? So, like, it’s perspective because I know so many people who won’t work with overseas people because of the time difference. And I’m like, that’s exactly why I work with them. You know? perspective really is everything. You know? So tell me, Jim Reinforcement, did you start that right around the same time you moved into Texas. It kinda sounds like it with the timeline. Yes.

Dustin Bogle:

Exactly. So you know us, entrepreneurs, we don’t like to sit around with a lot of free time. So Now I’m not going to my gyms, and I’m thousands of miles away, and I’m like, this ain’t gonna work. Like, I need to solve, you know, more prom and, also, that time, I think most per doors tend to live in, like, a 10 to 15 year cycle where you’re ready to move on to a new and bigger thing. And that’s kinda where I was. I was like, hey. I’ve done the fitness thing so long, it no longer challenges me, like, to teach people how to cook and how to shop and how to, you know, lose fat. Like, I feel like I’ve conquered that hill. I wanna go to a bigger thing. So then we went to b 2 b, which is we’re gonna help gym owners do their lead follow-up and sell trial programs on their behalf and actually go into their business and do that in their CRM, and that way they could see it happening right before their eyes. And it’s only because that was what I found to be a huge game changer for me. We’ve all heard that phrase, the fortunes of the following So I actually made a fortune follow-up system that, again, kinda like, you know, leaving town, I would show people what exactly I wanna do and what I need them to do to get us more sales from our marketing. And so I outlined the system, but then I decided to make it like, I’m gonna now make this a done for you gym owners. And so that’s what we do for them.

Matt Billman:

Yeah. I feel like it’s a lot of the same mindset. So, you know, kinda one of the similarities because like you said, you’re going from helping personal individuals achieve physical goals to now businesses and gym owners achieve, I guess, financial goals and growth goals and stuff like that. It’s kinda the same. And so it just had to be a smooth transition. Yeah.

Dustin Bogle:

Yeah. Absolutely. And, you know, for me, it just became a bigger challenge, which kept me, you know, interested in what I’m doing. Interested. And at the end of the day, I had to start learning other models because, like, I have my model, but then I would start working at 40 fit body boot camps and then personal training centers. And then Pilates studios, And so just hearing how everybody does things differently, I definitely saw a lot of similarities because I think we’re all entrepreneurs, we’re really sensitive to patterns. We pick up on them quickly. And so I said, okay. Everybody has some sort of trial. Some people do a week. Some people do a 30 day challenge. So we’re just gonna sell that trial, and then you guys will sell the membership. Again, you kinda continue to ascend in problem solving, but then I kept hearing. We don’t have anybody here good at membership sales either, so we decided to make up the tier 2 package where we’ll do your trials and we’ll do your memberships. And so we help a lot of owners with that. By the end of the day, it’s not just in fitness. I feel like follow-up hurts all business models. Even me, we recently put a pool in our house, and I called 3 pool companies and never, to this day, got a return call from them. And I’m like, I’m calling with, like, a multi $100,000 job, and you’re either calling me and giving me your time.

Molly Ruland:

And then the next guy pool business in your neighborhood. That’s why I’m here and then, like

Dustin Bogle:

Yes. Exactly. The next guy, he was doing 1 week cycles between email applications. So I’d write to him 7 days later. He’d write to me back. I will reply the same day, 7 days later. Few of those, and I was like, I can’t, I can’t work with it. the final guy that got the business, he said I will be there this afternoon. He measured everything out. I show my sketch. He said I know exactly how to make this come to life. He said in 2 days, I need you to come to my showroom. I’ve got, like, a 3 d mockup. My wife and I showed up. He work what comes the same with the water bottle, granola bar, sit down, ticks us into, like, a theater room, has a 80 inch TV, little three d mock up of our whole backyard, how it would look with the outdoor living, the pool, bought it to, like even had, like, waterfall sound effects. And then took us into the next room, and it was, like, picking up materials. Complete, assumed clothes. Like, we never even signed a contract. I never said, but, like, I was modeling it because as a sales guy, I know what he’s doing, but I’m loving it because I love what he’s told too. and we’re picking out our materials. And then I signed on the dotted line, hook line, and sinker because I was like, this is how you run a business. You get a hold of people quickly. You have quality service. You assume their needs, you solve their problems, and then you ask for the sale, and he did that like a system which I love. And so four other guys should’ve got the business before him. But because he had the most dialed in follow-up, he got a $200,000 job. So it’s like, hey. All businesses, how good is your follow-up? I believe most businesses don’t need more leads, they need better lead follow-up.

