Alex Hormozi: From Soul-Sucking Job to $120M in Revenue, How Alex Changed his Mind and Built an Empire by Age 32

Alex Hormozi: From Soul-Sucking Job to $120M in Revenue, How Alex Changed his Mind and Built an Empire by Age 32

Alex Hormozi: From Soul-Sucking Job to $120M in Revenue, How Alex Changed his Mind and Built an Empire by Age 32

When we are faced with a decision, to choose stability versus a dream, our brain will convince us to play it safe. We typically let our fears and anxieties prevail. Instead of settling for what is good, we should focus on what will make our lives even better. To find success, Alex had to change his mindset of what success looked like.

In 2013, Alex started his first brick & mortar business. Within three years, he successfully scaled his business to six locations. He then sold his locations to transition to the turnaround business. From there, he spent two years turning 32+ brick & mortar businesses around using the same model that made his privately owned locations successful. In 2020, he transitioned from CEO to the owner/shareholder position in these companies and founded as a way to invest his own wealth (both monetary and intellectual capital) into other businesses.

With all this accomplished at just 33 years of age, Alex Hormozi is the definition of Young and Profiting. Alex will join Hala for an extensive 2-part interview. In this episode, they will discuss Alex’s come-up story and his philosophy on life, marriage, money, and so much more.

Topics Include:

– Alex’s upbringing and come-up story

– Giving up something good to go after something better

– Why the concept of death is liberating

– How a Facebook Ad workshop boosted Alex’s business

– What you can do with a level 10 skillset, level 2 opportunity

– How Alex began launching other people’s gyms

– Why your life partner is critical to your success

– The pros and cons of marrying your business partner

– How Alex navigated his rock-bottom moment

– How to operate people

– The origin of

Alex Hormozi is a first-generation Iranian-American entrepreneur, investor, and philanthropist. In 2013, he started his first brick & mortar business. Within three years, he successfully scaled his business to six locations. He then sold his locations to transition to the turnaround business. From there he spent two years turning 32+ brick & mortar businesses around using the same model that made his privately owned locations successful.

Alex owns a portfolio of companies under his umbrella company He’s widely considered an acquisition and monetization expert. He is also the bestselling author of $100M Offers: How To Make Offers So Good People Feel Stupid Saying No.

Resources Mentioned:

Alex’s Website:

Alex’s LinkedIn:

Alex’s Twitter:

Alex’s Instagram:

Alex’s Facebook:

Alex’s book 100M Offers:[%E2%80%A6]FzcCI6IjEuOTUifQ%3D%3D&sprefix=100m+offers%2Caps%2C137&sr=8-2

YAPClassic: Robert Greene on Decoding the Laws of Human Nature

Russel Brunson’s ClickFunnels:

Sponsored By:

Omaha Steaks – Visit and use promo code YAP at checkout to get that EXTRA $30 OFF your order.

Castbox – Subscribe to YAP on Castbox today

Lightstream – Go to and apply now to get a special interest rate discount and save even more

Shopify – Sign up for a free trial at

Indeed – Visit to start hiring now.

More About Young and Profiting

Download Transcripts –

Get Sponsorship Deals –

Leave a Review –

Watch Videos –

Follow Hala Taha

LinkedIn –

Instagram –

TikTok –

Twitter –

Learn more about YAP Media Agency Services –

Join Hala’s LinkedIn M


[00:00:00] Alex Hormozi: I definitely conformed. I definitely followed the path. It was only when I was very sad after I had graduated college. I was like, this is it. This is all there is. It's just more of this for the rest of my life. And that was incredibly depressing to me. If I wake up every day hoping that I don't wake up, either I can just live the rest of my life like this, or I can just die to somebody else.

[00:00:19] Cause right now I'm dead to me. The internal dialogue was I have to die to my father in order to live for me. Most people don't achieve big shit. Most people are security driven. It makes sense that everybody around you will tell you not to do it. They will be right most of the time. But the thing is you only need to be right once.

[00:00:40] If you could fail for 10 straight years and then on your 11th year make a 2 million a year business, you are further along than the person who made a hundred thousand dollars a year that entire period of time. It's just people measure outcomes on too short of an interval, and that's why they don't get what they want.[00:01:00] 

[00:01:03] Hala Taha: What is up young and profiteers? You're listening to YAP, Young and Profiting podcasts where we interview the brightest minds in the world and turn their wisdom into actionable advice that you can use in your daily life. I'm your host, Hala Taha, aka the Podcast Princess. Thanks for listening and get ready to listen, learn, and profit.

[00:01:37] Welcome to Young and Profiting Podcast, Alex. 

[00:01:41] Alex Hormozi: Thank you for having me. 

[00:01:42] Hala Taha: I'm super pumped to have you on the show. So my producer Jason, who just met offline, is the first person to introduce me to you about a year ago, and we are always referencing your work at YAP and it is just so cool that one by one, I seem to be interviewing all of my idols in business.

[00:01:58] So very thankful for you taking the time [00:02:00] to come on the show and just really respect your work. So thanks for coming on. 

[00:02:03] Alex Hormozi: I appreciate it's very kind of you to say. 

[00:02:05] Hala Taha: To introduce you to my YAP fam tuning in. Alex is a first generation Iranian American entrepreneur, investor, and philanthropist. He started his entrepreneurial journey running brick and mortar gyms and after taking some good advice from Russell Brunson, he ended up selling those gyms and eventually licensed his business model to start the company gym launch, which scaled to over 4,000 plus locations in four years.

[00:02:28] At the same time period, Alex and his wife, Leila Hormozi, bootstrapped and grew three other companies to 120 million in sales across four different industries. And in total they have scaled and exited seven companies. And in 2020, the Hermozi launched with the mission to help promising internet companies scale with their sales and marketing expertise.

[00:02:48] Their portfolio is currently making over a hundred million per year. And talk about couple goals, young and profiting. Alex is also the author of one of my favorite books of [00:03:00] business of all time. A $100M Offers: How To Make Offers So Good People Feel Stupid Saying No, and he also has a YouTube channel.

[00:03:06] He hosts the podcast, the Game and is quickly becoming one of the biggest social media influencers of our time. All of this, and he's just 33 years old. So he's the definition of young and profiting and that's why we have him on for an extensive two part interview today. So in part one of the show, we're gonna go super deep on his come up story.

[00:03:23] We're gonna learn about his philosophy on life, marriage, money, and so much more. And then we'll get into some more tactical sales and marketing advice and how to leverage human behavior to design a hundred million offer. Let's talk about your upbringing. Like I mentioned, you're a first generation, Iranian American, you're Middle Eastern like me.

[00:03:39] Tell us about what your parents were like. I know you haven't really talked much about your mom in terms of your upbringing and what was young Alex Hormozi growing up before you went off to college?

[00:03:49] Alex Hormozi: Was a pretty quiet kid. I think for the most part I was, it was just me and my dad for the most part growing up. I didn't see my mother very much, and so that's probably why I don't mention her as much. That being said, it was, I had a [00:04:00] Middle Eastern father. He was like, I got out of Iran because of school and so do well in school and you too will succeed . That was the path. There wasn't really like an option of not trying hard at school, like it just wasn't a door.

[00:04:12] You know what I mean? Like I think there's some things in America that are a little bit different. I genuinely believe that everybody can get straight A's. Now I think the amount of effort that would be required for everyone is different, but I think given the time constraints that people have to apply themselves to school, anyone could do it.

[00:04:29] That's just Alex's perspective on the world. I don't think it would be easy for everyone, but I think everyone could do it. And I think most people more oftentimes, there's different things that are reinforced in their household. There's some people who are straight A's at football, and so that's the thing that their parents reinforce and reward because maybe that dad thought that he relives his football days through his son or whatever.

[00:04:49] And so that's what gets reinforced and they spend three hours a day practicing and 30 minutes a day on all the homework for all the stuff. So anyways, me growing up was mostly quiet. I [00:05:00] think as I got into high school, I came into myself a little bit more. I was a little bit of an angrier guy.

