AP 1126: My Business Topic Is Unusual. How Do I Grow and Become the Authority?

1126 AP 1126 Sandy Farquharson

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Pat Flynn:
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Pat:
What's up everybody? Pat Flynn here. Welcome to episode 1,126 of AskPat 2.0. You're about to listen to a coaching call between myself and an entrepreneur, just like you. Today, we're listening to Sandy, who is the founder of The Padel School, P-A-D-E-L. Not like paddling with like doggy paddle. Not paddling like with an oar. Padel as in the sport, a sport that is widely unknown, however, super popular in many places like Spain.

Pat:
Sandy is one of the, if not the only English speaking coach in the world. Which presents itself with a number of different challenges for growth, for exposure, but also amazing opportunities, too. You can find him at thepadelschool.com, that's P-A-D-E-L, thepadelschool.com so you could see what this is like. He explains what it is in the beginning in terms of how the sport is like other sports, but not really, and how it's grown, and where it's popular, and what he's done, and what he wants to do but what he's unable to do, and how I help him.

Pat:
Hopefully, you can listen in, get inspired, get some ideas, and all the good things, too. So without further ado, here is Sandy Farquharson, founder of thepadelschool.com. Here we go.

Pat:
Sandy, welcome to AskPat 2.0. Thanks so much for being here today.

Sandy Farquharson:
Thank you for having me, Pat. Absolute pleasure.

Pat:
The pleasure is all mine. I'd love to have you introduce yourself a little bit to the audience who's listening right now, and tell us a little bit about what you do.

Sandy:
Yep. So my name's Sandy Farquharson. I work in padel, which is a racket sport, which is kind of a combination of tennis and squash. Actually, in the States it's not too big yet, but around the rest of the world, it's growing rapidly.

Pat:
Pickleball?

Sandy:
See, and that's actually the reason why it's a bit slow in the States, is because there's so many of these different variations of racket sports. So it's more similar to platform tennis, I'm not sure if you've seen that. It's more in like the New York area. It's basically enclosed by glass, and then you play always as a doubles, but the ball doesn't leave the playing field, basically.

Sandy:
It's called padel. Yeah, P-A-D-E-L. My background is tennis before that, and I used to play and coach tennis, and I kind of fell into padel about eight or nine years ago. I'm based in Dubai and that's where I started playing basically. It was only really small at that point, like one or two courts.

Sandy:
Completely random how I landed into padel. I basically was leaving Dubai. I canceled my visa, sold all my furniture. On the way to the airport. And someone basically dropped out of a padel tournament, and I said, "Look, I'll go and play, but I've never played before." So I went to the tournament, and it ended up being for one of the, kind of, big families over here. We ended up winning the tournament. And at the end of the tournament he said, "Look, would you consider coming back, and basically being my padel coach?" So I said, "Look..." Yeah, I mean, it was kind of surreal.

Sandy:
At the time I had already been in Dubai a couple of years and I said, "Look, I'm sorry, but just that's not going to suit me. I don't know enough about padel. If you sent me to Spain to learn about padel, then I would consider it." And that's exactly what they did.

Sandy:
So they sent me to Spain to learn from their kind of top coaches. Because basically the sport originated in Mexico about 50 years ago, and it moved really rapidly to Argentina and Spain. And in Spain, it's the second biggest sport after soccer. Yeah. So it's huge. I mean, they have something like four million players in Spain. It's massive. So that's where I went basically, to learn. I'm now still at that same sports club, coaching the kind of members at that club, it's private. But alongside that, when I started learning... And I don't speak very good Spanish, I mean really pigeon Spanish, but I wanted to learn. I wanted to learn the game, and there was nothing in English. Like no content, like no blogs, no videos, nothing. And I kind of like was really frustrated at the time with that.

Sandy:
And then, after a couple of years of learning the sport myself, having spent a lot of time with these coaches, I thought, right, I need to try and help others learning the game, because it's growing so fast around the world that there's no content for people. So that's exactly the reason why I started The Padel School, which is the YouTube channel and my Instagram page, and my website is thepadelschool.com. There, basically, I provide content for players wanting to learn the game. And now, in the last couple of years, I've got involved with the British Padel Federation, so I do their... I run their coach education. I coach the national junior Great Britain team, and play for the British men's team. And it's all kind of like... I never even heard of the sport like eight or nine years ago. And it's just funny how it's kind of fallen into place, basically.

