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Hey everybody and welcome back to the podcast. Joining us today on the Daily Grindness, Mr. Peter Townton. Peter is a pioneer in the fitness industry.
In 2003, he had a vision for Snap Fitness to create an affordable 24-7 results-driven gym differentiated from the impersonal, expensive big box experience. Today, there are Snap Fitness franchises in 2,500 locations in 26 countries. And Peter, the CEO of Lift Brands, didn't stop there. Peter is an expert at understanding consumer desires and fulfilling them.
In recent years, he has acquired and founded several brands to round out the consumer fitness experience, including 9-round, Feral's Yoga Fit, Steel's Fitness, Fitness and Fitness On Demand. Together with the Snap Fitness brand, they comprise the world's largest wellness franchise organization serving 165 million workouts and counting. Peter, who prior to founding Snap Fitness, owned 9 America Fitness Centers, has designed a franchise development operation that is envy of the industry. He leads with the infectious enthusiasm which attracts prospective owners from all over the world.
He provides them affordable financing, world class support, and easy turnkey process. Most importantly, he teaches them his own management philosophy. Success is 10% what happens to you, and 90% how you react to it. Peter's accomplishments have been well recognized in the business community.
In 2010, he was named an Ernst & Young Entrepreneur of the Year. But for Peter, it comes down to one word, passion. He has it, he teaches it, and the results speak for themselves. Even as his operations expand, he remains ever committed to providing owners and members with the tools and programs they need to reach life-changing goals.
Today, he has over 6,000 locations across three wellness brands in 28 countries. And today everyone will get to hear that story, which is absolutely amazing. So be sure to always give a pen, a piece of paper, sit back, and really dive deep in today's interview. With Mr.
Peter Townton. Enjoy. Well, Peter Townton, welcome to the Daily Grind, my friend. How are you?
I'm doing great. And a pleasure to be here this morning. Of course, Peter. A pleasure that you're here.
For people being first introduced to you who don't know you, if you wouldn't mind, just kind of sharing a little bit more as to who Peter is, and what is it you do? Yeah, what brought me to this Facebook, brought me into podcast, was really becoming aware of social media. And I was a little bit taken back by what I call it, that there's a lot of fakes out there. And it's not that I had to make my stand, but I saw a lot of fakes out there talking about the journey.
And a lot of it was just business theory and not practical on hand, business fundamentals. And so that's what prompted me to get into the space. For those of you that are meeting me for the first time, I'm a self-made guy. And if you had met me 35 years ago, I would have been giving you a towel and a locker key.
So segue that into 35 years of hard work. And there's a long narrative along the way. But I went from handing out towels and locker keys to building one of the largest wellness brands in the world. So I always say, I'm living proof that the American dream is alive and well.
And I can share with you what that journey looks and feels like. Yeah. How did you get into the wellness space? How did you get into the fitness space?
Well, you know what? I mean, it's when I was young, I went up 13, I picked up a racquetball racket for the first time. And that's what put me into the health club space, the facility. And it was a sport that I gravitated to fairly quickly.
And I ended up becoming a touring pro for 12 years. I was a sponsored player with a company called Ekdalon. So I was able to travel around the country, play racquetball. It opened my eyes to the country.
But more importantly, it put me in an environment. You think about the health club space. It is the energy is fairly high. People are fairly positive.
So it's a great environment to work in. And now, I know at the time that I take it to the level that I did, well, of course not. But it felt like a great gig. And it's not what I wanted to do my whole life.
When I was a kid, I wanted to be a game-ward because I love the outdoors. I thought, man, this would be a great job. I'm not sitting behind a desk. I'm out here in the wild.
I love it. Well, I figured then I thought they don't make any money. So that shot that one. Transit, I love it quick.
Did I lose you? I lost it for five seconds. Okay. I hear you now.
So that's what we can cut it. So don't worry. Yeah. That's what editing is all about.
Can you just finish your last thought there? Just so I can kind of... Yeah. So when I was younger, I wanted to be a game-ward because I love the outdoors.
And it didn't take me long to figure out that game-ward because I don't make a lot of money. So I quickly transitioned out of that into who knows what, but I knew it wasn't going to be that. No. So why the fitness base?
