Jason Allan Scott is The Eventrepreneur, an award-winning event professional, a serial entrepreneur who has created and sold several companies on three continents. An Entrepreneurial consultant, Professional Speaker, Best Selling Author, Contributor, Startup impresario and a part of Tim Ferris’s NR set. Sold the biggest pre-sale in Holmes Place, Gyms,
Scott created the largest swimming school in Asia, now teaching over 100 000 children a day to swim and founder of Calisthetics® where he trying to define athleticism, to teach it and test it at his events and finally at The Calisthetics Games® to find “The Greatest Athlete”. Scott is also the founder of, Lokkima, the fastest growing aesthetic cosmetic technology business in the world with 24 locations across the globe.
You seem to have been able to create a personal brand, how did this happen for you, was it a conscious decision?
I am the author of my own own success, I started my career in the UK in gym membership sales, where I immediately started making a name for myself.
“I was working for Holmes Place. They were selling the concept of a gym in the City of London and had no idea how to tackle it because it didn’t actually exist yet.
I went in and restructured how they sold by selling to corporates based on an HR ideal i.e. if you joined the company you could get a gym membership, so it became an attrition tool. It meant we became the most successful pre-sale club in Holmes Place history, which was phenomenal.”
The tactic generated £1.5 million in revenue in the first three months and, due to its success, the company was bought out by Virgin Active. Jason went on to work for Novus Leisure, the company behind Tiger Tiger and other London nightspots.
“I had a friend who worked there and she phoned me up and said ‘If you think you did good in gym, you should try events. I think you’d be amazing.’
“At Novus I worked to get corporates into their worst location in London, Ruby Blue and I worked my butt off. I believed in Malcolm Gladwell’s 10,000 hours – if I could do anything for 10,000 hours I’d be a master at it, so I became the most prolific worker in Novus history!”
“I just called. I called every corporate in the area. I worked with a traffic light marketing plan where I attacked everyone really close – who were the green – and then worked through the orange and the red.”
I made a break through when I convinced a woman to give me a shot with ‘The Dark Knight’ movie to stage their pre-premier party in the venue.
“It became a lot easier after that,” he says.
Having worked my magic, I left to start my own business.
I lasted three whole weeks and then I got a call from a guy who said, “I’ve heard you’re amazing at events. I have this space and I’d love you to help me make it successful.’ That space was No. 1 Leicester Square – The Penthouse.
As it transpired, this job was a tall order.
“The venue had a terrible reputation. Everything I Googled talked about a ‘drug den’, a ‘den of iniquity’, – it was awful! I couldn’t get corporates to go there no matter how much I tried to reposition it.”
They say necessity is the mother of invention, and it was amid this desperation that I had a light bulb moment and created my online persona ‘The Penthouse Lord’ was conceived.
I came up with this ridiculous idea to become the brand, To be ‘the party guy’. The thinking was that people would come to me and then I would redirect them to The Penthouse.
“I would run all the press around me, and the brand around me, and if people Googled me they would only get good things, and they wouldn’t get all the stuff about Leicester Square being shut down because of drugs, or the fact that the place was run by a Hungarian gangster.”
It sounds like a good solution to a tricky problem, but in practice, how does one go about creating a brand around a fictional character?
“I had to create a lot of content and then turn that content into authority,”
For me, that was about identifying myself with certain people. Working with Unilever on the Lynx ‘Fallen Angel’ launch campaign showed we could work with corporates, doing film premiers meant we could handle entertainment. I then went after theatre production companies and we did the afterparty for a Keira Knightly play called ‘The Children’s Hour’- that opened us up into the theatre market.
Which books do you feel influenced you in your personal development?
