Brunson's Mastermind Pivot

A story about how Alex Hormozi's business direction changed after attending Russell Brunson's mastermind event.

"I went to Traffic and Conversion Summit because I knew I needed to learn more about marketing. I saw Russell in one of the side rooms pitching ClickFunnels. He couldn't actually do the stack because there weren't many sales, but he did his entire sales presentation and stopped before the buy button. I thought 'I want whatever this is' but didn't do anything about it for 2 years.

When I was 26 or 27, I was having an existential crisis. All my gyms were making money, but I felt useless. One day I just texted my manager asking if he needed anything and he said 'I think we're good, I need some ink.' I ordered it on Amazon and was done for the day.

I needed to be useful, so I Googled Russell's name. The first link was 'Are you one of my dream clients?' which led to his mastermind. I applied and got in, though I shouldn't have been sold to this mastermind - it was for internet marketers and I was the only brick-and-mortar business owner there.

I showed up and presented my gym acquisition process. We were getting a 30-to-1 return on the front end in the first 30 days. Russell saw these numbers and said the sentence that changed my life: 'Alex, you shouldn't be running gyms. You should be showing gym owners exactly what you showed me. Right now you're in a level 2 opportunity with a level 10 skill set.'

It hit me like a ton of bricks. I had this vision of United Fitness becoming America's next gym chain, but he was making more money than me at the time, so I thought 'if I don't listen to someone's advice, then why am I paying for it?'"