Ep 21 – How Matt Carroll Pushed ‘Reset’ During COVID-19 and More Than 3.5X His Revenue

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Running a fitness business can be stressful.

Running a fitness business with your spouse… even more so.

Running a fitness business, with your spouse DURING a pandemic… WATCH OUT!

In Episode 21 of our Secrets To Their Success Podcast, you’ll meet Matt Carroll, owner of Natural Edge Performance, Broome, Western Australia.

After struggling for many years with business, Matt and his wife Marcela decided to use the pandemic opportunity to take a step back.

Then decided to PLAN for success in a new way.

And committed to investing their time and energy into developing the business skills they needed to grow to the next level.

BIG challenges create BIG growth opportunities… IF you’re willing to face things head on and DO THE WORK!

Matt did the work. He ended up terminating all of his current memberships and started over. He upgraded his programs, services, prices, chose ONE ideal client, and communicated very clearly what the company stood for. Then he “re-pitched” his new messaging to his entire database. 

The results were awesome. The professionals in his town responded well … and were more comfortable referring their friends. His revenues are 3.5x what they were and he’s gone from non-profitable to having $23k in monthly profit. 

In this episode, you’ll learn…

  1. How he reacted to the lockdown and used it as an opportunity to push the reset button for his business
  2. The importance of training his coaches on sales and having the script and system to sell so the business can run by itself 
  3. The business planning every business owner and fitness professional should have
  4. The keys to having the confidence in your choices and grow your business to the next level
  5. And much more…

Have questions about your business now? Schedule a free ‘Get Clarity’ Strategy Session​​

It’s a crazy time for the fitness industry. No doubt you’re feeling stressed and overwhelmed trying to figure everything out. We understand your pain and we’re here to help. Learn more about getting the support you need to win by scheduling a FREE 60-min ‘Get Clarity’ Strategy Session now. Here’s how it works, during your session we’ll:

  1. Quickly assess where you (and your business) are right now. 🔍
  2. Together, we identify the biggest opportunities to create an immediate impact on your business and create a strategic plan. 📋
  3. We’ll show you the systems, tools, and coaching you can use to implement and drive results. 📈
Podcast Transcript

Ric Isaac:

Well, hey everyone. And welcome to another NPE, student interview. Today, I’ve got with me the one and only Mr. Matt Carroll. Great to have you on the call, Matt.

Matt Carroll:

Thanks for having me, Ric.

Ric Isaac:

Absolute pleasure. Tell the folks where your location is and the type of facility you have, your business name, and the people that you love to serve. Matt, give us the overview.

Matt Carroll:

No worries. I’m in Broome, Western Australia. It’s about a three day drive from Perth, and we were originally a CrossFit facility, but our business is basically designed around myself and my partner who’s a massage therapist and nutrition coach. So, she takes care of a lot of that stuff. And I work a lot with the clients and their fitness needs and things like that. So, we mainly specialize towards the general population of local moms and dads. We’ve got a lot of the sort of health department, and I guess you’d call them the education department up here. So, a lot of teachers and nurses and things like that. That’s really our main clientele. And we service about 150 people, including CrossFit Kids, to the adults, to the health and new wellness clients as well.

Ric Isaac:

Nice one. And if people want to check it out, what’s the name of the business?

Matt Carroll:

You can check us out at naturaledgeperformance.com.au. So Natural Edge Performance up here in Broome at the moment.

Ric Isaac:

Then for those who don’t know Australia, let alone Western Australia, I’ll just feel everyone in. Broome is one of the most popular holiday destinations for people who live in the south, which is where the bulk of the population in Western Australia is. And when you mentioned Broome to anyone, it’s all, “Wow, it’s pearl farms, it’s camels on the beach, it’s beautiful sunsets.” And it’s having this holiday, but it’s often very different living in these towns because of the itinerant nature of the population. So before you got into working with NPE, tell us a little about, about where the business was at and why you were looking to get support to grow and take it to the next level, Matt.

Matt Carroll:

Sure. Well, one of the biggest challenges in Broome is, it is a transient tourism town, So here we’re a coastal town, but imagine the population pretty much similar to like a ski town where you have three months where we’ve got a population of about 45,000, but then you’ve got nine months where we have a population about 13,000. So we’d always be faced with quite a dramatic drop and shift in numbers each year. And also just around the school terms. As soon as the school ends, like I said earlier, a lot of our clients are those teachers and things like that. They often get away. They like to escape the hot season. Head back down south. So really we’re just trying to tighten up things and making sure that we’re protected all year round and we’re growing all year round. We’re not just having those boom ups and things like that.

