How Brittany McCrystal Lost 25kg, Went Viral, and Built a Global Coaching Business.

the Tik Tok algorithm let's talk about it you see I love that and I want people to hear that a lot you can just post a 5sec video and it will go viral every industry's got people to follow [ __ ] in it there's always going to be a coach that's better suited for somebody oh wait so that's the guy that got you in online coaching and it was honestly like The Hunger Games they call everybody it's not really actually when people think about it I've actually not found home yet I know for sure that it's not New Zealand as someone who's currently on their own weight loss Journey talking to today's guest Britney mccristal who lost 20 kgs I think maybe even 25 kgs by the

end of it was so inspiring to hear how she did it and the way that she was able to utilize um still eating great food she didn't cut out carbs that's her whole thing she lived a life that was still enjoyable and she's been able to use that lifestyle to then build a career which has allowed her to live globally as a nomadic Creator influencer just living the dream anyway listen today's episode to see how she was able to take what was once a negative into a massive positive in her life welcome welcome to the podcast hi great to have you here why don't you quickly introduce yourself and we'll get going yeah sure so I Am Britney mccristal I am the head coach behind

bitfi coaching and the soon to be podcast host of hot girls eat carbs I love that hot girls eat cars that's the best I love that that's so good that's a great title um okay so as I said to you off camera I want to get back to before this weight loss Journey that everyone knows you for um like where did this content creation Creator whatever World start when did you start thinking about that where did it begin like give me that story so it actually started when I was 18 okay so I went to school and I didn't know what I wanted to do and I always knew that I was a creative like I I loved creating things I loved that aspect but

I was like what do I want to do because I I just felt like I wasn't smart enough to go and do like the classic career of like I don't know like journaling or anything along those lines and my parents were like you don't have to go to UNI and I was I think probably the only one that didn't go to UNI from my school oh really yeah I think all there must have been like three of us I went to SAR so F yeah everyone was like it's University your school must have hated you for going to UNI and I was like I'm a failure and I remember my parents were like don't worry about it my mom one day was reading the newspaper

and she was like I saw that the times newspapers are looking for staff why don't you just apply and just see what happens and I remember sitting there crying I was like no I don't want to do that I'm such a failure I don't want to go and work full-time 18 where everyone else is going to UNI and then I went to the job interview I ended up getting the job and I started working full-time at 18 and it kind of put me in this position where it's like I was going out and selling ads in the newspaper to business owners and they were coming to a meeting and then they were seeing this little 18-year-old being like what are you doing like you're meeting

with an owner of a business and here I am just like la la la la la like this is me and it built this like Backbone in me almost because I was talking to like 40 50 year olds when I was like 18 and they were kind of like okay cool like you know she's she's building like stamina and whatever so I started that and then in the process of that I noticed that a site business of the times was Beauty editing and I was like wow like she gets free stuff like that's so cool and she get itting Alles I kind of like in and I like kind of like so what are you doing I want to do it she's like well I

started a Blog and I was like what's a Blog and then I kind of like had a read of it and I was like I'm going to be a blogger and like this is way back this was like 2013 and so this was like fashion yeah yeah and I was like I'm going to do this and I I created a Blog and I created it on WordPress and it was called sequins and sparkles and it had like this like backdrop and it was pink and sparkly and I soon realized I was like okay I'm actually not that great at creating websites and I was like hm I need to do something else because I'm actually not too interested in this this side of things and

so I started going down fashion and I was like getting I started getting like PR and I was like well this is cool and I got all this stuff and everyone's like what are you doing and I was like I've just got a Blog you know and then I started getting invites to inid Fashion Week and PR companies I was like this is so cool but there was something that was always missing I was kind of like I'm I love it but I just genuinely felt like fashion wasn't my thing like personally for me I'm not that fashionable but I've always had a really good neck for writing yeah and so then I was like what am I interested in and I've always loved to

travel and so I went on a holiday and I decided I'm going to blog about it I'm going write about it and I went to Vietnam with my parents I wrote about it and when I got back I was like obviously still at the times at the time and I saw that they were looking for travel Riders and so I was like you know what I'm going to write a blog I'm going to send it into stuff and I'm going to see what happens and they ended up publishing my story amazing and then they ended up publishing like four or five and so I was like I'm going to go down the route of travel blogging and so I started travel blogging and started getting

some really cool brand deals with companies overseas and I was just this 21-year-old that had no idea what I was doing and I was managing to get companies overseas to sponsor me and it was just insane and so I lived like my best travel life for you know like a couple of years but I was finding that it was very hit and miss like at the time I was getting some paid some not but I never knew what next month would be and so I still keep going at it but obviously ly being 21 you don't have the money to always go and travel and I was like you know traveling every couple of months but I was broke like I had no money and

