Health Innovators
Health Innovators

Episode 85 · 1 year ago

Find your joy: The link between health and entrepreneurial success w/ Martin Pazzani

ABOUT THIS EPISODE

If there’s one thing we all have in common, it’s aging. No matter how hard we try, we cannot stop the march of time - but there are ways to slow it down.

Martin Pazzani, Chairman and Founder of Act!vate Brain and Body and author of “Secrets of Aging Well: GET OUTSIDE” literally wrote the book on the link between mental and physical aging.

Decades-long experience in health improvement, and a personal passion for entrepreneurship and exercise, has helped Martin illustrate the link between activity and success.

The value of exercise and reforming social connections isn’t hard to understand - but recognizing how those actions impact the success of an entrepreneur can be challenging.

So, if you’re one of the many entrepreneurs who thinks working longer and harder is the key to success, your mind, body, and company need you to watch this episode!

Here are the show highlights:

  • This is how you rediscover the joy in entrepreneurship (4:56)
  • A mountain of metaphors - connecting the dots between health and success (7:58)
  • Do this if you want to build healthy health innovators (18:06)
  • Investing in health is just as important as investing in tech (20:26}
  • Why we can’t all be Goliaths - and why it might be good to be a David! (26:30)
  • Sometimes the small fish are the ones with the big advantages (40:14)

Guest Bio

Martin Pazzani is Chairman and Founder of Act!vate Brain and Body, whose mission is to improve the trajectory of aging and operationalize what we know about creating brain health.

Martin is also the author of “Secrets of Aging Well: GET OUTSIDE”, a book that helps people be healthier, recharge their brain, prevent burnout, and find more joy.

Four decades of A-list corporate experience including Bally Total Fitness, Crunch, and 24Hour Fitness, has allowed him to pair his two passions and form Act!vate Brain and Body

He received his BA in Psychology, BS in Marketing, and MBA in Marketing and Finance from the University of Connecticut. If you’d like to get in touch with Martin after the show, feel free to reach out to him via LinkedIn at Martin Pazzani, on Instagram at Martin_Pazzani, or on Facebook. 

You're listening to health innovators, a podcast and video show about the leaders, influencers and earlier doctors who are shaping the future of healthcare. I'm your host, Dr Roxy. Movie. Hello, health innovators, welcome back to the show. So, on today's episode I Have Martin Pazzani with me. He is the chairman and founder of activate brain and body. Welcome to the show, Martin. Thanks, Dr Roxy. I'm really happy to be here with you. And let me not forget to mention that you were also the author of the secrets of aging. Well. Thank you. Yeah, now about your book a little bit. It was a passion of mine. I'm a career hiker and climber and also an entrepreneur, and it kind of merges both of my world's in the context of I truly believe hiking is the Fountain of Youth and also, coming from the fitness business, I also believe it gives you an extra kind of fitness that you can't get from a gym. So person talked me into writing the book and here we are. So do you have anything else that you want to share with our audience about your background or about what you're doing these days? That just might kind of set the tone for the context of our conversation today. Well, you know, part of what I'm doing both professionally in my company and with the book, is I'm a real advocate of slowing down the pace with which you retire. I think people should continue working if they can. I think it keeps you young, that keeps your brain sharp. I'm an anti ager. I believe in the longevity economy. I believe that we can still be productive at a much older much longer than people traditionally think in business. I'm about to turn sixty five. I don't think I'm I think I'm on to work for ten more years at least, maybe longer. Yeah, I've crossed path with some eighty year old executives recently and I'm I want to be one of those. So anti aging is kind of the theme for me and that's what activate is about and that's what the book is about. So I think that's really interesting. In there's so much for us to unpack here today. I'm really excited to talk with you. It's slightly different than what we normally do on our episodes, but I think the audience is going to really appreciate this. So the first thing that I want you to kind of share with us is what do you mean by the longevity economy? Well, I didn't coin that term. That's been going around for about ten years, but clearly what's happening is the population is aging and right now we're at a position in the US economy where half of the population is over age fifty, and about two thirds of the capital and the income. So you may notice in most categories they skew young. Fitness Business skeews incredibly younger, catering still to twenty and thirty year olds, which is fine, but half the potential clients are fifty plus. For that small little will silver sneaker right. Well, that was the start of it and I give them a great credit for positioning themselves. They were the first ones there, but you know, it's endemic in the US economy. That's just the fitness business. Look, I think the average age of a Google employee is twenty eight. Apple. Same Way, Madison Avenue ad agencies are proud of the fact that they're average age is thirty. And what they're missing, and there's numerous reasons for it, it's not pure ages and older employees tend to be more expensive, but what they're missing is the wisdom that comes from the years of experience you have. You know, I I'm proud of the fact that I have forty two years of business experience and it's in various categories, in various roles, in various functions, and I feel my brain tells me I'm forty, but the years tell me I'm going to be sixty five. So that seems like a really good position to be in because I have all the wisdom of the years and I'm still energetic and fired up entrepreneur. So a lot of corporations should rethink their youth movement and start bringing back people of wisdom and experience. They can solve problems fast because they've seen it before. Well, you know, it's interesting. One of the things that...

