Health Innovators
Health Innovators

Episode 85 · 5 months 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. 

Like you're, listening to health, innovators,a podcast and video show about the leaders influencers and early a doctorswho are shaping the future of health care in your host doctor roxey movie, Hello, health, innovators, welcome backto the show. So on today's episode I Have Martin Pisani with me. He is thechairman and founder of activate brain and body. Welcome to the show. Martinthanks Doctor Roxi, I'm really happy to be here with you, and let me not forgetto mention that you are also the author of the secrets of aging well. Thank you. Now, O your book a littlebit, it was a passion of mine, I'm a career, hiker and climber, and also anentrepreneur, and it kind of merges both of my worlds. In the context of Itruly believe, hiking is the Fountain of Youth and also coming from thefitness business. I also believe it gives you an extra kind of fitness thatyou 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 youwant to share with our audience about your background or about what you'redoing these days that just might kind of set the tone for the context of ourconversation today? Well, you know part of what I'm doing both professionallyin my company and with the book s I'm a real advocate of slowing down the pace with which youretire. I think people should continue working if they can. I think it keepsyou young. It keeps your brain sharp, I'm an anti ager, I believe in thelongevity 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 turnsixty five. I don't think I'm. I think I on work for ten more years at leastmaybe longer yea I've crossed past with some eighty year old executivesrecently- and I m I M- going to be one of those. So anti aging is kind of the theme forme and that's what activates about and that's what the book is about. So I think that's really interestingand there's so much for us to unpack here today. I'm really excited to talkwith 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 firstthing that I want you you to kind of share with us is: What do you mean bythe longevity economy? Well, I didn coin that term that's been going aroundfor about ten years, but quickly what's happening is the population is agingand right now we're in a position in the? U S, economy, where half of thepopulation is over age, fifty and about two thirds of the capital and theincome, so you may notice in most categories theyskew ya fitness business skies, incredibly young they're catering stillto twenty and thirty year olds, which is fine but half the potential clientsare fifty plus. This is that small little silver sneaker right well, thatwas 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 cony.That's just the fitness business. Well, I think the average age of a GoogleEmploye is twenty eight apple same way. Madison Avenue and agencies are proudof the fact that they're averaging just thirty and what they're missing andthere's numerous reasons for her. It's not pure Agis m, older employes, tendto be more expensive, but what they're missing is the wisdomthat comes from the years of experience you have. You know I'm proud of thefact that I have forty two years of business experience and it's in variouscategories and various roles and various functions, and I feel my braintells me I'm forty, but the years tell me I'm going to be sixty five, so thatseems like a really good position to be him, because I have all the wisdom ofthe years and I'm still energetic and and fired up entrepreneur. So a lot ofcorporations should rethink their youth movement and start bringing back peopleof wisdom and experience. They can solve problems fast because they'veseen it before. Well, you know it's...

