Stripping Off with Matt Haycox

I Haven’t Worked In 10 Years: Rob Lipsett’s 7-Figure YouTube Blueprint

• Matt Haycox

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Rob Lipsett says he hasn’t worked in 10 years, and he’s not saying that to flex. He’s saying it because he built a business that doesn’t rely on motivation, luck, or going viral. It relies on systems, content that ranks, and products people actually buy.

In this episode, Rob sits down with Matt to break down the real playbook behind his seven-figure fitness brand: how he started from zero, learned YouTube properly, and built an ecosystem that turns attention into income, without burning out or relying on one platform.

They go deep on what most creators and early-stage founders get wrong: thinking ads will make them rich, ignoring titles and thumbnails, and never building an offer that converts. Rob also shares his blunt views on market “saturation”, what biohacking actually does (and doesn’t) do, and how real estate became part of his long-term legacy plan.

If you’re building a personal brand, trying to escape the 9–5, or wondering how creators actually make real money, this episode will save you years of guessing.

You’ll hear Rob and Matt talk about:

  • Why “market saturation” is a good thing (and why most people use it as an excuse). 
  • The real formula: titles + thumbnails + the first 15 seconds. 
  • How Rob went from early YouTube to a seven-figure business model. 
  • Why ads aren’t the business — your product is. 
  • Building an ecosystem: apps, partnerships, and offers that don’t depend on “posting more”.
  • Supplements and biohacking: what’s real, what’s hype, and what to ignore. 
  • Real estate, Villa Lipsett, and how influence creates unexpected opportunities.

Timestamps
0:00 – Intro
1:04 – Coming Up
2:16 – Ireland’s First Fitness YouTuber
6:08 – Educational Background & Turning a Hobby into a Career
8:15 – Mastering the YouTube Algorithm & Starting from Zero
14:25 – From 9–5 Grind to Seven Figures
24:49 – Content Strategy
29:37 – Building the Ecosystem: Apps & Brand Partnerships
35:57 – Converting Followers into Sustainable Revenue
38:54 – Biohacking Realities & The Truth About Supplements
40:47 – Adapting as Your Audience Matures
43:05 – Real Estate & The Villa Lipsett Project
48:16 – The Future of Fitness & Building a Legacy
52:56 – Final Thoughts

Resources & Links:

Enjoyed this episode? Please subscribe to Stripping Off with Matt Haycox and leave a ★★★★☆ review on Apple Podcasts or Buzzsprout – it really helps others find us!

Building A Career That Didn’t Exist

SPEAKER_00

I started out in an industry that didn't exist in Ireland. It's the first ever Irish fitness YouTuber. I saw a lot of guys in America doing it online coaching, building apps, selling ebooks, living life of freedom, going to the gym, making money from doing bicep curls. Said, I want that life.

SPEAKER_02

Rob Libsit in the house.

Why Saturation Is A Good Sign

SPEAKER_00

There you are. Welcome.

SPEAKER_02

Welcome to the neighborhood. Tell me, fitness industry, very, very saturated space. Tell my audience who probably a lot more entrepreneurial than fitness guys, what set us Rob apart? Why, why are we gonna love you? And uh and why you why are you standing out in such a saturated marketplace?

