Why You Need Take the Time to DM 4,000 People

Summary

The GaryVee Audio Experience

Episode: Why You Need to Take the Time to DM 4,000 People

Host: Gary Vaynerchuk
Guest: Josh York, Founder/CEO of Gym Guys
Date: July 14, 2026

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Episode Overview

This episode centers on two core entrepreneurial philosophies: the power of relentless, value-driven outreach (e.g., DMing thousands of people to create opportunity), and the critical balance between persistence and emotional intelligence. Gary Vaynerchuk brings on Josh York not just as a guest, but as a real-life example of someone who embodies perseverance in networking and business building. The discussion moves through networking tactics, the ethics and art of persistence, Gym Guys’ journey and its unique business model, and the mindset required for enduring growth and fulfillment in entrepreneurship.

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Key Discussion Points and Insights

The DM Philosophy: Creating Opportunity Through Persistence

• The Power (and Numbers) of Outreach

  • Gary reiterates his advice: if having your dream job was guaranteed by sending 4,001 DMs or pieces of tailored content, "almost everybody would do it"—but most people simply don’t believe it works ([01:09]).
  • Memorable Quote:

    "4000 will say no, but 4001 says yes. And isn't that better than the shit job you have?"
    — Gary Vee ([01:29])

• Internet: The Great Equalizer

  • The internet doesn’t care about your background, only about your value and consistency.
  • Gary presses: “The only reason [Josh] is here is because he outwilled me to be on this show... I want all of you to do the same.”

• How NOT to Network

  • Gary warns about pestering: repeatedly emailing 97 times or spamming is counterproductive ("my admins delete it, the IT department blocks your email") — understanding nuance, charm, and value is key ([02:53]).
  • Memorable Quote:

    "There's the right way to jab. The perfect balance of persistence and charm is very difficult."
    — Gary Vee ([03:10])

Josh York’s Origin Story: Grit, Imagination, and Calculated Hustle

• Story of Securing a Domain Name

  • Josh needed “gymguys.com” with an "S" while his brand used a “Z." The owner wanted $48,000—Josh had "48 cents" ([06:53]).
  • After 50+ calls and a cold trip to Colorado, he left a note—and on his 71st attempt, the owner gave it to him for free out of respect for his persistence.
  • Memorable Moment:

    "Can you not feel my passion dripping through your phone? I'm gonna build the largest fitness company in the world... You got a higher probability of seeing elephants fly. On the 71st time, he gave me the site for free. Mic drop. Right?"
    — Josh York ([08:28])

  • Both Gary and Josh stress that relationships—not stalker-ish aggression—get you in the door.

• Balancing Persistence and Emotional Intelligence

  • Josh highlights: "Everyone's in the people business... Number one most important thing is relationships" ([10:01]).
  • Gary and Josh reflect on how poor tact doesn’t just get you blocked—it blacklists you among "winners" ([09:13]).

• Iconic Moves

  • Josh once sent Gary a tire to stand out; Gary almost tossed it.
  • The subtlety: timing and context matter more than the stunt itself ([10:18-11:00]).

Mindset as the 80% of the Game

• Mental Toughness & Visualization

  • “Business is 80% mindset. I always put myself in the most uncomfortable situations... Allows you to get comfortable.”
    — Josh ([06:09])
  • Both discuss visualizing success (“I know you’re gonna own the Jets because you already own it in your head”— [05:54], [12:28]).

• Accountability and Process Over Outcome

  • Gary and Josh agree: The journey ("being the underdog") is more exciting than the end win.
  • Memorable Quote:

    "I like the process. Not the winning moment."
    — Gary Vee ([21:35])

• Handling Hardship

  • Josh, for years, struggled to make payroll, at one point almost gambling his last $5k to cover $20k in salaries—he didn’t, instead hustled by offering free sessions and personally picked up checks to raise $46k overnight ([15:27-16:34]).
    • Memorable Quote:

      "If you’re listening to this and you complain and you’re hanging out at home on the weekend, that’s a problem. This is why people don’t get to the next level."
      — Josh ([16:36])

The Gym Guys Business Model

• Franchise, Asset-Light Disruptor

  • Gym Guys has no physical locations—services come to you anywhere ("home, office, pool, park, place of worship... even a closet" [13:16]).
  • Franchise territory buy-in is $80,000 for access to 100,000 people ([13:46]).
  • Started bootstrapped: $15,000 out of his parent's dining room ([14:08]).

• Why Franchise?

  • Josh wanted to "build a powerful movement" and empower others, not just himself ([14:25-14:42]).
  • Franchisees as company’s power-users and brand advocates.
  • Franchise headaches: “One dope with a van can fuck you up 100%.”
    — Gary ([15:05])

Real Talk: Entrepreneurship, Sacrifice, and the Illusion of Overnight Success

• Social Media Facades

  • Both mock the culture of "overnight" success and fake branding (renting jets for staged photos, plastic surgery at 22, etc. [17:25-18:03]).
  • "People just want to make pretend they're successful." — Gary ([18:03])

• Gamifying the Journey

  • Comparing business setbacks to Mario Bros. or Contra ("up, up, down, down, left, right, left, right, B, A, select start—unlimited lives" [18:39]).

