330 The Power of Masterminds and High End Coaching with Bedros Keuilian

"Take advice from someone who's been there and done that." - Bedros Keuilian If you enjoyed this episode, check out show notes, video, and more at http://lewishowes.com/330 Get more from Lewis! Get my New York Times Bestselling book, Make Money Easy! Get The Greatness Mindset audiobook on SpotifyText Lewis AIYouTubeInstagramWebsiteTiktokFacebookX

Speaker names marked ? are inferred from speaking time and the show’s known hosts — they are not voice-verified.

• 0:00Lewis Howes?

  This is episode number 330 with Bedros Keuilian.

• 0:07Lewis Howes?

  Welcome to the School of Greatness. My name is Lewis Howes, a former pro athlete turned lifestyle entrepreneur. And each week, we bring you an inspiring person or message to help you discover how to unlock your inner greatness. Thanks for spending some time with me today. Now let the class begin.

• 0:33Lewis Howes?

  Welcome everyone to this very special episode with my good friend Bedros Keuilian. I'm very excited to introduce you to him, but I want to ask you guys a question. What have you been thinking about lately? What have you been thinking about and putting in your mind on a daily consistent basis? Have you been thinking about positive things that are uplifting you? That are moving you forward towards your vision and towards your dreams? Or are you thinking about the things that you lack in your life? The things that you're missing out on, the things that are holding you back? I just want you to take notice of it and take some inventory right now. Because the things you think about are either going to move you forward or hold you back. And the things you're grateful for are going to bring more in your life to create gratitude.

• 1:17Lewis Howes?

  And the things you're ungrateful for, and when you express those things, you're going to bring in more into your life that's going to keep you even more unhappy and ungrateful. So take a moment right now, before we really dive into this interview, to evaluate and take inventory on your thinking and your thoughts. Be aware of it, and if you are living in a place of ungratitude and a lack in your mind, then shift that right now. Start saying, you know what, I do have enough. I am creating in my life. I am coming from a place of abundance. Start thinking differently. I promise you, things will show up differently in your life when you start thinking and acting differently. Now, we've got a very special interview today with my friend Bedros,

• 2:00Lewis Howes?

  who is an incredible leader in the fitness world to start out, but also helps people in many different industries. And this is all about the power of masterminds, the power of masterminds, high-level coaching, if you should be joining one, if you should be starting one, how to find one, how to structure one. We're covering all things masterminds. I get a lot of people who ask me about this. They're asking me about when can you do a topic on masterminds? How do I find it? How do I join it? What should I get? What should I expect out of it? All these different things. So, this is for people that are looking to take their business, their life, their health, their relationships to another level, on really the importance of hiring a coach or joining a mastermind. And Bedros is going to break this down for you, what you should be looking for.

• 2:45Lewis Howes?

  Also, we'll be talking about if you're an expert in a specific niche right now, if you're an author, a speaker, a big-time blogger, or you've got any type of expertise and credibility in a specific topic, Bedros is going to enroll you in the possibility of creating a mastermind or high-level coaching program, and why it needs to be high-level and high-priced. So, we're going to break down that. Now, Bedros is a guy who has done some incredible things. He's built multiple seven-figure businesses. He has a fitness bootcamp franchise with over 400 locations all over the world, and he does events, big-time events, has big-level masterminds. I think he has six or seven different masterminds, and they're ranging from 25,000 to 50,000.

• 3:29Lewis Howes?

  He does all different types. So, he's a guy who's been there, done that, been to many masterminds. He knows what works. He knows what doesn't work, and he can know how to make it the most effective for both you and the people that you're connecting with if you're starting the mastermind. He's a guy who came here from Armenia when he was a young, young boy, and literally was diving in dumpsters to get food for himself and his family, and went from that to making multiple seven figures a year and running multiple seven-figure businesses. And he's an incredible human being. And again, some of the things we talk about is really the structure of masterminds, how much you should be charging, why everyone should find a coach and a mastermind, and so much more. So, stay tuned,

• 4:14Lewis Howes?

  and let me introduce you to the one, the only, Bedros Koulouyan.

• 4:23Lewis Howes?

  Welcome back everyone to the School of Greatness Podcast. I'm very excited today. We've got my friend Bedros Keuilian in the house. Good to see you, brother.

• 4:30Speaker 01

  Lewis, thank you so much for having me.

• 4:32Lewis Howes?

  Glad you are here and you just drove from where you live in Corona, right? Is that our west?

• 4:36Speaker 01

  Chino Hills.

• 4:37Lewis Howes?

  Chino Hills, near Corona. So it's not too far to drive to get out here, although it might have been today. I don't know.

• 4:43Speaker 01

  Believe it or not, it was just about an hour, which I had planned on.

• 4:47Lewis Howes?

  Two hours is up there.

• 4:49Speaker 01

  I had planned on listening to an audiobook, so it worked out perfect.

• 4:52Lewis Howes?

  Oh, that's good.

• 4:53Speaker 01

  Yeah, typically I wouldn't have done this drive at this time, but you're the exception.

• 4:57Lewis Howes?

  I appreciate it. I appreciate it. Now, when did we meet? Maybe four years ago? Or I think through Craig Ballantyne or some event or mastermind somewhere.

• 5:05Speaker 01

  I remember Ryan Deis being out there, Craig being there. It might have been that we were all at a Dan Kennedy event.

• 5:11Lewis Howes?

  Was it?

• 5:12Speaker 01

  Yeah.

• 5:12Lewis Howes?

  Maybe it was. Some marketing event.

• 5:14Speaker 01

  Tennessee Midwest somewhere.

• 5:16Lewis Howes?

  Is that right? I don't even remember. It was probably about four years ago, right? Four, five maybe?

• 5:19Speaker 01

  Maybe five.

• 5:20Lewis Howes?

  But I remember meeting you and like you were this like legend that people would talk about. You were like the name that like, you actually didn't go out that much, I don't think, but you're just, everyone who was an expert, they worked with you and they rave about you. They were like, this is the guy that helped me make, go from 200 grand a year to seven figures a year. And he helped me position things. He helped me really structure. And that's kind of what you've been doing for many years, right? You've been helping experts in multiple different industries, essentially create coaching programs, masterminds, all that type of thing, right?

• 5:51Speaker 01

  Yeah. High level coaching consulting.

• 5:53Lewis Howes?

  High level coaching consulting. And who is, who's a good fit for being a high level coach or consultant?

• 6:00Speaker 01

  You know, it's really authors, thought leaders, experts in industries, whether they're in the finance industry, martial arts industry, dental industry, chiropractic industry. I've really helped them all. It's not even something that I sell or market.

• 6:14Lewis Howes?

  Right.

• 6:14Speaker 01

  Cause I, my business is business to business to personal trainers, gym owners. But it's something that I've gotten so good at that they come find me.

• 6:23Lewis Howes?

  Yes.

• 6:24Speaker 01

  And they offer me an obscene amount of money and I, and I teach them.

• 6:27Lewis Howes?

  You're like, okay, I'll show you.

• 6:28Speaker 01

  Yeah, and I, and I enjoy it because I know the impact that a high level coaching program, a mastermind program, can make on the person in it.

• 6:36Lewis Howes?

  Sure.

• 6:36Speaker 01

  Is 10x what they will get from the product that has the same information.

• 6:40Lewis Howes?

  Right, but you started, I mean, you started out kind of doing the fitness bootcamp stuff and you teach these, or you sell franchises, Fit Body Bootcamp, I believe that's what it's called, right?

• 6:49Speaker 01

  Yeah.

• 6:50Lewis Howes?

  You've been doing that for a while, which is essentially showing anyone in the fitness space or fitness coach, like how to run their own fitness bootcamp and how to have their own business as a fitness professional.

• 7:00Speaker 01

  Exactly.

• 7:01Lewis Howes?

  As opposed to doing just like one-on-one personal training, I'm assuming, right?

• 7:04Speaker 01

  Yeah.

• 7:05Lewis Howes?

  So here's how to go from a personal trainer to running a business that brings in a lot more money.

• 7:09Speaker 01

  Yeah, really in the fitness industry, the number one thing that kind of stops a personal trainer from making the type of money they want, having the impact that they want to have in their communities, is time, because it was always one-on-one, 60 minutes.

• 7:23Lewis Howes?

  You can only charge 150 bucks maybe at a premium level.

• 7:26Speaker 01

  Right.

• 7:27Lewis Howes?

  Even that's a lot in LA, you know, it's like.

• 7:29Speaker 01

  Yeah, so you're alienating so many people and when all of a sudden I started noticing that, wait a minute, at the most highest level of the NFL, Super Bowl champions are training a coach on a field with a group of high-performance athletes. Couldn't we as trainers then maybe train the average Mr. and Mrs. Jones who just has weight to lose, wants to tone up, we're not talking, you know, their back lumbar fused or whatever.

• 7:55Lewis Howes?

  Right, right.

• 7:55Speaker 01

  Couldn't we train them in a group and as soon as I figured that out and then put that inside of a building, a bootcamp, right?

• 8:02Lewis Howes?

  Yeah.

