Episode #582: Building Sustainable Health Habits with Dr. Joey Munoz-Education, Accountability, and Fit for Life

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This is Pete Moore on Halo Talks nyc. I have the pleasure of

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bringing in, straight from Tampa by way of

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Miami, a Halo legend, Dr.

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Joey. How you doing, buddy? Good to see you. I'm doing great,

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my friend. Thank you for the introduction. So Dave and I

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have tracked you since your, since your Norton late lane days.

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And you know, we, we always view you guys as,

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you know, part of the way you should actually think about

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fitness and nutrition. And here's like cut through the, cut to the chase

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and actually what's really happening from a body composition.

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So how do you feel as the industry has kind of evolved

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over time? You know, does it get better or does it get

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worse? I tend to be a very

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optimistic person, Pete. I tend to think things

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tend to trend in a more positive direction. I think one of the really positive

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things of the industry overall is that so many more people are aware about the

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importance of living a healthy lifestyle and what that actually means

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in the first place as well. Because I think for so long we all understand

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being healthy is important. However, the things that we do to be healthy maybe aren't

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the most optimally aligned with that goal. And for example, now

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I talk to a lot of people who are just the lay public and they're

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like, I understand how important muscle mass is for health and I understand how important

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protein is. Things that you probably wouldn't hear that often about a decade, a decade

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ago. So I, I definitely think it's trending in the right direction. Yeah, that's good

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to hear. I think, you know, for, for, for as many new

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protein bars that are out there and there, there's

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other things that have way too much sugar in it, but at least there's more

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protein bars that I could choose from. So I think net, net, I agree with

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you. So take, take our audience back to how you got into the industry,

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you know, what you're focused on now, and we'll, we'll kind of riff about

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where we think the future is going and how opportunities are going to kind of

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evolve for that. Yeah, great question. And I think this goes

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hand in hand with what you were mentioning earlier as well in terms of how

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the industry has changed. Because I've, I've been passionate, I'm, I'm 31, but I've been

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passionate about health and fitness since I was a kid, really. So for me it

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started living in a, like growing up in a household where both my parents cared

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about health and fitness. My dad was always into working out, doing push ups at

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home. My mom was into going to the gym. So I kind of grew up

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in the gym. Despite that, though, I was pretty

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overweight young teenager, around 12, 13

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years old. I remember going to the doctor with my mom and the doctor telling

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my mom and I overheard that I was about 1 or 2% body fat away

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from being obese. Wow. And the reason was I'm a first generation American.

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My family is from Cuba. And coming from a third world country

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where families struggled to be able to feed their kids. Now, being in the

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US and having, you know, like, food in abundance, my mom

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felt pride and joy in feeding me. And so as a young kid, I kind

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of just ate anything and everything. So that's kind of where

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my whole journey started in terms of learning about dieting and

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nutrition and went through all sorts of sort of like restrictive diets and the

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whole body image issues that I feel like a lot of people struggle with

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in early adulthood. And then for me, it was really education.

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That was a big turning point for me. Right. I obviously have my PhD in

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nutritional sciences. Never in a million years would I have thought that I would be

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a quote unquote Dr. Because I was a horrible student growing up. That's a completely

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other complete different story. But it was really through

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education, taking metabolism courses in college,

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taking chemistry courses in college, that I started to really develop a deep love for

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science. And then a big part of that was mentorship. You know, as

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business owners, I think we all value

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mentorship and guidance. And I've had two big

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mentors in my life that have really helped lead me to where I am today

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professionally. One of Those was my PhD mentor who really

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guided me through my PhD and taught me about science and how

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science should be conducted and how academia works and research and all that good stuff,

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which helped me develop my love for research and having an evidence

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based approach in our, in our company and what we do with our

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clients. But then professionally, more on the

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entrepreneurial side of things. It was Lane Norton, right? We mentioned his name earlier. I

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know he's been on the podcast, but Lane is somebody who I've looked up to

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for man, well over a decade now. My

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connection with him is kind of funny because I was just listening to him on

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a podcast similar to this, and it was a very motivational podcast that he was

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doing. And he was like, if you want something, go for it. Ask for opportunities.

