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Tobi Pearce

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71
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2019-03-19
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2019-03-19
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1
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  1. “There's a lot going on up in my head, I think that's for sure. But I think Kayla's very generous with her words. I don't know about the stuff about me being really clever or whatever, but the stuff about the piano and whatever, like that, that's all true. I definitely did that stuff and was effectively kind of doing the equivalent to concert piano level performance when I was sort of 13 years old. And yeah, just kind of the way I was always into problem solving. I said before was always how I was.”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  2. “Yeah, sure. Yeah, a question we get asked all the time. I think probably to be clear, early on it was very different to what it is now. It's like now like, I don't really see her at all during the day. Like it's not like we're in meetings together. I'm more so doing the business staff and what's coming next and whatever for the whole organization. And she's obviously kind of more critically focused on her own brand. But I think, you know, early on, there's definitely kind of some, you know, like sometimes there's tension or more kind of discussion about certain stuff. But I think we've been really fortunate. To be honest, probably never really, I don't think we've ever really actually argued about business or anything like that. And I think that really comes down to like, you know, my role in this is X and her role in it is Y. And like we both going to have the trust in one another that we're going to dominate in those two areas and that's that.”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  3. “Yes, yes. So we got engaged at the beginning of last year. And then, yeah, we're currently pregnant, due in the eight weeks and five days. Oh, wow. Yeah, so pretty soon, yeah.”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  4. “So, Kayla's my fianc ⁇, but she's a personal trainer, so Kayla had seen us, and we started dating sort of probably about a year, a year and a half before we sort of started working together, at least online. But yeah, she was like, we went to market effectively with her brand, like her name is a brand to sell what was initially the bikini body guide. So there's now become an app, obviously. But yeah, she was the face in the name of everything that we did in Yearsota for the first few years and is now currently, well, Forbes recently named her the most influential sort of fitness cyclon in the world, which is pretty amazing. But yeah, she's having a massive impact on the space.”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  5. “You know, put it on a website that we built that was really gross and barely worked and crashed all the time and whatever. But yeah, pushed out on the internet and then sort of off it went. So we were, to be honest, like really surprised we launched it and said in the first week probably generated more revenue and sales than what we would have done in like six months in our existing business. Obviously the initial emotions like, yes, like that's amazing. But then it's kind of like, oh, but what about next week? So that was, and that, I think, to be honest, that kind of almost fear, but like critical view of, you know, what's next and what's coming for the business is probably what kind of helped us to take it from just like here's an idea into like it's an actual legitimate business”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  6. “Yeah, yeah, sure. So basically after we've been running a couple of boot camps and Kalo was doing, we were doing studio, like running a PT studio. We entered the online world selling ebooks. So this was sort of like really early 2014, almost Instagram's kind of new thing and ebooks are sort of there, but sort of not. Anything in the fitness industry definitely not really. So we kind of, we had a lot of people online effectively. We generated a decent fan base to effectively lead generate for boot camps. But then what started to happen was obviously you can't just build fans in kind of one suburb. So the fans online sort of started being like, oh, we've got some in America, some in Russia, some in wherever. And they were like, oh, like, well, I see a client transformations and I see your workouts that look really cool. Like I want to do that. So we kind of, yeah, just wrap that up all up in an e-book, you know, a couple hundred pages, package it with a whole bunch of like what we believe to be kind of almost mandatory like education material.”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  7. “Going to change business in a really big way, so because we run a subscription business, that was really, really good for us.”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  8. “Yeah, yeah, so I think at different points in time, different books, right? Yeah, I think for me, over the last probably two years, probably two books, I think one of them is Good to Great by Jim Collins, which is really a really good, almost in some way statistical analysis of the reason why businesses have gone like top 100 businesses in the world, how they went from being effectively good businesses to becoming great companies that stood the test of time. And so for me, that was really kind of eye-opening about, well, the approach to business should obviously very often be about sustainability, not just growth. So I think that was really critical. And then probably more specific subject matter, but like, you know, there's a book really, really clever guy called Tianzu, who runs a company called Zora, and they're basically a subscription business management software. And he wrote a book called Subscribed. And it's sort of just a really, really enlightening view on modern business models and how effectively the subscription economy is.”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  9. “Like getting growth. I think it's kind of up to them to determine at what point for some people it could be 200 grand a year. For some people, it could be 20 million a year. It really depends on the intensity of the business and depends on the intensity of the learning. And also, I think as well, like, you know, if you drop out of university and then all of a sudden you're not studying, like you're not reading, you're not watching videos online, like you're not forcing yourself to learn. Well, if you need the university to be the thing that actually causes you to grow, then I'd probably keep going. But for me, like I was like, I could actually learn a lot quicker by not being at university. And that's literally what's happened, you know? So I'll read it like $50 to $100 books a year, you know, podcasts, travel, networking, whatever. For me, in my mindset, far more valuable learning opportunities. So I wouldn't say there's like a one size fits all. I think it's kind of balancing the odds.”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  10. “Yeah, well, I mean, look, so I think in that situation there's probably not going to be one rule or one size fits all, right? Like, I mean, my thought process was pretty logical, you know, sort of like basically, am I making enough money right now that I can actually justify not going to university when compared to basically what job I would be able to get after that, am I going to potentially yield a significantly larger benefit by not going to uni in the short term? Yes, like I probably think so. And I guess like, you know, also like, what's the opportunity cost of going to uni? See if I was to go to uni, regardless of the money, let's actually forget the dollar amount, it was more like these type of opportunities and business opportunities are not, I wouldn't say necessarily like once in a lifetime, but like when they here, they're here. And if you don't take that opportunity and you don't get on the front foot, then it's gone. So I think for people that are in university now, you know, if you've already started running a business and you're already getting your revenue and you're already”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  11. “Yeah, so deferred initially, and then sort of a year and a half later, we were doing about 25 million a year in revenue. And then I was, yeah, obviously sort of just like, well, I think, you know, again, like, you know, same situation again, but sort of a year to 12 to 18 months later, like what's the ROI on my time? Do I go back to university for another two and a half years and slow down my business? What would happen in two and a half years if I spent like 150% at this company? Like what would that actually be? And then, you know, so about another year and a half later, we're doing sort of 50 or $60 million in revenue and another year and a half later it's kind of now, yeah, what we're doing about $100 million in annual turnover plus. And yeah, trying to grow still.”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  12. “Two and a half, three years in, I think. Yeah, and then sort of had started the online business that was doing sort of about 10 million a year at that point.”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  13. “Yeah, I said within six months of that, like I'd started my first business. I was running my own business as a personal trainer in a gym, but also sort of then went out and started doing boot camps and running boot camps with women outdoors. Another sort of six months after that, had my second franchise, another six months after that, Kayla and I had our first online business together. So the momentum really picked up when I kind of took things into my own hands and got on the front foot as opposed to, yeah, like, you know, the other way that someone can go through adversity is, yeah, choose to feel sorry for themselves or whatever. But that's a very slow sort of depressing path, not one that I really think that I wanted to go on.”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  14. “No, yeah. So I was actually working in a music shop, so I studied classical piano for the majority of my life. So yeah, I was working at a music shop, sort of selling pianos and selling sheet music about five or six hours a week for sort of 15 bucks an hour sort of thing. So yeah, I sort of had that. A couple of my friends are pretty helpful and sort of helped me to kind of bridge the gap. But I think I was able to pretty quickly pivot out of that into figuring out, yeah, what do I want to do? I want to study and learn how do I pay for that study, how do I actually cover that cost and how do I find a job that's flexible? And I was like, oh, well, I really like the health and fitness industry and I'm training in the gym a bit. So like I'll go and do a personal training course and then literally from there everything kind of really picked up massively. So a matter of months after that, like I was personal training in a gym.”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  15. “We've been 15 years old asked to leave school and then move to another school and then sort of finished high school. Yeah, and then about sort of six to eight months after that, yeah, probably sat that test to get into university and then sort of started picking myself up after that.”