I've had another guest say a while back out of set the Silicon Valley. So they have a tendency to have a lot of younger entrepreneurs, but they said, when you're raising capital, you want to have someone gray on your team. Yeah, I got that one covered, no question. You know, it's funny. Our company it's really we did this by design. I when I did by the way, I know you like to talk about pivoting. This is actually activate four point. We've been doing this for ten years and this is our fourth pivot and one of the things I realized at activate three was that I was probably not the best person to be the CEO. I'm the chairman, I'm a founder and I got the vision, but I needed I needed some energy into the company. So we recruited a chairman then a CEO who were late S, in their S, and in fact we span five decades as a senior management team of ten people. We get we got a good all right, our youngest guy's twenty eight or all. This is seventy four and the perspective you get from that interaction is I'm really thrilled about it. It's amazing how we think as a group of people. Yeah, yeah, so, so, you know, there could be some folks on that are watching and listening to the show that are like, okay, well, how does this fit into like what the show is all about? So I just want to kind of put that out there. When I, you know, started to get to know you and started to dig into your book, I was just blown away. Bow How about how your story and the in the key topics that you're discussing are just like tons of metaphors for entrepreneurship. So there was. So there's a few things that I wrote down that I wanted to like talk about today. So so let's just talk about what do you mean by forget Fomo, which we all know, fear of missing out right, and and then what did you say? And enjoy of being outside? Jobo, Jumbo Jobo. Yeah, so joy of being outside. Tell us about that. We you know, that was kind of a just a weird afterthought. I was struggling to write a chapter about why, the the the mental on, the psychological benefits, and I don't know, my Pomo got into my head. I guess I was on so on facebook or something, and everybody you get on facebook and everybody's that Phono to see right, right. Yes, so I don't. In My biosowhere it says I bring joy to the to the presentation, because I'm an I'm a climber and I just it's really deeply emotional experience for me and for some reason it just popped into my head. There's the joy of being outside, and that what that gives you when you do it, and that's one of the reasons I'm encouraging people with the book is right now, you know, especially now, we've all been sequestered and socially distanced for a while and I think there's a human need to be outside, not only, you know, just out in your driveway, but certainly amongst nature, in the woods, and you see this growing mindfulness program mindfulness movement. You see the forest bathing is becoming a thing and that and it does improve your spirit. In fact, there's research that shows being outside raises your Saratonin level and, as you know, Sarahtona is an antidepressant. So that's where the joy comes from. When you build into that the exertion of hiking and climbing and you achieve a goal, finish the TRAI I'll get to the top of something, there is a powerful feeling that comes over you that you looked for something and that spills over into your everyday life. It gives you confidence and you gradually, in my case, you get to tolerate and be comfortable with risk, and I think that's a key issue for entrepreneurs. We're risk takers, right, and so the more comfortable you are with real risk, life threatening risk, entrepreneur, risk doesn't seem so risky actually. It's just, you know, versity of all. You lose money, not going to get killed in a startup, usually...