Obviously you knew that wasn't going to make money. What's... How did you learn the business? How did you know that this is what you were going to jump into?
You know, that's a great question. And I say all the time, you know what, the A students work for the C students. I quit college my junior year. And I quit college because I was at my parents.
I came from a family background where my parents made me pay for my own college, which I'm an advocate for. Look, you know what, you got to own it. So anyway, I felt like I was digging this hole. And what I always tell, especially young people, look, sometimes when you're digging a hole, the first thing you need to do is stop digging.
So for me, that's what I felt. And I was literally my junior year in college. I was having breakfast with my twin brother. And I said, screw it.
I clammed my book shut. I was studying business statistics. And I said, screw it. I quit.
And my twin brother looks at me. His eyes get a little bit big, right? And he says, what do you mean you quit? I said, I'm done.
I'm done with the shit. And about a minute later, he closes his book. He says, I quit too. And so we quit college the same day.
And we stayed in the dorms through through spring semester. We never told our parents. And then we never went back. We never went back to school.
We moved down to Orlando, Florida. We played what they called the Sunbell tour of the racquetball. And then eventually we grew up and figured we better get to work. And I had an opportunity to come back and run a failing health club.
And that's really what opened the door for me. The club that I had played at when I was a kid, I knew that they were losing money. And the day that I left for Orlando, I sat down with some of the owners and having breakfast. And I said to the guys, and I was friends with all of them because keep in mind, I was in that club every day.
And I'm not talking about going in there for an hour a day. You know, you and I talked before we aired about athletes, right? I was in that club anywhere from three to five hours a day. And I wasn't in there.
I wasn't in there just bullshitting with people. I was working. I was putting in my time in the court. I was putting my time in the weight room and in the aerobic studio.
I had to do what I had to do to play at high level. So anyway, having breakfast with the guys, and I said, look, you're not gonna like what I have to tell you. But the guy you have running your club is not your guy. And they said, what do you mean?
I knew these guys were feeding the club. They were each, there was five owners. The club was burning about 200 grand a year cash flow. So every year these guys were throwing in $40,000.
And I knew that they were upset about it. So I said, look, he's an actual guy. He's not engaged with the members. He's not engaged with the club.
And he's not engaged with the community. So I said, if you ever want to turn it around, give me a call. About a year and a half later, my phone rings. It's these guys.
And they said, Hey, Peter, I'll tell you what, we'd like you to come back and run this club. I'll tell you what, we'll pay you $16,000 a year. But if you turn that, if you make the club profitable, we'll let you buy us out with the profits. And that was what I needed.
Okay, that's, and they didn't know what they were dealing with. You know, you and I talked about earlier about discipline and tenacity and no quit. So, you know, never underestimate the heart of a lion, right? And I just needed a window.
So, I mean, I remember, I remember one of the first or second day that I went to work. I told the entire staff, Hey, come tomorrow, come to work ready to clean, because the club needed a deep clean from corner to corner. When I got there in the morning, everybody was there. And this woman steps forward, she says, Hey, Peter, before we get started, I'd like to say something.
And I said, well, by all means go ahead, she says, we don't clean. Okay. Now that was, you know, that was a character building moment for me. Because so think about that.
I'm like day one or day two on the job. A woman steps forward, I have the entire staff there and this woman steps forward, her and four others. And they say, excuse me, we don't clean. So that is a moment of truth, right?
Everybody's looking and what am I going to do? And I thought about it for about five seconds. And I said, and you also don't have a job. And I pointed to the door.
So she left. That was probably the last thing she was expecting. Well, I tell you what, everybody else in that room, you could have heard of pin drop. And I keep in mind, I was like 22 years old.
I was the youngest, I was the youngest employee of the whole staff, right? So I mean, they're looking at who was this guy rocking the mullet, you know, just as far as what and anyway, but I got the attention of everyone. And I told everyone, from this day forward, we are not going to be average. We are we have higher aspirations.
So we are going to we are going to deliver on our promise. We're going to clean this club. We're going to eventually try to remodel it. And you know, the rest, the rest is history.
I was able to club didn't have any money. And that's another interesting point. The club, I asked the owners, what's my marketing budget? And they said to me, Peter, what do you mean what your marketing budget?
