Health Innovators
Health Innovators

Episode 85 · 8 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. 

You're listening to health innovators, apodcast and video show about the leaders, influencers and earlier doctors who are shapingthe future of healthcare. I'm your host, Dr Roxy. Movie. Hello,health innovators, welcome back to the show. So, on today's episodeI Have Martin Pazzani with me. He is the chairman and founder of activatebrain and body. Welcome to the show, Martin. Thanks, Dr Roxy.I'm really happy to be here with you. And let me not forgetto mention that you were also the author of the secrets of aging. Well. Thank you. Yeah, now about your book a little bit. Itwas a passion of mine. I'm a career hiker and climber and also anentrepreneur, and it kind of merges both of my world's in the context ofI truly 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 bookand here we are. So do you have anything else that you want toshare 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 mycompany and with the book, is I'm a real advocate of slowing down thepace 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'man anti ager. I believe in the longevity economy. I believe that wecan still be productive at a much older much longer than people traditionally think inbusiness. I'm about to turn sixty five. I don't think I'm I think I'mon 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 wantto be one of those. So anti aging is kind of the theme forme 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 unpackhere today. I'm really excited to talk with you. It's slightly different thanwhat we normally do on our episodes, but I think the audience is goingto really appreciate this. So the first thing that I want you to kindof 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 ata 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 maynotice in most categories they skew young. Fitness Business skeews incredibly younger, cateringstill to twenty and thirty year olds, which is fine, but half thepotential 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 creditfor 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 averageage 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, butwhat 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 twoyears of business experience and it's in various categories, in various roles, invarious functions, and I feel my brain tells me I'm forty, but theyears tell me I'm going to be sixty five. So that seems like areally good position to be in because I have all the wisdom of the yearsand I'm still energetic and fired up entrepreneur. So a lot of corporations should rethinktheir youth movement and start bringing back people of wisdom and experience. Theycan 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 whileback out of set the Silicon Valley. So they have a tendency to havea lot of younger entrepreneurs, but they said, when you're raising capital,you want to have someone gray on your team. Yeah, I got thatone covered, no question. You know, it's funny. Our company it's reallywe 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 andone of the things I realized at activate three was that I was probably notthe best person to be the CEO. I'm the chairman, I'm a founderand I got the vision, but I needed I needed some energy into thecompany. 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 managementteam of ten people. We get we got a good all right, ouryoungest guy's twenty eight or all. This is seventy four and the perspective youget from that interaction is I'm really thrilled about it. It's amazing how wethink as a group of people. Yeah, yeah, so, so, youknow, there could be some folks on that are watching and listening tothe show that are like, okay, well, how does this fit intolike what the show is all about? So I just want to kind ofput that out there. When I, you know, started to get toknow 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'rediscussing are just like tons of metaphors for entrepreneurship. So there was. Sothere's a few things that I wrote down that I wanted to like talk abouttoday. 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 thenwhat did you say? And enjoy of being outside? Jobo, Jumbo Jobo. Yeah, so joy of being outside. Tell us about that. We youknow, that was kind of a just a weird afterthought. I wasstruggling to write a chapter about why, the the the mental on, thepsychological 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 geton facebook and everybody's that Phono to see right, right. Yes, soI don't. In My biosowhere it says I bring joy to the to thepresentation, because I'm an I'm a climber and I just it's really deeply emotionalexperience for me and for some reason it just popped into my head. There'sthe joy of being outside, and that what that gives you when you doit, and that's one of the reasons I'm encouraging people with the book isright now, you know, especially now, we've all been sequestered and socially distancedfor a while and I think there's a human need to be outside,not only, you know, just out in your driveway, but certainly amongstnature, 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 doesimprove your spirit. In fact, there's research that shows being outside raises yourSaratonin level and, as you know, Sarahtona is an antidepressant. So that'swhere the joy comes from. When you build into that the exertion of hikingand climbing and you achieve a goal, finish the TRAI I'll get to thetop of something, there is a powerful feeling that comes over you that youlooked for something and that spills over into your everyday life. It gives youconfidence and you gradually, in my case, you get to tolerate and be comfortablewith risk, and I think that's a key issue for entrepreneurs. We'rerisk takers, right, and so the more comfortable you are with real risk, life threatening risk, entrepreneur, risk doesn't seem so risky actually. It'sjust, you know, versity of all. You lose money, not going toget killed in a startup, usually...