Pat:
Wow. Well, that's an incredible story. I mean, I feel like this needs to be written in a book or something, because it's kind of unreal, if there isn't one already. But congrats to you, by the way. So you coach. You have a platform where you teach this stuff online in English. What has happened since then?

Sandy:
I kind of started out bit by bit, really. I started initially with Instagram. I made trick shots and that was just big, even the fact that it was English, someone English speaking padel. And really from there, I started giving kind of tutorials on Instagram, then I moved to YouTube. And then now, I have a few courses online on my website. And there are no other like native English speakers that teach the sport. There are a lot of Spanish that speak in English, but it's kind of difficult to understand for most of them.

Sandy:
I haven't used Teachable or things like that for my courses. I've just kind of done it with unlisted YouTube, and I've kind of added them into my website. I think actually having... Listen, originally, my list of questions for you was absolutely massive, but having listened recently to Betsy, the gymnast, and Natasha, the softball player, I've kind of answered a lot of those questions which I did have of trying to streamline it and just make it a more efficient process.

Pat:
Now that you have those answers, kind of, can you report back to me and everybody listening, sort of what were the biggest takeaways that were related to the questions you've had? Like what direction do you now have as a result of that?

Sandy:
Particularly with Betsy, the gymnast, I listened to that a couple of times, because I felt pretty much the same place, that I'm kind of like trying to keep all these plates spinning, and I don't really... The time I'm spending doing social media, I also listen to Gary Vee, and I was in that kind of content hamster wheel, where it was taking me so long to make the content, I wasn't having time to devote it to things like the courses or... Yes, I do want to write an ebook or a book.

Sandy:
So I think one of the things... Actually in your WillItFly? Book, I love that Post-it idea, that you write it on the Post-it, you take out the ones that are not kind of crucial. And I feel if I don't do that regularly, it just ends up being quite kind of confusing. I'm flitting between doing one thing here and one thing there, and I'm not doing any of them as well as I would like, basically.

Sandy:
So my idea after listening to those, was to streamline my editing immediately, like my podcast... Because I do a podcast as well, The Padel School podcast. So to streamline that editing, to streamline my YouTube editing and batch video, which I do anyway, but batch video and get an editor to do that, which will free up a lot of my time. And then also, the content for social media was—I don't need to post like Gary Vee. Like you said it, he's got 20 guys that does it at VaynerMedia, and it's impossible for someone on their own to even try and do that.

Sandy:
One thing I find a little bit difficult, but I'm getting better at, is if I have a course and I know it helps people, is kind of pushing people towards that course. Like, I've spent so long giving free content and free information that sometimes... It's not the imposter syndrome, it's just I'm not used to doing the sales side of things, and that just takes a bit of getting used to.

Sandy:
I think, the other thing is, like I mentioned, Teachable or Thinkific or one of these things just to help, because like your course or like the complimentary thing that you have with Superfans, it looks so nicely laid out. Whereas mine is just a list of videos on my website, and it doesn't feel like the education kind of course that it should. So those are areas that I want to streamline so that I can spend time on the book and making more courses, basically.

Pat:
Good. I think those two things are related, right? The idea that the course may not feel like it's as fine tuned as it could be and then, you having some sort of blockers or limitations in terms of how confident you are in selling this, and perhaps people might perceive it as not as valuable. You have customers already?

Sandy:
Yeah. I've started the website, really, I started kind of two or three months ago, and it's been a little bit of trial and error. But I started my email list now, and I've just hit a thousand registered or whatever. And I've got 50, 60 course sign-ups, which is great. And do you know that the feedback that I get... And this is another thing, is like the price point, which is always tough with this, I find. But everyone who's signed up—because I ask them for feedback—they've loved it and they think I'm selling it too low or whatever. But it's one of those things.

Sandy:
I know that my courses will get more complex or like deeper, and therefore I could probably ask for more. I can't remember if it was either yourself or another podcast I was listening to, that because I was doing so much free content I wanted kind of a couple of smaller courses just to let people know that I would be asking them for some revenue at some point. So that's kind of what those courses were for, really. But it is working and the channels are growing, and it is coming together. I kind of feel like I'm like patching clouds here to try and push them together. But it is getting slightly more streamlined.

