In this episode of the Physi.Kal podcast, Coach Kal discusses all things fitness content with expert guest Candy the Creator. They cover the importance of creating valuable content, the do's and don'ts of social media, and strategies to grow your social accounts. Candy shares her experience working with high-level entrepreneurs and achieving significant results for her clients. Tune in to learn how to take your personal brand from mediocre to million dollar with actionable tips from a fellow fitness enthusiast and social media expert.

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Timestamps:

00:00:00 - Introduction

00:02:13 - The Importance of Brand Voice

00:02:58 - The Biggest Mistake on Social Media

00:08:22 - Speaking to Your Audience with Intention

00:18:03 - Aligning Content with Your Brand

00:29:13 - Content Creation and Human Psychology

00:33:34 - Building Confidence for Social Media Presence

00:34:34 - Overcoming the Fear of Judgment

00:39:21 - Breaking Stereotypes in Fitness Coaching

00:41:00 - Moulds and Stereotypes to Break in Fitness

If you've got something to say and if you truly have a value that you want

to get across to your audience that you stand for in your product and your

business, you have to be willing to put yourself out there. Your business and

your brand is not going to grow if you are trying to talk to

Start making content. Start putting something out there. Let's just see

what is resonating in this world and just see what kind of

comes from that. Because also the interesting thing with socials is that you

You do. Everyone does. People are so busy thinking of

Welcome fitness fanatics to the Physi.Kal podcast, where we

dive deep into fitness, health and the business behind

it all. I'm Coach Kal and I am here to help you break the

mold. All

right. Welcome back, Physi.Kal ladies, to another episode of

the podcast. Today, we are jamming out about all

things fitness content. Most of you will have personal brands

or brands in the fitness space. And so this episode is

really going to be telling you all about the do's and

don'ts of socials, how you can grow on socials. So

to help me with this content today, I have brought on an

absolute expert. This guest works with high level entrepreneurs.

has achieved over a quarter of a million views for her clients, has

managed to 10x the reach of her personal brand account

in under 30 days, and has a mission to amplify

the impact of personal brands taking you from mediocre

to million dollar. But not just that! Guys,

she's one of us. She's in prep. She has an upcoming

IFBB comp. So if anyone is going

to help us to grow those social accounts, it

is going to be this amazing lady. Welcome, Candy the

Oh, that is, that was a juicy

intro. That's the most juiciest intro I've ever had. And I'm just so here

Yeah. Thanks girl. I spent a second on it. Yeah. I was like,

and you memorized that whole thing. I was like, fuck yeah. It's important. It's

important. Results. That's what we want to see as well. And

We have. I have. And it's just like, whoa, like

hearing that being spoken out loud, like, obviously, like, it's my

bio and I'm like, I know the things about me. And I know the success that

I've achieved. But then hearing it out loud, hearing someone speak about it

Good. This is what we need. We need authorities. We need experts because we

need to grow some personal brands and fitness brands here. So

I might dive in to my first question for both of

us, which is, what do you think, and

it's going to be hard to pin down, what do you think is the one

biggest mistake that you see a lot of people making

It is hard to pin down and I'm just going to go with whatever comes to

me first. And I think the biggest thing that people aren't getting across is

their voice in their brand. And when I say voice

in your brand, I'm not talking about like how you speak to your audience. I'm

talking about like how your brand creates a voice for you

without you even having to speak. Like that is like

what builds a fucking authority figure. in

the social media world right now. And because we, like, social media, like,

we all know, it's fucking in our faces all the time. P.S. Am I allowed to swear

here? Because I'm going to swear a lot. Amazing. I

will be inflamed. I'll just be like, I'm just going with it. But

it's just like social media is in our faces every single day. And

people are consuming so much content. And

if your brand and your like social media presence isn't speaking

directly to your audience and isn't speaking for you, then that's the

biggest mistake. And people aren't putting enough time and effort into building

what that is for them. And they're just getting left behind. And

I think that especially in the fitness industry, like the fitness

industry is blowing up on socials and there's

so much information out there and if you're not really congruent in your message and

your voice and in your brand, you're literally just going to get left behind. And

