Step into the fast-paced world of ‘Real Marketing Real Fast’ with me, Doug Morneau. Each episode is a power-packed journey through the twists and turns of digital marketing and website acquisition. Expect unfiltered insights, expert interviews, and a healthy dose of sarcasm. This isn’t just another marketing podcast; it’s your front-row seat to the strategies shaping the digital landscape.


Tips on how to be healthy with Rob Dionne

  • I’m convinced that if you go outside of more than 10 [healthy] recipes, the variety is what’s going to sink you.
  • Until you are basically at the end of the road and you got a tag on your toe, there’s always more to learn about you. 
  • I feel like the most important thing is to be real and authentic with what your journey is, and what actually has an impact on you and your wellness.
  • If I can impart a lifestyle and to anybody’s already crazy life and help them kind of navigate that, then I’ve done my job.
  • And so, I think like a business person, whether it be in marketing, whether it be in some kind of sales, when you meet up with your client, you need to be able to have the conversation with a vocabulary that they can understand and be able to break things down in a very digestible way early on.
  • You make a really good point in that don’t hire anybody that hasn’t been down that road.
  • When you hired your personal trainer, that was a great move on your part because not only are these guys training other physique competitors to compete, but they’re doing it themselves and that’s the person you want to hire.
  • We dive in deep to the point where people are getting emotional and having some real breakthroughs in what’s truly standing in their way.
  • I knew for a while it was going to be too much work for me to do it and I wasn’t going to be able to create the self-motivation. So I outsourced that.

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I’m convinced that if you go outside of more than 10 healthy recipes, the variety is what’s going to sink you.

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Doug Morneau: Well, welcome back, listeners, to another episode of Real Marketing Real Fast. Today, we’re going to pivot just a little bit in our conversation. In studio, I’ve got joining me, a good friend of mine, Rob Dionne. Now, Rob is a fellow podcaster. He’s an entrepreneur and he’s also a health and wellness guy. I met Rob several years ago at the New Media Summit in San Diego and connected with him, and we’ve since stayed in touch through social media and met up at various events.

So, Rob after getting married was struggling to carve out a career for himself and he had several different jobs. He had worked at as an actor, waiter, personal trainer and he had gone through some health challenges. I’m going to let him share a little bit of that with you and a transformed his life, got himself healthy and fit, and then realized that he could share his personal experiences, the pain that he had dealt with in trying to get healthy with others and help them succeed. 

I think what you should do is listen real careful for the nuggets that are in there. Yes, we’re going to talk a lot about health and fitness and why it’s important as business owners to make sure that we look after the most important asset our business has, and that is the health of the founder, the owner or the chief executive that is running the company. So I think if you listen, you’ll hear a Rob drop several nuggets of tips and techniques and stuff that he does that are quite unique and quite interesting as he grows his business in a super competitive space, the health and wellness, weight loss and diet space.

So with that said, I’d like to welcome Rob to the Real Marketing Real Fast podcast today. 

Well, Rob, welcome to the Real Marketing Real Fast podcast today. 

Rob Dionne: Doug, thanks so much for having me on. I really appreciate it. Thank you for taking the time. 

Doug Morneau: Well, I’m super excited to talk to you because you are high energy, high output guy and it’s great to have a guest that has that much energy. So, super excited to talk to you about you and your business and what you’re doing. So do you want to give our listeners just a bit of background on how you evolved your business over the last several years? 

Rob Dionne: Yeah. Well, in terms of the wellness business, I mean that’s always evolving. Especially, for me because, as I get older, I’m 42 now, my journey evolves in a sense that I feel like I’m always learning. I think that’s a thing that a lot of people kind of get mixed up around when it comes to their own health and wellness is they think that they’ve got it, they think that they know, and they’re good, and they’re good to go. As you know, because I’ve had you on my show and we talked about your journey, it’s a process. It’s all a process. And until you are basically at the end of the road and you got a tag on your toe, there’s always more to learn about you. Right?

Doug Morneau: Yeah.

Rob Dionne: That’s the thing. In the beginning, when I first started out, my journey was very, I think it was kind of vanilla in a sense, I guess the easy way to say it. All I really focused on was working out and nutrition, right? How many reps, how many sets, and then how do I get my clients to eat fewer calories? And that was my approach at the time. And it’s a functional approach. It does work. But there’s so much more to being healthy that I think that the majority of the wellness world when you talk about how competitive it is, it’s competitive because it’s a clickbait world. It’s a six-pack world. Everybody wants mirror muscles. 

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I’m convinced that if you go outside of more than 10 healthy recipes, the variety is what’s going to sink you.

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Doug Morneau: I like that, mirror muscles. That’s funny.

Rob Dionne: Unless you’re selling that thing, it’s really hard to get people’s attention. I do, I struggle with that. But the thing is, is that, I feel like the most important thing is to be real and authentic with what your journey is, and what actually has an impact on you and your wellness. If you’re doing that, and I’m talking about in general you do it in your business, you’re going to inspire people, you’re going to basically like moths to a flame going to attract the right people to you because you’re speaking the language that they understand. And that’s, I think the biggest thing.

We get so caught up in wanting clicks, likes, and comments, and downloads on our videos that we’re willing to take our shirts off or were willing to make our butts the center of the content. When the reality of it is your perfectly shaped butt or six pack abs is not doing anything for anybody. Honestly. It’s just basically making them stare at you. So my goal and the way that I’ve evolved over time is moving away from that. Nobody wants to see a 42 … I mean I’ve got a good body for a 42-year-old guy. I got the dad bod that’s the new 2019 dad bod.

Doug Morneau: New and improved.

Rob Dionne: New and improved dad bod. Right?

Doug Morneau: Yup.

Rob Dionne: But the reality is nobody wants to see me take my shirt off. Nobody cares. They want that lifestyle. We talked about that with you on my show. If I can impart a lifestyle and to anybody’s already crazy life and help them kind of navigate that, then I’ve done my job. I don’t care how many reps you’ve done. I don’t care how much weight you lift. I don’t care how many macros you’re taking in. Even though all of those will have an impact, for me, it’s more important to really have that overall lifestyle impact because that’s the long run. 

