Episode 145 – Fitz Koehler

 

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Richard Matthews  0:01  

Heroes are an inspiring group of people, every one of them from the larger than life comic book heroes you see on the big silver screen, the everyday heroes that let us live the privileged lives we do. Every hero has a story to tell, the doctor saving lives at your local hospital, the war veteran down the street, who risked his life for our freedom to the police officers, and the firefighters who risked their safety to ensure ours every hero is special and every story worth telling. But there was one class of heroes that I think is often ignored the entrepreneur, the creator, the producer, the ones who look at the problems in this world and think to themselves, you know what I can fix that I can help people I can make a difference. And they go out and do exactly that by creating a new product or introducing a new service. Some go on to change the world, others make a world of difference to their customers. Welcome to the Hero Show. Join us as we pull back the masks on the world’s finest hero preneurs and learn the secrets to their powers their success and their influence. So you can use those secrets to attract more sales, make more money, and experience more freedom in your business. I’m your host, Richard Matthews, and we are on in 3…2…1…  

 

Richard Matthews  0:56  

Hello and welcome back to the Hero Show. My name is Richard Matthews and today I have the pleasure of having on Fitz Koehler. Fitz, are you there on the line?

 

Fitz Koehler  1:05  

I am, Hi Richard.

 

Richard Matthews  1:07  

Awesome. So glad to have you here. We’re just talking before we get on here you’re closer down here in Florida. Is that right?

 

Fitz Koehler  1:15  

I am Gainesville, Florida where the Gators play.

 

Richard Matthews  1:18  

So that’s over on the west coast of Florida, right?

 

Fitz Koehler  1:21  

We’re actually at the dead center of this state. We’re about an hour and a half drive from either ocean and where, they call us a swamp for a reason that springs and rivers and alligators, mosquitoes, and Gator fence.

 

Richard Matthews  1:36  

I think this summer we tried to go up to one of the springs that’s up around there. But we weren’t able to get in because it was a three hour wait to get into the springs the only places that were open. 

 

Fitz Koehler  1:46  

Absolutely beautiful, we’re very fortunate to live in this very beautiful part of Florida. It’s one that most people don’t know about. But it’s amazing.

 

Richard Matthews  1:57  

Yeah, it’s really pretty. We’ve gotten to during our whole pandemic. We’ve been exploring Florida, that’s the only place we’ve really been allowed to go. And Florida has been really pretty. So we’ve gotten to see the Keys now and Naples and Fort Myers and Sarasota and Kissimmee. And we just moved this last week up to St. Augustine. And we got to see Have you been to the Christmas lights show they have here?

 

Fitz Koehler  2:21  

I have not, but I’ve heard wonderful things, is it great?

 

Richard Matthews  2:24  

It blew my mind. The entire downtown they did up in lights and every single business all the way from miles all the way around is all done up. It’s really cool. Worth the drive. If you’re only an hour and a half from here.

 

Fitz Koehler  2:39  

I’ll do it and high five to my governor Ron DeSantis for keeping our state free as much as possible. Tonight.

 

Richard Matthews  2:46  

Been really nice state to spend a whole pandemic in it. If you’re gonna be stuck, It’s a good place to be stuck. So what I want to do real quick is go through your introduction, so people who don’t know who you are, can get a feel for what you do and what you stand for. And then we’ll get to start talking about your story. What I’ve got here is you have, a master of what was it again?

 

Fitz Koehler  3:12  

Exercise and Sports Sciences,

 

Richard Matthews  3:14  

Exercise and sport sciences, and you’re one of the most prominent compelling fitness experts and race announcers in America. As the voice of the Los Angeles marathon Philadelphia marathon, The Big Sur marathon DC Wonder Woman runs series, and more. You bring big structure, energy, and joy to sport. You’re also passionate about guiding others to live better and longer through your company. Fitzness, Fitz has also appeared on national media outlets and his work as a speaker and spokesperson for corporations like Disney and Office Depot. You’ve also inspired millions of kids to get active through your successful school running and walking program, the morning mile, which I may it depends on how long that’s been going on. I remember doing a morning running program and when I was in school a number of years ago, I don’t have the same one but you enjoy watersports, strength training, animals hugs, sarcasm, and travel and you live in Gainesville, Florida with your husband and two kids. So with that introduction, Fitz, why don’t you tell me a little bit about what it is that you do now who you serve and what you’re known for?

 

Fitz Koehler  4:14  

I do a lot of things that allow me to do one very specific thing, which is to help folks live better and longer by making fitness understandable, attainable, and fun. And so I am laser-focused on helping folks extend their life and make sure it’s filled with quality Quality Matters, health matters. And more than ever, that’s become very obvious for people, how important health matters is But yeah, I think fitness can be fun. Or I should say I know fitness can be fun. I used to be 40 pounds overweight. I knew what it was like to be trapped inside a body I was uncomfortable with and unhappy about. Science matters. And I decided that once I was going to make a career out of fitness. I’ve been teaching since I was 14. And so back then it was just a job. And I wasn’t sure what I was going to do. But as I came to my senior year at the University of Florida, and I started to setting Okay, what am I really going to do, I thought I was going to go to law school. And I figured out that that was the wrong path for me. And fitness truly was my passion. And it was the thing I was good at. And so, how do I make a career out of this because, there’s a difference between a person who has a job and a person who has a professional job is usually temporarily temporary, hourly wages, not something people are passionate about. It’s just something they do to get by. And there’s nothing wrong with that. But I wanted to make an entire career around helping the masses. And so I learned through a few AHA moments and pivot points that mass media is the way I wanted to go. I enjoy training one person and I enjoy teaching 50 people. What satisfies me what fills my soul professionally is to be on national television, where I have the opportunity to teach to 8 million people by 8 am. That feels like a really satisfying morning for me. I teach via mass media and corporate speaking engagements and corporate spokesperson work with corporations like Disney or Office Depot, Tropicana, they give me huge amounts of people, which is really a powerful weapon. For me, that gives me access to large crowds. Race announcing is just a joy. Because on the fitness side of things, I have to do a lot of arm twisting, convincing people that eating right is a good idea. And exercising is a good idea. And on race day, and race organization will say here Fitz, here’s 5000 or 35,000, people who have already decided exercise is a great idea. They have paid for this train for this, they showed up for it, your job is to provide structure and make sure everyone has a damn good time. And I am the life of the party. And more importantly, my job is to make sure everybody else feels like they’re a big part of the party. And then with the morning mile program, and I just simply love children. And I strongly believe that if we can ingrain healthy habits in them from the get go, they will never hit that Oh, crap stage at 30. I’m overweight, I’m out of shape, I have high blood pressure, we can teach healthy habits. They don’t grow up to be sick people. So that’s what I do. Let’s have a good summary.

 

Richard Matthews  7:31  

That is a good summary. So since our audience is primarily entrepreneurs, I want to talk a little bit about how does all of that generate revenue for you in your business? Is it like do you get paid like on a contract basis? Or do you get paid individually by the people you’re training? Like how does that actually turn into revenue?

 

Fitz Koehler  7:49  

I love talking business, I talk fitness a lot but business is another real passion of mine. So I have created a model in which I don’t really take money from the consumer. So I have a few products, I have a core training DVD and I have a brand new book out my noisy cancer come back. And that’s something where the consumer can go online and actually make a purchase. But for the most part, corporations pay my salaries, I’m being paid by the ones I mentioned, to come to speak at their organization to help make their workforce healthier, or sometimes I’m speaking on behalf of Office Depot paid me to talk to their consumers. And then with races, it’s those race organizations paying my salary. And the reason why that really works for me is because, within fitness, there’s not a lot of truth telling, there’s a lot of lies a lot of snake oil. And I don’t want to hold factual information back that’s going to help people so I can give away the exact formula for weight loss freely. I can give out exercise advice freely without having to tender that in exchange for money. The model I work with actually makes me feel really good because I just like to help everybody and having a financial barrier between me and helping people is difficult now this year, obviously, that’s put me in a tough spot because consumers are accustomed to me giving them everything for free, which I love to do, but now corporations aren’t hiring anyone because of the pandemic. So I haven’t had a mass scale event since March, which is tricky.

 

Richard Matthews  9:28  

Yeah, that’s a rough spot to be and I think a lot of people who are in the event space where people are gathered together are having a tough time this year.

 

Fitz Koehler  9:38  

It’s brutal and so what do we do we pivot I’m working on the pivot and, we have to be resourceful because entrepreneurs This is what we do we figure it out and we support ourselves.

 

Richard Matthews  9:49  

So when it comes to how you got to this point, we talk on our show about your origin story. Every good comic book hero has an origin story, It’s a thing that made them into a hero they are today, I want to hear that story, were you born a hero? Were you bit by a radioactive spider that made you want to get into race announcing and fitness? Or did you start in a job and eventually sort of moved to become an entrepreneur? So what was that journey like from being 14 year old and teaching fitness to where you are today?