...right. So right, right pointis 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 thatcomes with that. There's a you have to like what you're doing. Andso when you're talking about like hiking and, you know, getting to the mountaintop, I mean it just to me again. I just think that'slike I immediately think business, I immediately think leadership, entrepreneurship. So youknow from your perspective, how did those parallels work together in your own personaljourney? Yeah, well, there's they're parallel their site. I can't separatethem at this point. I think I became you know, I come froma big quarterorate background, fortune under companies, career as a consumer package goods brandmanager, 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 commonterm right, but that's not really risky. It's a safe way to be anentrepreneur and I guess as I got older, I started to say,you know, I'm capable of more. I want to do something beyond fixingother people's brands, are managing brands, or doing something that is kind ofa cookie cutter job where you can be replaced by someone else. I wantto do the new, in the different. By nature, I like to explore. So what better career than to be a serial entrepreneur? And soI know I've done five startups at this point and and I that's what Ireally am. I'm an entrepreneur on a serial entrepreneur, and it's because mymy in my personal life, I'm a climber, and now I've tone thatdown a little bit. I more of a treker and a hiker, butit'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 entrepreneurshipjourney, what are some of the metaphorical mountains that you have height and andsome of those, you know you talk about false starts. So so youknow 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 oflike were the difficult mountains that you were struggling to climb along the way inyour entrepreneur old dirney. You know, I could literally spend two days answeringthat question. It's such a fun subject for me. Let me see ifI could summarize it. You know, when I joined the fitness industry Ididn't have any fitness background other than having been a member of a club fora long time. So I had a consumers knowledge, but it was itwas very eye opening and you know, in the mountain airy terms there's thisconcept called the false summit where you're going uphill and you come to a peakthat you think is the top and then you realize there's another peek behind itand another peek behind it, and that's that's what I experienced as I joinedthe 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 higherand it was higher and it was it was really challenging to try to fixa company in an industry that I believe is kind of broken in and hasn'tdelivered 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 thefitness business. And that's where the idea for activate really started. It washow can we move up the fitness industry closer to healthcare? And so wewe didn't coin the term, we kind of barred it. We are tryingto reposition and re engineer the fitness business as upstream preventive healthcare, and thatrequires 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, itdoesn't care about following the program and so,...

...you know, our venture is movingus closer to healthcare because of that. And I think on the other sideof things, the healthcare industry thinks about prevention a different way like,for instance, blood pressure medicine is considered preventive healthcare. Well, to afitness person that's maintaining a bad situation right off stream, preventive healthcare means preventthe person from needing high blood pressure medicine or heart medicine in the first placeand treat the condition before it even occurs prevent the condition from happening. Sofitness really at its best is upstream preventive healthcare, but at its worst it'sjust people fooling around at a gym, not getting results and going from JimJi Jim to Jim pretending they're complying with some kind of a program. Sowe're trying to kind of move closer to healthcare. Yep, Yep. Solet's talk about these false starts a little bit more, because I think thatI don't have enough people that come on the that are willing to be thatcandid 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 thatthink that, well, everyone should fail. That's part of the process when they'retalking about other people, but it's completely different when they're talking about itpersonal 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 sayingright now I'm really struggling, I might not. I'm not sure if I'mable to make payroll next week. So anyway, so just with that context, just tell us a little bit about that journey, because I think thatit could be inspiring and encouraging in wisdom for the people that are in theaudience 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. Youhaven't lost, you just ran out of time, and I think that that'ssomewhat true. I'm not that I've finished every every game I've started, butI think it. First we have to be relentless to be an entrepreneur andyou 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 goodfailures in there's bad failures. If you learn from something that enables you todo the next venture or a reinvention of the idea, that's a good failureand I all of my failures pretty much have been good failures, especially nowwith this active a brain and body venture. Again, we've got it for tenyears. We weren't any hurry and a couple of our pivots were deliberatebecause 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 fromeach iteration of the company we started. So and fortunately we had the persistenceand the vision to keep at it and now, you know, we're fundedand we're about to come to market after a ten year journey which, bythe 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 upstream preventive healthcare,and in doing that we also believe that we are radically improving a trajectory ofaging. As I said, I'm an ant. I fully believe in antiaging, keeping at work and and I know that exercise and the kind offitness programs were creating can keep you young, keep you active, keep your brainsharp and keep you walking uphill. Yeah, yeah, so, sohow 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 saywith a hundred percent certainty that everyone in our audience has this one thing incommon right now, whether they're the entrepreneur,...

