DWTS Lindsay Arnold on the Pivot That Changed Everything—Money, Marriage, and The Movement Club

22:41So it's like, it's a combination of the two. I think social, I think reality TV, TV, like you said, can be that kind of like stepping stone. But in my opinion, it really matters what you do after, because that can only get you so far. And like I said, if I hadn't pushed so hard into, let me share more about my life and open up Lindsay Arnold as a brand, then I think the interest would have just gone away. Like you have to do that. I was actually going to say when I was doing research for this, I asked a lot of the community, like just the influx of people that are obsessed with you was crazy. And one of the things that was a theme that they wanted me to ask you was like, why do you think that you've had this relevancy and this like outlier success from a lot of the other pros like that have, you know, obviously done well, but like not catapulted themselves to like the level that you're at.

23:26Like even my boyfriend who doesn't watch reality TV, he like knew who you were as an outlier. Why do you think you have such relevancy like out of all the other pros after dancing with the stars? I think it was that very like just intentional switch of like I am rebranding Lindsay Arnold as no longer this just this dancer, which I don't even want to say just this dancer because I'm so proud of my dancing career. But that is definitely a niche. And then I really pushed hard to step outside of that and to grow my businesses in different areas and to appeal to my audience. One thing that I've always, always tried to do is just be so real with my, with my followers, like take them through every phase of my life.

24:09And I think that really lets them feel like they're in on it and helps them relate to it. Cause that's the thing that was interesting is I was so worried about people not wanting to follow me anymore after dancing with the stars. But in reality, I've been able to open up the doors to a more relatable audience because they're probably going through the same thing I am through motherhood, through all the things that through being an entrepreneur, starting businesses, like there's so many different elements to me that I've been able to share. And the response has been just amazing, but being able to like, I think being consistent with letting people in on my life and the real things that I go through on a day to day is definitely what's helped me totally venue.

24:50People even say that the show became a little bit less relevant when you left and then became super relevant when your sister came back, like what is the dynamic now watching from afar your sister go and do what you've done? Like what is that relationship between the two of you? That transition has been literally the best thing ever. I actually don't like every moment of her getting onto the show. I remember I was the one who was like, Hey, you guys need to interview Riley. I was sitting on the stairs around the corner, listening to her like audition interview for dancing with the stars. And then every step of the way, it's been so cool to watch her.

25:23Are you a dance mom for your sister? oh yeah can you explain like what a dance mom is well it's so fun because i literally am a dance mom now because i just this last weekend took both of my daughters to their dance recital pictures to a competition i have a dance recital this weekend i'm like oh my gosh i'm actually a dance mom like i actually am but with riley yeah she gave she's been giving me the practice and i'm kind of scared for what it'll be like with my actual daughters because i am a full-on dance mom i want to know everything. I want to see every video. I'm going to tell her every detail of what sucks, what's good, what's bad.

25:55Like there's no holding back. I'm all in on that. Okay. So you moved back to Utah almost at like what you would call right then. I would say not now, but like the height of your fame. Yeah. Why did you decide to go back to Utah versus like LA where there's still things going on? You can go to events, keep your name relevant. Like why Utah? So one thing about me is I am just such a homebody. Like I am. I love home. I really tried to love LA. I did. I tried so hard for the 10 years I was on the show. I mean, I would try, but I just couldn't. I couldn't do it. I'm sorry. It's just the truth. But also me and my husband got married back in 2015.

26:35He works full-time in Utah. My family's there. His family's there. And to be honest, once like I was more on board with LA before I started having kids, but being close to family, when I started having my babies, that was like the most important thing to me. Like I just knew that it would absolutely change the dynamic of me being a mom. So that was one of the main reasons for me. When you left Utah, you were just Lindsay. And when you came back, you're like, Lindsay, the star, like that is what happens a lot. I think around when people have fame and money and like success and there's like a notoriety around them, the relationships of other people start changing.

