Defying the Odds and Building a Fitness Media Empire with Jay and Steph Rose - EP 172 (2024)

Interview with Jay and Steph Rose

Defying the Odds and Building a Fitness Media Empire with Jay and Steph Rose

Featured on This Episode: Jay and Steph Rose

✅ What they do: Steph Rose is the co-founder of Phase SiX. She is a Kettlebell and Mobility specialist and combines these two practices to build a perfect balance of strength and body awareness. For Steph, correct movement and nutritional optimization are the two key components of a happy and healthy lifestyle

Jay Rose is the CEO and co-founder of Phase SiX. Jay has an undeniable passion for creating a more ‘functional’ and time-efficient way to train by combining strength and mobility movements simultaneously, to gain results whilst focusing on improving recovery and longevity.

💬 Words of wisdom: “That really helped get us through those really tough times was just like, this is just another uncomfortable situation that you have to get comfortable in.” – Jay Rose

🔎 Where to find Jay and Steph Rose: Steph Rose: Instagram | Jay Rose: Instagram

Key Takeaways with Jay and Steph Rose

• Jay’s leap of faith
• Escaping the rat race to pursue a dream
• From Uber driver to Phase SiX
• The magnetic pull of the American Dream
• Tough times create tough people
• Greatness is on the other side of fear
• Battling through visa and immigration troubles
• Growing a business amidst Covid
• Creating the ultimate content dojo
• Why relationships are key to success

Jay and Steph Rose | Becoming a Resilient Entrepreneur

Jay and Steph Rose Tweetables

“As a couple, we just found that we were both on exactly the same level. We both knew what we didn't want to do, and we knew what we wanted to do, and we knew that we were on the right path.” - Steph Rose Click To Tweet“Once you have no fear, anything's possible.” - Jay Rose Click To Tweet

Resources

• Phase SiX
• Phase SiX on Instagram | YouTube | Facebook
• Jay Rose on TikTok | Instagram | LinkedIn
• Steph Rose on Instagram | TikTok | YouTube | Facebook | LinkedIn
• SunLife Organics
• Khalil Rafati
• The Well
• FUJI Mats
• Vivobarefoot
• Noble Origins
• Hydro Flask
• Roger Gracie

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Strategy Session

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Read the Full Transcript with Jay and Steph Rose

Justin Donald: What’s up, guys? So great to have you on the show.

Jay Rose: Thanks for having us, Justin. Good to see you.

Steph Rose: Thank you, Justin.

Justin Donald: Yeah. This is so fun. Well, it’s very rare that I have an episode where I have two people on at the same time. I think I’ve only done it once before with Chris and Rob Taylor, which is a really fun episode, kind of contrasting bootstrapping to venture capital and what ways best to kind of start a business. For those of you that haven’t checked that out, check it out. It’s a cool story but I’m going to just spoil it for you for their story. It basically showed up the same. Each of them had an exit. Each of them had different valuations but their take-home was within just a handful of dollars of each other, which is pretty crazy.

Jay Rose: That’s incredible.

Justin Donald: So, it’s fun having you both on. It’s a blast. You know, for me, it’s so cool having friends that I work out with that I think are just epic at what they do and get a chance to showcase you and showcase your work. And so, I’m thrilled. We’ve been talking about this for months, so let’s go.

Jay Rose: Yeah, for a long time. It’s very exciting. And, yeah, as you know, Steph and I are always joined at the hip anyway. Sometimes we get confused as one person. I think Steph’s even being, she’s not even Steph anymore. It’s like she’s been called Rose because it’s Jay and Rose instead of Steph and Jay Rose.

Justin Donald: Well, I like that.

Jay Rose: You have two individual people.

Steph Rose: Yeah.

Justin Donald: That’s great imagery for you, Steph. That’s nice. That works for you. Yeah. Well, for those of you that don’t know Jay and Steph, these two are freak athletes that are doing amazing things in the gym. I have the privilege of watching them and basically staring in awe, hoping that one day I’ll be able to do the things that they’re able to do. So, you set quite the example. I appreciate that.

Steph Rose: That’s very kind. Thank you.

Jay Rose: Well, it’s always good seeing you in there. Like, when we met, I think you just started, and watching your progress as well has been incredible because you have an incredible amount of dedication and discipline in what you’re doing in the gym. And we ourselves have noticed the progress within you. So, it’s a really cool place to be. To match those types of energy levels, I feel like it makes us better as well.

Justin Donald: Well, I appreciate that. That’s super kind of you guys and it is fun when you can see the progress, right? So, for me, I generally walk around as a pretty thin guy. So, I’ve got to work really hard to put on muscle. And so, this has been great working out with an elite trainer. I mean, this is the guy I’m working out with Rain. I should have him on the podcast sometime.

Jay Rose: You should.

Steph Rose: Yeah, for sure.

Justin Donald: He is next level.

Jay Rose: I mean, that’s when you know that person is doing something right because you really notice the progress with Rain. And Rain walks the walk and talks the talk. You know what I mean? He does exactly what he does. There’s no gimmicks or anything like that. He can lift a 200-pound elephant.

Justin Donald: Yeah. That man is big. He’s legit. Well, it’s fun having people that also have really cool accents on the show. So, you guys already sound so much more intelligent than most of my guests. So, I’d love to hear your story of how you met and what brought you to the US because, Jay, you’re from Australia originally, down under, and, Steph, you’re from the UK originally.

Steph Rose: Yes. From London, yeah.

Justin Donald: And you guys met somewhere in your travels and then decided, “Hey, we’re just going to do this travel thing and this life thing together.” So, yeah, tell us about all your travels.

Steph Rose: So, we met in London, actually.

Jay Rose: Yeah. So, I mean, I haven’t lived in Australia for a long time. Yeah, I mean, I was born there and then I ended up moving to London and working some retail and then some corporate work, office work, and stuff. I started off in like admin and then worked my way up into corporate. As you can tell, it didn’t really match who I am as a person.

Justin Donald: Yeah. If you’re listening, not watching, Jay has this massive beard. I told him, “I can actually see what you look like because you’re not wearing your sunglasses or your hat.”

Jay Rose: Yes, it’s usually just you can only see that just here in my cheeks.

Steph Rose: Just eyes.

Justin Donald: That’s right.