 

Fitz Koehler  10:18  

Yeah, It’s funny with the radioactive thing. I could go into that I had a little bit of radiation last year I did breast cancer and I was truly hoping I thought, Okay, I’m going in for 33 zaps of radiation. Clearly, I’m going to leave with fire shooting from my fingertips or lasers coming out of my eyes. I was super bummed. My radiology oncologist said, no, sorry, we don’t offer that. But I still kept high hopes just in case I might be the one. But yeah, you know what I started off as the weak one, I had a knee injury, I got tackled playing soccer towards my MCL. I went to physical therapy. I had surgery, I thought maybe I’d want to be a PT based on the strength training and all that stuff. I thought that looked great. And then the PT started touching my incision. And I thought, well, that’s disgusting. I want nothing to do with that. And then I joined a gym to try and continue strength training. And that’s where I found my superpowers. I ended up applying for the job. And I found wow, this is something I really enjoy. And something I’m really good at. My siblings were superstar athletes. I was a weak link when it came to athletics at the time I was decent, but I rode the bench a lot. And so fitness really did feel like a superpower for me. And it’s nice to find your calling. I’ve taken that. How do you go from the classroom to national television? That was it, it was by design, you know, so I figured out I love teaching fitness. And then through a few twists and turns, I ended up auditioning for a TV show that a guy in Florida was just having the Florida based TV show cardio jam, and I auditioned. And he chose me. And it was great. Not only did I enjoy doing it and I felt like my skills were really amplified because of the television. I was a little better on television. But then people strangers started reaching out saying, Oh my god, I love you. And I watched your show every time and I’ve lost 17 pounds. And I thought, wow, I got to help this person. Yeah, I never, I wouldn’t have never met this person or worked with this person in real life. But the TV gave me that superpower. And so I learned pretty quickly mass media was a strong suit for me. I used to be the target or the subject of many articles. I was a competitive kickboxer for 10 years, obviously, and everybody looks at me and she’s like, oh, fighter girl. So I fought for 10 years. And I was a little bit of an anomaly, being a female back in the day, and also being a female who didn’t look like a boy back in the day. I think I was kind of cute when I was in the real world. But when I stepped inside a ring to fight, I was Miss America, because so many of those girls kind of took on a more macho type of persona. So they were writing articles on me and I thought, Oh, this is cool. But every time I go into a bookstore and pick up the magazine, beautiful six page glossy, photo spread, they would spell my name wrong. Or they would make up quotes. And so I just kept thinking, oh my god, this is crap. Why can’t they get this information right? And when they made up quotes, it really degraded me as an expert. Because in those articles, I was giving advice on how to train, etc. So I finally got the courage. And it’s amazing. I had been stepping inside an arena full of thousands of people walking into a ring with someone who wanted to knock me clear unconscious. And I was as brave as I could be in that situation. I wanted to write articles, I was afraid to ask an editor if I could write the article. And so finally, just one day after a particularly brutal training session, I got my jeep. And I was thinking about another terrible article that was sitting on my passenger seat and I thought, What an idiot am I, I just got done fighting four different people. And I’m afraid to call an editor and ask if I could write an article. How dumb is that? And so, I had this moment with myself, I thought if I call the editor and say, Hey, buddy, can I write this article? What’s the worst that could happen?

 

Richard Matthews  14:41  

They won’t even punch you.

 

Fitz Koehler  14:43  

Yeah, right. There’s no bleeding. There are no broken bones. There’s no unconsciousness, asking for an opportunity. And so I picked up the phone and I called the editor I said, Hey, this is Fitz and he greeted me warmly because he knew who he was. I said, You know, I was thinking I would really like to write an article for you. Ah, well, that would be great. How much do you want? And I thought, Oh, he said yes. And she’s gonna give me money. I mean, it was a total revelation. And within that moment, I learned to stop being afraid of almost anything. So am I afraid of a bad guy with a gun for sure. But in business, if there’s no broken bones, no bleeding, no bruising on consciousness. I move forward. And I operate fairly fearlessly. And on occasion I’ll think, oh, you’re being a chicken. And when I acknowledge that I do the opposite of what my gut tells me to do. I just charge forward and because of that, and decade’s worth of experience, practice and success, almost nobody tells me no anymore. I get yeses almost across the board.

 

Richard Matthews  15:51  

I’ve found the same thing, and sometimes I wonder if it’s just due to inexperience. But as you get older and more into business, you realize that people want to say yes, more than they want to say no. Right? The people want to do deals, they want to serve their customers, they want the good story they want to help. Right? That’s the way most entrepreneurs are right? And it’s such an interesting thing because we spend so much time building up this invisible enemy in our head that we’re fighting for something that’s not there.

 

Fitz Koehler  16:28  

You know what I love is the opportunity to create a win-win situation. So I rarely make a phone call asking for something that exclusively benefits me, I make the phone call saying hey, I have this thing I can offer you, in exchange for something you can do for me, it’s about partnering up. And when I work with Disney, there’s endless red tape, and I love working with Disney, I love, I think the world of that organization in most regards. However, when I work with another personal business owner, and we work rapid fire, we get stuff done instantly. And it’s really rewarding. I love being in charge of me in charge of this business. And I’m the Yes, man. And I’m the No man. And I love being it.

 

Richard Matthews  17:12  

That’s interesting. Just to talk a little bit about the whole fitness aspect of being an entrepreneur. Because one of the things I talk about all the time in my business I have something like What do you call it? The name behind your business, mine is called Five freedoms. And the five freedoms that I was talking about on the show are our political freedom, spiritual freedom, financial freedom, time, freedom, location, freedom. And I have another brand I’m working on that I call the sixth freedom. And the sixth freedom is health freedom. And so all those freedoms, basically, come down to your ability to make decisions not being limited by those particular resources. So political freedom is being able to make decisions not have your government tell you no, right. And financial freedom is being able to make choices and not have your finances tell you no. And time freedom is like being able to make choices based on how you want to spend your time. Right. And the same thing with location, you can choose your time where you want to spend your time how you want to spend it. And the more you have those choices, the more freedom you have. And one of the things that I think is an interesting point to that, and I think a lot of entrepreneurs forget is that if you don’t have your health, none of the other stuff matters, right? You can’t make those choices, you won’t have freedom if you don’t have your health. I spent the last year working with a personal trainer. He calls himself a high performance coach, to help entrepreneurs reach high levels of performance in their business. And I’ve been blown away by what I thought was healthy a year ago versus where I’m at now. And how much better I am on a daily basis in my business with ideation with my ability to run my team and do things when I’m actually performing at a high level from a health standpoint. So I’m curious sort of like what your thoughts are on that, and what your recommendations are for entrepreneurs who sometimes, either they know they’re not healthy, or they think they are healthy. But really, they’re missing some stuff.

 

Fitz Koehler  19:20  

For sure. So I’m going to start with the word freedom. There are zero things on planet earth more important to me than freedom. And I can always put my country my constitution and the Bill of Rights as the number one most important thing on my list of important things. And as you know, it’s been very challenging to see our country face lack freedom,

 

Richard Matthews  19:44  

That’s why I gotta be the background for my podcast.

 

Fitz Koehler  19:46  

Yeah, it’s disturbing. The bill of rights is not a suggestion. So to see so many businesses shut down and local governments putting their thumb on the head of little guys. Like Me and you, and it’s disturbing and unacceptable. And if I opened a store, if I owned a storefront, I don’t care where I live, I would show up and open up that storefront every single day and they would take me away. So I would be shackled in a prison somewhere and I would feel.

 

Richard Matthews  20:16  

If you’re in Canada or Germany or some other places that actually doing that now.

 

Fitz Koehler  20:19  

Yeah. Or California or New York? Yeah. So, freedom. I hope all of your listeners really take a good hard look at what that means. And that’s why are Brave soldiers died on the shore of Normandy it wasn’t. So we would all be hiding inside one day. And, it just oppression is not the American way. So freedom. I think entrepreneurs are feeling their lack of freedom more than ever right now. But when it comes to health, just last year I went through breast cancer treatment, as a healthy person, I can do whatever I want as a healthy American, Oh, my gosh, the options are endless, right? I have the energy and time and flexibility to do what I want. I found out really quickly last year when I was diagnosed, and I went through chemo and radiation and surgery, how poor health leads to shackles, I broke free of them. And I, man I fought hard. And I still travel the country while enjoying all of those treatments. But yeah, I was certainly shackled by lack of health. And for me when I watched some people that say that just simply don’t exercise or simply choose poor health. And I think how could you choose it because the second you’re diagnosed with ALS, for example, or MS, or muscular dystrophy, all you want to do is move, you want the freedom to move, right? If you lose your leg to diabetes because you ate poorly, your whole life type two diabetes will say, then all you want to do is walk, and a minimal level, if you have a common cold, and your nose is stuffy. All you want is to breathe freely, right? You just want oxygen to pass in and out of your nose. And so health matters. And you actually have so much control over your own health. So sure, there are a few genetic obstacles some of us face, but for the most part, we get to choose, how strong we want to be how flexible we want to be, how much endurance and energy we want to have. And not only does that come from the inside, where we can choose to be a powerful high performance person. I identified with your trainer there because I also talk about peak performance, are you a Ferrari? Or are you a 1982 Datsun, choose who you want to be? You get to control that? And not only is that affecting you from the inside, on what you can do produce, and how you can perform, but it affects you from the outside because first impressions are formed within 17 seconds. As an entrepreneur, I think of these real estate agents who all have their photo on bus benches, right? Is that a photo of a guy I want to go work with? Right? Do these billboards with your photo you have your business card with your photo? Real Estate is really image centric. Do people look at you and say, Yeah, she’s a real go getter. She probably will spend hours on end touring me around the county, helping me find a home, or do I look at that person and think, yeah, that kind of slovenly. I don’t think they’re just going to have what it takes to find me the right home. So it matters how you perform, and the products you produce. But it also really determines who will or won’t want to do business with you. And whether it’s fair or not, it’s the reality of the situation. If you do not stand up tall and represent yourself well, as someone who cares about you that number one person, they’re not going to believe he will care about them.

