Keaton "The Muscle" Hoskins Reveals the Mindset Behind His Biggest Wins | #Success - Ep. 64
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
In this compelling episode, Russell Brunson sits down with Keaton "The Muscle" Hoskins—entrepreneur, reality TV star, and helicopter pilot—for a deep dive into how fear became his compass to massive success. From nearly crashing his helicopter (01:07) to building million-dollar businesses across wildly different industries, Keaton reveals his systematic approach to scaling any business through superior sales and marketing (15:05). The conversation explores his journey from Diesel Brothers reality show fame to launching Limitless Society, where he's now helping thousands become better versions of themselves through intimate home events (30:33) and arena-style gatherings, all while generating hundreds of leads monthly through organic social media alone (28:03).
Speakers
Keaton "The Muscle" Hoskins
Reality TV star from Discovery Channel's hit show "Diesel Brothers" (held the record for most-watched premiere reality show), serial entrepreneur who has started, scaled, and sold dozens of businesses across industries from supplement companies to plastic surgery clinics. Currently runs Limitless Society coaching program with 6 million social media followers and teaches business acquisition strategies.
Russell Brunson (Host)
Founder of ClickFunnels, bestselling author of multiple marketing books including "DotCom Secrets" and "Expert Secrets." Creator of the Russell Brunson Show podcast, helping entrepreneurs build successful online businesses through sales funnels and direct response marketing.
Key Takeaways
Transform Fear Into Your True North
When Keaton was deathly afraid of flying, he made a powerful decision: fear would become his compass. (02:52) Whatever terrified him, he committed to doing—no exceptions. This mindset shift didn't just cure his phobia; it led him to discover his passion for helicopters and mastery mindset. For ambitious professionals, fear often signals the exact direction of your greatest growth. Stop avoiding what scares you; start running toward it.
Use Loss as Fuel, Not an Excuse
After losing his father three months post-mission, Keaton received life-changing final advice: "Everything I told you about safety was complete bullshit. Go do what you want to do." (07:07) Instead of playing it safe, he transformed grief into entrepreneurial fire, building multiple businesses while supporting his family. Turn your deepest losses into your strongest motivation—they often reveal what truly matters and eliminate excuses for mediocrity.
Master One Core Skill, Then Leverage Everywhere
Keaton realized he was exceptional at just two things: sales and marketing. (15:05) Rather than becoming a generalist, he weaponized this clarity—walking into any business from plastic surgery to dental offices with confidence: "I can 10x your revenue, you handle operations." Focus obsessively on your unique genius, then systematically apply it across industries rather than trying to master everything.
Social Media Beat Traditional Media at Scale
Despite becoming Discovery Channel's #1 reality show, social media consistently outperformed TV. (12:31) Their premiere broke records because millions of social followers tuned in on command. While others chased traditional validation, they built direct audience relationships that translated into $700,000 truck giveaway revenues from basic apparel. Own your audience distribution—it's more valuable than any media partnership.
Deliver Massive Value Before Any Ask
At his first 7,500-person event, Keaton made zero pitches—just pure value from world-class speakers like David Goggins and Gary Vee. (24:28) While everyone called him "an idiot" for leaving money on the table, this approach created unshakeable trust and differentiated him from every other event. Lead with excessive generosity; the economics follow when your audience knows you're genuinely invested in their transformation, not just your wallet.
Statistics & Facts
No specific statistics were provided in this episode.