Maybe you didn't hear us. We feed this thing every year. There is no money. There is no marketing budget.
There's nothing. There's no money to do anything, right? So rather than quit, I got creative. And I said everything about what can I do with nothing?
And so I went, I remember, I went into the floor at a ceiling store and I said, look, I need some carpet. Now, I don't have any money, but I have memberships. And again, we did some trading. And I did that with multiple carpet stores.
I did it with painters. I did it with electricians. And I was smart about it too. I started in the front lobby because when people walked into the door, I wanted them to know that something has changed, right?
Because when you're taking a 40,000 square foot club, if you dabble a little bit in every corner, people don't notice the change. But if you start at one end and people say, wow, you know, this looks really, really nice, right? Well, I started putting money into the club number one, but never too more importantly, I got to know the members. I knew them by name, right?
I made a point to be by the front desk and nothing was off limits. And I learned that from my father in the grocery store when I was a kid, that my father, he would, you would see him on the checkout stand, you would see him carrying out groceries, you would see him struggling the sidewalk. He didn't put himself above anything. And that's, and that's one of the life lessons I've learned from my father.
But some of those lessons I learned early on are you can't put a value on it. There were such beautiful lessons and they were so relevant into how I live my life today. How long did it take you to change the culture within that gym and like earn the respect or maybe not so much how long did it take? But like, what were some of the things you did to earn that respect?
Well, it started, obviously, I couldn't have, the first reaction of everyone, it couldn't have gone, there couldn't have been a better circumstance for me because they knew I'm in business. They knew when I was not afraid. I mean, when I fired her, actually, there were three people that got fired that day that chose to walk out. Okay, I didn't mean pretty work.
I turned to my assistants and I said, after the meeting was on, I said, by the way, who the hell did I just fired? Right? I didn't think what we did, right? So what I had to send that message, they knew I meant business and they knew that I was not that I was going to that I was determined to deliver my promise.
So that in itself, it was just creating the culture. The other part of the culture that I learned from my father was leaning in and doing and just not being putting myself about anything. I would wipe down displays. I mean, there's, I put myself about nothing.
I would hand out locker keys. I would do it all, right? I would shell the sidewalk. I was engaged with the members and I remember, you know, when I when I talk about getting after it, when I was eight years old, I used to sell popcorn in front of my dad's grocery store.
My dad had a small grocery store in my hometown and when I was eight, in my family, you did one of three things. You were either in school, you were in sports or you were working, make no mistake about it, right? He was, my dad was going to occupy your time to keep you out of trouble, right? And anyway, I'm selling popcorn in front of his grocery store and my dad walks past me, he walks about 35, 40 feet past me and suddenly he stops.
He stops and he pivots and I'll be damned if he's not coming right back towards me, right? Now, my dad was a big man. I was just a little eight year old boy, right? He stops in front of me.
He said, Hey son, how are sales? And I said, well, they're not very good today, dad, right? And I said, but you know, there's just not a lot of people in the mall that was given him my excuses as an eight year old to do. And he said, son, the sales aren't any good because you're sitting behind the desk.
You got to get off from behind that counter and go go go get your business, right? So here's this eight year old boy. Now think about that. I'm scared shitless, right?
And I'm walking out and I'm pulling on the sleeve of adults and saying, Hey, would you like some popcorn? I just made it that's fresh. It's really good. blah blah blah.
Well, suddenly my sales like doubled for the day, right? And so it was a great life lesson in you through the lens of an eight year old to say, look, if you want to, you can go down one or two pass, you can either watch things happen or you can make things happen. So that was a great lesson for me. And that's the way I live my life today.
I love that. What a great lesson that is. It is. So my dad doesn't even realize that I'm like that.
That was such a great lesson. He's scared the shit out of me, but it was a great lesson. Yeah, because I think a lot of people would just let that child sit behind the desk and think, Oh, he's working. So at least he's doing that.
Right. At least he's doing something. Now that's right. And that is apparent to you.
I think that's a total cop out, right? And I'm not here to get righteous. But I tell you what, you know, kids, kids and young adults, right? You know, you reap what you sow, right?