Solo Preneur, or they're the corporateinnovator or, you know, somewhere in between, we're all aging.And and so how does what you're passionate about, how does your cause andeverything that you are advocating for a fact, the business leader at the healthcare leader, the entrepreneur, you know, like we're all aging. But howdoes what you're talking about make their life better? How do they benefit yourhmm. Well, there's the basic understanding of fitness. Fitness gives you moreenergy, and so there's that. You need energy, you need to beable to to persevere, and the energy of an entrepreneur is critical. Butit goes away beyond that. Actually, the kind of programs that we're talkingabout 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 thatyou'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 thisthing called Neuro anesis and neuroplasticity, and we've learned that not only can yourbrain build new brain cells through certain kinds of exercise, but it's flexible inthat it can learn new routines and when you use your body in certain waysyou'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 makesyour brain work better, it makes it may improve your spirit. It increasesyour executive function, it increases your reaction time, it increases your memory.So, Gee, if you're an older when going to be better to havethe memory of a twenty two year old and and the 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, youcan reverse it if you if you've not behaved physically, and you can delaythe onset of aging through exercise. So we talked a lot about on theshow, about commercialization and this whole journey and everybody's, you know, journeyis different and everybody's at a different place in that journey and it what Ihear 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 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 bea 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 goingto increase the likelihood that you're going to win or be competitive and be ableto solve the problems that we all face. You know, giving up is theprovince of people who have low energy and don't have the confidence and fitnessgives you that. So, yeah, so you're talking about the health ofthe health innovator and this isn't that so ironic? Right? It's a reallyinteresting point and you know, especially entrepreneurs in this day and age, youhave a tendency to to work too hard, I think, and and and andneglect yourself poorly and snack food in front of the computer. And youknow, 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 musclesand those muscles then use the full range of motion. When you're looking ata twodimensional screen all day and focusing on your phone, Your Eyes Have Tennesseeto get tight and the muscles that control not only the focus but the moonof your eye get cramped. You know you feel when you've been on asix 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 ona screen all day. So you got to get outside and look off toinfinity, 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 quickbreak from the conversation. Are you trying to figure out what moves you needto make to survive and thrive in the new covid economy? I want everyhealth innovator to find their most viable and profitable pivot strategy, which is whyI created the covid proof your business pivot kit. The pivot kit is astep by step framework that helps you find your best pivot strategy. It walksyou through six categories you need to examine for a three hundred and sixty degreeview of your business. I call them the six critical pivot lenses. Asyou 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 withoutmissing out on critical details and opportunities. Learn more at legacy and DNACOM backslashkit. You know, it's interesting. It's very rare that I come acrossan 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 worlddepends on us, like there's this cause and this mission that we're sopassionate about. A lot of times you feel like there's this window of opportunityfor fun, for capital, for, you know, new customers, forclosing business, etc. And in and just not realizing how counterintuitive or counterproductive, I should say, that that can be from actually being able to achievethe ultimate goal that we have set before us, that, you know,to like slow down, to not be on the screen, to go fora walk, to go for a hike, how that could actually give us moreof the tools that we need to even be more successful. So youthink it's taking something away, but it's actually making more deposits. Maybe thenwe realize. I completely agree with that. I think there's this tendency amongst competitivepeople to just work harder, and one of the lessons of my fortytwo years of wisdom is I work smarter, not harder. I mean I workhard, but it clearly I know how to take a break, Iknow 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. Onethird of our founders, we have a ten person team are personal trainers andI you can't stop them from practically whipping us to that's every day there's anew 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 allour brain and body routines on ourselves, and it's been really interesting. IsOur journey has been one of not only cultivating the technology and the process ofbrain 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 goingto be like a beast as a company out there in the market shade andhopes. So so one of the things that I recall from your book waswhere you talked about how comfort zones are a trap. So I think historicallyinnovators are, you know, have a...

