From sponsoring fighters’ shorts to building trust one email at a time — the playbook still works.

Most people think success comes from luck or timing. Spoiler: it doesn’t. It comes from finding your niche, caring about people, and taking your shot. That’s exactly how I went from a 20-year-old gym owner to running a $100M company. These 3 takeaways changed how I do everything… in business, training, and life.

#1 Find Your UFC

Every business has its version of the UFC — that one untapped niche where attention is high and competition is low. For us, it was sponsoring fighters’ shorts back in the Spike TV era. Everyone thought it was crazy… until it wasn’t. The key is finding your version of that… where your audience lives, and your brand stands out.

#2 Treat People Like It’s 1950

Forget chatbots and auto-replies. People just want to feel like someone actually cares. I still check DMs, answer questions, and make sure people know it’s me. When you give people real attention, they give you loyalty. That’s priceless and that’s what separated me back in the early Twitter days.

#3 Ask for the Shot

No one owes you a customer, a client, or a chance. You’ve got to earn that. Then when someone gives you a shot, not only will you be ready, but you will absolutely crush it.

The story isn’t about a perfect outcome; it’s about the lessons that still hold true today. Whether you’re chasing a business dream, building a brand, or just trying to level up personally, these same fundamentals still win.