• 8:03Speaker 01

  We launched Fit Body Bootcamp as the franchise and now we've got over 400 locations worldwide. And last year Entrepreneur Magazine said we're the top 15 franchises.

• 8:13Lewis Howes?

  Wow.

• 8:13Speaker 01

  In, in the fitness industry. And yeah, we're now adding one every other day to the map. So we're in three continents, six countries and growing. Like what a cool thing for anyone in the fitness industry to be able to make a bigger impact and reach more people while not stressing out and burning out.

• 8:28Lewis Howes?

  Right. Gotcha. Wow. It's powerful. And the bootcamps are, you give them the, the structure, you give them everything, the, the lessons, they don't, they just show up, they promote it.

• 8:37Speaker 01

  That's it. It's, it really is. It's the Subway of bootcamps. You know, if you were to buy into a Subway franchise, they're going to tell you what, what type of ham to get, how thin to slice it, soup to nuts. Because the Federal Trade Commission holds us, oversees all franchises. So we have to give you a very specific set of marching orders. Otherwise, we get held liable. So.

• 8:57Lewis Howes?

  Gotcha. Now, do you feel like there's a, it's hurt your business with CrossFit's success? Or it's helped your business? It's completely different? Because it's similar, like a bootcamp class type of thing, you know?

• 9:07Speaker 01

  That's a good question. And I, I used to think that maybe CrossFit might bleed over into what we're doing. As it turns out, we have FitBody Bootcamps that are in the same parking lot.

• 9:16Lewis Howes?

  Wow.

• 9:17Speaker 01

  Across the parking lot as CrossFits, and they complement each other. If you want performance, you're going to CrossFit. If you want fitness, fat loss, you're going there. And those two people are so far apart that typically, so the person who accidentally signs up at CrossFit will send, you know, they'll end up sending the person over to FitBody and vice versa. Hey, you lost a weight, now you're thinking about doing some performance stuff?

• 9:36Lewis Howes?

  Yeah, yeah. So it's not a competitor, it's complimenting.

• 9:39Speaker 01

  It ended up being complimenting. Yeah. And it goes to show you that our fears internally always cause us to like go on to the darkest side of, oh, man, I gotta, I must crush them. As it turns out, I don't have to crush them. In fact, they compliment us.

• 9:52Lewis Howes?

  Hmm. That's cool. Okay. So you started, uh, when was the first mastermind that you either attended or heard about?

• 10:01Speaker 01

  Well, believe it or not, the first mastermind was Joe Polish's Genius Network, 25K Group.

• 10:09Speaker 01

  Six, seven, eight years ago. Mm-hmm. Um, well, that was the first one I attended. I started one, and I'd been realizing it was a mastermind. Because I had coaching clients, and again, my own model. You can only do one-on-one for so long before... I can't spend any more time on the phone. No. Right? I mean, those earbuds were just jammed into my ear. Yeah, and, and, and so as I started realizing, a lot of these clients of mine all have gyms, different parts of the world. I'm spending twenty, thirty, forty, sixty minutes a week with each of them on the phone. Saying the same things. Saying the same things. Some of them are saying things that this guy could have used, that I could have really like, "Hey, pay attention to him," right? But, but, "What if I put you guys in a room together?"

• 10:53Speaker 01

  And so the first one actually was every other month I was running these things, right? Oh, in person? In person, so everybody fly... Oh, my gosh. Yeah, yeah, so a little excessive. I went over, yeah. As it turns out, every ninety days, every quarter is perfect. So that was in two thousand and eight where I ran my first mastermind. Two thousand and nine is when I joined Joe Polish's Genius Network. Um, and as it turns out, I was like, "Holy crap, he's got a name for it. It's called a mastermind." All I did is bring my coaching clients together, you know, right? Every other month. Sure. Turns out there was a name for it. And then, as I started hearing more about masterminds, I noticed there was a fundamental flaw in, um, and I, "Okay, I'm gonna go back and tweak mine. It shouldn't be every other month, it should be every ninety days." Um, we can't, you know, you've got years of knowledge.

• 11:36Speaker 01

  Like, you are a consumer of knowledge, and then you apply that knowledge. Yes. And so if someone comes to you and says, "Hey, man, coached me for twelve months," out of the goodness of your heart, Lewis House is gonna go sit down, get your notepad and pen, and then you're like a fire hydrant that just turns on. Because you want the best for them, not realizing that it took you years, over a decade. Yeah. Right? As we just talked about. Work every day. To build that knowledge. Yeah. But you, we feed it to them because we just want to over-deliver. And so what I would find is they get paralysis by analysis. They don't do anything. They don't do anything. You need to space it out, is what you're saying. Yeah, and so there's, and I can list off probably a hundred different variables like that that cause attrition, or that cause the person to overwhelm, or to self-destruct, or self-sabotage.

• 12:20Speaker 01

  And so, once I started to fix each variable, you know, retention goes through the roof. Application, so now we teach low hanging fruit first, even if they want to do the cool Facebook marketing stuff.

• 12:29Lewis Howes?

  Right.

• 12:30Speaker 01

  No, I don't know.

• 12:31Lewis Howes?

  It's how you make more money first.

• 12:32Speaker 01

  You got eight clients, four of them are going to give you referrals. Those referrals are pre-sold, pre-qualified. Let's get them in.

• 12:38Lewis Howes?

  First.

• 12:39Speaker 01

  First.

• 12:39Lewis Howes?

  And then use a little bit of that money for some Facebook marketing or some Instagram ad spend or whatever.

• 12:43Speaker 01

  That's it.

• 12:44Lewis Howes?

  Yeah.

• 12:45Speaker 01

  So, and I'm very guilty of that. I just wanted to showcase my knowledge and so at the first mastermind meeting, I would just blah like a fire hydrant. They don't know where to start.

• 12:54Lewis Howes?

  Hmm.

• 12:55Speaker 01

  Right? And so, yeah, as coaches, I think we kind of go a little overboard sometimes.

• 12:59Lewis Howes?

  Right.

• 12:59Speaker 01

  And when you're running a coaching program, mastermind program, that's something to be aware of.

• 13:04Lewis Howes?

  Sure. So, okay, let's, I want to talk about really two things today, which is why you should either have a coach or join a mastermind program, how to find the right one of each of those, if you're going to choose one.

• 13:16Speaker 01

  Sure.

• 13:16Lewis Howes?

  The pros and cons of that, but then also, if you are an expert, there's a lot of high level people listening, what are the right industries to start a mastermind group coaching program?

• 13:25Speaker 01

  Yep.

• 13:26Lewis Howes?

  Mastermind, whatever you want to call it. And again, what are the best ways to structure, facilitate it? And then what would you do if you were me? So.

• 13:34Speaker 01

  Okay, so those 12 questions is what you want answered.

• 13:36Lewis Howes?

  If you can remember, so let's start with the first one. That's what I want to cover today.

• 13:39Speaker 01

  I forgot the first one when you got to the 12th one, man.

• 13:41Lewis Howes?

  So these are the bullet points, so that Tiff knows, these are the things we're going to cover.

• 13:45Speaker 01

  Got it.

• 13:45Lewis Howes?

  The first thing is, should everyone find a coach or a mastermind to join in the business world or in life in general? Should we or should we not?

• 13:58Speaker 01

  The answer to that is a blanket yes, and I'm going to qualify it this way. When and if and when you go to find a coach, make sure that they practice and not just profess.

• 14:09Lewis Howes?

  Not theory, but.

• 14:10Speaker 01

  Right, right.

• 14:11Lewis Howes?

  They're doing.

• 14:11Speaker 01

  They've been there. So, I was a personal trainer that worked at Disneyland as a fry cook and as a bouncer at a gay bar, because the gay bar paid more, because skinheads would come in to gay bash.

• 14:22Lewis Howes?

  Sure.

• 14:23Speaker 01

  And so I needed so much money.

• 14:24Lewis Howes?

  Wow.

• 14:25Speaker 01

  I was willing to get in fights. I'm not a fighter, I can talk my way out of any fight.

• 14:28Lewis Howes?

  You're a big dude, though.

• 14:29Speaker 01

  It's God's gift of intimidation, yeah. And then if the talking doesn't work, I can err and then I run, right? And so I'm that trainer who then was able to open up five gyms, make them successful finally. Because until then, I was a personal trainer, fry cook, and a bouncer. A client took mercy on me and said, hey, man, you're not a closer, you're an order taker. Listen to this Tom Hopkins tape, you didn't close me, you just took my order. And that hurt, right? And I said, well, you're right, I have two side jobs, people who come to me, give me objections. I don't know how to handle the spousal objection, money objection, time objection. So I let them walk. So I just take the people who are like, how much is personal training? I want to buy 10 sessions. Great, let me take your order.

• 15:09Lewis Howes?

  Right.

• 15:10Speaker 01

  And so as my mentor Jim Franco, you know, gave me that tape and Tom Hopkins leads to Brian Tracy, Brian Tracy to Dan Kennedy, Dan Kennedy to Halbert, et cetera. And you know, and then I start learning personal development, right?