Ric Isaac:

Well, and it’s interesting, isn’t it, because it’s a fairly competitive market, even though there’s a small population. It’s not just you guys in the town, right? There’s some competition as well.

Matt Carroll:

Correct, yeah. We’ve actually got quite a lot of competition up here and good competitors. So we’ve got [inaudible 00:03:10] 45’s. We’ve also got [inaudible 00:03:13] gyms that offer all the Les Mill programs. There’s plenty of small PTs that run from home. Boot camps. So everyone doing what we’re doing. There’s also competitors in all our fields whether it be the one-on-one to small groups, to large classes, even the massage therapy, tourism down like this, there’s multiple, multiple little set ups around the place.

Ric Isaac:

Yeah. Gotcha. So what was the reasoning or the thought process around looking at NPE? Because I mean, and IU remember our early conversations there. What were you looking for and where was the business at, at that point?

Matt Carroll:

Well, really like myself and my partner, Marcel, we’re both health specialists. We know how to look after people’s needs with their own health and fitness, but we’re not business people. So learning the ropes, having the structures and systems was where we were lacking. I wouldn’t say we’re winging it year by year, but we were basically trying to resolve new problems each year. So we just need to get some structure. But also for me, a bit of accountability as well.

Matt Carroll:

I spent a lot of my time just working in the business, doing all the coaching, working with one-on-one clients, things like that rather than me never take a step back and actually looking at my business, seeing where it’s going, how I want it to grow and things like that. So for me, reaching out to NPE, I was looking for some advice and guidance that wasn’t just from a company that’s just going to get you a hundred leads then throw you out the door. We wanted to learn how we could actually grow this business, potentially replicate it or sell it down the track. But have it so it’s a smooth, safe business to sort of run and sell.

Ric Isaac:

And I remember us talking earlier on that you’d had that experience of working with a company that was promising you a hundred leads. And that had been a really a very negative experience. So there was some trepidation about working with another company, even though yes, you know now NPE’s very, very different, but at the time you were taking a bit of a risk with that as well.

Matt Carroll:

Yeah, definitely. Like I jumped into the call with you early on and that was pretty fresh after, I’ll be honest, we got pretty burnt by one of the other sort of lead generator companies out there. So my wife and partner, she was very skeptical of me signing any contracts and things like that with anyone else that sort of offering anything like that. And to be honest in the fitness industry, there wasn’t a lot of knowledge out there when we started of people out there that of advice and things like that. So, you definitely got to watch it in this game because we’re all trapped, we’re all fitness experts looking for actual business advice. So to come across someone, or basically to find someone that could actually go, “Well, we’ve been there, we know that,” that was the big part for us, and actually understanding the industry, not just trying to increase sales all the time.

Ric Isaac:

I’m just smiling because I remember the first call where you, myself and Marcel. And Marcel was, “Yeah. Well, I want to know all about this and you know,” but she didn’t quite come out and say, “Well, this better work otherwise I’m going to come down and find you and chop your legs off.” But it was pretty clear that it needed to work otherwise she’d be taking measures into her own hands, but it’s interesting and hats off to you because you could have, at that stage, had that negative experience and then thought, “Oh, well, I’m done. I’m just going to have to keep figuring this out on my own,” but well done on staying open to it.

Ric Isaac:

So you came on board, there was obviously some concerns early that it needed to be the right program, having had that bad experience and then… Actually just before we sort of move on from that because you and Marcel, being husband and wife, as well as business partners, it was all encompassing, wasn’t it? It was a 24-7 thing that you guys were doing and that was part of some of the challenges was trying to navigate roles and… Tell us a bit more about that.

Matt Carroll:

Yeah, no, absolutely. I mean, like you said, living together, working together full time, the conversations wouldn’t have been at the dinner table or at four o’clock in the morning are about the business. So one of the big things that I was after with NPE was, I going from being, working in the business sort of character, I wanted to be able to become more of the director and an active director and relieve my wife, Marcel, from a lot of the pressures and stress she’s under, where before she was in charge of all the marketing, all the creation content, all the things like that.

