Upcycle Coaching and The C.A.N.D.Y. Method with Ly Smith

What Makes a Good Coach with Alix Best

Alix Best is the head coach and founder of The Swole Kitchen. She’s a well recognized and respected certified nutrition coach, NASM personal trainer, and movement specialist. Alix is also the COO of a sports performance brand, Swolverine.

In this podcast we dive deep into what makes a good coach versus a great coach. Alix gives some great examples of good coaching qualities and how coaching makes a lasting change for clients. We talk about a “cheerleading coach” vs. an “empowerment coach.” We also get into how we are a product of our environment and that we shouldn’t be so hard on ourselves. It didn’t take 30 days to get here and we can’t expect that it will take 30 days to get out. Reach out to Alix for coaching advice and to learn more about her nutrition coaching today!

Get your supplements now at Swolverine and use code MindBodyBuild for 10% off

 

Written Transcript

Ben Florsheim 

Welcome back to the MindBodyBuild podcast. My name is Ben Florsheim, I’m your host, and today I’m joined with Alex best. And I am super excited to have her on here. Just had Walter on on the last podcast here. And she is co owner of Wolverine with Walter. And they are also romantically involved. So I’m super excited to have Alex here and gotten gotten to meet and actually meet her for the first time within like the last, what, two or three weeks. Yeah. And you know, Walter and I go back a little bit further and awesome to reconnect with him and meet you as well. gotten to know you a little bit, but you know, wanted to have you on. Alex is also owner of the small kitchen. And she is a nutrition coach. So wanted to have her on and hear a little bit about that, but also wanted to hear a little bit about about her background and who she is.

Alix Best 

Thanks, Ben, super excited to be here. I mean, when I met you a few weeks ago, you can tell that you really make a lasting impact on people. And that’s kind of a real big talent of yours that I think comes naturally, right? You can’t really teach somebody how to do that. So I’m really excited to be here. I don’t know what’s gonna happen, what I’m gonna say, but we’ll figure it out.

Ben Florsheim 

So, why why did you want to become a nutrition coach? Where did that stem primer come from?

Alix Best 

Solid question. So I was pretty fortunate I grew up with my mom with a really good foundation of food grew up with gardens, you know, grew up with a lot of access to good food, she took very, very good care of us, and then gotten to college and I, so I have a public health degree, I have a Bachelor of Science. And I pursued a minor in nutrition and ended up just wanting to graduate anyways. And so I exited out of that a little bit early. But in the basic nutrition, foundation of that education, or that minor, really opened my eyes to what people don’t know. And I think a lot of those things that I was taught, I think I kind of expected other people to know, you know, it’s watching my friends. And I was like, why don’t you do this? Why don’t you do that? You know, and so they come to me for questions and flash forward into stepping into Wolverine, and we’re at events and you know, we’re talking to people about supplements and why they should or shouldn’t be taking them and, and then it came to a question where it’s like, what’s your nutrition? Like? What do you what do you eat? You know, what does that look like on a daily basis? And people look at us, like, we’re crazy. They’re like, I’m trying to buy some pre workout, like, What do you care about my food? You know, and and a lot of times, we would actually tell people, you know, I don’t have anything to sell you right now was, here’s my phone number. Here’s my email, let’s talk about your nutrition. Let’s get that dialed in before we add some, you know, product in which you know, that’s a pretty different approach from supplements, I think in general. And so it’s a little bit of personal passion. It’s a little bit of, I’ve always wanted to coach and lead people, I think I’m a natural born leader, I like to claim that and live that and then bridging it into nutrition, it kind of gives us an opportunity to provide a whole whole approach to a person rather than just selling a product.

Ben Florsheim 

I like what you said, I think Walter put it. We’re not the first nutrition company you’re gonna try were the last Yeah. And you know, I really feel that walking into the showroom that you guys now have in Reno, congratulations on that.

Alix Best 

Thank you. Lots of flooring. I’m sure my followers are pretty sick of that.

Ben Florsheim 

But yeah, like, you know, coming into the showroom, talking to you guys. bringing other people in the showroom, watching you guys talk to other people, right? And then getting getting both sides of it. Being able to be there, you know, firsthand. And watching you guys work, right, like you guys are not just salespeople. Yeah, you know, I would say that you guys are like, not the furthest from it cuz you guys are owning a business and you’re trying to make a living. But, you know, you’re really trying to, you know, let people know what they’re buying what’s in the product, what they should be buying what they may not need to buy, you know, and you and I’ve even had conversations like that, what are you taking? And I’m like, taking like, two handfuls of like, whatever. And, you know, I mean, there’s a few things that I know that I’m taking and a few things that I’m like, well, other people are taking this I think I’m just gonna kind of add it in. Right. Yeah. And that’s not you guys. And I think that that is so admirable, and you know, shows what kind of companies Wolverine, it really is.

Alix Best 

Thank you know, I mean, we really actually just pride ourselves on having integrity and in a business. You know, they call it a red ocean. A lot of people are like, why did you pick supplements, it’s so busy already, you know, and we’re like, because people aren’t making an impact. You know, I want somebody to be able to use supplements out

Ben Florsheim 

there. So

Alix Best 

I can’t tell you how many like proteins or pre workouts of puke, laid on the gym floor and just be like, God saved me. You know, and just finding the individualized approach and selling it to people with integrity so that they trust you, you know And I think that that’s what we go home after a 12 hour day, 14 hour day, after an event, and we know that what we just gave somebody is not only going to work, but it’s going to create, like a kind of a lifelong customer. And that’s more of a focus. You know, and that’s why don’t sell product to people who don’t have their nutrition in line, I want you to be a customer of ours for life, I want to create, like a very trusting relationship. You can say this my favorite company, and they are because they care, you know,

Ben Florsheim 

so I totally dig that mentality. And I and that’s what I’ve done inside my business as well, right? Like, I want you to be a customer for life. Like I’m not, you know, I’ve been to therapy for years and years, I’ve had other life coaches in my life. And, you know, not one of those guys that’s trying to hook you in, and how many sessions Can I get out of you? It’s like, I want to work through a goal, what you know, and then it’s like, okay, we’re gonna let you go fly, right, like, we’re gonna let you live live out this, you know, goal that you’ve accomplished. Come back to when you have the next goal. Yeah, right. Rather than like, week over week, like,

