The $97 Training That Built Million-Dollar Coach Empires

In this powerful episode of Big Hitters with Larry Weidel, guest Mitch Matthews shares the transformative journey that led him from a small-town Iowa bike shop to building a global coaching empire. At 14, Matthews was exposed to Schwinn’s elite selling school—a rare, immersive training program that instilled in him the power of active learning, listening, and structured development. That experience became the blueprint for his own training programs, which he began creating while in college to fill the void left when Schwinn discontinued its training. Matthews emphasizes that true mastery comes not from surface-level knowledge, but from deep curiosity, asking the right questions, and learning from those at the top of their fields—whether in retail, entrepreneurship, or leadership. He reveals how he built his business by reverse-engineering success, seeking out mentors, and investing in targeted, high-impact conversations rather than generic workshops. His core philosophy? Be interested, not interesting. The episode culminates in a call to action: Matthews offers a free $97 training course for listeners, encouraging them to turn their expertise into a business by applying the same principles of curiosity, iteration, and proximity to mastery. Key takeaways include: 1) The most powerful learning happens when you ask questions and listen deeply, not when you lecture; 2) Success isn’t about having all the answers—it’s about knowing where to find them; 3) The fastest path to mastery is not through endless courses, but through targeted, high-leverage conversations with experts; 4) True leadership is rooted in curiosity and genuine interest in others; 5) You don’t need to be a guru to start—just be willing to learn, iterate, and teach what you’ve mastered. Matthews’ story is a masterclass in entrepreneurship, personal development, and the quiet power of curiosity.