Matt Carroll:

Plus doing her massage and nutrition, and balancing our books. Where now I’ve been able to upscale myself to a point where I can at least direct a lot of that creativity work and she can just focus on pretty much being a financial manager and then just sort of managing her nutrition clients and things like that, which has been just a great help because it just, I was almost trying to catch up from what she was doing just by putting myself under pressure with creating more one-on-one jobs myself with clients, things like that, as opposed to applying skills where an owner needs to have.

Ric Isaac:

Yeah, like you said at the start, we’re health and fitness experts. We’re not necessarily experts at running a business. So the necessary skills… You touched on something there in terms of you guys wanting to get the right roles and you taking on more of that responsibility from a marketing standpoint. What’s that been like for you, jumping into learning and crunching numbers and learning those marketing skills, having the sales system and really just systems in general. What’s that been like over the last few months?

Matt Carroll:

It has been challenging. Obviously my role in the past is very much a clock on, clock off. So I would take a class, I’d finish a class, I’d take the next class. And then I would sort of be able to wipe my hands and walk away from the day where now it’s sort of like, okay, I’ll have this project and the project might have a three month goal and I’ve got to tweak and adjust and manipulate things along the way, plus learn new sort of skills and grind away at those sort of more challenging tasks, which I guess I honestly have just been avoiding for the past nine years of operation.

Ric Isaac:

Right. Yeah. Comfort zone is a dangerous place to be. Isn’t it? Well, interesting enough, you guys came on board and then, wham, COVID-19 hit the world. I mean, pretty much the worst timing for the fitness industry. Share what some of the challenges were there as that sort of potentially derailed the whole industry.

Matt Carroll:

Yeah. I mean, to be honest, it was super scary. Like we just kicked off with NPE. We were chipping away at what our first 90 day plan was going to look at and what we hoped we would achieve in that first three months. And then literally before we even got into about week three, we got forced into lockdown. And then all of a sudden it was like, okay, now what do you do? Your primary source of service has been taken away for you and we needed to find ways to adapt. And I think we actually jumped in and made a few decisions before we even got a chance to properly have a chat with the groups, group calls and things like that, but it was those group calls and those meetings each week with the coaches, they just pretty much saved us because we could make tweaks along the way and have that second voice to sort of talk things over before making any sort of rash decisions.

Matt Carroll:

So it was heavy, but knowing a lot of other leaders out there in industry or just competitors in the industry and how much they struggled and are still struggling, I was definitely grateful to be in a group where I can talk to other gym owners through NPE, deal with you guys and the coaches, and just be assured that we were not alone in this and making some decisions that were working based on what other countries had done in the past and things like that.

Ric Isaac:

Yeah. Yeah, that combined knowledge and I guess the other countries you mentioned, the Hong Kong’s, the Singapore’s who were really experiencing that a couple of months before, it was good to get that. So let’s keep painting this picture. You’ve invested in a company previously, which you got horribly burned, as you said, managed to just get out of that with the shirt on your back. And then you know you needed more help and found NPE and found what you needed and then got into it. And then the world’s turned upside down because you’re in lockdown. What’s it been like since then and compared to where the business was, where is the business at right now?

Matt Carroll:

Well, to be honest, with NPE, especially during lockdown, it gave me the confidence to make some bigger decisions. So we used lockdown as a chance to hit the reset button. So, by talking to yourself and a few of the other coaches and just going, okay, this is what we want to do, this is what we’re going to be known for, how can we direct ourselves to get to that starting point so once the lockdown lifted, we could have made that reset button and go forth with the new plan.

Matt Carroll:

So personally we really took on some big challenges. We pretty much terminated every single member we had on current contracts. So we left ourselves with zero guaranteed income while in lockdown, and then had to try to pitch to all our clients and our database, how we’re going to go forward with things that suited not only our lifestyles, but what we stood for as a company.

Matt Carroll:

And that was a real gutsy decision, and it still is taking hard work to get to where we want to be in terms of statistics and numbers. But we are definitely in a much less stressed place because of making those big decisions and hitting that reset button. And when I talk about reset button, I’m talking about everything from the services we offer, the price that we offer them at, who we’re marketing ourselves to and who we’re trying to attract in the door. And now we we’re just more assure of ourselves. We can go after those avatars and those clientele and just be assure of ourselves.

