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What's up.

What's up everybody. Welcome to the Mike Dulcee show.

As we do every Friday at 1 p.m. We go live on YouTube, live on YouTube, 1 p.m. Eastern Standard Time. Caleb, yo, yo, yo, what's up, Caleb? We'll wait a minute or so for the stream to populate for you guys to put on your headphones and duck your head so your boss

can't see you listening to Uncle Mike watching Uncle Mike spit some truth. Today we're talking

success. A lot of you guys have asked about our business savvy, our financial principles,

what we've done to be one of the most successful

health and fitness brands on the planet. And I break this down to our certified coaches,

our DDCs, if you will, Dulce Diet certified coaches who come through our certification

series and conferences.

I also break this down in detail to my private clients in which I mentor on the business

side, whether it's personal trainers or strength coaches, massage therapists, building practice,

yoga, studio owners, and anyone really who was trying to

build a business, build a brand, and build a lifestyle following their passion.

Now, not everybody I mentor is in the fitness side, probably 80, 20, 80 fitness, 20 outside

fitness. We have a great owner of a coffee shop right now,

who I really enjoy working with. And these principles that I discuss that I will break down for

you here today, and then I will jump in and answer your questions. These principles are what I

consider to be best practices. I've been doing this

for over 22 years professionally. We've officially, officially opened this business in 1997. We were

operating as a sole proprietorship back in that time with letterheads and business cards and everything along

the way. So 22 years in practice running this business, we've had a few branding changes and we've made

...