[00:05:05] I was more of a I would say I was more of a lone wolf during that period. I had groups of friends and whatnot, but I wouldn't say that I was particularly close with, like deep, I'm still in touch with one guy, but that's the extent of it. From there, I went to Vanderbilt cause I did decently well at school, so I was able to get in, I think I needed to get out of the house for me to just be me more because there's a lot of, I'm sure from, and this isn't just a Middle Eastern thing, a lot of Asian parents, it's just probably just more foreign parents.

[00:05:31] It's just a little bit more pressure, I think, than is common in the American standard to conform a certain way. And I definitely conform, I definitely followed the path. It was only when I was very sad after I had graduated college and I did it in three years and did, I did all the stuff, , I was president of fraternity, vice president of the power lifting team. I did all that. And then when I got out and had my two years of consulting, it was a very miserable time for me. And it had nothing to do with the. With the people or anything like that. It was me.

[00:05:58] I just, I this, I [00:06:00] was like, this is it. This is all there is. It's just more of this for the rest of my life. And that was incredibly depressing to me. And so that was when I had to challenge the original paradigm, which is maybe the plan that was laid out for me was not my plan, but someone else's plan.

[00:06:11] I'm making progress towards a goal that I do not want in terms of my dad's viewpoint of me and my success, which was at the time all that I cared about. And so for me it was really just not wanting to be alive, which became my kind of thing that got me to change, which I was like, if I wake up every day hoping that I don't wake up, then either I can just live the rest of my life like this or I can just die to somebody else.

[00:06:33] I was like, cuz right now I'm dead. To me, that was the internal dialogue was I have to die to my father in order to live for me. And so that was 20 12, 20. I drove across the country. I called my dad to tell him that I had left halfway there. Cuz otherwise I knew he would try and he would talk me out of it.

[00:06:48] Very transparently, like my dad has had enough influence over me at the time that I literally had to physically separate myself in order to not be convinced. Cause I knew that if I had not done that, he would've convinced me to stay. Cause I had tried [00:07:00] multiple times before that to be like, I'm not gonna do this.

[00:07:02] I hate this. I don't wanna do it. And he would always be like, when I was a resident we didn't sleep. This is just, this is, and to be fair, there's probably a certain degree that's true. You know what I mean? And he is you just gotta get through this and you'll get to the other side.

[00:07:13] And I think there's an element of that's true. And maybe I was too soft. Who knows? Like I, I don't know. I really was very sad. And so just the idea of being free was very liberating for me. Then I went to start my own business and was shocked by just how hard it was for me sleeping on the floor at my first gym.

[00:07:31] I remember having these, the story of the come up and the, everybody loves the idea of. Yeah, you slept on the floor, it was not glorious. It was very lonesome. I didn't know anyone cause I was in California. I'm from Baltimore, so I knew no one and I was sleeping underneath of a warehouse where homeless people would be on top, like breaking bottles at all hours of the night.

[00:07:51] Hala Taha: You've missed a whole big part of your story. So let's back up. You ended up becoming an apprentice for some guy in [00:08:00] California. So you ended up driving, where were you from Maryland to California. Like you said, you called your dad halfway and you decided you were gonna basically work for free for this guy, 4:00 AM to 10:00 PM or whatever it was.

[00:08:13] And you followed this guy around a gym and you tried to learn as much as you can because you were obsessed, right? With fitness and gyms and so you wanted to break out and learn from somebody else who had already done it. So tell us about that period of life. 

[00:08:26] So I emailed 

[00:08:27] Alex Hormozi: 40 gym owners because I knew from the consulting world, which is what I had graduated into, that the best way to learn is to seek out experts.

[00:08:33] And so they have already consolidated the information because there's no lack of information in the world. Like the issue is sifting through it at this point. And so finding people who've already pre sifted it is more efficient. So I emailed 40 guys. He was the only one who got back to me. He had a seven figure gym.

[00:08:46] His name was Seven Figure Sam. And so anyways, I just showed up at his doorstep a few days later. He was very surprised by that. He had a mastermind, which I joined, even though I didn't have a gym, it was for gym owners. And he said, yeah, if you join then you'll start the gym the right way. And I was like, okay.

[00:08:59] [00:09:00] But then I didn't have a gym, so he said, you wanna work for me? So he ended up paying me as an employee, even though I paid him for a mastermind. It was very weird set up. But anyways, I worked for him at the gym and he said I could be his apprentice cuz he didn't really have a program for me. So I just hung out with him all day.

[00:09:13] And so he got to the gym at four and he would leave at four. So he worked four to four. I would usually stay an extra couple hours until six cause I didn't know anybody. So I would just hang out at the gym cuz at least there was people there that I knew now. I worked there for 12 weeks. It was a crash course.

[00:09:26] Imagine spending 12 hours a day with somebody who was a decent business owner at the time. He had a seven figure business. And so there's just so much that I learned so quickly. It's more like constructs. Like I didn't know things existed. It wasn't like I learned tactics. Like I just didn't even know email marketing was a thing.

[00:09:43] I didn't know affiliate marketing was a thing. I didn't know what a landing page was. I didn't know what ads were. I didn't know sales as a term existed. I didn't get it. And so I remember the first time somebody walked in, he is like, oh, go sign this girl up. She walked in, so I, no training, no script, no nothing.

[00:09:58] He just said, go sign this [00:10:00] girl up. And I came from a management consulting background making slide deck. So I had no idea what I was doing. And so the girl came in and I was like, yeah, so yeah, the gym's 129 a month or whatever it is, and you wanna sign up? And she was like, yeah, I have to, I just have to, I don't have my credit card with me.

[00:10:13] I just have to go get it. I was like, okay. And then I walked out two minutes later and I was like, yeah, she's gonna sign up. But he was like, you closed her in two minutes. And I was like, yeah, guess. He's you got the card? And I was like, no, but she's show be back. She said, she's just gonna go get a credit card.

[00:10:25] He was like, ah. It was like a bunch of guys around. They all cracked up because I had no idea how it worked. And so was like, dude, if you don't get the card, you didn't close . Anyways, I went to a workshop for a weekend. It was like $3,000, which was a tremendous amount of money for me at the time.

[00:10:42] They promised that you'd make $10,000 by the end of the weekend. I did not make $10,000 by the end of the weekend, but they taught Facebook marketing and this is 2013. And so I came back to Sam and I was like, Hey, we should try this stuff. I think it's gonna work. He said, I try that it doesn't work. And I was like, just give, gimme a grand and I'll test it.

[00:10:57] So he said, I'll split the profit with you after we, after I make my money back. And I [00:11:00] ran the ads the way I had learned at the workshop and made $6,000 and drew to his word. He gave me 2,500 bucks. And that was like the beginning of my taste into marketing. And during that period of time, I was looking for my own location that was like far enough away from his thing that I wasn't gonna compete.

[00:11:14] You know what I mean? But close enough that I could still be there. So I went to Huntington Beach and found an old opera house on Gothard and Talbert and that's where I started my first gym. 

[00:11:23] Hala Taha: That's so cool. What a great story. And so I wanna talk about giving up something good to go after something better.

[00:11:30] I feel like this is such a big lesson. I can relate because when I started my company, everybody was against me. I had a great corporate job. I was running a marketing department at Disney Streaming Services. Everyone was against me. My boyfriend of 10 years who I thought I was gonna marry was so upset with me.

[00:11:48] I had to break up with him to start my business and I moved out and that's when everything took off for me because I felt like somebody was stepping on my neck and I finally was like released from it. I'd love to talk about why it's [00:12:00] okay to leave something good to go after something better and what you learned from that.

[00:12:04] Alex Hormozi: This is a really deep topic that I like a lot and I don't think I've talked as much about as I really like to. I think the hardest decisions in life are giving up good for great. And I think oftentimes what makes it hard is that your good is someone else's great, who's casting their projection onto you and saying, why would you give up?

