Being an entrepreneur is having the ability to create, plan, and maintain a business venture along with its risks to make a profit. In this episode, CEO of Billion Dollar Body, Nicholas Bayerle, talks about his entrepreneurial endeavors starting at the age of twelve and how he got into the business of training business owners. He then goes deeper on talking about how gaining the skills, talents, and abilities will help you along the road of growing a company. Join Nicholas as he shares the core of how he built his business, along with his passion, on seeing people prosper in health, business and relationships.
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My guest is Nick Bayerle. How are you doing?
I’m doing great. I appreciate you having me. I’m excited to get into some good stuff and help people gain some freedom while still making money and not negating their profit margins, which I know is some stuff that you do as well.
For those of you that don’t know, he’s the CEO of The Billion Dollar Body. He’s the host of a top-ranked podcast. He was featured in Forbes as a seven-figure entrepreneur. He is ranked as a Top 30 Entrepreneur Under 30. We’re excited to chat with you. We were talking before and you have this mix of in-person team and remote teams. We’ll talk about that. Before we do any of that, let’s take a gigantic step back. What were you like growing up as a kid? Were you a straight-A student? Were you a rebel? Did you always know that you wanted to be an entrepreneur?
First off, you probably know that I’m not that great with technology. I probably should have someone else outsourced here to be able to help me set up my microphone. I was always an entrepreneur but I was an athlete before that. I am always growth-minded. For me, entrepreneurship is not something I just wanted to do. It’s something I fell into because I knew I wasn’t good enough to be an athlete. When I was growing up, I was the youngest kid in the world to start racing bicycles. I started racing motorcycles at four years old. It was two years old bikes and four-year-old motocross. My parents split up. That’s where I started feeling like a lot of the things that set people back, which are things that happened in your past when you were younger. They still affect you to this day, whether you had a perfect home or not.
I didn’t have a perfect home. My dad didn’t like my mom. My mom didn’t like my dad. That was difficult, but I remember my dad teach me a few things along that path. One of them was that if he had a weed whacker and a lawnmower, he would never be broke because he can always exchange value for dollars. I never had a thought of getting a job growing up. It never was something that I thought I had to do. I always knew I could go out there and somehow exchange some type of value for dollars. Though, you want to get past that point of being the person who is the value inside of the business, which was something that I didn’t learn right away. My dad owned a carpet cleaning business and he still was one of the technicians out there cleaning carpets. He never graduated to being the manager or being the owner of that business. He was still the person providing the service.
It wasn’t until I discovered my responsibilities, which probably is going to speak to a lot of people that are reading this. When I got married, I didn’t have to think about myself because that’s all I was thinking about up to that point. I was getting enough money to be able to sleep in a joint apartment with some of my other friends, to be able to go after my passions and what I love. As soon as I got married, I felt the responsibility of the provider of the home. The number one positive shame in men inside of America at least, I assume across the world, is the inability to be able to provide for the family. I felt that responsibility and that’s when I started figuring out like most of you, “What’s the way that I can create the life that I want to be able to give freedom to my family, spend time with my wife and my future kids?”
That’s when I went into business. Since then, I feel like every year, it’s been more of a commitment where I’ve shed the athleticism and wanting to be this. I golfed every day for a year and a half. Even though I’m not a golfer, I needed some outlet from the business. I wasn’t putting that effort into my business and it took that to build at first. Now, I have the freedom to be able to go surfing and things like that later on. That’s been my progression of going from an athlete to becoming an entrepreneur.
No person should be in a business without an assistant.
Talk to me about your first real entrepreneur endeavor. I’m not talking about selling baseball cards when you were little but you’re real entrepreneur endeavor. Who was the first person that you hired to get that off the ground? How did that go?
Even though people say baseball cards, my first entrepreneur endeavor was when I was twelve years old. I had a full-on landscaping business. The first people I hired are the kids from my school to go door to door. I paid the kids commission based on the jobs that they did. Commissions on the sales and on the fulfilled job. Those were the first things that I did as an entrepreneur. Going into network marketing was one of the first businesses I ever had. It is cool because I built a huge team of thousands of people, but I didn’t have to pay the people. It is an intrapreneurial-type position. From there, we started our first health coaching company and inside of that, my first hire was my wife, which is super beneficial as well.