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  16. “At anything, you know, like a fundamental part of that is learning and working hard. So I just went ahead and did that and wanted to make the best of it for myself.”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  17. “I think probably with my dad pretty good. Yeah, definitely for sure. But I think stuff that was happening in and around my family and yeah, totally respected this is probably a little different for a teenager, but I was kind of just not really that patient with it. And I think as well, like to be honest, even if that stuff had not been happening, I was always sort of the person that, to me, probably would have left shortly after anyway. I was always like, I've got to go on and do something, you know. Yeah, so you might have read online as well. Like, you know, I was in high school, kind of got asked to leave because I wasn't really doing much work at school. And then eventually kind of in Australia, you consider a stat test, which is called a stat test to get into university, basically, but tests are pretty good. Scotting to uni and then put myself up and kind of went, you know, like I didn't have anyone telling me to go to university or like, you know, forcing me or paying for it. I just wanted to learn. And because I knew that basically in order to succeed in like”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  18. “You have one sister, yeah. But again, probably not really the strongest relationship, but I think even from a very young age, I was kind of quite introverted and to myself and kept to myself. So, yeah.”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  19. “Yeah, I think, you know, and perhaps maybe it's a little bit of shared arrogance or to the confidence. I mean, however you want to define it, and perhaps probably even a little bit of naivety, I think, at a young age. But I think that, you know, to be honest, I think what is an entrepreneur if not a problem solver, you know, right? And so I think that literally even from the ages of like seven, eight, nine years old, like I was always a really kind of great problem solver and I also not only was good at it, but I actually really enjoyed it. So not that I think that any kind of teenager really enjoys the thought of leaving home, but I was just kind of very confident that I can kind of keep myself up my own two feet. I'll figure out a way to get a job. I'll figure out a way to get through university and make a life for myself. And I think if anything, that was like the challenge of succeeding was almost probably the largest motivator. So like I've, you know, I've gone through adversity. It's like, but I'll come out the other side. Yeah, and it'll be fine.”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  20. “I mean, like rough family environment, I think to a degree. But I think, you know, and also, and this will probably kind of talk a little bit to, I think, independence and problem solving and whatever, like, I felt like I was always kind of in control of my destiny. And so at a point when I was very, very young, I was kind of like, well, you know, I'm not probably really that happy. You're here now, but I think that I can control the outcome of that.”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT

  21. “Your childhood. Yeah, a little bit, sure. I mean, so late on in high school, I kind of made the decision to leave home. So I was kind of living by myself from sort of 16 years old. Yeah, definitely, which complicates things, I think.”

    2019-03-19 · The Diary of a CEO · E28: Tobi Pearce - £100m in Revenue Aged 27 · IDENTIFIED FROM THE TRANSCRIPT