• 15:23Speaker 01

  You know, the Tony Robbins and all of a sudden my mind is opened up into my surroundings of the people around me. Who do I need to cut out because they're cancers versus who I need to spend more time with because I need to rise to their level? And all of a sudden I realized, holy cow, man, these, I've got built in coaches. As a personal trainer, one on one, your clients are typically the affluent people, right?

• 15:45Lewis Howes?

  Right.

• 15:46Speaker 01

  So I started asking all my clients in between workouts.

• 15:49Lewis Howes?

  Right, right.

• 15:50Speaker 01

  You know, a little business advice here, a little business advice there. And I found that these are people who practice. One guy's got a software company, next guy does automotive company, right? Rental cars, public storage places. And man, it was just the best advice versus taking advice from a family member or friend who goes, I heard it on Shark Tank.

• 16:07Lewis Howes?

  Who's not practicing, who hasn't experienced it.

• 16:09Speaker 01

  Yeah. So that's the big thing is to take advice from someone who's been there and done that. And if they, they're consulting in your industry, but they come from a different industry, I would tread cautiously.

• 16:21Lewis Howes?

  Yeah, okay.

• 16:22Speaker 01

  Yeah.

• 16:22Lewis Howes?

  But you think everyone should have a coach?

• 16:24Speaker 01

  I believe so.

• 16:24Lewis Howes?

  I think so too.

• 16:25Speaker 01

  As athletes, we have coaches, right?

• 16:28Lewis Howes?

  Don't try to do it on your own.

• 16:29Speaker 01

  No, no. If you've dealt with trauma in your life, whether it's some kind of physical abuse, sexual abuse, whatever, neglect, as a kid, you go to a therapist, a good therapist is a coach.

• 16:40Lewis Howes?

  Yes.

• 16:40Speaker 01

  Right? You've got personal development coaches like the Tony Robbins, like the.

• 16:47Speaker 01

  Brandon Bouchard's. Why not have business coaches? Why not have high performance coaches? If you've got limiting beliefs, why not have someone reset your thermostat that mom and dad had set so low?

• 16:58Lewis Howes?

  Yeah.

• 16:59Speaker 01

  Right? Or circumstance of growing up had set so low. We're in it, we can't see the trees.

• 17:04Lewis Howes?

  Yeah.

• 17:04Speaker 01

  I look at it as a coach, a good coach is in a helicopter saying, you know, you see a lot of trees, but I know if you go 50 yards that way and then 10 yards that way.

• 17:14Lewis Howes?

  Yeah.

• 17:14Speaker 01

  You've got an open path.

• 17:15Lewis Howes?

  Be open up, yeah.

• 17:16Speaker 01

  That's it. That's what a coach does. They buy you time, they buy you speed, they buy you success.

• 17:21Lewis Howes?

  Who's the best coach you've ever had in life in general, whatever business, health, life-related, relationships?

• 17:27Speaker 01

  Are you ready for this? Craig Ballantyne.

• 17:29Lewis Howes?

  He's great.

• 17:29Speaker 01

  Yeah, yeah. And then I never paid him a penny. In fact, he's actually paid me when he joined my coaching program in 2008.

• 17:37Lewis Howes?

  He's a brilliant mind.

• 17:38Speaker 01

  I love that.

• 17:39Lewis Howes?

  I don't know how he does it. He produces so much great content, information, and he's just got a different level of mind.

• 17:46Speaker 01

  The most disciplined man I know and the most structured man I know. And I'll be very honest with you. I come from a background where academics weren't, you know, forced on me. I dropped out of college. I barely made it out of high school. You know, I was a foreign kid that came from a communist country, so English was the second language to me as it was anyway. And so, you know, I made money through hustling and through grinding. And to see, and as I'm coaching Craig and as we become friends and the business partners, his influence on me and discipline and sleeping at the same time, waking up at the same time, not hitting the snooze, because if you hit the snooze, then you're really hitting the snooze on your passion and your purpose and your dreams, right? First thing in the morning. What does that tell your subconscious? And so, through full immersion, I've had the best coach over the last seven years

• 18:31Speaker 01

  that I've known him, and that's Craig Ballantyne.

• 18:33Lewis Howes?

  Amazing.

• 18:34Speaker 01

  Now, every coach that I've gotten consulting from, like, you know, I've paid Frank Kern money, I've paid Dan Kennedy money, I've paid Joe Polish money, and the list goes on. They've all. 10x delivered the value because I took action on it. But the full immersion came from and the long lasting changes came from Ballantine.

• 18:51Lewis Howes?

  Hmm, I love it. What do you think is the biggest lesson you learned from him in the last seven, eight years?

• 18:56Speaker 01

  The biggest lesson was to sleep at the same time, wake up at the same time, seven days a week, no matter what.

• 19:01Lewis Howes?

  Really?

• 19:02Speaker 01

  Sleep is so valuable, it's so important, it's so underrated. I used to think that, I, I, here's what I was, I'm a fighter jet. I would literally walk around the house, honey, I'm a fighter jet. Fighter jet, you know, doesn't even come down to get refueled. They're up there getting refueled, right? We've all seen the YouTube videos.

• 19:20Lewis Howes?

  Yeah.

• 19:21Speaker 01

  Well, the fighter jet, if they leave those afterburners on too long, they just fall out of the sky, which I, no one had told me.

• 19:28Lewis Howes?

  Right.

• 19:28Speaker 01

  Until I fell out of the sky. I was having essential tremors and anxiety attacks and not realizing it. And as I got better at sleep, those just went away because the one discipline leads to another and to another. How you do anything is how you do everything, right? And so that, that one thing that he taught me, or I learned through him, and we'd be in Vegas, we'd run a mastermind together because now we run a mastermind together. And eight o'clock and he's gone. Buddy, where are you going?

• 19:53Lewis Howes?

  Sleep.

• 19:54Speaker 01

  Yeah.

• 19:54Lewis Howes?

  I'm gonna sleep. About nine or whatever, either.

• 19:56Speaker 01

  Yeah, yeah, exactly. And he powers off 30 minutes, all his electronics before, so now I do the same thing. I power off. I don't go to bed and then do this.

• 20:03Lewis Howes?

  Yeah.

• 20:04Speaker 01

  I powered off 30 minutes before and my mind stops racing and the left and right side start reconciling of the information I took in throughout the day versus the information I keep consuming, taking it, right? Until I fall asleep and then lord knows what happens in my brain.

• 20:18Lewis Howes?

  Right, right, right. What time do you go to bed and wake up?

• 20:21Speaker 01

  Uh, 10:30. 10:30, I'm in bed, uh, wake up at 5:30.

• 20:26Lewis Howes?

  Wow.

• 20:26Speaker 01

  And, and that's, it's been like.

• 20:28Lewis Howes?

  No matter what? Even if you're in Vegas or I'm traveling around the world or whatever?

• 20:32Speaker 01

  Yeah, I'll adjust to that time zone real quickly and 10:30 I'm in bed, 5:30 AM I wake up and I go right through my rituals. I don't, I, meditation has never worked for me, uh, or maybe, you know what, I'm gonna take full responsibility. I've never enjoyed meditation.

• 20:47Lewis Howes?

  Sure, so you've chosen not to.

• 20:48Speaker 01

  I'm a 235 pound hummingbird. You can't stop me.

• 20:51Lewis Howes?

  Yeah.

• 20:52Speaker 01

  And so for me, I'll wake up at 5:30 and I'll do my, you know, uh, who are the three people that I'm grateful for? And I'll, I'll text them later on that morning, right? What are the three things I'm grateful for? Um, you know, the air, my backyard, my, my beautiful dog, right? Whatever. And tomorrow's might be different. So three and three, three people who I'm grateful for that I'll text and just a pump her up or text. And then three people who, or uh, three things that I'm grateful for, and then I move on. Move on, my day starts.

• 21:17Lewis Howes?

  If that's your way of meditation then.

• 21:19Speaker 01

  It could be.

• 21:20Lewis Howes?

  There you go. I like it. I like it. Um, okay, so who should you be looking for? We talked about, you said everyone should have a coach and you should be looking for someone who's practicing the thing that you want to learn. And not someone who's in a different industry teaching some theory about it. Um, now who should be coaching or starting a group coaching program or a mastermind?

• 21:40Speaker 01

  Good question. So anyone who's a, an author, again, a thought leader, someone who's uh, well, let's say been good at trading stocks, selling homes, building training businesses, fitness businesses.

• 21:56Lewis Howes?

  Done anything well.

• 21:57Speaker 01

  Anything well for a significant period of time. Yeah. Right? Then you'd need to, I, I believe you have an obligation to pay that forward through a coaching program.

• 22:06Lewis Howes?

  Wow.

• 22:06Speaker 01

  Yeah. I, I, I really do.

• 22:09Lewis Howes?

  What if you're like, uh, coaching people is not for me. It's a time suck. It's all this energy. It's all.

• 22:14Speaker 01

  It is a lot of energy.

• 22:14Lewis Howes?

  Meeting four times a year on the phone every day with people. It's like, I don't want to do that, you know? What if people have that mentality of it's a lot of time and energy?