...interesting one of the things that I'vehad another guest say a while back out of the Silicon Valley, so they have atendency to have a lot of younger entrepreneurs, but they said whenyou're raising capital. You want to have someone gray on your team, yeahyeah. I got that one covered no question at you know it's funny ourcompany, it's really. We did this by design. I, when I, by the way, I know you like to talkabout pivoting. This is actuate act, activate four point now, we've been onthis for ten years, and this is our fourth pivot and one of the things Irealized that activate three point. L was that I was probably not the best person to bethe CE. I'M A chairman, I'm the founder, and I got the vision, but I need Ineeded some energy into the company, so we recruited a chairman and a Co whowere ways in theirs and in fact we spend five decades as a seniormanagement team of ten people. We got our youngest guys. Twenty eight on thisis seventy four and the perspective you get from that interaction. Is I reallythrilled 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 andlistening to the show that are like okay. Well, how does this fit into likewhat the show is all about, so I just want to kind of put that out there whenI, you know, started to get to know you and started to dig into your book. Iwas just blown away about about how your story and the and the key topicsthat 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 liketalk about today. So so, let's just talk about what do youmean by forget Pomo, which we all know fear of missing out, right and and thenwhat did you say and the way of being outside John Jumbo Joe Bo Yeah? So joyof being outside t tell us about that. We know that was kind of a just, aweird afterthought. I was struggling to write a chapter about why the mentaland the psychological benefits- and I don't know my Pomo got into my head. Iguess it was on Facebo or something and a everybody you got on face book andeverybody's got foolis right right. Yes, so do I in my bio somewhere, it says I bring joy to the to the presentation,because I'm a I'm a climber, and I just it's really deeply emotional experiencefor me and for some reason it just popped into my head, there's the joy ofbeing outside and what that gives you when you do it and that's one of thereasons I'm encouraging people with the book is right now you know especiallynow, we've all been sequestered and socially distanced for a while, and Ithink there's a human need to be outside, not only you know just out inyour driver, but certainly amongst nature in the woods- and you see thisgrowing mindful this program, Mindfulness Movement, you see theforest bathing is becoming a thing and that and it does improve your spirit.In fact, there's research that shows being outside raises your ser tone andlevel and, as you know, Sarah Tonum is an anti depressant. So that's where thejoy comes from when you build into that the exertion of hiking and climbing,and you achieve a goal finish trail get to the top of something. There is a powerful feeling that comes over you,then you look for something and that spills over into your everyday life. Itgives 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 rightand so the more comfortable you are with real risk. Why threatening risk onShin risk doesn't seem so risky? Actually, it's just you know are, oryou lose money not going to get killed in a start up, usually right sort rightwing is to accept risk and how to deal...

...with it and cope with it is what youget from from being outside and there's a joy that comes with that there's ayou have to like what you're doing, and so when you're talking about likehiking and you know getting to the mountain top, Imean it's just to me again. I just think that's like Iimmediately think business. I immediately think leadershipentrepreneurship. So you know from your perspective, how do those parallelswork together in your own personal journey? Yeah? Well, there's theirparallel their site. I can't separate them at this point I think I became youknow. I come from a big corporate background fortune laundry companiescareers, a consumer package goods brand manager worked in Madison Avenue as amanagement consultant, big companies. I was known as an entrepreneur at thetime, which is a common term right, but that's not really risky. It's a safeway to be an entrepreneur, and I guess, as I got older, I started to say youknow I'm capable of more. I want to do something beyond fixing other people'sbrands or managing brands, or doing something that is kind of a cookiecutter job where you can be replaced by someone else. I want to do the new andthe different by nature I like to explore so whatbetter career than to be a serial Arashi in Earth. So you know I've donefive startups at this point and and that's what I really am, I'm anentrepen a serial on Japaner, and it's because my in my personal life, I I'm aclimber and and now I've turned that down a little bit, I'm more of achecker and a hiker, but it that's what comes with that you, I can't separatethem so yeah yeah. I can see that so so, when you're thinking about yourentrepreneurship journey, what are some of the metaphorical mountains that you have ahype and in some of those you know you talk about false starts. So so you knowwhat are some of the key milestones where you're like yes, you right, youpiqued it and then the things that you kind of like were the difficultmountains that you were struggling the climb along the way in yourentreprendre. You know I could literally a spend two days answeringthat question. It's such a fun subject for her. Let me see if I can summarizeit you know when I joined the fitness industry, I didn't have any fitness backgroundother than having been a member of a club for a long time. So I had aconsumers knowledge, but it was. It was very eye opening andyou know, in the Mountin Marin terms, there's this concept called the falsesummit where you going up hill and you come to a peak that you think is thetop, and then you realize there's another peek behind it and another peakbehind it. And that's that's what I experienced as I joined the fitnessbusiness. It was. I thought the problem was going to be this, but then we didthis. It was higher and then it was higher and it was higher and it was. Itwas really challenging to to try to fix a company in an industry that I believeis kind of broken, then and hasn't delivered its promise, which is wherethe white bull started to go off, and I'm talking about fifteen or twentyyears ago- and I said you know- fitness really should be more like health careand a and by the way, doctors should feel comfortable. Writing Prescriptionsfor fitness instead of looking down on the fitness business and that's wherethe idea for activate really started it was how can we move the fitness in thestry closer to health care, and so we we din Clin the term we kind of kind ofbarred it. We are trying to reposition re engineer the fitness business asupstream preventive health care, and that requires adopting policies andprinciples that are more like health care than they are of fitness. Fitnessbusiness really doesn't care about outcomes, it doesn't care aboutcompliance, it doesn't care about...

