Podcast Summary: Slay The Gatekeeper

Episode: How Solidcore’s Founder Built and Sold a Nearly $100 Million Fitness Empire
Host: Courtney Johnson
Guest: Anne Mahlum (Founder of Solidcore)
Date: December 2, 2025

Overview

In this engaging episode, host Courtney Johnson sits down with Anne Mahlum, the dynamic founder of Solidcore and creator of the "Back on My Feet" nonprofit. Together, they delve deeply into the cheat codes of entrepreneurship, building enduring habits, authentic leadership, and redefining personal disadvantages as unique strengths. Anne candidly shares stories of her journey from North Dakota to selling her fitness empire for nearly $100 million, all while emphasizing contribution, self-growth, and beating the odds.

Key Discussion Points & Insights

1. Why Continue to Build and Share?

• Contribution Over Accumulation:
  Anne expresses that after her major business successes, her urge is to share her acquired wisdom, rather than build another company—at least for now.

  “There isn't really a big desire that I have to start another business right now...I figured the best thing I can do that gives me the lifestyle that I'm looking for right now is...to share, to give advice, to try to empower people who are on the same path as I was.” [03:15, Anne]

• On Legacy and Feeling Proud:
  Anne describes how different chapters of her life have all been based on a desire to contribute and grow, whether running a nonprofit or leading a high-end fitness enterprise.

  “Whatever I'm doing with my life, even though I'm not building a big company right now, contribution still sits at number one for me.” [04:44, Anne]

2. Discovering Purpose and Decisive Action

• Not a ‘Slow Build’ Personality:
  Anne shares that when inspiration strikes, she goes “all in,” from founding Back on My Feet after spotting an opportunity to turning first encounters at a fitness studio into the Solidcore concept.

  “When I sort of know, I know, and I go all in and I give it 100%.” [05:46, Anne]

• Matching Talents to the Right Game:
  Successful entrepreneurship, according to Anne, is about honestly evaluating your skills and applying them to an arena where you have a better chance at winning.

  “The trick to being an incredible entrepreneur is two things. One, knowing what your talents are and your skill sets, and then applying them to a game, a business that you can win.” [08:27, Anne]

3. Building Customer Habits and Strong Community

• Habit Formation by Design:
  Instead of free class offers, Solidcore gave two-week unlimited memberships, fostering habitual attendance and community bonding.

  “If we can get people bought in for two weeks and they get on a schedule… that two weeks is enough for them to actually start to see some results...and build a habit.” [09:31, Anne]

• Clarity in Messaging:
  Solidcore’s ethos: Not for everyone, but perfect for those seeking a challenge and a like-minded community.

  “There's no real hiding in solidcore. You have to do the work...it attracts a certain type of individual who is just so ambitious and wants to be around other people who are having the same mindset.” [10:45, Anne]

4. Leadership & The ‘No Excuse’ Culture

• Set High Standards and Expect Excellence:
  Anne recounts her strict policies at Back on My Feet—attendance, punctuality, positive attitude—as foundational for building culture and self-respect in communities with low expectations. This directly translated into her business.

  “When you're the type of leader that people know, you expect excellence from them, and you also show up with your most excellent self, it makes people rise.” [12:20, Anne]

• Excuses Not Welcome:
  Anne has little tolerance for persistent negativity in her team and chooses to surround herself with problem-solvers, emphasizing the importance of mindset and action over victimhood.

  “If you're not going to put any time or effort into something, then I don't have any interest in working with you...or you're going to be broke the rest of your life.” [22:33, Anne]

5. The Accessibility of Self Development

• Learning Resources are Everywhere:
  From Tony Robbins workshops to classic books and free podcasts, Anne stresses the accessibility—excuses are just that.

  “Books cost $20-$30. Podcasts are free. YouTube is free...There's just no excuse.” [21:53, Anne]

• Continuous Learning to Win:
  Anne stays curious, learning about investing post-exit, talking to peers, and always adapting.

  “It's my job to make sure I'm taking care of my own money and growing my money in the ways that I want to.” [18:29, Anne]

6. Cheat Codes for Entrepreneurs

• Cheat Code 1: Hold People High:
  Set standards and live them—true leadership is modeled, not just spoken.

• Cheat Code 2: Burn the Boats. No Plan B:
  When you truly commit without fallback, you’re forced to figure it out and prevail.