If you have if you said, I would say if you see anyone can be an all star when you set the bar at your ankles, right? So you know, have some ambition, get out there and make it happen. No doubt. So you start diving into the fitness business, you're working in it, you're making things happen, you're probably learning the ins and outs.
When did you get the idea for snap fitness? And when I sold, I ran the health club. So that one health club that I had, once I got to the point where I had 51% equity in that first failing club, I went right back to the bank, I refinanced it to give myself a little reading room. I bought out all the partners, right, refinanced it.
Now I've got some reading room. I did that for another 12 years. And when you start with nothing, you're fearless. Right.
So I leveraged that. Now I had, I got alone. I built another club. Now I have two clubs like paying off one loan.
I did that seven times. And then when I got to the about 40, I sold those clubs, right? And I had about $3.5 million to my name. That was my lifesaver.
That's what I had to show for myself for, you know, whatever, 20, some years of hard work. And when I sold the business, one of my one guy that worked for me who was the great guy, you know how sometimes you're fortunate, you meet someone that if a hand grenade came in the room, they dive on it for you. I've had the privilege of about 12 people like that that I've had the privilege of working with. Well, one of these guys called me says, Hey, I can't stand who you sold the company to, right?
And I gave him a I made sure that he had a great comp plan. And I said, Oh, come on, you know, just suck it up. You can do it. He goes, no, no, these guys, I don't like it.
He said, would you consider building me a club? I know you don't want to run the club. Would you just consider building a club? And I said, no, about four or five times.
And finally I said, look, I'm going to do it. But here's what I did. Instead of having swimming pools and climbing walls and childcare and aerobic classes and racquetball courts, the club kept getting smaller and smaller. And pretty soon I had this club that was four to five thousand square feet.
And instead of having 60 employees, I had two. So I was mildly intrigued by it. I built the club. And and what was amazing is I wanted to have a point of difference, right?
So it was 24 hour access, no contract, everything that you would need to get fit. But really not a lot of frills, no childcare and pools, things like that. Well, I sold enough memberships in 90 days to cash hold the business for the year. All right.
Now, Colin, I didn't have any idea it was going to be that successful. Okay, I was mildly surprised and intrigued more than anything. And that was in an urban market. And and after 90 days, I knew I had enough memberships to cash hold the business for the year.
So I was financially kind of out of the woods and I was intrigued. Well, then I said, I'm going to build another one, but I'm going to build it in a mid-sized market, a smaller market. So I built another one. And I'll be damn conned.
The unit level economics all fell into place. The rent was not quite as high. The overhead was not quite as high. And I was tell people, look, it's not what you bring in the front door is what you take out the back door.
Well, same, the club behaved the same 90 days. I sold enough memberships to cash for the year. Now, I said, I'm gonna build a third one. I built one in a town of 3,500 people.
Imagine that, which is any little small town USA, right? Yeah. One stoplight, a bank and a small little grocery store. I put one in a town like that, same thing, 90 days.
And that's an OBS 90 days. And it was at that time that I knew I had a tiger by the tail. And it was at that time. So thank God that number one, I had enough dry power.
I had about, like I said, $3.5 million in the bank. So I didn't need any partners. I was an expert within the space. I knew that I could do it.
I knew I had the savvyness to do it. I knew I had the work ethic to do it. And I didn't cut any corners. I hired some of the best franchise attorneys in the country.
And so I didn't cut any corners, right? Because I would say think small, be small. So I built the brand in a way that if I was gonna have hundreds of clubs, I knew that I would not implode, right? Now, if you sat there, if you would ask me 15 years ago, Peter, did you ever think you'd have 6,000 locations spread across three brands in 28 countries?
I would have told you, no, I don't think I'm gonna grow up that big, right? Because who would say that in the right mind? You'd have to be extremely arrogant to say that. But I would say, I didn't think it was gonna be as big as it is.
But I knew I was capable of doing it. And I just knew that I had the ability to build one of the largest wellness brands in the world. So I knew it. I was fearless.
Because like I say, when you start with nothing, you're fearless. You know what the bottom feels like you live there, right? So you're not afraid of it. Now, as you become older and you become more financially, you start hitting more and more home runs and you start accumulating some significant wealth.