Mindset: The New Psychology Of Success
by Carol S. Dweck
Man’s Search for Meaning
by Viktor E. Frankl
by Angela Duckworth
Zero to One: Notes on Startups, or How to Build the Future
by Peter Thiel
Linchpin: Are You Indispensable?
by Seth Godin
Relentless: From Good to Great to Unstoppable
by Tim S. Grover
Bold: How to Go Big, Create Wealth and Impact the World
by Peter H. Diamandis
The 4-Hour Workweek
Book by Timothy Ferriss
How to Get Rich: One of the World’s Greatest Entrepreneurs Shares His Secrets
Book by Felix Dennis
Your podcast gave you the opportunity to pick the brains of world class perfomers, is there anyone you would love to interview and why?
So, on The Guest list Podcast I’ve spoken to quite a handful of successful entrepreneurs who have reached the million dollar mark. But one of my dream guests is to interview Tom Bilyeu – the Co-Founder of the Billion Dollar Company called Quest Nutrition!
I want to dive deep into the routines and habits that it takes to build a Billion Dollar Company and get him to explain how to avoid the mistakes that they made when they first started, and how to know when you grab an opportunity that’s in front of you. He also shares some history with me and it would seem the matrix had as much of a life changing effect on him as it did me and that’s the point of all I do, to wake people up, to effect and to create value.
What was your biggest mistake in business and what did you learn from it?
When I was 27 years old I saved for 10 years before starting my own company., OPM( Other peoples money) and my plan was simple, I would print promotional t-shirts, get pre-payments from clients, have the shirts printed, and mark-up the cost. I talked to the largest grocer in South Africa and pitched my idea. I signed it 48 hours Katerina and was over the moon, I immediately bought the t-shirts however fourteen days later, the T-shirts had not arrived – there was major mismanagement of logistics and the shipment was somehow lost. I tried to call the grocer and asked for an advance on the money, but I was reminded of a clause I never did read which said – “We will pay 120 days after delivery”. Instead of responding, I reacted and I went to the worst person for advice – a loan shark. I got the money, but again I didn’t read the print – the APR was 48%! I am a man of my word and so I delivered the shirts on time, but it took the loan shark 90 days to drive me off the business but worse then this, it took 24 months for me to believe in myself again. My learning was to always read everything, your network is your nett-worth so get the right people around you for advice and always, RESPOND and NEVER REACT!
What do you feel was your greatest moment and why?
I just found out I had MS, I was still running events and trying to start a tech company while running a podcast telling the world why and what I was doing to make it work.
It was Feb 2015 and we went from barely scraping by at about 1,000 to 2000 in revenue a month, to all of a sudden doing 20,000 in one month.
I was, of course, blown away at the growth, but I still felt like it wasn’t a sure thing. What if it was just a onetime fluke? At the time an accountant of mine told me that this meant I had a real business on my hands. I remember it so clearly, he said, ‘I know you may not think so yet, but trust me, I’ve seen this enough before to know that this is a real thing.’ I think it took me another eight to nine months of continued growth and then another month where we doubled our revenues to really believe it.
I should also mention that it took a solid 1.5 years to get to that first 30,000 month. Sometimes I look back on that time and wonder why I kept going, and I really think I can only attribute it to two things: Blind stubbornness and the fact that even though we had something that provided Profit and Purpose and lastly the users we had loved the product. The product was a machine that helped you lose fat in 12 weeks naturally with little to no exercise, no surgery and no downtime and a business model that allowed for active or passive income.
Each time we would sell a machine and then focus on that buyer to make her or him a success and once they were a success they would (without exception) tell someone about the machine, the business model, our support and their success. By working on our clients, our clients worked on our business. We have since grown to 24 locations around the world and 23 successs. The greatest moment however was with sale 1, to my father who after 3 years said, I have enough to retire. This man, who had played two parents to me my whole life was finally taken care, just like he had taken care of me his whole life.
Where do you see yourself 5 years from now?
I am not sure if I will be in events or talking more or promoting more trade development or the importance of creativity or entrepreneurial thinking but I know that the pillars I base all my work on will be there:
To support young people in achieving their potential
To aid social mobility
To help local communities
To tackle discrimination, and to boost the UK economy.