27:12Did you notice a shift of like coming back as like the Lindsay Arnold? Like what was that like with people from Utah when they were like, she's no longer like the girl that I knew growing up. She's now Lindsay Arnold. You know what? I actually have not had a negative experience with that. I'm really grateful that for the most part, I mean, obviously there are instances where it's just like, you know, people are maybe asking questions for the reason they just want to be in and you're like, why do you actually care about this? But with my close friends, with my family, I'm so grateful that like nothing changed.

27:46But I also think that's very reliant on you. Like if I changed, then the relationships would change. But I feel like I was able to really stay myself. And so that made everything else feel like it stayed the same, Yeah. Which is nice. Cause that would be hard. That would be so hard. And I think it also has to do with the fact that like you married somebody that was like from your hometown and you'd been with since high school. Right. It's like, you could have gone so many different directions and been like, I'm going to marry a, like a, what do they call a star on the show and like do this whole LA thing.

28:15And it's obviously like not who you are as like your roots person, but you, I love this video that you made around like why you kind of repel the word breadwinner. Can you talk a little bit about that dynamic and just like when money comes into the conversation as a female in your relationship, like why that is such a hard word for you to talk about. Yeah. I mean, it's very interesting. I will say with social media and with a big following, you're going to get so much kickback with everything. Like I don't think there's ever anything that would be neutral ever. So, and if it's neutral, like nobody cares.

28:45Yeah. Nobody cares. They're like, Oh, I don't want to, I don't want to hear about it. Give me stuff I can be mad at. Okay, cool. Let me just fuel your fire. You're like, I'm just going to throw gasoline on your fire. It's wild, but it's been interesting because since leaving Dancing with the Stars. It's actually funny. Um, everyone just assumes that I don't work or that I don't. Yeah. It's interesting. I don't think that people, well, we know this. I don't think people genuinely understand that social media is a business. And then beyond that, like the movement club, my brand it's, I think it takes a lot for people to actually think that those types of things are legit.

29:17So for a lot of times people comment on, but yet if you opened up like a retail gym, they would be like, oh my God, this is amazing. Like how much is the membership? But it's like, because it's online driven, they just can't connect. No, it's so wild to me, like still to this. So just, I always get comments of people like, man, your husband just must have the best job if you guys are able to travel or like, or, or it's that, does Sam even do anything? Sam is my husband. Does Sam even do anything? So it's just very interesting how people love to try to pick apart how people make their money, which I get being curious.

29:48Like it's an interesting dynamic. And I love that the narrative is changing that it could be that the wife is making all the money and the dad is like, that's totally a thing now, which is awesome. But it's funny how people pick it apart. And I hate, I just think the word breadwinner is so stupid because it's like, first of all, it shouldn't matter. If you're in a loving relationship, that's you guys are 50, 50, then it shouldn't matter who's bringing in more money. Who's not, because if you're 50, 50, then all the responsibilities of the household, of the children, of all the things, if that's getting taken care of it shouldn't matter absolutely I don't know it's always but a lot of that stemmed from just people just commenting and just speculating about things that it's just like when you see like bubbling information like that pop culturally like you're like okay this is now a thing like is that when you decide like I'm gonna now address this because it's like gotten to a point because it didn't seem like that word was contentious for you and your partner but like because everybody else you were like I now need to get in front of this or like where was your mentality on even making that video?

30:45So sometimes, well, okay. I get so much hate that I don't comment on. It's wild. Like so much, so much. If I commented on all my hate, I'm writing notes for this. Cause I'm starting to get a lot of hate. Okay. Oh girl. I'm gonna have to call you and like have a breakdown session. Please do. I feel like I've gotten in some pretty good systems to be like, okay, screw that. This is okay to think about. I more like to talk about things when I feel like it could be helpful to other people. Yeah. So in the sense of like, maybe there's followers of mine who are the ones bringing in the money or who are, who do feel a disconnect or feel maybe guilty because they aren't or because they are like, I just think there's so much to be said around that topic now because it is more widely talked about.

31:25So when I talk about things or bring up hate, it's because I feel like maybe somebody else could be feeling insecure about that topic. And I want to talk to them and help them know that one, it's normal to feel this way. And two, this is kind of how it is because I want to be real with my followers and make sure they understand like all the dynamics so that they're not being led to believe that something is one way when it's not. Absolutely. So a lot of things I talk about, I don't know. I, but that's my, that's like my kind of like guide. It's like, okay, will this be helpful to discuss or is this just me getting mad at a hater?

