Chad Price - Finding Fitness With Kettlebells

[00:00:00] brought to you by 180nutrition.com.au Welcome to the Health Sessions podcast. Each episode we cut to the chase as we hang out with real people with real results. Hey, this is Stu from 180 Nutrition and welcome to another episode of the Health Sessions.

[00:00:29] It's here that we connect with the world's best experts in health, wellness and human performance in an attempt to cut through the confusion around what it actually takes to achieve a long-lasting health. Now, I'm sure that's something that we all strive to have. I certainly do.

[00:00:44] Before we get into the show today, you might not know that we make products too. That's right. We're into whole food nutrition and have a range of superfoods and natural supplements to help support your day.

[00:00:54] If you are curious what to find out more just jump over to our website. That is 180nutrition.com.au and take a look. Okay, back to the show. This week I'm excited to welcome Chad Price to the podcast.

[00:01:09] Chad is an athlete, entrepreneur, author and founder of Kettlebell Kings, the number one supplier and community in the Kettlebell space. In this episode we discuss why you should consider including kettlebells into your workout,

[00:01:22] the best way to use them and the quickest way to get the results you want. Over to Chad. Hey guys, this is Stu from 118 Nutrition and I am delighted to welcome Chad Price to the podcast. Chad, how are you mate? Doing great today. Thank you for having me.

[00:01:40] No, look, thank you again for sharing some of your time. I know you're super busy. But first up, for all of our listeners that may not be familiar with you or your work or your companies, etc.,

[00:01:49] I'd love it if you could just tell us a little bit about yourself please. Sure. My name is Chad Price, I'm currently the CEO of Life's World for Green and my consulting agency, Price Digital Consultants. My background is in athletics and sports.

[00:02:05] After I graduated from Rice University, I started a company, started several companies, but my most notable company is Kettlebell Kings and that was a 10-year journey that I just culminated at the beginning of 2022.

[00:02:19] And then I wrote a book about that journey and starting your own business called Preparing for Battle and trying to help people get mentally prepared for what the next step is in terms of switching from entrepreneurship,

[00:02:32] I mean switching from employee to entrepreneurship or transitioning from college or high school or wherever that is and going into the entrepreneurship journey having the correct mindset and doing so. Fantastic. Wow. What a journey. It sounds like you're muscled up and ready to attack pretty much anything.

[00:02:49] So I'm keen today to touch on the kettlebell side of things because I know that it's not very often that you get to talk to a kettlebell king and you'd be one of them, right?

[00:03:02] And also cognizant of the hemp and CBD stuff, very, very interesting but we live in Australia and so that's a no-no for us unfortunately at this point in time. So I thought we'd dial into your journey with Kettlebell Kings and just kick off for our audience

[00:03:21] in terms of no doubt, no doubt we've all been to the gym and we've seen the rack of kettlebells but they're next to the dumbbells, they might be next to the resistance bands which are next to the free weights

[00:03:33] which might be next to the assisted machines. Why should we pick up a kettlebell? Well, I mean, I think just in general when you're talking about trying to figure out what type of functional fitness

[00:03:46] or what type of fitness fitness or health and wellness routine works for you, I don't think one size fits all. So I think kettlebells is one of those unique tools that does actually apply really functionally with how you go through life.

[00:04:00] So if you're not a traditional lifter, if you're not lifting to be a bodybuilder, different things like that, competitive lifting even, you can use kettlebells to pretty much do most of, if not all of your lifting, even if you are a high-performance athlete

[00:04:16] or a competitive bodybuilder, whatever that may be, you can supplement things with the kettlebell that you can't traditionally get from other static pieces of equipment or even kind of equipment that's more dumbbell or symmetrically based.

[00:04:30] So I really think it's not kind of a one size fits all thing, it's more of how do I utilize this tool to the best of its ability and the thing about kettlebells is I think it's a unique shape that everyone can recognize kind of internationally

[00:04:44] and when I think about health and wellness, I don't think of a kettlebell being the only thing but I think of it being kind of the centerpiece.

[00:04:52] And if you're on a health and wellness journey and that centerpiece can bring you into a community of people who want to help you develop and take that next step and become a 1% better you, that's really the journey that we're interested in starting

[00:05:06] and that's what we created with kettlebell kings where it's really about that community, the kettlebells, the centerpiece of that community. Fantastic. I read a long time ago and I don't know whether you've read this book but it's The 4-Hour Body by Tim Ferriss

[00:05:21] and it's basically deconstructing lots of different facets of life from a fitness perspective to try and find the minimal effective dose of any one discipline, whether it be muscle gain, fat loss, cardiovascular fitness, that kind of thing.

