John Arnold with Dr. Peter Attia โ€” The Greatest Energy Trader of All Time on Lessons Learned, Walking Away from Wall Street, and Reinventing Philanthropy (#818)

Donna Newman; Courtesy Laura and John Arnold Foundation

In this special episode, my friendโ€”and fan-favorite guestโ€”Dr. Peter Attia takes the mic as guest host. Peter sits down with legendary trader John Arnold, widely considered the greatest energy trader of all time. Today, through his foundation Arnold Ventures, John applies the same rigorous thinking to some of Americaโ€™s toughest social challengesโ€”criminal justice reform, healthcare policy, and Kโ€“12 education, to name just a few.

This interview originally aired on Peterโ€™s excellent podcast The Drive. You can check it out at PeterAttiaMD.com, or subscribe to The Drive wherever you get your podcasts.

Please enjoy!

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This episode is brought to you by Eight Sleep. Temperature is one of the main causes of poor sleep, and heat is my personal nemesis. Iโ€™ve suffered for decades, tossing and turning, throwing blankets off, pulling them back on, and repeating ad nauseam. But a few years ago, I started using the Pod Cover, and it has transformed my sleep. Eight Sleep has launched their newest generation of the Pod: Pod 5 Ultra. It cools, it heats, and now it elevates, automatically. With the best temperature performance to date, Pod 5 Ultra ensures you and your partner stay cool in the heat and cozy warm in the cold. Plus, it automatically tracks your sleep time, snoring, sleep stages, and HRV, all with high precision. For example, their heart rate tracking is at an incredible 99% accuracy.

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What was your favorite quote or lesson from this episode? Please let me know in the comments.

Continue reading “John Arnold with Dr. Peter Attia โ€” The Greatest Energy Trader of All Time on Lessons Learned, Walking Away from Wall Street, and Reinventing Philanthropy (#818)”

The Tim Ferriss Show Transcripts: 4-Hour Workweek Success Stories โ€” Charlie Houpert on Building โ€œCharisma on Commandโ€ to 10M+ Subscribers, From Charging $10 for Seminars to Making Millions, Living in Brazil, Critical Early Decisions, and The Secret to Freedom (#817)

Please enjoy this transcript of my interview with Charlie Houpert (@charliehoupert), co-founder of Charisma on Command, a company that helps people develop confidence, charisma, and strong social skills. Originally launched as a 4-Hour Workweek-inspired โ€œmuse,โ€ it has since grown into one of the largest platforms for social skills and confidence training, with more than 10 million YouTube subscribers worldwide and more than a billion views across its content in six languages. His flagship course, Charisma University, has guided more than 30,000 members through practical steps to become more magnetic.

Charlie was once voted โ€œMost Likely to Break Out of His Shellโ€ and began studying charisma to overcome his own social anxiety. He now explores the deeper roots of confidence through archetypal psychology, embodiment practices, and more.

Transcripts may contain a few typos. With many episodes lasting 2+ hours, it can be difficult to catch minor errors. Enjoy!

Listen to the episode on Apple PodcastsSpotifyOvercastPodcast AddictPocket CastsCastboxYouTube MusicAmazon MusicAudible, or on your favorite podcast platform.

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DUE TO SOME HEADACHES IN THE PAST, PLEASE NOTE LEGAL CONDITIONS:

Tim Ferriss owns the copyright in and to all content in and transcripts of The Tim Ferriss Show podcast, with all rights reserved, as well as his right of publicity.

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WHAT IS NOT ALLOWED: No one is authorized to copy any portion of the podcast content or use Tim Ferrissโ€™ name, image or likeness for any commercial purpose or use, including without limitation inclusion in any books, e-books, book summaries or synopses, or on a commercial website or social media site (e.g., Facebook, Twitter, Instagram, etc.) that offers or promotes your or anotherโ€™s products or services. For the sake of clarity, media outlets are permitted to use photos of Tim Ferriss from the media room on tim.blog or (obviously) license photos of Tim Ferriss from Getty Images, etc.


Tim Ferriss: Charlie, welcome to the show. Nice to be spending some time together.

Charlie Houpert: Yeah.

Tim Ferriss: And I thought we would start, as you suggested, since I do not have much memory of this โ€” and that is not to say that I am too big for my britches. I think it was quite a while ago, but how did we first meet in person? This is not our first time meeting.

Charlie Houpert: No, it was a much larger moment in my life than in yours, I think. This is 2011, 2012. I’m working as a management consultant in Washington, DC and I have been a 4-Hour Workweek acolyte for probably six months, like evangelical. “Everyone needs to read this book. We’re all entrepreneurs.” I’ve sold nothing at this point. I’ve got no product, but everybody has to do this.

And I’m out to dinner with my company. We’ve just completed this contract. And sitting there facing the door and Tim Ferriss walks in, and the blood drains from my body. I go cold. I’m working on being more gregarious. My boss sees. He goes, “What’s wrong?” I said, “It’s Tim Ferriss. Tim Ferriss is here,” like the boogeyman walked in. I’ve told him, and he goes, “The 4-Hour guy?” It’s like, “It’s him. Yeah, it’s him.”

So I excuse myself to go to the bathroom, walked over to your table. This is on H Street in DC. And I didn’t know what โ€” I just said, “Hey, Tim, Mr. Tim, I read your book, and it’s changed my life.” And this is even before it really changed my life. And I love your blog, and it was so great.

And you turned and faced me and were very kind. You gave me far more attention than I had anticipated that I would get and asked some questions about what I was doing. And at the time, I was like, “Fuck, I haven’t actually made anything happen.” So I was like, “I’m working on this, that, and the other thing,” and then excuse myself to go to the bathroom where I was like, “Fuck. You fucking ruined it.” And came back out and didn’t have an ask. This is an interesting learning for me, and was just like, “Do you want to get coffee tomorrow?” I don’t even drink coffee. You’re like, “Sorry, I’m in town. I’m just doing The 4-Hour Body. I’ve got some meetings tomorrow, so I can’t do it,” and politely excuse yourself.

But for me, that was โ€” it was a number of things. One, it was like, “Man, I wish that I was able to have that conversation in a way that created more connection between he and I.” And it was also โ€” it’s funny to be sitting here now because at the time I had this projected belief that if you would just feature my business in The Muse, if you would just write about it on your blog, everything would be solved. Units would start flying off the shelf and I’d be taken care of forever. So it’s really cool to be sitting here on the other side of that projection and get to chat.

Tim Ferriss: Yeah, okay. DC. Yeah, I very rarely go to DC. So, I mean, in the multiverse of other infinite possibilities, it is pretty incredible that we met at all because I so rarely go to DC. And I think you can also probably cut yourself some slack in the sense that in those conditions, it’s pretty hard to establish very quick rapport and connection.

Charlie Houpert: Oh, yeah.

Tim Ferriss: I don’t know. Was I by myself or in a group?

Charlie Houpert: You were by yourself. It was offered up on a silver platter. No, not to say โ€” I reflect and it’s like you’re in town for one day, but the idea that maybe there was something that could have been said to create that connection was like โ€” it was the Inception seed that just kept spinning in my internal safe for the next 10 years.

Tim Ferriss: All right. So let’s double click on the management consulting and then how you became an ex-management consultant โ€” 

Charlie Houpert: Sure.

Tim Ferriss: โ€” or just the path itself. Because I have seen interviews with you, and you talk about, of course, various different things, Charisma on Command, Charisma University. You have this topic area expertise. And we’ll probably touch on some of that, but for a lot of my audience, and for my own personal curiosity, I want to hear about your journey, your personal journey, not necessarily focusing on the content that you’re best at showcasing. And I suspect we’ll probably get to some of that.

But looking back at the early chronology is always fun for me because I remember, for instance โ€” and I want to not make this the Tim Ferriss retrospective show, but that exact experience that you had with me, I have had many times with other people where I’ll just like fumble out some accidental pig Latin. And then I go to the bathroom. I’m just like, “You idiot. That could have been the sentence that changed your life, and you fucked it up.” Not to say that’s what you said yourself, but certainly I have had those types of experiences.

So let’s go back to management consulting. What was that experience like? Just paint a picture. And then I know this might seem like a lazy question, but just take us forward from there.

Charlie Houpert: Oh, every day it felt like a self-betrayal. So I read The 4-Hour Workweek when I was in grad school. And I was in grad school because I was a philosophy major as an undergrad and graduated in 2009 where not only were they not hiring philosophy majors, they weren’t hiring anybody.

So hid out in business school for a year, wound up as a consultant because that’s what you do when you don’t know what you’re supposed to do with your life. And every day putting on that suit felt like a betrayal of myself, especially having read The 4-Hour Workweek at that point.

And so there were these minor rebellions that I would stage. I had a faux-hawk, and I wouldn’t cut it, and I would put it down. There were these subtle passive-aggressive โ€” I let my shoes fall apart. I had my business shoes, but I wouldn’t get new ones. They were ratty and crappy. And it was just these ways of like, “This is not me. This is not right.” And then I would come home from that after sort of sneaking out as early as I could, and I would write in just my own little journal about like, “This is not what I want. I don’t want this life. I don’t want to be the guy who is my boss or the guy who is his boss.”

And so it was in this period of time that I was noticing and experimenting with coming out of my shell at the same time. So I was able to make friends with not just my boss or his boss, but I got close with the president of the company. And it was through just talking about the bars and clubs I was going to at Saturdays, and he was vicariously โ€” we’d meet Monday morning, be like, “So what’d you get into this weekend?” And we had a little rapport there of I-remember-the-good-old-days type of a thing.

And so had that job, wasn’t right, had our fruitful encounter, which didn’t wind up selling anything. And at the time, my first business was a parkour training DVD. I think I even used a service that you’d listed in The 4-Hour Workweek to try to do it and was trying to get that off the ground, selling it through Google Adwords, very step by step, 4-Hour Workweek. It could have been a chapter had it worked. And it was starting to go, but it wasn’t something I loved. And I was struggling with it because my co-founder and best friend was in New York, I was in Washington, DC.

Tim Ferriss: How did you choose parkour at the time? How did you decide on that? And were there any other candidates where it’s like, “Okay, here are the top four. We’re going to strike these out. We’re going with parkour”?

Charlie Houpert: Yeah, there was. I did the little Venn diagram of what do I want that other people might be interested in. I just wrote all of my interests. I hadn’t done parkour, but I liked Casino Royale. That was my level of exposure to parkour.

Tim Ferriss: Yeah. One of the best intro sequences of any James Bond.

Charlie Houpert: Yes. So the idea was, “Oh, wow, there’s no parkour gyms. If there are, they’re expensive. Maybe people would want to learn this. I would want to take a class.” And so went out, hired a guy that had done it. Never shot anything before. I mean, there’s so many funny little stories.

He chips his tooth the day before the shoot, so he’s got this lisp before the shoot, and he can’t remember more than a line. So we’re saying lines to him as he’s trying to teach parkour, chopped this footage up into 35 or 40 minutes of how to do a wall run, how to do a Kong, how to do all these things, and made a DVD out of it from TrepStar.

The other things, I mean, I can’t remember what was on there, but it was very much โ€” I was a little bit outside of myself and thinking, “What do other people want?” I hadn’t gotten to the scratch-your-own-itch experience. And what I experienced was that, “Oh, wow. We’re actually selling enough DVDs to break even on Adwords and even a little bit of profit.” Which means if we did a follow-up, we’d be totally in the black.

Tim Ferriss: Follow-up meaning you’re selling to pre-existing customers?

Charlie Houpert: Correct. If we’d made the advanced course or, “Do you want personal coaching,” or something, and I was completely deflated. I was like, “I can’t do this other thing in addition to my job that I don’t love in order to get free of the job. So there was this recursive 4-Hour Workweek mentality, which is like, “Stop doing the thing that you don’t want to do in order to get to the place that you want to be. Just do the thing that you want to do.”

Tim Ferriss: Although, at the same time, just to play with that for a second, the approach of moonlighting just to dip your toe in the water, get a taste of the blood, whatever metaphor you want to use, I think is actually pretty helpful in the sense that you don’t have to act out of desperation. You still have a safety net of some type, but then you can make an informed decision about whether or not you want to burn the ships, so to speak. So just my two cents. 

Charlie Houpert: It was an integral step. I very much agree with you. I needed the experience of disliking consulting and then the experience of disliking my side gig to go, “Okay, the next side gig has to be something that I would do for free or I’m paying to do.” And so then it was, “Okay, what am I spending money on?” It’s like, “Well, I go out to these bars, not to drink, to talk to women and try to get them to like me and to make friends.” And I put way more time, effort, attention into studying how our interaction went. I can’t tell you how many times I chatted with my best friend about like, “What if I said this?” We were putting far too much energy, relative to others, into understanding people and how to connect better.

So there was a transition of โ€” my best friend and co-founder was in New York. He was an investment banker. I was in DC. I was a consultant. We would talk every day after work for an hour about the interactions we had, and I was just aching. I didn’t have other friends in DC.

So I went to this president who I had been close to, and there was this moment where I was trying to get the side gig and trying to get a job in New York, and I โ€” I went to Skillshare, and they didn’t want to hire me. And I went to all these companies. They wouldn’t hire me. I was taking weekend trips. And eventually my friend was like, “Why don’t you just quit and go to New York and figure it out there?”

So having settled with that and done the fear-setting exercises and what’s the worst thing that can happen, I came in and I made a pitch to my president, which was, I mean, a lot of 4-Hour Workweek things, which is once it’s already done, people get out of your way. Internally, I was like, “This is done. We’re not talking about if I’m going to New York.”

So I sat down. I said, “Hey, you guys have been really good to me. I appreciate it. I just cannot be in DC any longer. I feel socially like I’m missing something. I want to be with my friends in New York, but I want to transition in a way that is really good for you to repay the kindness that you guys have showed me,” which was true. And we sat there, and he’s like, “You know what? Let’s work something out.” So he winds up saying, “Instead of being an analyst, let’s make you a contractor. Except if you’re a contractor, the base rate that we pay contractors is twice as much as we pay analysts. So we’d have to give you basically a 90 percent raise increase in order to do it, but you’d have no job security and no healthcare. Month to month, you could get fired.”

So I’m like, “Wait a second, I get to go to New York, double my pay, and no healthcare? This is incredible.” So it worked out really well, and I wound up keeping that job working remotely from New York and making one trip every two weeks for a few months as I did this.

Tim Ferriss: That’s a pretty sweet bridge. Yeah.

Charlie Houpert: And it was incredible.

Tim Ferriss: At least for a while.

Charlie Houpert: Oh, it was magical. And it was this showing up with, “Hey, I love you, but here’s what I have to do. And I’m open to something that works for both of us.” Was really powerful.

Tim Ferriss: So let me ask you this. For people who are listening and they might be thinking to themselves like, “That’s a really interesting bridge,” or just improvement quality of life. Also, you got the income increase. How did you plan for that meeting, basically the pitch/delivery that ended up in a remote work agreement?

Charlie Houpert: Step one was to get clear that it was happening, and I wasn’t there to make him do anything. I wasn’t trying to convince him to force it. So I was able to really come in with the mentality of, “I want to show love to you. I want to support you guys and take care of you, and I’m willing to be flexible. And I can stay another two weeks, but this is happening.”

So it was making sure that, first and foremost, I wasn’t asking him to meet in need of mine. It’s like, “I’m going to meet my needs. How can we work together?” Then it was literally rehearsing it. I ran through the conversation. This was not an outcome that I had ever planned. I thought it was like, “Yes, I’d be willing to stay on for three more weeks, and then come down and do touch points here and there. And I’m happy to get on the phone and talk to the person you have replacing me.”

But I really think it was the pre-established relationship that we had, plus me taking care of my needs, and then saying, “What is best for you? Genuinely, within these bounds, I want to do what’s best for you.” And he came up with that solution. I didn’t suggest it, which was powerful. And I’ve seen that same sort of dynamic play out many, many times in my life

Tim Ferriss: Yeah, for sure. And I think employees, I know, oftentimes โ€” it’s been a few eons, but I’ve been an employee underestimate their own value or position, and as a result sometimes feel like they need to go hat in hand and expect maybe the outcome to always fall in the boss’ favor. But the fact of the matter is, in the boss’ favor, if you actually work hard and are a decent, let alone a very good performer, it is a huge pain in the ass to replace someone. It is. And for that reason, I think many people are surprised when they have some of these conversations how often they’re like, “Wasn’t even going to ask for that, and look what ended up coming my way.”

Charlie Houpert: You had all that money just lying around. Why don’t you tell me?

Tim Ferriss: Let me open up this chest full of gold coins.

Charlie Houpert: Yeah.

Tim Ferriss: So then what happens โ€” you move to New York?

Charlie Houpert: So I go to New York, and I am splitting time now between what is this new business, which is called KickAss Academy. And this is my brilliant idea. I think we’re going to do โ€” it’s an academy, an online academy where you learn how to live a kick-ass life. And it’s about going out โ€” and it’s heavily Game-influenced at this point. I’ve read Neil Strauss’ The Game.

Tim Ferriss: By Neil Strauss, yeah?

Charlie Houpert: Yes.

Tim Ferriss: Great book. I mean, controversial on a number โ€” 

Charlie Houpert: Sure.

Tim Ferriss: โ€” of levels, but a really compelling โ€” it’s a compelling underdog sort of hero’s journey story, and it’s well written. Yeah.

Charlie Houpert: And to a 23-year-old guy who has been socially restrained and โ€” I won the award for most likely to break out of the shell in college, which is like, “You’re the shyest boy in our 500-person class. Congratulations.” To learn that there was something that I could say or do that would change the receptivity that I got from people, that was so powerful to see in The Game.

So those two books, 4-Hour Workweek, The Game, are really deeply influencing me. I start sharing some of these blog posts. Well, actually, first what happens is the government shuts down, and that sweet contractor gig that I have disappears overnight. So I had four-ish months of gravy and where I’ve been saving twice as much, and then that happens. So I’m in a 396-square-foot apartment, two bedroom in the Lower East Side, bathroom door hits the toilet when you open.

Tim Ferriss: Yeah, I was going to say. If we do the math on that square footage, it’s not a whole lot of space.

Charlie Houpert: No, no. I’m sleeping literally on a blow-up mattress to save money. I’m eating Chipotle and learning how to persuade them to give me more scoops in order to save money. I’m frugal beyond frugal at this point in my life, start Airbnb-ing my own bedroom and then sleeping in, literally โ€” God bless him. My co-founder shares his queen size beds with me so that I can take some nights and make a hundred bucks a night Airbnb-ing my bedroom.

And in the meantime, the beautiful thing is that everything that was taken from me pushes me to the next level of putting myself out there. So I had had all of these writings that I’d been doing in DC about what I believed and what I thought and what I was learning about speaking with women and people, but I was too afraid to really share them.

Tim Ferriss: So were any of those coping strategies that you ended up using, were any of those initially in the fear-setting exercise?

Charlie Houpert: Oh, yeah. Oh, yeah.

Tim Ferriss: Yeah.

Charlie Houpert: Those and others. I mean, I had to play guitar and ask for dollars. That was farther down the list. It was learn how to make a basic drink and bartend, Airbnb the bedroom. I had a list of things.

Tim Ferriss: So for people who have no context on this, just to set the table a little bit, fear-setting, it’s named that because it’s a play on goal-setting, but it’s an exercise. You can find it at tim.blog/ted. I also did a TED Talk on it. So you don’t have to buy anything. You can find it.

But the basic gist is that you have something you’re considering doing right, quitting your job, moving to New York, getting married, getting divorced, whatever it is. Then you write down all of your fears in as much detail as possible. Because the more detailed, the more actionable and preventable, and it’s sort of the nebulous misty fears that we never put on paper, define that tend to be the most problematic. So you make this list in excruciating detail of the worst things that could happen.

Then there’s another column, the next column. You write down ways that you could try to prevent those things from happening. And then in the sort of damage control/mitigation column, which is yet another column, you ask yourself, “If each of these things happened, what could I do to limit the damage or get back on my feet, even if it takes me a while?” And there’s more to the exercise. There are other things. But in the mitigation/damage control column, you have something like “Airbnb my own bed.”

Charlie Houpert: Yeah, Airbnb my own bed, sign up for a ton of credit cards to get the credit card miles and then convert to cash. But I did a lot of things for 50, 60 bucks. Get a job at Chipotle so that you can eat the food there, and that takes care of food and money. So I had a lot of these, and I ran through quite a few. Zeroed out my 401k and IRA and took the penalty at one point a little bit later down the line. So I was doing all of that.

But as things got more and more dire, and I’m going through my fear-setting mitigation strategies, I am confronted with the fears that I have not written down, which is, “Okay, it’s time to put your writing out there.” So, okay.

God, it’s so funny. One of the big mistakes that I’ve made with people that I’ve loved is I’ve tried to prevent and hide from them and support them in not having to confront those horrible, harrowing, entrepreneurial moments of, “Oh, fuck, oh, fuck, oh, fuck. This isn’t working.” Because it is in those moments of tension and pressure that something pops and you go, “Fine, I’ll be honest and share what’s on my heart.” Because up until then, you’re not going to do it, or I wasn’t going to do it.

Tim Ferriss: So what was the first prototype version of post-parkour entrepreneurship? What was the V1?

Charlie Houpert: It’s kickassacademy.com. And we are here to live a kick-ass life, and no one can stop us, and we will not be average. It’s a 23-year-old manifesto about how all the people don’t know how to do it, and I do. I know the way to do it. It’s a regurgitated 4-Hour Workweek, plus my own iteration of The Game thing.

So I write my blog post, and I haven’t shared any posts. And I remember being in this tiny apartment with my hand hovering over publish, and I published it on this blog post, and I have to run out of the apartment and go down the street and just get away from the computer that, I don’t know, houses the blog post now that it’s on the internet. And of course, I come back and nobody’s read it. And a month later, nobody’s read it. 

Tim Ferriss: What was the first blog post?

Charlie Houpert: Oh, gosh. I wish I knew.

Tim Ferriss: Do you recall?

Charlie Houpert: I do not recall. I should have checked before this.

Tim Ferriss: That’s all right. But it’s some kind of how-to thing? It’s like seven rules for et cetera, or โ€” 

Charlie Houpert: Yeah, it might’ve been how-to. It might’ve been a declaration of one of my feelings when I was quitting the job and like, “This isn’t what I want.” It was not profound, but it was personal and tender to me, so it was very tough to receive criticism.

Tim Ferriss: And I guess it is maybe โ€” I mean, we’ll get there. Maybe not in terms of readership, but in terms of crossing the Rubicon from not publishing to publishing, hitting that button is a big deal.

Charlie Houpert: Oh, my gosh.

Tim Ferriss: Right? Psychologically.

Charlie Houpert: Yeah. Yeah. Oh, I’m willing to be seen is the emotional thing that is, I think, for me, has been the challenge endlessly in entrepreneurship the way that I’ve chosen to do it. So we got that post out, and then nobody, of course, read it.

And then the next step was, “Okay, I’m going to promote this. I’m going to go to Reddit. I’m going to go to the forums that are most related. Every man should know.” There was a seduction subreddit. There was a New York City-related subreddit, and I started posting my own things. And now comments start coming in. And so it’s, “Thank you. I like this,” or “Don’t promote your own stuff here,” or โ€” now I’m actually dealing with feedback.

But the next stage was posting, posting. I wrote a little, short pamphlet book, but the real thing that actually started, I think, early โ€” I think you probably know him. I hired Neville Medhora for a day of copywriting to help me design the website and wound up with the first actionable real thing that I did was, “Okay, I’ve got people that read my blog. There’s like 30 recurring viewers. And I want to host an in-person class that will talk about how to talk to a woman in the park in New York City,” which is something that I’m doing with my friend, going out. We’re breaking it down and, “How did it go?” And all that kind of stuff.

So we rent out a room in one of these office buildings for like 60 bucks for an hour, an hour and a half, or something like that. I go to the New York City subreddit. I give away five tickets. They are sold. Sold. People accept them. They accept the five free seats. And then I sell the remaining five seats for five or 10 bucks. I think I might’ve sold it for 10 bucks each. And like an hour before the class, we sold the last one. So we had 10 people in this class, made 50, lost 60 plus cab fare, down 15 bucks, whatever. Go in and give an hour-and-a-half presentation with a PowerPoint on, “This is what to wear, say, do, stand. Here’s how to deal with the fear that’s going to come up. If she rejects you, here’s how to address that feeling.” All of that sort of stuff.

It was just thrilling to do it. But afterwards, four of the 10 people stayed after and were like, “Do you do coaching? Do you guys do this?” And the answer was, “Now we do.”

Tim Ferriss: “Funny you should ask.”

Charlie Houpert: Yeah, “Funny you should ask.” So really had no intention of a โ€” there was not a business idea of there to be an upsell, but there was enough asking. So then it evolved into, “Oh, now we’re doing traditional,” what was around at the time, “dating coaching in New York City,” and we’re finding our rates as we did that. And that was tough. That’s a gig where you’re going out with a dude who’s having the most fearful experience of his life, and he’s paid you to encourage him and support him in facing that fear, which is, “I’m going to go speak to that woman that I’m attracted to at the bar, in the park,” wherever.

And it’s not fun to push someone to do something that they say they want to do, but they’re really grappling with. And then you go out and you show them, “It could look like this. It could look like that.” So we did that for a while and were charging, I don’t know, a hundred bucks an hour as we did.

But again, something else that crept in, same thing with the parkour, was this wasn’t the dream. When I’d sat down and I’d done the fear-setting, there’s another piece of it, which is you write the 10-out-of-10 upside.

Tim Ferriss: You assess the upside. If it works โ€” 

Charlie Houpert: If it works.

Tim Ferriss: โ€” what’s the one-to-10 impact? Positively, if it fails, what’s the transient, most likely not permanent impact, right?

Charlie Houpert: Yes.

Tim Ferriss: Yeah.

Charlie Houpert: And so as we’d sat there and written in detail the 10-out-of-10 upside, it was never “You have a dating coaching business that is stressful in New York City.” It was “You get to live on the beach with your friends, do work that you like, when you like.” There was this idea which was silly, that you would have a laptop as you sat on the beach. That’s ridiculous. It’s just like a photo op, but it’s not a good way to work. But I had that idea. I would drink Caipirinhas and I’d do it in Rio. That was the romantic vision. And so again, I found myself having this thing that was working that wasn’t the 10-out-of-10 upside.

Tim Ferriss: So I just want to pause for a second and just say that’s where a lot of people get into trouble, right?

Charlie Houpert: Yeah.

Tim Ferriss: Because they find something that is maybe not even 30 percent of the way to where they want to be, but it has a seductive traction. And there are certain financial realities. It’s like, “Hey, if you need to pay your rent, you need to pay your rent.” But it’s very easy for that to then become something that is a monster you feel you need to feed that you can’t step away from. And in that case, with coaching, you’re still trading time for money, right?

Charlie Houpert: Yes.

Tim Ferriss: At a per-hour rate.

Charlie Houpert: And in person, in a place that isn’t the most fun with guys that are having a challenging time. You know?

Tim Ferriss: Yeah. Yeah. If people want to get a really good laugh, you can find it on my YouTube channel, but the Tim Ferriss Experiment TV show episodes are all up there for free. And there’s one, I think it’s just called The Dating Episode, where, a small world, Neil Strauss is sitting in a van with an earpiece trying to give me advice at the farmer’s market in San Francisco as I’m doing cold approaches. Horrible, horrible, and horrifying, beyond terrible. If people want to see what that looks like, knock yourselves out.

Tim Ferriss: Okay. So you decide that the one-on-one coaching in person, this is not the 10-out-of-10 that you’d hope for.

Charlie Houpert: Yes. Yeah. And I think the experience โ€” it’s not a great model. It’s really challenging, high intensity, doesn’t create the level of transformation with reliability that you might hope, and people walk away feeling sometimes very stressed about it. And so it was, “Okay. I don’t know what it is, but I said Brazil, with my friends, et cetera.” So again, I’m evangelical. I’m telling everybody I meet, “Have you read the gospel of Tim? There’s this book, The 4-Hour Workweek. You need to do it. Everyone’s an entrepreneur.” That was a mistake and learning it’s not for everybody. I got that in time. So I’m telling everybody, and what happens is one of the guys that attended that first class becomes a friend. It’s probably the most magnetic period of my life where I’m just talking about this ambition. And what happens is not just my co-founder and I, but six people, many of whom I’d met in the last two months, quit their jobs, quit their schools, and agreed they were going to move to Brazil in August of 2013.

Tim Ferriss: How did Brazil specifically become the dream?

Charlie Houpert: So there was one, it’s got great PR, right? It had never been, there’s just this sense that Rio is this romantic, beautiful beach city vibe. And I had, when my company let me go from that contractor role, I immediately said, “Okay, what’s the upside of this?” So I booked a flight to Brazil and met a friend who was traveling. And I spent five weeks in Floripa and one week in Rio. And in that week in Rio, my friend had gone home. I was alone. And it was these experiences of being alone in a hostel, not knowing anybody, that uncomfortable feeling of like, “I want to go home. I want my friends, I want my thus,” whatever. But I stepped outside of myself, went to a co-working space, met a guy, he invited me to stay with him. And I had one of those travel, magical adventures that culminated in meeting a beautiful Brazilian girl and having this fling that lasted few days. And she came and visited and โ€” 

Tim Ferriss: I knew that had to figure in somehow. Yeah, all right.

Charlie Houpert: Yeah. So had that romantic experience of I showed up feeling empty, and then I walked away with abundance and feeling wonderful.

Tim Ferriss: Whirlwind transformation of a trip.

Charlie Houpert: Yes. So I was like, “That’s where I want to be.”

Tim Ferriss: Okay. So six other people to quit all their stuff, school, job, whatever it might be, okay?

Charlie Houpert: Well there’s 10 total, six who lived together and then four who lived in other places in the same city.

Tim Ferriss: And then what happens?

Charlie Houpert: So we get there. Nobody speaks Portuguese. I speak Spanish. And I’m negotiating rent for looking for a four-bedroom where I can take, they have maids quarters in a lot of these places. So I have the tiny room because that’s what I can afford. But anyway, we settle into a life in Brazil, and my Spanish is converting to Portuguese as quickly as I can. And we are living it. We’re there. It is the thing. We are going to the beach, throwing the American football, making friends.

We’ve got a whiteboard. Every day there’s four questions. Did you do the social stretch that you wanted to do? Whether that’s make a friend speak to a woman you’re attracted to. Just say, be kinder to the guy who serves you acai, whatever it is. There was a social stretch. Did you do your business stretch? Did you do your health stretch? And there was one more thing, which is like, did you do your own personal thing? For some people it was reach out to a family member. For some people it was learn the guitar. So it was like four things. We had this running whiteboard of who had done their growth thing that they need to do.

Tim Ferriss: That’s cool. I like that.

Charlie Houpert: And it was a really encouraging growth, everyone, it was like if you tried and failed, it was high-fives all around for that year was just amazing. “She didn’t want to talk to you. So cool. Welcome back into the fold. You are welcome here.” 

So we’re doing that and from a business perspective, so now all my income is gone because it was all the thing and it was in-person coaching. One or two people agree to switch to online coaching, but it’s not enough. And so for a period, the blog becomes online coaching, which is actually nicer because now instead of just going to a bar and speaking about, did you talk to the girl and what to say, it’s people that are calling in with questions about workplace scenarios. And so I’m speaking to guys older than me using Tony Robbins’ principles essentially to answer questions about experiences that I’ve only barely had. But it’s helpful because there’s this Tony Robbins transformation process that I’m helping with and using. So that becomes a thing. And after months of doing in-person coaching and there’s a whole learning the sales process and being able to ask for money, these are all intermediate steps that had to happen. 

I’ll tell you a story about Tucker Max in here as well. But I’ll tell it now. 

Tim Ferriss: Almost never boring.

Charlie Houpert: โ€” no time like the present.

Tim Ferriss: Yeah, never boring.

Charlie Houpert: So at the time, there’s this program, I think it was called Clarity or something where you could pay people per minute for advice and they would get on the phone with you. And I don’t know what, Tucker was $15 or $22 per minute or something like that. I don’t remember exactly. And so said, I had no money. I was like, “Okay, 200 bucks, let’s get this done in whatever, eight minutes, 12 minutes.” So call him up, say, “Hey, can you help? We’re having trouble getting customers. Can you take a look at our business? What do you recommend?” And he goes, and he goes on to our home page, it’s called Kickassacademy.com. It’s me and my co-founder. He’s got hair down to his shoulders and he’s wearing a pink tank top, and I’ve got a neon green pink top and frizzy hair. And he says, “You guys look like douchebags. No one over the age of 26 is going to want to associate with this.”

And it was so true. It wasn’t packaged in a very digestible way, but in time, as I started to get other points of feedback, I was able to integrate that and there was a transition from, “Oh, wow.” What I realized is all the guys who had come with me, they were one of the captains of the Princeton football team when he was at Princeton. These were successful, cool dudes, but they all had this thing where it’s like they didn’t really want it to be public, that they were learning this kind of a thing.

And so we talked to them, we’re like, “You like us, but you don’t want anyone to know that you, like what’s going on?” We learned that, “Yeah, I do want to get better in my relationships and learn how to talk to women, but I don’t want to broadcast it that way essentially. And I also care about work and I also care about friendships.” And so we did a bunch of interviews and I started tracking what word are you comfortable with? What’s the 10-out-of-10 word that you’re down for? And I had a long list. It was lifestyle design, confidence and charisma came back as like a nine or a 9.5 out of 10. And so I’m going through this marketing course, Eben Pagan’s Marketing Step-by-Step, oldie, but a greatie. Excellent.

Tim Ferriss: Yeah. Eben’s a smart fella. For a long time has been a smart fella.

Charlie Houpert: Oh, yeah. And he’s got this line that the name of your company is the most important marketing decision you will ever make. And I realize that when I say Kickass Academy to people, they think it’s a dojo where you’re going to learn how to fight. And so through this process, Eben also says you want an alliteration that sticks in the head.

Tim Ferriss: He loves alliteration.

Charlie Houpert: Yeah.

Tim Ferriss: David DeAngelo, Double Your Dating.

Charlie Houpert: David DeAngelo, Double Your Dating, right?

Tim Ferriss: Yeah. He loves alliteration.

Charlie Houpert: I’ve got alliteration, charisma, and the thing that they want is they want to walk into a room and feel like they do with their best friends. They want to feel comfortable, calm, collected. They want to just be able to turn it on. And so we’re brainstorming and Charisma on Command comes in. Switch the name of the blog, screw up the redirect, so we lose all of our Google juice, whatever. But very quickly conversions, just nothing has changed. And we start converting way better as a result of this.

Tim Ferriss: And this is converting to online coaching?

Charlie Houpert: This is at this point, I forget exactly where we are, but there’s just more interest. People are commenting. Every metric of engagement is up. And the type of person โ€” 

Tim Ferriss: Just with the rebrand.

Charlie Houpert: Just with the rebrand, and we took the long hair down a little bit and made it a little bit just, okay, here we are, but we put on a tee-shirt instead of a tank top.

Tim Ferriss: Got rid of the 1980s Miami Vice โ€” 

Charlie Houpert: Exactly. Exactly.

Tim Ferriss: โ€” tank tops. So let me sprinkle in just a little context on a few things you’ve said. So one is Tucker Max, for people who don’t know the name, he wrote a number of books. I believe his first mega bestseller was, I Hope They Serve Beer in Hell. And he was the first person, actually, I would say the only person in early 2007. I approached Tucker Max who was part of a panel at South by Southwest, and I was like, okay, there’s this long line of people. I already know Tucker’s pretty prickly, can be, and very direct. And I somehow heard through the grapevine that he was interested in jiu-jitsu or something like that. And at the time, I had been doing a lot of training.

So when I got up there, I was like, “Oh, have you ever trained with so-an-so or so-and-so.” And I used that as a wedge in, and he agreed to have coffee or lunch. I can’t remember what it was, one of the two. And I gave him an early galley copy of The 4-Hour Workweek. And a day later, or two days later, whenever we actually met up in person, he came in and he had a research assistant who was named Ryan Holiday later went on to become a mega bestselling author. Actually one of his books behind me, somewhere here, Tucker said, “Okay, let me explain what’s going to happen.” And he is like, “I can’t prepare you for it because nobody can prepare you for it.” And he just went step by step and basically predicted the next year of my life.

Charlie Houpert: Wow.

Tim Ferriss: He’s the only one who did that. Now, Tucker at the time also was, I think rightly considered a marketing genius and very good at promotion and positioning. Had at the time a massive community, which I believe was based on vBulletin or something like that. So his vote of confidence, maybe it was a self-fulfilling prophecy on some level, but that’s just a snapshot of Tucker. Then you also mentioned interviewing people, and I want to emphasize that. Interviewing various folks, because the thing that doesn’t scale in the beginning often helps you to scale later. And for people interested in how, for instance, like Brian Chesky and the founders of Airbnb applied that one of the very early Masters of Scale podcast episodes has one talking about doing the things that don’t scale. And that led to the rebrand, at least on some level, right?

Charlie Houpert: Oh, a hundred percent, yeah.

Tim Ferriss: Okay. So you change the positioning and the branding, Charisma on Command, and everything improves, all the metrics of the website improve. And in the meantime though, you are still in the servants’ quarters in Brazil.

Charlie Houpert: Yeah, I’m in the servants’ quarters. I am, at this point, I take out, I contact the HR lady at my old company. I go, “Hey, we had a 401k, right?” She’s like, “Yeah.” I was like, “Can you drain that for me?” She’s like, “That’s going to come with a penalty.” I was like, “Don’t worry, I have no income. My taxes won’t be too much. I’ll just pay the penalty.” So I hit zero, and then I get a little infusion of cash and I’m about to hit zero again. I’m going to broke. I am Airbnb-ing my bedroom, sleeping on a horrible couch. I am teaching SAT tutoring to Brazilian high schoolers. I’m still doing the mitigation strategies in order to make things work.

Tim Ferriss: And in your mind at that time, if you remember, what is your goal?

Charlie Houpert: I have it. I’m living it. This is the beautiful thing as I was reflecting, it was really wonderful. Thank you for having me. It was such a cool opportunity to reflect on this. And I was like, I had it. It was it. That was it. I was broke and I was living it. And I got a tattoo right before this, it’s a paraphrase. It’s right here. I don’t need to flash the audience, but there’s a paraphrase of Thucydides that is, “The secret to freedom is courage.” And he also says, “The secret to happiness is freedom.” That’s a paraphrase, essentially of I think a quote in The Peloponnesian War.

And I was so happy, so broke, so unable to feed myself. And I have tried to remind myself of that is the secret. It’s just like when you step into it and you’re living it, nothing more needed to happen. I would’ve liked the business to do well, and it eventually did, but I was there. So at this time, I’m getting everything that I want in a degree, but also I’m running out of money and I’m planning airline points to get back home. 

So what happens is we get this course, it’s from Clay Collins, and it’s about pre-selling an online course. And at the point I’ve done so much coaching that I’m actually getting tired of saying the same types of things over and over again now. Now it’s just happening via Skype at the time.

Tim Ferriss: At the same time, you got to workshop your material.

Charlie Houpert: Yes, and I start to dial โ€” so each stage is important. So I’m dialing it in until I get bored of like, okay, this is what works. This is what creates transformation. But now my role is just robotic at this point. It’s not as dynamic as I’d like it to be. So given that I can do it once and be done, maybe I should just make an online course. Thank God for this pre-selling thing though, because it runs you through this process. At this time, I’ve been posting on the blog, I think we have 5,000 people on the email list, and I follow this template, which is something like, “Hey guys, I was about to go into a cave and make this online course, and I remembered that that’s stupid because I’m making it for you. So before I sit down to record it, I just want to know what is the biggest problem you’re facing related to charisma? If you reply to me, I’m going to make the whole course, but I’m going to make a piece of it for free that I’m just going to give everyone who replies.”

So they come in, they give me all their answers. Step two, you take all of those things, you bucket them and categorize them, and you put them into radio buttons ranking things in one of those survey monkeys, whatever you want. Say, “Hey guys, thank you so much for writing in. I think I have the top things. If you would just vote on which one you most want me to actually make the free piece on that would help me to decide which piece to make for you.” So then I get back, and the first thing it was how to make an amazing first impression, how to feel unshakably confident, how to have a conversation that flows effortlessly, how to tell great stories, how to have body language that’s magnetic and how to be a good leader. And in that order is what they ranked them like number one, first impression, number two, confidence.

So I get this, and they just gave me the outline of my course in addition to all of the specific phrases, questions, things that well need to be answered. So I say, “Hey guys, I’m making a course. It’s going to cover these things. First impressions, how to be unshakably competent, effortless,” all this stuff. “It’s going to sell for eventually, I think I started it at $800. We lowered it to $600, but it’s going to sell for 800 bucks. You can get it for $500, but here’s the catch one. You’re going to have to do a one-on-one call with me,” which is exactly what they want to do. “Two, there’s going to be group interaction throughout the whole time. And three, I really want your feedback throughout the course so that I’m building it exactly to be what you want.”

And so we offer 25 seats like this, and holy, that’s the most money, we make $12,500. We sell out. People are stoked. And for us, “Oh, wow, I was going to make this course.” And what I learned now, each week I get on a call, I talk to several people, and I develop the content that I then send to them, and they give their questions, and it’s this iterative, interactive thing over six weeks. And they, with their questions completely reshape the course I thought I was going to make. I thought I was going to make a course about all these advanced tips and tricks. And of course, where if you’ve done something for a while, you always overlook the beginning phases. You overlook the fear, you overlook all of those things. So we focus way more on getting through that.

And the course as a result is tailored to where my average audience member is, right? The guys that I wanted to work with that I started filtering by calling the company Charisma on Command. And I have all these surveys that have language that then become the sales page on the back end. So do you want to walk into a room and be the guy that people instantly notice and that they’re drawn to magnetically? That’s phrases that they wrote in their descriptions of what they were asking for and wanted. So on the back end of this, I have my outline, I have my course, I’ve gone through it.

And so now I can go record this thing and offer it on the website. So all of a sudden, these blog posts, which had nothing to sell to, have something to sell to. So now actual money can start coming into the business while I sleep. So we’re selling this course, we’re getting one a day or one every other day. 

Tim Ferriss: That’s going to pay for your servants’ quarters rent at the very least, right?

Charlie Houpert: Yeah. Yes, correct.

Tim Ferriss: For sure. And much more even at that rate, right?

Charlie Houpert: Yeah. So my $450-a-month rent becomes affordable. I don’t have to Airbnb my bed. And at this point, we pop back, we go to Las Vegas, we’re flipping when summer hits the Northern Hemisphere, we go home. When it hits Brazil, we go back to Brazil. And so we’re just chasing summer basically in six-to-eight-month increments. Vegas, Brazil, Vancouver, Brazil, Columbia.

Tim Ferriss: Where are you from originally?

Charlie Houpert: Pennsylvania. Didn’t go back there.

Tim Ferriss: Pennsylvania. Okay. So how did you choose Vegas? How was Vegas chosen?

Charlie Houpert: We exit Brazil the first time right before the World Cup. Great opportunity to Airbnb the last month of rent. Gets some money coming in.

Tim Ferriss: For sure.

Charlie Houpert: It was great. And so I go back to Pennsylvania because I need a car. That’s where I’ve left my car. And plan to drive out to Los Angeles. Drive across the country in three days, spend one night in Vegas. That was a lot of fun. Avicii played at XS. Let’s try it again. Stay two nights, say three nights. Stayed there for 10 months, I don’t know, a year. It was good food. It was really fun. We were, at the time, really enjoying going out. We were able to meet and talk to people and do the whole song and dance. And so we wound up getting off campus student housing, which is the only place that had four cheap bedrooms in Vegas for a year outside of UNLV and were in Vegas for that period. So just stayed.

Tim Ferriss: Amazing. So I’m curious, what was the durability of that first course or the learnings in that first course? In other words, how much of an annuity has that been, whether it’s, or was it, in revenue or just in terms of core pieces of curriculum?

Charlie Houpert: Numbers over 10 million for sure.

Tim Ferriss: Yeah.

Charlie Houpert: So I’ve rerecorded it and I’ve gotten a little bit better background. I fixed the sound, and one time I was traveling, and so there was a new place every time. So I’ve rerecorded it four times and I’ve tried to change pieces that I didn’t like, but that structure remains. The sales page remains with minor tweaks. It’s not great, but it has been almost 10 years, if not 10 years at this point.

Tim Ferriss: That’s incredible. Yeah. Amazing.

Charlie Houpert: And because the problems are very similar, people have questions about Zoom or texting, but it was built off of core human problems that are durable and addressable. And interestingly, the refund rate has not changed over the time, it doesn’t seem to be working less for the people who buy it and apply it. There’s still a sizable refund rate because it’s a go-at-your-own-pace online course, and we have a very flexible refund policy, but it hasn’t increased. So I’d like to rerecord again.

Tim Ferriss: That’s amazing.

Charlie Houpert: Yeah, I’d love to do one more rerecording, but same thing. Keep it going is how I feel.

Tim Ferriss: This might seem like a small detail, but I’m sure folks will be interested. What platform or software do you use to serve the course?

Charlie Houpert: Yeah.

Tim Ferriss: How do people, what’s the back end? Or maybe it’s very explicitly through some type of platform that provides this?

Charlie Houpert: I am sure there’s better options now, but we’ve kind of got on, and so there’s inertia. It’s just a WordPress with some plugins. There was a WishList Member plugin, which was hot at the time and since sort of been depreciated, and so we’re rolling off of that. SamCart is the cart. It was one of the only carts at the time that let you do payment plans. Now it’s like everybody will let you do a payment plan, but for our needs, those were the two. So it was a SamCart cart to a WordPress site with a gated content thing that hooked into SamCart.

Tim Ferriss: Yeah. Makes sense.

Charlie Houpert: Yeah.

Tim Ferriss: So the course starts working, right. Well, at least to the extent that you just described it, which was selling one a day or every other day, you then get to Las Vegas. When do things really start to ramp or when do things start to change?

Charlie Houpert: So I can afford not Main City, US rent at this point. I can live in Vegas. I can’t live in New York. I can’t live in L.A. That’s where we’re at at one point. I think it’s when I’m in Colombia. I had a list of, “Try LinkedIn?” “Try Twitter?” and the third was “Try YouTube?” And I have that piece of paper somewhere. It has a question mark, YouTube, question mark.

Tim Ferriss: Oh, man, people would love to see that. Given the size of your YouTube presence. YouTube, question mark.

Charlie Houpert: Yeah. And so I had no idea. So I post on LinkedIn. I post on Twitter, and I put a video on YouTube. Now, to be fair, I put several videos on one YouTube channel that was me on the beach in Rio with the wind whipping past the lapel mic, and just that didn’t get any views. But I do one video on YouTube that is me analyzing a Bill Clinton debate, and it was one of those community debates where he approaches an audience member. And I talked about the power of his eye contact in that video.

And I didn’t look at it for six months, and I was, one day I found that piece of paper. I was like, “I should review to see how these things did.” I go to LinkedIn and nobody’s followed me, and I go to Twitter, nobody cares. And on YouTube there’s a hundred thousand views and I have 7,000 subscribers or something on this YouTube channel, and I haven’t even looked at it. So that was mind-bending, and I had no call to action. So it had no way to hit me other than I had to log into the YouTube platform, which I hadn’t done. 

So I think it was 2016. I did a few videos at the end of 2015, but by 2016, I made the commitment that once a week, every week, I would release one YouTube video, and the first ones, this was, I’d read Essentialism, and it was like, “Just do the thing.”

Tim Ferriss: Great book.

Charlie Houpert: Amazing.

Tim Ferriss: Greg McKeown.

Charlie Houpert: So good. So good. Read it. Read it four times. Need to read it again.

Tim Ferriss: Yeah. I have a piece of artwork downstairs in this house that Greg McKeown recommended to me called “The Listener.” People can check it out. It’s a great reminder. But not to interrupt. So you read Essentialism. Excellent book I recommended as well.

Charlie Houpert: He’s got one story about Herbie, which stuck with me so long. I’m setting up to do these YouTube videos once a week, and they’re tedious and I don’t like doing them and I don’t want to. And I read Essentialism, and he tells a story about a Boy Scout troop that was taking a hike. And they’re trying to get to their destination, but they’ve got one, a little bit of a pudgy guy named Herbie, and he’s having a hard time with his pack, and they’re falling behind schedule, so they don’t know what to do.

Tim Ferriss: Herbie’s slow. He’s holding up the whole line.

Charlie Houpert: He’s slow, and so nobody can go. So they realize that if they take Herbie’s pack and they redistribute it amongst some of the adults and the kids that can handle it, the whole troop is able to go double time and get to where they need to do and get back on time. So the question is, is there one friction point in your process that makes the thing un-fun or miserable? And can you spend whatever money or do whatever you need to do to stop this? So the breakthrough was, I hated setting up the camera, and so I didn’t do it immediately, but the next place that we got, I said, “It must have an extra bedroom. I don’t care. I will pay for the extra bedroom. I need to be able to leave this camera up.” And oh, my God, that changed it. It was like being able to walk in, press play and do it was versus 15 minutes of focus. Oh, my God, it was terrible. So that was a breakthrough. 

Tim Ferriss: Yeah, the Herbie Parable, I believe, originated in manufacturing specifically when you have a serial or a linear production process where if there’s a machine in the middle or a lack of inventory at point X that causes that type of slowdown, you need to figure it out, a.k.a. Herbie. But it can be applied to so many different things. And in your case, video production.

Charlie Houpert: Yeah. Well, I love watching your work because you so often remind me that there’s emotional Herbies of like, “I don’t enjoy this, so I don’t want to do it.” And so the question of “What if this were 10 times enjoyable? What if I had to have fun doing this?” Those are always the Herbies for me. It’s always, “I don’t like this thing.” “It’s okay, what if you were only allowed to do the thing that you like?” It’s like, “Oh, well then I’d do a lot more of it and I could see some results.” 

So we start making these YouTube videos. I do a big one at the beginning that is in January of maybe 2016. I do a video that says, “I think Donald Trump’s going to be the President. Here’s why.” I’m watching his debates. Scott Adams is before me on this, but I’m watching debates. I see the same thing that starts to pick up. Other videos are going, I’m analyzing Conor McGregor. And I think it was from, was January or February or March of that year, the business tripled, and then I think it tripled again within two months.

Tim Ferriss: Is that due to the success of that video, would you say? 

Charlie Houpert: Of the videos.

Tim Ferriss: I got it. The cumulative videos.

Charlie Houpert: Yes. So I’m doing Donald Trump, Conor McGregor, taking Game of Thrones characters. We can talk about fame-jacking if you want.

Tim Ferriss: Let’s talk about it.

Charlie Houpert: Sure.

Tim Ferriss: Let me ask you an intermediate question. Just to interrupt my own train of questioning, which is how did your call to action or flow change? Did the funnel change now that people are finding you on YouTube?

Charlie Houpert: Yes.

Tim Ferriss: Was it just a link in a description or how did the actual business funnel function?

Charlie Houpert: So it’s evolved, and I’m going to take you up to present day to answer the question. So at first it was, “Hey guys, if you like this, leave a comment, subscribe.” I wasn’t thinking about it. So subscribers, which was, okay, fine. Then it was, okay, you need a tripwire. And the idea in online marketing is that there’s this low cost product that you want to get people onto your email list, give them a taste of something, and then they can buy your low cost product and then they’ll buy your larger product. So we set up this online funnel that was, “By the way, if you like that video and you want to know how to make a great first impression, here’s a free piece of content that’s like four minutes long on the basics of how to do it.” And you get that content. It’s four minutes of how to do it. And then it’s one minute of, “Hey, do you want help implementing this? Buy a section of this larger Charisma University course.”

And then when you’re in that, at the end of that, “Okay, so now you know how to make a great first impression. Do you want to know all this other stuff?” So it’s standard online marketing. Give them a piece, offer them more. Give them another piece, offer them more, solve a problem, offer them help with the next problem.

Tim Ferriss: And for those astute listeners, you may remember that how to make a first impression was straight from the interviews and then the Survey Monkey rankings, right?

Charlie Houpert: Yes, correct.

Tim Ferriss: Which is, for instance, even after writing five books, I have one in my mind that I would like to work on sometime soon. But I think the way I’m going to approach it is actually going back to the origins of The 4-Hour Workweek. And I will maybe, at a place like UT Austin in an entrepreneurship or business class, to workshop it, right?

Charlie Houpert: Hm.

Tim Ferriss: Teach it for a semester.

Charlie Houpert: Yeah.

Tim Ferriss: And you learn really quickly what works and what does not work.

Charlie Houpert: Yeah.

Tim Ferriss: When you have an audience, whether it’s the one-on-one interviews or in something that you collate and then rank or having an audience who’s unlikely to give you kind of courtesy claps. So TBD. But all right. So I asked you about the funnel, but what else would you like to say about that, if anything? I didn’t mean to interrupt before.

Charlie Houpert: No, no. Well, the funnel has evolved. I think it’s worth saying that there’s so many sacred cows of everything online marketing. This is how you do it. What I’ve since seen is that these videos, without intending to be, they’re mini webinars. They’re 10 minutes of content. I don’t need to take everybody through this multi-step funnel. Here’s a small thing. So what we started doing, a breakthrough a few years later was just, “Do you want to buy our $600 course? Here’s some testimonials.”

And so that was a four X in conversions of just being everyone who’s watched their videos has at this point watched 10 of them and they don’t need to be drip fed this thing, they need to be offered “Jab, jab, jab” that Gary Vaynerchuk calls it, “hook.” Is like, “Dude, we’ve been jabbing for years at this point.” Offer them the product. Don’t offer them the email list. So that was a huge, huge increase to our thing was when I realized, oh, we’ve been just giving value consistently. We don’t need to do the same game that somebody who’s doing paid ads would do, who is just totally cold traffic and you don’t know them at all.

Tim Ferriss: Yeah, if they walk into the Ferrari dealership, you’re allowed to sell them a Ferrari.

Charlie Houpert: Yeah, exactly.

Tim Ferriss: Walk out with a Porsche.

Charlie Houpert: Yes. Yeah. Yes, please. Look, we’ve got them on our email. These are great leads. Call them back. So that was that. The fame-jacking was something that is worth mentioning, it’s since changed. But in order to get traction on some of these social media platforms, you need something that hooks people, and my face in front of a white wall ain’t it. That’s not going to fly for me.

So what we found was, if I can comment on somebody that is known, Conor McGregor, Jon Snow from Game of Thrones, how does Tyrion Lannister, what sort of principles is he applying? Even though it’s a work of fiction. We were able to take a Game of Thrones fan and by the end of it make them a Charisma on Command fan. And so we were able to start fishing in all of these pools that I was interested.

We were doing breakdowns of the Marvel actors and why their interviews were so fun or how come this viral moment where Robert Downey Jr. gets in a tiff with an interviewer as what can you learn about it? So called that fame-jacking, which is basically, look, there’s someone else who was famous, you start with them on the thumbnail, you speak to a broad problem, “How to deal with a rude person,” and by the end they’ve become not just a Robert Jr. fan, but a Charisma on Command fan. That was sort of the goal and that helped a tremendous amount of growth.

Tim Ferriss: You said it’s changed. Is that an algorithmic change? Because I see that playbook being used a fair amount still on YouTube, but how has the game changed?

Charlie Houpert: What I see is that in short-form content, there isn’t the decision to click. There is only what captures attention. And so there’s many things that capture attention. One is Robert Downey Jr. a guy who you know, but another is, can you walk up these sticky stairs on Mr. Beast thing on what it looks like to run with $10,000? So you actually don’t have to sell the click on the short-form content in the same way. And just the Meta people have realized. I think this is what’s beautiful about YouTube.

There’s these incredible titles that are like, “I went to every state’s Airbnb,” or “I sat in a circle for 36 hours,” or “I gave a homeless man 10k.” At the time in YouTube there was this sacred cow belief that it had to look like what you titled a blog article, “How to do something in seven steps,” six things, listicle blog titles. And I think YouTube has started to really find its own formatting identity, which is not what had traditionally worked with blogs. And maybe blogs will start picking it up from YouTube, but I see that you don’t need to do fame-jacking in order to succeed in the same way. There’s many other avenues in order to do it.

Tim Ferriss: I’d love to touch on maybe a few expansions of that just briefly for folks. So you might recall back in the day, this is, let’s just say maybe even pre-Eben Pagan and so on. If you were to look at different types of online marketing, a standard operating procedure was long sales letters with lots of yellow highlights. And that was how you did it. Period. That was the scripture of online marketing. But lo and behold, that isn’t the only way to do things.

And in fact, you can approach it completely differently. Now, if you go through almost any website that sells software as a service, you’ll see somewhere on the product comparison or on the checkout portion when you’re selecting features or plans, they’ll have three options. The middle will say most popular, there’s a very cheap one with half the features you need, there’s a super expensive one that only two percent are ever going to consider, and then there’s most popular in the middle. And while the presentation changes, I would say there are a few takeaways.

Number one is you can always experiment and break the rules. Number two is there’s certain things that don’t tend to change that much. So you can still look at Caples on advertising for copy editing. You can look at old print advertisements from Ogilvy. You can read, for instance, Influence. So there are certain things you can study.

And like if drawing is learning how to see, sure, you might have a crayon, a pencil, a paintbrush, a piece of charcoal, but those are tools that can be adapted based on certain base principles. And then you can feel free. Once you have an understanding of some of these core fundamental concepts, then you can experiment to your heart’s content and you can start to break stuff. I don’t know. I mean, a lot of it because platforms have so much value capture and are so powerful now, I mean, if they do decide they want to promote X, Y, or Z, and they have a template for making you conform to that, then I would imagine there’s a decent amount of pressure to be pushed in that direction.

Last year videos or tweets, whatever tweet is called on X, or whatever it might be, doesn’t get the distribution that you would like. Now, you mentioned shorts or shorter clips not needing maybe the type of cell to be watched ostensibly because there’s shorter duration. 

Do you see much of a conversion from shorter clips to viewing of longer clips or subscribers? I don’t know which metric is the one that matters, but I’m curious.

Charlie Houpert: We ran a little experiment. I have not put a lot of energy into shorts because the answer was there’s a couple of things. To your first point, I’m going to come to shorts with all of those Ogilvys, whatever what I have found is that if you take the tried and true ways of doing it and you run it through your own value system and you don’t allow for things that don’t align with yourself, so I’ll just give you a for instance. We used to do discounts because that’s what you do. You do a discount.

And I got an email from a guy who was like, “Hey, I love your stuff, but last week my friend who didn’t buy your thing and was on your email list for 30 days got offered this thing for $400 and I bought it immediately for 600.” And I realized that in a way, we were penalizing our most strident, ardent, willing customers for not sitting on the fence and offering discounts down the line. So I made the decision to chop off discounts. It hurt the business by 20 percent.

But you get an audience of people that has a different degree of trust with you. And so all of these rules, you can win short-term by doing a lot of different things. You can do clickbait titles, you do all sorts of things, but you’re establishing a relationship with every business decision. So I find that running all of those things through the center is helpful. So when it comes to shorts, one of them is I don’t really like shorts.

I’ve never really gotten tremendous amount of value from a short, I’ve gotten value from YouTube videos, blog posts, videos, all sorts of things, but I don’t connect with them. So I haven’t pushed shorts. We did a few experiments, and what I found for the way that we do things is no, that we didn’t see. We got a ton of subscribers, but we didn’t see a strong connection between long-form and short-form and purchases. I’m sure that somebody else could make that happen, but even though that was the way the wave was going, that’s not the way that my wave breaks. I don’t know. That was not a particular trend I was interested in.

Tim Ferriss: Yeah, I think to date I would say, and I’m sure my team would have additional thoughts, but I don’t think we’ve seen any correlation next to no impact whatsoever on short-form success. And by success, I mean some of our shorts have had 100 million views. And then the impact on the long-form interview that it was cut from literally imperceptible. You could not see an impact.

And yet it’s like, “Well, is that now a necessary survival/distribution tactic?” I’m not qualified to say, but also do not feel compelled to focus on clips. We do surface clips from longer interviews, but I do sometimes wonder if it’s to the detriment of the audience that I most like to cultivate, which is an audience who recognizes you cannot achieve any level of mastery nor can you retain anything effectively if all of your information is consumed in ten second increments.

Charlie Houpert: Totally. Yeah.

Tim Ferriss: Not evolved to do it. It doesn’t work that way.

Charlie Houpert: I totally agree. I’m so curious for you. What do you want from the podcast these days? Because it seems to me, and I’m sure you’ve had this many times like, “Look, I’ve done it. I’m safe. I can survive with the money that I have.” What is success for you at this point?

Tim Ferriss: Well, the podcast, I’ve thought, especially with the 10-year anniversary not too long ago and hitting some major milestones in terms of total downloads and listens and so on, I thought, well, if I were going to pack up my tent and move on, this would be a decent time to do it. However, I suppose for myself I just realized, well, even if I weren’t recording conversations, I would still be having these conversations.

And therefore, for the cost of a microphone and using an service to record a podcast with some basic, I mean, it’s not fancy lighting as anyone can tell if they’re watching me right now, but for the minimal cost of production, especially when you consider that a lot of these conversations I would be having would be via Zoom or FaceTime video. I might be walking around outside having this conversation, but I could also have a headset on where I’m recording. So the lifestyle inconvenience to me of recording the conversations I would have otherwise is close to zero.

And I would say success is having thought-provoking conversations. Ideally, I learn something or feel something from those conversations, maybe both, and then I get to share them. Because the origin of the podcast, I mean, it’s easier for me to forget, but I mean, there are a lot of factors that contributed to it in 2014. But one of them was I was living in the Bay Area in San Francisco at the time and I was having the most incredible conversations with brilliant people. At least people I thought were brilliant. The density of intelligence there is so high.

I mean, there are a lot of issues as well, but it just seemed like such a shame, not too dissimilar. I mean, it’s slightly different, but it’s closer than people might realize where it’s like you’re doing the one-on-one coaching. It’s yeah, it’s good to help one person, but then if I want to convey this to a second person, let alone 200 people, I have to repeat it. And for me, these conversations were sand through the fingers, that I could not in any way convey to someone else.

And I was like, “Well, let me just try to record some of these.” Which is why the first 10 to 15 were with friends of mine also, to make the lift as light as possible. And I feel like I probably, it’s not a probable, I would definitely miss recording because let’s just say I quit the podcast today, next week I would’ve an amazing conversation with someone. I’d be like, “God dammit.” It’s so selfish of me not to just record on an iPhone with a half decent headset to record this thing because fuck, it’s a real privilege to have access to the network that I have access to.

Which doesn’t mean by the way that, I mean, everyone’s going to know every person I talk to, I prefer strongly if they don’t. But success to me right now it’s honestly scratching my own itch. So for instance, I mean, I’m thinking of potentially compiling a whole lot of 4-Hour Workweek-related case studies because very early, very early in my entrepreneurial journey, and I’m not recommending people go buy this book. I think it’s out of print anyway, but Entrepreneur Magazine had this book called Young Millionaires, and it was two to three pages profile of each young millionaire, which meant somewhere between 20 and 35, I suppose.

And it was like, how much cost to start the business? $200. How much they made last year in revenue, next year estimated revenue, type of business. And it ranged from pest control to crime scene clean up to โ€” 

Charlie Houpert: Oh, God.

Tim Ferriss: โ€” yeah, pretty gnarly, to cosmetics, to forestry. It was like the range and scope was so inspiring to me. The magic of that and the impact that it had on my psyche I didn’t take it and apply it right away, I was too young, but seeing that it was possible has made me think about assembling effectively a book that would be the [REDACTED]. 

Charlie Houpert: Wow. Oh, I love that. I love that. I got chills. I love that. Oh, my God.

Tim Ferriss: Yeah. Yeah. Because with The 4-Hour Workweek it’s like in the beginning, and even now, understandably with a title like that, people are like, “Yeah, bullshit. Blah, blah, blah, blah, blah. You work more than four hours a week.” I’m like, “Well, I’m not just going to lay outside staring at at the grass rubbing cocoa butter on my stomach.” I like building things and I like having these kinds of conversations, but there are so many other types of pushback in the early stages, keeping in mind, I’ve revised The 4-Hour Workweek, but the last time I did it was 2009.

And the principles really apply. The frameworks still all apply. The technology, forget about it, almost all outdated, but that doesn’t matter. If you grasp the principles, then you can find the methods. But a lot of the types of pushback that people would say, “Oh, well, it’s easy for a single guy than on a single mom.” Or “I have four kids.” Or “I’m in a different country.” Or “I’m in this struggling economy.” Or fill in the blank. For every possible excuse that I have heard, I have received a case study from someone who fits that exact profile who figured it out.

So the idea that I could collect those in some fashion in a compendium just seems A, it would be so much fun and so gratifying for me after almost 20 years of this book being out. And therefore, as always, us having this conversation is a way for me to feel into that and to be like, “Okay, what aspects of this?” Like you said when I mentioned the book, like chills like, “Okay, what pieces of it?” I’m like, “Okay.” I get an extra big smile, so big that my earpiece keeps falling out. Also, I have swimmer’s ear, so my canals are fucked  โ€” 

Charlie Houpert: Oh, no.

Tim Ferriss: โ€” on my right ear. So it just keeps falling out. But that’s a very long answer to your question. But success for me with the podcast is just recording conversations that I would want to have anyway, which for a successful podcast is maybe harder than people would realize. So hard. Because if you want to protect traction, distribution, and audience size, and ideally grow it, that is more and more every day being dictated by platforms with priorities that are not the same as your priorities.

And if you really double click on that, look at it, study audience capture as well almost every financial incentive would push you to break that rule and choose guests based on the number of Oprah moments or salacious clips you can pull from an interview that you can then use on the platforms to drive some type of growth engine. Although growth for what end is an open question. A lot of people make YouTube work, but in my particular case, I’m just not really video first. So it’s never been particularly strong performing compared to audio. It’s very difficult or I shouldn’t say it’s difficult. It requires constant revisitation to instill the habit of me only having conversations with people I would want to have a conversation with, right?

Charlie Houpert: Oh, my God.

Tim Ferriss: Because if I could have on some completely off-the-wall lawmaker or I could have on, who knows? I could step on a bunch of third rails politically speaking. I could pull from current events and light off some audio and video dynamite with talking about the Middle East. There are many things that I could do, which would get a lot more attention than me finding a Japanese sword maker who no one has ever heard of.

But when you start to put on a mask, adopting practices that are not of your own invention, but because you’re complying with incentives, the concern is not that it just ends up hollowing you out inside, because that can happen, the risk is that you actually become the mask you’re wearing and that those behaviors change how you think and change your own beliefs, which I think is inevitable on some level. So in any case, that’s probably more than either of us bargained for.

Charlie Houpert: Oh, goodness. I’ve wrestled with this endlessly. And I absolutely hit a period where I felt like to a degree I allowed that audience. So at first it was, I wanted to make this video. I think what Bill Clinton does with his eyes is so fascinating. I think it’s so interesting that Donald Trump is probably going to be President. And I love Game of Thrones. And then it was, well, you guys want more Game of Thrones videos, let me do another Game of Thrones โ€” well, you guys really like that one. And what you’re describing to me is not just a business struggle.

It is a legitimate emotional, spiritual struggle to be like, “Do I choose myself in the face of the world offering me all of this temptation to be something else?” And there were periods where the answer to that is I compromised. And it’s like I didn’t kill anyone or do any, but I made the video that I didn’t really want to make and it did really well and then, okay, well, I’ve got to make another one. And I burned out. I had to step away for years and didn’t make videos for years because I believed that I hated making videos. And what I learned was that no, I hated losing my creative well as I chased approval and views and more.

Tim Ferriss: So let’s talk about the timeline on that. Let’s see. Let me see if these are lining up. So you’re in Vegas, you begin to make these videos, which you enjoyed making, about Bill Clinton. I suppose Bill Clinton came maybe even prior to that, but to use your term fame-jacking, so Jon Snow, real characters or otherwise, Keanu Reeves. Maybe Keanu Reeves came later.

But in any case, those videos start to do very well. You realize that you can offer the higher priced products upfront or reasonably soon with testimonials, and you get conversion. You don’t have to lead someone through a 12-step process. And I suppose what I’m wondering is what does the trajectory look like from there? And how long was it before you decided, “I just can’t do this. I need to take a break?”

Charlie Houpert: Yeah. It’s so funny, this. There’s two lines. There’s the line of when you’ve created the value, which is I created the value sleeping on the couch in Brazil, and then there’s the line of when the money starts coming in, and so there’s a delay. So you’re creating the value and then the money comes in later. But there’s also a delay on the backside, which is you stop creating the value, but the money keeps going up.

And this is every cash cow business that starts cannibalizing itself and not treating customers well, but is still when Marvel makes the next sequel to Marvel movie and it does well, and they don’t realize that they’re eating their own future. So I would say the flip for me was 2018 to when it shifted from I personally want to make these videos and I’m excited and I’m learning something in every video to, oh, I’ve learned what makes them clap, and now I want more claps. I want more clapping. And the money was secondary, but it’s like, “Oh, they like it. They love me.” Every video bigger.

Tim Ferriss: So that was a few years after starting the channel at that point?

Charlie Houpert: Yes. And I’d been doing it weekly. And there was an authentic drive to do it weekly that’s then slowly shifted and it became, “I don’t want to do this.” And then it was, “I definitely can’t do this.” And I, at the time, so many other things were going on in my life, we can go into it or not, but there was a moment probably in 2018 where I needed to have a conversation with my co-founder that said, “Hey, I think we’re no longer in alignment with this business. I’ve been driving the growth with these videos. Your projects have not succeeded in the same way, not for the sake of money, but for the sake of honesty, we have to have a talk about our 50/50 split.”

But money was never the drive. The drive was always be with my friends in Brazil. And so I didn’t care. But as my own inability to have sincere, authentic conflict crept into the business, it cascaded downwards. So I’m avoiding having a difficult conversation with my co-founder. We hire somebody else to cover that up. Turns out years later that we hire somebody who fabricated a bunch of stuff and stole money from the business and all of it was just from this core pattern of not wanting to face the problem and just wanting to squint at it and say, “Everything’s good. The money’s coming in. People like it,” et cetera.

And so what happened was, and again, I was so happy, broke in Brazil, sleeping on the ground, unable to afford food, and then I had the experience, the cliched one of I’ve made more money than I’ve ever made. Everybody wants more, they think it’s all great, and I feel like, I feel awful. 

And then I have a breakup, right before my 30th birthday and I’m going to collapse some things. We can go into anything. I am invited to an ayahuasca retreat, I have been having these issues that have not surfaced. I don’t smoke weed, I don’t drink.

I am a straight edge, but fuck it I’ll give it a try. I go headfirst into this ayahuasca experience with no idea what’s coming and that starts what has now been a seven-year process of completely turning my life upside down and having to face everything that I hadn’t looked at, which was, of course, these things in the business, but even more importantly, the patterns of avoidance and people pleasing and seeking that had been birthed in my childhood. And so, hey, happy to touch on all of that. I know it’s broad spanning.

Tim Ferriss: Yeah. No, we could spend probably two hours on six different facets of that. Let’s start with coming back to the secret of freedom is courage. Was there a catalyzing event? Was there a book you read? How did you go from squinting at the problem? Because this is, I would say shockingly calm, but it’s not shocking because I see it so often. Co-founder challenges, co-founder splits, these happen all the time. And it’s particularly challenging in a situation where you have some accepted 50/50 division because there’s no real tiebreaker. It gets even more complicated when you have governance and board of directors and all that kind of stuff. But I mean, almost no relationship is 50/50.

Charlie Houpert: It would be weird if it was. It’d be so weird.

Tim Ferriss: Actually, that clip I mentioned that got 100 million plus views, it was Brenรฉ Brown talking about how marriage is never 50/50. And I would say the question for me that I’m sure people are wondering is how did you go from the conflict avoidant kind of people pleasing, maybe fear-based, who knows, squinting at the problem, hiring people to try to paper it over, et cetera, et cetera, to having whatever come-to-Jesus conversation presumably you guys had? How did that happen?

Charlie Houpert: It took years. And the catalyst was not the business because the sacred center of it for me was never money. It was the friendship. And I was acting out a pattern to try to keep things good with us and he was doing his half of that pattern to keep things good in the way that we thought to do it, which was, let’s not address this. And it was on me to address it because I was the one that was beginning to be frustrated, resentful, subtly trying to influence change, encourage, coach everything other than say, “This isn’t working for me.”

And how did I do that? It was a multi-year process of facing brick by brick those familial patterns of I’m afraid you won’t love me if I say that I’m upset with you. I’m afraid that you won’t love me if I take what I think is my fair share. I’m afraid that I’ll be alone. And I hear it in my voice. I still carry that in me. And if you look at the business, Charisma on Command, even how to make Tim like you in a conversation, how to make somebody like there was this founding belief that, “If I could just communicate clearly enough, do more, say more, be more, that connection would just happen,” 

Tim Ferriss: How did you decide it was time? What did it look like to go from doing the work with all these modalities to, “All right, game time โ€” “

Charlie Houpert: Oh, God.

Tim Ferriss: โ€” to have the conversation?

Charlie Houpert: Again, it was pieces. First, it was oblique conversations like, “Hey, I’m not feeling โ€” this isn’t feeling great,” and then seeing what I got back. And then it was more confrontational. And the essential problem was I did not know how to have a boundary and tried to negotiate boundaries endlessly with people that I loved, instead of saying, “I love you,” but pass this line, “It’s not okay with me and I will not comply.” It was, “Well, can you see why that would be fair for me to have this perspective?” So if there was a shift, the big thing that happened was, over these years, I had started to develop a therapeutic relationship with a therapist and a number of friendships where I was being met in ways that I did not think were possible, and to not use therapy language, I felt that people wanted to hear the ways in which I was upset with them or angry and wanted to repair in ways that actually didn’t just paper over the problem but felt good.

And when I brought that possibility, I was like, “Holy shit, this can happen? Let me bring myself,” that was not the result of my conversation with my co-founder. It did not go that way. And knowing that it existed now and then not getting it there made it like, “Okay, this is no longer working. We need to separate.” And so what happened was, first, it was with the friendship, but secondarily with the business, it was tough for me to come back to to say, “I don’t want you to make videos anymore for the business. I don’t feel that they’re aligned with what I want to say.” I made videos for, I don’t know, the first three-ish years and then got burned out. I was like, “Will you please step in?” and always didn’t want to look at the videos.

Whatever, the money’s coming in, I don’t want to see. I actually had to sit down and literally watch them, and not that there’s anything objectively wrong with them, but they’re aligned with what felt right for me. And I had completely abdicated that responsibility of saying, “This doesn’t feel good.” So confronting that I felt so evil and awful and bad for having that perspective. I was being too cruel or too mean, but I had become more grounded in, “Not saying that you shouldn’t make videos ever. I’m not saying that you shouldn’t do this, but this doesn’t work for me.”

So we just paused literally making videos on the channel for one year. Business starts to nosedive, right? Not immediately, but the videos don’t get views forever. Business falls off 20 percent, 30 percent, 50 percent. And it was again a question of which โ€” it wasn’t a game. It was, “I just don’t feel good about that.” 

