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18. Brick by Brick _ Jeff Evans



 

Today we sit down with "The Indomitable Jeff Evans", owner of Cerus Performance, CrossFit athlete, and family man. Additionally we are joined by past guest "The Indomitable Kenya Clark". Highlights include: - Lead with your story. - Brick by Brick. - Kill Your Ego. - Don't mistake your experiences with your identity. - Rock bottom is where your foundation is built. - Take ownership of your life. - Never stop learning. To learn more a Jeff Evans check him our at his website Cerus Performance or on IG @therealjeffevans or @cerusperformance Did you find value in today’s conversation? SHARE IT!

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08;06;39;00 - 08;06;23;22

Jon

Well, good morning, everyone, thank you, Jeff, for joining us today, excited to have you on. We are also joined by Ken, who is on an episode back Kenya Clark. Funny story how he got on here in Jeff. I think you appreciate this.


08;06;22;23 - 08;06;05;02

Jon

So for everyone who's listening, this is the real Jeff Evans, and we're going to get to learn a good amount about him today. And the reason Ken's here, because he actually blackmailed me and threatened me that if he set this up, he needed to be on so he could ambush you with some questions he's not been able


08;06;05;02 - 08;06;01;20

Jon

to ask. So that's why Kenya is here.


08;06;00;06 - 08;05;57;29

Jeff

And I can't wait to hear those questions.


08;05;57;16 - 08;05;54;24

Ken

Oh gosh, like three, you will get bombarded too hard.


08;05;54;04 - 08;05;54;03

Jeff

All right.


08;05;52;18 - 08;05;48;23

Jon

So that's good. And then of course, we have Aaron as well. How are you doing, man?


08;05;48;13 - 08;05;46;19

Aaron

Hey, I do a great. Good morning, guys.


08;05;46;04 - 08;05;45;12

Jeff

Good morning, guys.


08;05;44;11 - 08;05;37;07

Jon

So yeah, what? What part of the country are you in? You're an East Coast doctor. OK, so it's warm there.


08;05;36;14 - 08;05;30;29

Jeff

Oh, big time again. Like Crazy Hot. And then we got hurricane season that just started. So a lot of rain.


08;05;29;24 - 08;05;29;11

Jeff

All right.


08;05;29;01 - 08;05;27;01

Aaron

Elsa, or some just came through there, I think, right?


08;05;26;10 - 08;05;16;19

Jeff

Yeah, but I'm on the east coast of Florida, so I came under and we barely got any running, which is great. So enjoy. The weekend last week on the West Coast was getting all the rain.


08;05;16;01 - 08;05;14;18

Ken

Lucky. Yeah, we got Paul.


08;05;11;22 - 08;04;57;28

Jon

So one thing that I thought was kind of cool this morning, so we're starting a bit later and actually after thinking about it for a bit, there's kind of a cool piece to that, right? Because here we have four gentlemen, all with pretty chaotic, crazy filled lives.


08;04;57;28 - 08;04;44;23

Jon

And yet all of us were able to prioritize sitting down to have this conversation somewhere. I saw this thing called a chaotic capacity here. Here we are, just plugging these things in and speaking of plugs, kind of transitioning to a little bit about you.


08;04;44;23 - 08;04;27;00

Jon

So you have a business, a podcast, a family and a bunch of other stuff going on now. And I was kind of spying on you a little bit, doing a little bit of snooping to just have an understanding of who I'm talking to.


08;04;27;00 - 08;04;11;18

Jon

And I saw you wearing a sweatshirt and on the sweatshirts at rock bottom is where your foundation is built now. And I couldn't help but think that that might. There might be a story behind that that helps us, you know, kick off in a direction of like, who are you and what's going on?


08;04;10;27 - 08;03;58;16

Jeff

Got it. Yeah, I haven't. It's funny. I haven't worn that that sweater and why actually, when I first got it done, I did that photo shoot and I just keep it in the closet because that's just a little one to one that just reminds me of, like where I came from.


08;03;57;09 - 08;03;42;13

Jeff

But so our line about is almost two years now from the current job I have, but the company I work for, it was a meal meal prep company. I moved over here on the east coast of Florida from home out there based.


08;03;42;13 - 08;03;28;08

Jeff

I lost everything for the first time. I owned the gym, CrossFit gym. Basically, I was trying to retire from CrossFit as an athlete. All the money I was making, all sponsorships start going away because they want you to produce.


08;03;27;19 - 08;03;13;16

Jeff

And I started focusing on my entrepreneurship journey that didn't go as planned because I was basically one foot in, one foot out on my athletics career and the business, and it just didn't have that foundation and they just crumbled.


