"I'll Always Be a Trainer First."
Personal Trainer &
About this episode [listen below]
This week we had the pleasure of interviewing training powerhouse, Danny Kennedy! Dan is a Personal Trainer, Strength & Conditioning Coach, Businessman and podcast host of the chart-topping "The Fitness and Lifestyle Podcast". His approach to business and life is simple - be consistent.
"Even though I do a lot of the business side stuff and I really enjoy it, my main priority has always been the best trainer that I can be because that's why I started. And that's my goal, to be able to impact people."
- Danny Kennedy
"A saying that I like to say a lot is that “Flexibility is the key to sustainability.” If it's not flexible and it's not sustainable, then don't expect it to work for a long period of time.
- Danny Kennedy
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GUESTS ON THIS EPISODE
Danny Kennedy is a certified Personal Trainer and Strength and Conditioning Coach. With a online business that offers Online Coaching and Macro Nutritional Programs, Dan favours a flexible approach to dieting that ensures sustainability. The host of chart topping podcast, The Fitness and Lifestyle Podcast, Dan offers a wealth of knowledge on fitness, health and business.
For people that are kind of contemplating or procrastinating about whether they should start something, there will never be a perfect time to start anything and it's never gonna be perfect at the start. But if I had waited until I thought it was perfect, I might not have even started yet.
- Danny Kennedy
Dan: [00:00:00] I think a lot of people now in the health and fitness industry are salesmen or marketer before they've even nailed their actual niche. One thing I'll mention is that I'll always be a trainer first.
Kareena: [00:00:12] Today we'll be interviewing renowned personal trainer Dan Kennedy about his burgeoning DJK fitness empire. As we get into the business end of being an influencer.
Kareena: [00:00:31] Hey there Loopers welcome to another episode of In The Loop. Today we have Dan Kennedy with us.
Kareena: [00:00:37] Thanks for having me guys, I appreciate being here.
Kareena: [00:00:39] As we mentioned Dan is a personal trainer to some incredibly high profile figures from sportsmen to businessmen. He has his own online coaching business and a chart-topping podcast in the fitness and lifestyle podcast. We get to chat about all of this in this episode of In the Loop and we're super excited to share it with you. So, to kick us off we Dan to share just how he got his start in the world of fitness.
Kareena: [00:01:00] Why don't you tell me where you started Dan, how did you first get into fitness.
Dan: [00:01:04] Yeah, so we were chatting about it before. Like I was I was playing basketball. I grew up in Horsham and then while in Year 12 I did my personal training qualification separate to school. I'm not sure why I just did it. And then I moved to Melbourne for basketball for two years and then had surgery on my ankle and didn't go back to it. So, it was kind of a good pathway to then move into personal training which I was really, really interested in fitness and strength training while I was playing basketball. Probably by the time I got towards the end of when I finished up basketball I was liking the gym side of things probably more than basketball. Maybe is because I'd done so much of basketball that I'd just found the other side like the fitness side a bit more enjoyable. And because I was very, very skinny when I first started, still feel like I am now, but I was the same height that I am now and about 20 kilos less. So, once I started to learn a lot more and the results start to show it was kind of obvious that what I was doing was working. I had started physique competing which at the time was like random as.
Kareena: [00:02:04] Really?
Dan: [00:02:05] Yeah. None of my friends or anything like that had ever done anything like it. I wasn't really associated with anyone who was doing it. But it was something that one day I would have liked to have done. And then the ankle thing kind of just was a perfect opportunity. I was extremely bored because I couldn't really do anything basketball related.
Dan: [00:02:24] So I put my focus and energy into that and then that obviously not only generated more interest around what I was doing but gave me heaps of content and kind of a way of showing that the way I approached things was working.
Kareena: [00:02:37] Having acquired his personal training qualifications Dan set out to begin training others. Having built an incredible clientele over the years with athletes such as Michael Klim, DJ Will Sparks and influencers Laura Henshaw and Stephanie Clare-Smith making the list. Dan's humble beginnings were much like everyone else's.
Dan: [00:02:56] So, I started personal training in 2014 and was doing that for 12 months and I think some point in that first year I started writing some nutrition stuff and training programs for some friends that wanted to see some results. Because by that point I'd done a lot of trial and error and done a lot of kind of my own research and started to say some pretty good results in terms of strength. And yeah, I don't know, from there obviously very passionate about what I do so I just put in as much work as I could and still am obviously, so the personal training side of things picked up a lot. I'd started to get some really good clients and clients that I was really interested in working with.