Jay Rose: The rest is a hat and my sunglasses and beard.

Justin Donald: Massive beard.

Jay Rose: So, yeah, I was working in corporate, in this corporate job that basically was they would tear down like poor areas and then build multi-million dollar apartments there. They were doing that across the board. And it really didn’t suit me. I didn’t like the work but the reason I stayed in it is because I wanted to understand the language when speaking to corporate people. So, when I do transition into doing whatever I did, I had that communication available to me. So, I was working in this place and it is not too far from the gym that I went to. And I was pretty much just starting training then. And then this one day I was looking out the window and I saw this gorgeous woman walking across the parking lot. And I was in awe. And she came up and I saw her still remember what she was wearing creepily but it’s okay because we’re together now.

Justin Donald: Well, now it’s romantic.

Jay Rose: Yeah, it’s romantic. It’s not creepy anymore. And I remember telling the guy I was training with, the only other guy who I was working with who did go to the gym, so like, “I would do anything to be with that girl.” So, this was on like a Wednesday, and then I was like, “Next time I see her, I’m going to have to speak to her.” And I’ve never approached a woman before or anything like that, especially in a public situation. So, it was a Friday and Steph came into the gym with her mom because her mom’s a Pilates instructor, and they used to work out together. So, she was doing our thing, and I was kind of finishing. So, I thought to myself, “You know what? I’m going to wait downstairs,” because there was an area where you could have food and have drinks and just see if she comes down. And if she comes down, then I’m going to go and speak to her and introduce myself. So, of course, I’m sitting there and I’m getting down to like the last bit of my drink, just sipping it slowly to see if this is going to happen. And, of course, Steph comes down with her mom and they sit at the table like opposite me.

Justin Donald: Even more intimidating to go up to her with her mom there.

Jay Rose: Exactly.

Steph Rose: Yeah. Right. Get it over and done with.

Jay Rose: The thing was all I could hear in my head was that I don’t know how to pronounce it. It’s like a carpe diem. It’s like seize the moment. That’s all that kept on playing in my head. I was like, “Okay. I got to do it.” So, I went over and actually I have a fractured tailbone and I kind of used that as a thing like, “Oh, I really need some core work done and everything like that.” So, I use that as a segue to get into the conversation and then we were speaking and it was going really well, and I just went, “Do you mind if I sit down?” And before they could say yes, I sat down and we carried on speaking to Steph and Steph’s mom. The funny thing is, by the end of the conversation, I didn’t end up leaving with Steph’s number. I ended up leaving with Steph’s mom’s number for the Pilates that I needed, you know.

Justin Donald: Hey, safe approach. I like that.

Steph Rose: Right.

Jay Rose: And Stephanie and her mom were really great and really welcoming, and it was just really nice to meet them. And then the Monday, I didn’t see them over the weekend come in but the Monday, Steph’s mom came in without Steph. So, then my cover was blown because I went up to her and mentioned about the Pilates again but then I was like, “So, where’s Steph?” And that’s when Steph’s mom knew that wasn’t anything to do with Pilates. I just wanted to meet Steph. So, funnily enough, it’s actually Steph that got my number through her mom and then we started training. Our first date was training together in the gym.

Justin Donald: Well, that’s very fitting. I love that.

Jay Rose: But we were very at the start of our like what you see now, we didn’t have nearly as much knowledge then but it was just a great connection. And pretty much since that date, we’ve been together 24 hours a day, seven days a week. And that was eight years ago.

Justin Donald: Wow. That’s awesome. And, Steph, did you have any idea what was happening? Did you think this is just a nice guy that wanted to talk or were you like, “Hm?”

Steph Rose: I mean, I kind of knew. I had my suspicions but then I didn’t want to think that just in case that wasn’t the case because that’s super embarrassing. I just kind of went along with it. But I remember leaving that dinner and I was really excited. Like, I didn’t even know Jay but I was like, “He’s really nice.”

Justin Donald: I love it. Oh, that’s so cool. And you guys have been able to travel the world. And by the way, we’re going to talk about how you’ve built and scaled this huge media company and you guys have an incredible online presence and following on social media. So, I want to get into that but I love always learning about the story before it becomes the big thing that everyone knows. And so, it wasn’t always like you guys were rolling in the dough and everything was working. I mean, generally, there are some growing pains and I’d love to hear just some of the hardships as you built Phase SiX, and then we can transition into all the cool stuff you’re doing today, the brands you’re partnered with, the epic work that you’re doing, the cool dojo that you just built here in Austin. I mean, there’s so much to talk about but let’s hear about like the early days.

Jay Rose: Yeah. So, I mean, after that day, we realized that we wanted to spend, after we met, we realized that we wanted to spend like every day together. And our current employment situation wouldn’t allow that and it was also just not something that we wanted to do. We were also in the UK, and we realized that we really didn’t want to live there. It wasn’t a place we wanted to settle down or buy a house or even attempt to buy a house there. The weather’s crap and all that kind of stuff. So, the plan was I ended up mutually parting ways with the company that I was with. And once I did that, Steph decided she did as well.

Justin Donald: It’s comical even thinking about you working in corporate America. I mean, knowing you, knowing like how you walk to the beat of your own drum. I mean, it is very funny to think about.

Steph Rose: Yeah. We try.

Jay Rose: It’s interesting as well because I really wanted to do like I wanted to get in that department of like advertising and marketing but they wouldn’t allow me to do it because I didn’t have like a degree.

Justin Donald: You’re clean-cut. Oh, degree. Okay.

Jay Rose: Yeah. I didn’t have a degree and they wouldn’t allow me to do it. So, it’s interesting now, seeing as Steph and I handle all the marketing and everything else we do, we were denied that back then because of like a piece of paper, you know?

Justin Donald: Oh, that’s funny. The piece of paper that has become more and more irrelevant every single day we’re alive.

Jay Rose: Right. And so, we ended up deciding to move to Australia. Because we were both unemployed, we didn’t actually have any money to move to Australia, so we decided to Steph got a loan out of about 5,000 pounds. So, like 6,500 US dollars I think but at that time…

Steph Rose: It’s like 600.

