John Dorsey ‘Goob': Discusses Building a Brand and Social Media
Today, I have a fun Success Story interview with John Dorsey, who pioneered the 35 eggs a day diet.
About John Dorsey (Goob)
John Dorsey (Aka “Goob”) is the owner and head coach of Goob U, LLC. John has a wealth of experience working with and for the bodybuilding community. He has provided hundreds of athletes with customized diet and exercise plans in addition to being a competitive bodybuilder himself. Whether you are looking to lose a few pounds for summer, gain muscle or prep for a bodybuilding show, John will help you reach your goals!
My questions/comments are in bold, John's answers follow in plain text.
Tell us a bit about your background:
My name is John Dorsey, and I'm the owner of Goob U, and https://goobutraining.com/ is my website. I help get people in shape for a living. So, I have anywhere from the average Joe that wants to lose a couple of pounds to competitive bodybuilders who want to win. I have guys that have won over-alls before; guys and girls that have placed well. That's what I do.
I started this company in March of this year; March 3rd was my first day of business. And school-wise, I am an attorney. I've never taken the Bar, just kind of gotten away, but I graduated from the University of Pittsburgh School of Law in May of this year.
Oh, wow. Congratulations on the new business. So how did you get into fitness?
So, I think the first day I ever went to the gym was August of, like, 2011. I remember I woke up, I looked in the mirror, and I said, “Oh, man,” (laughs), “What did I do?” But I was always in shape as a kid. I rode bikes and stuff and consistently was outside and doing stuff, and then I got into undergraduate in college, and it's a whole different ball game.
You're not active; you have assignments to do, and you're kind of on your own. Nobody's cooking for you. You fend for yourself, and it usually turns into pizza and garbage. So I remember waking up one morning, and I was like, “Oh, man. I got to get to the gym.” It's just something I have to do. And ever since then, must have been about almost eight years now I haven't stopped.
[bctt tweet=”I just remember waking up one morning, and I was like, Oh, man. I got to get to the gym … It's … been eight years now and I haven't stopped. John Dorsey, a.k.a. GOOB” ” username=”YourMoneyGeek”]
So when you first started getting into fitness, did you start with cardio or did you start lifting weights right away?
I remember my initial goal was that I'd love to run three miles. I thought running's going to get me in shape, that's how it's going to be, and so it's like this weird additive process.
I think everybody who eventually ends up in bodybuilding gets to where you're like, okay, I ran three miles. And then you're like, “Alright, I'll try to run five.” You run five. They're like, “Okay, running's no longer any fun. Why am I not losing weight?”
Oh, maybe I'll look at my diet.” So I did little things, like, I remember the first thing I did was, “I'll stop drinking soda.” And that worked well. So I was like, “Alright, I'll … Maybe I'll clean up what I eat. I'll start cooking at home.”
And it just spiraled, one thing led to another led to another, and all these little changes led to me being like, “Hey. Bodybuilding seems fun.”
And there was a group of guys at my gym, and they were like the bodybuilders. I remember one day they were like, “Hey, we see you in here all the time. Why aren't you thinking about competing?” And before they said that, I had barely even known what bodybuilding even was, it wasn't on my radar. I was just in the gym because I like to work out and I was like, “Oh, I'll think about it.”
And I went home, and I remember I googled bodybuilding and the Reddit group, r/bodybuilding, came up and I clicked around on it, poked around a little bit, learned, and I was like, “Oh. This this isn't at all what I thought it was.”
Everybody has those preconceived notions of, you know, “Bodybuilders are this.” And if you go on Reddit bodybuilding, you're like, “Oh, no. They're just average dudes.”
Often it's, like, from the same guys who were playing, you know, MMO RPGs or video games five, six years ago. They just found a new hobby, and it happens to be lifting weights. They're not like the jock type of dude that people always portray bodybuilders to be.
What advice do you have maybe for people that want to get into bodybuilding?
I would say that the best advice is, like, talk to those guys. The most intimidating looking dudes are always the nicest. (laughs)
Like, they've been in there the longest, they know the score, they don't have anything to prove. It's always the guys who are new to the gym that you hear the stories about, like, “This guy stole my barbell,” or like, “He wouldn't let me work in with him.”
And there are the guys that were there a couple of years, like, he knows the score. He's at the gym, everybody owns it, everybody that pays to go there has a right to the equipment.