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And so I was like, I don't know if you can curse on this podcast.

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Yeah, of course you can. I'm going to reach out to link. Fuck it. Do

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it, baby. Got his email connected with him.

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After my PhD started working as a coach in his company, helping people

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with their health and fitness, nutrition training. You know, we have a very evidence based

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approach and about two and a half years ago I decided to leave that position

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and start my own company. Which brings us to where we are today.

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Awesome. Hey, so. Well, look, having people like

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you, passionate, young and energetic and willing to run

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through walls to educate people in a tireless

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way I think is very important. I don't think any industry

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moves without evangelists and ambassadors.

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I can't think of any that have started without those or pioneers. Right.

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I want to touch on one that, that I went through as a child

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as well, because When I was 11, 12 years old,

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I used to have access to my dad's change bin.

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You know, it's like that little quarters where he put all the

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quarters from his pockets. And I used

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to eat a lot of big league chew grape,

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a lot of fun dip, candy, cigarettes, whatever

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else the, the ice cream man had that was not,

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that would not melt if you hid it under your bed before you went to

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sleep at night. So I was definitely, probably close to you from

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a percentage standpoint. Sure. But I was definitely

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a heavy shopper, as I like to say, in the husky

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department of Sears, which is not psychologically

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branded properly for a 12 year old to be like, where you shopping with your

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mom? Oh, the husky section, that was a little too close

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to heart. You know, they could have caught like the, like the big bear, you

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know, some a little nicer huskies, like dude, come on, man. Am I that, am

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I that thick? That's funny. So, you know,

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as I'm, as I'm growing up, as I'm looking

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at kids grow up right now. And I've got a buddy of mine, one of

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my best friends, his son loves to eat, you know, anything to get his

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hands on, literally, you know, any kind of chocolate bar this kid could

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get his hands on. And I was trying to take him to like the nutrition

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labels and, and here's like Mr. Beast and it

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has 25 grams of sugar. And here's a quest bar and has one gram of

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sugar and here's one that has five grams of sugar. And I was trying to

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go through like this multiplication system. Like, is this one really 20

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times better than the other? Is this one really 5 times better than the other?

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And like, obviously we got down to the quest bar as being

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the right, you know, trade off. As

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you're educating people on just simple labels and

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looking at serving sizes, are they I, I find

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it very confusing. I, I find that, you know, somebody's got a

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serving size on a shareable, you know, Reese's Peanut Butters cup that says share

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it. It says, like, three serving sizes for three cups. You know,

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how much of how, how much do you think we need to educate

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or. Or mandate some of the food companies from

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tricking people versus, hey, look, that's always going to be the way

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it is. Is tirade. I'm going here. Is

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it always going to be the way it is? Let me just educate people at

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the core level, and it's got to be grassroots. So you're in the

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mix here. I'm a big believer in taking agency and

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ownership over our behaviors. And would it be great if there

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was more transparency or whatever term you want

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to use from the food company side? That would be amazing. Am

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I going to wait on that to happen? No. I

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think education is one of the most powerful

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things, and educating ourselves is one of the most powerful

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things that we can do to have clarity and not feel confused

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around things like food labels or what foods to eat and what foods not to

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eat. Right. Education is a huge part of what we do, man. So many of

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the clients that we work with tell us that the main thing they feel is

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confusion. Here's the thing. If we take a step back really quick. Yeah,

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yeah, most people want to be healthy, and a lot of people have

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the willpower to make some change. The issue is that they go from

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knowing nothing, potentially being overweight and unhealthy, to starting

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to go on social media and watch some videos and do

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this and do that thing, and you end up more confused than you were when

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you started. Right. Because everything you

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watch contradicts the previous thing you watched. And when you

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have that level of confusion, it's really hard to feel like you're in control

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of your own health. Which is, again, why I double down on

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confusion, to have clarity around what you're doing. I don't

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inherently think the way that food labels are presented are a problem

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because they're fairly transparent. If you have the skill of knowing how to read them

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correctly. Yeah, that's fair. Okay. Yeah. So we, we spend a ton of time

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teaching our clients around how to interpret food labels, what to look for,

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what not to look for, what's more important, what's less important.