Ric Isaac:

Yeah, and from what, obviously I’m familiar with what you guys have been able to do, it’s a much more streamlined model now as well, isn’t it? And it’s not trying to do 50 different things at once. It’s very clear on who you want to work with and who you are working with. How’s that affected you and Marcel and the culture of the facility as well. Because obviously you’ve been doing this for a long time, as you said, it’s coming up on your 10th year. So, how has that sort of changed things for you guys, and the model itself?

Matt Carroll:

Well, I reckon the biggest change is that now we, a lot of people would have latched onto the CrossFit model in the early days, and we were one of those and only took it a few years to realize that we had more to offer. And our vision was slightly different to what a lot of CrossFit places were doing out there. So, to go back a few steps further, we did [inaudible 00:13:57] affiliated back in 2017, 18 and then since then, we’ve really been trying to get out the message of what we are and more holistic approach, we offer different services and we do things differently. Now with the reset button after COVID, we still had, I guess you could say, a lot of clientele that were still after that diehard CrossFit experience, which we’ve really turned ourselves away from and going forth after the lockdown, it just put us on a good path to go, “We’re going to advertise a certain way. We’re going to approach certain clienteles and just be known for what we want to be known for.”

Matt Carroll:

And that’s been, I guess, the biggest chance to breathe through us as not have to sort of hold on and try to tippy-toe around certain clients. Like this is what we do, and we do it really well and we can offer it in this way. And that’s the biggest relief. And now you can just see it in ourselves, in me and Marce, in terms of how we deal with each other and what’s coming around the corner because we have more certainty rather than just trying to grab onto any client that shows half of an interest because you have a facility.

Ric Isaac:

Right. Yeah and there’ll lots of people listening to this, nodding their heads right now because that can be a big part of it, isn’t it? You just end up trying to be all things to all people and you’re not really being truly reflective of your philosophies. And then it can feel, I mean, dirties are not the right word, but just like, “What? How did I get here?” You’re serving all these people that you don’t really want to, it’s not really how you want to be known and how you want to deliver the service, so… But I mean, there’ll be, I’m sure people listening have thought, “Oh yeah, I get it and I know that that’s probably what I need to do,” but it’s also really scary to do that too. So it’s pretty impressive that you did that at a time where the world’s falling apart, quite literally, especially our industry, that must’ve been some sleepless nights for you guys, as you were pulling the trigger on that and taking that courageous act.

Matt Carroll:

Oh yeah, no doubt. It was one of those times where you’re sort of being shut down so you got nothing anyway. So it’s like, “Well, we might as well go for the home run.” So it was definitely some sleepless nights, definitely some heated conversations between the owners and partners, but it was one of those things that we had to nut out. And this was our chance. And we had taken our time with things in the past. And like I said, put up with clients that were just going to pay you and then you trying to please six different types of people, we were over with that.

Matt Carroll:

I was sick of coming home in the evening, winging about people that were frustrating me where now I really just got to go, “Well, this is the path I’ve chosen because it’s fulfilling for me. It’s what I want to do and that’s the people I want to serve, so this is what I’ve chosen to do so now it’s up to me.” And that’s the biggest part is its like, well, you don’t have to settle for second best. You don’t have to just do those because that’s what people are expecting. We put out the message and we’re working hard to sort of get to flow on through the community.

Ric Isaac:

Well, let’s touch on that for a moment because we have these conversations a lot and I remember having it with you guys as well, about really needing to nail down your ideal client, your avatar, as you mentioned earlier, and for a lot of people, it sets really scary as well because it’s a sort of an opposite concept. You want me to be narrower in my focus and then it means, “What if I miss out on all these other people? And what if… What happens there?” So what’s been your experience in doing that and what would you say to others who are going through a similar situation or wanting to?

Matt Carroll:

Yeah, well first I’ll say that our gym definitely at the start had four to five avatars and we would sort of program for each different avatar and each different [inaudible 00:00:17:50], trying to please everyone. And it just became really stressful and confusing and trying to attract different types of people just wasn’t a smooth process where, by sitting down and going through who is our ideal client, who do we want to serve and also who is out there that we want to serve and things like, and just working through that process, just made us go, “Okay, cool. If we look at the demographics of our town, look at the majority of the people that we really enjoy serving, my favorite clients, that’s who we’re going after.”