Jay Rose: Yeah. You could have said 600,000. That’s how much we thought we had. So, we decided on the way to Australia, we’d stop in Thailand and Bali, and then we would get to Australia to break up the trip and enjoy ourselves. And by the time we got to Australia, we didn’t have any money left. So, we had about enough for one week’s rent in this place that we stayed at in the Sunshine Coast. Fortunately, we made really good friends with the owner of this. It’s like temporary accommodation for vacations, basically. So, it’s like apartment buildings but only for vacations. And she managed to get us into a place that was a lot cheaper and more permanent but we didn’t want to go back into like the rat race of finding a normal job. So, we decided to earn money for ourselves. And this was the first time that we’d gone down that route of being like in entrepreneurship, basically.

Steph Rose: I think it started with the woman who we had made friends with for the apartment complexes. She needed a website made for their company and I was like, “Oh, I just made one for us just playing around. Let me do one for you.” And she was like, “Yeah, sure 3,000 Australian dollars good for you?” I was like, “Yeah, that’s great.” Okay. Look, I just made like this website for her.

Jay Rose: Yeah. And I took over there and we’d build up a passion for social media and marketing and all that type of stuff. So, we were learning but we would never have thought that we would start getting paid for that type of stuff straight away. But again, it wasn’t the stuff that we wanted to do. And then on the side of that to make some extra cash, I started Ubering but then I didn’t like that the cut was being taken from Uber because I would Uber for hours and the car that I was renting, I would only pay off the car that I was renting because it had to be a certain type of car to work with Uber. So, what I would do is I’d Uber and then collect clients from Uber and then convert them over to my private car hire company. And then they would just call me whenever they needed a ride. And then Steph started a raw cake company that was like gluten-free, dairy-free, sugar-free but she’d spend about six hours creating these awesome cookies and treats but six hours for about 50 Australian dollars. The best part about it is that we were doing stuff for ourselves and we were earning money. It was almost like a catalyst to creating Phase SiX because Phase SiX wasn’t even an idea then. So, we were doing that for a while. And what we realized quickly was that we’re still not pursuing our passion.

And our passion always came back to things like unconventional training, strength, and ability, all that type of stuff. So, I was like, “Okay. How do we do that?” It took us around a few months to figure out the name. And one day I was having a dream and all these like phases of six came into my head about athletic performance and just general stuff with physical strength and fitness. And I woke up from it and Steph was awake and I just had this weird dream of all these phases of six. And Steph was like, “That’s it. Phase SiX.” So, then we developed the logo and everything like that, which I can go into mass detail exactly why the logo is that way. And it’s a very personal loss. When you see the logo, it isn’t just a logo that’s created from our soul basically. Every single part of it has a meaning to us but we just wanted something bold and iconic, something in the same way of like a Harley Davidson logo, something like that. Nothing simplistic. It just needed to be really in-your-face, almost punk rock star and old-school rock n roll.

Justin Donald: So, you’re still in Australia at this time, right? And by the way, I love that you guys took a stop in Bali because that’s where I proposed to my wife.

Jay Rose: Oh, amazing.

Steph Rose: Oh, that’s nice.

Justin Donald: So, we love Bali. We had an epic trip there and to Singapore. I mean, that whole part of the world is so fun and so cool. And I feel like most people have never been. I just want to highly recommend that people check it out.

Jay Rose: Yeah. For sure. We stayed on both. We’ve stayed on both sides of the island. It’s really cool. And they’re really advanced in things like sugar-free, dairy-free food.

Justin Donald: Yeah. And that probably bodes really well for you, Steph, because you do a lot of nutritional therapy. At least that was kind of like the foundation of how you began some of your work, right?

Steph Rose: Right. Yeah. So, just quickly going back to London, that’s where I got the diploma for nutritional therapy. So, it was like a three-year intensive kind of course for adults. And it included like one year of biomedicine as well. So, that was like my foundation. I went away from that thinking that I wanted to be a nutritional therapist and like see people one on one. So, I tried doing that for a little bit but it didn’t satisfy me because people wouldn’t listen to what I was saying. So, I feel like I would go away and create these crazy plans that were really in-depth and really wanting to help these people. And then they just wouldn’t follow them. So, I’d be like, “Oh, okay.”

Justin Donald: Sounds about right.

Steph Rose: So, I quickly realized that that wasn’t for me and that I had learned that for a reason, and that was to keep myself and Jay and the people I love around me healthy and be able to go about our day as best as we can. But it made me realize that I wanted to be more within movement.

Jay Rose: Yeah.

Steph Rose: So, originally, like Jay had the idea of like being the mover and being like more of a coach-type vibe, and I was going to be a nutritionist but then we quickly scrapped that.

Jay Rose: Yeah. Steph’s passion was always with the movement side of things. She really gravitated towards that. And I think it wasn’t just that they wouldn’t listen. They would listen but not implement as well, which is the most poor thing.

Justin Donald: Frustrating. Yeah. You’re like, “I want to make change, I want to have impact, but people aren’t doing what they say they’re going to do.” Like, I show them the path. Here it is. All you have to do are these things and then people don’t do it.

Steph Rose: Yeah.

Jay Rose: And that’s why we stayed away from things like one-to-one sessions and personal training, things like that because we wanted it to be more based around education and entertainment. So, I’ve always had a mass love for cinema. So, we wanted to create a media company that was disguised as an athletic performance brand. So, really focusing on cinematography and all the different things that are implemented, take all this inspiration from cinema and movies, all these things I loved as a kid, and put that into an industry that isn’t focusing on that. So, when I was a kid, one of my first loves is the United States of America. It’s the first thing I can remember as a kid. It’s not like my first birthdays or my parents. It’s literally being glued to a TV screen and watching. I was obsessed with Ghostbusters as a child, and I remember just being obsessed with the backdrop of New York City. So, I would watch that every day and sometimes I wouldn’t even be watching the movie. I’d just be looking at the architecture and that quickly led onto discovering the concept behind the American Dream. And once I discovered that concept when I was a really young child, I knew I had to get there because that’s where I felt like I belonged. And Steph and I’ve been all over the world. And the reason we fought so hard to get here is that reason is this is the only place that we’ve ever felt like we belong. And the opportunities that happen here don’t happen everywhere else in the world. It really is where dreams are made. We like to say we’re born in different countries but we’re made in the USA.