31:54Not just that it's like not worth it. Not to toot your own horn, but I always say this like, cause I used to, I don't know if you know, like my background before I started like a media company was like, I actually worked a lot with brands, putting like celebrities into them and was like actually working for some of the biggest celebrities I did, like launching their brands, putting like equity deals together. And I always figure out who is going to be successful long-term because they have a mission and they have a why, like a business. So like if you read the book, like start with why it's like, you can't just want to like build a brand to have celebrity or to be rich and famous.

32:23You actually have to keep going back to your mission, which it sounds like you even have on your personal brand. But with the movement club, you have your mission as to inspire women to exercise without pressure. Yes. Why was that so important for you to have your mission be such like very specific and very intentional and also like very empowering for women? So going back to the inception of the Movement Club, it all came to me during my first pregnancy, which was a terrifying time for me because I'm going back. I mean, it's the best thing ever. And honestly, it wasn't even the pregnancy itself that was terrifying.

32:57It was the phase of life. First of all, we're back in COVID. So life is crazy. I had just decided that I wasn't doing Dance with the Stars because I was pregnant. So this is the first time in almost 10 years. Your adult life. Yes. In my adult life that I'm stepping away from something that I knew for so long. And you built your whole business off of. Exactly. So it was a scary time. And I remember, so like I said, it's COVID and I'm at home. I'm not able to go to gyms. I'm not going to workout classes. I'm not dancing, which to be honest, was my main form of physical activity. Therapy. Yes, everything.

33:31Physical activity, emotional support. Like that was what I turned to for all of those things. And I'm also like, my body is changing rapidly. And up until that point, my body was my tool to get my profession done. And now it's no longer that. It looks different. It feels different. And I just know I'm entering a whole new era of like what fitness looked like for me. and I was terrified because I felt like I was looking for something that would make me feel better about it. Wow. And there wasn't, there wasn't anything that was comforting about it. I feel like a lot of the fitness platforms felt very intimidating to me because I was like, well, I'm not that I don't think I can keep up with that.

34:07So that's just going to be discouraging such like heavy weights. Yeah. Well, and I was scared because I didn't know what was okay. I didn't know what was safe. I didn't know what I should and shouldn't do. And I just, in my mind, I'm like, there's definitely going back to where it's like, I feel like what I choose to share with my community is stuff that I think will be beneficial or helpful to them. And I'm sitting there thinking, I'm like, there is 100 % other women out there who feel the same way as me, whether or not they're pregnant, whether or not they're moms or anything. I am sure there are women out there who feel scared to move their body, who feel scared about, feel intimidated to join a workout program because maybe they don't look the way they think they should.

34:42And so that's where I was like, I want to create that program. I want to be that person, that person that just emphasizes movement as the main focus rather than anything else, rather than any like physical appearance goal. It's just moving your body. And another thing that was really important to me was making sure that it's a program that meets people wherever they're at in their fitness journey. Because that's another thing is at that time I'm pregnant. I'm not in the tip top shape, but I still want to move my body and feel like I have a space I can go to for that. And so that's what, that was the inspiration behind it all.

35:16So I started my program. I actually started filming my first like 40, I filmed my first 45 workouts that we put on the platform during my first pregnancy. So you had a platform built out or you were like, I'm going to put it on YouTube. Like what's the platform? So didn't have a platform. I'm like, this was it. I'm like, I, so this was also another turning point moment for me. And it's like, okay, I'm either going to do this all in. Cause I'm very all or nothing. I can tell. Exactly. I'm like, we're not just going to dabble. Like we're either going to do it or we're not. But to be fair, kind of had no idea what I was doing, but I'm like, we're doing it.