Pat:
Yeah. And that's a great thing to do. This is the point in your business that it makes sense to do this. So you've done this sort of ready fire aim approach, where you've sort of shipped things before they were perfect. That's a great thing because you're able to go out there and get feedback. The reason why I asked if you had customers earlier, is because I wanted to know what they're saying about the course. And it's so funny, how even though it's selling, even though people are telling you that you could probably charge more, you're still... something inside of you is telling you that, "Oh, maybe this isn't of value, or I feel bad about selling or whatever." And I completely understand, I was the exact same way.

Pat:
But a few things helped me when I began selling my own stuff, because I sold other people's stuff for eight years before I sold my own stuff as an affiliate. And I had some big hurdles to get over. And the biggest one that helped me was realizing that you can serve and sell at the same time. In fact, you're almost doing your audience a disservice by giving everything away for free.

Pat:
A lot of times, people don't take action on the things that they don't invest in, or have skin in the game with. In addition to that, people can get access to the content for free on websites and on YouTube and whatever, but two things, number one, it's more conveniently laid out in a course that's more structured. It's more handholding all the way through, which I'm sure your course is, and we'll talk about software in just a minute. But number two, are they also getting additional access to you that they aren't getting anywhere else in the course? I'd love for you to answer that question.

Sandy:
With one of my products that I'm just putting on now, is basically an analysis product. So you could send me a video of you playing, and I will break that down into a summary video and send it back to you. With that, I would do a Zoom call. But the other ones, the other courses that are kind of a collection of tutorials, not so much.

Pat:
Okay. Sometimes it's so clear that if you do office hours or something, that's in there then you got to get paid for that time. But if it's just the information alone, it could still work. And obviously, it is working for you. Let me ask you, what is the transformation that you're offering in that course? What do people get after spending time with you, or that information in the course on the other end of that? What's the end result of the course for them?

Sandy:
Ideally, they improve their performance in these kind of difficult areas of the game. The two courses I have are the two areas of the game, that unless you get lessons, you will struggle to get that technique because it's technical. And to be honest, you'd be very lucky if you could find an English speaking coach.

Pat:
Yeah. Well, there's one piece of value there. The fact that it's like the only one that exists. How much are lessons or how much would lessons normally cost somebody?

Sandy:
Obviously, I'm in Dubai, which is a little bit more expensive. But generally speaking, it'd be about 50 bucks for an hour.

Pat:
Fifty bucks an hour. How many hours might a person need to sort of just gain these skills and get proficient with this?

Sandy:
The thing with padel, and this is where it really is different from tennis, is I could go on court with you now, and you and I, we could play with your family or friends and we could have a fun game. And you might come away from that thinking, I really want to be a social player. I don't need lessons to play. Whereas if I took you onto a tennis court, you would need lessons in order to enjoy the game.

Sandy:
So this is more for... I basically got in those two courses, I've got nine or 10 videos in each. If I was teaching you those shots, I would probably have to spend two maybe three physical lessons on each of those areas.

Pat:
Okay. How much is the course?

Sandy:
It is about, well, it's £20. So, yeah, about 25, 30 bucks.

Pat:
So you're telling me I could get the same information that I could get within three hours, AKA, £150 for £20? I mean, that's a huge value. Like, what it is that you're offering is you're offering the convenience, number one, being able to watch these things on demand on your own time so you don't actually have to go to a place to go and find a coach and whatever, accessibility to your knowledge and your expertise. So I think perhaps there might be a sense that you don't even realize how important you are in this space. I don't know if it's just because you're too selfless, or you just don't even know, but it sounds like you are the authority. And to have a $20 program for something like this is almost like stealing from you, in my opinion.

Sandy:
Yeah. I guess I didn't really think of it from that perspective. I think of it that, I would love to be there with you in person, because I know that I can go into a lot... Like I can physically correct you in person, so I kind of price this at lower than that thinking that I wouldn't be able to do that. But when you say it like that, as far as accessibility, yeah that makes total sense.

Pat:
Yeah. And I'm not telling you you have to raise the price, I'm just trying to justify the fact that this thing that you're selling is worth selling. There is value here on the other end, right? So that's sort of piece number one. And probably the other part, like I said earlier, is just the way that you put it together perhaps seems a little Frankenstein, hodgepodge, sort of just kind of pieced together, like you said grabbing clouds. I think if you did go to another platform, if you choose to want to do this. I think you did it in a smart way of just like, "Okay, if this were easy, what would it look like? Unlisted YouTube videos on my website, done."

