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- [00:00]
A
You're passionate about sport, right? And there's a lot of people that are passionate about sport, coaching or even personal trainers. Very few of them build a real business, they get stuck, right? Yeah.
- [00:11]
B
I mean, I was one of those guys that were trying to, you know, make it a business, but didn't really have the tools to actually have that success as a business owner within that skill development of a basketball trainer. With the help of you guys and with other business coaches, I really understand how to actually have success in a business and have my passion turn actually into reality as a business owner. Ian Florida is the founder of Skills Given, a basketball training organization, helping athletes at every level become skilled, confident and goal driven. Drawing on his experience as a player, coach and trainer, he's worked with thousands of athletes shaping not just their game, but their discipline, mindset and work ethic. I'm just really, really patient. Just like in basketball, like you're not going to get the skills overnight. It's not going to happen.
- [00:54]
A
Let's talk about a bit of advice then. If people are listening, they're in the coaching space, right? Sport coach, personal trainer, anything like that. And they are maybe stuck right now in the gym or trying to figure out how to build their own thing. What would you tell them?
- [01:08]
B
Yeah, my biggest thing was it spans the globe like a super high cold Internet. Elvis, Brandon, I agree. Today Apple is going to reinvent the phone. It's not over until I win. The Living youg Legacy podcast. For those who live to leave a legacy that's extraordinary. The impossible. Oh, that is sensational. Jordan Open Chicago with the lead, Usain Paul is the fastest man on the planet. You can live your dream.
- [01:52]
A
Hello and welcome back to another episode of Legacy Makers. Joining me today is Ian. He's a very well known basketball coach, skill development expert, expert, has his own training system and camps. He's an author and entrepreneur and does a whole bunch more. Welcome to the show, buddy.
- [02:06]
B
Appreciate you having me.
- [02:07]
A
So, Ian, let's dive in. You know what I love about you is you're passionate about sport, right? And there's a lot of people that are passionate about sport coaching or even personal trainers. Very few of them build a real business. They get stuck, right, working in a college or a campus. Right. Sports center. And they love what they do, but they don't get paid well for what they do. So can you tell everyone just for a minute about your journey and how you got here?
- [02:36]
B
Yeah, yeah. I mean, I was one of those guys that were trying to, you know, make it a business. But didn't really have the tools to actually have that success as a business owner within that skill development of a basketball trainer. So, you know, the biggest thing was me failing over and over and over again, just trying to figure it out. And you know, at the end of the day, especially with clients, with clients as a basketball coach, I mean, they need guidance. And that's what one thing I didn't have as a business owner. I was just trying to do it myself and just, you know, going through that cycle of just failure after failure after failure with no idea how to actually grow a business. So with the help of you guys and with the other business coaches, I really understand how to actually have success in a business and have my passion turn actually into reality as a business owner.
- [03:25]
A
So let's talk about what you do now. Right, so people fly in sometimes. Fly in. Obviously locally you've got a massive local following. Can you tell everyone a bit about your current business model?
- [03:36]
B
Yeah. So I mean, the biggest thing for me was the back end. I didn't have a back end at first. You know, I had no idea what a back end systems would be for, for business. And you know, the most important thing for me is getting myself out there to the world to understand who I am, what I do and what I can provide for them. So, you know, that's my main focus is just trying to get my, my expertise out there to others that need my help. So that's the biggest thing. I focus on every client that comes in. You know, my main focus is finding those weaknesses within their, within their game to really maximize their full potential. So that's my main thing.
- [04:11]
A
And people are paying more than the average to work with you, Correct? You want to talk a little about that? Yeah.
- [04:17]
B
You know, for, for me, you know, I'm really big in results, so if I don't get the results, you know, I don't feel like they should pay me. So, you know, my main thing is really giving, giving myself the resources to really make a really true impact on their lives. And, and that requires me to pay, you know, get charged a little bit more. But overall, every time somebody comes in, they're, they're like, hey, I want to spend more just because of how much results and how much confidence their athletes are getting.
- [04:43]
A
So well, and I think in basketball, I mean, you know, you go down the local gym or whatever, people are paying 10, 20, $20 a session. You know, you're some of your clients paying thousands of dollars, right?
- [04:53]
B
Yeah.
- [04:53]
A
So how did you build yourself to that Level from sort of a brand and expertise perspective as a. Just. Just to be able to get the command. Those sort of prices, right?