Matt Carroll:

And by just honing in on that, it made just even the current members so much more comfortable with bringing in their friends, referring their friends to the program because it might be a 35 year old teacher and they’ve go, “Well, guess what? I’ve got six work colleagues that want to come in and give this a try. And now they know that you guys are really targeting that sort of demographics. It’s perfect.”

Matt Carroll:

So it definitely, it took work, to really create that vision and that picture of who those ideal clients were and how we wanted to serve them but once we went through that process, it just made the next steps even easier. Each day when we’d put out a post, it was just easy to sort of paint that picture and know that we’re doing the right message.

Ric Isaac:

And that’s interesting that you said that as well because now it aligns your own personal philosophies and who you want to train, which is a key part of what you just said. So no doubt, it’s much more fun going into work every day and helping and being around those people because we are, right? in our industry. It’s a relationship game. So you’re having relationships-

Matt Carroll:

Yes, 100%.

Ric Isaac:

… with those people that you want to, and not with those that you don’t. So that’s huge. So in terms of the structure of the business right now, you’ve obviously talked about you and Marcel and how you’ve morphed your roles. Who else is in the business at the moment from a team perspective?

Matt Carroll:

So we’ve got Ryan. Ryan’s our like, we call him our second in charge. He’s been with us, in fact, from day one. So in some way, shape or form for the last nine years, he’s been part of our company. He pretty much now, we’ve got him to a point where he’s our second highest coach from me, so he does all the afternoon classes.

Matt Carroll:

He also is now trained up through the NPE systems to take all of our sales consults. So anytime we put out an advert and we get leads to come through, he deals with them directly and he pretty much works full time on the business, helping us not just funnel the clients, but also attracting the right ones and he’s got the confidence as well to be able to tell people, “Well, no, this isn’t for you,” and, “this is for you.” So we’ve got Ryan on a full time and then we’ve also got three other part time coaches that help us out now.

Matt Carroll:

So we’ve got one girl that’s specifically there for the kids youth program. She does all that. Then we’ve got another full time personal trainer and then we’ve also got another coach who’s now stepped in, taking on my hours so that I can spend more time on the business.

Ric Isaac:

So just pausing for a second. You jumped on with, with NPE, been going for about eight and a half years, nine years at that stage. COVID hit. You did the big reset and worked through the systems and tools that we provided to really analyze what you wanted from the business for yourselves, as well as your ideal clients, et cetera. Now you’ve come out the other side.

Ric Isaac:

You’ve got Ryan full time and three, well, another full timer, but three other coaches that are working on as well. I mean, there’s a lot of people who had to close or just hanging on by their fingernails at this stage. And you guys have come out the gate flying and I’m sure the Ryans of the world are thrilled because there’s a lot of Ryan’s around the world in the industry that have had to have been let go. So, that’s awesome that you’ve been able to achieve what you have.

Matt Carroll:

Yeah, no, that was one thing like our staff had been loyal to us so we said, “Listen, we’re going to do, through COVID, whatever we can to keep you on in whatever shape or form that is.” And then as soon as we were even knowing that were opening, we said to him, because he was on Job Keeper, so we had to have him on that subsidy to help us get through that time. But then as soon as the doors opened, we said, “Okay, you’re back to full time, 40 hours a week.”

Matt Carroll:

And we just had to create that income for him because he’s like a third wheel of the business pretty much. So yeah, he’s been great for us, but I reckon if it wasn’t for some of the stuff that we had with you guys early on in terms of being able to handball and up skill him, we wouldn’t have been in that division to go, “You’re coming back to 40 hours,” because he could basically get straight back in, deal with all those pre consults, those consults and just start to work full time straight away with the tools that we’d sort of acquired over lockdown.

Ric Isaac:

Well, that’s an interesting one and I wanted to dive into that because sales is not often something that we got into the industry to do, and sometimes it’s got a bit of a bad reputation. So how has that been with Ryan to get him to first of all, go through the auto-close the sales system? The sales system that we deliver here at NPE. And then what was his experience with that? And then what is the results have been as well? Because it’s a challenge, right? Getting people to sell and to do it ethically and honestly. Just explain how that process worked.