I was trying to do it off the skin of my bones and then Co happened and I was like what am I going to do I'm a travel Vlog like I can't I can't travel anymore and so I kind of had to Pivot a little bit and I ended up closing down the the travel blog and at the time I was working a desk job I left the news paper at this time I moved to working in travel yeah I worked at flight center I worked at sta travel both of them because I loved it and so I was being able to get free trips from then too but of course my whole life got flipped upside down in Co and I was like I

was lucky enough to still get my job which was a blessing in disguise yeah so there was 1,200 staff members and it was honestly like The Hunger Games they call everybody we were sitting in our rooms and they were like okay you're going to get an email in 5 minutes if you've kept your job or not oh [ __ ] and we're all sitting there on on like our calls all thousand of us and it's like you have kept your job or you have not kept your job and it was so ruthless and I was just lucky enough to be able to keep my job and then at the time I was like my job is not secure what can I do and I started a another

online business at the time during Co selling facial rollers which was again like another complete 360 of what I wanted to do but at this point I was like I'm just going to try and be my own boss I'm going to try and do my own thing and to be fair like it it did okay it did okay but again I wasn't interested in the product I actually didn't even use the product myself okay and so it came to the point where I ended up just being like right I can't do this anymore I'm going to sell it I'm not going to sell it sorry I'm going to run a sale and I'm just going to sell all the products out and close it down

from there during this time I found that because I was inside I wasn't able to go to the gym I was gaining a lot of weight and I felt like I was insecure about my body I was like oh like you know there's nothing to do I'm just going to sit here I'm just going to eat takeway we were in a flat we were bored so all we were doing was drinking and partying like in the flat absolutely and I got down this like vicious cycle of just drinking every night not moving eating takeaways and I kind of just spiral out of control really yeah wow and during the first lockdown 2021 during the first lockdown so I spiral and I woke up one day

and I was looking at myself in the mirror and I was like what has happened to you because I was always a really fit person but I just like lost control and I got into that like partying and drinking life and you know not moving and so that's kind of where my fitness journey started I guess wow when did that um when did you switch back back to like starting the weight loss Journey like when did that happen it it happened in Co okay in 2020 still so you put on a lot of weight and then they like come to Jesus moment was like [ __ ] you need to start losing this and then absolutely it came to a point where I looked at myself in

the mirror or to be fair it actually started before that you know it started like when people would make comments and it would be like a friend would say us big girls we can't do that or my parents would make comments which like bless love them but you know they were doing it from a place of love but when you look back it it actually kind of put my guard up a little bit more because they'd be like oh you know hey like should you really be eating that and it made me feel that's ruthless yeah and it made me feel really horrible and it was just like these sly comments and I was like wow my selfworth just kind of like crumbled yeah um

and then I was like I need to make a change yeah and so I did what every single girl does they look up the internet how to lose weight they go on Instagram and they're like best diet to lose weight fast and so I was like right I'm going to start the cabbage soup diet oh my gosh I'm going to I'm going to not eat anything I'm going to do all this nothing ever worked you know like I started keto and I was like wow this is my Saving Grace because I found that I would do really well I'd lose the weight really fast for a couple of days I was like I've lost a kg so I started keto and I was like cool

this is working but I was actually ruining my mind at the same time because keto was drilled to you can't eat carbs you can't eat sugar Cubs are the enemy Cubs are going to make you fat and so I messed myself up because I was like I can't eat anything apart from I guess like meat and fat yeah yeah and so yeah it kind of just went from there I lost the weight slowly eventually and but by change by doing those St those diets or you is that you figured out the right way to eat and then lost the weight I figured out the right way to eat and that was actually just you know one day I was like I need to stop finding

shortcuts or trying to do shortcuts because yeah the reality is at the end of the day slowly is the fastest way to be where you want to be and it was only when I started actually being like you need to do this properly that is when I started seeing the results and then that's when my Tik Tok Journey began yeah what so let me get to that point so the Tik Tok Journey did it take off throughout the weight loss or did you get to a point in the weight loss where the transs the transformation was so Stark that people were like wait what the hell so I kept my transformation really under wrap because I was it was during Co so nobody really saw

me yeah and even my partner at the time he never knew that I was overweight because I was embarrassed I was so embarrassed I was so ashamed because I didn't want people to think less of me and then I was just like no one ever knew about it of course like my friends and everything but they saw me all the time so they just saw like the gradual so they didn't really notice too much people would comment sure they hadn't seen me in a while but it was yeah one day I was just like I'm going to keep myself accountable it was like I'd lost pretty much at this point I'd lost 20 kgs yeah nice amazing that's amazing yeah so it was really cool

and and I was like I'm going to just put this transformation on Tik Tok yeah and at this point I thought that I thought that people on Tik Tok weren't real I genuinely thought that people on Tik Tok were just little Bots that sat there and liked photos or they were 15 doing dances yeah okay and this was in 2021 and I thought that I was too old for Tik Tok fair enough I get what you mean yeah yeah and um I posted the first video and I was like this is never going on my Instagram page ever this is just going on Tik Tok I posted the first video and then I was like to my partner at the time by the way this

used to be me and I and he was like are you serious like you never told me about this past version of you and I was like cuz I was embarrassed yeah and from the first video on Tik Tok I remember posting it and then just kind of forgetting about it looking a couple of hours later and it had 10,000 views yeah wow and I was like what like people are interested in this stuff like this is crazy and then from there I just like kept posting and kept posting and it just built this like incredible like yeah platform of people what it is now can I just ask was that um what was the how long was that weight loss Journey like cuz you