Molly Ruland:

I I I would have to say that too. Right? Like, Hormously said the niches are or the riches are in the niches. And, right, you know, I think I think it’s the same. I think we’re in this, like, world of just, like, more, more, more, Go viral. Get five thousand likes. Get ten thousand likes. It’s like, yeah. But how many discovery calls did you do? And did you follow-up with them? Because, like, that’s where the money is. It’s not in, like, casting this wide net, you know, like, trolling in the ocean, dragging the bottom of the floor or catching anything you can. It’s like, follow-up with the people that are showing interest, follow-up with the sales call that’s that you’ve had and, like, go deeper instead of wider. So tell me a little bit about the journey with gym reinforcement, you have one hundred team members. Like, that’s a lot of growth in three years.

Dustin Bogle:

Yes. And that was a learning lesson because that was my first online company. So first generation, brick and mortar owner, then first generation, online business owner. So one thing I learned, and maybe this could apply to you guys and other online businesses is your culture is literally like this. Like, it’s it’s on Zoom. It’s on, you know, your online interactions. because when you’re in person, it’s the hanging out in the break room. It’s the passing by each other. It’s like, hey. Just so you know, this is what’s going on. You don’t get those serendipitous moments online. We’re all offline and we’re working, but and we’re disconnected. So it’s about carefully creating engaging moments when we do connect, when we do get together, let’s ask each other about, like, hey. What’s going on in your personal life? Like, let’s not just dive into the tasks of the day. What’s going on in your world? How are your kids? What’s going on? And so we start all of our meetings with a personal and professional update. We’re just like, tell us something going on in your personal life. and tell us something that you’re working on that you’re excited about. It doesn’t have to be, like, the most important thing in the company, but it excites you. And it’s just kinda good for me to hear what people like working on Right? because then, you know, to send them more of that stuff and take away the stuff that they don’t ever report on, you know, and find someone else that likes to do that. So so, again, just like really being mindful, not allowing just, like, you know, just, like, inauthentic and not genuine behavior. Like, get we gotta be cameras on. We’re an online company. You can’t get on an online company. Be cameras off. You’re disconnected for the culture. That’s like me — Mhmm. — walking in with a hoodie to work at the gym one day and just be shut off in bad body language. Like, no. Camera on. You’re here. You’re engaged. You know? You wanna be part of the team. And then, again, like, having a playful chat. Like, you guys have a group chat on Slack. Do, like, a break room. Do, you know, silly jits in there. Do, you know, like, silly questions you drop in there once a week. but just do things to get people to talk. You know, engagement is a huge side of a positive culture. When people are disengaged, they’re not talking, that’s like a red flag. Right? So that is obviously a little bit more challenging to stimulate in an online setting, but it can be done and look at it again as a challenge. And then, you know, the final thing is, yeah, we have people in different time zones as well. How do you bring it more together? And so it’s just starting out from the beginning with expectation where it’s like, hey. Once a month, we do have all hands regardless of your time zone. You need to be on it. Does that work for you? And so that way, you know if you totally do this on the front end, there is not gonna be any weird stuff on the back end. And so a lot of business owners I find fitness or none failed to set proper standards and expectations. They focus on the job. Like, this is what I need you to do, but they don’t look at all the other things they’re gonna play into it. What are you expecting in terms of communication? Again, it’s so much a business that is built on communication. If I send you an email, are you expected to reply? Is it cool if you don’t reply? What’s the deal with that? Right? If I do reply, what’s the speed at which you wanna reply? Do you expect the same day within two hours? Can I get back to you the next day? Do you have, like, a rating system like, hey. If it’s super urgent, we’ll give it a ten. If it’s not urgent, we’ll give it one. These are just very simple things, but so many owners fail to set it up. and then they get frustrated when you peep , you know, you might get a superstar who’s like, on top of things, they’re responding. They’re super engaged. They show them on time. And then you got another person who’s late. Their camera’s off. They don’t respond to things. Well, my argument is not that they are bad team players. You’re a bad leader. You didn’t set the right expectation. You didn’t set the cadence of how we march here. If you did, they probably would have shaped up, and most people respect accountability. We think They won’t, and we’re gonna be this person that’s gonna be grinding on them. But in all reality, people need it. They like it, and they want it. So, you know, be that for your team leaders. or, sorry, your team members because it can really change your business. And I made mistakes, so I’m not gonna point the finger at the fact that my hiring process has been perfect since day one, but I’m just sharing painful experiences hopefully so other people don’t have to repeat them.