Pat:
Now, you're at a point where you're starting to see some momentum. You can benefit by investing in one of these platform, like Teachable or Thinkific, or what have you. Obviously, I'm a big fan of Teachable. I'm an advisor to the company, so a little bit biased. Just take that for what it's worth. But it is simple, and it's easy, and it's very professional, right? A person goes in, they feel like they're enrolling in a school. You can even have things like certificates and quizzes and the ability for comments and other things that are just much easier to do and open up, that that entire team is there to help you and your students, versus doing it on your own platform can be very difficult. So that could potentially allow you to even understand that there's even more value here, because of the way that it's structured and the way that it feels and the way that it's presented, if you will. So that's really interesting.

Pat:
And then, the other part of this was related to, well, what does making this process streamlined open up for you? I'm glad you mentioned that at the end, which means you'd be able to write these books, and you'd be able to create these courses. That's going to be the reward for putting in this effort now. I think that you, hopefully, clearly see the direction you need to take.

Pat:
I'm glad that you listened to that episode with Betsy. I'm remembering that conversation, and she too is like the only one in the world that teaches what she teaches. So that conversation, for those of you listening might remember, it was a lot about legacy too, right? Like when I get older, does this information continue and keep going? And I think an online course is a brilliant way to do that. Even if you, for example, were to retire, this information is still going to be available, you're still able to teach this stuff. Or you could obviously hire an apprentice or somebody underneath you.

Pat:
And it doesn't sound like, correct me if I'm wrong, that there's any issue with growth. I mean, you have students, you have a growing email list. I think that your positioning allows you to grow without you almost trying. I'm sure you're putting in effort, obviously. But is the growth and the exposure at all a struggle for you? Or is it simply the systems inside the business?

Sandy:
Well, actually that leads on to kind of my next, or probably my main question, is that, the nice thing here is, yes, I'm growing, like my social media channels are growing, but also the sport is growing rapidly. It's the fastest growing sport at the moment. And just to give you an idea, almost 40 percent of my views and everything is from Sweden. And that is, like per month, I'm getting, just Sweden alone, about 150 to 200,000 views, just Sweden.

Sandy:
So to lead to my next question is, I'm wondering whether... Obviously I'm doing it in English and that's the international language, whether, firstly, I should look at other languages? I have someone in Japan and someone in Iran that translate my subtitles, just because they're passionate about the game and they want to. So they have videos with Japanese subtitles, video with Persian subtitles.

Sandy:
But I'm kind of also knowing that there are other coaches similar to myself in these positions. I know them well. It's the Japanese national coach and I know the Swedish national coach, and these guys are kind of in the same boat as me. I'm just wondering, I've thrown around the idea of kind of ambassadors or working as a team with them or... But I don't, in my mind, I can't really see how that looks, and also whether I need it from a language perspective, or whether I should just continue in English.

Pat:
Well, obviously you're going to continue in English no matter what, right? That's going to happen. But in terms of these partnerships or ambassadors, tell me what your big worry is related to all that. What's holding you back from doing that, I'm curious?

Sandy:
The only thing holding me back is that, I don't really know what I can offer them, like this is the other coaches. So the thing that I really like, and you've talked about it a few times before, is when you started out and you were making these, you had your blog and you were making these papers. And you went to your first mastermind group, and you didn't really know what was going on, and everyone was blown away with the figures that you're getting, and then gave you advice. I kind of feel like I somehow need to find a group that I can bounce ideas off, or people that are in a similar situation to me that I can talk to. Because at the moment, I'm doing all these things and trying to develop different parts of the game, whether it's coach education and stuff like this, and I don't really have anyone to talk to. So it would be useful from that perspective, but I just don't know if, for affiliate for my courses or... I can't really, in my mind, work out the logistics of that. If that makes sense.