Matt Carroll:

No, it’s been really good. It’s not like we’re out there trying to sell butcher’s knives to people. For Ryan and myself, we love it because basically we get to weed people out that say no. It’s an honesty policy upfront. So we basically let them know, “Hey, this is what we offer. Is that in your budget?” so to speak. “And is that what you’re after?” And then if it’s a yes, then we can go, “Okay, well let’s take it to the next stage where we can actually go through a consultation and really dive in to how we can best help you. And then that allows us to go, “Okay, well, let’s go through our menu of services and basically suggest what we recommend based on their requirements and how we can help them.

Matt Carroll:

So for myself and Ryan, it’s just made things a lot more structured and easy because we’ve got not only the scripts there, but also the why you’re doing this with people. It then also, we’ve got the backend of the systems and the spreadsheets where we can actually go, “Okay, so who did we take in this month? Who do we console? What works? What didn’t work? Where are those people at now? Have we followed them up from week to week?” And just gives us structure and that’s the biggest thing. That’s the word that we use the most in our business in terms of improvement is the structure we’ve got.

Ric Isaac:

Yeah. And that’s awesome. And I love what you said there that you and Ryan both love the sales process because it is great, isn’t it, when you can show how professional you are, but genuinely how much you really care for people, which is part of going through that consultation is so, yeah, that’s awesome. Clearly no one’s competitive and certainly not you or I, Matt Do you know what your closing percentage is compared to Ryan’s?

Matt Carroll:

Well, I’ve got to admit, because he’s been doing such a good job, I’ve pretty much turned over most of the [inaudible 00:24:55] to me so that’s [inaudible 00:24:58] like other way around. So he’s pretty good at the moment. If he basically takes someone for a consult, we’ve almost got a hundred percent success rate at the moment, but it’s because it’s been clear at the front, like no one is coming in for a consultation unless they want what we’ve got to offer. So by the time we sit down with them, before they’ve signed anything, we know they’re ready to commit to wanting to improve themselves. And we just show them the right way.

Ric Isaac:

Yeah, it’s amazing, isn’t it? That obviously over the last 14 years of NPE being in existence, the very first system that we created was a sales system and the [inaudible 00:25:36] our founder and owner, CEO Sean Greeley created that one. And the pre-qualification’s beautiful, isn’t it, because it avoids having any of those awkward sales meetings or conversations where they don’t have the money, but they don’t want to tell you, or it’s not a good fit and they’re trying to make excuses. That’s quite a horrible experience, isn’t it?

Ric Isaac:

Whereas when you’re up front and honest and it is really all about the client, so it’s all about them. What do they want to achieve? What are their goals? And then you can give them what they want, which is a program to achieve that. It’s a real powerful. I love that Ryan has jumped into it now, leading the charge there, that frees you up to do a lot more.

Matt Carroll:

Yep, exactly. Now I’ve sort of retired from that role and I’ve got nothing but confidence in my staff to be able to do that, that now I can be like, “Okay, well you guys are converting so I’ll just work on bringing the clients in through social media and networking and things like that.”

Ric Isaac:

Yeah. It’s priceless. Well, I love it. Obviously you faced some fairly serious challenges as we talked about and made some considerable pivots and resets as you explained to the business, now you are really clear and it’s growing and growing. What would your advice be for others who, either they’re starting out in the industry or they’ve already got an existing business, but it’s either not giving them what they want intrinsically in terms of that reward or financially as well. What would your advice be for them?

Matt Carroll:

I think the biggest thing is planning, whatever capacity that is for you so if you’re not the best marketer or the best programmer or whatever it is, you got to have plans and without a plan, we’ve got nothing. So for me, even on my daily plan, if I haven’t written down my agenda per hour and then set reminders in my phone for what I’m doing each hour, my plan goes out the window. So you’ve got to plan for things in advance. In [inaudible 00:27:29] you’ve got to start practicing planning because then you know at the end of the day, or the end of the week or the month, did you stick to the plan?

Matt Carroll:

If not, that’s generally why you didn’t reach the targets, whether that be personal targets or business targets. So for me, it’s just start to learn systems and methods that just help you plan out your day, your week and your schedules so that you can see if you’re implementing the things you’re trying to get after.

Ric Isaac:

Yeah, that’s great advice. And as a lot of people, and I’ll put my hand up for this back with my fitness business as well, super busy all day, but then you get to the end of the day and you actually haven’t done anything to drive the business forward. You’ve just been reactive and it’s the tail’s wagging the dog because you’re just getting pushed and pulled into whatever is that particular crisis or drama or issue at the time and you can’t work on what’s important. So I love it. That’s great advice.