 

Richard Matthews  23:58  

Yeah, it’s really fascinating. And I think the biggest thing that I’ve learned this year since I started working with a performance coach, was the realization that what I thought was healthy, and what I’m capable of are very different. Right?

 

Fitz Koehler  24:15  

Well, you know, there’s baseline health, and then there’s athletic.

 

Richard Matthews  24:19  

Yeah, there’s a difference between being like checking all the boxes, like, hey, you’re not dying, which is like baseline health, versus like, being someone who can perform, either on the field or in my case, in my business, or wherever I’m at, I’m on video all the time doing talks and webinars and things like this all the time being able to step up to the plate. Your health has a lot to do with that. And it’s been really fascinating to me, you mentioned some things about having genetic abnormalities and other things like I learned some stuff. One of the first things he did with me was he did the whole genome thing. I don’t even know how they did it, but they get all your data back from 23 and me. And they run through that thing I got like a 60 page report back on like how my body interacts with every single vitamin and mineral on the planet and like musculature and like how your body processes food, it was super cool. One of the things I found out is like, I don’t have a traditional hunger and satiety response like a normal person would have. And the general response to that is like one of two things, either you overeat because you don’t know when to stop or you don’t eat enough. Because you don’t know when you’re full. And I had that second one. So I’ve found out because he was like after we went through that he’s like, I need you to do a food log for the next couple of weeks and write down everything you eat. So I did all that for him. And we went back and looked over it. And he’s like, You’re basically you’ve been starving yourself for like 10 years because you’re eating about 800 to 1000 calories less per day than you actually need directivity because, I didn’t know, I never get hungry. And I don’t feel full when I eat. So it’s like a genetic thing that I have to deal with. And I had to I’ve had to spend the last six months, training myself to learn how much food actually I need to eat and what it actually feels like to eat that much. Because it’s something I have to do in here. It’s not something I’m going to get from my body the way that most normal people would get.

 

Fitz Koehler  26:15  

Information always helps, right?

 

Richard Matthews  26:17  

Yeah, it’s super fascinating. But we all have those things where you have something in your genetics you probably have to deal with, right. But you can still overcome that and still get to a point and you are performing better.

 

Fitz Koehler  26:30  

Well, you know what I work with overcomers other than this weird year of working with overcomers is the name of my game. So if I’m hosting the Los Angeles marathon, we have 27,000 registered athletes, the first 50 I’ll say, our high performance vehicles, those are our Ferraris. And Lamborghinis they come through real fast, and we expect them to and it’s impressive when we go Bravo, and off they go. And then we have the other 24 and a half 1000 people or whatever it is. And that’s where the good stories come from. Because it’s the same distance, the same course, the Kenyan. And then Sally from Minnesota who’s 342 pounds, has to complete the same darn course, that our killer Kenyan did. And so watching her go from point A to point B being able to be there at point B to see this woman with all of her joints wrapped up in some sort of tape. And everything about Sally tells you She shouldn’t be on a marathon course. But there she is at the finish line, Sally’s making some good decisions in her life. I love the back of the pack. I love the overcomers I love the people who when you see them at the start line you someone will say they shouldn’t be here. And then I get to see them at the finish line and say hell yes, they belong here they are the star of the show. People are capable of far more than usually they’re achieving.

 

Richard Matthews  28:05  

Yeah, that’s very true. So what I want to talk about next, then is a little bit about your superpowers. I know you mentioned this a minute ago, but every iconic hero has a superpower, whether that’s a fancy flying suit that’s made by a genius intellect or super strength or the ability to call down thunder from the sky. In the real world, heroes have what I call a zone of genius, which is either a skill or a set of skills that you were born with, or you developed over time, that really help you help your people slay their villains, right. It allows them to come out on top of their journeys, this thing that you use to help people so with that sort of framing, what do you think your superpower is?

 

Fitz Koehler  28:45  

Well, I can tell you that my nicknames are bossy and noisy. And so I make the happiest noise, the most compelling noise I certainly have the ability to yank the best out of almost everybody I work with. So those are what others would say are my superpowers. But what I would identify as the things that really steer me are my grit, my discipline, and I know who I am, not everybody understands who they are. I know who Fitz Koehler is. I know what she’s capable of. And because of that, I never let her off the hook. Ever, ever. I just keep pushing forward. And like I said, on occasion, people have told me No, and it makes me laugh. I think, really, you’re gonna tell me now and many of your listeners,

 

Richard Matthews  29:41  

Know who I am because I know who I am

 

Fitz Koehler  29:42  

NO, I’m Fitz Koehler. Ah. So, the superhero juggernaut is that’s kind of my I guess I identify with juggernaut because people have told me NO many times and I just put on my little helmet and I crashed through those brick walls. And I just simply don’t take no for an answer. I feel like okay, not today, but definitely tomorrow. And if I can’t go through your wall I’ll go around and I’ll go over it, but I’m getting to my point B and so I definitely think that grittiness that lack of quits, is why I have such a wonderful career today, because the things that I do, lots of people want to do them. They’re not like the poop shoveler, not everybody’s fighting for that job. But to be on my stages to have my platforms. Fitness certainly contains a huge amount of people that want to do something great within it, whether they’re qualified or not. But yeah, I think it’s that inner strength and relentless pursuit of my end goal, that is my super power. Cuz yeah, I could have been more than

 

Richard Matthews  31:00  

I feel like you’d understand this because this is something that I run into all the time. And because my wife and I have been sort of the same way with our life and everything. We travel full time, we have an alternate lifestyle, which is weird.

 

Fitz Koehler  31:13  

Amazing, not weird, wonderful.

 

Richard Matthews  31:16  

It is amazing. But a lot of people, it’s not the norm, right? It’s not the thing that everyone does. But we also have like four kids, and we’re talking about adopting a fifth kid, we do all sorts of crazy stuff. And we’ve picked up our whole life and moved it across the country and put it on the back of a car more than once then just changed our whole life completely a number of times. And one of the things that come up for me, like now that we’re traveling full time like we’re talking about buying a boat, and traveling and a sailboat, or around, we’re done traveling. And, you know, we run our business from the back of an RV. And it’s really successful, I have a small team all around the world that does, great work, and I’m working with a big e-commerce company, we got all sorts of cool stuff that’s happening in our lives. We’ll meet people all over the country, and they always look at me and they say, I wish I could do what you do. And what I’ve realized is that they don’t really because if they did, they would make different choices, right? They would do different things. And I’ve been struggling in my own head with how you answer that. Because earlier in my life, I used to say, Well, why don’t you? Why don’t you do what you want to do? And what I’m starting to realize is most people don’t really want what I have, right? They like the idea of someone like me having it because it’s cool to vicariously live their lives through your story and the things that you’re doing. But not everyone’s willing like you said, put on the helmet and crash through the walls, right? It’s not easy. It’s not. But it’s also not impossible, right? You can do whatever you want. You have, like limitless ability, if you’re willing to do what it takes.

 

Fitz Koehler  32:52  

Yeah. And that desire is really important. And again, that’s quite often the difference between a job and a profession or a profession of your dreams, right? I’m one of those people. I’ve never worked a day in my life, except when I’m doing like IRS stuff. But I want it so badly, which is why I was willing to do anything to get to my point B and I was only willing to do it the right way. So I’ve had millions of dollars offered to me to promote a pill a powder, a supplement a shake any of that snake oil. And I’ve never accepted a penny because who I wanted to be was the one person who told the truth. I was never willing to stoop. So I kept going. I just lost it’s the chemo brain that flew out. Oh, the passion here it is. And then again, I go to last year where I was sick as a dog, imagine living with a tequila hangover for five solid months. And then something similar for 15 solid months, I’ve never missed a flight. I never missed an event. It didn’t matter how sick I was, how bald I was how gray I was, there was absolutely nothing going to keep me between me and my races or my speaking engagements. And I don’t know how many people love their profession so much that they’re not willing to take a sick day during chemo. And I don’t think there’s a lot I think there’s a lot of people who would have called in sick, I certainly could have I could have said yeah, I’m calling in sick and everybody would have understood, I wouldn’t have understood and that’s the difference between, the people that like you actually live out their dreams. And like me who love what I do so much that I’m willing to do it even in the most insane circumstances. And then those are like, Oh, I can gather some disability or some unemployment or whatever and take some time off fine. There’s, I want what I want, and I’m willing to do what it takes to get it.

 

Richard Matthews  34:51  

Yeah, I think that’s an important lesson, particularly for entrepreneurs who want to actually go out and do something. And I think part of it is we have a message we want to get out to the world. And it’s a part of the reason for this shows existence is the idea that a lot I think a lot of entrepreneurs struggle with the cultural vilification of entrepreneurs. And I’ve always hated that. That’s why we have the hero show to show entrepreneurs in a comic book superhero light because that’s what we’re doing. That’s why we’re here. And today’s my birthday, I’m 35. Today,

 

Fitz Koehler  35:33  

Happy birthday. Congratulations!

 

Richard Matthews  35:37  

My wife’s like, why are you doing interviews on your birthday? I was because I have a message. It’s not worth it to me to take the day off.