...following the program, and so you knowour venture is moving as closer to health care. Because of that- and Ithink on the other side of things, the health care industry thinks about prevention, a differentway like, for instance, ood pressure. Medicine is considered, presentedhealth care we to for this person, that's maintaining a bad situationright off, screen prevented health care means prevent the person from needinghigh blood pressure, medicine or hard medicine in the first place and treatthe condition before it even occurs, prevent the condition from happening.So thing is really and its best is up screen preventive health care, but atits worst it's just people fooling around at a gym, not getting resultsand going from Jim, so jim to gem, pretending they're complying with somekind of a program, so we're trying to kind of move closer to health care,yeah yeah. So let's talk about these false startsa little bit more because I think that I don't have enough people that come onthe show that are willing to be that candid and that transparent about their failures right. So we all youknow it's like really cool and trendy right now to say FA failures. Fine!It's great! You know you got to just fail fast kind of thing, but really- and you know like there'sstill so many people that think that Oh everyone should fail. That's part ofthe process when they're talking about other people, but it's completelydifferent when they're talking about it personal or when it's in the rear viewmirror five years ten years ago, it's so much easier to talk about when I'mversus. If I'm saying right now, I'm really struggling, I might not I'm notsure if I'm able to make pay roll next week so anyway. So just with that context,just tell us a little bit about that journey, because I think that it couldbe inspiring and encouraging in wisdom for the people that are in the audiencetoday. Okay, why? I never really admit I've failed. I think we have. You know, there's anon land of somewhere. I think it's a football adit, you just run out of time.Haven't lost just ran out of time, and I think that that's somewhat true notthat I've finished every every game. I've started, but I think it first of we have to be Relandto be an entrepreneur and you have to be able not only be willing to acceptthe risk, but I view failure more as a a time to rethink and relearn there'sgood failures and there's bad failures. If you learn it from something thatenables you to do the next venture or a reinvention of the idea, that's a goodfailure and I all of my failures- pretty much have been good failures,especially now, with this activate brand and body venture again, we'vebeen one for ten years we weren't in any hurry and a couple of our civetswere deliberate because we thought we were ahead of the science in the headof the market, so we reconfigured a few times, but we've want we've learnedsomething from each iteration of the company we started. So, unfortunately,we had the persistence and the vision to keep at it. Now you know we'refunded 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 yearjourney, because we share a mission and we're all driven by what we're tryingto do here, which is reinvent the fitness business as upstrainedpreventive health care, and in doing that, we also believe that we are radically improving the trajectory ofaging. As I said, I'm an ant. I fully believe in anti agent keeping at workand- 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 youwalking up hill yeah yeah. So so, how does that right? So most of the peoplein 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 audiencehas this one thing in common right now:...

