Catalytic Leadership

How Business Leaders Reclaim Energy and Clarity to Scale Without Burnout with Devan Gonzalez

• Dr. William Attaway • Season 3 • Episode 101

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Energy is not a luxury—it's a leadership system. In this episode, I sit down with Devan Gonzalez, a performance-focused fitness entrepreneur who helps high-achieving business leaders reclaim energy and clarity through simple, sustainable routines that fuel long-term growth. If you're scaling your agency and feeling the weight of fatigue, disconnection, or burnout, this conversation will reframe how you think about leadership—starting with your body.

Most business owners don’t realize how much their physical energy is silently sabotaging their leadership until burnout forces a pivot. Devan and I explore how business leaders can scale without burnout by anchoring their routines in habits that sharpen clarity, improve retention, and support sustainable leadership. You’ll hear how energy for entrepreneurs isn’t a bonus—it's the infrastructure for strategic thinking, emotional regulation, and team influence. This episode unpacks the high-performance habits that drive momentum and offers a new lens for how to lead from the inside out.

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Connect with Devan Gonzalez
To learn more about how Devan helps high performers integrate mobility, recovery, and strength into leadership routines, visit https://www.devangonzalez.com/ or connect with him on Instagram at @devan.gonzalez.


Join Dr. William Attaway on the Catalytic Leadership podcast as he shares transformative insights to help high-performance entrepreneurs and agency owners achieve Clear-Minded Focus, Calm Control, and Confidence.

Connect with Dr. William Attaway:

Dr. William Attaway:

I'm excited today to have Devan Gonzalez on the podcast. Devan is a mindset-driven entrepreneur the CEO of Strive11 Fitness, host of the Mindset Cafe podcast and the best-selling author of Money Muscle Mindset, the underground playbook for aspiring gym owners. With a deep passion for personal development, fitness and building thriving communities, Devan has dedicated his life to empowering others to unlock their full potential. From his start as a teenage martial arts instructor to becoming a fitness industry leader and franchise visionary, Devan's journey is a testament to resilience, innovation and the power of a winning mindset. Along the way, he's inspired countless individuals to break through mental barriers, achieve lasting results and live with purpose. Devan, I'm so glad you're here. Thanks for being on the show.

Devan Gonzalez:

No, thank you so much for having me. This is a true honor.

Dr. William Attaway:

Thank you so much for having me. This is a true honor. Welcome to Catalytic Leadership, the podcast designed to help leaders intentionally grow and thrive. Here is your host author and leadership and executive coach, dr William Attaway. I'd love to start with you sharing some of your story with our listeners, particularly around your journey and your development as a leader. How'd you get started?

Devan Gonzalez:

I think it really came from, you know, childhood, being the oldest of three boys and kind of naturally getting put into that leadership role of being the oldest brother. But also, at the age of 13, I got my black belt and I got the offer to become a martial arts instructor, and for me it was an honor to do so, because I didn't love martial arts right in the beginning I was actually. I was one of those kids that was too old to be in the little kid class, but too young to be in the older kid class. So I was in that weird middle ground and so naturally you get rounded up, you know, and so for me I was always getting my butt kicked whenever we had a spar.

Devan Gonzalez:

And then my coach essentially told me is that, you know, he had one of those mindset shifts with me. He was giving me a one on one lesson and he basically said he was like look, you're getting your butt kicked right now, right, and I was like, yeah, and he was like so what's going to be different if you actually try to fight back? And I was like, uh, I don't know. He's like well, if you're getting your butt kicked now and you're not fighting back and you fight back and you still get your butt kicked. Nothing changes, right.

Devan Gonzalez:

And I was like right, he's like, but what if you don't get your butt kicked when you fight back? I was like hmm, that's interesting. I was like fair point. I was like okay. And so when I did the next sparring session it was actually one of my testings for a belt and I went out and I was like I'm just going to swing for the fences, you know. And that was when I learned I can actually hold my own and that light and that light bulb for me and that self confidence I was built I wanted to help instill in others. So when I got the job offer for the martial arts instructor, it was like wow, like now I get to help lead other people to see that that light bulb moment.

Dr. William Attaway:

I love that. You know, I often say there's no such thing as a wasted experience, and I love how you took that experience that you had and you then funneled that into now serving other people. With what?