I think that the other thing too is having your point of difference. the

fitness industry again like the health and all of these things that

are coming out like it's a very hot topic about like what's the best health

tip like what is going to get you the best results fastest and

all the things and people are jumping on trends and jumping on fad diets and then

and then you just get to a point where there's all of this information and

people are like what the fuck where do I even start yeah

and it's like You need to be able to leverage your

voice in your brand and leverage your point

of difference to be able to get attention. And

at this day and age of social media, attention is our

currency. We want attention. We want attention

because when we have attention, we have the ability to

captivate our audience, communicate our values, communicate and

have greater impact and get better results for the people that are in our world. And

I think for businesses and coaches and

people that are trying to build a personal brand online, they

forget that. They forget that they've actually got to

speak into something with fricking intention. Absolutely.

That is actually pretty much what I was going to say as

well. And the one word that comes to my mind mostly

is around that authenticity piece as well. And you were mentioning about

jumping on board the trends or knowing your

voice or having your voice and having the profiles actually represent

that, whether or not you're speaking or not, as you mentioned. The points

in which you are speaking as well and ensuring

that you bloody stand for something. I swear. And

it's just, it's a point of frustration for me because we

have, I feel as if socials at the moment are

very politically correct. And I think so many

people are getting stuck in terms of

what they think they should be doing and producing on

socials. And it is not, as you said, congruent with

maybe potentially their core values, their true beliefs, those

things are what is going to separate you from

others in the industry. As you were saying, it's getting

bloody saturated, it's busy out there. What

are you going to do to actually be able to differentiate yourself?

And I just think people are not leaning into everything that you

just said enough. They're not standing out because they're

not voicing what they need to be that is actually

Yeah, I think there's a really interesting polarity in the

growth of social media. We've been grown up being exposed to

being judged online. Like you put a post up, you're instantly

looking at your likes, your comments, your saves, your shares, like you

are instantly judged by what you're facing up

on online. And also. For you to

be able to have the impact that you want, you've

got to fucking accept that. And you've got to be wanting to

get people's attention, trigger them and actually get

a reaction and a response. That's what's going to help you grow

and build your brand. And I think it's just like this really interesting

polarities where people get stuck of they know they need to put themselves out

there. and they're doing that but in a way that they're

like, oh this is like comfortable and I'm talking about

my values, I'm talking about like my business and

I'm talking about my service and my product and also Where

they're not getting that, like, to be able to take their brain to

the next level is they're not talking about it that's going to

really get a response and a reaction from their audience and really

going to actually make people go, oh, fuck, like, that hit me

in the soul. Like, she's fucking talking to me and triggering people.

And they're afraid of having that judgment, even though, like, every

single thing that we do is a judgment. and

people are going to gravitate towards you or not and

that's what you want. If you've got an opinion, if you've got something to

say and if you truly have a value that you want to get across to

your audience that you stand for in your product, in your business, you

have to be willing to put yourself out there and attract and

get a reaction and people are going to hate. My mentors have

told me time and time again, if you're not talking If

you're talking to everyone, you're not talking to anyone. Your business and

your brand and your service and your coaching service is not going to

grow if you are trying to talk to everyone and people, please, at

the end of the day. You need to be singling out people. You need

to be literally specifying who you're talking to, what you're

talking into, to be able to literally sift through all the

people that aren't going to be your clients and aren't going to actually help you build

a brand and aren't going to actually help you build that impact to get to

the people that want to be in your world. Because when you have a

really hot audience that know who you stand for, know

what your mission is, and actually see that and

feel that and attract to that, then that's when your brain just goes whoosh. That's

what happened to me in my brand, in my business, and I was just like,

oh, I get it. I've heard my coaches

and my mentors tell me you need to, especially the whole niching

down thing. I was like, I don't want to niche down because I'm this and this and this and

this and this. And I was like, and I love all those things, and that's what makes

me me. And also, the minute that I decided to niche

down and really step into personal branding and content creation was the minute

my business just went fucking bang. And I was like, ah!

I was like, I get it. You guys weren't talking about nothing like that actually

Yeah, absolutely. I love that so much. And it was a

lesson I had to learn as well, the difficult way.