[00:05:36] And there was a chapter in there about the kettlebell and he essentially surmised that if you could only take one piece of equipment with you

[00:05:45] and do one exercise for the rest of your life, it would be the kettlebell and the basic kettlebell swing between your legs all the way to over your head.

[00:05:55] And so I was keen to understand from you what would be the benefits then of just that stereotypical kettlebell swing, the one that people see in all of the posts and the videos. What does it do for you from a physiological perspective?

[00:06:10] I think one of the things we really forget about is how functional we are as human beings and where let's say our traditional athletic abilities come from, in our genes. We literally used to have to climb through a more difficult terrain than we currently do.

[00:06:30] There weren't paved roads and things that we can just roll over where we want to do so. Our bodies are very responsive to dynamic motion with weights and with heavy things.

[00:06:41] We used to have to carry things a long way, so things like farmer's carry, things like swings, these are more natural motions that you would use if you were trying to actually achieve a goal with something heavy.

[00:06:53] So you wouldn't use a static sitting down lift, you dynamically use the momentum and your weight and you would swing it up and you try to actually use less force but create that dynamic chain through your body so that you're transitioning the weight more efficiently

[00:07:10] versus pushing or pulling the weight. I think that's where swings and kettlebells in general really help you is you're doing that throughout your day regardless.

[00:07:20] If you were to pick up a baby, you don't pick it up like a curl, you more pick it up like it's more of a swing. Everything is more of a swinging dynamic motion.

[00:07:30] So I think that's where kettlebells really helps translate because those motions become tighter chains, those links in those chains become stronger and you're capable of more weight than you're typically doing in your day to day life

[00:07:43] and you see that if you just start, you know, in the first I would say a couple months even. Yeah, yeah, fantastic. Now I completely agree.

[00:07:51] Back in, I've got three young daughters, well I want to say young, I mean they're teenagers now but back in the day I had twins and I remember getting these twins out of the cot where you were bending over and picking up this weight

[00:08:03] and presenting the baby and carrying and then doing that on a different side and what you really, really feel it. And there was that moment in my life when I was training, CrossFit style training, doing lots of core and kettlebell swings

[00:08:18] and being very, very aware of things like posterior chain and glute activation that I think sent a signal to my memory to say just remember when you're going to do any of this stuff be mindful and the kettlebell taught me to do a lot of that stuff

[00:08:36] I think just with the fact that I'm swinging this really heavy weight all over the place and so yeah, very intrigued by what it can bring with such a simple, I guess, concept i.e. a weight with a handle.

[00:08:51] So what I'm keen to understand is, so you're one of the co-founders of kettlebell kings what made kettlebell kings so successful? Because there'd be a truckload of companies out there selling equipment and kettlebells in the layman's eye would be no different to maybe dumbbells or barbells

[00:09:15] but it seems like that you have got that secret source exactly right to create something that has become so community driven and tapped into I think something that people really, really love to talk about and share

[00:09:30] what was the journey that took it from maybe, I don't know, maybe a garage start-up to where it is today which is undoubtedly one of the biggest kettlebell companies in the world? Yeah, I mean, I think from the beginning we were going on our own journey as well

[00:09:48] so you know I graduated college, I was trying to find my own I played football in college and after kind of hanging up my cleats if you will I was trying to figure out what does my day-to-day routine look like in terms of my workout

[00:10:03] and what tools I use as my workout so I found kettlebells during that journey and I liked it personally because it allowed me to do kind of a more minimalist workout I could work out from home and really work out from anywhere

[00:10:16] I liked the idea of utilizing one tool and a bunch of different ways to still get a good workout and I really found that to be something that motivated me to work out even more

[00:10:30] than I would let's say if I went to a gym so for me it was worth it to kind of go down and nerd out on exploring that for myself and coupled with that there was no real company at the time we started it

[00:10:43] and that was using that as a centerpiece for health and fitness community and regardless of what type of business we started when we started thinking about the types of business we wanted it was always community-based we wanted to try to figure out how we could create

[00:10:57] a community of people who really appreciated a product and then we used that product to paint a better path for them so something that actually brings value to their lives and something that when they join they actually feel better

[00:11:12] and are more motivated and more likely to do things that are positive for them in general so I think that kind of initiative was even before the kettlebell became a part of the company

[00:11:24] and so once the kettlebell was the centerpiece it was now we have something to focus around and build from there and it just became we would call ourselves the ESPN of the kettlebell world where we're trying to

[00:11:37] create as much content and aggregate as much content from around the world as we can and put that in one place and serve that to a community of people who find that interesting and keep doing that at a better and better pace so that we're actually providing value