Pat:
Yeah. That's something that you won't know how to figure out until you're sort of taking a ready, fire, aim approach again. The way that I would do this, is if you have these relationships already with these people, I would even have one conversation to just express, "Hey, this is what I'm thinking. I don't know what this might look like. Is this even something you're interested in? What ideas do you have? If it is something you're interested in, let's build it together and let's talk about it. Again, no guarantees, but we have this central hub, and we can have arms within this hub to speak to those different languages." And you could potentially sort of come in as a partner for those sections you... Right? Where you might have the ability to help them with the technological part of it, right, getting the courses set up, and you kind of do a rev share. Like that's a possibility. Or if they're happy to promote something in English, or a course that you have that has subtitles, you can just essentially have them promote it.

Pat:
I think the big question I have for you is, well, what ultimately do you want? And where or how big do you want this to go? I don't know where you're at in terms of this. Is this more of just a lifestyle thing? And you're just like, "I just want to make some passive income and play padel all the time," or is this, "Hey, this is a thing that could become the start of the worldwide adoption of this, and I want to step up and work with others to make that happen." Where do you sort of fall in that?

Sandy:
My kind of long term goal would be to have my own venue, like to have my own club. But really, again, a bit like Betsy, to spend some of my time on court doing the day-to-day, but the rest of my time, I enjoy this type of thing. It's almost to be a kind of leader in this industry, to help other people learn the game basically, and to spread the sport.

Pat:
The cool thing is you have the ability to create whatever you want. You could create an ambassador program, and you could reach out and just define it, like, "Hey, I have this ambassador program where I'm looking for coaches in individual countries to sort of take the lead and help those who are in that country and teach. I'll supply you with the website space on my page, and the tools and whatnot. You just have to create these lessons, and I'll put them in there for you." And just bounce that idea around if that is something that you can imagine.

Pat:
I think spending some time imagining, like just perhaps even coming up with some different scenarios about how you might be able to work with others would be really interesting. Sort of like the Post-it Note idea, like let's get all the ideas out and perhaps look at other sports, perhaps sports like pickleball, right? Like some sports where it's not quite as common, but there are personalities, there are people out there who are absolutely authorities in that space.

Pat:
Cricket, obviously very big in other countries, not so much in the US. But what are US personalities doing to help spread the word and work with people related to cricket? Handball, I think is another one. I know a friend of mine whose spouse is on the United States handball team, and it was a sport I had never even heard of before that's very popular in other places. And to perhaps use that as a starting point for inspiration for, "Okay, well, what are these organizations, what are these schools doing? What do I like? What do I don't like?" And you get to kind of Play-Doh it, turn them into whatever it is that you want.

Pat:
I think it's going to be a big internal conversation that you're going to have to have with yourself in terms of what do I want it to look like, and then test it. That's the beauty of this. If you've read WillItFly?, You know let's come up with an idea, a hypothesis, and like science, right, you put it in a little Petri dish and you just experiment with it, try it. Maybe it's Sweden because you have a big following there, and you just experiment with that. And if it works, awesome. Now, move on to the second country, and the third country, and the fourth country. Or if it bombs go, "Okay, well that didn't work. Let's go back to what did work, or let's try something new and then go from there."

Pat:
What's important to do is, over time as you begin to grow, it's important for you to check in with yourself as well, because although you currently are excited about the things that the way are, when things grow and when they grow quite quickly, it's easy to fall into the growth trap where you're working 10, 12 hours a day and you don't even know until you've burnt out, right?

Pat:
So just being conscious about your growth, and how you're feeling about where things are going is really key. Your gut can tell you a lot about... Your gut reaction can tell you a lot related to sort of what's happening in your business. So I don't know. Does that help provide any perspective and sort of perhaps any direction for you as well?

Sandy:
Yeah, definitely. I like that idea with the ambassadors, and that actually... Because another area that I'm just starting to have people ask me is online coaching. And that's another thing, that if I had ambassadors or people I work with... Again, it's streamlining that process. I think that could be quite an interesting thing.

Pat:
I think so. And by the way, Teachable just released this week, the week that we're recording this, their coaching platform on top of Teachable. You can actually have direct one-on-one conversation and interactions through their platform, and they will help sort of stabilize and create that for you, whether I think it's you or even a coach that you bring on with you. That could be a good sign, I think, maybe that is a sign that that might be the next step for you, is to check out that platform. Do a little bit more research before jumping in, but obviously I'm a big supporter of that platform. And I think that, with the coaching aspect on top of it too for things like this, it could work out really, really well as an additional income stream, too.