From there though, an assistant is always the first thing. Outside, you have executive assistants, you have assistants in the office and you have personal assistants inside of it. For me, the assistant’s position was how can we get them to do everything that I do and my wife does that we don’t need to do inside of the business. All of these tasks and all this stuff that we were doing were good for a time, but at this point, our time would’ve been better spent somewhere else. That’s where we decided that we need to find someone who can take over all these tasks that we’re doing so we could free up more of our time. The second place that we always hired was sales and marketing. Those are the three progressions that we had. It was like, “We’re spending all this time selling, we need to be able to switch this up. Now, we have more people to sell, we need more leads coming in.” The assistant is number one for sure for every business. I don’t think any person should be in a business without an assistant.
What do you look for in an assistant? What are some tasks that you gave them to take off their plate from the beginning?
The first thing we do is we make sure that they take a personality test. I personally use DISC. This is the same thing that Tony Robbins uses. You can go to TonyRobbins.com/DISC. They can take a free test, that’s his version. Inside of that, I’m looking for someone who’s not just fully task-oriented, but also a little bit people-oriented. That’s the foundation. I want to know that their natural instincts are to be organized. That’d be more of a C-personality type. Someone who’s okay with doing tasks and not having to talk to tons of people. I don’t need someone in the office interrupting people all day and having to talk to everyone. I make sure that that’s a big deal.
The second thing inside of that is values. If you look at the values, there are dominant personalities. These would be more of your salespeople and your drivers. You have more of the influential personalities, which are more of your charismatic people that are great to have at events greeting people. They’re excited all the time. They are the life of the party. Inside that, you have the values as well. Where do they want to be? When I look in an assistant, I don’t want them to be someone who is all about the money because, at that point, they’ll always leave for a new position. I want them to be more about the impact and the vision of the company. I look at the DISC test and I’m able to decipher like, “Are they in it because they need to make money? Will they leave for the next biggest opportunity?” They’ll always be like, “How can I get more out of this?”
Are they more about the impact we’re creating? Do they want stability? They want a place where they can do their things and separate work from life. Those are the first things that I look at. When it comes to tasks, the first job description I would give to any assistant is what is an entrepreneur? We trained some assistants. We don’t train virtually. We train in-house high paid executive assistance. It’s because Amanda has been offered $150,000 to $200,000 a year to do what she does for me, for other people. We’ve been able to train other people inside of our office to be able to do that. We don’t do it for pay, so no one can hire me or anything like that.
We do it for some of our guys. The first thing we try to get them to do is what are the things that you’re entrepreneurial or the person that you’re working with is doing that you feel that he doesn’t absolutely need to do? Me, being on this show is something I need to do. You asked me to be on the show. I’m the one that’s talking. I can’t outsource this part of it, but I can outsource every single part outside of that that I don’t need to do. For me, a lot of that comes down to photo editing, video editing, reaching out and booking. We do a lot of sponsorship for events. Our assistant will reach out to all the companies with the script that we created. We do stuff when it comes to booking on the show. I am on the show almost every single day. That all comes from a strategic way that my assistant is reaching out to different platforms. They’re making sure that they know who we are and using our scripts. Ultimately, like video editing, picture editing, email inbox and all of those different little things that don’t need to be done by you. Where are the most of your time going? It’s making the least amount of impact that you don’t need to push the button inside of your business. I make a list of those things. I start training and teaching in those areas.
What about sales? A lot of people struggle with sales They are not only hiring for that, but they teach them and then retain afterward. What’s your mentality when it comes to a good salesperson?
Your compensation drives behavior. This is the exact opposite of hiring for an assistant. We’ve hired sales in multiple different companies. That’s the biggest thing. If you’re a salesperson, you don’t want to give them too much too easily. They’ve shown that once a salesperson makes six figures, they get lazy. If they can crush it in seven days, put in a little bit of work and make six figures, they’ll end up being a little bit lazier. You want to build a compensation structure that allows them to hit that six-figure mark with an effort, but not to the point where they never get there and allow that compensation to drive their behaviors. They’re setting up bonuses and road like jumps where they sell a certain amount where they make more commission on what they’re doing.
When it comes to hiring, I use the DISC as well. I am usually looking for a DI-personality because they’re dominant. They are someone who can ask for a sale. Whereas the I-personality, their number one fear is what do people think of them? They don’t have a lot of that D-personality that drives that A-player style. A lot of I can look at are college athletes. They’re usually going to be pretty good at sales. When I look at their DISC test and I see that they are high I, but they have no D. They’re going to be everyone’s friend on the phone, but no one’s going to buy from them because they’re too scared to ask for the sale. They’re too scared to be rejected by someone that likes them.