  “If this thing fails, I'm going down with it. And so I knew in that moment that if I have all of the money to do it myself, but I'm going to take an investment, all I'm saying is I really don't believe I'm capable of doing this.” [24:28, Anne]

• Cheat Code 3: Build a Business that Works Without You:
  Systematize, delegate and plan for the day you leave. Succession is key to a valuable, saleable business.

  “If the business doesn't work without you...that's a really almost impossible feat.” [28:00, Anne]

• Cheat Code 4: You Can't Outsource Your Hard:
  Resilience is essential—lean into hard challenges, don’t avoid them.

  “You cannot be successful personally or professionally if you don't build up your resilience muscle.” [35:48, Anne]

• Cheat Code 5: Your Disadvantages are Your Unique Position:
  Anne reframes her upbringing and differences as her edge, not her obstacle.

  “It actually makes me interesting because of all of that. It's like, oh, that's interesting. She had all those challenges, but she's still rising...” [44:12, Anne]

7. Cultivating Resilience & Addressing Failure

• Breakdowns & Breakthroughs:
  Anne learned to manage crises through experience, rational advisors, and choosing progress over pride.

  “The best formula...is going through, like, you can't escape that...having somebody so rational in my ear...was really, really valuable.” [34:06, Anne]

8. Embracing and Leveraging Authenticity

• Realness Over Approval:
  Anne shares openly about her family background, appearance, and how these unconventional traits helped break barriers, build connection, and garner attention, further advancing her mission.

  “People gravitate. I think they just want real. And when you pretend to be somebody that you're not, people can sense that thing out and they don't trust it and they don't want to invest in it...” [44:58, Anne]

• Positive Self-Talk as a Success Prerequisite:

  “What you tell yourself about who you are and who you can be… If you do not believe in yourself, you're not going to make it. So you might as well choose to speak to yourself in an empowering way.” [49:39, Anne]

Notable Quotes & Memorable Moments

• On Potential and Mindset:

  “If you say things...‘I'm afraid I'm going to mess it all up’...It's a self-fulfilling prophecy. It's what you think about every day; you're going to look for opportunities to screw up so that you can be right.” [48:29, Anne]

• On Burn the Boats:

  “When you don't have a plan B, you show up and you fight and you outlast the competition.” [25:30, Anne]

• On Habit Formation:

  “That two weeks is enough for them to actually start to see results...and build a habit.” [09:31, Anne]

• On Authenticity:

  “When you pretend to be somebody that you're not, people can sense that thing out and they don't trust it and they don't want to invest in it.” [44:58, Anne]

• Host Courtney’s Reflection:

  “A lot of people, like I'm self-made or whatever, but their parents were entrepreneurs, they got the codes...it's just so rare to find other people that didn't come from that environment.” [47:46, Courtney]

Important Timestamps

• 03:15 – Anne on her contribution-focused "why"
• 05:41 – The decisive moments behind Back on My Feet and Solidcore
• 09:16 – Habit-building strategies for clients
• 11:39 – Discussion on high expectations and culture
• 15:37 – Anne’s approach to excuses and negativity
• 18:29 – Anne’s journey of self-development and continuous learning
• 21:53 – Accessibility of self-improvement resources
• 24:02 – “No Plan B” and the dangers of hedging bets
• 28:00 – How to build a company that survives the founder
• 33:27 – Handling setbacks, lawsuits, and breakdowns
• 35:48 – Why you can’t outsource “the hard” and the importance of discomfort
• 44:12 – Turning personal disadvantages into unique strengths
• 49:39 – The power of self-talk and belief

Actionable Takeaways

• Invest in accessible learning: Leverage free and low-cost resources for personal and financial growth.
• Set high standards (for yourself and others): Create cultures of excellence by modeling what you expect.
• Burn the boats: Back yourself fully in major pursuits, shutting out fallback plans.
• Build for succession: Structure your business so it can thrive independently from your direct involvement.
• Embrace discomfort: Challenge yourself with small risks to build resilience.
• Reframe your disadvantages: Turn your unique background and identity into strengths that set you apart.
• Mind your self-talk: Choose empowering narratives; if you see yourself as capable, you set the stage for success.

Anne’s Next Chapter

• Anne is drafting her book (anticipated manuscript complete January 2026).
• Follow her on Instagram (@annmahlum) for daily insights and updates.

For anyone seeking actionable entrepreneurial wisdom, real talk on self-growth, and inspiration to get “un-gatekept,” this episode with Anne Mahlum is a must-listen.