• 22:21Speaker 01

  I, I, I can't fix that. Then I just tell them then, you know.

• 22:25Lewis Howes?

  It's not for you.

• 22:26Speaker 01

  It's not for you. Yes, there's multiple seven figures a year to be made from a good coaching program. That's, that's what we do in, in my business. That's just one arm of the, one branch of our tree.

• 22:37Speaker 01

  But you're giving all of you. You're fully present for those three days, four days. Craig and I were just this past weekend in Vegas, Wednesday, Thursday, Friday, Saturday, two groups, two groups. Our group is so big, literally it was like Groundhog Day, right? Hot seat day, teaching day, hot seat day, teaching day. By Saturday, your fuse is short. So if you're not sleeping, if you're not working out in the mornings, you're not hydrated. Right, right. I mean, you, as a fighter, so I'll go back and now I'm a new fighter jet in that it has to come down. The guys have to work on it, replace the broken pieces and let's get it back up in the air. Because if I stay up in the air and keep fighting, I'm going to crash. And so, uh, You know, if you don't want to put the work in.

• 23:16Lewis Howes?

  Right.

• 23:16Speaker 01

  And you're not a people person.

• 23:17Lewis Howes?

  Right.

• 23:18Speaker 01

  High level coachings, masterminds aren't for you.

• 23:20Lewis Howes?

  Gotcha. Okay. So let's talk about how to, let's talk about how to structure a mastermind. Uh, if you're going to create one, if you're listening and you're interested in this, what's the best way to structure it? What's the right price level? Um, do people pay monthly? Do they pay upfront the whole year? Let's kind of break it down.

• 23:36Speaker 01

  Yeah. Yeah. So if you're structuring a mastermind, the best thing to do is to have one three times a year.

• 23:42Lewis Howes?

  Three times a year.

• 23:43Speaker 01

  Yeah, three times a year. In between those three times a year, you're going to have coaching calls with them. I typically found I used to give three 20 minute coaching calls per month. It was a little excessive. It had gotten to the point where, hey, Brad, what do you want to talk about? And so again, there was no blueprint for a coaching program, how to launch a coaching. So I went down to one 20 minute call per month. And Joan, my assistant, emails them and says, you have a coaching call coming up tomorrow? Send me the three questions that you have in the order of importance. I get to see those in the morning.

• 24:15Lewis Howes?

  Smart.

• 24:16Speaker 01

  Right? And now I go.

• 24:17Lewis Howes?

  Get right to it.

• 24:18Speaker 01

  Hey, Lewis, question number one. I start asking your questions. I just read them off to you. I go, is there anything I left off? It's either a yes or a no. Goodbye, go dominate your path. Right? Go take action because if you don't, I can't help you with your next problem that you're going to have. My job is to create problems. It's just, your coaching clients go from third world problems. I'm broke. I'm having anxiety.

• 24:39Lewis Howes?

  Right.

• 24:40Speaker 01

  I'm overwhelmed. Competition is killing me to first world problems. How do I open a second location, third location? I'm hiring. My manager quit and employee stole clients. And I'll take those problems. If an employee stole clients and left, that means I'm making money.

• 24:54Lewis Howes?

  Right.

• 24:55Speaker 01

  Right? And so really it's three times a year, one 20 minute coaching call per month. And of course, the questions have to come to 24 to 48 hours.

• 25:03Lewis Howes?

  Before.

• 25:03Speaker 01

  Before, in the order that they.

• 25:05Lewis Howes?

  Importance.

• 25:05Speaker 01

  Importance, exactly. Cause you might go off for, you know, the whole 20 minutes off question number one. Cause that's what's important for that person, right?

• 25:12Lewis Howes?

  And it's done at 20 minutes. Do you extend it longer?

• 25:14Speaker 01

  Nope, it's done. Stack them back to back. I'm a big believer in, in that once, so all my coaching call days are Tuesdays, Thursdays. And I'll literally plow through them. I'll plow through them, eight to 10. Eight to 10 coaching calls, you know, every three calls Joan will put a little 20 minute break for me.

• 25:29Lewis Howes?

  Give you a break.

• 25:29Speaker 01

  Yeah. Exactly. But outside of that, that way you're in the groove and I can say, you know what, Lewis? Just two phone calls ago, I talked to someone else and they had the same problem and here's, here's, here's how we fix it. Or.

• 25:40Speaker 01

  They had the solution to what you said and here's what they told me. It's so fresh in my mind. Right? And so I just plow through them and I highly recommend that for everybody else. Um, and the other thing is of course through Facebook now you can have a Facebook private group. You put everybody in there and you just ask everyone to pay it forward. Guys, if you're a veteran, you've been a member for more than 12 months. You're making multiple six figures or now you're making seven figures. Pay it forward to the guys and gals who are green. Right? And so then Michael, hey, I was on a coaching call with Bedros. And he told me to do X, Y, and Z. Well, when I did. I now have this problem. My next coaching call is until next month. However, the group will help out.

• 26:15Lewis Howes?

  Right.

• 26:15Speaker 01

  And now with video, people are just posting their video questions in the group.

• 26:18Lewis Howes?

  Amazing, right?

• 26:19Speaker 01

  Yeah. So, so that's really how you're going to structure your mastermind. Price wise. Whatever the market will bear. I'm a big fan of charging as much as you can. One, I'm a capitalist and I believe. That I have knowledge that can win you freedom, income, opportunity, lifestyle. And that should be paid a premium. I mean, I deserve a premium for that. Uh, number two, the more the person pays, the more they pay attention and the more they execute. I've just found that in my decade and a half of doing this stuff, right? Selling info products, having. I've got online versions of my coaching program. I've got an ascension ladder. So it's online version. Then they all come to a live event where I. Right? You know, offer them or pitch them the masterminds. And then I've got the one-off ones that pay, you know.

• 27:04Speaker 01

  Six figures to sit with me, right? And that's, that's fine too. Some people don't want to be in a group. They're too special. They're unique snowflakes. That's okay too. But the, the group ones that I'm most excited about that's fun. Is, uh. There's gotta be a buy-in. They've gotta put some skin in the game. Anywhere from $2,000 to $6,000. Right? Now, where you were at a fitness business summit, we dropped the price to $1,000 for the buy-in. You want to make an irresistible offer. If you're going to have a group pitch, you're going to take that buy-in and drop it down to the minimum, a thousand bucks. Right? Throughout the year, each month we sell one or two masterminds through phone coaching calls. They pay the $6,000 and then it's 1,800 a month. Now, that's what my market will bear and the more celebrity credibility, authority I build, the more I charge.

• 27:49Speaker 01

  Exactly. Right? What do I have? My coaching clients who do this, that I, that I've taught to do this in many different industries charge. I say start at 1,200 bucks.

• 27:57Lewis Howes?

  A month.

• 27:58Speaker 01

  Yeah. $1,000 buy-in. $1,200 a month. And then multiply that by 10 and that's your paid in full price.

• 28:07Lewis Howes?

  Gotcha.

• 28:07Speaker 01

  Does that make sense?

• 28:08Lewis Howes?

  If you only do 10 months, you don't do the full year, right?

• 28:09Speaker 01

  Well, it's it's it's full year, but if they're going to pay in full.

• 28:13Lewis Howes?

  Oh, I see what you're saying.

• 28:14Speaker 01

  Yeah, so for on $1,200, it'd be $12,000 for the year.

• 28:17Lewis Howes?

  Gotcha.

• 28:17Speaker 01

  Right, so they get a bit of a discount.

• 28:19Lewis Howes?

  Yeah.

• 28:19Speaker 01

  For committing for a year, and you want that. I've also found the more committed people, so they're ones paying 1,800, ones paying 18,000. 1,800 a month, 18,000 paid in full for the year. The 18, all things being equal, the 18,000 paid in full works harder.

• 28:33Lewis Howes?

  Really?

• 28:34Speaker 01

  Yeah, yeah. And those are, so we always throughout the year, hey, why don't you pay off your balance? Pay off your balance. One, capital for us, right? Number two, we know they're going to work harder.

• 28:43Lewis Howes?

  Because now they want to make the money back.

• 28:44Speaker 01

  Yes.

• 28:44Lewis Howes?

  And make 10 times as much.

• 28:46Speaker 01

  Yeah.

• 28:46Lewis Howes?

  It's more of a pain for them, right? It's like a pain, they're paying it.

• 28:49Speaker 01

  Yeah.

• 28:49Lewis Howes?

  So they're like, how do I get this back?

• 28:51Speaker 01

  It's the carrot and the stick, right? And so tha- that part does, works like a really good stick.

• 28:56Lewis Howes?

  I like that.

• 28:56Speaker 01

  Yeah.

• 28:58Lewis Howes?

  Okay, so if you were me, what would you do? I've got, I've got a free podcast that gets 1.3 million downloads a month right now.

• 29:06Speaker 01

  Amazing.

• 29:07Lewis Howes?