Kareena: [00:03:34] Dan's flexible approach to nutrition and training is a contributing factor to his success. His ability to break down complex theories and enable people to simply integrate these practices into their daily lives is the reason Dan is now so highly sought after. We ask Dan to give us a bit more insight into his methods.
Dan: [00:03:52] By being able to document how I would go from kind of like looking average to then getting on stage and doing it all in a way that's relatively flexible and something that anyone can follow, think has been like one of the things which is helped me grow my business and grow my clientele a lot more because people see it as something that they can do as well. It's not like you follow people who look amazing but they preach hardcore approaches to training nutrition and not everyone can relate to that.
Kareena: [00:04:18] And not everyone has the time or the means to be able to follow those kinds of programs.
Dan: [00:04:20] Yeah exactly right. So, I just kind of try and use my content to show that anyone can do it. Literally, anyone can do it. Regardless of whether you are willing to go completely hardcore or whether you're just training a few times a week and enjoy a glass of wine with dinner or whatever it may be. I just wanted to kind of show that it is a lot easier than what people think it is because it's so saturated in the information side of things with training and nutrition. I just wanted to try and make it a lot more simple which is still what I do now. I try to make everything as simple as possible in a way that is relatable to more people. I also tried to show that like the principles that I was using for me to get on stage or for say an AFL footballer that I might be training or anyone, is the same principles that I would give to my grandma, or mum, my dad or someone who just comes to gym a few times per week. It's all the same principles regardless.
Kareena: [00:05:07] So break it down for us. What are a few of those principles? Obviously keeping it simple is one.
Dan: [00:05:12] Keeping it simple. In terms of nutrition knowing your numbers is extremely important. So, kind of when I first explain to people it almost seems the opposite of what I'm trying to say or like it seems really difficult. But once you can understand that the nutrition side of things is literally like running a business or driving a car. Running a business, you always know your numbers and if something's not working you're going to be able to look through those numbers and figure out what it is that's not working and make a change.
Kareena: [00:05:36] That's a very fair point.
Dan: [00:05:36] In a car you have fuel, you have a fuel gauge, you have your speedo, you know how fast you're going, you know how much fuel you've got left, so you know if you're speeding or you know if you're nearly out. So, with nutrition, eating clean or eating healthy just doesn't really cut it. Because if you don't know how much you're taking in or you don't know why something's working or why it isn't working then it's just a guessing game. So, for me like I like to take the guesswork out of it and you know for me that's using flexible dieting. So, tracking macros and keeping food choices really flexible and trying to get people off following a meal plan or following something that's given to you that a trainer might give to someone else. It's exactly the same type of thing. Everyone is different. If I can teach you how to eat in a way that you enjoy that we know is going to get results and we know that you're going to stick to. Then for me, I think like, that's a no-brainer.
Kareena: [00:06:26] Yeah, that sounds fantastic.
Dan: [00:06:26] And if it doesn't work we can say why it doesn't work. If it does there's no need to change. So, it takes a guesswork out of it. And as I said it's just an approach that everyone can find something they can fire for the rest of your life. Because if it's something you can only follow for four to six weeks.
Kareena: [00:06:40] Like those challenges that exist that are everywhere in the market.
Dan: [00:06:43] Yeah, to me there's no point doing it if you know you're not going to be I'd do it for the rest of your life.
Kareena: [00:06:47] It's about forming the right habits.
Dan: [00:06:49] Yeah, exactly right. You know following a challenge for four weeks, six weeks, eight weeks whatever and just following a plan that you've been given is all well and good if you want short-term results. But once the challenge is over 90 percent of the people in it have no idea what to do next or what was working while they were doing it.
Dan: [00:07:06] Yeah, you know what I mean. You're really left in no better position than when you started.
Kareena: [00:07:11] That's really interesting.
Dan: [00:07:11] So that's kind of my approach especially with nutrition anyway. And with training I think the fundamentals will always work. There's a reason why like you know certain aspects or certain methods of training are still around now - because they work and they always will. So, I just try and stay away from any of the quick fix type stuff. I can learn and teach the fundamentals well in a way that's understandable for people and in a way that's enjoyable. I guess, a saying that I like to say a lot is that “flexibility is the key to sustainability.”
Kareena: [00:07:43] I like that one a lot.
Dan: [00:07:43] If it's not flexible and it's not sustainable then don't expect it to work for a long period of time.
Kareena: [00:07:49] Having watched his online business with a suite of products including training and nutrition programs and online coaching. Dan has found a way to increase his reach and help more people than he ever could before.
Dan: [00:08:00] Then that led me down the path of the online stuff which as I said started as just helping out a few friends and it got to the point where I was like I'll add this as something on the side to make a little bit of extra money and I saw it as an opportunity to have more reach because obviously as a personal trainer you've only got so many hours in the day.