said you know go slow to go fast like how long actually was it to lose 20 kgs so the 20 kgs actually came off within 9 months okay so it was quite fast but that's still it's not really actually when people think about it because most people think they want it done in three months oh yeah know what I mean so like okay so but but it is still pretty fast relatively like per week that's a [ __ ] mode yeah um okay so for nine months so you lost all that weight nine months and then was it at that point that you started to do the Tik toks at the N9 month BL kind of thing it was actually way after that so I I started

my journey in 2019 Y and I actually only posted on Tik Tok in 2021 okay cool cool so ages yeah yeah okay interesting and then like to move closer to today cuz like like I said off camera like people can go watch your weight loss Jenny on your channels and they cuz it's incredible but the I guess that what I wanted to ask is that transformation story as like a branding exercise um tell me about like your thought process around like that has never gone away for you like you you can scroll through your feet and it's like I don't know half your posts a transformation story tell me about that like decision to like make that like what do you what are your thought

process around like continuing to post about the transformation I think it's smart but like what's your thoughts when you do it CU you must have been you must have posted about that transformation in the like side by side comparison what hundreds of times yeah so like tell me about that strategic approach to doing it cuz it's quite interesting most people think you just do it once and you're done yeah it is it's because you know the the amount of people that reacted with that first one I was like there's something here and I totally understand what you're saying you know like there's only so many times that you can actually post a photo and people are like yeah what we seen it before but it's

just the it's the way that you go about it and it's the it's the always changing algorithm that helps you I guess in a way but it's it's I guess it's getting your message out there in different ways and so I can do like a before and after photo where it's like a quick 7c video is here's me and then here's my my me now and it does really well for a while because I found that with Tik Tok it was blowing up there was one video that I did on my transformation that got 21 million views yeah and I was like this is awesome but now I will post the same photo and it will get no views but it's I think it's because

Tik tok's actually realized I've posted this photo so many times so it's thinking like strategically of how can I post my transformation in different ways to reach different audiences so again it's like posting different photos but posting value-driven content within the transformation so it's I guess you I've got different pillars that I go down right so I will talk I will talk I will talk excise and I'll talk about being vulnerable as well all still using the transformation photos but it Sparks interest in different ways yeah I really like it it's like U it's not saying that a lot even even as an agency ourselves like we forget sometimes about no way remember that was a real good piece of content like why aren't we

doing more with it you know like well we talk about we got a particular client that is like quite a notable um band and we were these moments would happen in public that would go off and they'd have this one video do a million views or whatever and then we're like but why didn't we do more of that you know like why don't we do 10 videos why don't we keep talking about it instead of this one moment gets one video and I really like that when I look at your page like it's it's kind of like um I would be probably what every second or third post is something around transformation if it's not food right it's kind of like your two pillars almost

it's like this is some food you can actually eat um and I guess hot girls e Cubs and then there's this like transformation thing but I think it's real smart I don't think enough people think about it like about how you take this one story yeah and just tell it a thousand different ways yeah how do you do you ever get people like not that it matters but do you ever get people going hey we've seen this before like we're annoy like you see I love that and I want people to hear that a lot because everyone thinks that's what you'll get yeah never and you know my most viral post I will repost it I repost it three or four times the same video

because you think about it right you have only a small amount of people viewing your story and think about it how many people have ever said to you I never saw that post and if you go and look in your insights and you see how many people from your following saw it versus the people that weren't following you that's actually what you want to Target you want to Target the new audience and I guess yeah it's just reposting it because sometimes people aren't on their phone at that moment when you posted it and I don't think that like even like posts from a couple of months ago they're not going to remember or they do and they'll be like oh yeah that was really cool

and that really inspired me I love that train of thought and I think it's real important for people listening because it's not a normal thing for people to do like we do it a lot in our own stuff but like most people won't and actually like trying to talk to Brands and be like no no like that post went off last year let's do it again and they're like nah we've already posted it it's dead stock and it's like no like it's definitely not it's definitely not like just go again tell me about like how have you um have you been experimenting with trials or anything with Instagram reals what you been do there how's your strategy for that I love Instagram trial reals oh

my goodness like if if people have not been using that get on that because sometimes I'm like I don't know if this will if this will blow up and so what I've actually been doing with Instagram reals recently is I have been taking my content twice so I've been taking my Tik Tok content and my Instagram content and I have been doing a voiceover and I've been doing a nonvoice over and a short form video and I've been posting both of them and I will then be like okay which one's doing better and then I'll post that one to my page using trial reels and it gets you to kind of understand what Instagram actually wants and I've noticed recently is that Tik Tok wants

you to be doing more Vlog style content it wants you to be speaking to the camera it doesn't want this is personally just my my experience it doesn't just want that six-second video Yeah of somebody not talking it wants value yeah of actually someone being real whereas Instagram I find Instagram is still kind of down that old Tik Tok I guess Loop where you can just post a 5c video and it will go viral so it's kind of diversifying your content for each platform as well yeah I love that I was going to say the reason why I asked you is because um our straty at the moment for attention Secret at least is we just went and got um we're doing it I think

in batches of five or something like that we take our go s by popular download all the old videos put up five on Trials they've all gone off like you know so like I think in the last week we had 14 million views just from trials and then we're not even care if we don't even really care if they end up on our feet cuz they've already been on our feed once before we're still experimenting should we bring them over to the feed it doesn't matter we've already got the use out of them but it's that whole thing you're saying is it's like most people all the non-followers they've never seen it before so like why not show it to them right and we've had