Doug Morneau: Well, and I mean that’s the truthful side. Like we talked about before it’s about being authentic. I mean, the people who take pictures in front of the Ferrari’s in the Lambo’s for business, and it’s not their car, are no different than the pictures you see of a lot of the bodybuilders. I mean, I did a photo shoot once for a fitness magazine, so I very quickly learned what it was like to be carb deprived for a month and reduce my water and take water pills and do all those things so I looked good for the photos and then they went, “We’re going to Photoshop” and I’m thinking, “No, nope. No, you’re not.” So again, it’s clickbait. We’re selling people something that they can achieve longterm.

But I’m interested in how you and your wife run your business because there’s lots of people in the fitness industry and/or lots of people in the fill in the blank industry that are very good practitioners at what they do, but that doesn’t always transition into having a business as successful.

Rob Dionne: Yeah, yeah. I think there’s a lot of truth to that in that, you can be good at executing but you’re not a good teacher and you have to be a really good teacher in order to build a business. Because if you’re not able to convey and help people in different facets of their capabilities, you’re not going to succeed. I mean, you guys, when you hired on your personal trainers for your fitness journey, you guys hired on somebody that specialized in bodybuilding. I’ve done that. I’ve done men’s physique competitions, I’ve done a couple of them. I took first place in one and fifth place in another. At least I was on stage. I got my trophy and I can do that aspect of it.

It’s not something that I’m passionate about because I don’t feel like it’s necessarily meeting most people where they are. And so, I think like a business person, whether it be in marketing, whether it be in some kind of sales, when you meet up with your client, you need to be able to have the conversation with a vocabulary that they can understand and be able to break things down in a very digestible way early on. And so, when you’re talking about somebody is very advanced in their own lifting or very advanced in their own health and wellness, and they can’t bring it back to the beginner’s mind, they’re going to struggle to build their business. And I think that’s something that my wife and I are very, very good at, especially if you listen to our podcast, the way in which we discuss and talk about wellness is not all geeked out.

We don’t geek out like Tim Ferriss, he geeked out in the fitness world and in the business world. But guys like Dave Asprey and Ben Greenfield and all of these guys who just like to geek out. We geek out in a different way. We geek out on a level that people can kind of understand.

Doug Morneau: Well, I mean that’s important for all of us. I mean, what happens is whatever business we’re in, whatever industry we’re in, we get all this technical babble and geek speak that people in our industry acknowledge, and so we often create our marketing materials, our website, we have conversation with clients and their eyes glaze over, and you’re thinking like, “Oh, they’re just not a good fit.” It’s like, no, you’re talking in a foreign language. They have no idea what you’re talking about.

Rob Dionne: Exactly. And you can’t do that to people. And so, if your goal is to build a successful business, and it depends, the way that I focus is, in our clientele and we have in-person, very successful, online we’re successful as well, but we’re more of in-person people. We’re more face-to-face. That’s our bread and butter. That’s the way in which we’ve built our business. So when we sit down with people, if you are unrelatable or even young, and that’s the other thing too. I mean, you’ve got some seasoning to you Doug. I have some season-

Doug Morneau: Lots of seasoning.

Rob Dionne: I’ve got some life lived. If you want somebody to help you with your health and your wellness and they’re 25 years old, chances are they’re not struggling the same way you are if you’re 45 or 55, and they’re not going to quite get what your struggles are. So they’re not going to know the language. They’re not going to know how to connect with you. They’re just going to talk to you about sets and reps and calories. And so, for me, I love working with clients, especially online because it’s almost like when you work with clients online, yes, I can give them the workouts. Yes, I can tell them what to eat.

But then there’s the actual conversation. It’s the one thing that I don’t get to do necessarily with my clients in person because we working out one-on-one, is to actually have more of a therapeutic conversation about why they want this thing that they say they want. Why are they getting in their own way? What is standing in their way? How do they navigate around that and if they trip and fall, what caused that and what’s stopping them from actually picking themselves up and moving forward again? 

Doug Morneau: Well, and your background, I mean you’ve been there, done that. I mean you’ve got before and after pictures of yourself on the website. So my advice to clients often is never hire anybody and/or ask for advice for someone who hasn’t done what you want to do or isn’t willing to pay the price you’re willing to pay. So to that, I’d say don’t ask your neighbor, don’t ask your family. They might be well-meaning, but they might not be well-meaning. So whether it’s getting healthy or growing your business, if you start getting outside of your friends and your sphere of influence, their comfort zone, and start to lose too much weight or get too buff or get your six pack looking to defined, I find you get pushed back as well. 

Rob Dionne: It’s really funny. There’s so much pushback when a client because you love to lift heavy. Right? And so often people say that “I don’t want to lift heavy because I don’t want to get too big.” If it were that easy. Right?

Doug Morneau: Right.

Rob Dionne: I mean you’re just constantly lifting to your own potential. Your body’s just going to get stronger, your muscles are just going to get bigger, but they’re not going to necessarily get jacked. Do you know how hard it is to get jacked? So I think it’s-

Doug Morneau: It’s really hard.

Rob Dionne: It’s so funny to me that people, they make that their reason for not trying hard, right? For not pushing up against it. But you make a really good point in that don’t hire anybody that hasn’t been down that road. The road doesn’t have to be exactly the same road, but it has to be very similar in a sense. In the marketing world, we’re so often sold and we see this on Instagram, we see it on Facebook. We’re so often being sold pickaxes and treasure maps, right? By how to make a lot of money, how to sell your business, how to create these email marketing campaigns, how to build funnels, how to do all of this junk.

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I’m convinced that if you go outside of more than 10 healthy recipes, the variety is what’s going to sink you.

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And these are kids in a sense or people that just signed up for Russell Brunson’s ClickFunnels, they took his program, they take that program and now they’re selling that program as their own program. And so they’ve never actually gone out and dug up the gold themselves because they don’t know how to do it. They don’t know how to apply it to a business. One of the things that you do is you look at somebody’s business and it’s not just the business of selling people on how to make money at their business, but it’s a business that needs to make money, it needs to sell some shit. Sorry if I’m cursing on your show, but they need to sell some stuff on there for their business.