Molly Ruland:

Yeah. I mean, it’s great advice. You know, it’s easy as a business owner to forget and to, like, lose that communication. And it’s a good reminder for me too. I’ve recently been putting some I follow Ray Dahlio on social media. You know? And so I’ve, like, thrown a couple of his posts in there, and Just just little little things communicate more because, you know, sometimes you get tunnel vision as a business owner and you’re focused on payroll and you’re focused on other things, and you have to remember there’s, like, know, and you’re focused on the people because you’re worried about payroll, but you also gotta focus on the people and not just not just the payroll. Right? Like, you gotta make you know, you gotta remember to meet people where they’re at. Right? So that’s a good reminder. So let’s talk a little bit about content marketing. How do you use content marketing for gym reinforcement or lead to weight fitness? Like, how has that come into play for you?

Dustin Bogle:

Yeah. I mean, the content is huge. I mean, the content is here. It’s not going anywhere. If someone’s not making content for their business, That is self inflicted wounds that you’re putting on yourself. Like, you’re making business harder than it needs to be, and you could kinda play devil’s advocate say, well, it’s super painful for me to make content. I don’t like it. I don’t know how to make it. I don’t know how to get started. And so It’s one of those things that just like anything in business. You gotta figure it out. You gotta figure out what works for you. And so what I would recommend is I really love the work hero. and a lot of good marketing companies out there use it in different ways. For number 1 — Mhmm. — they make client hero stories. You know? So You know, I actually wrote a book called Reinforcement of Your Gym, but there’s plenty of things in here that could apply to any business. But one of the concepts I talk about is, you know, Super Mario marketing. And so most people know the game’s Super Mario. You get Mario, and then he touches the fire flower and that now he’s fire Mario, and he’s kicking ass, and he’s shooting the fire flowers, you know, fireballs everywhere. What I point out in the concept is your customer’s Mario. Your product is the fire flower, and after they use it, they become fire Mario. What does that mean? That means you need to tell them how they are going to kick ass in life and be an upgraded version of them when they use your product. Right? So it’s like the iPhone. It could be a non you know, iPhone person, which you’re just gonna be standard Mario. Or once I give you this weapon and you take photos, you could surf the Internet, you got apps, you are now fire Mario. So, like, take my product, you will be an upgraded version. So that is what you’re trying to do in your marketing, and that is, you know, you talking about your company. But the best way to do it is to make stories, client hero stories where you’d show there before and after transformation. This was, you know, so and so. He was the Mario before, then he used our product or service. Here’s how he’s kicking ass in life. I mean, it’s fire Mario now. And so it’s a easy way for you to just if you don’t because what I hear most businesses always put it back They don’t like the damn camera. They don’t wanna film. They don’t have time. And I say, you know what? You’ve got a lot of selfishness in you the way you’re saying it because everything is about you. I don’t have time. I don’t wanna get on camera. I don’t wanna make content. And I’m like, that’s the wrong way. You you probably got business because you wanna serve. So change your outlook on content too. They will benefit. They will be on my content. They will get to see what will be better in their life when they use my product for service. And then it switches your brain from like, oh, this is service. This isn’t about me. Right? So that that’s a great way to look at it. How do we use it? And did you read minds? I’d say there’s 3 main things. Number 1, podcasts are huge. Like, I I I have a podcast with my buddy, Matt Wilbur. We just talk all gym motor problems called the Fitness Empire podcast. Nice. I love it because you could take it. You could slice it into reels. You can, you know, you got it on audio. It lives forever. If you title it the right thing, you could get a lot of search results. You know, we we do a lot of podcast where it’s how to. So it’s like how to open your gym with 300 members. Like, It’s just it’s easy. And if you you could just sit down and talk and, you know, find a guest, find a client, find a team member, and just talk about real problems in your business, talk about problems you’re solving, talk about a client you’re serving. You know, maybe hide their name, obviously, but that’s a easy jump start way. The second is we offer free workshops twice a month. So I’ll just get on Zoom. I’ll say, hey. I’m gonna show you how to get a 100 leads every month guarantee. I’m gonna show you how to 10 x your retail sales, and I have a special guest speaker who’s, you know, from this company. And so then that’s also something I could take and cut up in a lot of different ways. It could be a podcast. It could be reels, but we love workshops. It also helps me to give to my community without asking for a sale or, like — Mhmm. — you know, trying to make feel like it’s a hard pressure. I’m just giving. And — Yeah. — one of the things I’ve learned is that A lot of people are hanging out with you and you don’t know it. And that just basically means they’re consuming your content. They’re sitting in their car and listening to you. They’re sitting by their computer. They’re on their treadmill watching you. And so that’s the beauty of content is that there’s thousands of you all around the world doing what you do best, which is talk about your product or service. So that’s the second workshop. And then the 3rd, I do enjoy writing. I mean, I wrote a book, so I do write sales tips in my Facebook group. and on my email blast as well. And so written content. So audio, video, and written I mean but but these I will say we’re things that I’ve built for many years. I just did writing for probably 6 years, and I even wrote for a local newspaper, which both of them don’t already — And it seems to do a good bit of blogging on your site too and everything. And — Yes. Yes. Yeah. So, yeah, so I would say there’s a lot of platforms. A formula that I found has worked really well for people is you pick 1 and you laser focus on that one for an entire year. And the next year, you add another platform or another form of media. And so what you see now is I’ve been making content for 10 years, and for every year, I’ve been adding 1 more plat form. And so don’t try to match me if you’re one of the businesses. Like, just do Facebook this year and just post Monday through Friday for a year. then next year at Instagram and then continue to go on. And that’s how you’ll become a snowball at making media like a giant snowball.