Kareena: [00:08:16] Well it's that time for money kind of tradeoff every time.
Dan: [00:08:18] It is yeah. And you know I was following people who had a large audience and they were having an impact on a lot of people and I wanted to be able to have more of an impact. So, the online side of things was that pathway for me.
Kareena: [00:08:30] Tell us a bit more about the online coaching. Firstly, how did you set it up? For people out there that are wanting to start building their own online businesses in the first place, what's the first thing they should do?
Dan: [00:08:39] Look I've done a number of different things and I'd definitely, probably haven't done it the right way. I just did whatever I thought was good at the time and I definitely adapted massively over time. But so, I guess how I started it was literally like I would send out a questionnaire to a client, that would come back to me and I'd write up their custom program for training and nutrition. And it's still very much that way now but I've tried to simplify things a lot. So, I guess for me which is going to be different to other people. I've always kept things extremely customized. Which in the end the day is not the best way to scale a business I guess because it's a lot harder and it takes more time.
Kareena: [00:09:13] This is true. To scale a highly-customized program you need people. People cost a lot of money as Dan goes on to explain. But the continuing customization that he offers isn't just a service, it has become part of his brand.
Dan: [00:09:27] For my brand and my business and what I preach it's what I'm about. So, I'd prefer to take that time and not go for the quick sell or try to make money in one kind of lump sum when in time the way it is what I'm preaching is not that. One thing I'll mention is that I'll always be a trainer first. I think a lot of people now in the health and fitness industry are salesmen or marketer before they're even nailed their actual niche. You know like for me, even though I do a lot of the business side stuff and I really enjoy it, my main priority has always been the best trainer that I can be because that's why I started. And that's my goal is to be able to impact people.
Kareena: [00:10:05] Dan has also recently launched a coaching group to be able to better service his clients. Having grappled with the constant time constraints of running his own business he took action to find a solution that helped him find balance between both work and play.
Dan: [00:10:19] The moment I'm running a coaching group. About 12 months ago while I was in the States last year actually I had this moment where I was trying to basically make everything way too technical. I had a website that was running a program through all this different stuff and I wasn't able to put enough energy into one thing. And I was also spending too much time thinking about how everything works which took away from me actually coaching. But now it's just a coaching group which is literally run through a Facebook group. They sign up through my website obviously, which is where I keep all my content and like the signups to my program. My one-on-one coaching which is through the website as well which is then obviously you just completely customize, which the coaching group is what is as well, that's just a bit more affordable and it's in a group setting. So, if you've got a question you would post it in the group and everyone else can benefit from it instead of contacting me directly. I would reply to it but I just got to the point where the online client side of things I was getting like phone calls, messages and e-mails constantly which was just taking away from me training at the gym or even his social life and outside of work. So now I just simplified things with the coaching group and in person training obviously and then also doing the online coaching with the girls from Keep It Cleaner as well.
Kareena: [00:11:30] Keep It Cleaner is an online platform that offers workouts and meal plans to a community of health and wellness lovers. Created by social media influencers Stephanie Clare-Smith and Laura Henshaw. The platform has thousands of members spanning over 24 countries. A highly successful program by any means. Dan has worked with these lovely ladies to create some kickass workouts. So, we let Dan tell us how he got involved with the girls from Keep It Cleaner.
Dan: [00:11:55] Even with the Keep It Cleaner and stuff like I was actually training Laura's boyfriend. I trained him a couple of times like he came in with Michael Klim who I've trained for a few years now and I actually reached out to him to get him to give me a hand with my Instagram. Laura's boyfriend he runs the Tailored Man. And at that meeting he's like Laura wants to come and train with you. So, she came in and then I trained her for a while and then they started the program and now I'm the trainer of it.
Dan: [00:12:22] So like just little things like that you wouldn't expect at the time to open up massive doors and it's been an awesome experience and that has kind of been another stepping block in me being able now to help more people. So yeah, it's been a great opportunity with the girls. It's great fun and awesome program. They've got an amazing following obviously.
Kareena: [00:12:41] They do.
Dan: [00:12:42] And with that following gives us the opportunity to be able to help many more people. So, like I said my initial goal of helping as many people as I can this gives me a good opportunity to do that. Awesome opportunity to do that. Which then also can then help bring more people to hear the podcast or on the email list so they're getting content that way.
Kareena: [00:13:01] Everything goes into it.
Kareena: [00:13:05] Dan's goal to help as many people as he can has also led him to the global platform Instagram. The channel allows him to share all his knowledge and skills to better his community and leave them with useful tips, tricks and inspiration to take better care of their health.