But if your only experience is teaching people how to sell ways in which to make money, you’re not really helping people sell a product. You haven’t done that. So for me in terms of the fitness world, I am continuously learning, right? A 25-year-old and I’m not taking anything against 25-year-olds because there are lots of 25-year-olds that have been struggling with their weight from the time that they were like eight or nine, through high school and college. They’ve changed their life. They’ve focused on nutrition. Those people have experience. Those 25-year-olds are seasoned very early in life.

But the average 25-year-old who is a personal trainer working out of LA Fitness or Equinox or whatever it is, they’ve got a couple of certifications under their belt. They don’t really have that life experience. So for me at 42, I’ve done, I don’t even know how many endurance races, whether it be triathlons, marathons, half marathons, mud runs, Spartan races, the list goes on. And then I transitioned from there to doing bodybuilding because I was like, “Ah, I’m getting a little slim. I want to see if I could put some muscle mass on. And actually, by the time I’m 36 years old, I want to be the fittest I’ve ever looked before in my life.”

So I dedicated an entire year, not just like three months, but an entire year to putting on muscle mass and then trimming down and getting ready for an event and then doing it again right after that and putting on muscle mass trimming down for an event. The knowledge that I gathered in that process is invaluable. You cannot teach that to somebody unless they’ve been through it and you can’t understand the psychology of what it means to do something like that unless you’ve been through it.

When you hired your personal trainer, that was a great move on your part because not only are these guys training other physique competitors to compete, but they’re doing it themselves and that’s the person you want to hire. That’s the person you want in your corner in every aspect of your business or your lifestyle. If you don’t know anything about nutrition, you could go and buy some books, but the execution of that, it takes a little bit of a psychology in order to circumnavigate your own insecurities, maybe you have some eating issues, maybe you have some family generational eating habits that need to be broken or addressed and then talk through. 

That’s going to come with hiring someone who not only has that experience for themselves but then has been able to take that experience from themselves, apply it to others and learn along the way how are you going to be able to affect people in a larger scale?

Doug Morneau: Yeah, but not only the experience Rob, we hired trainers and you use the trainer example that had experienced, but what they didn’t have was the empathy of having walked in our shoes. So, if you’re working with somebody, whether it’s a business coach or a marketing coach or a fitness coach, you just take your coaching to a different level if they’ve been there. So my wife said to her trainer that she couldn’t buy a Lululemon. She went, “Well, what do you mean?” She goes, “They don’t make them in size 18.” And the look on her trainer’s face whose at her biggest has been a size six. That was a foreign concept. And she says, “Well, people treat you differently.”

And again, so they can’t relate to how people look at you when you eat. So, having someone who’s been in the trenches, who’s gone through what you’re going to go through and can help you navigate that, not only from a tactical point of view, here’s the things you need to do, but understand the emotions that are behind that, that will keep you moving forward when things get tough.

Rob Dionne: That’s a really great point, Doug. And I’m glad you brought that up. And it’s interesting because you’re right. I was never 60 pounds overweight. I’ve been 30 pounds overweight, but I think that’s probably the average in terms of people that are just like overweight and need to lose it. Right? I’ve gotten up to like 196, 195 and then I’ve dropped down back down to like what would be my kind of college weight or 20s weight, which is down to like 168 or something like that. And that I can understand, that psychology of stepping on the scale and really being kind of beating yourself up and down on yourself about that. But I’ve never been at the point where I can’t find clothes that fit. I’ve never been at the point where I’ve been so out of shape that taking a walk around the block is something that is so taxing on me, that it’s debilitating in a sense.

Doug Morneau: Or speaking at your own event and running and getting out of breath running up to the stage. Won’t mention anyone’s names that.

Rob Dionne: That’s true though. Right?

Doug Morneau: Yeah.

Rob Dionne: I’ve never been that far deconditioned. However, one of the things that we talk about quite a bit on our show is I’ve been through, I’ve been now going through therapy for four years now, I think almost four years now. And I have a lot of issues. Let me lay it out though. I have a lot of issues with self-confidence. I have a lot of issues with body dysmorphia issues. I have a lot of issues when it comes to being a perfectionist. That’s not necessarily a clinical definition, but it’s more of like an anxiety disorder because when we are perfectionists we are anxious about having to do everything in a specific way and if we don’t do it that way, why even do it? I have a hard time getting started with things. 

The reality of it is, is that psychology serves me because I’ve spent so much time understanding my own thought process and how I digest stuff. So with our show, my wife and I, now, my wife is the one who got me into therapy. She was doing therapy prior, which was amazing because as she’s going to therapy, she would come in and our life started to change and we’re evolving as adults. You know this, you’ve been married for a really long time. You have to evolve together otherwise you’re moving in two different directions. If one person doesn’t want to grow and the other person is dedicated to improving themselves, then you’re moving apart in life. Your wife wakes up in the morning, brings you a cup of coffee and says, “We’re hitting the gym in 30 minutes, get your ass out of bed, let’s get going.” And you’re going, you’re in.

Doug Morneau: That’s right.

Rob Dionne: Right?

Doug Morneau: Yeah.

Rob Dionne: And so that’s the relationship you’ve created with yourself. She’s cooking dinner. You guys are on the same path. And that’s unbelievably important when it comes to having a successful relationship, but also just a successful life is, basically everybody’s enrolled and they’re on the same path. And so, as we kind of evolved and my wife got me into therapy or encouraged me and I saw the benefits of how it was having an impact on her. Now as I look at myself and I’ve done all this work on myself, when we have on our podcast every other week I have an interview, like somebody like yourself who’s had an amazing journey or somebody who’s an expert in their field. I’ll have that episode one week.

The following week we have a guest on our show that is a listener of our show. Somebody who’s struggling, somebody who, they’re just at their wit’s end or they’ve been kind of dealing with something for however long and they just don’t know what the next step is and we bring them on our show.

Doug Morneau: That’s really cool. So this is somebody who’s not someone who’s out seeking media attention or podcasting-

Rob Dionne: Nothing.

Doug Morneau: … they’re just someone who’s going through the process trying to get out the other side.

Rob Dionne: They need help.