[00:11:51] before they ever even get a potential sales pitch to buy a kettlebell for example Was it... and in terms of the type of content that you were creating and distributing was there any one section of that you think that was really resonated in terms of

[00:12:09] was it videos, instructional videos on YouTube? Was it selfies? Was it quotes? Things like that, user generated content which perhaps out of all of those pops were the most successful for you from my I guess a virality perspective

[00:12:28] You know I don't think anything really beats user generated content from that perspective but I think you have to earn the right to be that hub right so when ESPN puts their top 10 plays on it's important because it made ESPN and that's what we wanted

[00:12:46] to become in the kettlebell world we wanted to become the place where people wanted their news to be put out to the world in this particular space and we knew at the very early on that there were very tight knit communities of kettlebell enthusiasts

[00:12:59] all around the world, all around the United States and we wanted to tie those together so there was some you know a political aspect even to getting organizations to share their information and see that we could grow the entire kind of sport

[00:13:16] we can grow the entire awareness around this tool by just all collaborating on different pieces of content and trying to make that a process and you know you collaborated with people who buy into that idea and the people who don't buy

[00:13:29] into that idea they sit by and watch and as they see it working they come and join the team as well so I think it's just one of those things that once you have that goal in mind and you start going for it you know it's up to

[00:13:43] you to be set and we have I mean we've got a we've got a big fitness community and a number of those are owners and operators of all types of fitness facility whether it be the CrossFit Box one-on-one personal trainers, PT's

[00:13:59] coaches things like that in terms of taking the next step from a business perspective wanting to get out of the grind of being in the business every single day without any break but wanting to grow work on the business

[00:14:16] and just take it to perhaps a less onerous space where it can actually grow and scale. What would your what would the initial steps be do you think that you may have written about in the book that you want to share with our audience?

[00:14:32] Yeah I mean I consider myself you know kind of an advocate for the use of digital tools and small businesses you know I think a lot of times even the most stubborn business owner that can be a good trait to have when it comes to

[00:14:47] the perseverance needed to overcome every obstacle that you have to deal with in business but I think you need to be able to adapt your concepts and thoughts quickly to kind of the ever-changing digital landscape and

[00:15:01] we always looked at ourselves as that way so you know I remember when we started the company in 2012 people were like what in it you're not going to have a store like where how are people gonna buy from me that was that was a new

[00:15:13] concept to people when we were talking about that and we knew like hey that's where that's where everything's going like we're gonna we wanted to be the Amazon of kettlebells and people didn't even know that Amazon was going to be the

[00:15:25] Amazon of Amazon and so the goal I think the goal is to stay on that way and utilize that technology when you have a brand to really accelerate the company so you know there's a lot of different things that we were

[00:15:39] able to do you know from even like you know now nowadays you have more advantage than any to once you have the community there are kind of standard operating models fulfillment models that you can utilize that take your hands off of

[00:15:55] the fulfilling your customer side of the business and allow you to focus on the growth of the business so I think making that a priority as as a leader you know that's that's part of what I talk about in the book and

[00:16:07] I don't think that's a skill set thing I think that's more of a mindset and having the willingness to to foresee and to think that way when you're moving through the business market was it was it hard for you to release perhaps some of the

[00:16:23] some of the personal aspects of the business to for instance you mentioned dispatch so third-party logistics when you're just a number in a warehouse whereas you know in the early days you get to see hands on every single order that comes through you get to understand

[00:16:39] that maybe you write a personal note you know maybe you can do all these things you can control the delivery of that was that hard for you to release to just push that out to a larger business and go well it's with you now

[00:16:51] I know that we can scale with you easily but we don't have that personalized perhaps stance on dispatch that we used to have it's very hard you know I think that personal it is personal when you start your

[00:17:07] own business if it wasn't personal I don't think you really do it right I think you care about it the same way you would care about a family member or a child either in a way so I think it's letting

[00:17:19] your business grow up and I think that takes some self-awareness and when you are fearful of that step you know that's you know I talk about that some evening but I think you have to that's why you have you have to measure

[00:17:31] your success and measure goals and never really be happy with last year's efforts and last year's numbers so when you have a kind of a growth mindset there has to be a number there has to be a milestone in which you pass

[00:17:43] and which you will take that next step and when you set those kind of markers it makes it real easy so you know my partners and I proudly thank you for a year or two before we went to our fulfillment company and

[00:17:55] once we went there no one was like oh we shouldn't have done this because it's a growth path and there was no way not to have done it the question was should we have done it six months sooner, six months later that really becomes relative

[00:18:07] in the big picture the question is are you going to take that next step to grow the business and that's the hard part I think for a lot of small business owners is you know you make your first million dollars as a business and you think you have

[00:18:19] something and it's really getting from that one million to five million to ten million that will determine whether or not your business has longevity. Yeah absolutely and you grew from was it simply just a three-way partnership in the initial days, the early stages? Yes it's great.