Whereas if they have D and no I-personality, all of a sudden, I’m looking at it and I’m going, “This guy’s going to be a jerk,” because he’s going to be like, “Are you going to buy or not?” He doesn’t care at all about what that person thinks of him. He’s all about the tasks of making the sale. There are benefits to both sides of that. I’m looking for that outgoing personality that also has the ability to ask for the close. Does this have to be someone trained? Not always. That’s something I learned from my father as well. He used to hate untraining people and all the bad habits that they had learned. He’d rather train and instill good habits as long as someone has the foundation or the capacity to become great in that area.
The second thing is to prove it yourself first. Go out there and make sales. Make sure that you can create the structure for someone to know that they’re successful. There’s nothing worse than throwing people into a position, not knowing how much they should sell. They don’t know what it takes to become successful. They don’t know the proven path and you’re like, “Go do it.” Let’s say you have it where they sell $30,000. They make 15%, but until then they make 10%. They’re selling $7,000 a month. They are just looking at that $30,000 mark. They are like, “I don’t know what to do to get there.” You’re like, “I made it up because I haven’t done it either.”
Definitely, go first and make sure that you understand the position, but that doesn’t mean you have to stay inside of it for a long time. It’s like, “Do you understand what it takes to become successful? Do you understand what they’re going through? Can you then place them into that position and create success?” A lot of times you can find someone else who’s done it as well. I have a friend that owns a Salesfloor with 50 people. I called him. I said, “This is what we’re doing. This is what our product is. This is our price points. What would you advise me to do on this?” That’s the power of a network and reading a blog like this.
There’s nothing worse than throwing people into a position not knowing how much they should sell.
Let’s talk about marketing. We were going around the horn. What do you look for in a marketer? Are you looking for someone that has a lot of different skills that they can do it all? Are you looking to specialize? You mentioned that you enjoy training someone from the ground up. Is that the same when it comes to marketing?
For good marketers, absolutely. For people that are phenomenal visionaries and they know all the strategies, then definitely do that. What I found is that as the progression of a company grows, I learned this from my friend Brandon Poulin. He does $60 million at 25 years old. They have over 100 contractors. He scaled the company up to about that point with teaching a girl going to high school how to run ads the way that he did and did all the media buying. At some point, it took him going out there and buying out an entrepreneur because the entrepreneur knows how to do it.
The way that he did that is you look at the size. Let’s say there’s a guy out there who owns an agency, but he doesn’t want to sell all the time. He wants a little bit more job security. He wants to be a part of a winning team. He has a certain amount of profit inside of the agency. If he’s doing $50,000 a month, that’s a good agency. Good job, but inside that $50,000 a month, he has a profit of let’s say $15,000 a month, which probably is still pretty good. He goes out there and says, “We’re willing to pay you $15,000 or $20,000 a month to come and work with us, but you don’t have to worry about any of these accounts anymore. You just get $1 million a month ad budget.” That person’s like, “Oh my gosh.”
He knows what he’s doing. He gets to go in there. He gets to take the business to the next level. When I first started hiring for this position, I’m in Russell Brunson’s inner circle. I’m around the top marketers in the world. I had the vision for it, but I hated pushing the buttons and all the little nuances of creating all the audiences, retargeting and setting up the actual ad. I looked for people that were students of good programs. They were not good at selling, but they were good as they knew what to do. They could run the play if you set it up. They had creative ideas. They were pretty good at what they did in my specific niche.
I’d be around the events, ticket sales, high-ticket coaching and lead generation via email. That would be me. I’d be looking for people that one, there were students that specialized in that area and two you can catch them at the beginning because usually, marketers are not that good at sales. They’re good at pushing the buttons. They’ll win if they get a client but they’re struggling to make that close. Then you go ask them, “How would you like to come move to Sunny San Diego, be inside of our office and not have to sell anymore? You can gain the skills, talents and abilities. You’ve just got to do what you love to do, which is marketing.”