...right. So right, right point is to accept risk and how to deal with it and cope with it. Is What you get from from from being outside, and there's a joy that comes with that. There's a you have to like what you're doing. And so when you're talking about like hiking and, you know, getting to the mountain top, I mean it just to me again. I just think that's like I immediately think business, I immediately think leadership, entrepreneurship. So you know from your perspective, how did those parallels work together in your own personal journey? Yeah, well, there's they're parallel their site. I can't separate them at this point. I think I became you know, I come from a big quarterorate background, fortune under companies, career as a consumer package goods brand manager, worked on Madison Avenue as a management can solve the big companies. I was known as an entrepreneur at the time and which is a common term right, but that's not really risky. It's a safe way to be an entrepreneur and I guess as I got older, I started to say, you know, I'm capable of more. I want to do something beyond fixing other people's brands, are managing brands, or doing something that is kind of a cookie cutter job where you can be replaced by someone else. I want to do the new, in the different. By nature, I like to explore. So what better career than to be a serial entrepreneur? And so I know I've done five startups at this point and and I that's what I really am. I'm an entrepreneur on a serial entrepreneur, and it's because my my in my personal life, I'm a climber, and now I've tone that down a little bit. I more of a treker and a hiker, but it's that's what comes with that. You. I can't separate them. So yeah, I can see that. So so when you're thinking about your entrepreneurship journey, what are some of the metaphorical mountains that you have height and and some of those, you know you talk about false starts. So so you know what are some of the key miles to owns where you're like yes, you write, you peeked it, and then the things that you kind of like were the difficult mountains that you were struggling to climb along the way in your entrepreneur old dirney. You know, I could literally spend two days answering that question. It's such a fun subject for me. Let me see if I could summarize it. You know, when I joined the fitness industry I didn't have any fitness background other than having been a member of a club for a long time. So I had a consumers knowledge, but it was it was very eye opening and you know, in the mountain airy terms there's this concept called the false summit where you're going uphill and you come to a peak that you think is the top and then you realize there's another peek behind it and another peek behind it, and that's that's what I experienced as I joined the fitness business. It was I thought the problem was going to be this, but then we did this, it was higher and then it was higher and it was higher and it was it was really challenging to try to fix a company in an industry that I believe is kind of broken in and hasn't delivered its promise, which is where the white bull started to go off. And I'm talking about fifteen or twenty years ago and I said, you know, fitness really should be more like healthcare and and and, by the way, doctors should feel comfortable writing prescriptions for fitness instead of looking down on the fitness business. And that's where the idea for activate really started. It was how can we move up the fitness industry closer to healthcare? And so we we didn't coin the term, we kind of barred it. We are trying to reposition and re engineer the fitness business as upstream preventive healthcare, and that requires adopting policies and principles that are more like healthcare than they are fitness. Fitness business really doesn't care about outcomes, it doesn't care about compliance, it doesn't care about following the program and so,...

...you know, our venture is moving us closer to healthcare because of that. And I think on the other side of things, the healthcare industry thinks about prevention a different way like, for instance, blood pressure medicine is considered preventive healthcare. Well, to a fitness person that's maintaining a bad situation right off stream, preventive healthcare means prevent the person from needing high blood pressure medicine or heart medicine in the first place and treat the condition before it even occurs prevent the condition from happening. So fitness really at its best is upstream preventive healthcare, but at its worst it's just people fooling around at a gym, not getting results and going from Jim Ji Jim to Jim pretending they're complying with some kind of a program. So we're trying to kind of move closer to healthcare. Yep, Yep. So let's talk about these false starts a little bit more, because I think that I don't have enough people that come on the that are willing to be that candid and that transparent about their failures. Right. So we all you know, it's like really cool and trendy right now to say fail failures. Fine, it's great, you know, you got just fail fast kind of thing, but really, and you know, like there's still so many people that think that, well, everyone should fail. That's part of the process when they're talking about other people, but it's completely different when they're talking about it personal or when it's in the rearview mirror. Five years, ten years ago. It's so much easier to talk about when I'm versus. If I'm saying right now I'm really struggling, I might not. I'm not sure if I'm able to make payroll next week. So anyway, so just with that context, just tell us a little bit about that journey, because I think that it could be inspiring and encouraging in wisdom for the people that are in the audience today. Okay, why I'm never really admit I've failed. Hey, I think we had. You know, there's an a mat of somewhere. Think it's a football at it. You just run out of time. You haven't lost, you just ran out of time, and I think that that's somewhat true. I'm not that I've finished every every game I've started, but I think it. First we have to be relentless to be an entrepreneur and you have to be able to not only be willing to accept the risk, but I view failure more as a time to rethink and relearn. There's good failures in there's bad failures. If you learn from something that enables you to do the next venture or a reinvention of the idea, that's a good failure and I all of my failures pretty much have been good failures, especially now with this active a brain and body venture. Again, we've got it for ten years. We weren't any hurry and a couple of our pivots were deliberate because we thought we were ahead of the science and the head of the market. So we reconfigured a few times. But we've all we've learned something from each iteration of the company we started. So and fortunately we had the persistence and the vision to keep at it and now, you know, we're funded and we're about to come to market after a ten year journey which, by the way, I've got people who have been with me this entire ten year journey, because we share a mission and we're all driven by what we're trying to do here, which is reinvent the fitness business as upstream preventive healthcare, and in doing that we also believe that we are radically improving a trajectory of aging. As I said, I'm an ant. I fully believe in anti aging, keeping at work and and I know that exercise and the kind of fitness programs were creating can keep you young, keep you active, keep your brain sharp and keep you walking uphill. Yeah, yeah, so, so how does that right. So most of the people in our audience are either. I think it's interesting because, you know, I can I can say with a hundred percent certainty that everyone in our audience has this one thing in common right now, whether they're the entrepreneur,...