Molly Ruland:

I think that’s great advice because there’s always, like, a new shiny thing. Like, threads. Right? Like, it is now, like, the new thing, and it’s like, you know, well, is that really gonna help you get to the money today. Right? Like, is that gonna is that the straightest path to the money? Is that gonna help you out? Like, no. It’s just a distraction right now. You know? And so really dialing in and building that arsenal. You know? And and, of course, I I get to advocate for podcasts because they’re I mean, you know, business development, you know, client acquisition, client retention. You know, they’re a Trojan horse for SEO content, blog posts, you know, real short I mean, it’s just like it’s a massive resource for creating all kinds of content. So I’m with you on that. You know? And, obviously, you see the benefit of going on other people’s podcast to get in front of new people, which, you know, I I am I’m always pushing the value of relationship. Right? And you just never know, you know, where what’s gonna come up with this relationship. Maybe I’ll hire you. Maybe someone in my listens are high. Yeah. Like, you just never know where that business is coming from. And I think podcasting, especially in the age of AI, where it’s like, who wrote that? It’s like, well, nobody’s replacing you right This is the real Dustin, and nobody can replace that voice. And I and that authenticity, I think, is gonna become increasingly more valuable as we enter this age of AI where you’re like, is that even a real person? Is that even, you know, is this a deep fake? Is this Like, did the Pope really wear that jacket? Right? So, you know — Detroit make that song. Yeah. Right. Which is almost even, like, a nod for, like, showing up in perfectly on camera because then you know it wasn’t AI. Right? Like, be a little ugly on camera. Like, mess it up. Don’t be the best guy. Like, on camera. Don’t be perfect. Don’t have a studio. Just be yourself because it’s like you said and Donald Miller. Right? I’m a fan of the story brand. Right? And he talks about it. Like, you’re not the hero of the story. You’re the guide. You’re Yoda. Right? But I like the Super Mario version better. It’s an easier way to see that. It’s like, you’re not the hero And so often, you know, you open a newsletter, and it’s like certified licensed therapist and all these letters and all these accolades and all these logos. And it’s like, man, I’m not. I’m happy for you. Right? But I’m not here for your transformation. I’m here for my transformation. You know? Yeah. And that’s great that you did that, but, like, I wanna do that. Right? So, like, can we talk about me now? And how do I see myself in that position? And I think a lot of people get that wrong. So

Dustin Bogle:

That’s excellent advice. I jokingly say everyone’s favorite radio station is w i i f m at a stand for what’s in it for me. And, like, everyone’s tuning to that radio station all day long. Yep. And, like, you said, the way that you do the fire Mario wrong, is the business owner’s Mario, the customers, the Fireflower, and then the business owner becomes Fire Mario. And they say, I got more customers. I got more money. Look at me. My life is good. That’s the wrong way to do it. So it is about — Mhmm. — fighting your internal you know, again, it’s ego, and it’s status, and it’s the thing that drives a lot of us to make decisions to say I made up a seven figure company. It’s like, look at my car. It’s, you know, like you said, the accolades. It is about me. You have to fight that because that is, like, just naturally put into us for survival. But once you’ve got your bills paid and you’re moving up Matt, you know, Maslow’s hierarchy of needs. Like, you don’t need to fight for that so much. You need to say, how do I help other people get up to where I am? And, like, I’m gonna start lifting other people up. Oh, yeah. That’s the right way to go about it for sure.