Justin Donald: I love that. And it’s a great reminder for those of us that were born in the US. It’s sometimes easy to take that for granted that we live in the land of the free and that you can become an entrepreneur. You know, I talked to people from different countries all the time who say like, number one, you just can’t go become an entrepreneur, especially depending on, I mean, just the simple things like were you born a man or a woman? Were you born in just countries that are a little more strict on the religious side of things? There are so many things that are prohibitive and limit that opportunity, whereas here, people can do it. And I just love it you guys have even in your backdrop there, an American flag, both being from another country and, by the way, living in other countries besides where you are born and traveling to many other countries beyond that and just seeing just how special the US is.

Jay Rose: Yeah. I mean, we say this all the time. If a lot of the people who have complaints about the United States, had to go through the immigration process to prove that they belong here, they would have a lot less to complain about because it’s like being on trial. You have to prove that you belong here. And it’s something I’m grateful for that we went through, which we can go into the details of exactly because that’s kind of the story. But, man, you can’t beat this place. You know, I even have the American flag tattooed on me here when we first applied for our Visa and got denied but, yeah, I mean…

Justin Donald: You’re telling me that wasn’t good enough? I mean, I feel like you’re really committed if you’re going to do that.

Jay Rose: Yeah.

Justin Donald: I guess the government doesn’t feel the same.

Jay Rose: It’s just to remind me every day of what our goal was, which was ultimately to live the American dream.

Justin Donald: Yeah. That’s amazing. And it is something special that we get this opportunity to have a business or provide well for our family to have a home to just to live an incredible life but on our terms. And I think some people become locked in a pattern, locked in a routine. Sometimes they end up working for people or for a company that maybe served them at one point in time but doesn’t anymore. And sometimes it’s hard to get away from that and escape that but recognizing that we do have that choice, that power, that freedom, and the opportunities out there are pretty darn abundant. And for someone that lives here, sometimes they don’t take the massive action that foreigners do where you see the other side of what it is where you’re from or where you’ve lived and you come here and you say, “Wow. The opportunities are abundant and I’m going to go after it.” And it’s just such a common theme that I see with my friends that were born elsewhere that moved here.

Jay Rose: I mean, we always try to say that whenever anyone asks how we are like in the gym or anything like that, the response is living the dream because that just keeps it the main focal point. Even on bad, everyone’s got a bad day, everyone’s got a good day but regardless of how you’re feeling that day, you are still, well, for us personally, we’re still living our dream every day.

Steph Rose: Yeah. Super thankful.

Justin Donald: Yeah. And there’s a mindset around that as well. I think if you are conditioning yourself to say that and think that you’re going to live that, and then I think you model what your values are really well, too, because you guys are always in the gym. You guys are always, I see you at all the healthy restaurants, right? I mean, we run into each other, planned or unplanned all the time at SunLife Organics. Shout out to Khalil Rafati. That place is amazing. He’s a mutual friend of all of ours. And The Well here in Austin is incredible. So, shout out to Rich and Nicole.

Jay Rose: Yes.

Steph Rose: Love The Well.

Justin Donald: Two incredible places.

Jay Rose: Yeah. And we’re fortunate to have those types of places here in Austin as well. But yeah, I mean, so that was like the driving force behind Phase SiX back when we developed the concept in Australia because we knew we wanted to live in America. We knew we wanted to live in the United States. It was just figuring out the type of value we can bring in order for us to be approved. Because we knew we had to bring a substantial amount of value. But the problem was when we started Phase SiX, we understood that we needed more knowledge as well. And unfortunately, the knowledge that we required isn’t in Australia, and it’s definitely not in the UK. The most progressive and the best innovators and industry leaders are here. So, we knew that we had to get to the United States somehow and also establish Phase SiX perception-wise as a US-based company because we always felt like US-based companies get taken a little more seriously. When they say something, it means whether people like to admit that or not, it is true and you can see that by certain types of brands trying to make it in the US and they fail big brands because it doesn’t connect with the American culture.

Justin Donald: Well, even from an acquisition standpoint you see a lot more US-based companies that are investing in or completely buying companies like this, media companies, brands, right? So, it gives you a lot more not only ability to scale and grow but the ability to have that nice exit at some point, too, if you desire that.

Jay Rose: Exactly. But again, like we were just scraping by but we did have like a little nest egg that we were saving for a deposit on a house and…

Steph Rose: Sorry. That’s our dog.

Jay Rose: Sorry.

Steph Rose: He’s making a lot of noise back there.

Jay Rose: Yeah. So, we did have a little nest egg that we were saving for a deposit on the house that when we originally moved to Australia, we were going to settle down and buy a house and have a whole bunch of dogs and everything like that. So, we decided to invest that money. We worked out a budget of a three-month trip around the United States. So, the plan was to go to the United States, do a whole bunch of certifications to further our education, meet all the people who inspired us. Because when we first started training together and we discovered things like kettlebells, we’d dive deep into the rabbit hole of unconventional training, and we just wanted to meet all these people who are, of course, in the United States, connect with them, learn from them, absorb all the knowledge that they had, and then make it uniquely our own. So, the plan was to invest this money into a three-month trip around the United States, do all that, shoot enough content for a year-and-a-half because we figured that’s how long it would probably take to get approved for a US Visa.

Steph Rose: But also, we would bring a videographer from Australia with us on the job. So, we were like paying…

Jay Rose: To document the entire trip and shoot the content as well.

Justin Donald: What a great opportunity for your videographer.

Jay Rose: Yeah. He had a great time and he’d never been out of Australia before. So, when he got to places like downtown Austin, it was a bit of a culture shock to him. So, we landed in LA and then ended up in Austin and eventually New York. We completely underestimated the budget. So, we ended up leaving with New York, literally, with a dollar in our pocket and we still have that same dollar bill. We actually had to borrow money to get a flight out before our Visa expired. You know, the three-month visitor Visa? So, yeah, when we left…

Steph Rose: I was so depressed.

Jay Rose: It was a really depressing time. We got back to London. We stayed there for Christmas, and we knew we had to get back. So, I think we left like end of November 2018. So, this was from the beginning of October 2018 to the end of November 2018. Got back to London, had Christmas. You know, Christmas in London is not the best. It’s very much still like A Christmas Carol. It’s dark and gloomy.