[00:12:22] Great. And so it's really just about expectations and standards that we set for ourselves and not buying into people's dreams about you that are smaller than your dreams for you. And so I think it's really just continually trading up dreams as you realize what you can do. Cause like my dreams now are significantly bigger than they were 10 years ago.

[00:12:40] And it's the scariest thing to do is to trade what you have now. It's basically trading the one in the hand for the two in the bush. So it's going counter the traditional common sense that people espouse. And most people are security driven. Most people don't achieve big shit. It makes sense that [00:13:00] everybody around you will tell you not to do it, because for most of them it wouldn't make sense.

[00:13:05] And many times you will fail. They will be right most of the time. But the thing is you only need to be right once, and that's the piece that I feel like is missed, is that they will see someone try something on their own and then fail and then say, see, and then they will confirm their bias rather than thinking like if I do this a hundred times, I only need one time to be successful, to be set up for the rest of my life.

[00:13:28] The biggest cost is time against expectations that we have for ourselves, or rather that we adopt from other people. And so this is for the listeners, if you could fail for 10 straight years and then on your 11th year make a 2 million a year business, you are further along than the person who made a hundred thousand dollars a year that entire period of time.

[00:13:51] It's just people measure outcomes on too short of an interval, and that's why they don't get what they want, the goals that they have, because they measure with such a small interval, [00:14:00] they can't see success anyways, right? It's like you can't make a billion dollars in a year, it's just not gonna happen. 

[00:14:05] No one. I don't think there's anybody who's made it from zero to a billion in a year. I could maybe nowadays, who knows? But like it's, but if you extend it on 10, anyone can do it. 

[00:14:14] Hala Taha: And also people don't understand your experience, what you've done for yourself. You know what failures you've had in the past, how you've learned.

[00:14:21] And sometimes these big, hard jumps actually have the most rewards. So let's go down a little tangent. I think this is a great place to talk about nihilism. So you are a nihilist, and at this point in your time and your journey, got back to your journey. You weren't one, but you are now. And you don't let other people's beliefs really impact the way that you move.

[00:14:42] And so I'd love to understand what nihilism is because for me it was a new, not many people talk about it. And what is it that you like about being a nihilist, and how does this philosophy enable you to take on your dreams without worrying about what other people think? 

[00:14:56] Alex Hormozi: Yeah, I'm glad you asked.

[00:14:58] Mostly because like I don't really like the [00:15:00] label of nihilism in general. I think it's just, I got on an interview and someone said that, and I was like, sure. But nihil, I think it's Greek or Latin comes from no, which means nothing. But it really just means that you don't believe that something has inherent meaning.

[00:15:14] And so for me that's incredibly liberating because it means that we are devoid of circumstance, nihilism, people ascribe meaning to that word, which is more by and large negative. I reject the term. I just inherently believe that things don't have inherent meaning and that we choose the meaning things have.

[00:15:32] It does not mean that I live a meaningless life. It means that I choose the meaning that I want to ascribe to things, so I don't inherit the meaning that my father gave to having a job. I choose to ascribe my own meaning to that. And so all that happens from a behavioral standpoint is that we're changing the meaning of circumstances, and so it gives us a lot of liberty to.

[00:15:54] Live life as we see fed. And a lot of that comes, at least for me, big picture because like I have the [00:16:00] belief that when I die, people will come to my funeral. People will argue over my belongings, over who gets what. People will think that some people shouldered more of the responsibility of dealing with my funeral and my death than other people.

[00:16:12] Some people will not be able to make it because something came up and two months, three months, two years after I die, I will never be mentioned again. And so if people are not going to even care to show up to my funeral, why would I live? Let them have any say over my life. For me a lot of it was unlearning, projected judgements that I believed people had over the actions that I was taking when they weren't even thinking about me at all.

[00:16:42] Nor do they really care. Like you get a hater comment, it ruins some person's day, but like they don't really care about you. Like they don't care. And even the very few people who really care, who might actually speak at your funeral, like how many people are actually gonna speak at your funeral, probably not many.

[00:16:57] Even then, those people are gonna go home. They're [00:17:00] gonna look at their to-do list and they're gonna move on. And so it's like you have this whole life and the whole time we're catering it to a lot of beliefs that we, that other people have about us, and we don't take actions and we put things off for years, decades because of judgment that isn't real.

[00:17:14] It's made up. And it's just hard to unlearn that believing that things don't have inherent meaning and then that we have the choice to ascribe whatever meaning we want to. Things has been very liberating for me in terms of how I can approach business timelines that I can ascribe to success, how I see marriage all of these things.

[00:17:30] Hala Taha: It's so interesting to me because we talk about death a lot on this podcast cause a lot of business people bring it up. I had Robert Green on the show and he talks about the law of death denial. And that's all about, people avoid the thought of death cuz it scares them. But really, when you think about your death, it can help motivate you to accomplish your dreams.

[00:17:49] And you're giving us a whole other perspective, like thinking about your death to realize that nothing is that big of a deal and who cares what other people think. You should just do your own thing and do what you want in the moment. All [00:18:00] this stress, all these problems that we have, they don't matter. 

[00:18:03] Alex Hormozi: No. There's a poem like, I always forget the name of it, but it's like a, it's of an Egyptian king or something like that. And there's this head that's buried, it's worn with time 5,000 years old. You can imagine the nose is off, you can barely recognize it. And there's an description on the side and it says, here lies so and so who, I'm loosely paraphrasing, who ruled everything that the eye could see.

[00:18:24] I obviously don't know the name of the thing. And so like here's somebody who was king of the world or the known world at the time and we, not even a hundred thousand years later, but a few thousand years later, don't even know who they were. I talked to entrepreneurs a lot too and they're like, I wanna leave a legacy.

[00:18:44] But like when you zoom in on that, it's like for what? Kids get ruined when you give them too much stuff. So that's out the door if you wanna go, like extended time horizon, the earth is gonna disappear when the sun gets too big. And so everything that we're doing is just stimulus for us [00:19:00] to stay busy.

[00:19:00] While all of our material needs are completely taken care of. I see it as liberating. Many people see that as dark, but like I think a lot of times it's just cuz like people don't wanna confront. The sun will get big enough and eventually evaporate all the oceans in the earth. There will be no water here.

[00:19:14] That's what's gonna happen. That we could be a multi-planetary species. Elon can kill it. Who knows? You know what I mean? 

[00:19:20] Hala Taha: Yes. Yeah. And I'm glad you went over that because that was a huge interview that millions of people listened to, so I'm glad that you cleared that up. That's great. 

[00:19:29] Let's hold that thought and take a quick break with our sponsors.

[00:19:33] This episode of YAP is brought to you by Castbox, my favorite podcast app. All right, young and profiteers. I'm gonna tell you about how much I love Castbox. It's a podcast player. It's free. You can use it on Android or iOS, and it has everything you need when it comes to a podcast player. It's clean, it's easy to use.

[00:19:53] They've got the best features, hands down, and the best searching capabilities. You can even search by keyword in [00:20:00] the audio with Castbox. So I'm pretty OCD and I like to personalize my listening experience. Castbox allows me to organize playlists. Mark my favorite episodes, and they help me keep all my shows in order.

[00:20:13] They are the best for that sort of thing. It's the best podcast app in terms of organizing your podcasts. Castbox is my favorite place to my podcast, and a lot of young and profiteers agree. I have over 270,000 subscribers on Castbox alone and nearly 3.5 million downloads on that app. So you guys are smart.

[00:20:33] You know what you're doing. You listen to your podcasts on Castbox. If you guys are frustrated with your native podcast app, they're the worst, by the way. So I'm talking about, Apple Podcasts, Google Play. They never update their features because they just take their users for granted. Castbox is not like that.

[00:20:51] You're gonna love it. Listen for free. Download for free. Download Castbox today and subscribe to Young and Profiting podcasts on Castbox while you're at it. [00:21:00] This episode of YAP is brought to you by Lightstream. YAP fam let's take a minute and talk about the importance of having a good credit score. Your credit score determines whether you get approved for loans and the rates that you pay.

