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The podcast for online coaches, PT’s and gym owners who don’t want to settle for average and are consistently striving to fulfil their full potential and raise standards across body, business, brain and balance. This show is dedicated to you and you’ll learn everything you need to know about bulletproofing your body and mind, supercharging your energy, building unstoppable confidence and what it takes to become a world class leader so you can skyrocket your authority, amplify your brand message and deliver world class coaching results. Get the person thriving, the people and profit will follow. Get a pen and paper ready, let’s go.
00:00:00:00 - 00:00:19:15
Unknown
Team, How are we? Welcome back to another episode of the High-performance Coach podcast. Today I am joined by the Non-League Football King, Mr. Danny Norton and I thought this would be an incredible opportunity for Danny just to share his growth, his evolution, his journey, his experiences and what he's been able to accomplish and achieve over the last 12 months or so.
00:00:19:20 - 00:00:37:16
Unknown
I've been on a phenomenal journey. He's got an incredible right foot, and he's also got a dislocated shoulder at this present moment in time. Things that they will do to try and score a goal. So, Mr. Danny Norton, how are you, sir? I'm very well, thank you. And unfortunately, the stupider he got, the got the better of me trying to trying to score a dive.
00:00:37:16 - 00:00:54:17
Unknown
And it should not be limits next time. Yeah. You're telling me. You're telling me before we start recording this. So just for the listeners, mate. Well, what happened? So, yeah, let's you just ball got whipped in, went for a diving header, landed awkwardly, and I couldn't get off the floor straight away because I couldn't move my arm and I got back running Smithfield.
00:00:54:17 - 00:01:09:12
Unknown
And I said to my Maya said, Lord is my shoulder to cry. And he said, Yeah, it looks fine, so I'll try carrying on. But I didn't touch the ball for another 5 minutes. And then soon as I got on the ball dribble past, someone went into a bit of a collision and I just landed. So could Lynch start one news out?
00:01:09:14 - 00:01:28:16
Unknown
And I was just trying to get the physio to pop it back in, finish the game and hopefully get psychopath away the end of it. But unfortunately I can get put back into. There is a short shit short trip to A&E at They're not, not good at all. My end on the subject of football mate what you said to my soccer skills on the old on the ground.
00:01:28:18 - 00:01:52:23
Unknown
I know you show up. Not bad. Bit rusty, bit rusty, get out, cobwebs off and you be fly by and wait. And wait. I'm waiting for yours now, mate. South Korean soccer AM Skills may now need high performance coach soccer. I am sorry, I can't believe I missed embassy. The old beach bench five aside, I got a one that is a few as a few of the lads Dave and Bertie as well that I've actually tried to get trying to get a game.
00:01:52:23 - 00:02:22:12
Unknown
We’re actually saying 2024, We absolutely need to get like a five aside five a side or like a Elevens game. It will be it. It'll be a glass of it. Dude, before you stepped into the the non-league coach before you actually stepped into the high-performance coach, where was where was Danny Norton? And also who is Danny Norton So I'm a Coach Petty based in Harlow, Essex, and I've played football my whole life and in business before for pretty much just over a year ago, just over a week ago.
00:02:22:14 - 00:02:40:07
Unknown
And it was away a lot because I was so happy with where my business was at. It was growing. It was it was improving. But I just wasn't happy with myself. I don't know. I couldn't explain. I remember our lot, so it just felt stark and a little bit lost. And then even though the business was happy, just me personally, I wasn't happy.
00:02:40:12 - 00:03:02:05
Unknown
And he was trying to bridge the gap from that. And then as the saying goes, get the people thrive and the profit will follow. That's sort of what's happened in the last year. I just get emails, so it gets me down to to raise my personal standards. And in from doing that, the business is growing. I've changed the business in my nations, all that side to it and yeah, just a lot happier, healthier, fairer and stronger as well than that.
00:03:02:05 - 00:03:24:15
Unknown
This guy showed up and then one year on, the best you've ever Been, but just now sat with an army, an ominous leg and not able to walk you both. You need as well make absolutely get the person try get the person driving maybe so good And obviously before we kind of step did, you said obviously things were going well, but you felt as though something was missing.
00:03:24:15 - 00:03:46:15
Unknown
Tell tell me more. How would you how would you describe that? I think part of it is you get sucked into the social media side of things. You're always comparing yourself to a lot of the people that you see, especially when you join HPC like this. And actually I was in the group and then you look into that and you start thinking, I'm nowhere near where I need to be, or this is the amount I need to be in a month.
00:03:46:21 - 00:04:06:18
Unknown
And you get sucked into the social media and then you, you don't realize what you actually want to achieve and what you see. Success. So like now I know what I see successful for me where I want to get to and now I'm on that, on that path. Whereas before I felt like I was on a path that for everyone else, I was just trying to copy what other people are doing.
00:04:06:19 - 00:04:23:06
Unknown
Trying to hit this goal is a metric that was for other people when actually didn't matter to me because I wasn't happy in the day anyway. So yeah, so just get me in a place where I know what my goals are, clearer vision and I know it's just about doing the doing, getting there as quick as I can.
