In 2002, Jack Whittaker won $315 million in a Powerball jackpot. Within a decade, his daughter and granddaughter had died of drug overdoses, his wife had divorced him, and he had been sued several times. Once he was robbed of $545,000 in cash that had been sitting in his car while he visited a strip club. When interviewed after the robbery, he sobbed to reporters, “I wish I’d torn that ticket up.” Every picture of every lottery winner is the same: big teeth, blown-up check, clean slate. The winner is thinking, “All of my past mistakes are erased. I’m out of debt. I have a clean slate. I can do anything I want. I won. I’ll be a winner forever.” But pictures of lottery winners taken three years later show the opposite story: more than half are broke. Nearly 50% get divorced. And almost none of them are smiling. Money didn’t solve their problems. More than anything else, money just poured jet fuel on their problems. Here are ten more examples out of thousands. As my friend Jarret Perelmutter once told me, “Nobody cares about money until they don’t have any. Then it’s ALL they care about.” Many lottery tickets are sold to people who don’t have money. What does this have to do with CrossFit gyms? Well, there are a host of new “marketing consultants” out there. And many of their programs generate revenue. The gyms who are most likely to sign up for their services are those in triage: they need money NOW or face bankruptcy. And, thankfully, sometimes they GET the money to keep going. Does that solve their long-term problems? No. Clients upset about “bait-and-switch” tactics leave horrible reviews on Google. High turnover rates mean gyms owners must always recruit at a high rate, even when ad prices rise (and what happens when Facebook is replaced by the next platform?) Coaches struggle under the sales pressure. ...
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