Ric Isaac:

So planning folks, if you didn’t write that down, I encourage you to. Look, it’s been an amazing journey and I really appreciate your courage and your stepping first in Tempe, and then really doing those hard yards and asking yourself those hard questions because sometimes it’s easier just to do the work, isn’t it? But stepping back and really looking at what you want to achieve and then doing that planning and do the nitty gritty work and reviewing the numbers, which I know you do really diligently now as well, which is great, and you know exactly-

Matt Carroll:

Well my wife does them.

Ric Isaac:

… Well, we’ve got to give Marcel a lot of credit there because it’s been a ride you guys have gone on together, that’s for sure. And it’s really impressive. Come through this COVID period. Now you’ve got an even clearer a model, the community knows what you do and who you want to attract and you’re just building and building and growing. What’s your vision for the future in terms of the rest of this year, Matt? What sort of goals and vision do you have for Natural Edge?

Matt Carroll:

Well, personally for me, it’s about being able to step away from the work [inaudible 00:29:33] process as much. So we’re out and being on the floor coaching, we’re really trying to now get ourselves to a point where we’ve got the stuff we want, we’ve now got the client avatar, we’re attracting those so now we want to start working on the staff we want to have so that this business is running without us so that we can really go after that lifestyle we want where we’ve got a good sustainable business. We’ve got great staff and we do have great staff. Now we’re just going to start to replicate those a bit more. So we’re trying to spend the next four to six months up skilling the current stuff we have so that we can actually also create them, not just part time and casual roles, but get them into full 40 hour weeks where it’s their career path for them, that they don’t have to sort of focus on doing part hours at cafes and things like that. We want to have our crew that have careers in Natural Edge.

Ric Isaac:

Gotcha. So they bought into the vision as well. And, just before we wrap up here, I mean I wanted to ask you one more thing, do you feel that because you’ve got more structure that you’re able to better communicate that to the team and that they’re more aware of what the opportunity is for them, being a longer term part of the business?

Matt Carroll:

Yeah, most definitely and you know, like I like to be very upfront with my guys and tell them that also the positions they’re after, we want them to progress organically. So I never want to have someone that isn’t built for a role being pushed towards something. Hence, why for us it’s about, “Okay, if you’ve got the passion and the vision for what we have, then we’re prepared to invest the time and skills needed to get them to where they need to be.” So we’ve got a really good balance at the moment with our crew. They’re very loyal, they’re on the same page length and they want more of what we’re doing so our job is to keep feeding them and growing them just like you guys have done it with us.

Ric Isaac:

Yeah, well it’s super impressive and look considering, I mean, regardless of the whole situation that the world’s in at the moment, you’ve had amazing growth both personally and professionally, and to see the, you’ve done the hard work and now it’s just getting rewarded with new clients coming in. And as you said, Ryan doing all the sales and that’s fantastic, isn’t it? When you walk into the business and there’s people you don’t know because that’s what we all want, what we need to have a bigger impact in the community, which is fantastic. And you’ve done all of this during arguably the worst period for the industry that the world’s ever seen. So hats off to you, Matt, for doing the hard yards. Well done, and look really appreciate your time today. I know that it’s going to be an inspiration for a lot of people who are thinking about what they need to do and whether that reset is what they need to do.

Ric Isaac:

And for a lot, it will be because you know, the current model they’re working is not working or they’re not in love with it anymore, or maybe they never were. So thanks so much for being so open and honest with us and sharing those gems, those golden nuggets of wisdom and awesome to see-

Matt Carroll:

MY pleasure.

Ric Isaac:

… what you’ve been able to do and I can’t wait to see what you’re going to achieve the next six to 12 months. It’s going to be very exciting.

Matt Carroll:

Thanks Ric.

Ric Isaac:

Fantastic. Well, you enjoy the rest of the day and we’ll no doubt get you back on board and people can follow up and see what you have been able to achieve in the next four to six months so we’ll do this call again.

Matt Carroll:

Great, can’t wait.

Ric Isaac:

All right, good on you, Matt. Speak to you very soon.

Matt Carroll:

Thanks Ric.

 

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