So having an activewear brand, there is a huge push

to have inclusive sizes. To be honest, it's not

something I believe in. And I don't because I

don't, and I've said this before on the podcast, but I

hate the fact that we are glorifying people who

are obese and putting their health at risk. Not for me, not something that

my brand wants to put out there in the world. And,

you know, people can take that. It's just such a push

for you to have to be inclusive. But also in terms of the actual business side

of things, offering additional sizes costs money. Okay,

naturally more fabric goes into larger sizes as well. People

are so quick to scrutinize as well for people

actually standing for something or having a

clearly defined customer avatar. And I also

think one of these things is that the haters yell

so loud. right they are so freaking loud

we're talking one or two three comments max yeah and that

will outweigh 30 positive comments that might be

coming your way and i think that's just something for

in relation to what you were saying about be polarizing you know

create that content that might get you some negative traction but

it's going to lead you to your tribe and your people That's

so important. And so don't let those few comments that

are going to be negative impact what it

is that you're doing. And yeah, that was just something that I wanted to put out

Yeah. And I love that you're just like, no,

I stand for this. I actually don't advocate

for people being overweight or obese and that's not

something I stand for. So. No, I'm not going to fucking do

plus sizes. And it's just like, oosh, like that, that's

brand voice and that's brand identity. And that's going to trigger like a

lot of people. And also you're just like, well, that's just, that's

what it is. This is my brand. These are my values. And I'm not going to play into

societal norms of accepting that body image

and like, And that's cool. Like that's you

do you, boo. And it's just like, people who also

feel that way, but might not have the balls to voice that,

are going to support you in your business. And they're going to be like your number one supporters. And

yeah, you're going to attract comments and attract hate. And it's just

like, well, if you're not attracting hate, like, are you not doing anything? Yeah. Are

you not actually, you know, creating a difference? Are you not actually

standing for what you believe in? because when people react

to hate comments, usually it's probably something that they're dealing with internally and

they're not actually ready to face it themselves and they're like seeing you

like call out other people and they're like,

oh my God, she's got balls. And then they try and

I guess like self-soothe by them reacting to

you. It's just like, no.

So if we, because we're kind of coming into points

of, you know, the tone of voice, having a very clearly

defined avatar as well, I'd love to pull us back

to the strategy level, because in

my opinion, and comment if you think differently, that's

what needs to come first in terms of having that very clear

picture of Who are we speaking to? What's my

niche? So, and all these other questions that were in there. And

from there, you know, what are my content pillars? What am I actually going to be breaking

down my content into? So I'd love to chat about what

the process looks like for you when we're kind of starting at

Yeah. Which is going to be super controversial because I didn't even

have content pillars. Okay, tell me more. Yeah, so

I've obviously built a brand and a reputation around personal branding

and content creation and for me that truly

just stemmed from my love for content creation

and leveraging and realising my zone

of genius in the field. And I definitely like, I'd been around

all the mentors and I've been around all the things to tell me that you need to niche

down, you need to have an avatar, you need to have a client profile. I think subconsciously I

did, but it's not like I sat down and structured and

was like, this is what I'm doing and this is A, B and C and D.

For me, I'm a visual person. I do things from

visions. I don't do things from structure. Now that my business is

getting to a point where I'm like, ah, I need structure because like I've

just been creating from a place of creative love but

now it's like you need to have structure to be able to hold capacity in

your business for it to go to the next level. I get that and that's an important business

that I'm at and also I think it is with

me saying that I don't have specific content pillars,

I'm not advocating for that either. Because

it's something that I actually work with with my clients when I'm

helping them build their own personal brand, because it gives

them the clarity. And when you have clarity in

who you're talking to, when you have clarity in what you're doing, who you are showing