...high tolerance for risk. They don'treally spend too much time or like we'd like to think we don't spend toomuch time in the comfort zone, but but maybe sometimes we do in thesense of, like we do, we want to apply the same strategies andtactics that we did for our last business and because that's comfortable. So justtalk 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'rewilling to accept and on a regular basis you have to stretch it because ifentrepreneurship is about growth and you have to grow personally, have to learn andand that's where this rulingness to look at failure is is important, because whenyou really stretch your comfort zone, you probably going to fail, and thishas happened to me numerous times on climbs and hikes. You know, youcome up against the wall and you have to turn around, but then yougo back at it, and so you stretch that comfort zone and then thecomfort 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 asa junior brand manager, you bump up against her, your your boss isskills, and then you get training and you get better at it and thenyou become a brand manager and then that becomes your comfort zone, and onand on and on down your career and that happens, you know, andevery kind of career in technology. You get better at what you do bybumping up against this wall, your comfort zone, and forcing yourself past it. Yeah, yeah, the analogy I use it. When you get tothe 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 acrucible. A crucible is really the ultimate exit your comfort zone. It's whereyou come into a zone where you are being reforged by stress and and newexperiences 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 ironin the fire. Right. I hate those experiences. You know, I'musually kicking and screaming through the crucible, but I love let's on the otherside of it. That's that's the nature of it. You know, youdo. 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'mstressed. And you know the entrepreneurial journey, it's very tough you. You haveyour updates, your down days, your sideways days. There's days soyou 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 allover the place. And but that's the process. I don't know, itcould be that whole emotional journey in thirty minutes right. Actually, in somedays 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 tosome 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 bethat one in a million startup or company that everything goes right the first timeand you raise all your money in one round two weeks after you present yourpower point. It just doesn't happen. When only strikes once a year mayberight, and there's a ten to thousand thousands of people doing trying to dothe same thing. So don't don't expect to be the one who gets struckby whitening. You've got you got to go through the process and you mightas 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 offun to me, so that's why I keep investing in it and meetinggreat people like you. So you've got a really broad and deep experience andbackground in sales and marketing and obviously those are two credical functions of the commercializationprocess. So is there anything that you can think back in your experience andsay, you know, these are strategies,...