• No Excuses, No Complaints

  • Both agree: "You can't make excuses." "Whatever card you're dealt, deal with them. People win 3,7 offsuit all the time." — Josh and Gary ([19:27-19:32])
  • "If you chase the money, you got a problem." — Josh ([19:41])

Legacy, Leadership, and Why Accountability Makes or Breaks You

• Changing Lives, Not Chasing Followers

  • Josh describes transforming lives (the woman who lost 250+ lbs, bullied kids, etc.) as legacy—his true drive ([22:23]).
  • Memorable Quote:

    "When someone's mom calls you up because their kid's being picked on and you help them—that moves me. That moves legacy."
    — Josh ([22:23])

  • Gary adds: "Everybody needs accountability." He admits he's not competitive with himself, but accountable to others, which makes having a trainer work for him ([24:49-25:13]).

• Leadership as Service

  • "Good leaders always create other good leaders." — Josh ([25:20])
  • Gary talks about intent vs. words; “employee” doesn’t diminish someone when treated right ([25:38-26:03]).

Big Picture: Selling the Business, Chasing Dreams, Public vs. Private Wins

• Exits and 'Cash Out' Mindset

  • Josh leans toward eventually selling, but not before real value is realized ([26:39-26:54]).
  • Memorable Quote:

    "The amount of people that sell too early is all time... You've got to believe."
    — Gary, Josh ([26:54-27:06])

• Underdogs Forever

  • Gary finds comfort being the underdog, fears becoming “overrated” ([28:07]).
  • Both love the chase/process far more than the win.

Branding, Fame, and Boundaries

• Branding Relentlessly

  • Josh: "Always be branding. If you're not branding, you're missing an opportunity" ([33:29]).

• Fame, Privacy, and Emotional Intelligence

  • Both discuss the surprise and awkwardness fame brings, the boundaries they set (especially with family), and again—how tact matters ([30:36-31:45]).
  • Memorable Quote:

    "If you're gonna roll up on me and pitch your business without even asking when I'm holding my two kids' hands, there's a 100 percent chance that I fucking hate you."
    — Gary ([31:28])

• Abundance Thinking

  • "I want to build an empire in the nicest way of all time. The world's abundant... If you're good enough, you're getting. You can't stop winners."
    — Gary ([33:04])

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Notable Quotes & Memorable Moments

• "The perfect balance of persistence and charm is very difficult. It's a natural, innate thing."
  — Gary Vee ([03:10])

• "I'm not stalking you—can you not feel my passion dripping through your phone?"
  — Josh York ([08:28])

• "All that people want to do is make pretend they're successful."
  — Gary ([18:03])

• "If you chase the money, you got a problem."
  — Josh ([19:41])

• "I want to build an empire in the nicest way of all time. The world's abundant."
  — Gary ([33:04])

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Timestamps for Important Segments

• Opening Rant on DMing and Persistence: [00:01 – 04:30]
• Josh York’s Domain Story & Hustle: [06:51 – 08:43]
• Tact in Outreach and Story of the Tire: [10:01 – 11:10]
• Visualization and Belief as Success Factors: [12:28 – 13:04]
• Gym Guys Business Model Overview: [13:08 – 14:13]
• Risk & Struggles Making Payroll: [15:25 – 16:57]
• Social Media Fakes and Perceptions: [17:21 – 18:11]
• Entrepreneurial Setbacks as Super Mario: [18:11 – 18:39]
• Accountability & Leadership Philosophy: [24:49 – 25:20]
• Dreams, Potential Exit/Acquisition: [26:37 – 27:06]
• Chasing Process over Winning: [21:01 – 21:43]
• Branding & Final Takeaways: [33:17 – 33:52]

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Conclusion

For anyone feeling stuck, uninspired, or overlooked, this episode is a masterclass in the art and science of making your own luck—through relentless, tactful outreach, a mindset toughened by adversity, and an unshakeable focus on delivering real value. Gary and Josh model not just the practical “how” of networking and hustle, but the emotional intelligence, self-awareness, and vision necessary to turn bold intentions into lasting legacy.

Connect with Josh York:
Instagram: @JoshuaGG
(Gym Guys branding, always on)

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Recommended action:
If you enjoyed these insights, take Gary’s advice—start DMing people you want to work with (with tact), bring value, and always be branding. And, of course, revisit prior episodes for more raw entrepreneurial truth.

Transcript

[A]