- [05:03]
B
Yeah, I mean. I mean, experience is a big thing. You know, without. Without actually mastering my craft, there's no way, you know, I can, you know, charge what I charge because at the end of the day, they're paying for my time, but also my ability to really maximize their full potential as a. As a basketball player, but also as a person in life, you know, teaching them life skills that they can stay, you know, stays with them for the rest of their life.
- [05:28]
A
Yeah. Great. So let's talk about a bit of advice then. If people are listening, they're in the coaching space, right? Sport, coach, personal trainer, anything like that. And they are maybe stuck right now in the gym or trying to figure out how to build their own thing. What would you tell them?
- [05:44]
B
Yeah, my biggest thing was when. When I first started, you know, everyone didn't respect me. You know, like, everyone is like, go get yourself another nine to five. And, you know, it's just, you know, it's not your passion. You know, you're like, like, what else do you do? So, I mean, that was my first thing and I was just like, I took that personal and like, I let that get to me where it's like, I didn't think it was possible in the beginning, you know, I was just kind of doing, you know, my passion and just kept doing it, kept doing it. But then I was like, I wanted to really make this a full time, really go all in. And that's kind of when I kind of transitioned and actually grew my business was when I actually went all in, had the, you know, had the confidence that I could do this and make this a reality and, you know, the impact I can have on other athletes. I didn't have that. So, like, for me, I was just doing it myself over and over and over again. You know, I had the work ethic, but I didn't have the tools to actually have the success. And, you know, as a basketball, you know, player, I mean, my first trainer was my. When I was like, 19. And I was like, I wish I had me when I was younger, because it'd be a totally different story.
- [06:42]
A
Yeah, well, the first thing I'm hearing is just, you know, you got to believe in yourself. You got to ignore the people around you that maybe don't believe in you.
- [06:49]
B
Right.
- [06:49]
A
Because they don't understand it. And then you just got to go get on with it and start. Right. So what comes after that? That's like the mindset, you know, shift and perspective that I think so important. But then tactically, like how did you like go and start building your own brand and how did you get that stuff?
- [07:06]
B
Yeah. So my biggest problem was I didn't have that first low ticket offer. You know, like, I didn't have like something where they could try my program but also give value to them at a low cost just to get them in, just to feel my program, understand what I do.
- [07:21]
A
Like a taster.
- [07:22]
B
Yeah, yeah. Just a little trial of what I offer. I mean.
- [07:25]
A
Yeah.
- [07:25]
B
And then after that they see the value, they see what I could do for them, they see that I'm actually knowledgeable in what I do. And then after that, you know, just, you know, finding different offers in between. My high ticket has been really like the, the bread and butter.
- [07:39]
A
Right.
- [07:40]
B
Is that middle ticket. And you know, in the beginning I didn't have a sales process, I didn't have a good foundation where, you know, I can get them that low ticket. But it's like, what else do I have? Like, I don't have anything else that, you know, really structure wise, you know, I'm still working on like the emails and stuff like that. You know, it is a process but you know, you just keep working day to day, you know, the success will come. You know, I'm just really, really patient. Just like in basketball, like you're not going to get the skills overnight. It's not going to happen. So like just have that foundation and just keep building that foundation and over, you know, over that time of working, I mean, it'll take off.
- [08:14]
A
Well, let's just break it down a little then. So. Because we said a lot of complicated things to probably the person that's just coaching basketball now.
- [08:22]
B
Yeah.
- [08:23]
A
So low ticket is a cheap entry level product, right? Yeah. So can you just give an example of that for people?
- [08:29]
B
Yeah. So what I do is I do like a one week trial. They get an online course as well, but they say it's like for mine it's a one week trial and they can come as many times they want over that one week trial. And you know, so some people come in the whole seven days, some people just do it a couple times and they just really enjoy it and they, they see the value of what I'm doing, especially the environment that I'm building around them. So like a lot of the clients are in there and they just see that it's a great environment to grow as an athlete.
- [08:56]
A
Yeah. Yeah. Good. And then you mentioned after that you have other stuff. Right, the mid and the high ticket. Correct. Again, you've learned and implemented all these things. So, you know, and in my marketing world, we call that an ascension model. So people can transition through stages. Can you give break that down at more of a third grade level too? So they come in for this trial.
- [09:18]
B
Yeah.
- [09:19]
A
What's the middle thing? And then what's the high thing?