[00:18:39] And I was just keen on like how did that scale up in terms of how big did it become how many people did you need on the ground or were you able to keep that business still as small as you could with systems and services?

[00:18:51] We always had a previous tight team you know it was basically two of us running a day operation and then a third partner managed the finances in the kind of the oversaw the books let's say and then we brought on you know we had tons of vendors

[00:19:07] so you know I guess if you consider vendors we had quite a big network of people working for us but if you're talking about internal employees we had five to six at most but most of the time anywhere

[00:19:19] from three to five I would say, three to five like full-time employees and most of those are social media and then when we started hiring trainers we had you know full-time like master cut about training on staff and things like that.

[00:19:36] How would you manage the onslaught of social media commentary in terms of you'd have DMs messages you'd have emails galore coming through you've got all of these different channels that people are trying to communicate with you and obviously you want to give the best

[00:19:56] response to each and every customer out there you don't want to leave anybody hanging dry but when you've got that many people online and that volume of content coming at you from so many channels I would imagine it would be overwhelming. How did you manage that?

[00:20:08] Well I think the mistake a lot of people companies I mean a lot of people and companies like I should say is they kind of take a reactive approach to it you know they kind of are like well we'll see how many

[00:20:22] complaints we get and we never looked at it like that we want to open communication channel and then we managed that stream of communication so if you're looking at it from we want to open the channel

[00:20:34] make that channel as open as possible to all of our audience so they communicate with us and then that would determine how much flow we need to manage we need to decrease that flow we need to increase our efficiency somewhere

[00:20:46] we can decrease the flow from seeing repetitively the same issues over and over and over you see what I'm saying so the more flow we get the more data we actually get to become a better company and I think a lot of companies miss that

[00:20:58] and they're just looking at that as you know complaints or trolls whatever that may be and I think there's nuggets of information in there if you just process that data fortunately for us we always were a digitized company so we didn't look at it as a complaint

[00:21:14] we looked at it as okay how do we process that and turn that into a survey and turn that into some data that makes good recommendations for the business and that's getting easier and easier to do now and I think people can take advantage of that

[00:21:26] with tools like AI just the amount of CRM integrations that we have now that allow us to completely kind of automate and create templates and create you know bytes that can respond and kind of funnel

[00:21:42] people in the recreation when they try to communicate with us. Yeah well there are any particular standout pieces of software that you tried and tested and proved in the kettlebell kings and then took that over to your companies after that things like clavioper email hootsuite you know

[00:22:02] all of these other tools any standouts for you yeah I mean we did a lot we did you know we did clavio we did HubSpot we did printful you know pretty much if there's a company you know we work with Google we were using 29 Google tools at

[00:22:18] one point so like literally if there was a digital tool to use to try to automate a process we were always interested in using it and I think that was before even the idea of kettlebells and I think that concept is because we

[00:22:34] want to provide the community with the best virtual experiences they can have and we think that comes and goes with technology you know we can't be behind the technology curve and think we're giving people enough to date a virtual experience because we don't have a store that is

[00:22:50] how we look at the store is it needs to say technologically advanced enough to date and as kind of user friendly as possible. Yeah it's interesting I'm intrigued to see what happens with AI as well because as technology starts to evolve

[00:23:06] so do the communication channels that are open to us as well and I get I get so infuriated when there's an AI bot that pops up that you know is just not going to help you but you know

[00:23:18] you're going to have to go through the motions for five minutes asking these rudimentary questions when all you want to do is chat to a real person and we get that with our telcos over here

[00:23:26] as well if I have an issue with my internet or my mobile plan and I want to speak to somebody unfortunately for the person that I finally get through to they know that I'm probably going to be infuriated because I've had

[00:23:38] to go through an automated telephone system that's taken about five minutes that invariably the drops me off or doesn't give me what I want or it will take me to an AI system that asks me the question the wrong questions

[00:23:50] and I kind of remember back in the day when you used to pick up a phone and there'd be somebody on the other side that would just say yep what can I help you with and you'd get there so quickly but obviously that doesn't work with

[00:24:02] scale are you finding AI to be a benefit these days or are you more hesitant just in terms of not going taking that full step and embracing what perhaps could become an issue if the communication isn't right?