This is the Gary V. Audio Experience. Hey, everybody, it's Gary Vaynerchuk. New interview session right now with Josh York. I'm gonna let me say this simple. There's a single, single reason this episode is happening, and it's called perseverance. I am a big fan, excuse me, of telling a lot of you right now to DM a hundred. Like every day. All I hear is complaining. I read it all day. My life is garbage these days. All I do is read complaining. And there's so much solutions in an Internet world that it just makes me like, I'm so passionate. If you're listening right now for people to know how in control you actually are with the Internet. Cause the Internet doesn't know what school you went to, where you came from, what your family's last name is. It's just a platform. And so when I say my hyperbole of like, hey, just DM100 people that you wanna work for or just make content for somebody and show them, just take it, I mean it. 4000 will say no, but 4001 says yes. And isn't that better than the shit job you have? Everyone's like, I wanna live my dream. I'm like, wouldn't you if I told you you would 100% have your dream come true if you actually DMed on Instagram 4001 people? I would argue almost everybody would do that. Logically. It's just that you don't believe me when I say it. And so the reason I really wanted Josh on the show is like, he just basically out willed me to be on this show. And then when I sat down with him, I did some speech in the Upper east or west side, and then we had a coffee or lunch. And basically that's all he's ever really done. And very honestly, he's here for his selfish wants and needs of exposure, which is right. All humans are right in a good way. I'm here selfishly because I think me setting up this podcast and telling you how we even got on it now what's gonna Happen Next is 8,000 of you are gonna bug the shit out of me. And I'll tell you right now, 7,999 of you will never be here. It took serendipity moments in time and the fact that he's actually built something, which is an important part of this story. But for there to be no confusion, there's one selfish reason he's on this show, which is every one of you can have the business, the job, the show you want to be on if you actually understand how to ask. I do think that there's a fine line between annoyance. I mean, there's so many people bugging the living shit out of me, right? Actively right now. There are thousands of people bothering me with the way they're emailing me. My favorite is when you email me 97 times in a row thinking that's gonna. What happens is my admins delete it, and then the IT department blocks your email and anything to associate with you in perpetuity. So, like, there's the right way to jab. There's the right way to have listen. The perfect balance of persistence and charm is very difficult. It's a natural, innate thing. But here's what I will say. If you try to figure out how to bring value to somebody and you persevere. Like, I really do think there's a play here. And honestly, I. To be very frank, I think Josh built in a really meaningful business. I'm not in the mindset of investing now. I'd rather buy sports cards than invest in companies. But even though it wasn't like, a perfect execution for me of, like, I'm getting this value, then let me have him on the podcast. It was so important for me to have an actual human manifestation of the thing that I want all of you to do out there, which is like, look, if you want to be a rapper, producer for rap, like, go ask 47,000 times metro, boomin, you know, Sunny Digital, like, Murder Beat. Like, just fucking ask. Like, fuck ask. Now. If you know how to ask with grace. It's gonna work better if you know how to reverse engineer the person of what they care about at this moment. Like, if somebody has a new album coming out and they're your favorite rapper. Young Nudie has an album out today. If Nudie's your guy. Like, you could have made 25 pieces of content if you're that person and sent it DM to him to help him post on his social channels, because everybody needs more content. And then that might have been the reason you got the job. So there's a cadence to it, this one huge setup. Because I'm gonna let Josh talk most of the rest of the way of why he's here. And that's it. That's fucking it. What's up, bro? This episode is brought to you by Google Chrome.

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[B]

Listen, first off, I want to say is that the value is definitely coming your way. And I'm telling you right now not to be ballsy, but this is going to go down as the greatest podcast you've ever done. The content is going to be pouring through this microphone. I'm telling you that right now. I believe you because my story is incredible. I've done it bootstrapped, as I like to refer to it as Shoe Dog in it, I've done it bootstrapped. Today we are the fastest growing in the fitness space. We're disrupting the entire fitness industry. And in 15, 20 years, just like I know you're going to own the jets and I know why you're going to own it because you already own it in your head. I'm the same guy as you. I know exactly how you treat it.

[A]

Just help everybody who hears that. Why do so many people have it in their head and it doesn't happen? What's the disconnect between having it in your head and it actually happening from your perspective?

[B]

Yeah, well, first of all, everyone wants the gold, but people just say, you know what, I'll settle for the silver. People don't actually cross the finish line, people, as I heard.

[A]

Why?

[B]

Number one, from your perspective, one man's point of view. Well, first of all, you said something the other day that I was just watching. I love people fold like cheap chairs. I believe business is 80% mindset. 80% mindset. I always put myself in the most uncomfortable situations. Like just so everyone knows. I'm gonna tell you why. Because putting yourself in uncomfortable situations allows you to get comfortable. This has been going on four years, but I never stop. And you're just talking about a story. And I'll share a really great story. So when I first started my company, it's gym Guys with a Z. But I needed the S. Why? Because no one knew the brand yet. And I knew people are going to go to the S rather than the Z. Jim.

[A]

Guys. The S at the end of guys,

[B]

it's with a Z. Now, I know this. Yes. But I needed the S because in the beginning of starting, most people won't think like this. People are going to come to that site, and I'm going to lose business.

[A]

Of course.

[B]

So this guy Al. Shout out to my man Al. He's in Colorado. He's. He was selling the website for $48,000. I was lucky if I had 48 cents in my pocket. So what I did was I literally googled, looked up the domain, went on his site, and I called him once. Hang up, hang up, hang up, hang up. We're like 50 times in now. I was like, you know what? I got his address. I'm gonna go to his house. I book a flight to Colorado.

[A]

I go to his house before we go anywhere else. Josh, how many times have you been in jail?

[B]

Never.

[A]

Good. I love it. So even though you're stalking, you're doing it in a tasteful way that doesn't scare people, because people are scary.

[B]

Yeah, but I'm not scary, man.

[A]

No, no, but you're giving advice right now, and, like, some people on the other side right now are gonna do the scary version of it and be in jail. So, like, it's important for you to break down. I mean, serious. You agree with me, right? I agree with you. People go to fucking jail 100%. And you have a better tact than that. And I think actually, for no shits, you have to figure out some of the subtleness in that, because some people are just like. Some people will run through this glass door instead of opening it. And in that is the punchline. Yeah, go ahead.

[B]

So anyway, so went to the fucking guy's house. Went to his house, knock on his door, no one's there. I'm like, all right, I'll come back later. No one's there. I'm like, I'm in a rural area, so just with, like, eyesight, you see the house down, all the way down. Like, probably a mile away. Knock on the door. Chances are. Do you know Al? Oh, he's away with his family this week. I'm like, you gotta be kidding me. So I write a note, leave it to his neighbor, go to his house, leave a note. About two weeks later, I get a call from Al. He goes, you know, this is actually crazy now that you're stalking me? I said, al, listen, I'm not stalking you. Can you not feel my passion dripping through your phone? I said, I'm gonna build the largest fitness in the world. The chances of that not happening. You got a higher probability of seeing elephants fly on the 71st time he gave me the site for free mic drop. Right?