Solo Preneur, or they're the corporate innovator or, you know, somewhere in between, we're all aging. And and so how does what you're passionate about, how does your cause and everything that you are advocating for a fact, the business leader at the healthcare leader, the entrepreneur, you know, like we're all aging. But how does what you're talking about make their life better? How do they benefit your hmm. Well, there's the basic understanding of fitness. Fitness gives you more energy, and so there's that. You need energy, you need to be able to to persevere, and the energy of an entrepreneur is critical. But it goes away beyond that. Actually, the kind of programs that we're talking about with activate actually do create a physiological improvement of your brain. And, by the way, so does hiking it. There's something very unique going on here. You know, most of us are remember how we were taught that you're born with a finite amount of brain cells can't do anything about that. Well, in the last ten years neuroscientists come a long way and there's this thing called Neuro anesis and neuroplasticity, and we've learned that not only can your brain build new brain cells through certain kinds of exercise, but it's flexible in that it can learn new routines and when you use your body in certain ways you're actually building new neural pathways. Those neural pathways control everything you do. So basically it makes you sharper, it makes you more creative, it makes your brain work better, it makes it may improve your spirit. It increases your executive function, it increases your reaction time, it increases your memory. So, Gee, if you're an older when going to be better to have the memory of a twenty two year old and and the executive function of a, you know, an Olympic athlete? And so you know, not to say you can completely reverse time, but you can slow it down, you can reverse it if you if you've not behaved physically, and you can delay the onset of aging through exercise. So we talked a lot about on the show, about commercialization and this whole journey and everybody's, you know, journey is different and everybody's at a different place in that journey and it what I hear you're saying is that when we think of the components of a or the recipe for successful commercialization strategy, we think business principles, we think marketing, we think sales and in very often we leave out like the physical wellbeing, the mental emotional wellbeing of our own cells and being able to lead and participate. And what I hear you say, and is that this is could be a competitive advantage. Right, when the when only founder, when the Innovator, when the entrepreneur, has a younger mind, body, Spirit, stronger, more energy, you're going to win over and you're going to you're going to increase the likelihood that you're going to win or be competitive and be able to solve the problems that we all face. You know, giving up is the province of people who have low energy and don't have the confidence and fitness gives you that. So, yeah, so you're talking about the health of the health innovator and this isn't that so ironic? Right? It's a really interesting point and you know, especially entrepreneurs in this day and age, you have a tendency to to work too hard, I think, and and and and neglect yourself poorly and snack food in front of the computer. And you know, incidentally, you know how much screen time we're spending right now. You know, you look at your phone, you could just green overge television. You know that actually has a large impact on your brain and your eyesight, and that's why I'm a big prominent...

