Tribefit Review | Interview with Matt Moore - Done Over $500k Online Clients

Chris Lynton: Hey there guys, Chris Lynton here from TribeFit. As you can see, we've got the beautiful background there of Queensland. Sunny, or the Sunshine Coast, I think. Would you call it, Matty, is that right?

Matt Moore: Gold Coast, man. That's the spit behind us. So a little bit south of Brisbane. Probably one of the nicest stretches of coastline around Australia.

Chris Lynton: Yeah, that's it. Slightly further north of me. I'm in Sydney, Australia for anyone that knows the geography of Australia. Matt Moore joins us today and Matty's done some phenomenal things over a good amount of time, and just consistency. I'm really looking forward to today's interview to go through... Not only gotten some big results, but big and consistent results, which is what it's all about. Matty, do you want to give us a little bit of a spiel about yourself, your background and what you've been doing?

Matt Moore: I run a company called One Moore Rep. On the hat, which I'm actually going to take off. Hopefully you can see my face a little bit better.

Chris Lynton: That way we know you're not bald, mate. There you go.

Matt Moore: Yeah, that's it. Not yet mate, not yet. I think running a business is going to send me grey, not bald, but it's already coming through.

Matt Moore: I came out of corporate life. I was chained ... for too long, and wanted to get into fitness. Started in a gym, did it for about a year before I went, "There's got to be an easier way to this. There's got to be a way that I can reach more people without burning myself out." Got involved with you guys at TribeFit, and mate I've never looked back. It's been a few years now and I'm completely online. I've been able to move up to the Gold Coast and run an international business that's completely remote. I specialise in obstacle racing and I travel around to events every week, multiple events a month around the world. I've been able to run my business and grow my business and scale my business completely remotely.

Chris Lynton: Incredible mate, incredible. I remember ages back, and forgive me if I've got this incorrect, but I know there was definitely a stage there where you were still working in the gym and you had a fair bit of travel to the gym, or you had to get there so early, that it was like you were literally sleeping in the car in-between sessions, or something like that. Something crazy like that, right?

Matt Moore: Yeah. At one point I was doing sixty...

Chris Lynton: The Internet's dropped out slightly there, mate.

Matt Moore: ... trying to build the online at the same time. Sorry mate, you got me?

Chris Lynton: Yeah, the Internet's dropped. How many hours were you doing? You were saying 60, and then it kind of cut from there.

Matt Moore: We were doing about 60 face-to-face sessions a week, and yeah, I was sleeping in my car in the carpark between sessions, mate. It was a lot of hassle. There was decent money to be made there as well, but that was sort of the peak of where I said, "I don't think I can sustain this. I don't ... can do this for years and years," ... but I sort of got into the online. Obviously that's scaled up, or scaled out, of the face-to-face.

Chris Lynton: Beautiful, beautiful mate. We're getting a couple little bit of jumps in the Internet, but it's not too bad at the moment. Everyone amid COVID, so I think it's happening a lot with Zoom, because everyone's having Zoom sessions at the moment. We should be able to get through this.

Chris Lynton: Mate, sleeping in the car in-between sessions. Like you said, you're working hard, hats off to you and you're making it happen, but obviously it's lifestyle-wise compared to, I guess what you have now, massively different, right?

Matt Moore: Huge, huge mate. I'll always work hard. I don't think it matters what I do. I'm always going to grind and put in the hours, but just the lifestyle difference, mate. I got up, I walked the dog along the beach to the sunrise this morning, sat in the café with my partner, had breakfast. Already got a training session in. I've already done a couple of client calls today, and a couple of sales, and I'll have time to train. It's just a better a work-life balance. You sort of work on your own terms when you're, when you ... very much ... peak periods, you sort of have to work those early mornings. You have to work those late nights, because that's when your clients want to train. Whereas now I just set my calendar when I want people to jump on the phone with me, and I can make it work. I can obviously reach people around the world, which is huge in my sport.

Chris Lynton: Yeah. Beautiful mate, beautiful. I guess to give a bit of an idea of people where you're at, at the moment. How long have you been online? How many clients, off the top of your head, rough figure, would've you had in that stage do you reckon?

Matt Moore: Well, I've probably been online seriously for nearly two years. When it first started, I was very much face-to-face and the online was a little bit of a slower start. Obviously as it's grown of scale out of the face-to-face, which was a fairly risk-free way to do it. If I had my time again, and I wanted to build the online again, I think I could do it a lot quicker. Maybe assuming a little bit more risk, but that's always how the game's played. I've been only online for probably just over a year.

Chris Lynton: Yip.

Matt Moore: Obviously we're about two or three months into COVID now. So it's been a bit of an interesting landscape. There's been a bit of a pivot that's had to happen. In a time when most people I know are doing it very, very tough in fitness, I've been able to relocate, move house, move up to the Gold Coast, pivot the business, still keep my clients happy. Now that gyms are re-open we're signing people back in. Not only have I managed to keep the doors open, but I'm actually thriving.