...are tactics that I recommend? Imean, obviously every business is different, but things that have maybe been keyto your commercial success and you being able to move the needle that youwould want to share with our audience this this is not only part of myentrepreneurial experience but also my big corporate experience, and I'm I'm first and foremost abig picture strategy guy. I can appreciate grilling tactics and hacks and allthat stuff that a lot of entrepreneurs gravitate towards because now they're fun, butI am still driven by strategy and I think that's where more entrepreneurs need tofocus on the big picture. What is your strategy, and I basically whatthat 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 defensiveif you can find what I call white space in the category or the BlueOcean, all those strategic terms. That's where you got to put your companyand your brand. And once you've got that, you're not in a sheerfight, you're not knocking heads with your competitors, and then sales and marketinggets much easier. It's easier to be creative through perfect positioning, and that'swhere 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 tomind when I think about positioning. The shlick or raisors right, or dollarShave Club, Oh doll shave me, you think right, when you thinkabout 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 goput 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 whitespace and positioning blue ocean wow and stealing market share every single day. Itis one of the best case studies of recent years. I I've used itin presentations myself. I said, do a presentation about David versus Goliath.Yeah, I used to be Goliath, but I love I've learned how tobeat Goliath by being Goliath and now I like the David position. And andyeah, dollar Shafe Club, is that one of the best dance to comealong in a long, long time. I also always think back Um FredSmith, the founder of Fedex. You know, before he put that companythere, talked about perfect position. There was no competition really other than theslow nobody even thought they needed it. And then all of a sudden Iwas like, Oh yeah, overnight, cool. So, and that businesshas reshaped the global and global economy. Expedited delivery has changed everything. Soif you position yourself right as an innovator and you're differentiated and meaningful, that'sthe key thing. A lot of people know about differentiation, but they don'tdifferentiate in a way that's meaningful. So, yeah, you're just different and it'snot something that your target customers value. What use is it right? Andthen 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 peoplequickly failing to hit their numbers and then they start doing price competition. Thenthey'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 orinnovators reach out to us. They have an idea and they when they're thinkingabout a agency or a partner, they want to hire us to do alogo, to create a logo or a website, and I'm like, willwait 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 introduceyourself into the world? How are we going to go from I have anidea to a logo in a website? I mean that's like a recipe forfailure right there. Yeah, and I...

...think the harder it continues to spiraldownward. I think you know I hate to be critical of the Super Bowlads, but this was a really low point for me. There was nota lot of strategy behind a lot of that because most people were focused onthe tactic of getting attention. I just want some easy attention and I thinkthat comes from a generation that's used to social media. Social media is allabout packs to get attention and there should be some strategy behind it. Sometimesit takes a little longer to do the strategy piece, but I think youhave 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 talkedabout. You know, you've done so many speaking engagements in all kinds ofdifferent forms and fashion, and then, of course you have your book thatwe've touched on quite a bit today. How have you used those speaking engagementsin the book in Your Commercialization Journey? How have you know, and behonest, 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'shad 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 areyou 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 covidand 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 ofthe stuff. In fact, you talked about speaking engagement, so I wasset up to speak at a variety of Uri stores around the country on mybook, which they love because get out, get outside, right. Think that'sthat's also their slogan, which was a coincidence. But so it's let'sjust say it's not what I expected at this point, but I have avery long term perspective on these things. The book is Evergreen, so it'snot like it it had to happen last summer. I've really launched it thisyear and we're getting great results and I'm giving webinars on the book, notspeaking engagements, and I think that's from my personal brand, but I doit'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 tolaunching of September, one with a brick and mortal location, and so we'regoing 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 peopleare feeling more comfortable and I think people need to get back together with otherpeople. 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 apersonal trainer, and we need that too. So yeah, you know, mymission is basically to to really affect the way people age, and bothin the company and with the book, I think hiking, as I said, as the Fountain of Youth and the company were created. Activate is allabout anti aging and keeping your brain healthy. And if you put your brain beforeyour 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 Ididn't want my marketing career, my entire career, to not have some realmeaning. And if I can help reinvent fitness as upstream preventive healthcare, I'llbe happy. That's that's that's a mission for me. That's awesome. Onelast question I want to in here because I think that I would be amiss if we didn't talk about this. I am blown away that we arein two thousand and twenty one, Oh...