I just did that, I just wrote this on my Instagram that look, never, never bet the business or in other words, it's never bet the farm on a business, right? Don't be one of those guys that accumulates, you know, a nine-figure net worth and you see them five, 10 years later and they're broke. Why? Because they thought they're gonna do it again.
They, you know, they bet the farm on their second grand slam and it ends up being a strikeout. And before you know it, you know, it's all gone through personal guarantees and whatnot. So, you know, I talk about that as well, how do you manage a lifestyle? How do you keep your sanity?
How do you keep that life balance between, you know, your family, your faith and yourself? Were there people and mentors that you kind of turn to during those times and still do to kind of help you with the education process? I mean, obviously you're the foresight to get some of the top attorneys and you did a lot of the right things early on. Did that come from leaning on others?
You know, I did and I don't know why, you know, I've got a really strong faith. And when I sit today and reflect about my life, especially when as I started working, I even going back to those eight year old boy memories, right? And why some things happened the way they did? I'll tell you straight up.
Business, a lot of business is just common sense, common sense. And really it boils right down to that. You just got to stop and think. You got to make sure that the product that you're presenting to the public that it's relevant.
And here's the biggest challenge. Some people, you know, if you think you're the smartest one in the room all the time, you're dead in the water right there, right? So for me, I fundamentally, I think of what I want the product to look like. Like for instance, snap business.
When before I opened my first store, I said, what is the customer of one? What does that business experience feel like? What does that customer experience feel like, make sure that I'm on point for every aspect of that customer experience of a quantity of one. Once you have that button down, now say, how do I scale this to if I had 400 members or 500 members?
So but you got to start in that one place of what does excellence look like? And then you have to figure out a way to to create systems and processes so you can gain momentum and trajectory into building club that is cash flow positive. Now, once you have a club that is that is killing it, blowing the doors off, now you take a step back and you say, how do I replicate this business into another one? And I never said, you know what?
Once again, common sense. I didn't say, how do I build this club of one and expand it to California? Okay, I mean, shit, there's a lot of country between Minnesota and California, right? So I said, how can I build some clubs within two or three hours of where of Minneapolis?
Right? So I got that feeling. And once you can build a club three, four hours, so you can no longer get in your car and go fix the problem. That's how you know you've created a great franchise concept is when you can fix problems remotely and that you've got systems and processes in place to where you can where you can see what's on the horizon.
Because sometimes I light at the end of tunnel is a train. So you've got to, you got to make sure that when you see these things that you can react accordingly before they before you've got a raging fire on your hands. So, so bottom my collar, you know what? It's it's common sense.
It goes a long way. And you know, I hate to understate it like that. But there's so many times people get so caught up in the business side of it and just say, look, slow down, take three steps back. Number one, number two, take a deep breath.
And let's just think about fundamentally, what are you trying to accomplish for your customer each day? Just get back to the basics. And then from there, dig yourself out. It's really, you know, it's really interesting how you got into it.
Because I think so many people have an idea or think that they're an expert in a certain area and want to start a business. And I think that there's a lot of value in what you did, whether it was intentional or not, but going into a business that already is established, it's already there, you see how you can fit in and help them. They give you revenue sharing from that, like everything built. Do you feel like there's a lot of opportunities like that for people?
There are. And I'll tell you what, you know, I do a lot of mentoring and consulting today and I'm shot. And I say it all the time, fear, fear is a dream killer. All right.
And let's be real fear manifests itself in the six inches between your years. Okay, fear is self-inflicted. So if the first thing you need to have is confidence in yourself, right? Number one, and you can't be, you know, fear is typically what if I fail?
I mean, you know what, for real brother, if you're not failing, you're not trying hard enough, right? I mean, I don't know. I cannot tell you one person that I know that's accumulated any real wealth that doesn't have, you know, dozens of stories of road ration and trials and tribulation and perseverance. I mean, that is just part of the gig, right?
And that's why I tell people, you know, Steve Jobs said it great. You know, look, you got to be a little bit crazy to want to be and get into business. It's a true statement because you're going to, you've got to fight every day. It's hard work.
It's gut wrenching. It's stressful as hell. And, you know, and the problem is you've got to endure it over and over and over again. You know, business is a, you don't just start creating a business and the financials are up and to the right from day one.