I would say, to talk in real figures, we were set to do probably 300K this year. COVID's probably thrown a bit of a spanner into those works. I reckon it's probably cost me between 50 to 100, hard to say. As I said, gyms have just opened, so we're getting a really nice spike now. What I guess is worth remarking on, is it's been just a consistent, steady growth. We tend to chip away at breaking records, month on month on month. So it's been very consistent.

Chris Lynton: Yeah, mate, it's important. I guess in terms of COVID, there's people out there that are like nothing's happening. Gyms are closed down, face-to-face closed down, literally out of jobs and all that sort of stuff, and all kinds of clients are closed. Where I have students who are online, who are doing record months. I guess for yourself, your niche being Obstacle Course Racing and whatnot. They closed down as well. So it, for yourself, probably had more of an impact-

Matt Moore: Huge, huge [crosstalk 00:00:07:21].

Chris Lynton: ... because you have a reliance on that, versus just being totally online. I guess at the same time, it's incredible what you've been able to do through that time. Like you said, tracking to 300Ks, that's a killer.

Matt Moore: Yeah. Being able to... That's a number which is a snapshot in time where we're at the moment. Being able to project where we're going to be in a year, two years. I don't see this slowing down. I'm starting to increase my workforce and hire more staff and outsource a bit of stuff. From a numbers perspective, it's a very exciting time to be in business. COVID did hurt us, and probably more so than a lot of people. I think we were probably on the wrong side of that coin, as far as I get people ready for Spartan Race, Tough Mudder, running half-marathons, running marathons, and all of that mass participation stuff in Australia is completely stopped. Has been stopped since March. We're probably realistically not looking at getting back into events happening until September, maybe October, November at the earliest.

Chris Lynton: Yep.

Matt Moore: That's definitely going to have an effect. When you're training somebody for a marathon and all of a sudden the marathon isn't happening. There's a period where we've got to sort of reframe people's goals and say, "The answer isn't to stop training. It's just to move the goalpost, kick at something else in the meantime. Then when the events come back, you're going to be ready." It's been a bit of a pivot that I've had to make. It's certainly slowed us down a little bit. On the other side, I've seen people who have been on the other side of the coin and are having record months. Don't get me wrong, Chris, I'll have a good month this month, now that gyms are open again.

Chris Lynton: Beautiful. Make it good.

Matt Moore: I can't talk the exact numbers, but my arse is on fire with calls this week.

Chris Lynton: Kill them, mate, that's what we want to hear. Cool. So being in business, online business, as you said, you obviously took your time transitioning solely to online rather than kind of just burning the boat, burning the bridges and just moving. You touched on that a second ago. Other than that, if you could go back in time, what tips would you give yourself over the last year or two, that you think that you've gone through the journey you've learnt, that have gone, "Okay, cool. Light bulb moment. That's important." And I guess anyone listening, advice you'd give them.

Matt Moore: Yeah, it looks to me, I'm in quite a small sport. So it is going to change a little bit, niche to niche. A lot of the fundamentals are going to be the same. Focus on your sales, focus on your... Get your ads up. If you can scale into them as soon as possible. ... You want to be able to deliver the service that you're selling. I sort of got the business up going where I could bring in the right amount of people per month, but my retention wasn't excellent. So about a year back, I went back and re-engineered the whole course. Now we've got a huge focus on that accountability, support and retention, and we're maintaining it. Usually we get people, say through a first 12-week programme. They will then go into... We're probably at about a 80%, right, with somebody's going into a second 12-week programme.

Chris Lynton: Nice.

Matt Moore: I'm signing up people during COVID on their fifth, sixth programme in a row, at 85 ... away. So if you build that retention up and you're offering a good service, people will stay with you long-term. I think for me that's been super important in my niche, because it is such a small sport, and it is a community where everyone talks to each other. My advice would be, "Get aggressive with your sales, get your ads up, ... take as much action as you can." You can build this shit fast.

Chris Lynton: Yeah good man. There's was a little drop out there, but I think we all got the juice. In terms of sales, I'm going to jump on that. Obviously sales, it's important. You don't have to be an absolute gun salesperson or whatever it might be, but anyone who's like, "All right, cool, I want to get into this. I'm not that confident in sales. I don't believe I'm that good in sales," or whatever it might be, whether it's right or wrong. What tip would you give them to improve that process and get this held up?

Matt Moore: Fucking learn as much as you can. The TribeFit course does a great little sort of introductory to sales and basic sales scripts, templates, stuff like that. I've been doing sales for a long time. My father owns a car yard, so I started hustling at an early age. So I guess that's ... But it's a skill that every single person can learn and should learn. I think sales and marketing, there's so many good resources, so many good audio books and different places that you can learn this stuff. If you're serious about being in business and building a business and growing, you need to take the time to invest in yourself and learn. Coaching is a fantastic way to do that because you sort of...