 

Fitz Koehler  35:44  

Right, and what would you rather be doing than what you love to do? Right?

 

Richard Matthews  35:48  

Oh, yeah. We got up this morning early and went and walked the dog on the beach with the kids and had a good time, I had to rush back here to get here for this interview. But that’s what I want to do. And, part of the reason why we travel is not just because we want to travel, but also because I have a semi public life. And being able to show entrepreneurs what you’re capable of doing whether or not they want to do what I’m doing right doesn’t matter if you want to travel or not. The idea is that’s what I want to do. And I can build my business to support that. And you can do the same thing. Right, particularly, we talked a little about the freedom with the freedoms and the ability we have in America today, you can build your business and build your career to accomplish whatever you want to accomplish and get whatever message and value you want to get across.

 

Fitz Koehler  36:35  

Yeah, it’s interesting, I don’t identify at all with excuse makers, and I speak at the University of Florida every semester to their seniors, those that will soon graduate. And I always start by telling them, folks, you need to own all of your failures, you need to go into this career or work world knowing that if you fail, it’s your own fault. You can never point the finger to somebody else. Because you cannot own your successes. Unless you own your failures, you have to be 100% responsible for yourself. And sure, someone might be grouchy to you or mean to you, you might lose a job here or there. But it’s still your job to find your way over around or through that situation, you have to, you just have to take no prisoners approach to business. And at this point, in 2020 there has been a person of every race, religion, gender, type of gender, sexuality, you name it, at the top of almost every profession, right? We’ve seen it done, we’ve seen beautiful men and dresses, who prey somewhere interesting, doing great things, leading communities, so we can no longer point to, I’m a woman, that’s why I’m not getting what I want. No, maybe you were a woman who accepted a lower income. It’s not an employer’s job to offer you millions of dollars more than you really technically deserve based on your credentials and experience. You have to go in and fight for yourself. Sometimes you can’t expect the world to be handed to you. And if you fail, you have to look in the mirror and say you failed, you blew it. And then you have to figure out how to get where you want to go.

 

Richard Matthews  38:18  

Yeah, I tell my kids all the time that if it’s not your fault, then you can’t fix it. When it’s not your fault, you can’t fix it. If you give up the responsibility. You give up the power. So if it’s your fault, then you have the power to fix it.

 

Fitz Koehler  38:43  

Brilliant. Absolutely brilliant.

 

Richard Matthews  38:45  

Yeah, you can make it better. You can change it, you can do whatever you want. And I run my business that way I’ve got I mentioned I got a small team and when something goes wrong, and like, something that happened with one of my team members did something wrong, it was a mistake. It’s always my fault. It’s like either I didn’t communicate well, we didn’t have the processes in place, something happened and I need to fix it. And that’s the way that everything goes down. Even when it’s like my children are misbehaving in a restaurant or something like that. It’s me that needs to take that responsibility and fix it.

 

Fitz Koehler  39:17  

Correct. Yeah, you can’t point the finger at a six year old and they own it. It’s your fault. Yeah, I mean, that’s brilliant. It’s not your fault. You can’t fix it well done

 

Richard Matthews  39:26  

If it’s not your fault. You can’t fix it. And if you want to fix it, you gotta take ownership and then fix it, then the other part of that is then if you just wallow there and like, Oh, I guess it’s my fault. You need to take that opportunity and Okay, what can I change? What can I improve? What can I fix and then actually do that?

 

Fitz Koehler  39:47  

That’s right.

 

Richard Matthews  39:48  

Yeah, sometimes you get it wrong. You gotta try it again.

 

Fitz Koehler  39:51  

So our mantra in my family is perfect is boring. I don’t expect perfection of myself nor of my little people, but I do expect you to try. I do expect that you work your hardest and figure it out. Right? But yeah, perfect boring, perfect boring, and fitness is boring and work. And some of my greatest accomplishments came from my failures. And the and the silly things that I thought my misconceptions so yeah, but I’m in control of me, right? I’m completely in control of me. I’m in control of my business. And that means everything.

 

Richard Matthews  40:25  

How old are your little ones?

 

Fitz Koehler  40:28  

17 and 15

 

Richard Matthews  40:29  

Okay, so you guys got teenagers? I’ve got an 11, seven, four, and almost two.

 

Fitz Koehler  40:36  

Wow, that’s awesome, sounds like a lot of fun.

 

Richard Matthews  40:38  

I was really excited the other day cuz I was playing a card game with my son that we’ve been playing. It’s the Pokemon card game, I’m sure if you’re into that. But it’s a strategy game. And I don’t play easily on him. Right? I play my best and I’m a competitive player. The other day, we’ve been playing for about a year now. And he beat me. He beat me in the game. And he lost his mind. Which was super cool. But he got all excited about beating me. And then one of the things we do at the end of the game every time as we do a like a deep debrief kind of thing like Hey, where did it go? What could you do better? How could you fix this? When you see this again, in the future? How could you adjust your strategy to adjust for that, that kind of thing. And then we got to the end of this game where he won went through and is like we did the debrief, and all of the things that could have been better. Where on my side. And he realized that he was like, there was nothing for me to improve when I won. Like I don’t there’s I don’t learn anything from that. And it’s the lesson I’ve been teaching him the whole time is like, hey, when you fail, you have more opportunities to learn when you win.

 

Fitz Koehler  41:45  

You know, two things on the note. When I was kickboxing, I had a trainer who didn’t he never did full contact kickboxing, but he was a karate guy, a black belt, and he was very good at what he did. So we would spar. And for a very long time, he always had the capability to get the best of me. And sometimes, he would let me hit him. But it probably wasn’t earned. And then I started kicking him in the head and he couldn’t stop it. And so, he always used to say that sure, when he kind of beat me up fine. He was my trainer, of course, he was beating me up. And then when I started kicking him in the face, he went Walsh, I taught her that, that was his great reward is wow, look what taught her how to do. So it’s nice to take a little ownership of those things, right?

 

Richard Matthews  42:37  

Absolutely. It’s definitely a fascinating thing to understand that, when you take ownership you can change and improve and fix things. And like you said, perfection is not the goal. One of my mentors, and close friends, told me that perfection is the lowest standard you can hold yourself to because it doesn’t exist.

 

Fitz Koehler  43:03  

Nice. I like that. That’s another good one.

 

Richard Matthews  43:06  

Yeah. And so she’s like, you have to pick a different metric, something else to measure yourself by because, I mean if you want to go for something that’s non existent, I mean, sure, but you’re not holding yourself to any standard worthwhile.

 

Fitz Koehler  43:18  

You know, it’s interesting, these little games we play in our heads. So, I’m always encouraging people to just do better be better, that’s it just a little bit do better, be better. And so last year, when chemo knocked me out for a few months, and I couldn’t exercise at all for a few months, I was just done. And then I eventually was able to go back to the gym and I walked in and I was thrilled to be there. But then I started lifting weights of some sort and the reality was I was only lifting 25% of what I had previously been lifting and then I all of a sudden I felt this is what other people feel like, they get in and they can’t do a lot and then they think I shouldn’t be here I’m embarrassed because I’m not lifting as much as the other guy. And I had a completely different thought process probably because of who I am but I was only lifting 25% but nobody in the gym knew how much I used to lift or what I was lifting now it was it just didn’t matter to them it was none of their business what I was lifting and then none of them were probably paying any attention to me anyway it was just me thinking okay, I’m not where I was but you know pre breast cancer I was on cruise control with fitness I had a body I loved I had a body that could do great things like pop into a half marathon without training specifically for it. I was in phenomenal shape and then there I was down really low on the totem pole doing 25% of what I used to and sucking wind and I thought wow, Isn’t it fun that now I have a goal to work towards, I thought. Oh! you know, I am now motivated to go be better I have an achievement. And it was one that I knew I could reach because it was the previous version of myself. So I’m never trying to be as strong as the rock. Right? I’m just trying to be the strongest version of Fitz Koehler on any given day. And I really enjoy that challenge. And I do see other entrepreneurs, that’s a common thread where I’ve been challenged, like pushing their envelope, they like a little bit of failure because then they can truly celebrate those successes and victories.

 

Richard Matthews  45:26  

Absolutely, which I think makes a good transition failure to talk about the other side of that coin. So if your superpower is that grit and that determination, and that willingness to push through those failures, your fatal flaw is the other side of that. So just like every Superman has a kryptonite, or Wonder Woman can’t remove her bracelets of victory without going mad, you probably have a flaw that’s held you back in your business, something you struggled with, for me, it was a couple of things like perfectionism, which kept me from shipping product and shipping services. I wanted to get them all exactly right, which again, we mentioned is not a real goal, or lack of self care, which meant that I let my clients walk all over me, I didn’t have good boundaries setup. Or sometimes in the health spot, I didn’t know this, but I wasn’t eating enough. I didn’t have the energy that I should have had those things. Or I think one of the other ones was being visionary, Like, I have all sorts of plans and things that I want to do, but not have the discipline to actually implement all the minutiae, and learning how to build a team that could take up my Slack, like those kinds of things that I had to fix. But I think more important than what the flaw is, is how have you worked to rectify it? So our audience might learn a little bit from your experience there?