What whether they're the entrepreneur,solo, preneur or they're, the corporate innovator- or you know somewhere inbetween we're all aging and and so how does what you'repassionate about? How does your cause and everything that you are advocating for effect, thebusiness leader at the Health Care Leader of the entrepreneur? You know like we're all aging, but howdoes what you're talking about make their life better? How do they benefitsure? Well, there's the basic understanding of fitness. Fitness givesyou more energy, and so there's that you need energy, you need to be able to persevere and the energy of an entrepreneurs critical, but itgoes way beyond that. Actually, the kind of programs that we're talkingabout with activate actually do create a physiological improvement of yourbrain and by the way so does hiking it there's something very unique goingon here. You know, most of us are remember how we were taught that you'reborn with the finite amount of brain cells, or I can't do anything aboutthat. Well, you know in the last ten years, neurosis come a long way and there'sthis thing called neuro genesis and near Plasticity, and we've learned thatnot only can your brain and build new brain cells through certain kinds ofexercise, but it's flexible in that it can learn new routines and when you useyour body in certain ways, you're actually building new neural pathways,those neuro pathways control everything you do so. Basically it makes yousharper. It makes you more creative. It makes your brain work better. It makesit may improve your spirit. It increases your executive function. Itincreases your reaction time. It increases your memory so gee, if you'rean an older wilbe better to have the memory of a twenty two year old and andthe executive function of a you know an Olympic athlete, and so you know not tosay you can completely reverse time, but you can slow it down. You canreverse it if you, if you've, not behaved physically and you can delaythe onset of aging through exercise. So so we talk a lot about on the showabout commercialization and this whole journey and everybody's you knowjourney is different and everybody's at a different place in that journey. Andwhat I hear you're saying is that when we think of the components of a or therecipe for successful commercialization strategy, we think business principles.We think marketing. We think sales and in very often we leave out like thephysical, well being the mental emotional well being of our own cellsand being able to lead and participate. And what I hear you saying is that thisis could be a competitive advantage right when the when I or founder, whenthe Innovator, when the entrepreneur has a younger mind body spirit,stronger, more energy you're, going to win over if you're, going to you're, goingto increase the likelihood that you're going to win or or be competitive andbe able to solve the problems that we all face. Yeah giving up is theprovince of people who have low energy and don't have the confidence, and fitness gives you that so so. You'retalking about the health of the health innovator and this up isn't that soironic right, it's a real interesting point and you know especially on Sopeerin this day and age, you have a tendency to to work too hard, I think, and and andneglect yourself. You know poorly and snack food in front of the computer,and you know, incidentally, you know how much screen time we're spendingright now. You know you look at your phone, you Ol just green or with yourtelevision. You know that actually has a a large impact on your brain and youreyesight and that's why I'm a big...

PROMIS old chapter in my book aboutthis. If you get outside what happens, is your eyes are controlled by musclesand those muscles then use the full range of motion when you're, looking ata two dimensional screen all day and focusing on your phone, your eyes havea tendency to get tight and the muscles that control, not only the focus butthe movement of your eye get cramped. You know you feel when you've been on asix hour, plane fight, you stand up and your legs are all cramped. Well, that'sthe what happens to your eye muscles if, if you're on a screen all day, so yougot to get outside and look off to infinity, see Greens and Blues and andentrepreneurs will be better for doing that by taking care of themselves. Hey It's Dr Roxy, here with a quickbreak from the conversation. Are you trying to figure out what moves youneed to make to survive and thrive in the new Co vid economy? I want everyhealth innovator to find their most viable and profitable pivot strategy,which is why I created the Co. Vid proof, your business pivot, kid. Thepivot kit is a step by step framework that helps you find your best pivotstrategies. It walks you through six categories. You need to examine for athree hundred and sixty degree view of your business. I call them the sixcritical 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 sureyou can pivot with speed without missing out on critical details andopportunities, learn more at legacy: Hyphen Daco Back Kit. You know it's interesting, it's veryrare that I come across an innovator who is in testin their health and wellness asmuch 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 ofthe world, depends on us like there's this cause and this mission that wereso passionate about a lot of times. You feel like there's this window ofopportunity for fun for capital, for you know new customers for closingbusiness, etc, and, and just not realizing how counter intuitive orcount of productive. I should say that that can be from actually being able toachieve the ultimate goal that we have set before us that you know to likeslow down to not be on the screen to go for a walk to go for a hike. How thatcould actually give us what more of the tools that weneed to even be more successful. So you think it's taking something away, butit's actually making more deposits. Maybe then we realize I completelyagree with that. I think there's this tendency amongstcompetitive people to just work harder and one of the lessons of my forty twoyears of wisdom is, I work smarter, not harder. I mean I work hard, but itclearly. I know how to take a break. I know how to refresh my brain. I knewhow to get the cobwebs out and and our whole company is like that. It's realinteresting one. Third of our founders. We have a ten person team on personaltrainers and you can't stop them from practically whipping us to to that'severy day is a new train and new work out a new routine new brain exercise,and you know so we're our own experimental customer group wereexperiencing it all. Our brain and body routines on ourselves- and it's beenreally interesting- is our journey has been one of not only cultivating thetechnology in the process of brain health but working on new fitness routines andit's all showing everybody's getting fitter and more competitive and themore creative yeah you're going to be like a beast as a company out there inthe morays. So one of the things that I recall from your book was where youtalked about how comfort zones or a trap. So I think historically,innovators are, you, know, have a high...