[00:21:13] My young and profiteers are responsible, and I bet you've worked hard for your credit score, but are you putting it to good use? Because interest rates are on the rise, and that means your credit card debt is gonna get more expensive. Now is the time to leverage your credit score to consolidate your debt before interest rates get too high.

[00:21:32] Pay off your credit card debt faster with the low fixed rate loan from Lightstream. A credit card consolidation loan from Lightstream can help you pay off your credit cards and lock in a low fixed interest rate. Rates start at 6.99 APR with auto pay and excellent credit. Debt consolidation for a loan is a good idea if you can pay off the new debt.

[00:21:53] You have a high credit score to get good rates and you like the stability of a fixed monthly payment. [00:22:00] Lightstream can get you a loan from anywhere from 5,000 to a hundred thousand dollars and there's absolutely no fees. And with Lightstream, you can even get your money as soon as the day that you apply.

[00:22:11] Lightstream believes that people with good credit deserve a better loan experience, and that's exactly what they deliver. Just for my listeners, apply now to get a special interest rate discount and save even more. The only way to get this discount is to go to That's

[00:22:33] Again, that's Subject to credit approval rates range from 6.99% APR to 19.99 APR, and include a .5 0% autopay discount. Lowest rate requires excellent credit terms and conditions applying. Offers are subject to change without notice. Visit for more information.[00:23:00] 

[00:23:01] Okay, so let's get back to your come up story. Let's talk about when you first started opening up gyms. What was that like for you? Like just talk about, your first experience opening up brick and mortar gyms. 

[00:23:13] Alex Hormozi: My first gym, I was sleeping on the floor. Very fortunately. I had a, I was supposed to open it with a partner, not Sam.

[00:23:19] Sam was gonna be like a minority partner, is like an advisor kind of thing. And he set me up with another guy who was in the area and said, this guy's in the Mastermind, you guys should just merge your gym. He has a tiny gym. You wanna have a bigger gym. You could start with his clients, you could split it, whatever.

[00:23:31] Which is, by the way, not a good way to start a partnership. But I said, sure, I don't know anything. You're my advisor. I'll do that. And the night before the lease was supposed to get signed and we're gonna put the deposit down, he couldn't come up with the money. And so I actually had to take on the whole thing, which I wasn't really financially prepared to do.

[00:23:48] So I ended up going from having, thinking I was gonna have 25 or $30,000 saved up. To having five. When I opened a gym with no customers in a place I didn't know, and at least that was $5,000 a month. So I had one month [00:24:00] of basically savings for this business before I would not have money. But the gift that partner gave was that he was the one who told me to go to that workshop.

[00:24:08] He's we should do this marketing workshop. And by chance the thing that guy taught in 2013 was Facebook ads. Like I have been extremely lucky many times in my life and this is one of them. It's crazy cuz something as small as that, if I hadn't gone to that workshop, the recommendation that my advisor had given was that I should just run Groupons to get customers cuz that's what he was doing for his gym and it was working.

[00:24:31] But in Huntington Beach, there was 10 times the gym density compared to where he was. And so every gym, there was literally three gyms on the same block as me. And so when I ran a group on, nothing happened. If I had not gone to that workshop, I might not even be in business. Like I might have just gone back to corporate world and had to come back with my tail between my legs as I would've failed.

[00:24:52] So I'll go on this quick tangent. Like my plan B was that I would strip and drive Uber if I couldn't make it, because I [00:25:00] figured I could make probably 250,000 a year doing that if I needed to. And then I could start again. Because once I was out, I was like, this is what I want to do. I knew, even though it was hard, I liked the freedom.

[00:25:09] I knew that I enjoyed that. So anyways, did the workshop. I learned about Facebook marketing. That was what allowed me to sell my first 27 customers, which paid my first month's rent. The next month I paid more and we added $5,000 a month in revenue to the business for the first, I think, 7, 8, 9 months, somewhere in there.

[00:25:26] I didn't know employees were a thing. So for me, I thought like a business was, you pay the rent, everything else is yours. And that's pretty much how I ran it when we were, starting out. But quickly I was like I cannot I was not sleeping much and I was doing the billing and I was doing work in the leads and I taught all eight of the sessions every day.

[00:25:41] And it was just very hard for me. I was very tired. And so then I found out that you could hire people to do some stuff. But I still slept at the gym, so they would still get in there at four o'clock in the morning anyways, so it didn't find me a lot of sleep back, but at least I, I didn't have to teach all the sessions.

[00:25:54] But yeah, from there, by month nine or 10, I was able to get a manager in and I had a fully, out outfitted [00:26:00] facility. And then from there we were able to open the next location at month 15 and then opened a new location every six months after that. And the big claim to fame was that once I got better and better at marketing and sales, I was able to open each location at full capacity on the first day.

[00:26:12] And that's what ended up springboarding into the next thing. 

[00:26:15] Hala Taha: That's awesome. How much did you scale that up? You had six six of 'em or something? 

[00:26:19] Alex Hormozi: Yeah, I had six locations, so I opened a new location every six months. And so at year three I had six. That was roughly where I was. And I think, honestly, I never added up the top line between all of them.

[00:26:30] I know my biggest one did 600, so it wasn't like a huge business in terms of, each lo like my biggest location did 600. And so anyways, I got to this weird point where I I wasn't needed. So like I had managers at each location, they could all sell, like the locations were working. I was making okay money.

[00:26:45] I had a nice little condo that looked fancy, so I felt felt cool and so anyways I went to go to this another marketing conference. It was trafficking conversion years ago, and a guy named Russell got up there and was selling people on internet marketing. And I was like, [00:27:00] man, this is really interesting stuff.

[00:27:02] But he wasn't allowed to pitch, so he did his whole pitch webinar and then just didn't close. It was very weird. And so I was like very sold to this opportunity, but there was no call to action . What happened? Nothing. I just kept living my life and I was like, that was really cool. A year later I'm up at night, nothing to do and so I was like, you know what?

[00:27:17] I wonder with that guy? Maybe I should do some of that stuff. And so I just Google his name. The first page that comes up is his application to be in his mastermind. This is again, six, seven, a while ago I applied, they called me up, I paid the money. And they were like, oh yeah, there's tons of gym owners here, and you'll like, lots of people go to, I was the only brick and mortar business owner in the room.

[00:27:38] But anyways, I went up there and I was like, here's how I opened my gyms, profitable day one. I don't have to put any money down. Like I pre-sell them to pay for them. I had this whole strategy. And after I broke down, like everyone was silent and he was like, you shouldn't be running gyms, man.

[00:27:50] And I was like, I had this whole plan to be America's gym, like United Fitness was the brand. And no, he was just like, you have a level 10 skill set and a level two opportunity. 

[00:27:59] Hala Taha: And this was [00:28:00] Russell Brunson ClickFunnels, right? Just so the listeners clear. 

[00:28:03] Alex Hormozi: Yeah, this is years ago. This was before he was Russell Brunson ClickFunnels of the Lord that he is now, I think ClickFunnels was maybe doing like a million bucks a month then.

[00:28:09] I mean it was, it was I think year, two year, 18 months into ClickFunnels. It was very young. So he said that. I'm a big believer, like if someone's further, cuz he was much further head than me when I was in the mastermind. And he said that and I was like if I'm not, if I paid for advice, I'm not gonna listen to it.

[00:28:22] I might as well just burn my money. And so I took the advice and so he said, you should start teaching people how to do what you do. And so I I took that not quite as literally as he probably meant it. So I started doing gym turnarounds. So I started flying out and launch other people's gyms. Did that for almost two years.

[00:28:36] Did 33 turnarounds. We'd filled the gym up 30 days. That was the offer. It was free to them. I would just keep all the upfront sales. I make about a hundred grand every 20 days doing that just on my own, no employees. And I was like, this is chill. I like this better than just running the gym. So I was like, so I got really good at the marketing sales.