Alix Best 

is that not so fulfilling? Yeah, like, is that not so rewarding that you can like, open people’s eyes and give them I’d like to put it this way like to say that everyone has a tool belt, right? And when they come into coaching, or coming to supplements, or or just life, right? or friends with people, and everyone has a tool belt, and it’s our responsibility to kind of say, Well, what kind of tools? Do you need to do the job that you want to do? You know, and they’re like, no, so then you create this relationship, and you create this trust with people and like, Hey, I have this tool, I’m not just gonna tell you how to use it, I’m gonna teach you how to use it. So you can put that back in your tool belt, and you can go build whatever you want. I mean, I’m sure you see that with life coaching, right? For sure. So

Ben Florsheim 

I don’t want to go too deep into this metaphor, but no, but this brought up something for me. So I don’t know if you can relate to this. Or if you have clients that can relate to this, where, you know, we have this tool belt, right? Like, we’re like, we, you know, I’m gonna go deep, deep. So we have this tool belt that, you know, we grew up with, that we learned from, you know, those around us, and you know, how he grew up and what we grew up with, and what you know, etc. And then so when somebody is like, Hey, here’s this new shiny hammer, you’re like, the rusty or that I have, like, works? And I know it works, right. So like, you know, handing this new tool to somebody, and they’re like, I don’t know, if I trust that. You know,

Alix Best 

I love this, because I haven’t thought about that. I really haven’t, you know, wow, go into more. Let’s keep exploring. Yeah.

Ben Florsheim 

So so like, you know, so what the metaphor is for, you know, for those that, you know, we’re talking about this tool belt, all these tools, right, so, so if I put it into kind of layman’s terms, right, we, you know, we’re a product of our environment. I truly believe that. And, you know, upbringing and ancestral schooling, friends that we’ve put ourselves around foods that we’ve been taped, all of these things have become comfort, right? Even things that are not necessarily good for us, right? Like, there’s comfort in the chaos. And so so through that comfort, you know, if somebody is like, Hey, I really want you to try something, right. We see it with fad diets all the time. So hey, here’s the diet, it’s gonna work. It’s worked for, you know, every single influencer that’s ever talked about keto, right? And so it’s this new thing, this new shiny thing, and they’re like, Oh, I don’t know if it’s gonna work, right. I don’t necessarily believe that fad diets work. But just to give an example, right, so I’m like, Hey, you know, you know, we’ve been in this cycle for years and years and years, how are we going to intervene in that, and giving them these tools, and then they fall back to the cycle because of that comfort? So that makes sense.

Alix Best 

Yeah. Yeah.

Ben Florsheim 

So have you have you noticed that any clients?

Alix Best 

Absolutely right, I think it’s, I focus so much on trying to, you know, strengthen that trust and teach them why it’s shiny, and why it’s new that you? I mean, I think you have to do that as a coach, because otherwise you get stuck in it, you know, and then you’re, then you get discouraged as a coach, and nothing’s worse when you’re trying to lead someone and you’re trying to teach someone and tell them to, you know, do something and they’re like, well, you don’t even sound like you boy, you know. And so, yeah, I mean, I think that’s a great analogy.

Ben Florsheim 

Yeah, and that trust, right, that trust is huge, you know, doesn’t matter what kind of coach you are nutrition coach, Life Coach, you know, strength and conditioning coach, you know, whatever it is, like, there has to be that level of trust. And, you know, some of that is through certification. Some of that is just through life experience, right?

Alix Best 

Well, and also in teaching them how to trust themselves, right? And that’s kind of that thing, like, I’m gonna hold your hand I’m gonna, I’m gonna walk with you side by side. I’m not gonna leave you, you know what I mean? But how can we get you to trust yourself

Ben Florsheim 

so that you don’t go back to those habits that you don’t feel like those are more marketable than the, you know, this new, newer way of looking at things. And that trust I think, is from a coach standpoint, it’s so much more powerful if you can see how you can change rather than me giving you the way to change Right, like I can give some some guidelines. Yeah. But if that client can see what’s going on and have their own awareness about it, the lasting effect, I’ve noticed is so much different and so much more profound.

Alix Best 

Yeah. Yeah, absolutely. You know, the proofs in the pudding, right? Like every coach has their methodologies and their ways of doing things. You know, some people, you’ll see it in template programming, I personally don’t use any template programming. I think it’s a harder way to coach, I think it’s much more time involved. But I think that it’s much more fulfilling, you know, so for people that don’t know what template programming is,

Ben Florsheim 

can you explain that?

Alix Best 

Yeah, so template programming,

Ben Florsheim 

there’s a lot of people out there on template programs that don’t know,

Alix Best 

okay, all right, my friends. So template programming, I don’t know, if you’re on a template program in two steps. One, it’s cookie cutter, it’s like, you know, this is the same program I gave Ben, and it’s the same program I gave Janet, the last week, you know, they might have two completely different goals. And it’s just this framework, because I’m pumping out clients. And, you know, it’s a 123 step process. And if you don’t do it, well, sorry, you don’t you don’t make the cut. In my opinion, I don’t think that’s any different than giving someone a diet, you know, and programming a diet and and just being like, oh, sorry, it didn’t work. That sucks. You’re just gonna be the way that you are. You know, and so when you work into customized coaching, and Ben, you do this with your life coaching, you know, you really dig into the person and dig into their, their methods and their habits and their beliefs and their value system. And then that’s what you create a program from, you don’t say, you know, here’s this five step process, follow it, and we’re done. Yeah, you know, and I think you can agree, I mean, I want to be the last coach you ever have to have, you want to be the last life coach, you can always come back to me, you can always come back to us, we’ll help you every step of the way. We can revisit things if you fell back down the hill, no problem, we’ll help you put your boots back on and get back up. But I like to tell my clients like I’m going to coach you out of coaching, because I’m gonna coach you how to coach yourself.

Ben Florsheim 

I love that, you know, yeah, really teaching them how to be their own coach. Yeah, almost. And, you know, bringing more awareness into their life. Like that’s, that’s what I that’s what I see in my clients, for sure.