Justin Donald: I feel like it’s that most of the year. I mean, maybe I’m wrong but every time I’ve been there, I feel like it’s dark and gloomy. Cloud covered.

Jay Rose: Yeah. One year we were there, I think the most sun that was there, which didn’t go above like 60°F, was like two weeks combined in the whole year. And so, we knew that. And again, this was during our time that was the first time that we’d ever felt like we belonged somewhere. But then leaving a place you love so much and not being able to stay there was really hard for us. So, in January, I think it was January 9th, we flew back in 2019 and we did the same thing again, not with the same videographer this time but we just gained more knowledge, shot more content. So, we’d have it backed up. And we didn’t have a credit card or anything like that. So, the only way you could rent a car was through the airport on a debit card. And so, we were having to buy trips there, to different places, just because we couldn’t rent a car.

Steph Rose: Which we couldn’t afford.

Jay Rose: We didn’t.

Steph Rose: We’re just doing these random trips to like LA and doing nothing in LA, really, because we couldn’t do much.

Jay Rose: And as you know, you need a car in Austin.

Justin Donald: That’s right. You had to appreciate the simple things like having a credit card or just having the means to be able to do stuff. I mean, I do remember the earlier days and you got to be scrappy. You’ve got to be resourceful. You’re rewarded later for figuring that out. Some people aren’t willing to take that chance. They’re not willing to get that far out of their comfort zone where they’re like I don’t know what I’m going to do but I think if you do that, if you’re willing to do that, you’ll be rewarded. You’ll figure it out.

Jay Rose: I mean, there were many times and there’s been many times throughout especially in the first couple of years where we always wanted to maintain a high quality of content. So, we didn’t want to shoot things on our phone. We wanted to, you know.

Steph Rose: Always pay for the videographer. It’s a priority.

Jay Rose: Yeah. We wanted to establish that high-quality cinematic experience and, obviously, you need a videographer for that. So, there were many times where Steph and I would have to choose between paying a videographer or eating that night.

Justin Donald: Oh, my goodness.

Jay Rose: And that was many times in Austin and in Australia or in LA. Sometimes something exciting would happen and I would be like, “Well, let’s go celebrate. Let’s go get a meal, have a dinner out, or something like that.” And then as we’d be in the restaurant, something would come out that we didn’t realize would come out and then we couldn’t pay. We’d have like a cent left in our bank account and we couldn’t pay for the food.

Steph Rose: I remember this so clearly.

Jay Rose: But all that stuff is just like you said, it builds like…

Steph Rose: It builds character and resilience but also like I thought it’s important to mention that throughout this entire time and there were like multiple times where stuff like this would happen where majority of people would probably be like, “I’m out. Like, I’m not doing this anymore.” There was not one time where we looked at each other and we’re like, “I don’t think we should do this,” or, “Do you think this is a good idea? Or should we just try and go back to our old jobs?” There was not one time and we didn’t even have to discuss that. Like, as a couple, we just find that we were both on exactly the same level. We both knew what we didn’t want to do, and we knew what we wanted to do. And we knew that we were on the right path because even though we encountered like these uncomfortable situations, we were still in what I believe, like a flow state with it. Like, good things would happen to us a lot of the time, and that would keep us like continuing pushing forward.

Jay Rose: And that’s what we always like link up entrepreneurship with training because training, martial arts and all those types of stuff, they help you become comfortable in uncomfortable situations. It’s the nature of them, especially with unconventional training, strength, and ability in martial arts. So, that’s something that really helped get through those really tough times was just like this is just another uncomfortable situation that you have to get comfortable in. And Steph and I really live in one extreme to the other. There’s like an old I think it’s like an old army symbol. It’s like victory or death and it has to be from one extreme to the other. We either have to be on this side of complete abundance or… There is no mediocre middle ground for us. It has to be from one extreme to the other different ends of the spectrum.

Justin Donald: Feast or famine.

Jay Rose: Exactly.

Justin Donald: Popular phrase, right?

Jay Rose: Yeah.

Steph Rose: Yeah.

Justin Donald: You guys lived it. By the way, I would also say most entrepreneurs have lived that, right? Like, I have lived that. I mean, if you really want to make it as an entrepreneur and unfortunately, there are a lot of entrepreneurs that don’t make it, and sometimes they don’t have the grit to get through these uncomfortable hurdles but there are very few entrepreneurs that they just come up with this idea and it takes off and it’s great and there’s no speed bumps. And most people develop that grit, that toughness, that thick outer shell. And you go through a lot. You struggle and when you don’t have it, I always feel like it’s harder when you have it and lose it. Like, I envision that. I’ve never experienced having it and losing it but I envision that would be tougher because you actually know what it feels like and tastes like. Because when you don’t have it, you’re striving to get it and you’re okay with whatever the circ*mstances are to get there, right?

Steph Rose: Yeah. I’ve heard of quite a few people who have had everything and then lost it but then got it back multiple times. So, maybe it’s a thing of like it makes them even more hungry because they’re like, “Hang on, that belonged to me. Like, I’m going to go get it again.”

Justin Donald: That’s right. And there’s muscle memory for that, right? That’s why people who are very wealthy can go bankrupt and build it back way faster.

Jay Rose: Yeah. And the funny thing about going through all that is that like with anything, we don’t fear that side of things because we got through it regardless. So, we don’t fear any of that. You know, when we were going through that, we still had each other and we still loved each other. And ultimately, like at the end of the day, all that matters is that we love each other and we’re happy together. And then everything else is just a bonus, you know? So, the hardest type of things just doesn’t scare us anymore, which once you have no fear, anything’s literally possible.

Steph Rose: And it’s also going back to what you said about the mindset is like having that accountability on yourself that, “Oh, that went wrong because of something we did,” or something that we could have done better. So, this has happened for the best really. It means we need to go back, regroup, and do it again better. So, like when you have that kind of mindset, I think it’s easier to push forward because you take accountability and you learn from your mistakes and just keep going.

Justin Donald: Yeah. And let’s talk about like how you, I mean, so basically your company has really scaled in just the last few years and it probably is like a hockey stick where it took a long time for liftoff but now all of a sudden, it’s on this trajectory that’s just going to the moon. And I’d love to hear more about how you got that ramp up and present-day all the cool stuff that you’re up to because you guys are doing some really epic things right now.