Dan: [00:13:21] I kind of started my Instagram I think at the start of 2014. A fitness one which was separate to my personal account and it started posting stuff about training and people kind of caught on to it I guess. It definitely didn't have that big of a following but I just started to get questions.
Dan: [00:13:35] The Instagram has been a big one for me especially in the past 6 to 12 months. Like I said I was doing it for a long time with not much return to be honest but I was just consistent with it and even now I don't necessarily see it as like it's definitely not huge but it's at the point now where it's bringing in like leads and business and it's having an impact which is what I wanted.
Kareena: [00:13:55] Having an impact is what Dan is working towards which is being achieved from setting micro goals for the content that he shares.
Dan: [00:14:03] My approach has been the same the whole time. Everything that I post on my social media or try to at least, I wanted to be able to help at least one person. And I want it to be relatable and something that people can then take some action from. So like you said it could just be posting pictures of yourself looking amazing 24/7 to get a massive following but not helping anyone it's not going to grow your business or show you what you're about.
Kareena: [00:14:28] Numbers aren't everything. While Dan evaluates each opportunity by assessing how many people it will help, it also has to align with his brand. So, hear how Dan continues to cultivate his brand values with everything that he does.
Kareena: [00:14:41] Is that how you make decisions about your business? Like in what direction you're wanting to take it based on how many people you can help?
Dan: [00:14:47] Definitely. And also like what it's going to portray me and my business as.
Kareena: [00:14:50] So your brand is a big consideration?
Dan: [00:14:52] Yeah massively. Like I'll give you an example. So, like you said I'd definitely don't see my Instagram that big at all really. But like now that the following is going up a little bit. If I had someone come to me and say we're going to send you this product can you post it for us or like we'll pay you to put up this post. If it's a brand or a product I don't use or I wouldn't ask a client to use or I wouldn't use it myself, again I'm not going to post about it, regardless of whether I'm getting paid to do it because the people that do follow me know what I'm about because I'm just consistently pumping out the same messages. So, it's going to be so obvious if I'm posting something about.
Kareena: [00:15:28] Like a couch.
Dan: [00:15:32] Something that's not aligned with what I would usually talk about. It's obvious so I'm not willing to do that just for a quick buck or a free product or something that I'm not going to use anyway.
Kareena: [00:15:41] Yeah. Well as you said, everything that you do is for that long-term goal and that would potentially lose you followers at the same time.
Dan: [00:15:48] Definitely right. And like you said it's obvious. And like I see it as well with other people on social media. It's when you see them put up a post and straight away you can tell that it's just like a paid past and it pops up once and you won't see it again and for a brand to pay someone to post something about their product, to me it makes no sense even if someone's got a huge following. If I'm following this person and they've got a massive following and I post something that's not aligned with anything I do I'm still not going to buy this because I follow them. Whereas if I was following them for a reason and that product was something to do with that reason, I'm obviously going be a lot more likely to purchase it.
Kareena: [00:16:23] Well you trust them then.
Kareena: [00:16:24] Yeah there's trust there.
Dan: [00:16:25] Yes. Yeah, that's basically what my approach is with it.
Kareena: [00:16:32] Content that adds value builds trust. But there's also another important factor that Dan has mentioned a few times now: consistency. Founder of LinkedIn, Reid Hoffman is quoted as saying trust equals consistency over time. And Dan is focused on a long-term strategy to develop that trust with his community.
Kareena: [00:16:54] So with your Instagram specifically. As you said in the last 6 to 12 months you've been taking it in a different direction strategically. what Have you been doing differently?
Dan: [00:17:03] One big thing actually has been pumping out a lot of Instagram stories which I've found just massive. The post side of things I think is still obviously great and it's a good opportunity there to get whatever content or whatever caption is out to your followers. But as you would know the Instagram algorithms and stuff like that are shocking.
Kareena: [00:17:24] Yeah, constantly changing.
Dan: [00:17:25] So unpredictable. So, like who knows how many people are actually saying that post. Whereas, my stories, my engagement on stories and the amount of people seeing it is way bigger than who is seeing my past. And I think it's just it's a lot more personal as well. So, if you've got someone that's famous and they're posting Instagram stories, talking to the camera, showing you what they do from their day-to-day life, you don't get that access anywhere else. Even if it's like a video or something online or done by like a film crew, it's still polished and edited and it's not the same. So, for me I'm able to talk to the camera or whatever and make a bit more personal. But also, you know something I've been doing a lot lately is posting a heap of videos from my sessions with clients and putting things in those videos that you could then watch to then improve that lift for example. So, it might be like a deadlift and in that Instagram story there might be little captions about the technique that you should be focusing on. So, you can see that and then go and do it yourself.