And so through that process, we were talking about the future of the business and what I buy, what he sells, we couldn’t find an agreement on who would do what. And I can talk about the negotiation if you want, but we finally settled on, “I’m going to buy the business all out. I’ll pay you for the piece and you’ll have no restrictions. You can make any sort of content that you want on any other channel, but this was going to go, I’m going to take this, I’m going to give you cash.”

And honestly, it’s what both of us wanted. I think the thing that we didn’t acknowledge is that we had fundamentally different drives, whereas mine was more creative expression and his was more financial security. And that split, it’s very tough. It just doesn’t align well, especially what you said. I did not feel he has a different opinion, that we were equally contributing to the financial success of the business. So yeah, it was harrowing more importantly than the business split was that he was my best friend and we’re not that anymore. And so it was going through the wringer. It was Dark Night of the Soul-type challenges. So grateful for it and it was painful as hell to experience.

Tim Ferriss: Yeah. I’m sorry you guys experienced that. I would say that, in theory, sometimes in practice, if everything’s going perfectly, 50/50 informally agreed upon sounds great, right? But in practice, it can be very challenging. And if you were to do this again, right? If you were to partner with someone else, let’s just say that it actually made sense, someone came to you with a channel with an equal number of subscribers. They’re like, “Hey, let’s join forces. I think we can 3x,” and let’s just say that conformed with your artistic expression and what you want to do. I would imagine you would have some type of partnership agreement that can function as a prenup in the sense that you would have termination clause, where it spells out what happens in case of a split, which is an area where also conflict avoidant folks get themselves into long-term trouble, not saying you, but in general.

Charlie Houpert: Yeah, 100 percent me.

Tim Ferriss: Right? They get themselves into long-term trouble because they want to avoid the short-term discomfort of talking about the ingredients that would go into such an agreement, and man, oh, man, yeah, it can get really, really, really messy. A prenup is always cleaner than a postnup in business and in life. Where do things stand now with the business?

Charlie Houpert: So I’m making monthly payments to him. We agreed on a fixed sum that I would pay over a period of time. I am sole owner and it’s great. It’s exactly what I want. The business for me always has been the crucible of emotional growth. From the moment where, “Am I going to press publish on this thing?” to, “Am I going to do private coaching or am I going to move to Brazil?” and it’s always been the question of, “Can you hold your center in the face of temptation not to?” And there’s a long period where with my relationship with him, I lost it. I lost my center and that’s not his fault. But God, it’s so amazing, I come back and I step into this audience-capture moment where I want to prove myself that I’ve still got it, that I can do it, except I don’t want to make the old bangers that I used to. I don’t want to throw fastballs down the middle to the fat part of the bell curve any longer.

And so I’m facing continually the challenges of letting go of my ego of the guy who did it and having the business that is authentic to me. And I have not sorted through it. Even in preparation for this conversation, half of me wants to sit and dial in my story, so that I’m perfect and I nail it and it hit that punchline. And the other half of me is like, “Dude, go in empty. Go in empty.”

Tim Ferriss: Yeah. I like rough draft.

Charlie Houpert: Yeah, rough draft, right?

Tim Ferriss: More than finished 60-minute comedy special on Netflix.

Charlie Houpert: Exactly, yeah, TED Talk.

Tim Ferriss: Yeah, I appreciate the vulnerability and the candor and I am going to ask you at some point, I’m just going to plant the seed because I’ll let it germinate a bit, which is other critical decisions that you made in your entrepreneurial journey. Could be anything. Could be a tiny detail that ended up making a big difference. Could be anything at all like other decisions or milestones that were really important. I’ll buy some time though.

Charlie Houpert: Sure.

Tim Ferriss: So do you still recommend, I’ve actually never read book, but Six Pillars of Self-Esteem by Nathaniel Branden?

Charlie Houpert: Amazing. So good. Now I haven’t read it in maybe seven or eight years, maybe longer, but if you do read it and you’re crunched for time, you can skip to the chapters on the pillars. He’s got some preparation on what self-esteem is and the history of it. But if you haven’t worked on your self-esteem at all, it’s the first stop to go to. If you have more experience, you might be more familiar with it.

Tim Ferriss: And what should people expect to gain from this? How did you find this book in the first place? Do you remember?

Charlie Houpert: Goodness, that Tucker Max message board was a lot of the books โ€” that was where I found The Game and it might’ve been Six Pillars of Self-Esteem as well. I think it was through something like that, yeah, and I got into, it’s like a 1970s psychology personal development book, but it’s perennial. What people can expect, there’s these exercises that people are discovering the power of, which is sentence completions exercise. So it’ll run you through each chapter and talk about how personal responsibility is a critical element of self-esteem or whatever, but then it adds at the end it’s got these sentence stems, “If I took five percent more responsibility for myself today,” blank.

And the idea is that you can write or speak, just free like, “If I took five percent more responsibility for myself today, I would eat healthy. If I took five percent more responsibility for myself today, I would call my parents and tell them that I love them,” whatever it is that is honest for you in that thing. And if you go through these, usually the fifth, sixth one, you’re just like, “Oh, damn.” And so some of them were, “I would have talked to that girl at Whole Foods,” and it was, “Oh, crap.” And so there was one, there was a woman who I dated who I had seen her and then I went back and then I did my pillars of self-esteem and I went, “Oh, crap,” and I walked back to Whole Foods and I said, “I had to talk to you. I went home and wrote my sentences and it was, ‘If I had more courage, if I had five percent more courage, I would’ve asked you on a date,'” and that became a relationship.

Tim Ferriss: It’s amazing.

Charlie Houpert: Yeah, it’s that sort of stuff.

Tim Ferriss: She’s a slow shopper.

Charlie Houpert: No, no, she worked at Whole Foods. She was at the counter. Yeah, yeah, yeah.

Tim Ferriss: I was like, “She wearing leg braces?”

Charlie Houpert: No, she was identifiable. She was easily trackable.

Tim Ferriss: Got it. Okay. Amazing. All right, so we will link to that in the show notes. This is what I was curious about. What was The Last Psychiatrist blog?

Charlie Houpert: Oh, my gosh, you don’t know this?

Tim Ferriss: No, never heard of it.

Charlie Houpert: To me, he is the secret godfather of bloggers on the internet. A lot of the people that you might’ve liked from cracked.com or whatever, he wrote. It was a pseudonym. People think they know who he is. He’s likely a psychologist or psychiatrist and he has incredibly thought-provoking stuff. Now if you read it, you’re going to go, “Well, that doesn’t make sense and that’s kind of a leap,” but it is very thought-provoking in reading it. And at the time, he stopped writing in like 2013 or something.

Tim Ferriss: But the old posts are still up?

Charlie Houpert: Somebody’s cataloged them because there’s an internet fandom around it, but if I could give you some basic things, I’ll give you one story that I remember.

Tim Ferriss: I think “The Maintenance of Certification Exam as Fetish,” “Ten Extra Seconds Would Have Saved True Detective‘s Finale.” Okay, he’s got all sorts of random stuff.

Charlie Houpert: Oh, he’s all over the place.

Tim Ferriss: Yeah, 2014 looks like the last post.

Charlie Houpert: He discusses how advertising doesn’t just condition you [to] what you want, it conditions how you learn what to want. So as an example, people will watch a Lexus commercial and they’ll think, “I didn’t fall for that. I don’t want to buy a Lexus,” and his point is, “Yeah, but you think that that’s what a pretty woman looks like, the woman who moves towards the Lexus.” And so he’s got a couple of maxims which are interesting, which is, “If you see it, it’s for you,” meaning if you’re consuming a piece of advertising and you think it’s not impacting you, it’s been split test to make it to your eyeballs. And yes, technically there’s a chance that you’re resisting, but it is teaching you that a watch is a status symbol. And maybe you don’t think you need a Patek Philippe, but you learned that this is what money looks like because the background has a bookshelf. And now you think that books are what make people want things.

So he talks about how two things have happened. We’ve, one, lost the ability to self-reference internally our desires, which is exactly in line with what we were talking about. It’s all mimetic desire, right? “What do you want that you want that you want that I can’t find my own wanting in it?” And he talks about how we have become deeply narcissistic. Just collectively as a society, we see our own reflection and image everywhere and many people do not have the capacity to genuinely love and encounter another, “It’s just what my wife says about me, what my kids say about me,” that sort of a thing.

Tim Ferriss: All right, so that is just thelastpsychiatrist.com. All right, let’s come back to critical decisions or they don’t have to be critical, important decisions. If you were basically teaching a class about your entrepreneurial journey, a seminar, and you were highlighting some of the things that actually really made a difference, maybe they looked small at the time, maybe they looked really big at the time, anything else come to mind that we have not yet discussed?

Charlie Houpert: So a lot of them we have. So allow me to run through the ones because maybe I’ll find something new. So if I really go to critical decisions, there were all of the early ones about, “This isn’t my 10-out-of-10 and I’m willing to let it go.” That was repeated throughout the business. There was this phase of making videos where I had read Essentialism and it became, “Get everything out of my way so that I can do this thing,” and that was rocket ship growth. It was like, “Let shit go awry. Problems are arising. Do not come to me.” And there’s a balance there that I haven’t quite figured out because what happens is a lot of little things go wrong, but the net of me making these videos absolutely obliterates and cancels them out.

And there comes a compounding bill when you’ve just hired that person and just let that culture persist and it becomes โ€” it, at some point, needs to be addressed, which is what eventually did need to happen with the company. But there was a period of just rocket ship growth by letting small problems accrue. There was, getting that extra room was really big, so that I could film the video.

Tim Ferriss: Handling the Herbie.

Charlie Houpert: Handling my Herbies.

Tim Ferriss: That there was the rebranding, of course. 

Charlie Houpert: Rebranding early. Yeah, then building the course. Here’s one. There was between V3 and V4, I went to Jay Abraham. He had a private coaching thing. He’s one of these old-school business coaches.

Tim Ferriss: He’s super old school. He has a great book on joint ventures. I haven’t read it in more than a decade, but all the myriad forms that joint partnerships and joint ventures can take. Pretty wild. Some of the negotiating gambits and kind of guerrilla marketing and partnership approaches. Jay Abraham.

Charlie Houpert: So I have private coaching with Jay Abraham. And he asks me, “Who’s the person you most want to take your course?” I say, “Tim Ferriss or Tony Robbins.” And he says, “If Tim Ferriss found your course and took it right now, how would you feel?” I went, “I don’t want him to,” and he said, “That’s a problem.” I said, “Well, it’s not good enough.” He said, “Make it good enough.” 

Tim Ferriss: That’s a cool exercise.

Charlie Houpert: Yeah. So I went back and filmed it and I still have insecurities and this and that, but I did my best effort to make it okay for Tim, for you. And when it was done, the next video that I made, I spoke about it, and at the end of the video I said, “This is the best I can do. This is the greatest thing that I can possibly make for you guys on this topic,” and conversions exploded. And every ad read after that had a significantly higher like 2x or more lift in conversions and we started getting more testimonials. And it was this, “If you don’t believe in it fully, you’re going to sell it with hesitancy, right?”

So being able to tell the truth and the truth was not, “This is the greatest thing in the world,” is, “This is my absolute best. If you like this blog, this is the best I can offer you.” And at this point, the truth is it’s now longer true. I feel like I can do something better now. So I need to go back, do it again and then be able to honestly say, “This is the best I can do and I’m sure that will have the same impact because I subtly shy away from selling, from offering the thing that I don’t fully believe in,” so that was a big one. It’s tough. 

I don’t know how to parse it out, but this plus adding testimonials was a 4x conversion lift when we started adding those at the end.

So we used to have our call to action, it was a 10-minute video and then like, “Hey, if you want to buy Charisma University, it does this, it does this, it does this. It’s got all this in it. Here’s what’s in it.” And then it became, “Hey, do you want to buy Charisma University? Here’s what somebody said about it, ‘This helped me get a promotion. It did this.’ Here’s what somebody else said about it, ‘I got a girlfriend.’ Here’s what somebody else said about it.” And they were just literally photo comments that people had left in the comment section or emails that they sent in and that combined with the, “I care about this more,” was a 4x total conversion lift, which was huge.

There was โ€” the avoidance was something that I had to pay for on the backend, the avoidance of conflict, and not โ€” I think this is one, I didn’t know how to just allow people to know that I was disappointed or upset or hurt or angry. I had to fix everything very, very quickly, a lot of people-please-y tendencies, compounding over time, created a lot of issues.

There was not firing the person who wound up stealing. I knew that I needed to. There was a lot of not firings that were huge.

And then there was the walking away and the returning, which was really, really important and they were both honest. One was like, “I’d rather not have this thing send me money than post videos that I don’t feel aligned with,” which made me like, “Oh, my God.”

When you do stuff that isn’t aligned for money, it signals such a lack of self-belief and self-love. And this is in The Six Pillars of Self-Esteem book. When you start trading your beliefs for cash or approval, you’re just sending a signal that, “I can’t be relied on to be myself and be safe and earn.” But when you do things that are detrimental to income, not offering a discount, like saying, “I don’t want these videos to go up,” not to punish anyone, but just because it doesn’t feel aligned, I have felt every time where I’ve dropped into that this power arises in me. And so that was like, “Oh, holy shit.” I felt like a beggar in a weird way. I’m making all this money, but I’m feeling unsafe that I need to beg for more and ride the coattails of this thing that I built that I can no longer do. And as soon as I said, “I don’t want this,” I felt a surge of like, “Oh, fuck, I have more to say. I have more to contribute.” So that was huge.

And then in the negotiation, the big moment was two things. We’d been at deadlock for two years. I made him an offer. It was nowhere near what he wanted. We were just not able to meet. There were two things that happened. One was we’re starting to get into these circular spirals of, “Things aren’t working,” and I paused and I said, “Hey, it sounds like you’re really scared,” and we just talked about our feelings and the fallout of the friendship and the fears that we both had. And acknowledging the emotional intensity of this, that was essential. Pretending that this was a business transaction, that’s a lie. That’s not what was going on here. We were both really afraid. And speaking to that and bringing it to light moves things tremendously.

And then the second one was honestly going to him and saying, “I’m willing to sell the business. I’m willing to sell it, but I need one thing, which is I need no noncompete. I need the ability to go and make anything that I want anywhere.” And that moved us from “I’m trying to buy from him, he wants more money, I don’t want to give him the money,” to, “Make me an offer.” He made me an offer then for that. And I said, “I’ll give you 20 percent more than that,” and it was done deal over and it was that.

Tim Ferriss: Amazing.

Charlie Houpert: Yeah.

Tim Ferriss: Was there anything in particular that led to those two, call it breakthroughs?

Charlie Houpert: Yeah.

Tim Ferriss: I don’t think they’re, after a two-year impasse, I think that wording is appropriate.

Charlie Houpert: Oh, totally.

Tim Ferriss: What contributed to those two things?

Charlie Houpert: Joe Hudson, I have to give a huge shout-out. Have you spoken to Joe?

Tim Ferriss: I have spoken to Joe. Joe. I actually just featured a tweet storm about emotional intelligence that Sam Altman had retweeted at one point. Just shared that in my newsletter I think one week ago, maybe two weeks ago. Yeah, so Joe Hudson, you should explain, though, to folks who don’t know the name, who he is.

Charlie Houpert: Joe’s awesome. It’s funny, I have to admit this. It was Father’s Day last Sunday and I was making the joke. I’m like, “I’m meeting all my dads in one week. It’s my dad and Tim Ferriss and Joe Hudson is going to be here in two days.” And for me, it’s a significant thing because the truth is, and I told you, I had a ton of projections onto you like, “If Tim helps me, it will save me.” And I had the same thing with Joe because Joe’s work was also deeply important to me. And so it’s just really cool to drop some of the projections and meet the people.

So all my dads. Joe Hudson is my third dad. He’s great. He has a thing called Art of Accomplishment and he acknowledges the emotional aspect of business and not only acknowledges it, but points to the fact that, if you ignore it, you will either not do as well as you could or you will do is exceedingly well and feel that empty burnt-out thing that awaits everybody who trades the inner asset for the external one. So his work was extremely helpful. I’d gone through his courses and he offered me, because we’d been in contact, a private coaching session because I’d helped him with some YouTube stuff. And on that, he literally suggested, he said, “Offer to sell. Are you willing to sell?” And he was like, “Then make the offer. Do a shotgun deal where you guys both write a number on a piece of paper and the person who is willing to spend more will take it.”

So just knowing that I had that, I brought that to my co-founder and said, “Look, I’m willing to make a binding agreement about this where I’m genuinely willing to buy or sell.” But it was that shift of, when I needed to buy, he was like, “Well, give me more.” And when it’s like, “Look, I don’t need to buy, but let’s get our way out of this thing,” his number came down essentially is what happened. And there was one final thing that was โ€” I based on loving advice from people who were supporting me, had wanted to buy the business out of net revenue, which is to say, with safety valves on, “If it doesn’t perform, I don’t have to pay you.” And that, we couldn’t find a number for. It just didn’t feel good.

And I had a number come through, a literal number that came to me and I was like, “That’s way more than I’ve been offering him and he said no.” And the next followup was, “Yeah, because you’re going to take all the risk,” and I felt a surge of fear and then that self-belief energy come back and like, “Oh, my God, yes, I want the risk. I don’t want this. If it works, I want this through rain or shine, good or bad. Let me pay the price for not succeeding.” And I’ll take you back to one. It was the burning the boats that finally made the business work at every stage. It was taking the steps that got me to not have the contracting job, to move to Brazil. I’m committed. I care about this enough to suffer and hurt if this doesn’t work out, right?” And so that was also huge in that and it was huge at the beginning of the business.

Tim Ferriss: Yeah, what a story. I’m consistently amazed, it happens to me all the time in my own life too, but how a single conversation or a dream, literally this has happened to me when I’ve had a fever and I’ve just been sick in bed where you’re looking at something and then suddenly say a Joe Hudson’s like, “Well, why don’t you just do the opposite of what you’re considering?” and you’re just like, “Oh, shit. Yeah, why don’t I do that?” It’s this revelatory experience of an off menu option suddenly seeming obviously available and viable, right? And it’s like when someone offers you A or B, look for C type of situation. And it’s so easy to say that and it sounds trite and cliched, and even as I would like to think at least how much practice I have at trying to test assumptions or I am testing assumptions, testing assumptions and always looking for side entrances and these off menu options, still there are these moments where you’re blind to what is hiding in plain sight. And it’s fun to hear that Joe was one of the unlocks for part of that.

Charlie Houpert: And by the way, I have to say, if you’re here watching this, I can’t imagine you have it, but if you haven’t read The 4-Hour Workweek, that’s the entire thing. It’s that energy. And I actually think what people are buying from me is that energy in the social realm, “There’s a third option, which is connect. The magic is available,” and I think 4-Hour Workweek is like, magic is available in your career.

Tim Ferriss: Yeah, totally. I’ve been asked so many times, as you would imagine, by publishers to go back and kind of fine tune, rewrite that book. And I don’t want to touch it. 

Charlie Houpert: It’s too good.

Tim Ferriss: I mean, I appreciate you saying that. It somehow captured lightning in a bottle, and I’m like, “Look, I’m 47 right now. I wrote that when I was 29.” And sure, if I read it now, there’s a little bit of chest puffing, and there’s shit in it where I’m like, “Oh, my God.” It makes me facepalm a little bit. But for whatever reason, that book has just stood the test of time, at least over 20 years or close to it, and resonated with people from so many different age brackets. Going from 15 all the way up to retiree. I don’t want to touch it.

And to your point though, fundamentally, it’s about calling into question all the basic assumptions of career, retirement, slave, save, retire. The deferred life plan. And looking for alternatives that you can effectively prove are, if not realistic, at least possible vis-a-vis these case studies that are already in the book. And the vast majority of those case studies predated the publication of the book. I mean, I think that’s a byproduct of enjoying books that do that on some level.

Let My People Go Surfing, I think, is the title of the book by Yvonne Chouinard. I remember reading books by Ricardo Semler, and Branson, Losing My Virginity. Where it’s like, “Okay.” Everyone says an airline is suicide. He workshopped it, in a sense, because a flight got canceled. He walked around with a sign at an airport offering charters. And then once he had people booked for a charter, he chartered a flight somewhere. And then figured out how to work with, I think it was a Boeing at the time, to effectively cap his downside so that his losses were contained.

But the upside was attractive. And you look at how he structured some of these deals, and it’s like, “Oh, yeah. It wouldn’t have occurred to me that that was possible.” But of course, when you have someone like that who’s scrappy, and also had the life experience of having to pick himself up by his bootstraps, and work with next to no money. It’s like, “Oh, wow.” You just had to ask, and you had to know the right way to ask. And these apparent miracles can happen. It’s just wild. So we’ll see. Maybe I’ll put together that book of case studies. I think it’d be fun.

Charlie Houpert: Can I ask a question about that?

Tim Ferriss: Yeah.

Charlie Houpert: So I ask because I have a conflicting relationship with my earlier work. This course is 10 years old. This is exactly what you said. That braggadocious ass. He’s not caveating it enough. There’s this boldness that you can only have in your 20s of, “This is how the world works.” Right?

You haven’t been smashed before, but there’s something beautiful about that as well. That only a 29-year-old can write this book with this much punch, and pizzazz, and clarity. So I’m curious what your relationship is with that version of yourself. And I’m also curious, what is it like when you are to receive gratitude for that? Do you feel that it’s able to land? Does it hit? Does it matter? I struggle with some of this as well.

Tim Ferriss: I have never been particularly skilled or natural at receiving praise, or compliments, or anything like that. And who knows all the reasons? I mean, there are probably many I’m not even aware of. But I think in part, there were certain things that I adopted really early on as core beliefs like, “Look, the good stuff takes care of itself. You just have to fix what’s not working.”

Which, by the way, is not true in a lot of cases. It can be true in a limited sense for certain things, but it’s a very Faustian bargain of a philosophy to live with. But I believe that for a long time. So in sports, if coach wanted to give me a pat on the back, I would be like, “Yeah, that’s great, but that’s already working. So help me fix the stuff that’s not working.” Which is not to say that I never responded to positive reinforcement. But little Scooby Snacks, tiny bits of positive reinforcement, and say language learning. It was very important.

But I often got that reinforcement through the process itself. Not from anyone else. That being receiving praise. So I would say I’m very grateful. I do practice gratitude, and I journal a lot on things I am grateful for. And I basically have run through some type of gratitude list, and also asking myself, “Is this a good day to die?”

When I take off in planes โ€” take off, and land in planes โ€” just as an exercise, I’m kind of like, “Okay. If this is the last rodeo as far as travel goes, how do I feel about what I’m doing right now?” And then assuming that it’s positive, then โ€” and even if not, running through some level of gratitude. So I would like to think of myself as a very grateful person, but I still struggle with receiving compliments and praise.

Charlie Houpert: Yeah. What about other people grateful for you?

Tim Ferriss: Yeah. I can be really deeply appreciative. I think there’s also a deep-rooted fear of becoming self-absorbed, or arrogant, or over-weighting my importance in the large-scale cosmic order of things. Which is, effectively, zero. I would like to remind myself. Which I don’t think is a real risk, but nonetheless, that fear is there. So I think that’s also maybe a byproduct. The allowing it to glance off of me, but maybe not fully land is, I think, a consequence of that as well.

Charlie Houpert: I relate. Yeah.

Tim Ferriss: Yeah. It’s like, God, you don’t have to go very far. Open your laptop, and go anywhere online. And 99 percent of people out there, I don’t think it’s that much of an exaggeration, but are just saying things with the utmost confidence and self-importance. And it doesn’t seem to help them, and it doesn’t seem to help anyone else, ultimately.

It tends to end in tears. So I love to say I don’t know.

And that would be another reason why I like having these conversations because there’s a lot more that I don’t know than what I know. That was a long riff on the gratitude piece. 

In terms of relating to my earlier self, I think it’s probably harder for you with video.

Charlie Houpert: Yeah.

Tim Ferriss: You know what I mean?

Charlie Houpert: I know what you mean.

Tim Ferriss: I think it’s probably a lot harder for you in video. Video is incredibly unforgiving, and video also has so many different components that feed into the end product. You’ve got camera, you’ve got framing, you’ve got lighting, you’ve got editing, you’ve got your stage presence, so to speak, and performance. You have body language. There’s so many different elements on top of the scripting, or not scripting. But the actual delivery of whatever the content happens to be. Set design, depending on what you’re doing.

I mean, there’s so much that goes into it. Whereas, with print on a page, I would say, I still feel very proud of the writing in The 4-Hour Workweek. I mean, I killed myself over that book, and took the writing itself very, very, very seriously. I mean, I hate to say this, but it may even be crisper and tighter than my writing now. So I feel good about the writing, and the presentation.

The teaching of the concepts, which was based largely on many, many, many, many guest lectures at Princeton when I was invited back by one of my professors to speak to an entrepreneurship class. So that’s how I workshopped that particular book. There are small pieces where I’m just like, “Oh, God.” Just the kind of chest-beating confidence, and flamboyance, maybe, of some of the examples. And at the same time, I think that some of that irrational, maybe, exuberance is really effectively infectious within the context of that book.

Charlie Houpert: I think so.

Tim Ferriss: Right? Keep in mind that was however many years. Not that many, really. I mean, we’re talking five or six years after for my purposes in lifestyle design. Cracking the code, or at least figuring out elimination and automation, and all these various things. To an extent that seemed very unusual at the time. I was still really high on that experience. And you can’t be a lukewarm evangelist, or a lukewarm teacher.

I didn’t really view myself as an evangelist. The harder the subject is, the more enthusiastic you better be, or at least enthusiastic and effective as a teacher. If the subject matter takes care of itself, then there are lots of ways that you can perhaps compromise, or not be up to snuff. But entrepreneurship is a full-contact sport, as you know. 

And the chapter that I think gets the least attention, if I were to expand something that I would expand, is the “Filling the Void” chapter at the end. People miss that, and it’s so important.

It’s like, look, if you just create a lot of empty space in terms of time, humans are not really designed just to be idle. And I mean, go spend some time with any reasonably intact hunter-gatherer society that might have some plantains and cassava, or something like that. And you’ll see, yes, they do rest quite a bit, but they’re also, by and large, very active. It might be just household stuff, it might be chores, it might be any number of duties, church, et cetera. Especially these days. But idle hands are the Devil’s workshop applies to the mind as well.

So for mental health, I think that that chapter is particularly important, and maybe could have been positioned a little bit differently to underscore it. But that’s the type of chapter, also, that, number one, most readers don’t assume they’re going to have to deal with. They’re like, “Well, that’s once you’ve won the race.” I’ll worry about that once I’ve won the race. Unfortunately, if you build a business, and a machine-to-serve lifestyle, but then it becomes inverted, it’s not exactly straightforward, or it’s certainly not pain-free to fix it at the 11th hour after the fact. So I relate to the book well. It is funny to me when I look back at some of the tech recommendations, and I’m like, “Oh, my God. This is just going to the Natural History Museum and seeing dinosaur bones. Most of these are completely extinct.”

Charlie Houpert: Yeah, I’m wrestling with that. It’s an ability to look back at myself, have all the thoughts that you said, which is, “Ugh. Ugh.” But also, love that part. Like, holy shit, that guy brought me here. You know?

Tim Ferriss: Mm-hmm. On the entrepreneurial journey, are there any other books that you would recommend to the mini Charlie, or someone out there? It doesn’t have to be YouTube specific. But if you could only recommend a handful of books. They don’t need to be business books, per se, but they can be.

Charlie Houpert: Okay.

Tim Ferriss: Are there any other books that stick out to you?

Charlie Houpert: Kahlil Gibran, The Prophet, is excellent.

Tim Ferriss: Yeah.

Charlie Houpert: Excellent.

Tim Ferriss: Yeah, I have that. Have that downstairs.

Charlie Houpert: Yeah.

Tim Ferriss: That was easy to read. You can read it in small segments.

Charlie Houpert: Yeah.

Tim Ferriss: Why that book for you?

Charlie Houpert: It’s been a minute since I’ve read it, but I’m in that zone of what moved me. I was like, “Oh, that book brought me to tears many, many times.” There were just deep truths about life. Increasingly, I’m into that archetypal, mythic, pseudo religious stuff. Not because of any doctrine, but because of the way that it moves me. So that’s just an example of a 20th century classic tome โ€” not even a tome, it’s a pamphlet, essentially. It’s not that long.

Tim Ferriss: Yeah, yeah. It’s like a hundred pages, maybe.

Charlie Houpert: Yeah.

Tim Ferriss: 120 at most.

Charlie Houpert: Yeah.

Tim Ferriss: Yeah.

Charlie Houpert: Running Lean helped a lot with the interviews. It’s not the most fun read, but it helped me set up those interviews that I did that identified the stuff in the business.

Tim Ferriss: Running Lean?

Charlie Houpert: Running Lean. You could probably find many books on the topic, but it’s a lean startup thing. And it just has two sections. Here’s the big takeaway. There’s two interviews that you do. You do one interview that is about the customer, and one interview that is about your product. So the first interview is not, “Do you like this? Do you want this?”

It’s, “What are you bothered by? What are you trying to make happen? What isn’t working for you? Where are you hanging out?” And then the second one is, “Hey, I’ve got this idea for you. Does that solve the problems that you identified?” And it helps you run through those. So that was really important back in the day. What were the other ones? Back in the day, Influence by Cialdini was huge.

Tim Ferriss: Outstanding book still.

Charlie Houpert: Classic. Still Dale Carnegie. Still classic.

Tim Ferriss: Which Dale Carnegie?

Charlie Houpert: For me, it was How to Win Friends and Influence People was the one. There’s ways in which I go to it.

I’ve got poetry by Hafez, which again, that hits the part of me that is coming more active today. I love Martha Beck. I saw your interview with her. She’s got several books. Her interview with you is honestly great though. I think it does a lot of the work that you might want to take from some of her books. So I’d recommend that. Let me see real quick. Brandon Sanderson’s in here. I know he was on. That was a great interview as well.

Tim Ferriss: Yeah, he was fun.

Charlie Houpert: So good. Yeah, I’ll leave it there. And Essentialism. Yeah, let’s not drown people.

Tim Ferriss: Yeah, yeah. That’s plenty to start with. And Essentialism, I’ll reiterate. It is a really good read. And if you combine that with Richard Koch’s book, The 80/20 Principle. Those two will take you a long way. A really, really long way.

Well, Charlie, we have covered a hell of a lot of ground here.

Charlie Houpert: We did it. Yeah.

Tim Ferriss: Is there anything else that you would like to mention, or point people to? Where can people find all things Charlie online?

Charlie Houpert: Charisma on Command YouTube channel. If you’re interested in the course, it’s Charisma University. You should be able to just type it in, and it’ll take you to our sales page. I know it didn’t hit, but I spent a lot of time and money. I made a D&D show on YouTube. I dressed up. I wore a cape. I got my friend who does a Trump impression to be a character that is named Tumpy. He’s great. That’s called Improv & Dragons. Don’t expect it to explode. But if that’s your thing, and you want to have a quick laugh, you could check that out as well.

Tim Ferriss: What is your character?

Charlie Houpert: So my character, I called him Sigmund because I was doing a riff on Sigmund Freud, Carl Jung. So Sigmund, and his brother Carl. He was a druid. Was he an elf? I forget exactly what his race was. Oh, no, he was a Kalashtar, which is one of those weird ones.

Tim Ferriss: Kalashtar? That must be a new one.

Charlie Houpert: Yeah. They have these dream lives. And so, for me, I was having dreams, and I was like, “Okay. I want to just infuse this with psychoanalysis, and I’m going to give him a German accent, and I’m going to lean into this.” So we had a good time with that. And one day, I hope to actually get people to watch it.

Tim Ferriss: Amazing.

Charlie Houpert: Yeah.

Tim Ferriss: All right, man. Well, I think we can begin to wind to a close here. Any last comments, or remarks, recommendations? Anything at all you’d like share with my audience?

Charlie Houpert: Anything else? If I had a billboard. I have to answer my Tim Ferriss question.

Tim Ferriss: Yeah, let’s do it.

Charlie Houpert: I thought about this. I was like, in the moment I’ll find it. What is it? “Don’t think, feel.” And I know that’s counterintuitive to a lot of people, but lately, that’s been my guiding principle is feel my heart, feel my gut, think from my mind, and try to find some union of the three to move forward.

Tim Ferriss: Yeah, dig it. I dig it. I’m sure Joe would like that. And I’ll give a shameless plug. Diana Chapman interview on The Tim Ferriss Show for people who want โ€” 

Charlie Houpert: Oh, I’ll check it out.

Tim Ferriss: โ€” maybe a framework or two to try to calibrate. To learn how to do that. She’s a very good teacher, and I suppose we’ll cap it there, man.

Charlie Houpert: Beautiful.

Tim Ferriss: Thanks so much for taking the time.

Charlie Houpert: Thank you.

Tim Ferriss: Really had a lot of fun.

Charlie Houpert: Yeah.

Tim Ferriss: And for everybody listening, as always, we’ll link to everything in the show notes at tim.blog/Podcast. Not too many Charlies on the podcasts. So if you just search Charlie โ€” 

Charlie Houpert: Charlie Hoehn.

Tim Ferriss: Yeah, Charlie Hoehn.

Charlie Houpert: Yeah.

Tim Ferriss: Charlie Hoehn might pop up on the blog, but otherwise, Charlie Houpert will be the one and only. And until next time, as always, be just a bit kinder than necessary. Not just to others, but to yourself. And thanks for tuning in.

4-Hour Workweek Success Stories โ€” Charlie Houpert on Building โ€œCharisma on Commandโ€ to 10M+ Subscribers, From Charging $10 for Seminars to Making Millions, Living in Brazil, Critical Early Decisions, and The Secret to Freedom (#817)

“Do I choose myself in the face of the world offering me all of this temptation to be something else?”
โ€” Charlie Houpert

Charlie Houpert (@charliehoupert) is the co-founder of Charisma on Command, a company that helps people develop confidence, charisma, and strong social skills. Originally launched as a 4-Hour Workweek-inspired โ€œmuse,โ€ it has since grown into one of the largest platforms for social skills and confidence training, with more than 10 million YouTube subscribers worldwide and more than a billion views across its content in six languages. His flagship course, Charisma University, has guided more than 30,000 members through practical steps to become more magnetic.

Charlie was once voted โ€œMost Likely to Break Out of His Shellโ€ and began studying charisma to overcome his own social anxiety. He now explores the deeper roots of confidence through archetypal psychology, embodiment practices, and more.

Please enjoy!

Listen to the episode onย Apple Podcasts,ย Spotify,ย Overcast,ย Podcast Addict,ย Pocket Casts,ย Castbox,ย YouTube Music,ย Amazon Music,ย Audible, or on your favorite podcast platform. Watch the interview on YouTube here. The transcript of this episodeย can be found here. Transcripts of all episodesย can be found here.

This episode is brought to you by Patagoniaโ€™s call-to-action to protect America’s public lands. Go to Patagonia.com/Tim to learn more and act now.

The episode is also brought to you by Monarch Moneyโ€™s all-in-one financial tool to help you track, budget, plan, and do more with your money and by LinkedIn Jobs recruitment platform with 1B+ users.

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This message is brought to you by PatagoniaIโ€™m always asked by listeners what helps me reset, feel grounded, recover from setbacks, or simply feel at peace. Without a doubt, itโ€™s going into nature, usually with my pup Molly. For many millions of Americans, myself included, our national-park system is the best place to do just that.  Our public lands cover nearly a third of our countryโ€™s landmass. With more than 433 national-park sites, thereโ€™s a ton to explore, whether you’re fishing, hiking, or just camping with family.

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Monarch was named The Wall Street Journalโ€™s Best Budgeting App of 2025, and itโ€™s the top-recommended personal finance app by users and experts, with more than 30,000 5-star reviews. Get control of your overall finances with Monarch Money. Use code TIM at monarchmoney.com/Tim for half off your first year.


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Want to hear another episode with someone who understands social dynamics and influenced Charlie’s entrepreneurial path? Listen to my conversation with bestselling author Neil Strauss, in which we discussed his creative process, conducting engaging interviews, overcoming writer’s block, maximizing creative output, and much more.


What was your favorite quote or lesson from this episode? Please let me know in the comments.

Continue reading “4-Hour Workweek Success Stories โ€” Charlie Houpert on Building โ€œCharisma on Commandโ€ to 10M+ Subscribers, From Charging $10 for Seminars to Making Millions, Living in Brazil, Critical Early Decisions, and The Secret to Freedom (#817)”

The Tim Ferriss Show Transcripts: Nsima Inyang, Mutant and Movement Coach โ€” True Athleticism at Any Age, Microdosing Movement, โ€œRope Flowโ€ as a Key Unlock, Why Sleds and Sandbags Matter, and Much More (#816)

Please enjoy this transcript of my interview with Nsima Inyang (@nsimainyang), a strength athlete and movement coach and co-host of Mark Bellโ€™s Power Project, one of the top fitness podcasts in the world. He is also one of the most freakishly athletic humans Iโ€™ve ever met. Heโ€™s a black belt in Brazilian jiu-jitsu, a professional natural bodybuilder (placed top five in the world), and an elite-level powerlifter (750-plus-pound deadlift, etc.)โ€”but what sets him apart is how he blends all those worlds with unconventional training tools like kettlebells, maces, sandbags, and rope flow. After nearly 20 years of lifting and martial arts, Nsima has developed a unique way of helping people build muscle, move better, and stay pain-free for life.

Nsima is also the founder of The Stronger Human, a growing online community focused on strength, movement, and resilience. With hundreds of thousands following his YouTube content, Nsimaโ€™s mission is simple: help people feel powerful in their bodies againโ€”without relying solely on machines, cookie-cutter workouts, or the fitness industryโ€™s outdated rules.

Transcripts may contain a few typos. With many episodes lasting 2+ hours, it can be difficult to catch minor errors. Enjoy!

Listen to the episode onย Apple Podcasts,ย Spotify,ย Overcast,ย Podcast Addict,ย Pocket Casts,ย Castbox,ย YouTube Music,ย Amazon Music,ย Audible, or on your favorite podcast platform. Watch the interview on YouTube.

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DUE TO SOME HEADACHES IN THE PAST, PLEASE NOTE LEGAL CONDITIONS:

Tim Ferriss owns the copyright in and to all content in and transcripts of The Tim Ferriss Show podcast, with all rights reserved, as well as his right of publicity.

WHAT YOUโ€™RE WELCOME TO DO: You are welcome to share the below transcript (up to 500 words but not more) in media articles (e.g., The New York Times, LA Times, The Guardian), on your personal website, in a non-commercial article or blog post (e.g., Medium), and/or on a personal social media account for non-commercial purposes, provided that you include attribution to โ€œThe Tim Ferriss Showโ€ and link back to the tim.blog/podcast URL. For the sake of clarity, media outlets with advertising models are permitted to use excerpts from the transcript per the above.

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Tim Ferriss:
Nsima, nice to see you.

Nsima Inyang: You too, man.

Tim Ferriss: Thanks for being here in Austin.

Nsima Inyang: Yeah, thank you.

Tim Ferriss: And I thought we would start with a little setting of the table, defining of terms. What on earth is powerlifting? You are an elite-level powerlifter. What does that mean? What is the sport of powerlifting, and what are your totals, and what does that even mean?

Nsima Inyang: So the sport of powerlifting is concentrated above the three big lifts, the squat, bench, and deadlift, right? The holy grail of traditional lifts. In a meet, you have three attempts at a squat, three attempts at a bench, three attempts at a deadlift in that order. Ideally you’re aiming for a nine out of nine. There’s a geared powerlifting where you have suits, but that’s not as popular nowadays. I did raw powerlifting. Mark Bell, who’s the host of the Mark Bell’s Power Project, he was a big geared lifter and then he did some raw at the end of his career.

For what I managed to get, I think I got eight out of nine at my last meet. I got a 622 squat, a 396 bench. I wasn’t credited at 405, and I never got 405. And a 755-pound deadlift. So my total was 1,758. Not on record, but my gym lifts for powerlifting, still never got the 405 bench, but I managed to squat 645 a little bit after that meet, and I believe I deadlift 775 after that meet.

Tim Ferriss: All right.

Nsima Inyang: So, yeah.

Tim Ferriss: So you lift.

Nsima Inyang: Yeah, yeah, yeah, yeah. I lift. And I still like lifting, contrary to popular belief and some of the things that I’ve put out. People think I don’t think lifting is good for you and I don’t like lifting. Lifting is good for you. You just be careful.

Tim Ferriss: Yeah, yeah. I was surprised how much jazzercise you do and how many celery sticks you ate at lunch. I’m kidding.

All right, so you have some bona fides, and actually I was joking earlier, it’s not so much joking, reminiscing that the first time I went to Super Training Gym with Mark Bell, who’s an old friend, I’ve known Mark for a long time, amazing character โ€” 

Nsima Inyang: Yes.

Tim Ferriss: โ€” in Sacramento, I saw you doing deadlift workout, and I was just like, “What the hell is happening over there?” For people who may have gone to a gym before, maybe even have put on 45-pound plates, what are we talking in terms of numbers of plates? What does it look like when you’re deadlifting your current personal best?

Nsima Inyang: So at that time, I was probably deadlifting in the 700 type of realm, so working sets would be maybe five, six plates. So that’s 495, 585 above for sets of triples, doubles, some singles here and there. It’s a lot of weight. Not weight I’m working with right now, but it’s a lot of weight you’re working with when you’re focused on powerlifting. You’re focused on moving as much weight as possible on a barbell. So yeah, it’s a load.

Tim Ferriss: Now, the way that I found you was through a video on YouTube. You have an excellent channel, and very thought-provoking content, and that’s what grabbed me. So what was the headline of this video?

Nsima Inyang: The LIE of Traditional Strength Training: Why I Moved On.

Tim Ferriss: The LIE of Traditional Strength Training: Why I Moved On. And I was like, “Well, that guy looks pretty jacked. I wish I had those abs, and I wish I could tan as easily, but boy can dream. Let me at least find out what the lies are,” and clicked through. It was actually sent to me by my friend Kevin Rose, and I certainly owe him a debt of gratitude for that. Maybe you can describe for listeners a video that grabbed my attention, and it was video of a man, I believe it was, with no arms and legs?

Nsima Inyang: Yeah. Yeah, yeah.

Tim Ferriss: Okay. What is this video?

Nsima Inyang: So Serge Gracovetsky is the guy who wrote The Spinal Engine, which is a book that I referenced in that video. It’s a video that he showed of a man that’s moving through space with no arms and no legs. And when most people think about typical human locomotion, it’s thought that the arms and legs are the driver’s locomotion. You swing your arms, you swing your legs forward, you move forward through space. Well, this pretty much torso is rotating through space without arms and legs, and you can see the rotation โ€” 

Tim Ferriss: And he’s sort of “walking,” right? I mean, he’s moving forward in space.

Nsima Inyang: Yes. Yes, yes. But you see that natural figure eight rotation of the spine that’s moving him through space. So in that book, The Spinal Engine, and Serge’s theory of locomotion is that the spine is the driver of movement and locomotion. The rotation of the spine helps swing the arms and swing the legs through space, and for efficient human movement, you want to maintain access to that spinal engine. 

And what I was getting at at that video wasn’t that we shouldn’t train with barbells or we shouldn’t train in a neutral spine, but with the focus of traditional lifting being in the sagittal plane, usually forward and backwards or within that one plane, we are always training the neutral spine and maintaining that neutral spine through everything we do.

So when you’re doing that all the time in the gym, and there’s also a lack of breathing, which we’ll probably get into later, but you train this system, when you want to potentially go and transfer it into something else, you might not have as much access to that spinal engine as you used to. Over time, that can potentially degrade if you actually, maybe you never really had that, and it gets worse by training in the gym. And the examples I gave in that video is examples from sports that you see this type of training a lot in. It’s powerlifting, bodybuilding, Olympic lifting.

Tim Ferriss: You’re talking about the sagittal plane stuff?

Nsima Inyang: The sagittal plane.

Tim Ferriss: Now, can you just help people visualize what that means? Sagittal being like, let’s just say you’re standing in a very narrow hallway with walls on either side, and you’re bending forward, you can extend backwards.

Nsima Inyang: Divide your body in half, like in half here from the nose, right?

Tim Ferriss: Okay. So you’ve got a line going from your forehead down your nose, splitting your body in half.

Nsima Inyang: That is the sagittal plane.

Tim Ferriss: Got it.

Nsima Inyang: Right? So when we think of a squat, when we think of a deadlift, when we think of โ€” a forward lunge is also still in the sagittal plane even though it’s a unilateral movement, right? These are all done in a sagittal plane with a neutral spine, and these are, most of the movements you think about doing a pull-up, a push-up, right? The frontal plane divides the body in halves from front and back, so we would imagine from the head to the toe on the side of the body. That would be something like a Cossack squat, lunging to the side, a lateral lunge. Those would be the frontal plane. And the transverse plane of movement would divide the body in half from our torso, our legs down, torso up. So that would have this rotation of the spine.

Those would be those three planes, but then we can get into other ideas of rotation, which is the things you get into with rope, et cetera. But gym movements are primarily done when people are training in the sagittal plane with a neutral spine. There isn’t much flexion or rotation of the spine. You’re strengthening this neutral spine, which is good, but overdoing that can degrade the ways that you want to be able to move as a human being.

Tim Ferriss: And the way that can show up, I mean, this is very personal for me, and part of the reason it was very attention-grabbing is, as we’ve discussed earlier today โ€” if people want to get a good laugh, you can watch me trying rope flow and throwing around a pink kettlebell in a giant sombrero. We may link to that.

Nsima Inyang: I wish they made the pink kettlebell another color, because I was like, “Man, this doesn’t โ€” yeah.”

Tim Ferriss: It was kind of perfect. It was kind of perfect. So if people want a good laugh, we’ll link to that as well as our earlier movement practice. But the story that I shared with you is three years of chronic back pain. And pretty localized to low back. Who knows? I’m sure there’s some referral happening. But by and large, lumbar, this sort of grand central station of musculature called the quadratus lumborum, the QL, and external obliques and all this stuff. I basically get locked and spasmed in the low back, and that can be triggered in any number of ways.

Now, on top of that, when I watched this video, it made me think back to when I was much younger and actually ran cross country, and you have that contralateral movement, right? It’s like if you walk, it’s like, okay, your left shoulder moves forward as your right leg and, I guess, probably hip move forward at the same time, that contralateral movement. And to emphasize that, you had video in your video, so footage in your video, showing what everyone has seen, which is someone who’s done a lot of lifting who’s walking down the street and they have no contralateral movement, or I shouldn’t say they have no contralateral movement, but it looks like their upper bodies are frozen.

Nsima Inyang: It’s a block.

Tim Ferriss: It’s a block. And you could potentially say, well, that person is muscle-bound, but that’s not totally accurate in the sense that, correct me if I’m oversimplifying this, but it seems like they are plane-bound because their movement patterns are so limited that โ€” of course, what you train for, you’re going to get more of. So they have done one piece that is maybe, let’s call it necessary but not sufficient if you want athletic movement.

And you talked about also resurrecting or improving your own running, right? And just seeing the difference and not having the expectation that I’m going to become a competitive cross country runner. But for a very, very long time, and this goes back to even like 2004, 2005, when I was in Argentina doing tango. Trust me, there’s a tie-in here. And a bunch of people would laugh at me and they would be like, “You have cintura de pollo,” or “cinta de pollo,” which would be like “You have the waist of a chicken,” which if you try to think of a chicken, doesn’t rotate, doesn’t rotate, and in tango they want you to disassociate the upper and lower body, and I had a lot of trouble with that. So they were like, “You have the waist of a chicken.”

Now, I would like to overcome this waist of a chicken situation โ€” and watch the video. One of the exercises you have in that video is rope flow, which I want you to talk about, but I’ll give people just a teaser, which is, saw the video. I was like, “Logically, this makes a lot of sense to me. Biomechanically, it makes a lot of sense.” It’s addressing a deficit that I have, but it’s a scary deficit because when I have tried to really embrace rotation before and the sheer forces involved, very often I either overdo it even with very low dosing, and in some cases the back spasms, I’m out of commission for a week or two, like I really can’t sleep. And so I’ve really stayed away from it.

But you showed this rope flow, and I was actually visiting Jake Muise, who’s been on this podcast. He’s the CEO of Maui Nui Venison. And we went to this outdoor gym in Hawaii that they’d put together for the team over there, and there was a rope. I was like, “Huh, look at that. Okay, let me try it.” And I felt so good after training. I mean, training’s a bit of an exaggeration. After playing around with the rope. And I was like, “Okay, I want to pay attention to this,” right? Because when I was really young, it’s like, “Okay, let’s do some metabolic conditioning,” like if I’m not puking into a bucket, I didn’t train properly or hard enough. But then I started training with people like Jerzy Gregorek, who we spoke about, amazing world record holder in Olympic weightlifting, at least he was, masters, and other folks where you actually can feel better after the workout than you did beforehand.

Nsima Inyang: Yeah.

Tim Ferriss: So what is this rope flow as an example, and how does it demonstrate or develop the kind of stuff that we’re alluding to?

Nsima Inyang: I’m really happy that David Weck, he’s the guy who started, invented rope flow. He has โ€” 

Tim Ferriss: The progenitor.

Nsima Inyang: The progenitor. That’s on air, David. Go in and clip that, David. He’s going to love that. He’s the one who developed, popularized, that got the moves going. I mean, he came onto our show and he showed these videos back in like these 2006, 2005-style videos of him doing rope flow on like a roof in, I don’t know, San Jose or something, or San Diego, and he came and he showed it to us maybe โ€” 

Tim Ferriss: On a roof.

Nsima Inyang: Yeah, yeah, yeah, yeah.

Tim Ferriss: I’ll bookmark that for later, yeah.

Nsima Inyang: I’ve got to send it to you. David’s a character. He’s great. And I’ve learned so much from him, by the way. I love that guy. Continuing to learn from him, too. But back to rope flow. He came and showed it to us maybe four years ago. And when he mentioned it initially, I think sometimes when you have a certain amount of experience in training or whatever, you hear something new and you’re like, “Okay, trendy,” or, “What’s swinging a rope through space really going to do for you?” But through having so many people and talking to and learning from so many people that have changed the way I move and have affected me positively โ€” 

Tim Ferriss: Can I pause for one second?

Nsima Inyang: Yeah. Yeah, yeah.

Tim Ferriss: Don’t lose your train of thought. Because you do a lot outside of the gym, or I should say outside of the weight training gym, a very, very serious dedicated jiu-jitsu practitioner, which is not purely in the sagittal plane, right?

Nsima Inyang: Yeah.

Tim Ferriss: There’s a lot more going on.

Nsima Inyang: Mm-hmm.

Tim Ferriss: Okay.

Nsima Inyang: Jiu-jitsu for me was really fun to start. We could talk about that later. But that’s the sport I started doing because I realized that all the lifting I was doing had me feeling very stiff and unathletic. So I got into jiu-jitsu about nine or 10, almost 10 years back to try to see if I could combat the way my body was feeling, which had its own issues. But rope flow, when David told me about it initially, I was apprehensive. I got a rope, I started doing it, got frustrated, dropped it, kind of like the girl in the park that we met today. You get a rope, you do it for a little bit, you don’t know what to do, you drop it.

Tim Ferriss: How did he sell it to you? Do you remember what the pitch was?

Nsima Inyang: He talked about all the benefits and he showed it. He even showed me some in the gym, him and his head coach, Chris Chamberlin. But it didn’t necessarily stick because I didn’t have a structure to it. So what I ended up doing was I ended up just looking at a bunch of people that I could see on YouTube, I went through some of the videos that David sent me, and I just tried to practice it a little bit each day. Frustration would set in though because the flow wasn’t happening. It’s called rope flow because I think people ask, “Are there sets, reps, et cetera?” No, you just go, you rotate, you move, you put the rope away, you go do what you do, right? It’s not like a workout. It’s play.

Tim Ferriss: Yeah, it’s closer to, like, slacklining.

Nsima Inyang: Exactly. It’s play. It’s a flow practice. But once things started clicking and I started seeing how it was affecting my jiu-jitsu, and in my jiu-jitsu, it’s inherently an asymmetrical practice, the martial art. You have a dominant side and a non-dominant side, so you’ll tend to do things, whether it’s sweeps, whether it’s takedowns, et cetera โ€” 

Tim Ferriss: Guard pass.

Nsima Inyang: Guard passing. You go that one direction, you grease that dominant groove, and your non-dominant side ends up being just this goofy mess, right? But I started realizing that โ€” 

Tim Ferriss: Oh, that’s just your non-dominant side? No, I’m kidding. I was saying that about myself. I’m not going to spar you, no, no.

Nsima Inyang: No, but seriously, but what slowly started happening was I started noticing like a scissor sweep I would really do to my right side, I’m now, “Ooh, that left side rotation felt pretty powerful. I don’t usually drill that. What happened there?” Passes to my left side started feeling better. And the reason that was happening was because when doing rope flow, it’s a symmetrical practice. 

You learn to rotate using your spine on your dominant side, but you get that rotation on your other side, and what happens is, as you do this back and forth, naturally you want to make your non-dominant side feel as good as your dominant. So now your rotation with your spine to the left side of your body or your non-dominant side starts to feel just as good as you’re dominant and you’re moving with more symmetry through everything that you do.

Tim Ferriss: Yeah. And let me add something just with kind of beginner’s eyes, now that I have a PhD in rope flow after our workout this morning.

Nsima Inyang: Let’s go.

Tim Ferriss: Well, I would just say that one of the benefits of something like rope flow from a development of symmetrical abilities perspective is that you get a lot of reps, right? Because you could do something in the gym that’s aimed at symmetry, but how many reps and how many steps are you actually going to do if you’re programming properly, right? And at what point is your technique going to degrade, where you might be doing more harm than good? Whereas with the rope flow, it’s like it doesn’t feel good, you’re going to know because it’s going to be janky. You might whack yourself in the ankle, whack yourself in the back of the head like I did, whereas if it feels fluid, you’re going to know it feels fluid and you get a lot of reps.

Nsima Inyang: Yeah.

Tim Ferriss: So you have the benefit of volume on your side in developing that water fuel.

Nsima Inyang: Mm-hmm. So there’s that benefit of volume, but at its most basic level, you learn to navigate that rope, move it through space while using your spine as the main mover. You learn to do that. Initially, it’s a very handsy thing, you’re using your hands a lot, but then you learn to follow the weight of the rope and use your spine both sides, right? You notice if you walk after, you now have this natural swagger that starts to happen when you’re walking. You’re moving through space with that spinal engine.

Tim Ferriss: And I’m going to try to just paint a visual for people when they’re imagining rope flow, because some people, I imagine, are not going to really have a video in their mind as we’re talking. This is going to age me, but I’ll try it anyway. So if you imagine Arnold Schwarzenegger, Conan the Barbarian, iconic scene with the sword, with the sword, swinging it on either side, okay, you’ve got it, you’ve got a sword in front, now he’s swinging it to either side. Okay, now imagine instead of the sword, you have a rope that is whatever this is, an, I don’t know, inch and a half, two inches thick, something like that, like a heavy-ish rope. And so now imagine you’re swinging this rope around, but instead of just using your hands, let’s just say you bring your hands in closer to your chest, and now you’re creating that figure eight with your shoulders, and that is then swinging the blade aka the rope, right? So just imagine that kind of movement. Is that fair enough?

Nsima Inyang: Yes, that’s fair, that’s fair. And along with that, it’s not just the spine, it’s the weight shift of the feet, because now you’re shifting from one side to the other, left foot, right foot, left foot, right foot, right? And one of the reasons why I believe it’s helped so much with my jiu-jitsu, because jiu-jitsu, it’s a very rotational practice when you’re trying to leverage an opponent from one side or the other, is because my weight shift on both sides of my body has improved from my feet.

So this is one of the reason why when you start to do more rope flow and you start to get more of the underhand side, the underhand practice โ€” you’ve hit a boxing bag before, right? You’ve done that type of work. Go do that type of work again and do some uppercuts, do some hooks, but remember the things that you’ve learned. You’re learning how to generate power and rotation from the ground through your fists. There’s so many people that I’ve seen now that have literally said, “It’s improved my punching,” or, “I actually know how to throw a punch because I’ve learned how to swing this rope through space.”

Tim Ferriss: But also like you were explaining and the underhand โ€” oh, boy. Okay, so guys, we’re talking about the Conan and the Barbarian thing. We won’t belabor this. We’ll obviously have some video linked if you’re listening to audio. But imagine that you have the sword kind of โ€” forget the sword. You have the rope. It is behind you, right? You’re dragging a rope, let’s just say, with two hands on one side. It’s a thick rope. And then you pull it up and the rope is taking this sort of upward trajectory, like a diagonal. That would be, I know it’s not the best description, but that would be like the underhand, whereas if you’re bringing it over your shoulder like a whip or something, that would be the overhand.

Nsima Inyang: You went to the whip again, Tim.

Tim Ferriss: What was that?

Nsima Inyang: You went to the whip again, Tim.

Tim Ferriss: You know? You know? Yeah, it’s โ€” yeah, you know. This is why you don’t go to your BDSM dungeon the night before your podcast. It just bleeds over, guys. I’m sorry. All right, guilty as charged.

So what appeals to me, and I mean, this is my enthusiasm, is outstripping my experience, that’s probably the story of my life, but what the little that I’ve seen of say rope flow as one tool in the toolkit, part of what appeals to me about it is that like my experience early on with Pavel and kettlebells, there is this weird like what-the-fuck transfer where people who, let’s say, do a bunch of kettlebell work suddenly have better running times, and they’re like, “What? What do you mean? What the hell is going on?” Right? Or because of the thicker diameter, over time they don’t even realize it, but suddenly the limiting factor, which was their grip on the deadlift, has been not entirely removed, but improved dramatically, right?

Nsima Inyang: Yeah.

Tim Ferriss: And when I looked at the rope flow and I’m like, “Okay.” Forget about the rope, right? It’s a tool for engaging these other planes of movement. And if done in, we were talking about this earlier today as well, not necessarily as an hour-long workout where you’re just like dying inside, but rather like flossing your teeth or getting up and taking a shower, it’s like, okay, you take a shower once a day, like rope flow once a day, and over time the adaptations that would take place. And one thing I didn’t tell you, because I did confess that this is very self-serving as a meeting because I was like, “I really want to dial in my programming,” recognizing there are things I want to do in the future, which are not breaking powerlifting records, ain’t going to happen, it’s definitely not beating you in jiu-jitsu, because I’ll get all of my appendages snapped off, don’t need that, but โ€” 

Nsima Inyang: I would never do that to you.

Tim Ferriss: Unless โ€” I appreciate that. It wouldn’t take very much. But there are things I would really like to do. I would like to compete in more sports, even if it’s just in a club capacity. I would love to get back on the tennis courts and get back to playing tennis. And this might require some elbow surgery, but get back to rock climbing. And also, one thing I didn’t mention, but probably is the thing that I would tie most directly to the rope flow, I love working on pads in Muay Thai. And it is such a good workout. I’m not going to get yet another goddamn concussion, I don’t need any more of those, and I would really like to get to the point again where I can train on pads hard for lots of rounds with a really, really skilled trainer. I just love that experience. And I’m so bored of stationary biking for my endurance work. So bored. I mean, God bless these tools, but still, it’s pretty boring.

Nsima Inyang: Yeah.

Tim Ferriss: So where should we go? There are lots of tools in the toolkit. Let me ask you this for people who might be wondering, and guys, I’m not getting an affiliate commission on rope sales here, like I have no dog in this fight, but it seems to be a very versatile tool, and there are lots of versatile tools, but it is also a tool that is very hard to injure yourself with. And for me, it’s like weightlifting, and a lot of training, number one, unless it’s a sport, is about injury minimization first and foremost.

Nsima Inyang: It should be.

Tim Ferriss: So if I add in strength training that increases the likelihood or endurance training, that increases the likelihood of me getting injured, scratch it, it’s out. And then I’ll take my risks where I need and want to take my risks, like skiing, but I don’t want to take it in the weight room. How long does it take for people to see some benefits from something like rope flow? And what have you seen in students and people who try this and stick with it for a couple of weeks?

Nsima Inyang: Mm-hmm. Literally, I’ve had people that are in the Stronger Human community that literally after day one they’re finding that they have better balance walking up the steps, right? And these were people in their fifties and sixties. They’re like, “I’m walking upstairs and I feel more balanced.” Why? Because you’re shifting your weight from one side to the other in a more efficient manner, because the rope has taught you how to do that. You’ll feel better rather immediately. Now, the question is like how deep do you want to take it, how many of these movements do you want to learn, because I think that as a โ€” Kelly, I’ve seen Kelly Starrett start posting more about rope flow, and he’s been talking about it in the form is just being a warm-up before you do any of your lifting movements, as a good rotational warm up, and that’s great. So it can just be used for that.

Tim Ferriss: Yeah.

Nsima Inyang: But I think there is a power that comes with the practice. When today we linked around four movements together, the overhand, the propeller, the dragon, and the underhand โ€” 

Tim Ferriss: What was it called when I donkey punched myself in the back of the head with the rope? We should give that one a name. That’s the Ferriss.

Nsima Inyang: That should be called Ferriss. But the one thing I want to mention about this too is this. Honestly, I look at rope flow as kind of like its own internal martial art. Do you know internal martial arts?

Tim Ferriss: Yeah, yeah, yeah.

Nsima Inyang: So when it comes to internal martial arts, like I think tai chi would be considered one, bagua would be considered an internal martial art, when it comes to these martial arts, they’re not necessarily external martial arts like jiu-jitsu, boxing, kickboxing, Muay Thai that’s based on the output, based on the damage you’re going to give to an opponent. The focus is more so on breathing, mastering the movement, linking the movements together. You’re more focused on what’s going on internally and what your body is doing through space. Now, there are forms, like aspects of tai chi that can be applied to combat, but when you see a lot of older people doing tai chi, it’s this flowing movement practice that gets the body feeling better afterwards than when it began.

Tim Ferriss: Yeah.

Nsima Inyang: And the reason why I see rope โ€” 

Tim Ferriss: In a lot of ways, just having spent a good amount of time, like in early mornings in China and so on, it’s kind of like, people are going to crucify me for this, but it’s kind of like Chinese yoga in a sense, like they are moving through all of these different planes of movement, they’re doing it every day, and even the kind of rotational like kidney slapping stuff, there are some similarities โ€” 

Nsima Inyang: Absolutely.

Tim Ferriss: โ€” when you look at rope flow and then you look at what these 80, 90-year-olds are doing in China in the park every morning.

Nsima Inyang: And they’re 80 and 90, dude. That’s the thing that’s so amazing to me, like you’re still moving like that at 80 and 90. You’re independent. I would even assume that a lot of these people probably feel minimal amounts of pain. They feel a level of freedom in their bodies at that age, right? And that’s kind of how I look at rope flow when you learn to link things together. So we learned a few movements today, but there are so many more movements that you learn.

And the cool thing is that you do some of this stuff this week, Tim, you’re going to wake up and it’s just going to be there. You don’t have to think about the movement now. You just go outside, you do it, it’s no thought, right? It turns into a flow. It turns into a flow state practice, right? That’s where I think the strength is. Because that feels like play. It no longer feels like a frustrating rope flow practice, although when you start learning new moves, there’s a level of frustration. I still hit myself. That eye hit you did today where you knocked your eye, I do that all the time when I’m learning new shit. The rope will still do that to me. Because the rope teaches you how to rotate. You’ll learn how to follow its weight and it’ll teach you how to rotate better by hitting you by not rotating cleanly. When you clean that up, then it rotates cleanly to the left and cleanly to the right. And then again, when you link all this stuff together, it’s play. It’s a flow state play that always feels better afterwards.

Tim Ferriss: Now, for people listening, and for me, oftentimes when I say for people listening, it’s just because I want to ask the question for myself, I am the type of person, I know myself well enough at this point, I am almost certainly not going to become the Muhammad Ali of rope flow or the Fred Astaire of rope flow. It’s just not going to happen, right? What are the bread-and-butter minimum effective dose, maybe people can find this, you can point them to where they can find these things, but are there two or three movements where you’re like, okay, if you were just going to do five minutes a day or 10 minutes a day, maybe it’s two times five, to start your day and to end your day, what are the bread-and-butter moves where it’s like, if you only did this, there would be a lot of upside?

Nsima Inyang: Yeah.

Tim Ferriss: What are those?

Nsima Inyang: That would be, first off, I have a full foundations rope flow course that is free. It’s like 50-plus videos of it. It’s at skool.com/thestrongerhuman. It is free, okay? Now, overhand race and chase, underhand race and chase, propeller or dragon, which is what we did today.

Tim Ferriss: Yeah. Did I do race and chase or no?

Nsima Inyang: You did, yeah. The overhand race and chase, you did the underhand race and chase.

Tim Ferriss: Race and chase is walking while you’re doing?

Nsima Inyang: It’s not walking. You can just stand there. But you added walking into it, you added a gait pattern into it, right? So overhand race and chase, underhand race and chase, propeller, link those three together, you have a flow from side to side, right? And that’s the basics, right? You learn to link those together, you’ll feel better.

Tim Ferriss: Yeah, okay.

Nsima Inyang: But again, I think that โ€” you mentioned you’re not going to become the Muhammad Ali of rope floor or whatever. But one thing that I think is good to understand is we’ve got decades for this, bro. What is three to five or 10 minutes a day for a few years? How good are you going to be at this a year from now, just for five minutes? You’re going to look pretty fucking good. My mom’s probably listening, she didn’t want me to curse.

Tim Ferriss: Sorry, Mom. I’m going to forget and I’m going to curse myself. You can blame it on my bad influence.

Nsima Inyang: But five years from now doing it, five minutes, you’ll probably do it longer because you’re going to naturally just get better at it, you’re going to just be moving really well with this from this minimal input. Again, it can be a practice that beats you up, especially because you can get a workout from it. It doesn’t have to be that. It doesn’t have to be something that beats you up, but if you want to go intense with it, use a heavier rope. You can.

Tim Ferriss: How much do ropes cost, for people listening, because I haven’t even asked that? I should have asked that. To get something you can use for this, because I do find a little bit of heft to be helpful. We started with a very lightweight, light rope, which was almost like a lariat, like a lasso. It was very small in diameter. How much does it cost to get the Magna XL?

Nsima Inyang: Magnum. The Magnum XL, it’s not [inaudible 00:32:16].

Tim Ferriss: Yeah, exactly. How much does one of those cost?

Nsima Inyang: I think the Magma XL is โ€” 

Tim Ferriss: Oh, it’s Magma.

Nsima Inyang: Magma, not Magnum. No, it’s Magma. Your mind wants a Magnum.

Tim Ferriss: I know, I know, I know. It’s like [inaudible 00:32:27].

Nsima Inyang: It’s Magma. It’s red, Magma.

Tim Ferriss: Some people can’t be saved. I got it, Magma. Okay, God, I screwed that up twice. Okay, Magma XL, and this probably, we were bouncing around. So probably the rope itself probably weighs like two pounds, two, three pounds.

Nsima Inyang: Yeah.

Tim Ferriss: Maybe less, all right. And how much does that cost?

Nsima Inyang: That one’s like $80, I think.

Tim Ferriss: $80.

Nsima Inyang: This is the thing though. If you want to just get yourself a rope from Home Depot and cut it and make a rope, that’s fine. You can work that. You can even work with an exercise band you might have at home. You can mess with some of this using a belt if you don’t want to get anything, if you just want to do the bare bones stuff. But certain ropes, like the Magma XL, the RMT rope, which I think is like 40 or $45, there’s a feedback that you get from the rope because it’s very smooth when you’re rotating it. That feels better than a Home Depot rope. Doesn’t mean you can’t use a Home Depot rope, or a rope from a boating store. Boating store ropes are actually pretty good quality.

Tim Ferriss: Yeah, I bet.

Nsima Inyang: Boating stores are really good quality rope, so you could get something from there, cut it up, make your rope, you’re good. So that’s the thing. It’s a practice that if you don’t want to spend anything on it, you don’t have to. Or if you want to spend nothing or very minimal amounts of money, you can do that. But then all you need is your rope, some sunlight, or you can do it indoors if you want to, and you’re going to feel better. 

And one thing I want to stress is this. I got this from, do you know who Bill Maeda is, out of Hawaii? Have you seen his โ€” 

Tim Ferriss: I have seen his videos.

Nsima Inyang: Yeah, Bill’s the man, man. I love Bill. And we had him on a show a few years back, and people have probably been saying this forever, but when he told me and when he started speaking this way, it really resonated with me, where he calls his workout each day, he calls it a practice. It’s his practice.

Tim Ferriss: For people who don’t know who this is, how would you describe Bill?

Nsima Inyang: He’s a lifting samurai. That’s how I would personally describe Bill.

Tim Ferriss: How old is Bill at this point?

Nsima Inyang: 55 or 56.

Tim Ferriss: And that guy is unbelievably shredded and strong.

Nsima Inyang: I think he will be 56 this year. Strong, shredded, Bill has a level of also curiosity that I admire. Because Bill has had so much fitness experience through the years, he’s done so much. He’s had a lot of positive and negative experiences, but he’s also someone that as much as he knows, he’s continuously open to learning more and refining his knowledge and what he teaches his clients and the people he works with. And that’s one thing I really admire about him because he’s 50-something years old. He looks amazing. He does well, but he’s also a sponge.

And that’s something that I want to, ideally, I hope when I’m 55 or 56, I want to remain a sponge. I don’t want to lose that. But he calls his movement, his workouts a practice, because he changes it up each day. He does like 5, 10, 15 minutes of movement, and that’s his daily practice. And that’s the way I look at my movement practice. When I go into a gym, I have in my Notes app, I have just certain things that I might be doing during that day. Or I’ll know what I did last week, so I’ll be, okay, let’s maybe add this in or do something else. But I keep things around so that I get a general daily minimum amount of movement in no matter what.

So I have certain flow movement that I’ll get in. I have a club by my desk. I have a sandbag by my workstation. I have a sandbag in my garage. I have rings in my kitchen. I have things spent throughout the house and throughout my space, so that when I go by them, I’m encouraged to lift them. I’m encouraged to lift the bag. I’m encouraged to swing the rope. I’m encouraged to swing the club. I do all these things on a daily basis, that has my body feeling better and better as I continue to progress at the meat and potatoes of what I’m really trying to push forward.

So I have these daily minimums, which is just my practice, these are just things I do. And then I’ll have certain things that might be the workout, whether it’s the jiu-jitsu or the thing I do in the gym or my garage, or maybe I go out to the field and I do some stuff, some extra work. But I have those daily minimums that are just part of my practice that just make sure that I’m always making progress, so that the only time that I do something isn’t just in my workout, I want my body to be able to do these things at any time.

Tim Ferriss: Yeah, for sure. And I mean that underscores also some of the stuff that I saw and you explained in the video, and you have a lot of videos, this just happens to be the one that initially caught my attention. But if someone let’s just say is training the big three lifts or whatever they happen to do, and they’re hitting them once a week, or who knows? And then they’re not getting really any movement practice between those. It’s like of course they’re going to be very constrained to a certain plane of movement, certain types of movements.

Well, let me bring this back to me. I’ve been watching Conan O’Brien Must Go. If people haven’t seen that travel show, you should watch it, because that’s basically Conan’s move. So I’ll copy Conan here. We were talking about this back issue that’s been plaguing me, and how I am actually back to a point now as of just a few days ago where I’m loading more in terms of, let’s just say back squat, which is a very open question as to whether to include it or not, and other things, making a lot of progress ever since really surgically trying to focus on glute exercises, which seems self-evident.

But I could give people a long list of stories about why that’s been a challenge over the last three years, but have made progress and want to get back to, let’s just say, doing five rounds of heavy work on Thai pads. And who knows, maybe even doing some jiu-jitsu, although I have a lot of PTSD from my joint injuries. So what are some of the things you would potentially suggest if you were getting me started with programming, and I’m sure you’d have to do an assessment and so on, but there are some of the things we talked about over lunch. We don’t have to talk about these, but sandbag, box squat, recognizing that I’m very apprehensive about the low back, because if I have to sit for instance on a hardwood bench for 30 minutes and I don’t have any padding, my back could be seized up for a week, which means basically no sleep.

So I’m scared of having that experience, and I recognize that if I don’t load and work on my body, not just the low back in isolation, it’s never going to be fixed or improve. So how would you think about training with respect to this?

Nsima Inyang: Okay, so I’d have to rewind it, and we talked a little bit about this earlier, but I’d have to rewind things back to first off, the way someone breathes through the way that they move daily, every single day. Because when you injure something initially, you injure your lower back, which has happened to me many a time in the past. When something happens that aggravates the area, you tend to hold your breath. So when you bend to grab something, you’ll [breathe in and hold your breath]. And then when you feel safe enough, you’ll exhale and start breathing again. Some people do this without even realizing. They’ll go down to tie their shoes and they have breath holds without realizing they have breath holds. It’s just an ingrained movement pattern, that they bend, hold their breath, come up, boom. They get out of their car, they’re holding their breath.

Many people have instances through their day that the breath is being held. And the problem with that, the reason why that’s a really big issue is because when you hold your breath, your tissues will seize up to keep everything in place. The Valsalva maneuver, when lifters lift heavy loads and sometimes not heavy loads, is meant to increase that intra-abdominal pressure so that there is no movement of the spine when you’re dealing with the load. That’s what it’s meant to do. But also there’s limited movement when you’re holding your breath. So the thing that I would want to get you doing is first to make sure that you learn how to breathe while doing everything.

That doesn’t mean just breathe when you’re doing everything through the house, et cetera. Even when you’re going to go pick something up and you find, “Okay, I’m going to hold my breath when I do this.” Can you slow that movement down in a way that you can try to breathe while doing it so that you’re not ingraining that pathway of hold breath and do the thing? How can we do the thing and breathe? Because when we’re breathing, the body feels safe. If you’re breathing and doing stretching, or you’re breathing or doing anything when it comes to movement, you move more freely. Once you hold your breath, your body goes into this time to try to stay safe. Same thing in jiu-jitsu. When a new person starts jiu-jitsu, the first thing that you have to tell them to do is breathe. You remember.

Tim Ferriss: Yeah, yeah, yeah.

Nsima Inyang: You’re on bottom side control or you’re in some type of position, and immediately you’re like, [sounds of strain], you’re trying to produce force and you’re holding your breath while doing so because you don’t feel safe enough to produce that force while breathing. What this is going to do is it’s going to help us to get those tissues moving in the way that they should. The body’s going to feel safe so those tissues are going to start moving well, and we won’t have excess tension throughout the whole system. And this is why I would tell somebody with whatever lifting that they’re doing right now.

Tim Ferriss: Yeah, tell me.

Nsima Inyang: Let’s lower the loads that we’re working with and learn how to use the breath while lifting, pushing, pulling, hinging. Let’s learn to use the breath while doing all of this. What this means is when we are in our concentric phase of the lift, whether it’s a push when lifting, whether it’s a pull when pulling, whether it’s hinging or coming up from a squat, we’re exhaling. Let’s just use the squat as an example rather than a bunch of things. The squat, inhale when you’re going down to the hole, exhale when you’re coming out of the hole. Let’s learn how to do that. Because in life, if we’re going to squat down to the ground, we shouldn’t hold our breath when going down to the ground, but many people do.