[A]

Yeah.

[B]

At the end of the day, you got to just. If you believe in something, there's some real shit.

[A]

Because I think this. I think, you know, this is my podcast, and all I think about is the listeners and how do I bring them value. I'm pumped that you're gonna get this awareness and people gonna love you and all that. I mean that. I think you know me well enough at this point. I really do mean that. I'm excited for that to be good for you. I'm passionate about them.

[B]

Yes.

[A]

So there's so many people that I can't wait to put restraining orders on because they. There's a lot of people that do this wrong.

[B]

Hundred percent.

[A]

I'm serious. Like, let's really spend something before we go into, like. We'll find time for your part in this. Straight up on some real shit. What do you think allows you to go that hard and get things done? Where 99. I'm gonna say it again. 99% of the people don't and end up in really weird spaces where they get in trouble, they get restraining orders, they lose their way. What do you think in your tact? You know where I'm going, right? Cause there's a real bad version of you, and I know a lot of those people. I've had those people. I know unlimited people that have those people. And those people really lose because it's not just going to jail or restraining order. You get a reputation amongst winners, and then you're blacklisted 100%. How do you feel like you've been able to. What's your gut tell you on that? You may not even know the answer. No, I do.

[B]

I think every business in general, everyone's in the people business. I think the number one most important thing is relationships. And if you don't have, like. I know you and I connected right away. Even when we met two years ago in Vegas, I knew we had a connection.

[A]

Yep.

[B]

But I didn't go crazy and keep calling you and calling you because I knew that was the wrong play. You know, originally, I don't even know if you know, I sent Tyler. I shipped you a tire.

[A]

Yes, I remember that.

[B]

Yeah. And I wrote my drive in intensity. All over your floor. And I know no one ever shipped you a tire. So I was like, you know what? I'll start with something really out there.

[A]

No, I remember Tyler came in. He's like, dude, did you meet some guy in Vegas? I was like, yeah, I met him in a side room. Good guy. Bald dude. This is literally what I said.

[B]

Did you say handsome?

[A]

I didn't say that. I said bald dude. I said, I remember this moment like it was yesterday. He's like. He said, the tire. I'm like, throw it away. And went, on my day. But that's an important part of the story.

[B]

100% is okay.

[A]

Cause that actually happened. Smart little move. Tyler comes in. I'm like, fuck that, dude. I don't want to fucking throw it away. I'm like, I know what he's doing, because I know. I get it. I'm like, throw that fucking. Now here's real truth. And this is why everybody has to hear this. Cause I'm obsessed with this episode. Bringing value. The only reason I told him to throw it away was when he asked, this is not a joke. Know this. Anybody that you're desperate to meet is busy and is a firefighter.

[B]

Hundred percent, right? One hundred percent.

[A]

So Tyler asked me a different moment where, like, a meeting got canceled and I weirdly had two minutes to my. I would have, like, looked at it. I would have loved it. He asked me. I don't remember this part. Inevitably, when a client fired us when I had a problem with, like, an employee, right? I was not in the right mindset to have that hundredth of a second that is actually real life. I FaceTimed somebody on Snapchat the other day for five minutes. They won a Twitter thing with me. He said when I posted him, I had the 90 second clip for, like, two seconds this year. He posted it, or I posted it. And he said he had 800 friends reach out to him, like, just whatever the number was a lot. And they're like, oh, my God, you got five minutes with Gary Vee. I've watched every piece of content of his for four years, two years, nine years, all these stories. And he told me on the FaceTime, he goes, I'm embarrassed because I'd only discovered you 40 days earlier. And I was like, man, that's so how life is, right? This guy discovered me 40 days earlier. He gets this five minutes where there's people who are listening right now who've, like, been following me for six years, have desperately looked for five minutes, and it hasn't happened because that's real life. That's not. I'm a bad guy. That's not. You're unlucky. We have to wrap our head around serendipity and look for the moments keep going.

[B]

Let me tell you something, please. I'm a big believer and I know you're down with this. I think visualization is a very big important component. Success. Like, I believe you have to. Like I, I envision this. Like I've actually seen this and I've obsessed over it. Just like again, we'll go back to the Jets. I know for a fact that you're going to own the jets because I know you're obsessed with it. You have to be so obsessed, but not to the point where it's crazy.

[A]

You scare the out of people.

[B]

Yeah, well, you scare people. It's got to be calculated.

[A]

Have you ever scared anybody?

[B]

No, never, man.

[A]

I believe in that. Well, some people are funny the other way. Some people are scared by me and I'm like, Jesus, I'm not.

[B]

You're a nice guy, man.

[A]

You're great. All right.

[B]

But so you know, you have.

[A]

Now you have the square.

[B]

You have to. So I have the s. Got the website. It's great. You know, and tell everybody the model

[A]

because I think the model is interesting. I think it's a replicatable model for some hustlers listening.

[B]

Absolutely.

[A]

So you know, it's a franchisee business.

[B]

It's a franchise business. Right.

[A]

But there's no physical locations.

[B]

No location, no brick and mortar. It's a van. We bring the workout to you. Home office, pool park, place of worship. You want to work out in the closet. We want to do a vaynermedia workout. We literally bring all the equipment right to you. I will give you lifetime free sessions just because I'm going to provide more value to you. I'll let my team work out your whole crew in here for free.

[A]

Free.

[B]

For free. That's on record. That's number one. Number two, we literally bring the workout anywhere. Okay. We're disrupting the fitness industry right now. We are literally the fastest growing in the fitness space. You think of like it makes sense, right?