It's, you know, there's a lot of stress and agony and perseverance that takes place on that journey. And every one of those hardships, every one of those character building moments is what defines you. And I always say anyone can run a company with the wind at your back. Okay, when things are great and easy, anyone can do it.
But it's how you act in times of adversity, where your character is defined. And that's where all the learning experiences take place. And it's true in business. It's true in life.
It's true in everything. Right? So don't shy away from it. Lean into it and understand what the hell was going on.
How did I get here? And what can I do to not put myself in this place again? To you know what I mean? Once again, common sense, use your head, right?
Use your head, think about where you're at. And that goes with the good and the bad. How did I get here? If it's a good experience, how did I get here?
How do I replicate this? Right? It's not there's no such thing as dumb luck. Think about your process.
That's my documentation in life documentation and business. It's key. Yeah. What are some things, you know, someone listening who is fearful, who does lack that confidence?
What are some things to regain that? What are some things to regain that confidence in that mindset that it takes? It's a process, you know, it's a process and it truly is because people that that generally lack confidence, it's not just you can't just grab them by the shoulder, square off of them and say, look, suck it up. It's not that.
It's not that, right? So you got to be able to pull them aside and say, look, understand, you're thinking about, I don't know the light that you're putting yourself in. But look, you've got to we got to change your thought pattern because you know what? You're capable of doing this.
And believe it or not, the first step of becoming an entrepreneur, the first step of it is just saying, I want to be an entrepreneur. I want to be my own boss. There are some people that thought never enters their head. Okay.
So you got to tell them, look, you're more than what you think you are. So let's just start right there. You're more than what you think you are. And then you explain fear and what that is.
And then tell them, here's what I want you to think about yourself. Write some things down about yourself that you love. Write some things about yourself that you think are going to carry you forward in the life of an entrepreneur. Write down those things that you think people appreciate about you.
Because I tell you what, you cannot lead a company. You cannot drive a company without people believing in you. All right? Because it starts at the top.
I know for me, I'm a bit of a cowboy in my space, right? And it's because I came from nothing. I'm a straight shooter. And if somebody's wrong, I'll say, you know what, you're wrong.
I'm not condescending. But I don't sit and listen to people's bullshit because I've heard a thousand times, right? And I'll tell them, look, you know what, you're talking business theory, you have nothing to back it up. It's bullshit that jet is not yours.
That's not your Ferrari. Quit fanning $100 bills. It's one line of bullshit after another. Here, give me $1,995 a month.
And in six months, you'll be making $10 a month. You know what, it's bullshit, right? That's not how life is. And that's not how business is.
So for people, I just say, look, strap on the chin strap. It's going to be hard work. You're going to have some gut wrenching moments. But that's business and appreciate those moments, right?
You don't need to run and I just appreciate it. So I love how you brought up. There's so many posers. I call them posers in the world.
How does someone in your experience, right? Because I feel like you have the ability through being low to where you are now. Like you can see it instantly. But for those out there who, whether they're looking for a mentor or looking for a coach or looking for a guidance, like how do you know if someone's a poser or someone's real?
What are questions they should ask? What are things they should look for? Well, you know what, it's it's a here's an interesting part. And I'll tell you this and I kind of laugh about it all the time.
It's quite quite confidence number one. And I kind of like, you know, Steve Jobs, you know, he used to wear jeans and a black tee shirt every day. Okay. I would say if you walk into a restaurant and you see three guys and suits and one guy and in faded jeans and flip laps and a tee shirt, he's the one with the money.
Make no mistake about it. Okay. So it's, you know what, when you've done it, so I'm a nine figure network guy. So my jet, my cars, my homes, I own them.
In fact, that's one of the reasons I got into social media and the people that helped me with my social media, they said, Peter, you need to be more, you need to be more flashy with your thing. So if you go into my social media, you'll see there's and there's only one. There's a picture of my Ferrari in front of my Falcon 50, right? And I did this shot.
And I turned to when I was done, I said, I'm never effing doing that again. Right? Because it's not why I'm not I don't know. Now, believe me, I got it.
You know, I've been blessed. I have a 10 million dollar Lake home in Minnesota. I have a $3 and a half million penthouse here in Miami. I have a jet I have a Ferrari, I have an Aston Martin.