00:04:23:07 - 00:04:52:15
Unknown
Yeah, absolutely. And what in your mind changed? It's a great question that I don't actually know in terms of was what's change in terms of mindset. Just a lot more, a lot more relaxed about everything. I think before you're so intense and trying to hit these metrics that you then you just never you never happy, you never appreciate what you've actually got, what you've actually achieved over the past year.
00:04:52:20 - 00:05:14:10
Unknown
So I look back on this year now, and if I achieve this same last year, I probably still looking back that I've not hit this metric, I've not hit this target, whereas now I enjoy the process a lot more. So it's probably it probably is that just enjoying the process, taking the pressure off, I've been a little bit more relaxed and just doing the work and hopefully get you moving forward every day.
00:05:14:12 - 00:05:32:11
Unknown
Yeah, I think the biggest is the biggest chicken. The biggest evolution that I've seen with you is actually now being able to step into actually who Danny Norton is and being able to actually really own a part of the market and now becoming the go to within a certain field within that, a certain domain. Because I know when we first came in, Kyra, it wasn't the what was it?
00:05:32:13 - 00:06:03:22
Unknown
The spark is a construction construction that was I can't remember who it was before Before it was the construction, the construct, the construction coach. I think it done a lot to shifting it, then to shifting to two shifts in your life. And as I asked me on the show, I'm the construction coach and there was always a bit of a disconnect, obviously for you because that was really stopping you from being able to really step into what is obviously now the non-league coach talk, talk, talk me through that transition and going through that kind of exploration phase, I suppose.
00:06:03:24 - 00:06:19:07
Unknown
So that was the thing. So all the other coaches I've worked with, it's all about getting engaged. Once you reach down, you're going to smash it, you're going to do this. So I saw it just then like you part, you go into panic mode. Now it's just not right. Well, I've worked in construction before, so I'll just do that.
00:06:19:09 - 00:06:37:12
Unknown
And then all of a sudden I was like working with people in construction and, like, just had completely different values, didn't really connect to a firm. And I remember we spoke about like my Facebook group is like Monster's Inc. It was just literally anyone and everyone was in the group chat. And then it just becomes so much harder to actually coach the person.
00:06:37:15 - 00:06:59:21
Unknown
So you end up coaching the process because he's just like, I've no idea what I'm dating. We've got problems, our solutions are all different problems. And then that's partly why I just wasn't fulfilled, enjoying the job. Because you're working of these different people, you end up just getting frustrated, annoyed at yourself for letting these people come in. They then don't respect you, your time, your values and stuff like that.
00:06:59:23 - 00:07:15:20
Unknown
And then, like you said, it's just a massive disconnect. So then we obviously spoke about things that they value, the things I do enjoy and paid for all my life. I know you struggle with. I know the problems that they go for. And then that's when we stepped into them making, which I was up to nervous wreck about.
00:07:15:20 - 00:07:31:15
Unknown
First of all, I'm going to get hammered by the Latin dressing up. And to be fair, I still get peppered for it now. Everyone still crucified me for it, but everyone buzzes off it as much as will people saying, no, notice I get talking again on videos. I know for a fact that I would listen to it.
00:07:31:15 - 00:07:51:00
Unknown
So even though we still get pepper for it, it suits me down to the ground and I feel like I have a lot more for. And in terms of talking about the problems, the solutions, because I've been there, I've done it, I know the struggles and I'm still gone for it myself in terms of like I'm still planning on like still have those problems with the missus at home.
00:07:51:00 - 00:08:10:09
Unknown
And she's fuming that you got an away game on a Saturday trying to fit into your work. Obviously, again, you nutrition before on a Tuesday night game. So yeah, it just suits me down to the ground and an awful lot, a lot more connected with the business sides of it as well. Yeah, massively. It sounds as though the business is now far more of an extension of you and really aligns your values and so on.
00:08:10:09 - 00:08:29:03
Unknown
I spoke to Ryan Sutton about a couple of weeks ago as well. We're talking about like proximity is power and actually the connections, obviously the networks that you have to go into a changing room every single week and actually just not being around those types of individuals, even if they're now not kind of clientele, it just gives you all the the content that you now need for moving forward.
00:08:29:03 - 00:08:49:12
Unknown
Anyway, you should go over the note pad and pad and you just now can pick up on all the different pieces, which can obviously become so, so powerful. What was the hardest thing about you really stepping into the non-league coach? And he said that obviously there was a you were incredibly nervous obviously around that because I think this is one of the big issues that a lot of coaches face is like, I need to reach down.
00:08:49:12 - 00:09:08:01
Unknown
I need to now figure out basically who is I not really want to work with or who is. I don't want to become the go to make what what for you were the cup the challenges with that I'll probably say those two two main things one was the first one being fear failing. I did not want to step into it and then amongst down the line have no clients on board.
00:09:08:03 - 00:09:25:11
Unknown
People then thinking I'm just this slight scam. I saw non-league footballers, so that was like a big worry. And then the second one's embarrassment of like going into the dressing room and having everyone sign, not what you think. You plan that like trying to train non-league footballers. So it was more those two things that I was worried about more than anything.
00:09:25:11 - 00:09:40:15
Unknown
But once you get once you get into it doesn't matter anyway. Like the people that join the program who love what you do and I love like who you are as a person and what you value and the people that don't, it doesn't matter because they're not going to join the program anyway. So you're just wasting your breath on something that's not worth waste.