Kareena: [00:18:20] Dan is a personal trainer and like others in his position, he is his business. We asked Dan about finding that delicate balance between posting content about himself and sharing content of his clients, all in the one channel.
Kareena: [00:18:36] Do you find that the difference between when you post about your clients versus when people see you physically doing the things.
Dan: [00:18:43] I guess so.
Kareena: [00:18:44] What do you find works better?
Dan: [00:18:45] It's hard to say, like as weird as it sounds, I never thought I'd be saying this, but some people as it is follow me because like I motivate them. What I do or what I look like or whatever motivates them. Which I still find weird. But for them if I'm posting something about myself and that might be what motivates them, whereas others if they're seeing post about my clients or if I'm training a client who has a relatively high profile or whatever and they see stories about them, for them that's going to be more engaging. So, stories have been massive. The page, I haven't really been too strategic about my actual posts because like I said I've just tried to stay true to what I did all along. I think in a way that's why it's taken a lot longer to grow. But the fact that it has grown to where it is now, If I completely changed what I'm posting about and how I set up my page, then those people that have started to follow like they've followed for a reason. So, I'm going to stick with that. And then I guess the other thing with Instagram is I've started to put more time into IGTV.
Kareena: [00:19:43] With some influencers shying away from Instagram TV, others like Dan have completely embraced this new feature. Continuing to post valuable content you can find a suite of exercise and nutrition tips, client workout videos, daily blogs and even Q&A's from the man himself. So why IGTV and not YouTube. Listen to why Dan has gone all in on this video medium.
Dan: [00:20:06] I was doing YouTube for a fair while, relatively consistently and was getting pretty much no traction to be honest. I just found it really hard to get any real traction at all and the amount of time and effort that you're putting into the videos wasn't worth the reward. So, every now and then now I still upload videos to YouTube but I'm basically taking the approach I was using with that and taking it to IGTV. And I think, we were talking about podcasts before, how they're just starting to get to a point now where it's popular. I think, not that I'm really anyone that would know this, but like it seems to me that the IGTV is almost like what YouTube was when it first started or even podcasting a couple of years ago. Like its early stages now. So, if I'm putting in time with that and it's all in one spot like your Instagram stories you post and IGTV and you don't have to leave the platform. So, like if I can watch a video on IGTV, the same video that I would have to go to YouTube to watch or to Facebook to watch it I'm going to be more likely to stay on Instagram.
Kareena: [00:21:04] So social media is one part of the marketing mix but Dan has taken it a step further and developed an integrated marketing strategy. He leverages all his owned channels that is social media, his website and email list to keep in touch with his clients and prospective customers. It's all these customer touch points that allow him to consistently engage his community and build trust.
Dan: [00:21:28] I guess I've used the social media side of things with mainly Instagram, daily emails so my email list and the video side of things with YouTube and now podcasting to basically to share content that's going to help people. And that's basically been my business model. I've played around with Facebook ads and all that type of stuff. Did have someone help me with some SEO stuff for a while and he was good in terms of just helping me understand things like email lists. He was kind of like the first person to really get me to focus on building a mailing list. At the moment I've kind of got to the point where I'm like if I'm putting out valuable content that's helping people consistently, which is one thing I'm massive on is to stay consistent, then over time if you're constantly seeing my content and it's helping you, might be once a week, it might be every day, might be once a year, when you decide to get someone to help you with nutrition or get a PT or just ask for advice, I'm probably gonna be likely the first person you think of. Whereas if you see a Facebook ad from me and you've never seen me before and it's asking you to buy my 8-week program, even if I've got a picture on there that looks good or a before and after that looks really good like there's no real trust or relationship between us. So, I've just used that content to slowly build up my business and it has been slow. It's been very slow. But I've kind of its embraced the whole take my time with it. Because it is a long-term thing like I'm still young and I plan on doing this for a long time. So, I don't want to make like a desperate move just to try to make a quick sale or whatever if that's not what I want in the long term.
Kareena: [00:22:58] Dan has a highly successful podcast named the Fitness and Lifestyle Podcast that topped the podcast charts in October this year. That's no small feat considering there are over 525,000 active shows and 18,500,000 episodes available to choose from globally. Dan has consistently released one new episode every week since he started back in 2016. Listen as we learn more about Dan's podcast journey.
Kareena: [00:23:26] For those of our listeners unfamiliar with your podcast, what is the premise behind it?