Devan Gonzalez:

you've learned. No, yeah, I mean, and that I think was kind of like the catalyst for every step I've taken and even for, like one of my my biggest, like you know, core values is, which is just having a positive impact on as many lives as I can, while I can, you know, with the whole tomorrow's never promised and everything. It's just like your legacy to me is every impression, every conversation you have with people. That's true legacy. So it's like I want to be that light bulb for as many people in as many different ways as possible. So taking that next step as a personal trainer, you know, next step as a gym owner, next step as a franchisor, like all those steps all kind of aligned with that same purpose.

Dr. William Attaway:

And through it all, mindset has been something that you have really focused on and you believe this is absolutely essential for success. Why do you think it's so critical?

Devan Gonzalez:

I don't. This is one of those things where I think there's a lot of things that are opinions and some things are facts, right, and for me I would almost argue and say that it's not even just what I feel. It's almost a fact that mindset is the start and ending of everything, right? Any successful person that you listen to, you listen to them talk about, you know their mindset, you know their drive, all those things they all sound very similar because they all have similar traits that allowed them to get to that level, and so my thought is that everything begins and ends with your mindset, right? So if you believe you can achieve something, you can. It may not happen immediately, but if you believe and continue to believe, you can achieve it, you can. But the moment you stop believing in it is the moment it becomes impossible, because you're going to look for every possibility or every reason why it's not a possibility or a reality for you to achieve that.

Dr. William Attaway:

That's good, I agree. I often say mindset is 90% of success or failure and it's really up to you. You have agency, you get to choose. A lot of people are looking at you and at your journey and they're like holy cow, man Devan's never struggled like I struggle. He's never had the hard days like I deal with with. His journey's just been up and to the right, like when, when. If somebody were sitting across from you and they were to say something like that, what would your response?

Devan Gonzalez:

be. I would just, I mean, I do get that, that response, and I do get that. You know that kind of comment here and there of even even so much of the you know, wow, you're so lucky. It's like how you know, you know, and it's like you see, and we see the tip of the iceberg for majority of people, right, and it's like you don't see the 18 hour days that I was putting in for not a, not a week, not a month, but years, right, you don't see the failed attempts, you don't see all of the graveyards of a business, ideas that came before the one that worked, right. And so it's like people see the end result and all of a sudden just try to rationalize it as luck. The luck is is made from your inactions and unluckinesses, from your, your unactions, right, your inactions on on something. So that's that would.

Devan Gonzalez:

My thing is like look, I struggle just as much as you launching the franchise. It took me almost 13 months to sell the first franchise. There was a lot of times where I was like you know what, Maybe I didn't go the right route on this one, Maybe I should have stayed a different course and then did this. But then you have that other side of your mindset. It's like, no, you knew this was going to be hard.

Devan Gonzalez:

No one told you how fast you were going to sell a franchise, so stay course. How fast we're going to sell a franchise, right? So stay course. Right. And you know, having your couple core people that keep you in line and you can kind of let them know what's going on, can help. But at the same time you have to realize, at the end of the day, you have to rely and believe in yourself. And it's almost like a delusional self-belief to a degree, right, because there's your past experiences of it not working out. It's almost like your resume of it not working, but it's like there's still that chance that you know again, betting on yourself, that you could bet on black and it hits right.

Dr. William Attaway:

You know, I love that. I love that metaphor. You know betting on yourself. You know, and I love your transparency in describing the graveyard of the business ideas that didn't make it Again. Most people are looking at your highlight reel. They're looking at the one that did and thinking, oh, this is so great. As you went through this process and you've touched on this a little bit, like it sounds like you had your bouts with imposter syndrome, like so many of us do. You know, is this going to work? Can I do this? Am I the guy that can pull this off? If somebody's listening and I know they are who is struggling at this moment with that, they're in that moment where they're doubting and they're wondering can this, will this, can I? Will I? What advice would you give them?