A lot of times, they’ll be like, “I don’t have to worry about sales, trying to close and doing all that. I can focus on what I’m good at.” I’d say at least do that. If you have a budget, I would hire a full in-house good person, which would be Brian Delaney. Brian Delaney is phenomenal. He’s convinced me. He’s not cheap. It is $15,000 if you want to sit down with him for a day. He’s someone that can build up everything and manage everything. They’re already proven that they are good at what they do. It depends on the budget, your skillset and what you want to do.
The very first one would be like, have someone test out ads for you and maybe do a trade. Maybe do a month where it’s like a test trial period where it’s only $1,000 or $1,500 to have them set it up for you, that’s a student of someone who’s amazing. I took a student from Douglas James. He does marketing for local businesses. Who are the top students from other people’s courses that are expensive? Take their students that are doing great and have them test out stuff for you. If they were good students, they’re going to know everything that good person knows.
Let’s talk about The Billion Dollar Body. How did that come about? What’s the story behind it? Tell the audience what it’s all about.
I’m big on turning your mess into your message. As a front runner of your brand, every brand needs an attractive character. If you’re the most attractive character of your business, it’s good to be able to leverage your story and your shortcomings to be able to relate to an audience. They can relate more to your failures than they can to your successes. Most people haven’t had a lot of success. They only relate to the fact that you failed because everyone’s had failures. I was 60 pounds overweight. I was too scared to go into business. I was too scared to talk to a girl. I saw that throughout that there were three core areas that every man can help source, which were health, wealth and relationships. I went out there and lost 60 pounds. That gave me the confidence to reconnect with my father and talk to my wife of many years who has had my baby inside her stomach. What I saw from that was like, “That gave me confidence to go out there and give me an opportunity.” I got married and I had no income. Throughout that process, I was like, “I’ve lost the weight and kept it off.”
This is the area that I’m an expert in. I’ve been able to do it myself. I’m going to tell them and leverage that story to build a brand that works with entrepreneurs from my future vision of creating the brotherhood, talking about health, wealth and relationships. I remember I didn’t talk about wealth at all until I grossed $500,000 in my business. I was like, “I’m not going to talk about business. I’m not going to talk about wealth.” I didn’t know the inside of your business. You can bring in experts to talk about the area you’re not good at. You don’t have to be good at everything. This was a shortcoming for me. I also wait until I was married for five years to talk about relationships, but it all started out with one product to one niche that solved one problem. I helped men who are business owners lose body fat, belly fat specifically.
Is it on the front, back, sides or all three? How much do you want to lose? Can you pinch it or can you grab it? If you move, does it jiggle? That was how we targeted those people. After I built the community of the men, I then surveyed the community and figured out what are the problems they need? What are they trying to solve going forward? They wanted the community. They wanted brotherhood. We launched the live event. I launched the brotherhood as a $10,000 package. We sold 25 of them in 48 hours. I was like, “This was what they wanted. This is phenomenal.” We kept running using my story, the vision of the brand and stories that overcome objections in building a community. In the community, we built products to serve them. We’ve consistently built products that continue to serve the community rather than making the community buy the product.
What are some quick tips to lose body fat or to lose belly fat?
The biggest thing is there are five core functions of health or the five physical attributes. You’ve got breath, hydration, sleep, nutrition and exercise. Most people think nutrition and exercise are the most important thing. It’s not. If you don’t eat and you don’t exercise, you can live for quite a while. Try holding your breath, you’ll live for five minutes and you’ll be dead. You want to make sure that throughout the day, you’re using something called box breathing. This is something like Tony Robbin’s priming breath. That’s a great way to instill a habit of breath because you detox the majority of your liquid and your body through your breath. People are always afraid to eat pigs because they don’t sweat or they sweat through their mouths, the same with dogs.
We detox through our mouth. It’s a huge way to mobilize fat but also decreases stress. The second is hydration. Drink 30 ounces of water before you eat anything and then eight ounces of water every hour that you’re awake or go for a gallon a day. It’s something to be able to replenish your body. Your body will only keep the main core functions of your body alive if it doesn’t have any excess. If you only eat two beans a day, you’re not going to gain muscle because your body doesn’t have enough materials, but it will keep you alive. There are people in the Holocaust, they live off the little thing alive, which means that your body can keep you alive. You will not flourish.