Matt Moore: TribeFit, if you're trying to build an online coaching business, you're getting all the best parts of different sources. I know you're an avid reader. You and I swap book ideas pretty regularly. There's heaps of good books around. The best way you're going to learn sales though, is to get in the trenches and just fucking do it. If you're not confident about it and you're jumping on the sales calls and you're not closing, they're the ones that you're going to go, "Wow, what have I done wrong there? How can I get better?" When it costs you money, you learn, right? So get in the trenches. But if it's something that you don't think you're great at, ask for advice from you guys. What books should I be reading? How can I get better? Be critical of your ... optimise everything.

Chris Lynton: Spot on. Even if you're an absolute gun at marketing, absolute gun at sales, we can all get better. The common kind of thing I've found is that, if I rewind 10 years, I thought I was absolutely shit at sales and hated sales. But in actual fact, the product that I was selling, or the thing that I was trying to sell, nobody wanted, right? Because I sucked at marketing. This is when I was working in the corporate space and I was selling something. They sucked at marketing and I was selling something that nobody wanted, because it was just shit marketing, right? So I would go and knock on a door or whatever, and be like, "Hey, there's this prod..." and they wouldn't even give me time to talk to them, because they wanted to buy the other thing, the other company's stuff, or whatever it might be.

Chris Lynton: So I labelled myself as being shit at sales. Hating sales, never wanting to do sales, and whatever it might be. In actual fact, it wasn't until I discovered I just hated selling shit to people. Selling stuff that people didn't want to buy, to people who didn't want to buy it. You can be the best salesperson in the world, and if you're trying to sell something that no one wants, you're going to get down in sales. It's about marketing in the right way and positioning in the right way. Sales then just becomes a conversation, right?

Matt Moore: Hundred percent. It's problem-solving. If you don't believe in your own product, like if you're getting on a sales call and you're not confident in what you're selling, make your shit better. Offer more. If you're getting to the end of the sales call and people are not excited by the end of the sales call, there's a couple of mistakes that you're making. Chances are, you're not offering enough. Or you're not excited about it. Or you haven't found what they care about and presented that solution, packaged in the right way.

Matt Moore: There's certainly a lot of do's and don'ts with sales, but it's not a terribly difficult process. It's just, have a conversation ... don't even try to sell, because you're always going to be forcing that. If it doesn't feel right, you're either talking to the wrong person, or your product isn't good enough.

Chris Lynton: Spot on.

Matt Moore: It's easy if your product isn't good enough, because you can just make it better.

Chris Lynton: Absolutely spot on, mate. That's like one of the most beginner mistakes is selling, thinking and expanding energy on someone that doesn't want what you want. Just go find the person that wants what you want. Right? Get more of those people. Don't-

Matt Moore: Hundred percent.

Chris Lynton: ... don't take that personally, because not everyone is going to need or want what you do. Just find the people who do. As you say, mate, you have an absolute killer month and we're coming out of COVID. It's kind of... In most cases, people wouldn't believe it's possible, but once you got the formula right, everything kind of spins off pretty well. Cool.

Chris Lynton: So I've got one last question for you, mate, before we wrap up. I know you're a busy man. What advice would you give to someone who is in early stages of doing their business?

Matt Moore: Take action. Just take action. One of the things that, and I've worked with TribeFit for a while, I've been in the TribeFit community. I've seen a lot of people who are new come into the programme. A lot of people that I see go wrong, people who sit on their hands and try to perfect everything, and they don't ... do anything ... It's easy to look at somebody who's doing well and say, "They must be doing everything right." But any entrepreneur you talk to, you find most of the shit they do, they do wrong. So you learn, right?

Matt Moore: Usually the more money the mistake costs you, the faster you learn the lesson. It's just keep trying, keep trying. If you don't know which direction you want to go, like if you don't know which niche you want to go, or you don't know... If you don't have all the fine print worked out, just pick a direction and head in that trajectory, because you'll learn faster. You'll learn if it's wrong, pretty fast, and you can course correct. But if you sit around and try to perfect everything and try to get everything perfect before you get on that sales call, you would just never end up selling a thing.

Chris Lynton: Spot on man, spot on. Cool. I appreciate your time. If anyone's listening to this and going "Shit, I want to get into Obstacle Course Racing. I want to get fit. I want to..." whatever it might be, and they're like, "Matt, I want him to help me, to train me," how would they find you, mate? How can they get your help?

Matt Moore: One Moore Rep. Just Google that, One Moore Rep. Two Os in Moore. It's my last name. You can usually see me running around a course in a Spartan suit or some sort of costume. I think I was dressed as Princess Leia on Star Wars Day. I was dressed as a pineapple. If you're at an obstacle course in Australia and you see a dude in a crazy costume, that's probably me. Just Google One Moore Rep. Facebook, IG, we're all over the place.

Chris Lynton: Beautiful man. I appreciate your time. It looks like a beautiful day. We've actually got a nice sunny day here in Sydney, but it's going to be a couple of degrees warmer up north. It looks absolutely beautiful out there. Enjoy the day. Appreciate your time brother, and we'll speak soon.

Matt Moore: Yeah. Cool chatting to you, Chris. Cheers.

Chris Lynton: See you, man. Bye.