[00:28:51] And I would say that me running all my gyms, I got very good at sales. But where it really got one from I just got so many reps in during that period of time, [00:29:00] I was taking 20 plus one to one consults a day every day. And like when you have that kind 

[00:29:05] of level of transactional sales over and over again, like you.

[00:29:08] There's a depth of knowledge that you learn. You learn when Nepal, you learn when to shift, how to say certain things, how to, like just how to shift tone. There's just lots of things that you intuitively learn just from that many repetitions. I got pretty good at it. And then I got pretty good at teaching it because I had to have a team of guys who could start doing it.

[00:29:22] Cause we started doing like 2, 3, 4, 5, 6 gyms a month that we'd start doing these. These turnarounds for logistically got really difficult flying people out. Guys said their wives were threatening to divorce them cause they weren't home and all that kind of stuff. And so I need to have a different model.

[00:29:35] There's like many terrible instances during this period of time. I like lost my money. I had a partner stole everything. I had to start from scratch again, like I could going into it. 

[00:29:44] Hala Taha: Yeah. Let's pause. Let's pause here cuz I, I do wanna talk to you about the sales experience that you got. So would you say that you learned most of it on the job?

[00:29:54] Or were there certain books that you were reading and what were you really into at that time period? Because I think sales is [00:30:00] one of the most important skills that any young professional can have. 

[00:30:03] Alex Hormozi: Agreed. Yeah. The ability to persuade. And I would just say persuade in general. Cause marketing and sales, like marketing's really just sales done at scale.

[00:30:09] Hala Taha: Yeah. Marketing and sales. Yeah. 

[00:30:11] Alex Hormozi: No, I wasn't really consuming anything. It was all done. Just the first time I bought a sales training program was after, like it was when I had a team of sales guys and I was like, you know what? This would probably be a good idea to add it in. But at that point I'd already done like 4,000 closes.

[00:30:24] So like I was, again, a lot of the stuff I didn't know the terms for it. I just knew I needed to get somebody to give me money, and so that was like, this is how I have the conversation that gets the most people to say yes, . That's how I sorted with it. 

[00:30:36] Hala Taha: That's so interesting. Part two of this, were really gonna get into some of those sales and marketing strategies.

[00:30:41] So this was around the time you met Leila, right? 

[00:30:45] Alex Hormozi: Yeah. This, it was, I think within one month of me joining Russell's thing was when I met Leila. 

[00:30:51] Hala Taha: You have some unconventional views on marriage, and I have a few questions. First of all, let's talk about why your life partner is so [00:31:00] important to your ultimate success.

[00:31:01] Alex Hormozi: I think that people either are contributing to your goal or they're taking away from it. I think a lot of people compromise on their partners because they're convenient rather than thinking like, is this person going to make it more likely that I achieve my outcome that I want? And for me, Leila was the first, to be fair, I hadn't dated that many people cause we were pretty young when we met.

[00:31:20] But she really not only wanted to encourage the dreams but participate. And so I think a lot of times entrepreneurs will make compromises on, okay, I'll do this, but then I'll do your thing this weekend, or whatever it is. And so the nice thing with Leila is that she never really tried to change me and cause I probably wasn't that changeable, , I would've just presented someone more for making me do things I didn't wanna do or asking me to do things I didn't wanna do.

[00:31:42] And so it was really just a new construct. I had just gotten out of a, like a basically on and off relationship that was a five year engagement that we ended up calling off. And I had no desire to get into anything. I was like, I'm gonna do me and you can roll with if you want. And so like our entire first few months of dating was just, I'm gonna work all day.

[00:31:59] You [00:32:00] can work next to me. That was what we did from the day we met. Like the next day I called up, I was like, I'm working all day if you wanna come after your shift. And so she just worked with me and that's what we did. And this really hasn't changed. Like we went from like first date until today with very little changing in our relationship.

[00:32:15] It was just, it was very easy. And so that's been even running a business together, like I think because we had such low expectations getting into the relationship, it made candid conversations much easier. I was like, Hey, I think it was, six months in, I was like, you're a little cold for this to work.

[00:32:32] I need you to be less cold. And then she was like, okay. And that was it. Like literally never again, like Leila's one of the most fast changing people I've ever actually, not one of, she's the fastest changing behavior person I've ever met my child. It's almost freaky if I'm like, she used to say you know when someone laughs and they're like, You're stupid, girls will say that.

[00:32:49] She said that to me once, like early on and I was like, I don't like when you say that. I was like, I just don't like being called stupid, even if it's a joke. And she was like, oh, okay. Never did it again. If you [00:33:00] define learning as same condition, new behavior, like if you haven't changed your behavior with the same condition, you have not learned.

[00:33:05] And intelligence is speed of learning, which is speed of behavior change. So in that way, Leila's incredibly intelligent, like her ability to change behavior is insane. And so that's also why I think she's been such an adaptable coo or rather CEO now. She's really CEO of I just, I make the content and write the books, but like she's really the one running everything.

[00:33:25] I think you gotta, there's so many ways to have marriages. This is what worked for me and I am weird if we're defining weird as not standard, like different from the average, like I am not the average and so my marriage is a typical. And so this is just what has worked for us is that I like working all the time and I wanted someone who would work all the time with me.

[00:33:46] Cause if I didn't, then I wouldn't see them and then we would drift apart because I'm getting way different stimuli from my life than they are inherently we're gonna adapt to the things that are, that we're exposed to all day. And eventually we're gonna look at each other and be like, oh, we don't know each other.

[00:33:59] And some people, that's [00:34:00] exciting to me. You might as well be a stranger and I can just keep doing what my own thing. So probably contrarian, but that's just how I see it. 

[00:34:07] Hala Taha: Now, it's very interesting stuff. And I'm sure because she was so smart and had her own thing and very career driven, you obviously respected her a lot.

[00:34:17] So how did that respect factor play into you being attracted to her and wanting her to be your wife? 

[00:34:24] Alex Hormozi: Yeah, so two separate things. So from a respect standpoint, she was the first girl that I respected professionally. And so that was new for me. And I think it was probably one of the keys of our relationship is that it was based on respect rather than chemistry.

[00:34:38] The second part was like what you alluded to with the attraction part. I wasn't like super, I mean I was attracted like she's pretty obviously, et cetera. There was that, but I didn't have a romantic, I wasn't like, oh my God, I'm getting slipped on my feet and neither was she. So we honestly were just like buddies.

[00:34:54] Like we liked the same stuff. And so we just did stuff together all the time cuz we [00:35:00] enjoyed doing it together more than alone. And then it got to the point where it would be, it was where our employees at Jim Launch started saying, Hey, what happens if you guys break up? Cause we weren't married and the business was scaling like crazy.

[00:35:11] And I said, we should probably deal with their concerns and get married. And my proposal to her was, Hey, what do you think about getting married? And she said, that sounds fine. And I said, okay then I'll, we should, I'll get you a ring. And so we went together to the store. Literally after I said that we got the ring 45 minutes later, back home said, I guess we should call a church, call the church.

[00:35:30] Six days later we were married. And then we didn't take off the day of our marriage and we didn't take off the next day. We just showed up the next day at work and we're like, Hey guys, we're married. So all of your concerns about the stability of the business are gone now. You can keep working and everything's fine.

[00:35:44] And it was like, that was it. You know what I mean? And since then we haven't, we didn't do a wedding. We didn't do a honeymoon again. Work for me. I'm just saying like that worked for me, my vibe. 

[00:35:52] Hala Taha: Yeah. And so you guys are obviously a power couple that a lot of people are looking up to. And I learned from you [00:36:00] that people who have businesses together that are married only have a 10% divorce rate, which I think is pretty incredible.

[00:36:06] So what would you say are like the pros and cons of marrying your business partner? And the other question I have is, do you feel like Layla fills in your weaknesses or do you feel like you guys are more similar and just help each other accomplish the same goals? 