[00:24:22] I mean I think you have to embrace it I think it's more of how you most effectively utilize the tool and that's kind of how I would look at anything is I don't think you can pretend like it doesn't exist

[00:24:34] and compete against it and I think you're setting yourself up to lose whoever is a good expert in your chosen field if they're using AI they would technically be a little bit better I think trying to integrate yourself with tools that can exponentially grow and compliment your

[00:24:54] own natural expertise is the hard part of business and I think a true leader has to have that kind of self-awareness to know where he needs to lean the most on let's say maybe an AI type of recommendation versus an experience or his own personal flavor

[00:25:10] or strategy for something. I try to lean on data as much as possible and use that data to help give clear markers that can grow the business to everybody that we're working with so I think like if you're not using data to measure success of vendors

[00:25:26] and employees and different things like that everyone's working on a different measurement scale on a different bar and that's what I really try to cut out and I think we live in a system now where even if we don't technically

[00:25:38] all agree on data we can agree how we're going to interpret this data and utilize this type of data to move the company forward and that's more important than you know how much if you use it 20% or if you use it 90%

[00:25:50] yeah that's kind of how we do it. Yeah well absolutely and it makes perfect sense because obviously it's a benchmark and we could attribute that to anything if I want to lose weight then I need to know what my benchmarks are. How much do I weigh

[00:26:02] now? What's my muscle mass? What's my fat mass? What's my bone density? Like where do I want to go? Well if I don't know any of those things then it's going to make it pretty hard. It's a lot of guess work so I completely

[00:26:14] understand where you're coming from. Tell me about your company and the pandemic because I know that when the gyms were closed over here and the very first thing I did was I jumped on the line and I bought a weight bench and 230kg dumbbells and a 24kg kettlebell

[00:26:38] but that stock was probably available for about 12 hours and then it was gone and it didn't come back for a very long time so I was kind of lucky I had a little home gym set up here. Now I would imagine with the kettlebell company

[00:26:54] this is a super easy piece of equipment like you can ship it to your home, you can get a full body workout, gyms are closed, we're not allowed outside, you would have lost stock very quickly right? Yeah I think we probably could have sold

[00:27:10] kettlebells for a million dollars at least today. Luckily we are a moral businessman so we just made the stock available but yeah I think once they announced quarantine here in America where people officially had to go home at gyms closed

[00:27:26] it was about 20-30 minutes and we were out of everything and then every time we ordered we were bringing into basically stock issues, stock outages the entire time. The hard part was really getting things through customers so

[00:27:42] our sales could have been through the roof if we could have gotten things through customers. It helped us as a business because we always had that kind of foundation of creating a digital experience and so we really focused on the digital side of the company

[00:27:58] and what can we offer, I mean we had meetings that were focused on can we sell kettlebells obviously because we're out of them so what is it that we're going to offer people that really brings value and I think those conversations

[00:28:10] have been about for continuing to build a brand as well. How did you manage that from a mindset perspective? It's so hard when you know that you've got an online store that offers great value, converts really well but has

[00:28:26] zero stock. Did you have sleepless nights trying to get that supply chain pumping? Oh yeah, I mean it's terrible. The cost of containers is quite droopled if not that. So yeah, it was a terrible time but the mindset

[00:28:46] of what we've always wanted to create and with any business that I created is this is going to be a battle, this is going to be a challenge and it should be growing like that. That feeling of

[00:28:58] hey this is getting overwhelming and happening too fast, that's a good thing. That means that we're getting a demand and we have obligations to meet and there's something that we have to do and I've been part

[00:29:10] of companies that don't have that and that sucks so I much rather have problems than not have problems for any type of business, especially if they're related to just getting image oriented. So I think that's just a mindset that we've always

[00:29:22] had and I try to adapt with any company that I work with. Absolutely. So I had a million questions about Kettle Wells but I don't think I'm going to ask any of them because it's obvious that there's a lot of hub and there's just every single facet

[00:29:38] of content available. I would imagine anything you want to know about Kettlebell you can find from the Kettlebell King so I'll direct my audience there. But I'm kind of interested in you personally as a former athlete you've got pressures of business and

[00:29:54] you clearly got that mindset where you're writing books and running businesses how do you stay in shape, what do you do to stay in shape? I just try to stay consistent. I try to be active, I would say at least

[00:30:11] four to five days a week and most weeks it's more like five to six for me just because I'm one of those people if I'm not sore I'm probably going to get a workout in that day. But then also

[00:30:23] I think for a long time and especially since I've graduated I would do what people call intermittent fasting. I don't eat as frequently as most people do so I eat one maybe two meals a day and then I don't eat any processed foods whatsoever

[00:30:39] I literally try to eat as clean as possible. That helps me kind of stay in shape the ideal way that I'd like to. But I'm also on my own kind of health and wellness journey with silver coverings

[00:30:55] for some of the injuries I've had from football and things like that. So I go to the gym and work every two weeks and if I need to get kind of deep tissue work I'll go get some of that