like all these videos start to go off again that they went off I don't know one one of them was the the video our first big video that went off in 2022 yeah and we reposting it just another 5 million and it's like that's what I love about the trials thing cuz it allows you to it's like an easy way in for people who are worried about their followers getting annoyed but actually just repost all your content yeah absolutely and this is the thing it's going to people that don't follow you what's the worst that can happen it doesn't go off okay but still your followers aren't seeing it anyway so it doesn't matter it's going to new audience which at the end of the

day everybody wants new eyes on their profile exactly so yeah if you've got viral videos posted on trial re yeah I love that no I love it because it's um I love it for two reasons Instagram Charles I think is an easy way into doing it but I also just love the fact that you've used that strategy to just keep on repurposing and using content from past because a lot of people don't and I'd really like how your story the transformation story like I mean that's now four years old now it's just like I don't know how many times do you post about it a week oh like I every second day every third day I freaking love it because like no one does well

no one does it very few people take that approach but so so smart so okay so you've done all that You' blown up I really like that point um the how did you at which point through that Journey did that profile start to generate you income it start like like enough income that made sense right rather than just a couple little things here and there when did it start to go oh there's some money coming in here um so it started quite fast to be fair it started actually just doing brand deals and I realized very quickly that I don't want to be an influencer I really don't like promoting products and I was like it comes unnatural to me I don't want to just

be that person that's promoting everything left front and center I will only work with brands that I actually really like and really value and feel like my audience would value too so I will never ever ever do brand deals anymore unless it's something that I'm like this is so cool yeah um so I learned that and I was like okay because obviously being a New Zealand you can't you don't get money from Tik Tok or Instagram for viral posts which sucks but hey um I was then like right people are wanting my help how can I do this in a way where I can make some money yeah and so I then ended up being like okay well firstly I need to actually get some

study behind me and be able to help people so I went and I got my certifications for um being a nutritionist and also my PT so then at least I'm now like qualified and I can actually offer support to people and so I started a fitness app and so this actually goes back to when I was closing down my facial roller business so when I closed that down we sold out of all our stock and I made $10,000 and at that time I was like this is perfect I saved that money I saved that money because I was like I want to put this money into a new business and so I started a fitness app just a generic $10 a month fitness app and

I built that up I paid for pretty much like you know someone to do all the workouts for me cuz at this time I was still studying I didn't want to be the face of it and I had my recipes cuz I love to cook and that did really well but it wasn't doing well enough for me to leave my full-time job so I managed to cut back from 5 days to 3 days and I was doing that on the side and then one day I was like how can I do this so it's more value for the client for like my my followers and I can be more involved because at the moment like nobody was speaking to me it was just very generic

and so I started one-on-one coaching yeah okay cool um and the company that I'm actually going with I got off the call with the guy and I was like there's absolutely no way that I'm doing that and then I thought about it I thought about it and I was like what's the worst that can happen just give it a go and I started and within the first three weeks of starting my online coaching I quit my job and I've been full-time ever since and that was the end of 2022 yeah I love it that's awesome so you're saying there that you you generated enough business that You' sort of replaced all your or we had you already replaced or did you just think no this

will replace everything I was so confident in myself and I was I was so passionate about it and I was speaking to my dad so my mom and dad they're so funny because they're they completely opposite my mom was like oh I don't know if you should do that it's really scary you know being your own boss and my dad was like hey what's the worst that can happen yeah you can always go back to your old job yeah yeah nice and I was like yeah you're right I can yeah and I know that it will work out anyway because I believe in myself and I've come so far and I know that my audience want this yeah and so yeah it just grew from

there crazy and so that's now like from the outside uh looking there's the one-onone coaching and the the book as well they have a cookbook yes a cookbook is the app still going the app is I mean it's there but it's notot aot yeah I couldn't really tell it didn't look from the outside it doesn't look like it was big thing so are those your two main sources of income now yeah and the one-on-one coaching is that the biggest part of it yes tell me about the cookbook like is that just um was that because you had all these recipes in you may as well or was it just tell me about that what was the decision I have always been really into I love

cooking and I had so many people coming to me being like you need a cookbook and I was like yeah I I do and I was like well my coaching was up and running at this point it was pretty much just run not running by itself obviously because I do a lot of work there but I was like what's the next step for me and I thought you know what I will make a cookbook I don't promote my cookbook too much because my one-on-one coaching is my main source but my cookbook is there for people that just want my recipes and I launched it and it just so well and I actually just run my cookbook in the background I never promote it and it

goes off like it goes off enough for me to just live off my cookbook and I don't even ever promote it but it's just something that's there for the people that I guess want an intro into my recipes cuz the amount of people they go I tried your recipes my family loved it I loved it what's the next step for me yeah and so it's kind of I guess a lead magnet almost into my coaching because in my cookbook it does have like a big section on my coaching so talk to me through the coaching the business side of it so it's one-onone coaching which is somewhat unscalable but how are you trying to scale there like yeah you seem a bit too ambitious not