08;03;13;07 - 08;02;53;15

Jeff

So I end up losing a lot of money, selling my ownership of the gym to my partner for pennies on the dollar and moved here, worked for a meal prep company, one of my good friends at the time, and help him what we expanded to a ton of gyms all over Florida.


08;02;53;10 - 08;02;39;07

Jeff

And then we also launched nationwide shipping. So we are one of the first to have vacuum sealed meals almost. I think it was like a 700,000 thousand dollar machine back until that. Going through that whole process, it was just a grind and a journey.


08;02;39;06 - 08;02;18;13

Jeff

And I'm a workhorse and I love that type of just putting in a long day's work and just feeling good about myself. Like we're one step closer to making that big break, you know, just really killing it. But coming to the end of that basically mismanaging money and things just not on the back in just focusing on


08;02;18;13 - 08;02;02;02

Jeff

financially, the business fell apart. So I end up losing that job and going six weeks with no work. I like 15 hundred dollars to my name. We just found out my, my fiance, she was pregnant. So now I got my first child on the way, moving in with her brother.


08;02;01;05 - 08;01;48;06

Jeff

Living in a little ten by ten room, she's pregnant, can't work at all, she's a real estate, she's about to retire now and really focused on my dollar, but had that going on, she's constantly throwing up every day, every second.


08;01;48;00 - 08;01;35;16

Jeff

It was just it was rough on her and then now I have six weeks and no work. So for me, always from college on like I play college football. Soon, as I finish up our personal training, like I've worked up to that point.


08;01;35;16 - 08;01;17;00

Jeff

So almost ten years of nonstop work and just putting a putting in time on my craft and making decent money working towards my goal because my family, where I come from, we don't have much. So like, that's always been one of the big motivating factors for me to just keep plugging away and getting after it to hit


08;01;17;00 - 08;01;10;23

Jeff

that level. So my family can see what success is, and it just takes time to get there.


08;01;09;05 - 08;00;54;05

Aaron

Just have a quick question for you. Yeah, we found we found this to be a theme for a lot of the guests, and people would talk to you in our world is that they've come from nothing. I can think of a similar story where not nothing in the sense that you didn't have, you know, good maybe mentors


08;00;54;05 - 08;00;39;17

Aaron

or people in your life and things, but isn't certainly what your reality you're used to right now or what you're trying to achieve. You don't have really a context for great entrepreneurial success now and yet you're trying to to achieve that, right?


08;00;39;17 - 08;00;38;12

Aaron

So where does that come from?


08;00;37;09 - 08;00;20;28

Jeff

So. Looking at how I grew up, like my dad, he he's a barber, he still is, he has his own business. I think 1213 years now watching him work twelve to 14 hours a day on a feet cut, people's hair like after school, we would go up there and just sit up there all day and watch him


08;00;20;28 - 08;00;02;19

Jeff

work, connect with people, you know, laugh and talking about different things. And and then my mom, who are two to three jobs all the time, but she was on like that lower income side where paycheck to paycheck were really struggling, you know, building a roaches in the house and like all kinds of stuff like that, people selling


08;00;02;19 - 09;59;42;29

Jeff

drugs next door downstairs because we are like those basically upstairs downstairs, but as one more all way to get into your unit. But that's that's counter to the lifestyle I saw growing up. So everybody was either hustling, are struggling or combination of the two and get nowhere and.


09;59;41;14 - 09;59;25;29

Jeff

So I guess the the foundational part is I grew up with depression a lot because my parents got divorced when I was young, when I was 13. I remember crying like out of just in my head and just, you know.


09;59;25;01 - 09;59;10;26

Jeff

In my feelings at the time, I remember going to the bathroom and I thought I'd lock the door. I tried, sat on that on the toilet and just sitting there crying, and I had a piece of clothing and I started to strangle myself like I was done.


09;59;10;10 - 09;58;51;03

Jeff

And luckily, my stepdad actually walked in. I thought I thought I locked the door, but he didn't. He opened a door. He ran and snatched it off of me and. I don't know from that point on it, just like something clicked and and I just like my trajectory on a life is just like I need to get


09;58;51;03 - 09;58;35;09

Jeff

out of here. I need to show everybody else what it looks like to put in that work and become successful. And I've gotten lucky with had a coach who really worked with me in high school and then when I got to college, I had a couple of mentors that kind of guided me in the same thing.


09;58;35;02 - 09;58;20;27

Jeff

But I got into CrossFit. I had people here and there that really connected with me. Like client wise, they would tell me, like, like when I'm on this lumber company making millions of dollars. So I got to see more of that lifestyle, like what they're doing.