- [09:21]
B
Yeah, so I do a slightly different. And so like with the one week trial they have the option to do. So when my, when other, when potential clients come in, I'm really trying to understand what they're really trying to get out of it. So you know, some clients come in, they're like, yeah, I can do four times, five times a week. And it's like we could all say that, but what can we actually do on a consistent basis? You know, and, and that's kind of my thing. But also the skill level, like what are you looking for? Are you, are you willing to invest right now in your child's development to make them the speed up the development or are we just kind of just trying out feeling your program even more than just the trial? So some people even skip the trial, go right into the mid and then either continue with the, you know, the mid ticket, which is that eight week program where just kind of, you know, once a week, not really, you know, committed on the skill development and then they have the option to either continue doing that or to move up in that kind of more commitment, more results driven business, you know, training program that I have. And that's kind of like my bread and butter, you know, where it's just like, it's, you know, twice a week, three times a week, whatever they can actually commit to. Right. I don't want to put them in a program that it's not going to help get results. So it's like I can put you in a four week, you know, a four day program, you know, weekly. But is it possible? Is it, is it realistic? So I don't want to, I don't want to. I want to get them in the right position to have success.
- [10:40]
A
Love it. So, so that's kind of the pricing model. Right. And let's just reflect for a minute. Like you sound like an expert now. You have all these low tickets, up sales. Right. But to tell everyone just to bring it back down to earth three years ago, two, three years ago, how are you doing it? Or when you started so they can kind of see how you progressed.
- [10:59]
B
When I first started, I mean I had A, I had a funnel, but they were like, it's bad, it's bad. So I don't understand, I didn't understand what a funnel was. Like, I was just getting like familiar with it, you know. So like you can make a good funnel, but if you can't really grab the attention to the people that you're willing to, you know, wanting to help and have the expert ability to help them. I mean, it doesn't matter what funnel you have, you have to have great copy, you have to have the, the offer that they were looking for then really the results that they really want. So when I first started, I was horrible. I didn't have a sales process, I didn't have anything. Like I, I felt like I had a business, but I really didn't. So that was my biggest thing is I just, I thought I was a business owner, but I think that's why I just kept not going anywhere. And it's because I didn't have the knowledge that I do now to really have that success.
- [11:50]
A
Yeah, so a lot changed in two years or so. Right. I think it's great listening to a lot of people, they're kind of coasting by, they think they're doing the right thing, but they don't know what they don't know.
- [11:59]
B
Yeah.
- [12:00]
A
And it's kind of like once it, once you get it, you know, everything can change quickly. So I love that. Let's talk a little more about the, you know, that's the pricing model. What else have you done to grow the business? Social media, branding, Anything else you've done that's really useful for someone listening?
- [12:16]
B
Yeah, I'm trying to really dive into the brand, building a brand. You know, before I was just like, yeah, I have a, I have a business. This is what my, you know, name is. And I'm really trying to, you know, build merch, really get myself out there as a co author just, just to get more known. And you know, that's the biggest thing with, with business is you have to get, you know, you have to get yourself out there to really show what you offer and what you could do for others. Yeah, that's the biggest thing for me. I really want to focus on brand and then automations. Right. I don't want to continue just doing the same thing over and over. So whatever I do, I try to, you know, create SOP or create something where I can actually hand off in the future when I hire more people to help me with that.
- [12:58]
A
Well, you've done a good, I mean, you have Books out there with motivational speakers. Les Brown, Sharks from Shark Tank, myself. So you get in your messaging out there really well, you know, and then the brand, you know, the skills given brand, I see it more and more and I see it being promoted more and more and more. I think that's so important for people like you listening, like, you know, or personal trainers or whatever. You start off as this solo person and you have this tendency just to call it your own name. Right. Like when I started as personal trainers, just my name, but really the scalable brands, you know, they're the weight watchers of the world. Right. Like building the actual name because then you can have coaches under you eventually, much like you said. It's so great.
- [13:41]
B
Yeah, yeah. I didn't want to be, you know, Ian.
- [13:44]
A
Yeah.
- [13:45]
B
You know, basketball trainer, Ian's basketball program. So I wanted to be unique, you know, I didn't want to have my name behind it.
- [13:51]
A
Yeah.
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B
I wanted to represent what I do and what I could provide. So, you know, that's kind of why I wanted the skills given, because I was a really good skill development trainer. And just, you know, for me, you know, I understand everything's earned, but also I'm providing them and giving them the ability to have success with the skills that I'm providing them. So, you know, that brand really means a lot to me and I really want to, you know, get it out there to see, you know, successes and other people I could help. What.