00:09:40:15 - 00:09:59:06
Unknown
No. So that was like the two big things that I was probably worried about getting. Start with the non-league football side of things was embarrassment and fear of failure. I love that. And what was your first step? Because I think sometimes people go, Well, okay, now I know this is my person. This is now basically who I now want to be able to help and this is it.
00:09:59:08 - 00:10:17:17
Unknown
And then like, okay, well, what's now, Mac? So from your perspective, in terms of like embodying that and now really stepping into that, what were the first steps that you were able to take moving from the construction king to the to the not making? So me and then I remember we had an article with Ben and it was just about being authentic.
00:10:17:17 - 00:10:44:13
Unknown
So not changing who I am, not trying to change anything in particular in terms of like me as a person to then change names. It was then just sort of like, I'm right, this is who I am, this is what I do, this is why I want to help you. And in explaining that to to my audience, why it why I started a non-league athlete, because I understand that trying to on a Tuesday, Thursday, Saturday and then trying to fit in you're training nutrition not really having a clue what you do in the gym or with anxiety.
00:10:44:13 - 00:11:02:20
Unknown
It is more like just stepping into that. And what was the question again? Sorry. So what was your first step? So what was the first step is stepping into the non-league the non-league coaching king obviously off the back of not figuring out who it is that you wanted to work with. Yeah. And then and then it was basically just like, put out put out to the world.
00:11:02:21 - 00:11:21:05
Unknown
So just not trying to stress too much about every single post thinking, what's this person going to think lost this plaque? And I think it was then just sort of changing my content around it and a lot of it and it's come a lot more free flowing because like I said, I felt like I was just talking to myself because I was talking to people that I wanted to work with and gone for that.
00:11:21:08 - 00:11:43:00
Unknown
The start was that I would look for it and all of a sudden and it just it was traction goes crazy over there over months. And how did you overcome in your own mind the the, the judgment, the vertical and the and the change and rebounder thing. You just get used to it. I mean, I'm a nightmare and a dress anyway, so I'm always hammering people for certain things.
00:11:43:00 - 00:12:01:23
Unknown
So I just feel if I'm dishing out, I've got to start taking it. So yeah, that was the main thing really. I didn't think too much, but like as soon as I start post, got a few people next to me saying like, was this, was that? And then I was a member. Like first training session. I was a little bit nervous and then she took the last conference that I saw her.
00:12:02:00 - 00:12:18:20
Unknown
But we've been waiting for this for ages and as soon as I heard them words, I was like, Yeah, like this is going to work. And she got stuck with it now. Yeah, absolutely. And then off the back of out what, what's now transpired and evolved and what's now changed with not in the business and where is it just now.
00:12:18:22 - 00:12:43:09
Unknown
So in terms of lot where is now, I feel like I'm just a lot more connected. So I've got a lot more, a lot more time on my hands, which obviously I didn't have before. But also that when I do that on my hands, I then don't panic and think I need to be doing this. I need to be doing that because before I then just sit in front of my laptop trying to think of content ideas and then just getting stressed out and procrastinating and end up getting nothing done.
00:12:43:09 - 00:13:07:15
Unknown
Whereas now I just prioritize what needs to get done for that week and I get those tasks done and it's turning more into a business before I like. It was just like a coach. I was a piece. It still a pity for us. Now it's actually turned into a business in terms of like eventually I want to have people working for me and, and yeah, it's just sort of that that's the, the biggest thing I've taken away.
00:13:07:15 - 00:13:29:11
Unknown
Probably working with the HPC is turn it into a business like understanding tax, all of that side of things that you never think about processes, systems all of that in place now so it runs a lot more smoothly. Whereas before I was just like the most ADHD person that without actually having ADHD, just chaos everywhere and whereas now we're just a lot more organized.
00:13:29:11 - 00:13:55:19
Unknown
A lot more structured. Yeah, mate, before we jumped on to this call, you basically said like, I'm like the happiest in the best job that I've ever been and things are the best they've ever been. 100%. Yeah, let's see that. That's probably one thing I'll say since joining of the happiest I've been, not just because I feel like I've always been happy with the business but in social lives gone to pot don't have any time to walk in stupid hours then I'm not or I've not got time to play football whereas now.
00:13:55:21 - 00:14:18:07
Unknown
But I go football. I've got social time of spending, loads of quality time is that obviously we've got the holiday coming up to Australia and I still won't be working most. My wife's, I finally got the balance between all three and I'm still trying to get so afraid of not mastered it and I know that, but it's just, yeah, just a lot happier where I'm currently at and the trajectory I'm on.
00:14:18:09 - 00:14:48:23
Unknown
And what would you say have been a couple of like key principles for you that have really kind of been the North Star that have kept you kind of focused on moving forwards even when there has been some uncertainty or challenge or the unknown that you were stepping into, you know, was a one thing. I'm not just picking it up yourself, but when you when you step inside the HPC, for me, I was just thinking I'm a small fish in a big pond, and then you sort of get to see everyone else's struggle with what they're going for.
00:14:49:00 - 00:15:13:06
Unknown
And there's some absolute legends in the group. And I was like, I remember one of them literally just jumped on a thing was a Friday, Friday call, and he was talking about his struggles, his problems. If someone looked up to and I'm thinking, I on a minute, if he's struggling and he's gone for these problems and he's been doing that a lot longer than what I've thought, I'll just go get on with it and suck it up because that is part of building a business is part of life.
