In this episode, Ryan sits down with Karl Goodman, co-founder of Athletes Authority, for a deep dive into how one of Australia’s leading performance facilities was built (and rebuilt) through smart use of technology, clear business principles and hard-earned lessons.

Karl explains how Athletes Authority used testing and objective data to differentiate their brand from day one, elevating athlete outcomes while creating real commercial pathways through outreach testing, front-end offers and longer-term athlete retention. He breaks down how testing isn’t just about performance — it’s a tool for acquisition, value creation and business predictability.