[00:31:03] done as I'm kind of rehabbing like some of my shoulders and sternum and things like that. So I'm really big on functionality and trying to maximize the functionality I can for the rest of my life I guess. And in terms of new technology, things like

[00:31:19] red light therapy, ice bars, saunas stability and flexibility over white training cardio is that something that you would build into your week? For sure. I'm not big on the like I'm more kind of I guess you would call me a minimalist when it comes to exercise and fitness

[00:31:41] but I do love kind of the stability and the functionality, the stretching all those types of things. So I've really been big on that since especially coming from let's say competitive sports where you're lifting literally to maximize how much weight you can lift and how much strength you

[00:32:01] can gain in a set period of time before you have to go into the next season. The workouts I do now are much more so that I'm completely balanced on my left arm and my right arm and I'm trying to make sure that I'm more of a

[00:32:17] well-balanced human being when I'm moving through the world and really work a lot on that because you know let's say putting a bunch of weight on bench press. Yeah and how do you track things? I wear an aura ring and I track sleep

[00:32:29] and HRV and metrics like that. Obviously you've got so much out there at the moment it's hard to know where to look. Well luckily when you're only finishing a week for a long time you become friends with quite a few trainers. So you know I've had workouts made

[00:32:45] for me given to me by everyone you can name of and there's workouts online that I have liked or liked to do over the years and so a lot of the things that's tracking for me is doing

[00:32:57] workouts that I haven't done in a while and kind of seeing where my fitness is. I like to do that quite a bit where I use that kind of as my milestone owner. I'll increase based off of how I felt going through that

[00:33:09] workout knowing that six months ago when I did that workout I was really struggling on those leg kicks or whatever that might be. So I'm really always just kind of chinkering with my own kind of workout plan. There's no real set routine other than continue

[00:33:25] maximizing kind of functionality of my entire body and right now I would say about 95% close to my goal and then I really start focusing more on building more mass possibly and put on 5-10 pounds of muscle something like that.

[00:33:41] So tell us about putting on 5-10 pounds of muscle then. You mentioned whole food approach. Now whole food can mean different things to different people. You've got everything from veganism to carnivore and everything in between. Where do you sit in terms of

[00:33:57] is it animal based whole food diet or are you more plant focused? Would you supplement? How do you get your macros through food? I would just say I'm a needy boy. I just don't need processed food so if it's not made from stretched then I'm not very interested

[00:34:17] and that's really kind of what it boils down to. So if it's organic I'm trying to get the cleanest meats I can, the cleanest vegetables I can, cleanest fruits and I'm making anything that is a quote-unquote

[00:34:29] dish. I'm trying to make that from scratch and use all natural ingredients. The main thing that it is is just as long as it's natural ingredients I'm kind of down for. I don't really have a big sweet tooth or anything like that

[00:34:41] so that probably helps me where most of what I eat is going to be vegetables and meat and fruits if anything for kind of a dessert. And supplements? Not much. I've taken protein powder before.

[00:34:57] Not a huge fan of it one way or the other. A lot of them kind of made me get a little bloated feeling sometimes but I'm not opposed to them either. So I think it's the same thing. If you can find a clean natural

[00:35:13] supplement I think that there can be benefits in that as well. Talk to me about recovery days. You've got this athlete mindset and often times in the early days, when you're a young athlete you're pretty much indestructible. You can go out and go to the pub

[00:35:33] and get drunk and get up, hung over and smash yourself and eat pizza and burgers and then just repeat because your hormones are there. They've got you back at that age but once you hit that critical mass and you're tipping

[00:35:45] over into your late 20s and 30s and 40s and so on, then your hormones really in some circumstances can work against you and recovery becomes really important and sleep being part of that as well. Are you mindful of recovery days

[00:36:01] you mentioned like if you're not that sore you might hit the gym again or have you got any set days perhaps that are strictly no training but I'm just going to go and do X to recover?

[00:36:13] For sure. Some days and a lot of days I have to like I want to work out just because it's something that's kind of a stretcher lever I think for me as well. I feel like for some people when you get that workout in you feel more accomplished

[00:36:29] I want to go do more things after I work out than before I work out a lot of time. There are days in which I just have to tell myself your legs are too sore, you're going to be sore for

[00:36:41] your next workout on Thursday or whatever and I'll go for walks. I'll go play basketball by myself really so just literally shoot around and get a sweat up but not really a workout. The way I look at it is I'm trying to loosen my muscles

[00:36:57] and get a good blood circulation in my muscles so that I'm less sore for the workout tomorrow. Instead of me looking at it like I miss my workout today I'm like prepping myself for tomorrow's workout to be awesome so making sure everything is nice and limber and

[00:37:13] give a good rest and go into it like that. That's kind of how I just usually look at an quote-unquote recovery day is whatever I can do to prepare for the next workout and maximize it. Alcohol, does alcohol play a part in your life?