We should just, whether it’s inhale when getting down there and then breathe normally, we should be able to do that. And what I want to try to help you do is I want you to make this a global phenomenon. So you’re having very minimal or no, unless they’re purposeful breath holds, you’re not holding your breath during the day. There’s other benefits outside of this where you’re not going to feel as stressed, because a lot of people, when they are looking at their phone or they start thinking of something that brings a level of anxiety, inherently they start to hold their breath and they don’t realize it.

This is something that’s going to help you get rid of global tension outside of what you’re doing in the gym, which is going to help you just feel better overall. And this isn’t something you deal with in just a day, this is a habit change. If you want to change the way you do this when you’re lifting, you must lower your loads. You don’t do this with maximal loads. You don’t do this with heavy squats, heavy deadlifts. You don’t do this when lifting heavy sandbags, or even kettlebells, if you’re not used to this. You work on doing this with light load, and just like you progressed before with heavier loads, you progressively overload your ability to lift while breathing over time, you can progressively work with heavier and heavier load.

Tim Ferriss: So assuming I’m working on this.

Nsima Inyang: Yes.

Tim Ferriss: I’m working on the breathing. Tim, breathe. All right. My garage is a gym. I may not have all the requisite tools at the moment, it’s got all the basics. What are, whether it is me or others, but what are some of the non-negotiable exercises that you might prescribe for someone in my position, where it’s like, “Okay, I remember back in the day, I like to consider myself pretty athletic.” My enthusiasm outstrips my structural integrity on some regular occasions, and I would like to train for the long game, but also I would like to be very strong. I would like to be, for me. For me, I would like to be very strong. I still know I can develop that capacity. It’s just a matter of strengthening or catering to the low back so that I’m not terrified every time I set foot in the gym of having some spasm that cost me two weeks of sleep. So we were talking about, well, let me ask you a question. So back squat or no back squat?

Nsima Inyang: For you?

Tim Ferriss: Yeah.

Nsima Inyang: Depends on the type of back squat we’re talking.

Tim Ferriss: All right, because we had box squats come up, and I had some questions and concerns around that. We talked about sandbags. How would you think about lower body, I guess it could be full body, but lower body loading for someone like me?

Nsima Inyang: I would want you to focus a little bit more on unilateral before we do more bilateral axial spine back squat loading. So something like different forms of lunges. The ATG split squat is a really good money movement. Do you know what the ATG split squat is?

Tim Ferriss: I do not know what that is.

Nsima Inyang: ATG split squat is something popularized by Ben Patrick. Deep knee flexion of the front knee, the back foot has a large amount of hip extension. So you’re getting hip extension of the back leg, deep knee flexion of the front leg. So you’re building a level of strength through long ranges in motion with that movement. So those ATG split squats, different types of lunges. I would have you focus on that instead of the traditional actual loaded back squat for a while. I’d also say that not that bilateral squatting is bad, but if you do, maybe you start learning how to do that with a sandbag. So use a kettlebell or a sandbag with that. First you need to learn how to lift a sandbag, because when you lift a sandbag, the load is in front of you. Your spine is going to be in a fairly neutral position, but you’re going to have a little bit more of slight maybe flexion in that spine. And you’re going to learn how to breathe against that load while squatting down with it in front of you.

So that could be a 50, 100-pound sandbag. You’ll probably start there and you’ll probably move forward with that over time. But the thing is is you’re not directly loading that spine right now as you’re doing, you’re not causing all of that compression. Not that compression is bad, but it seems as if you are a bit compression sensitive when it comes to squatting patterns because of what’s going on with your back.

Now, if you did want to work on some bilateral squatting, which I don’t think is a horrible idea, I would probably say if you wanted to work with a barbell, don’t squat to full deep knee flexion depth. Let’s stay away from that for a while. So let’s do barbell back squats to a box, making sure you’re maintaining tension as you go down to the box and coming up. So you’re not just plopping down to the box, sitting back, losing that tension, then coming out. You’re maintaining that tension while breathing, and you’re working maybe 40, 50%, 50, maybe 60% of your one rep max, where it’s like you can actually master the movement without stressing about the load, but over time you can inch that load up in a safe manner.

Tim Ferriss: And is the reason for that, just because this might help other people. So I injured myself three years ago doing a workout that did not feel like an injury at the time. It was back squatting, but I was basically going ass to heels, and I suspect in retrospect that I was doing like a little butt wink where I was starting to, to make it simple, just like round the lower back in the bottom ranges. And I think it was that kind of bending of the paperclip that caused that initial acute problem.

Nsima Inyang: That was a real squat, bro. That’s how you’re supposed to, that’s a real squat, bro. You don’t squat ass to grass in a squat.

Tim Ferriss: So the box would, let’s just say, would it be just above parallel, something like that?

Nsima Inyang: It would be above parallel right at 90 degrees.

Tim Ferriss: Yeah, basically helps to mitigate the risk of that.

Nsima Inyang: Yes.

Tim Ferriss: Would you do something similar with the sandbag or would you do that from the floor? What does the range of motion look like?

Nsima Inyang: You can squat down to to it. You could squat down to a box or you could squat all the way down with a light load if you feel comfortable. I would suggest that in your situation, you inch that down over time. Because what you could do is if you have multiple sandbags you could squat down to the other sandbag, or you could squat down to a box. And then over time lower that height where you feel comfortable. Just make sure as you’re squatting down, when you hit depth, you’re maintaining tension.

When I say maintaining tension, by the way, I mean you’re not totally just sitting on the box, limping out and then coming back up. You’re exhaling or inhaling as you go down to the box, you’re still maintaining that position, and then you drive up. You’re not losing that tension that you’ve created in your legs, your feet especially as you go down. You’re maintaining it. So you don’t lose โ€” because the reason why people do the Valsalva maneuver is so when they hold their breath, they can maintain structural integrity of the spine, rib cage over hips, et cetera. When you’re braced and you can’t move, what’s keeping that integrity is the air that you’ve stored in your abdomen when you’re squatting down.

When you’re breathing while doing this, whether you’re inhaling while you’re going down and exhaling when coming up, the structural integrity is you are maintaining it. You’re maintaining it while you’re breathing. So when you’re breathing, you do have more room for that to happen, but you should be able to maintain that structure without the breath. When I deadlifted 755, I didn’t use a belt. Main reason I didn’t use a belt is I wanted to make sure that my structure could deadlift this weight without the need of outside assistance. The weight belt, when you’re using it, is supposed to, when you push against it, increase the amount of intra-abdominal pressure you’re able to create and help you maintain that. But when I did that, the reason why I didn’t use the belt is because it didn’t make sense to me to develop all this strength if I couldn’t do it on my own. So when now we’re breathing while doing this.

Tim Ferriss: Very Constantine, Constantinos. Remember that guy back in the day?

Nsima Inyang: A lot of Russians did that, though, a lot of Russians would do that. But I think that there’s a knowledge there, because you want to be able to do all of this stuff on your own. Yes, it can add some, but having to need to use a belt to do everything to maintain your structure I don’t think is the best idea. Now, when we’re using the breath, we’re not getting that extra pressure that it helps create, but we’re training ourselves to always be able to maintain the right structure and maintain the right amount of tension while breathing when lifting weights. And the reason why we’re doing that is because life wants us to do that.

When we’re going through life, when we’re fighting, we’re not holding our breath. And I know that some people will say, “Well, this isn’t the gym. The gym is supposed to help you do this stuff better.” The reason why I started doing this is because I wanted to make sure that the strength I was building in the gym would be something that would โ€” 

Tim Ferriss: Transferable.

Nsima Inyang: Transfer really well to the fighting that I was doing and the stuff that I was trying to do. And in all of that, breath holding is never part of it. Unless swimming, there’s breath holding. I think for me now when lifting something really heavy, it’s an exhale. When people see me using sandbags, this is an aside, but I was always somebody who when I lifted, I purposefully wanted to stay quiet. I don’t like emoting. I don’t like it. It’s not in my nature to be the person who goes, “Ah” when doing stuff. But when you learn to breathe while lifting, what ends up happening is when you’re creating that force, when you’re lifting that sandbag off the ground, when you’re pushing, that happens. You’re lifting, that happens. It’s not because I’m trying to sound hard or tough or whatever, it’s because it’s like โ€” 

Tim Ferriss: Like the Thai fighters kicking, same thing.

Nsima Inyang: It’s what my body needs to do to produce the force efficiently and I can stay safe through it. So as that started to happen, I started to feel stronger, and it transfers. You know what I mean? So that’s something that actually I think would help people understand this, especially the exhaling to create tension, is let’s do this right now. I think you already understand, but I think itโ€™d serve. Growl.

Tim Ferriss: Growl.

Nsima Inyang: Growl. I’ll do it first. Huhhhhn! Growl. 

Tim Ferriss: Huhhhhn!

Nsima Inyang: What do you feel? Do it, just breathe. And then Huhhhrrrrrnnn!

Tim Ferriss: Huhhhrrrrrnnn! I feel, there’s a sort of shielding. I feel there’s an abdominal contraction.

Nsima Inyang: There’s a level of tension that’s created.

Tim Ferriss: That’s the most noticeable thing, yeah.

Nsima Inyang: But now when you exhale, when you see a fighter, that tension is created to keep this structure in place so it’s safe when producing force. So this is why when I’m lifting a heavy sandbag or when I’m coming out of the hole of a squat or when I’m dead lifting, sometimes this will come out. Because it’s my breath helping me create a strong enough structure to not buckle under the load I’m lifting, rather than me holding the breath. And not that again, not that this is bad. If you’re a lifter and you’re doing this for your maximal lifts, I’m not telling you to just desert the Valsalva maneuver, but I do believe that if you learn to breathe while lifting, this is one of the fundamental things that will keep you safe while lifting, that will help you progress well, and will help you decrease the amount of stress that it has on your body over time.

Tim Ferriss: Yeah. Okay, cool.

Nsima Inyang: And lastly, the biggest thing I think is it’ll help you get rid of excess tension that you’re holding in your body when you don’t need to have that tension. A lot of people deal with that.

Tim Ferriss: All right, so let’s say I’m working on that. Let’s say I decide box squat, going to give that a go. Maybe I have a safety squat yoke or something. Sandbag, all right. Probably do some isolateral stuff. So ATG, split squat. For somebody who’s listening, let’s say maybe they’re in a similar boat. Or maybe their back is fine, but they want to get stronger using these movements. What type of set rep programming do you give to someone who’s not an elite powerlifter?

Nsima Inyang: There’s no need to do anything under five or six reps if that’s the case, you don’t have to do that. Because over time, as you work with sets of five, six, eights, 10’s, over time, you’ll naturally be able to get stronger in those rep schemes with those loads. And I’m not saying that heavy lifting isn’t good, I do things that are three, four, five reps when I’m working with heavy loads, I still do that. But the problem that happens with a lot of people when they get into a program that’s focused on the load and the heaviness of the load, they start doing things they shouldn’t do to lift that load.

So if we’re trying to focus on maintaining our breath, there’s going to come a point where you’re working with the load that you’re going to find you won’t be able to breathe well, you won’t be able to inhale and exhale at the phases of the lift that you should be. But also, you manage to lift it and you’re like, “Okay, I’m strong enough for this,” so you’ll add on more. And then you’ll get to a place where you’re holding your breath, and then you’ll get to the place where all the times that anything’s really happened for me has been when I was creating a little bit too much tension. I was holding my breath and something happens, not when I was breathing with it. So that’s why I don’t necessarily, if you’re not someone who’s powerlifting, and if you’re in the gym, you’re just wanting to lift and get stronger, so I don’t want you to focus on the weight on the bar. I want you to focus on the quality of the movement.

Tim Ferriss: Yeah, I’m by myself in my garage, so I definitely have no one to impress. So what would you suggest then? Would it be two, three sets of blank with X number of minutes in between? Because we were chatting a little bit, and this is nothing obviously compared to what you do, but when I was my strongest back in the day, which was probably ’96 when I was in China of all places, I was doing sets of, let’s just call it six to 10, but closer to six in pretty much all movements with five to 10 minute rests. I was taking really long rest intervals. And generally hitting, it was split push, pull legs, and I was hitting each of those workouts once a week roughly. What would you prescribe as a starting point for me with sets and reps, and rest intervals and things like that? Any thoughts on how to approach it?

Nsima Inyang: Two to three sets per movement. I like people doing things for sets ofโ€ฆ Not sets, repsโ€”six, 10, 12. I would say doing that kind of rep scheme. So what I would do is on certain days, if you’re doing two times a week in the gym, one of those days, have your movements doing maybe sets of six or so, and I would also split it up like this too. When I lift, I do upper and lower body. I don’t just break it up into a push, pull, whatever, I do full body stuff. So if you’re doing upper and lower on a certain day, for one day for your upper body movements, if you’re doing sets of six or so, do sets of 10. Yeah, sets of 10 on your lower body, eight to 10 higher up.

Tim Ferriss: Okay. So this day, let’s just say it’s Monday.

Nsima Inyang: Yeah.

Tim Ferriss: Upper body would be six rep sets.

Nsima Inyang: Six rep sets.

Tim Ferriss: Lower body would be 10.

Nsima Inyang: Higher up 10, 12 sets. Yeah. 12 reps per set. On another day, if you’re doing a full body day again, I would say for the upper body, that would now be higher repetitions and your lower body would be lower repetitions. Right? If you’re doing two full-body days. Now, I think you said you’re doing push-pull โ€” 

Tim Ferriss: Legs.

Nsima Inyang: Legs. Right?

Tim Ferriss: And I’m not married to that. It’s just easy for me to remember.

Nsima Inyang: This is the thing. There’s so many ways to set things up, but for minimum effective dose, if you can do each body part twice per week, which you can probably do in two to three training days, it doesn’t have to be a five-day week split. Literally, you can do all this two or three days in the gym. For two days, that’s how I would split it up. For three days, you get a little bit more leeway with volume, and three days is nice because if you, for example, on your first day, if you find that you do better having slightly lower amounts of movements, then you can split that volume into three separate days rather than having that volume in two days instead. Does that make sense?

Tim Ferriss: Can you give me an example?

Nsima Inyang: So, if you did five upper body movements and five lower body movements on one day, and then day two you did five lower and five upper, right? If you’re finding that that’s too much for you to do in a two-day period, you could take some of that โ€” 

Tim Ferriss: Yeah, that would be too much for me. I, for whatever reason, handle volume very poorly.

Nsima Inyang: Split some of that volume. Instead of just totally taking down that workload, split that workload into three days. So then you’re doing, what is it? We just mentioned 20 total sets. Do six sets, six sets, and then on another day, it’s going to be eight sets of that movement. You split that volumes three days, you’re good, right? But you can still do that rep scheme where you hit each body part twice a week. You manage to do some slightly lower repetition, some slightly higher repetition. You’re good.

Tim Ferriss: Yep. Got it. Okay. And then what about rest between sets?

Nsima Inyang: That’s variable because some people like to have actual rest between sets, but then you can also, if you’re doing on a certain day, let’s say for your upper body movements that you do some push and some pull, you could superset those because they’re antagonistic. So when I say antagonistic, instead of resting, you would do a pushing movement. Then you could literally just, let’s say you do a push, then you do a row. You could do that back to back because the recovery of each movement doesn’t necessarily get too much in the way of each other.

There will be some stress from the weight you did in that specific first set, but the muscles being worked when you’re doing that push movement do not get as much in the way as the muscles you’re doing work in the pull movement. So you could rest if you wanted to, but you could also superset it. And one thing that I think, a concept that I want people to take from this because I know how people love to have that specific program that they do, which is good, but learn to add an element of play into this. Learn to have an element of freedom into this.

So if you feel like you want to rest or a minute or two in between a set, rest, if you feel like you want to superset, superset, because again, I think that when you start, you can get very specific with it, but when you start making too many stringent rules within it, it becomes too โ€” it can for some people become quite daunting and monotonous. So something that I do is when I’m doing a squat, I’ll sometimes do some rope flow in between just to get some rotation โ€” 

Tim Ferriss: Yeah. Let me ask you this. Just to stand in for the audience here.

Nsima Inyang: Yeah.

Tim Ferriss: Do you think you could have gotten away with that earlier in your training? Have you laid such an incredible foundation of strict, maybe monotonous training, that now, I mean, you’re like, okay, this body’s not really going anywhere. So if I want to do some Sudoku in between my overhead presses and do some rope flow over here, maybe a little pantomiming in between this set and that set, that you can get away with it in a way that might not serve a beginner or intermediate. Or am I off base there?

Nsima Inyang: So the reason, let me mention the reason why I do rope flow in between, it’s not because it’s part of a workout. It’s because it helps me feel better. When I put so much compression on myself, there’s a level of โ€” for me, there’s a level of stiffness that I feel from that set. The reason why I do the rope flow is to help me kind of undo that stiffness before my next set. That’s the reason why I do it. I don’t do it because it’s a super efficient part of the workout, but I do it because it helps me feel better for the next set I’m about to do. When I do a lot, and other people notice this too, but when you do a lot of compressive things back to back, you start to kind of feel this lower back tension and stiffness and this overall stiffness that you’re creating for the workout.

The stiffness isn’t necessarily a bad thing if you have something, especially, you don’t have to do rope flow in between sets too. You do that post-workout or later, that will be something that really will help you feel better. But the thing is, when you only do that, you then walk around with that stiffness that you’ve created and you have nothing to undo it. This is one of the reasons why a lot of people will work out, then after their workout, they’ll do dead hangs because they feel like, oh, I’m getting this decompression in my spine from everything, and that can feel better.

But the thing is you can get that same decompression from the rope. You could get the same type of decompression from swimming. Swimming does the same thing. But the reason why I was saying all of this is have a structure to what you do, but allow yourself to kind of add things to it or subtract things to it when you want. Because the only thing that’s going to help you get bigger and stronger is progressive overload over a long period of time. It’s not going to be the magic set and rep scheme that you’re doing right now. It’s going to be what you’re doing being progressed over years.

And for people listening, because I think one criticism that I get a lot is like, you didn’t get this big from rope flow. Nah, I didn’t get this big from rope flow. But at the same time, I could have gotten this big while feeling better for years if I had the other practices that I do, like the rope, the clubs, the kettlebells, if I had those practices included, it’s not about getting big, it’s about gaining strength and muscle, but moving well throughout the whole process, not focusing on the way you look, but moving like a fridge and feeling like you’re old, that’s not the goal. I mean, I don’t think anyone sets out to gain muscle and strength with also the goal of feeling like they’re 80 years old. No one wants that, but that’s where a lot of people are, and a lot of people will kind of just, they’ll assume that that’s part of the process โ€” 

Tim Ferriss: And doesn’t need to be.

Nsima Inyang: โ€” and doesn’t need to be at all.

Tim Ferriss: Yeah, you definitely need to hang out with Jerzy. You’ll enjoy hanging out with Jerzy and Anjala.

Nsima Inyang: I’m excited. No, from what you told me about him, I’m going to like him.

Tim Ferriss: Yeah, you guys will get a kick out of each other and because, for instance, Jerzy, he also does decompression but usually hanging upside down and like โ€”

Nsima Inyang: In boots?

Tim Ferriss: Boots. But he does some really heavy weights. He’ll hold onto a hundred pounds in addition to hanging upside down. Anyway, he’s got his own approach to things for very, very short duration, five to 10 seconds. But I think you’ll find a lot of his stuff thought-provoking. But he is all about movement, and he gauges, he tracks everything meticulously with his trainees, but he’ll also look at their gait, and he’s like, I want to get you to the point where you walk like a dancer.

He’s like, that’s definitely one of his explicit goals is watch gait and movement in that way. And when I told him that I was doing, and I think there’s a place for this, I’m going to continue to do it, but I was doing biking for exercise, and what his thoughts were, and he was like, “Terrible.” He’s like, “That’s stupid. So stupid.” And Jerzy, I know I’m paraphrasing here, but he was like, “If you want to ride a bike because it’s fun to ride from point A to point B,” he’s like, “Great.” He’s like, “If you want to ride for 50 miles because you enjoy it, great.” He’s like, “If you’re doing it though as this monotonous punishment and training,” he’s like, “Terrible.” He’s like, “Don’t do that.”

Nsima Inyang: I want to mention, don’t lose your train of thought, but I think that’s what he’s mentioning there in terms of relation to gait, it’s a very smart way to try to think about some of your training. Because when a lot of people think about the squat, when a lot of people get their feet set, they usually have their feet out at an angle. Most people โ€” 

Tim Ferriss: Slightly pointed out toes.

Nsima Inyang: Slightly pointed out, slightly pointed out toes. You’re creating this force upward with that barbell. So you’re learning how to have force coming from the ground through, but you’re just going straight up and down. Now, the thing to think about, and the reason why I mentioned this is when you do watch a lot of people that develop those capacities and a lot of them walk through space, it’s almost like they’re walking in a squat position with their feet. They’re walking with their feet out like this.

Tim Ferriss: Yeah, they got a Charlie Chaplin-esque.

Nsima Inyang: Yeah. The thing is, you’ll see some pro NBA players walking like this. You see a lot of that, right? I’m not going to necessarily say that that’s bad, but what I’m going to say is over time I used to kind of walk like that, but as I started thinking about what my feet were doing during everything I was doing and I started thinking about doing certain exercises that would potentially improve my gait over time, now my feet face forward when I walk. And I’m not intentionally doing this. It’s just my directionality through space is now forward. I’m not fighting myself trying to navigate forward with feet that are outwards. That’s not efficient.

I’m not saying everybody needs to walk with their toes forward, but I’m saying when you start thinking about ways to adjust your gait with your movement, so this could be the bilateral movements like the ATG split squat, that could be using a sled. I think sleds are super powerful, and the unfortunate thing is not everyone has access to a sled, but that is literal forward and backward force production. When you’re pushing a sled, there’s this force that you’re learning how to push forward, but you need to have your feet moving you forward too. So you’re learning over time how to push a weight forward through space. I think they’re super powerful, not just for developing structural strength, but also improving one’s gait over time.

The way you walk will change, and the rope will help with that too, but that’s something to think about. I don’t think most people should be walking with their feet ducked out. And I used to walk like that because sumo deadlifting, the feet are here. I’m producing force from a foot position like this. Squatting, I’m producing force from a foot position like this. Now when I go and do other things, that’s the way I move through space, and that’s not efficient.

Tim Ferriss: So, just because I’m curious and at least long ago found a lot of dividends from doing sumo deadlifts โ€” 

Nsima Inyang: Yeah. They’re not bad, by the way.

Tim Ferriss: Recommendations for sumo deadlifts. Any thoughts on common mistakes, tips, principles that you’ve refined over time where you’re like, okay, here’s some of my pre-flight checklist that might be helpful to people. And could you just describe, it’s called sumo deadlift, right? Because it’s a deadlift. You’re pulling a barbell loaded with plates off the ground, but your legs are wide, right? Your hands are in between your legs going down to grab the barbell. So you look like a Yokozuna squatting down and getting ready to do the whole sumo thing, hence the name. What recommendations might you have for people who are hoping to improve their sumo deadlift?

Nsima Inyang: There’s this funny thing within the powerlifting community where there are powerlifters who are like, they look at the sumo deadlift and they say, “That’s not a real deadlift. That’s not a conventional deadlift.”

Tim Ferriss: Conventional deadlift would be like knees inside the arms, right?

Nsima Inyang: Yeah. And it’s just so funny to me. We had Colton Engelbrecht, an aside, Colton Engelbrecht.

He has the highest total ever in powerlifting of around, I think I’m going to butcher this, but I think it’s like 2650, right? At two โ€” I think he was 275 when he did this. So he wasn’t even at the heaviest weight class. He was 275 at 22 years old. He’s been powerlifting for three years. Highest total ever.

So he squatted 470 kilograms, 260 kilogram bench, 470 kilogram deadlift on an eight or nine day. So he squatted and deadlifted 1,036 pounds in the same meet.

Tim Ferriss: At 22.

Nsima Inyang: At the ripe old age of 22 years old.

Tim Ferriss: Good lord.

Nsima Inyang: The reason why I mentioned this โ€” 

Tim Ferriss: Is this yet another reason you never stretched your street fights people? I mean, I doubt you’d pick on this guy, but โ€” 

Nsima Inyang: People are getting โ€” 

Tim Ferriss: You just never know.

Nsima Inyang: โ€” so much stronger, so much younger. It’s insane. But the reason why I’m mentioning Colton is because Colton does the sumo deadlift, and some people roast him for that, and they’re like, it’s not conventional. It’s like, whatever. But when we had him on the show, I was like, “Colton, why do you sumo deadlift?” And he was like, “It feels more natural.” And I was like, “Yeah, it does.” It feels weird to bend down and pick up a barbell implement in the conventional way, at least for my body type. Some people with very long arms, certain length of their femur, some people feel better with conventional, but the sumo, for me, has just made more sense because you’re getting down in this hip position, you’re driving with your legs. It just makes more sense in my opinion.

So, nothing against conventional, nothing against any other deadlift, but the sumo. Now, when doing the sumo deadlift, I think one thing that people really need to focus on is what their feet are doing. And I think this should be how it should be with every single lift. But when doing the sumo especially, there’s a cue that people get, and people get this cue in squatting too, where you’ll hear knees, push your knees outward, right? For the squat, you push your knees out so you can have space to get in between your hips when you’re squatting. Sometimes your knees are too far forward. Some people with their limb lengths don’t have the ability to get down to depth. So when you push your knees out, you provide room.

The sumo deadlift, when people say push your knees out, when you push your knees out, you provide room for the barbell to ride up your body. But the other cue of rooting the feet into the ground, and I learned this cue from Kelly Starrett’s book, Becoming a Supple Leopard, back in 2013.

Tim Ferriss: Have you met Kelly?

Nsima Inyang: Met Kelly. Yeah. We’ve had him on the show a few times.

Tim Ferriss: Okay, cool.

Nsima Inyang: I always mention where I’ve learned these things. Kelly’s awesome.

Tim Ferriss: Kelly’s great.

Nsima Inyang: I learned that from his book. I also learned, and the reason why I keep my face relaxed when lifting and stuff. I also learned that from his book, Supple Leopard, because when he talks about my fast release, you shouldn’t have a pain face. If you relax, it’s going to allow yourself to relax through these movements. But anyway, that’s an aside. Rooting your feet into the ground will allow you to have external rotation of the hips.

Tim Ferriss: I mean, we did a little bit of this earlier today, but just describe for people what that actually means. So you’re in a gym doing a sumo deadlift, you have shoes on, presumably. What are you doing with your feet and legs?

Nsima Inyang: I think something that can help somebody understand this is using the hands, putting your hand on a table, and trying โ€” you could actually do this with both hands. Keep your fingers planted in the table and try to see if you can rip the table apart while keeping your fingers where they are. Rip the table apart. Now, what do you feel when you do that?

Tim Ferriss: So in this case, you’re sort of externally rotating your hands, even though they’re not moving.

Nsima Inyang: Yeah.

Tim Ferriss: Right?

Nsima Inyang: Ripping that table apart, but what do you feel when you do that with your hands? That’s actually, what do you feel?

Tim Ferriss: What do I feel? I mean, I feel a lot of tension in my arms.

Nsima Inyang: You feel a lot of tension in your arms. What do you feel in your shoulder?

Tim Ferriss: Shoulders have gone down and my lats are engaged. So, I mean, there’s a lot going on.

Nsima Inyang: So, the shoulder can be compared to the hip, where the hip externally rotates as you’re grabbing the ground, the shoulders will have this downward rotation when you grab.

Tim Ferriss: As I do this, I guess it depends on if we were doing a push-up, it might even be better. Right now, our arms are extended in front of us. If we were doing a push-up, what I would expect is that this eye of the elbow, the inside of the elbow, let’s just call it the eye kind of when you bend your arm, it would be in that crook, would almost certainly rotate. I would imagine there would be some rotation in a push-up position.

Nsima Inyang: Exactly.

Tim Ferriss: Which would then mimic the, I guess, femur or โ€” 

Nsima Inyang: Exactly. So the reason why I wanted you to do that with your hands is I think that can help some people understand what they should be doing with their feet because โ€” 

Tim Ferriss: You’ve got some meaty hands, my friend. I do not want to get slapped with those things. Jesus.

Nsima Inyang: Tim. Tim.

Tim Ferriss: I’m just saying.

Nsima Inyang: Let me say this, you don’t know how happy that makes me feel. Do you know why?

Tim Ferriss: Because you’ve wanted to slap me and now it’s not allowed?

Nsima Inyang: No, no, no, no. Over the past, jiu-jitsu, and we’re going to come back to the foot thing, but the jiu-jitsu is a martial art that has a lot to do with the hands, the grip. And I’ve noticed that my hands have gotten bigger because I’ve purposely started doing more hand type of work this past year.

Tim Ferriss: Like the rice bucket.

Nsima Inyang: Like the rice bucket. I’ve been doing a lot of hand work because I started, because of all the gripping in the martial arts, I started to feel pain in my fingers. And one thing you notice with a lot of high-level black belt grapplers is their fingers are kind of mangled because of everything that happens over the years. So I started doing rice bucket work and a bunch of other things, but my hands, I’m happy you say that because my hands didn’t used to be this meaty.

Tim Ferriss: Yeah.

Nsima Inyang: So thank you.

Tim Ferriss: You’re welcome.

Nsima Inyang: It’s working.

Tim Ferriss: You’re welcome.

Nsima Inyang: Okay.

Tim Ferriss: Yeah, if this jiu-jitsu or YouTube thing doesn’t work out, you could go into one of those Russian slapping competitions.

Nsima Inyang: I would never.

Tim Ferriss: Yeah, I know.

Nsima Inyang: I would never. No.

Tim Ferriss: Not worth the TBI.

Nsima Inyang: No. They would mess me up for sure. I’m not strong enough for that. But the reason why I wanted people to do that on the table and feel that is because when a lot of people try to do this with the feet, they just grab the ground like this, and what you were doing in the park initially, they kind of just curl their toes.

Tim Ferriss: Like pinch.

Nsima Inyang: Like pinch instead of pinching slightly and then ripping apart to create โ€” 

Tim Ferriss: And ripping apart, just to be clear, is not straight out to the sides. It’s really like a rotation.

Nsima Inyang: It’s rotational.

Tim Ferriss: Yes. Right.

Nsima Inyang: And that rotation is going to allow the knees to come out for the sumo deadlift. The knees will pull out because you’re getting external rotation of the hips, which will allow you room to drive the hips forward.

Tim Ferriss: Let me ask you this, with the sumo deadlift, when you place your feet, let’s just say straight ahead is 12 o’clock, and then your toes are getting pointed out, how externally rotated are your feet to begin with? Are they as far out as you can get them and really close to the plates? Are they at 10 o’clock and two o’clock, and then you get that type of tearing apart external rotation? Because I’m thinking โ€” 

Nsima Inyang: So nowadays my feet would probably be at 11 and one.

Tim Ferriss: Okay. All right.

Nsima Inyang: The reason why they’re at 11 and one is because I have better mobility than I had in the past. So when I do create that torsion I have more hip mobility to create when I’m moving outwards. Some people who don’t have that hip mobility have to have their feet in a wider position so that they can create enough width to have their knees not be in the way of the bar. So that’s totally dependent on one’s hip mobility.

Tim Ferriss: Hip mobility.

Nsima Inyang: But when you get more hip mobility when you’re creating that torsion, your feet angle will change slightly for how comfortable you are in the position. So whatever position you have right now, there’s a golden position for the level of mobility you currently have, and as that mobility improves and as your ability to create more force improves, that position will adjust.

Tim Ferriss: How close to the plates are your toes?

Nsima Inyang: My toes? Oh, no. Yeah, my toes aren’t โ€” 

Tim Ferriss: How wide is your stance is another way to put it.

Nsima Inyang: It’s like 90 degrees. So when I say 90 degrees, I mean my legs are out and my feet are, or my knees are right below my femurs, so I don’t have this. You see a lot of people where they almost have this triangle angle with their feet. I have a box. That’s the structure I’m creating.

Tim Ferriss: In the bottom position, you’re saying?

Nsima Inyang: In the bottom position. Yeah, in the bottom position, it’s like boom, boom. It’s like a โ€” 

Tim Ferriss: From knee to ankle is perpendicular to the ground.

Nsima Inyang: From knee to ankle is perpendicular. Interestingly enough, you notice like an Ed Coan, he had this outward, you’ll notice he kind of was โ€” his feet were closer together in his sumo deadlift, and he was a crazy sumo deadlifter, but that’s where he found he was able to create the most force.

Tim Ferriss: What was his crazy, record-setting deadlift? Some insane number. What was it? 970 at 220 or something?

Nsima Inyang: Yeah, let’s put it on screen. Ed Coan’s had a lot of records.

Tim Ferriss: Yeah, he’s had a lot of records. I remember getting this book, I’m blanking on the author’s name, but it was like Ed Coan the Man, the Myth, the Method, which was a great book, and there was a photo. You want to talk about people who were well-built for their sport. You look at Michael Phelps, you’re like, okay, I could swim my whole life. My body doesn’t look like that guy. His ankles are funny and he is just perfectly built for the sport. And there was a photo, I don’t know if it was Wilt Chamberlain or some NBA player who’s like 10 foot 10, and he’s next to Ed Coan, who’s not 10 foot 10. He’s like five foot five. And they put their hands together and they were the same size. And I was like, man, oh, man. You could not design from scratch a better body for this exact lift.

Nsima Inyang: Have you ever met Ed Coan?

Tim Ferriss: I don’t think I have met Ed. We’ve had conversations before, but no, I don’t think I’ve met him in person, actually.

Nsima Inyang: Okay. Ed is a literal mutant to this day. The last time I saw him in person was a few years ago.

Tim Ferriss: I mean, is it fair to say, I mean, one of the greatest powerlifters, if not the greatest of all time?

Nsima Inyang: Still the greatest powerlifter of all time. I would say he’s still the greatest powerlifter of all time. I think he popularized his sport so much. He got so many people into powerlifting. He inspired so many of the greatest powerlifters and minds, or minds in powerlifting to this day that I don’t think no matter what anybody else does in powerlifting, I think Ed Coan is probably still the greatest.

Tim Ferriss: Right.

Nsima Inyang: And then from there it’s like, well, who has the highest total in that? You know what I mean? And going back to Ed’s structure, first off, his hands are huge. I shook his hand and his hand engulfed my hand, me being so much taller, it’s like he ate my hand with his and made me feel so small. The second thing is the length of his arms. Ed has these โ€” 

Tim Ferriss: His ape index must be off the charts.

Nsima Inyang: He has these orangutan arms, bro, where it’s like, when you look at his sumo deadlift form, it kind of makes some sense with how easy โ€” 

Tim Ferriss: He doesn’t have to have the legs super wide.

Nsima Inyang: He doesn’t. He doesn’t, right? So one of the things about the sumo, and one of the things about lifting in general, is finding the best position for your anatomical leverages. So not everyone’s going to squat with their โ€” some people, for example, a Kelly Starrett, a lot of the time he was squatting with his feet pointed straight forward creating that torsion. But you look at his limb lengths, he could be really good for that.

Some people, if they have a longer torso, sometimes that position doesn’t do well for them because as they head down into the hole, their body folds. So some of them need to have a much wider stance so that when they head down into the hole, they don’t have this massive folding of their torso. So what’s one of the cool things with lifting where you’ll see someone like an Olympic lifter with beautiful mechanics, but then you also really have to pay attention to the way this person is built, and you have to find the best way to move that way through space with your leverages.

Tim Ferriss: Yeah, totally. Makes me think of one of my buddies, amazing striker. Used to compete at very high level, and I mean, he is gangly as fuck, right? And that was part of the problem because he would be a foot taller or he would have eight inches of additional reach on people, so he would just pummel the hell out of people in the same weight class. But there’s certain movements. You want that guy to do bench press? You’re going to come away with the misperception that he is weak, right? It’s like, no, maybe with that particular movement, sure, it’s not very well-built for his dimensions, but let him throw a power jab at your face. Yeah, he is well-built for that. Just different body types.

Nsima Inyang: Let me add this in because I think this is something that can maybe give some people something to explore when it comes to their deadlift movement. When it comes to deadlifting, the things that we think about is the conventional deadlift, the sumo deadlift. Well, you could also attempt doing a staggered stance deadlift. So a staggered stance deadlift would mean there’s one foot ahead, one foot behind, the foot behind has the heel elevated slightly.

Tim Ferriss: Like a kickstand.

Nsima Inyang: Like a kickstand. Exactly. Kickstand. It could be called kickstand, staggered stance, deadlift. Deadlifting that way. You could use either a straight bar, you could use a trap bar. The concept still holds true, but the reason why I have enjoyed progressing that staggered stance deadlift, and I use a trap bar when I do that, is just because, for me, it feels as if it relates to gait a little bit better than the standard deadlifts do. Doesn’t mean you shouldn’t do the standard sumo or conventional, but when I’m thinking about creating upward force, how would I jump off of the ground?

When I think about that and then I think about, okay, transferring that to a barbell, I wouldn’t necessarily jump off of the ground in the stance that I’m using in sumo or conventional. I would do it in this kind of staggered kickstand stance and then pop off. If I were trying to actually create force upwards, that’s how I would do it. And I think that that would be worth one’s time to progress. You’re not going to lift as much weight initially, but over time, you can build up some, I don’t even like saying this because I don’t want people to think of it in terms of numbers. I want people to think about the movement, but you can get very strong doing that. And then, you’re also strong in the stance that can relate to how you’ll actually move yourself through space, but now you’re creating force with it.

Tim Ferriss: What are some exercises that you think, I know this is such a maybe trite question, but just really incredible bang-for-the-buck exercises, and for instance, for me, and I’m not saying I’m any paragon of exercise expertise, but like the two-handed kettlebell swing, it seems like you get so much from that exercise performed consistently with progressive resistance, whether that’s in terms of loading through higher volume or increasing the weight. I mean, it is just remarkable how much I get out of that exercise even once or twice a week. It’s just astonishing to me. Continually. Anything else that you would throw into that type of category that come to mind with the condition that you can get somebody to the point where they can perform them safely, reasonably quickly?

Nsima Inyang: Yeah. I think everyone should own a sandbag because picking up a sandbag off of the ground, starting light. So you get yourself, let’s say you get a 75-pound bag, you fill it up to 50 pounds, you get yourself to lifting that without any type of discomfort. And one of the reasons why I think that is so beneficial and so useful is the way that one will bend down to pick up a sandbag. Because when you bend down to pick up a barbell, it’s this implement that’s perfectly symmetrical. The only way that the hands are involved or when they’re gripping like this, right? You have to get yourself in this neutral position, you hinge forward. It teaches you how to be a perfect hinge, a perfect lever.

But whenever you lift a sandbag, every sandbag lift has its own โ€” it’s never the same because of the nature of the implement. It’s this shapely thing that you have to, first off, you have this open palm grip, you have to grip around it, and then you have to organize your body to lift it safely. Anybody can lift a sandbag safely while breathing. Over time, you increase the weight. But I think that if people learn to lift sandbags well, that will be something that will actually prepare you to lift well for life because your spine isn’t in this perfect neutral position as you’re doing it. There’s slight curvature, and you learn that it is safe to lift something with some slight rounding of the spine.

Of course, with a barbell, you don’t do that often unless you’re doing something like a Jefferson curl, which I think they’re pretty solid, especially if you don’t load them to a crazy extent as you’re progressing it, because some people get focused on the load. By the way, what a Jefferson curl is it’s a purposeful rounding of the spine to lift a barbell off the ground. It’s actually the antithesis of, I think I’m using the word antithesis correct, but it’s the opposite of what you’re taught to do when you deadlift to create a neutral spine. You’re literally rounding your back to lift the barbell off the ground. It sounds like a joke, but it’s to ingrain in your body that my spine is okay getting to this position, lifting something. But I think a sandbag would be money for people.

Tim Ferriss: And just for clarity, are you picking it up and then dropping it, and then picking it up and dropping it?

Nsima Inyang: Yeah. A base thing that you could do is literally pick it up to around your stomach, bring it back down to the ground. You can either drop it or you can lower it back down to the ground. Then there are progressions where now you pick it up, launch it up to your shoulder, bring it down back to the ground. So you could drop it or you can bring it slowly back down to the ground. And then you could pick it up, throw it over your shoulder, pick it up, throw it over the opposite shoulder. It’s inherently a rotational throw when you become adept with it, right? So there are progressions, but the base progression would be literally just โ€” the first thing you would do is you would just do a sandbag deadlift, then you would do a lift to the stomach, then you would do a lift to the shoulder, then you could do a throw. 

And then there’s a bunch of things, you could do squats, you could do split squats, you could do Cossack squats, you could do lunges.

Tim Ferriss: Cossack squats is another one. Typically, I’ve just done that with kind of a goblet squat type of hold on a kettlebell, but just remarkable how much you get out of that exercise as you slowly โ€” and what was wild about it to me, what a funny name, number one, but is I was using it as a warm-up for some acrobatic stuff that I was doing way back in the day. And I was just using it as a warm-up. But I noticed I was getting stronger.

And so I started adding a little bit of weight, a little bit of weight, and I got to the point where I was doing Cossack squats, and it’s not like this isn’t a ton of weight, but it’s like with a, I don’t know, 70 or 80-pound kettlebell. And again, the transfer, I was just like, “Wow,” I wasn’t even treating this as part of my workout. But just over time, because I was doing the acrobatic stuff very regularly, so I was like never doing it to exhaustion, just that “greasing the groove.” And I was like, “What the hell is going on here?” It’s just remarkable how much it had transferred.

Nsima Inyang: It’s a money movement. So I mentioned all those movements because these are all things that you could do throughout the day with a sandbag that you keep by your desk. You could do squats, you could do some quick lunges, you could bring it up to your shoulder. You could do some quick Cossack squats. You could do a reverse lift. You could literally do all these movements with a sandbag โ€” 

Tim Ferriss: Are you just bear-hugging the Cossack when you’re doing the Cossack?

Nsima Inyang: Yeah, you โ€” 

Tim Ferriss: Bear-hugging the sandbag, rather.

Nsima Inyang: โ€” you can keep it right there.

Tim Ferriss: Yeah.

Nsima Inyang: And then you go into a Cossack squat position. Yes, absolutely.

Tim Ferriss: All right.

Nsima Inyang: And with the Cossack squat specifically, it’s particularly powerful because most people, when it comes to training the adductors, they mainly do that with the machine in the gym.

Tim Ferriss: Yeah, so adductors, guys, are inside of your thighs. I mean, that’s very super โ€” like Suzanne Somers, thigh master, that’s adductors, right? So if you were trying to pop a ball between your knees using your adductors.

Nsima Inyang: There’s a very shady side of the internet of women popping watermelons with their adductors.

Tim Ferriss: Oh, wow.

Nsima Inyang: Yeah. That’s โ€” 

Tim Ferriss: I thought I’d seen it all.

Nsima Inyang: You haven’t until you see that.

Tim Ferriss: This is going to be the headline for your episode.

Nsima Inyang: But if you want the strength to do that, right, Cossack squats are going to be great. There are more specific adductor movements like the Copenhagen plank.

Tim Ferriss: You’re saying most people who train their adductors are using โ€” 

Nsima Inyang: Only using โ€” 

Tim Ferriss: โ€” one of those machines.

Nsima Inyang: If they ever use that machine, sparsely, they use that sparsely typically. And that ends up being a very weak link. So one thing that I’ve noticed in โ€” 

Tim Ferriss: Now, just for people who might wonder, because those machines are very popular. They’re usually monopolized by any โ€” not to paint them with a broad brush, but a few women are just sitting on there for hours it seems, working this stuff, right?

Nsima Inyang: Mm-hmm.

Tim Ferriss: Why is that a weak link compared to doing something like a Cossack squad or something else?

Nsima Inyang: Because you never โ€” you do get some tension on those tissues when you’re doing a typical squat, but not an insane amount. When you’re doing a sumo deadlift you also get some tension on that area, but not as much as when you’re isolating it at a bilateral fashion with the Cossack squad. Along with that, in the Cossack squad you get more length of those tissues when you get to depth of the Cossack squat than you would โ€” 

Tim Ferriss: I’ll give another โ€” 

Nsima Inyang: Go ahead.

Tim Ferriss: โ€” bad visual for people. So people are like, “What the hell are they talking about Cossack squad?” So imagine the most stereotypical, Russian dancer, arms folded, kicking out from side to side, and then freeze-frame, on the ground, where one leg is fully extended to one side and he or she’s basically squatting ass to the other heel on the other side. Okay, Cossack squad, right?

Nsima Inyang: Yeah. Yeah. And one thing I find interesting about that is for a long time I was really trying to get good at Cossack squats, and it wasn’t until I was allowing myself to breathe when I got down to that position that I actually got there safely and came out. So โ€” 

Tim Ferriss: What have you found most effective for improving ankle mobility, right? Because for a lot of people, if they try to do a Cossack squad โ€” well, do you have heel up or heel down, I guess?

Nsima Inyang: Heel down.

Tim Ferriss: Heel down. Okay.

Nsima Inyang: I have heel down. Yeah.

Tim Ferriss: So for a lot of folks, if they try to do that, they’re going to fall backwards if they don’t have the ankle mobility, right, if the knee can’t travel kind of over the toes.

Nsima Inyang: Yeah.

Tim Ferriss: Any thoughts on developing that?

Nsima Inyang: I think that a great conversation for you would be Ben Patrick too.

Tim Ferriss: Okay. All right.

Nsima Inyang: Because what I’m going to tell you โ€” 

Tim Ferriss: Literally knees over toes.

Nsima Inyang: What I’m going to tell you is this is why I find that I’ve been so lucky to learn from so many people, because the only reason why I’m able to first have the level of mobility I do is because of a lot of things that I’ve learned from these different people. So, for example, the ankle mobility you’re talking about right there, some things that helped with that were the ATG split squat that I was telling you about, which is a movement that, again, he popularized. But that front leg โ€” I hope that when this podcast comes out, maybe there’s an image of an ATG split squat that can be pulled up so people can see โ€” 

Tim Ferriss: Oh, yeah. Yeah. For sure.

Nsima Inyang: โ€” that the front leg that’s doing the split squat, over time there are regressions to that movement, by the way. So everything we’ve talked about, if you find that you’re not getting there, regress the movement, regress the range of motion.

Tim Ferriss: Tell me if I’m getting it roughly right. And also, I have his ATG device that is plate loading for wrist work, extensor work, grip work, which is fantastic. What does ATG stand for?

Nsima Inyang: ATG, his company, stands for Athletic Truth Group. You think it stands for Ass to Grass.

Tim Ferriss: Yeah. Yeah. Okay. Yeah, I didn’t see it coming. Okay, got it. Athletic Truth Group.

Nsima Inyang: Athletic Truth Group.

Tim Ferriss: All right. Got it.

Nsima Inyang: Yeah. And Ben is a guy โ€” one of the reasons why I appreciate Ben so much is because he’s a very open-minded individual. You’ll run across so many people in these different fitness spaces, and they’re so โ€” 

Tim Ferriss: Dogmatic.

Nsima Inyang: โ€” dogmatic, gung-ho about their system and, “If you do this system, this is what’s going to happen when you do this. It’s not good. And this is what’s going to happen when you do this.” It’s like everything is their system. But the people that I tend to really appreciate are the people that, they may have some things that they do, but they can also see the strength in many other things, right? And Ben is that type of person where โ€” he’s also someone who continues to learn. He has these โ€” this what he’s done, but Ben is continuously learning and applying new things to the people that he works with and himself and finds benefit. And it’s one of those things where he’s in the constant growth rather than finding the negatives of everything that everyone’s doing, right?

Tim Ferriss: To protect his predefined fiefdom. Yeah.

Nsima Inyang: Yeah. So, anyway.

Tim Ferriss: So let me throw out something. Tell me how close this is. So there is an exercise, of all places it was actually given to me by a physio in Sweden who I chanced upon. Because my back has been bothering me for so long and everybody you meet is like, “Oh, you got to try my friend’s blah,” right? Or, “This person can do this,” or, “You have to try my friend, the acupuncturist.” Everybody’s got a suggestion, God bless them. But it ends up, after a while, you become a little tone-deaf to it, because I’m like, “All right, look, I can talk to your tarot card reader and I can talk to your Qigong person. I’m just not sure it’s going to do anything.”

But this physio ended up working with a lot of professional fighters, that’s not me, and professional soccer players, and he really knew his stuff. I just lucked out. Because this drunk guy at a party was like, “You should meet my physio.” I’m like, “Yeah, I’m sure I should meet your physio.” And then I just had a wide-open day the next day, and I was like, “Fuck it. All right, sure, I’ll meet your physio.”

And Sebastian’s his name, ended up being excellent, in Stockholm. And he gave me some very basic exercises, again with the intention of remediating some of the back pain and strengthening. And one of them was elevated front foot split squats, very lightly loaded, going fully down to the bottom position where the front knee is way over the front foot toes โ€” 

Nsima Inyang: That’s regression for the ATG split squat.

Tim Ferriss: โ€” and basically ass is on the heel. Three second pause at the bottom, back up, and doing sets of six to eight basically.

Nsima Inyang: That’s a regression for the ATG split squat. That’s a regression for the flat-ground ATG split squat. And to go back to what you’re asking about the ankles, why is that really good for the ankles? Do you know that the position that the ankle gets into is this deep position, right, that you can, when you own that position, you lower it to the ground. And now, when you own that position of the ankles, right, you apply that to a Cossack squat, you’re able to get to full depth of Cossack because of where the knee โ€” the knee is over the toe and you’re in deep ankle dorsiflexion, right? That’s how these things work, where โ€” 

Tim Ferriss: Yeah, dorsiflexion, just pull your toes towards your nose.

Nsima Inyang: Exactly.

Tim Ferriss: That’s dorsiflexion. And toes towards your knees. That’s dorsiflexion.

Nsima Inyang: The thing is when you find that you don’t have the mobility for a specific movement, there are so many ways to regress it. With a Cossack squat, you could do a Cossack squat with a wall behind you. So the wall can help guide you down, unloaded, wall behind, Cossack squat. You can even angle the foot outwards a little bit, to allow yourself a little bit more give with that โ€” 

Tim Ferriss: You can also add some heel, right?

Nsima Inyang: You could also add some heel. You can also put it on a box if you need to, and then slowly regress it down. And I want to mention, the concept of regression is what got me out of knee pain, is what got me out of pretty much all pain, right? But specifically I want to mention knees because when I was in my early twenties, I had a meniscectomy, partial meniscus removal. I can’t remember which knee now, I think it was my left, because of something that happened in jiu-jitsu. I also, when I was younger, I had Osgood-Schlatter and I was a soccer player. So when I got into my early twenties, I couldn’t sprint. I felt like I was probably going to have trash knees for the rest of my life. I couldn’t run, couldn’t run without pain at all.

So, let alone run, absolutely couldn’t sprint, couldn’t jump, right? But I was doing squats and stuff and there was some pain I was having, so I was using knee sleeves. So I was pretty certain that, at this point I just need to make sure to keep them pretty strong. But these things like sprinting, et cetera, it’s not going to be part of the system for me.

That’s when I came across some of Ben’s stuff back in 2019 or 2018, I think, right? I came across some of his stuff on Instagram, started regressing it, doing like the simplest regression. So I had ATG splits going on a box. There’s this pulse movement that you do where you just have this very small range of motion with the knee where you’re just putting yourself into slight knee flexion, coming out, pulsing it, driving a lot of blood to the knee area, right? And I would progress these things over time.

After four or so months, I was able to get into full, deep knee positions that I was never able to get into without pain before. And then, when I started doing things like running, I was able to run without pain. And then I started sprinting without pain. But it started with regression, right?

Tim Ferriss: Bless you.

Nsima Inyang: So the reason why I’m saying that is โ€” 

Tim Ferriss: That was a very princess-like sneeze for such a large man.

Nsima Inyang: I didn’t want to let it out.

Tim Ferriss: Okay.

Nsima Inyang: If I let it out, it would be disgusting. So when you hold it in, it turns into this mousy squeal. Let’s keep that in there. Let’s keep that in there. If I had to sneeze again, I’ll show you what the big one looks like just so I can save myself, my gosh.

Tim Ferriss: All right.

Nsima Inyang: But I say this because regressions are the name of the game for all this. If you have pain doing something, there is a way to regress it, and you need to own the regression before you progress.

Tim Ferriss: I just want to underline this because when I started to get out of some โ€” I mean, this back has been โ€” this chronic back pain has been one of the biggest challenges of my life, because I’ve always seen myself as athletic. I’ve always been able to sort of take a kicking and then get back on the horse and get back to athleticism. And this experience where this pain at such a pivotal, cornerstone piece of your body is tied into every movement. When you sleep โ€” there’s no escaping it. Psychologically, physically, emotionally, it has been such a difficult experience and given me so much sympathy for people in chronic pain. It’s like if you have not been in serious chronic pain it is impossible to understand what it’s like until you’re there.

And I would say the one mantra of sorts that has allowed me to start digging out of that hole โ€” and I used a different term for myself, I don’t remember where I got it, but it was just like, “Scale it down.”

Nsima Inyang: Absolutely.

Tim Ferriss: Right? And it’s the same idea, right? It’s just like, okay โ€” let’s just say hypothetically, okay, I might need this surgery in the elbow. Okay, great. I can’t do X number of push-ups. Okay, fine. Do one 10th of X number of push-ups, right? Okay. You can’t do whatever it might be. Well, barbell puts too much torque in the elbow? Okay, fine, let’s use dumbbells, right?

But the rule is you can’t do nothing. You have to scale it down. And maybe you omit exercises, sure. But it’s like, “Train around it, train around it, train around it.” And it’s like, for instance, the box squat. Great example. Jerzy is like the โ€” Jerzy Gregorek, who I keep mentioning, is the ultimate master of regressions.

To use your word because he’ll have someone, they’ll do a squat and they’ll go down eight inches and he’s like, “That’s it.” And they’re like, “No, but I do below parallel in the gym.” And he’s like, “You shouldn’t.”

Nsima Inyang: Yeah, you shouldn’t. Exactly.

Tim Ferriss: And he’s just like, “Okay, your max depth is,” whatever, I’m making this number up, but it’s like, “36 inches off the ground.” And they’re like, “That’s a joke.” And he’s like, “That’s your assignment.” He’s really funny too because I remember at one point I was like, “So you’re suggesting?” And he’s like, “No, I’m not suggesting, I am telling you.” And it feels like a waste of time to start off in where he would start people, but as they develop the right mechanics and then, pain free, progress. And it takes weeks, maybe even months, to get back to where they think they should be, and then lo and behold, they’re so much stronger, they own the position, all these aches and pains go away. So you can’t do nothing, but you can scale it down or regress it, right?

Nsima Inyang: Yes.

Tim Ferriss: And the other thing I’ll mention just for people who may be in a similar position to myself where they have a lot of low back stuff, the other reason that Sebastian prescribed the front foot elevated split squat was to avoid hyperlordosis, overarching of the low back. I have a lot of thoracic mobility issues, so I tend to flare out and arch. And he was like, “Okay, let’s mitigate that by elevating the front foot.”

Nsima Inyang: Yeah.

Tim Ferriss: All right, cool. Dig it.

Nsima Inyang: I want to mention I โ€” Ben, he has an app, and on that app he puts all his stuff there for monthly payment for people, so if you guys are โ€” and Ben mentions that people can do this, so I’m going to mention this too. You could go on there, you could screenshot the movements, and you could cancel, literally. And I have a program there too in his martial arts section, right? And you can literally go there and you can just take it all if you want to.

But the reason why I mentioned that is because all the regressions are right there. If you’re looking for a way to regress all these movements, that’s all there, right? There’s also in โ€” and that school community. But just take the regressions and be patient with those regressions, because one of the reasons that I was held back for so long was because I thought I was better than I was. I’ve been playing soccer for like 16 years. I’ve always seen myself as an athlete. So going to do some of these things and these simple regressions, I was just like, “No, I can move on to the last chapter. No, I should be able to.”

And then I’d always find myself in pain. I’d always find myself moving backwards. And it wasn’t until I just realized, “Hey, be a beginner with this. Start with the regressions, own those, and then slowly progress upward.” But then I was able to make all the progress to where I am now, right? So it’s a big shift.

And this is the last thing I’ll mention. I think one of the reasons why this is hard for some people that lift or that have already been training for a bit is because traditional lifting is kind of easy in the sense that, if you get strong with the shoulder press, you just increase that weight, week by week. Bicep curl, increase that weight a little bit. You get this big payoff very, very quickly, then you see that weight going up. But when it comes to holistic movement in some of these ranges, you’ll realize that you have some weak links that you have to work on with potentially no weight. And that’s not as fun as just doing the heavy shoulder press. You know what I mean?

Tim Ferriss: Getting the payoff.

Nsima Inyang: Yeah. Yeah.

Tim Ferriss: Yeah. I mean, I would also say it’s like you can get away โ€” at least, I’ll personalize it. I think this is true for a lot of people, but just because you can lift more weight than your friends does not mean your form is good, right? I don’t think my form was the worst in the world, but we were talking about 96 when I was probably my biggest and strongest and arguably fattest, but โ€” I wasn’t that fat. But where I was doing 400 pound-ish back squats for a set of 10.

Now, in retrospect, should I have been doing that? Probably not. And when I mentioned earlier, I was like, “Oh, yeah, probably three, four years ago,” whenever it was in that back squat workout, when I hurt myself, I was probably going too low and having that change in the spinal position with like butt wink, and I think that probably contributed to it. And I’m sure there are people out there who are like, “Pssh, Tim Ferriss can’t even do a goddamn squat. I knew it. That guy’s an idiot.” What I would say is, you could be right, number one. Number two is get video of your technique and have somebody who actually knows what they’re doing, like a very high-level competitor, look at that technique. And chances are it’s not as good as you think it is. Do you know what I mean?

Nsima Inyang: Yeah.

Tim Ferriss: And then there comes a point where it’s like, all right, I’ve bent the paper clip so many times, boom, I have an injury. And now it’s just a wake-up call. It’s like, “All right, let’s start from scaling it back, from the fundamentals. Swallow my pride, take my ego down a notch, and work it back up.” Which is very hard to do psychologically. Really tough.

Nsima Inyang: It is.

Tim Ferriss: I mean, there’s so many parallels that I see here. It’s like with Jerzy, it’s like, man, you have to check your ego at the door, because you might walk in and โ€” he doesn’t care. He really doesn’t. He’s so salty. You could be world champion in X, Y, and Z, and he’ll be like, “Okay, you’re going to start with 20 pound on dumbbells.” And you’re like, “What?” He’s like, “Yeah,” he’s like, “20 pound dumbbells because you shouldn’t be doing this with more than 20 pound dumbbells.” And people are just like, “What?” He doesn’t even compute.

But then with these micro progressions, as he would call them, it is incredible. Like I was saying to you, he had this Vietnam vet with a number of fused vertebrae who had been walking around in body brace, could not bend in any direction, got him to the point where he is doing stiff-legged deadlifts with 315 off an elevated platform.

Nsima Inyang: That’s so crazy.

Tim Ferriss: And continued doing that for decades. I mean, it’s unreal. And similarly โ€” and I haven’t seen this because I haven’t really been doing this term in the notes that I had for this conversation, it’s not my term, but I like the term, which is microdosing movement?

Nsima Inyang: Mm-hmm.

Tim Ferriss: I’ve only played with that with a few things like slacklining. And it is incredible what your body can end up doing with three to five minutes a day of slackline. You do not need โ€” in fact, one could argue you shouldn’t do really long sessions. So what are some other examples of microdosing movement? Because as I get older, more and more, yes, you want to be strong. Yes, I agree with Pavel, strength is kind of the mother attribute in a lot of ways, right? Yes, you want to have muscle mass because of Sarcopenia and all this stuff as you get older. That’s all true.

And fundamentally, we are evolved as bodies to move in space. Our brains are evolved to manage that interface, right? And I find myself hungering for more and more athletic movement, right? So what are some other ways to microdose movement that might kind of produce benefits, and you can take that however you want to take it, that are surprising to folks?

Nsima Inyang: Mm-hmm. So I think one of the simplest things one can do is start introducing different shapes of your spine. Primarily a shape that I think many of us are scared about, which is like spinal flexion.

Tim Ferriss: Yeah. Spinal flexion, reaching over, touching your toes with a rounded back.

Nsima Inyang: Exactly. But let me actually just rewind real quick because I want to mention, Pavel talks about “greasing the groove.” I got introduced to microdosing by a friend of mine, Cory Schlesinger, I think he’s like โ€” 

Tim Ferriss: Just to be clear, microdosing movement.

Nsima Inyang: Microdosing movement. Not microdosing psilocybin, although that’s fun. But microdosing movement. Cory is โ€” I don’t know if he’s working with the Phoenix Suns now, but he was like the director of performance, I think, for the Suns recently, so I know he’s working with an NBA team. But when he talked to us about it, he was having a lot of his NBA athletes, he would have them do a little bit of movement before games, a little bit of movement after games, and he’d figure out ways for them to have movement sprinkled into their days so that they always felt good.

Because what happens with some athletes is they have to have this extensive warmup routine to get their bodies ready. And these are athletes, by the way. So if an athlete needs this extensive warmup routine to get ready for game day, somebody who’s sitting at a desk or just working or whatever, the amount of prep you might need to get ready to move is far too much. The goal of microdosing movement or “greasing the groove,” as Pavel puts it, is to make it so these different movements just become a part of who you are and what you do.

You don’t need to prepare to bend your spine down into a flex pattern and pick something off the ground because you’re just healthy and safe โ€” you feel healthy and safe doing it. Now, the thing I’ll also mention here is that there are many really smart people who are against some of the things like Jefferson curls. Like Stu McGill doesn’t like it.

Tim Ferriss: Yeah, doesn’t like it.

Nsima Inyang: Stu doesn’t like it.

Tim Ferriss: No.

Nsima Inyang: And I would agree to the sense of people who haven’t regressed the movement enough. If you just rush into something like a Jefferson curl that we were just talking about, where you have deep spinal flexion, you pick up a barbell or something off the ground, that’s going to cause you some issue. Especially if you don’t feel safe doing it. You’re going to hold your breath, you’re going to force yourself into that position, and then you’ll tweak something and then you’ll say, “This is a bad position or a bad movement.” But when you learn to breathe through movement with no weight, right?

So like I was talking about, let’s say you decide that I’m going to pick that ball off the ground a little bit a few times a day, flexing my back and going back to the ground. I’m going to inhale when I go down and exhale when I go up. I’m going to make myself own this movement. Doing that with no weight initially for most people is going to feel fine. And then as you improve that, you’re like, “Okay, can I do that with a six pound kettlebell? Can I do that with a 20 pound kettlebell? Can I do that with a 30 pound kettlebell? Can I organize my body to lift this safely in this position?”

And then you own that position because it’s no longer foreign to you. Now you’re no longer flexion intolerant. But when you’re someone who has avoided these different ranges of motion with the spine, whether it’s deflection, extension, et cetera, and then you go into this โ€” into a workout, or you try doing some weighted rotational movement and then you tweak something, you think that these are bad movements or bad ranges of motion. But the thing is that you didn’t regress it enough and you didn’t spend time with the most basic forms of those movements.

So when it comes to microdosing, one of the ways to make microdosing easy for you is to make your environment serve you. This is why โ€” and some people might just think I’m some fitness nut for this, but I keep equipment around my area. Around my desk, I have a kettlebell sitting there, I have a club sitting there. I have a 100 pound sandbag by my desk, by my work desk.

I also have a gripper on the table so that if I’m doing something on my โ€” my laptop is one side, I can hit that gripper up a little bit. I have these things just sitting around to encourage me to touch them, because if they’re not in front of me, I am not going to do them. All this hand stuff, you give me that compliment on my hands, bro. It’s because I have grip equipment everywhere.

Tim Ferriss: I cannot โ€” 

Nsima Inyang: I have it in my car. I have it at my podcast desk. I have it at my work desk. I have it in the kitchen. I have it everywhere.

Tim Ferriss: I can’t wait for you to โ€” I think you already saw the video, but to take another look at the Abrahangs โ€” 

Nsima Inyang: Okay.

Tim Ferriss: โ€” with Emil Abrahamson, because then you could just have โ€” I mean, you could do it off the back of a set of stairs. That’s what I do at home. But if you get like a hangboard โ€” and don’t overdo the hangboard people, that is the perfect way to blow apart your tendons and ligaments. Take it easy. But that’s something you can sprinkle in so easily. I sprinkled that in.

Nsima Inyang: My rice bucket sits in front of my TV, right? So that’s the thing.

Tim Ferriss: And just for people who are wondering what the hell we’re talking about, the rice bucket, imagine old badly dubbed Chinese Kung Fu movies where they shoot โ€” they make their hands into spears, shoot it into a bucket of rice, and turn their hands and do different movements to toughen up their hands and their grip and so on. It would be a version of that. A lot of baseball players do that too, right?

Nsima Inyang: They knew what they were talking about.

Tim Ferriss: Yeah, exactly.

Nsima Inyang: They knew what they were doing. A lot of this stuff isn’t new. I’m not making this stuff up. People who do this stuff for centuries because it works. But would I do the rice bucket if I had to pull out the bucket of rice from my garage every single time?

Tim Ferriss: No, of course not.

Nsima Inyang: I’d have to keep it in the vicinity of something that I already do stuff, so that when I go by it, I’m like, “I can do this for a quick minute as we’re watching something,” and then go back, right? I have, for example, there’s this stool called a Hunkerin Stool โ€” by the way, you don’t need a Hunkerin Stool, you could just have a low seat โ€” 

Tim Ferriss: Hunkering stool?

Nsima Inyang: Hunkerin, H-U-N-K-E-R-I-N, Stool. It was made โ€” this guy’s name is Kasey. He owns this company, Hunkerin Stool. It’s a low springy seat.

Tim Ferriss: Okay.

Nsima Inyang: Right? People will see, if they ever watch any of my videos, you’ll see me sitting on a Hunkerin Stool.

Tim Ferriss: Oh, I saw one of those in one of your videos.

Nsima Inyang: Yeah, it’s a low springy seat. So now you sit down โ€” 

Tim Ferriss: What do you use that for?

Nsima Inyang: You just sit down in a squat position.

Tim Ferriss: Oh, okay.

Nsima Inyang: You sit down in a low squat position.

Tim Ferriss: Okay, got it.

Nsima Inyang: So I noticed you have these low mats here that maybe people might sit on for meditation, but you have these things that will encourage you to get lower to the ground, right? So the sandbag, I also sit down on the sandbag as it’s low to the ground, and that helps โ€” that encourages me to get down in this low position, this low squat position, to become comfortable there. So now I’m not uncomfortable getting down to the ground, which is an essential thing that we need. A lot of us, some of us only get down to the ground when we’re doing martial arts. Some of us probably can’t remember the last time we purposefully went down to the ground on our own volition. Maybe you fell, right?

But can you become comfortable going down and coming up? Because now if maybe you do fall, it’s not as much of a struggle for you to figure out the puzzle of getting off the ground. It’s actually not even a puzzle. You just can’t.

Tim Ferriss: Well, Kelly, you mentioned Kelly Starrett, who โ€” he and I go way, way back. And we actually were in Japan together at the same time and went on this amazing trip with a group of guys. But on that trip, Kelly and I โ€” I mean, both of us, it’s kind of obvious when it’s pointed out, but in Japan, if you’re going to traditional inns and spending time in those types of environments, you are getting up and down all the time. And you are sitting cross-legged and you are getting up, and you’re basically doing Turkish get-up light all the time, right? You are constantly getting from that sitting on the floor position to fully standing.

And every once in a while, these are harder and harder to find, you’ve got a squat toilet, and it’s like, “That’s it.” And I remember asking one of my friends when I was 15, because I’d never seen a squat toilet, it was my first time out of the US, I’m like, “What the hell is this?” And I went to a baseball game and all they had was squat toilets. And I remember asking my buddy, he was 15 also, I’m like, “What do your old people do?” And he just started laughing, he’s like, “They’ve been doing it forever. They have no problem.” And I was like, “Wow.”

Can you imagine what would happen, how many ER visits and ambulances you would need if suddenly that were put in a US stadium? Forget about it. But the fact of that “greasing the groove,” right? It’s not like these 80-year-old Japanese people are doing tons of Jefferson curls and Turkish get-ups, but they are sitting down, getting up, sitting down, getting up, many, many times a day in a lot of cases.

Nsima Inyang: And even just that aspect of sitting on the ground. Think about the position that the back gets in, the deep knee-flexion that you’re getting. And many of these people can just comfortably sit in the Seiza position without a problem. The position of the ankles, the position of the knees, all these areas, when getting up and down off the ground, how healthy that is for your joints and your movement? That’s why it’s like, instead of thinking about all of this as exercise, how can we build our environment?

The places where we go, even if you’re at a cubicle at work, can you put certain things in there that can help you โ€” encourage you to move a little bit more, right? If you do that, that will make a lot of this stuff so much easier because it’s less about, “How do we program this?” And more about, “Let’s just touch this a few times a day.” After you become more comfortable sitting down in that low position a little bit more, picking up with that, with the rounded back, just casually picking up that sandbag. You’re not doing these things while warming up. You’re just doing them. They’re what you do.

Then, when you want to go progress it, it’s even easier because this is just how you move. For me, it wasn’t until I truly set my environment up to serve my movement ability that I started making bigger and just bigger leaps in my progress because it became less of, again, the structured workout that I have to go to the gym and do all the time to just, this is just what I do.

I can just pick stuff up. I purposefully hung up gymnastics rings so I can develop my skill of hanging once again, right? So I have those just hanging and the TVs right there, so I’ll just do some quick pull-ups and hang on it.

I set up this environment and so it’s almost like an environment of play. I have fun here, and I think if more of us did that, it would aid in our movement progression much faster than always having to go to a gym with four walls, fluorescent lights and get this workout in.

Tim Ferriss: Yeah. Also, I’ll bring up another person you would have a blast with if you haven’t met him. I remember I got so much shit, it was funny. I got so much shit when โ€” a lot of people were interested off the bat, but I also got a lot of shit when I did an episode on gymnastics strength training with a guy named Chris Sommer. Coach Chris Sommer, former coach of the national men’s team in the US.

Nsima Inyang: I think I bought his program years back.

Tim Ferriss: Yeah, GST.

Nsima Inyang: Yeah.

Tim Ferriss: And I remember there were a bunch of folks in various communities, I’m not going to name them, but they’d be pretty obvious, pretty belligerent online weightlifting communities. There’s a fair number and there’s like, “Bah ha, ha, ha. Now Tim Ferriss is into Pilates. Good luck with that. Good luck developing strength.”

And I’m like, let me see you do an iron cross, right? Let me see you do a planche with your feet off the ground, and then tell me that those guys or gals aren’t strong. Let me see you do that. But the point that I was just going to make is it doesn’t have to be with a bunch of ferns and chrome inside four walls.

You can get so unbelievably strong, and this is going to be old news to a lot of people, but with calisthenics and doing, if you want to try it here, I’ll give people something, they’ll be like, “Oh, this is so stupid.” I’m like, “Okay, try it.” Do something called pike pulses.

So, there are a lot of ways you can strengthen your core and abdominals and so on. This one, so put your feet, sit down on the floor, legs out in front of you. If you’re sitting up, that is a pike, and so your feet are straight.

Now what you’re going to do is put some strength into the toes, point them. And now what you’re going to do is reach forward on either side of your legs, not as far as you can go, but pretty far. You’re probably going to be on your fingertips on either side of your legs.

Now it’s very simple. All you need to do is lift your legs off the ground and just pulse up, keeping your legs completely straight, quads locked, and just bring your legs off the ground, bringing your knees to your chest. Good luck with that.

Do a couple of sets of 10 or 15 of those, and if it’s too easy on the first one, bring your hands forward four or five inches. If you can do it then do it again, most people will just be murdered by that. And that is, you do not need a lot of space. You could do that in the smallest apartment right next to your bed.

Oh, there’s so many good exercises. This is really inspiring me also, to get back. I really feel like my new chapter, I have to be careful not to be too enthusiastic and hurt myself, but it’s going to be a couple of fundamentals.

I’ll probably continue to do sumo deadlift in the way that I described it a la Barry Scott who trained Alison Felix way back in the day. That was in The 4-Hour Body stuff. But the sumo deadlift with no eccentric, I just find it just transfers to so much.

Kettlebell swings for sure. And I was very interested, people can probably find video of you doing this, but the pendulum.

Nsima Inyang: Yeah, the pendulum swing with some kettlebell juggling.

Tim Ferriss: Yeah. Haven’t gotten to the juggling yet, but different types of swinging. Rope flow to get into some new planes of movement. And then I think I’m going to re-explore some of the GST stuff. Because I recall doing some basic basic ring stuff. It’s like, look, I’m not going to win any awards here.

And then doing this is all body weight stuff. And I got so big. People thought, they’re like, “Oh, my God, how much heavy lifting you’ve been doing?” And I was like, “Zero.” Most of this is from also because my upper arms, my biceps were the biggest they’d been in probably a decade.

And people were just like, “Bro, what you on gear? What’s going on?” I was like, “No, I’m just literally doing straight arm tension. I’m not even doing any flexion. I’m not bending my arms. This is all ring work with fully locked arms. That’s it.”

Nsima Inyang: Dude, it’s great that you mentioned this because over the years, one thing that I try to do is I try to find stuff I’m interested in that I really suck at to improve at. I’m 250 pounds, so for me โ€” 

Tim Ferriss: You are a lot bigger in person than you’re, I mean, you’re big on camera. And then I was just like, “How am I going to find this guy?” And I was like, “Oh, he’s not hard to find.” Those quads are the size of my office. Jesus.

Nsima Inyang: But yo, man, calisthenics was something that for me, I think is a place that I’m not the strong, I’m not very, very strong at. Some of that can be attributed to my body weight, and I’ve been so excited at just really nailing down all of these calisthenic basics to continue to improve so that I can do more complex movements.

Because one of the things that I think that frustrated me with calisthenics years ago was like, gosh, these muscle ups, oh, I was always making excuses of my weight, but I was not strong enough with my body weight to do these things.

So, one of the things with calisthenics is also owning those basics, push-ups, dips, pull-ups, regressing the pull-ups if pull-ups were tough.

Tim Ferriss: Also like regressing, like ring turnout push-ups, incredible.

Nsima Inyang: Yes.

Tim Ferriss: I’ve had shoulder surgeries and stuff. The degree to which that has helped my shoulders just ring turnout push-ups.

Nsima Inyang: Scapular pull-ups. The strength of the scapula I think is something that a lot of people, as they’re doing calisthenics, they don’t realize is so important, and there are ways to isolate the scap and strengthen that with these movements. Right?

Tim Ferriss: Oh, God, yeah.

Nsima Inyang: I realized how weak my scapula was compared to a lot of other things. Like when I would be doing pull-ups, yes, the scapula is involved, but I wasn’t focusing on it, which is why a lot of progressions were elusive to me because my scapula wasn’t as strong.

So, I’m very excited progressing calisthenics, and I’m more so excited for the next five years. I think that in five years, six years from now, I can be pretty elite at calisthenics and it’s going to take me that long, and I’m okay with that.

That’s a ways away. But I know that chipping away at that skill is going to be one of those things that for me, when I’m 60, 70, 80 has those big maybe 40, 50, 60, 70, 80 has those big dividends. Because one thing is when you see people who are very adept with their body weight, they just have control of everything.