up as and what you want to be known for, that's gonna give you the

ease of being able to show up. That's gonna give you the

ability to be like, when days are like, oh, I don't really

know what to talk into today. Okay, well, at least I know I need to talk

about one of these three topics and that's

where you can just like bring yourself back and be like okay I just put a

single post up today about like one of my content pillars,

one of my strategies and like so yes it is very integral

in building a business that can sustain itself when you

are not motivated, when you are not inspired and when your creative flow is

at a depletion rate you have that to fall back on and I think that's

so important. So With that being said,

it's interesting the fact that I'm like, oh, I don't have

a full structure myself because my creative

flow is my structure and I know what I talk into subconsciously. And

for the purpose of helping people get clear on what they're doing so

they can show up in their personal brand, yes, I think it's important. Yes,

I think it's necessary for you to build a structural business that

has the capacity for you to show up and build a brand to

I think neither way, now that we're having this conversation as

well and I reflect on what I've done personally and also with the

business that I work for, Vibes Creative. there is

that kind of conflicting opposing

sides to this, because when I am personally testing things

for new business endeavors that I'm going to do, I might

not necessarily start out with content pillars in that sense,

but we always will for clients to have that clarity. So

it's interesting you mention that. And I think also though,

The approach where I will just kind

of feel it out is one that I also

do value because essentially you're just

in your data gathering phase as well. If we're testing a

very new concept, one of the best

ways I believe for business is to determine whether or not something has

legs is to start making content. Start

putting something out there. Let's just see what is resonating

in this world. Let's dip the toes in and just see what

kind of comes from that because also the interesting thing with socials is

that they will tell you, they will tell you which

direction is kind of resonating, you know, which of these posts are

getting more views, this one maybe got a little bit more engagement, this

one sucked balls, you know, and so that approach

is also really good. So I think one message I would say

to the audience is, If you're getting stuck at

that starting point where you are

purposely getting in your own way not making content because you're worried

about not having brand, not having content pillars, not

having those ideas down pat, just

Just fucking start. And that's what I mean in what I said. I

built my business from a place of just

starting and creating the content and then from

when you have the content you can actually like you said you

can see you can use that as data analysis and you

can actually see what you're kind of creating as

your personal brand and as your identity and then that gives way

that creates an opportunity that allows space for you to go are

these this is what I'm talking into because you

will gauge what feels good for you to talk into.

You will gauge what gets a reaction that you're like, oh

yes, you know when you're on one, when you

put out a message and you get the response and you get the engagement and

you get the things and you're like, that's my zone of genius. And

this is even like my own experience and my own story. I've

come from a background in nursing. I've come from a background in

bodybuilding. I've come from a background in coaching. And

I knew that all the things, and I knew all the things about showing

up and building a brand and having an avatar and I was doing it and I

felt like it was groundhog day every single day. And I was like, oh, they're

just, I was like, but I'm doing all the things. I've got all

the, like the strategy, the avatar, and I'm

showing up and I'm talking about my niche, but

I'm just not getting the traction. I'm not getting like the movement that I

want to. And then as I pivoted

into content creation, that was my essence. That was

my, that was my deeper mission. That was something that I was so divinely

gifted in creating and putting out to the world and started stepping into

that. That's when things just went like boom. and

it flowed, but I had to create the content and

continue to show up in just like creating content.

to be able to uncover that and to then be able to build the structure that

I have now. Yeah. But it's just like, like you said, it's like if

you're feeling stuck, if you're feeling like you're not getting anywhere

and you're not getting the engagement and you're not getting the traction that you really truly

desire and you know that is capable because you've seen other people do

it, it's just creating the content. Fuck the

content pillars. Fuck the strategy off to the side. Just keep showing

up until you feel aligned to what you're actually talking

about, because that is when the authenticity aligns with

the brand. And that is what builds the voice. And when you have the

voice and you have the brand and the alignment and all the things are congruent, that's

when shit takes off. That's when you build

a personal brand from mediocre to billion dollar.

Love it. I love it. And that resonates with me so much as

well, because I went through that exact same process of, especially

even just in this podcast, feeling because I haven't bodybuilded in

literally six to seven years. It's been ages. I've been

out of the scene. When I came into starting Activewear, I

wanted to find a niche and I was like, well, I do still love everything about

gym and bodybuilding, right? So a niche down there, we know that these are people, my

brand was for people who wanted to be seen. I'm like, well, who wants

We literally get put on a stage and judged on our bodies.