...tolerance for risk. They don't reallyspend too much time or like we'd like to think we don't spend too much timein the comfort zone, but but maybe sometimes we do in the sense of like wedo. We want to apply the same strategies and tactics that we did fora last business and because that's comfortable, so just talk a little bitabout that comfort zones being a trap, yeah, it's a safe space right and ifyou're feeling comfortable and safe, there's no growth. So again, mostentrepreneurs like to take some risk, but you have to know you kind of have toworry how much you're willing to accept and on a regular basis. You have tostretch it because if entrepreneurship is about growth and you have to growpersonally, have to learn and- and that's where the cooling is to look atfailure is important, because when you really stretch your comforts on you'reprobably going to fail- and this has happened to me numerous times on climesand and hikes- you know- you come up againt the wall and you have to turnaround. But then you go back at it, and so you stretch that comfort zone andthen the comforts on expand so gradually. What you get comfortablewith is a bigger role, and you know that's how yourcareer evolves to you start out as a junior brand manager, you bump upagainst your your your bosses skills and then you get training and you getbetter at it, and then you become a brand manager, and then that becomesyour comfort on and on and on and on down your career, and that happens. Youknow in every kind of career in technology you get better at what youdo by bumping up against this wall, your comforts on and forcing yourselffast it yeah the analogy I use when you get to the point of being comfortablewith that. I might take it another step further. I see in my case I like going all the wayinto a crucible. Crucible is really the ultimate exit, your comfort zone, it'swhere you come into a zone where you are being re, forged by stress and andand new experiences and New People, and when you come out of a crucible, you'restronger. Yes, it's the ultimate test of coming out of your iron in the fireright. I hate those experiences. You know I'musually kicking and screaming through the crucible, but I love what's on theother side of it, that's the nature of it. You know you do you're a lot tocomplain when you're in the midst of a crucible, you're allowed to say, hey,it's really hot, Hey, I'm stressed, and you know the alsacien journey, it'svery tough. You know you have your updates, your down days, your side basedays, there's days or you just want to shut off and this days Wi. You want toweep there's days when you want to feel the joy right, so it's all over theplace and but that's the process. I don't, I know, could be that wholeemotional journey in thirty minutes right actually on some days. It is, youknow, that's that is the nature of this and you should accept it in the viceI've been giving to some people lately, as this is the process you have to likethe process you might as well enjoy the ride, because you know you're not goingto be that one in a million start up or company that everything goes right. Thefirst time and you raise all your money in one round to his acians. You presentyour power point to happen. We only strikes once a year, maybe I andthere's ten to and thousands of people do it trying to do the same thing. Sodon't don't expect to be the one who gets struck by white you've got you gotto go through the process you might as well enjoy it because it's fun yeahyeah. I completely agree. I love having fun and you know doing this. Show is alot of fun to me. So, that's why I keep investing in it and meeting great people like you, soyou've got a really broad and deep experience and background in sales andmarketing and obviously those are two critical functions of thecommercialization process. So is there anything that you can think back inyour experience and say you know, these...