00:15:13:06 - 00:15:31:18
Unknown
Like shit does happen. So that was probably the big thing for me is just understand that you're on your own journey and share is going to happen along the way, but just keep chipping away. And as the famous saying, gone is like, just do the do do the work. No matter how you feel, what your energy is like, and it will all start moving in the right direction.
00:15:31:20 - 00:15:49:00
Unknown
Yeah, and we spoke about before, I remember when we were talking about obviously stepping into obviously like the non-league football athlete side of things and we're speaking about obviously building the community and actually now being able to have like the change of room understanding again, like thinking about obviously the brand and now really looking at it through the lens of mate, obviously.
00:15:49:02 - 00:16:14:08
Unknown
And I know that you're not a massive Arsenal fan like Mr. Bentley to your I think you'd be offended if I said if I said that you were, but you're the opposite. And we're obviously speaking about obviously when you wear the badge, when you obviously when you wear the badger, you now basically support a team and it's because your that support that team, your granddad support that team, then they're great grandad So to buy that team and it's like you're not you're not now you're not now kind of in the terraces, you're not now wearing the shirt.
00:16:14:08 - 00:16:43:01
Unknown
Just because the starting 11 are on the pitch, it's almost like it's there. It's the heritage that comes along with it and what it actually means and represents to actually now be a part of and build to support that. And so you no longer become a team. It's the club, regardless of whether they now lose every single week or where they are or how they're currently getting on, you pay your money, you turn up and you will literally give up so much of your time and energy and emotion just to obviously go go and watch them at the expense of other things.
00:16:43:01 - 00:17:01:16
Unknown
And it's looking at how you can build exactly the same with your coaching business as well, and actually building a community and building obviously a group of people that are now working towards a common goal that they now feel is a part of something bigger than themselves. And if I look back at why I miss football the most, it's it's the it's the is the change.
00:17:01:16 - 00:17:22:15
Unknown
It's the change room and it's the people that you are around that it's like being part of something and now working towards something and being a small part and like a big machine I suppose. And you had to play your part. He didn't want to let the people to the left or to the right have you down. So how has the community side shifted and evolved since you've been able to step into this like narrow and deep niche, I suppose, yeah.
00:17:22:15 - 00:17:47:19
Unknown
So to be fair, that was probably one of my biggest weight points in terms of when we when we first dropped, when I joined the year ago, it was I had the Facebook growing pot, the WhatsApp groups and it was just chaos. Like no one was getting involved, no one was messaging. And I feel like I struggled to get my point across in terms of like their points behind it because I just knew deep down it wasn't going to work because everyone was so different.
00:17:47:21 - 00:18:08:01
Unknown
Whereas now, like you said, it's like just been with with your lights on a Saturday. But now they just got a non-league program, so everyone try and everyone's getting on well. And then obviously we do like the mini meet ups now, gym sessions, Trump sessions, power sessions, and everyone just gets a buzz out of going to it because it's like just meeting up with your mates and then gone for coffee, gone for a gym session.
00:18:08:01 - 00:18:26:14
Unknown
We had a little Christmas made up of a few beers the other day that was pretty decent as well. So yeah, it's just sort of like having that that bond, that togetherness that you're all in it together, all gone for the same struggles. You all want to improve, whether it's on the pitch of the pitch, and yet just creating that bond really.
00:18:26:16 - 00:18:46:07
Unknown
And I never really get too down about like people coming in on the Facebook group anymore, because I know that if people do want help, they know that other people are there to to help them as well. So at first I felt like people had to always be messaging or always be replying. And now it's a matter of people just know that it's theirs, that if they need it sort of thing.
00:18:46:09 - 00:19:10:18
Unknown
Yeah. From a marketing perspective and that you now being able to generate leads, what are the strategies that you've been able to implement that have now allowed you to obviously attract the right types of clients into your world? I think just being authentic is the main thing. So just trying to be myself and then when I, when I speak about my clients, like getting their points across as ropes are why they started, what they struggled with to where they are now.
00:19:10:18 - 00:19:28:09
Unknown
That's the big thing. Once people see results and they say that your clients come from disposition to where they are now, they can resonate with that. And they're like, That's exactly how I felt or This is what I'm going through. So first things just being results and becoming a better coach and which has obviously been a massive thing.
00:19:28:09 - 00:19:52:15
Unknown
It partly sparks as well. We just actually become a better coach and learn the trade a lot better because kind of qualifications. One thing that's been good coach is another thing. And then I would say just literally being consistent with everything with how in a bad way a good week, just making sure I'm not content giving out value, building my trust, building authority with people and becoming that go to person.
00:19:52:15 - 00:20:07:13
Unknown
And that was the main thing. I want to become that go to person where if someone's in a dressing room that I've never even played with before and they're saying all I want to do is get white, I want someone to go, you know, general notes follow me on Instagram is a lot easier to go on trying. This is the absolute go of it.
00:20:07:17 - 00:20:31:12
Unknown
And so, yeah, that's the sort of that what I wanted people to start looking at program like. And then in terms of growing it as well, is just during the meet ups, people then get to see what it's like. When you meet in a client's, you get that face to face aspect as well because obviously online people still probably fear a little bit of help with COVID, but people still feel like online is just like going to jump on a Zoom call.