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Right. Because, for example, talking about hierarchy of

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importance, some people just go off labels like organic or not

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organic. Well, just because you have an organic candy bar

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doesn't mean it's necessarily healthy. Right. And I'd much rather have a

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non organic quest bar that's higher in protein and fiber and lower in

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sugar. Right. So understanding what to actually look for and what's more important, what's less

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important, it's huge to understand what sort of choices you should be making in the

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first place. Yeah.

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This is Pete Moore. I want to let you in on a little secret. There's

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this company called Promotion Vault. And what they do is they give out rewards

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from retailers that allow you to incentivize your

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members without having to do zero down and one month free

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or giving away shakes or giving away T shirts. What you want to

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do is build a rewards program that lasts, that people

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value and that doesn't discount your own products and services.

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So here's the deal. There's something called Rewards Vault. The Rewards Vault

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is going to allow a member to set up their own profile.

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They are going to answer questions, you are going to get those answers, you're going

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to be able to target those members and you're going to reward them inside your

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club, inside your spa and outside of the club and outside

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of the spa to get them to become loyal, to get them to pay

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their monthly dues and to be rewarded properly

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for the actions. A lot of companies are cutting back on rewards. You shouldn't be.

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Promotion Vault, your answer, trust me, this is real.

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I think you just gave me an aha moment that a lot of people spend

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time trying to lobby, you know, Congress or try and get things

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passed or, you know, the food labels need to be this and that. It's

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almost like everything out there is an advertisement. You have to decide if

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you want to read it or not. Right. So really if you just educate people

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at the core level, which I'm shocked actually to,

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to kind of go on a little bit of a soapbox here that my nephew

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and kids in school right now are not learning the,

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the core tenets of nutrition. Not, not,

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you know, not from a technical standpoint. But I, I'm just still shocked that this,

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this is not easily, you know, taught that there

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aren't like cooking classes, you know, that people have to do that

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as part of like a fundraiser or to have to do as like a nonprofit.

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I don't know, maybe there's a problem with the education system or maybe we just

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need to get in there sooner. Yeah, I think

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that's a really important point to bring up, especially for kids. I mean, I'm

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assuming many of the listeners here are parents. I don't have all

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the answers by any means. I think it would be really cool if there was

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more education around what protein is, what

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fiber is, how do you cook basic things. But I also, again,

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taking ownership, like, I just feel like it's my responsibility to teach my

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kids those things. And for me, I take the perspective of

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teaching by modeling rather than teaching by telling my

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son's 3. I have a 1 year old daughter as well.

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And like all kids, they tend to be picky around certain things, but for me,

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simply just telling my son, hey, if you eat your chicken, it makes you strong

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and then flex your bicep. And he loves that. And then I tell him his

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vegetables give him energy and if he wants to play, he has to try them.

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And then when he tries it, I celebrate it. And then I go outside and

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work out and he comes out and takes off a shirt and wants to work

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out with me. Like just modeling those behaviors. I've found to be extremely

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powerful to encourage the healthy behaviors that we want our kids to have.

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So talk about the fit for life and what you're doing

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there and how that is a full time

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opportunity for you and what people get as part of that

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program. Yeah. And maybe I can give a little bit of

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background info too in terms of why I decided to leave the last position that

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I was working in and start my own company. Um,

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so I started coaching people

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because I was really passionate about fitness and I started working with a lot of

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people who are very passionate about fitness, people who are already in good shape and

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want to get in better shape, which is great. Right. It's awesome that

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people want to achieve very high standards. But I always found it really

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rewarding when I was able to educate and help people

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who were potentially not in good shape at all and just wanted

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to be healthy and feel good and didn't even understand what a good food is

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and what a bad food is. So somebody who's in a position of pain to

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get them to feel good. I always felt like that was just very

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rewarding for me. And so at the previous company I

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worked with, just naturally based off the brand that Lane has developed, we

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tended to attract a lot more fitness focused people already. And I

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wanted to develop a coaching program that was more focused towards people who care about

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fitness, but who are struggling a little bit more. Right. So we tend to

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work primarily with individuals who are between the ages of, let's say 40 to

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about 65. We have some clients in their 70s as well, by the way. It

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is incredibly awesome and the changes you see in a 60 year old or a

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70 year old when they've never focused on things like lifting weights and protein,

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the amazing changes they can experience, that's what I find really

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rewarding. That's who we work with. And two big things

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that we focus on. One, having an evidence based approach,

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like actually using guidance to guide the approach

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and to help people make sustainable changes. And two is

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sustainability. Meaning I've realized a lot of people

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improve their physical health at the expense of their mental health.