Dan: [00:23:30] So it's called Fitness and Lifestyle Podcast. And I wanted to basically make it that. So, I wanted to have on one hand you know very specific nutrition, training, supplementation type topics but I also wanted it to be relatively broad in terms of being able to help more people not just with fitness. So, in business, in how people have become successful, in other stuff like I've interviewed business owners of extremely successful businesses, obviously, people that are right in the fitness industry that are trainers or athletes and stuff like that so it is pretty broad. I guess I've kind of narrowed it down as a little bit. Now I don't do as much of the random business stuff. Everything has kind of a point to do and is kind of brought back to the fitness side of things. But it was funny like I was lucky enough to start training and meet Tim Reid. I don't know if you listen to the Small Business Big Marketing podcast.
Kareena: [00:24:22] I haven't.
Dan: [00:24:23] You should definitely check it out. It's been basically like the number one business podcast in Australia for a few years now. He's had some ridiculous guests, he's an awesome speaker. He does public speaking and everything. I reached out to him to see if he wanted to do some training in return for helping me out with my podcast. A few months later we tee'd it up and he ripped it to shreds. Seriously, ripped it to shreds. It was good though because it was like that's what I wanted out of it. And one of the first things he actually said was that I needed to niche down to one kind of topic whether it be fat loss, whether it be muscle building, you know what I mean.
Kareena: [00:24:57] Yeah, get really specific.
Dan: [00:24:59] And everything else he told me I was like yep, yep, yep and took that all on board and that one thing for whatever reason I didn't take it on board. And tried to do it for a couple of weeks and wasn't a fan because the reason I started it was to be able to keep it broad, and have an episode this week that love and have an episode next week that you may not enjoy as much but someone else really enjoys it. And it also gives me an opportunity to open up my network to more people. So, I really haven't taken his advice on that aspect, took it on everything else but I've kept it how I've started it because that's what I was enjoying doing. And so yeah that's what it's about. Anyone who's interested in I guess kind of business, fitness and just hearing how people have become successful is what I like to keep the show about.
Kareena: [00:25:44] Having started almost three years ago now. We asked Dan what prompted him to begin this channel given that it wasn't very popular at that time.
Dan: [00:25:52] So with your podcast, the Fitness and Lifestyle Podcast, as you said you started this back in 2016. Which is, as we were saying, it wasn't very popular medium to use back then. We use it a lot more now, but why did you start a podcast?
Dan: [00:26:06] To be honest, I'm not even sure. Trying to think you are used to listen to because there's obviously a core group of podcasters that I still listen to everyday now and it's a very wide range of topics for me. Like there's a few health and fitness ones that are kind of like evidence based stuff that I love listening to. Some people like Gary Vee and some other entrepreneurs that's more business related which I find enjoyable. I'm trying to think whether Gary Vee had started his because it wouldn't surprise me if I'd started after listening of something of his. Lewis Howes was definitely one of the first podcasts that I was getting around that I really enjoyed early on. Which pretty much every time I'm in the car now I'm listening to a podcast or an audio book.
Dan: [00:26:49] Yeah to answer your question again I'm not too sure like what I actually started for but I had a thought about doing it for probably about three or four months and I'd written down everything in the notes on my phone. Might even still have it. The name of the show, who I wanted to get on the show, what is was going to be about. All this stuff but just did nothing with it. It just got to a point where I'd actually either listen to a podcast or read a book. Basically, saying take action now. It was Grant Cardone. He was basically saying you need to take more action and whatever it was, it was in the morning and that day I literally went down to JB Hi-Fi and bought a microphone, looked up a blog on Google about how to start a podcast, it was like an awesome blog and just followed the steps and sent my podcasts off to be verified that night by iTunes. I think there's is less than a week later it was good to go and recorded the first episode. It was horrible, I hate listening to it. The first probably ten were absolutely shocking but I just started it. And I talk about that a fair bit now. I've talked about it in the podcast, on my email list and just people in general that are kind of contemplating or procrastinating about whether they should start something. There will never be a perfect time to start anything and it's never gonna be perfect at the start. But if I had waited until I thought it was perfect I might not have even started yet. But instead, I'm two and a half years in. Met some amazing people. Some really cool opportunities. Again, working towards that goal and now I have that impact on more people. You know getting emails and stuff like that each day from people that listen to the show which is crazy. So, I'm very glad I did it.
Kareena: [00:28:23] Dan has had the pleasure of interviewing a number of high profile guests. From Olympic medalists, celebrity trainers and CEO's of leading companies in the health and fitness industries. So, we were curious, just how did he go about getting these amazing individuals onto his show.
Kareena: [00:28:40] So, obviously, you're about 130-140 episodes in now over the two and a half years. That's a lot of episodes to be doing. And you've had some great guests.