...as old chapter my book about this. If you get outside, what happens is your eyes are controlled by muscles and those muscles then use the full range of motion. When you're looking at a twodimensional screen all day and focusing on your phone, Your Eyes Have Tennessee to get tight and the muscles that control not only the focus but the moon of your eye get cramped. You know you feel when you've been on a six hour plane flight? You stand up and your legs are all cramped? Well, that's the what happens to your eye muscles if you're if you're on a screen all day. So you got to get outside and look off to infinity, see Greens and Blues, and entrepreneurs will be better for doing that, by taking care of themselves hey, it's Dr Roxy here with a quick break from the conversation. Are you trying to figure out what moves you need to make to survive and thrive in the new covid economy? I want every health innovator to find their most viable and profitable pivot strategy, which is why I created the covid proof your business pivot kit. The pivot kit is a step by step framework that helps you find your best pivot strategy. It walks you through six categories you need to examine for a three hundred and sixty degree view of your business. I call them the six critical pivot lenses. As you make your way through this comprehensive kit, you'll be armed with the tools, tips and strategies you need to make sure you can pivot with speed without missing out on critical details and opportunities. Learn more at legacy and DNACOM backslash kit. You know, it's interesting. It's very rare that I come across an innovator who is invest in their health and wellness as much as they could, or should, you know, like you said, like you know, we're usually burning the candle at both ends, feeling like the weight of the world depends on us, like there's this cause and this mission that we're so passionate about. A lot of times you feel like there's this window of opportunity for fun, for capital, for, you know, new customers, for closing business, etc. And in and just not realizing how counterintuitive or counterproductive, I should say, that that can be from actually being able to achieve the ultimate goal that we have set before us, that, you know, to like slow down, to not be on the screen, to go for a walk, to go for a hike, how that could actually give us more of the tools that we need to even be more successful. So you think it's taking something away, but it's actually making more deposits. Maybe then we realize. I completely agree with that. I think there's this tendency amongst competitive people to just work harder, and one of the lessons of my forty two years of wisdom is I work smarter, not harder. I mean I work hard, but it clearly I know how to take a break, I know how to refresh my brain, I knew how to get the cobwebs out, and and our whole company is like that. It's really interesting. One third of our founders, we have a ten person team are personal trainers and I you can't stop them from practically whipping us to that's every day there's a new train and new work out, a new routine, new brain exercise, and you know. So we're our own experimental customer group where experimenting in all our brain and body routines on ourselves, and it's been really interesting. Is Our journey has been one of not only cultivating the technology and the process of brain health, but working on new fitness routines, and it's all showing. Everybody's getting fitter and more competitive and the more creative. Yeah, you're going to be like a beast as a company out there in the market shade and hopes. So so one of the things that I recall from your book was where you talked about how comfort zones are a trap. So I think historically innovators are, you know, have a...

...high tolerance for risk. They don't really spend too much time or like we'd like to think we don't spend too much time in the comfort zone, but but maybe sometimes we do in the sense of, like we do, we want to apply the same strategies and tactics that we did for our last business and because that's comfortable. So just talk a little bit about that. Comfort zones being a trap. Yeah, it's a safe space, right, and if you're feeling comfortable and safe, there's no growth. So again, most entrepreneurs like to take some risk, but you have to know, you kind of have to worry how much you're willing to accept and on a regular basis you have to stretch it because if entrepreneurship is about growth and you have to grow personally, have to learn and and that's where this rulingness to look at failure is is important, because when you really stretch your comfort zone, you probably going to fail, and this has happened to me numerous times on climbs and hikes. You know, you come up against the wall and you have to turn around, but then you go back at it, and so you stretch that comfort zone and then the comfort zone expand. So gradually what you get comfortable with is a bigger role. And you know that's how your career evolves to. You start out as a junior brand manager, you bump up against her, your your boss is skills, and then you get training and you get better at it and then you become a brand manager and then that becomes your comfort zone, and on and on and on down your career and that happens, you know, and every kind of career in technology. You get better at what you do by bumping up against this wall, your comfort zone, and forcing yourself past it. Yeah, yeah, the analogy I use it. When you get to the point of being comfortable with that, I might take it another step further. I see, in my case I like going all the way into a crucible. A crucible is really the ultimate exit your comfort zone. It's where you come into a zone where you are being reforged by stress and and new experiences and New People, and when you come out of a crucible you're stronger. Yeah, it's, yeah, ultimate test of coming out of your iron in the fire. Right. I hate those experiences. You know, I'm usually kicking and screaming through the crucible, but I love let's on the other side of it. That's that's the nature of it. You know, you do. You're want to complain when you're in the midst of a crucible. You're a lot to say, hey, it's really hot, Hey, I'm stressed. And you know the entrepreneurial journey, it's very tough you. You have your updates, your down days, your sideways days. There's days so you just want to shut off and there's days so you want to weep. There's days when you want to feel the joy. Right. So it's all over the place. And but that's the process. I don't know, it could be that whole emotional journey in thirty minutes right. Actually, in some days it is. You know, that's that is the nature of this. Yeah, you should accept it. I think the advice I've been giving to some people lately as this is the process. You have to like the process. You might as well enjoy the ride because you you're not going to be that one in a million startup or company that everything goes right the first time and you raise all your money in one round two weeks after you present your power point. It just doesn't happen. When only strikes once a year maybe right, and there's a ten to thousand thousands of people doing trying to do the same thing. So don't don't expect to be the one who gets struck by whitening. You've got you got to go through the process and you might as well enjoy it because it's fun. Yeah, yeah, I completely agree. I love having fun and you know, doing this show is a lot of fun to me, so that's why I keep investing in it and meeting great people like you. So you've got a really broad and deep experience and background in sales and marketing and obviously those are two credical functions of the commercialization process. So is there anything that you can think back in your experience and say, you know, these are strategies,...