Starting First And Taking Heat

SPEAKER_00

Love this. Okay, first let's break it down, right? Number one, saturation, good thing. It's only the pussies and yeah, the lazy people that complain about oh, the market's saturated. That means it's good, it's saturated for a reason. And if you can't rise to the top, well then you shouldn't be there. Yeah, okay. So, first of all, when someone says market saturated, I always kind of have a little chuckle to myself. Why you should listen to me? So I don't want to be cocky. You know, I don't want to come across crass, but I'm the only person from my country who's lived a life like I have. I started out in an industry that didn't exist in Ireland. It's the first ever Irish fitness YouTuber. I saw a lot of guys in America doing it online coaching, building apps, selling ebooks, living life of freedom, going to the gym, making money from doing bicep curls. Said, I want that life. But in Ireland, I'm not sure how familiar you are with it. It is an extremely small country. Like the population of the entire country is like smaller than a ton of American towns. So when someone does something a bit different, you get slated. It's kind of UK is very similar when you go to a small town. So I started doing that as the first to do it, and of course, got a load of hate. Even my parents were like, What are you doing? You know, because I dropped out of college, you know, I no job, nothing. I said, This is the only thing I'm good at. It's the only thing I can give a fuck. Am I like cursing this podcast? Only thing I can like allow, give a fuck about. Uh it's the only thing I can like get motivate myself to do. I was the worst in my year academically. And so I said, This is the only option for me. I said I don't also be tied to one place. You know, I was working nine to fives here and there. And so, you know, I'm about 22 right now. I get on YouTube and you know, I start talking about myths and facts, and I'm even doing kind of like lifestyle vlogs in Ireland, going to Aldi, Lidl, all the gyms in Dublin. And so while a lot of people were giving me shit, a lot of people were love it, were loving it. And uh, I built like a really hardcore audience. The majority of my audience is still Irish, and so I get a lot of support from Ireland as well. And then I've haven't gone to work in 10 years. I've traveled the entire world, I've built a seven-figure fitness business, I've built the cover model physique myself, competed like a stage-ready physique. Better yet, I've transformed thousands of physiques via my app, my book, my videos. I've done all this while essentially like going on a you know, having fun, like you know, not having to go to work. 10-year holiday. A 10-year holiday that's still going. So, someone actually commented on one of my Instagram posts. I was just showing like a full day of eating. Yeah, what did I eat in a day, like cooking and everything? They're like, uh, let me guess, you're unemployed. And I was like, Yeah. They're expecting me to like you know, bite back. And I'm like, Yeah, no, I haven't worked in 10 years, you know. So it's that's funny. Always just agree with the haters. And so, yeah, you know, Villa here in Marbella, bought that at 29. If you can name another Irish lad who's lived a life like that, works with works with the biggest companies in the fitness industry. If you name one other Irish guy as on that, I I want to be best friends in the room, but there's not.

SPEAKER_02

Let's break down some of those individual bits then. I mean, so so just going back to the beginning and your interest in fitness, I mean, that that was just a hobby. I mean, did you have any formal fitness education or you just like to lift weights and go running?

SPEAKER_00

So the school that I went to was a really uh big rugby school. And so, you know, typical meat head, typical jock. I was uh shit at school, but I loved rugby. You know, I was never like the best at it, but what I was like really good at, really excelled at was like the strength and conditioning outside the rugby. So your coach, you know, when you're on the team, you have to go to the gym, you have to like weigh it, weigh yourself in to be heavier. You know, nowadays I'm like you know, trying to get lighter. But uh, and so like the strength conditioning, weight training aspect of the rugby I loved. And so when I finished school, um, you know, I played a little bit of rugby socially, uh, but then I quit that and put my full effort into the gym. And then I got my you know, really high-level PT certificate. It was the first exam I ever passed in my life. And so I was always led to believe that I was the dumb kid, I was the class clown, but I was just wasn't doing something that I had any interest in. And that's like it's pretty typical for today's society. You know, we're forced to do shit we don't want to do instead of doubling down on the things that we're great at. And if society pushed that more, we'd have a lot more people doing doing great things.

SPEAKER_02

Would you say we're forced to do stuff we don't want to do, or that people happily do stuff they don't want to do too easily?

SPEAKER_00

So a little bit of vote, right? So society's got like this copy-paste route for everyone. You know, you you go to school, you go to college, you do the apprenticeship, the internship, you get a wife and 2.5 kids, you know, a mortgage, and that's you done. Um, but people love being told what to do, you know. There is a very small percent percentage that don't like being told what to do and have to go out and make their decisions. So both are correct and uh they go hand in hand. But I think but I think if more people were like, you know, encouraged to try something that they're more passionate about, like we we'd have a lot more artists, musicians, and actors and creative people, you know. Talk about the YouTube. I mean, did you have any following? Oh no, no, and you know what's funny as well. If someone's like, Oh, uh dad, daddy's boy, mommy's boy, like you know, they because I have like a posh Dublin accent, people are like, Oh, you've everything handed to you, and I'm like, What? My fucking my mom gave me her YouTube login, like what you know, it's zero subscribers. That's it, and so yeah, you just everyone starts from zero. I just picked up a camera, as you saw, picked it up incorrectly and just started. And so I was on like, you know, Facebook and what I think Twitter, maybe or something. But the real power is in video, stuff like this, podcast, because like reading an article or like just looking at a picture, it's not as impactful.

SPEAKER_02

You don't know what someone's voice sounds like, you don't know what their body language characteristics, and particularly in a space like fitness, I guess, where either you want to see the person who you who you're talking to looks something aspirational. Exactly. And you want to, I mean, it's I've read a lot of men's health magazines when it talks about like how to do this exercise. And and okay, you can you can maybe decipher it, but but but but it's not the same as what's a little two pictures with an arrow.

SPEAKER_00

I'm like, oh, great explanation, useless. So, like, I know I'd be and also uh what I told you you were gonna say there is uh like in fitness magazines and even pictures, like I've been on the magazine covers as well, and like they're all airbrushed and photoshopped to bits.