The third is sleep. For each person, that’s different. I wear an Oura Ring to track. I get about 7.5 to 8 hours of sleep minimum every single night. I want to track and see my REM sleep and my deep sleep. The next thing that everyone wants to hear is the eating and working out. The biggest thing is making sure that you’re having a rounded meal protein in every single meal to curve insulin. When you have a big insulin response, you’re going to store body fat. If you don’t have any protein, you’re going to end up eating more fat or carbs. It’s fine but if you add a little bit of protein, you can decrease the carb load and decrease your insulin response. Meaning, add a little bit of protein each meal and you’ll decrease your chance to be able to store body fat. You’ll use that food for fuel rather than going to fat storage for winter because we don’t need that anymore.
Most people haven’t had a lot of success. That is why they only relate to the fact that you failed because everyone has had failures.
The next thing is high-intensity workouts, short high intensity, and heavy weightlifting. Those are two things. If you go to high intensity too long, you start burning testosterone and start gaining body fat. This is why you can find fat runners and fat long-distance cyclists, but if you sprinters, they’re always muscular. Short, high-intensity workouts, maybe twenty minutes or below. Sometimes 40 minutes, high-intensity, continual workout and then heavy lifting. The way that you can do that is to lift heavy and then do a high-intensity workout every day. If people go to the BillionDollarBody.com/challenge, I still have it set up. They can get fifteen high-intensity workouts that boost testosterone and drop the most amount of body fat in under twenty minutes every day for fifteen days.
This has been great. We talked about hiring, entrepreneurship and your body. What about membership sites? I know that’s your expertise. Someone out there that are reading our blog and want to get that residual income. They want to build a community. They want to have a successful membership site. What do you tell them?
The biggest thing for the highest conversion that you can do and the biggest thing to build community and retention is you want the community to fall in love with the community. It’s not just the product because as soon as they get the answer, they’ll leave. If they fall in love with the community, they’re going to stay. One of the best ways to be able to do that is to throw some workshops, live event or some meetups. Something that’s in person for them to fall in love with the community. Inside of those workshops for 2 to 3 days, a live event for 2 to 3 days, meetup for one day. If you do a meetup, sell the workshop or the live event. At the workshop or live event, sell a year or lifetime membership bundled into something else. That way you can sell high-tickets. That’s one of the easiest ways to be able to get sales because you have them in person. You have their attention and you have a follow-up afterward.
This has been a core way that I’ve been able to build my business. It’s something I believe that if you follow the script, it works. I followed the script the very first time I ever sold from the stage. I sold $250,000 in 48 hours. I had never sold from the stage before. I followed the blueprint of what worked for everyone before. We helped our other men follow the blueprint as well. Since I’ve sold over $1 million from stage from a handful of events, that’s the best way to indoctrinate. Get these true believers in what you’re doing. Get them to stay and be a part of what you do.
Nick, this has been great. Where can people find out more about you? What are you most excited about?
I’m most excited about prepping to be a dad. That’s what I am most excited about.
You had a good story. I want to say congratulations.
Thanks. I’m really excited about that. Inside the business, I’m excited about working with the right people. We’ve made some good shifts to work with some high-end and high-level entrepreneurs. I’m excited to see the impact of that and the happiness level on my side. When it comes to following me, @NicholasBayerle on Instagram. It is a phenomenal place to be able to connect. I do a lot of stories. I do a lot of fun stuff. I have raised $100 giveaway. I want to do a lot more of them. I was like, “Why not pay the people rather than paying the platform?” That’d be fun. Outside of that, The Billion Dollar Brotherhood Facebook group. They say they came from me and they are my men. Let’s connect. There are 2,800 other men that own businesses that are all like-minded wanting to grow in these three areas.
Thanks again for your time. I appreciate it.
CEO of BDB ?Host of top ranked podcast ?Forbes featured for 7 figures ??Ranked top 30 entrepreneur under 30
Nicholas Bayerle is the CEO of The Billion Dollar Body, a lifestyle brand for the business who wants to have it all.
He went from obese, broke and no girlfriend to now married to the woman of his dreams, fit, and thriving in business. Nicholas is an international speaker, podcast host and was rated top 30 under 30 influencers. He has worked with some of the top businessmen and is passionate about seeing men prosper in health, business and relationships.
Nicholas has shared the stage with Lewis Howes, Cole Hatter, and Jordan Harbinger and been interviewed on the top business podcasts. He is creator of the #1 annual businessmen’s event, Billion Dollar Body Live and has curated a successful community of men called The Billion Dollar Brotherhood.
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