Molly Ruland:

Well, Dustin, I gotta say you’re pretty rad, dude. Like, I respect the fact that you own a business that helps people get fit and feel better and live longer and be healthier. And then now you own another business that helps people to help more people be fit and feel better and live longer, and then those business owners are making money. So you were creating a whole lot of good karma in the world, and I would imagine that that’s pretty fulfilling. So thanks thanks for doing that. Yeah. I appreciate it. Yes. Our mission statement at gibber Enforcement is to create healthy bodies of businesses through sales.

Dustin Bogle:

So exactly what you said. That is what we’re after, so I’m glad that you recognize that. But thank you. I appreciate that compliment.

Molly Ruland:

Hey, man. It’s just the truth. You know? It’s a You know? You wanna feel good about the work that you’re doing, and you wanna know that it’s not just about the money, right, and that you’re helping people. And, you know, it’s the very core of your business. People getting healthier. and that empowerment and that that that fulfillment that you get from being fit, you know, and and not a certain weight, not a certain strength, but just you know, being getting people to where they wanna be. Right? So it’s a beautiful thing for sure. So — And if they can’t get to where they wanna be, if we throw protein powder in their eyes and hand them a bill. Do you know if that’s right? What can you tell us about? Throw them on the rails or something. Wait. That’s the latest. Alright. Well, before we go, do you wanna tell people, like, how they can find you? You know, what should they know before we say goodbye?

Dustin Bogle:

Yeah. I mean, I doubt that there’s any specific gym owners, but if there are or people who just want to check out what’s in this book, I would say reinforce your gym. We’re just a small niche. Right? There’s only 50,000 gyms in the US. And the reason that I’m so motivated to help our country get healthy and fit is because we’re on track to be 50% obese by the year 2030. So what we’re doing is not working. The numbers just keep going up. I would like, I wouldn’t die fulfilled if the number started going backwards so that we started getting healthier as a country, not fatter. So that’s why I’m so motivated to help other gyms because we do a lot of things that push people away from fitness where I wanna teach you how to draw people in. So This is written for gym owners, but there is a lot of practical stuff that can apply to any business. I would say grab this on Amazon, 10, 15 bucks based on if you want hardcover or paperback. but I’m most active on Facebook and Instagram. Just search my name. You’ll see me come up. And if you are a gym owner, I also have a Facebook group. for gym owners to search fitness sales made simple. So those would probably be the top places. But, yes, thank you for having me, Molly. Love connecting to you. that. Same to talk you know, talking with you as well and just love helping entrepreneurs. So if anybody has any questions, they could be me. I’ve helped many non-fitness, you know, business owners to just think differently or change their strategy and help them get ahead. So I’m happy to do that.

Molly Ruland:

I love it. I love it. Well, this was an awesome interview, man. Thank you so much for showing up and dropping so much value for the audience. And for us too, right, it’s always a good reminder. Sometimes these episodes are for the audience, and then sometimes I’m taking notes. Right? You know? Like, quite often, actually. So thank you for the reminder on leadership Greg, because it’s always important. It’s always important. So thank you for your time, Dustin. It was a pleasure hanging out with you, and we’ll look forward to seeing you again for sure. Thank you, guys. Appreciate it. Absolutely. Thank you for tuning in to camp content. We hope you found some value here. I don’t see how you couldn’t. Dustin is a super smart dude. So definitely go get his book, hit him up on social media. And if you are a gym owner, I don’t know why you wouldn’t be super motivated to hit him up and check their stuff out. And if you found this content valuable, please consider tagging us on LinkedIn. You know, tag Dustin on LinkedIn when the episode is live, and Let us know how you feel about it, and we can chop it up on LinkedIn and have a good time together. So until next time, be excellent to each other, and we’ll see you real soon.