[A]

Like if somebody wants to buy these other gym franchises, I assume it's like

[B]

a million dollars investment. How much is it for one territory? $80,000.

[A]

And how big is a territory?

[B]

It's 100,000 people. So you're going to get in that territory. You're gonna get 10,000 approved households.

[A]

I see.

[B]

Over a certain medial income.

[A]

I see. And what is that? Level.

[B]

So it's really based on, obviously the demographics of the area. It's cost of living and all that. But. But, you know, I started this with $15,000 bootstrapped.

[A]

How did you know to do franchisee franchisor? Had you seen that model? Did you see something?

[B]

So I didn't learn. I didn't know anything about it. But when I started this in my parents dining room, I said, I'm gonna franchise this business.

[A]

Why did you say that? McDonald's?

[B]

Because. No, because I like Orange Theory. Like what?

[A]

Like what was on your radar?

[B]

I like the fact that you could bring a lot of great, smart and build a very powerful brand. And I want to create, as I said, I want to create a powerful movement that I could bring everyone together. Because if, you know, McDonald's, the Dollar Menu, the McFlurry, those are all started by franchisees.

[A]

Hey, everybody. Hope you're enjoying the podcast right now. Make sure you follow the podcast. That's why I'm interrupting. Let's keep going on this show, but follow the podcast. It'll make my mom super happy.

[B]

I don't have all the answers, just like you don't. And we can learn from each other. Everyone can learn from each other. But when you're allowed to surround yourself with great people, you could build things at a faster scale.

[A]

That was smart.

[B]

I thought it was genius. Yep.

[A]

The model of franchisees. Franchise or.

[B]

Absolutely.

[A]

It's an American.

[B]

Comes a lot of headaches though, you know?

[A]

Listen, of course, one dope with a van can fuck you up 100%.

[B]

Look, being an entre, everyone thinks it's so cool. Listen, lay down on the road, let a car drive you over. Go in reverse, drive you over. Then you'll get a break for like three, four weeks. Lay down again. It's gonna go over you again and back.

[A]

What was the hardest moment? So how long. When did you start this?

[B]

Started this in 2008 on some real

[A]

shit because I want to bring real.

[B]

Making payroll for almost 10 years. Every single two weeks, I had to figure out how to make payroll.

[A]

I think you told me over lunch, a scary one where you were like, really?

[B]

Gee, I was in a casino, Right?

[A]

That's what.

[B]

Yes, you told me I drove to a casino. Don't. Do not do this. Do not do this. I didn't do it. But don't listen to me. I'm gonna tell you now. So I'm in a casino. I had my life savings. I only had five grand left. And I was like, all right, I need 20 grand. If I could hit red. Red's obviously our color, you know, I

[A]

was like, if I hit red, then I'll have 10. And I hit red again, I'm gonna

[B]

double it and I can make payroll.

[A]

So what happened again? You called somebody?

[B]

I called someone who's very successful, who's, like, been a mentor of me, and I was like, so you think this is a good idea?

[A]

He's like, hey, I'm in Atlantic City. I need to make payroll. It's 20,000. I have 5,000. I'm gonna put on red. Red. Do you think it's a good idea?

[B]

He's like, josh, it is the stupidest idea.

[A]

Stupidest fucker I've ever met.

[B]

He's like, but you got this biggest set I've ever seen in my life. You're crazy doing that. So. Oh, he loved it. Loved it. And this guy self made, very successful,

[A]

so he loved it.

[B]

So I said, you know what? It's a stupid idea. So I went back to my office. Now, this is what I can't say.

[A]

And you called everybody, right?

[B]

I called every single client.

[A]

I'm proud of myself right now. Thank you.

[B]

So I called every single client and I gave away over hundreds of free sessions and raised 46 grand overnight. Now, I couldn't take credit cards because I needed the money in the bank, so I literally would. I drove to everyone's house to collect checks. If you're listening to this and you complain and you're hanging out at home on the weekend, that's a problem. This is why people don't get to the next level.

[A]

This is that $6 coffee thing that I had to create clarity about the other day. I don't mind $6 coffees. I don't mind $70,000 pairs of sneakers. I get mad when people complain and do things that make no sense 100%. To me, this is just about complaining. You can go buy a boat, a Rolex. That means you have an a peep of complaining. The second you go into complaining mode, I'm auditing the fuck out of you.

[B]

G, do you know how many dms I get a day and I don't have? A lot. I'm still, like, in the early stage.

[A]

Two.

[B]

Yeah, like three, four, five. But anyway, I get DMs and. Oh, you want to grow your following? No, no, no, no, no. And people like, why don't you want to grow your following? You should have millions of followers because it takes time. Half the stuff out there is fake. I have probably 90%. Gee, I heard There's a business now that you could rent a private jet, a car, and a whole setup for an hour to do a shoot to pretend like you own it.

[A]

That's genius. People have been doing that. People have been jumping fences to take photos that they're going on private plane at scale.

[B]

Crazy. It's crazy.

[A]

We also live in a world where 22 year olds are having plastic surgery.

[B]

I know it's. I know it's crazy.

[A]

All that people want to do is make pretend listen they're successful.

[B]

You're gonna love this. Great content. You notice tune then.

[A]

Yep.

[B]

Okay. Marrow Brothers, right? You can compare that to entrepreneurship any day of the week because you always get to live to see another day. But in some situations, you know, like, you'll die, but you can start at a certain point because you got to a certain point and you can continue

[A]

without having gone like 3.1, even though you almost got to the end.