Steph Rose: Thank you, Justin.

Jay Rose: Well, thank you, brother. Well, so yeah, I mean, that basically goes back to our second time in the United States in January until March 2019 now. And again, we did in New York, Austin, and LA, Austin, New York, and then left again. But during that time, we really decided, “Okay. We need to figure out how to get a US Visa.” So, back in 2019, Austin wasn’t as sophisticated, I guess, is the right word as it is now. It was very, very Texas and there was no one from New York or LA or anything like that who’d moved here yet. So, there was no like high-level immigration attorneys then. And all we really had was about $400 to spend. Actually, we didn’t even have that but we spent $400 on an immigration attorney’s advice, and she advised us to apply for a certain type of Visa because, again, like this was a relatively new concept but we’re trying to explain it to a lawyer and going through all the lawyers now, we understand why they’re confused but because this is relatively like a new concept that we were developing, they couldn’t understand which Visa that we were applying for or the ones we suggested they said was impossible for us to get. Which the one we eventually did get approval, many people told us, as many lawyers told us, it was impossible. So, this immigration lawyer told us to apply for a B1 and B2 Visa.

And if you know anything about immigration Visas to the US, B1, B2 Visas are like just a tourist Visa but for business. So, you can stay here for six months, but you can’t earn money and we didn’t know that. So, we went back to London and we’re all hyped because we thought we’d done all the right things. We got the advice from the lawyer. We went to the US consulate, applied for the B1 Visa. And we had workshops, books which was selling out. You know, we had workshops all across the United States that were selling out from Phase SiX and we were showing the people behind the counter all this revenue we’re generating, really proud of it because we’re providing value to the country. And they go, “Sorry. You’ve been denied.” And we’re like, “Why?” and they’re like, “You can’t earn money on this Visa.” So, we went back and obviously, we’re scrambling because, again, this is the only place we ever felt like we belonged. We knew that we belonged here and we wanted to get back there. This was just a hurdle. So, we were like, “It must be the B2 Visa she mentioned.” So, next month, we applied for the B2 Visa. Denied again.

So, what happens with denials is once you get denied a Visa into the US, you’re basically blacklisted from the country until you apply for the correct Visa. And they couldn’t tell us which Visa because they’re not lawyers that we applied for. So, we were devastated. It was basically a good few months of mourning, not understanding why this was happening to us. You can only connect the dots backwards. So, we understand now why we were denied at that time. While we’re trying to figure this out, we’re like, “How can we make the most of this situation into a positive?” and the realization that we only needed one Visa like everyone else in the US that we were associated with, they needed multiple Visas to do things that like workshops or events in Europe and Australia and everything else. So, we’re like, “Right. We’ll spread our philosophy to as many countries as we can in the meantime and figure this out and then we’ll get back to the US.” So, we launched our first-ever program, which did really well. And that was I think it was July 9, 2019 was when we first Steph looked at a bank account one morning and was like, “We have money,” and we were like, “What do you mean we have money?” Because we didn’t have money in so long.

Steph Rose: Like, is it real?

Jay Rose: And that really like put us in on the snowball effect of everything else that led up to like present day. So, we decided to do a world tour of workshops and events. So, we went to London, Italy, and a whole tour of Australia. And this went from 2019 to March of 2020. And they all sold out. And it was a really good time. And then obviously the world locked down. Our last event was actually like I think a week before the whole world locked down.

Justin Donald: Thank goodness you got that in.

Steph Rose: We didn’t really know, did we?

Jay Rose: We didn’t know it was happening because we don’t watch the news or anything and we lived in a place called the Sunshine Coast, which is a little surfer town. If anyone could go to the Sunshine Coast, it’s like a Paradise in Noosa and Coolum Beach. It’s like heaven on earth. It’s just unfortunately so far away from the rest of the world. But if you ever want to reset, you go there. And it’s a real small town. We went to the supermarket, and then suddenly all the toilet paper was gone. I was like, “That’s weird.” And then we walked down the other aisle and all the flour and sugar was gone. I was like, “That’s really weird.” I was like, “Oh, we’ll just come back tomorrow to get some toilet paper.” And then it was like three weeks and there’s still no toilet paper. And then there were signs saying like, “Due to the lockdowns, there’s limited amounts that people can buy.” So, we decided we better find out what’s going on. And that’s how we found out. We didn’t even find out until three weeks later that something was happening.

Steph Rose: Fast forward.

Jay Rose: Yeah. So, we managed to find, we ended up like jumping around the world to avoid heavily lockdown areas. So, by July, we’d left Australia and we went to London because there was a gray area of what the rules were. So, we hosted another event at the Roger Gracie Academy in London, and then that started to lock down.

Steph Rose: Mexico?

Jay Rose: In the UK, they were talking about canceling Christmas and everything like that and New Year’s. So, we went to Mexico and, yeah, by Mexico, we found a lawyer who believed in us, and we eventually applied for an O-1 Visa and that took from March and we’re approved in January of 2022. But like I said before that many people who we saw told us that getting an O-1 Visa was impossible because this was for people like established entrepreneurs or athletes and things like that. So, we basically had to build a case basically like being on trial of establishing that we were a world-renowned brand and submitting that to the United States government. And we had people from the U.S. Army like writing us letters like wanting us to be there and a few other people that we know. We just resourced as many connections that we had at that time. And then we were here. It’s kind of a weird experience because we’d built Phase SiX up to being this world-renowned brand to presenting it to the US government to say that they recognize us as a world-renowned brand as well. But then once you land in the US, it’s almost like ground zero again. It’s like everything that you did doesn’t matter because now we have to prove it to the citizens of the United States of America. You know what I mean?

Justin Donald: Right. And they don’t know about your brand yet.

Jay Rose: Yes. I mean, fortunately…

Justin Donald: You haven’t been able to do any events in the US.

Steph Rose: Right. So, a few here and there obviously know us from social media and stuff but nothing like the workshops and in-person. And it was all very vague and scattered.

Jay Rose: Yeah. But like, as you said, we got here I think by the end of January 2022, and in those two short years, we’ve grown our social media presence substantially from that. I mean, it was quick before but our TikTok channels just by using the formulas we’ve created and everything like that to create content and the way we shoot, we built our Instagram to a substantial amount of audience members but then we also did exactly the same on TikTok in six months even more to the amount that we did in four years.