Doug Morneau: Yeah. That’s cool.

Rob Dionne: Just like your clients come to you and they need help, but they don’t have access to somebody who’s experienced or an expert in the field of fitness, nutrition, wellness, mindfulness, all of that stuff. And this has been years, I mean I’ve been doing this since 2005, basically moving and so it’s been 14 years of self-exploration as well as client exploration to really figure out like what are the things that are standing in our way. 

And I get really frustrated with people who just want to know about fitness and nutrition. It bugs everything. I mean, it’s so annoying to me when somebody only wants to talk about fitness and nutrition both as a new client, but also just in general. It’s such a small piece of the equation. It’s one of the things that I mentioned at our mutual friend Justin’s Growth Now Movement was how it’s such a small piece of the equation. But if we can focus on what’s really truly important. So when people come on our show, they come on and they say, “Okay, here’s what I need.”

So one of the things that they have to fill out as a health history report, right?

Doug Morneau: Yup.

Rob Dionne: And it’s detailed. I mean it gets down to the nitty gritty of everything. And basically one of the questions we ask them is what brings them joy? We also ask them basically what’s their why? Why do they want this so badly? And through that process, they think they’re coming on generally, usually, they think they’re going to come on and we’re going to tell them what workouts they need to do, what nutrition protocol they need to follow, and maybe some other healthy habit tips that they can take with them. Right? And the reality of it is, is that we dive in deep. I mean deep to the point where people are getting very emotional and they’re actually having some real breakthroughs in what’s truly standing in their way.

And sometimes, and this is the best part of it, Doug, sometimes they don’t even realize it. Not even until after we’re done like we wrap. I had this guy, Dave, I highly recommend checking out this episode. I can’t tell you what episode number it is, but it’s maybe like a month or so ago a with this guy Dave that came on our show. He had an impossible time focusing. About five minutes in, he started to move around. He was getting ready for work. He was starting to prep his lunch for work. He was doing all of these different things and about halfway through like 20 minutes in, 25 minutes in, my wife said, “Dave, can you sit still? Can you sit still for us?”

And he’s just like, “I just have to get ready. I have a bunch of stuff to do.” And I go, “Dave, look at this. You sent me an email because your life isn’t where you want it to be. It took us a month to get you booked on this show. We’ve been corresponding. You filled out your health history report, you’re telling me all these different things that you’re struggling with and this hour that we’ve booked with you, you’re not able to sit down for this? It never became a priority for you that you would actually have this conversation with us and actually pay attention?”

I laid into this guy for like a good five minutes. As we wrapped up, then I said, “Dave, I want you to listen to this episode and I want you to realize how split focused you are and how unattentive you are to your own life and how you’re not taking care of yourself because you’re making everything else in your life more important than you right now.” And I’m not even kidding. If you go to my Facebook right now, I just posted on my social media, on my Facebook, my podcast page, I have this Open Sky Fitness podcast group on Facebook, and I just said, “What’s been the biggest needle move you’ve had in your life?” And Dave just responded to that because he wrote that, that conversation was so eye-opening for him that it’s been now life changing. He’s going through a divorce.

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I’m convinced that if you go outside of more than 10 healthy recipes, the variety is what’s going to sink you.

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Doug Morneau: Maybe no one else told that. Right? I mean-

Rob Dionne: I don’t think so.

Doug Morneau: Yep.

Rob Dionne: I don’t think anybody else has been that brutally honest with him about how he’s not present in his own life. 

Doug Morneau: Yeah. I mean, it’s our own fault as marketers looking for ways to move the sales dial, like you said, fill the top of the funnel. I said this to somebody, actually, one of the coaches at our gym. I said, “What if we ran an ad that said, sign up, come join our gym. It’s going to be ridiculously hard. You feel like you’re going to die, you’re going to puke. And if you do this for six years, you’ll reach your fitness goals.” We’d probably get no signups at all. But that’s kind of the truth. If you want to have a longterm success, it’s not in a month or a day. There’s no different in business. I mean, you can watch all the Gary V videos that you want, but unless you execute over and over and over again for years, I said to him, “Or a business coach. Hey, come full of me as an entrepreneur. Grind for 10 years. no self rewards, no new cars, no big trips. Work long hours and maybe you’ll be successful.” 

Rob Dionne: Yeah. That’s a tough pill to swallow. That’s a hard thing to invest in.

Doug Morneau: Yup. So we went with the quick fix. So how do you guys compete in one of the most competitive industries out there? I mean, health and wellness and fitness and weight loss and diet and all those things that people might associate into the same bucket is just such a competitive space. So how do you guys negotiate and navigate your business to attract clients? 

Rob Dionne: Well, I think authenticity is the thing that separates us quite a bit, right? But it also comes down to how big do you want your business to be? Right? At some point you have to think, “I’m going to do everything in anything to grow and scale” or then do you say, “Actually what I really truly want” and I think this is, this is really important for the entrepreneur, “what I really truly want is a lifestyle that I’m happy with and a lifestyle that serves me.”

I love Gary V. I know that you’ve put him in a recent blog post and I love all these guys, Russell Brunson, and all of these hot side hustlers, everybody. I think that in a way it’s kind of killing the entrepreneur spirit. I think that we’re all addicted to doing. I think that we’re all addicted to trying to be the best and be millionaires. And I know that you are very successful in business and you are a very specific type, Doug. I’m so grateful for knowing you. You are a different guy than the average person. You are.

Doug Morneau: I don’t know if I can take that much. Yeah, I’m weird. Okay, yeah.

Rob Dionne: In a good way. I’ve had guys on my show that are … You are in a different category in terms of motivation, in terms of roadblocks. I know that you have roadblocks and that you do have things like maybe struggling with some limiting factors, but I think you sit in a different category. Justin said something when we were talking at the Growth Now Movement. He said that “If I can do it, anybody can do it.” And I said, “You’re wrong.” And he goes, “No, I believe that. I believe that if I can do this, anybody can do it.” And I said, “No, you can do it because you are you. Not everybody is you. Not everybody sees things as clearly as you. Not everybody is motivated as you are motivated. Not everybody is as smart or as tactical as you are. Not everybody is as good at creating relationships as you are. Not everybody is as driven.”

