Why “And” is the Answer: How to Create Content Outside of Your “Niche”
The GaryVee Audio Experience
Gary Vaynerchuk
4.8 • 18.3K Ratings
🗓️ 20 January 2026
⏱️ 15 minutes
🧾️ Download transcript
Summary
In this episode of the GaryVee Audio Experience, I sit down with Kayla Itsines, the global powerhouse and founder of the female-only fitness app, Sweat. Kayla, who has spent her career being known as "Kayla the personal trainer," asks for advice on how to evolve her narrative now that she is a mother and leader in her industry. I share my own experience of moving beyond being "Gary the wine guy" and offer a powerful framework for expanding your personal brand.
You’ll learn:
Why the old rules of "staying in your niche" are wrong and the power of the "and" concept.
The two things you must give up to successfully shift your content narrative.
How to handle the "outside noise" from people telling you to stay in your lane.
Why I believe there is a "massive appetite" and opportunity for female founders.
My advice for treating yourself like a premium brand for high-level sponsorships.
Why, at this level of success, the only thing you should be thinking about is what makes you happy.
Transcript
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| 0:00.0 | When you have actual self-esteem and you're a real person |
| 0:02.8 | and you know what the fuck you're doing, |
| 0:04.4 | that you can't hear the outside noise. So when everybody left the comment, every time, saying, stay in your lane, wine boy. We don't want to hear your business stuff. It's like, you know, when people do politics, they're like, shut up and just be pretty or shut up and just play basketball. As the old saying goes, they said that to me too. shut up and drink wine and spit it. |
| 0:21.9 | What do you know about business? |
| 0:23.2 | This is the Gary V. basketball as the old saying goes they said that to me too shut up and drink wine and spit |
| 0:21.3 | it what do you know about business this is the gary v audio experience nice to meet you |
| 0:28.9 | how are you i'm really good good to see you my friend hi such a pleasure what's going on |
| 0:35.3 | this is my russian mob boss man i love it that. That's the world I come from that land. I was born in the Soviet Union. Oh, wait. You're being dead serious. I'm right. Yeah. I hear it. I hear it. I was born, hey man, how are you? Sorry. Do you want you? Pleasure. I was born in the Soviet Union, which is now the part I was born, hey man, how are you? Sorry, did you watch you? Pleasure. |
| 0:54.8 | I was born in the Soviet Union, which is now, the part I was born in is now Belarus, but that's where I'm from. Do you, that's so cool. Yeah, how are you. Where's your family? Like, are they here or? Yeah, yeah, all my family, we all left. You all went to New York? We all went to Queens when we first came to America. |
| 1:13.0 | A lot of our friends went to Australia. But everybody tried to get out of Russia if they could back then. And, but I grew up in Jersey, but I've lived in Manhattan for 25 years. Oh, that's nice. Yeah. You've got a sick of this bit of cool view. Yeah, I'm a huge basketball fan, so that's Madison Square Garden, so I always love looking at it. |
| 1:31.3 | Yeah. |
| 1:32.3 | What can I help with? |
| 1:33.3 | Anything? |
| 1:34.3 | Anything on your guys' mind? |
| 1:36.3 | Well, like knowing that I was coming in here today to talk to you, I thought it would be a good opportunity, |
| 1:43.3 | because I feel like you know so much about |
| 1:45.2 | this. So I don't know how much you know about me, but I own a fitness app called Sweat. Female |
| 1:51.0 | only, biggest in the world, traveled the world, done bootcams with thousands, thousands of women. |
| 1:56.7 | And everyone knows me as Kayla, the personal trainer. |
| 2:00.9 | And obviously I've evolved as a human, |
| 2:02.7 | I've had two kids, I'm married, |
| 2:05.6 | and I'm wondering how do you go from the |
... |
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