SC um so I'm I'm not alone obviously in my business now so I have four coaches that coach with me um and I have a whole team Okay so we've been does that really public yeah cuz like it's that's interesting like you know I don't see that from the outside which interesting maybe I mean I'm not I'm not engrossed in your content I don't get serve your type of content but that's quite interesting when I was doing my research I don't I don't know if I've like fully realized that I guessed you weren't on your own yeah but to have four coaches is quite impressive that's quite a different thing okay sorry Ken no it's okay so yeah um obviously when somebody comes through to

my website they pop through the application form and then my one of my assistants friend she'll reach out to them get them on a call and so my coaching is done in tears so if a client wants to work work with just me directly that's completely fine they can work with just me but there is coaching where it's me and also my team so they will get assigned a coach based on where they they are in the world the crazy thing about my my transformation and my my whole I guess audience is it's worldwide it's it's it's so New Zealand is actually such a small portion of it and it's been really cool because I can obviously accommodate for people all over the world and

so they'll get assigned to a coach that's based in their country got it and then they will work with the coach but they'll also work with me as well so I oversee all of the plans I oversee the programming and I will also jump in and message the clients cool ni so the coaches are kind of like the main point of accountability but like the brains are still coming down from you for how it happens absolutely that's pretty cool okay I didn't really see that cuz I was wondering like so then from your so if we think about that now that that's obviously to have four people in the team isn't anything to sniff at like that's good online coaching business like is that just

how you scale it do you just continue to scale it to more and more coaches or like what's next like how does this brand evolve yeah so for now it's it's just scaling the business with the coaches um and we have I have a marketing team as well that does that whole side of my business so it actually leaves me with more time that you would than you would actually think so I actually have quite a lot more capacity capacity yeah for for people to work directly with meol and so I guess for now I really just want to focus on my coaching because I'm so passionate about helping people and for me it's never about the money it's actually about the lives that I'm

changing along the way is just like the most rewarding thing that you could ever imagine because seeing clients come to me from where they are and evolving as a person to leaving the program is just like something that money will never ever buy like it's just the most amazing thing and you know you are changing somebody's life yeah yeah for sure and yeah it's just the best thing ever I mean absolutely like weight loss Transformations and those things are insane but I think like I've talked about this before like a good way to think about it with the money is that the money enables more more Transformations like it enables you to help more people do more do more marketing do more things and do

more which is wies scaling the online coaching business is important to achieve those goals right like if you have 10 coaches you're Hing two and a half times as many people which is awesome you get 10 two and a half times more of those stories as well yeah exactly um so okay so the just like thinking about the business strategy currently four coaches or four people on the team you plus four or you're four so that's just the coaching team coaching team yeah coaching team four coaches and then there's Fran the assistant and then I have a business manager who kind of like like overseas the whole business as such and then we have like a marketing team and the whole backend team as well

nice and they in house or do you use an agency for that no so they're all based in the UK so it's a it's an agency it's an agency to deal with yeah who specialize in like that world who specialize in online coaching and scaling online coaching as well cool that's great what what made you make that decision to go to a like a specialized team like that and Outsource that so it was crazy because I just followed my gut I really just did that because like I was saying before is that divon reached out to me on email and I was uming and arring about actually going with it and I got off the call and I was like it's not happening there's no

way I'm doing online coaching and there was just like this little inside voice oh wait so that's the guy that got you in online coaching it's still the people who run it all okay got it I'm with you to this day and there was just this little little voice in me that was like just do it and so and I'm so glad that I did because it's changed my life that's awesome you know that's such an interesting thing cuz like um like being an agency ourselves we started like it was me just me and growing like you have to have people like yourself take chances on you as an agency and like cuz it comes off as like pretty scammy from the outside like it

looks real dodgy oh my gosh and the amount of guys who are like it's the old um uh if you can't do teach you know like it's the um so like if you can't be the online influencer teaching people how to do like or helping people transform I'm just going to like do the thing to help you like and that's like the scam part yeah and like I always felt that with this business it's like [ __ ] I seem like an absolute snake oil salesman selling the things that we did and and it's like a hit and miss like you just like got you've got to find someone who's actually genuine yeah who gives a [ __ ] yeah and if they don't like there there's so many

people out there who just like take you for a ride oh absolutely how did you have that confidence to just go all in on this guy obviously turned out to be amazing but like that's not the norm for so many oh absolutely the amount of people that are in my DMs trying to sell me their AI generated like platform and it is so spammy and sometimes they will message you five or six times it's like I don't want it yeah um but I I guess I knew because I had seen other coaches with this platform and all of the big coaches were on this platform so I already knew that it had some sort of credibility behind and I reached out to that was that

I was following we followed each other back and she had a huge transformation and she worked with them and I said what's your experience on it and she was like it's honestly changed my life she's like it's the best thing I've ever done and you should absolutely do it which is really cool because in in someone else's world you know this is my direct competition MH and she is just like let me know if you need anything at all and I'm like this is why I love the fitness Community because everybody is actually so willing to work with each other and collaborate with each other and it's not it's not a competition you know like at the end of the day I could sit here

and talk to somebody that's had a 100 kg weight loss journey and they were online coach and at the end of the day you know there's always going to be a coach that's better suited for somebody and the and the client will and there's so many so many people out there I mean it's a a global problem wa us right absolutely yeah so yeah now that's I I agree with you I I saw someone put up a post the other day that I saw on my Instagram going um uh in 5 minutes at a gym you have strangers uh celebrating you that you wouldn't even get from people you know for a lifetime I don't know who that was yeah but it's that idea of