[B]

They go, exactly. But, you know, sometimes you could take 10 steps back to move 24, and sometimes you take five steps back to move 10 forward.

[A]

I more like up, up, down, down, left, right, left, right, B, A, B, A select start. Because that's unlimited lives.

[B]

I love it. Listen, I love it.

[A]

That's how my entrepreneurship works.

[B]

Look, man, contra bitch. Look, you know, it's funny, you know, you and I agree with so many different things, like school, for example. You know, I look back to school, look like I was a horrible student. Horrible. Didn't excite me. Didn't love it. And people go to college, they waste all their money. I think people should literally be working for people who've done it.

[A]

How old? I apologize for interrupting. I'm 36 now. And so that means you started when you were 25. 25. Talk to me about 20 to 25.

[B]

Oh, man.

[A]

Were you a knucklehead?

[B]

No, I was just depressed, man.

[A]

You were?

[B]

Yeah.

[A]

Tell me why.

[B]

I didn't know what I want to do in my life. You know, people were like, driving around, see, you know, I had a rough life growing up. Rough. And. And listen, where'd you grow up? I grew up in New High park on Long Island. Rough life, you know, and. But I don't. You can't make excuses.

[A]

No, I understand.

[B]

Whatever card you're dealt, deal with them.

[A]

Listen, people win 3, 7 offsuit all the time.

[B]

That's it. You just deal with them. You deal with them. And honestly, I wouldn't change a thing in my life because what resentment did

[A]

you built up at that point? Did you want to be Rich.

[B]

No, listen, if you chase the money, you got a problem.

[A]

Agreed.

[B]

You cannot chase the money. I'll tell you that right now. So many people have it twisted and wrong. I've always wanted. I. Look, I love fitness. I've always loved fitness. Really loved it. The problem is doctors and trainers are exactly the same. A doctor without patients, unemployed. Trainer without clients, unemployed. And I always say, how can I make money when I'm not working? Because you got to work on your business, not in your business. I need to get paid.

[A]

So you were a trainer?

[B]

I was a trainer.

[A]

I see.

[B]

And people used to always laugh at me. And look at you, Josh. You're working at the gym. You're a trainer making $10 an hour. And I.

[A]

Did you like it?

[B]

No, I used.

[A]

I loved it when they made fun of you.

[B]

No, I didn't care because I just said. You just wait.

[A]

Didn't hear.

[B]

No, I don't. I tune that stuff. Listen, I got a problem. It's on my neck. I look this way, only I never turn back this way. You make a mistake, that's it. Someone's going to sue you. These are things that happen in business. People are going to sue you. People are going to lie to you.

[A]

What are you most excited about? Like, right when you, like now. Dream. Yeah, Right. You've got this thing rolling a little bit. Like.

[B]

Oh, it's rolling.

[A]

Yeah. What do you really. How do you think about what is. You know, it's funny when you said Europe. It was funny when you said you're obsessed with the Jets. It's really funny. I'm obsessed with chasing the Jets.

[B]

Yeah.

[A]

Like, it's crazy how much I like process over. Let me give you an example. You know a lot about me, right? You paid attention. You know anything about this? I mean it like real talk. You know anything about it that I do not know? That is the single biggest exit in the history of my life.

[B]

Wow.

[A]

That's a company called Resi that years ago I started with Ben Leventhal. Then we brought over Mike Montero. It was incubated at VaynerMedia. It was part of the Vayner RSC fund that I had. We started it because I didn't want to just invest. I wanted to build. And Ben and Mike did an incredible job. I was on the board. There was a time when the company was struggling. I put personal money into it. Real check for me at the time. And it exited to Amex in the LA within the last year. Maybe nine months ago. Maybe a year ago. For hefty nine figures. It is the single biggest win on my record.

[B]

It's great.

[A]

Nobody knows anything about it. I'm trying to remember why I said this. Oh, I like the process. Not the winning moment.

[B]

I hear you, man. It's like, it's funny you say that because, you know, like, I was telling some people, you know, I'm going with Gary today, and they're like, oh, my God, that's amazing. That's great.

[A]

He's so handsome. Like, what else do they say? Scruff, looks great.

[B]

Hoodies. But I didn't look at it like that. Like, I really, like, truly believe you and I are gonna have a good connection past this. And I got some big things, like, we'll talk off, off record. But I just. I was just excited to just come here and just provide value and just. Look, I've always been about when I get a call from a woman who's 414 pounds, that couldn't have bariatric surgery, that was drinking 17 slurpees a day, and all she wanted to do is have a family and have children.

[A]

Good for her.

[B]

And I personally changed her life.

[A]

Yeah.

[B]

And she's 160 pounds and she literally wants to get my name tatt on her. She calls me once a month. Like, I get emotional sometimes. It's crazy. Or like when someone's mom calls you up because their kids being picked on because they have no confidence and you help them. Like, that moves legacy. Yeah, that moves me. I want to. I want to continue to do that because, look, in the fitness world, people are procrastinators. People can't turn on a machine. They can't open an app.

[A]

Dude, it's so unbelievable. Back to. You mean eliminating friction?

[B]

Yeah.

[A]

Listen, it's the half pregnant version. Your model is, I understand super well because I think God can afford having a babysitter. Like the fact that in two hours, Mike Vacante is coming here. By the way, I learned something about myself. I'm getting much better workouts in in the evening than I am in the morning.

[B]

That's great.

[A]

So I've, like, changed that up a little bit. But, like, I needed a babysitter.

[B]

You need accountability.

[A]

Yeah.

[B]

Everyone needs accountability.