Alix Best 

Yeah, it’s like I heard, I was kind of a few months ago. I don’t know why or what it’s from, but we’re talking about the grocery cart kind of analogy. I’m a big analogy person, I don’t know. It’s like self autonomy, teaching yourself self autonomy, and how to keep yourself accountable. And it’s like, do you return the grocery cart at the store? Or do you just leave it in the parking lot? Or do you take it halfway to the, you know, the carpet? You know, and I think that’s some of my clients that come in and are really struggling with the process. It’s like, Alright, let’s start with your grocery cart, and they sent me over the store. What do you do with it? Let me know. And then we’ll program Well, are you going to take it to the bin or you’re going to take it back to the front of the store? It’s so simple, right, but I think that’s the shit like everyone overcomplicate and everyone’s on social media, like, you’re fucked up from childhood, you have all these mind issues, and all this kind of stuff. Like we’re not therapy. I know, we’ve talked about this, we’re not a therapist. But in a way, you kind of have to act like one. But at the same time, like we’re here to coach you, and empower you. And you know what I mean, bring light to some of the dumb shit that you do that makes life so much more complicated than it needs to be the five why’s, right. So it’s like you have a client who comes in to coaching and they say, Hey, man, I want to lose weight. Like, why? Yeah, why? I want to, I want to fit in these pants that I really like. Why? Well, they’re Levi’s. What’s great about Levi’s, you know, that I feel like they make me look like, more manly and make me look more attractive to you know, women. I mean, I really want to pick somebody up and I haven’t dated in a long time. Why is that important to you? Why do you want to date? Well, I feel lonely and I missed companionship, you know? And then you ask why a couple more times. And next thing, you know, you’re you’re not at losing weight, or some blue jeans. I mean, you’re in some, some deep, deep stuff there. But I always think that’s an interesting exercise.

Ben Florsheim 

Yeah, we talked about the, you know, the initial Why is like, I want to lose the 20 pounds. Yeah. And then you start peeling back the layers of the onion, and it’s like, No, I want to, you know, I want to have an intimate relationship and feel good about, you know, who I see in the mirror, or, you know, one of the ones that gets me is like, I want to be able to, you know, play with my grandkids.

Alix Best 

Yeah, get down on the floor. Yeah. And like, you know, run around with little people or have sex with the lights on or

whatever it is, you know,

Alix Best 

go in a store and not have to, you know, be in a certain section, you know, or get shipped from your parents for the way that you look. So what is like the initial call, or, you know, new client shows up, you know, what’s kind of that process? What

Ben Florsheim 

does that process look like? Cool.

Alix Best 

Good question. So with coaching, we have a client so I have a client, contact me on a basic form, you know, basic info form. It’s a couple questions like How old are you? Don’t actually doesn’t even ask, how old are you? It’s just like, What’s your goal? What’s your activity level? What do you want to do? And so I’ll reach out to them and I’ll say, hey, let’s let’s hop on a quick phone call. This is a really nice time for you and I meet each other, you know, meet your head coach, meet the person you’re going to work with, see if I’m even a good fit for you, I’ll tell you about programming and let’s talk about your lifestyle. I’d say you know, about half time phone call scares straight out people. You know, I mean, I’ve texted with some people, I’ve emailed with some people, for some reason people don’t like the phone. I mean, I don’t really like talking on podcasts. But here I am, you know, do hard things. But once you’re on the call, you know, you talk to them about their lifestyle, you talk to them about what’s in there, you know, you find that sticking point. And you get down to that why, like, what’s actually going to be the reason that you show up on your checking call on the weeks where you feel like terrible, where you feel like you’re a failure, where you feel like, nothing is working, where you feel like, you know, the world is against you that you’re gonna trust in a complete and total stranger, you know, and that’s what I talked to him about. And I present them with, you know, a little bit of a framework of what I think that they need, or what i think that i can provide them with coaching, and then I leave it in their hands. You know, I’ll give them a timeline. If it’s Monday, I’ll get them started Friday, you know, or whatever. And then kind of take it from there.

Ben Florsheim 

I have somebody that called me for, she just wanted a little bit, you know, know a little bit more about coaching. And I use one of the examples of one of the clients that I have right now, first year I was with this client, he’s a real estate agent wanted to sell 12 houses that first year. Second year, bumped it up to 24. So the second year was last year, as of December 30. He closed his 24th House last year, which is huge for him, right, he doubled doubled over a year. And so one of the things that he and I talked about that I had mentioned to her was how do you celebrate your wins? And she immediately went into Well, when I close a big deal, I go out to dinner with my husband, or, you know, I do whatever it is go out to lunch, but you know, give myself a pedicure. Right? Yeah. So that’s, that’s a big win. And I was like, Hey, what about the small wins? Ben, what do you mean? I said, Okay, here’s an example. So my real estate agent got up the other day, and he started making cold cold calls. Fucking hates cold calls. Yeah. Right. I

Alix Best 

mean, who doesn’t?

Ben Florsheim 

But the point was, is that this this this year, he wants to sell 36. Okay. Okay. So my question to him in our call last week was, you know, not that the 24 home salesperson was bad, right? But you have this old self and this new self that you want to step into? Yeah. So how do you get you know, what’s the difference? How does that how does that new self celebrate small wins? So I was like, dude, that’s amazing that you just got up and started doing cold calls. Like, that’s that 36? home sold real estate agent, right? Yeah, the end celebrating that. I did that without anybody even asking me to do it. Just because, you know, I’m starting to step into this new self. Yeah. And celebrating those small wins. Because, you know, otherwise, we’re, you know, we’re stuck in that old self, we have to move forward. Yeah. And, and she was like, Oh, my God, like, yeah, small wins, small wins. And, you know, I may, she may not come back. But like, I think what, like, most of my clients, they’ll come back, you know, a couple weeks later, a couple months later, cuz they’re like, man, I got so much out of that first, you know, free consultation. Like I ran with it. I’m like, that’s awesome. Like, yeah, you know, if the free consultation is all you need,

Alix Best 

yeah, cool. Yeah. And that’s kind of the beauty of the, of not selling a product, but selling value, selling results, selling opportunity, you know, when you take the dollar out of it. I mean, we see this in the supplement side, right, like we talked about, but it can be applied to anything houses, dildos, whatever you want to sell, it doesn’t really matter. If you’re selling the value aspect of it that’s worth more than money. Money is kind of just, I mean, we all need money,

Ben Florsheim 

right? But you’re selling that value, and you know that you impacted someone in a positive way and left a lasting, you know, impact. That’s the reward. Thanks, everybody, for listening to this podcast. The sponsor for this podcast is Wolverine. You guys want 10% off on your order, use the code Mind Body build. Thank you. And on this Wolverine website, if you’re interested in nutrition coaching with Alex, you can visit the small kitchen through this Wolverine website.

