Show notes
What happens when a fourth generation coal miner who shoveled coal 600 feet underground, eight miles in, decides to walk away from the only life his family has ever known to chase a dream that doesn't even exist yet? This week on The AJ Buckley Show, AJ sits down with Cory Gregory, the fitness entrepreneur who built Muscle Farm from $1 million to $170 million in sales, lost it all, and came back to build something even more authentic. This conversation is packed with raw honesty, brutal wisdom, and the kind of discipline that only comes from working underground with your back rubbing the ceiling for 93 hours a week.
Cory opens up about growing up in a coal mining family in Ohio, his great grandfather Joseph who died in a coal mine explosion in 1935, and his grandfather who taught him how to lift weights at 12 years old. He shares the story of working underground at 18, shoveling coal on his knees for six to eight hours straight, and the W2 moment when he saw his mom's annual salary and thought, I'm going to make that in a month. Cory talks about the pain of watching his mom struggle to pay $150 rent on a trailer with a caving roof, the decision to save every paycheck and move to Columbus to become a personal trainer, and why Rich Dad Poor Dad and the Abraham Lincoln quote about believing in the unseen changed his life forever.
Then comes the Muscle Farm story. Cory walks AJ through meeting his business partner Brad in 2008, starting with protein, pre workout, and amino acids, and doing $1 million in sales the first year. He shares the moment they did $4 million the next year, then $20 million, then $70 million, and why he thought he could build a $20 million company when he had no idea where that number even came from. Cory talks about raising capital, going public on the OTC, signing UFC fighters at UFC 96, and the lime green and black rebrand that made Muscle Farm look like the Nike of supplements.
Then comes the story of Muscle Island. Cory walks AJ through finding a 1.5 acre island on Zillow that had been untouched since 1866, swimming over to it after seeing it from another island, and standing in the middle of the vines and 100 year old poison ivy asking himself, is this me? He shares the two questions he asked: could you be okay if five years from now someone else did it, and what could this be? Cory talks about buying it in two weeks with part owner financing, getting two of the three utilities under the water in four months, and building a shipping container house and gym with four 40 foot containers and two 20 foot containers.
00:00 Intro: Arnold's Office, Life-Size Predator & The Magazine That Changed Everything
06:20 Ireland, Guinness on Tap & The Culture of Being Present
09:47 Pain From Regret or Pain From Discipline: Lessons From Dad
11:38 Four Generation Coal Miner: The Family Legacy Underground
15:43 600 Feet Down, 8 Miles In: What It's Really Like Underground
26:55 The W2 Moment: I'm Going to Make That in a Month
30:09 Mastering Your Emotions: The Hothead Athlete's Biggest Challenge
1:02:32 The Anabolic Fasting Protocol: How Corey Stays Shredded at 48
1:06:41 The Pump 30 Workout: Why 30 Minutes Is All You Need
1:18:06 Building Muscle Farm: From $1M to $170M in Sales
1:28:32 The Arnold Pitch: Pumping Iron, Bodybuilding.com & 100 Million People
1:32:23 What Arnold Taught Me: No Cap in This Life
1:42:02 Fatherhood: What My Kids Taught Me & The Time That Matters Most
1:44:59 Rachel: The Kindergarten Teacher Who Believed From Day One
1:51:01 Muscle Island: Swimming to an Untouched Island & Trusting Intuition
2:01:10 The Next Level: Coaching Entrepreneurs & Being the Mentor I Never Had
2:01:57 Papa: The World War II Vet Who Taught Me to Lift at 12 Years Old
2:03:59 The Rally Day: 30 Minutes With My Grandfather Before He Died
2:08:23 AI, Analog & Why the Heartbeat Can't Be Replicated
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