SPEAKER_02

How so, like when you had your cover on there, I mean, how photoshopped was it? Because I mean, obviously, you look great anyway, but did you notice how photoshopped you were?

SPEAKER_01

I actually would have liked them photoshops more. I think I got a pretty straight up accurate one. I was like, guys, just make me look a little bit better.

SPEAKER_00

But so I think I got a wrong end of the stick. You know what? I because I did it with um, like it was for uh muscle and fitness, and I did it with a local photographer that I'm kind of friends with. So maybe he didn't do it, but if I got if I got their actual muscle fitness ones, they wouldn't have done it more. But anyways, you can only tell so much from a picture, but with videos, HD, you know, you can't photoshop that.

SPEAKER_02

Were you PTing at this point as well? Did you have some kind of income?

SPEAKER_00

No, so I had an income but I wasn't PTing. And so this was I was working just a typical nine to five office job, sat at a desk all day for just like a startup company.

SPEAKER_02

And just and training for yourself, you didn't even have a single client or any fitness income.

SPEAKER_00

No, I was I know I was also like working in like retail, like folding clothes in uh Hollister, you know, the shop I was I was working in. And so I was like bouncing, I even worked in like a watch shop, and someone would come in and you know, my boss be there, and they'd be like, you know, sell me this watch. I'd be like, Well, it tells the time, and it also has the date on it if you look closely. I had no fucking clue what I was talking about, it you know, no passion for it. And so I was working these shitty retail jobs, getting fired, you know, getting let go. Then it was when I was doing this kind of like more the nine to five office one. So I was doing that for maybe like six months, and I was doing YouTube on the side. So, you know, again, I didn't I didn't start like just full-time YouTuber. No one gets their dream job just at the get-go. And so I was doing it on the side, and this was like one of the I say toughest, but I actually loved it so much. So I'd work nine to five, I would drive home, hours traffic in Dublin. I would like eat dinner, get ready for the gym, I would train eight to nine, and then I get home, shower like half nine, and between half nine and like two in the morning, I was working on my fitness business. So I was like trying to get clients, coaching current clients, editing videos, coming up with new video ideas. Just I even was selling like gym gear, gym gear. With the videos you were doing all the work you sell.

SPEAKER_02

Oh, yeah, filming it, editing it.

SPEAKER_00

Oh god, yeah. I could I could barely I couldn't afford a camera, I had an iPhone 5. And of course, yeah, I'd like downloaded Final Cup Pro illegally, like the software. You know, I'd like 200 quid in my bank account always, like just living paycheck to paycheck. And so I was doing working on my fitness business up to two in the morning every night.

SPEAKER_02

When you said the fitness business, what was it?

SPEAKER_00

It's coaching mainly, coaching in ebooks and then a little bit of clothing, and then like YouTube pays you like a tiny bit.

SPEAKER_02

And you were selling some e-books?

SPEAKER_00

Yeah, yeah. So that was actually the first like the online sale that I ever got. I had like a 30 euro e-book on Roblipsa.com, and like I saw that, and like, oh my god, the feeling I got when I got that like PayPal notification. Like the first time something went into my bank account from online, I was like, whoa, okay, I can do this. And so after that, I was like, I'm gonna make a mission. I was earning minimum wage in the nine to five. I was earning 1800 euro a month. Average rent in Dublin's like two grand. It's like impossible to live. But so I was earning 1800 euro per month, working, you know, nine hours a day, and Monday to Friday, and I said, as soon as I get three consecutive months where I earn over two grand from coaching, I'm gonna go and quit. So I did that after like about six months, walked into my boss's office, and he was actually pretty cool. Like, he's chilled. A lot of people are like, oh, you know, fuck, fuck the boss. He was cool, cool guy. And I was like 22 at the time. So I just explained to him, like, hey, look, I'm gonna leave. I'm gonna like give this 100% effort, like I'm obsessed with fitness, I'm just gonna do my own thing. And he was like, right on, go for it. And then like that week, I was like, I had all this spare time, I had an extra nine hours left in the day. And I was a bit like at first, I was like, oh my god, like, geez, I I gotta make this work. But then, like, once you put 100% into something, things just take off.

SPEAKER_02

How were you learning what to do back then? I mean, did you were you reading books? Did you have any courses, mentors, or were you just you know fucking up and finding your feet?

SPEAKER_00

And the best learning resource to this day is YouTube itself. If you want to learn how to edit, you want to learn photography, you even want to learn marketing, you can watch like Gary V, three-hour conversations, you can watch Grant Cardone, you can watch actually Tony fucking Robbins that people pay 60 grand to go to the weekend to see him. You can literally get the full talk on YouTube, you can get the full HC talk. YouTube is the most powerful search engine ever.