...are strategies are tactics that Irecommend I mean. Obviously, every business is different, but things thathave maybe been key to your commercial success and you being able to move theneedle that you would want to share with our audience this. This is notonly part of my entrepreneurial experience, but also my big corporateexperience and I I'm first and foremost a big picture strategy guy. I can appreciate grilla tactics and hacksand all that stuff, that a lot of entrepreneurs gravitate towards becausenow they're fun, but I am still driven by strategy and I think that's wheremore entrepreneurs need to focus on the big picture. What is your strategy? Ibasically what what that mean, especially for as marketing a sales go.If you get your company, your brand positioning right, if you put it in theright place, everything else is easier. Yeah you now you're not on the defense.You can find what I call white space in the category or the Blue Ocean almoststrategic terms. That's where you got to put your company and your brand onceyou've got that you're, not in a Sheri you're, not knocking hands with yourcompetitors and then sales and marketing gets much easier. It's easierto be creative through perfect positioning and that's where morepeople need to focus their time is on the big picture. Yeah. You know there'sa couple of examples that always come to mind when I think about positioningthe Schlick or razors right or dollar Shave Club, Oh Gosh, I mean when youthink right when you think about this guy, just as an entrepreneur decidingI'm going to start a business, and you know what I'm going to do, I'm going togo up the biggest in convents that have such strong brand equity such deeppockets financially, but I'm going to go in and compete against them and talkabout white space in positioning Blue Oceann, wow and stealing market shareevery single day. It is one of the best case studies of recent years. I've usedit in presentations myself. I used to do a presentation about David versusGoliah Yeah. I used to be Giath, but I love I've learned how to beat with bybeing Goliath- and now I like the David Position and and Yeah Dollar Share Club-is that one of th thus dance to come along in a long long time. I alsoalways think back for Red Smith, the founder of FEDE. Youknow before he put that company. There talked about perfect position: Therewas no competition really on than a slow, nobody even thought they neededit and then all of a sudden I was like Oh yeah, overnight, cool so and thatbusiness has reshaped the glove. The global economy. Expedited delivery haschanged everything. So if you position yourself right as an innovator andyou're differentiated and meaningful, that's the key thing. A lot of peopleknow about differentiation, but they don't differentiate in a way. That'smeaningful, so yeah you're just different, and it's not something thatyour target customers value. What use is it right and then what happens is ifit doesn't work. What do you do you cut your price and that's what happens isnot two basic strategies is one of those two and that's. Why you see a lotof people quickly failing to hit their numbers and then they start doing pricecompetition. Then they've killed their brand, so yeah, it's pretty simple whenyou think strategically. So many people think tactically and start there. It'sa big mistake. Yeah! I completely agree. I can't tell you how many entrepreneursor innovators reach out to us. They have an idea and they, when they'rethinking about a agency or a partner, they want to hire us to do a logo tocreate a loco or a website, and I'm like well wait a minute. Wait a minute.Have you done all the strategy right? Do you like your messaging strategy,your Vali proposition your brand strategy. Like do you know who you areand how you're going to introduce yourself into the world? How are wegoing to go from? I have an idea to a logo in a website I mean that's like arecipe for failure right there yeah and,...