Alix Best 

So you’re talking about the new self versus the old self, right? I call it the Mi 2.0. Right. And I think one of the most important things that I try to convey as a message or as a piece on like, my personal because of my own personal journey, is having grace for yourself and celebration at every step and every size. You know, there’s a piece in my story that I just got out of college and gain. I was not really eating very much and I was like over it. exercising. And that was kind of the first time I ever had trouble with, like eating or exercising and went through like a bad breakup, gotten a happy relationship and just like got I gained 4045 pounds. When I don’t have super big frame, I mean, I got to a point where I didn’t actually notice I gained weight at all, until I was like, one day, like, try to go for a run, and I felt like my hips are gonna snap in half. No, it’s like, What is going on? You know. And so, I think an important thing, though, is that we put so much merit, especially in our generation, or society, and like social media in the way that we look in trying to fix it. And it’s like, just because I look a certain way doesn’t mean there’s anything wrong with who I am, or different about who I am, the person that I’m am right now, at this size was the same person that 185 that was the same person at 135, that nothing changed with who I was, you know, and I think that’s something we often forget. And people forget when they’re any size or any journey in life, you know, is like to have that grace for this and celebration for this moment. And, you know, and like remembering who you are that if you’re not happy now, what makes you think you’re going to be happy if you reach your goal. You know, if you’re miserable, charging up the mountain, and you think it’s all about the view at the top, like my friend stay at the bottom, because the view will never be as good as it possibly could be. If you’re not enjoying the journey along the way. You know,

Ben Florsheim 

I think I talked about this client so often. And this is right up the alley that you know what you’re talking about the I had a client that was 350. They wanted to drop down to 270.

Alix Best 

Yeah. And that’s a solid goal.

Ben Florsheim 

Yeah, that’s Yeah, that’s huge. Right. And, and, you know, I was like, What is the tooth? 270 self feel like? What does it look like? Right? Can you step into that body? Can you walk around in that body?

Alix Best 

That’s so good, right, like such a good way to put that.

Ben Florsheim 

Because if he can, can actively wake up tomorrow in the body, he will know when he reaches that goal. Right? If we just as coaches, if we just start coaching and we coach the weight off, right? for lack of a better term, the guy reaches to 70 he’s never gonna feel accomplished. He’s probably gonna put the weight right back. Yeah. Right. And, and so many, you know, I work with pre and post bariatric surgery. So a lot of my clients are, you know, up there and on the scale. And they talk about, you know, walking into a restaurant, right? And am I going to fit into the seat? Am I how am I going to navigate through the restaurant to get to my table? Right, all these things that man until I started having these clients, you know, we’re not things that I ever even thought about. No.

Alix Best  

Noticing stairs in a restaurant. I mean,

yeah,

Ben Florsheim 

yeah. I don’t want to bump into the people because the tables are too close together. Mm hmm. Right. And so trying to get into, okay, how’s that new body navigate? Yeah. Right. And, and reaching the goal before you’re physically there. So we have the mental, and then the physical comes after? Hmm.

Alix Best 

Yeah. And then like reevaluating goals as you go through that process? I think that’s an important one, too, because they change all the time. Yeah. And I think we get a lot of people get so committed to just one idea. One goal, it’s like, really flexible. There’s 80,000 ways to reach one goal. You know, like, kind of snowballs into each other on that one.

Ben Florsheim 

Let’s talk about fad diets. I feel like that’s where it’s going. Right? You just said there’s, you know, 10 different ways to reach a goal.

Alix Best 

Yeah, yeah, there is.

Ben Florsheim 

That’s, that’s the first thing I thought about was fad diets.

Alix Best 

Yeah. So let’s talk about the good things were. Let’s start a different way than I think a lot of people think the good things about fad diets is it provides framework, its structure, its rules, it’s Yes, it’s no, it’s do this, it’s don’t do that. It gives you an opportunity to feel grounded, it gives you an opportunity to feel purposeful, like you have a direction. Right? I

Ben Florsheim 

mean, do you have anything to kind of add to that? That’s my perspective, you might not even agree. So no, the only thing I would add to that is, and you may you might not agree with this either, too, right? Like we might have the fun part. Yeah. So, um, fad diets for like, a specific goal, right, like, I need to hit a photoshoot or a wedding on stage.

Alix Best 

Yeah. To a competition.

Ben Florsheim 

Yeah. Yeah. You know, where I need to do you know, drop this, and maybe I don’t care about what the long term, you know, maybe that’s not going through their head. But like, the only thing is I need to reach this date.

Alix Best 

Yeah. And that’s fine. If you have an appropriate timeline. You know, that’s where it’s important to hop on a free call with a nutrition or life consultant and ask them is this a realistic goal? Contact Ben or But yeah, I mean, I think that’s those are fine. You know what I mean? Let’s talk about the downsides. You go first.

Ben Florsheim 

So, downsides of fad diets are? Um, well, it depends what we’re talking about. I mean, because there’s different downsides for each diet I think but like overall, like you said the framework doesn’t change. So there is framework there is yes, there is no. Right. And there’s not really any, you know, unless you have a coach guiding you through it, right. There’s it’s very strict. Yeah. So if you hate cheese, yeah, keto is gonna be

Alix Best 

terrible. Yeah, right. Or if you like Thanksgiving, keto is gonna be terrible. Yeah, if you want grandma’s pie, I mean, sorry. So stuff last night. Downside social aspects, social interactions. We live in a society that celebrates food and social interactions around food. I’m sorry, if you’re on a diet, you’re gonna miss out and how bad does that make you feel? You know? So that’s one of my downsides.

Ben Florsheim 

That’s a big one,

Alix Best 

nutrient quality? how healthy Are you from the inside out? You know, are we talking about longevity? Or is this gonna cause you some of like, my clients who are on the, you know, higher end of things? What about skin?