Devan Gonzalez:

I mean if, if you're thinking can or will, like you have to, you have to reframe it and be like look, it's not a matter of if, it's just a matter of when, right, and that's how I like the. I mean even back in in this, you know a little tangent, but even back in, like college, you know, it was like if I wanted to talk to a girl, maybe it didn't happen right, right then, but it wasn't a matter of if, it was just a matter of when we would get to connect. And that same area applies to business, right, the. You know, it's not a matter of if I was gonna open a gym, it's just when I was gonna open a gym. So I would tell people when I was a personal trainer, I would tell people I was opening a gym and they'd be like okay, cool. I mean, how many personal trainers say they're going to open a gym? 99% of them Right. And so when you tell that to someone like they give you like the pat on the head. They're like okay, you know, all right, kid, keep, keep going. But for me it was like it's I might not open it today, tomorrow, this year or in five years, but it's going to happen, right, and I mean there was probably a five year span of different partnerships, different investors, different you know ideas that didn't pan out or that I pulled the deal on because I was like I'm just, I'm forcing this, I don't want to be stuck in this one Um and so five years, you know, five years.

Devan Gonzalez:

After doing all that, then it flourished, right. And so it's like you have to realize that if you, as long as you still have the belief in it being a possibility, it's going to happen, and posture syndrome is all self belief, right, and that that doesn't change. Because even now I'm a part of a business mastermind and I got moved up to the upper level group and now we had a meetup in Rosarito. So now I'm already the CEO, I'm already the owner of the gym Launching the franchise at that point hadn't been launched yet but now this meetup, a lot of people didn't want to go to Rosarito, so there was like 10 of us there and so there was no hiding in the back right and imposter syndrome definitely set in when I'm sitting around eight figure earners, you know seven, eight figure earners, and all of them are, you know, have five to 10 years on me in age and in business, right. And so it's like, well, I'm the youngest one here and my business is the youngest one and I'm my business is doing lowest in revenue, like the imposter syndrome was definitely real.

Devan Gonzalez:

Is this even the right table I should be sitting at? Because when we had to do a breakout and you give advice to each other on different problems, it's like if I give them advice, are they going to laugh? Then I just thought and I was like well, what if I know something or have a different perspective on it that I give them that could help them? If I don't give it to them, then I'm doing them a disjustice. But if I do and they don't take it, no harm, no foul, it doesn't hurt me if they take it or don't take it. Might as well, just say it, just say it right.

Devan Gonzalez:

And after I did it and got stepped outside of my comfort zone, all the other nine people were talking to me afterwards like, dude, you're really smart, you have a lot going for you. And I was like, really I thought a lot of things I was saying was common sense. I didn't even think of it that way and then that was the first light bulb to realize that common sense, or what you believe is common sense, is only common to the person that knows it. Your life experiences, your things you've read all those things are all stuff that you know and now it's common sense to you, but other people may haven't experienced it, so it's not common to them.

Dr. William Attaway:

You know, I heard somebody say once common sense is not a flower that is planted in every garden. Yep, and I think that's true. You know, we, we have the curse of knowledge. We don't know what it's like not to know the things we know and have the experiences that we've had, because that's it's just normal for us. But other people don't have that, and I love how you describe that, that you can bring that to bear for other people who haven't learned or been exposed to those ideas, who haven't had those experiences, and you can leverage those experiences then to help them, to benefit them, if you're willing to be a conduit of that learning instead of just trying to hold it in for yourself and be a reservoir of it. I think that's one of the things that sets you apart. It sounds like in that mastermind, that's exactly what you were doing. You were sharing freely and openly, which is the best thing to do in that type of a setting. That's where you get the most value.

Devan Gonzalez:

No, exactly, I think that you always I mean a majority of things in life like you get in what you, or you get out what you put in right, you can't expect to do nothing and get the world in exchange. Like you got to put your effort in to receive it on the back end in relationships, in life, in business, like that's just. That's just how it goes. Nature of the game.

Dr. William Attaway:

I love that and I love what you said about feeling like you know, is this the man? Am I in the right room? I joined a mastermind last year and at the first session that we were going around, I was wondering the same thing, like holy cow, I'm not at the level of so many people around the circle man, am I in the right place? And I think that's so normal. And I love the transparency there, because I think a lot of listeners are feeling that too. But it's about putting yourself in rooms where you're not the smartest person in the room, where you're not the most advanced person in the room. Putting yourself in the rooms with people who are farther down the road than you are, that you can learn from, that you can be challenged by, that you can be inspired by.