like the people you know very really celebrate you but like in the fitness world yeah like like you know you do a PB or you you know whatever it might be in the Fitness One everyone like yeah you know like celebrates you for that and it's just a different community in that space right like it's almost cult like in the fitness world yeah it's crazy and it's like you know even like people you've never met before they will message you and they'll be like you you've changed my life she's like I had a comment just on my recent post and she's like you have no idea how much I needed to see this at this moment she's like thank you so much for being so

vulnerable and so open and you know I feel like my content has changed a lot over the space of when I started posting in 2021 and actually realizing you know it is all about building a community and it's all about being just your true authentic self and being vulnerable because it's it my trans is so much more than just a before and after and I've gone through so much and people just see this like girl with a with a nice body and they're like okay that's nice for you yeah yeah yeah but also the fitness industry like people need somebody real because it's so fake oh yeah for sure oh my gosh like I would probably say like 80% of what you see online on

the fitness industry is edited or fake oh yeah for sure and so that's like the one thing that I want to make sure is that I am so real with people and I will tell you how it is yeah I think I think remove fitness industry and just say the're in the world of marketing 80% of it is full of [ __ ] and like probably going sound real bad but like we will help people Market a thing and you've got a they're not that they're bad products or whatever but like the goal of marketing is to like highlight the best parts of it right and so every industry is full of [ __ ] typically what happens though is that like the creal rice the top like over

time the ones that are fully full of shirt they they won't they can't sustain themselves because people find out they have no customer intimacy with their clients and then people fall away yeah and so I actually like in my mind I really enjoy that there's a lot of people out there who are full of [ __ ] like because they like people get burnt yeah and look it'd be easy if they didn't get burned and we're all doing good but if everyone was doing good then I wouldn't win yeah because then I would like it would drive cost down it would drive everyone would be like no I can get this service from everyone but the fact that they can't they will eventually go to the ones

who who have longevity and sustainability so the fact that you've been going for four years now in terms of light what is like super impressive all three and bit years whatever it is because there's already longevity in that and then the fitness world that's not normal unless you're good cuz like the the weight loss I've seen heaps of people do this weight loss transformation stuff and then they they probably got someone like your marketing agency helped them sell online coaching but because they are full of [ __ ] like six months later they're gone again and they probably can't actually help people exactly so I actually don't mind that like I think every industry's got a full of most people are full of [ __ ] in it yeah

and as a business when you're starting and you're growing you're probably full of [ __ ] at the beginning too I feel like you got to fake it to your make it when you start well not fake it to your make it but you've got to like but you just got to try your best to deliver we [ __ ] up heaps of clients at the beginning we still do like everyone does like you just not every client's going to get the same results but the thing is I think difference is when you can like persevere and you at least like you're not ripping people off like you're trying your hardest to continually make their like whatever outcome is better but I actually prefer I prefer there's all these

like there's so many little small agencies now trying to do um organic content kind of the way we do it and most of them are full of [ __ ] or useless but some of them are like real passionate guys people were trying to do it really well but I actually like all of that cuz it grows the entire market and I think for your world like it makes cuz like if everyone's used to doing online coaching and then you're one of the better online coaches then it actually just helps you cuz it's about normalizing the behavior yeah for sure and the market is so saturated but at the end of the day you know the amount of coaches that will sell online coaching but haven't actually

been overweight like who would you rather go with you know would you rather go with somebody that is just selling their online coaching and have never actually been overweight or would you rather go with somebody that has been in your shoes before and actually experienced it firsthand and knows the struggle but also knows the way out of it because everybody can just post up that they're online coach and try and sell their services but it really does get down to the person that's actually been there before because they understand it fully I think what's interesting about that com that's an interesting point I would say without trying to antagonize my guest I would say that um for your audience that's the right person and I

think that's the keeping and I think you kind of mean that that the type of people you want to help are those types of people whereas like I have a mate who's like um uh who's he's going through a transformation but like he didn't start from a super overweight place he wouldn't want that right he'd want the guy who well actually his coach is like a full-on bodybuilder type of person and so I think like what you're saying is actually the people you want to help are the people who are trying to have this transformation so for those people yes 100% agree but I think that's the thing that you point into is that like your messaging needs to attract the right audience sure your

audience probably doesn't want to go to someone who's just like sure always been great you know cuz they don't understand the struggle which I think it's really good and so for you that's like super smart messaging yeah for sure you and this is the thing right like you want to make sure that you're like you are putting the right messaging out for your audience because like you know like I wouldn't want to be putting out a message and then acting a bunch of like males wanting to transform when I'm a a a woman transformation coach yeah um do you get many men trying to apply no never only ever woman because I feel that my messaging is so strong towards the client that I want

you know I want that brunch girl type I want the girl that wants to go out on weekends and still enjoy her life but also make sure that she can make it a lifestyle rather than yeah a bodybuilding coach because like the amount of girls that I've had that's come from like the the bodybuilding style coach where they're like I was told to just eat chicken and rice for 12 weeks I'm like yeah that's not my style nah no that's but then there could be people that want that and and I and I've had that conversation with people before you know people have signed up and they've got the meals and they're like uh actually I think I want something a little bit more strict