  We've got the book, we've sold over 50,000 copies in, you know, five or six months. We've got School of Greatness Academy, which is a $500, eight-week bootcamp online. And they get three group coaching calls from me, where I do kind of like Q and A type of thing. And and then I've got my premium courses from a thousand to $2,000. Um, and that's it. And I've, and I've kind of like, I've coached people for 10,000 an hour in the past. Um, and that's worked well for some. I I like when people execute and they get results, and I feel like, okay, this is worth it. But when it's like a drag for me on the phone for, I'm like, it's not fun for me.

• 29:42Speaker 01

  Right.

• 29:42Lewis Howes?

  You know what I mean? So how would I structure it to really make sure it pays off for my time? And gives me energy at the same time, where I've got the people that I'm like, they're actually motivated, they're inspired, they're taking action, which gives me more energy.

• 29:55Speaker 01

  Yeah.

• 29:56Lewis Howes?

  And wants me to keep doing it, not like, how can I get off the phone quick enough, you know, quick enough? And um, and make it still give me time and freedom to do my lifestyle, to travel, because you know, I'm doing all of these different things.

• 30:09Speaker 01

  Sure. Someone's gotta play handball.

• 30:11Lewis Howes?

  Someone's gotta play handball, right? Yeah. And I'm speaking, I'm traveling, doing that. So, how can I structure it in a way?

• 30:17Speaker 01

  Yeah.

• 30:18Lewis Howes?

  What I, should I do the same thing that you do, or is there other variations? What do you think? What's the price level? How many, also, how many people should be in it? You know, I think you've got a couple hundred, you've got a couple different ones. Should I start out with twenty? Is there a magic number? You know, do you want to keep them all in the same class for the year? Do you throw people in throughout the year?

• 30:40Speaker 01

  Yes, another dozen questions.

• 30:41Lewis Howes?

  Answer those hundred questions.

• 30:42Speaker 01

  Another dozen questions, this man right here.

• 30:44Lewis Howes?

  Just throwing it all at you.

• 30:45Speaker 01

  I should have taken Adderall before I come here. Alright, so, uh, those are all good, great questions. And I'm like a human computer, and I've got them all stored in my head chronologically, in the order that you wanted them. So, the reality is that if I were Lewis House, what would I do? Well, you know you've sold the book, and you've sold fifty thousand copies. That is no small feat. And that is amazing. And you've moved people into, you know, your online bootcamp program, where you're teaching them what?

• 31:07Lewis Howes?

  Uh, mostly about how to optimize their life, their health, and some business stuff. It's kind of like a mini mastermind.

• 31:13Speaker 01

  Sure.

• 31:14Lewis Howes?

  Optimizing your vision, your goals, getting clear, taking action along the way.

• 31:17Speaker 01

  Yeah. So, the way I look at it is, all the stuff that you're selling online, I would, I would have two events a year. If I was Lewis House, I would have two live, three-day events a year, right? So, that's really what you're committing to so far. Bear with me here.

• 31:30Lewis Howes?

  Yes.

• 31:31Speaker 01

  And one of them would be, people who are in your products, like the eight-week bootcamp, where they're learning how to optimize their life, and some business stuff, right?

• 31:41Lewis Howes?

  Online business stuff, yeah. Mostly online business courses.

• 31:43Speaker 01

  Yeah, online business courses. So, the offer to them would be, hey, because you purchased this online business course, you get to come to a live event for only one ninety-nine, one hundred ninety-nine dollars, right? Now, we know that when these people get on a plane, they have to pay for that plane, when they get a hotel, right? The time away from work, etc., or their business, all count. So, one, they've already given you money. They've proven to you that they want your knowledge and expertise. Number two, you are only going to attract the cream of the crop. So, here's why phone coaching's awful. There and it is awful because the barrier to entry is so low. They're on their couch.

• 32:17Lewis Howes?

  Don't have to do anything.

• 32:18Speaker 01

  They're in a comfortable setting, right? Imagine if a therapist came to your house instead of you going to them. Like, hold on, I need to go to the fridge and get me a bologna sandwich, right? You want to be extracted, you want to extract them out of their environment, right? So you can have better compliance, better control over them.

• 32:35Lewis Howes?

  And a context too, probably, right?

• 32:36Speaker 01

  Yes, exactly, exactly. So if you got, you got a coaching client that you're coaching over the phone, they're not going to be as compliant. Who knows what they're cruising on, on Facebook while you're talking and they go, and then they reconnect and go, oh, sorry, Lewis, explain, say the last two minutes again.

• 32:48Lewis Howes?

  It's a waste of time.

• 32:49Speaker 01

  You want to choke them out, right? Even if they're paying you $10,000 an hour. On the other side, you're going to have a big, two live big events. One, which is the event that you're having right now.

• 32:58Lewis Howes?

  Summit of Greatness.

• 32:58Speaker 01

  The Summit of Greatness, which I think is an excellent title and an excellent idea of how you described it to me.

• 33:04Lewis Howes?

  Yeah, kind of like a heart-centered TED Talk experience.

• 33:07Speaker 01

  Mm-hmm, perfect. And the other one would be straight up for business.

• 33:11Lewis Howes?

  Yes.

• 33:11Speaker 01

  Business, because you do coach and consult in business. And so people who have taken any of your business coaching courses, and this way those two don't, you know, because...

• 33:19Lewis Howes?

  They're mixed, yeah.

• 33:21Speaker 01

  Right? You want really clear delineation.

• 33:23Lewis Howes?

  Sure.

• 33:24Speaker 01

  And at those two, three, and that might be a two-day event or three-day event. I'm a big fan of three-day events because it's content every single day. Uh, but Saturday morning is when you make the offer. So when you structure these events, they, there is no other person pitching or selling anything. I pay for all my presenters to fly in, you know, I paid, we paid you to come in, right? To speak, uh, we pay for their hotel, their airfare, everything. And we tell them it's a no-pitch event. Do you still want to speak? Yes, great. And then I only pitch one thing. I've got an arsenal of stuff I can pitch. But I only pitch one thing, the one thing, right? That, like, book, The Essentialism, great book.

• 33:59Lewis Howes?

  Yes.

• 34:00Speaker 01

  And so you're going to pitch the one thing. So all day Friday, you're going to speak and you're going to have others speak who you value and who can validate the badass that you are. That has to happen on Friday. You know, people go, "Hey, Beto, so I want to speak at Fitness Business Summit." Unless you've accomplished something big or one of my coaching clients, you can't. I'm not going to support you. Right. If you're a coaching client, organically, you're going to get up on stage and say, "This is the greatest thing I've ever done." Right? Before you even start teaching, you're going to just give love to the person, you know, to me or to you, right? Because you're a coaching client. And of course, if they're a friend or colleague, right, we just organically give love anyway. And so you've got so much third-party validation, so much social proof on Friday, Saturday morning, and this is a formula of the big presentation.

• 34:44Speaker 01

  Then if I were Lewis Howes, Saturday morning, I would give my most impactful, where I reach in and I touch their heart, and then I go up 14 inches and I touch their mind, right? Talk. But it wouldn't end with a "thank you." We don't want applause. We don't want standing ovation. That last bullet point on the last slide is a transition and no one even knows. So, were you at my talk Saturday? Yeah. So if you remember, the very last slide, the very last bullet point was, the very last slide was all about dominate your path, right? It was decide, be disciplined, and dominate. Those are the three things I taught. And three slides each with like four or five bullet points. The last bullet point was, after I said, you know, what it takes to dominate your path, I said, "Let me bring up five people who have been dominating their path over the last 12 months."

• 35:27Speaker 01

  People were in tears. People were like, "This changed my life. This is unbelievable. How much money I made." Now, ordinarily, I would stop my presentation there, right? And then later on, go into a pitch and bring those five people up. But when it looks like it's part of your presentation, and it really was, now I want to show you five people who have dominated, and I want you to hear their stories so that you know that where you are in the audience, you could be where they are now. And I brought five of my best coaching clients, and they, of course, had three minutes each to say why, how the coaching program has changed their life. And of course, the audience was going to vote on who got the Land Rover. Every year, I give a Land Rover away, right, to one of my coaching clients. And so, really, my presentation of decide, discipline, and dominate.

• 36:10Speaker 01

  Just kind of like a slider, just faded into the offer for the mastermind. And then, once those five got offstage, I said, "Now, watch this video. They're in my seven-figure mastermind. If I could, I'd bring all 200 members up. But of course, I can't. We'd be here all day. Here's a video of what we do three times a year." So now, I let the audience get exposed to what happens three times a year. Miami, Las Vegas, San Diego. Destinations are important. They want to feel like a player. They want, because they are going to become players, right? And we feed them. We don't feed them Subway sandwiches. We go to nice, expensive, high-end steak houses. I want them to live the lifestyle they're about to build. Right? Full immersion, full immersion. And once that happens, once that happens, then it's simple enough to say, "Now, is anybody here

• 36:54Speaker 01

  interested in learning how they can be like these five and the people in that video that I just showed you? Hands go up. I always ask for permission. I don't go, "Let me show you." Is anyone interested?" And Cialdini talks about the, uh, where you get compliance, where compliance consistency is one of the six weapons of influence.

• 37:14Lewis Howes?

  Is it six or seven?

• 37:15Speaker 01

  Maybe it's seven. Maybe it's seven.