Ben Florsheim 

Huh? What do you decide? What do you do? Do you do blood work with most of your clients? Or do you do that just with your athletes or I don’t

Alix Best 

require, like, I’m not like in writing requiring things. But I do ask people to do blood panels. I do ask people to kind of call in their care team, you know, and work with their physicians or work with a therapist so that we can be like this little pod of Let’s go, Tina,

Ben Florsheim 

I want to give you a high five but it’d be too loud on the microphones. I think that’s fucking so awesome. Like

Alix Best 

ASMR. Next time, we’ll get

Ben Florsheim 

you know, bringing the team aspect in though, right? Like I hear I’m not I’m not scared to like do this the right way. Like, yeah, it’s all about Alex.

Alix Best 

Yeah, exactly. Well, and I do you know, I do Lifestyle coaching. I don’t do life coaching. You know what I mean? That’s why it’s like, the combination between you taking care of my client on the life coaching side and meeting care of like, okay, what’s your nutritional lifestyle? Like? That’s a huge opportunity. You know? Okay, back to the downsides of fad diets. I know, I really want to get into that. But the downside to fad diets? Okay, let’s put this in summary. So downside is, there’s also no accountability. There’s also it probably doesn’t work for me. A lot of times it’s waterway a lot of times it’s a lack of nutrients. What if you don’t like the food? What if you’re, the rest of your family is eating something else? What if you’re getting social pressure? Like, Hey, why are you on a diet in the first place? justify yourself? Well, you just tried it, you know, oh, well, that’s not a very good reason. Okay, well, let’s just break the diet. You know, I’ll eat a dessert skirt. So then you’re not even staying true to yourself. I think something that I address

Ben Florsheim 

specifically, true to yourself. And some of these, if you break some of these diets, they don’t work, right. That’s why they’re so rigid. I feel

Alix Best 

like kick you out of keto. Yeah, yeah. Cuz you had a bite a cookie. And like, you went through the keto flu after four weeks, and you’re eating cheese, like an mopho?

Cookie?

Alix Best 

Yeah, you know, and like, what’s more defeating than that? I mean, that’s, so that plays into what I do with my clients with a lot was all or all or nothing. black and white. And I think all or nothing is garbage. When it comes to nutrition, I mean, we’re both I mean, you know, we’re powered into this mentality of like, no blood, no sweat, no tears, no effort, you know, you’re a pussy. You know, like, all these kinds of things, where it’s like, Fuck you, you’re not good enough, you know, so then you feel like you have to be extreme, you feel like you have to be over the top, you have to feel like it’s all in or all out. Not in between, you know, I mean, I had a client the other day. It was, I mean, I was like, almost in tears, reading this text. We’ve been working on her. I’ve been working with her for two and a half months. And she’s a, you know, more macro focused client. She went to a doctor to talk about hormones, menopause, that kind of thing. And doctor basically told her, like, hey, you’re, you’re this age, like, deal with it, you know, I don’t know how to help you with your weight loss. Like, you’re basically a woman, this is basically menopause, you know, learn from it. And she came to me and was defeated, you know what I’m like, leaving, I need you to heat up your food, like I want you to eat, I want you to get excited about eating food. She just couldn’t, couldn’t really wrap your head around it. You know, I mean, after so many years of being told calories in calories out, you know, eat less than you earn, it’s all of a sudden, like, you just restrict or strict and you feel like, crap, you know? So I wrote out a meal plan, and said, Hey, I know, this is not the plan that we’re on, you know, but I want to do this because I want you to know that, that we can do something, you know, I don’t want you to get discouraged by what your physician said. And she texts me at the end of the week, and and we talked on the phone, you know, and she goes, I forgot how much or how good bananas taste. And I was like, I got this other text and apples. made me kind of teary eyed right now. And that’s like, we hopped on the phone, and I was like, Hey, I really want to ask you something. She’s like, okay, when was the last time you had a banana or Apple, you know? And she’s like, three years ago. Wow. I said why? Wow. Cuz I I thought fruit and carbs carbs are bad for you you know and I think bad

Ben Florsheim 

diet influencer yeah fucked this client up yeah not influencer but fad diet and you know from social media aspect of like making

Alix Best 

the dollar selling the template selling the template you know like you don’t have any investment in somebody if you’re selling on a template. Sorry. That’s a big statement in our industry. But it’s just as much as if I’m selling you an underdoped supplement. That thing is not going to actually improve your performance or help you build muscle. Why is it doing? It’s putting money in my pocket, right? See what blueberry Roseman tells next man? I don’t know, that’s kind of winging it a little more

Ben Florsheim 

opinionated way in a supplement, like the way that others treat the supplement industry.

Alix Best 

I think kind of just like, yeah, like fad supplements and fad diets. That’s where like, I can kind of get on a horse or soapbox for a while. I won’t bore you. But you know, it’s just a lot of ultimate. It’s not what I believe it’s just a matter of asking people questions. Why? Why do you do this? Why do you believe this? There’s nothing wrong with it. There’s nothing wrong with you. And it’s important for people to hear that. You know, and I’m sure from the life coaching side, you see the importance of believing in people, you know, and telling them that there’s somebody that cares about them, when there’s somebody who’s rooting for them, there’s somebody that cares if they pick up the phone, doesn’t matter what you say, on the phone, pick up the phone, you know,

Ben Florsheim 

all my clients have my personal, you know, information, right? personal cell phone number, and one of the things that I tell them is, reach out to me when you have a win. Yeah, let me know. And you know, what, small win? Doesn’t matter. Let me know when it doesn’t work either. Yeah, right, cuz let’s figure out how it’s gonna work the next time.

Alix Best 

Because coaches are not mind reader’s. I mean, how many times have you had to say that? I can’t read your mind? I don’t see what’s on your fork. I don’t see how you woke up this morning. You got to tell me, you know, and I think I think that’s another thing too, is in friendships and life and relationships. It’s like, just tell someone how you feel. Don’t expect them to know, that’s been a hard lesson for me in life. Having expectations for people having expectations for people to show up for me to cheer me on, be there, you know, rather than being accepting and embracing of what they do have to offer? You know,

Ben Florsheim 

like that. That’s cool.