Uh, so ask for a spot. Yeah, go ask that guy for a spot. After he spots you, “Hey, how was my bench press? Could you give me any tips?” We will never shut up about stuff like that. Never, ever, ever.
But yeah, people like that love to be asked for, you know, their opinion or their expertise. Uh, sorry, I think a lot of the time people are really intimidated in the gym and it's because they didn't try, like, they didn't reach out and say, “Hey, could you help me?” If you say, “Hey, could you help me?” There's going to be, like, 40 guys that'll be like, “Yeah, I'd love to spot you.”
So somebody new that's trying to start out: do you have any advice about what they shouldn't do? Do you see any common mistakes the rookies make?
Yeah, I think a lot of people will immediately go and be like, “Man, alright, I'm in this for the long haul. I'm going to get two gym memberships, I'm going to spend $200 on supplements. I'm going to hire a personal trainer and we're going to do it.”
Then they go to the gym and bust their ass as hard as they possibly can for a week and they get burned out. They waste all this money and they totally neglected the introductory, figure it out. You know how, uh, you play a video game and there's a tutorial and this tutorial, like, slowly walks you through and shows you how to, “Here's how you wood-cut. Here's how you use the chat feature.”
All that stuff, you really got to figure it out on your own before you go into the next level.
I think a lot of people will say, “How much money can I spend on this to make this easier on me?” And what they should be doing is saying, “What can I figure out on my own for free before I go and pay somebody else, uh, or before I buy another product, before I throw money at this thing that I don't really know if I like.”
The gym is mostly cheap. You can pay 30 bucks most places in America and get in, go work out for, you know, an hour every single day 30 days a month and all you paid is 30 bucks, but people spend way, way, way more money on that their first month or two when they really don't have to.
Yeah, I've seen them at the supplement place at the mall.
Yeah, you go in and maybe get some protein powder or whatever and you can tell they’re new to working out.
I think they can see them from a mile away, they're walking out with, you know, the night time protein, the day-time protein, the lunch-time protein. They creatine, the BCAs, etc.
And the raspberry ketones.
Yeah, it's like, well, man, like, wait a minute. Wait a minute. People looked great before all of this shit existed. I highly believe in protein powder for sure.
I believe in it only because it's a convenience factor. For me, like, having a client that's like, “Hey man, in the morning I can't, you know, cook these eggs or I can't cook this meal.” He needs to get his protein in. Do a protein shake.
You can make it before you even go to bed and then grab it in the morning, so I mean, protein is a great tool. I think that pre-workouts a great tool, only because it makes you actually want to go to the gym and work out.
A lot of the times it's even like a mental thing where people are like, “Oh, man, I'm buzzing on this stimulant. I need to go to the gym now.” Awesome, if it puts you in the gym, worth its weight in gold.
It seems like every six months to a year, there's a new hot pre-workout. What pre-workout are you digging right now?
Uh, I would have to say my own. (laughs) We have a pre-workout in production right now called Goob U Nutrition Crack’d, that's set to come out in the next two months.
Photo: John's client Brad Carney 1 month out from the stage
Yeah. And honestly, like, a lot of pre-workouts have, like, eight million, eight million ingredients. We're not about that. We're going to put on the label exactly what's in it. You know, we don't have to hide what's in it or make 4000 chemicals to make it look really complicated. A lot of them have four or five active ingredients and then a million other things that you may need, or you may not need.
Yeah, it sounds like whenever some journal publishes new research on some root that improves a small sample, all the supplement companies run to stick that root in their pre-workouts and a lot of time the stuff is underdosed.
Yeah. And there's always the sort of back and forth between one company saying another company under doses or overdoses or whatnot and you've probably seen like DMAA, AMP citrate, or new pep. There’s always some new stimulants that the FDA kind of bats an eye at every now and then.
There's always something that comes out and goes and fades. But DMAA is, I think it's in the supreme court right now. People are really liking it; Blackstone Labs really wanted it in their products and I think they've had to back off of that a little bit now.
There are still some companies that will voluntarily put DMAA in it. I wanted at least one DMAA product, but none of the contract manufacturers that you can go through will even touch the stuff. Like you send them a formulation with DMAA in it and they call you up and say, “Nope.”