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Meaning that what I was saying earlier, when you start watching videos,

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first it's okay, I can't eat any sugar. Now it's okay, I can't eat anything

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that's not organic. Now it has a little bit of seed oils, now it's this,

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now it's that. And then by the end of a couple months, you're just eating

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meat and eggs and nothing. El Right. And the truth is that for

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a lot of people, these very restrictive approaches cause a lot

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of psychological stress in some ways cause a lot of yo yo

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dieting. This is why people lose the same £20 and then regain 25 over and

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over and over again. So it's really teaching people that this whole health and

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fitness thing doesn't have to be incredibly hard or incredibly restrictive. And teaching them how

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to develop a way of eating and exercises that supports their goals

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of losing weight, building muscle, being healthier, but also in a way

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that feels sustainable, enjoyable, and integrates into the context of their preferences and

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lifestyle. So as you give people

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access to your academy, how much of that is with you?

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How much of it is online? I don't think

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it seems to me that you're not somebody that just says, go use my

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program. Good luck. I feel like you take personal accountability into everything

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that you work on. And touch it extremely personalized. It's extremely high touch.

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So I oversee the totality of the program. I have four coaches on my team

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who are working directly with our clients. All of the coaches on my team have

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either a Master's degree or PhD level education. We do everything online

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simply because we work with clients all over the US and we have clients that

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are not in the US as well. But it's a very high touchpoint

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service. Everything's personalized. We really take time, Pete, to understand the person.

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Right. I think if you are just buying a

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nutrition program or buying a meal plan, it can be helpful for a while.

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But everybody's done those things and at some point you either can't stick to it

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or it stops working and you have no idea what to do next. Because you

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don't have any underlying information or knowledge. It's the whole concept

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of learning how to fish versus being given a fish.

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Our whole approach is really teaching people how to fish or

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teaching people how to be in control of their own health and

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fitness. So it's not just buy

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this program and follow it. It's very personalized and week by week we're updating things,

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depending on what's working, what's not working. If you have trips coming up, all that

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good stuff. And do you feel as if,

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because we run something called the Halo Academy and what Dave and I,

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from a continuous education, we're kind of making

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it seem now we're going to turn it into where it's every month and it

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never really ends. Is your academy somewhat.

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Hey, you could come into the program, you could change your life and then you

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could continue to monitor that on your own. Or is. Do you kind of view

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this as, hey, look, you know, as long as you're going to continue to live

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and you're going to continue to eat, you know, I'm going to continue to coach

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you. Great question. Our

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goal is twofold. One is if

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somebody invests in our coaching program, which our initial program is six months in duration,

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we want to get you to the point where you feel confident doing it on

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your own. That said, we want to deliver such an exceptional service that you want

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to stay with us. Right. Obviously, for business, it's good to keep clients around. Yeah,

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sure. So we have clients that have been with us for. I have clients that

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have been with me for over five years. And it's because a

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lot. So people value different things. Right. People will value the education.

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And some people also value. And I see this more in like busy

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professionals, high achievers. A lot of people value just not having to think

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about what they need to do and having somebody tell them, here's your nutrition

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plan, here's your training plan, here's where we're progressing, here's where we're not. And then

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not having to think about it. That type of person tends to stay with us

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for a longer duration. In terms of education, continued education

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is a big part of what we do. So we have a curriculum that people

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go through over those six months, but we do weekly calls

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with our community that are education focused. So myself or someone from our

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coaching team will present on an educational topic around nutrition training,

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lifestyle, how it relates to health. And then we do open Q and A sessions

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at the end of that. And we also do something similar to what you mentioned,

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or it Sounds similar. A monthly masterclass series where

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we bring in an outside expert to present on their expertise so that our

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clients are always obviously expanding on their education.