Alix Best 

I mean, it’s not perfect. But it’s a big one. You know, you can still love somebody and not have that expectation and be okay with it. Yeah, I’m

Ben Florsheim 

not gonna be, I’m not gonna put you down. I’m gonna be there for you whether you accomplish it or don’t accomplish it. But I need to know, like you said that so we can we can figure out what to change what to do next time or what works. Yeah, right. What also what works? Yeah.

Alix Best 

I want to I mean, let’s turn this podcast around. I’ve been on my show. I want to ask you, what’s your opinion on? It’s not your fault.

Ben Florsheim 

As the coach saying that to the client.

Alix Best 

I was like saying that to someone. It’s not your fault. you’re overweight. It’s not your fault. You don’t know better? It’s not your fault. That you, you know. Yeah, let’s stick with those.

Ben Florsheim 

Do you know anything about epigenetics?

Alix Best 

I mean, mildly.

Ben Florsheim 

So epigenetics is the study, it talks about being the you know, like I said earlier in the product, earlier in the podcast being a product of your environment. Yeah. So it’s not, you know, some of our environment, we have control over some of our environment. We do not right, the family, we’re born into our inside our ancestors. You know, what mom’s putting on the dinner table? Yeah, how many jobs mom and dad have to work? Right. So some of those things are, we don’t have any control over, right. And those are all those are all making up our genetic markers and who we are. In coaching, the way that I would I would handle that is if it’s apparent that the client needs to know that it’s not their fault. I can be that person for them. But for me, it’s more powerful if the client can acknowledge that it’s not their fault on their own. Yeah. And trying to go down that path first. Yeah. And trying to have them realize that they’re not the product, right. Like, hey, so you know, asking questions like what was, you know, what was upbringing? Like? Oh, so I see that you didn’t have control over what you were putting into your body?

Alix Best 

Yeah, right. When you did well, you

Ben Florsheim 

got food. Exactly. bringing awareness to what wasn’t their fault. Yeah. So if that client can say to me, man, man, you’re you know, it. This isn’t my fault. Yeah. Right. Rather than me telling them that it’s not their fault. Yeah. So I think you came at came at me from a, some coaches believe that it is their fault. And some coaches believe that it’s not their fault. Yeah. Right. So I’m a coach that believes that most of the time inherently, it’s not their fault. Yeah. However, if I can get them to acknowledge that it’s not their fault, rather than me trying to tell them, does that make sense?

Alix Best 

Yeah. And I think that was one of the mistakes I made really early on. I mean, we’ve I’ve done this whole kitchen for a couple years now. I mean, I think my second anniversary technically is, you know, the beginning of April, and then two years, not that long. You know, and so when you, you’re a coach, you have to have these really crucial conversations. That’s a book, by the way, I’m really great self development, but but you have these crucial, tough conversations. And yeah, one time I came out a client, I was like, This is not your fault. It’s okay. You know, I want you to just realize that and realize that you have control over what you do today about your habits, about your perspective about your sense of optimism, you know, those are the things you have control over, you don’t have control over what happened to you. Let’s disassociate from that. I’ve made some, I can think like two clients specifically that I’m very, very mad

Ben Florsheim 

by saying that,

Alix Best 

yeah, because it wasn’t I didn’t I it’s like I came at you, right. Like, it was like, came at you telling you, not showing you or empowering you to come to that conclusion for yourself. And I think that was a learning curve. For me. You know,

Ben Florsheim 

I think of, I think of a coach and a couple of different lights. You know, I can be the cheerleading type of coach. Yeah. But for me, you know, like I’ve said a couple of times, I try and be more of the empowering type of coach. Yeah, right. Some people need a cheerleader. Right. And, and I’ve been that guy for people. But if I can empower you to be self aware of what’s going on in your own life, that’s out. Yeah, that will come as so much more profound. Yeah.

Alix Best 

I like that. Yeah. Lots of common themes here. And all these conversations.

Ben Florsheim 

Yeah, it’s cool. And it’s awesome. You know, you know, for everybody out there, you know, Alex and I have known each other for just a couple of weeks or so we’re getting to know each other as well here. You know,

Alix Best 

I mean, we did spend like 12 hours in the car together.

Ben Florsheim 

We did that was crazy. And I think that it’s awesome that you know, some of your, you know, people clients, you know, followers, whatever out there. Get to know you a little bit better, too. I know that yeah, this is

Alix Best 

I hope their thought provoking questions, you know, I hope somebody least one person

that’s what it’s all

Alix Best 

right. least one person is out there. Maybe it’s you. Maybe it’s, you know, your friend that you’re going to tell maybe it’s your your parent or someone you’re going to get excited about this podcast thinking about, and I hope that you begin to ask yourself some of these tough questions, you know, why do I do what I do? And do I do it because I was told to believe it, or to do it or do it because I want to do it and do it because I believe it. You know, and that’s where diet culture comes in. That’s where, you know, life coaching comes in. That’s where it all starts. If you don’t even know where to start with taking care of yourself. I mean, that’s what it’s all about. Just ask yourself a few tough questions. You know, get down kind of get down to some of the more your why.

Ben Florsheim 

Why do you want to do it tough questions for people? You know, I’ve got this on my on my wall, remember your why,

Alix Best 

yeah. And it’s gonna take purpose, and it’s gonna take humility, it’s gonna take goals, and it’s gonna be a process. And if your goal is weight loss, you know, it didn’t happen in a month to for you to put the weight on, why have the expectation that it’s going to take less than a month to take it off? And that’s if anything, right, appropriate, appropriate timelines, I mean, life’s life. So long thing, hopefully, for most of us, and we got to treat it like that, you know, because it makes it more enjoyable. If you’re just rushing to Mount Everest. I mean, there’s seven, I think there’s seven base camps on Mount Everest, okay, and you can’t skip them. And that’s a lot like your goals, you know, you gotta like sit and reevaluate, and, and take in the view, and look how far you’ve come and still look at how far you have to go and have respect for both of those processes. And understand that that’s what makes it sweet. You know, that’s the nectar of life.

Ben Florsheim 

This totally brings me to my next question. We’re gonna get a little vulnerable here. How do you how do you for yourself? How do you change and sustain habits in your own life?