SPEAKER_02

I don't think people appreciate how how much is on there. Because I mean, I've been to a lot of live stuff with you know the likes of Grant, uh, you know, Ty Lopez. I've never been to a Tony Robbins, but you know, a lot of the guys who who you you see online. And the reality is all the content is the same. I mean, I mean, nowadays these guys hold nothing back. Yes. If you've got no budget and you've got lots of time on your hands, there is nothing you can't learn.

SPEAKER_00

Yeah, if you're just starting out. And so I did also get like some you know courses uh and read a few books, but honestly, uh the way I like work best is like listening to things and watching things. So even when I was in that nine to five era and trying to learn stuff, I'd be like driving to work, listening to a podcast or listening to a YouTube video, or I'd be in the gym doing cardio and listening to something. And it became like the soundtrack to my life. And I still to this day, like my girlfriend calls me like the walking podcast. You know, that's why I start podcasts because I listen to so much. I am constantly gathering information or even listening to something positive, and so I call it like brainwashing yourself. I'm always listening to something, just these positive uh affirmations. So that's that's where I learned pretty much.

SPEAKER_02

I had this guy on my podcast once, and and the way he described it was he was told by his old boss that his car should be a university on wheels. That is that choice you're making it driving to work, getting the bus to you know to school or work or whatever in the morning. Do you listen to music? Do you talk shit? Or do you watch Love Island in the evenings?

SPEAKER_00

Yeah, I was actually on Love Island. I'm still talking don't watch it. Like and you know what? Here's another funny one. Um, me, me and a friend of mine's from London, he works in property. He always likes he's super successful. He'll link YouTube videos from like billionaire tycoons, 40-minute long interviews and everything, on his story, and he'll be like, Look at the view count on this. It's like nothing, they're the lowest viewed videos. And then he'll like be like, Look at this like funny cat video, and it'll have millions of views. The information is all there. People just are too lazy to go looking for it, or they don't even want to sit down and learn something realistically.

SPEAKER_02

So, for the people out there who who are doing YouTube themselves, trying to build a social media following and and getting despondent with the you know the time that growth takes, how long did it take you from making that first video to actually starting to get some traction? And I guess what was it that you started to do right other than compounding results?

SPEAKER_00

Yeah, so my channel is about to hit half a million now, and then in the first year it got uh 19,000 subscribers, which is still really good, you know. But obviously, the the graph is like you know, you get you get it snowballs, and so but YouTube is so uh powerful because okay, let me explain. Yeah, you can quit your job with like 10,000 subscribers. Like I know like loads of like fitness coaches who have like 10k subs and they make like crazy amounts of money.

SPEAKER_02

But are they making the money that because I think this is what people probably don't understand as well, they're not making that money from YouTube ads, though, are they? But it's giving them a strong, loyal audience of 10,000 people that they have to then have a product to go and sell to them.

SPEAKER_00

Exactly. And so it's not about the views, it's about what you do with the views. So just to put it into numbers, if you get a on average, if you get a million views on YouTube, it's like two grand. You get to spend two grand from Google, which is like nice because it's also that's collective. So if you upload uh like 20 videos with like 50,000 views or 10 with 100,000 views, you still get a million views. So if you keep banking videos over time, like because I've uploaded like 800 videos and they're always getting views, even the old ones, it actually pays pays decently, but I still don't really count it towards my income. Now, okay, so you get a million views and get two grand. Cool. Let's say you get a million views and you've got a 30 euro ebook and you sell a thousand of them out of a million. Pretty easy to do if you do the right call to action and everything. So that's 30 grand versus two grand, you know. So it's about what you do with the views. The most important thing, and I kind of hate this, is titles and thumbnails. You can have a shitty video with a really good title and thumbnail, and it'll like go onto the explorer and blow up. And I've actually like a full-time thumbnail editor. Oh, really? Yeah, yeah. Like he just does the thumbnails. Like, so that's that's how important it is.

SPEAKER_02

And then nowadays he just for you, or he, oh, that's his job, but he but you you're a client of his.