Yeah, exactly. And so from that, I,

created the podcast as a marketing asset for the brand, but

feeling as if I needed to speak

to bodybuilders and kind of go toe to

toe with them. Not that it's meant to be a competitive thing, but

try to keep up with them in conversations. But the reality of

that is that's not where I'm at right now. The thing that

I am good at, at its core and

I could speak on forever is this stuff. And so for, Like,

this is honestly, actually, apart from a few solo episodes I've done,

this is the first conversation I've had with someone in terms of

socials, what I do, what I feel is right for me in

the fitness space. And this feels great

to me, talking about this right now, because it is what

I know best and what I can jam out to. And

so I just love everything that you say, because that's the exact process you've apparently been

on. I've been on it as well. So as you were saying, that message

to take home is just, if what you're doing at

Yes, literally. And it's just like,

you need to just go through the motions of figuring out

what that is, because you're not going to have it figured out straight away. Like I've

been bodybuilding for years and I've been competing and

I've been showing up and sharing my journey and

talking about bodybuilding, but in my essence, I knew I wasn't a

coach. I knew I wasn't a fitness coach. I have a passion for

mindset and personal development and I was showing up doing

those things because I thought that, oh, well, if that's what I'm passionate about

and I love doing myself, well, then maybe that's what I'm supposed to be doing. And

there was just always that little piece of me that was just like, But

it's not fully it. But I had to go through all the

things to figure out, oh, content

creation, personal branding. I am a creator. That's my

name is Candy the Creator. And I'm so integrated and

aligned with what that stands for, that as soon as I stepped

into that identity, I became my own brand, I became

my own voice. And that's when it's

just showing up becomes so easy and effortless. And as you would know, it's like,

yes, I have all these pieces of the puzzle of who I

am, you know, as a character, as a human, I have different traits

and I have different hobbies that I love to do and I love to, and I

enjoy that makes me, me. And also just

because I'm a bodybuilder doesn't mean I have to be a coach. Just because I do personal

development doesn't mean I have to be a mindset coach. And

what really fuels my soul is content creation,

is personal branding, and being the amplifier to other people's

missions. So that is my deepest mission. Is the content creation

is really good because I'm a creative mind. So I get fulfillment

out of making reels and videos and all the things. But

the deeper mission is being able to play a role in someone else's

mission so they can have greater impact. That's where the personal branding

piece comes into play. And it's just like, Oh, that's the juice. That's the

squeeze. And it's just like, yeah, I love it. I love

it. And once you become aligned to your mission, whatever it is,

if it is being encouraged, if it is having a active

wear brand that doesn't sell plus size,

fuck yeah. Yeah. Like you're just like, I stand for

people wanting to be seen and creating an

opportunity for people to align to that brand. And that's all that you're doing at

the end of the day is just creating opportunities for people to feel welcome and

to feel seen in your space and in their

Yes. This is a fantastic lens to look at

it through as well. And I think One

thing, and I touched on it a little bit before, is that a lot

of people in the fitness industry, if they're not trying to be fitness

influencers, say they're just, you know, PTs, nutritionists, dietitians, physios,

whatever it may be, they may look at content creation

and just bleh. vomit. You know, there

are people out there and this is not their jam, but it's

a necessity for them in terms of building their fitness

business. Yeah, exactly. And so let's chat

a little bit about some maybe easy ways

right like into like the content creation game yeah for

people that because I actually do have like quite a lot of clients and

that was kind of like my pivot was like maybe I can just help other

coaches build their personal brand because I've built a brand for myself then

I can use what I know to help people build their own brand and

I think like the easiest way to get into it is Like, I

go through a process with my clients of like, okay, well, what,

like, it comes back down to the content pillars and the strategy at

the end of the day. Full circle. But it's just like, okay,

what the, like, what do you want to be known for? Get that straight.

What do you want to be known for? Do you want to be really good at, like, do you

want to be the booty girl that talks into that? Do you want to be about, like,

if a fixing macros diet? What is the thing that you really

love in your journey and that you provide to your clients that

you want to be known for? Get really, really good

and clear on what that is and then make content

Because that's my voice, yeah. And that's something that I had to accept too,

because I constantly was like, oh, I've just posted about this a few days

ago. It's like, yeah, I'm going to post about it today, and the next day, and

the next day. That is a point of building a

personal brand, is people know who you are

from what you do. You see people, like evidence-based trading. who

blew up in socials in the last few years, because

I actually went to the gym that he was a floor PT

at years ago. He was literally a gym PT

on the floor at Good Life, and I remember seeing him

there. And like now he has this huge brand.