35:48We're just moving. That took me a minute to get to, I'm not going to lie. I definitely had the idea months before I actually took action. Cause I was terrified. I was like, I'm scared to put in, like, let's just say you like, did you do mine saying how much you invested? Like 25 K or what, what was it? So to be honest, from the beginning, literally maybe a couple thousand dollars. Okay. So it wasn't the money that was scaring you. What was like holding you back for so long? Because I had no idea where it would go. I had no idea what it was going to be. I felt a major amount of imposter syndrome of like, one, because I'm pregnant at the time.

36:21I'm literally actively gaining weight, as you should, while you're pregnant. And I'm sitting there thinking, I'm going to create a workout program. Who is going to want to work out with me? Who is going to look at me and be like, yeah, I want to look like her. I'm like literally pregnant. But then I'm like, that is the dumbest thing I've ever heard. Because go back to the mission statement of why you wanted to even start this in the first place. it's not about how you look it's not about your level it's about moving your body and feeling really good while doing it and so that pushed me even further but like i said it was it was kind of like a okay this is what we're gonna do yeah uh middle of covid so filming locations very much out of the option are those videos still live on the platform oh yeah okay i love that i'm gonna go do that oh yes you've got to i know i love going back to those and be like look at where i came from yes so literally my husband we didn't know where i was gonna film my husband our basement was unfinished at the time.

37:08My husband made me a filming studio in the basement, like bought gym flooring, put up walls, got me studio lighting, got a camera. So when I say investment, like that was my investment was we've got to get stuff to be able to film these workouts. Right. That was my first step filmed 45 workouts before I also should go back was very important to me that like I knew what I was talking about because again, I'm pregnant for the first time. Yep. Wanted to make sure I was being safe. So got my certified personal trainer license, which is something that I feel like people don't actually, this goes back to imposter syndrome, but for so long, I feel like because of people's perception of like, oh, she doesn't know what she's talking about or why is she even doing this?

37:47But I did the work. I really made sure I knew what I was talking about because to me, that's just something that like, and by the way, like, it's not even like you look at all these people that we glamorize that dropped out of Stanford and it's like, they didn't even finish their degree. Whereas you were like, I'm going to go back even after I've been a professional dancer. Like I know bodies inside and out. Yeah. Get my personal training license, especially while you're pregnant and people still have pushback because you're a woman. But anyway, keep going. Yeah, exactly. But so I filmed the workouts.

38:15It was a wild journey. Not going to lie throughout all of it. I was like, what am I doing? Because at this point we hadn't launched. It's not like anything had happened. I just was like, I'm getting these workouts done. I also kind of had a time limit because I'm like, I'm a ticking time bomb here. Like baby's going to come out and then I'm going to need to rest for a bit. So I made it my goal of finished. We wanted to launch with 45 workouts on the platform. I finished those workouts. We got a, um, we didn't start with an app, but we have an app now, but it wasn't YouTube. It was, uh, it was a website.

38:44Yep. Subscription based. So it was like you and your husband just figuring this out yourself or did you hire somebody? So I have my management team that does all my social media and they were helping me as well. We did have, we worked with a website designer to help get some branding and some and our website done but it was very it's funny looking back I feel like a lot of it was fly by the seat of your pants but like to me I'm so grateful because if I had been my typical Lindsay self of like everything has to be done perfectly or like so thought out and structured it never would have happened so like that was a really big learning moment for me of like go right go do things will fall into place obviously so much has changed since then but I'm really proud of that pregnant scared Lindsay who just like went for it when you were pregnant and scared and you filmed your videos and you press like launch, was it an immediate waterfall of like all these fans are coming and signing up or were you like, wait, I only sold like 10 subscriptions today?

39:35So I actually was, I was meant to go back and look because I remember being so stoked about launch day. Like I was like really happy, but looking back, it was very minimal. But as someone who was just, please just anybody come to the platform. It was a really, it was a good day. I think it was cool because I right away was like, Oh wow. I wasn't crazy for thinking that this is like something that people might want to see. Yeah. So it was a good, it was a good, a good like launch day. Yeah. Have you ever had a moment in the couple of years building the movement club where you're like, I can't do this.