Well, my understanding was- was part of the issue, because I think I remember, I think was it Craze? They had the DMAA in it and it was detected; they found out that was like, basically, skirting the rules and there was essentially a drug that was in there and unfortunately, that product got pulled.
Yeah, it's an analog, I think they call it an analog to amphetamine is why it's on the bad, naughty list for the FDA.
I know Juggernaut fitness, they still make a product called Irate, which is a great pre-workout. It has DMAA in it, so if you're looking for that, and don't want to pay me, go to them. I love it, I use it. They're one of the really only ones that are still holding that torch of DMAA. I think Mesomorph might still do it.
You had mentioned the eggs. I know when I was looking for a fitness expert to interview, everyone said I had to buy you a pallet of eggs to get this interview.
So, what's the deal with the eggs?
So, one thing that's always bothered me about the realm of fitness is, common misinformation or like really voluntary misinformation where people lie to you a lot of times.
Like, they not too bothered about telling you the wrong thing as long as it helps them, you know, increase their profit margin or helps them in some way.
When people would always ask me, “What's your diet?” Like, “What do you eat?” I would jokingly just tell them I ate 35 eggs a day, just kind of as a, “Will these people believe it?” nobody, nobody would believe that I eat nearly three dozen eggs a day. It's just not a thing.
So, I started jokingly telling everybody I'm eating at least 35 eggs a day and I start getting all these Snapchats. I start getting all these Instagram post tags and everything where people are like, “Oh, I'm trying the Goob diet.”
I was like, “What the hell?” Like, “No.” And so, I had to think, I was like, “Wow.” I'm like, really I'm a mediocre bodybuilder. Uh, media pull? I have very little, nobody really knows who I am and in the grand scheme of things. like, I'm a nobody, but by me saying I was eating 35 eggs a day, I caused probably thousands of eggs to be eaten. People that tried it or were aware of it and gave it some sort of credibility only because I said it was a thing.
And that was scary, because it's like, “Wow, you got a guy that's a professional bodybuilder, he says he uses this product, well damn, that- that explains sponsorship now.” And those guys are jacked and, obviously, they know what they're doing and they're telling me to buy, you know, XYZ pre-workout, I should probably do that.
So it led me to write a book called 35 Eggs A Day (click here to see the book). I put it up on Amazon and the whole book is literally just telling you, “Hey,” you know, “Think for yourself. A lot of this stuff is virtually free, and you can do it with just effort and hard work and when people tell you need something you really need to take a second thought, take a step back and say, ‘Hey, is this really something that I need or am I being a customer right now.'” And I think more often than not, if you have that thought, you'll realize that you were being a customer.
That is great info. You're coaching people and you're helping them get in shape, prep for competitions and, you're also helping other fitness pros, correct?
Correct, yeah, I have a couple of folks who have reached out to me and I say, “Hey. I love what you're doing, I want to do my own coaching thing. How the hell do I do it?”
I charge them a fee to basically set them up and … I mean, a lot of what I've done is just figuring out, like, the who and the what and the why and the where, as far as, marketing goes. How to do your branding, where to promote yourself, how to promote yourself, even website logistics. Even things that are pretty simple like, how do you collect money?
It's just the things you don't think about until you're there and it's in your face. If you would have said … If you were to sit down today and say, “Hey, I'm going to have a client that wants to pay me tomorrow. What am I going to do, how am I going to take his money? How do I get him started?” That's what I help these folks with. So they pay me money and I'm there, basically, coach for a month or two months or however long they need me until they're on their own legs.
So you help them with promotion and marketing?
Absolutely and it's- it's like … It's one of those things where it's like, “Hey.” If you look at any of my promotional material, there are no photos of me. I don't post what I look like. I, you know, I'm in shape and I … and people know me as a bodybuilder, but I don't use myself exclusively to promote my business. Now it works… It matters what I can do for you, not posting myself?
That doesn't mean anything to me or it really shouldn't mean anything to my potential future clientele. So I'm really big on, “Hey, it doesn't matter what the coach looks like. Consider what the athletes look like.” And if somebody's only posting photos of themselves, you should really be skeptical about that. Um, and you know, hey, what can this guy do, does this guy have any clients, what do his clients look like to be before you separate money from your wallet, should be at the front of your mind before you're, you know, like, “Oh, man. This guy's jacked. Here's some money.”
You're killing it on social media, what tips do you have for people on social media?