I think, aitone to spiral downward. Ithink you know I hate to be critical of the Super Bowl ads, but this was areally low point. For me, there was not a lot of strategy behind a lot of that,because most people are focused on the tactic of getting attention. I guesswant some easy attention and I think that comes from a generation. That'sused to social media. Social media is all about hacks to get attention andthere should be some strategy behind it. Sometimes it takes a little longer todo the strategy piece, but I think you have to pull back and ask yourself whatam I doing or my position? What am I trying to accomplish? Not How do I getmore quicks? How do I get more? I wos much my head, Yep Yep, all those vanitymetrics. So so, as we start to wrap up here, Ibefore we wrap up, I would like to have you just talk about. You know. You'vedone so many speaking engagements in all kinds of different forms in fashionand then, of course you have your book that we've touched on quite a bit today.How have you used those speaking engagements and the book in YourCommercialization Journey? How have you know and be honest with me? Youknow if you're like well, you know I love it. I did it and I'm not real surethat it's had an impact. That's fine, there's no right a wrong answer here,but I'm wondering in hindsight when you look back. How are you leveraging thoseto strategies if you will well? You know it's funny to say that I'm the book launched right in the middle of Ovid and andactivate was intending to be open September. First, two thousand and tworight in the middle of Ovid, so we're a year wait on all of the stuff. In fact,you talk about speaking engagement, so I was set up to speak at a variety ofARII stores around the country on my book, which they love because get outget outside. I think back. I that's that's also their slogan, which was acoincidence, 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 ever green,so it's not like it had to happen. Last summer, I've re launched it this yearand we're getting great results and I'm giving webers on the book, not speakingengagements, and I think that's for my personal brand, but I do it's got thecommon theme of Anti Aging with, which is what activates about and activatewe're just starting to. You know as we're getting close to launching onSeptember first with a brick and mortar location, and so we're going to be doing a great dealof pr on that and because, frankly, you know now we gotthe vaccine and we're coming out of this thing and people are being morecomfortable and I think people need to get back togetherwith other people, homework outs and you're using your Palatin and all thatit's great, but it's not the same as being in a community of people workingwith a personal trainer, and we need that too. I so yeah. You know mymission is basically to to really affect the way people age and both inthe company and with the book. I think hiking, as I said, is the Fountain ofYouth and the company we created activate is all about anti aging andkeeping 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 missionis. You know I've worked in a lot of categories, some were just jobs, youknow, and and at the end of the day I didn't want to. I didn't want my marketing career, myentire career, to not have some real meaning and if I can help reinventfitness as up stream prevented health care I'll be happy. That's that's!That's a mission for me. That's awesome! One last question I was in here becauseI think that I would be a miss. If we didn't talk about this, I am blown away that we are in twothousand and twenty one. Oh what...

...thirteen months fourteen months intoovid 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 brook and water, we'recreating a three hundred sixty degree experience, not only as a cushionagainst potential other problems that would close gems. But that's come it.That's the customer experience people want, they don't necessarily have to bein the gym all the time. Our trainers can reach back into your house and havea consultation or help something do a home work out so and our APP will beable to to control some of that too. But what we've learned through trialand and consumer researches APS aren't enough. People need human contact andthey need a coach to really get real results. And again, our company isabout getting measurable results, not just on traditional fitness measures,but things like executive function and and processing speed, and all that- andyou can't do that on your own. You really need a coach and you needspecialized equipment and you need a community. So we have acouple of test locations in Ohio and we've seen people willing to come backnow, even if they start out with the mask there there's less field. Peoplereally right now are ready to get out together, and so hopefully there won'tbe. You know a reversal of the progress were makingwith Ovid and people's comfort level and we're expecting actually a boom forseveral reasons. One US like the intra right. It's just like we're alreadystarting to see it, and the other thing is, I think, it's sad to say. The lastyear has called the weakest company so in the fitness industry I think about athird of them, aren't going to make it and that creates more opportunity forthe ones who have survived so the strongest operators are still going tobe out there and that's