So I've got multiple real estate and business. So that's my validation that hard work works. Okay. But I don't beat my chest with it.
Some people get really caught up in it. And I say, look, all of this stuff is a result of hard work. And understand, I had the ability to put the right people around me. Because winning in business, it's a team sport, make no mistake about it.
Okay, you can't do it by yourself. If you do, you're a fool. So it's you've got it, you've got to surround yourself with very talented people that are like minded for one. So so for me, and that's one thing that I've been able to do is just really lean in.
I always look for opportunities. I'm getting ready to launch another company right now. Now that I'm out of the health and wellness space, I retired as the CEO a year ago. I'm still chairman of the board.
And I still own roughly 44% of the company. But you know, now I'm off doing what my next thing is, I'm not retired. I think retirement is a bullshit word. It doesn't even make sense anymore.
You know, who retires nowadays, how boring, right? I always say I'm transitioning, right? I'm transitioning to my next thing. I don't, you know, but life is a lot of fun.
And I appreciate it. I made it of it, right? Oh, yeah. So what is that next thing for you?
What gets you excited to get up every morning right now? Well, I only do things that really bring me joy, right? So I have a luxury camp in the Serengeti, a lodge. I love it.
Right? If you ever want to go out to Tanzania, get in the bush, give me a holler. I really mean it. Give me a holler.
I got to get to great spots. It was voted that one of the top 10 lodges in Tanzania. So it's in the northeast corner of the Serengeti. It's beautiful.
But so I do that. I have a music festival. I like that, right? I like music.
And it's such a great energy that people around it are positive and it's entertaining, right? So but once again, my rest is early. I don't get to farm on anything. So anything that I get involved with, if it fails, it's not going to change my lifestyle one bit.
But if it wins, I really like that. I mean, winners like the win, right? Winners like the win, right? So the next launch I make in, it's a company called Elvar and it's a CBD oil company that literally my son and I are going to be launching it here in the next, should be the next two to three weeks.
So we're excited about it. We put a lot of thought into it. It's a great product. And once again, we didn't just want to come to the market and be another me too.
So we got one of the best partners in the country who creates the CBD oil. And it's literally, I mean, there's an award that is given out once a year. She's won the award the last two years running. I mean, she's probably the most knowledgeable about CBD oil and she creates her own.
She's so passionate about it. So I wanted to leverage her passion and knowledge for CBD oil and leverage it into the consumer space. So that's my next thing. Amazing.
Well, we're all looking forward to it. And where's the best place people can go to follow along on your journey, learn more about you, connect with you, where's the best place everyone can go? Go to Peter, Peter underscore, Tom, T-A-U-N-T-O-M. So just my name, now you can now you know why I'm not the creative marketing director.
I don't have some flashy names. So Peter underscore, Tom, that's my Instagram handle. And that's where I do all my communicating. So any post that's where it's at.
And I do a lot, I mean, if you're an entrepreneur out there and you're feeling like you're stuck or you just need a little push or you need a little guidance, I offer that. So, you know, right now I do a lot of that throughout the week. I don't charge anything for it unless you're corporate America. If you're corporate America, I charge a thousand an hour, but I don't need 100% of it to cherry.
So my own founding. So I'm not in this for the money, but what lights my fire is really helping other young entrepreneurs or older entrepreneurs help them find their way through some of the challenges and road rest that I've experienced in my 35 years in business. Well, we thank you very much for it. I'm going to share that link to make it super simple for everyone, but be sure you visit Peter on Instagram.
And now Peter, the way we end the show here on the Daily Grind is we're going to give you the floor and you have the opportunity to share with the audience a thought of the day. So one thing or one thought we can all go home with today. You know, one thought of the day and it's a thought that you should have every day day. You know what?
You're going to have life is going to throw twists and turns at you and it's not easy. Some days you're a cruise director, some days you're a firefighter and regardless on those great days or days of adversity, just understand you're going to get through it. Learn from adversity and appreciate the great moments that you have in your life. Yeah, I love that.
Great message to end this off and everyone, if you enjoyed today's episode, be sure you subscribe to the podcast, drop a like, share this out with a friend who you feel like it really benefit from listening to today's episode. We will be back with another one until then call and we're signing off and always remember to keep on grinding.