00:20:31:18 - 00:20:58:14
Unknown
You're going to do a session, I'm just going to watch you for a camera. And it's the complete opposite. It's trying to get your point across and how that works. And yeah, and I'm trying to think what else couple of plug and play place that that the lots of page to the group chat has been a game changer and the one that we've done the other day where I said you guys are unbelievable we just put out a post outside, I look over Christmas Eve for having a few beers, tap it, and then just giving out free tips and free advice over it.
00:20:58:20 - 00:21:26:10
Unknown
That literally got like 60 odd comments, back starts conversations. And then also it's real, real conversations. You're not just spouting people saying, Hello, I'm notes. I'm happy to jump on this plan. If then you actually have real conversations with people. And you know what? If I don't sign up today, does emails help them out? And I know that in three months, six months, nine months time, I'll be the first person I come to when when they do start or something.
00:21:26:10 - 00:21:42:18
Unknown
I do need help. Yeah. I mean, I think the biggest thing is always is and I shared this obviously in a podcast recorded last weekend. It was the lecture masterclass I delivered a couple of months ago is like when you always now lead with value, you just now very much just focus on actually how can I now just ensure that I'm leaving somebody in a better place?
00:21:42:18 - 00:21:58:00
Unknown
And what I found them and just now being able to play that longer term game and it's again that mentality. So what if you can now sow the seeds, You can now Bill you can, you can you can help plant and grow the trees. Then again, you just have to continue to like nurture and you just have to continue to nourish and you have to continue to walk down.
00:21:58:00 - 00:22:23:14
Unknown
And all it is is just being able to very much focus on how much can I now give, and if I now know that I can articulate my perfect client's problems better than they can explain themselves, that's when I can become the go to. And then you can also create super relevant specifically Max and or value pieces that will actually now connect you that allows them to take a slice of the cake, allows them to see actually how you can now help them.
00:22:23:14 - 00:22:42:13
Unknown
And again, like the biggest thing is like, how am I now building or how much trust someone are building in the marketplace? And when you can become known for one particular thing, and I believe you can be incredibly specific, like initially, it just allows you to become that authority and it allows people to burn less calories around what it is you do.
00:22:42:13 - 00:23:06:18
Unknown
And there's quite often a fear, and I'd love to know from you, dude, is this quite often a fear that when you first started, you weren't where you wanted to be, you didn't have the leads that you wanted in the business was the way you now had expected it to kind of get too. Was there a fear around going by more narrow and deep and then alienating obviously a lot of the market because you are now just going to be this guy and you felt as though that the business wasn't where it should be.
00:23:06:18 - 00:23:26:15
Unknown
So therefore, actually speaking to a few a subset of people was actually going to almost go against. Yeah, not much. Yeah, massively. I remember speaking to Abby after jumping off the court ban and Ben was just like, step into it. Like, this is, you know, and I remember I said to the message, Love got back on, was that right?
00:23:26:16 - 00:23:47:00
Unknown
This is what do and this is finish I'm gone for. And she's like, You're mad. Like, that's not going to work. And I was like, why not go back a little bit and she's out. Why would you now only go and work with hundred people when you can have millions? And I was trying to explain to her about that amongst the zinc program doesn't work for everyone.
00:23:47:02 - 00:24:01:22
Unknown
So yeah, it was like a massive fear in time cause you feel like you just then saying no to the thousands of thousands of people and all of a sudden it's like, Right now I'm only going to be working with this set person. And you start worrying about, is there, is there enough competition, Is there too much competition?
00:24:01:24 - 00:24:24:13
Unknown
But then when once you realize that you are, you get your personality across and what you do and what you're good at proves that you're a good coach. Does it matter how much competition there is because they'll come to you eventually. And so, yeah, I'll think that's right. Go, go, go narrow and date. Absolutely, my friend. I think it's the the magic voice lies behind this, the fear that you're facing.
00:24:24:13 - 00:24:39:12
Unknown
And they said you should be able to now step into that. They said, okay, my is it now where I want it to be. It's like, well, okay, I probably just now need to pick one thing, choose one thing, and I'll slightly step into that. And now being able to really own that and like you say, if you've got fillers, it's an extension of you.
00:24:39:14 - 00:25:00:00
Unknown
I think when you can do that, you're not having to second guess or question your content. And again, maybe even just the ascension and improvement of your content has been monumental because it sounds like you're just literally creating content for notes instead of what we need to create or what the people want to see, what the people basically want to hear from me, it's actually, Well, what do I want to talk about?
00:25:00:00 - 00:25:17:12
Unknown
What am I excited by? And actually what's the content that I now want to create that feels good for me rather than trying to please other people? And in doing so, you attract the individuals that are right for you. Anyway, 100% our ability. Every month I'd sit there with a pen and paper trying to write down all these content ideas.
00:25:17:14 - 00:25:34:16
Unknown
And now then I've been spending probably two 4 hours on social media scrolling through everyone else's posts, trying to get ideas off of other people and then trying to turn it into my own. Whereas now I just literally get a pen and paper and I'm right. Well, I struggle with this moment for what would I start with next month budgets coming into Christmas period.
