$1,700, a Car Loan and a Landlord's Bet: From Service to Scale with Ceri Cummings

How do you go from an army PTI to building an eight-figure product brand? In this special episode of Profit Made Simple, host Dan Henderson sits down with colleague, friend and serial entrepreneur Ceri Cummings, co-founder of GOAT Nose Strips, to trace a path that runs from Cardiff to Iraq to a rugby contract in Perth. That journey eventually led to a gym opened with $1,700 in crowdfunding and a car used as collateral. Ceri shares why he fell out of love with the gym industry's sign-and-forget model, how a landlord named Mark ended up becoming his business partner and first paying member, and why, after gyms, Pilates, recovery, cafes and more, he realised service businesses were never going to give him the life he wanted. He and Dan get into the moment a cheap chemist nose strip sparked a back-of-a-napkin business plan, and why GOAT had to be a brand beyond the product. They also cover: How Ceri tells a real opportunity from a shiny object by looking for a gap in the market, the right person to build it with, and something he's genuinely passionate about Why the biggest difference between a gym and a product business is scalability and risk, with no five-year lease or six-figure equipment bill attached Knowing your numbers so that big ad spend becomes a calculated risk rather than a gamble The content playbook behind GOAT, which means filming the run clubs, rugby and gym sessions they already love and then testing, refining and scaling what works Building a flywheel by wholesaling into gyms, where members get better results and owners get an extra revenue stream Leading from the trenches, and why you can't want it for your team Systemising sooner, the one thing he'd change if he started his first gym again What's next, including a golf simulator venture, the UK expansion and the "GOAT mobile" lap of Australia Our favourite quotable moments: "If you know your numbers, then you know what's doable and then it's a calculated risk." – Ceri Cummings "People getting behind something is more powerful than the thing itself." – Ceri Cummings "I wouldn't ask someone to do something I wouldn't do myself." – Ceri Cummings "If I've done it more than twice, it becomes a system." – Ceri Cummings "If you don't take risks, you'll never know." – Ceri Cummings Resources: Dan Henderson - ⁠⁠⁠Website⁠⁠⁠, ⁠⁠⁠Instagram⁠⁠⁠, ⁠⁠⁠Facebook⁠⁠⁠ and ⁠⁠⁠YouTube⁠⁠