40:08Oh yeah. Yep. What's like one that comes to mind? Um, okay. So like I said, first day, very happy. I remember feeling happy, but when I look back, I wouldn't consider it a successful day now because we have grown. We've grown year over year. It's been so cool to see that. And so like we've always had growth with this program, which is awesome. But I will say that there was a time after I had my second daughter where life felt really crazy. So also at the time I'm growing the Movement Club. This is my baby. This is my brand. But I'm also still doing social media. And that is a big part. Growing your personal brand.

40:43That is also still a very big part of my career and my income. And at the time, life felt really, really hectic. I had two kids. Life was crazy. There was a lot of to-dos. Like, there was a lot of to-dos. And at the time, the Movement Club was doing fine. It wasn't doing bad. I'm happy to say we've never been in the negative. We've never not been growing. But it was just doing fine to the point where it was kind of like – I remember having a call with my manager and I'm like, okay, like, do we give this another six months? and then evaluate if we want to keep doing this. Just because to me, it was, I was kind of in a hard spot just across the board.

41:20Like I said, second two kids was rocking me. I wasn't in a great place mentally, physically. I didn't feel good in my body. I was having a hard time coming out of postpartum and just like, I didn't even feel like I was that, I was representing what I wanted the movement club to be about. So in my mind, it was such a hard time of like, I feel like this isn't me right now because I'm not even being the person. That you want to. Yeah. You know, it was really hard. That was hard because I'm like, I know there's people who are members who rely on this program and it helps them. But to me, I felt like it was, I felt imposter syndrome because I was just like, who am I?

41:54Like, I'm not even really being what I'm, I should be for this. Well, and I think a lot of businesses, like when there's an underperforming unit in the business, they like evaluate it with the management team. They're like, we're going to cut this business because it's not actually adding up to the ROI of the time investment and the money investment. So you as a business are looking at your life and being like, I'm a mom, I'm doing social media, I'm a wife, I'm a friend, I'm a daughter, I'm all these things. I'm a house manager, I'm a social chair. Like, and then you're like, if this isn't bringing in the revenue that it needs to, like, I'm going to cut this.

42:24Yeah. How and why was there that moment that things totally shifted? And now it's like probably, how much would you say your time is spent on the movement club? Oh, I would say like 75 % of my career is spent on movement club. Okay. Yeah. So where did that shift come? So I remember we had this call. I'm like, do we give it another? It was kind of like a, do we just call it or do we give it another like six to eight months and see what we can do and really buckle down. And ultimately I'm like, I want to buckle down. Like I put too much into this. This feels, this is like my brand. Was it like your ego talking or you were like, I just believe in myself.

42:57I know there's something here. Here's the thing. I think secretly I knew that I wasn't, I knew I wasn't giving it my all. Okay. Personally in my own life, I'm like, I'm not showing up for myself enough, which means I'm not showing up for my brands and my businesses enough. So I knew that. And I think for so long, I'm like, Oh, it's just not working. But I knew that I needed to buckle down. And so we decided to do that. And this is where everything shifted. Like I said, we'd never been in the negative. Things were growing. Things were fine. But this was like the pivotal moment in the movement club where everything shifted.

43:29We buckled down. We started to really kind of rethink our structure with all the teams that we had. we have a social media team a PR team we've got email marketing so we had all these in place but I feel like up until that point we weren't connecting all the dots we weren't like bringing everybody together to get the most out of everybody's services and so that's where we really buckled down with that and this is where I really decided that I kind of had to make the shift of leveraging my own personal Lindsay Arnold brand with the movement club so they were not it's so funny. I think it was that same kind of like scared mindset of like, I just rebranded myself as Lindsay Arnold from dancing with the stars.

44:11Now I can't try to switch it again and be like Lindsay Arnold, the fitness trainer, like no one's going to jump on board with that. I was terrified of that, to be honest. So up until this point, I'm like, I remember I would post like maybe once a week, a story about the movement club, which is wild to me. I literally want to be like, what were you doing? But I really finally was like, I need to leverage that. I need to dive in. And I need to make this my whole, my whole being. I am laughing right now because my sister manager is sitting over there. And basically this is why I love this podcast because I'm like you, I guess, like when was this is like three years ago?