Really just be genuine. So, my one rule of business, the only rule of business that I often spout every single day is don't come off like a used car salesman at any rate. I’m not saying that a used car salesman is a bad gig, but don't come off looking like a used car salesman.
[bctt tweet=”So, my one rule of business…is don't come off like a used car salesman… I’m not saying that a used car salesman is a bad gig, but don't come off looking like a used car salesman. John Dorsey, aka GOOB” username=”michaeldinich”]
People see right through that when you're fake. if you're copying somebody else or what you're doing is extraordinarily phony, people see that, and they recognize that and they pick up on that. Plus, if they don't, you're probably going to get a client that you really don't want to work with anyway.
You know, you're posting this hokey stuff, and they're like, “Oh, I'll pay you money.” They're probably not really even interested in the first place, they're just looking for something to throw money at to solve their commitment issue. Do you want quality clientele? Then you must market yourself genuinely and in a quality way.
Now, you've had huge success with, Reddit, and you're highly respected there. Are you using any of the other forums, you know, bodybuilding.com, anabolic minds, or are you visiting any of those sites?
I really try to not to, like … For Reddit, it's, kind of a conflict of interest. I'm a moderator there, so I really don't post myself. People talk about me on there sometimes and they'll link to my website. It'll often come up when somebody says, “Hey, I'm looking for a bodybuilding coach. Who do you go to?” And someone will link my website or I'll pop in after somebody mentions me and I'll say, “Oh, yeah. I do that. This is my website, they didn't link it if you wanted it. There it is.”
I'll take clients that'll post – they'll go post, because they're a couple of weeks out from a show and, um, that's normally pretty cool, but as far as, like, aggressively directly marketing on Reddit, I totally stayed away from that.
Instagram is where I think the real money is as far as marketing yourself to get new clientele. I have an interview process for everybody I intake and I always them, “Where did you find out about me?” 8 times, 7 times out of 10 it's going to be, “Oh, I saw you on Instagram.”
That's a big challenge for a lot of bloggers and different people who want to get on Reddit because they hear about all the traffic. Then they just start spamming the site with their links.
Absolutely. It follows that used car salesman tactic of just going and impersonally spamming your link on any relevant website, anybody who will listen.
Instagram's been really big for you and you have a big following on Instagram, are you using any other social media or are you using, um, you know, LinkedIn, Twitter, Facebook, any other places?
I use Facebook just to kind of keep, like, friends and family in the know of what's going on in life. I'll- I'll post, you know, “Hey, I bought a car today.” Or something like that. Um, but as far as other media platforms, I'm on Instagram, I'm on Snapchat, um, and that's really it.
Snapchat is becoming really big right now, so I think when a lot of people think of Snapchat, they think of, taking funny pictures with filters and stuff, it's more than that isn't it?
The reason I like Snapchat and the reason it's cool, to me, is it mimics and replicates the personal conversation. Because when I speak to you unless we're recording it, you don't really have the ability to scroll back to see what I said before and you just sort of remember the spirit of what I said and Snapchat's the same way.
If you talk to somebody on Snapchat or send them a snap, they can only remember, like, the spirit of what you said or, you know, unless they have a photographic memory, they don't remember what you said three days ago and they can't scroll up and check. So it's like an ongoing conversation, I talk to all my clients on Snapchat. They'll send me snaps, you know, constantly through the day. Either it form checks or, like, them cooking their meals or questions about stuff, and I totally don't mind doing business that way because it's more personal to me than an email and it's quicker to reply to.
The last question, all the superheroes are having a pose off, who wins?
(laughs) Superheroes are having a pose-off, who wins? I would say … Um, what's the guy that killed Superman? Solomon Grundy? Is that his name?
Yeah, I think he did kill Superman. ( I need to brush up on D.C)
Yeah, so I would say, probably him.
Does he win the pose-off?
He's got a good bit of size in him, the symmetry may leave something to be desired, See the Hulk is just- the Hulk's problem is his waist, it really just throws off the proportions. I don't think he's … He's got that big ram-y type of look, but I mean. Let me look up a photo of Solomon Grundy to make sure I'm thinking of the same person.
I'm 100% behind Solomon Grundy now.
Thank you very much. I appreciate your time.
Thank you to Goob, for your time and insight into the fitness world! Remember to check out his book and you can find him on Reddit!
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