[A]

And you'll never believe this. Everybody who's listening. That's such a good point by Josh. And let me tell you about my accountability. I am not accountable to myself. I'm accountable to others. It's why I'm such a good leader. I think more about Jason and Dust. I feel like I work for them for Real. And once I figure that out with workout, I'm like, wait a minute. If I get a full time trainer who babysits me, I don't want to let that literally, I'm doing well because I don't want to let Mike down. The one moment in the last six years that I had a little bit of a flop, which was the back half of last year, it's because Jordan, my trainer, who kind of looks like you, by the way. Jordan, my trainer at the time was burnt out. He was three years. He crushed. I mean, by the way, between soft tissue work and like in a lot of ways brought me. I don't want to say more. Mike and Jordan have transformed my life as going back and forth as my trainers. But what I asked him to do was impossible, which is fuck your life. It's 100% my life. You travel my schedule when I want. Right. And he wore down. And as soon as he wore down and started kind of, I'm not gonna travel with you on this trip. Which led to not coming. Like, I'm sick. Like we both worn down and I. I mean, five and a half years crushed. I can't wait to look back at the content of mine from November to December of last year. Cause I know I'm like 15 pounds heavy. Like I'm already down 12. Like I just need a babysitter because I'm account. Because Jordan lost his way. I wasn't accountable to him anymore, which I lost. If you're trying for me, I'm accountable for you. And that's what I needed. And I think for a lot of people listening right now, I think the biggest reason that you're not eating well or working out is you're like me, you're not competitive with yourself. I've never wanted to beat myself in anything. People are like, oh, today I'm running. I'm gonna run it faster. Today I'm like, beat yourself. Fuck that. I want to beat somebody else. I want to be accountable to somebody else. Once I figured that out, it changed my life with fitness. I think that's. I'm just saying that. Cause I hope for one person, they figure out, oh, wait a minute, I can't afford a trainer that travels with me like Harry. But I'm gonna budd somebody, I'm gonna be accountable to them and they're gonna be accountable to me. I think I couldn't agree with you more. It's a really great insight.

[B]

Yeah. And you said something that was golden. You said that you work for them, you Know, I say that all the time. People don't understand that good leaders always create other good leaders. It's very important to understand. And at the end of the day, when you're, like, thinking that, you know, someone else is your employee, like, I hate that word. I'm not a fan of that. I don't know if you're a fan of that word at all.

[A]

You know what's so funny? I'm really funny with words. I think we're in a hypersensitive America where people analyze words I care about intent. To your point, I understand where you're going, and I appreciate it. For me, personally, I'll use any word I'm curious about. Action.

[B]

Action.

[A]

Yeah. You know what I mean? Like, I'm thrilled to call Dustin my employee, but, like, how I treat him is, like, you know, Also, I think I put certain words on pedestals that are not how they're. To your point, I think you're. We're saying the same thing.

[B]

Yeah.

[A]

And I think. Yeah.

[B]

Emotional intelligence. I live by it.

[A]

It's the game.

[B]

100%.

[A]

What do we need to touch on before we get out of here? Because this all moves so fast? What do you. What have we not talked about? What do we have not touched on?

[B]

Listen, honestly, I think it's been pretty good. You know, I think it's been pretty good. You know, I think.

[A]

What do you. What do you. Actually, you didn't answer this question because I probably cut you off, because I'm good at that. What.

[B]

So am I.

[A]

What do you like? What are you excited about in, like, 10 or 15 or 20? Like, what do you dream about now? Right. Like, what do you like? What are you thinking about? Like, let me ask some fun questions. Do you think your company will go public?

[B]

Not sure.

[A]

Do you think you'll sell it?

[B]

Yes.

[A]

So you think more likely. A private equity firm buys at a

[B]

big scale, but a minority. Minority.

[A]

Understood. So, okay, so you want to sell?

[B]

I'm gonna listen. I've turned down a lot of money already.

[A]

I believe you and my wife, you're the apex. Moment that you feel in your heart. Take some money off the board so you can feel that win.

[B]

My wife won't listen to this, so we're okay. But I've never shared with her. If I share with her, she'll kill me. But what I've turned down because I believe. You got to believe. If you don't believe, you're never going anywhere. You have to really believe the amount

[A]

of people that sow too early Is all time.

[B]

It's crazy. You got to believe everyone wants instant. There's no such thing as this.

[A]

I was on CNN the day Instagram sold to Facebook for a billion dollars. 500 days in the company, and I said that Facebook stole it. I got shit on. I'm historically correct.

[B]

You are

[A]

now. Who knows if they would have been able to scale that. I think Kevin was the cap.

[B]

The reason people sell out is because they want it. Yeah, but. But the game is also so hard that people just walk away, and they can. I just. I was talking to a guy the other day. He walked away because he said he couldn't handle it anymore.

[A]

And by the way, I respect that.

[B]

Yeah, there's nothing wrong with that.

[A]

There really isn't. By the way, I'm gonna throw you for a real curveball. I will have no judgment against myself if I wake up one morning and say, you know what? I don't want to do this. I want to. Like, I'm thinking about selling everything and just becoming a sports car dealer again, because I'm really hot on it for a couple years. No, but I really think, to your point, we enjoy it. Yeah. Like, to me, the second I don't like it is the second I'll be a DNF student.

[B]

Part. You know, it is. Part of me. I love being against the wall. Part of me loves it.