• 37:17Lewis Howes?

  Maybe it's six.

• 37:18Speaker 01

  Whatever it is, commitment and consistency go hand in hand, right? In other words, "Hey, Louis, do you believe the kids in Africa should not have to starve? Yes, I do. Then can you donate $20, right? You're going to have to be consistent with that train of thought for the people listening." And so, once I ask, "Can I show you? Can I tell you more about this mastermind? If you're interested, show me by hands." "Yes." "Okay, great." Commitment, consistency. Then the PowerPoint keeps going, same slides as my presentation earlier on that emotional, heart-stirring talk. Now, we're talking about, we're meeting three times a year. You get 20-minute coaching calls. Now, we're in the fundamentals, right? Of what they're getting.

• 37:57Lewis Howes?

  They're getting, yeah.

• 37:57Speaker 01

  What it costs, what their savings is right now. And of course, at that moment, we tell them, "You've got black envelopes on your desk that was put there before I spoke with the big label that says, 'Do not open until instructed to do so,' right?" And so, you could just hear this collective, "Chkchkch." You know, the envelopes opening and...

• 38:18Speaker 01

  Let's fill out that application together, you know?

• 38:20Lewis Howes?

  Interesting.

• 38:21Speaker 01

  And the first page of that application, I'll go in-depth and I'll even send you a copy for you to use.

• 38:25Lewis Howes?

  Sure, that'd be great.

• 38:26Speaker 01

  If you, again, I would highly encourage you to offer, if I were you. If not, I'll just come and do it myself for you. I'll bring my own applications with your name on them. But the first page is really a diagnostic, right? Where are you in your business? What was your income the last 12 months? What are your strengths and weaknesses? I want everybody to be filling this out. And I say, even if you're not going to join the mastermind, fill this out because you can tear that top page home, take it home with you and go, okay, this is where I'm weak at in marketing, management, productivity, this is where I'm strong at, right? Leadership, et cetera. But the other reason, the real reason you want to do this...

• 39:03Lewis Howes?

  Is they see what they need to work on and they're like, of course I need this.

• 39:06Speaker 01

  Yes, and the person to your left and the person to your right just sees that you're filling it out.

• 39:09Lewis Howes?

  Hmm.

• 39:10Speaker 01

  Right? If one person sits back, yeah, one person sits back, they all sit back.

• 39:14Lewis Howes?

  Yeah.

• 39:15Speaker 01

  So you want all, everybody writing, they see what they need to work on. You don't have to join the mastermind. If you don't, take it with you and work on those.

• 39:21Lewis Howes?

  Yeah.

• 39:22Speaker 01

  Now, turn the page over. Here's your payment options. You want to pay in full and we'll still offer you a discount. We reduce from $6,000 buy-in to $1,000. Or would you like to pay monthly, right? Still $1,000 buy-in and then $1,800 a month.

• 39:37Lewis Howes?

  Yeah.

• 39:38Speaker 01

  For 12 months. And so, at that point, of course, you know, what ended up happening at Fitness Business Summit is one of my co-coaches, Cable McElderley, stood up and said, you know, I'll pay for the first three or five people's buy-ins.

• 39:51Lewis Howes?

  Crazy, yeah, yeah.

• 39:52Speaker 01

  And what I didn't expect to happen was, one by one, my coaching clients stood up...

• 39:57Lewis Howes?

  Everyone stood up and said, I'll pay for this person.

• 39:58Speaker 01

  Yeah, before I know it, all the buy-ins were taken care of.

• 40:01Lewis Howes?

  Crazy.

• 40:02Speaker 01

  And we had 100 and, what, 109 applications turned in.

• 40:05Lewis Howes?

  Amazing.

• 40:06Speaker 01

  It was nuts, yeah.

• 40:07Lewis Howes?

  Amazing. And what was that, most people pay monthly for you or...

• 40:09Speaker 01

  Monthly.

• 40:10Lewis Howes?

  The full, most of them pay monthly?

• 40:11Speaker 01

  Yeah. About, if you have more than...

• 40:13Lewis Howes?

  It's like 80, 20.

• 40:14Speaker 01

  Yeah, exactly right. I was gonna say, if you have more than 20% who are paying in full, you're not charging enough.

• 40:19Lewis Howes?

  Huh.

• 40:20Speaker 01

  Yeah. And so I've got some coaching clients who go, hey, man, at 1,200 bucks now, we're getting like 50% paid in full. Great. Now you're at 1,600 bucks a month.

• 40:27Lewis Howes?

  Interesting.

• 40:28Speaker 01

  Oh, man, my pay in full dropped to 20%. Perfect.

• 40:30Lewis Howes?

  That's where you want to be.

• 40:31Speaker 01

  That's where you want. Cause you can come back to them three months from now after the first mastermind. They've gotten the value.

• 40:36Lewis Howes?

  Mm-hmm.

• 40:37Speaker 01

  Hey, why don't you pay the balance off in full? You're still gonna get it all in full anyway.

• 40:40Lewis Howes?

  Sure, sure, sure.

• 40:41Speaker 01

  Yeah, you just get it upfront or three months from now.

• 40:43Lewis Howes?

  Yeah, yeah.

• 40:43Speaker 01

  Right? Yeah, so there's, there's little indicators that say that you're not charging enough if you're getting too many paid in fulls.

• 40:50Lewis Howes?

  Right, right.

• 40:50Speaker 01

  Yeah, and so the, that metric is 20%.

• 40:52Lewis Howes?

  Gotcha.

• 40:53Speaker 01

  Yeah.

• 40:53Lewis Howes?

  Alright, so again, if you were me, you would do two events, one more business marketing related, one more inspirational related. And would I run two masterminds for?

• 41:03Speaker 01

  No.

• 41:03Lewis Howes?

  Just one?

• 41:04Speaker 01

  So, because you have, you've got so many irons in the fire, and of course, your new book, um, and, and you're an amazing athlete, and you've got so much going on, and I know you value your time.

• 41:15Lewis Howes?

  Yes.

• 41:15Speaker 01

  You value your time. And so, I wouldn't do it like I do where you have, um, three mastermind meetings a year and then a live event like Fitness Business Summit. You should just have two mastermind meetings, and then they can come to one of the two other live events as their third meeting.

• 41:30Lewis Howes?

  Hmm.

• 41:31Speaker 01

  Yeah.

• 41:31Lewis Howes?

  And do like a one day thing before they just come to the event?

• 41:34Speaker 01

  They just come to the event.

• 41:34Lewis Howes?

  Gotcha.

• 41:35Speaker 01

  They just come to the event, network. You're probably gonna wanna feed them separately. We, we had a special dinner for them, right? Our mastermind members. Um, but, but really, between the coaching calls, the Facebook group.

• 41:46Lewis Howes?

  Right.

• 41:46Speaker 01

  And those two other meetings.

• 41:48Lewis Howes?

  They're gonna get a ton.

• 41:48Speaker 01

  They're golden.

• 41:49Lewis Howes?

  Yeah, they're gonna get a lot.

• 41:50Speaker 01

  And here's what's neat is you're gonna have the best quality of people who resonate with you, and I'm gonna tell you why. You're an authentic guy. I mean, you have, you, you can't even help it, you speak from the heart.

• 41:59Lewis Howes?

  Yes.

• 41:59Speaker 01

  You know, you, you do, you, I, I, I, I imagine, I haven't gone out with you, but I imagine if we're somewhere and there's someone that maybe just raises a hair on your neck, you're probably gonna walk away or shun them very quickly.

• 42:10Lewis Howes?

  That's true.

• 42:11Speaker 01

  And so what's great about that is that anyone who I ask to put on a live event, I go, just be yourself. Because you wanna attract people who you would hang out with.

• 42:19Lewis Howes?

  Of course.

• 42:20Speaker 01

  And so, listen, English is a second language for me. I get nervous when I'm up on stage. I'm an introvert. You got 800 people there to see me for three days. I'm sweating bullets when I'm up there because I'm nervous. I just want to be in a room like this talking to one person, right? And so I'll let them know and I'll start cussing up a storm out of because I'm just nervous, right? And I can see who people that I'm turning off and maybe they're a little more stiff than I want them to be and that's okay. I'm polarizing. And so if you're authentic, you're organically gonna just have these people who connected with you. Fill out the application. So at all my masterminds, I go, every single one of these people I would hang out with if they lived in Chino Hills, I'd go surfing with them. I'd go have a beer with them at Yard House. I would hang out with.

• 43:04Lewis Howes?

  Cool people, they're your people.

• 43:05Speaker 01

  They're cool people because you were authentic and they were drawn to you like you're drawn to them, right? All the other people you've polarized and you know, by the time these people even paid to come to your event, there's so many levels of filtration that you only get the best to join your masterminds. And that's why I think it's to be one of those things where after you know, two days of running your mastermind, you get home re-energized because it's a small. Now, what is the size of the group you want to start? Fifteen to twenty is a really good start because you want to do hot seats on one day, right?

• 43:35Lewis Howes?

  Sure.