00:25:34:16 - 00:25:53:04
Unknown
Is it going to be more games? People get injured over the course of period? This Kate shoulders all of these sort of problems. Now I'll go free I'll just drop them down, run down to look what is no to a sudden I can then just schedule it in and it probably takes me an hour, an hour to get all the ideas down and then sit wherever I'm filming at River.
00:25:53:04 - 00:26:19:22
Unknown
It's correct car. So anything like that can just punch it into an Excel spreadsheet and away it goes. Whereas before it probably take me three or four days to do a month's worth of content, whereas I can do it probably in half a day to a day. Max Now, yeah, I love that. And I know obviously the businesses grow and we've attracted better quality clients and obviously the community is way, way greater and the results you're getting may phenomenal when even the interaction and engagement actually in our building is only going from strength to strength.
00:26:19:22 - 00:26:45:07
Unknown
But what's been the biggest shifts that you've now seen in Enforced by being able to create this alignment and being able to really step into a business that you now enjoying, just like we said earlier, just a lot happier. I feel that the happiness probably been the best thing because now I'm building the business that I've always wanted and even I'm not there yet, I still know I've got absolutely loads to learn, but I stick something with it.
00:26:45:12 - 00:27:01:10
Unknown
Before, I had no idea where I was going and is sure, right you banging head against a brick wall. Whereas now I've got clear vision. It's just not right. Follow the process. These are the things that I need to do to get where I want to get to. And it's not just trying to take it off and do it every day and gradually just improve and get better.
00:27:01:10 - 00:27:26:18
Unknown
As a coach and as a person, which I definitely size happened massively over the past year or so. Yeah, huge. I remember there's been several times we've obviously our calls and that communication I think made is there's time for you. He sat within the uncertainty again is that capacity to be able to now trust and back yourselves and just now trust your own intuition or follow your nose in terms of, okay, this is what I want to do, this is what I want to step into.
00:27:26:18 - 00:27:56:15
Unknown
Yes. Is obviously uncertainty. Yes, there are people that are now questioning like what I'm doing or why not doing it. Also going into the dressing room and having the the lads take the piss out of you, which to be fair, you get that regardless of whatever it is that you now do, it's is always a lose lose. I remember exactly saying when I stepped into like the bodybuilding side and then obviously the online coaching side and like I would obviously not like drink after games and because I was kind of competing at the time and I'd obviously be in, in their mind, obviously all the weird foods and again, it was that thing, it was
00:27:56:15 - 00:28:19:04
Unknown
like you got, you got the piss taken out of you. And obviously it was kind of a laughing and a joke and it was obviously great banter. But then off the back of that, what you then don't realize is like one, two, three months down the line, the people that were actually having to dig in the pop and were taking the piss in a fun way are actually then the ones that are dropping your message and just said, Hey, just, just wondered if you'd be able to kind of help me out and write me a plan or whatever it now might potentially be.
00:28:19:04 - 00:28:41:09
Unknown
And actually what I realized was that you always had the people that you thought would then kind of be interested, especially in that dressing room mentality. But then there was always a couple of outliers. I never thought in a million years it was so against the fitness thing that he matches before they would play or whatever. They would always end up being the ones that would also eventually come in and you were like, This is crazy.
00:28:41:09 - 00:29:02:10
Unknown
But in a really powerful way, 100% remember? So I won't say the name of the person, but I remember this one person peppered me when I first started before every training session, made a big announcement of it just at home with me in front of everyone. And after like the first four or five times, if they are thinking about enough and I like to meditate.
00:29:02:12 - 00:29:20:19
Unknown
So again, a bit repetitive. And unless that club went during another club as soon as a last go message of concern notes, have you got any spaces available? So going to a conversation with them was talking and then straight away it was all over it. And then he was are. But no one else can find out that I'm doing that.
00:29:20:19 - 00:29:36:22
Unknown
He was all I want it to be like a massive secret like don't want to post up no social proof not no results nothing like that. It just has two types very nasty and I thought it says that same is what I was like when I was trying to start Go inside Anonymous a program and design and put it out to the world because I was panicking and what other people would think.
00:29:36:24 - 00:29:56:04
Unknown
And he was gone through that same process. He was hammer me, but he actually wanted to join but was worried about what everyone else is going to think. And hopefully I've got that point across to him. And so it just shows you that the most random people in the world that will be peppering you and have their opinion probably want to join join at some point anyway, but they're just too scared.
00:29:56:06 - 00:30:11:01
Unknown
Yeah. So I shared on the on the chin up a couple of weeks ago a video of the leader in the follow over the dancing and the dancing in the field. And it's like you go search on YouTube. If you have an out military thing, you just type in like lead leader or a follower dancer video or that kind of, well, I type did.
00:30:11:03 - 00:30:28:01
Unknown
It's got like 10 million views and as said, supposedly a bloke at a festival when he said basically that dancing to his heart's content unless you're a pair of shorts and a looks is as he's eight looks as though he's a bit of a maverick just kind of standing by himself and everybody's watching it. And a couple of minutes later some other bloke joins in.
00:30:28:03 - 00:30:46:03
Unknown
And then before you know it, like there's just hundreds of people. And when it comes to stepping into something new, like you have to be okay with like standing there almost naked and basically feeling incredibly exposed, but having the confidence and the belief and this is what I stand for, this is what I do, this is me. This is basically what I want to be out to try and do.