 

Fitz Koehler  46:34  

Yeah, so definitely fear. As I talked about earlier, I used to just be afraid to ask and sometimes I still that creeps in and I can identify it now and pick up the phone anyway. So I think fear was a big one, I used to also feel very uncomfortable taking money from people. So I’m a caregiver, I’m there to make everybody feel special, and help lift them up receiving money from people I liked, felt really bad. And so I’ve had to become accustomed to taking checks. Now thankfully, I don’t do it much from individuals. But receiving payment for my services. I should have always been very excited and proud that people were willing to give me money for my services, but it was uncomfortable. And I used to be uncomfortable to the point where I would tell people, I do things for free. Oh, you’re my friend. But my service became devalued a few times long ago that I did offer to train someone for free. And I haven’t been in Personal Training in 20 years. But I could go back there, those clients that were not paying anything, ended up with the least commitment, the least successful because they had nothing invested in our relationship in their training. And so I’ve learned that their financial investment also works on their part, they’re paying for a valuable service. So they’re willing to do their part to make sure the experience and the outcome are just as extraordinary as they had hoped. So yeah, fear and it’s a weird entrepreneurial thing, but I didn’t want to I didn’t like taking money. Dad.

 

Richard Matthews  48:20  

There’s so much to unpack there, right? Because I think one of them is that is like I said the reason for this show is that vilification of entrepreneurship that we see everywhere, I know your kids are a little bit old for cartoons, but like my kids are watching cartoons on a fairly regular basis whenever they get the opportunity. And one of the common threads in every cartoon show ever is the bad guy is always you know, you know, sir, or madam businessman who is pouring oil on the ducks and killing them all for profit, which is not reality. But it’s a common story thread. And it’s a common story thread that we grow up with, that entrepreneurs are the villains. And you hear that all the way up to, just watch the news one day, and I guarantee you one of the stories is about some entrepreneur who’s doing something douchey which again, is not representative. It’s the store we’re told.

 

Fitz Koehler  49:13  

It’s time late. Well, Ebenezer Scrooge screwed up.

 

Richard Matthews  49:17  

Yeah. And the entrepreneurs are the villains. And profit is a negative thing. And what’s interesting to me is, just like other tools, like a hammer, or a gun, or persuasion, those are all neutral tools. And they can be used for good or for bad. And what’s interesting to me is that the overwhelming majority of what we see entrepreneurs do is work to make the world a better place. Right. It’s that capitalism is an equal exchange of value. And I think that ties really nicely to the second thing you said about when other people buy in, if you try to give them your value, and they didn’t give you anything in return. It’s like a closed wall on their side. They haven’t opened up. There is no exchange happening. It was just you trying to give someone to, they’re the doors closed on their house, you can’t get it.

 

Fitz Koehler  50:10  

Yeah, as you say, with the entrepreneur, I mean, who is that? The dream for me is to employ thousands of Americans. So I’m still in us a small business owner model where I hire a lot of contractors, but I don’t have any full time employees. I do extraordinary things on a global level sometimes, but I’m still not employing anyone full time and my dream is for people to be able to pay for their own home and send their kids to college. Because of Fitzness International. That’s my dream. I mean, the guy who founded Home Depot oh my gosh, he’s funded so many livelihoods and it is definitely a weird version of society. It’s um, what is it Bizarro Superman? What’s the Superman guy? Is it Bizarro?

 

Richard Matthews  51:01  

I think so. worries backwards.

 

Fitz Koehler  51:03  

Yeah, I could go on. And I’m not going to go on the big rant about it. But there’s something particular about people, vilifying business owners, business owners, who provide tremendous services, tremendous products that help society even if you’re the guy, someone just sent me these stupid socks that have sandals on them, and I think they’re dumb, but whatever. They’re paying their bills with the sandals socks, and they’re not hurting anyone. And it made my sister in law laugh to buy them for me. So now I have these sandals, socks, um, but good for that guy. Right? They had an idea. And then they put it to work. And, I’m a service provider. That’s always what I’ve been. However, I’ve created some products, my DVD that took a lot of ingenuity and hiring the right people. And it’s a beautiful product. And to hold something in your hand that you created is really special. My book I self published. It’s stunning. It could sit on any bookshelf in America next to any of the First Lady’s memoirs. And it fits right in and once people read it now, cancer patients are saying, I wish I had this when I was diagnosed, or I’m so glad I have this now that I’m diagnosis is really useful. So entrepreneurs are the creators, I don’t know anyone who creates a business to destroy their community. It’s just such a backwards thought process, right?

 

Richard Matthews  52:31  

Yeah. And yet, we as entrepreneurs struggle with that, and it comes out a lot of times in not wanting to ask for payment for services rendered or wanting to price ourselves an hourly employee or something like that. Learning how to price yourself on value. And those are things that we have to overcome as entrepreneurs because of the culture. We grew up in that vilifies entrepreneurs. So that’s why we get on and tell these stories and talk about these things. Because I think the more people hear it, the more people understand the more people realize. Entrepreneurs are an unsung hero. We rightly call our police officers and our firefighters and our military veterans and our doctors and our frontline workers heroes. And we wrongly call our entrepreneurs, villains, when they should also be in that in that. That list of heroes.

 

Fitz Koehler  53:18  

It’s interesting how loosely the term heroes is being thrown around this year, and I’m okay with it. I mean, we could pour praise on a lot of people. But I truly admire those who are taken advantage of our rights as American citizens to build our own business, create our own careers, you name it. I mean, it matters.

 

Richard Matthews  53:44  

Yeah, it really does. So I want to talk a little bit then about something completely different, which is your common enemy. And the common enemy is, every superhero has their arch nemesis. It’s the thing that they constantly have to fight against in their world. I in the world of business, it takes a lot of forms. But generally speaking, we put it in the context of your clients. And I guess you could take this either way, either the people who are actually paying for you to do what you’re doing or the people who you’re actually serving. When you actually do your announcing and your teaching so that the end consumer or the middle consumers paying the bills, but it’s a mindset or it’s a flaw, that you’re constantly having to fight to overcome so that you can get your people the results they came to you for. So what is sort of that common enemy that you have to sort of like bang your head against the wall, if you had a magic wand, you could just bop him on the head and it would go away

 

Fitz Koehler  54:27  

The fact that the fitness industry is just full of snake oil salesmen and lies and thieves it’s really gross and the more they push their diets, pills, powders, snake oil, the more regular people fall for it, people are looking for a quick fix and easy answer and they’re willing to pay big money for things that will never work, things that will slide them further into failure and weight gain and depression and so forth. And so that’s a real big one in my industry, and how do you overcome a multi trillion dollar industry based on the lies? I mean, there are stores, entire stores based on selling weight loss supplements? And do you think if there was a weight loss supplement that existed, Oprah Winfrey would be of her ideal weight. I mean, this not there’s nothing that woman doesn’t have that she wants. Other than a body she loves, she wants to be of ideal weight. If that one pill existed, if that one store that sold that magic pill was a value, she would have that product and she would be still wearing those size 10 Calvin Klein jeans, so my enemy really is that ugly side of fitness. And it’s a challenge, I appreciate the kudos and the crowd credibility I receive and I’ve earned because I’ve told people the truth. And I have an effective relationship with them. And they all achieve what they want to based on the information I provide. But yeah, it’s interesting. I guess my enemy is some of my fellow entrepreneurs, who don’t really have the best interest in heart of their customers.

 

Richard Matthews  56:12  

It’s interesting, cuz some of it might be ignorance because they don’t have the same understanding of the human body that you do. And it’s interesting how often ignorance can lead to negativity, the things that are incorrect, but there can also be the other side of that where people are doing it because they actually are villains, they don’t give a damn about their fellow person, it can go both ways. So what I’m sort of interested in then is what are some of your major truths that you tell people about fitness, if they want to be of an ideal weight, if they want to have the energy if they want to be able to perform at their peak?

 

Fitz Koehler  57:09  

Right. So the gist of it is, I always say, Listen, I’ve got a master’s degree in the most simple, stupid science in the world, you watch what you put your mouth, you move your body often in a variety of ways you get enough sleep, or you get as much sleep as you can, and you remove the cranky people from your life. And so those four tenants go a really long way. the nuts and bolts of actual weight management is that you have to eat the right amount of the right food for the size you want to be. And we call it the exact formula for weight loss is based off science numbers, math, it’s not really complicated, but and it’s called the exact formula for weight loss always on the cover of fitzness.com. However, if you put a zero on the end of your goal weight, so say you want to weigh 172 pounds, you’re going to consume 1720 calories a day, that’s the amount of calories it takes to sustain a body that size. So if you weigh 200 pounds, and you start eating no more than 1720 every day, your body will eventually shrink down to that point. And so on average human body burns about 10 calories per pound of body weight per day, that’s a more muscular body than fat but I don’t want to detail this interview to death, but zero on the end of your goal weight eventually shrink down. Ideally, you will take your colourQ budget and fill it with as many healthy nutritious calories as possible. So lots of produce whole grains, lean protein sources, and then perfect sparring right. So you can have a little bit of chocolate or you can have a little bit of wine or whatever your thing is, I always say 85% 90% of your intake is quality, the other 10% won’t matter so much. You have to move your body in a way that makes it better. And so just, roaming around the block with your dog. It’s good, it’s being active, but it’s not deliberate exercise. So you should go out and do strength training, stretching, endurance training, and balanced training in a way that challenges your body. Either you’re putting on your sports bra or your fancy footwear, you’re doing something to prepare for this action that’s going to make you stronger, you’re going to huff up, grunt wins, and wobble, you’re going to feel like a failure because it’s hard. And that’s how you become better. Sleep really matters because tired people do not make good choices at the kitchen table or at a restaurant. And they definitely don’t get up to exercise as they should. And then if you sit around taking abuse from your horrible sister or your mean spouse or whatever, you’re going to be a lot more stressed and a lot less likely to do the things that benefit you from so I boil down fitness very simply, I can expand as much as you like but your actions the things that you can control matter. Nobody creeps into your bed at night, opens your mouth, and shrubs in food, nobody does it. So you can point your finger at your weight. Because your spouse does X, Y, or Z, you’re the one who chooses the food. You’re the one who picks it up, inserts it into your face, or inserts the beverages into your face. If you do it well, you’ll live well and live long. Probably, if you make poor decisions with it, you will pay the price for it.