...what, thirteen months, fourteen monthsinto covid and you are investing in a brick and mortar facility. Let's justtalk 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 cushionagainst potential other problems that would close gyms, but that's the what that's the customerexperience people want. They don't necessarily have to be in the gym allthe time. Our trainers can reach back into your house and and have aconsultation or help something do a home workout. So and our APP will be ableto control some of that too. But what we've learned through trial andand consumer research has APPS aren't enough. People need human contact and they needa coach to really get real results. And again, our company is aboutgetting measurable results, not just on traditional fitness measures but things like executive functionand and processing speed and all that. And you can't do that on yourown. You really need a coach and you need specialized equipment and you canyou need a community. So we have a couple of test locations in Ohioand we've seen people willing to come back now, even if they start outwith the mask there there's less few of people really right now are ready toget out together, and so hopefully they won't be, you know, areversal of the progress we're making with covid and people's comfort level, and we'reexpecting 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 otherthing is, I think it's sad to say, the last year has calledthe weakest companies so in the fitness industry. I think about a third of themhave are going to make it and that creates more opportunity for the oneswho have survived. So the strongest operators are still going to be out thereand that's happened in a lot of cate of categories, you know, restaurantsand any brick and mortar price the strongest to have survived and I think whatpeople come back there will be a boom. Yeah, yeah, I completely agree. So the one thing that I want to just to note is oneof the things I think is so important to just talk about your brick andmortar initiative and investment is, you know, I think that sometimes before covid healthcareis and industry had this one perspective of how healthcare had to be deliveredright, and we all thought not we, but you know, a lot ofpeople thought like, you know, kind of Stodgy and STOIC, thatwe couldn't do it virtual, like just people weren't going to be open toit, they weren't going to like it. It had to be facetoface. Thenyou're thrust it into covid climate, whether you like it or not,and you're like, Oh, you know what, maybe we can. Andthen it seems as though now there's like this mass exodus towards the brick andmortar and the facetoface and then just all digital. And I think what you'resaying, what I'm hearing, and what I think our audience can glean fromthis is that there there is a hybrid model. Like it doesn't have tobe all the old way or all the new way, that and so,you know, some customers might like all one or all the other. ButI think the thing, the takeaway I want to point out is that forus to really think about these hybrid models, because I think that there's a lotof opportunity that we would be missing if we went all back to thetraditional way or even if we just only thought digital, only just right outof the game. Yeah, I completely agree. What one of the sideeffects of what's just happened is it's forcing experimentation and trial of other business modelsthat will morph the norm into some new normal. Right, you keep hearingthat term the new normal, but it's going there's a hot everything's going tobe hybrid. That's something. Now there's all kinds of things happening that andand there's unintended consequences and there's also some things that we can predict. Butthere'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 thatout all day. Let's keep changing stuff until it settles down. But I'mall 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 isscary for them and they'll be you know. That creates opportunity for entrepreneurs. I'msurprise 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 beenincredibly successful, being a trillion dollar company with digital, who's deciding to dosomething 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 meis I would bet that somewhere in their equation is you'll be able to buysomething 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 morningin the Syre in the afternoon. So I I I can't count themout on anything, though I think they're probably going to ultimately get into healthcarein some fashion. Oh, they are already are right. So, yeah, I mean any levels. HMM. Yeah, so I think, youknow, it's players like Google and apple and Amazon that are going to helpfacilitate or forge more of the acceleration and of rethinking and reimagining healthcare with thosetypes of companies getting into the mix. You know, at the same timeas those companies get so Gargantulan, there's always a counter movement and that isgoing 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 andso I do think that is the pendulum swingings over there. There's always somethingover here or you can find that's probably facetoface personal smaller. So I youknow, it's just it's just I guess it's the benefit of having lived througha couple of pendulostlings. I always see the counter movement start. Right soonas you think it's maximum digital something else happens. Yeah, exactly. Allof a sudden high touch is going to be in. That's we're counting them. Yeah, YEP, exactly. Well, Martin, thank you so much foryour time today. How do folks get a hold of you if theywant to reach out to you after the show? Yeah, I'm all oversocial media and I encourage contact. I love Linkedin connections from people who areinterested. 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 findme pretty easily. Awesome. Great for your brand. My brothers, ifyou'll find me, yeah, just Google me. Awesome. Thank you somuch. Thanks, Dr Roxley. This is fun. You're great. Reallyappreciate it. Thank you so much for listening. I know you're busy workingto 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 theshow on your favorite podcast APP like apple podcast, spotify and stitcher. Thankyou 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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