They’re very adept with their body weight strength, and these aren’t, you can lift weights. But just because you’re strong with a barbell or strong with weights does not mean you’re strong with body weight. I know many heavy people that can deadlift hundreds of pounds that struggle doing 10 pull-ups because they don’t have good control of their body weight.

Tim Ferriss: Or just because you can lift a lot of weight in a few movements does not mean that you’ve bulletproofed yourself against injury โ€” 

Nsima Inyang: Nope.

Tim Ferriss: โ€” either.

Nsima Inyang: Exactly. Exactly. And calisthenics is something that will show you those weak links with your control of your body and will help you improve with that over time. And your practice of wanting to โ€” rock climbing inherently adds the skill of calisthenics into it, so it’s a two for one.

I would love to do rock climbing, and the thing is, I do so much jiu-jitsu right now that it’s like I’ve got to pick between rock climbing and calisthenics. I’ll focus on the calisthenics bit and maybe do rock climbing here and there, but that’s a very good practice to develop that level of strength.

Because rock climbers, man, elite ones, and even non-elite rock climbers, just the way they can contort their bodies and have the strength through their grip, through their whole body, my gosh. It’s another amazing practice that’s awesome for longevity. That if you’re struggling to find something โ€” 

Tim Ferriss: Well, that was part of, side, a knee injury this past ski season. I was super bummed and I was in a great location, but I’m up in the mountains and the climbers are world class.

Nsima Inyang: Oh.

Tim Ferriss: So I started going to a climbing gym with my ski instructor who was also a very good climber. He sets routes and he’s very good, super technical. And in that gym, because we would go when I would typically want to go skiing, so let’s just say in the morning. These are work days so the gym was not empty because this was a popular competitive gym.

So, national team was there, silver medalist from the Olympics was there when we would go train, so it’s amazing to watch those people, number one. But secondly, what really motivated me was, yes, sure, I just love rock climbing because it is along with jiu-jitsu, it’s human chess. Those two are actually very similar in a lot of ways.

But what I noticed in this gym in particular was these groups of mostly women, but not always, mostly women who are in their 60s and 70s who were doing stuff that I could not conceive of doing. And they do this week in, week out.

I saw a guy and my buddy was complaining that he couldn’t go climbing because of a hip issue. And I saw the 70-year-old guy with a leg brace on climbing, and I took a photo โ€” 

Nsima Inyang: 70?.

Tim Ferriss: Yeah, yeah. With a full leg brace. He’d twisted his knee, and he’s like, “I’ll just use one leg and two arms and flag with one leg.” And I sent a photo to my buddy who’s younger than I am. And I was like, “Bro, I’ve got some bad news for you.”

And I was so inspired to see these people who are decades older than I am who are doing things that I could not even approach doing right now. And I was like, “Okay, this is a good sport.” This is a really good sport.

Jiu-jitsu too, if you play it smart, just like gymnastics. I can’t recall if Coach Sommer had a quote. It was something like, “There are aggressive gymnasts and there are old gymnasts. There are no aggressive old gymnasts.” It’s something like that. And it was just like, let’s not get too ahead of ourselves because the candle that burns twice as bright burns twice as fast situation.

What are the non-negotiable lifts? If we’re talking about just for lack of a better modifier, traditional lifts. The stuff that you could do that people could do if they walked down to a good neighborhood gym.

Are there any things for you that you’re, all right, these are some of the ingredients in my multivitamin? It’s just like I take the multivitamin every week. That’s how it works. A couple of movements.

Nsima Inyang: The first one would be a sled. The reason why I sled is because it is something that Grandma can do, and it’s something that the NFL linebacker can do. And it can be progressed or regressed to either level while causing probably most likely no issue to either.

The reason why I mentioned the sled before I mentioned something like a barbell back squat or a barbell deadlift, is because some people, when it comes to direct actual spinal compression, where the barbells are right here, they just can’t handle forms of that compression when moving through space yet.

Tim Ferriss: I mean, I probably shouldn’t handle it frankly, right? I’ve been doing back squats, but there’s definitely part of me that’s like, “Homie, this is not a good idea.”

Nsima Inyang: Yeah. This is the thing though, I think there are many forms of squatting one can do. We talked about sandbag squats. That’s not actually loaded. That actually feels really good because the weights in front of you, you are holding it. They feel safe, they feel good, they can be progressed.

But the sled is something that you can load that thing up, and if it doesn’t move, you just don’t have the ability to produce the force to push or pull it through space. I wish everyone would be able to work with a sled because it’s so safe and it has such a huge ability to be progressed or regressed to any level safely for literally everyone.

That’s why I’m starting there. Louie Simmons was someone who, and he was the owner of Westside Barbell, who passed.

Tim Ferriss: Legendary.

Nsima Inyang: Louie is the one who got Mark, and Mark introduced the sled to me, and it’s just, the sled is powerful. So, unfortunately it’s hard for some people to have that at home. I have a Torque sled at my house. It’s this TANK sled that you can wheel around.

Tim Ferriss: So, the Torque sled is not, it’s not on skids, it’s on wheels with โ€” 

Nsima Inyang: Wheels.

Tim Ferriss: โ€” mechanical resistance?

Nsima Inyang: Yes. And that one’s, again, they came out with a new one that I have, I forgot its model, but it’s one that you can literally swivel around. So, you’ve seen the TANKS where you have to push it, then you have to get to the other side and push?

Tim Ferriss: Yeah.

Nsima Inyang: This one. You can push, swivel and turn and push. It looks like a little Batmobile. It’s pretty โ€” 

Tim Ferriss: Oh, that’s cool.

Nsima Inyang: โ€” cool.

Tim Ferriss: Does that allow you to pull as well, or you’ll only push?

Nsima Inyang: It allows you to pull as well. You can hook a cable to it, and then you could also push and pull it. It has magnetic resistance, so you can increase the resistance so that the harder you push, the more resistance it gives you, so it can build to any level of resistance.

I have my mom, who’s 67, I have her come to my place so that she can do the sled multiple times a week. That’s why I have her come, because it’s something she can do and progress without pain. So, if people can just get themselves to a place that has a sled, it’s a full body movement from the feet to the hands.

Tim Ferriss: What does a sled workout look like? Or where does it integrate into a workout?

Nsima Inyang: Yeah. A sled can be a very meaty part of your workout if you learn to like it. The reason why I say learn to like โ€” 

Tim Ferriss: That exhale says so much.

Nsima Inyang: The reason I say โ€” 

Tim Ferriss: If you like swallowing broken glass, I have a piece of equipment for you.

Nsima Inyang: This is the thing, the slide could be a good first two, three minutes to get the knees warm when you’re moving forward and backwards. Or it could be a very metabolically taxing strength building workout that you can do for 20 minutes to get your heart rate up while also increasing your ability to produce force.

So that’s why I say when you’re pushing a sled, your heart rate will spike, your whole body will go on fire because you’re starting from your feet to produce force forward and pulling backwards. So it’ll spike the heart rate, but everything will start to get sore.

Your feet, your glutes especially, when you’re learning how to stack your body against that weight, you’ll see it. And people who are new on the sled, some of them aren’t familiar with getting their body in the right position to produce force forwards.

Tim Ferriss: They’re too upright.

Nsima Inyang: They’re too, the system’s very open. So upright, you mentioned, right? So, some people, they’ll start pushing a sled, their ribs will be in this flared forward position. Their pelvis won’t be in a neutral position, it’ll be tilted back, and they’ll try pushing, they can’t produce much force. You then, they learn how to โ€” 

Tim Ferriss: And just to, sorry. Just to paint a picture for folks. If you imagine a sled, all right, so it’s a sled, like a toboggan with weights on top of it, but what you’re holding onto, imagine you have two subway poles in front of you that are, I don’t know, 18 inches apart, 24 inches apart. Those are vertical.

You’re holding onto those, one with your left hand, one with your right hand, and then you’re pushing that. Right? And so we’re talking about the body position because this is going to be one of my follow-up questions is, what is the correct, what is your preferred position for pushing a sled?

Are you bent 90 degrees at the hips, staring at the ground with your head in line with your arms as if you were doing an overhead press? Is it, I don’t know, 20 degrees off of parallel to the ground with the upper body? What does it look like?

Nsima Inyang: So, this is where I think the power โ€” 

Tim Ferriss: I’ve wondered about this because I got a sled based on, actually, I think it’s Mark Bell, who I owe thanks for this. A very early, early, early stone age version of something like the Torque sled.

Nsima Inyang: Yeah. Was it from Torque or was it another company?

Tim Ferriss: I think it was another company. It was โ€” 

Nsima Inyang: Okay.

Tim Ferriss: โ€” like Xpro, X-P-R-O or something like that. I can’t recall. Sorry guys that I’m butchering it. But the challenge with that for me always was it was like, “God, I love this hip extension and glute engagement, and if I’m not careful, I feel my lower back.” So that’s what I need to account for. I would love to get back into sled, but โ€” 

Nsima Inyang: Yeah.

Tim Ferriss: โ€” I would love to hear your thoughts on just avoiding probably too much flaring and pointing my titties at the ceiling. It’s an exaggeration, but you get the idea, guys, if you’re arching your back unnecessarily. It’s a simplification. So, what would your prescription be?

Nsima Inyang: Level one for the sled would be learning how to create a neutral system when pushing the sled through space. So you’re inherently going to come forward a little bit. You’re not going to be vertical and pushing.

You’re going to be leaning forward a little bit, but you need to make sure that your rib cage is over your hips. So it’s like two bowls pouring into each other. When we were mentioning this open system flared, I know some people aren’t watching the podcast. Your rib cage would be โ€” 

Tim Ferriss: Yeah, flared. Imagine โ€” sorry. Imagine if you had a foam roller. You put a foam roller right below your shoulder blades, and then you basically bent your upper back to bring your head closer to the ground.

Nsima Inyang: Yes.

Tim Ferriss: That would be flaring, right?

Nsima Inyang: So you cannot produce a lot of force when you have this flared system. You also, it’s more difficult for โ€” 

Tim Ferriss: It’s super common, by the way. People who think they don’t do this, take videos of yourself doing varied exercises. It is so common.

Nsima Inyang: Yes, it’s extremely common. Another issue is maybe having, this is a little bit less common, but too much flexion, right? So too much bending when trying to push. You want to be in a neutral position, a strong neutral position where your rib cage is right above your hips.

Tim Ferriss: So, can you explain that to me? Because rib cage over my hips makes me think that I need to be upright.

Nsima Inyang: All you want to think about is, for example, the neutral position that we think about when we’re squatting down, that rib position, let’s now angle the body forward while maintaining that rib position and pushing the sled.

Tim Ferriss: Got it.

Nsima Inyang: That’s all it is.

Tim Ferriss: Okay.

Nsima Inyang: That’s going to be the position that allows us to be able to produce the most force while moving forward. Now, for some people, when it comes to the upper part of the spine, let me also mention this. This is the level one pushing and pulling position that we want our ribcage in.

Because for me, when I want people to progress what they do with the sled, it’s a very powerful tool to allow you to push and pull in different spinal positions. So you start off by pushing and pulling the sled with a neutral spine. Then you can start to push and pull the sled laterally.

So the sled is here, you’re here, you’re pushing the sled laterally. You’re pulling the sled laterally while maintaining a fairly neutral spine. But then over time, the strength that you can get the sled is that when you push the sled, you can push with more spinal flexion when you become more comfortable.

So you can learn to produce force with spinal flexion. And then you can learn so when you’re pulling the sled, you can learn to almost Jefferson curl pull the sled in deep spinal flexion.

You don’t start here, but when you become comfortable, and you’ve been doing this with very lightweight initially, you can be comfortable pulling this load with deep spinal flexion. That’s later on. And that’s, for me, where the sled has become super powerful.

Because what my goal is for myself and what I’ve done is I became very strong pushing and pulling stuff with a neutral spine. Then I pushed and pulled with spinal extension, purposefully putting myself in this position while pulling and pushing. I pushed and pulled in deep spinal flexion so that I could become very strong in this spinal position.

I push and pull in deep lateral flexion. So I’ll literally push the sled here with lateral flexion of the spine.

Tim Ferriss: That’s so scary for me to watch.

Nsima Inyang: I’ll pull the sled here with deep lateral flexion on the other side so that I can strengthen all of the positions of my spine with this implement.

This isn’t something you’re able to do with the barbell. You could do spinal flexion Jefferson curl stuff, you can do some lateral stuff, but the sled allows you to produce force on an object forward, backward, and to the side with that intent of movement.

Tim Ferriss: When you are pulling, how are you pulling? I know this sounds dumb, but do you have ropes attached to the sled like with the Torque sled?

Nsima Inyang: Yeah.

Tim Ferriss: How are you pulling it?

Nsima Inyang: So the Torque sled, there’s two ways that I’m pulling. When I want to get into deep flexion, I have this thing, it’s something that Mark made; it’s called a shake strap. It’s this strap that you’re able to, it’s like a cable attachment that you can put on a machine, but you can also put the sled.

And I loop my hands through it, right, so my hands are here, and then I’ll let my back bend, and then I’ll start walking backwards in deep spinal flexion with that pulling me. So it’s like, if you can imagine my โ€” there’s a video of this.

Tim Ferriss: I can imagine that.

Nsima Inyang: Imagine you reach through a hole and then grab it and it’s โ€” 

Tim Ferriss: Yeah, it’s right there.

Nsima Inyang: โ€” wrapped around the wrist.

Tim Ferriss: And literally โ€” 

Nsima Inyang: When I’m going backwards, I’m in this position while moving backwards. I’m in this deep spinal flexion.

Tim Ferriss: What about off the rack white belt version?

Nsima Inyang: Neutral spine.

Tim Ferriss: Neutral โ€” 

Nsima Inyang: That’ what I said.

Tim Ferriss: Right, but are you using the โ€” what’s it called?

Nsima Inyang: You can use either the sled attachment that, whatever sled you’re using, or you can most sleds have something that you can hook onto and then you can place that attachment, and then you can still push and pull with a neutral spine.

Tim Ferriss: I got it. What is that? What does Mark call that?

Nsima Inyang: It’s called a shake strap.

Tim Ferriss: Shake strap.

Nsima Inyang: Yeah. It’s called a shake strap.

Tim Ferriss: And he sells that somewhere presumably.

Nsima Inyang: Yeah. Everything that I’ve talked about, I put it all in a place called thestrongerhuman.store. It’s a website so all this equipment is there, but you can also find this at his website, which I believe is markbellslingshot.com. So, for the sandbags and everything, I mentioned ropes, it’s at thestrongerhuman.store.

Tim Ferriss: I was in the middle of nowhere, Italy, and I went to this gym, this tiny gym, and there was a slingshot there. And I took a photo and I sent it to Mark.

Nsima Inyang: Those things are everywhere. They’re everywhere. That’s one of the cool things about that. You’ll see them in the most random gyms, but when it comes to that, the basic version of the sled that Mom and Dad can do, older people, younger, everyone can do, push and pull with a neutral spine and learn how to produce force.

Slowly increase the load. When you feel comfortable, start introducing a little bit of play in your spine. But when you introduce this play in your spine, don’t move the spine out of that position when pushing and pulling.

Tim Ferriss: And probably drop the load.

Nsima Inyang: Drop the load. Absolutely, drop the load. It needs to be light. But let’s say for example, you start exploring with a little bit of spinal flexion when pulling the sled. You get into that spinal flexion, the sled is really light. You start pulling backwards. You’re breathing, you’re not holding your breath.

Your body learns, hey, this is actually a good position for us to produce a little bit of force in. We’re strong here. Versus when most people get in that position, there’s a breath hold. It feels unsafe. Something gets pulled.

So for me, now, the only reason I was able to progress this was because I worked on those regressions. And when a lot of trainers maybe see some of this, they’re like, “That’s unsafe. Just wait a few years. You’re going to blow your back out.”

Like, “No, I’m not going to hurt myself because my body knows that this is a good resilient position to be in. I’m not afraid of this position.”

Tim Ferriss: Yeah. There’s also, I mean, so that is definitely key to keep in mind if you’ve slowly conditioned yourself to be safe in those positions. There’s also just a lot of dogmatic, “Never do this” nonsense that has no backing.

The number of classes I’ve been in where they’re like, “Don’t lock your knees. Don’t lock your arms.” There are these posters that Coach Chris Sommer pointed me to. It’s a photo of this Chinese gymnast beast in a Maltese cross. If you want to know what that is, go check that out. And it just says underneath, “Lock your elbows.”

And it’s yeah, if you’re not dumb about it, our body, we have this full range of movement for a reason. Look, if you’re hyper mobile and this and that, you got to take it into account.

Nsima Inyang: Yes.

Tim Ferriss: But also, you’re allowed to ask questions about the rules. Make sure you understand why the rules exist and if the person can’t explain it. Interesting. Well, at least I cross examined it.

Tim Ferriss: Okay, so one topic that you wanted to make sure we touched upon is soft tissue work.

Nsima Inyang: Yeah.

Tim Ferriss: This is a topic near and dear to my heart, so take it away. Where should we start?

Nsima Inyang: So, again, so many things. I’ve met Kelly Starrett maybe three times, you know what I mean? I think he’s been on the show twice, and he’s come to the gym.

Tim Ferriss: Can I set the stage for people who have no idea who this is?

Nsima Inyang: Set the stage for Mr. Starrett.

Tim Ferriss: All right. So Kelly Starrett, famous for Becoming the Supple Leopard, which by the way, I’m not sure if he’s ever shown this photo. There’s a photograph of him in the gym that he started with his wife, which is him in a leopard print bathrobe, pulling a Zoolander. I’m not sure if that relates to the title of the book, but the point is, high-level PT performance coach, works with the highest levels of military, highest levels of athletics.

And also, this is important to me at least, is a practitioner, right? He walks the walk. I think for his, I think I’m getting this right, for his 40th birthday, and this is a large man. He’s a big boy.

Nsima Inyang: He is.

Tim Ferriss: He’s got to be 230, 240, 250, who knows. In that range. Thighs as big around as this table.

Nsima Inyang: He’s going crazy if he’s listening to you say this right now, by the way.

Tim Ferriss: Oh, yeah. Oh, yeah. No, I’m just going to keep laying thick.

His legs are ridiculously large. He is a very strong man. And for his 40th though, because you would look at him, you’d be like, okay, that’s a meat cube. I’m sure he is very strong in a couple of lifts. However, for his 40th, I think it was he wanted to power clean some ungodly number, and he can’t really use one of his wrists. So he catches the barbell in this half salute with one arm when he catches it on the shoulders. So there’s that.

So on his birthday he wanted to do that. He wanted to, I believe it was run an ultra marathon. And not just any ultra, but the Quad Dipsea, which is a killer, like a widow maker. You guys can look it up. It’s in Northern California. And do a standing backflip. So it’s like you would look at him, you wouldn’t assume all of these things are possible, and yet there you have Kelly Starrett. So that is, and โ€” 

Nsima Inyang: He did a backflip?

Tim Ferriss: Yeah.

Nsima Inyang: Yo.

Tim Ferriss: And also, formerly incredibly high-level world-class kayaker. So this is an athlete who now helps other athletes and many more non-athletes in addition to that.

So I took us on a bit of a sidebar. But you were saying, Kelly.

Nsima Inyang: I think everyone should own his book on Becoming a Supple Leopard because there’s so many concepts. I bought that book in 2013, and so many concepts or things that I’ve continued to build my knowledge pace on that have helped so much. One thing from that book that was just a small mention but went a very long way for me was keeping a relaxed face when doing myofascial release or soft tissue work. And when you’re doing soft tissue work, and we can just use an example, if you’re on top of a foam roller or you’re using a hard med ball, Kelly has his harder products like his Supernova product. It’s very hard and you roll on top of it. It can hurt because you’re now rolling your tissues on top of this hard piece of equipment. The instinctual thing to do was grimace and make faces.

Tim Ferriss: Give me this.

Nsima Inyang: And what happens, even when I did that instinctively I tightened up right here. And those tissues, they bind up to try to keep you safe. You hold your breath, you tighten your face. You’re not able to get as deep into the tissues that you’re trying to work and help become more supple. So Kelly’s advice is like, “Get rid of your pain face.” Stop, right? Because inherently, if you just try to get this loose, get this relaxed, you’ll start to probably breathe. You’ll start to get deeper into those tissues. The soft tissue work will work better. That’s the goal of that.

Tim Ferriss: Why is the soft tissue work important?

Nsima Inyang: The soft tissue work is important because what I’ve found is that when you have certain tissues that are too tense, earlier in our conversation we’re talking about not holding the breath so that you’re not holding onto too much tension, but what tends to happen for many of us is we have different areas of our body that hold more tension than others. And what soft tissue or self-myofascial release does is it helps you search for areas. You’re tacking down certain tissues, that feels good, that feels good, ooh, that feels gummy.

You’re doing work on that, whether it’s with a med ball or a Body Lever, which is the leverage tool I showed you. And when you’re able to breathe and work through those areas, what you’ll find is when you again work through that and it’s not as painful, you go and you move again, you might have extra range of motion. You might have less joint pain in a joint that’s lower or high of the area that you were just working. And a goal of this is to have that tissue state that you create after doing soft tissue work, have that be your default.

Tim Ferriss: Yeah.

Nsima Inyang: That’s the goal.

Tim Ferriss: Yeah. Let me mention just a few things here too. One is going to sound super bougie, but I’ll say it anyway. Even when I was driving around in my POS, hand me down minivan, and making next to nothing out of college, body work again, like scale it down. If I had to go drive into the most dangerous part of San Jose to the most sketchiest massage place just to pay for a 30-minute massage because I couldn’t afford anything, I would do that.

So bodywork and soft tissue work is something that has just been a non-negotiable for me forever. And it doesn’t fix everything. It’s not a panacea, but just to get into the microdosing movement, you can also microdose massage in terms of self soft tissue treatments. 

So before bed, pretty much whenever I’m at home, certainly before bed, I always roll. And that is not just to work on the tissues, it’s also to down regulate. And I’m not sure if there’s any science to back this, but it feels like it helps me shift into more parasympathetic state, helps with sleep.

Nsima Inyang: Yes.

Tim Ferriss: And I do literally it’s five minutes, I would say. Probably no more. Typically lower body, not a lot of upper body stuff. But as a result of that tiny, tiny continual dosing, it’s like when I do get body work, it’s very common they’re like, “Wow, your muscles are very easy to work with. What is the story here?” And it’s like, “Yeah, it’s just flossing.” It’s the daily practice of doing that soft tissue work.

And I haven’t used it yet, but I’m excited to use โ€” maybe you should just put โ€” maybe the person who owns this product, so they should maybe in quotation marks, just call it the “Nutcracker.” I think of a Nutcracker, what is it called? The Body Lever.

Nsima Inyang: The Body Lever.

Tim Ferriss: The Body Lever. It looks like a giant nutcracker that you can, with your arms, use to compress your leg, or your abdomen, or you could brace it against a leg and use it to benevolently crush your arm to do forearm stuff. I mean, it looks very, very flexible. Rock climbers have used something, I think they probably have rebranded it now, called the Armaid, just specifically for the forearm stuff.

Nsima Inyang: I think there’s a company, maybe Rogue, they had this thing that you could open up and clamp down on your legs and arms.

Tim Ferriss: Yeah, very, very similar idea. So I’m looking forward to using that. I remember I saw you, maybe it was in the same video, I feel. But you were in a sauna with a proper banya hat on, with the nutcracker on your leg. And I was like, ooh, I want one of those. And I actually took a screenshot and sent it, small world, to Kelly Starrett. I was like, “Starrett, where do I get one of these nutcrackers?” And lo and behold, full circle, and now I shall have my nutcracker.

What โ€” 

Nsima Inyang: It’s here today.

Tim Ferriss: Oh, yeah. Oh, amazing. All right. Look at this. Christmas comes early.

What other types of, because when people think soft tissue, there are right and wrong ways to do this. Not everything delivers the kind of benefits one might hope, right? So for me, I mean, this is very 101, but it’s like if I find an area as I’m rolling out my IT band on my vastus lateralis, and the outside of the quad tends to get very, very tight. And if I find that gummy painful spot, it’s like, okay, you don’t just gloss over that. Let’s sit on that for a while.

Nsima Inyang: Yeah. Mm-hmm.

Tim Ferriss: Also, using vibration even. Now they have Theraguns and stuff. I used to use a Hitachi Magic Wand for this, funny enough, if people โ€” 

Nsima Inyang: Wait, what?

Tim Ferriss: Popular with lesbians.

Nsima Inyang: You really โ€” bro. Okay, I could see that working. Yeah, yeah.

Tim Ferriss: Yeah, yeah. So multipurpose, but using percussion devices for sure. Also, when I’ve located through foam rolling that painful spot, going to it with a theragun or something like it. A million different devices you can choose from.

Any other particular types of soft tissue work that you like to do?

Nsima Inyang: So let’s just start with probably some of the easiest that you can manage. People like Gua Sha. You can get yourself a Gua Sha tool. You could pull out a butter knife.

Tim Ferriss: Yeah, right.

Nsima Inyang: You could pull out a butter knife, lotion up an area that you want to work. Let’s say that you do a lot of gripping and your forearms are tight. Pull that out, get the area lotioned up, and then start to work those areas. Concepts when doing soft tissue work with any implement is number one, you have to breathe. The thing that people, I think makes it hard for people, makes them not want to do it, is they do it, they feel tension in a certain area. They hold their breath. They tense up. It doesn’t loosen up because they’re too tense. And it’s a bad experience, so they don’t come back and do it.

Tim Ferriss: Yeah.

Nsima Inyang: So just like we were talking about how when you’re doing exercise, you need to regress it to your pain-free level stress.

Tim Ferriss: That’s true, yes. I was just going to say the same thing.

Nsima Inyang: It’s not that you regress your soft tissue work to a pain-free level, but you regress it to a level that you can breathe, and try to relax while dealing with the pressure you’re putting on yourself. So if you’re putting so much pressure that you just have to go like that, you decrease the pressure. You’re not ready, dog.

Tim Ferriss: Which is also true with manual therapy. If you have somebody working on you. If you’re bracing, or holding your breath, or making a pain face, it’s too much pressure.

Nsima Inyang: Yeah, absolutely. Way too much pressure.

So that’s something that can help you actually make progress with the practice, because if you can keep that as your North Star, try to relax my face, make sure I’m breathing, and putting as much pressure I can manage if I’m keeping these two things in line, you can progressively overload the amount of pressure you place on your tissues, right?

Tim Ferriss: Yeah. I mean, just to pull something out. This is, I can’t remember who told me this, but it’s from Thai massage. I mean, who knows if this is originally from classic Thai massage. But a very, very, very good Thai massage therapist, which is an incredible art form, incredible, said to me, “There’s no such thing as too deep, only too fast.” So it’s like you can get really deep with a lot of pressure. You just can’t get there too quickly. And you can apply that to self massage.

Also, there’s a guy, Jason Nemer, co-creator of something called AcroYoga, amazing Thai massage therapist also. And he’ll just use his forearm and his elbow on his own arms, on his own legs.

Nsima Inyang: Yes.

Tim Ferriss: You don’t necessarily need a whole magician’s kit full of tools. You can also just use your forearms.

Nsima Inyang: Exactly. Tennis ball at home. I think some tissues that people really leave out of the mix are their feet, especially the bottoms of his feet.

Tim Ferriss: I was just going to say this little looks like a tennis ball called Rubz, R-U-B-Z, but it’s got little nubs on it.

Nsima Inyang: Super hard, or is it softish?

Tim Ferriss: It’s pretty hard.

Nsima Inyang: Super hard? Okay.

Tim Ferriss: Yeah, it’s pretty hard. But just I will travel with it, and it’s like the amount of relief you get systemically from rolling out your feet. And I think who I picked that up from is Ed Corney, actually.

Nsima Inyang: Okay. Okay.

Tim Ferriss: Yeah. Yeah. He talked about decompression, a certain type of hanging. He has a very particular device. And then I’m pretty sure he talked about rubbing out the feet because he said it helped with his knee pain. I was like, huh, I think I’m going to try that.

Nsima Inyang: I’m really happy you mentioned that about Ed, because when it comes to soft tissue there are many people within the sphere of fitness, especially on the evidence-based side of fitness, that when people talk about soft tissue work, the only thing, the only rebuttal they have is like, “Well, there’s really no research to back that up, and it’s probably placebo. If it feels good, go ahead and do it, but there’s nothing really to prove it works.” And the frustrating thing about not just that, but many aspects of evidence-based fitness is that there’s a waiting game to wait for a paper to tell you something works that’s probably been done for centuries in many different cultures for a long time. Massage and soft tissue work has been a panacea for so many different groups of people around the globe. But we have people in exercise science that want to discount it because they don’t have a paper that proves this efficacy.

Tim Ferriss: Yeah.

Nsima Inyang: So that’s why, don’t get me wrong, I’m not saying evidence-based work isn’t helpful, but don’t allow evidence-based studies to block you off from trying something that might just be really beneficial for you.

Tim Ferriss: Yeah.

Nsima Inyang: That’s all.

Tim Ferriss: Yeah. Let me add something to that because this is definitely a nerve for me as well. It’s like, all right, look, science is amazing. Okay. The scientific method as a structured way of not fooling ourselves, incredible tool for humankind. I mean, indispensable. And Western medicine, I’m going to say, and this is going to be controversial, the most effective healing system ever devised on the planet, period, full stop.

If you look at infant mortality, reductions in infant mortality, the advent of antibiotics, I mean, this is an incredible system of healing, as are many others. All of that said, as someone who has been involved with supporting early stage science now for more than a decade, science is fucken expensive, and it’s really slow.

Nsima Inyang: Yeah.

Tim Ferriss: And what that means is also within the realm of exercise science, it’s like you don’t want to fool yourself so you should be scientifically literate. Yes, you should pay attention to the literature if you can. Yes, by the way, that takes some training to get to the point where you can actually read something like that properly.

However, there are so many incentives that will prevent most studies from ever getting done that you could be waiting forever. And especially in the realm of exercise science, where it’s like you’re not experimenting with a speculative type of invasive brain surgery in some far-flung third-world country. It’s like, no, try some soft tissue work. Who cares? The downside risk is so minimal. See how you feel. Learn to trust your body again. Which is another reason why I, more and more so, and it’s not valuing it more so, but increasingly value movement, because it teaches you to get reacquainted with the subtleties of feeling your body, which autopilot linear movements in the gym do not automatically do. Do you know what I mean?

Nsima Inyang: Yes.

Tim Ferriss: And then you can become a better gauge. And look, this isn’t to pat myself on the back, but as you do more of that, it’s like when we were doing the rope stuff this morning and I was like, oh, I feel like I’m flaring. I feel like I got a little too high on that right foot. And it’s like you develop these sensitivities, and then when you have, and look, again, I’m not Baryshnikov, or I’m not a surgeon with the most delicate hands in the world, can’t read Braille. But as you develop that, you can then trust your body, right? It’s like, all right, you’ll begin to pick up patterns.

And also, I think I had too many exogenous ketones, but lots of personality, I’ll keep going for a second. The other thing, and this came up through my archery in the last six months, because I was training with amazing guy, Jake Kaminski, two times silver medalist. One of the most successful archers the US has produced in the last 30, maybe 50 years. And he, like me, takes meticulous training notes, including soft tissue. So that if he had a problem, he’s like, “Hmm, this rib is slightly out,” which is a really common issue with archery. He could be like, “No, it’s not the last workout.” He identified through patterning because he shot a million plus arrows easily. He would look back and he’s like, “It’s usually five or six workouts back.”

Nsima Inyang: Yeah.

Tim Ferriss: And I could identify either what helped me, or what the problem was. And similarly, it’s like, just experiment. Take good notes. Try not to fool yourself, and keep what works, ditch what doesn’t.

Nsima Inyang: Ditch what doesn’t.

Tim Ferriss: But man, the soft tissue stuff, it’s so incredibly helpful. And I wanted to add also, just because I mentioned the pre-bed, not to totally hijack this, but so it goes.

Nsima Inyang: You can. Okay.

Tim Ferriss: You mentioned rope flow prior to bed, if I’m not misremembering. That was not on mic, but do you do rope before bed?

Nsima Inyang: Yeah. I’ll do some nights it’s maybe three or five minutes. Some nights it’ll be just flowing for 20 minutes outside my house, just relaxing.

Tim Ferriss: And you were saying that also it helps to alleviate the morning stiffness the next day.

Nsima Inyang: Yeah. Okay. I’ll come back to the soft tissue thing in a second. But Mark and I were having a conversation early last year, and we were like, man, you just wake up. What can help us just get rid of waking up in the morning, just feeling that morning stiffness? Not morning wood, just body stiffness.

Tim Ferriss: Don’t want to fix that.

Nsima Inyang: Right, don’t want to fix that. You want that. That’s a good sign of hormonal health. But the general morning stiffness where you got to wring out your body a little bit. So I thought about that for a while, and then I just started doing rope flow before bed. And the first night I did rope flow before bed, which wasn’t something I usually did. I usually just like, I’d come home, work, maybe take a walk, go to bed, wake up, do rope flow, feel amazing. Did rope flow before bed, woke up the next morning. It was just like, ah. Really, I just felt like I didn’t need to โ€” my body was already lubricated. That’s what I felt like.

And I was like, okay, maybe this is just a one night thing. But I then noticed that the nights that I didn’t do some rope, and all it is is rotating before bed. Let’s just call it that. If you have something that you can get some natural rotation in before bed, cool. If you have the rope practice, cool. But getting that natural spinal rotation in before bed will help you feel better when you wake up in the morning, and your back will not feel as stiff. You know what I mean?

It’s huge. So the reason why I know it works is because I have nights where I don’t do it. And I’ve also told many people in the stronger human community to try that and let me know what they feel. And everyone that does it wakes up feeling better in the morning. So I know that it’s one of those practices that if you have a practice where you do some soft tissue work, don’t stop the practices you do, just add in three minutes. Do two to five minutes before you go to bed. Two to five minutes.

Tim Ferriss: Yeah, scale it down. If you’re like, “I don’t have 10 minutes.” It’s like, “Okay, you do one minute.”

Nsima Inyang: Every case.

Tim Ferriss: It’s like, oh, I can’t do one minute. It’s fine. Do three passes on the IT bed on each leg on a foam roller. Come on.

Nsima Inyang: Yeah. Yeah.

Tim Ferriss: It’s like there will be a point at which you have no excuse. And I’ll add one more thing, which I guess I accidentally omitted from my mind as soft tissue work, but it’s definitely soft tissue work. And this is something that has stuck for me big time and I’ve passed on to a lot of friends. Also, to give credit where credit is due.

So my mid-back was bothering me. I had this really old injury and my mid-back was really spasmed. And I was doing hand balancing practices 100 years ago with a guy named Andrii Bondarenko. And I didn’t train with him much. I mean, the guy is a phenom. He is a, or at least at the time, was a top Cirque du Soleil performer, famous for one armed hand balancing, like one arm handstands. He’s not a big guy. Who knows? He probably weighs 130 pounds, maybe 140. Maybe of people I’ve met personally, the most incredible combination of strength and mobility that I’ve ever seen.

Nsima Inyang: What’s his โ€” I’ll get his name after. I need to write that down.

Tim Ferriss: Yeah. Andrii, A-N-D-R-I-I, Bondarenko. And I think his Instagram is just Andrii Bondarenko, excellent teacher. And we did some hand balancing stuff, and I was explaining my back issues and he’s like, “Oh, you need to get one of these mats.” And the mat was, I ended up getting the Nayoya Acupressure Mat.

Nsima Inyang: Is this like a Shakti?

Tim Ferriss: It might be the same thing. There are a bunch of imitators too.

Nsima Inyang: Okay.

Tim Ferriss: There’s one called Bed of Nails. The basic idea is it’s like a thick towel with plastic golf cleats covering it.

Nsima Inyang: Yeah, yeah.

Tim Ferriss: And then there’s one for the neck, and it fucken hurts. And even to this day, I’ve done it hundreds of times, if you’re a little sensitive, especially if the tissue’s inflamed, it hurts. If you stick with it past three or four minutes then your body chills out. And I typically stay on 10 minutes.

Nsima Inyang: Yeah.

Tim Ferriss: The reason Andrii introduced it to me is his coach, when he used to do team acrobatic competitions, which is a big thing in Eastern Europe and other parts of the world, where you have guys โ€” it’s almost like if you could imagine cheerleading plus, plus, plus, plus, plus, where you’d also have male only teams, female only teams, where you’d have a flyer, someone who’s doing crazy acrobatics. That would be Andrii who would get shot into the air, with guys who would make a, they call it, a basket with their hands. People can look this up.

All those guys would just be beaten to hell. And the coach would make all of them lay on one of these for 45 minutes after every practice. And I started using it and I was like, okay, I have no idea how this works. All I know is man does this work. And before bed, especially with a lot of my back issues, that is non-negotiable. And I’ll give one trick for folks also. If you have low back issues specifically, traveling with the whole kit and caboodle is a pain in the ass. Just take the neck attachment, travel with that. That’ll fit easily into most suitcases. And then you can lay on that for your low back on the carpet in the hotel or whatever for 10 minutes before you go to bed. Resolves 50% of my low back issues for sleep. It’s incredible.

Nsima Inyang: So the cool thing about this is it’s really simple as to why this all works, blood flow.

Tim Ferriss: Yeah.

Nsima Inyang: You bring pressure to an area, you drive blood and nutrients to that area after pressure is relieved. So when you have that on your back, or you have that on your whole back, because I actually have the same thing at home. I have it in a box. I need to bring it back out. Because I did it for a while and I was like, oh, it’s cool. I like it. It helps me relax, but I didn’t keep it. So I’m going to bring that back now that you mentioned it.

But all these things, they’re driving a bunch of blood to that area, which now when you get up you feel relief in those areas that you brought a level of pressure to. And that’s why it’s so good for healing of specific areas. And that’s why when it comes to soft tissue, I don’t just do the hot areas that most people would think about, like maybe the quads or the forearms, et cetera. I hit my whole body throughout the week. So I’ll do tissue work on my head. I have a tool that I’ll use. And while I’m in the sauna I’ll get on my temple, I’ll get on my head, I’ll get on the back of my neck. I’ll get here.

Tim Ferriss: Must make people comfortable. This is not like you’re in a public sauna.

Nsima Inyang: I have a sauna at home.

Tim Ferriss: Okay.

Nsima Inyang: But when I do go out to the public sauna, I do take a Gua Sha tool and a Body Lever with me, and I will hit that stuff in there. And usually people are like, “What are you doing? That looks like, it feels so good.” So I’ll give them the Gua.

Tim Ferriss: Yeah, yeah. You know what? That’s not so bad. That’s not so bad. I mean, I’ve been to some of the OG, Russian, Turkish baths in New York City, and there are these old guys from the old country who are shaving their chests in the sauna. And I’m just like, “Bro. That’s not okay.”

Nsima Inyang: You shouldn’t be able to do that.

Tim Ferriss: It’s not okay. I’ve seen it on multiple occasions. So the point I’m making, Nutcracker, fine. I’m okay with it.

Nsima Inyang: Absolutely. But that’s the thing. You’re bringing blood flow to all these areas. And if you can โ€” going back to what you were mentioning about learning how to heal yourself, that’s what this is.

Tim Ferriss: Yeah.

Nsima Inyang: Body workers are essential. They’re great. I have no issue with them. But I think that if you’re someone who you go to a body worker and it’s usually maybe a two-time-a-month thing, because that’s what most people can afford, usually it’s like once or twice a month. Now you can go to a body worker multiple times a week because you are your own body worker. You learn to find the areas that โ€” 

First off, you learn that when you put pressure in a certain area you get release somewhere else, so you take a mental note. And at this point, for me, I know that when I’m feeling a little something in this upper part of my glute, I know what to hit. If I’m feeling something in my wrist, I know what to hit, my forearm. I have these reference points of how to heal myself because I’ve become familiar with pressurizing my body.

And you learn these things. You know what I mean? And anyone can learn this. You don’t have to have a degree with a bunch of schooling on this. You just have to touch yourself.

Tim Ferriss: Yeah. That’s it. You just have to experiment.

Another one, and I actually owe Dustin Moskovitz the thank you for this, co-founder of Facebook, now Asana. It is the worst branding, which is why I always forget the product name. It’s like the Back Buddy. It basically looks like a very tricked out Pimp my Thera Cane. So a Thera Cane would be like a plastic candy cane that allows you to get to points on your back that at least I am completely unable to touch.

And then there’s one that looks more like an S.

Nsima Inyang: Yeah. Okay.

Tim Ferriss: I’m pretty sure it’s called Back Buddy. People can look this up. If you just search Dustin Moskovitz Back Buddy I’m sure the right name will come up. And I have one of these everywhere I go as well because there’s no way, in terms of soft tissue work, me doing good work on my back is going to be a little tough for getting very focused attention.

Nsima Inyang: Yeah.

Tim Ferriss: All right. Anything else to add on the soft tissue side of things?

Nsima Inyang: Yeah. In terms of equipment, Amazon has med balls. So you can get yourself a med ball on Amazon.

Tim Ferriss: That’s a ball name, medicine ball?

Nsima Inyang: Medicine ball, yeah. Because that can allow you to โ€” and they’re inexpensive. So you can roll on top of it, on top of your hamstrings, your quads. You can do some torso work. But it’s a good inexpensive tool for you to get yourself some soft tissue work.

Tim Ferriss: And just for clarity. You are rolling on top of it, or you are rolling the medicine ball on top of your leg, as an example?

Nsima Inyang: You’re on top of it.

Tim Ferriss: Yeah. Yeah. Okay.

Nsima Inyang: You are on top of it, using the pressure from your body to put into that ball.

Tim Ferriss: Ah, yeah. I got it.

Nsima Inyang: So I would look at these are different types of pressure. The med ball allows you to put your own pressure into that implement. So there’s that. I think there’s this woman called Jill Miller. She has on Amazon Tune Up Fitness Balls is what they’re called.

Tim Ferriss: Okay.

Nsima Inyang: I like those specifically because they’re not extremely hard. They have a tad bit of give. They’re hard, but they have a bit of give so you can really sink yourself into it with that pressure. So I would suggest instead of, because most people they want to get the hardest balls, but the thing is hard, hard instruments, especially when you’re pushing or pressurizing into them, they can almost make most people back away from that resistance. Most people need to use a slightly softer implement to ease themselves into this soft tissue work before moving towards the Kelly Starrett Supernova, or his Peanut, or any of these harder implements.

Tim Ferriss: Yeah.

Nsima Inyang: So that would be at some type of pressure. The Body Lever allows for a leverage type of pressure, where now you are pressing two things into each other and you’re finding that type of pressure. And then it also allows you to kneed, like you would at a massage with a masseuse. You now can use that pressure to knead.

Tim Ferriss: Yeah.

Nsima Inyang: And then, as far as other implements, there are Gua Sha tools that you can get from different companies, Amazon or whatever, where again, it’s this rubbing pressure. You want to have these implements that provide you different types of pressure so you can do whatever it calls for on any given day. Yeah.

Tim Ferriss: All right. Let me ask, just because I have to ask, or my OCD will not allow me to proceed, or at least not land the plane on this conversation. Nordic curls. What are Nordic curls and what does your resume look like with respect to Nordic curls?

Nsima Inyang: The Nordic hamstring curl is something that I started doing again after I met my buddy, Ben Patrick. I wasn’t able to do a Nordic curl when I first met him.

Tim Ferriss: Okay, so explain what a Nordic curl is.

Nsima Inyang: A Nordic hamstring curl โ€” 

Tim Ferriss: Is this also something you should not just run out and try without supervision?

Nsima Inyang: Don’t do it. Don’t do it. Regress it. If you try a Nordic curl, most people will pull their hamstring.

Tim Ferriss: Yeah.

Nsima Inyang: A way that you could do a Nordic curl would be, let’s say there’s a flat bench. Let’s imagine that you have your knees on the bench. You could strap your ankles into the bench, and the goal is to lean your torso down, almost just like you’re leaning your torso down, all the way down, and then come up with the strength of your hamstrings. So you’re not slamming down, you’re not just falling, you’re going down slowly. And the hamstring strength is going to be the limiting factor if you are able to control yourself down or bring yourself up.

Tim Ferriss: Yeah. So, exactly. It’s so much hard. I mean, it is hard the way you describe it, and it is even harder. I have a Sorinex machine for the Nordic hamstring curl.

Nsima Inyang: I have a machine at home too.

Tim Ferriss: Yeah, I haven’t touched it in a long time. It’s a little dusty at this point, but imagine I’ll give another visual for folks. So imagine that you had a nice thick memory foam at the edge of a pool, so you could put your knees down without your knees hurting, and then a really fat friend came behind you and just sat on your ankles. So now you can get to your max height on your knees. So your hips are kind of in, your knees are in line with your hips, which are in line with your shoulders, and your fat friend is sitting on your ankles, but you’re comfortable in the memory foam. And then without breaking at the hip, right? Keeping the knees, hips, and shoulders in line, you put your hands behind your back and then go all the way down so your nose touches the water and then come all the way back up. It is so fucking hard. And then how does this fit? Why the hell am I asking you about Nordic curls? There must be some historical reasons.

Nsima Inyang: So I saw that a few years ago. I saw that Tyreek Hill did a certain amount of Nordic curls.

Tim Ferriss: Who is this person?

Nsima Inyang: Tyreek Hill is an NFL player. I don’t watch much football, so I forget the team he plays for, but he’s like, people see him as he’s one of the fastest, if not the fastest player in NFL. And one thing, and a trend you notice amongst a lot of guys who are very fast is that they also have the ability to do a few, if not many Nordic curls. One thing about the Nordic hamstring curl, there has been some research to back this up, but it doesn’t mean you have to do Nordic curls if you want to build resiliency in sprinting, but they progress Nordic curls on athletes that sprinted. And these athletes all had less occurrence of pulling their hamstrings because of the amount of strength that you build in your hamstring at length. Because you notice at the end range of a Nordic curl, your hamstring is at this length and position with stress on the hamstring, which is why if you’re new to the movement, you need to regress it because you could pull your hamstring in that position. It feels โ€” 

Tim Ferriss: Pull a hamstring, by the way, is not like, “Ouch, that hurt. Let me sleep on it. Now I’m okay the next day.” Typically, it’s not one of those.

Nsima Inyang: It’s not nice. So when Ben talked to us and told me about the Nordic curls, I tried one, couldn’t get it, and I was like โ€” 

Tim Ferriss: What did this NFL guy do?

Nsima Inyang: Oh, I forgot how many, I think Tyreek did maybe 12 or 13? 12 or 13. So what I wanted to do is I wanted to progress Nordic curls, and when I saw Tyreek’s video, I was like, “I want to do more than Tyreek.”

For me to progress Nordic curls, I started at the basic regressions. I started first off having a bench higher and going with limited range of motion, so not going all the way down, finding where my body would not be able to handle the pressure and going to that range, repping that out. Slowly lowering down, took me a few months to lower down to a flat bench. Then I was able to finally do one Nordic curl. Then I would do a curl where I would go down and push myself up and give myself assistance. And over time that built, and then I think, correct me if I’m wrong, but I think in the video I managed to do 18 Nordic curls. I’m not sure if I did 17 or 18 Nordic curls.

Tim Ferriss: Something like that. I mean, look, I’m relying on, I’m relying on some deep research here. So let me take a look here. I mean, I think we should pull up the tape.

Nsima Inyang: We’ll have the video here. We’ll have some footage here.

Tim Ferriss: Deep research says that the previous record Tyreek was 10 and you did 15.

Nsima Inyang: There we go. Yeah.

Tim Ferriss: But the point is, the differential was substantial from a percentage standpoint. You did not just eke out, barely beating the record. You beat the record substantially.

Nsima Inyang: And this isn’t like a world record. I think there’s a guy who, he’s much lighter, but I think he managed to do 25 Nordic curls or something like that. So it’s like I’m not the guy in the world who’s done the most Nordic curls, but I wanted to be Tyreek. If I’m to be Tyreek in one thing, because I’m not faster than Tyreek, it’s going to be doing more Nordic curls.

But it’s one thing, a strength coach who I respect so much and he’s taught me a lot through the show and through what I’m able to see him do with athletes, Ian Danney. He’s someone who I love his work because he’s someone who takes everything that we’ve managed to talk about here, and he applies it to different athletes he works with. So he’ll have certain athletes that he progresses a lot of Nordic curls with, he’ll have athletes that he does different soft tissue work with. He has athletes that he purposefully has them do certain types of static stretching, which certain people are like, static stretching isn’t good for you, but Ian knows when and where to apply these different modalities, rather than saying, “That’s just bad, we shouldn’t do it.” Ian is someone who understands how to use all of these things holistically to make progress and that’s something that I really think most of us should try to do when it comes to our personal physical practice. 

Tim Ferriss: All right. So bone density. I have lifted most of my life and in certain segments of my body, I was shocked to find, I think partially due to the back injury and reducing certain types of loading. But I have below average bone density in a few segments of my body. Not all, it’s like the average is fine, but averages can be super misleading. You’ve got to be careful with the averages. So the average on DXA, great, but in certain segments way below average. So I was like, “Hmm, I’ve been thinking about bone density a lot.” For longevity and health span, you want sufficient bone density.

There are different ways to catalyze the adaptation of increased bone density: compression (lifting), tension (isometrics), impact (jumping), and then rotation, which is certainly for me, and I think for a lot of people, whether they consider themselves athletes or not, that is an obvious omission a lot of the time. And that could be mace, kettlebell, juggling, rope.

Nsima Inyang: And that’s more so pulling at the bones. So that rotation, it is rotation, but it’s also pulling these segments.

Tim Ferriss: I Got it. I got it. Okay. So you need more tension. So rope may not be actually a great example, but the kettlebell would be since it’s at the end of a kinetic chain that’s getting elongated or at least, and stretch in that sense.

Nsima Inyang: Yeah.

Tim Ferriss: Okay, got it. All right. Aging insurance, certainly. This is something I think about a lot with aging parents as well and really trying to, I was talking to a doctor I know really well and he is like, “Yeah.” I call my parents’ trainer and I just say, when I see he’s like, I just say “Make them cry. You have to make my parents cry,” because they need the bonus. You have to load it, it can’t be comfortable or at least overly comfortable. Anything else that you’d like to just add on? Bone density?

Nsima Inyang: Yeah, I think that, okay.

Tim Ferriss: Oh, also another one. Just because the one place I’m happy to spend a lot of money is on very, very, very good doctors. And I’m fortunate to have really good doctors. You have to ensure you have adequate calcium absorption and that you are not taking things that could over time interfere with calcium absorption. So in addition to the stressors, you’ve got to pay attention to what you’re able to absorb.

Nsima Inyang: On my YouTube channel, I have a video that I made. It’s like 40 something minutes on bone density that goes into everything.

Tim Ferriss: All right, great.

Nsima Inyang: It goes into all of this. So if you guys want to spend some time and go and watch that video, it’s going to be worth it for you. 

But one thing I want to mention, I’m happy you mentioned the jumping thing because jumping is something that we just literally stopped doing. Some people, it’s something that I stopped, I was a soccer player for years, and when I got into a certain form of practice, there was a point where I didn’t jump for years unless maybe I was just doing a random box jump here and there, which I ended up being really crap at because jumping is something I stopped doing. And what happens to many people is because they slowly stop getting off the ground, there comes a point where they never jump again and then they’re 40, 50, 60, they jump, they pull something and then they’re like, “I can’t do this.” Because they can’t, first off, they don’t have the strengths to propel themselves off the ground, but they also don’t have the elasticity to be able to land and handle the force from the ground.

Tim Ferriss: Yeah, exactly. It’s not the jumping, necessarily, that the problem, it’s the landing.

Nsima Inyang: It’s the landing. So I think something that can be a great investment for many people, including those that are older is a rebounder. A rebounder is a mini trampoline that you can have.

Tim Ferriss: Yeah, little trampoline.

Nsima Inyang: There’s many brands. Bellicon is like the Rolls Royce of rebounders, but there’s also

Tim Ferriss: Bellicon. Sounds like the Rolls Royce.

Nsima Inyang: Yeah. There’s also less expensive brands. But I love the rebounder. I have a rebounder, and the reason why I like it is because it’s something that I can just keep in the backyard and when I go outside, I can just hop on it real quick. It feels pretty meditative. But there’s been quite a few studies to show, especially in older adults that rebounding helped them build bone density because of the low intensity jumping that it causes for them.

Tim Ferriss: I can guess at the answer here, but why is that better than say, jumping rope or just jumping in place?

Nsima Inyang: It’s a regression.

Tim Ferriss: Okay.

Nsima Inyang: It’s the regression. You know what I mean? Because many people, they try jumping rope. Many people, their feet will get beat up a lot. It’s something that you absolutely can and should build the capacity to do. I look at jumping rope as rebounder, light hopping, 30 seconds to a minute to two minutes of jumping rope each day or every other day. Then over time, you’re going to get to a point where you can jump rope for 5, 10, 15, 20 minutes. But the thing is, the ability to jump rope without certain muscles and areas getting taxed more than others is a full body build of elasticity from the feet to all the way up to the neck. Because everything needs to have the right amount of tension, but not too much tension. So what a lot of people notice when they start jumping rope is that they’re like, “Oh, my calves got super sore.” Right?

Experienced people who jump rope, it’s not their calves that get super sore. It’s like everything just kind of starts getting tired out because their whole system is just popping them off the ground very lightly. Whereas when you’re new to it, that impact and even your feet are too weak to handle that impact on the ground and don’t pop off. So that’s why a rebounder is going to be super good then regress, so you can have your hands on something and start jumping. Then just literally, when I say โ€” 

Tim Ferriss: What do you mean by hands on something?

Nsima Inyang: Put your hands on a table, hop. Use that to help you have a softer landing. Initially, you might have a lot of weight in your hands so that, because maybe you can’t handle that landing, but over time you’re going to be able to put less weight in the hands. And then this is where I got my mom.

Tim Ferriss: So hopping aka, basically, emulating what you would do, kind of jump roping?

Nsima Inyang: Yeah, you could do that lightly. You can also kind of transfer from leg to leg light hops, but the goal is to, again, do not be embarrassed with how low you have to regress to feel comfortable with this. Don’t just try starting to jump with a jump rope immediately, because if you do that too soon and your body’s telling you signals that you’re not ready for it, whether you’re getting a lot of impact in your lower back, your knees, your feet are feeling really beat up. You need to listen to those signals and regress the hopping. I’m telling you, if you can regress hopping, do it a little bit, it doesn’t have to be every day, it could be every other day just a little bit. You’ll get to a point where you can start jumping rope. You’ll get to a point where โ€” 

Tim Ferriss: If you want to see an example of what not to do, people can search for the Tim Ferriss experiment parkour episode where I went from no jumping to let me try to learn parkour in a week. Don’t do that. Yeah, do not do that. Basically just blew apart my entire body like Forrest Gump’s braces. Not a good idea, so yeah, regress.

Nsima Inyang: But the reason why I think that that’s so important, it’s great for bone density what we were saying here, but I think it allows you to bring back that skill and never lose it. Because once you’re able to start hopping and it’s now an effortless thing, just a little bit will allow you to hold onto it for the rest of your life. And if you have it right now, do the low-intensity jump rope. You don’t even need a jump rope. Just do some hopping each day so that you maintain that ability to just propel and land that goes very far, and a majority of the population can’t do it anymore just because one day they stopped and they never did it again.

Tim Ferriss: Yeah. I can’t remember who told me this. I’m inclined to say Kelly Starrett because I get a lot of these from Kelly. So Kelly, I’ll give you credit for this even if it’s not you, but I think it is Kelly who is quoting a famous Russian sports scientist, as I recall it, who said, “Once you stop jumping, you start dying.” That was the quote.

Nsima Inyang: I love that. Yes, dude, that’s true. There was this video, maybe I’ll be able to find it by the time this comes out, but it literally showed this young man and it showed all of his relatives that were over 40. He had something up there and he was trying to have everyone jump. No one even actually, there was a few people in their 30s, everyone tried jumping and they could barely get off the ground. It’s such an awkward thing, and he’s someone who trains jumping so he was able to go super high. But it just shows that once you stop, it can go very quickly. But I want people to understand this doesn’t mean you can’t get it back. It just means that you’ve got to treat yourself like a kid that’s learning to walk again, you got to start with the basics. Be okay with that taking a while. Your feet have to adapt to the stress your body has to adapt to handle that force, and could be a year, could be two, could be like whatever.

Tim Ferriss: So what does a rebounder session look like? How long would you bounce on it?

Nsima Inyang: Literally, you could bounce on it again, just kind of like you could do a minute, you could do 10. A rebounder takes away a lot of the impact that you’re going to have from the ground because it allows you to go in and then you’re able to use that energy to pop back up. So when you become, there are rebounders, like the Bellicon, I think other rebounders also, they have these handles that you can use if you find it difficult.

Tim Ferriss: I’ve seen this. Yeah, they’re all tricked out. They’re like the Batmobile sled.

Nsima Inyang: Yeah, there’s a whole fitness, a whole fitness trend of people on YouTube that do rebound or exercise is like it’s a workout for them. And The cool thing, and this is actually, I think this is a great thing, some of them are heavier, that’s powerful. Somebody who is, let’s say they’re a hundred pounds overweight, 150 pounds overweight, but they can actually start jumping again and they can start bouncing again. But then over time they can transfer that to flat ground. So that’s why I think it’s super powerful for everyone, and if you find that jumping, you can’t do jumping, rebounding is great.

Now, I also like rebounding too, because it’s something that I feel kind of decompresses my system a little bit. I like it because when I get into the air, there’s just this, I can’t replicate this floaty thing that happens in the air where it’s just like you’re weightless, and then when you become experienced, you can really go down into the rebounder and just get super high and you’re just literally going down and floating. When I come off of the rebounder, my body feels similar to when I finish a swim. I feel this global decompression everywhere. So it’s one of those practices that I look at that makes the body feel better afterwards than before. It’s not meant it can be a workout if you want to be. I don’t look at my rebounding as a workout. I look at the rebounding as a recovery practice that feeds my body and allows me to do more hard work later. I look at the rope as that too. It feeds my body and allows me to do more later. It’s healthy for me. And it’s just fun.

I think a big thing here, all this stuff for me is fun, man. It feels like play, right? So that’s very important for me.

Tim Ferriss: Yeah, playing the long game, if it’s too boring or too punishing, ultimately it’s got to be sustainable. And we’re excited to try a lot of what we’ve talked about. So where can people find all things Nsima?

Nsima Inyang: Yeah, make me and my producer Owen Carr, we make videos on the YouTube channel, which is just my name Nsima Inyang. So if you want to find the bone density video, the traditional strength training video that’s at my YouTube channel, which is just my name, Nsima Inyang. For any of the โ€” 

Tim Ferriss: Just to note for people, there’s a silent N in there. N-S-I-M-A I-N-Y-A-N-G.

Nsima Inyang: Yeah. If you say my name wrong, trust me, I ain’t going to get mad at you. Don’t worry, okay? So don’t be scared. Over at my website, thestrongerhuman.store, there’s ropes, sandbags, kettlebells, the Body Lever, pretty much everything that I use, it’s over there at the Stronger Human Store.

And then if you want to learn rope flow for free, I have a rope flow Foundations course that has 55 modules and over 50 videos that go in depth, taking you from being someone who can be basic with rope flow, to someone who can now flow with many different movements. That’s in the stronger human community, which is on skool.com/thestrongerhuman. And I also have stuff there where you can learn kettlebell flow, how to do soft tissue work. Pretty much โ€” 

Tim Ferriss: Skool.com is spelled like normal school?

Nsima Inyang: S-K-O-O-L, S-K-O-O-L.com/thestrongerhuman. Thanks for that correction. My goal for that place is, first off, there’s a great community there of over 12,000 people right now. They’re all doing, I love how these people bring in their different expertise with what they’re doing. Not everyone is doing all the exact same things that I do. So it’s cool that I get to learn from them too. But it’s just a great community of people that are all just trying to become stronger and build their own personal physical practices. My goal for myself there is just to put everything that I’ve learned there. 

I think I want to mention this, Tim, your podcast is a podcast that me and my best friend, his name’s Brian Bulaya. We were listening to your show back when I was 18 years old. We were listening to your stuff back. Actually, no, I think I was 20. The 19 and 20s when we were listening to your show, we would literally go on calls and be like, “Okay, dude, what’d you learn from this?” We’d get the books that were referenced in the show. I think we read The Way of the Superior Man because of something you mentioned on one of your, somehow came up. So that’s what got me on the path of self-development and learning, constant learning and Brian would say the same thing. Me and him are going to go crazy because like, “Oh, we just went on Tim Ferriss.” It’s cool. So I want to say thank you.

Because honestly, dude, I’ve listened to so much of your show, so much of your show, and it’s taught me so much through the years that for me being here right now, it’s literally insane to me. I’m just happy that I was able to stay kind of chilled during this show. This has been really cool. So I want to say thank you because you literally, man, your stuff has changed my life, seriously.

Tim Ferriss: Amazing. Thank you.

Nsima Inyang: Thank you.

Tim Ferriss: And so glad we got to spend time together, and I’m very excited to see what you do in the coming years. How old are you?

Nsima Inyang: 32, turning 33 this year.

Tim Ferriss: You’ve got some runaway. I cannot wait to see. The fact that you’re doing Masters. I’ve got to talk some shit.

Nsima Inyang: I also compete in Adult! I also compete in Adult. I don’t only compete in Masters.

Tim Ferriss: Because Masters starts at 30, right. And I remember this past winter, someone’s like, “Yeah, you should do some Masters competitions in skiing.” And I was like, “What’s the lowest age that one can be Masters?” They’re like, “30.” And I was like, “Oh, I see.” So people who just stopped competing at the highest levels. No, I’m not going to be a mop for those guys. Thanks very much.

Nsima Inyang: But there’s ranges of Masters. There’s Masters One, which is what I did. So I compete in Adult and Masters, but there’s also Masters Two and Three. So they do it from 30 to 33, then 34. 

Tim Ferriss: All right, all rightโ€ฆ

Nsima Inyang: So it’s not like I’m competing against some 60-year-old.

Tim Ferriss: Just sandbagging. Just like, “Take this guillotineโ€ฆ bitch!โ€

Nsima Inyang: No, they’re all around my same age.

Tim Ferriss: โ€œHow’s that arthritis? I’m going to [inaudible] your arm off. Don’t look at me that way.โ€

Nsima Inyang: But I also compete in adult. 

Tim Ferriss: โ€œTake your walker and get out of here.โ€

Tim Ferriss: Yeah, yeah. Well, the very, very, very fun and super, super informative to spend time together and very inspiring because as you’re talking about these things, and I’m sure I’m not the only person, I’m sure people listening, you do a very good job of making it seem, which it is, not just tangible but achievable. Scale it down, right? You’re not going to walk in and do 600, 700-pound, 800-pound deadlifts tomorrow if you haven’t been deadlifting. You don’t need to do that. You shouldn’t even attempt to do that. You shouldn’t even attempt your one rep max and the payoff that you can get from layering these things in. Learning to feel your body, learning to then trust your body, becoming familiar with the map that is your body and how it changes over time. The payoff with this type of micro-dosing of movement, the micro-dosing of soft tissue treatment, it does not need to be. And turn your life upside down, change everything transformation overnight. And it shouldn’t be because that’s going to fail.

And from experience, I can tell you whether it was with training with Jerzy back in the day, or training with Coach Sommer back in the day, it’s like these little things done consistently. If you are consistent and you add some progressive overload. Doesn’t mean a lot, doesn’t mean slapping on 20 pounds every time you go to the gym with extra weight. Micro-progressions that are sustainable, so you’re not getting injured, ideally, those things will happenโ€”little nicks and bruises along the way. What that can add up to when I look back at some of those experiences, it’s just unbelievably impressive and more important, fulfilling. And you can actually fully inhabit this body that, by the way, mind, body, there’s no separation. It’s just one integrated unit. And we are evolved to move our bodies through space. That’s why the idea of a brain and a jar doesn’t really work. Uploading consciousness, no. It’s all integrated into the movement of the body. And I think you are an incredible ambassador for it. So thank you for that. And you’re a very, very, very good educator.

Nsima Inyang: Thank you.Tim Ferriss: That is hard to do. That is hard to do in a very crowded media landscape. And I saw that video and I was like, “Huh, interesting.” And then Mark’s name popped up and I was like, “I think I recognize that mutant.” Hold on a second and I texted Mark, and here we are. I’m glad it happened and we’ll link to everything in the show notes, folks. We’re going to go get some food, which I’m very excited about, and show notes, as per usual, tim.blog/podcast, we’ll link to everything. And I can guarantee you, if you search for this episode, Nsima, N-S-I-M-A, there will be one and only. It’s hard for me to imagine getting a collection of those. And as always, folks, until next time, be it just a bit kinder than as necessary to others and also to yourself, very important. Compassion that doesn’t include you is incomplete, as Jack Kornfield would say. And thanks for tuning in. Until next time.

Nsima Inyang, Mutant and Movement Coach โ€” True Athleticism at Any Age, Microdosing Movement, โ€œRope Flowโ€ as a Key Unlock, Why Sleds and Sandbags Matter, and Much More (#816)

“I look at rope flow as its own internal martial art.”
โ€” Nsima Inyang

Nsima Inyang (@nsimainyang) is a strength athlete and movement coach and co-host of Mark Bellโ€™s Power Project, one of the top fitness podcasts in the world. He is also one of the most freakishly athletic humans Iโ€™ve ever met. Heโ€™s a black belt in Brazilian jiu-jitsu, a professional natural bodybuilder (placed top five in the world), and an elite-level powerlifter (750-plus-pound deadlift, etc.)โ€”but what sets him apart is how he blends all those worlds with unconventional training tools like kettlebells, maces, sandbags, and rope flow. After nearly 20 years of lifting and martial arts, Nsima has developed a unique way of helping people build muscle, move better, and stay pain-free for life.

Nsima is also the founder of The Stronger Human, a growing online community focused on strength, movement, and resilience. With hundreds of thousands following his YouTube content, Nsimaโ€™s mission is simple: help people feel powerful in their bodies againโ€”without relying solely on machines, cookie-cutter workouts, or the fitness industryโ€™s outdated rules.

Please enjoy!

Listen to the episode on Apple PodcastsSpotifyOvercastPodcast AddictPocket CastsCastboxYouTube MusicAmazon MusicAudible, or on your favorite podcast platform. Watch the interview on YouTube. The transcript of this episode can be found here. Transcripts of all episodes can be found here.

This episode is brought to you by Pique premium puโ€™er tea crystals; Momentous high-quality supplements; and Eight Sleep Pod Cover 5 sleeping solution for dynamic cooling and heating.

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This episode is brought to you by PiqueI first learned about Pique through my friends Dr. Peter Attia and Kevin Rose, and now Piqueโ€™s fermented puโ€™er tea crystals have become my daily go-to. I often kickstart my mornings with their Puโ€™er Green Tea and Puโ€™er Black Tea, and I alternate between the two. This rare type of naturally fermented tea is more concentrated in polyphenol antioxidants than any other tea. It supports focus and mental clarity, healthy digestion, metabolism, and a healthy immune system. Their crystals are cold extracted, using only wild-harvested leaves from 250-year-old tea trees. Plus, they triple toxin screen for heavy metals, pesticides, and toxic moldโ€”contaminants commonly found in tea. I also use the crystals for iced tea, which saves a ton of time and hassle. 

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This episode is brought to you by Eight Sleep. Temperature is one of the main causes of poor sleep, and heat is my personal nemesis. Iโ€™ve suffered for decades, tossing and turning, throwing blankets off, pulling them back on, and repeating ad nauseam. But a few years ago, I started using the Pod Cover, and it has transformed my sleep. Eight Sleep has launched their newest generation of the Pod: Pod 5 Ultra. It cools, it heats, and now it elevates, automatically. With the best temperature performance to date, Pod 5 Ultra ensures you and your partner stay cool in the heat and cozy warm in the cold. Plus, it automatically tracks your sleep time, snoring, sleep stages, and HRV, all with high precision. For example, their heart rate tracking is at an incredible 99% accuracy.

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This episode is brought to you byย Momentousย high-quality supplements!ย Momentous offers high-quality supplements and products across a broad spectrum of categories, and Iโ€™ve been testing their products for months now. Iโ€™ve been using theirย magnesium threonate,ย apigenin, andย L-theanineย daily, all of which have helped me improve the onset, quality, and duration of my sleep. Iโ€™ve also been usingย Momentous creatine, and while it certainly helps physical performance, including poundage or wattage in sports, I use it primarily for mental performance (short-term memory, etc.).

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Want to hear another episode with someone who can fix what’s broken? Listen to my conversation with movement guru and physical therapist Dr. Kelly Starrett, in which we discussed training for range of motion as we age, the “airport scanner shoulder test,” balance training for everyone (not just seniors), breathing techniques for back pain, the “Tower of London” spinal mobility exercise, getting 800 grams of fruits and vegetables daily, the “never do nothing” philosophy, and much more.


What was your favorite quote or lesson from this episode? Please let me know in the comments.

Continue reading “Nsima Inyang, Mutant and Movement Coach โ€” True Athleticism at Any Age, Microdosing Movement, โ€œRope Flowโ€ as a Key Unlock, Why Sleds and Sandbags Matter, and Much More (#816)”

The Tim Ferriss Show Transcripts: Chris Hutchins, Deal Master โ€” Helping Tim Burn 15M+ Miles and Points, Flipping Costco Gold Into Five-Star Trips, Flying to Japan for $222, Tech Tools and Tricks, and Avoiding The Optimizerโ€™s Curse (#815)

Please enjoy this transcript of my interview with Chris Hutchins, the creator and host ofย Allโ€ฏtheโ€ฏHacks,ย a podcast that helps people upgrade their life, money, and travel. He previously foundedย Groveย (acquired byย Wealthfront) andย Milkย (acquired by Google), led New Product Strategy atย Wealthfront, and was a Partner atย Googleโ€ฏVentures.

Most importantly, he is the personย Kevin Roseย and I call if we want to figure how to get a better deal on just about anything in the world or if we just want to learn about his latest hijinks doing things like getting $200 flights to Japan, running gold pseudo-arbitrage at retail, or booking dirt-cheap trips to Bora Bora. We cover all three and more in this conversation.

Transcripts may contain a few typos. With many episodes lasting 2+ hours, it can be difficult to catch minor errors. Enjoy!

Listen to the episode on Apple PodcastsSpotifyOvercastPodcast AddictPocket CastsCastboxYouTube MusicAmazon MusicAudible, or on your favorite podcast platform. Watch the interview on YouTube.

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DUE TO SOME HEADACHES IN THE PAST, PLEASE NOTE LEGAL CONDITIONS:

Tim Ferriss owns the copyright in and to all content in and transcripts of The Tim Ferriss Show podcast, with all rights reserved, as well as his right of publicity.

WHAT YOUโ€™RE WELCOME TO DO: You are welcome to share the below transcript (up to 500 words but not more) in media articles (e.g., The New York Times, LA Times, The Guardian), on your personal website, in a non-commercial article or blog post (e.g., Medium), and/or on a personal social media account for non-commercial purposes, provided that you include attribution to โ€œThe Tim Ferriss Showโ€ and link back to the tim.blog/podcast URL. For the sake of clarity, media outlets with advertising models are permitted to use excerpts from the transcript per the above.

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Tim Ferriss: Chris, as the caffeine is hitting my bloodstream, and we can treat this as a warm-up, who knows? It might make it into the final cut. The goal here, multifold, so shall we call it goals? Is to figure out what on Earth I should do with my Frankenstein of points, and miles and so on, that I have accumulated over my adult life since college, basically. That’s one. The other is to make sure that it doesn’t get into the conversation such rarefied air that people are just like, “Wow, this is a great conversation for the 0.001 percent.” Which I actually don’t think we’re at too great a risk of, because, and we’ll get to the total tally and so on, effectively as soon as I began starting businesses, I put everything on my cards.

So advertising, monthly spend, trade shows, anything and everything that I could put on the cards, I put on the cards. And you, of course, are an nth degree black belt in the Jedi arts of points, and various types of arbitrage, and trade, and just general skulduggery. Excuse me, not skulduggery. I just had to use that because Mike Tyson likes that word. And there are levels, and then there are levels. I would like to think of myself as pretty aware of how to find shortcuts here and there, and it’s not really shortcuts that we’re looking for, but kind of clever, elegant, not just techniques, but hopefully we’ll get to some principles overall that will allow people to deal with, what I think is a very common headache. Because in my case, I’ve accumulated all this stuff. And every time I look at my points, and we’re going to get to some of your shenanigans in a second because I want to hop straight to a couple of real-life examples that seem insane.

And people look at these points, I look at these points and I’m like, number one, I have no idea what to do with these. Number two, I assume they’re basically worthless. Number three, I feel like I’ve lost a sucker’s game every time I look at them. Does that make sense?

That I’ve signed up for a game, that in the end it’s like wandering through a casino, the house always wins. And for all of those reasons, plus just the general brain damage of trying to figure out what to do, and do they make it difficult like an insurance claim? Whatever. I haven’t really put a lot of effort in. Every couple of years I’ll put a few hours in and I’m like too hard, too complicated, don’t want to deal with it. And then I exit the side door, and then I’m right back to where I am. Today I’m looking at this balance of points and stuff. So that’s my confessional, part one, but let’s start. There’s so many different places to start, so I’ll let you choose. And I think it’s fair to say for the record, and you’ve been very transparent about your finances and stuff. It’s not like you’re driving around in a fleet of Bugattis, a different color for every day of the week, that you have a private hangar of 17 jets. That’s not your life. You’ve done very well.

And I don’t know if it was at the same time prior to or after we recorded that mega marathon on podcasting, you wanted to ask me a bunch of questions. So I was like, “Hey, let’s just record it.” But you’ve gone full time in the All the Hacks ecosphere. I guess this is all to say, I’m trying to set a reference point for people listening for you, because they might assume that you’re like Kevin, as in Kevin Rose, or that you’re a venture capitalist, or that you have tens of millions, hundreds of millions of dollars, and therefore the numbers that I’m about to give, they might discount. And I’ll just throw those out, and then you can take this tangled mess of an introduction and do with it what you will.

So you bought 300k worth of gold at Costco in the past year, and I’m like, “Wait, what? You could buy gold at Costco?” First of all. And then there’s the amount. And then I was asking you about Amazon-related arbitrage. And you’re like, “Yeah. Well, that’s fair game, but it doesn’t really happen or work anymore, but I did buy $1 million of gift cards in January, 1.02 million to be precise.” And I’m like, what the hell? Okay, so that is one of the messiest on ramps I’ve ever offered a guest. But why don’t you take that? I think you understand the intention behind it, which is like, let’s give some crazy examples, and let’s also ground in reality who you are. So these numbers are able to be put into some kind of context.

Chris Hutchins: Yeah. I think that the easiest way to explain both those stories and who I am in a very concise way, is that I really like the arbitrage of anything. And I grew up in the maybe upper middle class, middle class, but I went to a private school and my parents didn’t give me money. They weren’t like, “Here’s my credit card,” like many people I knew did. And so I was always like, “How do I keep up with the Joneses,” per se? But I didn’t have a credit card to take debt out on. There were no other options.