• 43:35Speaker 01

  Day one, you're gonna do hot seats. Everybody gets individual fifteen, twenty minutes. And if you have up to twenty people, about eighteen will show, right? There's about ten percent who just don't show. And so you got about fifteen, twenty minute hot seats. On day two, you're gonna have the best performers in the mastermind in the last ninety days.

• 43:53Lewis Howes?

  Teach, right?

• 43:54Speaker 01

  Teach, and then you teach. And there's day two.

• 43:59Lewis Howes?

  How long do you teach for?

• 44:00Speaker 01

  Uh, I might teach, yeah, I might teach like the, the second half of the day, the first half of the day. It'll be the, you know, the five people who were, who did really well.

• 44:08Lewis Howes?

  Yep.

• 44:08Speaker 01

  And those five, by the way, are competing for a flight and hotel to their next mastermind. So we have a

• 44:12Lewis Howes?

  Whoever won, whoever's the best.

• 44:14Speaker 01

  A built-in transformation contest. So you teach your peers, they vote, I pay for the flight and hotel.

• 44:19Lewis Howes?

  Yeah.

• 44:19Speaker 01

  And so this really also builds built-in retention. Everyone's trying to get, you know, fill out the application so that they can teach. We pick the five and then one of the five wins. And it's such a neat thing to go, hey, look at this person. They were broke six months ago. Now they taught and they won flight and hotel for the next trip.

• 44:34Lewis Howes?

  Amazing. That's cool.

• 44:36Speaker 01

  Yeah. So it's, it's a lot of giving back, a lot of giving energy of your energy, but you're dealing with the coolest people that you would hang out with anyway.

• 44:43Lewis Howes?

  Right. Wow. Amazing. What's, um, what else should we know about masterminds? What else do we, are we missing or? What else is important for us to?

• 44:52Speaker 01

  What else is important? You definitely want to make sure that you educate them on the way you do business. If you give them your cell phone number, you're now on call. Weekends, they're texting you, whatever, right? So Joan, my assistant, does a great job. Many of my coaching clients have my cell phone. If you text me on a weekend, you're probably not going to hear from them.

• 45:12Lewis Howes?

  Right.

• 45:12Speaker 01

  If you do, good for you. That's awesome. If you're going to send them an email, don't send three emails back to back. Gather all your thoughts, bullet point fashion, not big paragraphs, if he wants backstories. So these are all the details, right? The minutia, but again, no one taught me this. And so I would get giant emails from people who are scrolling.

• 45:29Lewis Howes?

  You're like, oh, you're not even reading it. You're just going to the last part, see the question.

• 45:32Speaker 01

  I don't know if you do this. I would just kind of scroll, looking for a question mark.

• 45:35Lewis Howes?

  Yes.

• 45:37Speaker 01

  But if you tell them the conditions of doing business, right? Don't text me unless you need to. You know, we're not friends. We're going to be friends when we hang out.

• 45:45Lewis Howes?

  Yes.

• 45:46Speaker 01

  Right? But otherwise, this is business. And I'm, don't forget, I'm running a multimillion dollar company here, right? You're writing a book.

• 45:51Lewis Howes?

  You've got family, you've got this.

• 45:52Speaker 01

  Exactly. And so a lot of people go, man, masterminds take so much from me. It's like, well, you kind of let, almost like kids. You have kids, they push the boundary, they're not going to go to sleep at 8:30. Now you let 8:45 happen, 9:00 PM is going to happen. 9:00 PM happen, 9:30 will happen. They eat peanut butter and jelly at night, you don't let them brush their teeth? They're not going to brush their teeth again the next night. So you have to keep it structured. And the more structure you can keep it and condition them on how we do business, you're golden. It's not going to bleed into your life. It's like, because you let it bleed into your life.

• 46:19Lewis Howes?

  Right, right. So you, so really, Ballantyne was the best thing for you because he helped you structure the mastermind. When you were launching, you're like, okay, this is what I need to know.

• 46:27Speaker 01

  Yeah.

• 46:27Lewis Howes?

  And that's pretty cool.

• 46:28Speaker 01

  Yeah.

• 46:28Lewis Howes?

  Awesome. And now you guys have how many masterminds? You have two? Or is it all that big one?

• 46:33Speaker 01

  Four masterminds. The big one is the Seven Figure Formula Mastermind, nearly 200 members. Then Craig and I have a mastermind called the 100K Info Group. There's about 60 members in that one.

• 46:43Lewis Howes?

  Wow.

• 46:44Speaker 01

  Fit Body Bootcamp, our franchise, we have a mastermind, nearly 100 members. And then I run a fourth mastermind just by myself. This is from the high level. It's called the eight Gs and they named it themselves. They think they're gangsters. They're eight gangsters, right? And now it's more than eight in here and these are the people who want to be gurus in different industries and run high level coaching.

• 47:05Lewis Howes?

  Is that like a six-figure mastermind or is that like another level? These all the same price points or?

• 47:09Speaker 01

  No, the prices for all the group masterminds are about the same, other than the eight Gs and the private one days.

• 47:16Lewis Howes?

  Yeah, gotcha.

• 47:17Speaker 01

  Right? The AG mastermind is, you're paying $50,000.

• 47:20Lewis Howes?

  For the year?

• 47:20Speaker 01

  For the year, yeah. And you're in a very small group of other thought leaders, just experts in different industries. They're not all trainers. They're not all infomarketers like the ones that Craig and I run.

• 47:29Lewis Howes?

  Sure.

• 47:30Speaker 01

  These are all people who have different industries, but they're the leaders in those industries.

• 47:33Lewis Howes?

  Yeah.

• 47:34Speaker 01

  They're paying 50,000. That's a good qualifier to bring them in.

• 47:37Lewis Howes?

  Yeah, of course.

• 47:38Speaker 01

  Yeah. And then the one day, and then the one days are just, you know, the people who, hey, I'm a unique snowflake. I don't want to sit around with others. I want to have day with you then.

• 47:44Lewis Howes?

  Yeah.

• 47:44Speaker 01

  You know, we make sure.

• 47:45Lewis Howes?

  Charge your rates for that, yeah.

• 47:46Speaker 01

  Yeah.

• 47:46Lewis Howes?

  Great. Amazing. And how can we, how can people learn more about, if they want to learn more about you or your masterminds or?

• 47:52Speaker 01

  Yeah, yeah. Gee, find me on, find me on Facebook. If you're in the fitness world, you want to find me, you're going to find me at PTpower.com. Otherwise, my authority site, Bedros Keuilian.com.

• 48:04Lewis Howes?

  How do we spell the last name? We'll have it all linked up.

• 48:06Speaker 01

  Yeah, good luck. It's K E U I L I A N.

• 48:10Lewis Howes?

  Perfect.

• 48:10Speaker 01

  Yeah.

• 48:11Lewis Howes?

  And you're, you're from Armenia, right?

• 48:13Speaker 01

  I am.

• 48:13Lewis Howes?

  When did you move?

• 48:14Speaker 01

  Yeah, my dad was a member of the Communist Party and in 1981, my brother was to go into the Red Army. At the time, of course, they're fighting Afghanistan, right? Russia. And so in 1980, we escaped Armenia, which at the time was under communist rule, Russian rule, went into Italy and my dad demands that I say this next part. We legally entered into the United States from Italy into New York, which is a very big thing.

• 48:39Lewis Howes?

  Wow.

• 48:39Speaker 01

  And so he worked his ass off and I learned English and we.

• 48:43Lewis Howes?

  Amazing.

• 48:44Speaker 01

  Yeah, we ate out of dumpsters. It was a typical rags to riches story, but I was the six-year-old kid who, I thought it was fun crawling into the dumpsters, you know?

• 48:51Lewis Howes?

  Some adventure for you.

• 48:52Speaker 01

  Yeah, yeah. Little did I know, they're like, hey, get that lettuce. Hey, get that jug of milk. You got it. Here you go. I'm having a good time. And so it was a neat experience and I said, hey, we're in a free country now. You can be anything you want. And I was, I was, I was stubborn enough to believe that I could become anything I want and here I am.

• 49:09Lewis Howes?

  When did you realize the moment that you could be anything you want? When was? Was there a person that said something or

• 49:15Speaker 01

  No.

• 49:16Lewis Howes?

  Video you watched or a book or they were like, wow, anything is possible.

• 49:19Speaker 01

  This is gonna be so corny. It's, it's, it's, I, I had created this software called High Tech Trainer. This is like in 1999, right? And Jim Franco, my coaching, my personal training client who gave me the Tom Hopkins tape.

• 49:33Lewis Howes?

  Yep.

• 49:33Speaker 01

  He flew to Chicago with me. O'Hare Airport is where we landed and we stayed at a little crap hole hotel. Two beds in one room.

• 49:40Lewis Howes?

  Yeah.

• 49:41Speaker 01

  And now Jim Franco to me like walked on water, like this man has software company and et cetera, et cetera. And he had come to there with me because Bally's, remember Bally's Total Fitness, they're no longer, but their headquarters was in Chicago. And so I said, Jim, I want to pitch this High Tech Trainer software to them. I created a kind of a Palm Pilot based online personal training software, right? Little did I know the iPhone was gonna come out several years later. Yeah. And so anyway, went to Bally's and, and so I'm staying in the same room with Jim. This is the first time I got to see Jim as a regular person, like getting ready for bed, brushing his teeth.