09;58;20;14 - 09;58;06;14

Jeff

And you don't have to make money just in sports. So like all of that data that I'm pulling in and just constantly seeing and get that that, I guess that's where I'm taking that confirmation that.


09;58;05;17 - 09;58;04;19

Ken

Your body active.


09;58;04;02 - 09;57;51;25

Jeff

Yeah, yeah. I have to be in. That's where we come from is track football, basketball and like, that's the only way out. Or are you selling drugs? And I got family members, siblings that, you know, still being dumb and doing the same thing.


09;57;51;25 - 09;57;36;11

Jeff

But. Mike, once I saw that it was game over because like, you can't unsee that stuff. Like once you know it's more out there, as long as you keep plugging away, you're like that much closer. one more connection, one more like one more cell might get you to that next point.


09;57;36;06 - 09;57;29;05

Jeff

I guess you can't unsee that type of stuff. And it becomes addicting to a certain point. And like, you can't stop.


09;57;29;02 - 09;57;27;24

Ken

Yeah, yeah. So here's a.


09;57;27;23 - 09;57;12;10

Aaron

Slogan that hit that rock bottom is the beginning. Mm-Hmm. It sounds like that's very much the kind of the the birth of your story, right? You kind of like, I'm not. You kind of came to the end of yourself like, this is I got a choice here.


09;57;11;10 - 09;57;08;09

Aaron

I can kind of be. I could be honest about where the roads are going either way.


09;57;08;02 - 09;57;07;19

Jeff

Mm hmm.


09;57;07;12 - 09;57;05;25

Aaron

I would. Which one do I want to do?


09;57;05;03 - 09;56;51;18

Jeff

Exactly. And you people, I feel like a lot of people don't take ownership of their life. Like, I got a couple of buddies on social media. I don't know if y'all know certain metrics, but you know, he has a tough upbringing and stuff like that single mother household.


09;56;50;29 - 09;56;31;20

Jeff

But to see him now, like he took ownership of his life and he just busting his ass in every way possible to be a great husband, great father, great business owner, entrepreneur, like all these different things like. I have a similar background different in certain parts of it, but to see somebody like that coming from a similar


09;56;31;20 - 09;56;15;09

Jeff

situation, like there's no reason I can't do that, so I need the phone, I need to find a way to build my foundation. And you know, a part of that whole slogan is brick by brick by each and every day you I don't care if it's one thing you put it into your craft or or your mindset


09;56;15;09 - 09;56;08;07

Jeff

or whatever you doing. If you put in that one break down each day, as long as you lay it perfect, it's going to add up over time.


09;56;07;15 - 09;55;55;16

Ken

Hmm. Yeah. So you said a lot about like about the depression aspect of their life, to be honest, I PTSD and depression like in this guy right here. And how did you like, how did you deal with that?


09;55;55;12 - 09;55;43;22

Ken

You know, how did you get get past that point to go on to play college football? You know, get the CrossFit space, be successful at that, you know, have multiple business ventures, you know? How did you how did you have the will to keep doing that stuff?


09;55;41;23 - 09;55;22;12

Jeff

So I think. So ninth grade I start working out because I was depressed and that just really just two or three times a day, I'm working out and it just felt like a great release. So that was my my like, my way out to get away from all the drama, from family stuff and all that like that


09;55;22;12 - 09;55;09;21

Jeff

was how I cope with all the suffering that was going on. So like, I was like £140 nitrate. I finished at 195 senior year. I put on a lot of weight. I was like, put a ton of time into my craft.


09;55;09;21 - 09;54;54;20

Jeff

I ran a for three, four, 40. I was a track guy in a fortunately getting the football scholarship at senior receiver. But looking at it from that aspect like. Fitness gave.


09;54;54;20 - 09;54;54;10

Jeff

Me.


09;54;53;29 - 09;54;34;04

Jeff

That outlet to like, focus on something bigger than, you know, what was around my situation because I seen people going to college like Philip Buchanan, he played for the Raiders. Cornerback Deion Sanders, he's from my hometown. Javon curves like seeing all these big stars like make it out and just killing and making money.


09;54;33;19 - 09;54;21;16

Jeff

So that was my focus is get a football scholarship, go to the NFL. The other part of that is the work ethic that I have. I got from my parents, just watching them like put in the hours. It doesn't matter.


09;54;21;13 - 09;54;09;06

Jeff

They're working. Like I said, my mom worked three jobs. Sometimes you come in sleep for a couple hours and then go right back out and be on our way doing our thing just to provide. So I think a combination of those two things was a great.


