Ryan Lee (my guest on this podcast) and I go way back.

The man is probably responsible for initiating and teaching me just about everything I know in the realm of online marketing and success in the fitness industry.

Over a decade ago, I began to delve into his teachings and websites, and it was through him that I learned how to create information products, e-books, virtual coaching and a host of other profit-generating and information-scaling tools I still utilize to this day.

Ryan himself is an exercise physiologist and the founder of Rewind bars. He’s also the author of The Millionaire Workout, Passion to Profits, was featured on the front page of The Wall Street Journal, and called “the world’s #1 lifestyle entrepreneur” by Entrepreneur.

Several years ago, Ryan was diagnosed with an autoimmune disorder (psoriatic arthritis), and ignored the advice of his MD to go on chemo, while instead focused on coming up with a psoriatic arthritis diet plan, and simplifying his life, relationships, business, and more. We delve into that story on today's show.

During our discussion, you'll discover: -Ryan's journey from fledgling personal trainer to the "godfather" of the online fitness industry [09:15]

First job (1994): recreational therapist in a children's rehab hospital; was a personal trainer during non-work hours
Internet marketing career began in 1998; writing articles and GIF's on a website
Sold training programs to readers -- Craig Valentine assisted
Began selling his knowledge to other health enthusiasts to grow their businesses (including Ben Greenfield)

-How the online fitness industry has changed since Ryan's early days [13:40]

It's much easier to establish an online presence today... and to claim to be a "fitness coach" with little to no real experience
Measure an individual by how many people they've helped in real life, not on vanity metrics on social media
Double-edged sword: "Real Dealers" can help many more people than the old days

-The personal struggle that caused Ryan to take a step back from his business [16:25]

Had started a supplement company - Pro Grade Nutrition (affiliate based company)
Top affiliate formed his company, and took his friends with him
Mother passed; print magazine failed
Began eating more; exercising less
Began having severe joint pain; no idea about the cause
Book: Toxic by Neil Nathan
Rheumatologist diagnosed an autoimmune disease (psoriatic arthritis); prescribed chemo as treatment
Excess stress directly contributes to leaky gut, autoimmune issues

-The steps from debilitating illness to a nearly complete recovery [24:35]

Sought out informed docs who could help; Brian Kurtz
Psoriatic Arthritis Diet: Naturopathic doctor recommended removing gluten, dairy and cane sugar
Elimination diet (see above); within 2 days, noticeable results
Began eating gluten, dairy, sugar slowly; stress levels were erratic; eventually was diagnosed with high blood pressure
Simplification deep dive:
- Focus on morning routine
- Began eating bars (every bar on the planet)
Ryan's special salad recipe:
- Greens (spinach, arugula)
- Can of sardines w/ olive oil
- Use bok choy if concerned about oxalate issues in the spinach
Fell off the wagon because the psoriatic arthritis diet plan was too strict; eat clean and healthy at least 80% of the time
Short-term pescatarian diet was very efficacious
Book: Ultrasimple Diet by Mark Hyman
Tests for Lyme, mold, mycotoxins came back negative

-Lifestyle practices Ryan used to control stress [37:11]

Quit traveling to speak at conferences and events
Reduced business activities; focused on one company
Recommitting to family
Simplify fitness
Sit in silence w/ deep breathing
Book: Principles by Ray Dalio

-Reflexology 101 [41:23]

Chakras w/ nerve endings on the feet
Place tennis ball underneath occipital point in the neck while laying down
Rumble Roller Beastie Ball
Book: Marma Therapy by Ernst Schrott

-Other big wins Ryan has discovered in his recovery [48:49]

Entrepreneurs pride themselves on the hustle and grind, much to their detriment
Recovery is essential; listen to your body
Teach kids hard work, but also rest and recovery
iPhone red light trick
Safe in the bedroom closet for electronics

-The extent to which Ryan is currently involved in the fitness industry [56:01]

Focused primarily on the energy bar company
"Sneaky greens"

-And much more... Resources from this episode:

- Ryan's REWIND bars (use 20% code GREENFIELD)

- Ryan's book The Millionaire Workout

- Ryan's book Passion to Profits

- Book: Toxic by Neil Nathan

- Book: Ultrasimple Diet by Mark Hyman

- Stress as a trigger of autoimmune disease.

- The UltraSimple Diet: Kick-Start Your Metabolism and Safely Lose Up to 10 Pounds in 7 Day

- The Darker Side Of Hypermobility

- Reflexology

- Rumble Roller Beastie Ball

- Book: Principles: Life and Work by Ray Dalio

- Book: Marma Therapy by Ernst Schrott

Episode sponsors:

-Kion Flex: The ultimate recovery formula, Kion Flex is a bioavailable blend to support joint comfort, mobility and flexibility, and bone health. Ben Greenfield Fitness listeners, receive a 10% discount off your entire order at Kion when you use discount code: BGF10.

-Organifi Red Juice: Enjoy all the benefits of the 11 superfoods and their micronutrients that help increase resting metabolism, support cardiovascular health, and remove toxins to turn back the hands of time! Receive a 20% discount on your entire order when you use discount code: BENG20.

-ButcherBox: Delivers healthy 100% grass-fed and finished beef, free-range organic chicken, and heritage breed pork directly to your door on a monthly basis. All their products are humanely raised and NEVER given antibiotics or hormones. For 2 lbs of 100% grass-fed beef and 2 lbs of pure bacon for FREE, PLUS $20 off your first box enter promo code: BEN20 at checkout.

-UNTUCKit: Whether you’re shopping for the perfect holiday gift or just trying to craft a smart, relaxed style of your own, UNTUCKit is the way to go. Receive 20% off your order when you use discount code: GREENFIELD.

Do you have questions, thoughts or feedback for Ryan or me? Leave your comments below and one of us will reply!

See omnystudio.com/listener for privacy information.

426: Selling Through a Downturn & Uncertainty - Todd Caponi