[00:36:19] Alex Hormozi: This is really interesting. So even the way that you phrased the question I thought was cool.

[00:36:23] So I recommend marrying your business partner. I don't recommend trying to make your wife, your business partner, or rather your spouse, your business partner. So we already were business partners. And then I married her and it worked. And people asked me, what happens if you got divorced? We probably still run the business together because I never want, and neither of us would want this for the other person to get a free ride.

[00:36:43] You know what I mean? Like she doesn't get special treatment because she's my wife, she is CEO of the companies that we have together because she's the best CEO. She's amazing. You can look at the tracker, she's amazing at CEOs. She fucking knows how to run businesses. That's why she's CEO. You know what I mean?

[00:36:57] I have so many entrepreneurs who are like, how do I get my wife to [00:37:00] want? Dude, you're trying to change somebody. They don't like it. That's it. That's fine. But don't try and make her who's not Leila into your version of Leila. She has to be her. And I think to a great degree, a lot of, and this is again, this is counter-cultural, but like I do think people pick wrong, I think people use the wrong assessment to judge whether or not they're gonna have a good long-term relationship.

[00:37:21] When I say good, I would say that's going to be minimum strife, maximum achievement of your personal goals for both people. Yeah. And I think people think about marriage differently. And so for me, marriage was, is this somebody again that's going to support my long term goals and am I going support her long term goals?

[00:37:36] And for us, our long term goals were align, which honestly was rare and weird. I didn't actually expect to see anybody who wanna do the same thing as me and work as much as I do. But I did and I'm very happy and very lucky that, that we found that. I just think the reverse, you get in trouble. 

[00:37:49] Hala Taha: Yeah. And would you say that she has strengths where you're weak?

[00:37:54] Alex Hormozi: Complimentary skill sets, shared values?

[00:37:56] So I think was it mission, values, lifestyle. [00:38:00] So these three have to be the same. And then you want complimentary so different. So it's we wanna go the same place, we wanna get there the same way, and we wanna have the same stuff happen in between, right? So mission, values is how we're gonna behave.

[00:38:11] Lifestyle is what we do in between, right? Like we, all or you can say interests if you like, that those have to be aligned, in my opinion, for it to just be maximally fun. The complimentary skill sets is if she did the exact same thing as me, one of us wouldn't be necessary. And we've also gravitated that way cuz when she came in she was top salesman.

[00:38:27] So she came in, she was top salesman at 24, at one of the top locations in the country. So she's a savage at closing. But the requirements of the business required. I was like I'm gonna still sell because that's what I'm good at. And I was older and it was my, and when I started, it was my business, so I called the shots.

[00:38:40] But so she just, again, so adaptable, like Leila can learn and change her behavior like that. And so she was like, I'm gonna be an operator. And so then she just went all in she. The books, the courses, the podcast, the mastermind, the workshop, she just, all the stuff she consumed was different. The stuff I consumed, which was cool.

[00:38:56] Cause then we got to talk about different stuff. And like at the end of our days [00:39:00] today, like every day we download, it's what were your meetings? We just go through each other's calendars. Oh, how is that meeting? How is that meeting? How is that? And so we download, at the end of the day, we do a walk for an hour every day.

[00:39:08] That's our download. And so yin and yang, I think it has to make sense like that. Otherwise one of you isn't. I've seen the entrepreneur, assistant, wife or husband. It's tough. It's tough. I think you have to have equal power and that's rare. It's rare cuz it's usually uncommon for both people to be like equally yoed.

[00:39:27] You mean you want them, you want both people tread in the same way And it's hard to find that if you wanna do rare shit. 

[00:39:32] Hala Taha: Talk to us about that. How did you meet her? 

[00:39:34] Alex Hormozi: Bumble? So I , swiped right literally and swiped right in terms of right and left. I swiped right, swiped correct. She was an Iranian girl and was into fitness and when I met her on our first date, she really wanted to talk about business the whole time.

[00:39:47] And I'm like, this is great. I don't have to pretend to like what you like, so this is so much more efficient for me. And we talked for four hours only about business and I was like, this is great. . And then she was telling me what her dreams and aspirations [00:40:00] were and she had big dreams and she wanted to open a gym someday.

[00:40:02] At the time I think I had five. I had five or six, I can't remember. And I was like, let me just leapfrog you. I already know what you're about to try and do. I know all the failures. Like just like I already have, like the ones that I have. I'm starting this new thing you should do with me. She didn't really believe me yet because I hadn't even started it yet.

[00:40:19] So it was just like an idea, on her. And she had built up her own personal training business, like a roster of clients. And so she had her own thing going, but I was like I'm gonna, I'm gonna do this. And so I went and I launched three gyms, came back, I processed like a hundred grand in front of her, and she was like, what the hell is this?

[00:40:34] And she, she ended up processing it with me and she was like, is this legal? And I was like, yes. And she was like, okay, I'm in . So she ended up quitting and joining me there because she knew it was like, there's product market fit, there was viable. Like people wanted this. And I was good at it.

[00:40:48] And so that's when we started flying around doing the launches together. Now my gyms kept running, but it was very clear that as I left, like they weren't doing as well without me like being there. There's just all the intangibles. [00:41:00] And so I ended up selling those and just going all in on the launch thing.

[00:41:04] Put all my money from the sale. I've told this story before, but I'll tell it to your audience quickly. I had all the sale on my gyms, went all in on gym launch. Started launching gyms, doing well with that. One of the gym owners I launched with was like, dude, you should be owning all these gyms.

[00:41:16] Like you're literally filling them up and you're leaving all this money on the table. Which by the way, most dangerous term in business is leaving money on the table. It's okay to leave money on the table because you're, you will fuck up the big money that's in front of you by trying to chase little money that's still on little tables.

[00:41:29] Anyhow, he had bad credit, so I signed the lease. I fronted all the money for the locations. We were gonna split them 50 50. Of course, it's a terrible deal for me. I'll do all the work front, all the money, and then we'll split it. But I didn't know anything. So anyways, he was supposed to come in after I launched the first gym with him, that was number six.

[00:41:46] And crushed the launch. And he was like, Hey man, I'm gonna keep running mine. You got that one? And I was like, whoa, I'm doing launches now. That's not my business. You were gonna come behind me. We're gonna launch open 2, 3, 4 gyms a month and own 'em all. And then it rapidly spiraled down from there.

[00:41:58] And then he thought, he accused me of [00:42:00] stealing. So then he took all the money outta the account. I went to go line for line with him, be like, I haven't taken any money outta the account. Like it costs money to open a gym. And when he didn't wanna look at the financials, that's when I knew that he. That was just a line that was just like a strategy.

[00:42:11] And so I basically lost everything. So I lost all the money that I had from my own gyms and lost all the money from that gym. But the thing is, I still had a gym, so there was no money to run the gym and I didn't really have any money. So I just had whatever was in my checking, which every month basically I couldn't sell anymore cause I didn't wanna keep the gym open cuz he wasn't gonna run it.

[00:42:28] So my savings just got drained. If you have payroll, rent, everything, and you can't make new sales in a new gym that doesn't have recurring revenue. Really tough. And so I got drained almost of everything. And then I started doing launches again. Sent Leila out. She did a launch on her own first solo launch.

[00:42:44] Crushed it. Still has the record to this day. Did 240 sales in 28 days. Made me a hundred grand and that basically helped me pay off all of these debts of refunds that I had to do for people who bought a year and all this stuff like upfront, I just refunded everybody their money, [00:43:00] which just came out of all the money that I had.

[00:43:02] The one thing I had to coach at the time, and he was like, just do right by everyone and you'll be able to get out of this. And so it was really good advice. And so I just, I did right by everybody. No employee was unpaid. Every client who wanted a refund got a refund and I was able to just walk away uncap.

[00:43:16] And so I was at ground zero again. We did another launch, so the hundred, the first hundred grand went to cover all the refunds and stuff. We did another launch to kinda recapitalize ourselves okay, we can go make another a hundred grand. Cause I was we make a hundred grand on every launch.