09;54;08;27 - 09;53;57;29

Jeff

You can't. It's hard to teach people work ethic like a lot of a lot of people just don't have that like the dog mentality, like, I don't care what it takes, like we just going to get it done.


09;53;57;21 - 09;53;43;16

Jeff

Yeah, yeah. And to back when I was talking about that story, when after the the meal prep company fell apart, you know, after six weeks of not working, that made me even more hungry because I don't want my daughter to see this, this lifestyle like I can.


09;53;43;05 - 09;53;30;14

Jeff

And even to this day, like, that's why I'm working so hard because she needs to have the opportunities I didn't have, but I end up picking up a bouncing job. I'm a big guy, but I never thought in my life a roofing job like a rooftop.


09;53;30;14 - 09;53;21;28

Jeff

And I still, to this day, I have the videos of me on the roof just showing everybody what I was doing that day by these 40 pound clay tiles, you know, clay roofs.


09;53;21;22 - 09;53;21;11

Jeff

And.


09;53;20;13 - 09;53;03;04

Jeff

We're literally twelve to 15 pallets of them. It's like a couple hundred on each pallet. Load them up from the bottom, bringing them all the way on a roof, walking them up and then also landing a job at enterprise because I needed that corporate training and sales and customer service, and I was working three jobs and getting


09;53;03;03 - 09;52;44;26

Jeff

234. I was asleep living on four or five, being energy drinks, eating canned chili on my breaks while I was on a roof like. Literally, like rock bottom, like just I know pride and ego, like I got a reset and I got to do it in a happy way, like I'm happy to be working because I went


09;52;44;22 - 09;52;27;21

Jeff

six weeks without and and that's really what take like a mindset. Like, I've always had a tough like, you know, relentless mindset. But when I lost everything and got my hair, my daughter on a weight like that really set me off to like, I don't care if I got to work 24 hours in a day.


09;52;27;04 - 09;52;26;10

Jeff

We will make it happen.


09;52;25;14 - 09;52;09;17

Jon

It it's really hard to become indomitable in the pursuit of something without walking through hell and having some heck of a powerful motivator in front of, you know, so like coming from that background and then like, I'm going to be a father.


09;52;09;09 - 09;51;55;00

Jon

Yeah, that's that's the concoction. That's either you're going to quit and be a loser or you're going to, you know, saddle up and get after it and you've got to get after it path. And I can't help but think, Man, that's a hard core way to go to end it right with a piece of clothing on the


09;51;55;00 - 09;51;47;21

Jon

toilet. I'm sure glider stepdad walked in and we're able to have conversations like this in spite of the darkness.


09;51;47;00 - 09;51;31;14

Jeff

I do a lot of reflection because I'm a pharmaceutical rep now. I drive around a lot. So like I would do a lot of reflecting. And to this day, that moment pops in. My head is like. But he could have been off random doing something else, watching TV, walking out the door.


09;51;31;05 - 09;51;18;25

Jeff

But somehow he found his way gone to the bathroom. It's just it's nuts to me that it happened in that order. I always feel like I feel like I'm in a movie right now because I said I went the.


09;51;16;05 - 09;51;06;00

Jeff

It just it does like you see those rocky movies and all with a tense struggle and then you see a fall off even more and then they make it make it out. It's just that's how I feel right now.


09;51;05;28 - 09;50;57;10

Jeff

You just keep looking back because I'm so focused on the process. I keep looking back every few months and just like I was here, now I'm here.


09;50;57;08 - 09;50;56;25

Jon

Yeah.


09;50;56;03 - 09;50;47;19

Jeff

Is this thing is super motivating to. To have gone through that and see where I'm at now, just keep me new alchemy gone.


09;50;46;29 - 09;50;33;09

Jon

Well and looking at that. I just want to I'm realizing I'm connecting the dots, right? I'm looking at, you know, Ken sitting here and you're sitting here and I'm realizing that some things about myself. And I think that's the power of these conversations, right?


09;50;32;29 - 09;50;19;26

Jon

Like, my parents got divorced a young age, too. I'm realizing that I think that I was pretty severely depressed. Fitness is one of the first things that helped me begin climbing out of that. I took the path and tried to destroy everything around me about fitness.


09;50;19;26 - 09;50;11;20

Jon

I could start turning that anger constructively towards destroying myself, and I'm significantly less impressive than either of you guys in the gym. Sorry, I will accept no challenges.


09;50;09;11 - 09;50;07;17

Jeff

But, but, you.


09;50;07;17 - 09;49;56;15

Jon

Know, looking at all that it's like, OK, there's some similarities I'm seeing, and I can't help but think it once you went to all those factors come together and you just make the choice. No, I have a vote.


