Show Notes
Brian Wilkerson is the founder of CrossFit Casual in Boise, ID. In today's episode, we sit down with Brian Wilkerson in Boise, Idaho. Brian is a 26 year old born-entrepreneur who went from selling paracord bracelets in 7th grade to building CrossFit Casual into a gym of 275+ members in just a couple of years. We talk about being shameless in business, why a gym might be the best third space we have left, and what comes after you hit the goal you set.
Key Moments and Highlights: How selling bracelets in middle school prepared him for business The spring break Tesla ride that changed his whole career path Going from finance graduate to camp counselor, and setting his ego aside to do it Why nobody is thinking about you as much as you think Six months of brutal challenges before opening day of CrossFit Casual The importance of gyms as a third space in a lonelier, remote-first world GLP-1s, the quick fix, and why he still believes in the gym Hitting 275 members and asking what's next
Brian is a killer operator and an even better dude. This conversation was incredibly inspiring for me, and I wish I would have been able to hear it when I was early on in my journey. Hope you dig it as much as I did.
Thanks for listening.Be Where Your Feet Are.
Follow Brian Wilkerson Instagram: https://www.instagram.com/brianwilk/ Follow CrossFit Casual Instagram: https://www.instagram.com/crossfit.casual/ Website: https://crossfitcasual.com
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From the Episode: Rick Rubin, "How to Access Your Creativity," Huberman Lab: https://www.youtube.com/watch?v=ycOBZZeVeAc
CrossFit, "F*ck The Quick Fix. CrossFit Is The Cure.": https://www.youtube.com/shorts/6nCWww7X1yQ
Michael Smoak, Higher Up Wellness: https://www.instagram.com/higherupwellness/
Episode Chapters: 0:00 The journal entry written two days before opening 2:33 Paracord bracelets and parents who just do things 6:23 Odd jobs, forklifts, and blue collar perspective 15:22 Leading a Dutch Bros crew in his early 20s 18:16 The Tesla ride that changed everything 22:01 Finance degree to summer camp counselor 26:34 A time to learn and a time to earn 28:49 Being cringe and why nobody is thinking about you 32:04 Flyers, a tripod, and the "we're not cool" brand 35:38 Coffee shop or CrossFit gym? 39:48 Taking the leap 41:40 Six months of code fixes and landlord battles 45:49 Is being naive a superpower? 48:41 Building it yourself versus buying a gym 50:40 Why a CrossFit gym is a country club 53:09 Gyms as a third space 56:54 The cheat code for building a social circle 1:02:26 Rick Rubin and bringing an idea into the world 1:03:40 GLP-1s and CrossFit's war on the quick fix 1:08:50 Is a fit body still a status symbol? 1:13:57 Convenience versus connection 1:16:07 House and HYROX, the workout rave 1:18:02 Did the flowers grow? 1:21:54 What comes after hitting the goal 1:25:14 What do I actually want? 1:28:15 How to support Brian
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