[00:37:29] Well, I would say yes it does. I drink a lot less now than I did when I was in my 20s for sure. That's probably one of the craziest things is that I don't enjoy it as much as I did then

[00:37:45] just because of recovery. The difference is crazy I will not deny that. I have a drink every now and then but it's not nearly the same as it was in my 20s or definitely not in my college day.

[00:38:01] I totally get where you're coming from. I don't drink anymore because it just makes me feel like crap and I don't want to feel like crap every day I want to try and see the day and then stop. There are some days where it's like

[00:38:13] do I want to feel like crap? I'm like no I don't. And there used to not be any days like that. It used to be worth it every time but I think that's part of life so I find those kind of things interesting

[00:38:25] I'm one of those people that I like to kind of be an observer and when I have emotions or milestones like that I'm like I can't believe this is happening but I know it's real. It's really happening.

[00:38:37] The time has come where sometimes I just do not want to drink because I'd rather have a good night sleep. Life can be cruel. Tell us about the book because I'm keen to your whole life's path of experience from

[00:38:53] athlete to business owner to going through and understanding all the stresses and figuring out what it takes to build that framework of a successful business model that can be translatable irrespective of perhaps the industry in terms of using these tools, tips and techniques

[00:39:09] to just build something that has resilience What could we expect? What could the business owner maybe the gym owner who wants to expand to something bigger and what would they expect from the book?

[00:39:25] Well I think in the first part of the book I broke it up basically in three sections. In the first part I tell my story and the story of kettlebell kings and then in the second part of the book I basically have 10 building blocks or 10 sections of business

[00:39:41] use some of the stories with kettlebell kings and some of my other business to tell kind of how these are good examples for whatever I'm trying to make. In the first part of the book I'm really using

[00:39:53] stories from my own life to try to help you start thinking about how do you best utilize your own experiences to be the best leader you can for your business. I think self-awareness is a big thing when it comes to business

[00:40:05] you know the best business relationships that I've had have been with other people who are self-aware of who they are, what their goals are, what their business goals are. They have clear visions than other people and they are able to not only withstand

[00:40:21] the pressure of entrepreneurship but withstand it with a clear head and still have level conversations and make plans and keep promises and make strategic alliances in the business world. I try to write about that, what taught me those lessons

[00:40:37] and how I was able to kind of see and utilize some of that. I talk about in high school seeing branding for the first time, not being through business but being through a new coach coming to my school

[00:40:49] and taking us to the state championship and the messaging that came with him as a coach. And it wasn't just the team that was branded, it was the entire community, it was the school, it was an entire marketing campaign almost

[00:41:05] of a strategy that he came with in order to achieve this smaller or larger goal depending on how you look at it. But it was the first time that I really realized like words and pictures and mottoes mean something to people. These things can

[00:41:21] bring groups together and they can make people set their differences aside. So I think there's a lot of examples like that in all of our live sports is one of the key concepts or the key stories that I use

[00:41:37] for my examples but I think if you've gone through anything and been a part of anything that is worth something, you've had to make sacrifices and you saw teams come together and you've seen leaders make those sacrifices. So I would lean into trying to learn

[00:41:53] and be the best type of that person that you can when you're trying to start your own business versus thinking where you are is currently good enough. I think that's why mindset is so important. I think you need to have the mindset

[00:42:05] that you can no longer be who you were. You need to be better than that. You need to be this future multi-million, this billion dollar guy, whoever you think that is. You need to start becoming that before it actually shows up. Fascinated. I love the fact that

[00:42:21] there's a passion behind certain brands that people often overlook. Don't even think about and I'll use Apple as an example like Apple, they make beautiful products. They're more expensive than most things and in often times they don't do as much as other devices do. But you have people

[00:42:41] that line outside these Apple shops for days for the release of an iPhone that's really no different than the phone that they've already gotten. They're so passionate. And it's understanding what builds that passion and where did that come from? For maybe at the

[00:42:57] Apple brand or Kettlebell Kings or it could be a sports brand or whatever it is, whatever brands that you purchase. If you can dial into that clearly like you have then that is building blocks to create something really quite special in the future.

[00:43:13] Fascinating. I'm fascinated by all of this stuff that just goes on I guess subconsciously around us that drives decisions every single day that we kind of make on automatic pilot without even thinking and it's business.

