They Built a $100M Brand from a Total Breakdown

 “If you don’t like who you see in the mirror—change it.”

What does it take to completely reinvent your life at 40? Andy and Jacqueline Elliott, founders of the Elliott Group, open up about their rock-bottom moment, the brutally honest relationship that saved them, and how they built one of the fastest-growing training empires in the world.

This is not just about sales. It’s about becoming the version of yourself you’re most proud of—at home, in business, and in life. From turning pain into power to redefining success beyond money, this episode will shake your perspective.

Watch now to learn what makes a Category King, why most sales training is broken, and how to build a brand so real, it repels the wrong people and attracts everything else.

Timestamps:
0:00 – Intro
2:28 – Andy's Backstory
8:28 – At Home but Not at Home
13:20 – Jacqueline's Background
15:37 – The Start of the Elliott Group
20:11 – What Success Looks Like
29:41 – We Wait Until Rock Bottom to Make a Change
31:32 – Building the Elliott Group Brand
35:21 – How Far Do You Push to Close a Sale?
38:26 – Is Marketing More Important Than Sales?
39:38 – What Is a Category King?
41:54 – Controversial Truths About Branding
44:11 – Losing a $1M Contract for Being Shirtless
46:11 – Staff Qualities & Team Culture
53:35 – A Six-Pack Mentality
57:30 – The Future of The Elliott Group
01:01:42 – Final Thoughts

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I’m Matt Haycox, entrepreneur, investor, mentor, and your go-to guy for no-bollocks advice on business and personal growth.

With over 25 years of experience building and funding businesses across industries, I’ve faced it all wins, losses, and the ultimate comeback story. Through my podcasts, No Bollocks with Matt Haycox and Stripping Off with Matt Haycox, I cut through the bullshit to bring you real, actionable strategies and raw conversations with entrepreneurs, celebrities, and industry leaders.

Whether you’re looking to scale your business, secure funding, or avoid the mistakes I’ve learned the hard way, my goal is simple: to help YOU create YOUR success story.

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Chapters

• 0:00 Intro
• 2:28 Andy's Backstory
• 8:28 At Home but Not at Home
• 13:20 Jacqueline's Background
• 15:37 The Start of the Elliott Group
• 20:11 What Success Looks Like
• 29:41 We Wait Until Rock Bottom to Make a Change
• 31:32 Building the Elliott Group Brand
• 35:21 How Far Do You Push to Close a Sale?
• 38:26 Is Marketing More Important Than Sales?
• 39:38 What Is a Category King?
• 41:54 Controversial Truths About Branding
• 44:11 Losing a $1M Contract for Being Shirtless
• 46:11 Staff Qualities & Team Culture
• 53:35 A Six-Pack Mentality
• 57:30 The Future of The Elliott Group
• 1:01:42 Final Thoughts