And so, we have to remember that because even if you do put yourself into the category of a fitness expert or if you put yourself in the category of an entrepreneur, you might not be destined to be a millionaire. You might be destined to somebody who grinds out making $50,000 or $100,000 or whatever it costs for your standard of living, and that’s it. I don’t mean to take the wind out of some people sales, but what I mean is that, can you be happy with that? Because it’s just like a client of mine who is over 300 pounds says, “I’m going to be happy once I get under 300 pounds.”

And I’m like, “No. You need to be happy where you are right now. Unless you’re happy with where you are right now, come to grips with who you are in the present moment, then can you start to create a lifestyle around that, that is going to continue to move you in the right direction.” Right? So as an entrepreneur, for me, as I build my business and as I grow, I have shifted completely Doug. Your kids, you have one left in the house. So you’ve had this experience way earlier on.

But I was grinding. Not only did I have my podcast, but I was also posting twice a week. I was doing an interview, I was doing a content creation one, which is different than the coaching call one, content creation, spending five, six hours researching something. Then putting it together in a very specific structure and executing on that. Fantastic episodes. I mean, so, so, so strong. And then also doing a throwback Thursday episode every Tuesday and Thursday we had an episode going out. And then we had an online fitness membership program that we were running a called the Sky Fit Challenge. That was fantastic.

But as I kind of moved through all of this and filled up my day with all of this stuff and then I had my baby, I realized, “Wait, is this the lifestyle that I want?” It’s almost like when you got sick with pneumonia and you needed to start thinking about what is my lifestyle? How do I take care of myself and actually feel good, be successful, be productive, but also at the same time take care of myself? And that’s where I am right now. It’s a place where I realize if I keep going down that same road, I’m going to have a heart attack. Even though I might still look fit and healthy, I’m going to have a heart attack because my anxiety levels are so high.

Doug Morneau: Your body can only take so much, right?

Rob Dionne: It can only take so much. So in terms of building the business now, unlike, what’s his name? Scrooge McDuck, I’m working smarter, not harder.

Doug Morneau: Yeah. Good for you.

Rob Dionne: Right?

Doug Morneau: Yeah.

Rob Dionne: Right now, my podcast is about building relationships with people like you, people who are doing amazing things and then finding out how can I help you? How can I help you do whatever it is that you want to do? I don’t know what’s going to come of all of this.

Doug Morneau: I love your podcast. I loved the episode that you had just done with Bruce and I love your social media posts. So somehow you’re finding the time or you’ve got your team doing that, but I like the content that you’re sharing. So what do you find the most responsive content you share? So is it your podcast? Is it video, is it social?

Rob Dionne: Well, we have very specific Open Sky Fitness podcast group community on Facebook, that’s just followers, just listeners of our show. We’ve got over a thousand people in that community. When I post in there, like I posted this morning, we already have like 15 comments on there in the first couple of hours just because it’s a very interactive community. 

Doug Morneau: Stop there for a sec. So explain what it is that you’ve done. Because that’s new to me. So you’ve set up a specific Facebook group just for listeners of your podcast?

Rob Dionne: Yeah. Yeah, your listeners are a community of people that are interested in you and what you deliver. So that means that they’re very, very interested in that way of telling your story. So I realized this a couple of years ago and I just started basically telling people, this is where to go. If you want to have a constant conversation with my wife and me, and you also want to talk to people that have very similar thought processes around health and wellness, right? Not just reps, not just macros, and calories, but you want to actually change your life, then this is the place to hang out because that’s where we’re having the conversation and that’s where you can come and you can ask us.

So as we do this, and from a business standpoint, that’s your pond that you get to fish. If you have something new that you want to sell or something new that you want to promote or you’re thinking about creating, right? If I’m thinking about, “Well, should I create this thing?” then I just ask that community, I just post in there and I see what the response is. That’s why I created the Sky Fit Challenge, that online program because my community there wanted it. 

Doug Morneau: So in terms of the sales and marketing side of your business, do you set aside specific time? Do you have a day, a week, an hour a week, an hour a day? How do you break up your business? So you’ve got your coaching clients, you’ve got the management of your team, you’ve got all your social, you’ve got all the content you create, you got your online courses and your podcast. So how do you structure your day and your week to kind of look after the areas of building your business, servicing your clients and finding new clients? 

Rob Dionne: That’s a good question. Monday, Wednesday, Fridays are basically the entire day is spent at the gym. I get up at 4:30 in the morning. My first client starts at 5:30. I bring my food with me for the day and I’m basically gone the entire day. I have little breaks here and there where I can send out some emails and such. But when it comes to like Monday, Wednesday, Fridays, it’s mostly clients. I spend my time with clients writing workout programming and correspondence.

On Tuesdays and Thursdays, that’s when I do things like all of my billing. I have correspondence with my virtual assistant that’s in Argentina, she creates, she helps. Every time I have a podcast episode that’s completed, I send it to her, I’ve taught her how to basically, you know the admin work that comes along with having a podcast, which is doing all your show notes, creating a blog post around it, posting it on Libsyn, getting it out to iTunes, sharing all those legs with the previous guests. So, that’s like that process. So I had to teach her that. So, I’ve outsourced that in a sense.

But also building relationships. My outreach, which is also something that I’ve outsourced to my virtual assistant in a sense. I’m a bit of the bottleneck and I’m removing myself from that bottleneck. But one of the things that she does is she goes into my Open Sky Fitness podcast group on Facebook and she says, “Hey guys, who would you be interested in Rob interviewing?” and she gets a list of people, everybody responds. It’s like, great. There we go, we have a bunch of people. Which takes kind of the guesswork out. So what she’ll do is she’ll go into Google Docs, she’ll create a spreadsheet with each individual person and then tell me who that person is, what they do, why they’re important, why they might be right for the show, and then what their social media looks like. And then she leaves a column open for me to write a Y or an N, whether or not yes or no, do I want her to create an email? Basically, an invite to come on my show.