and I don't want to be eating carbs and I'm like okay that's amazing but I'm actually not the coach for and I'm happy to have that conversation with people because I only want the the right people for my coaching and I want to do right by them as well I don't want to just take their money and be like this is what you're going to get when it's not actually what they want yeah cool so yeah all this talking about food has got me real hungry I my stomach is rumbling actually all I want is cars for lunch now um okay last question before you wrap this up I want to know about the Dubai thing that you told me of like just lay it

all out for me what what is why are you set up in Dubai you don't live in New Zealand anymore like where are you now what is that world and how did you make it happen so uh at the start of last year I ended up um breaking out with my long-term partner um and I was like this you know I've always worked in travel I've wanted to go and travel my whole life I've never had the opportunity to because I've always been one stuck in a job or two I've had a partner and they've obviously needed to be where they've needed to be and so I ended up selling everything that I own and moving to Thailand on a whim love it and I

C in it is the coolest place ever and H I just had the best experience there I went to a fitness Retreat yeah and I just had the best time and then I started thinking I was like you know what like I don't want to be paying tax in Australia like almost 50% tax when I'm actually not living there and I haven't lived in New Zealand for 3 years what can I do and I started researching where I could be and I I was like okay you know I could set my business up in Thailand but I was just like that's a bit dodgy so I was like my best friend moved to Dubai and she like you know there's no tax here blah blah

blah you can set your business up so I started researching and I was like okay I'm going to do this so I ended up sitting um my company up in Dubai it's a free zone company Y and I went through the whole process of that and now my business is run in Dubai and I can live wherever I want as long as I just go back to Dubai every 6 months and and straight away and it was actually really easy it's not cheap no but you you obviously get that back so I mean you're not paying Texas I mean the the tax thing change it's 5% now something so it's 9% it's 9% but it's 9% over 150,000 austral yeah so yeah exactly super low

tax yeah super low tax um so are you still living in Thailand I am going back to Thailand on the 5th of March for three months and then we're just going to see where the world takes me so great thinking maybe I will go to Dubai for a bit we'll see yeah yeah yeah but that's kind of Dubai is a crazy Place have you spent much time there since having this or you just go and get Visa runs to be fair like I don't I don't love Dubai I think that Dubai kind of eats me up and swallows me out every time I'm there yeah yeah it's a crazy place um but I haven't given it enough time you know it's a weird place my

brother lives there he's lived there for 10 years or so he owns a gym there actually and he's just built it recently and um he loves it but like we me and my wife have been there and it's just mental like it's just absolutely crazy it's another planet it doesn't make any sense nothing's real there yeah but um if you do go there if you like let us know cuz I'll introduce to my brother because he like he doesn't live in that world he lives in the real world of Dubai like where the people who are proper experts live there and that's why he loves itz like say like this is just like anywhere but the weather's great like the money's great like everything and

um but the world that is like the like the marina World Dubai Marina like and all that area that's mental I've always stayed in like the Palm or the marina and all of those areas because it's kind of the only places that I've no one and so yeah every time I get there I'm like I do not belong here it's weird it's crazy it's crazy yeah we stayed at the five on the pal and that place is just like mental that's actually just like a crazy party place oh yeah I mean it's awesome but it's [ __ ] um just a whole bunch of Rich Russians um walking around um but okay so you're kind of like you just live in this sort of Digital noad Life

essentially right and just going is that so you can continue to travel and do that or is it just to like you just not you just not really sure where you want to be I'm I'm not sure where I want to be if I'm being completely honest because I've actually not found home yet yeah I know for that it's New Zealand um I think that you know once you leave New Zealand and once you travel you grow so much as a person and there's so many opportunities that actually come up for you when you when you are living in that world and you find you know there's actually so much ways to make money outside of New Zealand and I think that's been quite cool

for me is because my audience is so diverse like I have people from all over the world you know I got people from Korea I've got people from Saudi Arabia from the UK and so there's just the world is so big and New Zealand is so small and there's just so much to see so I'm still trying to find home but yeah how old are you now do you I'm 29 29 yeah yeah I was um in my about that same age for me I was similar like I would never come back to New Zealand and um and look I still probably won't ever live here for the rest of my life but one thing I did learn moving back here when I was 32

is I um um it's like one if you build the business right then the opportunity still exist um if you're from New Zealand the thing I learned about New Zealand and the thing like I've been to New York for six months of the last 18 months kind of thing the thing I love about New Zealand which I'm going to caveat this with I probably won't live here for the rest of my life but is it works it it's actually like Australia and New Zealand the thing I love about them is like they're real easy yeah the life is super easy like nothing is a struggle like southeast Asia there's there a [ __ ] fight like it's amazing yeah but nothing like everything's kind of like your

one bad day away from things like going crazy or like whatever in America like America's awesome heaps of money lots of cool stuff but like nothing works everyone wants a PC of dollar to buy is absolutely mental um but then Australian e like the thing that I found is like as long as your business can operate globally and you're willing to just jump on a and go where you need to go um you find that like actually these two countries like there's just something that works about it like when I came home last year in October from New York I was like I got to my I mean I'll be it my uh life here is like pretty dared in it's pretty nice but I