Alix Best 

simplicity. It’s gotta be simple. I mean, it’s simple is not bad. And I think experts simplify and beginners complicate. And when you complicate, shit gets tough, you know, and I’m, I’m at a point in my professional career. I mean, I’ve started with Walter we started life. First business or our first business. When we started Wolverine, I was 24. The next time I opened up my second business, I was 27. I’m young, I’m naive, I’m, you know, insecure, and I like being vulnerable. And so not only do I have a lot of professional aspirations, I have a lot of personal aspirations. I just sat and I just sat in orientation for my pilot’s license last week, you know, like, there’s a lot of things I want to do. But if I’m not eating regularly, if I’m not, you know, don’t have a schedule, none of those things are gonna happen. I’m not going to be proficient in what I want to do.

Ben Florsheim 

pilot’s license. What

Alix Best 

do you want to fly? What do I want to fly? Fly to go skiing, home care? Whatever? No, I, I gotta start with cessnas. And then, you know, who knows from there? I mean, obviously, like, you know, fighter jets, but that’s never gonna happen. I might sit in the back. puke or something. No, I don’t know. I mean, fines always been something that I’ve been into but

Ben Florsheim 

kind of a nerd gone skydiving.

Alix Best 

No, I can’t breathe. And I stick my head out the window on. I think I might pass out if I go skydiving.

Ben Florsheim 

I’ve done that. Yeah.

Have you passed, I was kinda

Ben Florsheim 

I was actually going to get my skydiving license. And the first jump out to be a tandem and the tandem I blacked out or like, yeah, we’re not gonna let you. We’re not gonna let you keep going.

You’re cool. Good. But

Ben Florsheim 

yeah, I grew up around all those extreme athlete guys. Why don’t you know, one of my buddies was the he was a stunt double for Godzilla, in the beginning of Godzilla when they jumped out of the back of that airplane. Yeah. And they had like those. I don’t know, they had stuff like attached their ankles where they had like smoke coming off their ankles. Oh, yeah. I said it was freaking crazy. Oh,

Alix Best 

my gosh, yeah. I can’t even imagine.

Ben Florsheim 

So I was like, yeah, maybe I’m not an extreme. Yeah.

Alix Best 

Alright. So I didn’t mean to like tangent from your questions. But it basically was implementing habits, right.

Ben Florsheim 

Yeah, changing and sustaining habits for you?

Alix Best 

Yeah, again, just simplicity. Kind of maybe one or two things at a time. I don’t buy a lot off. Because I know I can’t do it. It’s kind of just value that I have. It’s a value we implement walternate implement very regularly with supplements start with one or two. You’re not going to know what works for you. If you’re dumping 10 different things in your body and trying to make it work. It’s the same thing with your habits.

Ben Florsheim 

You guys did the same thing when you guys started the company too. I know what you’re I know, I know. You’re talking about like the individual starting with one or two. So who knows? But you guys did the same thing with the company was dropped? No, exactly. Like it was simple.

Alix Best 

Yeah, we had three products when we started and there are capsules, I mean, we didn’t even launch it powder toe. Shoe out over a year in. We launched protein, we relaunch cracklin rebranded launched three powders. You know,

Ben Florsheim 

what I hear in simple is doing effective and doing it correctly. Yeah, right. Like me that might or might not be the intention, and then at the very start, but like that’s what I hear when you say whether it’s, you know, personal professional goals, taking a supplement.

Right, or whatever. making food

Alix Best 

I don’t. I’m not a Pinterest prepper I tell my clients that all the time. I’m like,

Ben Florsheim 

cookies from you know,

my cookies are fun.

Alix Best 

Yeah, that’s the only thing I like to do well, but can’t do macrons macaroons. You guys. Yeah. The other thing that helps me be very successful lists. I have two notebooks I have three technically, but I have one for silver. And I have one for the small kitchen. And I have one personal. And each week I write out my to do list. And sometimes there’s things that carry over and other times there’s new things. And then I chip away at it with the easiest first, I don’t wake up and say cool. I’m gonna do the six hour project first thing at six in the morning, you know, it’s gonna be like,

did I clear

Alix Best 

out my email inbox? Did I eat food? You know, I like it. It’s basic man. Don’t overcomplicate it.

Ben Florsheim 

I’m the same way and I think if I’m not mistaken, not mistaken, Walter and I talked about his and his his time blocking.

Alix Best 

Yeah, his is a

Ben Florsheim 

little bit different. Which, which doesn’t work for me, right. I’m more of a list oriented guy. And I’ve got you know, I’ve got notebooks everywhere. Right? Yeah. One of the first thing people you know, I can’t sleep and I’m like, do a notebook next to your bed.

Alix Best 

Yeah, yeah. What do you brain dump?

Ben Florsheim 

I don’t necessarily brain dump but I will have things that like are not stressing me out. But I’m like thinking about it. And like, if I don’t write this thing down, I mean, they’re gonna forget, or I’m not gonna really go to sleep because Yeah, a little bit, but it’s not like a massive amount of stuff. It’s like well thing here and there makes sense

Alix Best 

for anyone listening doesn’t know what brain dumping is. Basically, just kind of at night, if you have trouble sleeping, and your brain is racing and you get a notebook, I recommend using a pen and paper or pencil and paper, not your phone, and just, you know, word vomiting all over that notebook so that you can get it out of your head. You know, I mean, it works the same way that talking to someone. And at nighttime, you probably don’t really have anyone to talk to you. So just get an out there. counting sheep does not work. No. sleep hygiene.

Right, right.

Alix Best 

I want to routine. I don’t know, a lot of stuff we can work on. But it’s important to just have some some goals and have some little things that you can do and then master those and then move on.

Ben Florsheim 

Yeah, and I think just you know, talking about you and Walter and how, you know, how different the process is right. Like, and I think the point of that is find what works for you. Yeah, right. And oh, yeah. You know, those are two of many different ways. Yeah, listen, time blocking.

Alix Best 

Yeah, I mean, that’s like food logging. So some people can count macros and log in My Fitness Pal, some people will do hand portion. Some people take pictures. Some people eyeball it, it’s not very accurate. We can do that. Some people follow me up plan. Some people either do the melt service, I mean, goes back to what we said earlier, 80,000 different ways to reach one goal.

Ben Florsheim 

So what are some of your goals?

Alix Best 

So my goals

Ben Florsheim 

personally and professionally? What’s coming to mind?

