Brian Keane
speaker
176 appearances
1 recordings
1 series
first heard May 2025
last heard May 2025
Brian Keane’s voice in public audio — every appearance, attributed to the second.
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Appearances
And I was consuming information on sales, on marketing, on hiring, on lead generation, on funnels, and educating myself on that gap alongside learning. myself as a personal trainer and a coach. And every person listening, whatever industry you're in, you're going to have the job, the craft and the skillset of you as a practitioner.
And then you have this other skillset over here, which is business related. And to neglect one or the other will mean eventual death in your business. If you're terrible at what you do, you will get sales in the front end, but you will eventually go out of business because you won't get any more referrals or you'll constantly be bringing in new people and it'll never scale and grow.
Flip that, you can be the best personal trainer, nutritionist, Pilates instructor, yoga, whatever. I'm talking health and wellness because it's the area I'm in. I'm using examples. But if you don't understand business, it doesn't matter. You can't help anybody. So understanding those two things, I had my aha moment during that time. And because of it,
I went looking into filling in the gap in my knowledge in business. And there'll be a lot of people listening who would probably be similar. There'll be gaps in one or two areas, or maybe it's all the areas. But now that you know that, you can fill in the gaps as needed.
Grit it out, grind it out.
Two things, because mindset very similar to you. It wasn't that I didn't think it was any good. I just didn't think it applied to me. I was like, I don't need that. So it was something I closed my mindset on. I'm like, I don't need to work on that. But what started to happen during 2015 and 2016 was was the business was starting to grow and scales. 2016 was our first six-figure year.
And from there on, it just exploded because I had figured out a few things, moved online, had an offline business at the time, and was going between both and then went all in online. But when I was working with people in person and I was working with my trainers who were underneath me,
What I started to see was people in a fitness context, and I'll bring this back into business in a moment, people didn't struggle to know what to do. Most people knew they should lift weights. Most people knew they should do some form of cardio. Most people knew that they should eat healthier and maybe more protein and a bit more fiber and less McDonald's and chocolate bars. Most people knew this.
But they couldn't stick to it. They would fall off track. They would self-sabotage. They wouldn't be setting a goal correctly and then would lose all the motivation, thinking that motivation comes first as opposed to setting the goal and motivation coming after. And what I started to see was this trend that it wasn't my coaching that
And my training sessions and nutritional plans that were getting the people the results, it was the mindset of not having them fall off the plan and self-sabotage that was actually the thing that was leading to success. And when I wrote the first book, The Fitness Mindset, there's been a lot of mindset books since, but it was probably one of the first when it came to the fitness angle of mindset.
I think that's probably why it did so well. I wrote the whole first half, fitness, how you get in shape, nutrition, training, sleep, stress, et cetera. The whole second section was on mindset, goal setting, feeling the fear and doing it anyways in terms of the goals that you set for yourself, not self-sabotaging. So the mindset side. And what happened there was, was the success of the book.
And that book sold over half a million copies to date. And I've been very lucky that it's been able to serve. I never dreamt that possible. And like, I love to say I was a sage and that was a target. My target at the time was I was starting to get put into an influencer bracket because I had a strong social presence. And I was like, I have...
all my qualifications and certifications, I was like, I'm a coach. I'm an entrepreneur. I was like, I'm not an influencer. And one of the ways that I was going to rise above that was writing a book. So I said, if it brought me above that and it helps my current clients, the book would be a success. That was my upfront target when I was writing it. And it ended up doing way more than that.
But because of the success of that and the problems I saw people facing, I understood it, I had to understand that there was a lot more to this mindset side, that people know what to do, but they don't know how to stick to it, or they don't know how to apply it over the long term, or whatever the insert pain point is here.
The second thing was a combination of my daughter being born in 2015, and as she started to get older, something that I've done historically in the past, which has actually been very serving, is that grit, that... mental toughness, that grind it out and hustle. And that's an amazing tool to have. But to the man with the hammer, the whole world looks like a nail.
That will get you through an ultra marathon. That will get you through the Arctic and the Sahara. That will get you through 60, 70, 80 hour workweeks.
I never say never. We can come back to that later.
I didn't think it would be something I would do either. But what I started to see with my daughter was that tough love approach that I had historically been so used to myself. wasn't something that made me a very good father. And as I started to soften up on certain things, I started to bring that into my approach.
And it's very interesting because I still work one to one with people, a handful of people in the one to one space, because most of our programs are scaled. But it's normally people who come to me with behavioral issues around food, people who really struggle with body confidence or body image. And me of 10 years ago would have been like, just suck it up. Lose the weight.
That would have been the early days coach of me. And that's fine for some people because your frequency will attract similar people. So I was attracting people who could take that tough love. but it made me worse of a coach. Whereas now I can empathize and take a softer approach. So mindset for me in the early days, I thought was building mental toughness. It was grinding it out. It was hustle.
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