got back to my apartment I was just like oh like this is the [ __ ] best but it is a weird feeling and the reason I bring it up is like at your age I was like you're like [ __ ] New Zealand like i' never want to live there I'd never want to go back but I think what ended up happening is I uh I traveled so much and then I when I look back I was like man that's real hard yeah for sure I would still love to find a place though like my wife and I still been thinking like where would we go like where can we longterm settle down and like my wife's like wants to go to Italy like that two she's like

tusky let's buy a house and tusky or something like that I'm like the dream I was just like I just feel like it's going to be so hard like Italian like the French like everything's no first and whatever but anyway I'm just going on the r now but no but it's it's very true what you say about that and it's something that I've also noticed and it's actually something that I'm really struggling with with Thailand and that's why I don't want to settle there one is that it's really hard to make a community in Thailand because everybody leaves but two the Tik Tok algorithm let's talk about it I cannot get a viral v a viral post on Tik Tok in Thailand or actually anywhere

like Dubai or Bali because the algorithm just sends all of my posts to Thailand with a VPN without a VPN it does not work and as soon as I came back to New Zealand oh my goodness my videos on Tik Tok they blew up blew up I had a video and I just posted about a burger 1.2 million views yeah and then I posted a what I eaten a day and somebody commented she's like oh my goodness I'm so excited that I found you it's so hard to find New Zealand creators on the for you page yeah and I was like Tik Tok just wants me to be a New Zealand indust Australia there was definitely like pushing out to localize audiences first we've seen

that it's um it's quite a hard thing to push past uh especially in a country where the first language isn't English yeah that that is definitely a thing and Dubai also is a weird is a weird my brother's business there and working with him on stuff like the trick is to the the trick to do it is to remove the need for any English to be in the video like if you can make the video understandable for any language that's the only way to get past it otherwise um but the problem is like we've got a client who does like um salmon slicing videos and so anyone can understand it and it's amazing but like in a lot of Southeast Asian countries um their engagement

is different so they don't comment the same way so she'll get a million views two comments and it's just like wait what what happened here how did that happen like that would never happen in a like a New Zealand for instance so my advice for there is like how do you make it universally a universal language cuz you know you got a lot of like um voiceovers and sort of stuff and so as soon as you do that and it's it requires the listen to understand English or whatever they will just go past it and then the localized as soon as the localized audience says no thank youh it just stops yeah you almost need to Pivot when you are over there because I found

that I did a video where it was like everything I ate at the co co night market and I put that on Tik Tok it blew up it blew up on YouTube it blew up on TI it didn't do so well on Instagram I think Instagram is one of the things where you can actually be anywhere in the world and that's okay but yeah it blew up on Tik Tok I was like people want to see where I am at that point so it's trying to figure out how I can make Thailand I guess a part of my coaching but also I my coaching my audience they're not going to be Tai no no exactly exactly you just needed to get past them to get

to the rest of the world we when we were in New York we made a big point of making new New York a character and all the stories it's always a character I led that I saw it and you have to you have to you have to make the the place a character to get the localized audience to like it to then push it out for but honestly it's it's one of those things that um mostly Our advice is just make more content and make it better like it's probably like don't there's there's always a way to get around the algorithm absolutely I think one of the biggest things that have actually helped me is um getting out to media and people you know people

think these big media companies they like they only work with famous people I'm like uhuh like the amount of articles that I've had published by people like the daily mail or like these crazy huge platforms where you're like they would never and they just push it out and it gives you so much traction it's been really great actually we're going to finish on this conversation because I think this is an interesting because you got heaps of articles that I we found when we're researching tell me the process just like step-by-step process for someone list to be able to do the same thing yeah so a lot of the time the they will reach out to me but there has been cases where I've reached out

to them and all I've done is go on LinkedIn I've done research on so for instance I will be like to my ears going on ledin [ __ ] cuz you can go directly to them um first Creator ever to say that yeah car on so you just pretty much will be like all right what's the biggest news article in the country that I'm in so for New Zealand obviously it's the New Zealand Herald get on LinkedIn and find out who the editor is for your n so You' go and find for my for me it would be I'd go and try and find the lifestyle editor for New Zealand heral figure out who it is find the email and just pitch them a story love it

and the amount of times that they give back to you was crazy tell me Tell like you said Pitch a story so for people listening what does that look like so for me I'd be like hey XYZ from so and so um I've gone through this amazing transformation story let's pitch it this way so for me I'd be like I've lost 2 5 kgs without cutting out the foods that I love without just eating on a diet of Ls and tears and you know it's easy for people to do it when they have the right strategy and I think people people like that because they are like yeah this is different yeah and so so you've got like that pitch angle and then do you

give them the content or do they call you an they'll call me and then we'll just have an interview but one that just recently went out 2 days ago was actually the best article that I've ever had written was by the daily Ma and it was um it was uh woman from New Zealand has lost 20kgs naturally not using a zic and you know that's pitching the biggest article right now is you know everybody seems to be getting their hands on a imp and losing weight that way yeah and then it's like oh wait you can do it without it yeah yeah that's great I love that I think that that is something that more especially New Zealand creators should do they don't do a

lot of it um we're going to wrap this up cuz we're well over an hour think now but thank you so much for coming on the podcast it was great to hear your story and I do love um the Strategic approach that you've taken especially the repurposing a Content I think that's the biggest takeaway for me today thank you so much oh no problem