Alright – so today we’ve got the honor of introducing you to Robert. We think you’ll enjoy our conversation, we’ve shared it below.
Robert, looking forward to hearing all of your stories today. Alright, let’s take a stroll on memory lane, back to when you were an apprentice or intern. What’s a memorable story from that time that you can share with us?
Finding a good mentor is the most important step a young entrepreneur can take in his journey. I’ve learned multiple different skills that I have monetized throughout my life and the number one reason I was able to take a skill into a business was having good mentors. Many young aspiring business owners often get hung up on getting that first sale, which is understandable and not entirely incorrect. However, donating your time to a mentor or group of mentors that are achieving the success that you seek in the way you see yourself achieving it sets you on a path for long-term success and credibility in the industry. I have run a deejay business, a strength and diet coaching business, and a dog training business. Learning from mentors in each of those industries streamlined the process and took me to a level of proficiency that made me competitive much quicker than many others that I met who were on the same trajectory. For each business, I spent 1-2 years spending my own money to spend time and train with my mentors and others who followed them. Each time the result was consistent: I had a profitable business that I enjoyed running and was able to grow. My biggest piece of advice to young business owners is to swallow their ego, find a system that works, put in thousands of repetitions following that system, then let the creativity flow once that system has been mastered: Raw reps first, creativity later.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I have been a lifelong strength trainee and health and wellness enthusiast. After graduating high school, I recognized that I needed to independently exercise to stay healthy and in shape. In that journey, I learned about lifting, aerobic exercise, diet, and other aspects of health and wellness. In my late 20s I came across a book that revolutionized strength training and formed a friendship with the author that continues to this day. The book was Starting Strength: Basic Barbell Training 3rd Edition and the author was Mark Rippetoe. That system completely changed my body for the better. I move better, look better, and feel better because of the basic principles outlined in the text and related material. I wrote content for the Starting Strength website, sat as a guest on Starting Strength Radio and was invited onto multiple established podcasts as a result of my contributions. I learned that much of what has been sold in the fitness industry has been misleading, dishonest, and has done a disservice to others. Many influencers are blessed with good muscle building/physique genetics and/or are taking anabolic steroids. They attribute the results of good genes and drug use to training and diet and it has always disgusted me. As a result, I stayed drug free and troubleshooted my training to learn how the human body responds and adapts to stress. This has been my proudest achievement because as I enter my 40s I am more muscular than men younger than me with similar body structures and I have watched my testosterone levels increase naturally during a time where most expect a decline. Ins hort, Isaw the benefits of long-term (>10 years) of consistently getting stronger through simple and effective strength training methods that fly in the face of the conventional wisdom sold by the fitness industry.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Networking and content creation built my reputation in the market. I networked with established coaches who were well respected and made contributions to their brand while growing my own. Sharing the philosophy that business is not a zero sum game was at the cornerstone to that. I wrote articles, shared videos, and sat as a guest on various podcasts, which grew both my brand and theirs.
Have any books or other resources had a big impact on you?
The two most important books I’ve read on management and entrepreneurial thinking and philosophy were Never Split the Difference by Chris Voss and Extreme Ownership by Jocko Willink. The latter helped shape my sales philosophy and helped me understand consumers and people are an individual level. Chris’ approach of understanding and connecting with human beings as the heart of any negotiation has improved both my personal and professional relationships. Extreme Ownership and the Dichotomy of Leadership (the follow up book) taught me the importance of owning as much as I can realistically own when things do not go well and course correcting in accordance with that feedback.
Contact Info:
- Website: https://www.weightsandplates.com
- Instagram: the_robert_santana
- Facebook: https://www.facebook.com/robert.santana.336
- Linkedin: https://www.linkedin.com/in/robert-santana-phd-rd-cscs-0b0ba523
- Twitter: rsantana721
- Youtube: https://www.youtube.com/@weights_and_plates
- Yelp: https://www.yelp.com/biz/weights-and-plates-phoenix