Dan: [00:28:49] Yeah, I'm very lucky.
Kareena: [00:28:49] How do you go approaching people to come on. Obviously, Tim Reid you said you gave him some personal training. How do you go about getting others on?
Dan: [00:28:56] Yeah, it's funny I've been talking to one of my clients. She's about to or she's just launching her business at the moment. It's an awesome product and it's going to do extremely well, but she's very hesitant to ask people for not favours but ask people for opportunities or reach out to people. This is like literally half the reason why I'm doing half the stuff I'm doing now in terms of business and the opportunities I've been able to have is because I've just kind of literally just asked. Reached out. So, whether it be Instagram through a direct message, whether it be an email, whether it be in person, whether it be through someone else. I've just asked without kind of the fear of rejection. Cause I really couldn't care less whether if they say no like that's the worst thing that can happen, is someone can say no. And that has made such a difference and you know so many opportunities have come just because of me asking. Like with Tim, obviously reached out, with someone like a good friend of mine now Mitch Orval, we'd never met. I actually was tagged in one of his posts. He was asking for help with nutrition. I reached out to him and said I’d love to help him. Didn’t ask for anything in return. Didn’t ask him to put up a post or anything like that. I just wanted to help him. And he actually said, I’m happy to put up a post. And I said to him, “If you see results and you’re happy to do it and you want to do it, do it. If not, then I don’t want anything, I just want to be able to help you.” And now we’re extremely good friends.
Dan: [00:29:55] To be honest like how I get some of these guests is just ask. And there's so many that have not replied, said no or whatever. But then you might get one in five or one in ten that says yes. That then opens up more doors. And I guess the other part of that is just being persistent with it. So, someone like Tim again, to use him as an example. I reached out to him via email. He emailed back maybe two months later. We went back and forth for literally three or four months before that first session started and there was like two or three follow up e-mails and there was like a call. Just persistent with basically getting back to him. And there's been another guest, Gary Vee's old trainer Mike Vacanti I'll. So, I reached out to him. He was like maybe in the first year I started podcast and he was like look I'm flat out, get back to me in six months’ time or whatever because things would have calmed down then. So, six months’ time, got back to him again, we did the podcast. We've since hung out in New York. Like we stay in touch regularly. And yeah, so it's crazy how many opportunities can come from just asking and not being afraid of someone saying no. That is the worst that can happen, someone say no.
Kareena: [00:31:04] And really that's not so bad.
Dan: [00:31:05] The best thing that can happen is who knows. Like it's endless what opportunities could come out of it.
Kareena: [00:31:11] What people may not realize before embarking on the podcasting journey. Something that only we ourselves discovered during the creation of our own show In the Loop, is the number of opportunities that become available to you simply by having this channel. We asked Dan to share a few of the lesser known perks that he's received from his time doing the show.
Dan: [00:31:31] Well what other opportunities do you find have come out of having the podcast specifically.
Dan: [00:31:35] Heaps to be honest. Like I said it's pretty awesome now to get emails or direct message on Instagram from people that listen to an episode. It may have been like an episode I did two years ago or I might have been the most recent episode. It's help someone or like they've listened to it and then I'll get an email saying I'm like 3 quarters of the way through all your episodes and I heard the first one like a week ago or something like that which is which is really cool. Now getting a lot more leads for new clients and whether it be in person or online through the podcast. And a lot of the time it's people that have listened for a while. Like I said before it's that trust that you build up over time. What else from the podcast. Like just networking. We were talking about it before. A lot of these people that I have done interviews with there's no chance I would have met them if I had just sent them a DM and said, "hey can we hang out." You know what I mean. The fact that I able to have something that will benefit them. And when I do a podcast with someone that might have a higher profile, I'll never, like obviously the favor of them doing a podcast is huge, I never ask for them to post anything about the podcast or anything like that. And I'll always finish the email off or the DM off with like if there's anything I can do to help you let me know or if it's someone that I think would like some training or help with food or whatever it is, if there's anything that I think I can help them with I’ll offer it to them. So, then they're getting value out of it as well.
Kareena: [00:32:56] It's that reciprocation as well that helps that relationship.
Dan: [00:32:58] Exactly right. There's actually a guy that I met when I was over in L.A. who I met through Tim, there's another opportunity that came out of that, named Steve Sims. And he runs like the world's most successful concierge business for extremely wealthy people. Some of his stories insane. So, the business is called Bluefish and he's got a book an audiobook called "Bluefishing". I recommend everyone go and listen to it and the whole book is about how to build relationships with people that you want to build relationships with. And a lot of it actually talks about what we just spoke about. Always being able to offer value to the person that you want value from. So, if you're going out to someone is asking them for a heap of value but offering nothing in return, why would they. You might get the random person that is really nice and feels good on the day and says yes. But if you can offer something in return that they feel like they are getting more out of the relationship, it's a lot more likely. So, I guess that's just the approach I use. It does help now being able to show some of the episodes that I've done with other people. Over time it just starts to build up a bit.