So I was finding these arbitrages early when I was like, “Kids like pizza. I want pizza. I don’t have money for pizza. Let’s order pizzas to school, sell slices, and eat my profit so I get free pizza every night.” It was like I’ve always been thinking in the back of my head, “How do I do the thing that everyone else with all this money and all these resources does? How do I get to do that, even though I don’t have the resources?” So that’s been my MO for life is, I don’t want to sacrifice, but I also don’t want to go into debt, or just spend money I don’t have.

So you mentioned gold, you mentioned gift cards.

Chris Hutchins: The gift card thing was interesting, because as is sometimes the case with venture-backed startups, companies are willing to take investor money, and sell things at a loss, and lose money to grow. And there was this weird window late last year, early this year, where there were ways that if you were creative, you could buy gift cards, a huge discount.

Tim Ferriss: Gift cards to where? What kind of gift cards?

Chris Hutchins: So there was an app called Pepper.

Tim Ferriss: Okay.

Chris Hutchins: And they were selling gift cards for a discount in a convoluted way. They’d be like, “Well, you could get a $500 Amazon gift card for $500, and then we’re going to give you 30x points in 14 days that you can redeem for other gift cards.” But they were holding the best deals for the biggest spenders. So the average consumer wasn’t getting the best deal. And I just realized that I don’t necessarily want to take on the risk of if this company goes under, they owe me $20,000, $30,000, $40,000, $50,000 worth of points. But there were lots of people that did, and they didn’t want Amazon gift cards, so they were willing to sell them at a loss, or not at a loss. At a break even. They were like, “I’ll buy Amazon gift cards for what, at the end of the day, will be 20 percent off, and I’ll sell them for 18 percent off.”

And I was like, I could do much better trying to arbitrage that than take on a lot of risk. So I literally sent an email out to my list and said, Hey, who wants to buy gift cards? And I set up an e-commerce site, and we were selling Amazon gift cards at 10 percent off. Now, who doesn’t want 10 percent off Amazon? Why not? But I could buy the Amazon gift cards for somewhere, depending on the day, between 12 percent and 15 percent off. So people were stoked getting 10 percent off Amazon. I was stoked, because I was making a little bit of a profit, but even better, I could buy all those Amazon gift cards from people with a credit card. So I spent a million dollars. I probably made two million points buying those million dollars of gift cards, and then a little bit of on top of that. And then everyone that bought them was like, “I’m saving money on Amazon.”

So it was like a total win-win because there was this rare moment where gift cards were selling at ridiculous prices. And that’s still true today. Maybe not as ridiculous, but just so people don’t think, “Oh, I missed the boat. This is never possible.” Anyone that has a credit card, whether it’s Amex or Chase, there’s all these parts of the website where it’s like, here are some of the special offers you have on your card. And earlier this year, Amex had one where it was, spend $200 at Lowe’s, get $50 back. I don’t need anything at Lowe’s, but I had that offer on seven different cards. So I took my daughters, we went to Lowe’s, we bought seven $200 gift cards to Dick’s Sporting Goods, and then we just resold them for 91 cents on the dollar. But because we were getting $50 off each $200 purchase, we were buying them for 75 cents on the dollar. That kind of stuff happens all the time.

Tim Ferriss: So let me hop in here for a second, because I imagine there are some people who are like, “I’m definitely going to do that,” who are listening. And then there are people who may be cut from a similar cloth to myself. And this is part of the reason why before we started recording, I said, Chris, let’s get to unraveling the mysteries of the universe. Because I realized, much like someone said to me long ago, “If you want to understand somebody, talk to them about money, and talk to them about sex.” Once you get into arbitrage, and time, and value, it opens Pandora’s box to everything, philosophically speaking, your beliefs about the world. That might sound like a grand statement, but here’s where I’m going. There is a religious war afoot. You guys may have seen it in the news. I’m not talking about the Middle East. I’m talking about personal finance, where you have ultra frugality on one end of the extremism, let’s just say, like super, reusing cotton balls, type stuff.

And then you have on the far other end, maybe where I’m perhaps a little bit closer, folks who are like, just make more money. Because the upside is unlimited, uncapped in a sense, whereas you could only save so much money. But what I’m hoping for today is that we’ll explore the whole spectrum, right? Because much in the way I’m going to take a lot of positions in this conversation right now, I’m going to be your defense attorney. And the reason I say that is that for you, it’s turned into your sport.

It started off as kind of a survival arbitrage mechanism to keep up with the Joneses. And then it’s become a professional sport that you play at the highest level. Much like if I go to Uzbekistan, which I did long ago, I might try to learn Uzbek, but for most people, that’s fucking ridiculous. You’d never want to learn any Uzbek. It’s a total waste of time, but that’s my sport. So with all that said, let’s talk about the gold. And then I have some maybe opening questions that we can get into. 

So what’s the story with the Costco gold?

Chris Hutchins: So Costco sells a tremendous amount of gold. I can’t remember the stats, but it’s got to be on the order of hundreds of millions of dollars, I guess, of gold. And it’s funny, because sometimes you’ll check out at Costco, and it’ll be like, “Do you want this gold bar? It’s $3,300.” And it’s like more than anyone would normally spend on groceries at all. Now the crazy thing about Costco is that if you have a Costco executive membership, so they have two tiers, $65 and $130. At the executive level, they give you two percent cash back on everything you spend at Costco, up to $62,500 a year, which for a normal person is plenty of cash back.

Tim Ferriss: Yeah. I think I see where this amount of gold is coming from.

Chris Hutchins: Yeah, but when they sell gold, they don’t have a dynamic price. They say, today, gold is $3,329.99, and the gold market changes throughout the day. So there are times where when you’re at Costco, if you look up online, buying this gold bar and selling it, what would be the margin? And I would say you almost never make money. Costco is not selling gold at a price that you could flip it for a profit, but they are giving you two percent back. And very often, that two percent back makes up the loss you would take reselling it.

And you can buy things at Costco with cash, you could buy things at Costco with a debit card, and you could buy things at Costco with a credit card. So if you were to buy a hundred thousand dollars of gold and you didn’t lose money, you could still keep the points you got from that transaction. But I’d actually argue that if you time it right, you can also make money on the spread, because sometimes that spread might be half a percent, and Costco is willing to give you two percent back, so that 1.5 percent can be profit.

Tim Ferriss: Okay. Got it. So the $300,000 plus of gold basically was hitting the upper maximum of what you could get in terms of cash back?

Chris Hutchins: Yes.

Tim Ferriss: Yeah.

Chris Hutchins: When I’m sitting at the checkout counter at Costco, I’m like, “Okay, gold’s this price.” I look at my phone and I say, “Okay, what could I sell this gold for? Okay, I could make a profit selling it, forgetting even points, I could just make a profit selling this gold.” Okay, ring up the Costco groceries, total’s $180. “Could you please add five” โ€” which is the limit โ€” “five $3,500 bars?” And they’re like, “Really? Okay.” Your total now, instead of $180, is like $15,180. And then assuming you have a card with the right limit, and your bank’s not going to decline a $15,000 transaction, tap to pay. Thank you, Apple, for the simplicity, and then I literally sell it before I’ve left the store. I’m not trying to invest in gold.

Tim Ferriss: That’s my question. Okay, so the gold is not solid bars sitting in a shopping cart, because โ€” 

Chris Hutchins: No, you get five bars.

Tim Ferriss: โ€” there would just be people hanging outside. You do? Okay.

Chris Hutchins: Yeah, you get five. I wish I had them here. I have a rack that holds them. But as an example, this is a rack from PAMP, which is this Swiss company that just holds bars. So this rack probably holds 20 bars of gold.

Tim Ferriss: Okay, wow.

Chris Hutchins: One ounce bars.

Tim Ferriss: Hold up. So I guess there are two questions. Do you just basically keep one hand on your concealed carry, which is probably not something you can do in California? But then you take a loop around the store with your shopping cart full of gold, and then return it to the store? When you say you’ve sold it before you leave the store, what do you mean by that?

Chris Hutchins: Yeah, sorry. So what I mean is, I’ve gone in and I’ve locked in the price. So I did a whole episode, by the way. If someone wants to go really deep, the guy who runs the marketplace Pure, collectpure.com, it’s a gold marketplace for all kinds of stuff. I did an episode interviewing him just about gold, and how that works. So I go in, and it’s a buying, selling marketplace. There’s bids, and asks. And I say, “I’m going to go take one of these things,” and I’ve locked in the price, so I don’t mean I’ve shipped it off. I go to the counter, I give them my receipt, I put it in my pocket. For people who aren’t familiar, an ounce of gold is like three or four credit cards, and that’s in the packaging. It’s even smaller if it wasn’t wrapped. So it’s like six SD cards if it’s unwrapped, so I put it in my pocket.

I usually try to do this earlier, so I’m not just like someone’s watching me pick up the gold, walk out the door and all that, but I haven’t had any issues. And then I go home, and I follow their shipping guidelines to drop it off at FedEx. So it’s kind of funny sometimes to go to FedEx and drop a box off, knowing there’s like $50,000 of gold in the box, but it’s insured, so I’m okay with it.

Tim Ferriss: Does it cost you more than your cash back to insure it?

Chris Hutchins: The marketplace insures it for you, as long as you ship it according to their requirements, like double boxed, taped in a certain way. There’s some strict requirements, because they don’t use FedEx for insurance. Obviously, FedEx would charge an insane amount of money, so they use a third-party insurance company.

Tim Ferriss: Okay. All right, got it. So now this podcast is very self-serving for both of us, in a sense. So this is a way that I am able to recruit you to do a lot of heavy lifting on my points. We’ve discussed this. That’s transparent. And then it’s also a way for you to promote what you’re up to, which is fantastic, because you’ve been able to take something that can be very time-consuming, and also turned it into a business, which is great.

And for people who are wondering, because you may not have Chris as a friend who’s willing to do this on your podcast, we are going to discuss how you can find low-lift approaches, or time-efficient approaches to exploring a lot of this stuff. For instance, there was a website you recommended, Chris, I know we’re hopping all over the place, but I had never even heard of it before. I put it in my newsletter and I’m blanking on the name โ€” 

Chris Hutchins: AwardTool.

Tim Ferriss: So could you describe what this is? Because it’s very straightforward, and it was simply off my radar of awareness. So what is this?

Chris Hutchins: Yeah, so if we zoom back a while, I think we live in this world where credit card points are easier to get than they’ve ever been. If we go way, way back in history, it’s like they didn’t exist, then you could get one per dollar. And now it’s like depending on where you purchase, you could get five points per dollar, you can get a hundred thousand points when you open a card. And then we were in this weird area for a few years, where it was like, well, there’s lots of them, but it’s very difficult to use them, because to get the most value, you have to know all the Jedi mind tricks, if you will. And then a couple of companies came out and said, “Hey, we’re just going to build tools that are as simple as Google Flights, that make it really easy for you to find ways to get real value out of your points.”

So there’s two sites. And I like them, there’s probably like five or six. I’ll give the three that I like, and how they’re slightly different, But there’s really two things you might want in this world, if you’re trying to use your points. One is, inspire me and give me the best deal. And one is, help me find the best way to get from A to B. So AwardTool, which is the one you talked about, I think is better for the person who’s like, “I want to go to Japan. I have a few days of availability that I could explore. I could go a couple of days earlier, a couple of days late, but ultimately I want to go to Japan.”

Tim Ferriss: And that’s just awardtool.com?

Chris Hutchins: awardtool.com. So you could say, “Hey, I’m going from San Francisco to Japan,” or you could even say San Francisco to Asia, “and I want to go in this window.” And it’ll come back and say, “Here are the best deals.” And you could filter them and say, “I only want nonstop.” “I only want to fly in business class,” or “I only have points with Amex, so don’t show me other options.” And you get these things where right now from San Francisco, and I just looked at Asia, but here, San Francisco to Tokyo in economy on June 5th, 37,000 points plus $11 in taxes and fees. 37,000 points, if you redeem them for Amazon gift cards might get you, I don’t know, I think it’s 0.6 cents, so $222. It is rare that you will find a flight to Japan, even in economy, for $220.

Tim Ferriss: Yeah, that’s nuts. Okay, cool. That’s the equivalent I was looking for. What are the other tools? 

Chris Hutchins: The other one that I like is called PointsYeah. And you go to the Daydream Explorer feature, and they just give you a map of the world. And you say, “I want to go to a beach in first class from the United States. Take me there.” And it’ll be like, “Well, did you know that if you want to go to this place, it’s only this much?” So this summer I could go to Lisbon for 45,000 points, but not in coach, in business class. So you want to go to Lisbon in business class for what Amazon equivalent would’ve been like $275. Anyone listening probably knows, you’re not finding $275 business class tickets to Europe in the summer.

Tim Ferriss: Yeah. And there it is.

Chris Hutchins: So I like that for more of an, “Inspire me.” It’s like I don’t know where I want go. I don’t know when I want to go. At the end of the day, I would say, the more flexibility you have, the more your points will take you way, way further. If you come to me and say, “I need to be in Japan, and I need to take this one Japan Airlines flight, and I need it to be on this specific day. What can my points get for me?” It might not be more than you would get just booking the flight on the Amex, Chase, Capital One, et cetera portal.

Tim Ferriss: So that’s the conversion. You mentioned a few things that underscore what makes this whole game attractive to a muggle like me, who has not had the inclination, still doesn’t really have the inclination to get really deep in the weeds, right? It’s like, a $222 flight to Japan? $270 business class flight to Europe in the summer? Yeah, of course I want to do that. I grew up being super, ultra, ultra frugal so that hardwiring is still there. So as financial savings catnip, that is very, very attractive. I hate wasting money. I still way over eat, because I’ll save leftovers and stuff, because I don’t want to waste food. I’m still that guy who will pack up everything. 

But this has seemed very complicated, so I’m hoping you can help us uncomplicate it. Before we get there, let me give people a snapshot. So you have, through all of your various techniques, and tricks, and this, that, and the other thing, 22.8 million points, right? Something like that. And what is my total at the moment, roughly? It’s something โ€” 

Chris Hutchins: I think you’re at 15.5.

Tim Ferriss: Yeah, so it’s 15.5 million. Keep in mind, guys, this is for the last 24 years. And I’ve also frittered some of it away, using Amex points to buy stuff on Amazon and so on, which would get me a heavy ruler on the back of the hand from Dr. Chris, but we’ll get to that. Just a few more factoids. I have not fact checked this, so I’m relying on Christopher, but how significant are loyalty programs to airlines?

Chris Hutchins: There’s a really great video, if you want to go deep on this. I’ll give you the high level on both loyalty programs to airlines, which is kind of frequent flyer miles. And it’s the craziest thing I think I’ve ever come across when understanding business. And it’s that the market cap of the major three airlines, American, United, and Delta, meaning the total value of the company, they all have a market cap between $6 billion and $20 billion. The market cap of the loyalty point program explicitly, not the airline, but just the subsidiary of it, ranges, depending on the airline, from $22 billion to $26 billion. So the loyalty programs are worth more than the airline itself. And if you actually back out, so everything that is United that is not the loyalty program, is worth negative $12 billion.

So there’s this common understanding in this kind of points, miles, airline world, that airlines really exist to be effectively banks for their miles and points. And then they just have to fly these planes all around the world so that that bank can continue to operate. Because Delta came out and said, I think it was a year ago, “At 2023, one percent of US GDP went through a Delta Amex card.” So the transaction volume on Delta Amex cards was one percent of GDP. Or I think they said just shy of one percent of GDP. They didn’t give an exact number, but so โ€” 

Tim Ferriss: Yet.

Chris Hutchins: So every time Amex is awarding these Delta miles, every time you’re using your Chase points to transfer to United, they’re effectively selling those points to those banks, so that they can give them to the card holders. So the business of selling those points is massive. And the profit margins of an airline, just the airline part of it, are laughably small. I think the average profit per passenger for US Airlines on average is $10. And I think American Airlines was the bottom. It was the profit per passenger per year on American is $3.40.

Tim Ferriss: So if you’re wondering why they shill those credit cards so hard over the loudspeakers while you’re trying to watch your movie in peace, this is why, right?

Chris Hutchins: United Airlines sold almost $4 billion worth of miles as part of their business, this is a little old data, but back in 2019. It’s probably only gone up from that. If anyone remembers during the pandemic, the airlines were hurting, nobody was traveling. So in order to survive, they had to mortgage, they had to basically raise money and they couldn’t put the airline up so all three airlines put their loyalty programs up, that was the collateral and raised, depending on the airline, $6 to $10 billion each using the loyalty program as their collateral.

Tim Ferriss: This is one of the many reasons, hearing facts like this where I’m like, this is a trap. If I enter into the labyrinth, there’s a reason why these are so profitable for these companies. And it’s not because the person collecting the miles automatically wins, it can’t be, that’s the losing end of the trade for most people, I would have to imagine.

Chris Hutchins: They’re hoping for breakage. They’re hoping you redeem, you get all these miles, you never use them. I think that original models where 60 percent would get used.

Tim Ferriss: Or you let them expire as I did in one case where hilariously, I think I forwarded to you, I got an email from Marriott Bonvoy saying “Your points are going to expire.” And then it gave a date that was months in the past. That was my alert email. I was, well chronologically, unless you guys have figured out time travel, because I haven’t, it seems like I should have received this prior to my points expiring. 

Tim Ferriss: Chris, what would you suggest we do in terms of exploring what I should do with my points? We’re always going to bring this back to what people can use. I think people will pick up a lot. We can also sprinkle in some crazy point stories, but I think we’ve given enough of a taste of that that we can look at the actual nuts and bolts of, what do you do? I’m looking at this printout and I’m like, it makes my head hurt just to look at all these airlines with all the points.

Chris Hutchins: So we’ll break the landscape into โ€” there’s two obvious buckets that people are going to be familiar with. You have airline miles that are linked to a program. So you have some Alaska, some Americans, some Delta and some United, four major US carriers. You’ve got hotel points. I’m not going to tell you what to do with yours because they all expired.

And then you have bank points, and I’m going to call them transferable points. The thing that I really like about transferable points, just to set the difference in people’s mind and why the street value is higher is that American Express โ€” 

Tim Ferriss: Let me pause for a second just to say by bank.

Chris Hutchins: American Express, Capital One, Citibank, Wells Fargo now, Chase, Amex will let you move your points to 18 different airlines. So you could move your Amex points to Delta, you can move them to Air France, you can move them to Air Canada. And so the reason why people love them is when we go back to these tools and you’re searching, “Gosh, I want to find a good deal to Europe,” well, sometimes that good deal might be a deal with Air France. Sometimes that good deal might be a deal on United, but it’s [an] even better deal if you book it through Air Canada, which is a partner of United. And so when you have the flexibility to take your points and put them anywhere โ€” or not anywhere, but to 18 different airlines or five different hotel programs, it just increases the likelihood that you will find a good deal.

I love accumulating transferable points because it just spreads out the surface area of places you can find deals. That said, the best value that anyone’s going to find from their points and miles is on this kind of aspirational travel, meaning long haul international business and first class, luxurious five-star hotels and resorts. Because airlines, while this is a shift, they haven’t fully shifted to the point that a business class ticket might cost 10 times the dollars, but it might only cost two times the points. A really nice luxury resort might be 10 times the cost of the holiday in downtown, but it might only be โ€” 

Tim Ferriss: If you’re paying in dollars.

Chris Hutchins: โ€” three or four times the cost in the number of points you’d need. And so that’s where you’re going to get the most value. That doesn’t mean that if you’re someone who’s only traveling domestically, you can’t find good value because there are a lot of cases where you’re flying between small airports, you’re flying during the holidays, you’re flying last minute, and you’ll see a flight where it’s just astronomically expensive for what it should be. And it’s a great deal with points.

Tim Ferriss: I am realizing, I guess a couple of things that I’ll throw out there to act as a stand-in for some listeners.

Number one is that, and I want you to poke holes in this or it can just be fodder for conversation because I’m realizing that our conversation is always, meaning the last handful of weeks at least, focused on what the hell should I do with all these points? Staring at this just makes me feel like a sucker playing a sucker’s game or someone with undone homework and they expire, which is ridiculous because it’s engineered.

Chris Hutchins: Some of them.

Tim Ferriss: Some of them expire, but I’ve realized that there’s how to use the miles and then there’s how to accumulate them. Now I have not focused on the accumulate because by and large they seem like games I don’t want to play. I think what’s going to be in the mind of a lot of folks, certainly, why haven’t I done this to date? Time. The Amex is, let’s just say using the Amex on Amazon, it might be a bad trade on the value per point if I assume my time is worth $0, but if it takes me an hour to do something to get a bunch of stuff organized, to find a better value per point, it could be a Faustian bargain if my value of time per hour is high enough.

That’s always been the crux of the challenge for me. And also I should say, just for people listening, we can assume that my hotel points are usable even though they’ve expired, if that is in any way informative to the conversation. 

Also, I just want to explain one of the motivations for reaching out to you was not just how do I use these points, but is there anything crazy I could do with these points? I’m not convinced there is, and there may be things that I could do that seem crazy that are just a poor use of points, but I was, okay, I realize I could use some of this for travel, but I can also afford to pay for travel, which doesn’t mean I should pay dollars instead of points if I’m just looking at the value per point. But is there something big and nutty I could do? One trip where I just blow all of these points.

Chris Hutchins: Let’s start there because I think the reason why the points game is exciting in the first place is that it feels like it’s free. Now, I could poke a hole in that and say, if you just used a cash back card the entire time, instead of having 12 million points, you probably would’ve been sitting on $300,000 depending on the card you were using. If someone had done that, they would probably feel very differently about taking $300,000 they’ve saved and blowing it with no regard. Whereas if they had 12 million points that, in their mind, could not fund their kids’ education, pay their mortgage, et cetera, why not blow it on some wild vacation or something else? There’s this psychological element of I’ve earned these things, they are not dollars. Why not spend them flying Emirates first class taking a shower in the sky, eating caviar and sipping champagne? Why not do that? Because it’s not like I’m dipping into my kid’s college fund where it might feel differently if they had earned cash back the whole time. 

Tim Ferriss: It would feel totally differently. I wouldn’t even do it necessarily, but those points are so constrained that it’s, okay, if the only place that I can use these is in say travel, it’s, well, they either never get used or they get used, but I can’t apply them to paying off my mortgage or paying for my kid’s college tuition, so yolo.

Chris Hutchins: I would say in the case of Amex, if you were, “My time’s too valuable to play this stupid game,” I would say two things you could do. One, tell yourself or whoever books your travel to just book the travel using the points instead of using the dollars. It’s not going to take any more work to go on Amex’s site and say “New York to L.A. business class flight on United,” book, check out, pay with points instead of dollars. And you’d at least get your one cent.

You could open up a brokerage account at Schwab or Morgan Stanley and open up one card that’s the Morgan Stanley or the Schwab Amex. You could just transfer all your points to your brokerage account.

Tim Ferriss: What does that do?

Chris Hutchins: Just turns it into dollars. Depending on the card, what the rate is between 0.8 and 1.1 cents, but there is a way that’s better than Amazon to just dump them into a bank account where you don’t have to think about it and you just have the money. I will say that is an option. For people for whom that feels like the better path, I would argue that they’d probably have been better off from the start just using a cash back card and getting 2.625 percent, which I think is a good target cash back and never having thought twice about points at all.

Tim Ferriss: What’s your current favorite cash back card if you had to pick one?

Chris Hutchins: US Bank launched this amazing four percent card, you had to put $100,000 in a brokerage account and then they were, “Oh, wow, this isn’t profitable.” The amount of money that issuers get from swiping cards is not four percent. It’s not even four percent before you pull the margin out for everyone along the way. And so that’s gone. Robinhood has a card that’s three percent, but I’ve heard some, if you start putting too many business transactions on there, they have problems. The most scalable platform that I’m aware of for earning cash back at scale is the Bank of America. I’d say platform, if you have $100,000 with Bank of America or in a Merrill Lynch brokerage account, you effectively can earn 2.625 percent cash back on everything with their unlimited card, their travel rewards card, their premium rewards card.

If you have the premium rewards elite cards, it bumps up travel and dining spend to 3.5 percent. Everything you spend on travel and dining 3.5 percent back, everything else 2.625 percent back. Obviously that assumes that you have the ability to put $100,000 in a brokerage account, you can just invest it in US treasuries. You can move over a Roth IRA, you don’t have to have some Merrill Lynch broker manage your portfolio, but I would say that is the most scalable thing. I know people with large limits can spend lots of money, don’t have cards held up and transactions not post and points disappear. That I think is a solution. If you want something even easier, Fidelity has a two percent cash back card.

If you’re not earning two percent back on everything, I would say you’re missing out. I think if you want the simplest solution for everyone, you should say, “Am I at all flexible enough that I’ll be able to get good use out of these points?” By flexible that doesn’t mean I’m flexible in every vertical. You could be flexible that you could book a trip last minute, you could be flexible that you have to plan it super far in advance. You could be flexible with the destination but not the dates. You could be flexible with what route you take, whether you go nonstop or not. I’d say if you have any amount of flexibility, I think you could get a ton of value and these tools have made it so much easier.

Five years ago, I’d say it’s tough. Now I’d say if you were, I want to go to Europe this summer, and we want to book it more than a month out and we’re kind of flexible where we go, you can get incredible value that will make a cash back card look like a poor return. But if every time you travel you’re like, “I want to fly on this date, I don’t want to change planes and I want to go to this city and I want to book it three months out and I don’t want to have to think about it after that.” You probably would be better off doing cash back the whole time.

Tim Ferriss: Okay, so let’s talk about what I should do with this printout that I’m looking at. It’s not actually what I’ll do with the printout, but what it represents, which is these various points that are scattered across however many. Recognizing that Amex is the 800 pound gorilla that’s where the vast majority are sitting.

Chris Hutchins: Yes.

Tim Ferriss: After looking at my full picture, we’ll talk about a couple of things. For people wondering, we’re going to talk about what might I do with all this? What do the options look like that pass the sniff test by Chris, and then understanding my psychological profiling. And then also if it could be done again, what should I have done? Why don’t you take us into the land of what might be done with this stuff? And the easiest way to do it.

Chris Hutchins: I look at all the points. I would say if we focus just on the Amex points, it’s the bulk of everything, it’s a little bit easier to tell a story. You got 12 million Amex points. The easiest thing you could spend them on Amazon, they’d be worth $85,000.

You could just book flights; they’d be worth $120,000.

Tim Ferriss: All right. Use them on Amazon, the 12 million โ€” 

Chris Hutchins: $85,000.

Tim Ferriss: 85k, all right, got it. Then?

Chris Hutchins: I don’t think you should, by the way. You could book travel in the portal or transfer them to bank and brokerage accounts, it’d be around $120,000. Just book flights, no problem. If, and I think you do have an Amex Business Platinum, you could just book your flights with points in the travel portal. You’re capped at how much you can do a year, but if every year you used up to 2.85 million, which would take you about five and a half, six years, you’d get $187,000. So, more than the $120,000. And then if you transferred them and booked aspirational things with airlines on long haul international, I think you could get, reasonably, $250 to $600,000 of value. That’s the range. But what should Tim do?

Tim Ferriss: Well, let’s come back to that. On the low end, we have use the Amex points on Amazon because my credit card’s already attached, it’s one click for a checkbox. It’s very easy. That’s taking 12 million plus points and converting it into $85,000 roughly of value. Now on the very high end, long haul international, we’ve got $600k.

Chris Hutchins: Yeah, or more. I did some quick math just for fun, and I said, “Hey, what are some things I’ve done?” I just looked, we’ve been to the Conrad, which is a chain within Hilton, the Conrad Bora Bora, an amazing property. We’ve been twice now. We’re about to go to the new Waldorf Astoria in Costa Rica, so I looked at those two properties. They have tons of availability using Hilton points. Amex transfers from Hilton one to two so you’d actually end up with 24 million Hilton points and it would be about 200 nights.

If we’re talking extreme, what you could do, you could transfer all those points over and book 200 nights at a hotel that would normally be $1,500 to $2,000 a night, just to give people’s mind โ€” 12 million, what does that mean? It could be 200 nights at an incredibly high-end, beautiful resort. If you wanted to take international long haul flights to Japan and Europe in business and first class at redemption values, I’ve gotten multiple times, not once in a lifetime, it’d be somewhere between 130 and 150 one way flights โ€” 

Tim Ferriss: To Japan.

Chris Hutchins: Let’s call it 65 to 75 round trip flights in business class over an ocean.

Tim Ferriss: Observation/question. Observation, I had this Shawshank Redemption fantasy of sorts to be clear towards the very end of the movie on the beach. I was thinking, well, so one reasonably absurd thing that I could do would be a 200 night writer retreat to Bora Bora. I might end up more like Tom Hanks in Cast Away, that’d be my fear, but at this crazy, crazy hotel. So that would be one option for just if I just wanted to yolo burn the whole thing. The other I would imagine, tell me if I’m running up against restrictions here, but it’s if I wanted to take, you said 150 flights, let’s just call it 150 one way flights to say Japan, something like that.

Chris Hutchins: Sure, yeah.

Tim Ferriss: Now I guess I’m going to run up against the monthly limits here, but would there be a way for me to do one flight to Japan with 150 people, myself included?

Chris Hutchins: Let’s address the biggest challenge with getting the most out of these points is airlines do not release every seat available for use with points. When they do, sometimes they release them at tiered pricing. There might be two seats available for 80,000 points, and then the next two are 300,000 and then that’s it. As an example, this trip we’re taking to Japan next year, Japan Airlines releases two seats on every flight when they open the calendar at 360 days. Even knowing everything I know about the system, the most optimal place to put the points to get the deal, we still booked two seats from SFO to Narita and two seats from SFO to Haneda. So my wife and I are each taking one kid, and then we set some alerts so over the next year, if two seats open on either of those flights, we’ll log in and change them. The change fee might be $25 on the airline we booked, but we couldn’t even get four seats on the same flight playing the game as optimally as we wanted.

Tim Ferriss: As it stands right now, it’s you and one kid and your wife and one kid on two separate flights.

Chris Hutchins: Exactly.

Tim Ferriss: To two different airports. Fuck.

Chris Hutchins: I would say I probably have 80 percent confidence that by the time we take off, we’re all going to be in business class on one flight. I’m about 80 percent confident.

Tim Ferriss: 80 percent is pretty good.

Chris Hutchins: A general rule here, which I’m just going to give that’ll be probably pretty helpful to anyone trying to get the most value out of their points is the way I would say people that play the game at my level do it is even if you know these dates, no flexibility, one of the great things about points is depending on the program, you could book a flight with points and cancel it for no penalty. Maybe you pay a $12 fee, a $25, a $50 fee, depending on the airline, there are different rules. I would encourage you to just search award cancellation rules by airline and you’ll find a list.

What I will often do is say, look, we really want to go to destination X and obviously we’d love nonstop long haul business class. That’s the target, but I don’t see that now. Let me use some of my points to book a long haul premium economy flight and then I will use these tools, AwardTool, PointsYeah, Seats.aero is another one if you’re a spreadsheet nerd. It’s a little bit more database than user-friendly, but it’s really powerful. I’ll set an alert and say, “If two seats open up in business class on the direct flight or four seats, send me an alert and then I’ll go book that and cancel the other one.” Maybe I have to pay the $12 fee. And so the way most people I know do this is they book something that’s good enough but not optimal. Set an alert and almost always end up with something better.

To the point that we’ve been at the airport check in four hours before our flight from Paris to London, back to San Francisco, alert pops up immediately four hours before departure, cancel that flight, book another flight that’s Paris direct. Now you might not like that last minute, I don’t know exactly if I’m going to take the flight I planned on, but within two weeks of departure, all kinds of stuff happens. You can get on Lufthansa first class, you can get on direct flights. I would say book something that’s good enough, points are often refundable and make it really easy to have speculative bookings. And then you get on something. That said, you’re never going to get 150 seats on the plane. So the best version of that would be to pick a day and buy tickets for 150 friends to go somewhere, but no one’s really going to be going to the same place, so not as fun.

Tim Ferriss: Asia, we’ll meet up in Tokyo, we’re all flying to Asia. Oh, Laos. Sorry pal, you’re going to have to figure it out. It seems like then for the bulk of my points that are on Amex, long haul I could go to the Amex website, see if I can use points for my already pending international travel or whatever type of travel I might want to add in to use points. Although I think I’m at this point disinclined to do that.

Chris Hutchins: My sequence would be find something like AwardTool and say, “I’m going on this trip, let me search it on AwardTool. Can I use my points?” Because chances are you’re going to get two to five cents per point on a good award redemption. Nothing on AwardTool or any of the tools you end up liking? Nothing on AwardTool? Great, I’m going to go to the Amex Travel Portal and I will book it with my points because you have an Amex Business Platinum, if you’re booking it in business class or with whichever single airline you choose like Amex lets you pick one airline for your annual airline credits, whichever one you pick, you can book an economy also. You book it with points, they’ll give you 35 percent of the points you spend back as a refund. It’s a perk of the Business Platinum card and you’ll effectively get 1.54 cents per point.

I would tell you, my guess is that if you’re not that flexible with your travel, that you will, one in probably somewhere between five and 10 times, find a great deal with your points and the other four out of five, nine out of 10 times, you won’t. And that over the long haul you’ll get a blended rate of your points of probably somewhere between 1.7 and two cents because that one time you might get five cents and then the other times you’ll get 1.5 cents. And over the course of the next five years, you’ll burn through all your points, you’ll get twice to three times as much value as you would of using Amazon and hopefully whoever’s helping manage your travel could just have this principle of search for points, don’t find it, use points on Amex, doesn’t work, pay cash.

Tim Ferriss: Also I should point out to folks a few things. Number one, that I do have people who help with travel. I could very easily have an assistant do this and I have still do, for people wondering, virtual assistants in the Philippines and so on. But that this is going to become very different, I would say even in the next 12 months. I’ve already invested in companies that are applying AI specifically to the travel vertical. Most people will be able to use AI agents of some type for a lot of this stuff, I would have to imagine, within the next two years. It could come a lot faster. Having an idea of the process, I think, will prove very helpful. We got AwardTool, Amex. So here are my two questions.

I’ve got points on Alaska, American Airlines, Delta, Emirates, TAP Portugal, et cetera, et cetera, is there an easy way for me to just use those for anything? Zero those out. What is the lowest lightest lift? I guess low makes it a harder lift, but you get the idea, lightest lift in terms of using those or is it, “You know what? Hey, look, you’re never going to use those for anything just accept that those are basically sunk costs and they’re trying to pull you into the game of accumulating points and you, Tim Ferriss, don’t need to think about it.” Or is there a tool where it’s just, “Hey, I’m never going to use these for anything. If I can just trade them in for a fucking box of chocolates and it only takes me 60 seconds, I’ll take the box of chocolates.” Is there anything to be done with these?

Chris Hutchins: I would say the same principle applies. If you look at United, you have United, Delta, American, American and Alaska are both part of the Oneworld Alliance. Delta is part of the SkyTeam Alliance and United’s part of the Star Alliance. Those cover almost, I don’t know, if I had to guess, 90 percent of all long-haul flights you would ever take in your life.

Tim Ferriss: Yeah.

Chris Hutchins: And so whoever’s looking to book your travel, you’re like, “Oh, you want to go to Japan?” Way better than any other redemption is just, okay, well United flies nonstop to Japan, depending on what city you’re in, so does Delta and American. You’re going to get at least probably one cent of value from each of those points even if you book it in, like, unoptimally, right?

Tim Ferriss: Mm-hmm.

Chris Hutchins: Like United, a great deal to Japan might be 80,000 points, but you might also find it for 200,000. But if 200,000 points saves you $8,000, could you do better? Yeah, but I’d rather use that, do that five times, save 40 grand, it’s still a good deal. So the same rule applies, which is I would say when you’re booking a trip, go through that same sequence. A lot of these tools like award tool will show you United, we’ll show you Delta and America. They’re not just showing you what you can do with your Amex points. And I would say with the caveat that because there’s no good alternative, with Amex, you can always use those points to just book any flight on any airline at least one cent. So there’s no point in cashing them out for a box of chocolates. On United, you can only use them to book United and their partners’ flights.

But the flip side is that there is always a price, right? Even if there [is] one last seat, they will still sell it to you with points. It might be a lot of points, but you could still use it for that flight. And so I would be blown away if over the next three years you don’t take at least one flight that is on each of those airlines or their partners.

Tim Ferriss: Oh, for sure. Yeah, yeah, for sure. 

Chris Hutchins: And the good news is with United, if you want to book five seats in business class to Japan, it’s going to be easier to find five seats. It’s not going to be as good of a deal. But you know what? If otherwise you’re not going to use them, why not?

Tim Ferriss: Yeah, also deal, there’s the micro deal and then the macro deal, right?

Chris Hutchins: Sometimes it just feels good to take a free trip. Who cares if it was a good deal? You went on a trip you weren’t going to take otherwise.

Tim Ferriss: If it’s a good deal because you have five people flying to the same destination and you know it’s guaranteed versus we’re going to be scattered to the wind and then have to find one another like Lord of the Rings or something, then fantastic, right? Then psychologically that’s also a good deal. 

Are there any options, and I think the answer is no, but outside of travel that are interesting in terms of using points? Let’s just say hypothetically I was like, “You know what? Decided I’m going to stay in the US for the next three years. And maybe I’ll stay in Austin for the next three years straight. I’m tired of traveling.” Are there any uses of these points? Even if they’re not, what are the best options of the worst options? It might be the way to word it.

Chris Hutchins: Yeah, I mean, I just looked and they shut down and so I don’t know if there’s going to be an alternative, but there is a company that used to exist called Miles4Migrants that basically you hand over your miles and they help refugees relocate around the world using your miles.

Tim Ferriss: Okay, that’s interesting.

Chris Hutchins: But it looks like they don’t exist. It looks like they have a, “It’s with sad hearts we share this news.” So there might be some ways to use them for someone else, something like that.

Tim Ferriss: Yeah, that’s interesting.

Chris Hutchins: So that’s one altruist. It’s a very charitable cause. It provides no value to you. I don’t even think you get the tax write-off, but you’re helping people relocate fine with miles you don’t need.

Tim Ferriss: That’s fine. But here’s the thing, I donate a lot of my stuff because if I go and I look at my โ€” you and I both know I have no fashion sense, so it’s like if I go upstairs and I’ve got a lot of extra clothing, I’m like, “From one to 10, how much value am I driving from this shirt?” It’s kind of a very left-brained Tim, Marie Kondo version. So instead of sparking joy, I’m just like, “From 1 to 10, how much value am I getting out of the shirt?” Haven’t worn it in four months. That’s like a one or a two max. If I gave this to Goodwill, somebody would get a seven or eight or more out of it if they really need it, maybe a 10. That’s just a better use of this thing in the world, right? So for me, I could see actually doing something like that with points.

Chris Hutchins: If you found a charity that you cared about and said, “Hey, I’ve got all these points, can I just help you out?” There’s a listener of our podcast and he reached out to me and we talked and he runs a few shelters around the world for women that are suffering from domestic violence and all kinds of stuff and human trafficking. And he’s like, “I use all my points just for the business.” All the points his company earns, he uses to book trips for people, for refugees, all this kind of stuff who have a lot more flexibility. So there’s a way that I’m sure someone listening that could reach out and be like, “Hey, we could help put these to use if you don’t want them but โ€” “

Tim Ferriss: I’m going to get so many fake โ€” 

Chris Hutchins: Oh, for sure.

Tim Ferriss: โ€” scammers asking for points. But yes.

Chris Hutchins: “Tim, give me your points.” But I would say the easier solution is just decide where you want to give with your dollars. And whenever you’re taking a trip, tell whoever’s booking your travel, and this applies to anyone listening, just go, “Look, what would it cost on United? Let’s just book it with United this time.” And it’s often great deals like we’re going to Cabo and it was a great deal to use points, especially because we weren’t sure which day we wanted to come back. So we just booked it for both days and you can cancel with no penalty. So even if it’s not a great deal, just start cranking through them.

You don’t have any, but just in case anyone’s in Austin, one of the best uses of Chase points is transferring them to Hyatt because Hyatt just is one of the hotel groups that just continues to deliver great value. And there’s a Miraval wellness resort right outside of Austin โ€” 

Tim Ferriss: Oh, yeah, I’ve been there.

Chris Hutchins: โ€” that’s like all-inclusive and you can use your Hyatt points there. You don’t have anything that would get you Hyatt points, so it’s not relevant to you, but there are a lot of domestic ways that you could use your points even if you’re not leaving the US.

Tim Ferriss: So let’s look at a situation on my spreadsheet here, which is let’s pretend the numbers are bigger than they are. So I have points on Emirates Skywards and I have points on TAP Air Portugal, the numbers are not as big as the other airlines, but let’s pretend that these were more miles because I’m bringing these up, as you can guess, because they’re both expiring this year. What can people do if they’re like, “Oh, shit, I’ve got three to six months, maybe it’s a year, before these things expire. I do not have any need, maybe no desire to take an emergency trip to fill-in-the-blank location.” Is there anything to be done or is it just like, “Ah, you son of bitch, you got me.”

Chris Hutchins: No, there’s multiple things. So most of the programs in the US now don’t expire. If you have the credit card with a company you earn points in, usually the credit card points don’t expire. But a lot of programs do. And I’d say there’s two versions of expiration. There’s a couple airlines, Japan Airlines, ANA, where it’s truly like three years and they’re gone, nothing you can do. And then there are a bunch where it’s like, I think American Airlines, if you have no activity for two years, they expire. 

Tim Ferriss: Loyalty rewards. Sometimes the stick is better than the carrot.

Chris Hutchins: I have, in the past with American, I’ve donated a thousand miles, that’s activity, that kicks you another two years down the road. You can buy a magazine with your miles, kick the can two years down the road. Emirates, for example, lets you transfer your Emirates points to Marriott. So funny enough, it’s like you’ve got Marriott points, they need some activity or they’re going to expire. You have Emirates points, maybe you could transfer all your Emirates points to Marriott, which you’re probably more likely to find a hotel that you could use to book with Marriott points and cash out your Emirates balance. With TAP Air Portugal, you’ve got an orphaned 6,500 miles, probably not even enough to book really anything, I honestly wouldn’t feel too guilty just letting them expire.

The thing that I would note in the future for someone listening is TAP Air Portugal is a part of, I believe it’s Star Alliance. Yeah, Star Alliance. Whenever you fly on TAP, you should just put in your United number, right?

Tim Ferriss: Mm-hmm.

Chris Hutchins: Like, try not to overcomplicate things. You’re flying on Air France, put in your Delta number. Do I think Delta points are the best ever? No. And if you want to play this game at a crazy level and have six-figure balances in 25 airlines, great. But when you’re getting started, if you have Delta, American, or Alaska and United, any foreign flights credit there and then you don’t have to worry about having these little balances all over the world in random airlines.

Tim Ferriss: Yeah, that’s a good point.

Chris Hutchins: But at 6,000 points, I don’t care. At Emirates, if you thought one day you’d use them, great, otherwise I’d transfer them to Marriott. I will say there’s a strange reason why I ended up with 25,000 Aegean Air miles, which is a Greek airline part of Star Alliance, and I was like, “What do I do with these miles? I’m not going to go to Greece.” But Aegean Airlines is part of Star Alliance, so I just use them to book a flight from San Francisco to Denver on United. Now 6,000’s not enough to do that. So I wouldn’t even worry about it. But if you had, and Emirates is not part of any of the major alliances, they have some partners, but because they have the escape valve of transferring them to Marriott, I would just be done. But if you had some Air France miles, you could probably use them even if you weren’t going to France to book a Delta flight or if you had British Airways, an American flight, or something like that.

Tim Ferriss: Got it. Okay, that makes a whole lot of sense. All right. Where should we go from here? I mean I’m tempted to sprinkle in some crazy point stories, but we could also go somewhere else, right? Because it seems like the answer is use these for flights that are coming up, they don’t expire. There’s definitely part of me that’s like, “God, it’s not very inspiring,” but I certainly could do it. That’s the best value per point is to use AwardTool and then if that fails, Amex Travel Portal.

Chris Hutchins: What if we did it this way? I said the best deals are with the ultimate flexibility. So you could say, “Hey, just blow my mind. Make me feel like I got so much value out of this.” What could we do? What could we do that’s really awesome? Block off a week and say, “This week I’m just going to blow it out of the water and I’m going to do something awesome and I don’t know what that’s going to be. I don’t know where it’s going to be.” And you go to one of these tools and you say, “Where can I go this week?” And I think you could have a good time anywhere.

Tim Ferriss: I agree.

Chris Hutchins: So for example, Seats.aero, one of the cool things they have is they have this tool that’s like the ANA first-class finder and the Lufthansa first-class and the JAL first-class finder. So you could say, “Lufthansa first-class.” Well, for anyone who’s interested, the San Francisco to Frankfurt flight today you could book using United miles in first-class for 165,000 points. Now one of the best things about Lufthansa first-class, and I’ve not been able to fly it, is that in Frankfurt they have their own private first-class terminal that’s separate from the other terminal. It’s known for that if you go take a bath there, they give you these rubber ducks that you could post on the internet that show people that you flew first-class on Lufthansa. But you could basically just schedule a, “I’m going to take an amazing trip, I’m going to go somewhere awesome,” and just see where that leads you.

And so we’ve done this a handful of times and we ended up at this amazing resort in Majorca last year called Cap Rocat. It’s a small luxury hotel of the world, it’s built in an old fortress. If you just search for it, you’re like, “Well that looks beautiful.”

If you want to go in the summer, it’s like 2 to 5,000 a night. And we’re like, “Wow. Hilton has five nights here.” We had five free Hilton night certificates. We found some points to get ourselves to Europe.

I think one interesting thing for people to consider, we live in the Bay Area, we wanted to go to Majorca. If you just search for a flight from San Francisco to Majorca, it’s going to be a lot harder to find a good deal. So instead we searched for San Francisco to Europe, we ended up getting a flight to Paris and then we just bought a $79 ticket from Paris to Majorca. So consider the fact that you could buy really cheap flights at the beginning or end of your trip and your points are going to get you on these long haul routes. So we ended up having a $20,000 vacation. We didn’t even realize when we booked it that we were flying to Paris during the Olympics. So we ended up staying there for two days and going to the Olympics and we did the whole thing on points. It was like $20,000 saved, not $20,000 of value because it was actually saved over if we had paid cash. So it was amazing.

Tim Ferriss: Yeah. All right. I like that idea.

Chris Hutchins: I would challenge, give me a week of your time and I will come back with a, “Tim is going to this place in this amazing deal and he’s going to stay at this incredible property and just unwind for a week and explore whatever part of the world we send him to.”

Tim Ferriss: Sierra Leone Four Seasons, here I come. So what was the name of that place? Sip Rocat? No, what was it?

Chris Hutchins: Cap Rocat.

Tim Ferriss: Cap Rocat. Sounds like a Russian prison drug. I like it.

Chris Hutchins: Beautiful hotel. There’s tons of โ€” I mean, I don’t know what Majorca is in October, but right now you can go for a week or two in October. Obviously I know summer’s probably the prime time, but I think when you start to look at shoulder seasons and last-minute stuff, you could just get crazy, crazy deals.

Tim Ferriss: Shoulder seasons means right outside of the prime season like to either side of it?

Chris Hutchins: Yeah, so we’re going to Costa Rica in June, which is not the height of rainy season, but it’s certainly not the most perfect time to go to Costa Rica. It’s not necessary. I think we’re going to hit Japan, obviously, cherry blossom season is flexible, but I think we’re going to hit Japan in prime time next year. And so you don’t have to wait for shoulder season, but there’s just so many better options.

I think we mentioned all these tools before, but when it comes to hotels, a lot of these tools also have the same thing for hotels. So you can go switch from the flight page to the hotel page. Seats.aero has a sister site called Rooms.aero and you can literally be like, “Find me a small luxury, a hotel in the world that has five nights available June 25th. Where am I going?”

Tim Ferriss: Now is the .aero like a wink, wink insider thing in the travel world, or is that just an indication of the person who made this spreadsheet-heavy website is the same person who should not be in charge of branding?

Chris Hutchins: I know the guy behind it’s an engineer and I think it was like, “What would be a cool, easy name? Seats.aero.” Like easy domain, short word. 

Tim Ferriss: Arrow spelled like an arrow, A-R-R-O-W?

Chris Hutchins: Oh, sorry, A-E-R-O. Seats.aero like an aeronautical airplane.

Tim Ferriss: Oh, Jesus. See there’s the problem. There’s the problem. I got it, .aero, A-E-R-O. I am absolutely not the only person who immediately went to arrow, A-R-R-O-W.

Chris Hutchins: I’m very glad we clarified that, right?

Tim Ferriss: Show notes would’ve been messy. Okay, so I want to explore a couple things. Number one is points gone wrong. In other words, where you did something and you’re like, “Fucking a, that was just such a waste of life energy,” right? There must be some examples of where this didn’t work out or where you had a practice and you were like, “At the end of the day, isn’t worth it.” Now I have to bust your balls about this because it’s just so funny.

I’ve heard you tell stories of comparison shopping for fruit at the grocery store. Well, you will drive from one grocery store to another to save something like, correct me if I’m getting this wrong, but two or three bucks on berries, something like that. But I’m wondering even for you if there’s been an example where there’s a practice or an attempt and you’re like, “Okay, that really didn’t work out, that was just way more headache or way more time than ended up being worth it,” right? The juice wasn’t worth the squeeze. How often do you feel that way and can you give an example?

Chris Hutchins: I think, I don’t know, I’ll call it the optimizer’s curse, but that is the challenge that I have learned to get better at over the last year or two or three, which is take the berries example. I think I’m probably more likely to look online, be like, “Should I order my groceries from Amazon Fresh or Whole Foods and which one’s cheaper,” than necessarily drive store to store. But I’ll credit Ramit Sethi for these money rules where it’s like, okay, for groceries we stop caring, it doesn’t matter. Now does that mean that when I go to Costco to buy berries and I might see blueberries are twice the normal price, maybe we just buy strawberries instead and I’m not going to not buy berries if they’re expensive, but I might pick the berry that’s the better deal this week. But I’m not going to not do it and I’m not going to drive to the grocery store to get it.

Tim Ferriss: Throw in $15,000 worth of gold bars with my bargain basement strawberries.

Chris Hutchins: Yeah, it’s a rounding error, the transaction would be 15,000 and 12 or 15,000 and 14. But I’ve had to get a lot better at this because there are times where I could spend three hours trying to find a flight deal and figure out the most optimal way to do it, only to be like, “Oh, we’re not even going to take this trip.”

Tim Ferriss: Right, yeah.

Chris Hutchins: My wife sometimes asks me, I was like, “Hey, which flight should we take for this trip?” And then she’s like, “I’m okay answering that question, but why do I have a 47-row spreadsheet as the source of this information?” And so for me, part of it is sport, like we talked about, part of it is figuring out at what level do we stop caring? So it’s like when I was early to this game, it’s like if I’m going to save $20, I’ll stop caring. Maybe now that threshold’s at $100, maybe for some people it’s at $1,000 or even higher. 

So I’ve gotten better at, “Is this a thing I want to optimize, or is this a thing where I’m just going to buy the flight? I’ve got to go to this conference in San Diego, flights aren’t that expensive, let’s just buy it.” For anyone thinking that way, and this is also good for you, there’s this great browser extension called Points Path, which just layers on Google Flights.

Tim Ferriss: Points Path.

Chris Hutchins: And then they have an opinion and they’re like, “This is a good deal with points. This is a good deal with cash.” So you’re like looking on Google Flights to go to San Diego and it’s like, “Hey, actually just go transfer, go use United Points. Don’t buy this one. This is a bad deal.” So it’s even easier than these other tools because it lives where you’re already searching

Now, and sometimes I’m like, “Let’s just book it, be done. I don’t want to spend my afternoon on saving $5 or $20 or even $50.” I kind of do at $50, but I should not. So I think that’s it. Sometimes this stuff goes wrong and wrong is a stretch, but I make mistakes that I talk about not making all the time. And I had this woman, Devon Gimbel, who has a podcast called Point Me To First Class on, and we talked about the point journey and you start off and it’s so great. You’re like, “I used my points at Amazon. This is amazing.” And it feels like points are amazing. And then you start to learn more and I think it’s the Dunning-Kruger effect. It’s like now that I know a little more, oh, man, now I’ve been doing it wrong the whole time, you feel terrible and then you start to learn and you’re like, “Now I’m doing great again.”

But there are going to be a lot of people that listen to this conversation right now and they’re like, “Now I know more. Now I feel worse about what I’m doing.” There is another side to that like the valley of despair. We’ll get past it or listen to that conversation I had with her and that would help.

Tim Ferriss: Wait, the value of despair, is that โ€” 

Chris Hutchins: Valley of despair.

Tim Ferriss: Oh, I like both. Yeah, that’s like the trough of sorrow in Y Combinator.

Chris Hutchins: Yes. Yeah, I think there’s dozens of names of what it means to learn more and then not yet master it and all that. So I think to where you were going, I have made mistakes. I’ve booked flights that were non-cancellable and then tried to cancel them and got no refund. I’ve booked trips we never needed to take. I’ve booked backup flights and forgot to cancel them and lost points. Make tons of mistakes doing all this, that’s just how we learn. And even once you know the things, you do it wrong. But the value of everything I’ve gotten out of it has far exceeded those mistakes and I’m okay with making those mistakes. And I’ve just learned to say, “Is this the giant trip of the year where we can save $10,000,” or is this the, “I need to go to this place for a meeting and it’s not worth my time?”

Tim Ferriss: Yeah, yeah, totally.

Chris Hutchins: And that changes, right? Earlier in your career it might always be worth your time.

Tim Ferriss: Oh, for sure. Yeah, definitely. I mean, yeah, back in the day. I mean, when I first moved to Silicon Valley โ€” I don’t know if I ever told you this. When I very first moved, it was 2000, couldn’t find an apartment, bought a standby ticket to, I think it was I was just waiting for San Francisco or San Jose. So I wore my one suit, back when I thought I needed a suit to do job interviews in Silicon Valley and ended up staying at a kickboxing gym. This was Fairtex Gym and I lived on a bunk bed with one of the Thai guys up in basically the attic and I would wash my clothing in the sink. And so I was definitely looking for any cost savings that I could find in any capacity whatsoever. And like you said, the threshold has just changed over time and how I think about my time has changed over time.

But I’ll talk about another optimizer’s curse actually, because I don’t think this gets as much air time, or at least I haven’t heard very many people talk about it. There’s the curse of over optimizing deals/frugality, but then there’s the curse of over optimizing efficiency where people come to value their time so highly that any wasted minute causes tremendous psychological anguish. Do you know what I mean? If they have to wait for something for five minutes, it bothers them to such an extent, maybe even after the fact, that just like the frugality and excess kind of becomes the opposite of what you were looking for, which is this psychological piece perhaps, or quality of life. The same thing is true with people who feel like they have more money than time, or that their time is incredibly, incredibly valuable. Like there is a point where it starts to hurt you and not help you. Does that make sense?

Chris Hutchins: Yeah.

Tim Ferriss: So finding that Goldilocks is something I think about a lot because if you read The 4-Hour Workweek, whatever, yes, there are guidelines for people who have perhaps not ever tried to objectively value their time for looking at annual income and cutting this and this to determine your kind of hourly rate per se, the value of an hour of time. But when you take that and apply it to everything and start to really ratchet up your perceived value of time, it can actually create a lot of anxiety, which I imagine the sort of hyper frugality side can as well, so that you share more in common than I think people might realize.

Chris Hutchins: I think about this all the time. When I spend time, the fact that it is sport makes it easier for me to justify spending an hour going down a rabbit hole because not only do I kind of enjoy the process, but also I have a podcast, I can share the process with other people and then they can skirt some of the process by not making the mistakes I do. On the flip side, I often think about what is my time worth? I get requests for people to, “Oh, hey, could you consult on this thing? And I’m like, “It’s just I got other stuff to do.” And I’m like, “Well, if I said no to a consulting call for $250, then my time must be worth $250. Do I want to lay in bed and watch this movie? It’s $250 to watch a movie.” Somehow I’ve been able to just be like, “Nope.” And I just ignore it all.

But I imagine there are people that think about that and can’t stop thinking about it. And my only advice is to just try to not calculate every little thing because it’s impossible and think about maybe your 9:00 to 5:00 time, think about your work hours of whether they’re most efficiently used, but in free time I try to ignore the value of time. It’s like, does it cost me $1,000 an hour to play with my kids? That’s just a ridiculous thing I’m not even going to entertain.

Tim Ferriss: Where are the robots when you need them? Don’t worry, they’re coming. Soft hands, soft hands. Don’t be the first of 100 parents to test them out. 

So looking at what I’ve done, I also want to ask you about the future of travel. So I’ll just plant that seed. What do you think the space is going to look like in the next handful of years, or what innovations you’d like to see? 

What could I have done in the beginning? What would you have done differently looking at what I’ve accumulated?

Chris Hutchins: So I tried to model out what you could have done and what the impact would’ve been.

Tim Ferriss: Oh, boy.

Chris Hutchins: And my rough answer, and I built this whole, I don’t know, this optimizer’s tool, which was like you could basically put in how much you spend and you could check off which cards you have and see other cards and see how much better it would be if you had other ones. The short answer is almost everyone is optimal with two things. A card that gives them elevated earning on the things that they spend the most on, and a card that gives them two percent or 2X points on everything else that is the optimal solution. And so in the case of the Amex Platinum Card, which I have multiple of, you’re getting one point on everything and five points on flights specifically booked with the airline. And so not a great card for anything other than flights booked with airlines, but getting five points on flights booked with airlines, excellent. But if you figure 90 percent of the spend you put on that card was not a flight booked with an airline โ€” 

Tim Ferriss: It’s advertising for companies yeah.

Chris Hutchins: Yeah, advertising. I would say for your specific case, it’s like, well, the Amex Business Gold Card gives you 4X points on advertising spend โ€” 

Tim Ferriss: Yeah, I fucked that up.

Chris Hutchins: โ€” up to $150,000 a year, but you’d be much better off getting 4X than 1X on ad spend, right?

Tim Ferriss: Yeah. It’s much more than I put on travel. I mean by 10X, 20X, 50X, yeah.

Chris Hutchins: If you took a card like Capital One has the venture and the Venture X Card, and on the business side they have the Venture X Business, which is just 2X on everything. There’s no games to play. It’s not which, what do I use for this? You’d get 2X on everything. You would’ve probably been a lot better off. Because you were getting five on flights, but one on everything else. The Amex Business Platinum does one and a half on purchases over $5,000. So maybe you were getting one and a half on a lot of those things for business, but you could have just gotten two on everything, it probably would’ve simplified your life. And then you could have picked a card, whether it’s personal, I’ll focus, personal use case, which is the Chase Sapphire Reserve Card is 3X on travel and dining. The Amex Gold Card is 4X on dining and groceries.

I don’t want to go down to every card under the sun, but there are cards that are targeting people who spend in categories that are pretty common, like travel and dining are two of the biggest ones where cards reward you. So I think the average person is best off with a card that earns three to four points on the categories they spend the most on, and a card that earns two on everything else. And whether that’s two points or two percent cash back, kind of is up to you. 

Do you want to play the game and try to get the most out of it and take all these aspirational trips, or do you want to just put cash in the bank and not worry about it? And that doesn’t mean you can’t get some of the value. If we loop back to one example I should share, the Caprocot Hotel, beautiful hotel. It was 120,000 Hilton points per night. Hilton points, when I booked the hotel, were on sale for half a cent each.

So there’s this crazy arbitrage that required no playing the points game, which was a night at the hotel was like $3,000 or 120,000 points, but on the website, the same day you could just buy 120,000 points for $600. So someone who’d been playing the cash back game their whole life could just go to the Hilton website, buy 120,000 points for $600, book the $3,000 room for 120,000 points and get effectively the same elevated value that I got from playing the points game without ever playing the points game.

Tim Ferriss: Yeah. That was on the same website.

Chris Hutchins: I mean that was just on hilton.com. The Hilton points are notorious for going on sale all the time. I will say, Chase, you can’t buy Chase points, you can’t buy Amex points, airlines points go on sale from time to time. So there are places where you could buy points from airlines if you see an amazing deal. And I would encourage people to do that. Let’s say you have no points and you’re about to take a big international trip, go to award tool, go to points. If you see a ridiculous deal and you don’t have any points, chances are, at least one of the airlines you can book that deal from sells their points. And it might be a better deal to go buy United points or Air Canada points and book it with points.

Tim Ferriss: So let me hop in here, all right. So I’d love the kind of on the same website arbitrage, because it makes me think that there’s some guy running spreadsheets doing all sorts of fine-tuning internally who’s like, this is for my boys and girls who get the game just planted like this Easter egg, wink, wink for anybody who actually happens to get the scent trail. I like that story so I’m going to stick with it. But โ€” 

Chris Hutchins: The reality is most people that have a Hilton account and have Hilton points are using it to book a night at the Hilton Garden Inn for their family reunion in some city in America. They’re not trying to go to the Maldives or Bora Bora every weekend and then they’re not ready to book it on a dime. These aspirational stories are just that, they’re aspirational. And so if they’re not in your short-term future, racking up Hilton points doesn’t do you a lot.

Tim Ferriss: All right, so let me just come back to my own situation. So it sounds like for what I’m doing, assuming that, because this is going to be true for, I would imagine a lot of solopreneurs or entrepreneurs with small businesses that the vast majority of their expenses are on things like advertising, media, maybe also for different service providers like email service provider, blah, blah, blah, blah, blah, those are going to be the big buckets. So it sounds like a next step for me at the very least would be to get a Gold Card to โ€” 

Chris Hutchins: Business Gold, just to be clear.

Tim Ferriss: Business Gold, thank you. Business Gold. Just to move those types of expenses to that immediately. It doesn’t take much for me and it will I guess 1.5 to 4X my return on that spend.

Chris Hutchins: Yeah. And then if someone’s in the Chase ecosystem, there’s a Chase Ink Preferred Card, which is 3X on ad spend and travel. I think it’s also office supplies and shipping or something like that. I can’t remember all of them off the top of my head. So that’s one path. The other path is, okay, yes, you like these points, but you don’t really get a lot of tangible value in the moment from them. Until you can redeem them, there’s no value. So what some people do, and clearly one percent of GDP on Delta cards is an example. Most of the airline credit cards and Hyatt, notably because they don’t just give away their top tier of status, you can spend your way to status on most of the domestic airlines like United, American, and Delta and Hyatt their highest global status.

So you could get a Delta Reserve Amex, throw a million dollars of spend a year, and you’d be Delta Diamond. I don’t know the exact number depending on the airline, it’s between 200, $400,000 a year would get you their highest tier of status. 

Tim Ferriss: What does it give you? Caviar and blowjobs?

Chris Hutchins: Depending on the airline, it might be priority boarding, upgrades as available, not anytime, free Wi-Fi, whatever the perks are. Southwest is one of the ones where you actually get the guarantee. If you earn 125,000 points on Southwest, if you spend $125,000 on a Southwest card, you will get a companion pass. You can name any person your companion and every time you fly, as long as there are two seats on the flight, they will fly free with you. And it’s not two seats when you get there, you can reserve the seat when you’re booking. So right now, my wife is my companion on Southwest. If I buy a flight, she can come for free, taxes excluded. So you pay the $5 to $50 depending on where you’re going. That one’s one where every single flight.

So if you flew Southwest a lot, which I’m guessing you don’t, spending 125,000 on a Southwest card, bring your companion for free. I know a lot of people, my sister-in-law actually and her husband, they own a handful of small businesses in Colorado and they have two kids. They put a ton of their business expenses on two different Southwest cards, they each have companion pass because of it. All the points and miles they’ve earned from Southwest, they use to buy flights for them and their kids fly free with them everywhere they go.

Tim Ferriss: Yeah, makes sense.

Chris Hutchins: Could they have had more Amex points or Chase points if they played the game differently? Maybe. But right now do they get to take vacations all the time with their family and never pay for any of it and their kids are always free and their flights are paid with the points they earn on the card? Yeah, pretty cool. They don’t think about the cost of travel. Now they can only go where Southwest goes if they want to go for free so trade-offs, but.

Tim Ferriss: Yeah, I mean it’s all trade-offs and I actually do sometimes fly Southwest, you’d be surprised to know it’s not all the time, but Southwest and JetBlue, I actually fly with some regularity. That’s a story for another time.

Chris Hutchins: But I just share that, someone who spends a lot of money for their business or their person, the optimal solution might be to get a card that matches their expenses or a 2X two percent card and just throw all the business expenses on those cards. And for that case, Bank of America similarly, has business cash back cards that if you put $100,000 in a business bank or brokerage account, you get 2.625 percent back on every business transaction. That’s the primary business card we use.

Tim Ferriss: Which was that again?

Chris Hutchins: The way Bank of America works, they have this program called Preferred Rewards. And depending on how many dollars you have on deposit, they multiply your earnings by up to 175.

Tim Ferriss: Oh, that’s clever. Clever monkeys.

Chris Hutchins: So the card is marketed as earning 1.5 or two points and then they multiply it. So it’s a little, I wouldn’t say it’s that complicated, but it’s not as straightforward in that they’re not marketing as that. But on the website they say, “Deposit $100,000 and hold it at a Bank of America account for your business 2.625 percent. If you’re a business that doesn’t want to think about this game, and you just want to get the rebate on everything, great.

Tim Ferriss: All right, so the future of travel, we can come to, I know I bookmarked that, so I’ll let you choose, I’ll give you a couple of prompts. Pudding cups, US Mint, or your wedding โ€” which would you like to go with first?

Chris Hutchins: They’re pretty short stories, so I’ll just run through them in the order you gave them. So this guy Dave Phillips, back in the late ’90s, noticed that there was this promo from Healthy Choice, if anyone remembers the green brand that made all these โ€” probably not in today’s standards โ€” healthy foods. And it was like you get a thousand miles for every 10 barcodes you mail in. And he found that he could buy these trial-size pudding cups for 25 cents and they all had their own barcodes. And so he drove hundreds of miles around, filled up a van, bought over 12,000 pudding cups, donated all the pudding cups to local shelters with the requirement that they would need to, as they serve them, give him back all the tops that they peeled off so he could mail them in. And he ended up earning, I can’t remember how many miles it was, it was enough miles that he said he spent seven years burning through them, taking friends around the world, going on amazing trips.

He got to write off the pudding as a donation. His total cost was like $2,500. And so it’s just a great example of learning to spot places where promos or credit card rewards can be pretty lucrative. And so if anyone was around in the mid-2000s, the US government kind of passed some legislation to get this $1 coin in circulation. And so they basically said, “We’ve got to get this coin in circulation.” And so they basically let you buy dollar coins from the US Mint website for $1 and you could put them on a credit card. And so you would go on and the idea was, coins last longer than bills. And so the government said, “A $1 coin would save us five billion over 30 years,” because it would last, we didn’t have to reprint all these bills. And so they sold $1 coins, shipping included, for $1.

And this one guy, I don’t know his name, bought two and a half million dollars of dollar coins. They weighed like 40,000 plus pounds. And so he would just get these coins to his house and he would throw them in his car, wheelbarrow them to the bank, deposit them as US dollars, and just cycled through earning millions and millions of credit card points buying coins on his card. And so I think that’s an extreme version of points arbitrage.

A lighter version is just, I spend a lot of money on Amazon. I mean let’s not use Amazon because Amazon has a credit card that gives you five percent. But let’s say you spend a lot of money at Apple and you’re at the checkout line at the grocery store and there’s an Apple gift card and you could just buy your Apple gift card at the grocery store, load it up to your Apple account, but because you have a card that earns 4X points on groceries, you get 4X on Apple instead of one because you bought the Apple gift card at the grocery where you get elevated points. And so looking at places where you can move around your spending or buy things that are easy to sell on a card, great options.

Tim Ferriss: So let me throw one out for you just because you may already know this, but I think it’s a fun story even though the conclusion is a little unclear to me. Did you ever hear the story about Kyle Bass, well-known hedge fund manager and his nickel purchase? Did you ever hear about this?

Chris Hutchins: No, I do not.

Tim Ferriss: So I just looked it up. Now this is on some random website, so who knows, fact check everything folks, but here it is. 

“In 2011, hedge fund manager Kyle Bass reportedly bought $1 million worth of nickels. Why on Earth would anyone want to own 20 million nickels? Let’s work out the underlying logic of this trade.

“A nickel weighs five grams, 75 percent of which is copper and the rest is nickel. At the time that Bass bought his nickels, the actual metal content of each coin was worth around 6.8 cents. So Bass was buying 6.8 cents for five cents, or $1.36 million worth of base metals for just $1 million.” 

And it goes on, there are a bunch of important points in the fine print here, because he’s not going to want to melt it down himself. Is it even legal for him to do that? Maybe not. So does he have exposure then to the nickel and copper markets? How does it work? But still a neat example of how some of these opportunities seemingly โ€” and make sure you’re not too clever by half because you can shoot yourself in the foot financially โ€” but it kind of makes for a fun story.

Chris Hutchins: The last story was that, and this goes back to my earliest days of buying pizza in college. When we were getting married, we had no idea how expensive things could be at a wedding. And so, this guy was kind of a successful entrepreneur in Silicon Valley, had this amazing wedding video he shared and I was like, “Well that was really cool. I’d love a wedding video like that.”

So I looked at who produced it and I emailed them and they were like, “Yeah, we’d love to do your wedding.” I was like, “Awesome, how much is it?” And the woman was, it was $13,000. And I was like, “No, sorry, I thought a wedding video would be a fun thing to have, but $13,000 was a meaningful portion of our entire wedding budget. I can’t spend this on a wedding.” And I’d been talking to this woman unfortunately for three or four calls before I knew the price and she was like, “Ah, but your wedding sounds fun. You’re a cool person, I’d love to do it.” And I was like, “Yeah, I don’t know what to tell you.” And I had been talking about our honeymoon and we were going to the Seychelles.

And that was the plan for our honeymoon and she was like, “Gosh, it would be fun to do your wedding.” She’s like, “Man, I’d love to hear the story of how your honeymoon goes. I’ve always wanted to go to the Seychelles.” And I was like, really? You’ve always wanted to go to the Seychelles? The street price of two business class tickets to the Seychelles is like $20,000. But the actual cost to me in miles is like $2,000. So I offered her, I said, “Look, what if I sent you and your husband to the Seychelles in business class whenever you want to go. We’ll find a time where the flights work. I will book you there. You’ll save $20,000 if you otherwise would’ve bought the ticket, I’ll do it with points. What do you think?” And she was like, “Let’s do it.” And so she agreed to do the wedding. The only cost we had was we paid for the hotel rooms for the videographer because that was a real cost.

But all the time, cost and editing costs she ate. And it turns out at the time she wanted to go, it was harder to find the Seychelles. So we sent her and her husband from Colorado to Mauritius in business class, they had an amazing trip. And so I would say the lesson here is like you can always find ways to negotiate anything. That’s one of my principles.

Tim Ferriss: That might be the golden move that I could apply without inflicting much brain damage. Because I work with dozens of contractors for a million different things. And I could say, “Okay, how about instead of paying you rack rate retail for your services, which is 10k, I send on this trip, which is 15k,” if in fact they want to travel or whatever it is, since that’s going to be seemingly the highest conversion. I could probably do that a handful of times and squeeze a lot more value out of these points than I would for myself over time since I just don’t foresee traveling with a high enough frequency. It would take a long time to kind of drain the bathtub before it’s refilling, so to speak. But if I’m using it also to find opportunities to pay for folks or give them something, I wonder what the tax implications are of that. Who the fuck knows? Yeah. How does that work from a gift tax perspective? Do they get themselves into trouble? I guess that’s a problem for them and their accountants.

Chris Hutchins: I don’t have an answer to that, but I would be very surprised if you bought a flight for someone and โ€” if you asked your accountant, they might say, “It seems fine.” I’m not an accountant, I’m not going to tell you what to do. I’m sure someone listening will tell you there are tax implications.

Tim Ferriss: I suppose, well, it’s different from a gift because it’s a barter, effectively. So there are probably specific elements of the tax code that deal with bartering. I have no idea what they are.

Chris Hutchins: What is the value of the thing you’re giving and all that? Another option though, for anyone who’s a business owner, it’s like, “Oh, I could give all my employees a thousand dollar bonus, or I could send them all on a $5,000 vacation that cost me a thousand dollars worth of points.” That employee is going to have this incredible experience. Pick any luxury resort that’s in the Hilton portfolio. Amex transfers one to two to Hilton, 24 million Hilton points, you’re like, “Where do you want to go on vacation?”

It’s like a gift to employees, to family members. One of the interesting things is you probably have less flexibility in your schedule, but maybe you have family members or friends or nieces or nephews or graduation gifts. I heard this great story, a friend of mine gave his son, for graduation, he’s like, “Right after graduation, you tell me, I’ll send you anywhere you want to go in the month after you graduate.” Well, he had all the flexibility. He didn’t start his job for a month so it didn’t matter what day, didn’t matter what time. And he and his best friend, he flew he and his best friend to Asia. So that was his graduation gift.

Tim Ferriss: How hard is it to transfer points to someone else, right? I’ve got 12 million points; if I was like, “Here’s a competition โ€” ” 

Chris Hutchins: You don’t need to. That’s the thing.

Tim Ferriss: What do you mean I don’t need to?

Chris Hutchins: So you could do two things. You could book a flight in the Amex Portal for anyone. You can transfer those Amex points only to your loyalty account, but you can book it for anyone. So you can transfer those membership rewards to Air Canada and book a flight for anyone in the world on any flight that Air Canada’s partners with. I think Air Canada has the most airline partners of any airline in the world, I think. So Air Canada is a great target for Amex points.

Tim Ferriss: What would you do in my shoes right now? Because we talked about long haul international, we talked about using the different tools that you’ve already outlined for checking for flights, AwardTool, Amex Travel Portal, etc. Talked about getting a Business Gold Card for more advertising. Anything else that is easy for me to do, or have what my assistant in the Philippines help with doing? But if it chews up a few hours of my time, I will probably have an allergic reaction. So is there anything else where you’d be like, “Low hanging fruit, do or don’t do these additional things? Get rid of this card, that’s bullshit, do this, this is hurting you more than helping you.”

Chris Hutchins: I know on your list you have over a million Capital One points that you’ve earned on after back and forth with you and trying to look at pictures. I still can’t figure out what card it’s earning points on, but it earns just one point on every dollar. So, at a minimum, it’s like, if you just got a two on everything or cash back, I would encourage you to maybe just switch to Bank of America Premium Rewards Card, get 2.6 percent cash back on everything, three and a half percent cash back on travel and dining, stop worrying about these points.

Tim Ferriss: That requires me to have 100k in a bank account there? Or no?

Chris Hutchins: The most optimal would be open up some brokerage account, throw a hundred grand in treasuries and not worry about it. The easiest would be open up a checking account that earns almost no interest, that would be some opportunity cost. But if that’s even too much for you, it’s like go open the Fidelity card that gets two percent on everything and you don’t have to move money anywhere. There are multiple cards that earn two percent. Capital One has a Spark Cash on the business side and then a Venture Card, which is just 2X points on everything on the personal side.