[A]

Well, you know what's interesting? That I'm curious if it's gonna happen to you. I think the reason I've jumped around and done a lot of shit is I'm only most comfortable when I'm an underdog. I don't like. I actually hate what's going on with Gary Vee. You know, it's. I'm a little bit scared of it. I'm like, fuck. I'm gonna start getting overrated, you know, with all the things that are happening. I feel like if I get into a place where I'm like, I'm starting a coffee brand, and everyone collectively or the majority is like, oh, this is gonna crush. I'm gonna be in trouble. I have to. Like, that's why the sports car thing is so fun for me. Like, I know my inner circle and I know my community. People shitted on me quietly. Cause now it's a little scarier to shit on me publicly because I've been right enough. But, like, people are like, no way. And, like, that's why I like it so much.

[B]

Yeah. I still got my hockey car collection, by the way. If you ever.

[A]

Hockey's dead.

[B]

I Know, I just love.

[A]

I love the sport. Nobody gives a fuck.

[B]

Yeah. But I'm a big hockey guy.

[A]

Yeah. No, I get it. It's just not enough demand supply.

[B]

I hear you. I hear you.

[A]

Okay. Do you want to be a famous entrepreneur?

[B]

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[A]

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[B]

well, I think that kind of comes with the territory.

[A]

As you keep growing, there's people way bigger than me and Cuban and Daymond John and everybody that nobody knows who the fuck they are. Do you like, kind of the. The limelight of like, a winning entrepreneur? You like that?

[B]

To some degree. To some degree.

[A]

Does it scare you to admit more of to the ring? Because I think a lot about this, right? Like, is it douchey? Is it narcissistic? Like, I'm empathetic? It's an interesting question.

[B]

Here's what I think. I, like, I never include my family in anything. Like, in social media. I'm not that guy. I worry about that. Like, sometimes I think about with you, like. Like, when you're out with your family and people are coming up to you

[A]

youu know what's funny? By not sharing it, people understand the rules a little bit.

[B]

Yeah.

[A]

The fact that I never share my life, my personal life. People are gonna always say, what's up? But, like, there's definitely, like, it's crazy. If I'm solo, it's like, I'm into, like, in the right moments, it's Beatle me. Like, it's. I can't believe how many people who know who the fuck I am. But when I'm doing personal stuff and my kids like things of that nature. Like, people do it different. They'll give you the wink, like, whereas they'll take the selfie if I'm solo and come and, like, pitch me their idea or ask me a question or take a selfie. When I'm with them, it's more of like, that respect, like, wink, wink. Because they know, like, fuck, I've never seen his kids. You know, I like that. It's kind of cool. Like, some people back to, like, who's going to jail? Some people don't have emotional intelligence. And they steamroll and then I'm. I'm not pissed. I'm actually empathetic, but I'm definitely not open to it. It's like the tire. Tyler showed me the tire at the wrong second. If you're gonna roll up on me and pitch your business without even asking, when I'm holding my two kids hands, there's a 100% chance that I fucking hate you.

[B]

Yeah, I agree.

[A]

Like, you know, like, you know, but if you, like, kind of like, hey, do you have a second? I know you're with your family already. I 100% love you. I'll still probably say no. It just. It's like tact. It's like tack. I still don't even. You know, it's so funny. I don't even actually hate you 100% because I'm still so fucking flattered that anybody would want to ask me that. I can never get away from that feeling. But it's kind of like, hey, you know the score. Like, be kind. But I get it. Because you get excited and you think this is your only shot. I get it. I understand. Still doesn't make me feel like my kids get upset.

[B]

Yeah.

[A]

I'm sure they don't get enough time with me. So then, like, somebody pitching me is not, like, how they want to spend that Saturday afternoon. So that breaks my heart, you know? It's just a whole fucking thing.

[B]

Yeah. I'll tell you something else. Look. My gym guys franchise family members is the number one who I serve, and the ability that I could bring people into my system just like I changed what's her name's life. Donna.

[A]

Yep.

[B]

And everyone else and I could help people run a successful business model. That's the best.

[A]

Especially when, like, that to me is. And. And it's the best because it's. It's selfless and selfish. If you're doing that for Dustin as a franchisee, it's the best feeling. And you're winning too. And that's okay. I keep telling my friends, I'm like, I love making people happy and feeling good. I also want to fucking build an empire. You can do both. Right now, we're in this world where you can't do both. It's crazy.

[B]

Build an empire.

[A]

I want to build an empire in the nicest way of all time. Because the world's abundant. Your empire and his empire and his empire and her empire are not at the expense of my umpire. Like, if you're good enough, you're getting. You can't stop winners.

[B]

Can't.

[A]

Can't stop them.

[B]

Can't. No way. If you're a winner, you're gonna keep winning. That's it.

[A]

What's your Instagram handle?

[B]

It's Joshua, gg.

[A]

Josh York. Gg. What's the gg, Jim. Guys, I know.

[B]

Come on, man.

[A]

I'm trying to say that was Stockton to Malone. I know.

[B]

What the fuck is. Always be branding. You need to. If you're. If you're not. I literally went to a conference recently. Everyone in the whole room, they all have businesses. I'm the only one branding. I was actually speaking. Yeah, I was the only one branding. Why are you not branding? If you. That's a per. That's an opportunity to talk about your company and get out to somebody else. You gotta always be out there branding. It's very important.

[A]

If you believe in what you. You're selling, it's. There's nothing better.

[B]

That's it.

[A]

Thanks for being on, brother.

[B]

Thank you for having me.

[A]

G, everybody. If you enjoyed this podcast, please go back and look at the prior episodes. They're loaded. I appreciate your attention and thanks for being part of this journey. See you later.