44:45Yeah. Okay. So essentially I've built a 10 year career in the startup world, like working with celebrities, whatever. And my Instagram was always this like really precious thing where I'm like, all these people follow me for this. And like, when we started the podcast and the show, I realized like, this is what I'm meant to do is like have conversations like this. And it literally in the last two weeks, I have like let go and shed this idea that it's like the people that followed me eight years ago don't want to hear about my podcast, but it's like, fuck them. Like they're not here for that then.

45:14No, literally. This is what I find so much enjoyment out of. So I'm just laughing because like I am literally you three years ago. I'm like, I needed to hear that. No, it's literally a game. And like you said, if people don't want to hear it, then bye. Yeah. Because there are people that do. And that's what I've learned. And also I think what's so funny is I remember back when I was kind of sharing and kind of intertwining. Anytime I would do that random one-off post, it wasn't received very well because they're like, what is this? But when I integrated it and was like, this is me, you guys, like this is Lindsay.

45:47This is what I'm passionate about. This is my brand. I got a certificate. Like I'm doing this. Exactly. It has been like a game changer for our business. Everything has changed since I made that shift. Obviously it took some time to see that unfold, but that's kind of, that was kind of, I don't want to say kind of, it was a major turning point for us. And then in this past year, more breakthrough moments, but because of that initial decision. But it's so amazing to see like you guys just did your first brand trip. And it's also like, that's where you've grown too. But it's interesting because I've seen a lot of pushback on brands for doing brand trips.

46:21Why was this the right moment to do your first brand trip? So up until this point, we put no budget behind influencer marketing. It was all very much community focused and then leveraging off of my personal social media. I knew we wanted to start tapping into that, but it's interesting because I see both sides. I am an influencer. I am presented amounts by brands and I do post for brands and sometimes it goes really well and sometimes there's no ROI. So I knew that that's an interesting world to be in. But for me, I remember being like, I want to do a brand trip. And our main goal, like our main kind of mindset was, we just want some brand awareness.

46:59We want people talking about the brand. It very much for me, which I don't even know if this was like something I thought of before, but since then I realized what it was is we really wanted to help legitimize the brand. Because going back to kind of what we talked about a little bit earlier. It's funny how like, even when you do all the things right, you're fully like, you are right for the job. You are right for the brand. You're doing everything right. Sometimes people just still don't want to believe that you are qualified to do what you're doing. And I feel like sometimes, especially when you start as maybe like an influencer and you create this brand, it's almost like, oh, that's just an influencer brand.

47:36It's a side hustle. It's just like a little side thing because they just want to make more money. It's hard to get people to understand that this is a brand. This is my passion. I'm putting literally so much into this. So helping with that brand awareness, helping with that, like just legitimizing the brand as a whole, that was our main goal going into it. So when you did the brand trip, you chose Hawaii. Is that like a special place for you? Or like, how did this all come together? Like how big is the team? Like how did it come up to life? So this was so much, this was so much fun to plan. I'm not going to lie.

48:06Stressful, but so fun. Yes. Hawaii is one of my favorite places. We wanted this brand trip to really like be a culmination of what the movement club is all about wellness, giving back to yourself, moving your body, doing what feels good with your body rather than just moving it because you're trying to punish it to look a certain way. So I knew that I wanted this brand trip to be essentially like a mini getaway for the people that we brought. Um, and it was so beautiful the way that we were able to just put everything together. My amazing PR team was so incredible about making sure that the brand's mission was like at the forefront of every activity that we did.

48:41We made sure that every activation, every meal, every single activity that we did had some sort of tie back to the movement club and what we are all about. When you were thinking around doing an expense of this stature and being an influencer yourself, how did you go about like designing the experience or like even picking who was going to be on it? Because I actually think that's what makes me a better investor is being able to be a creator and see like we've invested in brands and then we see the way that they like are activating as a creator. And I'm like, oh my my God, this is a disaster. Like it gives you a different set of eyes of how you're looking at things.