So there are a lot of options, but for you, and everyone listening. Everyone listening should not be getting less than two points or two percent on any transaction, because you’re just giving money away. Let me caveat, unless you’re in the middle of rebuilding your credit and you’re not eligible for all these cards, caveat one. Caveat two, no amount of the 19 to 29 percent APR that most of these cards are charging is worth any of these points. So we should [rewind]: anyone that’s thinking about optimizing their credit card game, if you can’t pay your balance off in full each month, it’s not worth it. Stop, do not pass go, do not do any of these strategies. If you can’t pay your card off each month, and you have enough credit score to get a card that earns 2X or two percent, that is the floor. Anything earning less than that, it’s too easy to earn two percent or 2X points on everything to have any excuse of doing anything else.

But I might have 30 cards, which is a little insane. The difference between two and 30 is very minor. The difference between one and two is pretty decent. So I would say, finding the two cards that optimize is really the gold standard.

Tim Ferriss: Yeah, I mean I just have to give credit again where credit is due, but you’ve turned your obsession/sport/optimizerโ€™s curse also into your business. So there is actually much more so than the average duck walking around doing this behind closed doors, an upside to you to experiment, which is what you like doing in the first place. So it’s a very beautiful solution that checks a lot of boxes. So congratulations again on that.

Chris Hutchins: I feel lucky that I basically just started recording a day in the life of myself. It’s like, “Today, I’m going to go down the rabbit hole of every card that Citibank has and break down every little feature and why there’s a couple real ways that you could basically earn top tier Citi status, not too difficultly. Great, that’s an episode. Let’s deep dive on gold, let’s deep dive on award travel.”

Tim Ferriss: Which is legitimately a day in the life.

Chris Hutchins: That is what I want to do and I get to share it.

Tim Ferriss: Yeah, it makes me think of, I think in the first episode I did with Chris Sacca a million years ago, investor who’s now a billionaire, crazy story. But fully embracing your weird self. There is a lot to that that we could unpack in a completely separate episode.

Chris Hutchins: Funny enough, the last I saw you was in Austin at the live Diggnation and I saw Chris Sacca there who heard me talking about gold and he was like, “Can I just come with you?” There’s still a part of him that he’s like, even at his level of wealth, he’s like, “Dude, I want to do this. I want to go resell gold.” He just like, loves the arbitrage opportunities.

Tim Ferriss: Oh, for sure.

Chris Hutchins: So there’s something fun about knowing you kind of “got one” over the system.

Tim Ferriss: Yeah. Oh, for sure. What do you think the future looks like here? Any hopes, any expectations? I mean you track, this is not to use this incantation as a catchall for everything, but certainly my frequency of using AI tools has gone up 10X in the last two months alone. And a lot is going to change and I would imagine maybe, just like high-frequency trading and so on affected the investing game and obviously prior to that, a lot of the quant stuff out of places like RenTech and whatever, are the arbitrage opportunities going to vanish with the smoothing over of robots who are attempting to do the same thing that a lot of people are doing semi-manually right now? Do you think there’s going to be a lot of amazing stuff coming? What do you see or hope for when you look into your crystal ball with travel stuff or point stuff?

Chris Hutchins: There’s a couple tailwinds and a couple of headwinds. So on the tailwind side, one of the challenges with having all of these points is that these programs are always devaluing things all the time. And so there used to be amazing opportunities to do X and now it costs 20 percent more. One of the nice things is that the government kind of is doing some sort of like, “We’re going to investigate whether airlines are devaluing people’s miles,” and so there’s currently some sort of investigation going on. So I think we are unlikely to see a lot of devaluing coming in the near-ish future because there’s some scrutiny about that. So that’s positive.

There is this Credit Card Competition Act that’s been tried to be passed. The idea being, we didn’t talk about this, but the way all of this is funded is that when you swipe your credit card, there’s a fee that the merchant pays to use your credit card, and that fee gets split between the payment processor like a Stripe or a Square or lots of other ones, the issuer and the network. So Visa, MasterCard is the network. The issuer is your Chase. And so those fees pay for this. In a lot of other countries, that interchange is capped. I think in the EU, it’s capped at .3 percent, and in the US, it can be as high as three percent.

So the Credit Card Competition Act is like, in my personal opinion, a bad attempt at trying to make this better in that โ€” I’m not going to go into the nuance of what it does, but the senator who created it has tried to attach it to this crypto GENIUS Act that by the time this comes out, maybe we know the fate of it anyways, but there are some people trying to create legislation to bring down the interchange rates, create more competition. If interchange was .3 percent, you would not be earning all these cash back and points on anything. That’s why cards in Europe are much less lucrative, if not completely foreign concept. So if that happens, great.

The reality is it seems like merchants are not going to all of a sudden just drop their prices if their fees go down. We’ve seen multiple cases with tariffs, with other things that that’s not usually the behavior that happens. So that’s on the point side.

I think it’s become a lot easier to use your points with all these tools, and I think AI will make those tools even better. You’ll just be like, “I want to go to Japan,” and it’ll be, “Boop, boop, boop, boop, boop โ€” based on everything you have, based on everything that’s out there, here’s the optimal way to do it.” On one hand, that’s kind of a bummer for the people who understand the system now. If everyone can understand the system, then those outsized return options are less.

That said, one of the ways that outsized value comes is from still doing things that are like, “I’m not going to look from SF. I might look from the West Coast. I don’t care where I’m going to stay. Find me the best deal.” So I think it’ll be a while before the average person thinks that way. I think the average person, whether an AI tool is doing the searching or not, is like, “I want to go here. How do we go to Paris in June?” Not, “What’s a great deal I could get, and I’m willing to buy a ticket to Austin and fly to Paris from Austin if that’s awesome on a separate airline and a separate ticket.”

I think AI keeps blowing my mind every month. So who knows? Maybe it’ll understand all of this and help us all redeem our points in maybe better ways and maybe this scrutiny will prevent airlines from devaluing and we’ll all win, but I still think there will always be edge cases around how to do it and ways to find the optimal inventory flights that will leave some upside for those of us who spend a little bit more time being ahead of the curve. And I’m glad that it’s easier for more people to do that. It was really hard 10 years ago to get crazy value. Now it’s easier. I think it’ll get a little easier, but I still think there’ll be a lot of upside for people who pay attention to what’s going on.

As for travel in general, I’m not sure what AI’s influence will be on airlines and hotels and all that. I haven’t really thought too deeply about it. It seems like it solves a lot more aspects of my life than leisure travel or even business travel.

Tim Ferriss: Big question mark for me, not the slightest clue, frankly. I’m hoping it can reduce a lot of friction, but how it does that, what the form factor is, how people interact with it, no idea at this point, so TBD.

Chris Hutchins: I was talking to someone and they were like, “On booking.com, this website said the room had two beds, and on all the other portals, it said it had one, and then I called the hotel and they were like, ‘We have two.'” Some story like that. The moment you have a travel scenario where AI booked the wrong thing, you’re like, “I would rather just do this myself.” Like get to the airport and the flight was wrong. It was on the wrong day. I don’t know. I’m not going to let an AI book my travel, but I might let it do some exploration.

I do think when it comes to itinerary planning, if anyone is planning a trip anywhere and is not using AI to think about where to go and what to do โ€” 

Tim Ferriss: Oh, my, gosh. It’s incredible, unbelievable.

Chris Hutchins: That is incredible. “Plan my 10-day vacation in Japan.” The AI tools for planning trips are just out of this world. So I would use it for inspiration and, “Oh, I want a place cold.” “Oh, I’m traveling with my kids.” “Oh, that’s too much travel.” “Oh, can I take a train between these two cities?” That kind of stuff. It’s just so good.

Tim Ferriss: It’s incredibly helpful. Yeah, I used it. I was in Japan, visiting my host family I stayed with when I was 15 actually, so 32 years later, still close, and used it for day planning. Woke up. It’s raining. “Oops, can’t go to or won’t go to this particular location. Build me an itinerary with this weather in this radius and then give me a walking tour starting in this location.” For the next day when it’s sunny, I’m going to use that, right? And exploring those two and just ending up with two or three follow-up prompts with an incredible itinerary, literally that would have taken me God knows how long to put together using normal search. It was just incredible. It’s really, really, really, really powerful.

What have we left out, Chris? What should we talk about, any glaring omissions, any โ€” 

Chris Hutchins: I’ve got a couple of things. One, there’s some people who are like, “I’m into it. I want to play this game and I want to get the most out of it,” or “I’ve been playing it and I want to level up.” And there are people who are like, “I don’t want to. There’s still got to be something I can do.” And I would say a couple of tricks that I think for people who like to travel that don’t require any amount of points arbitrage, credit card anything is โ€” one of my favorites โ€” is if you book your hotel directly with the hotel, which, outside of getting a deal or cashing out points, I would encourage you to book directly with the hotel because they see your profile. They see your name. They see that you have some loyalty. They want to build relationships. Email the hotel after you book and then maybe follow up three or four days before you arrive and just tell them you’re coming. Tell them you’re excited to stay with them. Ask them a question.

I have seen, I don’t know what the percentage, but at least a hundred people have sent me photos of something that’s happened, whether it’s an upgrade, whether they did something really nice in the room for their kid’s birthday. Someone had their initials monogrammed in their pillow, which was kind of a weird thing to do, a bottle of champagne, free drinks at the restaurant. At the end of the day, the hotel game is still a hospitality game, and if you give people a channel by which to build the relationship, I’ve been amazed at the payoffs of doing that.

So if you can’t find the email, ask ChatGPT. If they can’t find it, call the front desk and say, “Hey, is there an email for someone at the hotel?” and just say, “Hey, I’m coming. I’m excited to stay with you guys. We haven’t been to Italy ever and we’re celebrating my son’s birthday.” You don’t need to ask for anything. Just let them know you’re coming. And I would be surprised if at least every other time you do that, something doesn’t surprise you and the hotel doesn’t find a way to do something nice.

Tim Ferriss: Let me add just two things to that also. When you check in, there’s no harm in asking, “Just out of curiosity, are there any upgrades available?” You can just ask because stuff happens, as you know, all the time, and it doesn’t hurt to ask. And I’ve also had some crazy, crazy upgrades. Nothing to do with my name actually, because I usually book under an alias anyway. Long story. I won’t get into it, but just for privacy and security and bullshit. And the craziest type of upgrades. It’s like if you’re just friendly and they happen to have something that opened up and it’s last minute, I remember at this one hotel, booked a decently nice room, nothing like crazy, super over the top, but it was just chatting them up, having a good time checking in. I was in a good mood, travel was easy, blah, blah, blah.

And then asked if they had an upgrade and ended up getting a penthouse suite, which was the entire floor. Just because they’re like, “Well, it’s kind of like a zero. If we don’t sell it, it’s 5 p.m., and nobody is coming to use this thing.” And was able to have this incredible experience. Invited a bunch of friends over who lived in the same city and it was just outstanding. So it’s like you can also ask.

One last tip. This is for restaurants, and I’ve got a whole bunch of these in The 4-Hour Chef for people who are interested, but I used to work in restaurants, right, bussing, waitering, etc., on Long Island mostly, growing up. If you just ask people if they have a two-top or a four-top, like a two-person table or a four-person table, if you use that type of language, very often, you’ll get better service and get upgrades and all sorts of stuff. So that’s another easy one.

Chris Hutchins: Love that.

Tim Ferriss: It happens a lot too if you sit at the pass, which I love to do anyway, and when I was working on The 4-Hour Chef, I would want to sit at the pass. The pass is where the dishes that have been prepared are often put under a heat lamp or they’re put up with their ticket so the servers can come and get them. A lot of restaurants will have a handful of seats that are effectively at the pass so that you can watch what’s happening in the kitchen. And if you specifically request that, which is not a very common request, again, very often, you get much better treatment. So just some ideas. What else do you have?

Chris Hutchins: So I realize someone might be listening to this, thinking, “Okay, Tim has got millions of points. Chris has millions of points. I actually want to take these vacations. I want to go on these trips. I don’t have millions of points โ€” “

Tim Ferriss: Make a wedding video for Chris.

Chris Hutchins: Yeah, yeah. You spend some money, but you don’t spend hundreds of thousands of dollars a year, so how do you even end up with this many points if you’re not running a business? I would say one thing that is one of the ways most people I know rack up points, and I’ve got so many stories from listeners who are like, “Hey, I just got into this thing and I’ve already been able to take this amazing vacation, this amazing everything.” I could go through a long list of people who are like, “I’m three months in and I just took my wife on this amazing thing that we never got to do on our honeymoon, etc.”

One of the ways that people accelerate the game is whenever you open up a new card, there might be some kind of offer, oh, 100,000 points, 75,000 points. And so while I often say 2X points is a great return on your spend, I will say that if you look at the top, and this I did a couple of months ago, but if you look at the top 15 sign-up bonuses or welcome bonuses right now, earn 75,000 points for spending $5,000, that kind of thing. The average return on spend, valuing the points at just a penny, we’re not even giving the outside โ€” it’s about 17 percent. So if you open up a new card and they offer you 100,000 points for spending $5,000, right, that’s 20X return on that spend.

And so those new card offers are 10X, maybe in this case, 20X, more lucrative than your regular spending. And so when I tell people that, their first question is like, “Okay, but am I just going to ruin my credit if I open up two or three cards a year?”

Tim Ferriss: Yeah, exactly. That was my next question.

Chris Hutchins: And there’s this great tweet that โ€” because I haven’t seen someone put this visually, and I will send you a link to it. I don’t know this person, Chad Janis, he’s on Twitter. He opened up this card. He’s like, “My wife and I opened up 26 cards in 2017. We earned two million points and traveled to 40 countries for free. That year of traveling changed our lives. Most people ask, ‘What happened to your credit score?’ What do you want to know?” And he showed this chart where his wife, Hannah, her credit score went from 670 to 798, and his went from 794 to 805. So I just want to dispel this myth of opening up a handful of cards totally torching my credit. 

So what I will say is what you don’t want to do, and I should have said this earlier, if you’ve had a card for 20 years and you just realized in this episode that it’s the worst card you’ve ever had and it earns nothing, I wouldn’t go out and cancel it because one of the components of your credit score is the average length of credit history.

Tim Ferriss: Oh.

Chris Hutchins: So what you don’t want to do is close the card that you’ve had for 20 years. That’s like the anchor in that average. What you could do is just leave it open.

Tim Ferriss: A question for you. When you cancel โ€” because I’m glad you said that, because I was like, oh, I’ll kill my Capital One card and hop to whatever. So if I were to close down the Capital One Card, which I’ve definitely had for probably 20 plus years, I think it might have been my first credit card because, long story, believe it or not, I wanted to work at Capital One when I was going to graduate from college. Didn’t get the job. Probably a blessing in disguise, but no offense to Capital One, but they were doing amazing stuff with direct marketing at the time, which was interesting to me.

Anyway, if I were to close that, does it remove that entirely from my average, or does it just stop it so that now it’s 20-point whatever years and it’s not going to keep growing?

Chris Hutchins: I believe your average age of credit is only looking at the active lines. 

Tim Ferriss: Oh, brutal. Okay.

Chris Hutchins: So there are a lot of things that you should not do before โ€” before you close a credit card, I think there’s three choices you can make. One, if there’s no annual fee, you just leave it open. There’s not a lot of risk. Just leave it open. In the Capital One case, you can product change it to another card more often than not. So you could call Capital One and say, “What are my options for this card?” And they might say, “Oh, you could move it over to a Venture Card and earn two points per dollar on everything. Would you rather have that card?” And you could just change it to another card that you do want.

Now, the counter to that is if you wanted to get that 75,000, 100,000-point sign-up bonus on a card, you won’t get it when you change cards. So you could be better off just opening that other card up and leaving the Capital One Card there. So if it has no annual fee, you can just leave it there.

My ritual, I would give you two options: one, put one recurring charge that’s small on it and set it to autopay. Put your Spotify subscription. That way, they never close it for inactivity. I have this ritual where around the holidays, I just go through all the old cards and I just make sure I put a charge on each of them. My oldest card was a United card that I got in college, and I didn’t use it for four years and they just closed it, and I was pretty bummed. I could have avoided that.

Or if that charge has an annual fee, you can usually product-change it down. 

Let’s say you open the Chase Sapphire Preferred Card. You don’t use it anymore, but it’s your oldest card. You could downgrade it to the Freedom or the Freedom Flex Card; no annual fee, not going to cost you anything. Or if the annual fee is what’s holding you back, you can call the bank and say, “Hey, it’s a high annual fee. I’ll keep the card open, but what are you going to do for me?” And sometimes, they might say, “Nothing.” Sometimes, they might say, “Well, this year, we’ll waive the annual fee. You don’t have to pay it this year.” You’re kind of kicking the can down the road a little bit, but there have been some great retention offers, just asking if there are anything that they could do for you.

Tim Ferriss: Let’s do a retrospective real quickly then on my Amex. So I signed up ages ago, 20 plus years ago for Platinum in part, and this is where AI is going to change things also because, you and I spoke about this, at the time, as I remember it at least, it gave you access to Amex Platinum Concierge, and I used the fuck out of that thing. I had them put together reports. I was like, “I’m considering getting a high-altitude simulation tent,” this was for The 4-Hour Body research, “and I want you to look at โ€” identify the four or five best models.” This is back in the day. This is probably 2008, 2009. And they put together the most excellent, unbelievably good, 10-page Word document and sent it to me.

And so I would use the Concierge service for things like that. I don’t know if it continues to perform at that level because I have other tools at my disposal now, but is the โ€” I think it’s, what, $175 a year, something like that? It’s probably the annual charge.

Chris Hutchins: The Platinum Card now I think is $695.

Tim Ferriss: Oh, fuck me. Okay. So it’s $695 a year. All right. Is that worth it, or in what cases is that worth it, or should I just product down to Gold and call it?

Chris Hutchins: I would say the concierges have been less lucrative in the recent past than before. And on the personal side, the Personal Platinum, the primary benefit of it is you’ll get a priority pass membership or you can go to Amex Centurion lounges. Priority Pass is like a lounge network at airport lounges. I only use my Amex Platinum Card for flights. My wife and I each have one. Obviously, we could put all our flights on one of them. So I believe that I am able to take the coupon book of perks that the Amex Platinum gives you and get more value than the annual fee.

But I would say knowing you and how many hoops I don’t think you want to jump through, you probably wouldn’t.

Tim Ferriss: Yeah.

Chris Hutchins: And so the question would be like, “Do I spend enough on flights that holding this card to get elevated points on flights is worth it?”

On the business side, I think you should absolutely keep it because redeeming your points is going to be worth 1.54 cents if you have the Business Platinum versus one cent if you don’t. Just booking flights, no hassle, no searching for availability. Just booking it with Amex Travel, using your points.

On the personal side, I don’t know, I only use my Personal Platinum Card for booking flights, and so you could downgrade it to a Gold Card and not have it drop off your credit.

Another important thing, most business cards don’t show up on your credit report. So if you’ve had a business card for 20 years that you don’t use and it doesn’t show up on your credit report, which, by the way, annualcreditreport.com. It’s not a scammy website. It sounds like a scammy website.

Tim Ferriss: Sounds scammy.

Chris Hutchins: It’s a government-sanctioned website that lets you just check your credit report every week. 

Tim Ferriss: Annualcreditreport.com. Is that your phishing site to steal everyone’s email addresses?

Chris Hutchins: You can get a free credit report every week from annualcreditreport.com. It’s authorized by the government. You could see what cards are on there. You won’t get your credit score. Most credit cards give you a free credit score. Credit Karma gives you free credit scores. There is a difference between the FICO score, which is a private company that looks at your credit report and comes up with a score, and then the VantageScore, which is an alternative. You can go down my credit report score episode if you want to go down there. But yeah, I would say you could go look, but business cards won’t have an impact when you cancel them because they usually don’t show up on there.

Tim Ferriss: So question. Credit score is something I feel like I can wrap my head around. What good is my credit report without a credit score? What are you looking for in that?

Chris Hutchins: So your credit report is literally just a list of all the accounts, their status, the recent balance, all that kind of stuff on there. And so I would encourage people to freeze their credit report because it prevents other people from opening up credit in their name. I would remind you that if you’re going to apply for a credit card, you should unfreeze it while you do that or you will most certainly not get approved because they need to access your credit report. But the report is the thing.

What happens is there’s a company called the Fair Isaac Corporation, which is FICO. They basically look at your credit report and then have an algorithm that creates a score that makes it easier for lenders to make decisions off of, so the lender doesn’t have to analyze this multi-page document.

Tim Ferriss: Wow. I wonder what will happen to that with โ€” 

Chris Hutchins: So what a person would do with their credit report is just โ€” 

Tim Ferriss: โ€” AI.

Chris Hutchins: โ€” does everything on here look good? Is there any credit I don’t recognize? Are there cards open I didn’t know were there? But practically, there’s not a lot you do with your credit report.

Don’t cancel your oldest cards. Open new cards if you see an awesome bonus. For me, 75,000 plus points is a pretty lucrative bonus, so I like that. And you can product change cards. So if you have a card and you don’t really care about earning a new bonus, but you just want to have something different, you can change it around. 

Tim Ferriss: How important is it for long-term marriage stability for both people to be either into or not into all this type of arbitrage?

Chris Hutchins: So I got some flack from someone in a podcast review because they got mad that I referred to my wife as a player, too. They’re like, “We’re not living in a simulation. This is not a video game.” In the points and miles world, the player terminology is just like standard nomenclature, but it is very common for people to have one person who’s the primary and another person who’s like, “Just tell me which card to use.”

And I would say this is a fun game in that one plus one often equals more than two. So when you sign up for a card, you get a bonus. Sometimes you can refer someone; they get the bonus and then you get the bonus for referring them. So I know lots of couples who will both open a card, but one will refer them and they’ll end up with two and a half times as many points because of the referral plus the sign-up. And if there’s a great 100,000 point bonus, two people can have it. They’re completely separate on your credit report because they’re separate people. So playing the game with a partner can be fun.

I will advise you something that I have learned the hard way-ish. Just keep your spouse as informed as they want to be. Sometimes, I’ve had fun conversations with my wife, and she’s like, “Is this the credit card that you opened without talking to me?” I was like, “No, no, I talked to you about it.” I would say keep them as informed as they want to be. But if you’re open, you don’t need both people to be as involved in the game.

Tim Ferriss: So here’s a maybe overarching question that seems important, and that is, what have you found to contribute to enjoying travel? Because this whole thing seems to hinge on traveling, by and large, some form of travel, and it seems like you get the most bang for the buck if it’s long haul international travel, which means if you don’t enjoy those trips, there are some questions that come up about why you’re playing the game to begin with. Why are you a player?

And maybe it’s for the love of the arbitrage and that’s actually the part that you enjoy more than the redeeming of points. But let’s just say that you’re using the outcome to drive the process rather than simply enjoying the process. What have you learned about enjoying travel, and are you able to enjoy travel once you’re traveling or are you also constantly looking for price arbitrage and getting the most value out of it?

Chris Hutchins: I think the bulk of the trip is the cost of the lodging and the cost of the flights. And so once we’re there, I’m not thinking about it that much. I’m just trying to enjoy the place we’re at. And in some ways, we’re about to go to the new Waldorf Astoria in Costa Rica, and in some ways, I’m like, look, the rooms were free. We used six Hilton free night certificates. The flights were free. We used United and American Points. So if we’re going to spend what is probably an overpriced amount of money on food, so be it. Everything else was free. So in some ways, it helps me enjoy the trip even more.

Now, I did decline โ€” they were like, “Do you want to go on this tour of the rainforest?” You could do it by helicopter and it’s only an extra $9,000. We declined it. I wasn’t so in the moment that I was willing to spend anything.

Tim Ferriss: So let me push on that a little bit. It would hurt you psychically to do it, but you could do that. Practically speaking, have you ever had an opportunity to do that before, and when do you think the next opportunity would be? Is that not something, in the interest of a life fully lived, if you can afford it, you’d have to stomach it but you could withstand the financial cost? Why not do that?

Chris Hutchins: So I did an episode with Bill Perkins who wrote a book called Die with Zero, and so this comes to me very strongly. It was one of my favorite episodes. I think that if there were an experience that I thought was going to really be magical, I would be willing to spend that number of dollars. In this case, it was like, “Do you want to go on a two-hour drive or take the helicopter for $9,000?” And I’m like, “I don’t know. I haven’t been to Costa Rica in 20 years. My wife has never been to Costa Rica. I’m sure it’s also interesting from above, but sometimes driving two hours in another country is also interesting. Stop at a random restaurant on the way.” So it didn’t feel like the experience was so much better. It almost seemed more like, well, if you just don’t want to spend two hours exploring this country. So in that case, I don’t think it would have made sense, but in other cases, if that’s just what it costs to do a thing that I really want to do, I’m okay spending it.

Tim Ferriss: What’s the last example of you just paying straight cash, no points, no miles, but splurging on something where you’re like, totally fucking worth it? We’ll do it again.

Chris Hutchins: I was talking to someone, and he was like, “We recently went to the Four Seasons in Lanai,” and he’s like, “it was everything I ever wanted a hotel experience to be. The hotel was perfect.” And he took his kids. We have two kids. And I was like, “That sounds magical.” I was like, “We don’t have any plans for spring break.” I was like, “I want to go to the Four Seasons in Lanai.” There’s no points deal for the Four Seasons. They don’t have a loyalty program. There are ways. We have this hotel program on our site where you can get some perks. You can get a free breakfast, but there’s no way to get the price of the hotel covered, other than just cashing your points out and spending money. There’s just no trick.

But something stuck with me, which is like, this is the best experience. It’s everything you ever want a hotel โ€” I was like, I want to feel that. And so we just paid cash. We just went to the hotel. We paid cash. When we ate meals, we paid cash. Did we use a luxury hotel program to make sure we got certain โ€” extra bonuses included? Sure. Did we get a hundred dollar property credit? Yeah. But when we went to โ€” they have a Nobu there. Did we not order what we wanted to eat because we had to pay for it? No. We just spent all the money we wanted. We just decided that this three-night stay at this hotel, we are just going to not worry about the cost and we’re going to do what we want to do.

Tim Ferriss: What did that feel like for you? I have so many questions, but just as someone who does that not incredibly frequently, what did that feel like for you guys? Was it like, “Wow, it’s so nice not to have that analytical overlay of all the other stuff?” Was it like with every bite you’re just like, “Oh, God, getting a slight punch in the testicles?” 

Chris Hutchins: 10 years ago it would’ve been a slight punch in the testicles.

Tim Ferriss: Do you have an expense hangover? Did you have an expense hangover where it’s like you got home and you felt like you just did a bender in Vegas and you’re just like, “Oh, fuck. It seemed like a good idea at the time.” I’m just wondering how it felt.

Chris Hutchins: I mean, honestly, the takeaway, my wife was like, “We should do that again. That was great.” We just didn’t think about it. And I will say one of the nicest things about that experience that makes it even better is that hotel, during the time we went they were doing some construction, so they were like, “Oh, activities are included.” And you’d be surprised at how many higher-end properties don’t nickel and dime everything. It’s like, “Oh, we include free breakfast,” and you could just eat whatever you want. It’s not the Marriott free breakfast where you get a $15 certificate off the meal. And you go to the pool and sunscreen and aloe are just free flowing, you don’t have to buy them at the gift shop. And stuff like that. Your room has bottles of water. In a way, we paid for it at the beginning and so once we got there, most of the expense was covered.

And there’s this book Happy Money, and in it, one of the five scientific ways to spend money that make you happier is to prepay for things. It’s like when you paid for this hotel in advance and a lot of this stuff’s included, you don’t even really think about it. And so that was really nice. Do I want every vacation to be as expensive as that vacation? No. Don’t I want every vacation to be that great? Yes. And so it’s a balance. I know that staying at Cap Rocat was a similar experience. If anything, it was maybe even nicer. But we didn’t have the kids. It was a different vacation. And we did do that one with points. So it’s a balance. You can alternate between the two, but I think it’s given us permission to spend, which, learning the art of spending, learning how to spend money as a frugal person is hard. And we could probably have another two-hour conversation about that topic.

And I think I’ve slowly learned how to spend money at levels that are probably still behind the average for someone in my situation. And I think it’s easier to do when the experience is something that I just know there’s not an alternative. It’d be really hard for me to spend $10,000 a person on a flight to Japan in business class because I just know how to get that exact flight, maybe with more constraints, but I know how to get that exact same thing.

But restaurants is a good example. I have no issue going to a restaurant and spending a lot of money on a meal. There’s not a way to do it more optimally. Am I using the right card to get the most points? For sure. I’m optimizing where I can, but I’m not choosing to only go to the restaurant that I could buy a gift card on sale for. If you go all the way back to the beginning, my goal wasn’t to save money because I could just not eat the pizza. My goal was to get the pizza like everyone else and not have to pay for it, or get the best deal for it. So at the end of the day I still operate on the principle I want to do the thing I want to do. I don’t want to sacrifice the quality of life, the quality of the experience. Sometimes you can do it, sometimes you can’t.

Tim Ferriss: Let’s hop back to Bill Perkins for a second. So you mentioned Die with Zero, subtitle, Getting All You Can from Your Money and Your Life. And I’ll just give a quick line on it. The question, since I’ll buy you some time, is going to be what most stuck with you or stuck out to you about your conversation with Bill? Very interesting book, I’ve read it and here’s the description. This is diewithzerobook.com: “So Die with Zero by legendary energy trader Bill Perkins details the thought-provoking framework for maximizing net fulfillment over net worth.” And I believe, this is from memory, but that I believe Bill used to work with John Arnold, who’s a fascinating character, there’s a really great interview of John Arnold on Peter Attia’s podcast actually, who was also a legendary energy trader, became America’s youngest billionaire in 2007, at the time. Super genius. But coming back to Bill Perkins, what is the basic premise of the book as you would describe it, and what stuck with you or stuck out to you about that conversation or the book?

Chris Hutchins: So the biggest principle is we’re all saving money and we usually have this attitude of like, “I’m going to save it and spend it in retirement.” Most people end up not spending as much as they think they will because their bodies can’t do all the things that they once wanted to spend their money on. And lots of people end up with more money than they wanted and we should use that money and we should ideally use it at times of our lives when we can get the most out of it. And there’s a bunch of concepts in there, the concept of memory dividends where it’s like you actually benefit from doing this thing earlier because you can relive the moment, retell the story, share it with the people you went on it, look at the pictures forever. And it was a very light bulb moment for me because I had always been tracking net worth, grow net worth, have more, have more.

And at the end I was like, “Oh, I left the interview,” and I was like, “Why am I doing that?” In fact, we took a trip at the end of the interview, he challenged me to do something and we literally planned a trip right after the interview. We were like, “Let’s just spend the money, let’s go on the thing.” And everything changed. And I was like, “Why save more?” Obviously if you don’t have any savings, it’s good to save, but if you do have savings, what’s the upside of having more money when you could be using that money now and not looking at the scoreboard? 

And so I think we started thinking if we’ve put aside enough that our savings can grow to what we will need whenever we stop working and there’s this concept of Coast FI or Coast FIRE, which is you could go search and dig into that, then we should really be spending our money โ€” 

Tim Ferriss: Wait, wait, wait. Hold on โ€” 

Chris Hutchins: Instead of saving it.

Tim Ferriss: So Coast FIRE. Now FIRE is the Financial Independence Retire Early, right?

Chris Hutchins: Yes.

Tim Ferriss: What is Coast FIRE?

Chris Hutchins: Coast Fire is this idea that I haven’t saved up enough that I could stop working today, but I’ve saved up enough money that I don’t need to contribute to my savings. If you’re 35 and you have $1 million in the bank and you want to work till you’re 60, if you don’t touch that million dollars, it’s probably going to be more than enough for you to retire. So you probably don’t need to keep contributing to your savings, so you can adjust your life so that you can coast into retirement.

Tim Ferriss: I see.

Chris Hutchins: And maybe that means stop doing the really hard job that pays a ton of money and do the easier job because you don’t need the extra money to contribute to your savings. Or maybe it means stop saving and spend more.

Tim Ferriss: Is the underlying, or one of the underlying assumptions there, that that million dollars is invested in a low cost index fund with a basket like the S&P 500, something like that? 

Chris Hutchins: Yeah, that would be the principle. It’s like my money will grow at some reasonable rate. 

Tim Ferriss: What books or thinkers have you found โ€” if you were going to give people a few books, not many, but a few books, let’s just make them books for the time being, but books that you would give someone to help them develop an aware, a conscious approach to money and also a fulfilling relationship with money, which is not automatically the same thing as the former. Any books come to mind.

Chris Hutchins: I like Happy Money, which is a really short read and it’s The Science of Smarter Spending. It’s just like five ways you can spend money that actually lead to happiness based on some research. I like Sahil Bloom’s book, The 5 Types of Wealth, because it just reminds you that wealth isn’t just about money. So often we get caught up in this world of money is wealth and there’s a lot of things that go into being happy and wealthy and all this stuff that just aren’t money.

Morgan Housel’s got a new book, The Art of Spending Money, which I think is going to be interesting based on his past book. Before you mentioned specific money, I was like a lot of the books that I really like thinking about are From Strength to Strength, which is an Arthur Brooks book about happiness.

Tim Ferriss: Yeah, that’s fair. That’s fair. I mean it’s all tied together.

Chris Hutchins: I think if you think too much about money, you just lose sight of the fact that money is a tool to help you achieve things. And if you don’t have any, it’s a really important tool, but as you have more, sometimes it just becomes a thing that you focus on way too much. And if you can learn to be happy with whatever you have, you might not need to chase. And that chasing is so toxic. It’s such a challenge for everyone when you’re in that rat race.

And I don’t know, I think, this isn’t a book, but go dig into the Bureau of Labor statistics. Go look at how people actually spend their money. Because I think what you see on Instagram isn’t reality. And so if you base all your assumptions on how people spend their money on data that is not true you might think you’re not in a good place. And then if you go actually look at what does a household with my amount of wealth or income typically spend based on actual data that the US government publishes and gives you for free, you’d be like, “Oh, wow. Not everyone in my situation is spending $100,000 on a vacation and chartering jets and all this crazy stuff that I see on the internet.”

Tim Ferriss: Yeah, totally. I feel like there should be a term, there’s a term called orthorexia, which can be applied to people who are basically unhealthily obsessed with physical fitness or appearance. So “ortho,” the same ortho you would find in orthopedics and then “rexia,” just like anorexia, so orthorexia. I’m wondering if there’s a term for being unhealthily obsessed with money. I was looking up in Latin, that’s “pecunia,” I think, I’m sure I’m pronouncing that incorrectly, but pecunorexia? There’s got to be a word. There’s got to be a good one. If not, I mean โ€”

Chris Hutchins: I feel like AI could answer this question fast.

Tim Ferriss: AI will answer that question quickly. I’ll let people play with it. Where do you disagree with say, Bill Perkins? Was there anything that you remain philosophically, not opposed to in a judgmental way, but where you are simply using a different OS in your own mind? Is there anything that hops out?

Chris Hutchins: I mean one of the biggest criticisms that he gets is he has so much money, so it’s easy to be like, “Let’s spend all my money, I have it.” And so I think if there’s one thing that it might be missing, how do you bridge the gap to the stage in your life where Die with Zero is not an option? You don’t have a plan yet to get to that point. And so there’s this book that comes out in a couple of months called The Wealth Ladder and it’s like these different stages of wealth and what life looks like at each stage and what the priority at that stage is. And I think the criticism I might give is that, The Wealth Ladder, you can’t write a book for every stage. And so someone who’s at that first stage of wealth is like they just need to get out of it. They need to have any amount of savings to cushion them from their car breaking down, from some medical emergency, and Die with Zero is not a relevant conversation.

And so I think Die with Zero is a relevant conversation if you are in a financial situation to save more money than you make and you’ve built up a nest egg and now you can start to think whether the amount of money you’re saving is enough to change what your behavior, but it’s not earlier in your โ€” it wouldn’t have been that relevant to me 25 years ago.

Tim Ferriss: Yeah, I mean brilliant title too, I mean Die with Zero. It’s a very provocative position and I found a lot of it to be โ€” I found myself nodding in agreement with a lot of what was in that book. And I think, I believe in almost any field, I’ve said this before, but it’s like the extremes inform the mean but not vice versa. So you can really glean a lot from what people might consider extreme positions. Have you ever read The Man Who Quit Money by Mark Sundeen?

Chris Hutchins: No.

Tim Ferriss: I highly recommend. What is described in the book I wouldn’t model exactly, but it raises a lot of really good questions. Just like after you had Bill on, you got off and you were like, “Wait a fucking second, why am I doing X? Let me step back and ask a couple of questions that didn’t even seem necessary to ask.” And this book is quite similar, so I’ll just read a little bit. Mark Sundeen, S-U-N-D-E-E-N is the author, but The Man Who Quit Money. And here’s the description. I’ve actually read this book multiple times which says something. Very fun to read, super strange. So here’s the description.

“In 2000, Daniel Suelo left his life savings, all $30 of it, in a phone booth. He has lived without money and with a newfound sense of freedom and security ever since. The Man Who Quit Money is an account of how one man learned to live sanely and happily without earning, receiving, or spending a single cent. Suelo doesn’t pay taxes or accept food stamps or welfare. He lives in caves in the Utah Canyonlands, forages wild foods and gourmet discards. He no longer even carries an ID.”

And it goes on and on and on. It’s so extreme, but very eye-opening because it starts to poke at these base assumptions that we have, which we do not realize our assumptions half the time because they’re so present. And it’s a fun read, raises a lot of worthwhile questions.

Chris Hutchins: I think some people think the more you talk about and know about money, the more you think about it. And I’m like, “Nope.” I’m very much the passive index investor. It’s like let’s put the money in, let it grow. And we started talking about stuff like let’s focus on either making it or enjoying life and all this stuff. So I try to set most of my finances on pretty autopilot so that I don’t have to think about the money on a day-to-day basis. And that’s not to say it’s not important to know how much you’re spending and what you’re saving, all those things. But it’s not something where I’m logging into a brokerage account every day and doing all that kind of stuff.

Tim Ferriss: So let’s pretend that you can’t do All the Hacks anymore. Podcasting isn’t a thing, or at least podcasting websites, you cannot play the content game in the way that you’re currently playing it. If you had to start another company or get a job, work in another company of some type, what might you do? So you’ve tried a bunch of different stuff and I appreciate how you think about things very deeply. So if you couldn’t do what you’re currently doing and you couldn’t create a clone of it, you can’t do anything that’s like a close cousin, what might you do? Would be on the shortlist?

Chris Hutchins: If I couldn’t do this right now, I would probably take every little tiny idea I have and try to build the product to solve the thing with all that AI can do right now. But interestingly, when I ended up at Wealthfront as a product manager, I told people, I was like, I think I could do this job for 40 years. The idea that my job is to go talk to people, consumers, understand their perspectives in a space I care about and just build products to make their lives easier, that was awesome. The idea that we’re just going to build products that simplify something that is complicated for other people so that they can just get on with their day and focus on their life and not get caught up on it. I think if the podcast never happened, I would still happily be in that job.

So I don’t have the kind of ego of “I have to work for myself; I need to go do my own thing.” I think I just like building stuff. And so I’d be building something. I don’t know what that is. And a couple of the ideas I’ve had in the recent past are all kind of tangential to what I’m doing, so they’d feel like a cop-out if I told you, “Oh, I just started a blog reviewing financial products,” it’s like, “Well, it’s kind of similar to what I’m already doing.” Or build a future travel agency. We kind of do that on the side. I don’t know what that would be. I think everyone always tells me, “Chris, you should go launch a credit card because you have all these opinions.” But I think at the end of the day, the economics to make it work and be competitive just require an immense amount of scale that I don’t know if I have it in me to go do that thing, give up 10 years of your life to go build this crazy thing. I’m not โ€” 

Tim Ferriss: Sounds really unpleasant. I mean, what would be the reason to do it? It sounds very uncompelling.

Chris Hutchins: Yeah, I don’t know. I feel very much like the Mexican fisherman a little bit where it’s like there was a time in my life and for anyone who doesn’t know this parable, which I’m guessing you’ve referenced in the past โ€” 

Tim Ferriss: Yeah. Version of it was in The 4-Hour Workweek. Yeah.

Chris Hutchins: Yeah. The idea that this guy’s a happy fisherman living his life, fishing all day, hanging out with his friends, spending time with his family.

Tim Ferriss: Playing guitar with beers at night with his family and friends, yep.

Chris Hutchins: Exactly. And someone’s trying to convince him to go build a bigger and bigger fish company. And then he is like, “At the end, what do I do once I’ve done that?” He’s like, “Well now you can hang out with your friends and fish and go drink beers.” And he’s like, “That’s what I’m doing already.” I don’t think I have a thing that’s compelling me to be the business person in that story right now. And until there is, I don’t like forced entrepreneurship, forcing myself to build a thing because it’s what I should do. And I would probably spend a bunch of time playing around with tools and data until I found a thing that pulled me in that direction. And until then I’d happily go find a company working on a problem space that I’m interested in as a product person and just building products in that space.

Tim Ferriss: Amazing. All right, Chris, where can people find what you’re up to? What would you like to point people to?

Chris Hutchins: Yeah, I mean I have a podcast. We talk about all these things. Every topic that I probably brushed on, I’ve probably gone deep on. It’s called All the Hacks. You can find it anywhere, wherever you’re listening to this. Everything I do is at chrishutchins.com or Allthehacks.com, it’s the same URL. And every week I send a newsletter on Saturday morning that’s just all the stuff I’m finding. Where are points on sale? What routes on certain airlines are going on promos right now? What’s changing? So if you don’t want to go so far down the rabbit hole, but you kind of want to stay in tune of where the deals are, you can sign up at allthehacks.com.

Tim Ferriss: Well, Chris, thank you very much for the time. I have a copious amount of notes. I’m going to have to sit down and figure out what exactly my next steps are, which I think I have some inkling of. So might have to chat with you again to do post-game analysis a little bit on some of this. But thanks for taking the time, man. I really appreciate it.

Chris Hutchins: Yeah, I hope people that are listening can just earn more and make good value out of it and live happier lives. Thanks for having me.

Tim Ferriss: Yeah, absolutely man. And folks, we will have all links to everything in the show notes as per usual at tim.blog/podcast. Just search Chris’ name and it’ll be easy enough to find him. And as always, be just a bit kinder than is necessary to others but also to yourself. Until next time, thanks for tuning in.

Chris Hutchins, Deal Master โ€” Helping Tim Burn 15M+ Miles and Points, Flipping Costco Gold Into Five-Star Trips, Flying to Japan for $222, Tech Tools and Tricks, and Avoiding The Optimizerโ€™s Curse (#815)

“There’s something fun about knowing you kind of ‘got one’ over the system.”
โ€” Chris Hutchins

Chrisโ€ฏHutchins is the creator and host of Allโ€ฏtheโ€ฏHacks, a podcast that helps people upgrade their life, money, and travel. He previously founded Grove (acquired by Wealthfront) and Milk (acquired by Google), led New Product Strategy at Wealthfront, and was a Partner at Googleโ€ฏVentures.

Most importantly, he is the person Kevin Rose and I call if we want to figure how to get a better deal on just about anything in the world or if we just want to learn about his latest hijinks doing things like getting $200 flights to Japan, running gold pseudo-arbitrage at retail, or booking dirt-cheap trips to Bora Bora. We cover all three and more in this conversation.

Please enjoy!

Listen to the episode onย Apple Podcasts,ย Spotify,ย Overcast,ย Podcast Addict,ย Pocket Casts,ย Castbox,ย YouTube Music,ย Amazon Music,ย Audible, or on your favorite podcast platform. Watch the interview on YouTube. The transcript of this episodeย can be found here. Transcripts of all episodesย can be found here.

This episode is brought to you by AG1 all-in-one nutritional supplement; Shopify global commerce platform, providing tools to start, grow, market, and manage a retail business; and Ramp easy-to-use corporate cards, bill payments, accounting, and more.

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This episode is brought to you by Ramp!ย Ramp is corporate card- and spend-management software designed to help you save timeย andย put money back in your pocket. Ramp has already saved more than 25,000 customersโ€”including other podcast sponsors like Shopify and Eight Sleepโ€”more than 10 million hours and more than $1 billionย through better financial management of their corporate spending.

With Ramp, youโ€™re able to issue cards to every employee with limits and restrictions and automate expense reporting, allowing you to close your books 8x faster on average. Your employees will no longer need to spend hours submitting expense reports. In less than 15 minutes, you can get started issuing virtual and physical cards and making payments, whether you have 5 employees or 5,000. Businesses that use Ramp save an average of 5% on total card spending and related expenses in the first year. And now, you can get $250 when you join Ramp. Just go to ramp.com/Tim.


This episode is brought to you byย AG1!ย I get asked all the time, โ€œIf you could use only one supplement, what would it be?โ€ My answer is usuallyย AG1, my all-in-one nutritional insurance. I recommended it inย The 4-Hour Bodyย in 2010 and did not get paid to do so. I do my best with nutrient-dense meals, of course, butย AG1ย further covers my bases with vitamins, minerals, and whole-food-sourced micronutrients that support gut health and the immune system.ย 

I have always admired AG1โ€™s commitment to improving one product over many years, which is why I am excited about their latest upgrade:ย AG1 Next Gen. Itโ€™s the sameโ€”but improvedโ€”single-scoop, once-a-day product to support your mental clarity, immune health, and energy.ย Right now, youโ€™ll get a 1-year supply of Vitamin D free with your first subscription purchaseโ€”a vital nutrient for a strong immune system and strong bones.ย Visitย DrinkAG1.com/Timย to claim this special offer today and receive your 1-year supply of Vitamin D (and 5 free AG1 travel packs) with your first subscription purchase!ย Thatโ€™s up to a one-year supply of Vitamin D as added value when you try their delicious and comprehensive daily, foundational nutrition supplement that supports whole-body health.


This episode is brought to you by ShopifyShopify is one of my favorite platforms and one of my favorite companies. Shopify is designed for anyone to sell anywhere, giving entrepreneurs the resources once reserved for big business. In no time flat, you can have a great-looking online store that brings your ideas to life, and you can have the tools to manage your day-to-day and drive sales. No coding or design experience required.

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Want to hear the last time Chris came on the show to help our audience’s aspiring podcasters get started on the right foot? Listen to our conversation here, in which we discussed contingency plans for inevitable technical SNAFUs, gear we use, pros and cons of recording a podcast on video, prioritizing good guests over well-known guests, the magic of recording long and editing liberally for fixing imperfect sessions, the painful but positive effects of soliciting feedback, prep tips, how to be of the best service to yourself and your audience, and much more.


What was your favorite quote or lesson from this episode? Please let me know in the comments.

Continue reading “Chris Hutchins, Deal Master โ€” Helping Tim Burn 15M+ Miles and Points, Flipping Costco Gold Into Five-Star Trips, Flying to Japan for $222, Tech Tools and Tricks, and Avoiding The Optimizerโ€™s Curse (#815)”

The Tim Ferriss Show Transcripts: Chatri Sityodtong, CEO of ONE Championship โ€” From Dirt Poor to Top-10 Sports-Media Franchise, The $100M Breakfast, Dominating Social Media (30B+ Views/Year), Key Strategic Decisions, and The Moneyball of Fight Matchmaking (#814)

Please enjoy this transcript of my interview with Chatri Sityodtong (@yodchatri), the founder and CEO of ONE (you might know it as ONE Championship), one of the top-10 biggest sports-media properties in the world in terms of viewership and engagement (alongside the NBA, Formula One, Champions League, and Premier League), with a global broadcast reach to 195 countries.ย 

The largest sports-media property in Asia, ONE is also a celebration of Asiaโ€™s great cultural treasure martial arts. Chatri himself has more than 40 years of martial arts experience. He is a certified senior Muay Thai instructor under the legendary Kru Yodtong Senanan, and he holds a black belt in Brazilian Jiu-Jitsu under Master Renzo Gracie. In 2019, he was inducted into the Black Belt Hall of Fame. Chatri holds an MBA from Harvard Business School and a BA from Tufts University.

Transcripts may contain a few typos. With many episodes lasting 2+ hours, it can be difficult to catch minor errors. Enjoy!

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Tim Ferriss: Chatri, nice to see you. Thanks for making the time.

Chatri Sityodtong: Thanks a lot, Tim. Glad to be on your show.

Tim Ferriss: And greetings from the other side of the planet. Where are you right now? Where do we find you?

Chatri Sityodtong: I just landed back in Singapore, where I live, but I’m always on a plane every week in different parts of the world.

All right, so let’s begin at the very beginning. What is your birth name and why is your current name seemingly different?

Chatri Sityodtong: My birth name is Chatri Trisiripisal on my passport, it’s what my parents gave me, but I use my martial arts name, which my grandmaster, Kru Yodtong Senanan, gave me. In Thailand, when you train and compete for a given gym, the master of that gym will eventually bestow upon you your last name, and usually, the fight name, the last name, is the name of the gym. It’s just a historical custom in Thailand. My first name is Chatri, which is my birth name, and my last name in the martial arts world is Sityodtong, which my grandmaster gave to me. Actually, he gave me the fight name of Yodchatri Sityodtong, which means “Extraordinary warrior” and Sityodtong is “Student of Yodtong.” Long-winded thing of just โ€” I identify with โ€” maybe in part because of my complicated history with my own father that I feel so much closer to my grandmaster and use the name that he bestowed upon me.

It’s just one of these things that’s funny, but evolved. If you go ask any old school fighter from Thailand all over the world, they’re still using their fighting name. It’s just part of the culture of Thailand.

Tim Ferriss: The last name bestowing is something I imagine a lot of listeners will not be familiar with, but I remember ages and ages and ages ago training at the Fairtex Gym in San Francisco, and then actually going to Bang Phli in Thailand to visit the Fairtex Camp.

Chatri Sityodtong: Oh, my God, you are a hardcore old school martial arts man. That’s amazing. That’s amazing. So you must have known Bunkerd Fairtex in San Francisco.

Tim Ferriss: Oh, absolutely.

Tim Ferriss: Anh Fairtex, Jongsanan. And a number of people, I remember, at the time who were outside of Muay Thai were like, “Wow, what do they feed people in that family?” And I was like, “That’s not really how it works.”

Chatri Sityodtong: Exactly. The two biggest gyms, I guess, in history, in longevity in Thailand, have been Fairtex and Sityodtong. And so yeah, exactly, Bunkerd Fairtex, Jongsanan Fairtex, everyone adopts the last name, or rather takes the gym name as your last name, as you well know now. I didn’t realize you also did a lot of Muay Thai. Amazing.

Tim Ferriss: That was my favorite striking art. Not that I was exceptionally good, but in part because coming from wrestling, I had effectively zero head movement. So I tried boxing. It was very, very hard for me to get accustomed to head movement. And in Muay Thai, certainly there is head movement, but it’s just a different species of head movement. And I was like, “I think this is going to fit my programming a little bit better than other options.” 

So we’ll come back to that, but could you paint a picture for us of your childhood? And then, also just describe what happened if the internet research serves me correctly in 1997 or so.

Chatri Sityodtong: I grew up in a well-to-do family in Thailand, so I was a bit an anomaly in that sense. Muay Thai, as you probably know, Tim, is a very poor person sport in Thailand. But yet, when I was about nine years old, my father took me to Lumpinee Stadium, which is a Mecca of Muay Thai. And I just got bit by the bug. And of course, Muay Thai is on TV seven days a week in Thailand. And I got the bug early and I started training. And then one day, I asked my father, “Can you take me to Sityodtong Camp?” which was the number one gym at the time in the country. And that’s where I began my training under Kru Yodtong six-hour days. And it is incredible training. But later in life, in the early ’90s, my father started his business, started to falter, and then eventually went bankrupt. And he abandoned the family.

Tim Ferriss: What was the business? What type of business he was involved in?

Chatri Sityodtong: He was in real estate. He was in real estate.

Tim Ferriss: And what caused that collapse?

Chatri Sityodtong: I mean, I think real estate goes through cycles. And my father was caught on the wrong end of a cycle with a lot of debt, and he just over invested. And I never actually spoke to him about it. That’s what I surmised, put the pieces together to this day because one minute my father was doing well, and the next minute, the bank repossessed that car, the house, and he was just literally nothing. And then when he abandoned the family, it was a really rough time and I had a lot of anger with, and I didn’t see my father for, I don’t know how many decades, but I eventually reached out to him maybe around 10 years ago. I went to go find him and I found him in Pattaya, which is where I spent a lot of my childhood in Thailand. And he was dirt, dirt, poor. And of course, how you remember your father when you’re younger versus he was frail and old and wasn’t what I had imagined my reunion to be.

And I reached out to him because I carried so much anger with me for so long, and I really wanted to know why, after my father went back, why would he just throw his family away and just abandoned, basically disappear. And I remember, I don’t know if I’ve ever said this story before, but I remember that night when I saw him and we went to go out, eat dinner, and it was weird, because he’s so old and so frail. And I asked Dad, this is the first time I would ask him, “Why would you just disappear?” He was a man of very few words, and in his own way explained that as a Thai man growing up, he felt so ashamed of himself that he could no longer provide food for his family. And it’s just the way society works. Maybe it’s Asian society, maybe it’s Thai society, but in many ways, it was just easier for him to just, I guess, disappear rather than face every day looking at his kids and his wife.

I try to be empathetic about it and I thought we had time to rekindle the relationship. But unfortunately, shortly after, a couple of years later, he ended up, crazy story, he ended up getting a stroke about a year after that, and it’s the worst kind of thing. I didn’t even know this kind of thing existed, but he became completely paralyzed except his brain was 100 percent working and his eyes were working so he could hear you, he could see you, but I mean, it’s like, I guess you’re locked in your body. And that was very rough for me to see. And then about a year and a half after that, he passed away.

Tim Ferriss: Wow. I mean, what timing, and I don’t know if this is the right way to put it, but what luck that you reached out to him a year or a year and a half prior to have that conversation. Did having the conversation offer the catharsis that you had hoped for or contribute in a way that has really stuck with you?

Chatri Sityodtong: It took my anger away, or maybe my anger dissolved over time, but it was bittersweet because I thought that I had this kind of like, “I’m going to go find my father. We can talk it out, and then we’re going to be closer than ever. There’s going to be a real relationship.” So in that regard, it didn’t happen that way. Another crazy thing is at his funeral in Thailand, [Buddhist] funeral, you cremate the body. And I was, obviously, given the eulogy to all family members, and again, I didn’t have a lot of emotional attachment to my father. I hadn’t seen him in so many years and very, very distant. I had memories of him, but we weren’t close by any means. But I ended up not being able to keep it together. I was bawling.

And so there’s a lot of weird things. In some weird way, I finally understood my father. So life came full circle. But in a weird way, I wish I had looked for him earlier when I had managed to bring the family out of poverty, I could have easily, if I wasn’t so angry, if I wasn’t so stuck to my pride, maybe I would’ve had had that, quote, unquote, “fairytale ending,” One thing I learned about life, man, Tim, is you never know what is good luck or bad luck until many years later, when you discover what the lessons were of that experience.

So anyways, at his eulogy, we cremated his body. And I guess, maybe the typical Asian household or Thai household, my father was larger than life, and that’s how I remembered him as a kid. He was the one who introduced me to Muay Thai. He took me to Lumpinee Stadium, he took me to Sityodtong Camp. And when someone gets cremated, I’ve gone to funerals, of course, when I lived in America where you bury people. But this is the first time I actually, other than my grandmaster, watching someone get cremated. And the next day, you actually come back and pick up the ashes and the bones. And I ended up, they asked me, “What do you want to do with the bones and the ashes?” And I thought, I’m going to go to the beach where my father brought me, and took a boat out, and then we sprinkled his ashes everywhere.

But that’s also kind of crazy because that’s what you realize, everything we have in life, at the end of the day, my father, like this great man when I was a kid, just ashes in the ocean. And that’s what all of us are going to end up. And I remember going back that night on the plane and thinking to myself all the things that my father did wrong in life, and all the anger I had to him, I started to write down the things that I was grateful for. He gave me my name, which crazy enough ended up being symbolic of what my life’s work would end up being, right? He’s the guy who introduced me to Muay Thai. He’s the guy who took me to the beach for the first time. So many things. So I prefer to remember my father for the good, all the good that he did, than focus on the big mistakes he did in life.

And I think that’s something I learned from him just through his life, going through his life and watching it from afar and being a part of it, and in the end, the things that he did wrong, I don’t want to live my life that way. But at the same time, I wouldn’t be here running the world’s largest martial arts organization if it weren’t for him taking me to Muay Thai.

Tim Ferriss: Thank you for that story. I have a complicated relationship with my father, to put it mildly. And that’s actually very, very helpful for me to hear. So I had done recording, I’m going to go back and listen to it again because I think it underscores perhaps some things that I need to do, frankly. So I really appreciate that a lot.

And from here, I want to hop to your mom. We might come back to your dad, certainly. I recall very distinctly, well, let me back up and give you a little bit of context on how I got my first exposure to ONE. So I have a private group chat on my phone, as a lot of people do. Now, my friends created this, and they named it Fight Porn, that’s the name of the chat. And the reason it’s called Fight Porn is that I’d say my four or five closest friends are all former competitive fighters. And effectively, this chat is video clips, discussions about fights, not really betting on fights, but kind of putting your reputation on the line to try to predict who’s going to win, who’s going to lose, what round, et cetera. And one of my friends, Doug, I’ll give him credit, said, “Have you guys seen ONE?” And I was like, “What the hell is ONE?” And he pointed me to ONE on Amazon Prime. And I thought to myself, “How on Earth have I not seen this before?”

And I have to say, it brought back so many memories of prime time, and hopefully, you take this as a compliment, Pride, K-1, all of these incredibly powerful memories, these nostalgic experiences that I had and blew my mind, completely blew my mind. So I’m flashing forward a little bit, but that’s a way of setting the table for a video that I watched because I was tracking Takeru, I’m going to say it with the kind of American pronunciation, Segawa. And at one point, I saw a video of you giving him a pep talk. It wasn’t really a pep talk, it was more like a rallying support, not really a lecture, but like a pat on the back, a smack in the ass. And it wasn’t in English. What language was that that you were speaking?

Chatri Sityodtong: So I was speaking Japanese because my mother’s Japanese, my father’s Thai, and that was after he had gotten knocked out by Rodtang. So that was the biggest fight of his career. That was March of this year in Tokyo, Saitama Super Arena. I mean, it was literally where Pride and K-1 in Saitama Super Arena, the legendary stadium in Tokyo. And Takeru versus Rodtang, arguably the two greatest pound for pound strikers on the planet. And Takeru got knocked out on the first round, I think in 80 seconds. And I went backstage to congratulate the winners and et cetera, and I went to go see Takeru and he was heartbroken and crying. And yeah, I went backstage and I gave him a pep talk. I said, “Hey, these things happen. It doesn’t take away from your legacy, your body of work, split millisecond here, split millisecond there. And the outcome could have been very different.” And I said, “The only thing you can do is go back and review what you did wrong and level up.”

That’s one thing I think I have, amongst the fight committee, amongst our fighters, have a very close bond with our fighters, because I’m a lifelong martial artist, Muay Thai all of my life and Jiu Jitsu black belt. So when I gave these one-on-one talks, or actually before every big event, I go backstage and have all the fighters who are going to compete that night and give them an inspirational talk about what this night means and how they can carve their legacy and unleash the greatness upon the world. So I feel very deeply when I see something like that. Takeru was crying, he was, man, broken, broken. Is team happened to be there filming it. It wasn’t our team. They filmed and they put it out and it ended up going viral in Japan. I don’t think people knew that I could speak Japanese. I mean, the Japanese fans know that I’m half Japanese, but I don’t really use it that much.

Tim Ferriss: So this is a way to segue to your mom. And I have to say, I have never been to Saitama Super Arena. Someday, I hope to actually check it out. I was, though, in Japan about two or three weeks ago, and I was at the All-Japan Judo Championships at the Budokan, which is awesome, which was fantastic. You’ve never seen so many cauliflower ears in your entire life. It was just fantastic. So it was also my first time setting foot in Budokan, which was absolutely spectacular.

Chatri Sityodtong: Yeah, a legendary historic โ€” 

Tim Ferriss: Yeah, just absolutely iconic location in a beautiful, beautiful spot where, by the way, it’s impossible to get any rideshare because you’re right next to the Imperial Palace. So I realized that, ended up having some nice walks as a result. But coming back to your mom, it seems like your mom and your dad informed your life in very different ways. And your dad may have been, in some respects, Hanmen Kyลshi, right? He was like the opposite teacher. You’re like, “I don’t want to make some of those same mistakes.” And then your mom was very โ€” 

Chatri Sityodtong: Sorry, I forgot you spent a year in Japan or something like that, right? Or exchange program?

Tim Ferriss: I did.

Chatri Sityodtong: That’s why the accent is, I was like, “What the โ€” ” I was like, oh, man, Tim, Tim, this is like we’re kindred spirits here. Yeah, you majored in East Asian studies. That’s what it was, right?

Tim Ferriss: Yeah, yeah, yeah. There’s a lot of overlap. So it’s like you came to the US to study, I went to Tokyo. And actually, I’m still very close with my host family. I went out to have dinner with them from when I was 15. So it’s been 30-plus years. I’m still close with them. So I want to paint a picture for folks, and then you can fill in some of the gaps. But it seems like at some point, your mom was moved in with you in your dorm room?

Chatri Sityodtong: Yes.

Tim Ferriss: Could you explain what some of that journey looked like and how that happened?

Chatri Sityodtong: When my father abandoned us and went bankrupt, I mean, it was my mom’s crazy idea. It’s like, “Chatri, you’re the oldest son,” and given that you live in Japan, the hierarchical nature of family structures in Asian society, and now that my father was gone, it was my duty to take care of my younger brother, my mother, and their wellbeing. But we had literally no money. And I had one suitcase and my mom had borrowed money from all the people who were remaining to be our friends, because obviously when something scandalous like that happens, and at the time in Thailand, no one get divorced. No one ever went bankrupt. Just these things didn’t happen.

But scrounged around about $1,000 and one suitcase, all of my life’s belongings, and I had to figure it out once I got to America. And it was her idea for me to apply and eventually immigrate. That was the game plan. And it got so bad for her that she ended up moving in with me in my dorm. Obviously, the school administration didn’t know, in college, actually in grad school. It was a tiny little single dorm room in Morris Hall at Harvard. And I slept on the floor and she slept on the bed, and it was just barely enough room. And you had one of these key cards where you open the dormitory door from the outside and in between classes, just time it with her and give her my key card and living on $4 a day. And of course, I didn’t tell everybody this, of course, my closest friends knew. 

I was not proud of my family background or the fact that I was poor, actually, I was deeply ashamed and I didn’t want to talk about it. And so when people went to parties or people went out to dinners, I didn’t do any of that stuff because I couldn’t afford it. So I had to make some excuse every time. It’s like, “Hey, Chatri, let’s go out. Let’s go to a club tonight. There’s going to be โ€” our friends can be there.” And I knew I can’t go and afford a beer. I can’t afford the entrance fee of a nightclub. So my mom was very much a part of my graduate experience at Harvard. But amazingly, some of my best memories or most powerful memories, and obviously, now today, they’re more, I view them in a very positive light because of how circumstances, we were very blessed in life.

And I remember lying there with my mom, I would be lying on the floor and my mom was on the bed, and she would ask these crazy questions. We had no money. And she’d be like, “Chatri, one day, I want us to go live in New York City.” And I’d be like, “Man, Mom,” my stress was how am I going to get money for next month. And luckily, I was teaching Muay Thai, I was a tutor at Kaplan. I did all sorts of odd jobs. But my biggest worry was, do I have enough money to even pay for the school tuition fees? And on an Excel spreadsheet, I budgeted $4 a day. And so if I went on the subway, that’s a dollar, like, man. So these are the things that consumed me when I was going through Harvard.

But I always say that without the love of my mother, I would never have been there in the first place. It was my mom who, when we had nothing, she really believed in me. And I think the saying is that, “When someone loves you, it gives you strength. When you love someone, it gives you courage.” And I think that’s a very true statement when it comes to my relationship with my mother. She gave me both in that she love, I could feel her unconditional love, hence, it gave me strength to do things when I was full of fear, doubts, and insecurities. I wasn’t some academically gifted guy. I remember that first week, first month, I felt almost like I was dirt poor. I didn’t feel like I belonged. I thought everyone was better than me, smarter than me. And I didn’t have money for the full ride. I had to go find loans. It was just like a time of massive uncertainty in my life, and I had to keep it to myself. I couldn’t entered a new school.

But again, looking back on everything, the fact that I had my mother’s love, that gave me strength every day to fight more. And I always say too, that if you’re fighting for yourself โ€” you’re fighting because you want a six-figure salary, you’re fighting because you want to buy a nice car โ€” it’s very easy to quit. But when you’re fighting for something bigger than yourself, it’s impossible to quit. So in that moment, I was fighting for my family, fighting for my younger brother, fighting for my mother, of course, down the road as I was, again, been blessed with a lot of good luck in life. These are the things that I always remember. It’s like when you’re fighting for something much bigger than yourself, you become unbreakable. There’s so many precious lessons that I learned from that journey.

And crazy enough, when I made my first little bit of money, I think I was around 30 something, maybe 31, I bought a condominium in New York City to surprise my mom because I remembered what she told me in the dorm room. And brought her to New York and gave her the keys. And it was overlooking the Hudson River. And it is one of my most favorite memories with my mom, is surprising her with her own house. And because she had suffered for so long, for so long, that I would just to be able to see her face and knowing that little crazy dream was born in the dark of midnight when we’re going to sleep, and she wanted to talk about our dreams. So in that sense, she also gave me that. I’m a little bit of a crazy dreamer. My friends think I’m a bit of a crazy guy. And I think I got that from my mom.

Tim Ferriss: Go, Mom, that’s incredible. 

All right, well, we could spend the next two hours just unpacking what it was like to actually hand over the keys and how your mom responded. But I have a million questions I want to ask you. So I would say, let me mention a few things and then we can add in any sort of seminal moments as needed. But my understanding is you leave grad school, you try your hand in the world of startups, you do pretty well in the startup world, then end up going to finance and do pretty well on Wall Street. My two questions are, I know that’s a major, major condensation, but number one, what was it like and what was the moment, I remember for myself, the moment where you’re like, “Oh, my God, I actually have some money.” When was that moment when you were like, “Oh, this is a little different. This is a lot different. I actually have some money.” It doesn’t need to be a lot of money. But what was that like? And then why didn’t you stay in finance? Why didn’t you stay on Wall Street?

Chatri Sityodtong: So it’s kind of funny. When I was a kid, there’s a few things I was truly obsessed with. I was obsessed with martial arts and that anyone from my childhood would tell you, “Chatri, he’s the martial arts guy. He’s crazy about martial arts.” But I was also crazy about, for Christmas, somebody gave me the book One Up on Wall Street by Peter Lynch. 

Tim Ferriss: That’s a great book.

Chatri Sityodtong: And I just got completely fascinated with, and I think I was a teenager, but I was completely fascinated with, “Wow, people can actually make money doing that.” And so I got obsessed with Warren Buffett, and Ben Graham, and Intelligent Investor. And this was when I was, again, a teenager and I just voraciously consumed it. But I never thought I would ever do something along those lines. And it wasn’t like I was investing or anything, it was just like a hobby, curiosity but it was almost borderline obsession. I was reading tons and tons of finance books and investing books just for fun.

And so I always had that, in the back of my mind. I don’t know, it’s like an external stuff when you’re younger as a kid, “oh, it’d be so glamorous to be a hedge fund manager on Wall Street,” that kind of stuff. And so I think as I was, when I graduated from Harvard, I was dirt poor, dirt poor. I went to Silicon Valley with my mom. We slept in a tiny little apartment and I couldn’t even afford beds or furniture. So we had two sleeping bags. And we talk about that all the time. We had two sleeping bags on the floor. And that was how I started my journey in Silicon Valley, because again, I just had this crazy dream.

One of my classmates, Soon Loo, said, “Chatri, let’s go to Silicon Valley. Let’s just try our luck.” And both of us were poor, and we had maybe a few months of cash left, if at all. But by pure luck, we went to this Angel Investor Day at Harvard, and this guy named Richard Armstrong, literally one-hour meeting, he’s like, “Okay, I’ll cut you a $500,000 check.”

Tim Ferriss: Good meeting.

Chatri Sityodtong: Yeah, we were blown away. Soon and I were blown away. Out of that small little apartment where my mom and I slept on the floor, we started hiring people. And so I think at our peak, we had six people or seven people in that little apartment.

Tim Ferriss: And what was the business, just in brief for folks?

Chatri Sityodtong: It was a company called NextDoor Networks. Basically it was enterprise resource software. It started off as a marketplace, but eventually morphed to enterprise optimization. So basically, Jiffy Lube was our largest customer at the time where you could come in with dynamic pricing and the software would, how many bays there were, how many cars were coming in. What we see, dynamic pricing today with airlines and stuff, or hotels, that kind of software. But it was more enterprise. We rode the internet boom all the way up and we came partially down and we were lucky to have sold the company.

We grew from six, seven people, and then within about a year we’d raised $40 million and had, I don’t know, 200 people, real offices and all that stuff. And it was just a crazy ride. This was in the early 2000 or around 1999, 2000 timeframe. And that was a crazy ride. And when I look through old photos, and it’s kind of crazy, so Soon Loo, my classmate from Harvard who started the company with me in Silicon Valley, he actually lives in Singapore now. So we hang out here and we have, obviously, our collection of pictures and whatnot, and we’d go back and be like, “Man, that was some crazy times.” And my mom would be there in front of the microwave because we were so poor at the time. We would get $1, I remember $1.25 microwave frozen food and these little meals, and that would be our lunch or dinner or whatever. And my mom would be in front of the microwave, and we have photos of that. And we’re in our little startup. Again, these crazy days. After we sold the company, I said to myself, “Okay. I didn’t make a ton where I could retire for life, but I had a good little bit of a nest egg.” I thought deeply, “What do I want to do? Am I a software entrepreneur, or what am I?” I started going into this deep reflection and actually โ€” 

Tim Ferriss: If I could just interrupt for a second, I’m sorry. Just that initial nest egg, whether it was from savings, from salary or the eventual exit, what was it? Was there a moment? If not, that’s totally fine. I’m just so curious.

Having been poor for so long, and scrapped so hard. Having to track everything in an Excel spreadsheet to make sure you don’t exceed your $4 daily budget, et cetera, throughout school. Was there a time when it’s like you went to the ATM to take out a little cash, and you saw the balance and you’re like, “Huh. Okay. Things might actually now start to be different.”

Chatri Sityodtong: I grew up in a well-to-do home when I was a kid, and saw it get wiped out. I mean, it was like that. Okay? That I, even to this day, I don’t have that sense of “Look at my bank account, or “Look at what I have” as a sense of security in that. I never had that moment of โ€œAh, I can exhale.โ€

Tim Ferriss: Like exhaling.

Chatri Sityodtong: Exhaling. No. What we did though, was we went with I think about 13 or 14 employees. We rented two RV vans and we did a cross-country trip across America. That took, I forget, a couple of weeks. That was me moving from Silicon Valley to New York. I didn’t know at the time that I was going to move to New York, and I was going to do the whole investing thing. That ride I remember.

I remember one night, it was in Albuquerque, and we were in an RV park. I went up to the roof. I was lying down on the roof of the RV, and looking at the night sky. It was completely beautiful stars, and it was just clear sky. I mean, it was at night, but it was clear in the sense of all of the stars.

That was the only moment that I felt like, “Man. I can actually do anything from this point on. I don’t have to scrape by. I don’t have to โ€” ” It was just a momentary fleeting sensation of, “The universe is so big, I can do anything.”

It wasn’t “I can do anything” in an arrogant way. It was more like whatever happened in the past with my family and my father, I didn’t have to be burdened by it or trapped by it. So it was a feeling of not exhale, but a feeling of I’m not going to be shackled by my past.

It’s weird, Tim. Even to this day, I don’t have this feeling of like, “Ah.” I have this feeling of “Man, life can throw you curveballs, and all of a sudden I could be on the street.” It’s crazy. It’s crazy, but I still have this fear. Or not fear. I don’t know what it is.

Maybe what it is is I never want to be so poor again. Because what really broke me, and this one I remember very poignantly, I’d never seen my mother cry up until my father abandoned us. It was one night. She tried to be this really strong, brave woman, and I saw her cry, and that broke my heart in a million pieces.

Then one other time I saw was in my dorm room at Harvard, and that was my fuel. I said to myself, “I never want to see my mother cry ever again. I’m going to work my ass off. I’m going to be rich.โ€

So I naively thought, genuinely, that when I was poor, that, man, if I just make a crap load of money, all of my problems would be gone because I will be able to provide for my mother. She’ll have no more worries, and this, that and the other.

I didn’t fully understand the meaning of life. I accepted society as you make a lot of money, and you buy things. It wasn’t later in life until I was like maybe my mid-thirties when I had my hedge fund. We had a record year. I made a lot of money.

Of course, you’re very happy because you made a lot of money. Then I went down to the sushi bar, sushi restaurant down in the office building, and I sat at the sushi bar for lunch. I was by myself, and I remember all adrenaline and happy. Then over the course of that lunch, I don’t know what happened. I just started thinking about, “Is this what life is about? Okay. So I’m going to go now and buy more material things? I’m going to go buy a house? Another house or whatever?” It just hit me hard.

I’m like, “Man, what’s going to happen with my life is I’m going to keep just living this thing where, okay, yeah, I’ve got to make a lot of money.” I had a deep sense of emptiness. Yeah. My mom was taken care of. I was happy, of course. All that stuff. It was almost just like, “Oh, my gosh.”

I remember a cold sweat thinking, “I’m going to roll forward another 50 years or whatever, to the end of my life. Shit, all I have done, really, is buy and sell companies, and short companies. My clients were all either multibillion dollar institutions or multibillion dollar families.” Then I’m like, “What was I here on Earth for, and what was I doing with my life?”

I remember so well when I was five years old, but my mom would repeat this all of the time throughout my elementary and middle school years, and all of that. She would always say, “Chatri, you’re going to grow up to help people.” I always thought my mom was [speaking] gibberish because she’s like, “You’re so special, Chatri.” Of course, I know every mother says that to their child.

It was weird. When I was at that sushi restaurant, those words came to me. It was like, “Chatri, you’re going to help people when you grow up.” I was sitting there and I’m like, “Right now I’m helping nobody, because if I’m helping wealthy people get wealthier, okay, what is the point of that? If I’m making multibillion dollar institutions get wealthier, what’s the point of that,” right?

So I remember being very restless for several weeks. I couldn’t sleep. Eventually I said, “I have to do something.” It was again, pure luck, but also a lot of introspection. At the time I was training at Renzo Gracie’s School, jiu-jitsu, training every day.

You know what’s crazy? This whole journey from being a well-to-do family to being poor to escaping poverty and making it, I trained religiously either Muay Thai or jiu-jitsu every single day. This is just part of my DNA.

Actually, even to this day, I just came back from training earlier today. It’s my foundation to every single day. If I get my training, it’s almost like, Tim, you’ve competed as a wrestler, and done Sanchou, and stuff like that. When you’re in the moment of training or sparring, there is nothing else you could think of. You’re in the moment, right?

Tim Ferriss: You think of something else, you get reminded very quickly.