Kareena: [00:34:04] Well you've got a huge repertoire of people that you've spoken with.
Dan: [00:34:07] Yeah it is crazy like some of the episodes still can't believe I've done. Get super nervous about it and it's hard to listen back to what I talked about in the episodes. Yeah, it is very cool.
Kareena: [00:34:22] You been persuaded to start that podcast yet? The one that you've been thinking about forever. Well before we get too caught up in all the glitz and glamour of it, there's the other very real side to starting your podcast. It's a channel that needs the same commitment that any other venture takes. That patience and a lot of learnings along the way to make it great. Dan shares some of the challenges that he encountered throughout his time with the Fitness and Lifestyle Podcast. What have you found the challenges then with running a podcast. Because I know there's a lot of people probably looking at that type of thing now for their business.
Dan: [00:34:54] Similar to the Instagram. Like the first 12 months was very stagnant. I was getting X amount of downloads which wasn't huge but I knew that podcasting was quite small back then. So, I thought maybe this is just how it is for now. But it was very plateaued for about 12 months. So, it's easy to look at that and go like, why am I still doing this, why am I put in the effort if it's not growing. But the consistency over time then got to a point where it kind of cracked. It rolled over and then it started to build a lot more. So that's one of the difficulties is actually the weeks where you just think there's no point doing it. It's just sticking it out knowing that consistency will pay off eventually. And the other thing is actually is the time getting it done. Like we said before, I'm doing everything and there's a fair bit going on at the moment which is awesome and I wouldn't have it any other way. But, for example, yesterday like when I was away in L.A. The purpose of the trip was to get good content and have more time to do it because I was in the gym. So, I had a lot of episodes lined up and all that stuff which is awesome. But once I'm back into a normal routine like working in the gym from first thing in the morning to the end of the day, trying to catch up with people, spend time with my girlfriend, or that type of stuff, there's not much time left over. So, like yesterday I had 45 minutes in the morning to record and publish the episode because I upload an episode every Tuesday so that had to be one take, make sure you edit it quickly and put it up. That gets a little bit hard sometimes if you're not prepared ahead of time or if it is run out of time or a guest falls through or whatever. That's the other thing. But I think if you're interested in starting a podcasts and I think now it is getting popular and there is a heap of value in it. People often think that what they have to say or what their niche is, like there's a niche for everything. If you want to start a podcast just do it. And most likely the first few episodes, first 10, maybe even the first 50 episodes, will suck.
Kareena: [00:35:44] But you learn.
Dan: [00:35:45] You’ve got to do that because the episodes that suck are the ones where you actually get better. Like you can't expect to start something and be amazing at it straight away. So even now there's a lot of episodes I'll finish up and I'll be like f*ck. I'll finish up an episode and be like that was horrible. Whereas other episodes flow really well. Or feedback I'll get on good or bad episodes I can then use for other ones. So, if you want to do it then just start it because you'll be so stoked that you did it. It's got to be consistent with it. Consistency is literally the biggest part. Because if you're putting out an episode once every month or you know putting out 2 this week and then not put out an episode for a few weeks. It's not going to work. Like I've put out one a week for whatever 130-140 episodes. So, there was plenty of weeks where I just couldn't be bothered or didn't really see any value in putting them up. I was putting a lot of time into getting them out with no return.
Kareena: [00:36:39] They do take a lot of time.
Dan: [00:36:41] Yeah, like now if someone listens to the show instead of me having ten episodes in two and half years there's 140. So, they can go back and listen to more content. They're going to be more likely to subscribe now. There's an episode for everyone.
Kareena: [00:36:42] Thank you very much for coming in Dan I really appreciate it. And for our Loopers that brings us to the end of our episode this week. Thank you for joining us. I know I learnt so much during that interview but the key take away from that is consistency. Be consistent and you build trust. Build a brand and you'll build a business. So, thank you very much for Dan Kennedy for joining us on the Loop App Couch. If you would like to continue following Dan and learning more about what he has to offer you'll be able to find all the links to his website and social media channels. in our show notes. So as always Loopers we welcome your feedback. So, don't forget to leave a review and let us know what you thought of this last episode. We'll be back again next week to chat more about the business end of being an influencer on another episode of In the Loop. Catch you then!