- [14:17]
A
What's the tip you would give people? Now you're going through that journey on building the personal brand.
- [14:22]
B
Just. Just understand what you're trying to, like, what is your brand like right now? You know, when I first started, I was like, I don't even know what a brand is. You know, I had no idea. I'm like, sure, I have skills given, but it's not really a brand. Like, I didn't really understand what, what overall brand is. And you know, with your help, it's really what getting me to understand and really, you know, dial in on that brand and what I could, you know, get myself out there and really be known. Because if you look at all the other high brands, I mean, they might not have the best product, but they're known. And that, and that's very key in the world is just being known out there for others to actually see. See it, you know, constantly see your brand. You know, it's marketing as well. You know, like, brand and marketing kind of coexist.
- [15:04]
A
Yeah, yeah. So great. So great. So last few questions as we Come to the end today. We've talked a lot about you, the business, education. Tell us a bit about your story and what they're going to learn from the TV episode on you.
- [15:16]
B
Yeah, I mean, I've made a lot of mistakes in my life, you know. You know, I always preach a lot with my clients is if without mistakes, we have no growth. You know, that is the biggest thing in life. And, you know, without those mistakes, I wouldn't have learned all the things I'm learning, you know, building the funnel. I learned the hard way by, you know, spending a lot of time. But now I'm, like, trying to speed up the process. You know, I'm trying to be a little bit more aggressive. So, like, with my, with my struggles, I understand that we have to act fast and, and that's what I provide with my clients. It's like we're trying to get results as quickly as possible. You know, we only have a certain amount of window that we have to really have success within the basketball community. It's fairly competitive and, you know, you have to continue working. So, like, when I first started my, you know, my life, I mean, I wasn't really committed. You know, that was one big thing is, I mean, I like with my brand, it's just like I had it, but I wasn't going all in. I wasn't really committed to really having success in my business. And, you know, over the, over the years of failure and failure and failure, I, you know, I, I learned from it. But then, now I'm really, really aggressive and really diving into my business all in, you know, consistently. You know, I gave, I sacrifice a lot for it, but I love it. You know, it's just, it's. I'm growing as an individual, as a business, and, you know, business has been the most challenge for me, and that's what I like to have. You know, I love having challenges. I'm competitive.
- [16:38]
A
So I hear from, you know, some, some key bits are, you know, that you've, you've learned to go all in and commit now. Right. And the mistake side. Right. Learning from the mistakes and going through that and knowing that's part of the journey. I love that message. I mean, so many people, you know, entrepreneurs get it, but the rest of the population, which is why, you know, we create this sort of TV that mistakes can really set them back and they can make them quit or spend six months just questioning things, whereas entrepreneurs know, every day, you know, you're going to fail, you're going to get, you know, punched in. The face. So I love that messaging. What about the legacy side? Quickly, what does legacy mean to you and what you want to be known for?
- [17:19]
B
I had a coach, you know, money coaches that, you know, I still think about, you know, those experiences that I had with them. So, you know, legacy means to me is just providing a huge impact on the basketball community, you know, as future business owners, future, you know, whatever, after the, you know, their career is over. And just for me to give them my knowledge and my failures that I went through, that's what I feel like legacy means to me, you know, where just getting your experiences out there and saying, hey, you could do this. As long as you do this, this, and this, and, you know, just the impact is just you could have on individuals. It's just, It's. It's worth it. You know, I really, you know, I'd rather have me give them all my knowledges, all my failures to speed up their development and see what they're capable of doing.
- [18:07]
A
So love it. Last question. People want to check out your books, check out the brand, right? And follow you. Where can they go and do all those things?
- [18:16]
B
Yeah, you can follow me on Instagram at Skills given. You can go to skillsgiven.com. you know, merch is coming soon. Really, really dying. No dialing in on that. Really. It's a little bit more unique where, you know, I'm getting, you know, the brand out there, but also the mindset kind of thing. So I kind of created some kind of fun things like that where it's just not just the brand, it's just what I believe, what I was driven.
- [18:40]
A
To do behind it. Yeah.
- [18:42]
B
So good.
- [18:43]
A
Good. Well, guys, that's a wrap. Go check out the full episode, obviously. Go check out the cool merch come in. And all the. The books that he's writing on more the business mindset side, personal development side too. And as always, keep working hard, have impact, and build a legacy. See you soon.
- [18:58]
B
Appreciate it.