49:15So being a creator yourself or an influencer, how did you do things differently from like other brand trips that you've been on in terms of like picking people and the activities and curating something that like you would actually want to be on? Yeah, we really, like I would say out of all the decisions, one of the toughest was picking who we wanted on this trip. It's just, it's everything. It says a lot. It represents your brand. It's very much determined on how much ROI you're going to see out of this. And for me being on kind of seeing both sides of it, I really wanted to make sure I was obviously picking people that aligned with the brand.

49:48And that doesn't mean that like, because I think, because you think it's a fitness brand, you're like, we want fitness influencers, but no, I wanted people from all walks of life, all different phases of their lives. Some moms may be pregnant, some that aren't even married, aren't even thinking about kids yet, because we really want to appeal and show audiences that anybody can do this program. Another thing that was really important to me from a brand side and like seeing ROI was I wanted people who are very real with how they share their life. Like that's just very much how I am as a person.

50:17And so I wanted to make sure that it was going to be people that would share and give their honest thoughts and people that I know their community trust them. So that if they're sharing about something, then they're going to be like, okay, yeah, I'd love to hear that. Obviously there's so many things that you've got to think about. You've got to think about diversity. You've got to think about people that you know are going to be kind, Like that was another thing is like, you just never know. But I do feel like I have a pretty good gauge of like following people and seeing the kind of people that they'll be.

50:44So a lot went into those decisions. It's also interesting because I actually just posted a video about this because somebody was like, why is every brand doing an influencer trip now? And it's funny because, well, they were talking about F1 Miami, which I was at. And if you wanted to buy a ticket to the chairman's club, it was like$15 ,000. But if you're a brand and you're taking creators, you're paying for travel, accommodation, the actual experience, creators want relevancy. they want access. So instead of paying somebody like a$50 ,000 rate or a$75 ,000 rate, you're buying them the experience and it's a win-win.

51:15And I think like people don't understand that being a creator, being an influencer is a business. And especially now being on the founder side, like where would you say like the amount of time that you spend in your day is focused on still building like Lindsay Arnold, the personal brand and like still building the movement club. And And then even in terms of like the way you think about finances, like, like, because you have all of these different things going on, like what makes you say yes to something as a creator when it's going to take away from something else that you're building for the movement club?

51:45Interesting. Yeah. I mean, I would say, like I said, I feel like movement club, I'm putting like 75 % of my time into it. But that being said, 25 to 30 % of that is going on my personal channels, if that makes sense, because I'm sharing on TikTok, I'm sharing on Instagram, I'm sharing on the movement club platform. So I feel like it's honestly become so intertwined that all day, every day, I'm just doing the most I can to get everything in. And when it comes to what I say yes to and what I don't say yes to, I do because I am putting so much more of my time and investment into the movement club.

52:18I am definitely very like choosy on what I'm going to do on my personal brand, but I do feel like I've always been that way. My rule has always been if it's not a product or company that I believe in, that I'm not going to talk about it. I think that's something that people don't believe a lot of the time, but that's genuinely how I guide it. Like if it's not something that I actually use, then you're not going to hear me talking about it. Have you tried to do something where you get an inbound for your personal brand and you're like, wait, this would be sick with the movement club. Like I actually want to now do like a collab with them versus like Lindsay Arnold.

52:48Yes. So one thing that has been so cool going back to our brand trip, like obviously we wanted brand awareness and we, we got that, that it was so cool to see. We got almost 200 % in subscription increase after the brand trip, which was insane for us. Like I, I don't even think I could have expected that, but it was so cool. The monthly amount that you charge people. So you can do monthly for 29 99, or you can do a year for one 59. So it's a 200 % increase from just that trip. Yes. Which was insane. Yeah. But what's been so much, I not, I don't want to say cooler cause that's awesome. But what I don't think I expected is how, because that legitimized the movement club as a brand, the inbounds I'm getting for the movement club has been so cool.

53:30Yeah. We have so many cool partnerships coming up with brands that I've been so excited about that I think normally they would have just gone to Lindsay Arnold and been like, this is what you are. But it's been really cool to see how now it's like, okay, there's different partnerships that I can do just with the movement club. And obviously it's still me because I am the face of the movement club, but it's been really cool to see how that brand has become its own. And it's like, you didn't even just do brand awareness as your KPI. It's like, you also have like a revenue objective that you can tie things to moving forward.