...are tactics that I recommend? I mean, obviously every business is different, but things that have maybe been key to your commercial success and you being able to move the needle that you would want to share with our audience this this is not only part of my entrepreneurial experience but also my big corporate experience, and I'm I'm first and foremost a big picture strategy guy. I can appreciate grilling tactics and hacks and all that stuff that a lot of entrepreneurs gravitate towards because now they're fun, but I am still driven by strategy and I think that's where more entrepreneurs need to focus on the big picture. What is your strategy, and I basically what that mean, especially for marketing and sales go. If you get your company, your brand positioning right, if you put it in the right place, everything else is easier. Yeah, you know, you're not on the defensive if you can find what I call white space in the category or the Blue Ocean, all those strategic terms. That's where you got to put your company and your brand. And once you've got that, you're not in a sheer fight, you're not knocking heads with your competitors, and then sales and marketing gets much easier. It's easier to be creative through perfect positioning, and that's where more people need to focus their time, is on the big picture. Yeah, you know what, there's a couple of examples that always come to mind when I think about positioning. The shlick or raisors right, or dollar Shave Club, Oh doll shave me, you think right, when you think about this guy, just as an entrepreneur, deciding I'm going to start a business, and you know what I'm going to do? I'm going to go put the biggest incumbents that have such strong brand equity, such deep pockets financially, but I'm going to go in and compete against them and talk about white space and positioning blue ocean wow and stealing market share every single day. It is one of the best case studies of recent years. I I've used it in presentations myself. I said, do a presentation about David versus Goliath. Yeah, I used to be Goliath, but I love I've learned how to beat Goliath by being Goliath and now I like the David position. And and yeah, dollar Shafe Club, is that one of the best dance to come along in a long, long time. I also always think back Um Fred Smith, the founder of Fedex. You know, before he put that company there, talked about perfect position. There was no competition really other than the slow nobody even thought they needed it. And then all of a sudden I was like, Oh yeah, overnight, cool. So, and that business has reshaped the global and global economy. Expedited delivery has changed everything. So if you position yourself right as an innovator and you're differentiated and meaningful, that's the key thing. A lot of people know about differentiation, but they don't differentiate in a way that's meaningful. So, yeah, you're just different and it's not something that your target customers value. What use is it right? And then what happens is if it doesn't work, what do you do? You cut your price, and that's what happens. Is Only to basic strategies. It's one of those two and that's why you see a lot of people quickly failing to hit their numbers and then they start doing price competition. Then they've killed their brand. So, yeah, it's pretty simple when you think strategically. So many people think tactically and start there. It's a big mistake. Yeah, I completely agree. I can't tell you how many entrepreneurs or innovators reach out to us. They have an idea and they when they're thinking about a agency or a partner, they want to hire us to do a logo, to create a logo or a website, and I'm like, will wait a minute and wait a minute. Have you done all the strategy right? Do you like your messaging strategy, your value proposition, your brain strategy? Like, do you know who you are and how you're going to introduce yourself into the world? How are we going to go from I have an idea to a logo in a website? I mean that's like a recipe for failure right there. Yeah, and I...