SPEAKER_00

Yeah, yeah, I'm a client of his because like it he he does them pretty quickly, but he's still brilliant. I think he has like an a number of clients. But the fact that, and then I've also an editor, a videographer, and everything, but the fact that that's how important thumbnail is, that people's like sole jobs just to do thumbnails. How much do you script yours? So I've like I got it, I got a teleprompter and I never use it. So the only time I ever use it is if I'm doing like a sponsored video and it's like I have to say these exact words. But if I'm doing a like just my own videos, I will just make key points that I need to hit because you just sound robotic. And you have those key points written on the wall or something so you can see them or no, so then I'm that I try that and then I'm always looking at them. So I'll just kind of like I'll have them on my phone and notes and I'll just kind of study them. And then another thing I try try to do this is like I'd have my phone there, and if I need to remember them, I'd look at them, but having the option when it's there, it actually makes you worse because you just like you just look at it. So the best thing is is to just like map it out and kind of remember it in your head. I've been doing YouTube 10 years. I know guys, even with like five million subscribers, and they mess up to this day, constantly, and they just like keep rolling. And so, one thing that stops a lot of people from like pursuing YouTube and keep or any any social, like any social, is they'll speak to the camera and they'll watch themselves back and they'll cringe. They'd be like, I fucking hate myself. Get over it. The power of editing. Like, there's been so many videos where I'm like, uh, watch myself and then I'll edit the whole thing, or sometimes I just send it to my editor and I'm like polish the third and I get it back and I'm like sick. Yeah, I'm like fucking love myself.

SPEAKER_02

I'd say also coupled with that, that no matter how good your editors are, your first video is gonna be fucking horrible, and your tenth one is gonna be better than your first. And maybe when you've done 20 or 30 or 40, you might start to be able to look at it. I mean, I don't even think I I watch back any of my first hundred videos because I would literally be cringing like my face, my voice, my accent, absolutely everything.

SPEAKER_00

So the best advice there is actually on for any platform is just make 100 pieces of content. Really applies to YouTube though. If you make 100 videos, by default, every skill, editing, speaking to camera, lighting, the whole lot is gonna get better. But then you get those 100 videos, you sort your analytics, and then you view your top 10 and say now you got your niche. Now you know what your audience likes, now you know what you're good at. So then you take those 10, then you make 10 more of them. So that that's how you that's the first thing you should do to get good at YouTube or any social media.

SPEAKER_02

You talk about obviously you know selling to your audience and how you know someone with 10,000 subscribers could be making great money. Where do you find the balance between making great content, educating, and then selling so that you're not just sell, sell, sell and switch people off?

SPEAKER_00

Yeah, so you can get like uh audience fatigue, you know, if you're like constantly selling, people are just gonna be like, What am I watching? The ads, like you know, like on TV, like everyone doesn't want the ads, they skip past the ads. So it has to be like a very small percentage of your actual minutes that that you're putting out, and it should also be very natural, and it should also be like there's some months where I like you know do amazing with my coaching and app signups, and like I don't even push it, I just have it there linked and I create really good content. And if people want to find it, they'll find it.

SPEAKER_02

Do you have videos where you certainly won't sell anything? You'll just oh yeah, yeah, so you'll have ones where you sell nothing, yeah. No majority content, yeah, ones with a little soft sell, and then maybe some actual hard sell videos where I want you to listen to this because I want to sell you something by the end of it.

SPEAKER_00

Exactly. Yeah, you've like hard launched, like maybe you're you're like launching a challenge, or it's like you'll sign up, sign up to this. I'm picking someone to fly out to Marbella to train with me. You've done that before, train with like a load up high ticket clients as well. And people love that. So when you're doing like a really big launch, maybe you own a clothing brand, you're dropping a new, you know, season or whatever, yeah, you do a hard launch, like with like with your girlfriend, you know. A hard launch, yeah. So there's there's there's definitely like yeah, ways to go about it, but the majority should just be like you providing value and just you know making casual content, and that if someone really wants to find it, like they'll go find it.

SPEAKER_02

So you're 22, you've had three months on the bounce of earning 2,000 euros, you've you've you've made it, you've quit the job, you've started to go full-time. When did you really start to, you know, when did you start to make some real money? When did you think I've really made the right decision here? I've started to roll in it.