He has built this massive, massive personal brand from talking

day after day after day about eating in a calorie deficit if

you want to lose weight and also calling people cunts and doing flight kicks. Everyone

knows that that is the ABT brand because he's done that

day after day after day after day after day. So as soon as you're scrolling,

you see like Cunnies or like, and then you see Cunnies eating

a calorie deficit and him doing something stupid because it's entertaining. He's

created a personal brand through the simplest things and

showing up and sharing the same message every single day. So

it's like, get clear on what you want to be known for. Talk into that every

single day. And that's what's

Definitely. And I think also a point I would add to

that would be find whatever the content

type is that is easiest for you to

make as well. So something that we've only

just started kind of getting into with clients and also that I'm going to do for my own

brand, reactions videos. Reactions videos are bloody huge.

But one, you're leveraging what is already viral. make

sense, use their hook, it's the thing that's gotten that video to

the point where it's at, but it allows you to provide some commentary and also

to establish yourself as an authority or an expert in

relation to that video as well. And it's a very easy

way for you to just hop on the back of another piece

of content that is, you know, doing particularly well. And

that's something that I've personally found has been quite easy to

make as well. Others might be videos. I

know there's a lot of videos at the moment that, and I've seen you post about

this, so provide your context on this, but it's just about letting

the video run short and having the amount of text on the video that

is readable within the timeframe. cause people to re-watch

the video again as well. That stuff, like not too

Is there any others that you can think of? I think like, yeah,

like there's definitely like a number of kind of concepts

that I use and leverage because I believe like different types of

content style is going to get you a different Like response, for

example, like the shorter videos where you've got longer text over, like

that takes longer to read than what the video plays. That's going to get you

more views. So that's going to get you, you know, shared across a

wider audience. Does it necessarily mean

that it's going to get you more followings, more clients and more business? No. but

it's giving you more attention for people to come into your world.

And then it's just sharing entertainment, for example.

So one of the reels I did the other day that did really well was a

mock video. It was like, I'm a content creator. Oh yeah, I did see that.

That was good. The engagement I got from that was hectic. I

had got hundreds of likes and comments and shares and

saves because it was funny and it was relatable. And I made a

dickhead out of myself. And people were like, oh my God, but

it's also so interesting because people, I'm reaffirming

my authority because I'm calling out, I'm a content creator. And

I'm also showing the confidence to actually stand in the middle of

the busiest walkway in fricking Burley and stand

there with a tripod and take photos of myself. And people were like, oh my God, I can never do that. Yeah, but

they find it so entertaining because I was calling myself out and I was calling other

people out. So it's just like being able to use different

strategy styles and like you said, like whatever is easiest for you,

but you need to also be able to diversify your content because you

need to be able to talk into different audiences, because

there's people who are going to gravitate towards the entertainment or the

long form reels. There's going to be people that just, they don't want to read what

you have to say. They just want to look at a screen and be like, oh yeah, that's that information instantly.

Like you need to be able to, and this comes into like human psychology and

this takes it like a whole different route that I could talk about as well for

days, but it's like when you're creating content, you need to

not only consider the concept, what you're talking

into. what value you're providing, and also you

need to pay attention to every detail of

the content in the sense of how it's actually being

conveyed. Is it hitting people's visual cues? Is

it hitting people's auditory cues in the sense of like hearing

things? Is it hitting people in the feels? Are you attaching the

right song? Are you using the right language? Are you making people

emotional? Are you making people react? There's

so many different things that you need to consider when it comes to content creation

to be able to get, I guess, the most response.

Because you can provide the value, you can jump on trends, you can jump on

just reacts and stuff like that. And also, you

need to consider Well, you don't need to, but you're going to get

a better and leverage your content by considering

all avenues of how people process information and not

just utilizing one type of content. Yeah. Because

each different type of content is going to give you like, like while

saying like the shorter reels. they're going to probably give you more views,

but are they going to get you many saves? Probably not. But you

providing an educational video of you talking about a specific topic and

providing information to your audience for a minute, that's probably going to get

a lot more people in your DMs wanting your service, but

it's also probably not going to get as many views. So it's just like you

need to understand the different roles each type of content plays

in your business and actually fulfill all of

those for you to have a full rounded, a full business that

Yeah. And I think that's such an important point that

you're mentioning there as well, because as well as having the

differentiated pieces of content, as you're saying, it's

going to target different people as well. Your content, despite

the fact you might have tightly defined your avatar, some content is

aimed at bringing in new people. Others should be

aimed at nurturing. Yeah, exactly.