That whole process has been put into place. basically what I do is I correspond with her via Voxer because it’s a free service to have basically an audio conversation with people and that’s how we correspond. And then on Thursdays, it’s recording episodes or researching people to be on the show as well. I have other things that I’m kind of working on here. I might be pivoting slightly in terms of a business idea that I have around intermittent fasting and drinking coffee, which I think I brought up to you when I saw you. 

Doug Morneau: I watched your YouTube video with great interest in the coffee and I’m going to talk to you about that off the air because I am interested in the coffee side, but I also like the claim your free bacon $10 off in your box. That looks like a great place to start.

Rob Dionne: Yes, that’s through ButcherBox which my wife and I, if you want to outsource some of your brain power is, every Wednesday we have a delivery of vegetables that come to our house. And every month we have a delivery of meat, grass-fed, pasture raised, organic and whatever it is, meat, that gets delivered every single month, whether it be bacon, sirloin, steak, chicken, pork. We get all that delivered every single month from ButcherBox. And that’s a phenomenal thing. Basically, if you go on my website, you get $10 off a ButcherBox. I highly recommend people doing this if they want to consume more high-quality meats.

Doug Morneau: Well why not? I mean eat healthier and then gives you more time to focus on your business. 

Rob Dionne: Yeah, exactly.

Doug Morneau: Why do you want to go stand in the store?

Rob Dionne: Yeah. Well, that’s the thing. I mean, if you are somebody who is so jam-packed, just again it comes down to outsourcing. So if you don’t have the time to do it, either you can do meal delivery and have people bring actual meals or you can have really good food just delivered to your house and then it takes the thought right out of it so you don’t have to worry about it. It’s like Einstein having the same exact outfit for every single day of the week. Why would you do anything else?

Doug Morneau: I mean even though we mentioned Tim Ferriss, I mean he’s funny if you, because I’ve read both of his books and The Four Hour Work Week kind of wrecked me and I said to someone the other day, “Why did it take me a reading The Four Hour Work Week to give myself permission to not conform to society and think I need to work Monday to Friday, nine to five or as an entrepreneur work Monday to Friday, 60 hours?” But he talked about eating the same thing for breakfast every day or eating the same meals every day because it was easy and consistent for him to look after his health and wellness as opposed to having to create something new every day.

Rob Dionne: That’s a very simple hack that I think everybody should hear. Actually, you want to hear something funny? I bought the domain, the 10 recipe diet because I’m a firm believer. I’m not kidding. I bought the domain, the 10 recipe diet. I also bought the domain lifttoloseweight.com. I haven’t done anything with these, but I think that they’re genius and the reason behind the 10recipediet.com is because I’m convinced that if you go outside of more than 10 recipes, the variety is what’s going to sink you. I asked my community, and again, this is also one of the reasons why having a specific community that understands you and listens to you. I created a poll, how many recipes do you think you need to have on a monthly basis in your Rolodex in order to basically feel like you’ve got enough variety? 10, 20 or 30 or more?

And then it was like, and then the fourth one was more. I’m not even kidding you. The fittest people in the community said 10, and the most overweight people said 30 or more. There’s something to that, Doug. I think there’s something to that where we are conditioned as a society to want variety, want variety because for the sake of variety, and when we’re struggling with our weight, we want to have like a burger one night, pizza another night, Chinese food another night, sandwiches for lunch, different sandwiches, every lunch, different breakfast. I can’t eat the same breakfast every day. People get so mad at like the possibility of eating the same thing over and over again.

But I’ll tell you this right now, which you know, success comes from repetition, constantly repeating what you’re doing and waiting for the results. I mean, there’s a difference between insanity, which is like expecting results from doing the same thing over and over again. But when you’re talking about working out, if you have repetition, if you’re talking about eating and you have repetition, then the dial starts to move in the right direction. So you have to give that time. 

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I’m convinced that if you go outside of more than 10 healthy recipes, the variety is what’s going to sink you.

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Doug Morneau: That’s funny. Well, it’s funny because, I mentioned early on that once I started my lifestyle to live healthy, to train and feed myself, I was just amazed at how many similarities there were for business because often in business it’s not about making a hundred cold calls on Monday. It’s about talking to five people every day. It’s not about, running 50 different ads. It’s about finding a few that work and you might get bored with it. Often people want to change what they’re doing because it’s boring, but as you said, you get the results by having a system and methodically just plugging away a little bit each day. And it’s also sustainable by doing a little each day. I can’t imagine going to the gym one day a month and trying to do all my lifting. Okay, I’m going to get it out of the way. I’m going to do 500 deadlifts, I’m going to do a thousand burpees. That’s just not going to happen. 

Rob Dionne: Or a month.

Doug Morneau: Or a month. Yeah.

Rob Dionne: Or three months or six months. So they think I’m fixed, the problem is solved. The one thing that we do have to actually mention as well is even though you might be doing the same thing over and over again, you’re not just waiting and hoping that things will change. You’re actually paying attention to everything. Like you do, you track your results, you write down what you’re doing. Even though it’s oatmeal in the morning, every morning, you write down what you’re doing and then you stick to that on a consistent basis. Then you’re weighing in, you’re checking your blood panels, there are all these different pieces of the puzzle that you’re looking for markers on for movement.

And so if energy levels are not necessarily working well, let me look at my breakfast again. I’ve been doing this for the last two weeks. I feel like I’m dipping around like 11 maybe I can maybe add something in or maybe I add a snack in or maybe I changed my breakfast and see how I feel then. You have to look at yourself like this little guinea pig that you are constantly lab rat testing to make that change. But again, you’re not going to see the change right away. So the consistency of sticking with one thing for X amount of time is imperative, otherwise, you’re just kind of always changing.

Everybody knows the P90X, right? Muscle confusion, doing changing up workouts. I have these trainers at the gym, people are like, “I love my trainer. I always do something different. It’s always a different workout.” And it’s like your trainer’s an idiot. Your trainer’s an idiot if you’re always doing a different workout because it means that you’re not sticking to getting good at deadlifts, getting good at your cleans, getting good at your bench press. If you’re always changing, well then you’re never getting good at one thing. You’re just doing a bunch of stuff.