Chatri Sityodtong: Very quickly. Exactly. Exactly. It’s almost like you can escape whatever good or bad in your life for those couple of hours, and not think about anything. If you go for a run, you’ll still think about work. Family. Your relationship issues. Your dad. Whatever it is, you’ll still think. Or if you go lift weights, your mind is still active on whatever. You haven’t left your life.

You know, Tim, when you go train and you’re sparring on someone who’s really good, just all that stuff evaporates. So that’s what I love. I own a chain of martial arts schools here in Singapore, and I train every day with Muay Thai world champions or jiu-jitsu world champs.

Tim Ferriss: Is that Evolve?

Chatri Sityodtong: Yeah. Evolve. Yes. Or jiu-jitsu world champions. I truly believe my grandmaster, Kru Yodtong Senanan, who used to always tell me โ€” I never really understood it until much later in life โ€” “To unleash your greatness, you must be surrounded by greatness.”

So every day I go to Evolve. These guys are the best in the world at what they do. I’m a high-level martial arts for sure, but not against a world champion, right? I mean, you train with Jongsanan and Bunkerd. You know how badass those guys are.

Tim Ferriss: Yeah. Yeah. Yeah. Yeah. Yeah.

Chatri Sityodtong: Those guys are the best in the world.

Tim Ferriss: There are levels, and then there are levels. Yeah.

Chatri Sityodtong: Exactly. Exactly. Same thing for a black belt. I’m a black belt, but there are levels to being a jiu-jitsu black belt. For the most part, when I train with them I get my ass kicked, but I relish that.

Obviously, it’s a two-hour break from anything I’m dealing with in the world. I love it because it’s a daily and constant reminder of how I should live my life. You see, if I have ego, I’m the owner. I walk in, and this guy beats the crap out of me.

In another world, if I didn’t have martial arts my whole life, I’d be like, “Blah. Blah. Blah. I’m the boss.” What I actually tell to my training partners, “Bro, whatever it is, don’t go easy. If you can’t submit me, you suck. You better submit me or you better hurt me. If we’re sparring, you better get the best of me because you’re a world champion. Don’t hold back because that’s not what I want. I want you to help me improve.”

So you have to let your ego completely disappear. In society I’m a CEO, but when I’m in training, I’m a nobody. These guys beat on me, but it levels me up. It’s a daily reminder to me that I’m here to learn, grow, and evolve, and be the very best martial artist I can be.

The only way to do it is by surrounding yourself with greatness, because diamonds are created under heat and pressure. That’s how I think all of us, how we all can unleash our greatness in life. It’s sad, but it’s through love, pain, and suffering. That combination can work magic in terms of unleashing human potential.

You will discover things about yourself that you never even knew existed in you, when you go through a process of love, pain, and suffering. So that’s something I do every day. Number one, I love it. It’s my greatest obsession in life. I do go through pain and I do go suffering every single day because it’s a part of this warrior mindset. I mean, you spent time in Japan. The whole Bushido, the whole Samurai spirit.

 Tim Ferriss: Yamato-damashii.

Chatri Sityodtong: Yes. Yes. You nailed it. What Tim is talking about, guys, is this Japanese warrior spirit that every Japanese person has in their heart. That makes Japan, actually, that’s why it’s the birthplace of mixed martial arts. It’s the birthplace of kickboxing. Obviously, the birthplace of karate, and aikido, and judo, and kendo.

It’s a magical country. I’m not saying that because I’m half Japanese. The more I understand about Japan, the more I truly appreciate their culture. So one of that is this sense of unbreakable warrior spirit.

Japanese fighters are somewhat the toughest. I don’t mean technically. I mean, I’m talking about you cannot break a high-level Japanese fighter. If you went to the Budokan watching the judo championships, these guys, they don’t break. They don’t break.

Tim Ferriss: Yeah. Yeah. They’ll go until they can’t go. I still remember to this day, a fight way back in the day. I was in Japan for this way back, which was Pancrase. So Pancrase had just launched, and it was a fight between Bas Rutten and Funaki.

Funaki got beaten into โ€” he looked like a tomato that had been kicked around a room by 12 kids for an hour. I mean, he was so destroyed, and he just kept getting up. I mean, there’s a point where I remember Bas was just like, “What is this? What are we doing here?”

To this day, from 15, I remember watching that and thinking, good Lord. This is just a different species of experience. Just to come back to the mixed martial arts in Japan for a second. So when I was there, the way I initially got exposed to all of this was through Shooto. So Sayama Satoru.

Chatri Sityodtong: Yes, so it’s Sayama Sensei.

Tim Ferriss: So it’s the first-generation tiger mask.

Chatri Sityodtong: Yes. Unbelievable. He was at the event in March in Saitama.

Tim Ferriss: Oh, really?

Chatri Sityodtong: He was my guest.

Tim Ferriss: That guy.

Chatri Sityodtong: He was my personal guest.

Tim Ferriss: He is a tough, tough, tough, tough human, and a very, very tough coach.

Chatri Sityodtong: A legend. Yes.

Tim Ferriss: He used to take a shinai, like a bamboo kendo sword. Cut off the tip. Then if his fighters were misbehaving or not doing what he wanted, he would hit them in the back of the legs. Hit them on the back. He was tough, and a nasty fighter also.

From there then ended up wanting to figure out where to train. I went to this place called Kiguchi Dojo. Kiguchi Sensei was a former Olympic wrestler, and Rumina Sato and all of these guys trained there.

Chatri Sityodtong: Yes. Rumina is a friend. Yeah. All these guys are telling me, it’s crazy because I was literally just in Japan a couple of weeks ago with Sakamoto, who’s the CEO of Shooto. I just was hanging out with the CEO of Pancrase, and we’re talking about all of these old, crazy stories.

Tim Ferriss: They’re wild.

Chatri Sityodtong: Again, yeah, Sayama Sensei. So everything you’re saying, it’s crazy.

Tim Ferriss: It’s a super small world. Yeah. A super small world. I’ll give you two more small worlds. So I have a bone jutting out of the side of my ankle from Rumina who put on the nastiest heel hook in practice. I’m still a little annoyed about that. It was so aggressive.

I ended up doing well after that. I probably should have tapped much earlier, which also leads to NYC. We’re going to talk more about Renzo. I actually spent a little bit of time at Renzo’s gym way, way back in the day. I only went a handful of times.

It wasn’t really his fault. It was an accident. Rodrigo actually popped my right elbow. I’m getting surgery probably in the next few weeks because I want to get back into training, and the extensors have been torn for 20 years.

Chatri Sityodtong: Oh, my gosh. Oh, my God.

Tim Ferriss: That gym is phenomenal. It also ties into, actually, just to loop a few things together, so from Wall Street. At least I have written down here. Correct me if I get any of this wrong. In 2008 you start Evolve, right?

Chatri Sityodtong: I moved to Singapore in 2007. Yeah. Around there. Yeah.

Tim Ferriss: So you start this.

Chatri Sityodtong: I’m still a hedge fund manager at that point. It was crazy. I get to Singapore to open up the Singapore office for my hedge fund. So we have offices in New York and Singapore. There’s no place to train because Singapore is not a mecca of martial arts. I’m like, “You know what? I’m going to start a martial arts school.” It was really just selfishly for me to be able to train.

All my Sityodtong brothers were in Thailand, and it’s an hour-and-a-half flight from Thailand. They’re all the baddest world champions on the planet, and that’s how Evolve started. It was like, I don’t want to say a side hustle. It’s my obsession. I mean, martial arts is my obsession. So the fact that I didn’t have any high-level place to train when I was used to training at Renzo’s when I was in New York, that was the accidental โ€” 

Tim Ferriss: That it was real. Yeah. So many good people there.

Chatri Sityodtong: Yeah. That whole time period was because when I reached Singapore was already after I had that sushi lunch. I’d already had this sense of I have to do something bigger with my life. It’s not about making money. It’s about helping others or making an impact.

I think you had also said that’s right, Tim. When you retired from angel investing, was like, angel investing was fun, but you didn’t have that impact that you had when you came out with your books. That’s when you had millions of people reading your books, and their lives changed by your lessons and learnings about life.

When we work our asses off for something much bigger than ourselves, we know we’re impacting, if you’re lucky, your country. If you’re even luckier, your continent and maybe the world, right? There’s a sense of like, oh, my life has meaning. It’s not about money. It’s that somehow Tim Ferriss is on this planet, and he’s actually helping millions of people all over the planet through his books.

Same thing I get now, the joy of one, hearing about you having this WhatsApp group with your buddies. All of you guys are competitive, former martial arts or fighters, and then you discover one. That to me, that I get excited. When I was in Japan and the entire stadium of Saitama completely sold out.

When we’re in the US in September in Denver, the Denver Nuggets stadium completely sold out. I was sitting there in Denver and I was just like, “This is the Denver Nuggets. This is the NBA World Champion Stadium, and it’s completely sold out.”

This company I started here in Singapore, and never in a million years did I think we would sell out. Then literally months later, we sold out in Thailand at Impact Arena, a massive stadium. Then in Qatar, Doha the next month, also another massive stadium, and then Saitama super arena.

It was just like this last several months has just been a reminder in some ways. As I travel around the world, this thing has just gone viral. Our viewership members are just massive around the world.

You see, that is the same. I feel I know what I’ve read about you, Tim, is that same drive or that same sense of meaning in your life or purpose. It’s the same thing. Well, I really get excited when someone’s like, “Man, hey, I saw that fight,” or, “I was there.” Or whatever.

Tim Ferriss: Oh, yeah. I still, we’re going to definitely get back to this through line in a second. Vividly remember watching ONE for the first time. It brought back all of those memories from Japan. Because it’s very elegantly produced. In the sense that it’s not being trapped in a video game with a thousand distractions, which a lot of spectator sports have turned into. It’s like you have the lights on the fighters. The crowd is often darkened.

I’ll paint with a broad brush here. It depends on where the fights are. In Japan the audience is very reverent and it’s very quiet. There might still be a, “Faito!” Something like that. They’ll clap for certain things, and shout for sure, but otherwise it’s quiet. It’s very different from the US.

So I’ve been to Lumpini before and I’ve been to Rajadamnern before. That’s like the high energy, with the music and the betting and the, “Hey. Hey.” With every low kick or whatever is coming out. As a viewer, as a spectator, it really allows you to savor the main course without distraction, which is the fights.

Let’s hop to ONE. So it looks like around 2011, that’s the birth of ONE Championship, was not an overnight success. We’re going to get eventually, because I did not expect to find Mike Moritz and Doug Leone in this story, which is fucking wild. So we’re definitely going to come to that because that seems like a really important moment.

Before, I want to read one of my friend’s questions. Because there have been different fight promotions in, say, Pan-Asia before, right? For instance, in China there’s something called Sanda Wang, which is King of Sanda. Which actually has some great fights, but they never hopped. They never really hit the mainstream globally.

For the people who are wondering, Sanda, it’s like shoot boxing. It’s like kickboxing plus throws. It’s actually very entertaining to watch. They never crossed the chasm, at least as far as I know.

My friend’s question is this. “I want to know about the economics starting out. What was the thesis about why they would succeed? And what did they learn from prior fight leagues, whether successes or failures?”

Then his other question, which is also one of my questions is, “Most importantly, how the fuck do they have such consistently high-quality fights?” Because I don’t know what savant quant you have in the basement who’s moneyballed the matchups. I’m accustomed to watching fight cards where it’s like, “Yeah. Okay. Great. Two out of the six fights are good, and all of my friends have no idea.”

We’ve watched a lot of fights in every possible discipline. How you guys consistently have such absurdly good fights. Just starting out, I also want to know, what were the original theses and what did you learn from prior fight leagues as well? Yeah.

Chatri Sityodtong: It’s been over 13 years. To be sitting where I’m sitting is honestly less than one percent of one percent odds. If you told me to do this again, I definitely would not have. I would’ve just rolled out a chain of martial arts academies, and I’d have a few hundred locations by now.

Why? The first three years I literally thought, I love martial arts. Asia is the home of martial arts. A 5,000-year history. There’s four billion people here on the planet. Surely, it’s going to be easy to create a global sports property.

Naively, I did this high level. I was like, “Well, America has NFL. MLB. NASCAR. Europe has F1. Champions League. EPL. Bundesliga. These are all multi-billion dollar properties. The market cap of NFL is north of 120 billion. NBA is $70 billion in its valuation.

I thought, man, I’m a martial artist. I know martial arts. I’ll be able to somehow aggregate four billion fans here, and then export this around the world, and it’ll be easy. The first three years, Tim, a complete disaster.

My buddy from Harvard and I, we’d made a little bit of money, so we invested. Thinking that within a year we’d get institutional investors to back us given our credentials, and our expertise, and the market opportunity. Zero.

The first three years we couldn’t land. We met with 150 institutional investors. Zero. Broadcasters across the content. Zero. Brands, forget about it. Governments, forget about it. Most governments banned martial arts content actually on TV. Live martial arts content.

Tim Ferriss: Why?

Chatri Sityodtong: Because of the violent nature. Okay. The first three years, literally no fandom. No metrics what to speak of. Just losing money hand over fist.

Tim Ferriss: What were the main objections of the investors or broadcasters? Maybe we focus on, let’s just say, the investor side. What were their main, the most common patterns of objections, or refutations?

Chatri Sityodtong: There was this billion dollar property and you’re way too late. You’re way too late.

Tim Ferriss: Late to the game.

Chatri Sityodtong: Late to the game. You want to create a global property? I think at that time, UFC was about a couple billion, right? Their metrics were already substantially larger than ours because we were just a startup.

I remember when we first started our Facebook page, they had something like 20 million fans on Facebook or something like that. We started with zero. It’s all organic. Today we have 50 million, and they have 50 million on Facebook, as an example.

I’ll tell you how we got very lucky. It was at the end of year three, and I call my Japanese mom, and who was completely against me starting this. Because in Japan, as you know, Tim, martial arts promotions, combat sports, is run by Yakuza, the mafia in Japan.

Tim Ferriss: It’s mobbed up. Yeah. It’s super mobbed up.

Chatri Sityodtong: My mom is this conservative, tiny little Japanese lady, and she’s like, “There’s no way my son is going to quit Wall Street.”

Tim Ferriss: Become a mobster.

Chatri Sityodtong: No. She’s the typical Japanese lady where she was like, “My son went to Harvard, and he’s on Wall Street, and he has his hedge fund.” She loved the checked boxes, the checklists of credentials. As you know, Japanese culture is very much this way. Japanese society. If you went to Todai in Japan, you’re viewed as a God, right? It’s very hierarchical.

I said, “Mom, I want to do what I love. Mom, you told me as a young kid I’ve got to go help people. I want to live my life with my greatest obsession and somehow help people, whether it’s our athletes or fans, et cetera.”

You know what’s crazy, Tim, in writing the business plan, there was no such line of we want to have the biggest pay-per-view. We want to have the best fights. It was literally the mission of the company over many, many, many days and weeks thinking that literally came, and it’s still true to this day. Is to unleash real life superheroes who connect the world with hope, strength, dreams, and inspiration.

Of course, we put on the best fights. I agree with your friends, and I’ll explain how we put on fights. The first three years, a complete disaster. There was no TAM. It was all theoretical. It was all of this business school mumbo jumbo, and nobody was interested.

Tim Ferriss: Total addressable market. Right?

Chatri Sityodtong: Exactly. Yeah. If I didn’t love martial arts as much as I did, a thousand percent I’d quit. So I called my mom. “Mom, I’m at the end of year three. Lost a crap load of my money and my friend’s money, and I think we’re done. We’ve got no traction.”

I thought my mom was going to tell me I should stick with it because, “Chatri, since you were a kid, martial arts. Blah. Blah. Blah. You love it.” She said, “Oh, great. Why don’t you just quit then?”

Tim Ferriss: Before you get double sleeves of tattoos, and can’t go to the onsen with me.

Chatri Sityodtong: Yeah. She did. Then the conversation ended shortly after that. I remember thinking to myself, my mom just said, “Just quit.” Then I said, “Okay. If I just quit, let’s just say I quit today.” Then it goes back to like, “Well, why did I even start this thing in the first place?” When you really put yourself to say, “I’m going to quit,” you start to think about “why did I start this thing, and what is it?”

I said, “Well, martial arts is my greatest obsession. If I want to make an impact on the world, and I have the opportunity to inspire millions, and one day, hopefully billions of lives through our heroes, values, and stories โ€” those are the three pillars of what we call our formula of success at ONE Championship: values, heroes, and stories โ€” if we can unleash these real-life superheroes and tell their stories of overcoming adversity. Tragedy. Poverty. Impossible odds. Those stories are going to be incredible. Of course, the values that we exhibit, which you know very well, are the true Bushido values of integrity, honor. respect, courage, discipline, compassion, etc. that martial arts teaches us.

I thought there has to be a place in this world. ONE promotion, that has true authentic martial arts at its core. So from that day I said, “I will never quit. I will, come hell or high water, I’m going to put everything into it. If I lose all my money, screw it.”

We got so lucky. So a big shout-out to Mark Zuckerberg. Facebook started taking off in Asia at around that time as smart mobile devices were as well. If you chart Facebook’s user growth, and just engagement levels in Asia with the history of ONE Championship, it is like a mirror.

So what happened was we saw a couple of videos start going viral around the world when we posted. Again, we’re a small platform at the time. A very small page, but we could see that something was happening.

So we used that hockey-stick data. Even though it was small, we collected this data and we showed broadcasters, “Hey, take a look. Hey, take a look. This is something that’s happening in your country.” Numbers have just gone 10X. Yes, they’re small, but they’ve gone 10X in the span of three months.”

Then I remember we had a few months left of cash, and I bet the whole firm, and I put everything into video. I said, “We are going to be the world’s best viral video makers along the lines of values, heroes, and stories, but we want to ride the algo. Not pollute it by bastardizing martial arts, but really showcasing the very best.

So whether it’s a knockout, that’s great. Spinning back kick, all that stuff, but in the context of, how can I say? I didn’t want to cheapen martial arts. I didn’t want to bastardize it and cheapen it, and make it look like two thugs cussing each other out. That was something I didn’t want, because that’s not my experience in martial arts. My martial arts experience has been about love, pain, and suffering. And then as a result of that, of thousands of hours of training, you inherit these incredible values. And something I’m sure you relate to Tim. For you to get heel hooked by Rumina Sato and then somebody else, Rodrigo popping your arm. This is part of the journey. Love, pain, and suffering. And yet somehow you want to get back and do it right. So that, to me, is what martial arts is about, the unbreakable warrior spirit; the beauty of authentic martial arts. So anyways, long story cut short, the combination of us making the bet on Facebook literally saved the company. This is something that Facebook confirmed with us, and actually I ended up getting invited by Zuck to go to Facebook headquarters a couple years ago.

Because out of 5,000 sports properties on Facebook, the number one producer of organic video views in the world is ONE Championship. So we produced 30 billion organic video views last year, and this year we’re on pace already for 40 billion. 40 billion, not million. And I remember we went from โ€” how fast we went from 100,000 organic video views for the whole year, and suddenly the next year it was five million and the next year of a 100 million, it just went ballistic. And without that, I don’t think we would’ve been able to convince broadcasters and investors and brands and sponsors and athletes. And now as you know, Tim, as a business expert, once you’ve built a platform business, every global sports property is a platform business where there are multiple stakeholders who derive economic benefit or social benefit or some level of benefit from the platform. And hence the platform becomes quote-unquote monopolistic. NBA, there’s no way you can break NBA. There’s no way you can break NFL, it’s truly a platform business. And so we have achieved that status.

And like I said, if you’d ask me to start this business again, no way. And it’s less than one percent of one percent that we’re standing here. And there are many, many inflection points of luck, just blessing. Yes, my team and I work our asses off and we made the right bets when it came. But if you told me 13 years later you’re a top 10, according to Nielsen, top 10 largest global sports media property. There’s no way I would have thought that it would have happened โ€” it’s crazy. 

We’re broadcast live in 190 countries every single week with the largest broadcasters. It’s Amazon in America, but it’s Sky Sports in Europe. In Japan, it’s U-NEXT. And in Thailand it’s Channel 7, in Middle East it’s beIN Sports. It boggles my mind what has happened. And it’s a lot of hard work, a lot of love, pain, and suffering. But I have to be 100 percent honest, it’s a lot of luck. A lot of luck. But โ€” 

Chatri Sityodtong: โ€” putting on great fights, like your friend said, is not luck. We have a chemistry lab, if you will, where we slice and dice qualitatively and quantitatively. It’s a team of about 13 or 14 folks and we slice quantitatively and qualitatively and all that stuff. And of course, one huge benefit is all of us on the matchmaking team, we’re all martial artists. So it’s like, you know Matt Hume, you know legendary Matt Hume. Folks like Rich Franklin, legendary martial artist himself. And so I got very lucky that these happen to be all my friends, my martial arts buddies, and we’re all working together and we get to cook up the best fights. And another advantage we have is because we’re not only doing MMA, we’re the world’s largest martial arts organization. We showcase everything from kickboxing, Muay Thai submission, grappling, boxing, MMA, and everything.

And the most important thing for us is signing the very best of the best athletes, the very best of the best martial artists. But very equally important is finishing ability. So this is something that’s โ€” I don’t know if other organizations look at it, I’m sure they look at it collected but I don’t know if they look at it from a โ€” when they sign athletes. ONE Championship has a 70 percent finish rate. That means all of all our fights 70 percent โ€” 

Tim Ferriss: It’s absurd, it’s absurd. That’s so high.

Chatri Sityodtong: โ€” get knocked out or tapped out or choked out. It’s a global duopoly now, right? UFC dominates in the West, we dominate in the East, we’re roughly the same size. They have a 38 percent finish rate. And why is that? Because in America, there’s predominantly American wrestlers like yourself. And American wrestling is not necessarily geared towards finishing. It’s an unbelievable martial art that controls; you can take the fighter down, pin them up against the cage, you can hold them, you can ground and pound them but it’s not necessarily a finishing, finishing. Versus out here we got a Rod Tang or we get a โ€” it depends on the discipline or we signed the Ruotolo brothers โ€” those guys are killers.

Chatri Sityodtong: So we look for the best of the best, but we try to find athletes who come to kill. And again, I don’t mean kill in a bad way. What I mean is the true origins of martial arts is self-defense. Self-defense is not about dancing for points, it’s not about taking someone down and waiting and letting the judges score. It’s about finishing a robber coming to your house, somebody coming to harm your family. Martial arts is about finishing a dangerous situation so that you live for another day. That spirit, that Bushido, that samurai warrior spirit lives in ONE and lives in our athletes. And that’s why we have a 70 percent finish rate.

Tim Ferriss: All right. So I have so many more questions to ask about that as we’re going to come back to that, but I want to mention just a few things for folks. So initially all that pushback, the 100 plus investors, the broadcasters, “Sorry, UFC has already taken this game and won it. You’re too late.” When I started this podcast in 2014, the vast majority of people I asked who were involved in the game told me I was too late. In 2014.

Chatri Sityodtong: And now you’re like the number one business podcast in the world. Amazing.

Tim Ferriss: Yeah, and sometimes that’s true, but it’s not as true as often as people say it. And some of the things I wrote down here, which were like, “Oh, God, these seem really important things,” Were โ€” there are tons, right? But leaving finance, fight card construction, matchmaking, how to get Amazon Prime and Sky Sports, we’re going to get to that. That kind of stuff. Sequoia and then social media / non-event engagement. Because I’ve watched what you guys have done on social very, very closely. And correct me if I’m wrong, it also seems like by diversifying outside of MMA and having Muay Thai, having pure submission, the only way you make pure submission, well, I say, like, combat grappling interesting is if you have people finish. So you have to prioritize that for a general audience.

Muay Thai by itself is action-packed, right? Particularly if you incentivize fighters. And also I’d just be so interested to hear what are some of the other ingredients that you consider for putting on good fights? So you talked about finish rate but by the virtue of having these other disciplines like Muay Thai also, you increase the likelihood of having clips that will get shared a lot, right? Because, man, you had elbows in and, oh, man, do things change. And there’s a few things, and I might be misremembering, but I looked at it and I thought also in at least a lot of the fights that I saw. Okay, rounds are short. That’s smart. It makes me think of K1 where people put it all on the line and they weren’t trying to conserve energy for round 10 or something like that.

What are some of the other elements that go into constructing these fight cards? You mentioned the quantitative and the qualitative. So finishing rate would be one. And that’s not just matchmaking, but actually signing fighters in the first place. What else goes into that? Because it is incredibly consistent. It is just โ€” I’ve never seen anything like it.

Chatri Sityodtong: Thank you, Tim. I’m truly grateful that you can see that because we try our best to have the โ€” you’ll see a typical ONE Championship card in tomorrow night, we have ONE Friday fights every week. We have 12 fights. You’ll see eight, 10 of them will be finishes and all 12 will be barn burners. We don’t have, at ONE Championship, where, in other organizations they may have a 12-fight card, but eight fights are a little bit of a snooze fest or decisions. And then the main [inaudible] is amazing, it lights up the stadium. It’s literally from the go, first fight all the way to the 12th fight, it’s as if they’re fighting for their lives. So I think our scouts around the world scour 10,000 of the very best martial artists on the planet. We give out 50 offers a year, and we have a criteria for what we look for.

So let’s say you’re the best in the world, but you are a decision, a points person. It’s very unlikely you’ll be signed by ONE. It doesn’t matter if you are, like, 50-0 like Floyd Mayweather. But if you’re there to play a game, score points, that’s not real martial arts. And there’s guys without a perfect record. And as you know, some of the Thai world champions have 400 professional fights and they have lost a hundred times. That’s real fighting. If you have fought 400 times and your record is 300 wins and 100 losses, that is an average world championship record in Thailand as an example of an elite fighter. Because there are no padded records. If someone’s 50-0, it’s highly suspect that they were given easy opponents or they chose their opponents at the right time, or there’s a little bit of this kind of manufacturing. And you see that a lot actually in the west. In the west there’s a lot of 20-0, 15-0, 30-0, whether it’s in different combat sports.

It seems like the West really puts a priority โ€” but the problem with that is the longer you go with an 0, the more defensive you become as a fighter because you’re protecting that goal. So when we sign athletes, we look for the best of the best in the world. It doesn’t matter what discipline, but we look for that killer instinct and the finishing rate. And we really spend a lot of time looking at that. So that when you get two pitbulls who are there to finish, and they’re both the very best in the world. So that’s one layer. You got to get the ingredients right but then as you said, the incentives. So we pay the highest in the world for fight purses, the win purse, but also the bonuses. Especially knockout finish bonuses. And so that’s a quantitative side of things. But then also backstage, again, before every big event I line up all the entire card and I literally give โ€” and I think some of it’s on social media already, some of my speeches. But I literally give a two-minute Rocky Balboa type of speech.

And I don’t do it for drama. I do it because I really want to inspire every single athlete to give their very, very best performance. So I talk about or I ask them about why are they here? They spent typically 10-15 years training six hours a day, six days a week to reach the pinnacle of martial arts, the highest level in the world in ONE Championship. And I ask him to think about all the sacrifices, all the heartbreaks they suffered through. The injuries they’ve gone through, how many birthdays did they miss? How many friends’ parties, how many cousins’ or nephews’ or nieces’ birthdays did they miss? How many times they did they have to sacrifice to get to this point? And then I ask them, “Is this your greatest love? Is this what you are put on the planet for?” And I make them really go deep. And if you are able to tap into a person’s why, the deepest why, and you’re able to then also tap into everything they have to suffer. 

And I tell them, “Tonight, it’s broadcast live to 190 countries around the world with the biggest broadcasters.” Our last show in Tokyo at Saitama in March, our last big show, we broke viewership record. We did 2.3 billion organic video views on digital and social. 2.3 billion on a single show. I didn’t know at that time it was going to be that big at the time โ€” and that’s excluding our TV broadcast. So our TV broadcasts around the world. And then we ended up trending and number one, two, three, four, five, six, seven, eight, nine, 10. But trending in US, and UK, and France, and Australia, Thailand, Japan. It was just trending all over the world. China. And I tell them, “How do you want the world to remember you tonight? You have a chance to unleash your greatness upon the world in a way that you will make magical memories for your fans. You will create something extraordinary.”

And I’ve had fighters cry in those huddles I have, and then I walk away. And the reason why I can give this kind of speech is because I have walked it, maybe not at the elite level that they’re at, but I have walked in their shoes in training and competing and injuries or whatever it is. So there’s a real bond that I have with our athletes and the fact that I train every day and I train with them. I don’t want to name names, but I train with our athletes, different athletes that come by or I’m flying to Tokyo or I fly to Denver or I go wherever because I’m always training. No matter where I am, I always train. But that element โ€” how do you produce a six sigma performance? It’s not because you train and you’re, “I’m going to fight.” No, there has to be something bigger. You have to be fighting for something bigger.

It’s almost an emotion, it’s almost an emotive state of, “This is it. This is my moment in time and I’m going to deliver everything I can and there’s โ€” I’m going to be unbreakable. And what Chatri told me in that locker room, all those sacrifices I went through, my parents going through. And if I win โ€” ” Of course the purse is big and blah, blah, blah, all the other stuff. If you’re fighting for something bigger than yourself, you’re unbreakable. And so that is what I at the end of the day, try to remind our athletes. That they are fighting for something much bigger than themselves.

Tim Ferriss: Well, it certainly translates to a phenomenal viewer experience. For folks who have not seen ONE, check it out. You will not be disappointed, you can thank me later. I do want to double-click on two things. So the first is pushing all your chips in on Facebook and social media because a lot of people โ€” I’m just trying to time this out, maybe this is like 2014-2015. Somewhere around there.

Chatri Sityodtong: Yeah, around there.

Tim Ferriss: Okay, so a lot of people were pushing their chips in on social, maybe not in as aggressive and all-in fashion. But a lot of people were trying to make it work and a lot of people didn’t figure it out. So what I’m super curious about is what were the guiding tenets or the principles, or the lessons learned where you zigged and zagged that allowed you to actually make it work? That’s question number one. And then I definitely have to get to this Sequoia meeting because I want to know how all that happened and what happened in that meeting. I really did not expect to see this in my research and I’m so happy I was surprised by it. But first on the social media, because a lot of people to this day try to make it work and never figure it out. So what allowed you to translate pushing the chips in to success on social?

Chatri Sityodtong: Again, there’s a lot of element of good luck and I don’t want my team and I to be so arrogant to think and to say and have the world believe that it was just hard work in our genius.

Tim Ferriss: Yeah, you know what? I’m going to be an asshole, I’m sorry. I’m going to jump in though. I want to give credit where credit is due also, because when I first saw you guys on Amazon Prime, I was like, “Oh, this is really interesting.” And then I followed you on social. And then I was looking at the videos and I was like, “Okay, this is very smart.” I was like, “Number one, they are not stingy with highlights.” You share basically, as far as I can tell, all the best highlights. Which doesn’t mean you shouldn’t watch the full fights. I want to watch the full fights because it’s like Rock ‘Em Sock ‘Em Robots the whole time. But you share highlights and you also tell really, really good stories. And I remember Stamp Fairtex, who โ€” it doesn’t hurt that she’s pretty cute and does her dances and so on โ€” but what a killer also.

Chatri Sityodtong: She’s a beast. She’s a beast.

Tim Ferriss: Oh, my God. Her backing away and she throws the liver kick, it’s just brutal. But the way that you tell the story, and also because you have such privileged access and focus on Muay Thai as well. And as you mentioned, poor person sport, that’s how a lot of people hope to get out of poverty. They start fighting when they’re really young and you have this incredible human interest story, and you guys do a masterful job of combining that with spectacular fight footage. But yes, there’s always some luck involved but โ€” 

Chatri Sityodtong: Okay. Right, right. So I think you hit the nail on the head in terms of the controllable factors. So the controllable factors, obviously, you have to know what the combat sport fan wants. But at the same time, if you’re only appealing to the combat sports fan, it’s a smaller market. But if you start โ€” if you’re able to tell a story and make it more mainstream, again, about abject poverty or tragedy or adversity or whatever it may be; that can transcend beyond a combat sports fan and go viral around the world to human interest stories. So of course, one is my team and I โ€” I was literally the first social media manager and I understood that you have to crack the algorithm. But if you just blindly follow out the algorithm, you’ll put out junk because you’re just chasing endlessly. You have to be very clear about who do you want to be, what are you trying to communicate and what are you trying to do by giving this video to your fans.

We always say we want to evoke emotion, strong emotion. Laughter, sadness, inspiration, awe. Something very like, “Oh, my God. Oh, wow.” Something that’s going to surprise and delight you in your day. So you’re going to hang out with us and watch 10 times a day. You know whenever you go TikTok, Instagram, wherever or Douyin, Kuaishou, Weibo in China, etc. But at the same time, you have to be true to why we started this company. You have to be true to real martial arts, finishes, real Bushido with the warrior way. Not bastardizing or cheapening it into some sort of street fight thug by having your athletes create fake drama about hating each other or whatever it is. That’s just not what I think will transcend and become truly mainstream. I think at the end of the day, people want to watch, all of the world, the very best of the best go at it. But they want to know the stories behind why this person is what they’re doing and why he or she is where they’re at, and what are the stakes of this fight.

And of course we have to be very sharp about every single platform has a specific algorithm that it’s looking for and marry that. So all that, that’s all the skill aspect of what we can control. But what by luck is you look at the mobile device, okay, millennial Gen Zs, which make up 80 percent of our audience today. What do they do? Their first window of media consumption is their mobile device. They wake up in the morning, they look at TikTok, Instagram, Facebook, whatever it is. They look at it 10-20 times a day before they go to bed, that’s the last point of media consumption. What does that mean? You need to dominate the mobile device. And that was what we did in 2014. We said to ourselves, “We are going to dominate the mobile device.” And guess what? Why is this lucky? Because mobile device took off, Facebook took off, all the social took off. But the ping-pong ball, the tennis ball, the soccer ball, the basketball, the football, you cannot see clearly on a mobile device.

And I’ll give you a great example. When Naomi Osaka won the US Open for the first time, and I remember because she’s half Japanese. So I was like, “Oh, my God, a half-Japanese person won. Like me.” Blah, blah. So I looked at Facebook and I could see there were highlights of her match. And I looked at it, I couldn’t see the ball. And I’m like, two seconds I just scrolled past because I couldn’t enjoy, I couldn’t consume it. That’s what I mean by luck. Combat sports is the perfect content for mobile devices and that’s why you have the two giants, UFC and ONE, today dominating in that sphere and why we have Millennial and Gen Z audience. And why other sports are struggling and trying to catch up, but they have the wrong content genre for mobile device. Because you cannot see the soccer ball, the football, the ping-pong ball, the tennis ball, you can barely see the basketball. It is very hard to consume. And no one’s going to watch a 200-lap car race on your mobile, right? You’re just not. That’s what I mean about luck.

But yes, everything you described about our content and how we explain a Stamp Fairtex or, yes, she’s the best in the world, but does she twerk? Does she dance? Does she sing? Is she cute? Is her personality larger than life? And that’s her real personality. That’s another thing about us, everything we do is about authenticity. There’s no manufacturing, there’s no, “Oh, well, let that person be a bad guy. That person be a good guy. Let’s create drama between them, they hate each other. Let’s stage a camera backstage so they bump into each other.” We don’t do any of that. We just let them be who they really are, we tell their real stories. And again, but the one important thread for all of our content and everything we do is that it’s real martial arts.

Tim Ferriss: I want to give you and your team some additional credit too, in addition to the human interest in addition to the highlights, you guys also are very clever. You mentioned strong emotions. So laughter, I’ve seen quite a lot of funny stuff that is organic as a product of the personalities. Outtakes where somebody’s accidentally kicking their boyfriend in the head as trying to demonstrate a technique. It’s like, “Oh, shit.” And then you see them doing damage control or whatever. And might make me sound like a bad person to find that funny, but it is pretty funny when you watch it. And also I remember very specific set segments where for instance, you had some absolute Muay Thai heavies โ€” and by heavies, I don’t mean big, I just mean killers โ€” kicking a device. People may have seen these in arcades and so on where you might punch what looks like a speedball and then it shows you your power output. And you had a number of them kicking a device that was similar showing pounds per square inch or kilograms per square inch of impact.

That is pretty fight sports specific, but I’d never seen something like that done before. And I’m like, “Okay, that’s very, very clever. That is clever, I’m going to share that with my friends.” And even though it might be within the Fight Porn WhatsApp channel, they’re probably going to share that. They’ll share that with their five other friends who aren’t on it and it’ll perpetuate it, right?

Chatri Sityodtong: Yeah. So I have to give credit, and I tell our team this, we have the very best social media team on the planet. Many of my teammates have been on this journey for a long time with me. But I do believe โ€” I’m not trying to toot my own horn, but it’s the fact that I actually built the first page and I was actually a social media manager. And something about my personality โ€” it’s probably very similar to you, Tim, is like when you do something, you’re all in. So when I decided that Facebook was going to be it, I said to myself, “I want to be the best Facebook manager on the planet.” So I was obsessed โ€” not about reading โ€” I was obsessed about experimenting, learning every little trick. And of course, I was reading and voracious, but I would look at all these other pages that were doing very well, and I would just steal ideas and think about concepts and just being completely consumed by it.

And of course, it helped a lot that I, myself, because I’m a lifelong martial artist, I know what the fight fan wants. I know, I know exactly. At the same time, I wanted to build a property that transcended fight fans. I wanted it to be truly mainstream. Again, that’s something that NFL has done incredibly well in America. When it’s Super Bowl, the entire country watches. And that is something that one day I do want. When we have a major world championship fight, that the whole world stops to watch like Olympics. I think when there’s a gold medal Olympic swimming final or a 100-meter dash final, I think it’s something like 1.5 billion people watch. I can see that happening with ONE. I can genuinely see that, having one billion-1.5 billion concurrent viewers watching. Or World Cup soccer finals, I think that did a couple billion concurrent viewership viewers.

I just can see ONE doing it because we’ve already broken our previous high by 300 or 400 percent in our last event. So can you imagine on these big numbers of 30 and 40 billion organic video views, we are still breaking our records on a single individual event by 3X. So we’re just scratching the surface of what ONE can be.

Tim Ferriss: Let me take you back to the pain and suffering for a second. So you’re struggling, struggling. “Mom, I want to quit.” “Yeah, that sounds like a great idea. You should quit.” And you’re like, “Wait a fucking second.” And it’s not working, it’s not working. Suddenly you have some graphs to show from social media, “Hey, broadcaster in Country X, this is what’s happening in your backyard. And yes, these numbers are small but take a look at the growth rate.” And so the tide starts to shift and then you seem to hit an inflection point. Was the โ€” and I’ve had Roelof Botha on this show before from Sequoia, how important or unimportant was that meeting that you had with Michael Moritz and Douglas Leone?

For people who don’t know who they are, these guys are kingmakers. They are the top of the top Wizard of Oz venture capitalists behind so many successes. We could spend the next 30 minutes listing them all off. These guys are absolute icons. So was that meeting important? And then assuming it was, how on Earth did it happen and what did you do in that meeting that made the impression it made?

Chatri Sityodtong: I called it the $100 million breakfast because Sequoia Asia orchestrated it. They thought we were onto something very big. And they said, “Mike Moritz and Douglas Leone are coming and we’re only booking a handful of meetings for them.” Because of their very busy schedule.

Tim Ferriss: What was the organization that helped book it for you?

Chatri Sityodtong: Sequoia Capital Asia. 

Tim Ferriss: Oh, Sequoia in Asia.

Chatri Sityodtong: It was the acting director. Yeah, Sequoia Asia, run by Shailendra Singh. And he was the managing partner.

Tim Ferriss: How did you connect with them in the first place?

Chatri Sityodtong: This is what I mean about serendipity. Long story cut short, it was around April of 2016 and we had hired a small investment bank. And we said, “We want to now go raise institutional funding.” And we didn’t have any institutions at the time, it was still bootstrapping but we think we had enough to go raise institutional funding. We had a slide with our metric, a couple of slides with our metrics. Hockey stick โ€” all these hockey stick charts. And that was, I think, four o’clock the meeting ended with our bank. We walked out and now we didn’t think anything of it. Two hours later, the investment banker calls us and says, “Sequoia Asia wants to meet you.” And we’re like, “How did you โ€” what?” This investment banker, he walked in to the elevator and Shailendra Singh, the managing partner of Sequoia Asia, was in the elevator. He happened to be carrying the ONE Championship slides, the hockey stick charts. And Shailendra said to our investment bank โ€” Rippledot is the name of the thing, and our investment banker was named, a guy named Atin Kukreja. He turns to him and says, “What company is that?” And he goes, “Oh, it’s a sports company called ONE Championship.” “What is that?” And on the elevator ride Shailendra decided, “I want a meeting with these guys. I’m going to fund them.” Off of the metric because he โ€” it’s literally like, this is literally what happened.

Tim Ferriss: That’s bananas.

Chatri Sityodtong: On Sunday, it was a Sunday, because Sequoia Asia demanded to meet us. To meet me. Meet me. On Sunday I had breakfast. Me and my partner had breakfast with Sequoia. And they told us, as Shailendra said, “We want you to drop the investment bank. We want you not to go on the roadshow. We will fund it.” This is the first institutional funding. And they funded. And it was a small check, I think it was 15 million. But about a year later is when Mike Moritz and Douglas Leone were in town. Only for a couple days, because they were doing an Asia wide tour. Only a couple of days in Singapore. And Shailendra said, “Hey, I want them to meet you. They want to meet you.” Whatever it is. “We want to meet you.” Of course I know who they are, they’re legendary.

As Tim said, “Mike Moritz and Douglas Leone are probably the greatest investors Silicon Valley has ever seen.” Amongst the greatest. Sequoia Capital, obviously one of the greatest, if not the greatest venture capital firm in history.

I go to breakfast and it’s Mike Moritz, and it’s Doug, and Shailendra. It’s the four of us. And I’m sitting there and they’re asking all sorts of questions. And Mike Moritz asks all these questions. And I will never forget it. At the end of the breakfast, Mike says, “Hey, Chatri, there are founders who, their entire reason for being born on this planet โ€” ” And I think he named Bill Gates or whatever it is for Microsoft that were put on this Earth for that one reason, ” โ€” to go after something gargantuan. And you are that guy for this opportunity.” And he said, “Most founders are there for a business opportunity. They see a pain problem, a pain point in the market, and they solve the solution and they go IPOs or they sell the company, and then they move on to the next thing.”

And he just looked me in the eye and says, “This is going to be a home run no matter โ€” ” Because they grilled me, all these different kind of questions. The funding actually came out โ€” $100 million funding came out of Silicon Valley. This is the first sports investment in the history of Sequoia in Silicon Valley. It didn’t even come out of the Asia Fund, it came out of the main fund to invest into ONE. Again, I might be getting the years wrong, but around 2017. And if my memory serves me right, I think that was $100 million at a billion dollar valuation, around there. Man, I was in shock.

Because after the breakfast, which I thought went okay, it was an hour. Literally two hours later, Shailendra says, “We want to cut you a check for $100 million.” Two hours after the breakfast. We had the breakfast at eight in the morning. I remember 10:00, 11:00 in the morning, I’m walking, and Shailendra calls me and says, “We want to cut a check for 100 million bucks. They think you’re onto something special.” And, man, I’m eternally grateful to this day. Eternally grateful to Mike Moritz and Douglas Leone. In that one hour, they slice and dice in the business completely, and even me, as a person, I’m telling you, this whole journey has been moments of serendipity, moments of just good blessings for us to get this far. It’s mind-blowing to me. And I would never have done it โ€” if you told me do it again, I would never โ€” it’s luck.

Tim Ferriss: Of course, the elevator. I hope that an investment banker gets a box of chocolates too every โ€” 

Chatri Sityodtong: No. Atin Kukreja. I’m giving a shout-out to Atin Kukreja, Rippledot. He is the best TMT investment bank out here in Asia.

Tim Ferriss: What is TMT?

Chatri Sityodtong: Technology, media, and telecom investment bank.

Tim Ferriss: Okay, got it. So you did have a lot of luck with that amazing encounter in the elevator. You also had to perform in the breakfast. And those can both be true. There was definitely a skill element needed to capitalize on the luck. And what I’d love to hear about, you mentioned them asking a lot of questions, slicing and dicing the business as well as you personally. I guess two things. What were some of โ€” and it may be too long ago, but to whatever degree you recollect even an impression. What types of questions made them different from perhaps other investors in other meetings? What types of questions did they ask? And number two, what were the main pitch points, from your perspective, that you think made the difference?

Chatri Sityodtong: It was very interesting, because I remember Mike Moritz asking very qualitative human questions about me, about my motivation, about how I hire people. It was just very qualitative. I didn’t think the breakfast would result in an investment, I thought it would just be another prolonged process. That I’d have to go to Silicon Valley and da, da, da. It’d be just a long, prolonged process. And he quickly sussed out very quickly, he said, “This thing is so big, this project is so big, but it’s going to require a founder with unbelievable resilience. And that’s why you got to find the guy who, this is his life’s calling.”

He said, “It also requires a founder who can attract and retain the very best people on the planet. And not every business plan needs that,” he said. “But in this case, it requires a founder that can attract and retain the very best.” And he just looked me in the eye and goes, “I think you’re the guy. I think you are going to be able to convince broadcasters, athletes, investors, group presidents, chief commercial officers, internal and external stakeholders to build this whole thing.”

I’m like, in one hour, how could he have guessed that about me? I didn’t even have that impression of myself. I just thought, I’m a guy who loves martial arts. And I’m a little bit crazy, so I have a high tolerance for risk. And I guess even though I did almost quit in 2014, I guess I do have a little bit of resilience. But I didn’t think of myself in the way Mike Moritz was saying.

And Doug, his questions were about the business. And he educated me in that one hour that what I’m sitting on in a sports product is a platform business. He’s the ultimate platform business, actually. He said, “Most tech companies, SaaS or platform this, the other, they can get broken.” And he gave a great example. And I don’t want to name names of a tech company, but it was a relatively well-known tech company. He’s a relatively well-known tech name, but he gave the example, he said, “Three PhD engineers in Stanford, if they come up with the right solution, can dismantle this.” At the time, it was a $10 billion company. “They can dismantle it like that.”

Tim Ferriss: I think I know which one that is.

Chatri Sityodtong: He said, “There are no three engineers in this world that can dismantle what you’ve created right up at this point.” Because at that point, again, we maybe had a few billion organic video views. And at that point, maybe we were in 117, 120 countries broadcast. We started, there was clearly momentum being built, and clearly we’d broken through a lot of barriers. Governments started getting interested in us. He could see that different stakeholders were going to derive economic value from the platform we’ve built. But he could also โ€” and he literally said this to me, and I remember it. He said, “There’s no engineering team in this world that can dismantle you.” And that was very powerful.

Most companies, tech companies, software companies, can be dismantled by a great team. Does it better, faster, cheaper, or whatever. But no sports property, no global sports property can get dismantled in a heartbeat. We now have about 500 million fans, a little over 500 million fans globally. If I left ONE and I said, “You have to now compete with ONE Championship.” ONE Championship’s going to do about 40 billion organic video views this year. They have 500 million fans, they’re in 190 countries broadcast live every single week. They have the best athletes across every single discipline.

Where do I begin? Do I fly it to Amazon and say, “Hey, it’s Chatri, do you remember me?” Or do I go to our world champions and say, “Hey, your contract’s going to end.” I would not be able to replicate this. Or at least, Tim, you’d have to give me โ€” you and I would have to go raise $10 billion together, and you’d have to give me at least another 10 years to gather that many fans, to put out that many videos. We put out about 20,000 videos a year right now, all produced in-house. It’s just this โ€” and again, Douglas Leone just nailed it.

On one hand, Doug is this business model genius that’s slicing and dicing. And on the other hand, Mike was slicing and dicing the human characteristics, if I was the right founder, if I was the right entrepreneur. Did I have the right skills? And he really narrowed it down to the number one skill for this thing to work is a founder whose greatest strength is to attract and retain resources. Or attract and retain talent, internal talent, the very best people, but the very best athletes, the very best governments, investors, and et cetera, et cetera. 

Again, I didn’t think of myself in that way, so it’s very humbling to think of that. But in the end, Mike and Doug both, and I don’t know how they saw it, are dead right. If you ask me, what is the necessary skill required? Even to this day it would be exactly what Mike said, and it’s exactly what Doug said about the business. Yeah, in one hour โ€” I don’t know if they had prepared or planned, or I don’t know, but they slice and dice. And again, two hours later, literally Shailendra calls me and says, “We want to cut you a check for 100 million.” And I think it was at about a billion dollar valuation around there.

Tim Ferriss: Did you give a presentation at the beginning of the breakfast, or was it just conversation?

Chatri Sityodtong: No. No, no. I just sat down and it was like breakfast with your uncles. It was so informal. It was so informal and so casual. And I had a presentation prepared, I had my laptop. But it ended up just being, “How do you like your eggs?” And da, da, da. And it was very โ€” 

Tim Ferriss: Flowed as a conversation.

Chatri Sityodtong: Yeah. Yeah. Obviously they’re legends in the business and they’ve earned their reputation that way. And their experience base must be so vast in sussing out business models and founders, and entrepreneurs and whatnot, that they can โ€” it’s pattern recognition. 

Tim Ferriss: They have a very well-developed water feel for these things. Was there anything that you learned in all of the hundred-plus prior pitch meetings that you brought to bear on that conversation in terms of knowing which points to hit? I imagine they also, by that point, were very much a warm audience in the sense that regional Sequoia had invested, they were probably pre-sold on the metrics, or their analysts or associates at Sequoia had combed over all the numbers and everything ahead of time. But was there anything, after all of your pitch meeting experiences, that you felt you brought to bear on that meeting?

Chatri Sityodtong: I remember that breakfast โ€” I can remember it like yesterday. I just remember walking away feeling like everything was so laid back, almost disarming. I don’t know, maybe their line of questioning or how they did it, it’s just like, there was no gamesmanship, there was nothing. I was just, like, plump. Whatever they asked, the way they asked it, I felt comfortable enough to just give them the good, bad, and ugly of the business. And versus, in the earlier days, I might have tried to paint the most positive light possible.

I’m sure that if it was my very, very first time meeting Sequoia and I was that way, it may not have worked, but I just went with the flow. And I remember that morning I just went with the flow. And that’s why after the breakfast I thought, man, there’s going to be a lot more meetings, because there’s no way they’re just going to invest in it. And actually, they didn’t tell me that this meeting was one and done. I had no expectation. They just said, “Hey, come to breakfast.” That was literally it. And they didn’t tell me anything. And it was, again, two hours later that they called and said, “Hey, we want to put a hundred million in.” And I was shocked, but Doug and Mike only met me for one hour. But they’re legends for a reason. I don’t know. They’re a lot smarter than I am. What do I know?

Tim Ferriss: Well, I think you know a thing or two, it would seem. Or you’re doing a great job of faking it. Either way, it seems to be working out for you.

Chatri Sityodtong: I know a lot about martial arts, how about that? I know a lot about fighting. Doing it all the time.

Tim Ferriss: Yeah, that’s true. And I don’t want you to over short sell yourself in some other departments. Let me ask you a little bit more about the business side.

Chatri Sityodtong: Sure.

Tim Ferriss: Whether it was before the Sequoia meeting or afterwards, what were the most important broadcaster/platform deals? Of course, I’m based in the US, so Amazon Prime leaps to my mind. But maybe that wasn’t the most important. Because sometimes, as you know, to grease the path for all of your future larger customers, you need one marquee customer. And maybe the marquee customer was not in the US, it was somewhere else that de-risked the proposition for other folks like Amazon Prime. I have no idea. I’m just curious what some of the most important initial dominoes were in that broadcaster ecosystem, and how they happen.

Chatri Sityodtong: I don’t know where I read this, but I read this saying of, “Go chase your dream and the path will appear.” Okay? “And the people will appear.” Something along that lines. I’m screwing up the quote. But when I started this thing, it is crazy how much luck. Again, just like that breakfast, I said, right? But around that same time a guy named Fabian Stechel from CAA. Which is โ€” CAA’s the second world’s largest agency business. They do all the media rights for all the major sports properties. They have all the major Hollywood stars. And it’s โ€” 

Tim Ferriss: A huge, huge talent agency.

Chatri Sityodtong: Yeah, exactly. Very powerful. But they do all the sports media rights, properties. Literally, in 2016, 2017, around that same time period, Fabian and I, we met over a video call because one of the divisions within CAA was looking at potentially investing in us. And Fabian and I just hit it off. And he’s based in New York. 

Tim Ferriss: What is his job, or what was his job there?

Chatri Sityodtong: He’s still there. He’s a very senior person. He’s basically in charge of selling media rights for properties for the biggest sports properties. I think he did NASCAR. I forget which ones, but the very big ones, MLB, et cetera. And again, almost 10 years ago he spotted us and he saw โ€” he was in this meeting where somebody wanted to invest. The investment arm of CAA was looking to invest at an early stage company like ours. And Fabian was from the media right side, and Fabian and I hit it off. And he actually was the one that helped orchestrate this Amazon deal.

But that’s what I mean, Tim, along the way, so many incredible people appeared and just suddenly believed in what we were doing, believed that the world needed a major global sports property out of the continent of Asia. Because if you think about it, all the big sports properties around the world, global sports property only came from the West. We are literally the first and only global sports property coming out of the East, sending content around the world. I don’t know. Maybe they saw the addressable market was huge. Maybe they saw the brand. It’s hard for me to know exactly.

Tim Ferriss: How did you initially connect with, was it Fabian?

Chatri Sityodtong: Yeah. CAA

Tim Ferriss: Did you just get a cold email?

Chatri Sityodtong: I might be getting the dates wrong, but I think when Sequoia announced they invested in us, that came with a lot of interest.

Tim Ferriss: Yeah, for sure.

Chatri Sityodtong: Mike Moritz, Douglas Leone investing in ONE. Again, CAA’s division that invests contacted us and we did a call. But what transpired from there was a friendship with Fabian. And again, he was instrumental in helping us crack the US market. And CAA was also instrumental in getting us Sky Sports in the UK. That’s the biggest sports broadcaster.

Tim Ferriss: Huge.

Chatri Sityodtong: It’s the ESPN of whatever it is. Of the UK, of Europe. It’s literally one thing after another. I’ll give you a great example. 

I am on this panel for Milken Institute. It’s a conference, a business conference. I’m on this sports panel. And literally next to me is a name, now a very close brother, a friend named Hassan Al-Thawadi. Who at the time was chairman of FIFA Qatar, the World Cup of Qatar. And this was also eight years ago.

We’re sitting on a panel, and then it’s NBA, and then it’s F1. And they just sat us next to each other. And Hassan turns to me and says, “Chatri, I want to meet you afterwards.” I say, “Oh, yeah, of course.” We had this meeting. And he’s like, “Chatri, I’ve been doing Muay Thai for five years. I love Demetrious Johnson, I love Rodtang,” da, da, da. And we had this one hour pow-wow. And I’m thinking, this is the chairman of Qatar World Cup, which is going to be happening in, I don’t know, four or five years from now. And he’s like, “Chatri, hey, why don’t you come to Qatar? I want to show you around.” Hassan.

And we became very fast friends, and I did fly. And I flew to Qatar for the first time during COVID, in 2020. Everything was shut down. I got some special visa to leave the country of Singapore and got some special visa to be allowed to enter Qatar. I go there. And now I’ve been to Qatar, and Qatar is literally a second home to me now. Qatar Investment Authority, the government of Qatar invested in ONE as a result of this. Me sitting in Milken next to Hassan Al-Thawadi. Who is literally like a brother now, we’re very close. Who’s a martial artist like you, Tim, okay?

Tim Ferriss: Timewise, just to put it on the timeline, was that after or before the Sequoia investment?

Chatri Sityodtong: That was after.

Tim Ferriss: After.

Chatri Sityodtong: Around the same time, maybe 2017, 2018. Sequoia was around 2017, so maybe a year after that. What happened was, after the word got out in Asia, but around the world that Mike and Doug personally โ€” or GGF, it’s called the Sequoia Global Growth Fund, which is managed by them, by Doug and Mike. Invested in ONE. That’s when we got invited to speak at Milken, World Economic Forum. It just suddenly all the pieces started coming together. But at each of these things was somebody who loved martial arts or saw the purity of what it was doing and how different it was from anything else that existed on the planet.

Yeah, it was one thing after another. And again, when you open this talk you said, “Hey, I have this WhatsApp group with my buddies who are all โ€” ” And your friend Doug introduced you to this one. That is literally how all the dots have connected, is somebody saw that โ€” and then you said, “Chatri, I don’t mean to offend you, but it reminds me of Pride in K1.” And of course I know your background, having lived in Japan. I’m sure we’re going to end up training together. Just these weird things.

Tim Ferriss: Just go easy on my right elbow.

Chatri Sityodtong: The weirdest coincidences. I’m telling you, man. I really believe that sometimes when you chase a dream that’s aligned fully with your passion and your purpose in life. My purpose, my mom told me from when I was five, that I’m here to help the world, or help people. And how do I help people today? You say, well, our athletes, we change our lives. And through the stories of our athletes, we inspire all of our fans to live their greatest life. Every week we give magical memories to families with their fathers and sons, or daughters, watching in front of the TV.

I’ll give you something in Thailand, again, which you’re very familiar with. In Thailand, ONE Championship is as big, if not bigger than NFL or NBA is in America. The number of fans have come up to me and said, “I spend time with my father more than I’ve ever spent because of ONE Championship. Because every Friday, as a family, we sit down in front of the TV and we watch ONE Championship.” Man, that is exactly how I got introduced to Muay Thai. My father took me to Lumpinee Stadium, which you have been, when I was nine years old. And despite all the โ€” I had a complicated relationship with my father, didn’t see him for decades. A lot of anger, a lot of hatred. But in the end, I’m full of gratitude for all the good he did for me. And without him, I would never have found my greatest love, which is martial arts, when I was nine years old.

And the fact that’s my most poignant memory of my father, to this day. And that magical memory is happening all over the country of 70 million people in Thailand where I grew up. I just came back from Thailand and it still doesn’t register. It’s wild. I land in the country and it’s like โ€” imagine, Tim, if you had started NFL and it became popular in your lifetime, let’s just say in America. And everyone knew Tim started NFL. It’s like that.

Tim Ferriss: Yeah, it’s wild.

Chatri Sityodtong: It’s the most surreal experience as a kid growing up in Thailand and to see what’s happened now. But now I really do believe that my mom’s words about helping others, somehow it all feels almost like destiny. My father named me Warrior. He took me to Muay Thai. I was so obsessed with it, and I’m still obsessed with it, that it became my life. And I could have had a very comfortable life in the investment world as a hedge fund manager or an entrepreneur in other business, or whatever. I could have done real estate or whatever. But somehow, it’s the weirdest thing, I just feel like my destiny is to be here. Right here at this moment. And everything that came with it. And all the good, bad, and ugly that happened in my life somehow have led me to this moment.

Sorry to be a little bit cornball with you. I’m a very philosophical guy, I think deeply about the meaning of life. And I think deeply about, what is it that I want to do? What is it that I want to do, meaning that I don’t own a lot of fast cars. I own a Toyota. I don’t have any material desires.There’s a G-SHOCK watch. I don’t have many material things, almost nothing. And it’s because I just learned a long time ago, being poor, that all that stuff is โ€” attaching yourself to material things versus attaching yourself to a purpose, or meaning of life. I don’t know, I found much more deeper fulfillment and happiness having found and aligned my passion, my purpose, than I ever did buying anything material.

Tim Ferriss: Yeah. Well, I also imagine, given your background and experiences, that attaching yourself to material goods or just subconsciously becoming attached to them as you accumulate them and value them more and more highly, feels like skating on very thin ice compared to purpose, which is much, much harder to take away. It just seems like psychologically it makes all the sense in the world.

And I’d love to ask, I have a lot of questions remaining. I am definitely going to ask you, I’ll plant the seed about Renzo. I want to hear more about Renzo and his role in your life. Before we get to that though, I want to ask a few specific questions. You mentioned philosophy. I also recall the One Up On Wall Street, the Lynch book. And I’m wondering if there are any books that you have either reread quite a bit on your own or gifted to other people. And this comes to mind because you’re attracting talent, you’re cultivating talent and stakeholders. And I’ve been involved with quite a lot of companies since 2007/2008, and I remember visiting the Shopify offices for the first time because I was their first advisor in 2008 or ’09. And โ€” 

Chatri Sityodtong: Crazy. What an incredible story.

Tim Ferriss: Yeah, those guys are incredible. And they have, at least at the time that I visited, they had, for instance, Andy Grove, High Output Management, and a few other books that they would give to everyone when they became an employee. Or at least someone in a management position at Shopify. For all these reasons, I’m just curious if there are any books that stand out to you that you’ve reread or that you’ve gifted or recommended to other people?

Chatri Sityodtong: I don’t have one book that I go to, but I would say a few books that I think are very interesting. One is a book that recently came out called 32 Principles, by a friend of mine, Rener Gracie. He’s part of the Gracie family, the jiu-jitsu family. And the 32 Principles relates to jiu-jitsu, but it’s a double meaning. Each principle is also relating to how to live life. And I found that to be a very powerful, almost like Bible of what martial arts has been for me, but also how I also have inherited from jiu-jitsu, doing it for about 20 years, and all the life lessons that applies. It’s very simple things.

In jiu-jitsu, if you force something, it often doesn’t come to you. If you align and connect and you go with the flow, you’ll be able to catch that submission. You’ll be able to choke someone out or get an armbar, whatever. But oftentimes when you go for something directly and you force it. It’s a very good analogy for life. Certain things that โ€” you can’t force passion or purpose. It’s either that’s your true self or you’re faking it. If you’re faking to yourself, you only get so far and you’re faking to the world. There are things like that, that I โ€” that’s one book that I would recommend anybody to read. Whether you do jiu-jitsu or not, there’s a lot of powerful lessons in that. And, sorry, it’s very martial arts because I’m always martial arts obsessed.

Another person that I think books โ€” and there’s a lot of books on Bruce Lee. Bruce Lee is someone, and people may not truly understand. Bruce Lee, yes, he was a world-class martial artist, but he was a very deep person in how he thought about life and meaning of life. Reading his philosophies, reading his has always had a major impact. The Tao of Jeet Kune Do is his first martial arts book, but there’s a lot of stuff on Bruce Lee about how he lived life and all that. And one quote that comes to mind is he said many years ago when he was alive, “Don’t pray for an easy life. Pray for the strength to endure a hard one.” And the meaning of that, you’re like, why would you want to do that? You pray for the strength for a hard one, because a hard life is often a meaningful life. Love, pain, suffering, because you’re pursuing something, oftentimes bigger than yourself, that involves love, pain, and suffering, such that the path is going to be hard. Praying for an easy life means you wasted your potential as a human being, right? “I have an easy life.” Meaning, “I never was given a challenge. I was in the lap of luxury my whole life.” Or whatever it is. “I had food on my plate. I never went through any adversity.”

So Bruce Lee is someone I talk a lot about, I quote a lot. But I also look at even modern day heroes, including our athletes and their stories in terms of whenever we’ll have a company meeting, we have โ€” and it’s completely unrelated to martial arts, but every month we have an award called Be Like Nick. It goes to the employees, our teammates, who go above and beyond the call of duty in their work and do the extraordinary. And we tell the story of it. And why is it called Be like Nick? Because it’s about Nick Vujicic. So there’s this motivational speaker who was born with no arms and no legs. I don’t know if you know Nick Vujicic?

Tim Ferriss: I think I’ve shared his videos in my newsletter actually years ago..

Chatri Sityodtong: I think he’s from Australia. He’s born with no arms and legs, tried to commit suicide when he was nine by drowning himself in the bathtub, because he was endlessly bullied, and had no future, and his mom saved him. Incredible life story, and incredible optimism, and sense of if he can make it and become one of the world’s greatest motivational speakers โ€” he has a beautiful wife. I think he has three kids. Incredible life. And we started this Be Like Nick, several years ago, award. And, those are my tools for how to teach, because I just feel like sometimes for me as a leader, if you hand people books, they may or may not read them, but they may or may not be โ€” that’s not how they learn.

I find storytelling to be the most powerful way to live and exemplify the values of your company, of your organization by like Be Like Nick, these stories. Rather than say, “Everyone be good. Don’t lie. Don’t cheat.” Or whatever it is, the values, right? It’s better to tell stories of real life heroes within your own company that exemplify your values, that exemplify what it means to do extraordinary things. And hence, Be Like Nick. And so, I know I’m not answering your question directly about books, there’s so many books โ€” so if you want to know about investing โ€” 

Tim Ferriss: Yeah, bridging to the storytelling is great. I mean, I mean, it can be a physical book, but it’s more a metaphor for teaching, right, in this particular case, learning/teaching. So I think the storytelling maps into that. Are there any people who you have looked up to or who you admire for their storytelling ability? It could be within the world of business. I remember one of my most nerve wracking interviews very, very early on that I had was with Ed Catmull, who at the time, was president of Pixar. And, he wrote a book called Creativity, Inc. And it talks about storytelling quite a lot. The reason that was so nerve wracking is the first person I did not know who I interviewed on the podcast, I was really, really nervous. But, are there any folks you look up to as storytellers in the way you describe it or otherwise?

Chatri Sityodtong: Outside of my family, my greatest role model is Kru Yodtong Senanan, who is the founder of Sityodtong Camp, Sityodtong Gym, which is where I cut my teeth from Muay Thai. He was a very philosophical man. And, he died penniless. But he didn’t die penniless because he was materialistic, or he wasted money, or he was into gambling, or anything. No. He died penniless because all of his money, all the time every year was given to those less fortunate. His whole mission in life was when he built Sityodtong Gym. it was the number one in the entire world at one point in Muay Thai, producing the most number of world champions, the most fierce fighting gym in the world. And his whole philosophy was giving to orphans and underprivileged kids. And he wanted to share the art of Muay Thai. And he would fund their food, their education, and et cetera. And, a few years before he died, I think, five or six years before he died, he won 56 million baht, which is about almost two million in the lottery.

Tim Ferriss: In the lottery? Wow.

Chatri Sityodtong: Yes.

Tim Ferriss: Okay.

Chatri Sityodtong: Yeah. And, the crazy thing, he got the money the next day literally, he announced in the media, “Anyone who wants me to give you money, just come to the gym, tell me your story, and I’ll give you what I believe is appropriate.” And I’m not kidding, thousands of people showed up, thousands. And people would say, “My mom is dying of cancer.” And he would give $10,000, whatever. Until it was all gone. And this is a true story. You can even Google it and it’s there. And, he was somebody, again, who had the most big impact in my life, and he was an incredible storyteller. He would tell us stories of legendary fighters, and why they became great, and how they lived their life. And he taught. He was someone who never smoked, never drank. And, he did a whole bunch of other tenets. And, to this day, his words are in my head, his lessons are in my head.

So a powerful storyteller for me is someone who tells a story, but embedded in it is a deep lesson, because that’s how I think knowledge and experience gets passed on. So I don’t have anybody in the modern era, I’m just thinking about who tells good stories. I mean, of course, I have friends who tell good stories, funny stories. But, there’s nobody I look up to per se. But, storytelling is definitely a very big part of my leadership, as it is a very big part of the ONE Championship brand, in terms of if you look at our broadcasts on Amazon, you’ll see these storytelling videos before they fight, right? Why are they fighting? What is at stake? Is it because their mom is dying of cancer? They’ve got to pay the hospital bills? Is it because they want to be the greatest in the world and the belt is everything they’ve ever dreamed of? What is at stake and what is the story?

Because that’s what we believe. Okay? Yes, there’s going to be a fantastic knockout, and you and your buddies will appreciate it, because it’s martial arts at the highest levels. 

By the way, Tim, we haven’t announced it yet, but we have a major event in Tokyo later this year. We haven’t announced it. So this is coming, but I won’t give the date yet. But I would like to invite you as my personal guest to come to Tokyo, we sit cage-side together, okay? And Sayama-sensei will be there.

Tim Ferriss: Oh, man.

Chatri Sityodtong: Just because of your background. And I’m telling you that โ€” 

Tim Ferriss: Thank you. That’s amazing.

Chatri Sityodtong: โ€” when you sit down and watch all the videos, all the live stories, you’ll walk away, Tim Ferriss, with a magical memory and some powerful lesson. And of course, you’re in the incredible seat of meeting so many different incredible human beings, and you have extraordinary human beings for your whole career that it might not be that special. But I promise you, giving your background of loving Japan, speaking Japanese, loving martial arts, and being who you are, just you’ll love sitting there. And then, I’ll take you backstage, you’ll see the speech, you go meet the guys. That, for me, is storytelling. You walk away with some powerful memories and lessons. And so I’m inviting you for real.

Tim Ferriss: All right. Yes. I would absolutely love to do that. So you can let me know the dates on the Bat phone.

Chatri Sityodtong: Yes, yes.

Tim Ferriss: And that sounds amazing. And, I think I actually bumped into Sayama Satoru once when I was 15 or 16, because I saved up all my money and went to one Shooto match. And then the announcers were like, “Sayama Satoru Tiger Mask.” And then he came out and did the whole thing. And I just remember being so in awe also of the guy’s thighs, the size of his legs and his head kicks, just unbelievable. But, that sounds like an amazing experience. So thank you for the invitation. I would love to talk about that.

Tim Ferriss: So Chatri, I’d love to ask you just some real quick paint-by-the-numbers ONE questions.

Tim Ferriss: On a broadcast and online level, from a distribution perspective, what are your biggest countries?

Chatri Sityodtong: You mean in terms of viewership or in terms of revenue?

Tim Ferriss: In terms of viewership.

Chatri Sityodtong: In terms of the viewership? Well, obviously, the continent of Asia for us is quite large.

Tim Ferriss: If you thin slice it within Asia, are there โ€” for instance, when I’m looking at the podcast, I can go into Spotify or whatever the platform analytics might be and say, “Okay, looks like within the US, these particular states or cities. Then you have this, this, this, this, this.”

Chatri Sityodtong: I think, yeah, so one way to think about it is when we throw events, and it doesn’t matter what time of day we throw events, where do we trend around the world is also a very important metric we look at. Because, yeah, I can list our top 10 countries, but surprisingly, they don’t always correlate. So for example, again, I’ll give you an example. In March, when we were in Tokyo, it’s Asia primetime show on a Sunday. We trended number two or three in America. America is not a large market for us, but we have a rabid fan base and a very growing fan base.

Chatri Sityodtong: And there’s obviously a lot of local promotions in the US. But, for sure, Asia, countries like China, Japan, Thailand, these are obviously big countries, India. But, what I say to the team is, “Our 500 million fans are scattered all around the world.” So in any given one country it might be small, it may be a million fans. But in another country, if you think Thailand, definitely one of our top markets. 70 million people, population of 70 million people are fans. There’s no question, right? So that might be one country that over indexes. But Philippines is the same way. Philippines, we’re top two or top three sports property.

Tim Ferriss: I have an assistant in the Philippines who went to one of your shows live in Manila actually.

Chatri Sityodtong: And it depends on who’s world champion at the time. So this is another funny thing is when we have a world champion for XYZ country โ€” okay, I’ll give you an example. Actually, it’s on my Instagram. Although I’m not very social media โ€” that’s funny. As a social media expert, I’m not very social media active.

Tim Ferriss: Engaged.

Chatri Sityodtong: โ€” yeah, engaged on my own personal ones, because I just find it to be very laborious and I’d rather focus on the business. But I do have one clip up there where when China won its first world champion, Tang Kai, the first MMA world champion, the CCTV 5, which is the central government of China, came out on TV, and online, and on print, “Jiayou,” which means “Yay.”

Tim Ferriss: Jiayou. Yeah.

Chatri Sityodtong: China won its first world championship in ONE Championship. It was all over. He came back home and this is the clip to 10,000 people. The government threw a thing at 10,000 fans and they’re all holding their phones. His welcome home was crazy. We did a billion organic video views on that single fight on his account, it’s not that big, given that China is a billion three. But the point is that this blob of 500 million is growing. But what we have seen is that the pockets of popularity depends on who’s the most popular world champions at the time, where are they fighting, what country? So recently, in Japan, our numbers just blew up, right, in March, as I mentioned, because of the Saitama event. But previously to that, it was Takeru had fought, but he blew up the โ€” because he unfortunately got knocked out in the first round.

So I mean, the best way to think about it’s a blob and the blob around the world ebbs and flows based on where the events are, what time zones, because sometimes, we have US primetime events, sometimes it’s Asia primetime. And sometimes, we’re in Denver. And sometimes, we’re in Doha, Qatar. So I think that’s the best way to describe it. But, every metric we look at โ€” again, and it’s depending on country. I think, that almost every country I look at, because I get these stats across the world, 2X, 3X, 4X, if it’s 4X, obviously, usually a small base. These are the numbers. We have hockey stick charts almost every week. I don’t know of a country that is down, just off the top of my head. Combat sports is growing so fast,

Tim Ferriss: Yeah, totally.

Chatri Sityodtong: That’s a long-winded answer. I know. But, it’s because I’m telling you, last year, a hundred percent it was Thailand, it was our number one. But this year, not necessarily. It depends on the year on what is popular. I know four years ago it was China, for sure, right? Or three years ago.

Tim Ferriss: A few follow up questions. Actually, a comment, then follow up questions. The comment is, and I started thinking this around 2020, 2021, during COVID, but particularly, I’m tracking and invest in some of these companies too, but I’m tracking AI development really, really closely. And, recently dealt with a deep fake video of me promoting stocks and some scam, which was 99 percent convincing. I mean, this is fake video, background, clothing, facial hair, everything except for a few glitches was convincing. And, I think as more and more CGI or AI is produced that, man, oh, man, one of the last places of refuge for pure authenticity is going to be live sports. So I’d be shocked if the growth doesn’t continue and it might even accelerate, as people are looking for some oasis where they can separate fact from fiction.

Chatri Sityodtong: That’s a very fascinating thing. I mean, I’ve had deep fake videos of me done as well. And, it’s disturbing actually. I was in this big video, it was just last week, my social media team took it down, it was me promoting gambling. I don’t gamble. But I think we’re moving more and more into a world where you don’t know what is the truth, what’s real news and what’s fake news. There’s so much manipulation of the media. And then, on top of it, now you have AI. It’s a scary world that we’re going to be living in the next few years.

Tim Ferriss: Yeah, yeah. It’s pretty spooky. Let me follow up on the offices where you have important broadcast relationships, because I’d love to hear more about that, because I guess, as an outsider who knows nothing about the broadcast world, I think, well, once you sign the deal, or maybe if Fabian helps put together a deal and you agree on the X year term and when things are going to be broadcast, what is there to do with an office on the ground? I mean, is it just taking people out to nice lunches and making sure they’re happy?

Chatri Sityodtong: So when we did our first broadcast deals many years ago, I thought that, “Oh, you just sign the contract and it’s done.” But actually, what happens is, every broadcaster has tons of content. In Amazon’s case, they have NFL, they have NASCAR, they have WNBA, and of course there’s ONE. And, of course, there’s a program in the programming schedule, but humans are humans. We have these teams, and I’ll give a great example, like I said, our Japanese broadcaster, we have weekly meetings with cross-departmental, so programming, marketing, and sales, blah, blah, blah. Check-in every single week in Japan on ground. And it’s to make sure that the broadcaster and the content is at the right hour, the right number of promos, the highlights. What else can we be doing to grow the viewership?