53:58That's like the funnest part about building brands, but I could literally talk to you forever and I'm going to get in trouble if it's too long. So I have some rapid fire questions to ask you. Let's do it. Reality TV or social media fame? Oh yeah. I mean, I've kind of had both. Yeah. But which would you rather? I think for my stage of life, social media, because it's something that like you can kind of control what the what people's perception are okay you can only work out one for the rest of your entire life arms abs or legs oh core for sure core okay I feel like legs and arms get so much natural work throughout the day you're such a dancer my legs are like sedentary I'm like I'm not moving around like core you need to put in the extra for that.

54:43Um, okay. Night in or night out? Oh, night in for sure. Okay. Sorry. I'm in bed at 9 PM after my kids go down. So I'm boring. Okay. What's harder being a business owner or a dancing with the stars pro? Ooh, business owner. I think for sure. Cause it's mine. It's my business, you know? And yeah. So I would say that. Yeah. Like really hard. They're both insanely hard. Um, who is your dream dance partner? If you could have picked anybody to be your star with you, who is it I always said Channing Tatum like I mean that would be iconic right always would you go back on Dancing with the Stars if Channing Tatum was your partner oh that would be a pretty easy sell we're not gonna lie I'd be like sorry honey keep the girls I gotta go dance with Channing Tatum um okay you can only have one for the rest of your life podcast movie or tv show oh I think tv show I like a okay reality tv no okay no I kind of like like drama suspense shows okay what is the first app you check in the morning oh lately it's been my run app because i was training for a marathon yes wait can we talk about that really quickly you like hurt yourself yes i mean i didn't okay i didn't hurt myself my knee is really mad at me slicked bun or beach waves oh beach waves okay that requires being on the beach as well okay but are you like a slick bun girly yes i do actually do that okay okay i don't love it but i do it because i would rather do that than wash my hair so that's the truth oh same actually i'm like on day three four or five.

56:07It's like a slick back hair wash day. A hundred percent. Would you ever consider going back on the show with your sister? Oh, I, I get asked this all the time and genuinely like, I don't know. I don't know right now. I would say no. Like life feels really good. I feel like I'm in a good spot. Who knows what the future could hold. And what's so exciting about kind of this new buzz around the show is I think it's going to be around for a lot longer. So who knows? But right now the answer is probably no. So I basically need to call Channing Tatum and get him to sign up only if he's going to be Lindsay Arnold's partner.

56:40I'm sure he would totally do it. Oh yeah, for sure. So easy. Oh yeah, yeah. Totally. Lindsay Arnold, my community also wants to know how they can help you, which is such a weird concept as a creator because you're constantly like, how can I help you? What can I do for you? Like, let me tell you X, Y, and Z. What can people do to help you right now? Oh my gosh. Well, I mean, I would love if you would try out the Movement Club. It would mean the world to me. Like when I say that is my baby, but not my real babies, but it is my baby. I put so much into it and I believe that it can truly enhance your life.

57:11So try it out and give it a go. Can we do a giveaway? Yes. Okay. Let's do a giveaway for the Movement Club. Let's do it. I would love that. And then you get a seven day free trial if you want to try it out. Yep. Okay. And then where can people follow you? They can follow me personally at at Lynn's Arnold on TikTok and Instagram and then follow at the Movement Club on TikTok and Instagram. Wait, so you're Lynn's Arnold? Yeah. So should I be calling you Lynn? No, no, no. Okay. I'm like, sorry. That is so rude. You didn't know. Oh my gosh. No. Okay. Whatever you call me works. Lindsay Arnold, you are such a star.

57:40I'm so grateful that you came here today. Thank you so much for sharing everything. And I can't wait to see what you do next at the Movement Club. Thank you. And HSR is the biggest fan of you. So thank you so much. And I can't wait till you come back on. Yay. I can't wait either. Let's plan it now. Thank you for having me. Bye, Lindsay. Bye.

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