00:30:46:03 - 00:31:02:11
Unknown
And actually it's really powerful and important that you have that. But then actually even more integral is actually being on top. That first follower, that first person that now goes, well, actually, do you know what the early adopter in the adoption curve cycle is like? I'll want a bit of that. That's basically a bit of me. And it's that first follower.
00:31:02:12 - 00:31:18:03
Unknown
Then actually it allows other people that opportunity to then we have to step in and it becomes the norm. And what you then start to see is the business grows and evolves. If you look at the adoption curve, you obviously have the innovators, the early adopters, the early majority, the late majority, and then you get the laggards, the people that are the most resistant to change.
00:31:18:05 - 00:31:39:07
Unknown
And that's why it's so important that you don't just continue to chop and change like your niche in your marketing, your message, like the weather, because otherwise you never give it enough time. And actually the majority of your leads and the majority of your clients and actually your business growth and ascension is not built in that first initial period is actually being okay with feeling exposed and vulnerable and almost like nobody's listening.
00:31:39:07 - 00:32:03:00
Unknown
It's actually them bringing those couple of initial people on like, I want that, and then that brings everybody else in and it's just, yeah, being okay with like standing there naked and feeling exposed initially, which takes enormous courage. And those take bravery because being judged is a normal human characteristic and trait. But nobody likes being judged, but we judge everybody anyway.
00:32:03:02 - 00:32:20:04
Unknown
But I think if your relationship with that judgment this the this the key and the and type of thing. Yeah not necessarily remember like it's always the fear of what other people are going to fake them judging you but you hear what's hot people are going to judge you no matter what you do anyway. So you might as well go and do what you actually want to do.
00:32:20:06 - 00:32:32:22
Unknown
Because if is in love of you, that's what's going to make you happier. And if people don't like it, then it's tough. The big things that they do that you don't like. But there's no point losing sleep over it, because in that case, it's the one thing that's going to stop you from getting to where you want to get to.
00:32:32:23 - 00:32:53:18
Unknown
Not 100%. Me. So if I could now, if I could now come down to Essex and I could write a blank check and I could basically write a blank check, and I can now take you back to Danny Nolan a year ago, year and a week ago. And I could say right, okay knows right right. A number on this blank check for how much you would pay for you to now be where you are right now.
00:32:53:20 - 00:33:13:04
Unknown
What would that number say it be? Double what the coaching cost me in the first place. Pay that way? Yeah. Literally. Yeah. I wouldn't even be able to put a figure on it. But yeah, in terms of like if I was to look back on this year and let's say fast forward to now, you said to me, this is how I feel, this is where the business going to be, this what I look like.
00:33:13:06 - 00:33:34:15
Unknown
And yeah, and you said to me this, the price of the coaching double what it I pay I'd probably buy your and often say yeah I'll hold over it and what's next that I know keep growing keep improving become a better coach. That's the main thing I know I've got so, so so much more in the time and I feel like literally it's a start.
00:33:34:15 - 00:33:52:19
Unknown
So even though I've been doing online now for free is a look at the first two years is just glitchy as that famous famous photo fuck about find out athletes who have been dead for the past four years. So I got a lot more fucking about stone. Find it out and just keep growing and trying to be the best version and best version of me.
00:33:52:19 - 00:34:11:00
Unknown
Grow the business, get a team on board and just trying to change as many people's lives that can like not even just to do the business side of things. Just trying to have that positive impact through that is not enough paper to spread enough positivity in the world. So yeah, that may be the main thing. What about on the football pitch?
00:34:11:02 - 00:34:36:08
Unknown
What's the next step to get back to full fitness first? Yeah, you just get get back to full fitness. That's the main thing. I'll say this is going to become a bit of a self goal. I'm probably going to be out for the next 4 to 5 weeks anyway with this dislocated shoulder and we then go to Australia for eight weeks where I'm going to be working less for a while so that when I come back is just about get my head down and I just try and push on again, try and get back to the highest level that I can and, and enjoying it.
00:34:36:08 - 00:34:56:13
Unknown
That's the main thing of Leach's last season, probably my favorite season I've ever had, but it helped that it was local is on my doorstep. My mates and hopefully always helps when you're winning games as well. So yeah, that's the main thing. Just try and enjoy it as much as I can. Try and keep that balance in business, football and spending quality time with family obviously happy as well.
00:34:56:15 - 00:35:25:03
Unknown
Yeah, I love that. And what would you say is been your biggest life lesson over the last 90 days? 90 days or the last quarter? Trying to think big is less than 90 days and you think you've cracked it. You haven't. You fell off the gas and it soon comes down. Danny Last heartbreak. So you just got to stay consistent and not get complacent.
00:35:25:03 - 00:35:53:00
Unknown
I think every time you get complacent and you feel like you've cracked it, another problem comes up or that the business starts to slow down, your social life starts to get more involved. And so that's probably the biggest lesson that you can't take. You fell off the gas. May I love that. And if it were a flat back as well, that was pretty one of the biggest things is like my you would previously make some great momentum for like a short period of time and then it would stop and then it would be like right now we've got to rebuild again.