 

Richard Matthews  1:00:23  

Yeah, it’s really fascinating. And there’s a couple of things that I’ve learned sort of in that realm over this last year. One of them is like what you were mentioning about the calorie formula works the same way going the other direction. Like I’m looking to put on weight I need to eat more food.

 

Fitz Koehler  1:00:42  

Yes, you do.

 

Richard Matthews  1:00:45  

And you can’t add muscle without having the building blocks for it. Right. And so there’s this

 

Fitz Koehler  1:00:51  

And it also isn’t crazy complicated. I mean, people are like I’m counting my macronutrients. Really, you just eat food, get your veggies, get some protein, nuts, beans, meat, whatever you like. You don’t have to count every detail. calorie count matters when it comes to weight. And all this other garbage if you’re just eating kind of a well, very daily nutritional, I don’t even like a diet.

 

Richard Matthews  1:01:16  

What I’ve learned is sort of just knowing what the big number is rounded to the nearest 100 for what a meal like that generally is worth in a calorie standpoint, like, hey, when I go to Chipotle, and I order some chicken tacos, it’s about 100 calories. I know that. And it doesn’t really matter that it’s 863 calories, or 65. If I get a little bit of sour cream on it or something like that, right, it’s just sort of knowing how many times I’m hitting the number that I want to hit. I’m actually eating and for me, it’s eating enough food instead of restricting.

 

Fitz Koehler  1:01:51  

Right. And if you’re the other way, if you’re trying to lose weight, I would always say overestimate a little bit. So that sour cream would make a difference on it. If it was a small person trying to lose weight if you’re trying to go from 120 to 115, those extra calories matter. But if you’re trying to gain five pounds, you can add on a little bit. What was the other thing Oh, and then people keep falling for the diets. I mean, it’s a buyer beware thing, but if I have an apple, and then I put the word weight loss on it,  it’s a weight loss Apple people would look at me and say you’re a nut, it’s just an apple is not a weight loss apple. Okay, so now I’ve got a bar of some sort. And I’m calling it a weight loss bar or weight loss drink in your weight loss, tea, weight loss coffee, and give me a freaking break. None of these things are real, they’re just lies, and if it hurts my heart that people keep falling for it. Because in reality, again, I know what it was like to be overweight and feel bad about my body. And for the most part, people are just looking to feel a little better with their body live a little longer increase their quality of life, in fact, that there are all of these enemies out there. Taking advantage of them. Makes me cranky makes me very cranky.

 

Richard Matthews  1:03:05  

So one of the other things that I found really interesting, the first thing that my coach did with me was we did blood tests. He did fancy blood tests. I don’t know the name for them. But like a normal blood test, I guess has levels where they check levels. And it’s like, that’s not what we’re doing. We’re doing he did a 500 x magnification test where they send our semi blood overseas to get to some fancy lab that did, individually look at your cells to see how everything was performing and acting was really fascinating. Because some of the things that came back from that were like, learning what your parasitic load was and what your toxic load was in your system. And realizing that your body performs best when it’s clean. Right when it’s not

 

Fitz Koehler  1:03:51  

That goes for everybody

 

Richard Matthews  1:03:54  

And he was like, so some of the first things that we’re gonna do is we’re gonna get your body to zero first before we start working on optimizing performance.

 

Fitz Koehler  1:04:03  

And is this person a medical professional? Is he an MD?

 

Richard Matthews  1:04:06  

He’s, I don’t exactly know what the credentials are. Okay. DC, something like I don’t know, anyways. But they did all the testing for that. And so we started doing some, things like learning how to remove toxins from your system, what kind of the soaps that you’re using on your body a lot, some of those are environmental factors. And, I went through my childhood, I had strep throat, like every single season for eight years growing up when I lived in the Midwest and some other places that I just got it every year. So I had a lot of antibiotics that I’ve gone through, and you have to actually fix some of the problems that those things cause to get yourself back to like a normal level. Before you can start working on optimizing your performance, and so having a clean system, and then when you start eating clean food on top of a healthy body, then it makes a dramatic improvement in everything. So it’s been really fascinating to learn all of that stuff.

 

Fitz Koehler  1:05:14  

Yeah. And something for the listeners, if anyone is prescribing you supplements or guiding you on very intricate details of your health in that regard, they need to have a medical degree, they need to be your doctor or drawing or lab work. And, when someone says, Oh, you should have this supplement, it’ll make you sleep better, or do this better or whatever, they should have a medical license, they should be a pharmacist or someone who’s actually looked at drawing your blood and looked at your results and is basing that information or advice on you specifically, you cannot walk into one of these quote unquote nutrition stores and have the hourly employee guy tell you exactly what you should buy for what ails you. That’s not how it works. And quite frequently, those pills, powders, supplements, shakes, counteract with the actual medication you’re on for your XYZ, whatever it is, and the conflict and cause harm. And so what Richards describing here, hopefully, all of this information is coming from a medical doctor who is qualified and educated in a medical way to look at your blood work and give that type of advice. And I tell you, there’s a lot of folks working

 

Richard Matthews  1:06:36  

He got that doctor in his name. I don’t know what the actual letters are. But

 

Fitz Koehler  1:06:41  

It’s important to know that stuff, though. And then if you’re a sick person, if you’re diabetic, you should be taking nutrition advice from an actual nutritionist, someone who is working in the medical atmosphere. So there’s, there’s a point where some of this information really does require extra academia, and I stay in my own lane. And I advise people to only seek advice from people in their proper lane.

 

Richard Matthews  1:07:08  

And it’s a really interesting thing too because there’s things that if you are sick, versus being someone who’s healthy, and if you’re healthy and looking to improve performance, versus like, I’m sick and looking to get better. Those are different things.

 

Fitz Koehler  1:07:26  

Yeah, if someone wants a great strength training routine, they come to me if somebody just had a hip replacement and needs to do strength training, they go to a physical therapist. So yeah, there’s always a little nuance in there. But those nuances matter. And it really often relies on professionals to say, I’m not the right fit for you. And people come to me all the time with injury induced aches and pains, and it’s my responsibility to forward them on to the medical professionals that will help get them back to an average level of fitness so that I can re-take control of their direction.

 

Richard Matthews  1:08:00  

My brother got in a motorcycle accident number of years ago, and he had to have a bunch of leg surgeries. And he was living with us for a while. And I remember, the physical therapists would come over and torture him. Yeah, I was like, but like you don’t have a fitness coach come over and do that you have someone who’s trained physically on how to do those kinds of things.

 

Fitz Koehler  1:08:23  

So here’s the nuts and bolts and the reason I got a master’s degree in exercise in sports sciences, because once I decided on this career, I knew that I really respected the spinal column, and joints, and the heart and lungs. And I knew that it was important for me to know absolutely everything I could about these various special body parts. So I did no harm. And I don’t know if you can achieve that level of quality care from someone who just got a license out of a crackerjack box. When I was teaching classes, and I had my little certifications, that was just fine. But I do a heck of a lot more and I teach so much more. Just life lessons help lessons on a larger scale that I needed to know what I was talking about. Now on the flip side, I’ll go to the annual Ursa convention, international health, and racquet sports associations. I have it every year and usually in San Diego. Oh, very interesting people but they were the skimpiest fitness outfits and they’re all greased up and they’re the ones walking around Stretton showing off their big muscles and good for them. But I’m pretty sure for the most part if you dug deeper into people’s background, they have one of those certificates out of a crackerjack box at best so please don’t choose your personal trainer your quote unquote nutrition coaches, there’s no nutrition coach, you either are a nutritionist or dietitian or you’re not anyone with a coach at the end of their title needs some extra investigation because that’s usually a pretty hokey type of role within the health and fitness community. But yeah, dig far because your spinal column matters, and your heart and lungs matter. And there’s a lot of fitness professionals hurting people every single day of the year. So take responsibility for your own health right? Buyer beware.

 

Richard Matthews  1:10:12  

Yeah, it’s a really interesting thing because the health community is only partially regulated.

 

Fitz Koehler  1:10:21  

Oh, yeah. No government regulation over fitness. And thank God, right. We don’t want that. But that’s where consumers come in, consumers have to do their research, you can go do a group fitness class, with Susie Q and her certificate. But if you’re going to get a personal trainer, find one with a college degree. Someone who does APK, you know, applied kinesiology exercise, sports sciences, you can do better, you can do better.

 

Richard Matthews  1:10:48  

So what is your advice for someone who is not in the fitness industry? who is looking to bring professionals in to either increase their performance or to do things that they’re like, I know I can, I can sort of hit the baselines for myself, but I want to go to the next level. How do you? How do you judge the people that you’re looking to hire, so to speak?