...think the harder it continues to spiral downward. I think you know I hate to be critical of the Super Bowl ads, but this was a really low point for me. There was not a lot of strategy behind a lot of that because most people were focused on the tactic of getting attention. I just want some easy attention and I think that comes from a generation that's used to social media. Social media is all about packs to get attention and there should be some strategy behind it. Sometimes it takes a little longer to do the strategy piece, but I think you have to pull back and ask yourself what am I doing, where my positioned? What am I trying to accomplish? Not How do I get more clicks? How do I get more whilst watch my ad? Yep, Yep, all those vanity metrics and so so, as we start to wrap up here, I before we wrap up, I would like to have you just talked about. You know, you've done so many speaking engagements in all kinds of different forms and fashion, and then, of course you have your book that we've touched on quite a bit today. How have you used those speaking engagements in the book in Your Commercialization Journey? How have you know, and be honest, with me. You know, if you're like well, you know, I love it, I did it and I'm not real sure that it's had an impact. That's fine. There's no right or wrong answer here, but I'm wondering, in hindsight, when you look back act, how are you leveraging those two strategies, if you will? Well, you know, it's funny you say that I'm the book launched right in the middle of covid and and activate was intending to be open September one, two thousand and two, right in the middle of Covid so we're a year late on all of the stuff. In fact, you talked about speaking engagement, so I was set up to speak at a variety of Uri stores around the country on my book, which they love because get out, get outside, right. Think that's that's also their slogan, which was a coincidence. But so it's let's just say it's not what I expected at this point, but I have a very long term perspective on these things. The book is Evergreen, so it's not like it it had to happen last summer. I've really launched it this year and we're getting great results and I'm giving webinars on the book, not speaking engagements, and I think that's from my personal brand, but I do it's got the common theme of Anti Aging with with is what activate is about, and activate we're just starting to you know, as we're getting close to launching of September, one with a brick and mortal location, and so we're going to be doing a great deal of pr on that and because, frankly, now we got the vaccine and we're coming out of this thing and people are feeling more comfortable and I think people need to get back together with other people. Home workouts and using your Peloton and all that. It's great, but it's not the same as being in a community of people working with a personal trainer, and we need that too. So yeah, you know, my mission is basically to to really affect the way people age, and both in the company and with the book, I think hiking, as I said, as the Fountain of Youth and the company were created. Activate is all about anti aging and keeping your brain healthy. And if you put your brain before your body, actually the body follows. It works in symbiosis. So yeah, I mean, I'm that's what my mission is. I you know, I've worked in a lot of categories. Some were just jobs, you know, and and at the end of the day I didn't want to I didn't want my marketing career, my entire career, to not have some real meaning. And if I can help reinvent fitness as upstream preventive healthcare, I'll be happy. That's that's that's a mission for me. That's awesome. One last question I want to in here because I think that I would be a miss if we didn't talk about this. I am blown away that we are in two thousand and twenty one, Oh...