Now maybe you’ll get some results in terms of weight loss. Maybe we’ll get some results in terms of strength, but you’re never going to get like really good results. Right? As if like you’re sticking to really figuring out what kind of marketing campaign is going to work and building out certain funnels or email campaigns. You have to keep chipping away at it and eventually, stuff will come, but always repeating and repeating and repeating, then you have the breakthrough.

Doug Morneau: Yep. We’ve got to try it for more than a day for sure.

Rob Dionne: Yeah.

Doug Morneau: So without giving away your secret, because you said you’re going to pivot, one of the questions I like to ask my guests is, what are you most excited about in your business or marketing or what the direction that you’re going in the next six to 12 months?

Rob Dionne: Well, okay. I love wellness, but I’m not a huge fitness buff. I like working out.

Doug Morneau: Says the guy who’s ripped-

Rob Dionne: Well, I’m not ripped.

Doug Morneau: … with a six-pack. Yeah, okay. It just accidentally happened. You woke up one morning, went, “Hey, what happened?”

Rob Dionne: No, it takes a lot of hard work.

Doug Morneau: I’ve got all these bumps on my stomach. I don’t know what happened.

Rob Dionne: Let me tell you what the last two years have looked like for me. Right? Three years ago, for about a year, I hardly worked out. Even though I was training, I would work out maybe once or twice a week and I’d go to the gym. It was more about business. I was trying to build a business. I wasn’t paying attention to me. Right? And so after putting on some weight and I got back up to probably in the 190s. Me getting into the 190s now as opposed to before is a little different because I have quite a bit more muscle mass on me because of doing those men’s physique competitions, I’m carrying more weight.

Doug Morneau: So we’re only like about a hundred pounds a part.

Rob Dionne: Is that true?

Doug Morneau: Yeah.

Rob Dionne: When you were at your highest.

Doug Morneau: Yeah. I was up over 285.

Rob Dionne: Yeah. That’s a lot of weight to carry around. I mean, you’re a big guy though, so you probably carried it really well.

Doug Morneau: I carried it everywhere.

Rob Dionne: That’s true. Everywhere, I couldn’t put it down. At that time, I was struggling, but I understood myself. I understood that if I outsourced or if I created some accountability around working out on a consistent basis, I’d be more successful. So what I did was I built a gym in my backyard. If you go on my Instagram, you’ll see my backyard gym, my garage gym. It’s killer. I have an Olympic lifting rack. I have basically, I think I have 425 pounds. Not that I even need to lift that much, but I have that much.

Doug Morneau: Is that your curling bar then?

Rob Dionne: Yeah. That’s what I bicep curl and I mostly do that in one arm overhead press. What I did was I sent out an email to a lot of past clients, good friends, people that I knew that were fit, that would be interested in. I said, “Hey, every Tuesday, Thursday and Saturday, I’m going to be working out at this time and who’s interested in joining me for free? Who wants to come to work out with me at my house for free? I’ll create the programming.” And from the start got like four or five people guys like just showing up every, every Tuesday, Thursday, and Saturday. 

Doug Morneau: Oh, cool. Do you still do that?

Rob Dionne: I just put a kibosh on it. I just stopped it. I still do my workouts.

Doug Morneau: Okay. I was thinking I wouldn’t have to go pay for a $40 drop-in fee at Gold’s Gym in Venice, I could just come to your place and work out instead.

Rob Dionne: Well, hey look, anytime you’re in the LA area, you know you are welcome to work out with me. That stands. Tuesdays, Thursdays and Saturdays, I’m still out there from 7:30 until 9:00. I’m out there, I’m lifting. So I did it this morning. I was out there by myself. I create my programming, I have a big whiteboard. I write my programming out and I do it. But the thing is, I knew for a while it was going to be too much work for me to do it and I wasn’t going to be able to create the self-motivation. So I outsourced that.

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I’m convinced that if you go outside of more than 10 healthy recipes, the variety is what’s going to sink you.

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Now, I’ve got it and I’ve got that motivation. You were asking me like, not to give too much away, I’ve been changing the way that I’m eating in terms of intermittent fasting and blending that with some like kind of an obsession with coffee. And I’ve turned that into something that’s actually gotten me some really fucking great results. I’ve lost over 10 pounds. As you know, I’m not overly overweight, but it almost immediately within like four to six weeks, the weight started coming off. My energy levels are bananas. So far today I’ve only had two cups of coffee, it’s noon here and I feel amazing. And as you could tell, I’m amped up on two cups. I’m not talking about like two 20 ounce mugs and coffee. I’m talking about two cups.

Doug Morneau: Yeah. And you look good on the podcast today too.

Rob Dionne: I brewed two cups of coffee, one before my workout and then one after my workout and then I’m going to eat right after this.

Doug Morneau: So am I, so we should wrap this up because I’m getting really hungry talking to you now. Looking at the steaks on your Instagram poster. I’ve got to go to some lunch.

Rob Dionne: I know, it’s bananas. This is what I’m transitioning into is I want to do things and talk about things that I’m super geeked out about and excited about, right? When it comes to fitness, I know basically all there is to know. It’s not all that complicated when it comes to fitness and nutrition, at least for me and I know that for most people that I help, it’s not all that complicated unless you get into the mental conversation, which I love having that conversation. So for me, I’m kind of in like a transition phase of building something else, but not doing it like a crazy entrepreneur where I’m full-bore, nose to the grindstone, trying to crank this out. I’m doing it in a little more of a kind of, Doug post pneumonia way, where I’m creating a lifestyle around it and I’m sharing what I’m doing one step at a time and not trying to just create a business, a crazy business out of it, but more so create a movement around it. 

Doug Morneau: Ah. So you’re going to take the, be sustainable and don’t die process. That’s a really good approach. I like that better.

Rob Dionne: Yeah. It’s always a good approach.

Doug Morneau: Yeah. It’s better for you and the whole family. So what’s some of the bad advice you hear? This is a Tim Ferriss question. I ripped off one of his books. I give him a shout out. One of these days maybe he’ll send me a note, say, “Hey, thanks for promoting my book so much.” But what’s some of the bad advice you hear? So you’re out at a cocktail party, you’re in LA someplace and you’re standing there talking to your beautiful wife and you overhear a conversation and you just want to go over there and shake somebody. What does that conversation sound like?