 

Fitz Koehler  1:11:12  

Well, if you’re looking for a mass scale type educator, you go to me. I’m the one. However, if you’re looking for someone to bring on your workforce, as a corporate trainer, they’re going to come in your building and teach fitness to all of your employees, I would get someone with an APK degree or exercise sports scientists, someone with a college degree in the area, there’s certifications. And I’m not suggesting that everyone with a basic certification is bad. When I was teaching group classes, and that’s what I had, I wasn’t bad. But when you want someone to dig a little deeper, you want someone with a lot more education. And so go with someone with a college degree.

 

Richard Matthews  1:11:53  

We’re talking about taking that to the next level, right? When you’re looking to next level performance when you’re looking to the next level your team or something like that. That’s when you need to go beyond just sort of the basics. And so you’re bringing someone who’s got that?

 

Fitz Koehler  1:12:08  

Yeah, so the college degree I think goes a long way and is a huge step up. And now there’s more and more people. So when I got my master’s in ESS, there weren’t a lot of us that were out there in the world of fitness with a master’s and there’s still not so many. However, there’s tons of people with a bachelor’s degree in APK, or exercise in sports sciences, and those are the ones you want to look towards. And they’re in every community, colleges of Health and Human Performance are in many universities around the country. So this isn’t a rare thing anymore. But find that college degree. And then, of course, find the experience. And so when I used to train the Florida Gator soccer team when Abby Wambach was on it, I was one of their satellite strength and conditioning coaches, same with our tennis team. And I had a specific area of expertise that they were looking for, they knew that I had trained athletes of all sorts previously professional fighters, and they trained a lot of youth sports. And that’s why UF had given me the Go ahead, it was my degree. And then, of course, I was a competitive kickboxer. And I had that sort of prowess. So I was bringing that within the soccer and tennis team. So it’s education, and then it’s experience. And so look at the big picture. And then, meet the person I had a really nice guy recently reached out to me, and he’s trying to increase his fitness business and I’m of the attitude that within fitness there really doesn’t need to be any competition because there’s enough clients for everybody, you know, everybody is a potential client, so we can all support each other. And as long as people are ethical and educated and doing more good than harm, then I can support them. But he goes, Fitz, I want to be a speaker. And I want to do this and can you refer me to clients and the man cannot speak he was a terrible speaker, he couldn’t even have a clear and coherent conversation on the phone. And so who’s gonna hire that guy? Right at least not for what he was doing. He’s a running coach. I think he’s very good at doing the one on one running coach deal. But maybe he’s just a wrong fit for corporate presentations. And I think being a speaker on a stage to a lot of people is a goal and hopefully, he works towards it. I gave some good suggestions, go to Toastmasters practice, stand in front of the mirror, do the 62nd test with yourself where you don’t use the word like now the second you start using like, like, like, like you sound like you’re a contestant on The Bachelor. It’s important that you speak clearly and concisely, not perfectly, but if you’re going to be an actual professional speaker, you need to work on your speaking skills and I don’t know I think

 

Richard Matthews  1:14:56  

Those skills and your body language and your ability to use your tone and your pacing. Many stuff to learn.

 

Fitz Koehler  1:15:03  

Yeah, so interview, education experience, and then personal interaction. And that probably goes for every field. Right?

 

Richard Matthews  1:15:10  

Yeah, that’s awesome. Thank you for those suggestions. I know a lot of people especially one of the things I’ve been talking about, I’ve got a small team, but we’ve already been talking about, how can we add health stuff to what we’re doing for our employees. And I had a friend of mine, who’s also got a small organization. And one of the things they do is he buys all of his employees a Fitbit thing. They do a weekly and monthly, like steps challenge. And whoever gets the most steps for the week gets like a $50, Amazon gift card. I was like super cool things like that, where they’re just encouraging their employees to be active and to take health as part of their life. And I think, as an entrepreneur, and as one who’s running a small team, that it makes sense to me that my organization is also healthy. Because the healthier they are, the better our organization is.

 

Fitz Koehler  1:16:02  

Yeah, and you have less wiggle room because you have a smaller budget and fewer people, they all need to be working at peak performance. Simple challenges, like we’re gonna do a one week, soda free challenge, it goes a long way. We’re gonna go one week where everyone gets eight hours of sleep, force yourself into bed early, and track that that’s those are my those are small things that everybody can afford to do and hopefully, work towards achieving no matter where they are with fitness today. I think it all matters. And I appreciate small employers like you making an effort because all of those employees you have if they pursue fitness, the healthier they are, the healthier our economy will be because sick people are very expensive to the tax chair.

 

Richard Matthews  1:16:52  

Yeah, absolutely. 

 

Richard Matthews  1:16:53  

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Richard Matthews  1:18:25  

So I want to talk a little bit about the flip side of your common enemy. So your common enemy is the snake oil salesman. The flip side of that is your driving force. Just like spider man if I save New York or Batman fights to save Gotham or Google fights to index and categorize all the world’s information, what is it that you fight for?

 

Fitz Koehler  1:18:41  

Help people live better and longer. I’m so passionate about that. I want mass impact. I want to help everyone so I don’t know if you remember Jack LaLanne, they call him the godfather of fitness.

 

Richard Matthews  1:18:52  

Fitness channel at 96

 

Fitz Koehler  1:18:54  

It’s incredible. I actually had the great blessing to be able to interview Jack before he passed. But I’m looking I would like household name status. Does it sound obnoxious to say that perhaps I don’t care. For me the status doesn’t mean I become importantly Jennifer Aniston. The household name status means people, they know my name because they learned something from me. They’ve already on their way to weight loss. I’ve had an impact on them. Most people aren’t going to hear me singing a song so if they know my name, they know I’ve been able to reach them with some sort of fitness message and I’m driven hard. I’ve accomplished a hell of a lot in fitness and my resume is extraordinary. And I do not even close. I feel like I’m still just getting started. I love what I do so much. I’m so fortunate.

 

Richard Matthews  1:19:43  

It’s so crazy to me how much potential we have as human beings. Especially in this global pandemic. We have a lot of people that are freaking out about a virus. And we have very capable bodies. And it’s interesting, we have an immune system that’s designed to deal with this kind of stuff. And if you’ve listened to the news at all, the people who are suffering are the people who have compromised systems. They’re not healthy.

 

Fitz Koehler  1:20:15  

You know, a couple of things there are. I’ll start with the immune system thing, if any of our leaders had a clue, they would be on television. And instead of shutting the world down and telling everyone to stay inside and hide and wear a mask and order takeout, it would be saying every single person go out to your produce department or your farmers market, and buy produce items of five different colors and eat at least five different colors produce items every single day. And instead of shutting down every gym in America, they would mandate every gym in America, open their door 24 hours, the government would funnel money in there, so nobody had to pay a membership fee. And they would be not mandating because I don’t like that. But they would be supporting every or encouraging every citizen to show the hell up and get some quality exercise. And they’re shutting down, running the racing industry, well, you’re 20 times more likely to be infected with this thing in your own home than you are out at a park. So some shutting down my athletes, they would be saying everyone go take part in the five K Fitz Koehler gonna be there make it a good time we’re going to pay for your race entry. So people who actually understand how health works would never take the path these who have I’ve taken so far. I mean, it’s not a matter of health. If it was a matter of health, they would be promoting health and strong immune systems. I promote health, I build the immune system, Dr. Fauci. I don’t know what the hell he’s doing. But he is not invited to even take my kid’s blood pressure. I don’t trust what he’s doing. And I’m not a conspiracy theorist, but an actual expert in the field. This is so screwed up and they have not once taken a step towards creating a healthier society. And then I go back to cancer. As the reason, I got through cancer, and I kept stumbling it kicked, too. But I traveled the country and had more fun and live larger than almost anybody I knew any healthy person I knew. And that’s because when I was diagnosed, I was the epitome of fitness. People in my shoes, getting the toxic types of drugs I was given my doctor said, all the other people were hospitalized for a month. Everyone else had a feeding tube. I was on airplanes. I was being the ringleader for that Los Angeles Batman run with 5000 participants and 4 million spectators and I was a frickin boss. Because health matters to me. I was battle ready. And so for anyone listening tomorrow, you may get hit by a bus. Tomorrow you may get this diagnosis something scary and frightening and terrorizing as I had. And are you ready for it is your body battle ready? Mine was and I rehabilitated and I recovered quickly because of it. If you get hit by the bus, if you get diagnosed with the disease, any illness, or injury, you will be far more likely to recover and rehabilitate quickly. If you are fit and strong going in. So don’t wait till it’s too late. Don’t wait for that evil diagnosis or that stupid bus to smack into you start today, every step you take matters every healthy choice you make in the kitchen or at a restaurant matters. And that kind of regret. not okay. And especially if you end up with something you cannot survive, just do better, do better, be better, and you’ll be well prepared to face anything.

 

Richard Matthews  1:23:46  

It’s such a fascinating discussion. Because I think a lot of people have dealt with cancer. My mom struggled with leukemia, but I mentioned earlier she was a gymnast. She was fit and healthy and like she could walk across a football field on her hands when she got hit with leukemia. And she had to have one of those things where they like they put a drip into her heart.

 

Fitz Koehler  1:24:07  

Yeah, I had that part.