[00:43:29] And so we went to go do a launch. A guy said his, he had a baby on the way. He was just happened to be in the neighborhood of the gym that we were gonna launch of all places in the entire nation. A guy reached out to me, he crushed it. All of a sudden we're not getting the deposits, even though I'm processing all this money.

[00:43:43] And I'm like, where the hell is the money? Call the processor up. Standard annual thing, you'll be getting your money soon. Called again two days later, same thing. And then finally it's, it had been 10 days since I'd had a deposit. Imagine anybody who had no stripe, like not getting deposits but still processing money.

[00:43:59] I [00:44:00] was like, dude, I need this money. What's going on? And so I called Christmas Eve and I said, I'm not getting off the phone until you sent me my money. And turns out they can keep your money. and I had no leverage. And they said, we you will kit, you will get off the phone because we're not sending you the money and we're gonna hold it for six months because of regular activity.

[00:44:14] Cause what I was doing was processing money from all over the nation through what used to be my brick and mortar Jim's processor. I didn't know how it worked, so I just was, I was running like credit cards from Virginia through my Southern California local gym processing account. They're like, what is going on here?

[00:44:30] So it seemed irregular. So they held all the money, but my sales guy had that I, the guy who had done it, I owed him like $22,000 in commissions and I had $23,000 left after all the refunds and the everything that I had done. And then that got me to my last thousand dollars. And so that is that was my rock bottom moment.

[00:44:47] I screenshotted it after everything, four years or five years or whatever it was like, I was like, wow. I have literally nothing to show for it. That's tough. 

[00:44:55] Hala Taha: And was this around the time where you got your DUI and got [00:45:00] into a car accident? 

[00:45:01] Alex Hormozi: So my mother went to the hospital for tough stuff. I got a head on DUI 60 miles an hour on a highway, walked away crazy, nothing, walked away, walked outta the car's crushed.

[00:45:15] And then I lost all my money from my partner. And so that was all 90 days. 

[00:45:20] Hala Taha: We'll be right back after a quick break from our sponsor.

[00:45:26] You hear that sound young, and profiteers I love that sound because that's the sound you hear whenever you make a sale on Shopify. The all in one commerce platform to start, run and grow your business. Today's sponsor, Shopify makes it simple to sell to anyone from anywhere, whether you sell vintage t-shirts or recipes for ge, Shopify can help you set up an online store, discover new customers, and build a loyal following.

[00:45:53] I actually just launched my first Shopify store and I'm super excited. I'm launching a LinkedIn and [00:46:00] podcasting masterclass, and of course I chose Shopify to help me get started. They have pre-made templates and I was able to customize the website so it fits my brand and my vibe, and it was so easy. I literally had the idea to launch my course a week ago, and I'm pretty much already ready to launch and start enrollment because Shopify was super quick to use and did all the heavy lifting for me.

[00:46:22] Like I always say YAP fam. Get started and take action. Don't let anything slow you down. When you have a profiting idea, all you need is a good idea and a way to collect payment, aka all you need is an idea. And Shopify makes it easy to market and sell your products across popular social media platforms like TikTok, Facebook, and Instagram.

[00:46:42] And let's stick on Instagram shopping for a moment. Instagram shopping is where it's at young and profiteers. You can use Shopify to connect the products that you have in your Shopify store to your Instagram business profile so your customers can view your products on Instagram and they can buy without ever having to [00:47:00] leave the Instagram app.

[00:47:01] Shopify is always keeping up with the latest e-commerce trends. Every minute new sellers around the world make their first sale with Shopify, and you can too if you're looking for a sign. Young and profiteers. This is your sign. Start that side hustle you've always dreamed of. Launch your small business. If you never take action, your dreams will always stay a dream.

[00:47:23] So take action today and join millions of entrepreneurs worldwide by trying Shopify today. Sign up for a free trial at, all lowercase. Remember, profiting has to be lowercase YAP fam. Go to all lowercase to start your online selling today. Again, that's This is possibility powered by Shopify. 

[00:47:49] If you shield away from challenges, you wouldn't be the person you are today. Need to hire someone who loves a good challenge as much as you do to find them fast. You need Indeed is the [00:48:00] hiring platform where you can attract, interview and hire all in one place.

[00:48:04] Don't spend hours on multiple job sites looking for candidates with the right skills when you can do it all with Indeed. Find top talent fast. With indeed suite of powerful hiring tools like Indeed, instant match assessments and virtual interviews. My favorite thing about Indeed is how much time and headache I save with their screening and assessment tools, they have over a hundred graded assessment tests your applicants can take from cooking to coding, and this saves so much time because you get to filter out candidates for the right skills and culture fit before you go onto any next steps like an interview.

[00:48:37] Indeed assessments can even give you a window into how candidates will be on the job. In fact, on average, applicants who scored proficient plus on the reliability assessment were nearly eight times more likely to consistently attend work according to US Indeed data. How cool is that. As an entrepreneur, I know the worst thing is having to let somebody go when you hired them because they're not a good fit [00:49:00] either culturally or skill wise, first of all, it makes me feel bad to let them go.

[00:49:04] It wastes money, it sets the team back, and it wastes everyone's time. It's a total lose situation. With Indeed assessments, you can save your time, money, and avoid all the headaches and heartaches involved with hiring. Join the over 3 million businesses worldwide using Indeed to hire great talent fast.

[00:49:22] In fact, when I was in the corporate world and open for a job opportunity, the first place I would go look would be because that's where the cream of the crop talent hangs out and looks for their next opportunities. Indeed knows when you're growing your own business, you have to make every single dollar count, and that's why with Indeed, you only pay for quality applications that match your must have job requirements. Need to hire you need Indeed. Visit to start hiring now. Again, just go to Terms and conditions apply. This episode of YAP is brought to you by [00:50:00] Invesco. In every episode of YAP, we turn wisdom from the brightest minds in the world into actionable advice, an effort to help you live out your most young and profiting life.

[00:50:11] Today our friends at Invesco are sharing some tips on using ETFs or exchange traded funds to beef up your finances. Why invest in ETFs? Because there's a solution for whatever your portfolio needs, whether you're exploring ways to manage volatility, seeking income and diversification opportunities, or looking for tax management strategies.

[00:50:33] Invesco has over 200 ETFs to help you meet your financial goals. I consider ETFs to be lower risk investments because they hold a basket of stocks or other securities, which increases diversification. It's a great way to build a diversified portfolio. Discover the possibilities at

[00:50:53] That's Invesco with no T. I-N-V-E-S-C-O [00:51:00] Before investing, consider the funds investment objectives, risks, charges, and expenses. Visit for a prospectus with this information. Read it carefully before investing. Risks are involved with investing in ETFs, including possible loss of money.

[00:51:16] ETFs are subject to risks similar to those of stocks. Invesco distributors Incorporated.

[00:51:25] Yeah, and so what I found was really interesting when I was researching your story. You didn't mention it, but you also had a dental and chiropractic agency I think, at the time. And you were like running these gyms. You were doing your gym launch business and you hired an attention coach. So what did this attention coach teach you about having to focus and make decisions?

[00:51:47] Alex Hormozi: Like the one output of the entire time that I had with him was just untangling loose attention. It's like I was just spread so thin. So I had all these things that you just alluded to. I had a chiropractor agency that, I had a [00:52:00] couple clients, I had a dental agency that I had one client, I had my five gyms from home.

[00:52:06] I had the new gym, and then we had gym launches that were going on basically paying for all of my stupid mess up during this period of time. And he's you have no power. You were so spread thin that you can't accomplish anything. And so what it was that I was not confronting many hard conversations.

[00:52:22] So I would do any, I would start another business. I would avoid, it was all avoidance. So I didn't wanna have hard conversations with partners. All I had partners at all these things. And for most of them I was the, I don't wanna say the breadwinner, but I was the one who was bringing it in. So I ended up just partnering with people because I felt insecure about doing things on my own.