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This is Pete Moore. Here's the last tip for you of the podcast.

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We are partnered up with a company called higher dose.

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Higherdose.com they are the leader in

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workout recovery products. Infrared technology,

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LED light masks, neck enhancers, and

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other products such as PEMF mats and sauna

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recovery train yet, your time and your stop

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is now. You got to get these products in there before these workout

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recovery and spas end up saturating your market.

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Having your members walk out of the club and going into one of their locations

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for 200 bucks per month where they're paying 39 to

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00:19:44,520 --> 00:19:48,360
you. Let's become an expert in workout recovery. If we

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are already an authority in workouts, Higher dose,

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check it out. There's a wholesale code and we look

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forward to helping you augment your products and services

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to meet the demands of your members. And hey, let's get people

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happy, healthy and sweating. And the recovery should be

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just as good as the workout.

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I, I, I went through a, a pretty severe change

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in like my eating habits and went, went in keto and dropped like

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25 last year earlier this year and got

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somebody who was just kind of like an executive coach or therapist, whichever you

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want to call it. And the one thing that I realized that I didn't know

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was in my DNA was, was as I was trying to

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achieve certain goals. I also didn't want to disappoint

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the guy who was my coach. It was almost like I was back in high

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school where it's like, okay, like, like my basketball coach, like,

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I kind of report to that guy or like, hey, I'm goalie. Like,

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I've got a certain amount of responsibilities. And I didn't really, I,

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I didn't fully appreciate how important that intensity was

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of actually having a coach. People say, oh, you got a personal trainer because you're

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going to show up, you're not going to cancel, you know, all the time because

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the guy's waiting or woman's waiting for you. Yeah. But I didn't fully

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appreciate that as you go through, you know, kind of a real life

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change and the person that is coaching you, that,

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and I'm sure a lot of other people feel this way. Like, if you were

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my coach, I don't want to disappoint you. Like, I want to, I want to

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actually get the results. So do you see that. Do people tell you that? Do

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you know that that's kind of an underlying component to this.

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It's the people that have gone through a coaching program before

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and then work with us are already aware of that. They know, like, hey,

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I know if I'm accountable to someone, I don't want to disappoint them. I'm more

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willing to actually show up and stay consistent. The people that have never experienced

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coaching go through a coaching experience like, wow, I didn't know how beneficial it would

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be to have somebody who's holding me accountable. So it's a huge part of it.

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The way that I explain accountability is like this, Pete. Accountability is

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very beneficial to help you stay consistent and do the things that you say you

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need to do. But I'm sure you would also acknowledge that you don't want to

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have to rely on external accountability for the rest of your life. Sure.

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In many ways, we want the accountability to help us with consistency so we can

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form habits around the behaviors that we're trying to implement. Because habits are

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automatic, we don't think about them. It's like brushing your teeth. Right. You don't think

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about brushing your teeth. It's second nature. But in order for something to become habitual,

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we need to stay consistent with it for a extended period of time. Accountability

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helps with that consistency. Once you're consistent, once you're seeing

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consistent results, and once the approach feels enjoyable and

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sustainable. The byproduct of that is habit formation. Right? Yeah. So

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that's why we tend to really focus on those three pillars there. It's almost.

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And. And look, this might be rudimentary to some people or even to you at

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this point, but, you know, I've been involved in. Went to Harvard Business School. I

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went to. You know, I've been. I've had a personal trainer for periods of time

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in my life. I go to soul side class. So I've always had some. Somebody

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that I reported to in some capacity. Right. I run my own company now.

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So there's a level of external discipline that

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gets kind of launched onto you, almost blankets you. And then once

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you get blanketed, it starts to kind of reframe how your

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discipline is, because you've never actually, I mean,

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over the last 15 years, who am I reporting to? Myself. Right. And there's probably

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a lot of entrepreneurs out there that feel the same way, that if they work

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with someone like you on their nutrition and their health, it

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might actually help discipline even more facets of their life. I

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would say. Yes, I could talk

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about that for hours in terms of how I think fitness has allowed me to

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be more disciplined and effective in other areas of my life. But to keep it

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short, that is definitely a massive benefit. And I think as entrepreneurs, Pete,

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it's hard because we don't report to anybody. But

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accountability doesn't also just mean reporting to somebody. It sometimes mean the responsibilities that you

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have to serve those that are on your team. Sure. For me,

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I may be feeling down or don't want to show up or I'm being negative.