Selling Without Audience Fatigue

SPEAKER_00

Yep. So this is like so around that time, it was like 2014, 15, 16. I didn't go out, I didn't drink, I didn't have enough money to redo it. Like, I was still just laying the foundations. An Irishman not drinking. I know, right? Like blasphemous. Like now times have changed. But so a lot of guys, like uh at the start of their journey, like they need to realize that you're gonna need to stay in and grind. Whether you do it now or later, you're gonna have to have a period that you're not popping bottles and partying. Why are you in the club popping champagne with nothing to sell, right? So you can even like go back to these videos on that in that era. I was just like going to Aldi, going to the gym, saving money and you know making content and building up a client base. And then after I did that, like for a few years, uh I had a few videos like pop off, did like a little brief eight-second cameo on Love Island. But but show what's funny. Like, I went in the like Casso More thing, it was in 2017. Like, I was literally on it for like two seconds, like there's hardly any footage of me. Why? Because just shit upon birds. Yeah, I got along well with everyone there, but like everyone's like coupled up, and you know, I'm actually quite like a chilled, reserved guy. I've always been a relationship guy, but anyways, I made a YouTube. YouTube video being like what it's like inside Love Island. And that got like hundreds of thousands of views. And so that like brought a lot of people to my channel and everything. And just yeah, I started getting loads of banger videos. And so in 2017, like I saw like a bunch of growth. And of course, then your coaching business and everything goes up with that. And that's when like I started like having fun and you know going traveling all over the world and you know, uh meeting really cool people and starting enjoying life a little bit.

SPEAKER_02

Tell me a bit about the coaching business. Do you only do online or do you have higher ticket stuff for people who want to get one-on-one with you as well?

SPEAKER_00

Yeah. So when we were um talking about the men's fitness thing, you know, I was like, I was trying to get into this as well. So I'm really glad you asked. And we were talking about um going to like you know Tony Robbins in person when the information is all out there. All the fitness information is all out there as well. Okay, so when people sign up to either my app, they're need a personalized plan. Okay, then they need it to be personalized to them, and they also need accountability, right? They need a buy-in or just no one gets results. I have given so many friends and family, they're like, Rob, give them some app is called game plan. They're like, give me a game plan subscription. I'm like, sure, get my app developers, here's the code, it'll put the price to zero. None of them fucking bother. Zero percent of them ever get results or bother. If there's no buy-in, you you might, you just, it's nothing. And I'm like, damn, we made your personalized plan out there, still nothing. And then um, so that is like you're not one-on-one with me. The app and my team will handle that. And there's like, you know, if it's of well over a thousand users doing that, and that's 39 euro per month. And so that like runs, I have sales and stuff the other time, but that's like runs itself.

SPEAKER_02

Do you have other um like on your team? Are there other personal trainers and stuff who actually help with the accountability?

App Coaching And High Ticket Accountability

SPEAKER_00

And yes, yeah. So that's like the app, and there is 24-7 customer service and everything that's like quite a big team, and then I have the high-ticket coaching, which is like I work with you one-on-one, and I only take on honestly 20 people. Still remotely, uh, still remotely, yeah. But but okay, so and that's like I have an assistant head coach for that, and you know, um a sales team, onboarding team, and everything to do that, and that's like, you know, uh, I won't say the the price of that, but that that's like a lot more expensive, and it's all my clients are like guys like yourself, usually in their late 30s, 40s, uh, really all have like really good jobs and you know, high high net worth individuals who need me on their ass, making sure they get results, getting accountability. And with that program, you also have the option to come to Mar Bay and train me whenever. Just give just give me a heads up and I love it, you know. And uh actually a lot of like clients live in Marbella because it's fucking well off. And then the majority of my clients are Irish and English, so it's just like a 50 quid flight. So I still do that the odd time, and uh I really enjoy it, but yeah, majority of it's online.

SPEAKER_02

Tell me about some of your some of your other businesses because um so I know you've got uh what what's the what's the protein pancakes? Yeah, fuel cakes, yeah. Fuel cakes and um game plan. So game plan and fuel cakes, they're your two things. Yeah, they're my two things. That's something that you're an ambassador for.

SPEAKER_00

Yes.

SPEAKER_02

And I see Ghost on your Insta a bit as well.

SPEAKER_00

Yeah, and so that's the same. So um, so to go to go through them, uh you know, game plan is the app, and then I guess like the high ticket falls into that as well.

SPEAKER_02

But are there any other cross cells up cells from that?

SPEAKER_00

Oh, yeah, for sure. Yeah, the two of them like kind of work in unison, you know. Like if if you like the app and you like my style of training, like real bodybuilder, high rep stuff, you know, track your macros, no bullshit, you know, no, no self-love, just fucking straight honesty, then you know, you'll you will also like working with me directly. And then, like, if you're following one of those programs, you know, the supplement company I work with, Ghost, you should probably grab some protein. And so if you use my code Lipsit, I'll get commission off that. And then uh, you know, if you want to look good in the gym, you'll also go pick up Alflet, which is Ghost and Alffleet are pretty much the two biggest sports nutrition and clothing companies in America. Like Gymshark would be the only one ahead of Alfleet, really. And uh, so it all like works in unison.

SPEAKER_02

Have you considered doing your own protein or your own uh your own clothing?