• 50:13Lewis Howes?

  Which is a whole different world.

• 50:15Speaker 01

  Yeah, cuz all I would see is the Cadillac pulling up in front of the LA Fitness that I worked at. And Jim walks in, you know, with his strut and like, oh.

• 50:22Lewis Howes?

  Takes the suit off or whatever.

• 50:23Speaker 01

  Exactly, right? And puts on his, you know, high-end clothes and we're working out together. And he was just so suave with it. He would literally walk, walk up to girls he's never met and he'd sit on their lap and he'd start rapping to them. We're talking about a 65-year-old man here. We're not talking about a 40-year-old hard-charging entrepreneur. Like I, I love the man to pieces. I still talk to him. We visit all the time. And so I, I see that he's normal. He just puts on his, literally puts on his pants one leg at a time. I saw it firsthand, right?

• 50:49Lewis Howes?

  Yeah, yeah.

• 50:50Speaker 01

  And that was it. You know what? He, he just, he's not any smarter. He's not any more educated. He's not, he, he just not, he, he just does, did not quit. And you know, on that flight, he talked to me, he have had two bankruptcies, a divorce. He's gone through challenges. He hasn't been the foreign kid that came to America. He's gone through his own struggles.

• 51:09Lewis Howes?

  Right.

• 51:09Speaker 01

  But he never quit. He had a vision and he just went tunnel vision on that and just dominated that path and the rest was history.

• 51:16Lewis Howes?

  I love it. I love it. Uh, final couple of questions. This has been great. What are you most grateful for in your life recently?

• 51:23Speaker 01

  I am most grateful for my parents.

• 51:27Speaker 01

  And I'll tell you why. They've struggled so much in that country. They've struggled so much. My dad would have to hide, he was a tailor, he would have to hide the chalk and the meter stick. He would make suits on the side to save up money for us to escape. That man, when we came to America, that man worked at gas stations along with my brother, pumping gas. He's been held up by gunpoint multiple times, same with my brother and my sister. See, they're all older than me. I was the oops baby, so my brother's 14 years older, my sister's 16. So, I'm grateful for my parents and that now they're both, thank God they're still alive, that I'm able to show them that through me, they're reaping the rewards of what they wanted. Does that make sense?

• 52:08Lewis Howes?

  Interesting.

• 52:09Speaker 01

  He started a nice little tailor shop out here in Anaheim, and his claim to fame is that Boyz II Men, uh, not Boyz II Men, uh, one of those other boy bands back in the day came to perform at Disneyland and he did all their alterations. Yeah, he had this autographed picture on the wall. Um, but man, they own a little house, he's got a couple rental properties, he lives the American dream. And then through me, I'm grateful that he's got his health, my mom and dad, that through me, they get to live their American dream. And that, to me, is the biggest thing. I'm so grateful for them because I wanted to reach this point so that they can go, it was all worth it. Does that make sense?

• 52:44Lewis Howes?

  That's great. That's cool. I like that. This is a question I ask at the end for everyone. It's three truths question. You've got a number of books coming out, which we'll talk about another time when they come out. But let's say that everything you've ever created has been erased from time, and this is many years from now and it's your last day. And so you can't give anyone a book that can't read anything online about you, no videos to watch, it's all gone. And, um, you have a pen and a piece of paper and you get to write down three truths, three things you know to be true about everything you've learned. What would you leave behind in three simple truths? What would you say?

• 53:18Speaker 01

  Wow, man, you caught me. I wish you would have emailed me this question.

• 53:20Lewis Howes?

  Everyone says that. Never prepared anyone. What's the candid answer that's coming out for you right now?

• 53:26Speaker 01

  Yeah. Number one, give with that expectation. Give with that expectation. The Go Giver, Bob Berg, great book. Give with that expectation. Know that it'll come back. The universe just has a way of bringing it back. Number two would be sell. Sell and and that might be contrary to giving. Sell, you've got knowledge, you've got expertise, sell people on something. Hey, how are you? I'm fine. You're selling me that you're fine. We all sell anyway. You might as well get damn good at it. Everyone must sell. And then number three is. Make more, earn more, save more than you think. Th- than you think you need. Does that make sense?

• 54:05Lewis Howes?

  Yeah.

• 54:05Speaker 01

  God forbid, we don't know when the next airplanes are going to hit the skyscrapers and inflation is going to go through the roof. We don't know what disaster is going to happen. I always tell people, are you married? They go, yeah, yeah, I'm married. I got a wife. Great, congratulations. You have four parents now, right? You don't just have your mom and dad. You have four parents to take care of. How do you want them to live? So most people don't save up as much as they should. And I'm panicky about that because I feel I owe so much to my mom and dad. That, you know, anything, God forbid, happens to them. I want them to have the best treatments, the best access, right? And so it's it's number one, give without expectations. I've just, I've, I love being a go giver and the people who have given to me, I feel so indebted to.

• 54:41Lewis Howes?

  Yeah.

• 54:42Speaker 01

  Number two, sell. Because you owe it, you're obligated to get your knowledge, information to the hands of others. And number three, earn and save way more than you think you need because you don't know what the future holds.

• 54:53Lewis Howes?

  Hmm, those are great, man. I love that. And where, where can we find you online? Before I ask the final question, where can we connect with you online? Like, uh, in social media, are you anywhere besides Facebook?

• 55:03Speaker 01

  Uh, Facebook, um, really is rare. I'm a bit old school, so I'm on Facebook, but I'm, I'm active on, on Instagram as well. And, and Twitter gets managed by my team, but all the important messages will reach me.

• 55:13Lewis Howes?

  Okay, cool. We'll have it all linked up here in the show notes afterwards. And before I ask the final question, Bedros, I want to acknowledge you for a moment because you've been an incredible giver to me. You've been, you know, you supported me, you've bought a bunch of my books and had me come speak at your event. You've been just constantly giving over the last few years. You always text me every now and then and reach out and offer support. And the way you teach and educate people, the fitness world, but everywhere else is just so amazing because you have a wealth of information. And you continue to give it away. And I think it's really a great example that you set for me and other people to. To be inspired by, to give and to teach the knowledge that we've learned over the years. So I want to acknowledge you for all that you do, man.

• 55:51Speaker 01

  Thank you for that. I appreciate that. Um, I, I don't do well taking compliments.

• 55:56Lewis Howes?

  You took it well.

• 55:57Speaker 01

  Break a sweat here. I appreciate that. Thank you. That means a lot. It really does.

• 56:01Lewis Howes?

  The final question is, what's your definition of greatness?

• 56:05Speaker 01

  My definition of greatness is to be able to sleep in a sound peace of mind. That's it. And I say that because I have a lot of voices in my head. And if I'm going to be very truthful here, I've had a harsh childhood. I've dealt with it. I continue to deal with it. But I think the most important thing, whether you're a multi-billionaire, or you're the man living under the bridge, is to sleep in a sound peace of mind. And in the last several years, I've been able to do that. And to me, that's greatness, more than any wealth I've created than flying first class, charter jets, eating at restaurants where you only get helicoptered into. None of that matters. Sound, peace of mind, sleep.

• 56:43Lewis Howes?

  Bedros Kula.

• 56:44Speaker 01

  Thanks, man. Appreciate it.

• 56:46Lewis Howes?

  Thank you. And there you have it, guys. I hope you enjoyed this episode. For me, I found it extremely important and a reminder to not only remind myself that, yes, I have a coach right now, and I'm in multiple masterminds, that it's a reminder to stay in them and to continue leveling up in terms of coaches, leveling up the investment I make in myself for the events I go to, for the coaching that I have, constantly finding ways to invest more in my education, so that I am required after that to take more action, to figure out the solutions that I need and the problems that I have to reach my goals, to achieve my vision. So it's a great reminder for me, but also a great eye-opener on structuring masterminds.

• 57:31Lewis Howes?

  And I've done some in the past, but really never at the level that I'm looking to do in the future. So we'll see what we create. And you guys can get the full breakdown, watch the full video interview with me and Bedros, and check out all the links that Bedros talked about and all the resources at lewishouse.com/330. So again, make sure to check out the full resources. And also, if you enjoyed this, share this with your friends. Post it on Facebook, post it on Twitter. Email a friend you know is an expert, who you know is an authority, who is an author. Email that friend right now and say, hey, listen, you're missing out if you're not running masterminds right now. Make sure to check this out, listen to this episode, and tell them to share it with their friends as well.

• 58:14Lewis Howes?

  Again, the link for that is lewishouse.com/330. And again, from the beginning of this episode, we talked about your thought. Thinking is extremely important and it's something we get to focus on every single day. Like Bedros said in this episode, how you do anything is how you do everything. So make sure that you're thinking a certain way as well, because you can't think negative thoughts and then create something powerful and inspiring in the world. You've got to think inspiring, powerful thoughts as well. So what you think can become. And I hope you guys enjoyed this episode. And you know what time it is. It's time to go out there and do something great.