00:35:53:02 - 00:36:10:05
Unknown
And it's again that consistently good instead of occasionally growing, actually, how can I now ensure that I'm not continually compounding and building and doing the work and doing the reps and doing the doing anyway, and then just understanding like, how do I not want to behave? And is this not aligned with the person, the life, the business that I now want to be able to create?
00:36:10:05 - 00:36:25:13
Unknown
And I said, Just making sure that you stuck in the odds and putting the two P's into the machine and now moving you forwards in the right direction. So no doubt, I absolutely love that. And who's going to win the Premier may I don't actually fall. I'm not qualified this year. I followed suit last year because of the all or nothing arsenal.
00:36:25:15 - 00:36:47:15
Unknown
To be fair, I did enjoy the all or nothing spurs as well back in the day. Matt for that was pretty set memory it. But may I actually look to the league table yesterday I didn't realize that available available third in the league I almost double I was out of a lie down one has so I was I I've never seen such a thing I'm really absolutely fly in anyone but awesome to win the league and I'll be a happy man.
00:36:47:15 - 00:37:17:00
Unknown
That is the one thing I do not want to say. River Villa Liverpool Man A long as an arsenal or die happy man. Tomorrow a con of that. And now in my lifetime. You've been leader, haven't you? In the leader having a fly around in Asia. In Asia. He's been in the prem and I the thing is, I try not to get involved in the backside side of it because I know that's the one thing I can't take back with this when it comes to to Arsenal winning, I never power any arsenal fans because it's just not worth it if they do in the prem our gap to to part of the stick.
00:37:17:01 - 00:37:32:07
Unknown
I guess I'll just keep my mouth shut when it comes to that. And may I tell you what I actually I feel all of those things with the documentary and I love a documentary like Netflix or whatever it is. I'm obsessed with just this. There was a documentary every week, all that type of stuff, man. I just watch.
00:37:32:07 - 00:37:52:00
Unknown
I just love it. And it was again, it was your all or nothing also, and I may actually love, but I love that actor. I just thought he was I just thought he was great in this. So good just to see what obviously goes on behind the scenes and off the back of that. But merely Armalite just became like these massive Arsenal fans for about for about three months and then just sacked it, sacked it off.
00:37:52:00 - 00:38:19:14
Unknown
But yeah, you do, you do get so into it. Did you, did you watch it or did you refuse to watch that. Nah. Nah I did watch it to be fair. And it does change your opinion on the ultras, the person. Because is it the views after he comes across the most annoying bloke on earth, but then you sort of understand it because it creates that us versus them mentality and obviously then goes a lot more detailed about the psychology and building that togetherness, that bond and that community which he does of a club.
00:38:19:14 - 00:38:38:23
Unknown
So it's quite easy for then for us to watch that and then go, right. If he's doing that with the football club, we can do that for our coaching business. So you do end up loan loads from. It's a shame that it was all set and I was doing that, but I'm working as Postecoglou gets one out, so because I'll be all over that, I think I was watching as watch in back of yours.
00:38:38:23 - 00:38:57:03
Unknown
Beckham Yeah, yeah. Watch that one out. The sick. I loved it when he was like, I think it was back in where I was. Like, Gary Neville was basically like when I saw Alex Ferguson basically would just be like, We're an Ireland, but this is literally like, we're on an island and nobody could take us because we're literally on this island and we're basically just it's us is us against them.
00:38:57:03 - 00:39:10:21
Unknown
And just again, creating that exact kind of like mentality and that ethos. And again, that comes back down to what we talk about with the club and the team and the community element and component. Like it's like, what do I stand for? What do we stand against? This is what we do, this is how we do things. And being able to almost like use that.
00:39:11:01 - 00:39:28:14
Unknown
And you see that obviously in football and rugby in any type of sport. And it's actually being up to think about actually rock like what, what does not or what does whoever now kind of stand for and actually being okay with that so that people can actually now come with you And again that's that being kind of leader mentality which is which is huge.
00:39:28:14 - 00:39:46:03
Unknown
So mate you're so you basically said don't quit quit quids in on Arsenal winning the league then is what I'm hearing.Nah, Nah, Honestly I can't I can't have it. I cannot, I still think it will come back. Obviously Kevin De Broyne is back in training now, so that's obviously a massive, massive factor in it. And Arsenal are bottle jobs.
00:39:46:03 - 00:40:23:20
Unknown
Everyone says Spursy but Arsenal crumbled last year and then the year that everyone says Spurs bottled it, Arsenal spent more days top of the table. So Arsenal were the bottle jobs here. so yeah, I don’t fancy Arsenal on that I'll I'm going to see you and Ben to their podcast together that's going to be the one that about to be either part time football football football class and now my I very little to no interest anymore so yes maybe I'll have to get a to get Ben involved and ask this about 2024 summer some some some some some summer camp summer training camp 11 aside High-performance coach with the rest of the world have be sick
00:40:23:22 - 00:40:46:04
Unknown
and smashed in attack with Arsenal won the league by that. Mr Danny Norton, massively appreciate you do it. The growth has been absolutely amazing. Mike. It's exciting for what's to come. If anybody wants to watch, follow and see anything they're up to, what's the best channel for them to get you up on Instagram, even talk in the non-league athlete or Danny say no, whatever.
00:40:46:06 - 00:40:52:07
Unknown
So you're a legend. Appreciate you and look forward to catching up. Say thank you. So thank you.