SPEAKER_00

So, with fuel cakes, you know. So, one of one of my most viral videos was how to make protein pancakes. And if you're trying to come up with a product, product or service, don't think of the product or service first, build the audience and community first, and then ask them what they want. Okay, so yeah, protein pancakes are always like a thing on my channel. Yeah, I make them in every vlog. I'm always like, I I review like the flip, you know, became like that was just your thing.

SPEAKER_02

Yeah, it's just my thing. Like I was you like eating pancakes.

Buying And Renovating Villa Lipset

SPEAKER_00

Yeah, I was a protein pancake guy, and I was like, Yeah, you can get shredded eating protein pancakes, you know, you if you make them right. So then I was like, okay, I can't make a uh a supplement company because one, I think it's also kind of overdone, like everyone kind of does that. Two, I'm really happy with ghosts, and I can't like just it's I'm in a contract, I can't make like a direct competitor. And I did I didn't really want to. So I was like, okay, what can I make that's kind of like quirky and fun, that I can get into shops and that it isn't like just like bodybuilder, you know, it's like a fun little thing, like my my sister and her kids eat them and everything. So then I I just uh taught a fuel cakes, yeah, started selling it. Tell me about Villa Lipset. Yes, yeah, yeah.

SPEAKER_02

So uh I mean what was that an actual project? Or but because I know you had your host people there and you've been doing a renovation, but was that by accident?

SPEAKER_00

Oh, yes. So okay. So as we were saying before we jumped on, I was living in London. Uh London shut down, Ireland shut down. So I ended up coming to Marbella now because the gyms are open. So literally, literally here because of the gyms. My life revolves around the gym. And so I've been coming to Marbella all my life. I used to work down the port, handing out flyers when I was like 17, 18, around that age. And so me and my messes were renting here, kind of like, you know, you you just keep extending. And so month by month I was doing Airbnb. And then I was like, you know, I was 29 at the time. So this is like, you know, two, about two, three years ago. And I was like, you know, maybe it's maybe it's time for me to look at purchasing something. And so, as you know, everyone here's a real estate agent. Yeah, you know, everyone. And so a girl that uh we're friends with, she was like, hey, look, this uh villa just went on the market. It's like, you know, in wave and Lucia, like you can walk to Port of Venus, uh detached, uh four-bedroom swimming pool. You know, I I never reveal the price, but really, really good price, okay? And so we went up on the first day and the place is fucking jammered. Like people are everyone's trying to buy this. Like, this is like it's it's it's genuinely a good deal. You know, the way like every real estate agent will tell you that, but I'm like, no, this is this is a really good deal. And so she was like, I visually saw everyone trying to buy it there, and she was like, look, because we're like good friends, if you put that in a deposit today, I'll take it off the market for you. So me, 10k, no-brainer. And so we did a we did the whole process, the brokerage and all the red tape, the paperwork, and uh had to do an insane down payment, like insane, I'll tell you how much uh off camera. But because I'm like a foreigner and like have a weird job, you got a move, yeah, yeah. And uh, because I got like a weird job, they were like, you might as well have to pay the full thing. So I got that, and then we got the keys on like uh January, like the very beginning of the year in 2022. And then I'm like, okay, I got a project ahead of me. So I got like 10 quotes from different uh renovation companies and like went for actually kind of like like the second cheapest one. Yeah, I just got a good vibe, I got along well with your man, and uh they they they smashed it, like they did really well. They did it in like six months, which is quite quick, now not fully completed in six months. Like we could move in six months, but like there's no wardrobes. But it was like a really enjoyable process. The renovation was 150,000, and it was like I felt like every day I got obsessed with it, like every day I would drive by and I would see something new every day, and like it was like painting a picture, it was like an art project, and like I think it looks like an art house, like I think it's really cool personally, very like minimalistic and stylish, and I absolutely love that. And then we moved in. Uh, we just and like we slowly improved it over time, and yeah, we it's like my dream home. It's crazy.

SPEAKER_02

Yeah, do you host people there as well? Like, you know, with your masterminds and your your high ticket stuff, you use it for business?

SPEAKER_00

Yes, yeah, for sure. So, first like big, big event. I had like 60 people over it, like who went to my seminar, and yeah, there was like an an add-on off the ticket, like you can purchase like the VIP ticket to come like have a party in mind beforehand. Yeah, and uh, I was kind of worried. I was like, who the fuck's gonna show up? But everyone was so nice and like really mannerly implied, zero damage done, it was great. And then, yeah, with high-ticket clients, I'll be like, you know, the ones that I'm working with, like when they're in Marvae, I'm like, yeah, meet in my place, we'll get some pre-workout in, we'll go to the gym, we'll go back, like we'll have a barbecue, and like to really give a full experience. So yeah, I I definitely utilize it.