 

Richard Matthews  1:24:08  

Yeah, they can directly put radiation right into your heart and she didn’t skip a beat. She was still a mom. She was still healthy. And she kicked leukemia’s ass and moved on. And she’s been cancer free for 10 years. It’s a cool thing. And he’ll always have to go in for blood tests for the rest of her life. But she’s a healthy fit. Grandma who takes her grandkids all the time has a good time because she was battle-ready.

 

Fitz Koehler  1:24:34  

Absolutely, I will look over my shoulder forever. Hoping breast cancer never rears its ugly face. I mean, I was dragged behind a horse for a year and I was hospitalized for blood transfusions and stuff. But I was still bounced right back up and get back to work and I finished chemo this year, May 11 th June 3, I had my port out June 12, I ran a Spartan five k obstacle course race now mind you, I was dead last. I was probably the slowest person out there. I couldn’t lift any of the heavy stuff but I still did it. I did a five k obstacle course race. Two weeks later I went out and did a triathlon. I was dead last I hyperventilated at least 50% of the course, but I did it. And then two weeks later, I learned to surf. And so there’s all these people that have had no chemo, no radiation, no real health issues of any sort to mention, thank goodness. And those are the people like, oh, I can’t do a five K, Oh, I can’t ride a bike. I can’t try surfing Well, yeah, you can. Yeah, you can just step it up. And when you get on a surfboard, for example, or a snowboard or a bike, whatever it is, and then all of a sudden you realize, Hey, I can do this. And this is fun. This not only makes you a better person and a healthier person, but it makes you a better more fearless professional. And I completely blame my efforts in sports and fitness on my success. As a profession, I don’t think there’s any shot, Oakley would have taken me on for a year if I wasn’t doing all of these other things like fighting, fighting, I think stepping into those rings made me I’m actually at a loss for how impactful it was. But it made me brave. It made me strong made me fearless and made me powerful in all of my days. So I just wish people would.

 

Richard Matthews  1:26:36  

One of the things I like to encourage people to do is to pick up an athletic hobby. And because fitness it doesn’t have to be the grueling 45 minutes in the gym that you see like some people like that. And it is an athletic hobby for them. But it could be tennis, it could be windsurfing. It could be snorkeling and freediving it could be something that uses your body. That’s fun.

 

Fitz Koehler  1:27:03  

I walk my dog in a park. And there’s a huge group of people now playing disc golf, and pickleball. And I love it. I love it. They’re everybody you would see at Walmart at any time in the middle of the night. They’re regular people, but now they’re laughing really loud and they’re fiercely competitive. And they’re getting the fresh air and I just think it matters, so you’re right, it doesn’t have to be kickboxing or running a marathon. pickleball try it just pick up pickleball or table tennis. I don’t care to do something in athletics. The games do count.

 

Richard Matthews  1:27:37  

I’ve been teaching my son to kayak. He’s been pretty good with that. And we’re gonna pick up windsurfing. This next year, we’re getting the stuff I want to learn to windsurf.

 

Fitz Koehler  1:27:44  

I will join you I love to do that, too.

 

Richard Matthews  1:27:47  

I can’t wait. So we’re running out of time. So I’m going to skip a couple of questions go to this one. I think it’s super important. And it’s your guiding principles. So one of the things that make heroes heroic is that they live by a code. For instance, Batman never kills his enemies, he only ever takes them to Arkham Asylum. So as we wrap up the interview and talk about the top one or two principles that you use regularly in your life, maybe something you wish you knew when you first started out on your own Hero’s Journey all those years ago.

 

Fitz Koehler  1:28:12  

My guiding principle is to meet Fitz Koehler’s standards of ethics, honesty, and greatness. And basically what that means is I have to be able to stomach the girl in the mirror every day. And man, she’s a vicious critic, if I do something wrong, so I live by very high standards and doing right by people and honesty and ethics. And again, that girl in the mirror, I will meet no far more dangerous than she is. So I just I really, I live up to her standards every day. And sometimes I wobble a little bit, but I feel pretty good about who she is.

 

Richard Matthews  1:28:50  

Yeah, that’s awesome. I love that it’s a for me, it’s always been an integrity thing, right. And I always loved the definition of integrity that I always use is integrity is something that you can lean on and trust that it will still be there. That it won’t collapse under the pressure. And even when you’re not looking at still there standing, right, it has integrity. And it’s I think the best way to live your life. And hopefully, more people choose that. And it’s interesting how often that comes up in these interviews, are most entrepreneurs that I’ve had on the show, probably I’d say 80% of them, their number one principle is some version of integrity. They want to be able to look in the mirror and love the person that they see because they’re.

 

Fitz Koehler  1:29:35  

Gonna live with her. Yeah, I’m making my policy not to make it my business what other people think of me. So the only person I can worry about is my own opinion of me. So I try really hard to please.

 

Richard Matthews  1:29:49  

That’s a really interesting concept. Because the reality is other people aren’t thinking about you. So it doesn’t really matter what they think. And then on the flip side of that coin is in order to serve them. You have to care what they think you have to know what’s going on in their head so that you can serve them well. So you can enter the conversation going in their head. So it’s a fine line to walk as an entrepreneur is learning how to not care what they think when it comes to your actions and your decisions, but also understand how they think so that you can meet them where they are, and help them get where they want to go.

 

Fitz Koehler  1:30:20  

Right. Well what’s interesting is people who are listening to your podcast, I’m sure there’s a bunch of pill pushers out there and supplement snake oil, and they hate my guts right now. And I’m okay with that. I feel great about that. If they’re disgusted by me good. Hopefully, they’ll go to bed thinking of me tonight and perhaps change their behavior moving forward.

 

Richard Matthews  1:30:41  

Absolutely. So, as we wrap up the interview, I have one last thing that I do with all of my guests. I call it the hero’s challenge. And it’s simple. And it’s a selfish challenge for me because it allows me to get access to stories I might not otherwise find. So what I want to know is do you have someone in your life or in your network that you think has a cool entrepreneurial story? Who are they first names are fine, and why do you think they should come to share their story on our show, the first person that comes to mind for you,

 

Fitz Koehler  1:31:07  

I gotta tell you, there’s another race announcer Mike Riley, he is the voice of the Ironman triathlon. He’s been doing it for decades. And he’s a self published author, dynamic speaker, an incredible human being. And not only does he have great stories to tell, but he has great stories of other people’s successes to share. And I think Mike would be an awesome conversation. You’ll love him.

 

Richard Matthews  1:31:37  

Also, that’ll be really cool. So we’ll reach out afterwards and see if we can get an introduction to get him on the show. So in comic books, there’s always the send off. There’s the crowd of people at the end who cheer and clap for the hero and their acts of heroism. So are analogous on this show is where can people find you if they want your help in the future? Where can they light up the bat signal so to speak, and say, hey Fitz I would love to get your help for health and fitness. And I think more important than that is who are the right types of people to reach out and say, Hey, we’d like to bring you either into our organization or have you announced for our races or, pick up your products were the right people for that.

 

Fitz Koehler  1:32:12  

Yeah, so I’ll start by my brand is Fitzness that’s F I T Z N E S S. So you can find me at fitzness.com at @fitness on Instagram, Facebook, YouTube, LinkedIn, Fitz Koehler, and I actually really love to hear from people that’s kind of my job, or my profession revolves around a lot of communication on social media. So please do reach out even if you never want to work with me. I’m always open to new friends and connections. But right now, I would love to stand on more stages and more corporate stages talking about peak performance. And my recent battle, my noisy cancer comeback is filled with a lot of fun stories that I hope will help people take their health care seriously and really pursue their passions and perspective. So corporate, anyone in corporate America that’s looking for a presenter, I’m their girl in anyone within oncology, I would love to be able to work to support other cancer patients past and present. So that would mean a lot to me. As far as race announcing goes, if anyone has a race, let me know right now. I think my name is often at the very top of almost any race director’s list. So I don’t know if there’s many who don’t know who I am. But if they don’t, nice to meet you. Oh, and last but not least, I’m sorry. I have a brand new book out it’s called my noisy cancer comeback running at the mouth while running it for my life. It’s full of all sorts of gory details. Absolutely. Nobody tells you about the cancer experience. Sure. I was bald and sick and gray, but there’s tons of stories my vision changed. My eye color changed. I ended up with a skunk stripe on my head I had all these weird, crazy, hilarious experiences. And while some people might have shed a few tears, they will more than likely have a big laugh at my expense which I want, and hopefully walk away with a few quality life lessons.

 

Richard Matthews  1:34:17  

Awesome. So and they can pick it up on at your fitzness.com?

 

Fitz Koehler  1:34:21  

Yeah, it’s fitzness.com wherever books are sold in all formats, hardcover, paperback, ebook, and audiobook.

 

Richard Matthews  1:34:29  

Awesome. So thank you so much for coming to the show today. Fitz, it’s been a fascinating conversation. I gotta say, from when I was reading through your bio didn’t go the way I was expecting. I’m not sure why I had this thought in my head that we were going to spend more time talking about cancer than we did. But it was a fascinating conversation about health and fitness and I think it is probably one of the most undersung areas for entrepreneurs is learning how to take care of their bodies and not just take care of their customers. So I appreciate what you’re doing and the work that you’re doing. Again, thank you so much for coming to the show today. You have any final words of wisdom for our audience before we hit that stop record button.

 

Fitz Koehler  1:35:09  

It’s work.

 

Richard Matthews  1:35:12  

I love it. Thank you for coming on today.

 

Fitz Koehler  1:35:14  

Thank you.