Steph Rose: It’s like six years or four or five years.

Justin Donald: It’s incredible. And we’re talking for you guys, it’s millions of followers. You’ve got multiple channels that have like on a monthly basis reached over 15 million views. So, it’s like these are big numbers.

Jay Rose: Yeah. On average, yeah, around 15 million views per month on separate channels. We’ve got quite a few. There’s Steph and my self’s personal channels, Phase SiX, the fitness side of things.

Steph Rose: Phase SiX Dojo.

Jay Rose: We just started Phase SiX Media, Instagram, and obviously the Phase SiX: Content Dojo as well. And Steph, myself, and Phase SiX is all on TikTok as well, and obviously YouTube as well. So, it’s multiple channels and we manage all that ourselves. We don’t have any outsourcing on that. So, we handle all the posting and the scriptwriting and the filming and everything like that. And that’s what led us to working with high-profile brands as well. We always wanted to be more than just like an ambassador for a company. We wanted to help with the inner workings of everything because, as I said, Phase SiX is a fitness brand disguised as a media brand. Yeah. That’s the right way around, isn’t it?

Steph Rose: Yeah.

Jay Rose: Yeah. So, basically have like when McDonald’s says it’s not part of the fast food industry. It’s real estate. It’s a similar thing to that.

Justin Donald: Yeah, I love that. And it’s cool because you guys took your passion which is fitness. You built a company around it but you also took another passion, which is cinematography and photography and content creation. And you’re able to build a separate business under the same umbrella, right? So, kind of like two different structures. And then on top of it, which, hopefully, you talk about this now is your Content Dojo, which is this world-class building with impeccable lighting at every angle with a backdrop of color that is the right shade that allows you to pop out whether you’re wearing black or white.

Jay Rose: I have to remember that.

Steph Rose: Yeah, that’s really cool.

Jay Rose: Yeah. I mean, so that…

Justin Donald: This is invite only. So, I just want to make sure that people understand it’s an exclusive group of people that actually make the cut. But tell us about it because I would guarantee we’ve got listeners that probably would make the cut.

Steph Rose: For sure.

Jay Rose: Yeah, for sure. And it basically was born out of necessity. First off, we always wanted our own space to film that. So, as I mentioned, we’ve been all around the world and we were filming content in every country that were being at that same time as well. But unfortunately, and this is no fault to the locations, is that you’re filming in gyms so you have to be…

Steph Rose: Someone else’s schedule.

Jay Rose: Yeah. You have to be understanding of like the members and shooting times and things like that but it limits the amount of content you can create at one time and the volume you can create content as well. We want to film a lot of content and have the perfect lighting like you mentioned. And sometimes you’re in a place and the lighting isn’t correct or the paint isn’t right so you do get drowned in the background and all these types of stuff. So, it was kind of created out of a necessity for us to be able to elevate our content creation and bring more value through Phase SiX to the world but also provide a space for people who need to shoot that type of content as well. You know, because the Content Dojo, basically the visual aspect of it is it’s half like a functional, unconventional training gym space. So, all the kettlebell squat racks, Olympic lifting deadlifts, calisthenics rig, all that stuff, turf, sleds. But then the other side is an MMA jiu jitsu academy. And the build that was done by FUJI Mats, who are world-renowned in the martial arts space but they’re just transitioning into the gym build-out space as well.

Justin Donald: I love it. And this is a massive space, too, right? Like, how big is this?

Steph Rose: 5,500 including the reception area. So, about 5,000.

Jay Rose: Yeah, the Content Dojo is 5,000 square feet and it’s just huge.

Steph Rose: Large ceilings, high ceilings.

Jay Rose: The weird thing about, well, not weird but, as you know, the construction was kind of quick. You know, it was only six weeks.

Justin Donald: Unbelievable. For a guy that waited for his home to be built for over two years, a whole year longer than it was supposed to, I love the way that you’re able to get this done in six weeks.

Jay Rose: And that comes, we’re actually speaking to one of the coaches at Collective about this yesterday. It just came down to preparation because as we were building Phase SiX, I still have the drawing. It’s in the drawer but I drew out the floor plan with a Sharpie and a pencil of what we wanted this space to look like. And then we invested money that we actually shouldn’t be investing in renders and floor plans. But just so we would have an actual visual representation of what we wanted to build and a 3D walk-through. And if anyone ever asked us like, “Oh, what’s the plan?” We could visually show them rather than explaining. And I’ve shown you the renders and I’ve shown you the end result and they’re identical. There’s things that weren’t even created yet that we’ve had customized built by FUJI brand, FUJI Mats. So, it took six weeks of construction but it was actually four years of preparation. So, all we had to do was all we knew was we had to get to the US, and then we just had to fit our dream into a space. We just had to find a blank canvas and that’s what we found here in Austin. And there isn’t any, in my opinion, any better place to do that in the United States right now.

Justin Donald: 100%. And not only that, your location is incredible. I know I’m not allowed to say where it is because only people that get approved can actually get the address but it’s really close to me. And I think you’re absolutely right. Austin is a special place. It is attracting and you just have these people that are gravitating to this ecosystem here that are entrepreneurs, investors, tech-minded people. You’ve got influencers. It’s really the pull of Austin to grab these people from all these major markets all around the US and the world is really incredible. So, I agree. There’s no better place you could have had it. And by the way, because of the success of Phase SiX, because of being able to create content like you’re able to do and now having a studio where you can create even better content and you can have others that want that high-quality content come and rent it out and get to utilize it, you’ve also been able to strike some pretty awesome partnerships and do some deals with brands like Vivobarefoot and Hydro Flask, like some pretty big brand names. You guys have been able to become advisors for different companies like Noble, the protein powder that uses the parts of the body or they’re parts of the animal rather that most just kind of throw out and they’ll use it, right, the spleen and everything all ground up into a powder that tastes really good.

Steph Rose: It really does.

Jay Rose: It really does, especially the chocolate. Those guys are incredible and extremely humble. And they just want to connect. They’re so selfless and just giving and they’re just always a real joy to be around. They’re very, very positive.

Steph Rose: And very nice.