09;49;55;22 - 09;49;47;00

Jon

I have a vote and how my life is going to live. I'm going to take ownership of this. The second I make that choice, the growth starts. And from that point forward, it doesn't matter the obstacles. It doesn't matter how hard it gets.


09;49;45;18 - 09;49;29;08

Jon

You start climbing right and you start getting better at it and you may get knocked down bad. But that's the conversation we're talking about. And if I understand correctly, so you have that upbringing that fuels everything you, you build something up, you know, you start building up this meal prep business crashes and burns.


09;49;28;07 - 09;49;18;16

Jon

You're pursuing athletics, your fiancee is pregnant and you're now working 20 hours a day just working like a dog trying to get things done for.


09;49;17;06 - 09;49;15;09

Jeff

Yeah, yeah, yeah, go for it.


09;49;14;22 - 09;49;00;09

Jon

Well, I was just going to say sort of whatever Aaron was going to say, it sounds like the all that kind of makes this soup that makes up you. And now we're seeing some of the flavor come out of that after you've been working at that for a while and we're starting to see some success and some


09;49;00;09 - 09;48;58;00

Jon

victories. What is that a fair assessment?


09;48;57;15 - 09;48;43;20

Jeff

Yeah, because it like I said before, like hitting that rock bottom place like your ego, like this out the door, like it's survival and like, what really matters to you? You need to put it like, make it happen.


09;48;43;12 - 09;48;43;02

Jeff

Mm hmm.


09;48;43;01 - 09;48;24;12

Jeff

And you know, is we never went without food. But the lifestyle I see from my daughter, like I want to make sure she sees that and but like seeing my mom work three jobs, never hearing her complain once like she just made it happen like she like, I said, Sure, come on sleep for a couple hours.


09;48;24;12 - 09;48;12;04

Jeff

Leave again, my dad. Same thing. He actually enjoyed what he did. Doesn't matter if he's working twelve, 13, 14 hours, whatever. Like, they didn't complain about it. And that's one of the big things I adopted. And I also knew like.


09;48;11;07 - 09;48;00;12

Jeff

I had a I had an ego, even though I don't like I'm not very outspoken on social media stuff and I'm getting better at it because I want people to know who I am. More and more in the mindset that it took to get here.


09;47;58;27 - 09;47;46;12

Jeff

But back in my early cross the days because I was so good, so early, like I always had that edge like that, that ego. I was sitting on my shoulders and it wasn't in a good way so that it had built up.


09;47;46;03 - 09;47;31;07

Jeff

You know, I bought $50,000 from a mentor actually. Last year, I finally paid them off because I wanted to make sure I make that right, but borrowed 50 grand, opened a gym, fell apart, move, move in, you know, all the way across state to restart.


09;47;30;25 - 09;47;09;08

Jeff

Helped build up the meal prep company fell apart. So why is just like, I'm seeing success, but then it's just all taken away and it's out of my control for the most part. But just not letting those experiences define me in that ego being attached, like I remember sitting sitting in the back before I started my shift


09;47;08;06 - 09;46;55;08

Jeff

bouncing at the nightclub. I remember sitting looking up at the sky and just saying like, I enjoy being in this moment because this is creating the person like I know I need to be to make the type of money I want to make.


09;46;55;08 - 09;46;41;12

Jeff

The opportunity is all to be able to provide for my daughter. Like, I'm being creative right now, no matter how little sleep I'm getting, like, I'm like, I'm in the process of molding the Jeff that I know I'm supposed to be.


09;46;40;20 - 09;46;23;28

Jeff

I it's just so crazy like out. I remember just like having that conversation with myself and and now it's like, I cannot stop because it's so hard to get momentum going. And when you do, most people think I'm seeing a little bit of progress, but it's not what I wear.


09;46;23;25 - 09;46;15;13

Jeff

I see like the top level, so they end up and like, I'll just put it aside and come back later. But you got to just keep plugging away brick by brick.


09;46;14;29 - 09;45;59;04

Ken

Yeah, that's that's kind of like what we do. We put out this thing called tier thoughts every Thursday. You know, I'll sit back and reflect and write, you know, about what happened that week or we listen to our athletes about what they did right or did wrong or what the mental space look like.


09;45;59;04 - 09;45;47;00

Ken

And we just I keep I keep a notepad on my laptop just full of them. And this week we talked about being like the crash zone and like people thinking about why like, why me? Why is this happening?