happened in a lot of Cai categories. You knowrestaurants and any any brook and order place the strongest I survived, and Ithink when 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 soimportant to just talk about your brick and mortar initiative and investment is, you know,I think that sometimes before ovid health care is an industry. Had thisone perspective of how health care had to be delivered right, and we allthought not we, but you know a lot of people thought, like you know, kind ofStodgy and STOIC that we couldn't do it virtual, like just people weren't goingto be open to it, they weren't going to like it it had to be face to face thenyou're thrust it into ovid climate, whether you like it or not and you'relike Oh, you know what maybe we can and then it seems as though now there'slike this mass exodus towards the brick and mortar and the face to face, andthen just all digital, and I think what you're saying what I'm hearing and whatI think our audience can glean from this is that there there is a hybridmodel like if on have to be all the old way or all the new way that, and so youknow, some customers might like all one or all the other. But I think the thingthe take away I want to point out is that for us to really think about thesehybrid models, because I think that there's a lot of opportunity that wewould be missing if we went all back to the traditional way or even if we justonly thought digital, only just right out of the game yeah. I completelyagree what one of the side effects of what's just happened is it's forcing experimentation and trial of otherbusiness models that will morfe the norm into serment normal right. Youkeep hearing that term the new normal, but it's going. There's a higheverything's going to be hybrid. It's some yeah, there's all kinds of thingshappening that and there's unintended consequences and there's also somethings that we can't predict, but there's there's this creelychange afoot and to a risk taker. Those are...

...opportunities. THAT'S NOT SCARY! That'slike! Let's just pay attention and figure that out o okay, let's keep changing stuff until itsettles down, but I'm all for that because I can tell you what I know fromthe experience is except for you know, big companies like Amazon, who are veryagile, even though they're big most big companies aren't very agile and changeis scary for them and they'll, be you know that creates opportunity forentrepreneurs. I surprise it out all these brick and mortar amazonfacilities of stores. I'm starting to see. I don't know if you have any byyou, but I started to and I'm just like. Oh my gosh talk about hybrid, I meanthere must be something to face to face if Amazon who's been incrediblysuccessful, being a trillion dollar company with digital who's deciding todo something in look at this point who can criticize or anything Amazon isdone- seems like everything works, but you know, what's been amazing to me is. I would bet that somewhere in theirequation is you'll be able to buy something in one of their physicaloccasions, and it will be home before you get home. Right ran. Deliver sofast, sometimes I've word something in the morning and Sereda afternoon, so II I can't count them out on anything,though I think they're probably going to ultimately get into health care insome fashion. Oh, they are already are right. So yeah I mean any levels: MYeah. No, I think you know it's players like Google and apple and Amazon thatare going to help facilitate or forge more of the acceleration of rethinkingand reimaging health care with those types of companies getting into the mix.You know at the same time as those companies get so Gargantuan, there'salways a counter movement, and that is going to create space for smallercompanies that can create a more personalized experience, Amazon. Theydo a great job being personal, but it's digital, and- and so I do think that is the pendulumswingings over there there's always something over here. I can find that'sprobably face to face personal smaller, so you know it's just it's just I guessit's the benefit of having lived through a couple of Pendolin S. Ialways see the counter movement start right soon, as you think it's maximumdigital, something else happens, Yep exactly all of a sudden high touch isgoing to be in that's what we're counting on Yeah Yep exactly well.Martin. Thank you. So much for your time today. How do folks get a hold ofyou if they want to reach out to you after the show yeah, I'm all oversocial media, and I encourage contact. I love linked in connections frompeople who were interested on on Instar and and Facebo and because my last name isbuild unusually, I'm the only one with that last an you can find me prettyeasily sgreat for your brand. My brothers you'll find yes go. Thankyou so much thanks, Doctor Roxy! This is fun. You're great, really appreciateit. Thank you so much for listening. I knowyou're busy working to bring your life changing innovation to market, and Ivalue your time and attention to get the latest episodes on your mobiledevice automatically subscribe to the show on your favorite podcast APP likeapple podcast, potii and stitcher. Thank you for listening, and Iappreciate every one who shared the show with friends and colleagues, seeyou on the next episode of Health Innovator, a.

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