So actually, there’s a lot of work that goes behind the scenes to make sure that it’s a rating success and that it continues. The types of athletes. I’ll give you an example. So our broadcast partner in Japan asked me to sign some Japanese superstars as an example. So having a deep and strong partnership is very important. But also, usually, we have a team, of course, with broadcast partnership, but we’ll have a team of social media experts as well, and athlete ecosystem scouts. So there’s three pillars that once you establish a very strong partnership with a broadcast partner, you have a broadcast team that manages everything from marketing, and sponsorship, sales, and promos, and highlights, and da, da, da, da, da, and different time slots, and shoulder content. And then, of course, you want to make sure you’re blowing up social media, so that you’re culturally relevant in that country with the athletes, and there’s content you’re always making, and of course, the athletes are competing. So you can also do that. And then, the third leg is obviously athlete ecosystem.

So I’d say, those are the three prongs, or three pillars, rather, that, whether it’s China, or the US, or Japan, or Thailand, or whatever, or Philippines where we have folks, it’s usually those three pillars that are at work.

Tim Ferriss: I’d love to just drop a quick comparison of, say, physical retailers, because I’ve been learning a lot more about this outside of books. I learned about it within the realm of books and book distribution, but have learned more and more about truly mass retail, which is, I mean, it’s just wild how much of an impact mass retail has. Online, yes, Amazon is a big deal, but predominantly, physical retail is still just enormous.

Also, just for food security in the US, which is wild to think about. But the reason I’m bringing it up is that I’m wondering, and different broadcasters must vary widely. But, in the, say, retail space, you go into a large retailer in the US, it’s like, okay, if you want an end cap, instead of placement down at the knee, then chances are you might have to pay for it. You want better placement, or you want them to sell internally to store managers or people who make buying decisions, well, you may have to pay for that, co-op advertising fees and so on. They’re also going to want to know, in many cases, what you’re doing to drive consumers to them as a retailer distributor. And I’m wondering if there are similar asks of ONE from broadcasters.

Chatri Sityodtong: In the media industry, you’re either the it content or you’re not. And if you look at the history of the 13 years of ONE, there were partnerships in the early days where I just had to give the content for free. I’m like, “Hey, here are the metrics on social, please put on TV.” And Asia at the time was predominantly still free to air TV. It slowly transitioned to digital. But the vast majority, I’d say, maybe two thirds of the continent is still free to air TV. But, as we became more and more popular and going to champion in China or wherever, and the popularity rises, then of course, the ecosystem, whether it’s B2B, B2G, it all comes to coalesce.

Tim Ferriss: B2G, I haven’t heard that before. What is that?

Chatri Sityodtong: Yeah, government.

Tim Ferriss: Oh, got it.

Chatri Sityodtong: Governments. Yeah, governments. Yeah. Because, just like F1, we’re a traveling circus, and our events in different countries are funded by governments, because they want to attract the eyeballs and the tourism, right?

Tim Ferriss: Oh, interesting. Okay, so it’s like hosting the world expo or something.

Chatri Sityodtong: Yeah.

Tim Ferriss: It’s good for the local economy.

Chatri Sityodtong: A great example is Qatar. They did World Cup. And what was the after? Okay, so it’s actually ONE Champion โ€” F1, they have a few big global sports properties that the governments, the tourism bodies have funded, right? So we’re different countries. So in Qatar’s case, World Cup was their big bet in terms of introducing themselves to the world, but also, building economic and political bridges for Qatar’s economic and political system. But also, again, an introduction, “Here’s Qatar.” Right? What better way to do it than with the Qatar World Cup, where a few billion people watch. And, for the whole World Cup, it ended up being the best World Cup in history, right? In terms of the games and viewership or whatnot.

But how many CEOs flew in, and politicians? And how many deals were done? And it has been a major catalyst for Qatar’s economy and political landscape. It just has. And, since then, there’s been momentum been built with Qatar. Sports has that power, because sports properties, when done right, win the hearts and minds of an entire country, or entire region, or in Olympics case, the entire world, right? And, that is what I mean about you’re either it or you’re not. So some sports properties, and I don’t want to name names, but they just are never going to be it, they’re in a genre that the sport is a snooze fest, or the sport is long form, or it’s just uncool or production value is bad, whatever it is, right?

Tim Ferriss: And not being the it thing means you don’t have leverage.

Chatri Sityodtong: Correct.

Tim Ferriss: You’re not in a good position.

Chatri Sityodtong: Right. And then, in the case of ONE, again, it’s shades of gray, just as it is for NBA โ€” NBA’s very strong in America, very strong in Philippines. But Thailand, no one cares about basketball. So every global sports property has this shades of gray and zones where they’re very, very popular and they’re it. And you can command a very big price for media rights. So it’s exactly like retail. If you have a hot it product that regularly sells out with a very, very fast inventory turns, the shelf space they’re going to give you is premium. And, the retailer will obviously probably give you a rebate back, because it’s such a great product. And, it pulls consumers into the stores.

Same thing. So a broadcaster will have 30 different types of programming, news, sports, this, that, da, da, da. But of course, the crown jewels is the ones that drive viewership, drive cultural relevance. These are the ones that broadcasters will pay premium dollars for, right? So it really, really depends on market by market, what the economics are. But, in the early days of ONE, literally, we gave the content for free to everybody. We just wanted to be on air. And then, they would be on air on a delayed basis at two in the morning, and we slowly would persuade them to do it at 11:00 p.m., and eventually live. And the numbers would blow up. And then, they’re like, “Oh, this is a hit.” And then, they start investing in the property and then โ€” yeah.

Tim Ferriss: How much funding have you guys raised at this point in total?

Chatri Sityodtong: We’ve raised a little over $600 million. But the beauty of the sports business, even NBA โ€” NBA has about a thousand employees globally, total, full stop. It’s a $70 billion property, because it’s an asset-light business that’s a platform business, that at the end of the day rests on the brand and the media rights, and of course, athletes. But, it’s not like you have to build to scale globally. Okay? We’re broadcasting 190 countries around the world every week, okay? Live. It’s not like we have to build a factory in 190 countries. We don’t need to raise $10 billion. We don’t need 20,000 people.

I think, if I’m not mistaken, very mature sports properties might have 2,000 people maximum. A WWE I think has โ€” that’s not sports, but it’s pseudo sports, it’s about 2,000 employees. It’s around there, and that’s the beauty of this business. So $600 million is a lot of money. But it’s not a lot of money when you think about the viewership that we have, how big we are, right? How popular we are in the world. When you think about our status as a top 10 global sports property. Yeah, I think that’s also why people love software companies. Although I would argue that, for what Doug Leone was saying, sports properties are far more enduring than a typical SaaS company is or typical tech startup is.

Tim Ferriss: Yeah, no, exactly. I mean, I’ve been involved with companies and seen companies that have raised multiple billions of dollars in their seed series or their series A, right? Yes, on one hand, you have the potential for 100X return or, if you’re lucky, 1,000X return. That is possible, but also a few PhDs in a lab could design something that completely destroys that company. There’s a certain rapid escape velocity that can be achieved if you’re the one percent of the one percent, but very, very hard to defend, typically, to develop a moat. Whereas your business has been, on a lot of levels, a motherfucker to build, but once you’ve hit that critical mass, now you have a beautiful thing to defend.

Chatri Sityodtong: That’s why I said it’s less than one percent of one percent that I’m actually standing here with my team, that one actually survived the 13 years. The fact that our metrics just continue to explode is mind-boggling to me, but we’ve hit that point now. Any competitor to ONE would have to invest a minimum, minimum, I think of a few billion dollars and at least a decade to be able to catch up with us, but by then, our own metrics will be multiples of what it is today, right?

Tim Ferriss: Yeah, If people are looking for business opportunities, they’ll choose something else, rather than trying to scale Everest backwards.

Chatri Sityodtong: Yep.

Tim Ferriss: We didn’t get to say much about Renzo Gracie, but I want to at least give a shout-out to Renzo, because I’ve only met him very briefly, but what a sweet guy. Also, an incredible technician and teacher. I still remember also some of his finishes from back in the day, like Oleg Taktarov. Oh, my God. From the back, heel to the face. Basically, keep up to run across the ring. It’s just incredible.

Chatri Sityodtong: You’re right, it’s Oleg Taktarov. He was called the Russian Bear, was his nickname. Renzo was on his back and he was kicking, and then Oleg came in and then he got up-kicked, boom, he falls down. Renzo stands up and throws a right hook, and knocks him out. Well, I’ll tell you. Renzo is someone who has had a profound influence. Not only did I train under the Renzo Gracie banner and he gave me my black belt, but we joke, “A brother from another mother.” We’re always talking at different time zones, all hours of the night. I always say he is the candle that lights up all other candles around the world. The number of students like myself that he has all over the world that are carrying the torch of Renzo Gracie jiu-jitsu, but equally important, carrying his values as a human being of โ€” 

He’s genuinely, genuinely the most generous person I’ve ever met, ever met in my whole life. Generous of his time, of his heart, of his โ€” anything he can do. He’s just genuinely, he and I have been close friends for 20 years plus now, or almost 20 years rather. Actually, he came to the very first ONE Championship show, that’s how much โ€” he flew from New York all the way here just to attend the first one. At that time, we were just a startup, a tiny little show, but that’s the kind of guy he is. I don’t know if you know. He had his last professional MMA fight in ONE Championship. He was 52 years old, came back and fought Pride legend Yuki Kondo in Philippines. 20,000 people see him, it was crazy, and he wins by the most unbelievable, beautiful submission. Then he’s on his cornerman shoulders and he’s out there, and the fans go crazy. That’s Renzo.

He gave this incredible speech about age is just a number and, whatever you set your mind and your dreams are, go and live your dreams and have the guts to be who you really are. That’s his last fight, and he gave that to me.

Tim Ferriss: Did not know that. That’s incredible, wow.

Chatri Sityodtong: He gave that to me as a gift. I mean, I’m telling you. Of course, we paid him, but I’m saying he did not have to fight at 52 years old. He came, because I said, “Hey, Renzo, can you fight? I’d love you to have your last fight in ONE.” Again, he’s 50, but โ€” just epic. He’s such a friend, and he did it because he wanted to help grow ONE Championship, he wanted to grow in popularity. He knew that if he fought in it, he’d bring the Gracie family name with it, and people would be intrigued about, “This is his last fight of his career.” It’s a lot of epic stories. He was actually in Qatar in February at our show. He was in Abu Dhabi for something, but then he came over to Qatar. Yeah, he’s given me so much about jiu-jitsu knowledge, but he’s given much more about how to live life.

It goes back to what my mother said, “You have to help others,” and that’s Renzo’s to the core. Yes, he is legendary, he’s in my opinion, the most complete Gracie out of the Gracie family. That’s saying a lot, because there are a lot of monsters and killers from the Gracie family. Legendary life, legendary career. Left Brazil, nothing but the shirt on his back, came to America, went to New York City, got cheated by his first partner who took his passport. Incredible story. Now built the most successful jiu-jitsu academies in America. Fought in PRIDE, fought in ONE, fought in all the promotions, and what a life. What a life. People don’t know this about him, he is the nicest, the most generous, the most loving human being, and that’s why I said he’s the candle that lights up the world.

Tim Ferriss: Yeah, he’s one of a kind. Deep bow to Renzo, and for people who want to look him up, Renzo, that is Brazilian Portuguese with an R. R-E-N-Z-O Gracie.

Chatri Sityodtong: Yeah. I’m actually wearing his shirt to represent. Represent.

Tim Ferriss: Yeah, I can see that. Yeah, I recognized it. If you could bring back in their prime a few fighters from the olden days, and these have to be professional competitors, so not Bruce Lee, but Sakuraba, fair game. Ernesto Hoost, fair game. You can pick from any time, really. Saenchai, whatever you want to pick, but if you were to bring people back in their prime to fight in ONE in any discipline who would you bring back? 

Chatri Sityodtong: So for MMA, I would get a prime Fedor Emelianenko.

Tim Ferriss: Yes, The Emperor.

Chatri Sityodtong: I mean, he definitely has to go down as one of the greatest in history. I’d bring a prime Renzo Gracie, and maybe even against each other, because Renzo would often give 50 pounds of weight. He’d be fighting at 170 and his opponents would be at 220, but I would love to have Ramon Dekkers, who was โ€” 

Tim Ferriss: So good.

Chatri Sityodtong: Right.

Tim Ferriss: The rainbow shorts.

Chatri Sityodtong: Yes, yes. His left hook, he’s one of the greatest โ€” 

Tim Ferriss: Sorry. I was thinking of a different Dutchman. No, I was thinking of a different guy. Ramon Dekkers. 

Chatri Sityodtong: No, no. Rob Kaman, Rob Kaman, Rob Kaman.

Tim Ferriss: Rob Kaman is who I was thinking of.

Chatri Sityodtong: Yes, yes.

Tim Ferriss: Yeah, Ramon Dekkers.

Chatri Sityodtong: Is in.

Tim Ferriss: What was it like? Seven or eight fights against Coban?

Chatri Sityodtong: Yes, yes, yes. Oh, my God. You’re crazy. Tim, I had no idea that you knew martial arts this deeply. It’s a wonder that we have not met before. I’m telling you, I know everybody in martial arts. You know it cold, man. You’re an expert, it’s crazy. Yeah, so I would bring back the greats like Ramon Dekkers and Rob Kaman, who were the two first foreigners who came to Thailand. Went to Thailand, went to fight in the toughest arenas, and fought the best Thais in a time, this was when I was training, in the ’80s and ’90s where there were very few foreigners who could even hold a candle to an average Thai.

Tim Ferriss: Right.

Chatri Sityodtong: Today, it’s become a truly global sport. You have the likes of a Jonathan Haggerty or Liam Harrison from all over the world, the greats. Even now, there’s a sensation in Japan, Nadaka, who’s broken all records already at the latter weight divisions. He’s a killer. He just joined ONE actually two days ago. I’d love to bring a prime Mike Tyson and a prime Muhammad Ali and do a boxing fight in ONE championship. That would’ve been unbelievable. I’d bring back a prime โ€” who else? Wanderlei Silva was somebody who was an absolutely killer.

Tim Ferriss: Yeah.

Chatri Sityodtong: The Axe Murderer.

Tim Ferriss: The Axe Murderer from back in the day.

Chatri Sityodtong: Yeah. Rampage Jackson and Wanderlei Silva.

Tim Ferriss: I was just going to say Quinton “Rampage” Jackson.

Chatri Sityodtong: When they fought in Pride.

Tim Ferriss: In Pride, yeah.

Chatri Sityodtong: That, to me, was one of the โ€” I mean, these guys. 

Tim Ferriss: The guard slams alone from Rampage Jackson.

Chatri Sityodtong: Yeah.

Tim Ferriss: Oh, my God, come out with the chains. That was so fun.

Chatri Sityodtong: Even grappling, I want to do โ€” one of the greatest of all time, arguably, is Marcelo Garcia.

Tim Ferriss: Yeah. My friend co-founded the school with him in New York City, Josh Waitzkin.

Chatri Sityodtong: Yeah. Marcelo signed to ONE, he had his debut in January. He wants to fight Tye Ruotolo, the current welterweight champion.

Tim Ferriss: Ruotolo brothers are nuts to watch.

Chatri Sityodtong: Which I’m really looking forward to.

Tim Ferriss: Nuts.

Chatri Sityodtong: Getting those two guys, Marcelo versus Tye I think would probably be the biggest โ€” 

Tim Ferriss: How old is Marcelo now?

Chatri Sityodtong: 41, around there.

Tim Ferriss: Yeah, yeah.

Chatri Sityodtong: He’s in prime, prime condition. Of course, the last couple of years, he was battling cancer, but he’s cancer-free now, and that’s why he wanted one last big run.

Tim Ferriss: Yeah.

Chatri Sityodtong: If he wins the world title at ONE, he will retire as arguably the greatest of all time.

Tim Ferriss: Yeah. Can I just say a quick thing about Marcelo?

Chatri Sityodtong: Yeah.

Tim Ferriss: People can look up Marcelo, he’s famous for the โ€” I guess the Marcelotine, as he calls it. A variation of the guillotine where he levers up one of his arms on the shoulder of the person in his guard. Marcelo, number one, absolutely one of the sweetest human beings I’ve ever met in my life.

Chatri Sityodtong: Yes, yes.

Tim Ferriss: So soft-spoken and just a deeply, deeply kind human.

Chatri Sityodtong: Yeah.

Tim Ferriss: Secondly, as my friend described it, is able to turn himself on and off better than almost any athlete I’ve seen, where he would literally โ€” they’d have to find him before his world championship bout, let’s just say in a tournament or a finals match for the world championships, because he would be taking a nap under a bleacher, and they would be like, “Marcelo, you’re up, you’re up,” and he’d go, “Okay.” Wake up, shake his head, and then just go from zero to 10 and get out there. Similarly would compete against folks, and I guess this is true in like ADCC Absolute Division, and it’s true in all Japan Judo Championships, but he’d compete against guys who are like 50, 80, 100 pounds heavier than he was.

Chatri Sityodtong: Yeah, yeah.

Tim Ferriss: Just incredible athlete.

Chatri Sityodtong: Yeah, yeah. Marcelo will be competing again in ONE later this year, but his debut was in January in Thailand, and he was very nervous backstage, because it was a huge production and obviously it was a major event he was fighting. He fought Imanari leg lock specialist from Japan, legendary leg lock specialist, and because Marcelo had not competed in 13 years, but also went through cancer the last few years, he didn’t know how he was going to come back. He put on a flawless, unbelievable, just crushed Imanari, made him look, honestly, like a blue belt. That’s no disrespect to Imanari. Imanari is a high-level, world-class black belt, unbelievable leg lock specialist, but Marcelo just โ€” there are levels, right? Marcelo is just on another level. I do want to do Marcelo Garcia versus Tye Ruotolo. I think that will be the most watched jiu-jitsu match in history, because of the epic storylines, but people love seeing โ€” 

Tim Ferriss: So different, too.

Chatri Sityodtong: Yes, yes, yes, yes.

Tim Ferriss: Couldn’t be more different.

Chatri Sityodtong: Yeah. Man, this has been such a fun interview, because I’ve said a lot of things or told a lot of different stories just unexpectedly, because of the way the flow has been and, at the same time, had no idea how deep, deep you are. Obviously, I did my work on you and I knew you did martial arts, but I didn’t know how deep, but that’s crazy. It’s crazy how much you know, and all the little nuances, too. I mean down to Renzo’s up-kick on Oleg Taktarov. That event was called Extreme Fighting Championship or something like that.

Tim Ferriss: Yeah, it was an oldie. This is way back in the day. This is way back in the day when I’d just come back from Japan. It’s probably a few years after I came back from Japan. In Japan, I would always go to the bookstore after school, after judo practice, I did judo, and I would try to find Kakuto-Gi Tsushin, which was this magazine that was all martial arts, to see the latest K1 photos and so on to see what had happened. That’s basically how I forced myself to learn to read, was judo textbooks and Kakuto-Gi Tsushin.

Chatri Sityodtong: Wow, wow. How long did you study? Because your accent is flawless. It’s like literally a Japanese accent.

Tim Ferriss: I was there for 11 months. I studied for maybe five months before I got there and lived with a Japanese host family, went to a Japanese school, wore the seifuku uniform every day, and did basically next to no English for the entire almost year that I was there. Then I came back and I studied a bit more, went to Middlebury Language School, but really, it was that 11 months and just going a hundred percent [inaudible], like get the โ€” 

Chatri Sityodtong: Wow. Amazing.

Tim Ferriss: Get the kanji in a poster and it’s like, “I don’t care how tired you are, if your senpai made you drink or clean the judo floor until you were dizzy, you have to do 20 characters. It doesn’t matter what condition โ€” “

Chatri Sityodtong: Wow.

Tim Ferriss: โ€” “you have to do 20 characters a day,” and that was the deal.

Chatri Sityodtong: Amazing.

Tim Ferriss: So people can find all things ONE Championship at onefc.com. Is that the best place to point people?

Chatri Sityodtong: Yes, yes.

Tim Ferriss: All right, great. Then for socials or anywhere in particular you’d like to point people just so they can see the master โ€” 

Chatri Sityodtong: Facebook, Instagram, or TikTok, it’s a hashtag, it’s just ONE Championship on Instagram, Facebook, whatever, the usual. YouTube.

Tim Ferriss: Yep, the usual. All right, guys. Check it out, you won’t be disappointed. The highlights are ridiculous, as are the stories and everything else that we’ve discussed. Very last question, if you could put anything on a billboard, could be anything, just to get a message out to, metaphorically speaking, many millions or billions of people, could be a quote, could be anything at all โ€” I was thinking about the “Love, pain, suffering,” of course the Bruce Lee quote comes to mind, but it could be anything. Is there anything that you would put up?

Chatri Sityodtong: Suffering is a path to our greatness. I say this to all my friends and my relatives, and I truly believe this from the bottom of my heart, that suffering is the path to greatness. That oftentimes, God or the universe puts us on a path where, when we are going through it, we suffer, but in hindsight, when you look back on it, it’s probably the most beautiful part of the journey. I’m sure, for example, Tim, when you were in Japan not being able to speak English, it was suffering for quite a bit until it became โ€” 

Tim Ferriss: Six of the 11 months were brutal, absolute brutality. Yeah, exactly.

Chatri Sityodtong: Suffering is the path to our greatness, because it brings out the best in us, and it’s a hard thing to understand when you haven’t suffered, but when you do suffer, be grateful for the suffering. That’s what I always say to myself. When I’m suffering anything, it’s because, as long as I have a very powerful reason or why, then you can almost suffer through anything. I think suffering is a path to greatness.

Tim Ferriss: All right. Excellent place to wrap up. Chatri, thank you so much for the time. This has been so much fun for me, I’ve really looked forward to this. Can’t wait to get back in front of a screen or in front of an actual ring to engage with ONE. Let’s definitely keep in touch, and I really appreciate you making the time today for a very, very wide-ranging and super rich conversation for me. I took a ton of notes, so I deeply appreciate it.

Chatri Sityodtong: Thank you so much too, Tim. I had a wonderful time, incredible questions, incredible conversation, and I look forward to seeing you in Japan together.

Tim Ferriss: I’ll be there, I’ll be there. For everybody listening, we’ll link to everything in the show notes as usual at tim.blog/podcast. Just search “Chatri” or “ONE Championship” and it will pop right up. Until next time, remember, be just a bit kinder than is necessary to others, but also to yourself. As always, thanks for tuning in.

Chatri Sityodtong, CEO of ONE Championship โ€” From Dirt Poor to Top-10 Sports-Media Franchise, The $100M Breakfast, Dominating Social Media (30B+ Views/Year), Key Strategic Decisions, and The Moneyball of Fight Matchmaking (#814)

“Suffering is a path to our greatness.”
โ€” Chatri Sityodtong

Chatri Sityodtong (@yodchatri) is the founder and CEO of ONE (you might know it as ONE Championship), one of the top-10 biggest sports-media properties in the world in terms of viewership and engagement (alongside the NBA, Formula One, Champions League, and Premier League), with a global broadcast reach to 195 countries. 

The largest sports-media property in Asia, ONE is also a celebration of Asiaโ€™s great cultural treasure martial arts. Chatri himself has more than 40 years of martial arts experience. He is a certified senior Muay Thai instructor under the legendary Kru Yodtong Senanan, and he holds a black belt in Brazilian Jiu-Jitsu under Master Renzo Gracie. In 2019, he was inducted into the Black Belt Hall of Fame.

Chatri holds an MBA from Harvard Business School and a BA from Tufts University.

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This episode is brought to you by AG1 all-in-one nutritional supplement; Helix Sleep premium mattresses; and Wealthfront high-yield cash account.

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Want to hear another episode with someone who appreciates a good scrap? Listen to my conversation with former mixed martial artist Bas Rutten, in which we discussed martial arts tradition in the Netherlands, bullies, Pancrase, fighting Masakatsu Funaki and Minoru Suzuki, underrated Japanese fighters, pranks, self-defense for beginners and bouncers, street fighting, breathing with the O2 Trainer, and much more.


What was your favorite quote or lesson from this episode? Please let me know in the comments.

Continue reading “Chatri Sityodtong, CEO of ONE Championship โ€” From Dirt Poor to Top-10 Sports-Media Franchise, The $100M Breakfast, Dominating Social Media (30B+ Views/Year), Key Strategic Decisions, and The Moneyball of Fight Matchmaking (#814)”

The Tim Ferriss Show Transcripts: Q&A with Tim โ€” Three Life Commandments, 4-Hour Workweek Exercises I Still Use, The Art and Joy of Inefficiency, Stoicism Revisited, and Much More (#813)

Please enjoy this transcript of another in-between-isode, with one of my favorite formats: the good old-fashioned Q&A. I answer questions submitted by the small-but-elite group of test readers of my upcoming THE NO BOOK. The community is closed for new members, as we have the right number of people now, but I hope to potentially expand it once the book comes out.ย 

This episode explores everything from childhood nostalgia and the outdoor activities Iโ€™d want to share with future kids to what my personal, highly comfortable, cult uniforms might look like if I were ever so inclinedโ€”donโ€™t worry, Iโ€™m not. We also cover how I work with AI, Stoicism, tools from The 4-Hour Workweek that I still use, and much, much more.

Transcripts may contain a few typos. With many episodes lasting 2+ hours, it can be difficult to catch minor errors. Enjoy!

Listen to the episode onย Apple Podcasts,ย Spotify,ย Overcast,ย Podcast Addict,ย Pocket Casts,ย Castbox,ย YouTube Music,ย Amazon Music,ย Audible, or on your favorite podcast platform. Watch the Q&A on YouTube.

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Tim Ferriss: So let’s hop right into it.

Start with a question from Joseph, “What top three activities invoke or evoke childhood nostalgia and that you’d hope to repeat with your future children?” I thought about this and every answer ended up being outdoors. I recall very early on when I was a small kid, my mother, we didn’t have a whole lot of money, we had a lot of chicken legs and a lot of TV dinners, but we would take those chicken legs after we had eaten. So the bones with a tad of meat stuck here and there, and occasionally, we would go down to the bay out onto a small pier and hang these chicken legs, these bones into the water and pull up crabs and look at the crabs. And that has just been indelibly burned into my memory as so exciting. Everything about it was interesting to me as a kid.

And there are other examples that my mom in particular is very good at fostering. She would take us to the beach and we would use magnets to magnetized, I suppose, magnetic or black sand and we would put the sand into mason jars and then we could play with them with different magnets. And that stuck out. And then the last example, and I could give more, but was camping in Vermont. We would spend time almost every year camping in Vermont at a campground. So there was a social aspect, but we could also go to rivers and jump off of waterfalls, which at the time seemed a thousand feet tall. In retrospect, they were probably 15 to 20 feet, but very, very exciting for a young boy and typically would be with one or two of my friends on those camping trips as well, which was amazing.

All right, this is a question from Jeff, “What’s something you suspect is true about success, but you’d never say out loud in a podcast (until now) or keynote?” Well, the first thing that came to mind, I think I would hesitate to bring up because it sounds like a quality problem and I suppose it is, but I do not expect America to weep for the sorrows of people who have achieved some degree of success. So that is the reasoning behind probably not broadcasting it, but the basic suspicion that I have, and this is over decades of watching people become “successful” professionally, financially, as just say those are the metrics we’re using, is that becoming successful in that way makes the vast majority of people more predisposed to depression and anxiety, believe it or not.

And the reason for that is when you’re striving, when you don’t have that “success,” you have two things. You have the hope, maybe the belief, maybe both, that once you have those things, the vast majority of your problems, the things that are eating at you, the things that keep you up at night, the worries, the this, that, that they’ll just vanish. By and large, that doesn’t happen. The other thing that the striving period gives you is it gives you a mission of sorts, gives you a feeling of purpose, right? The purpose is to reach this escape velocity where you have all this money or success or whatever it might be.

And once you are the greyhound that catches the rabbit on the track, you’re like, “Okay, well, now what do I do with myself?” And as I said this is probably going to be a head scratcher for a lot of folks because I’m not in any respect complaining about success. There are things that finances solve, right? Money can solve money problems, but I think the expectation is there’s going to be a lot more payoff and finality to the solving of problems, which is not the case. So that would be my suspicion that I generally don’t say out loud because who the hell really wants to hear it?

But the reason I’m mentioning it is that it can inform what you do as you are in the pursuit of success and that is perhaps a deal with some of the issues that are hiding in the basement to come out and look at these tools, developing awareness, right? Here’s the book I’m reading yet again, Anthony de Mello, Awareness, look at meditation practice. Basically put some of these safety nets in place and explore some of these modalities that can contend with some of those inner demons or insecurities that will actually come out in much higher volume once you have caught that rabbit, if that makes sense. So really don’t wait until you have the veil pulled off to work on those things. And then you can really enjoy the benefits and the upside of that success without suffering what are actually some very, very real risks and downsides โ€” existentially, psychologically. So that’s what I would say there.

And then follow-up question is, “If you had to create a religion with just three commandments based on your life so far, what would they be and what would your cult uniforms look like?” Well, I think my cult uniforms, and I’m not planning on making a cult, maybe I already accidentally did, I don’t know, but they would be very, very comfortable green pajamas of some type because green is my favorite color and I care about comfort more than I care about style. So they’d be very comfortable green pajamas of some type. I don’t know, I want to say silk, but let’s not get too carried away. It depends on how big the cult is and what the budget is for our uniforms.

And then the three commandments, this is my first stab. I do not have any plans on forming a religion, although I do think there will be a Cambrian explosion of religions as AI and noise and tech lead people to clamor for meaning in a mostly, I would say increasingly, secular world. I do think there are going to be a lot more religions and that was my prediction about five years ago. But here are the commandments that I came up with. Number one, movement is medicine. We could unpack that, but I think you get the idea, right? Body and mind are not separate. It’s all tied together. So movement is medicine. To save the self, help outside the self, right? I think self-help is often self-defeating, if that makes sense.

It can reinforce the “me, me, me!” story, “I, I, I!” story of individualism that is so emphasized in, for instance, the United States and a lot of Western Europe and I don’t think that certainly anxiety, depression, different “psychiatric disorders,” although I’m not sure if you can call them those if they become the majority, but they’re not limited to individualistic countries, but I do think the more you focus on the self, the more yourself problems are going to be. So to save the self, help outside the self, look outside the self. That could take the form of charitable work, brightening someone’s day if you can’t brighten your own, but it can also take a lot of different forms such as particular types of meditation or training focused on poking at the illusion of self or independence or duality, etcetera, right?

And this may pop up again later. That sounds very esoteric, but what the hell, we’re talking about religion, so let’s do it. Movement is medicine. To save the self, help outside the self. And then the last one, because I’m thinking about running a cult, if I were actually running a community and I wanted people to not constantly have drama everywhere and anywhere, although that is human nature on some level, especially once we get to larger groups, request what you want more of and what you want less of. Just fucking say it. And I feel like a lot of the drama in life is we push off the uncomfortable conversations. We don’t ask for what we want clearly. We expect people to be mind readers or we’re very indirect. And if you don’t like something, just speak up.

And if it’s tiny, also get over yourself and maybe just suck it up and put on your big girl pants, but for the most part, just speak clearly, ask for what you want, indicate what you don’t like, etcetera. All right, those are my three commandments. Sure, I could do better if I put more time into it, but I don’t want to actually seriously consider building a cult. I think that’s a dangerous narcissistic impulse that sadly a lot of folks we see on social media are indulging to the full.

All right, next one. Becky, “When working on a big project that will take a long time to complete from beginning to end like a novel or a movie, how do you approach it?” The first thing that came to mind is structure, structure, structure. I want to envision this very clearly and have the ability to move things around in a physical or almost physical sense. The way that this has been done for a long time is people use index cards and they put them on a wall with pins or they put them on the floor, so that they can move things around to see how they respond to different types of structure, sequence, editing, etcetera.

And for me, the best tool that I have found thus far is Scrivener. It’s a software program. It’s been used a lot for plays and screenwriting. I’ve used it for a number of my books. And at this point, with the very experimental No book, which all of you know, is pretty far from being done. Actually, you don’t know the full scope of it. I guess we’re on something like step 10 or 11. They’re like 35 steps. What the fuck? There’s so much. So I’m going to have to do some significant pairing and also reordering of things. And the only reason that I perhaps strayed from Scrivener is that nobody in publishing uses Scrivener, at least as far as I can tell. They use Word or they use Google Docs, but God bless Google Docs, it’s useful for so many things, but when you end up having 30 to 40 separate documents, it’s actually a huge pain in the ass to zoom out and look at the larger picture. So I will be returning to Scrivener shortly.

Some questions from Tim. I’m going to pick and choose. All right, Tim, “Did this True Fans preview community,” that’s The No Book community for people who may be listening, “fundamentally shape the book or was it mostly a marketing engagement tool? Would I do it again? Why?” I would do it again because it’s working to improve the book. Not at all a marketing or engagement tool. Don’t care about that at all at this point and it is just to fundamentally help shape the book. So it has been incredibly helpful and I’ll speak to this perhaps a little bit later as well because there were a lot of questions around AI.

I, right now, do not use AI to write anything. That is from the perspective of blank page. What I have used AI for a lot is to try to parse feedback, look at patterns. And I do read through all of the comments on the community. And then what I will also do, for instance, I’ve had a number of test readers, including two people at Prospective Publisher for the print edition, go through the entire, let’s call it, and Neil and I’ve called it this internally like bloatware version of the book, like the giant, 800-page unrefined version and have received a lot of feedback from them.

I will use AI to then try to identify for specific steps, “Was there a consensus or a majority in keep or cut, right? Looking at the feedback for certain steps, can I, can AI pull from those separate documents and just give me the feedback specific to a particular chapter?” I am using AI in that way and the degree to which it is the models have improved just in the last few weeks. For instance, looking at Gemini as one example is remarkable, but I’m not using it for drafting from the blank page. And there are two reasons for that. It’s not that I don’t think it could do a good job, but I don’t want to obsolesce my own cognitive function in the same way that I think, with so many things, if you don’t use it, you lose it.

Example given: Google Maps. How many of us use Google Maps to do the most basic things at this point? Or phone numbers, right? You don’t need to remember them, so you don’t, but I do not want to let my ability to generate or synthesize to atrophy, particularly in the case of writing. And there are a lot of questions about, if I had kids, what would I encourage them to learn given the rapidly developing tools and ecosystem of AI? It would be writing. It would be clear written communication. I do think that ultimately there will be a lot of voice interface, but if you want to scrutinize and improve your thinking, the best way to do that that I have found is doing it through writing. That is how you freeze your thinking. It’s much harder to do verbally.

Even when I was just starting the podcast and trying to improve it, I hired former researchers and producers from Inside the Actors Studio to go over my transcripts, so that they could leave comments on how I could improve, where I had missed opportunities, where I should have asked follow-up questions, where my sequencing could be improved. That is how I have found you can most directly improve your thinking, which will then inform your prompting. And I think the race goes to the best prompter in a sense, knowing not just how to ask prompts, but what to ask from an importance ranking perspective. So we’ll come back to that. Maybe teach your kids how to use crossbows and bows and arrows too, just in case. Yeah, what do I know? ยฟQuรฉ sรฉ yo?

All right, let’s keep moving here. “Do you think your biggest success has happened because of your strategies or in spite of them?” It’s impossible to say, probably both. I think my general distrust of people and hypervigilance has probably been a handicap and there are a lot of beliefs around that that are almost certainly incorrect if you, or just unsupportable if you look at the chronicle of my life. And then there are some that I think have stood the test of time, which relate to later questions on 4-Hour Workweek and what I still use from that book.

So let me keep moving here. All right, this is from Steven. “Given your focus on optimizing efficiency, how do you handle unpredictable variables like traffic, airport delays, and other disruptions that are beyond your control?” So this is a pretty common question for me and I think a lot of people imagine me losing my shit when, and I’m not saying that’s what you’re doing, Steven, but when things outside of my control start burning up minutes and hours that I value very highly, otherwise, why would I spend so much time on efficiency, but I will say that the short answer is stoicism. Really double click on stoics and stoic philosophy.

And in fact, these types of things, traffic, airport delays, other disruptions that are unforeseen, unpredictable, uncontrollable, they really don’t bother me and that is trained. The stuff that bothers me is the kind of stuff, for instance, that happened last night, I’m in ketosis, I’m eating disgusting amounts of fat, I’m having a big steak for the nth time now, and I just wanted something to break up the monotony. So I asked the bartender, “Hey, can you recommend any mezcal?” Here I am in Texas, there’s a great selection of mezcal and tequila.

And he’s like, “Oh, there are a bunch of these,” he’s like, “But I really like this one,” and he recommends this thing very casually and I have it and it ends up costing $72 for a glass. What in the fuck? “Come on, pal.” And he’s like, “Oh, you just have good taste.” I’m like, “Asshole, it’s the only one you recommended to me and you don’t tell anyone it’s going to be $72?” That’s the kind of thing that I get upset about, which frankly, if I’m reading my Marcus Aurelius and so on, that’s like, wake up expecting people to be stupid and rude and unreliable, then maybe it shouldn’t bother me. But that’s the species of frustration that I still need some work to get beyond, I think.

All right so I think I answered it, this is Corrine, if I were mentoring an 18-year-old today given the AI driving so much, writing in manual literacy, how to make things, how to fix things. This is not necessarily for a post-apocalyptic Mad Max-type scenario, although you never know. It’s, I think, because it is one way to escape the digital doom scrolling and doom immersion that online has largely become, so for psychological health, I think it’ll be important to get offline. If that’s crocheting, fine. If it’s painting, fine. If it’s gardening, fine. But I do think there will be a proliferation and an increase in popularity around those things. And also there will be more and more demand for proof of fingerprints, human input and fingerprints on things, even a lot of what we consume digitally, proving that with various types of human-made watermarks, right? And there are companies that are focused on this to a large extent, and I think Kevin and I brainstormed around this years ago, and that is certainly I think where things are going.

All right, let me hop into the chat. “Sounds like a great cult.” Yeah, I mean, hey, look, I think what sells it most is the comfortable green pajamas. All right, let’s see. Ooh.

Yeah, what book on Sufism would I recommend? There are books of poetry that really, I think, transmit a lot of Sufism. They also have commentary and so on. I will say that Haleh Liza Gafori’s translations of Rumi โ€” there’s one collection called Gold โ€” I think is a great entry point. And certainly the poetry of Hafez, I also think, is a great way to directly taste what they intend to explain, and often, that is what cannot be verbalized or explained directly. They have to use metaphor as a crutch because that is the only way that they can really make a valid attempt.

All right, this is from Cindy. “Tell us a behind-the-scenes story of a podcast that went wrong or off the rails. You don’t have to name names.” There have been quite a few. They have become fewer and fewer over time, but there have been times when I’ve paused a podcast and basically gone to someone who’s, say, a producer, and I’m like, “This is too general. It’s not tactful enough for my audience. We need to end it, so you can decide how to convey that. If you want to claim it’s a technical error or problem, that’s fine. I’ll leave it up to you, but I am going to leave.” That happened a few months ago. I will say there have been โ€” early on, I had a number of interviews with very well-known celebrities and thought that that was important for me to have well-known names on the podcast as guests to attract attention and listeners to the podcast, which on some level is true, actually. And it is more and more so true as we become more and more dependent on algorithms on the platform because you can use certain names almost like an incantation to summon Google juice and YouTube favoritism to your videos, right?

It’s remarkable. Some names have just been, and I’ve done a lot to try to counteract that, at least building awareness of it so that I don’t indulge it too frequently and become a puppet of the algorithm, which I think a lot of people inevitably will turn into if they’re not careful. But I had a number of interviews, and I’m just like, “God, this is so bad. Now what the fuck do I do? This is so bad.” And these people were very kind and trying really hard. But I would say there are a few categories that I found very, very challenging. Not always, there are exceptions. Actors, athletes, and astronauts, I don’t know why those three, but I think it’s because, in the case of athletes and actors, they specialize so early by necessity to become the best at what they do that that maniacal focus, exactly what makes them good on some level, means that, over a two-hour conversation, unless we’re just going role by role and dissecting what they’ve done, which is boring to anyone who is not an actor or deeply interested in it, if we want something that is wide ranging and kind of multi textured that will engage a lot of listeners because it gives them things they can use, it’s hard to do. It’s really hard to do with athletes and actors.

Astronauts is much trickier. I think it’s because, number one, you have to have a very, very, very, very high tolerance for boredom and monotony to be an astronaut. And they’re phenomenal on so many levels. And then, thirdly, a lot of folks I might interview have been out of that profession for a while and have transitioned to, say, motivational speaking to corporations and so on. So, they speak in very broad terms about leadership, integrity, and so on. That’s also a risk with people from the military, but I think I’ve done pretty well at navigating around that. So those are some of the behind-the-scenes.

Here’s a question from Sasha. “I remember in The 4-Hour Workweek, you had a beautiful poem titled ‘Slow Dance’ by David Weatherford.” Yes, yes, yes, yes. That is worth rereading a lot. “I think this poem is beautiful, but also reminds me of taking the inefficient route, not in a bad way. In what areas of your life do you intentionally choose inefficiency?” A lot. A lot, whether that’s meditating, whether that is spending time with my dog who just walked in, Molly, whether that is reading poetry, which has become more and more important to me on a number of levels. One is certainly simply to explore that medium and all of the riches it has to offer. It’s also because trying to speed through it is sort of antithetical to the promise and potential of poetry. Fiction, I don’t speed read fiction. I’m listening to Midnight’s Children by Salman Rushdie right now, which is one of the books, if not the book, that really put him on the map, beautiful prose, amazing voice performance. So, I’m listening to that right now.

I would say more and more so I am realizing that efficiency has a place, but part of being, number one, effective, which is more important, is choosing the right things. So, if you were to be just like a nanny cam on my wall watching what I did today or this week, you would be astonished. I just look like a Roomba lost in a corner bumping up against things. I have been so, so inefficient this week, I mean, shockingly so, I mean, way below average, many standard deviations below average. However, when I have managed between fasting, and colonoscopy, and ketosis, and keto flu, and just feeling like dog shit, and just being distracted for any number of reasons, when I have focused, they have been on two or three things that are actually high leverage, right? So, you can actually be โ€” it is forgivable to be inefficient as long as you are effective.

I don’t want to be judgy here, but it is less forgivable or not forgivable to be highly efficient but ineffective, right? Put another way straight out of The 4-Hour Workweek, what you do is more important than how you do anything. I really still stick by that. So I would say, overall, I am inefficient by choice and sometimes not by choice and sometimes highly, highly efficient, but that has never been my primary concern, and more so and more so, I’m like, “What are you rushing to? What are you sprinting towards?” Let’s be very clear on that. And sometimes it makes a lot of sense to sprint, but otherwise, it’s like if you’re being efficient, and the void is filled by other things that you seek to do more and more efficiently, well, guess what. You didn’t save any time. The void is immediately filled with more stuff that you seek to optimize.

And that is why, in the short term, I think people are like, “Wow, AI is going to save us so much time.” And it’s like, “Yeah, it will if you constrain the number of tasks you do.” Otherwise, you’re going to be like, “Wow, I’ve saved so much time in analyzing this spreadsheet. Let me dream up six other non-critical things that I can now apply AI to.” And lo and behold, we’re straight back to the same fucking place of feeling like we have not enough time and too many things to do, so the what, right, the lead domino, The ONE Thing, to quote Gary Keller. These are the things that will separate the performers from โ€” the overachievers from the underachievers moving forward, right, the ability to really single-task on things that move the needle and hopefully many other adjacent needles.

Christine. I’m going to paraphrase some of these because some of these questions, I think if I read through all of them, we’re going to run out of time pretty quickly. So, “You yourself have at times dabbled into unhealthy workaholism,” serves me in some ways, not in others. “What’s your advice to people who are trying to perhaps help people who have a similar challenge. From your perspective, how might you help them?” The first thing that came to mind, and maybe it’s because I just had a podcast with Terry Real, but is the book I Don’t Want to Talk About It, which is about ostensibly, male depression, but I think it can apply to women as well, covert depression that is masked by different types of busyness or addictive behavior, including workaholism.

And I would say also one more thing, though, which is, and this doesn’t get a lot of air time, when you see someone who has an addictive behavior, whether it’s workaholism or what you consider compulsive, right, sexual addiction, could be anything before you seek to, quote, unquote, “help” the person remove that thing, think very, very, very carefully about whether or not they have another safety net because if it is covering up depression, if you attempt to, again, in quotes, “save them” but leave them with nowhere else to turn after you’ve perhaps given them some degree of awareness slash guilt slash shame around that behavior, they could actually end up in a very bad place. So, really consider carefully what support or perhaps even what types of therapy and so on they can engage with before that crutch is taken away. I would just say that because I’ve seen multiple instances of people being shown the problem but really not being โ€” they haven’t been offered an alternative or an off-ramp, if that makes sense.

So, now they’re stuck with this new awareness of a weakness or a problem, but they do not have a plan B. However, I would say at the very least to perhaps develop an awareness yourself so that you can observe or begin to ask questions in your own head, not necessarily with this other person. I do think Terry Real’s I Don’t Want to Talk About It book could be very instructive.

All right, Rachel, “When you’re working on something new, how do you know when it’s time to talk or share what you’re working on? Do you lean towards making it public early to work on traction or establishment, or do you lean towards waiting as long as possible? Or is it a slow leak?” Well, I would say I lean towards as late as humanly possible because also plans can change, and you can paint yourself into a corner publicly very easily or set expectations too high, and then you can’t deliver.

So I wait as long as possible. I really don’t think much at all about early traction. I’ll sometimes stick out teasers, but by the time I’m putting out, say, the first chapter of a book, typically the book is done. This is the first time I’ve broken that rule, and that was to hold myself accountable to working with you guys in the No community. And so far, it’s worked pretty well, so I don’t regret that, but I tend to wait as long as possible. And partially, let me tell you a few reasons for that. The first is that a lot of people like the marketing or PR side, the creative aspects of engaging with that, thinking about angles, thinking about how you can create traction. I think I’m pretty good at that. Writing is a lot harder, so let’s look at it in the context of writing.

What does that mean? That means that if I allow myself the opportunity, if I open the door even an inch to fucking around with marketing, and launch plans, and PR instead of doing the laying of bricks and the heavy lifting of writing, I will subconsciously or consciously take that little side-curtain exit to work on things that are not actually the one thing, which is the writing. And furthermore, I would say, by disallowing that, I have to think about how I am making, number one, the product as good as possible. And people are going to say, “Yeah, duh, idiot, of course, you want to make the product good.” And I’m like, “No, no, no, I think you’re kind of missing it,” in the sense that, with all of my books, I asked the question, “If I could not do any marketing, any PR, I could only give this book to 1,000 people, can I make the book do the work? Are there features in it? Are there exercises in it? Are there quotes and insights in it that will make it something that is painful not to share?”

That’s it, and if you do that, my God, does it make everything else later easier. And it also helps something to be perennial. It helps something to become evergreen. And I think asking those types of questions is part of the reason that The 4-Hour Workweek, which was published in 2007 for God’s sake, the Pliocene era, it was revised in 2009, fine, still completely out of date in so many ways, to be one of Amazon’s most highlighted, I think it was top 10 highlighted books in 2017, and it’s still selling incredibly well. I think it’s in part because of asking those types of questions, not assuming that I can make up for anything with marketing or PR. If I want to turn the 1,000 people and no more, maybe a 100 people, I give this book to for free into the marketing force, into the PR force that drives every subsequent sale, how do I need to architect this book? What do I need to clean up going from there? All right, bit of a long answer, but there you go.

Then, another follow-up question, which is, “What types of parameters do you have in place when you want to establish a partnership or business? What are the terms? Would you insist on meeting in real life first?” The answer to that is no since I do a lot of what I do remotely. “How do you know the terms to agree or not agree to when you have no idea what the future holds?” There are a lot of questions here and, as you observed also, good questions for a lawyer. I’m not one. I don’t play one on the Internet, but here’s what I would say is, and Gary Keller has a lot of good thoughts on this, too, in my interview with him, think of the agreement as a disagreement. So, in other words, you are drafting a โ€” it’s like a prenup. You’re drafting a separation when you are your best selves so that when it comes to pass, if it comes to pass that you’re going to split, you can’t do unnecessary damage to each other or one another depending on how many parties.

So, for me, and I know this doesn’t apply in all situations, but there are a lot of people like Richard Branson and so on who would echo this philosophy, again, it’s not one size fits all, but if you can cap the downside, the upside over time takes care of itself, right? And the way he launched his airline with very clever leasing, and buyback provisions, and so on is a good example of that. The way that applies to a lot of agreements is really think through the termination. Is it easy for either party to terminate, right? Is it easy for you to terminate? And really, really, really, really get comfortable with that. And fear setting is helpful here. Yes, you want to hope for the best, but in the case of agreements, you do want to plan or at least have a plan, a process for the worst. And that is not pessimistic. That is being responsible, right? That is having a preflight checklist. It’s not like, “What, you don’t trust me.” It’s like, “I trust you, but everybody makes mistakes. Shit happens, so let’s be adults about it.” That’s what I would say.

Sax, you have a question. What area of spirituality really interests me, and what progress have I made on the path? The first thing that came to mind here was direct experience of dropping illusions and delusions. This sounds very esoteric but not really, actually, right? I’ll give you an example. Let’s just say you’re really anxious, and then there’s part of you that is observing that anxiety. Well, one could argue then there’s part of you or a facet of you, a meta version of you that is not anxious, and it’s like, “Okay, well, let’s think about that a second,” right? Then can you really say, “I am anxious”?

Well, not really because you’re not fully anxious. And then, you can start to kind of pick at that, and it can actually be really deeply therapeutically valuable and have some durability. Certainly, some psychedelic experiences have informed that. I would say, though, you do not need that. Things like awareness, which I already spoke about, Anthony de Mello can be very powerful, especially when used in combination with meditation since I’m involved with it, and I think it’s the best for a lot of reasons, for a lot of people, not everyone. Of course, I would mention The Way app by Henry Shukman, which I think is a very logical sequence for skill development.

There are many other options out there, but you do not need to take psyche-shattering drugs that will take you to the 17th dimension where you may or may not have your entire life rearranged by Mesoamerican demons, to paraphrase a post that I saw on X a long time ago. So, there are risks to doing that, right? So you don’t necessarily need those. But this direct experience of sort of looking through illusions and delusions that tend to contribute to unhappiness and anxiety, I think, is pretty much where I’m angling and certainly have a lot of progress to make there. But you need to take the time to, number one, observe yourself in some fashion. And I think it’s Dennis McKenna who said also that, by and large, these profound โ€” I think it was in his book The Brotherhood of the Screaming Abyss, which is a great title about his largely autobiographical experiences with his brother, Terence, over time. But psychedelics are really an intense experience of the present and there are different ways you can get there. You don’t necessarily need to take exotic plants or drugs.

All right. Let’s hop down. This will be Laurie. All right. “What advice would I give my 30-year-old self if you’re creating a new social media app, setting up the funding and software team as well as submit โ€” ” This is a separate question. ” โ€” submitting a script I wrote for a pilot creation and ultimate submission to filmmakers?” I’m going to skip the script because I don’t understand that world, but if we’re looking at apps, I would say number one, question all of your assumptions about what you need to launch an app. So for instance, fundraising software team, maybe you need those, maybe you don’t. I would look at AI tools and vibe coding very, very closely. I mean, it will not take long. Within the next maybe two years, I mean, there will be multi-billion dollar companies that have one or two employees and these AI agents will effectively be acting as highly trained employees in different roles. It will be people who know how to manage that, who can really leverage the technology.

So not to beat a dead horse, but I would say really spend some time trying to build things as quickly as possible that are potentially probably unrelated to the app that you would like to build. Maybe you don’t experiment with the crown jewel upfront, but take a couple of swings, a couple of at bats with things that you care less about, but I do think that things are going to be streamlined unbelievably moving forward and that will also raise questions about what your durable alpha is. In other words, when the threshold, when the bar, the people that need to clear to enter into this space, it gets lower and lower and lower, and anyone who can type English or for that matter any other language pretty soon is able to use these tools, what advantage do you have? How are you going to create a category of one or a moat around your app? I think that is probably a question that I would be asking more and more.

So I think this is from, I’m going to butcher this name, Hilca. Boy, good luck to me. I’m sorry if I butchered that, but here we go. “Whenever you find yourself on the side of the majority, it’s a good time to pause and reflect.” So that’s a quote that I often post and use and it is attributed to Mark Twain. Then another, “The fishing is best where the fewest go.” Which areas of your life have you most recently applied these principles to?” I would say honestly it’s just really pumping the brakes very directly to my financial detriment, but at this point, it doesn’t matter, I don’t care, related to engaging with platforms and algorithms and letting audience dictate what I do.

So there is something called audience capture. People have talked about the risks of audience capture, right? When your audience responds really well to something and then you double down on creating more videos that fit that mold or saying more outrageous things and you will be shaped just like a dog being trained to more precisely triple down, quadruple down on specific things, then you become a character of yourself and then the mask that you wear becomes you yourself even offline, and lo and behold, you have a big problem. Well, that applies to audience capture also applies to what I would call maybe platform capture, where to appease and create favor with the algorithm and to get therefore rewarded with more likes, more followers, more views, more whatever, you contort and do everything you can to satisfy X.

Maybe that’s short-form video. Maybe that’s short-form video where you’re not actually driving towards conversion because they penalize you for putting a URL text in a video, but it’s some type of entertainment. So now you’re a dancing monkey and you slowly turn into a dancing monkey, and not only are you dancing monkey, but now you’re not even choosing which music you’re dancing to. I do think that I’ve seen this already, but people online become these tailors acting to the spec of the platform, and more and more so I think the vast majority of value of interactions on these platforms is being captured by the platforms.

You can see it in a million different ways. I don’t think this is controversial or hard to prove. Therefore, as I’m watching all of this happening, I am pumping the brakes and when in doubt do not do is sort of my policy, right? If a lot of people are doing something, my first inclination like a petulant child is to not do it and to really wait to see how my friends or acquaintances are affected when they follow that recipe for themselves. And a lot of it’s poison. I would say that’s currently where I’m really paying a lot of attention to that.

All right. So let me hop to the chat here and keep rocking and rolling. Let’s see. Okay. I’ve had a couple of questions about COCKPUNCH, Varlata, and I might as well jump into those from a few different folks both in the submitted questions and in the live questions. All right. So there are a couple โ€” they blend together. They’re compatible. So let me just hit them as a nice little basket. One of them was on the future of COCKPUNCH. It’s so childish, I still find that pretty funny to say. “Is more COCKPUNCH content coming and are you considering renaming it Legends of Varlata? You’ve called it that at least once and it’s stuck in my head.” All right. Let me hit that first.

Yes, it is likely that moving forward if I were to do more with COCKPUNCH, it would be Legends of Varlata. Part of the reason for that is that it is a very, I think, viable fictional world with these greater houses and so on. As you might’ve noticed from the fiction, what started off as a joke, although that was really sort of cloud cover to allow me to experiment with something that I was nervous about and self-conscious about, which is fiction, I ended up taking it pretty damn seriously and really building it out. If you really just replace COCKPUNCH in a few places with Legends of Varlata, add in a few search replaces, it’s viable. It can actually work as a “serious fantasy/sci-fi fiction world.”

Is there more coming? I mean, I am actually in part, and I’ve been meeting with people at film studios and television studios just broadly because I think that might be a new sandbox for me in the near future, but I have in my head a complete trailer for an animated film. This is so absurdly aspirational and at this point out of reach, but something along the lines of kind of arcane, right? Now, they put $100 million, I’m pretty sure, into season one of that. So I doubt I’m going to raise that much for something that used to be called COCKPUNCH, but I don’t think I’ll have to because to create a proof of concept trailer with AI in the next six months I think could very much be done, as long as I have some concept art, which I do, and I have the ability to create compelling voiceover, which I do and very, very clear directorial ideas around storyboarding, which I do.

I have a whole storyline built out around Ty, Tyrolean, and his father. Some of you might remember this. So there might be more coming. I can’t get it out of my head and I love fantasy. I think I would actually be pretty good at it. Who knows? I am not making any promises around it because I have a bunch of stuff to clear my plate of first, including The No Book, right? If I’m writing The No Book, but I accidentally say yes to 17 new projects, then I’ve sort of proven myself a hypocrite. So I need to and want to get a few things done first, but I think there could be more coming.

Somebody asked, “I noticed a COCKPUNCH tattoo on the Coyote cards.” Good eye because that’s very, very small on the back of the cards. “Are there other Easter eggs we should be hunting for across your projects?” I would say probably. I mean, should be hunting is a strong way to word it, but are there Easter eggs? Yeah, I would say there are Easter eggs, so I’ll leave it at that. 

All right. Since it’s right in front of me, “Coyote name and curiosity, why did I choose the name Coyote for my new card game? Is there a symbolic mythological or personal meaning behind it?” Yes, all of the above. There are some crazy stories related to coyotes from direct experience that I might share at some point in a future book possibly. This is not the time or the place for it, but there is a deep personal connection.

Coyote also, if you read Trickster Makes This World by Lewis Hyde, it’s a book about trickster mythology across different cultures. Coyote in that book is described as a boundary walker and I think of myself that way or that resonated with me. If you think about what I do, interviewing all of these people from different disciplines, over 800 episodes, what I’ve done in the books, it is boundary walking, right? I tend to walk with one foot in different worlds to try to tie them together in some way. I also really want to incorporate. Look, the trickster is not always a benevolent, purely good figure, almost never is that the case, but they do stir things up and there is an element of playfulness, which depending on where you are, could be attributed to โ€” Coyote could be attributed to monkeys, could be attributed to fill in the blank.

I also have literally, this has a crazy story behind it, which I’ll tell you another time, but I have a statue, wooden statue from Mexico, which is a coyote that is wearing a monkey mask. So I do think about all of that. So there are a lot of different reasons, symbolic, mythological, and personal for naming Coyote. But for the purposes of people playing the game, it is for them to inject some more fun and levity. Also keep in mind, in the game for people who don’t know, just real quick, Coyote, the game, it is now one of the best selling games at Walmart. It’s exclusive there until end of July when it’s then going to go to Target and Amazon, everywhere else. It has been a massive hit so far. The videos of gameplay have tens of millions of views that Exploding Kittens has put up.

So you can find stuff there, but it’s basically the way I would describe it, and I probably need to find a better way to describe it, but it’s like rock paper, scissors on steroids for a group. Little kids can play all the way up to adults and you have the ability to help or sabotage other people. The Coyote cards and attack cards allow you to do that. Coyote also screws up the sequence and makes it a lot harder, but people get to play those. So there are elements of being a trickster, sabotaging things, and also being playful built into the game. I think almost everybody could use a bit of that these days. I mean, good lord, the doom and gloom is just oppressive. I do think there’s a lot that’s scary that’s happening right now, but there’s also a lot of opportunity.

If you fixate on the doom and gloom, if you take everything seriously, which could also include your positive valence activities and missions, you’re going to burn out before you can actually do the real serious work or complete it. So that’s also a reason for the game. For those people listening, I think everybody here probably is aware already, but you can find it tim.blog/coyote or you can just go to pretty much any Walmart. It’s in 3,000-plus Walmarts at this point, and you can buy it online at Walmart.com. But if you go to tim.blog/coyote, it’ll take you to a product page. All right. So that was quite a detour on COCKPUNCH, but why not?

All right. Then there’s a question, “What tool or tools from The 4-Hour Workweek do you personally come back to most often?” All right. This was quite fun to answer because I started off, I was like, “Definitely 80/20 and Parkinson’s law and fear-setting,” and then I was like, “And definition and elimination and automation.” I was like, “Fuck, I’m going to list off everything in the book.” I do use these things all the time. I would say right now the things that I have been focusing on predominantly are 80/20, applying that to The No Book right now. Parkinson’s law, I’m applying that to The No Book right now. Fear-setting, I’m applying that to six different things right now.

Elimination, I’m doing that with company process right now. Automation, we’re also doing that, literally set a policy for Five Bullet Friday today, a new policy which is intended to automate certain types of decisions because making too many decisions can be as damaging as making the wrong decisions. So streamlining all of that involves what? Defining what we want, eliminating everything that doesn’t contribute, and then taking the critical few that remain automating as much as possible. It’s like this is going to sound familiar to anyone who’s read The 4-Hour Workweek, so I still use a ton from that book. Am I using e-commerce tools that I wrote about in 2007? No, definitely not. Things have upgraded, but the philosophies, the frameworks, the basic principles, absolutely, which were cobbled together, as any readers know, from sources going back thousands of years to hundreds of years, to decades prior. This is me assembling best practices. So I do still use a lot of those.

All right. Stephanie, “What is one of your favorite memories with your best friend?” Honestly, the Vermont waterfalls and I have a photograph of two of my best friends and I standing up on this huge rock. My mom took the photo about to jump off. Very sadly, one of them has passed away and was one of my closest friends and died of an accidental fentanyl overdose. He had never taken drugs and a heroin addict friend gave it to him to help with his hangover and lights out. That was it. So, cherish that memory and cherish that photo for sure.

Ooh, that’s a good one. From Becky’s iPad. Thank you, Becky’s iPad. “If you were to finance a famous movie series to create a sequel, which would you choose?” Man, well, I’ll tell you because I love the original. The book is amazing. The movie I thought was incredibly well done and I actually rewatched it two years ago, The NeverEnding Story. As a lot of you know, because it’s come up in the writing, I think The Nothing is a really compelling concept and the place of believing and what believing does to ideas is very interesting and that you could convey a lot of important things in a really compelling fantasy narrative with some angle on The NeverEnding Story. So I’ll stick with that.

All right. This is a book question from Safa. “When is the book launch estimation?” I don’t have a great estimation. I was hoping to have it done in time for a holiday launch. I just don’t think that is realistic to get it to a point where I’m going to be happy with it. I don’t think it’s practical. I think I would need to kill myself and likely become very miserable in the process to attempt to do that because the latest really that that would be feasible for a completed book to be done would โ€” this would be stretching it. If I wanted a physical book to launch at the same time as the other formats would probably be end of June and that would be really racing. That’s a month, right? That’s four to five weeks from now.

I don’t want to be miserable for the next five weeks. I also feel like that misery would be transmitted into the material. People would pick up on it. People aren’t stupid. For those reasons and more, I think it would take more time. I mean, there is a lot that has already been written that is good in the book, but to get it to the finish line, it takes a lot. My experience with books is, I think, similar to people who’ve run marathons. The feeling is you’re 70 percent done. Congratulations, you only have 70 percent left, right? Meaning the final steps to get it from good to great, which would be necessary for me to feel in order to publish it at all, is a lot of work. It is a lot of work.

So I had love to be pleasantly surprised if it takes less work, but if I want to set myself up for success, I think, and this is actually going to come out in a podcast soon, but it’s like don’t pray for an easy life, pray for the strength to handle a difficult life. It’s more like let’s plan for the strength to handle a difficult path rather than hoping for an easy path. That’s currently where I am with the book. Still need to figure out positioning, right? We talked about this, but The No Book, it resonates with, as I explain it, to people who are very, very busy, especially friends of mine who have some degree of public visibility, even within a very tiny niche. They might just be a famous investor and they don’t actually do anything on social media, but within their world they’re known and they’re drowning and inbound, right? Those people immediately are like, “Holy fucking shit, please send me an advance copy of that book. I don’t care how rough it is, please send me that book.” But for a lot of folks, last night when I was having my goddamn $72 mezcal I didn’t realize was $72. It was good, but please. I was reading letters. Friends of mine had mailed me some handwritten letters, believe it or not, and I was reading these, and they’re like, “Hey, what are you doing? What’s that? What’s that?” And they were pretty nosy, actually.

So, I was like, “Okay, I’m not going to get any peace here tonight. Let me just engage.” And they’re like, “Dah, dah dah. Oh, you’re a writer. What are you writing? What are you doing?” I was like, “All right, well, let me test out the pitch for the book of No, all right? And the subtitle and everything.” And they’re like, “Huh, cool.” And I was like, “That’s not a good response.” So I need to keep testing the positioning, and I really appreciate all the comments. I’m going through them right now. The positioning will also potentially determine the book structure in writing when I get it into Scrivener. Fundamentally, most importantly, I have to like it.

So, I always reserve veto power. I do not โ€” as the expression goes, “A camel is a horse designed by a committee.” It’s like if you let every piece of input matter, and if you allow every piece of input to inform what you do, and you subjugate your own position. Keeping in mind a lot of the advice will contradict other pieces of advice as well that you get. You end up with a mess. So, for me, I get into Scrivener, I’m considering all the comments, a lot of which are incredibly helpful, most of which are incredibly helpful.

They just might be diametrically opposed, so I can’t do them both at the same time. Coming back to my point about audience capture, I do think for me to be happy with what goes out, like individual taste and preference matters. Because the most important thing is that I can live with it and that I’m happy with it. And I do think when people completely distrust their own instincts, if they are a writer, a script writer, a CEO, it doesn’t matter anything, a parent, and they start to default to only outside experts, the recipient of that, whether it’s a child or a reader, can feel that, right?

There’s a certain fragility in the dilution that they can sense, and I don’t think that is an empowering thing, so I’m drifting a bit, but ketosis will do that to you. 

All right, let’s see. Am I planning to compete in any more archery events, or was Lancaster a one-time experiment? I definitely hope to compete more, but I need to get surgery on this right elbow first. So, I’ll almost certainly do that after. I have some pretty intense physical trips planned this summer, and then the recovery will take a few months.

So, it’ll definitely be โ€” I would expect minimum six months before I’m able to even look at competing in anything or training seriously for something, which would of course be a prerequisite. 

Here’s a question from Sasha, “When navigating through โ€” ” Navigating, getting pretty fancy with my accents here. “When navigating through the ups and downs of life, is there one specific quote, person, or thing that sits in the back of your head or keeps you prepared and focused for whatever is being thrown at you?” Yeah, you know what? There’s a fair amount that I think of.

So, there’s a piece of calligraphy right there that is the nin of ninja, which is โ€” actually, that calligraphy is from the current grandmaster of ninjutsu in Japan. I think it’s Hatsumi Masaaki, I think is his name. I’m blanking and I’m embarrassed. I can’t remember it off hand, but that means resilience. It can mean other things. It can mean hidden, but it can also mean resilience and endurance. So, I keep it up there to remind me of those things. And next to that, I’m not sure if you guys can see it.

Well, that little, that little thing up there, I bought at a restaurant, a diner in Truckee, California, when I was having lunch or breakfast with Chris Sacca 100 years ago, and it was just up on the wall along with 100 other tchotchke items, and it says, “Simplify.” That’s all it says. And I asked the waitress and then the manager if I could buy it from them. I was like, “I need that.” So that’s another one that I see every day, multiple times a day. And then last, I would say it’s the billboard answer from BJ Miller.

Some of you will know this. Dr. BJ Miller, who’s helped thousands of people to die transitioning from life to death and hospice. I did a podcast episode with him in 2016, back in the day, still a great episode. And I say, great, because of him, not because of me. I think about that episode a lot more so than most episodes. And his answer to what would you put on a billboard was something that he got from a bumper sticker.

So who knows where that was? “Don’t believe everything that you think,” right? Don’t believe everything you think. I think that is the crux. That is the crux maxim that will dictate how much suffering you have or unnecessary suffering, how much so-called happiness or misery you have. That’s the one. And there are a lot of tools that help with that. Byron Katie’s The Work and turnarounds are very helpful. You can find all those worksheets for free online as PDFs. Let’s hop back in into questions here.

Steven, “There’s value in stoicism. However, I’m curious if you think that practicing stoicism might also dull some positive emotions, leading to a less exciting life, not live to the fullest?” I’m paraphrasing. I do think that’s possible, actually, which is why I try to inject a healthy dose โ€” boy, oh, boy, yeah, this is where I need exogenous ketones to help me.

I’m probably at 0.9 millimolars of BHB in my blood right now. It’s not quite. I need to get to 1.2, 1.3, and then I’ll actually be sharp right now, depending on caffeine, which is a harsh mistress. I try to inject epicureanism and other philosophies into my life. Stoicism is not the only system that I lean on. There are definitely others. And this is part of the reading. This also relates to the reading of poetry. Very often it’s mystic traditions or schools of direct revelation, many of which are viewed as heretical under the larger umbrella of their Abrahamic religions, but Sufism and Christian mystics as well, it all echoes.

So I would say reading those and their descriptions or metaphors, they use to point out how in many ways the dropping of illusions corresponds with the direct experience of the divine and the timeless, and so on, which can be so profoundly healing and reassuring, offsets the โ€” or I shouldn’t say that. It complements the stoic schools, which can come off as very robotic. And whether we like it or not, we are not robots. So, if it’s like, “Yeah, even if your mother or brother dies, you should not weep a tear because of a, b, and c.” It’s like, “Yeah, okay, well good luck with that.” It’s just not really how it works.

So, maybe there’s alternate framing that can help to embrace our human foibles and maybe even capitalize on them because even if you could suppress them or neuter them entirely, I am not convinced that’s a good idea. I think hyper-reactivity and constant dysregulation is a bad thing and overall harmful to yourself and the people around you. That is all to say that I pull more in stoicism is one tool in the toolkit, but it’s not the only tool in toolkit.

Picking up books looks like this one โ€” haven’t read it yet โ€” but Running Toward Mystery: The Adventure of an Unconventional Life, there are many, many, many different inputs that I look to outside of stoicism, as valuable as it is. 

All right, let’s see. This is from Nathan, “You mentioned TMS therapy on point being added to the Saisei Foundation, right?”

So, my non-profit foundation, Saisei Foundation, which has funded a lot of psychedelic science-related projects and studies since 2015-ish, or at least that’s when I started personally doing it. Now I’m also funding different types of studies and science related to brain stimulation, including Accelerated Transcranial Magnetic Stimulation, TMS, anything else you’re thinking about adding, continuing to dissuade the immediate use of psychedelics, but offering a path where it could lead up to that somatic exercise is something similar to the Psychedelics 101 page on your webpage.

I’m funding the different types of brain stimulation, mostly noninvasive, meaning no implants for like deep brain stimulation. And looking at tools that have at least based on smaller data sets, unbelievable effect sizes for intractable psychiatric conditions. So, certainly the accelerated TMS for say, treatment-resistant depression, chronic anxiety, even things like OCD, very, very interesting. And unlike most psychedelic treatments, they could potentially be applied to people with schizophrenia, bipolar disorder, et cetera, right?

So, it broadens the applicable patient base quite substantially. There are other challenges, like these are big machines right now that are cost-prohibitive TMS but not accelerated TMS. TMS is covered in many instances by insurance, whereas accelerated TMS is not, et cetera, et cetera. I think these are all solvable, and I’m working on those too with various friends who are involved. If people want more on the brain stimulation, check out my podcast with Dr. Nolan Williams about electroceuticals.

And I think in the headline it’s something like 50 percent to 70 percent, it might be higher, 70 percent to 90 percent remission of certain things like treatment-resistant depression after a week of treatment, means it’s nuts. It’s not one and done. You do need boosters in most cases, it’s still quite tremendous. So, what else am I adding to Saisei Foundation? Actually, quite a bit of conservation around indigenous language medicine traditions and so on, that includes land rights and so on. I do think that to even the karmic ledger there โ€” I do think there are certain debts owed to these cultures.

It can become very contentious, and people can get very upset around these topics, and there are a lot of entitled voices on every side. But that is something I do feel is for me, uncontroversial, we should certainly be helping these cultures and communities from which we have directly and indirectly benefited so much in the psychedelic ecosystem. I am looking also at, for instance, metabolic psychiatry. Like, “Why am I in ketosis right now?”

Well, look at Chris Palmer and metabolic psychiatry, I knew that this week with โ€” and next weeks are going to be very high stress. There are a number of events in my life, family, medical issues, etc. that are incredibly stressful. And in anticipation of that, I’ve been watching these Goddamn squirrels raid my supposedly squirrel proof bird feeder all day. They’re right there. They know I’m watching. These sons of bitches. So brazen, God. I cannot believe this thing works so poorly in any case. Side note. Sorry, guys, I digress.

So, I’m also looking at metabolic psychiatry funding studies that look at where nutrition could actually address many of these conditions, which is very compelling. The adherence is the hard part. “How do you get people to actually follow a ketogenic diet?” Which is the primary tool within the umbrella of metabolic psychiatry.

As effective as it is, and I have done weeks and many months of the ketogenic diet before, and still, I for the last several days have just thought to myself, ad nauseam, that’s the appropriate word, how disgusting this diet is. It’s just so much cheese and fat and cream. I’m like, “I feel like a human cheesecloth. It’s so gross.” And there are certain ways to make it easier, but it’s pretty terrible, I’ve got to say, and I’ve done a lot of ketogenic dieting, that’s for someone who’s actually done it. It’s like the idea of doing this super long-term is gross.

So I’m also looking at the mechanisms of action that underpin, at least to our understanding at this point, the efficacy of the ketogenic diet for at least the plausible mechanisms for helping these conditions. How does someone get off five, 10, 15 medications that they’re taking for schizophrenia after a few weeks of the ketogenic diet? What the hell is going on there? That’s a great question. And are there ways to address it?

Say, potentially using non-invasive brain stimulation that would allow a higher degree of adherence. What I mean by that is how many people are actually going to follow this godforsaken diet? Over time, the percentage is going to be very low. Most people are going to break, get bored. I would put myself in that camp. I’m not going to do this for months on end. It’s terrible. So, what are some other substitutes? I’ll be investing in those things as well.

All right. Somatic exercises and so on, if you want to step into terrain that rhymes with psychedelic therapy, that has some overlap. I think those are incredible tools, but I don’t think there’s much in terms of moving the bigger needles through Saisei Foundation with early pilots that aren’t yet de-risked for other types of funders. I would say that the somatic exercise would not be risky enough nor at the edge enough for me to fund, given how small, relatively small, the Saisei Foundation is. But I’m always looking, always looking.

This is from Sax, “I was recently involved in a Kundalini activation, holy shit that it opened a different door to the psychedelic without the substances, not for the faint ego. It gets crushed in the first few moments.”

Yeah, look, this will not give enough meat for everybody to chew on, but the very โ€” that stuff is very powerful and can really crack people open, right? So, the same types of psychotic episodes and extended destabilizing that you see with psychedelic experiences in some cases, you can definitely see with Kundalini activation. I don’t claim to be an expert there, but there is something going on and it can be really, really, really, really powerful, which can cut both ways, right? Positive and negative.

So, for sure. Yeah, man. Oh, man, that is a strong tool for sure. 

What do I think Molly’s ideal trip with me looks like? I know what it looks like. It’s in the mountains, going to rivers and lakes. She is a water dog and a mountain dog. Those are the two things. Snow, also big, plus Molly loves snow as Molly, she’s napping, conserving her energy for later running around the pool when I do my sauna and swimming. Okay, That looks like all the questions, guys.

So we’ve hit a lot. I think I’m going to wrap up there. So, thank you guys for the time. Thank you for being part of the community to making this process so fascinating and really giving me so much valuable direction, since as someone who’s in the weeds all the time in a book, it can be very difficult to zoom out and get the perspective of fresh eyes.

So I really appreciate it. It’s been awesome to interact also in that form. And I’m going to leave it at that, guys. Have a wonderful evening, have a wonderful weekend, and I will chat with you guys soon in the community. Take care.