We're so aligned. We're the same

person. So good.

All right. So in order to, okay, actually

one question I would have as well is in and around confidence.

So I think a lot of people, as well as not knowing

what content to create or a feeling or perceiving

a barrier in terms of them actually going to create the content. A

lot of people are in confident or

in showing up online as well. I would say there's a lot of hesitancy in

Any advice? Well, how

do you think confidence grows, right? Like

confidence is really just a mirage people show up as. Like

you have to, I guess, put yourself

in a position of how you really think your business is

going to grow if you're not showing up. confidently. Like,

you wouldn't go to a store and buy a service from someone who's

half confident about the service they can provide for you. That

you, like, if someone's confidently being like, yes, this is going to be amazing, it's

going to give you this, this and this. Internally, they might be like, second

guessing themselves or being like, oh, fuck, I don't really know. But if they're showing up confidently,

you're going to want to buy from them because you're like, oh, yeah, you're building

that trust and rapport with them by showing up confidently. I

didn't always have the confidence to show up, but I knew that I had to

show up confidently in order to one, build the confidence and

then also build the authority for people to be like, wow, she's so confident. Yeah.

Like I remember literally this is like how much I've grown

in like a few years of just like doing the work day and day. Like I

remember a few years ago before I started like my personal development journey and all the

things like I could not go down to Burley

and go for a walk by myself without being so insecure

of people looking at me. I felt like

I either had to be on my phone, I had to be carrying a cup of coffee,

I had to be listening to music because I felt like I needed to

be doing something because I didn't have the confidence to

just be and to just show up. And

so that's what I mean. It's like you constantly show up every single day to

build that confidence. Me, three years ago, being

like, oh, hey, you literally just filmed a video in the

middle of the busiest street in Burley and put a tripod

in the middle of the busiest street in Burley and took photos of yourself. I

would have been like, absolutely fucking not. Would I do that? Hell

no. But it's just like, you have to just continuously show

up and just accept that confidence is required to

Yeah, agreed. And also I would say,

no one cares. No one cares. No

one actually cares about you as much as you care about you. Yeah. Sad

fact of life, but also really empowering fact as

well. You know, we were talking about the fact that you

know, certain accounts are going to be

replicating the same content over and over and over again. The reality of that is

as well is that the people who are your followers are

not going to be receiving all of that content. Same applies for

this situation in terms of confidence. no one gives

a flying fuck. No one is paying attention to you or what you're doing

as much as you're scrutinizing yourself. In fact, I would beg

to argue that a lot of the people, especially the ones who are going to be your

initial followers, are going to be the ones in your circle. They're

the ones that are cheering you on. So, you know, you've got that time and spaciousness

almost to be able to builds that confidence within yourself, within

your brand, and then maybe you can start attacking some of the more polarizing bits

And it's just like, and also being okay with people not

supporting you. Yes. It's a good point. Because it's

so interesting when you build a business, sometimes you, the

people you expect to support you don't. And

then you'll have all of these people come in from your world

that you didn't even realize were watching you come

in and be your biggest supporters. And you're like, what the fuck? Like,

it doesn't make sense and it doesn't have to make sense. But the

fact is, is like you continue to show up, you build the

confidence to show up and to continue to be

the face of your business and the face of your brand and the face of your service,

you're naturally just going to create this stigma around you

that you are confident, even if internally, you're still just

like, oh, I don't really know what I'm doing. But it's just like, You

have the confidence to show up. You do. Everyone does.

Just, just do it. Yeah. Just do it. And it, and

I think the biggest thing is something that really landed for me

when I started showing up is people are

so busy being in the thought of what other people

think of them. They're not thinking about you. Yeah. People

are so busy thinking of what other people are thinking about them. They actually don't

think about you. I love it. It's a full

paradigm shift. It's a full paradigm, but it's true. Because

I felt that when I started doing it. And I would walk

around and I was in the thought of what other people were thinking about me, not

realizing that no one else is actually thinking about me. Because

no one cares. They're in their own world. So it's

just like, OK, well, if that's the case, well, then I'm just going to show up and be who

I want to be, stand for what I stand for, talk what I want to

talk into. And the people who resonate with that resonate with

that. And they're going to be the ones that follow me. And they're probably going

to be the ones, when I get to where I want to get to, be like, how

did you do that? It's just, I did the things day

after day after day and just showed up when I didn't really know

Exactly. And to add to that, most

of you have done the hardest part. You've built a business. Yeah.