I

Alix Best 

saw I guess, personally, and kind of the biggest one right now is getting my pilot’s license. I want to see my parents more COVID has really we moved back from Washington recently, we were up there for three years. And one of the biggest things while I sat up there was I sit there and say, What am I trading my time for? So one of those goals is just to see my family. You know, my my dad’s not in the super best health. And I’m so thankful I have to my grandparents left. They’re celebrating their 70 wedding anniversary this year. I mean, that’s incredible. So be a better family person. You know, I’ve spent a lot of my 20s focusing on building a business and building myself and the equity within myself. And I had some pretty amazing opportunities to get where I’ve gone. So I want to give that back. I guess in a weird way, one of the questions that you asked me earlier is like, why do you feel uncomfortable talking about yourself? Why do you feel, you know, uncomfortable sitting with that vulnerability? I think ultimately, I’m a very soft, soft person inside, you know, and I think that’s why I build walls. And I think that’s one of the goals. On a lighter note, replying to DMS. They give me anxiety, and I really got to figure that one out. So 2021 is the year I replied to dm. So now,

Ben Florsheim 

everybody heard it here first.

Alix Best 

I know, I know. hold me accountable. Seriously, please. Yeah, I’d like to hire a coach. I would like to get back to doing events with a business. I think that’s so much fun, get in front of people. And I guess those are some of the big ones right now. I want to do a powerlifting competition. I want to just keep refining, honestly,

stay healthy.

Ben Florsheim 

And they get those are some solid goals.

What are your goals?

Ben Florsheim 

What are my goals? So professionally, my goals have accelerated a little bit. You know, if you’d asked me pre COVID, I would have you know, said that, you know, want to go over state lines with my coaching. Yeah. COVID accelerated that with the zoom. Yeah. And enforcing into the zoom. So I started blogging about that a little bit. And I started getting some clients over in California, you know, so broke stay lines. And that was one of my goals. Yeah. I’d like to work with companies. So have companies have me on retainer, and coach their employees? On a personal level? I do not want to do business coaching. Yeah. Because I think the personal coaching is gonna help the business bottom line. Yeah. At the end of the day,

Alix Best 

well, yeah, I mean, one of the biggest expenses as a business owner is sick pay and sick time and having your people not show up to work. You know, if you can optimize what’s going on and then 80% of people’s lives, they’re probably gonna show up to work and do a better job.

Ben Florsheim 

Yeah, yeah, exactly. You know, Sally’s not worried about her hoarding. Yeah, at home that nobody in the office knows about. Yeah, it’s gonna be a lot more productive. Yeah. That’s an extreme example, but that stuff that’s going on, right, you know, these people are going to work nobody’s talking about any of that stuff because they’re scared they’re gonna lose their job. They’re scared how they’re going to look, you know, and they have nobody to talk to about it. Exactly. And and what’s happening especially with with our generation is, you know, the These companies are now starting to put you know things in order where they give the employees a gym membership, or they give them you know, X amount of dollars a month to use on personal health and wellness. Yeah. So, you know, they’re seeing the benefit out there that they need to invest back into their employees. And you know, and that’s what I want to be a part of what these companies

Alix Best 

Yeah, I think you’d be great. I wouldn’t hire you.

Thank you.

Alix Best 

My office.

Ben Florsheim 

I love hanging out at your office. I’m just getting scared. You guys are gonna kick me out. As far as personal, I’d like to start planning my wedding, which, which is September, we haven’t done a whole lot of planning yet. Stuff stresses me out a little bit. It’s not the wedding, right? It’s not the wedding. It’s just like the, like the pre planning. Yeah, I’m like, oh, let’s just let’s just do it.

Alix Best 

Right. You plan a lot and like,

Ben Florsheim 

not a ton not a huge planner now. Like the list thing? Right? Like, it’s more like, okay, what’s next?

Yeah,

Alix Best 

when you’re building your business, you have your head down. You ever blinders up? It’s hard to really look forward and put faith in a date. You know? Sorry, that’s not very positive about your wedding. Have faith in your wedding date?

Ben Florsheim 

Well, it’s planning Well, that was see that stuff to me. Like, like the day it was like, Alright, September 13. Perfect. Yeah, why not?

Alix Best 

significance in this day, and there will be after right.

Ben Florsheim 

And some of that stuff. Eric is really really, you know, super excited about and I, you know, I’m excited with her. Right. Yeah, but the color of the napkins. Right, I want to have a fucking party with my friends. Like that’s, that’s what I care about is having those that are close to me, just like you said, like, I have a small of a small circle. Right. And you know, our wedding. It might sound big, but you know, it’s gonna be 120 people. Yeah. Which is not big to me. Right, right. Because I want that core, that core group there. And that’s just that’s it. You don’t have a cool, awesome fun party with my friends.

Alix Best 

Yeah. Well, and when I hear is like, you want to remember seeing people you know, I think being sober is one thing, but I think also like, you’re going to be taking pictures of so many people.

Ben Florsheim 

My wedding? Yeah. Not on alcohol. Yeah, not alcohol just been like the overwhelming like auxilary right. Just like, yeah, yeah, adrenaline blackout. We’ll call it. The only other thing I will say. So personal goals. I want to get five or six at least more days upon the mountain. Cuz I know we’re, you know, we’re getting toward the end there. And then I want to get really good. wakesurfing last summer.

Alix Best 

Oh, I want to know, yeah. Buddy, up with you on that one. Yeah, I’d like to get back into rock climbing. Honestly, I think being back here in the basin is ideal. I mean, I can

Ben Florsheim 

buddy up on that, too.

Oh, okay. Let’s do it.

Ben Florsheim 

Yeah, like I said, you know, Alex, we could talk forever. And we’ll probably do follow up podcasts. Because I think Alex is now super comfortable on podcast.

Alix Best 

Yeah. I mean, I don’t hear my voice earlier. Like, Oh, my gosh. So I don’t know. Maybe we’ll do a live live on my page. That would be cool. Yeah.

Ben Florsheim 

So yeah, thank you so much for being part

Newsletter Signup

Subscribe to our monthly newsletter to get occasional motivation from our head Life Coach.

"Ben is absolutely amazing! His insight and guidance has been life changing for my daughter and myself. If I could give 10 stars, I would!"