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It's like that does not matter. My team still relies on me and so I

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still need to. Yeah, but it's almost like,

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I don't know what the right term would be. It's like discipline based on

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serving others and not necessarily serving yourself.

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And then from my standpoint, you know, I put it, put this guy on top

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of me and I'm like, wow. Like I kind of report to this guy and

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I kind of like it, you know, so. Yeah, well, look, we'll have all

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the show notes out here. We can talk for hours. We're going to start doing

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these in, in person. I've got a couple of deals down in the

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Tampa area and some family down there, so we should definitely meet up in

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person. And let's, Dave, let's get this blasted out to everybody so they

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know what, what Joey's doing. But, you know, great, great

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to, to meet you, you know, here and to give people a little bit of

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a flavor for, you know, why they should be working with someone like you or

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with your, with your crew. Oh, thanks for the kind words, man. If

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it's okay with you, do you mind if I share something with the audience? Yeah,

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please do, please do. Yeah. Two quick things

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because I know we didn't get too much into the logistics of what we actually

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do. If anybody here is interested in learning more about our actual approach,

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we have an ebook that I'm more than happy to give out here for free.

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I'm guessing the link will just be in the show notes. It's just fitforlifeacademy

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Health blueprint. The link will be down below. And

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just as a thank you to Pete and Dave for having me on, if anybody's

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interested in working with us, we're happy to extend a $600 discount

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to our coaching program. Typically we charge around $4,200 for it.

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For anybody who's a listener, just tell us you came from the show.

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It'll be $600 off of that for the six month coaching program.

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And happy to discuss what? The details of that are perfect. Sounds good. All right,

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00:25:31,740 --> 00:25:35,100
man. Well, thanks. We'll get. We'll get all the show notes out there. Love what

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you're doing and what you're committed to. I think it's important to have leaders like

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you helping out, not just at a broad level, but, you know, hey,

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5, 10, 20, 30 people at a time like, like that. That's kind of the.

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The way tribes get built. So we're, we're excited about what you're doing. Dave,

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00:25:49,990 --> 00:25:52,990
thanks for sending us up. Absolutely. Thank you. Awesome.

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This is Pete Moore on Halo talks. Your captain speaking. I am

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00:26:06,790 --> 00:26:10,390
the founder and managing partner at Integrity Square. We've been around

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00:26:10,390 --> 00:26:14,230
now for 15, 19 and 1/2 years. We have been helping

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00:26:14,230 --> 00:26:17,710
people like yourselves get capital, do mergers and

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00:26:17,710 --> 00:26:21,270
acquisitions, consulting, strategic advice in the health,

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00:26:21,350 --> 00:26:25,190
active lifestyle and outdoor halo sector, trying to help

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00:26:25,190 --> 00:26:28,390
as many entrepreneurs as possible get to the next level.

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Take that inflection point to be the force behind your growth.

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00:26:32,950 --> 00:26:36,510
We are helping companies that have at least $3 million of

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00:26:36,510 --> 00:26:39,870
EBITDA, around $10 million of revenue, and

437
00:26:40,110 --> 00:26:43,470
we are positioned to help you get institutional growth capital

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00:26:44,110 --> 00:26:47,470
or to negotiate deals with strategic partners.

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00:26:47,710 --> 00:26:50,270
If you go to integritysq.com

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00:26:50,910 --> 00:26:54,310
isq you can see our capabilities. Deck, happy to set up a

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00:26:54,310 --> 00:26:57,950
consultation at any time that is free of charge and we

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00:26:57,950 --> 00:27:01,510
look forward to you helping solve obesity, loneliness,

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00:27:01,510 --> 00:27:03,440
and diabetes. And go in.

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00:27:28,490 --> 00:27:43,100
Sam.