[00:52:38] This is where partnerships have to be long term. Like even if this is a side note, like if you have the opportunity to get 50% of a business that you know you're not gonna contribute 50% to, don't take it because two years from now they will resent you and it will not work. So there's no point in getting the short money cuz it's gonna blow up in your face and be really ugly.

[00:52:53] And so I learned that on the opposite side, being on the receiving end of that. And I was like, I will not do this to anyone. And so [00:53:00] anyhow, every day he would ask me the same question, which is, what is your attention on? And so piece by piece, it was just every day we would just start peeling back all the things and just removing things from my life until there was basically nothing left.

[00:53:12] But one thing, Leila and I went on like a six week breakup, basically she went to go launch a gym and I was like, I just don't have head space for this. Fundamentally, we talked every day, but but like from a tension standpoint, I was like, I can't deal with anything. I had too much on my plate and so I broke everything down to nothing and then just rebuilt with the few things that mattered.

[00:53:29] And I think that since then that has, despite my proclivity for wanting to do more things, it has been the hardest, hardest, one character trait I have is being able to focus by far. 

[00:53:41] Hala Taha: Yeah. So let's get back to GymLaunch. You start this company, you basically start licensing your business model. So talk to us about how, why is that such a scalable opportunity for the new entrepreneurs out there?

[00:53:55] Like why is it better to take something and teach people how to do it rather than trying to do it [00:54:00] one by one? 

[00:54:01] Alex Hormozi: So just big picture, I don't think it's necessarily better. I think that it has faster scale. Like for example, we have a handful of companies in our portfolio that are brick. And so I had a company recently that was an agency for photography studios and they had a very good model.

[00:54:17] For growing photography studios. And I was like, and he was like, Hey, I wanna do what you did with GymLaunch. But there were a couple key differences in the business in terms how, what it cost to start up the nature of the surface itself is one time versus recurring, et cetera, et cetera. And it made more sense for us to actually own all of them.

[00:54:29] And then compound by adding more locations every month. So we open four locations a month right now. And so if I knew then what I know now real might not even exist. I might have 200 gyms, but the thing is that my operational skillset at that point wouldn't have been able to scale that business.

[00:54:45] It is easier to scale something that has more leverage. So media has leveraged, software has leverage, capital has leverage. Like one person can raise a billion dollars, one person can write code and a billion people can use it. One person can make a video like this and a million people can listen to [00:55:00] it, right?

[00:55:00] There's leverage there. Limited input, unlimited output with labor or services, right? Like you have to be able to operate people. And so I didn't have that skill set. I think that now we have a team, et cetera, like we could do something like that. But then I didn't have it. And so given the skill set I had at the time, me switching from brick and mortar operations to licensing it and basically taking a fraction of the revenue I was able to make other people, I was able to scale that much faster.

[00:55:26] And so I could help 4,000 gyms make an extra a hundred grand a year in profit and then take a percentage of that profit. So realistically, I would be able to take probably 25 to 30% of the added profit to the facility through my licensing. They would win, I would win. And that's the nature of capitalism.

[00:55:42] And so that was the trade off. Now a licensing business or any business has value in so far is the future revenue is stable and predictable. So the reason that I like brick and mortar a lot of times for scaling is that if you count the locations, almost like customers, if you think about it [00:56:00] like that, they're not going anywhere.

[00:56:02] And so it's every time you open a location, it's like you can bank on the fact that they're gonna just deliver 150,000, $200,000, 400,000 a year in income to the main business. And then we just reallocate capital and keep doing it, which is why it's such nice and scalable business. That's why franchising versus licensing, franchising, those contracts are more ironclad.

[00:56:18] You're in for 10 years. There's a lot of law that protects the franchisor to make sure that they can collect on that for 10 years. Licensing it's much less so and so anyways, not to go into a big tangent here, but the main point is me switching from brick and mortar to licensing made up for the fact that I was not as good at operating yet cuz my constraint was my operational ability, not my marketing and sales.

[00:56:39] And the product that I was selling was marketing and sales. I was really good at marketing and sales and then the thing I sold was marketing and sales. And so like I was better at teaching marketing and sales than I was at like weight loss experiences. So if you just think of quality of the product, like the marketplace valued making a hundred thousand dollars a year in extra profit, far more than SU values.

[00:56:58] Six weeks of group training and losing [00:57:00] 20 pounds far more. And so I was able to switch my vehicle that I was selling and that was a big part of why I was able to make a lot more money. 

[00:57:07] Hala Taha: Talk to us about how you started 

[00:57:10] Alex Hormozi: Oh yeah. started in 2021. The first company we took on was 2020.

[00:57:16] So June of 2020 I think was the first company we took on, which is that photography business. We also took on a personal training certification business, and we took on a publishing business in 2020. Those three businesses, between the three of them added over a hundred million a year to those businesses in total.

[00:57:32] And so we thought we should do more of this. And so once we had that as okay, we have a workable model here where we can just take all the knowledge we have of scaling our companies. And the reason 2021 was was boring and difficult for me was because I had to sell, sold three companies.

[00:57:45] So for anybody who's ever sold, like going through a big sales process is a year, and you usually don't change much in the business. You don't wanna do anything crazy. And so there was just not a lot for me to do, so I just had to sit there and mind you, they made money, which then gets into the whole meaninglessness thing, but.[00:58:00] 

[00:58:00] I just had to sit and wait. And so and these companies that I was working with on the side took my focus and to the point that, we were making earlier about focus. I know myself well enough to know that like I have to do one thing and so I needed to exit these companies so that I could focus full time on acquisition, but I wanted to just have a quick test in the water that it worked.

[00:58:18] And so once it did, then we sold December 24th, 2021 is the day that the last deal closed and the 25th. Christmas day we were working on, and so I started making content in 2021 because again, I had extra time and so I was just making stuff and people seemed to like it.

[00:58:35] And then everything really took off in 2022 when we brought in a team and editors and all that kinda stuff. And yeah, now we have 16 companies in the portfolio and we do, we take minority interest in businesses. The average company we have right now does about 17 million a year with margins above 35% as a portfolio average.

[00:58:54] And yeah, so our goal is just to get as many of them as we can over a hundred and then, It's really the founders cuz we're minority partners. We're 20 [00:59:00] to 30% equity holders in those businesses.

[00:59:07] Hala Taha: Man oh man, young and profiteers another epic episode in the books with Alex Hormozi. Alex Hormozi is somebody we at YAP Media are pretty damn obsessed with because he's so smart and his perspectives are super interesting, especially when it comes to sales and marketing. Part one of this episode was all about Alex's super inspiring rags to riches come up story and all the lessons that came with it, and I hope you enjoyed it.

[00:59:34] We have part two coming out and that's gonna focus on his tactical business strategy. So mark your calendars because next Monday it's gonna be released and you guys can stay tuned for that one. Thanks so much for listening to another great episode of Young and Profiting Podcasts, and if you learn something new, if you found value in this episode, share it with a friend, share it with a family member, put it on social media, and if you guys like [01:00:00] YouTube and watching your podcasts on video, all of our episodes can be found on YouTube.

[01:00:05] You guys can find me on LinkedIn and Instagram and TikTok at yapwithhala. And big thanks to my amazingly talented team at YAP Media. I couldn't do this without you guys. I appreciate you so much, and again, YAP fam don't forget part two with Alex Hormozi comes out next week and we're gonna talk about sales, marketing, and all of his core principles and his best selling book, a $100M Offers.

[01:00:26] This is your podcast princess Hala Taha, signing off.

Subscribe to the Young and Profiting Newsletter!
Get access to YAP's Deal of the Week and latest insights on upcoming episodes, tips, insights, and more!
Thanks for signing up. You must confirm your email address before we can send you. Please check your email and follow the instructions.
We respect your privacy. Your information is safe and will never be shared.
Don't miss out. Subscribe today.