Rob Dionne: Anybody that tells you there’s one way to do anything like, “Oh, this is the way to lose weight,” or “This is the way to get big,” or “This is the way to run your life.” They’re full of it. And so anytime you come in and bump up against a dogmatic approach to wellness specifically, run for the hills. I love the paleo diet. Yeah. But I don’t believe it’s for everybody. I think the key ketogenic diet is phenomenal, but I just don’t think it’s a great lifestyle for the average person. Being a vegetarian, everybody’s like, “Got to be a vegetarian. We’ve got to save the animals. Save the planet.” Yeah. But at what cost?

If you feel terrible eating a vegetarian diet, then why would you do that? Okay great, you saved the planet, but you’re only going to be here for the next 20 years and that’s it. You’re going to drop dead because you basically created all these imbalances in your system. So where’s the win there? So anytime you hear people talking about their approach and that there’s only one approach, it drives me bananas. It makes me kind of crunch. 

Doug Morneau: Yeah, I feel the same way. I mean it’s the same in my business. There are many ways to run your business, generate sales and leads and you just need to find what fits your style and what your comfort level is in your case, what your body’s style is like and what your lifestyle is like because you’re in a different phase. You’ve got young kids, we’ve got older kids. So the way that we eat is under our place now is different than it used to be. So I tell people you go through seasons in life and you can’t take one approach and apply it to all seasons cause it just be ridiculous and it wouldn’t make sense.

Rob Dionne: That’s a great point. Your lawn mower is not going to work in the winter. That’s a really good point, right? You can use that same tool, but you live in Canada so you get it. 

Doug Morneau: Yeah, it snows here a lot. At least that’s what we keep telling people. So don’t let any of your friends know that the weather has been ridiculously good. We’ve been watering our garden because it’s been so dry. They think we’re in igloos, which keeps the population down. That’s our secret.

Rob Dionne: I love it.

Doug Morneau: So who’s one guest I absolutely have to have on my podcast?

Rob Dionne: On your podcast? Well, man, let’s see. Do you want somebody that I’ve not had on my show that you should have on your show?

Doug Morneau: No, I don’t mind sharing if you don’t mind sharing. I’m just looking for an amazing guest. 

Rob Dionne: Well, I definitely a great recommendation for you. I have a couple of great recommendations for you. I have these four guys that I was in a mastermind group with. We’re not in it now, but they’re all crazy. And one guy that pops out, he was just written up in Forbes magazine, his name is Dave Chesson and he’s crushing it right now. Kindlepreneur. He’s got this KTP rocket that is its own software that basically teaches people how to create a book that is going to sell on Amazon and he’s created a seven-figure business. I mean, he’s like you.

There are certain people like you. You and he are like those kinds of guys that were like … He’s a systems guy, creates systems, he’s military and he crushes. If you can get Dave Chesson on your show, which I’ll happily make an introduction for, he would make an amazing guest.

Doug Morneau: That would be great.

Rob Dionne: Super cool guy.

Doug Morneau: Super appreciate that. What’s the best place for people to connect with you? Learn more about you and find out what you’re doing and get on your list so when you pivot, they can be the first to take advantage of the new opportunity?

Rob Dionne: Well, if they want to know what we’re talking about on a consistent basis, where we are is basically you can just hang out with a website, openskyfitness.com is a great place because you can get your hands on the podcast there. You can also get access to all of our social media and in terms of our social media, everything is at Open Sky Fitness. So whether it be Facebook, it’s Open Sky Fitness or Instagram or Twitter. I spend most of my time just kind of putzing around on Instagram, but if you want to hang out in the community of people that listen to our show, then I would check out the Open Sky Fitness podcast group on Facebook because that’s where you’re going to have like a little more of a one-on-one personal conversation with us.

Doug Morneau: That’s where I’m going for sure.

Rob Dionne: You better join. You better join-

Doug Morneau: You better let me in.

Rob Dionne: Yeah, right. There is a question. There are two questions to get in. You’ve got to answer them. Otherwise, if you don’t answer the questions, then I don’t let you in.

Doug Morneau: Okay. There you go. As long as you’re not going to take my blood pressure and my pulse to see if I qualify.

Rob Dionne: Yeah, no, no, no. No blood test.

Doug Morneau: No stress test. That’s good.

Rob Dionne: Yeah. No. But yeah, this was awesome, Doug. Thank you so much, man.

Doug Morneau: Hey, I had a blast. I mean, I remember when we first met in San Diego, it was just great hearing about you and your business and what you’re doing and then coming back a couple of years later and seeing how your business just continues to grow. And I’ve seen so many people in the health and wellness space that are so smart and they’re so good at what they do as a practitioner and they want to grow, but they just don’t how to grow the business. So, there’s nothing wrong with working for somebody else as an employee. We all need employees and some people aren’t meant to be entrepreneurs, but it’s really to see you take your life passion and be able to transform that into a business that serves and helps people and also provides for your family and your community.

Rob Dionne: Well, I appreciate that. Thank you. that’s very kind of you to say.

Doug Morneau: Well, there you go, listeners. This is another episode of Real Marketing Real Fast. But today, we’re talking about being really healthy so you can continue to grow your business. You’re not going to move the sales dial if you’re dead. So you might want to consider stepping back, looking in the mirror with your shirt off and making a decision of whether you should make some changes in your lifestyle. So I just want to thank Rob again for being such a gracious guest today. I would highly recommend that you head over to Open Sky Fitness and check out some of his podcasts episodes. The best thing you can do to thank somebody is to subscribe to their podcast on iTunes. So, I would just do that for him. And if you’re a listener, then you’ll qualify to be in his Facebook group and learn some really cool stuff. So thanks again, Rob.

Rob Dionne: Thank you, Doug. This was so fun.

Doug Morneau: Have an amazing day, listeners. Thanks for tuning in. I look forward to serving you on our next episode.

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I’m convinced that if you go outside of more than 10 healthy recipes, the variety is what’s going to sink you.

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Get in touch with Rob:

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"Innovation isn't just thinking outside the box; it's about setting the box on fire and building something extraordinary from the ashes."

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