09;45;46;19 - 09;45;35;08

Ken

That is completely irrelevant. The thing is that it is happening and you need to focus on the how will I or how do I get past this thing? How do I do it if you sit there in the crash zone, the ocean for so long?


09;45;34;28 - 09;45;24;28

Ken

That's the most dangerous place the Riptide is. You either go out into the ocean or you go back to the shore. You have to make that choice and you chose to go into the ocean. And that's that's a common theme.


09;45;24;28 - 09;45;09;02

Ken

I seem between like a lot of people's stories like you, Jared. Jared Anderton. I'd had to speak to Matt Frazier. Like the same stories. They're the same, you know? And you know, kudos to you, gentlemen. You're doing great.


09;45;08;07 - 09;44;48;18

Jeff

Appreciate it. Yeah, I just I really believe that people get stuck on attaching their experiences with their identity. You know, you're not supposed to do that is so backwards like. So another example, like what I went through when I was about four or five years old, babysitter, like I was sexually assaulted, molested.


09;44;48;18 - 09;44;30;02

Jeff

But that's the experience. So I understand, like how to take care of my daughter from here on out or like what I went through with my suicide attempt or depression like that doesn't define me for so long. Like I was like in my mind, like, I'm like, Why a depressed kid like I work out really good and


09;44;30;02 - 09;44;17;08

Jeff

I just everything like those few instances, like our experiences, that's who I was. So I never voice my opinions like, I just stay quiet all the time. But like, I realized, like, that's not who I want to be.


09;44;17;08 - 09;44;07;29

Jeff

And that's like, I'm naturally not that person. So now I need to focus on creating the Jeff that I know, like I would really want to be like my full expression.


09;44;07;08 - 09;44;06;29

Jon

Hmm.


09;44;06;14 - 09;43;50;13

Aaron

Jeff, I was going to add one. As I mentioned earlier to this, you guys mentioned this so well, is that when you when you take those experiential things and you like you said attach meaning to them, it can be really dangerous because they either there's going to be a couple choices you can make.


09;43;49;26 - 09;43;36;07

Aaron

The easy way, I would say, is the one that just goes right to self defeat and I can't do this. I'm paralyzed and see. This is why I don't try anything and the back to this and just go back to this media life where I never get challenged anymore.


09;43;36;02 - 09;43;19;10

Aaron

And then I had to deal with these really hard thoughts on failure over and over again or some. Or is it maybe you should start ascribing to the fact that there's a conspiracy happening that you're actually this really great person that's in training and that you're.


09;43;19;10 - 09;43;18;22

Jeff

Going through.


09;43;15;01 - 09;42;58;24

Aaron

The hell you're going through feels to me it has to be as intense as the greatness is you're going to become. And and so and it's funny the stories I hear and you've heard from these guys is that it was hard and it got harder than it got really hard and it got harder than I could absolutely


09;42;58;24 - 09;42;56;22

Aaron

imagine. And then it was a little bit harder than that.


09;42;56;06 - 09;42;55;20

Jeff

And you know.


09;42;55;11 - 09;42;54;09

Ken

That's yeah. Yeah, yes.


09;42;53;04 - 09;42;51;26

Jeff

I I'm down.


09;42;51;26 - 09;42;32;28

Aaron

On the ground and that's a lot of times that you hear the depression and even the end of life scenario because it's that hard, like the mind can't handle it until finally something comes or you break and said, I'm going to start getting on the journey and you realize, Oh, that was that was preparing me.


09;42;32;28 - 09;42;19;04

Aaron

That very moment was showing me that I had to have enough attack in my life to fight back harder than I've ever thought back before. And you become this new person now.


09;42;18;25 - 09;42;01;11

Jeff

And I 100% agree with that because like the journey I'm on now, like I'm a pharmaceutical rep full time job with that dad now. But I also started my supplement company and the vision I see with the product that we created and products down the line like I know we can be a nine figure business in Najaf


09;42;01;08 - 09;41;59;06

Jeff

two years ago wouldn't been able to handle that.


09;41;58;11 - 09;41;57;29

Jeff

You know.


09;41;57;14 - 09;41;37;05

Jeff

Even before that, back when I was competing heavy across the games regionals, all that stuff like I had zero business acumen. Like my foundation for an entrepreneur, it was terrible. I don't deserve. Being at that level right now, like I need to earn my way there, whether it's falling apart, losing everything like I did like doesn't matter


09;41;37;05 - 09;41;19;21

Jeff

what needs to happen, but it needs to mold me into that person and open my eyes up to where, like, I'm focused on the process of growing myself and the company will like, I really, really see how a lot of people get stuck in in that mindset of like this happened to me instead of having it for


09;41;19;21 - 09;41;19;14

Jeff

me.