[00:43:33] I think that's even the simple stuff like customer service. I think that's where these kind of core concepts come from. To me the person that will pick up the phone and call me good or bad is a potential customer that

[00:43:45] would line up out of the side of the store and be waiting in the ring for that Kettlebell. I think of that as the same being. And I think a lot of companies miss that and even if I'm wrong one in ten of those people is that person

[00:43:57] well I'm still capturing one of ten of these kind of big fans that I can now go out and try to figure out okay who is this guy, where does he shop? I can figure out exactly what I need to find more

[00:44:09] with him. And I think that's what I'm looking to do regardless. I'm trying to build this fan base like Apple regardless of what the product is. There's no such thing as me not doing that. That is a constant effort

[00:44:21] and those efforts can be measured and you can use digital tools to eventually get there whether you get there today or five years from now. If you have that as your goal you can eventually get there. If you have a good product for sure.

[00:44:33] Where can people find the book? Amazon. It's for sale on Amazon now. You can show it for pre- and for buyout of Chad Price and it should pop up. But you can also find more information about me on ChadPrice.com

[00:44:49] that's probably the best kind of central hub to see where I am right now what business I have going on. I'm actually in a big kind of marketing preparation right now for a new launch. I'm going to be starting another book here soon.

[00:45:05] And I have a lot of marketing that I'm going to do around the messaging around kind of my messaging and what I'm going for. Fantastic. We'll put all of those links in the show now. I've got one question for you before we wrap up.

[00:45:21] What are your non-negotiables? The things that you do each and every day to crush each day. Just on automatic pilot and it may be you like to get up and stare at the sun for 10 minutes to kind of reset the body

[00:45:33] write a few notes, have a coffee. Whatever they be and they don't have to be health related at all. But what are these non-negotiables? If I had to choose one I wouldn't look at it as like a daily non-negotiable but I would say my workouts are non-negotiable.

[00:45:51] So even if I am even if my leg is broken I still have to figure out something to do. The idea of just sitting and riding away, that's terrible to me. I don't like the idea of atrophy. I hate that idea. So I think that's probably

[00:46:11] my non-negotiable. Having kind of a healthy routine, I need to see one step is going in the right direction. One foot is going in front of the other and I'm in a direction that I believe in. And if I'm not then that is something

[00:46:27] that I'm working on on a daily basis. I'm very anal about that. I'm sure you can ask my girlfriend but when we say we're going to do something, this is what we're going to do and these are the steps we're going to take we're going to get there.

[00:46:39] So I think it can be a gift in the car sometimes. Oh look it absolutely can. Non-negotiable for exercise, I share that. I feel like a caged tiger if I don't move, lift weights, things like that.

[00:46:55] And I remember a couple of years back I was messing around with a friend of mine and we were doing some boxing training with some gloves and some bags and there was a table next to us and my friend said

[00:47:07] back in the day I could have box jumped this table. And I said oh I can do that. He said go on then, go on. So I said right I can do this. And so I attempted to box jump and I kind of bailed out at the very

[00:47:23] last second. He hesitated. I hesitated. And I came down on my shin and opened up my shin to the bone and I looked down at it and I could see my bone

[00:47:35] and I looked at my mate and he looked at me and I said to him I can still train up a body. Yeah don't worry we're good. We're good and so for the next month or so I was limping around the gym

[00:47:47] just doing all the upper body stuff. But it's one of those things that when you dial into something that makes you feel that good, you just have to embrace it. You can't let it go.

[00:47:59] I tell people that all the time. I think we all have kind of habits and I think you could have good habits and bad habits. I try to make my quote unquote bad habits good things. If I'm addicted to working out that's better than being addicted to cigarettes.

[00:48:15] I'm balancing my human nature. I love it. I've had a fantastic conversation with you. I really really enjoyed it. Just for our listeners, what's next? What have you got in the pipeline? You mentioned potential book, you got new business. Anything else

[00:48:31] that could be notable to talk about right now? Follow me on social media. I'm on pretty much all channels at real-time price or just chat price and then I'm actually going to be starting another book. I'm starting a podcast. I'll be launching all

[00:48:47] that information on chatprice.com and through my social media channel. I think social media is the best place to follow me. Fantastic. Again, as mentioned before, we'll put all of the links and the info in the show notes together. But Chad, I've had a great

[00:48:59] conversation. Really enjoyed it. I wish you all the best with your future endeavors and hope that I'll be connecting with you at some stage soon in the future. Thank you for having me on. It was very nice meeting you. Thank you mate.

[00:49:16] Thanks for listening to our show, The Health Sessions. If you would like more information on anything health from our blog, free e-book or podcasts, simply visit www.180nutrition.com.au Also if you have any questions or topics you would like us to see cover in future episodes,

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[00:49:52] So until the next time, wherever you are in the world, have a fantastic week.