Justin Donald: I thought it was going to freak out my wife because that kind of stuff it’s not the most appetizing-sounding thing. And sometimes she could be a little skittish on that. But she had no problem. She’s like, “It tastes so good. I wouldn’t have known.” And I know that stuff’s good for me so it’s a great way to disguise it. So, I consume it.

Jay Rose: Yeah. It’s incredible. And working with all those brands was just being patient as well with sticking to high-quality content. So, all those hard times paid off. And we’ve only worked in the past five years. We’ve only worked with a handful of people because we focus on building long-term partnerships. So, with Vivobarefoot, for example, we talk to them for three and a half years, maybe four years before we accepted any type of deal with them because when we first met them, the shoes didn’t work for what we did. So, we couldn’t authentically promote them. And I know the word authentically gets thrown around like a lot nowadays but we…

Justin Donald: Most popular or important. It was the word of the year, right?

Jay Rose: Yeah. So, with Vivobarefoot, it was more like we really need to test this out and make sure that it’s something that we would be happy to share. And I think it was just before we were leaving for the US once our Visa was approved that they took us to this gym in London, and they had a sit-down and they just hired all these guys from major, conventional shoe companies like Nike, Adidas, Vans, New Balance. And they don’t hide these guys to make it more stylish and functional as well. And they listen to us for a good few like 3 or 4 hours about why their shoes weren’t working for us, how it works with our foot when we’re doing the unconventional training movements and ground-based locomotion, strength, mobility, movement patterns. And then our relationship’s grown even then. So, it’s more like a friendship than a business.

Justin Donald: That’s where it gets special. That’s why I love being in this world of business, investing, advising because with the right, I mean, I’m not going to spend time with the groups that I don’t feel like I resonate with or with people that don’t resonate with. But when you do spend this time and you help them and they see results and together you’re winning, it really forms a really cool friendship and bond that’s just so special. And it makes what we do so rewarding.

Jay Rose: And I have to show my appreciation, well, both from Steph and myself for you because you’ve been nothing but generous. When something’s come up and I’m like, “Hey, I need advice on this,” or, “Do you know someone who knows something about this?” You’ve just and I know how busy you are and you freely just give us introductions without questions. So, we are really grateful for your friendship, too.

Justin Donald: Well, it’s my pleasure. And I’ve got to say, one of my favorite things in the world is this whole idea around business matchmaking and connecting people that I think need to know each other, that should be doing business together or should even if it’s just a simple single transaction, I need this done. I like doing that. But it’s even more fun for me when there’s something that can live longer and beyond, and I see it so clearly where I just have this clarity around this person needs to meet this person. I don’t know the exact details. I just know they need to meet, and I love that.

Steph Rose: That’s really cool.

Jay Rose: Thank you, brother, again. I appreciate it.

Justin Donald: Well, you guys have a big event coming up here for the Content Dojo. So, talk about that, and then tell us where we can find out more about you.

Jay Rose: Great. Yeah. So, along with the content creation side of things, we really want the dojo to be focused on education and events. And that’s not specific to athletic performance. We want people to learn about finance and entrepreneurship and self-development and all these things because that’s something we’ve implemented heavy into the philosophy behind Phase SiX. So, along with the content side of things, we’ll be hosting events with ourselves, other industry leaders, and brands that we work with. So, the next one will be in April. I’m not sure of the exact date yet but that’ll be an event that will have Vivobarefoot there as well.

Justin Donald: Amazing.

Jay Rose: Yeah, it’s going to be really cool. And then there’ll be many events throughout the year. People like Roger Gracie will be coming down. He’s never done an event who’s a ten-time Brazilian jiu-jitsu world champion. He’s also considered the greatest of all time by many. And he’s never done an event in Austin. Fortunately, we’re good friends with him, and he’s agreed to do an event at some point. He’s a very busy man, of course. And so, it’ll be a mixture of all these types of people just bringing their expertise and knowledge to Austin at the Content Dojo. So, the next big one will be in April. And you can find us at www.phase6online.com. That’s the athletic performance side of things where you can find out programs if you’re interested in that or free e-books or articles we’ve written. And then if you want to find out more information about the Content Dojo, it’s www.phase6dojo.com.

Steph Rose: And on there, you can see the request to book sign if you were interested in booking the space out.

Jay Rose: And we got some really cool people going to shoot content there as well. Like, this guy just reached out to us who’s a stunt coordinator and fight choreographer for Big Marvel and other movies and TV shows on Apple TV and things like that. And what he does, he’s building an online platform for stunt performers to learn online but then also doing seminars as well.

Justin Donald: That’s so cool. And I love it because it doesn’t have to be fitness. It can be anything. Like you said, it can be any type of education. It can be any type of filming that you want to do. And I hope I would just say take these guys up on their invitation to apply because you’re going to get the best lighting that’s out there. You know, everything is going to be set to have your product show better than what it would probably anywhere else. And so, if you’re wanting for like high quality great from a sound standpoint, great from a lighting standpoint, check it out.

Jay Rose: Yeah. I mean, the whole place is actually soundproof, too. So, the lighting, we made sure the lighting was perfect so it didn’t cast a shadow. So, even if a videographer was from the distance of myself and Steph away, only a shoulder width apart, there would never be a shadow cast on you and things like that. And podcast could be shot there and everything. It’s going to be a really, really cool spot to be and it is a creative space. So, if anyone is in that creative mindset, it’s like a playground in there. There are no rules.

Justin Donald: Next time we’ll have to do a podcast episode in your studio. I think that’ll be fun. You guys, this has been just a blast. Jay, Steph, thanks so much for spending the time here telling us all about the cool things you’re up to, Phase SiX, Content Dojo, just everything. It’s really neat seeing what you’ve created and where it’s headed. And I know that things are going to get even bigger and better and brighter as the days continue. So, I like wrapping up every episode with a question to our audience. It’s just a simple question, and it’s this: What is one step that you can take today to move forward and move towards financial freedom and living a life that you truly desire but it’s one that’s on your terms? It’s not a life by default but rather a life by design.

Steph Rose: Ooh, I like that.

Jay Rose: That is a good question.

Steph Rose: That’s really cool.

Justin Donald: Love it. Well, thank you, guys, so much. And I’ll see you probably at the gym tomorrow.

Jay Rose: Yes. Get out there.

Steph Rose: See you there. Thank you so much.

Justin Donald: All right. Take care.