09;41;18;23 - 09;41;05;12

Ken

Because I contributed to people, not not not knowing what doing something hard is like, what something like truly doing something that is difficult. You know you're going to fail, but you keep doing it and so you don't fail.


09;41;05;11 - 09;40;55;22

Ken

I remember in like 2015, I just come back from Afghanistan and I was like, You know what? I want to be wanting to do those I can't brown like, I want to be a Green Beret, I want to be special forces started.


09;40;55;06 - 09;40;38;08

Ken

So I trained up for like six months, went to space and ended up getting to the end of it. And I thought that that was going to kill me. Like, if I got there, the last day of team week, they're like, OK, you have this undisclosed distance ruck march or whatever, and you're like going through camp because


09;40;38;08 - 09;40;20;01

Ken

rolling hills and sand and just it was December. It was so cold. And I just remember this guy next to me because when you're there, it's not really a function of you doing it alone. You have to do it together, you know, and that's a big thing with society, like learning that somebody out there knows something more


09;40;20;01 - 09;40;08;08

Ken

than I do. Let me talk to that person and get that knowledge, and they kind of beat that in our heads. And I had this buddy that was just rocking with me. I think I had like an 80 pound rock on and we were just from what I can understand.


09;40;08;08 - 09;39;53;22

Ken

The Sun had went down, we started rocking and the Sun had came up. So we were rocking for about 1011 hours, and I think we were about mile, about 3040 miles in. And they're like the pace guys behind you.


09;39;53;22 - 09;39;44;29

Ken

The one of the Green Beret instructors is behind you. And he's like, If you get behind me for more than two minutes, you're done. And I'm like, All right, cool. I'm just going to stay right in front of this guy.


09;39;44;05 - 09;39;30;05

Ken

And my buddy was like, Dude, I just can't do this anymore. I can't do this anymore. I'm like, Dude, just keep walking. Just keep like if it can only get better, like it can't get even worse. But yeah, it's like, I can't get any worse than be, you know, having to just keep walking like I'm already.


09;39;30;05 - 09;39;14;15

Ken

I already can't feel my legs. But the the whole purpose of it is that he stopped and I kept begging him to keep going and I just kept walking. The instructor stopped him, put him on the back of a truck, put it, told him awake beside the road.


09;39;14;04 - 09;39;02;28

Ken

And then he told me that I'm done and told me to get an out on TV big armored vehicle, whatever we used to transport people. And I was like, You know, shoot, I failed. Oh my gosh, it actually happened.


09;39;02;28 - 09;38;49;10

Ken

Like, I did all this to like, go and failed. There was never a distance that they had put in their heads. They were just watching you suffer. That's the crazy part. They were just watching you walk and move and see how many times.


09;38;48;29 - 09;38;48;03

Ken

Yeah, I just kept.


09;38;48;03 - 09;38;46;22

Jeff

Da da da da da da da da da.


09;38;46;14 - 09;38;36;18

Ken

And I attribute that to like a lot of like the things in my life. And I see that in your stories, like in your life, like you just keep just keep going like Dory. Just keep swimming. Just keep swimming.


09;38;36;18 - 09;38;36;07

Ken

Just keep.


09;38;36;07 - 09;38;35;23

Jeff

Swimming.


09;38;35;07 - 09;38;33;18

Ken

Eventually, you'll get to Australia.


09;38;31;24 - 09;38;17;04

Jeff

The agreement is this is like I said, it's funny that people don't get consumed by the process. They they focus on Angola so much like it did. You have to put that work in like you want to speak Spanish?


09;38;17;04 - 09;38;02;28

Jeff

At some point you got to put the day to day in to learn how to speak Spanish? Yeah, exactly. Whatever the goal is like, it just is so mind blowing. And it's crazy to say that because like all the stuff I've done in the past, that failed is because I was trying to skip the process.


09;38;02;28 - 09;38;00;16

Jeff

I didn't. My foundation wasn't set.


09;37;59;27 - 09;37;45;17

Jon

Well, it's interesting because I think what we're all talking about here, you know, whether it's brick by brick, step by step and keep swimming and then focusing on the end, goal is winning. I think when most people I know different myself and from this conversation, all of us, when we see something we want, right?


09;37;45;17 - 09;37;34;21

Jon

And like, OK, we're going to go get this. We mistake that desire for entitlement to the end result. And it takes that's like one of the new things, like when you start doing this type of stuff, that's the mistake.