...what, thirteen months, fourteen months into covid and you are investing in a brick and mortar facility. Let's just talk let's just talk about that. Well, it's not solely brick and water. We're creating a three hundred sixty degree experience, not only as a cushion against potential other problems that would close gyms, but that's the what that's the customer experience people want. They don't necessarily have to be in the gym all the time. Our trainers can reach back into your house and and have a consultation or help something do a home workout. So and our APP will be able to control some of that too. But what we've learned through trial and and consumer research has APPS aren't enough. People need human contact and they need a coach to really get real results. And again, our company is about getting measurable results, not just on traditional fitness measures but things like executive function and and processing speed and all that. And you can't do that on your own. You really need a coach and you need specialized equipment and you can you need a community. So we have a couple of test locations in Ohio and we've seen people willing to come back now, even if they start out with the mask there there's less few of people really right now are ready to get out together, and so hopefully they won't be, you know, a reversal of the progress we're making with covid and people's comfort level, and we're expecting actually a boom for several reasons. One US like the nature of updates. Right it's just like we're already starting to see it. And the other thing is, I think it's sad to say, the last year has called the weakest companies so in the fitness industry. I think about a third of them have are going to make it and that creates more opportunity for the ones who have survived. So the strongest operators are still going to be out there and that's happened in a lot of cate of categories, you know, restaurants and any brick and mortar price the strongest to have survived and I think what people come back there will be a boom. Yeah, yeah, I completely agree. So the one thing that I want to just to note is one of the things I think is so important to just talk about your brick and mortar initiative and investment is, you know, I think that sometimes before covid healthcare is and industry had this one perspective of how healthcare had to be delivered right, and we all thought not we, but you know, a lot of people thought like, you know, kind of Stodgy and STOIC, that we couldn't do it virtual, like just people weren't going to be open to it, they weren't going to like it. It had to be facetoface. Then you're thrust it into covid climate, whether you like it or not, and you're like, Oh, you know what, maybe we can. And then it seems as though now there's like this mass exodus towards the brick and mortar and the facetoface and then just all digital. And I think what you're saying, what I'm hearing, and what I think our audience can glean from this is that there there is a hybrid model. Like it doesn't have to be all the old way or all the new way, that and so, you know, some customers might like all one or all the other. But I think the thing, the takeaway I want to point out is that for us to really think about these hybrid models, because I think that there's a lot of opportunity that we would be missing if we went all back to the traditional way or even if we just only thought digital, only just right out of the game. Yeah, I completely agree. What one of the side effects of what's just happened is it's forcing experimentation and trial of other business models that will morph the norm into some new normal. Right, you keep hearing that term the new normal, but it's going there's a hot everything's going to be hybrid. That's something. Now there's all kinds of things happening that and and there's unintended consequences and there's also some things that we can predict. But there's there's this clearly change afoot and to...

...a risk taker, those are opportunities. That's not scary. That's like we're let's just pay attention to figure that out all day. Let's keep changing stuff until it settles down. But I'm all for that because I can tell you what I know from experience is, except for, you know, big companies like Amazon, who are very agile, even though they're big, most big companies aren't very agile and change is scary for them and they'll be you know. That creates opportunity for entrepreneurs. I'm surprise at Ow all these brick and mortar amazon facilities, of stores. I'm starting to see. I don't know if you have any by you, but I've started and I'm just like, oh my gosh, talk about hybrid. I mean there must be something to facetoface. If Amazon, who's been incredibly successful, being a trillion dollar company with digital, who's deciding to do something and work at this point, who can criticize or anything Amazon is done? Seems like everything works. But you know what's been an amazing to me is I would bet that somewhere in their equation is you'll be able to buy something in one of their physical locations and it'll be home before you get home. Right. They can deliver so fast. Sometimes I've worked something in the morning in the Syre in the afternoon. So I I I can't count them out on anything, though I think they're probably going to ultimately get into healthcare in some fashion. Oh, they are already are right. So, yeah, I mean any levels. HMM. Yeah, so I think, you know, it's players like Google and apple and Amazon that are going to help facilitate or forge more of the acceleration and of rethinking and reimagining healthcare with those types of companies getting into the mix. You know, at the same time as those companies get so Gargantulan, there's always a counter movement and that is going to create space for smaller companies that can create a more personalized experience. Amazon, they do a great job being personal, but it's digital and and so I do think that is the pendulum swingings over there. There's always something over here or you can find that's probably facetoface personal smaller. So I you know, it's just it's just I guess it's the benefit of having lived through a couple of pendulostlings. I always see the counter movement start. Right soon as you think it's maximum digital something else happens. Yeah, exactly. All of a sudden high touch is going to be in. That's we're counting them. Yeah, YEP, exactly. Well, Martin, thank you so much for your time today. How do folks get a hold of you if they want to reach out to you after the show? Yeah, I'm all over social media and I encourage contact. I love Linkedin connections from people who are interested. I'm on instagram and and facebook and because my last name is spilled, unusually, I'm the only one with that last name, you can find me pretty easily. Awesome. Great for your brand. My brothers, if you'll find me, yeah, just Google me. Awesome. Thank you so much. Thanks, Dr Roxley. This is fun. You're great. Really appreciate it. Thank you so much for listening. I know you're busy working to bring your life changing innovation to market and I value your time and attention. To get the latest episodes on your mobile device, automatically subscribe to the show on your favorite podcast APP like apple podcast, spotify and stitcher. Thank you for listening and I appreciate everyone who shared the show with friends and colleagues. See You on the next episode of Health Innovators.

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