You had the confidence to build a business. Yeah, and

you're saying that you're scared to step on social media,

like put that into perspective and apply

the lens that it deserves with that as well, you know,

you have achieved the biggest thing at the very least. what

you could do for yourself is promote the damn thing that you've spent

Like, I love that you it's like bringing it back to the fact that you've

done the hardest part is being like, I'm actually gonna, I've

had all these thoughts because everyone has thoughts. Everyone has ideas.

Everyone's like, Oh my God, that would be such an incredible business. How

many people are actually doing it? If you've actually started

the business, you're already 10 steps ahead of the game because

you've had the confidence to do that. Utilize and leverage that

motion piece and that to build momentum to keep

showing up in the business. One of my mentors told me,

it's like, you're actually doing other people a

disservice by not promoting yourself, by not

showing up. Because you've got a product and you've got a service that

can help other people. And at the end of the day, The greatest

fulfillment comes out of impact. It comes

out of helping other people. Yes, it fulfills you because it's something

that you value and it's your mission, but it's this constant flow

of showing up. It's this constant flow of having impact and

being able to provide a service to other people. If

you're not showing up and selling that and actually helping

other people get the results that they don't know that they need or

Absolutely. Got one final question for you, babe. So,

Physi.Kal brand is all about breaking the mould, standing

out, tearing down stereotypes, particularly in fitness and fashion worlds.

Yeah. What is a mould or

Oh, what a juicy question. Um, I

think in relation to health and fitness specifically,

I think that there is

this massive call towards, and

I'm going to, I'm going to lean into coaches here and Pitt, this is

probably going to be fucking triggering. And also it's just like, you actually

don't have to have done the things to be

a good coach. Like, there's

so many people that be like, oh, I don't want to go with this coach because they actually haven't competed before.

Who fucking cares? If they have done the research

and they have worked with people that have

gotten the results, they know what they're fucking doing. It's

just, I see it all the time and I see people being like, oh, you

know, like, like I just call bullshit on it. I'm just like, there

are so many incredible coaches out there that

may not have competed, but can produce the

best athletes on stage because for

them competing might not be their thing, but coaching is. It's

like, if you're looking for a service or a coach or

something, it's like, stop limiting your

potential by trying to find someone who is on

the same level as you. Find someone who is

literally producing the results in other people.

go towards that. I think that's brilliant. And it's an

interesting perspective that people apply depending

on the industry that you're within as well. So

within certain areas of life, people will expect that

you have done the thing. as well. You

know, you actually, I don't know, have a podcast if you're a podcast producer, or

you have X if you're whatever. But if you think about a

context of sport more broadly as well, some of the best,

highest level coaches, soccer teams, whatever it may be. Yeah, they're not

the players. No. No. No, but people

Yeah. It's because people have different zones of genius in

their element. So it's just like, even like

with my personal brand, I was like, I know it could be better. And

also, I'm really fucking good at channeling other people's visions and

creating a personal brand for them. That is my zone of genius. Yeah,

I'm really fucking good at creating content too because I'm visual and I'm good at

all the things. And I also know that it could be better. But

I get greater service and impact out of helping people get

the clarity they need to build a brand. That that's

the difference is like, look at someone who is creating

the results that you want in other people, leverage that and

Candy the creator. Thank you so much for joining us today.

This has truly been a really wonderful

conversation for me to have. I completely feel

at home in this and you've helped me to kind of bring that

out through the podcast. So. Thank you so much. And if

My number one handle is Instagram. It is candythecreator underscore.

She has actually a really awesome broadcast channel as

well. I've been loving all of the content in there. So yeah, if you're

after any content creation, tips, tricks, all

of the stuff, go give this girl a follow. She's great. So if

you can leave a five star review on Apple Podcasts or Spotify and

subscribe to us on YouTube, drop any comments on

our socials as well. We are at fizzy.cal. Thank