09;37;34;21 - 09;37;19;10

Jon

You know, like one of the things you learn really quickly when life in the pursuit just crushes your soul and grinds it into the ground. Right? But then when you're humbled and like, you show a significant self-awareness, Jeff, when you're talking about, like, I can see where this business could go way beyond what I believe my capabilities


09;37;19;10 - 09;37;06;19

Jon

are, and I have to be molded into someone who can handle that with that type of mindset. I believe with every fiber of my being, it's going to be a ten figure business and it's going to keep going beyond what you're doing because you're pursuing the process and not the end state or the success.


09;37;05;29 - 09;36;51;02

Jon

And where I think that's so stinking valuable is I just saw this quote the other day, and I truly believe it. Everyone thinks they're entitled to the work, but we're not. I mean, everyone thinks we're entitled to the fruit.


09;36;50;27 - 09;36;39;26

Jon

Yeah, to the fruit of the work, to the success, to the goal, but weren't entitled to anything or accept. A hard work in the day to day grind. All we are entitled to is the pursuit of becoming better.


09;36;39;18 - 09;36;22;26

Jon

Right now, you're talking about yourself going to the Forge. That's what I'd call you were in the Forge, just hammering your you're applying pressure and heat and hammering yourself into a better man. Going through that in your continuing, looking for how do I hone myself and become stronger, better, faster, sharper, more experienced?


09;36;22;14 - 09;36;08;24

Jon

And so that's what you're entitled to, that pursuit that work it. That's it, right? And there's something beautiful about that. It's freeing for in my mind when I realize it's like, I don't care about the success. All I want is the work and to get better.


09;36;08;18 - 09;35;56;25

Jon

There's two things I want to burn off the parts of me I hate so that a little bit more of anything that might be decent to me can survive, and that becomes more who I am right now. That's like, that's it.


09;35;56;24 - 09;35;55;14

Jon

I think that's what we're talking about.


09;35;55;06 - 09;35;40;21

Aaron

So, Jeff, I'm curious. So you've broken through a lot of ceilings in your life and you've and even comparatively against other athletes, you've you've surpassed them. We've talked a lot about like, how do you what metrics really drive you?


09;35;40;21 - 09;35;26;20

Aaron

And even to this day, how do you kind of fight apathy so you don't find yourself in a way where you're kind of just being like being an average? Jeff, how do you make Jeff still fight to be a better Jeff every day?


09;35;26;20 - 09;35;25;17

Aaron

What does that look like?


09;35;23;23 - 09;35;09;29

Jeff

So like I mentioned earlier, I do a lot of driving, so reflecting. I listen a lot of podcast to bring even more perspective on whether it's life, emotions, business like I'm. I'm constantly trying to learn and understand things I don't know.


09;35;09;15 - 09;34;57;09

Jeff

So when I get put in a situation like I can, I can figure out a plan, an attack. I guess that's kind of how my brain works. I like to re-engineer things in my head. So if not for years, is my goal.


09;34;56;28 - 09;34;38;09

Jeff

Like right now, we're setting all that foundational stuff on our website with email marketing campaigns, logos and all that stuff. Manufacturing, like, I'm setting it up, so it's more streamlined. Another thing is like, like my daughter, like, that's enough motivation right there because I have I have a blended family.


09;34;38;09 - 09;34;23;24

Jeff

So I'm one of those rare people that had three dads. So my biological that I didn't know. He passed away in 2015. My dad that raised me and my stepdad. And both of them have a ton of kids is 18, told all of us.


09;34;22;27 - 09;34;12;13

Jeff

So yeah, and they all didn't live in the same house. But at one time we might have like seven or eight, you know, movers at my mom's house on weekends and stuff with all the custody stuff or not.


09;34;11;20 - 09;33;54;20

Jeff

But. Go on through all that and so many kids in the house and nobody's teaching them all like all the stuff I'm learning right now. I get a chance to teach my daughter that right. That's motivating this hell because when she hits, you know, nine, ten, eleven years old, she's gonna understand the stock market.


09;33;54;04 - 09;33;39;22

Jeff

So like me, I'm constantly learning to listen to videos like I'm actually applying it and seeing the gains from it for real estate. My girls in real estate, where about the townhouse we're in now? We're rented out next year and buy property, the actual house with a little bit of land.


09;33;39;00 - 09;33;28;03

Jeff

So like, have it her understand all those types of things like I need to know as much as possible. So when she's of age to start consuming Hester, she's going to be a beast when she's ready to go out on her own.


09;33;27;04 - 09;33;13;26

Jeff

My dad's best biggest job was like, I need her to be a caring person, a loving person, a giving person, but not to the point where people can take advantage of her because I've taught her tons of lessons that I've went through.