Sandy:
Yeah, I think so. That's good. Perfect.

Pat:
Cool.

Sandy:
I mean, that's amazing.

Pat:
Sandy, any final worries, or is it just kind of [inaudible 00:28:41] time from here?

Sandy:
I mean, I have more questions in my mind. I actually have one quick one while we're still going. People have asked about content creation, because obviously there's clubs and they don't know how to create their own videos and do things like that. Is this the kind of thing do you think I should just give them content, and as long as they tag me or things like that, it's just a good way of kind of supporting clubs? Or is that something that people turn into a business side? I'm not quite sure how to approach it.

Pat:
You could. There's a couple ways you could do this. Let's say for example, they want the kinds of content that you have in your course. You can have a developer's license or an executive license where a company or a club can come in and get free access to that or give access to their members. But the price is going to be much higher. It's going to be like $499 a month, right, $499 or even $999 a month for that club to give access to their members too, right? So that's one way to do it, the sort of licensing approach.

Pat:
However, if YouTube is a big hub for you, which it sounds like it is, and as well as Instagram, you could offer those videos on YouTube, just give them permission to embed it, which will obviously help you grow your YouTube channel. That's the easiest to do, probably. And obviously you're going to get a lot more eyeballs on you. Perhaps you can even make sure that when they do that, they also credit you and put a link to your website. They could even become an affiliate for your course, if you want to do a rev share and they can help push it out and send... Like they all have email lists, too, that you could take advantage of as well.

Pat:
So it's, again, one of those things where there's many different ways you could do it. I would do what's comfortable to you, and also perhaps start by trying one that's easy, and then branching out from there. But that's a cool opportunity. I think that could help you spur even more growth.

Sandy:
Amazing.

Pat:
Sandy, this has been fantastic. Where can people go to find out more and follow the journey with you?

Sandy:
At The Padel School. So that's The Padel, P-A-D-E-L, School on Instagram and YouTube, and thepadelschool.com.

Pat:
Epic. Sandy, we'll follow up with you. Hopefully we can bring you back on, we can get a sense of like what the journey has been since between now and then. If you don't mind, that'd be really cool.

Sandy:
I'd love to. Yeah.

Pat:
Good luck. Thanks again.

Sandy:
Thank you. Thank you, Pat. Have a good day.

Pat:
All right. I hope you enjoyed that coaching call with Sandy. Again, you can find him and his school at thepadelschool.com. I just think it's incredible. Just when I discover these new things and people stepping up to go, "Hey, you know what? I'm going to be that guy. Or I'm going to be that girl. I'm going to be the go-to place for this thing," It just makes me so happy, because it reminds me of when I first started out becoming that person in the very, very tiny niche of the LEED exam within the architecture design space, right? That changed my entire life.

Pat:
And if you happen to be in a space where there is sort of a bunch of people already, and it's not like you're the only one, well, you have to find something that makes you the only one of something. Even though it might be a more general or more crowded space, what is it that's unique about you? What's your unique selling proposition? What is the thing that has you standing out from everybody else out there, right? We need to find out what that is. And that's your homework if you don't know what that is already, if that is your challenge.

Pat:
So anyway, Sandy, thank you so much for coming on the show and allowing us to share this with everybody, it's super helpful. I'm really excited to share it with everybody, and hear what they think. For anybody out there who's listening, who also wants to potentially get coached here on AskPat, just like Sandy did today, or Chapin did last week, or Amanda next week. I mean, we have over a thousand. We're not stopping anytime soon. All I ask is that you go to askpat.com, and you fill out the application there to make it happen. Can't guarantee it, but that's how we make it happen.

Pat:
Secondly, we are currently in the middle of launching SPI Pro, our brand new membership platform community, safe space for committed entrepreneurs. If that sounds like you, I'd invite you to check out the page at smartpassiveincome.com/pro. That's no spaces, no dashes, smartpassiveincome.com/pro. You can check it out there.

Pat:
Thank you so much. Make sure you hit subscribe so you can check out next week's episode. And until then, hope you're having a great summer. And I appreciate you.... Of course, if you're like in Australia, I hope you're having a great winter, right, because it's opposite over there. Anyway, I love you all worldwide audience. I'm just so grateful for you. Appreciate you so much. Take care. And as always, #TeamFlynn for the win. Peace.