SPEAKER_02

Would you do any more real estate projects?

Fitness Trends AI And Staying Adaptive

SPEAKER_00

I would love to. Uh and I also like I do all my podcasts usually in there as well, and like YouTube videos, because like it's all white and looks like studio. So I utilize it a lot. And yeah, I would love to do another one. I was actually looking at like doing a villa lips at in Ibiza, but uh Ibitha property is like it's got wow. I thought it would be the same as Marbella, but it's absolutely insane. So, you know, maybe in a few years.

SPEAKER_02

Tell me the future of the fitness industry, what where where is it going?

SPEAKER_00

So there was a huge online boom, and then like you know, uh that went great. And then like things go in waves. Now, people like, for example, wanted more one-on-one, they wanted less apps, they want more in-person training. So, right now, especially after COVID and lockdown, people want that more personal touch. Now, so that could, you know, again go the opposite way in a few years, and uh, like a lot of people say AI and all. I'm yet, I'm yet to see anything impressive in fitness in AI.

SPEAKER_02

Like, I mean, for me, and I say I'm obviously not fitness spicy at all, but all I can see AI doing is, for example, helping you replace some of your staff who are creating people's programs. Yeah, the AI can't replace the accountability, the AI can't go and do some protein shaking in the lipstick.

SPEAKER_00

Exactly. And like, even like the like you said, the programs that AI makes, there's it's still making mistakes. Like it, I think in a few years it will be like phenomenal, but we're yet to hit that point. But at the moment, the trend is kind of more like personal and and one-on-one. And yeah, that's it. Like, unless we get like robot arms that we can we can click on and it'll like literally do everything for us, well, then you know, I don't see it anytime soon. But no no matter what, and in any industry, right, you just gotta roll with the trends. So, for example, even with with social media, I started out on Facebook. I don't use Facebook anymore, it's gone. Did I do I have a cry? Oh no, my Facebook page isn't going as well. No, I'm just like, okay, where's hot right now? Oh, Instagram, okay, let's let's go on this. TikTok comes out of nowhere. Okay, sweet, let's do this. No matter what happens, you just gotta adapt and improve and roll with it.

SPEAKER_02

And 10 years it's been a whirlwind, 22 to 32. Where is 42 or maybe even 62-year-old Rob Lipset Rob Rob Lipset?

SPEAKER_00

It's a tough name. Yeah, you said it correctly, but sometimes to make it easy on people, I just say just say lip and set.

SPEAKER_02

It slips it, it slips it, yeah. But you know, uh uh, do you see yourself in the fitness industry at 42, 52, 62?

Long Game Mindset And Farewell

SPEAKER_00

Oh, 100%. And so, you know, this is a you know, a lot of people will say this because you know, it's a physical thing and your body deteriorates. Not mine, but anyways, you know, but like I look at guys like uh Joe Joe Rogan, uh Andrew Huberman, Gary V, who we've mentioned, and I was actually like Jordan Peterson, I'm like all these guys that are like a podcast that I watch, all of them, they're all way older than me. Like way older than me. Like, not just fitness, like I in any industry. So I'm always gonna be doing this. I'm always gonna be chatting to a mic. There will always be a fitness element to it. Like, I actually think Joe Rogan's the biggest fitness influencer in the world. Like he has the most, he has the most power with what he says. If he recommends a diet or if he gets a certain doctor on, like people are gonna listen. Like he has the most influence uh ever, and he's crazy into fitness. Like he is in insane shape, he's always you know talking about the latest trends. So yeah, you know, and he's 55. So that's that's where I'm gonna be. Uh, I ain't going nowhere.

SPEAKER_02

Well, so Rob, it's been an absolute pleasure having you on, mate. I know it's taken a while to get our diaries across. I know. The email is not your forte. Yeah, no, no, not at all, not at all.

SPEAKER_00

I'm like, it's not even me. But uh no, fair play as well to your assistant, like for locking this in. She was she was fantastic, really responsive. And now I'm delighted. And I'm also delighted that we got to do it in person, Marvey.

SPEAKER_02

No, no, it's it's always much better to do in person, and and it's um like I said, it's great to know that we've got so many mutual friends, and I'm sure uh you love it too, buddy. I know we get caught everywhere nowadays, don't we? Exactly. Yeah, but listen, mate, it's been great to chat. Uh, I'm just sure I'll pass it across again. I'd love to do it around two, and uh hope to see you at some more fitness events soon as well.

SPEAKER_00

Thanks so much, Ramian. Cheers, cheers.

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Matt Haycox

Host

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