Devan Gonzalez:

I think that makes a tremendous amount of difference in expanding our mindset to see maybe some things we've never seen before, so that we can achieve things we've never achieved before, exactly, and I think that doing that and stepping outside of your comfort zone because when you feel like you're the big fish, right, you've outgrown that pond and you need to become the little fish again, but you get fed knowledge and it helps you condense your timeline to growth or to success, because the other people in the room are going to level you up by their, by their ripple effect, right, and so being around them and getting in those bigger rooms and bigger tables, like that helps you, as uncomfortable as it is, as you know, much of an imposter, as you feel at the end of the day.

Devan Gonzalez:

For me, an imposter syndrome like you have to think about it is what? What do you feel an imposter about being an entrepreneur? Like, do you own a company? Well, you're an entrepreneur, right. It's just a title on paper, right? So what are you setting yourself to feel and posture of that? You're not an eight figure entrepreneur, like those titles don't really matter.

Dr. William Attaway:

Right, that's exactly right. I want to talk about something that you mentioned a minute ago and it really it struck me because I watch a whole lot of people never make the turn that you made, moving from an individual contributor a personal trainer in your case into somebody who is going to be a gym owner and then the CEO of a franchise. That's a turn and most people do not make that turn for a variety of reasons, but I think foremost among them. We get a dopamine hit from the individual contributor stuff. We get that dopamine hit from achieving and doing and getting our hands dirty and all that from achieving and doing and getting our hands dirty and all that. And for a lot of people it's hard to make the turn to learning how to lead a team where you're not doing everything anymore. You're getting things done through other people. Did you struggle with that? Was that a hard turn for you?

Devan Gonzalez:

Oh, 100%. That's probably one of the hardest turns, I would say. Opening a business is easy. Growing it obviously is tougher. But the first tough part of that and I think the hardest part, for me at least, was not necessarily delegating, because you can delegate meaningless stuff, but giving a task that you feel that are super important. In large scheme of things, they're probably not as important as you're letting them believe they are.

Devan Gonzalez:

But that first step, even with my business partner who you know, my former business partner, who wasn't an entrepreneur, you know, even with him, like when I stepped away to launch the franchise side and letting him run everything, like it was kind of putting a lot on his plate, but I had to trust the you know the stuff that we worked on and stuff You'd be fine. And also trusting my team that I've taught them well and they've grown, and not being the bottleneck that you know comes to solve every problem. So even when I launched the franchise, like I was even just in the back office, then I was getting them coming back to the back office, asked me every single question, big or small. Majority of the times there were small questions and it was like look, you guys know the answer to this? Like I don't, you know. So I was like then it was always like daily, you know, if not hourly, like what do you think we should do? Well, I think we should do this, exactly, okay. So why did you come back here? Right, you know? So it's like. But then, but having them buy into it and like realize they know it, they don't need to get my approval on all the little things.

Devan Gonzalez:

So then it was like, okay, I had to actually step out of the gym and, you know, work remote. And then it would be my business partner would call me and he'd be like hey, you know this member X, y and Z, what, what do you want to do? And I was like all right, what do you want to do? Like. And then he was like I don't know. And I was like I was like, honestly, I'm on the phone right now with someone else. I was like you know, make a decision, let me know. And I would just hang up. And I wasn't even on the phone with anyone else, like I just wanted to, I just wanted to force him to make some decisions.

Devan Gonzalez:

And I told him afterwards. I was like we'll talk about it afterwards, right, I was like I don't make every right decision. I was like I'm the one that has made majority of the wrong decisions in here. Right, we've lost thousands of dollars because I've made bad decisions in terms of we should use this software versus this software and it not pan out and us having to switch, and so forth. I was like so there's a lot of learning that comes a lot with it, and learning comes from those mistakes. So I think that realizing that if you want to grow a business, you need to be able to delegate, otherwise you're always going to be working in your business and not on your business.

Dr. William Attaway:

I love the question that you asked there of your team. What do you think? I think that's one of the most powerful questions because it helps them learn to own not just the responsibilities and the tasks, but the authority. When you learn how to delegate authority, you're going to start making traction. You're going to start seeing change. I love that. That's part of your story. Let's talk about Strive 11 Fitness for a minute. What do you believe makes Strive 11 Fitness different? I mean so many franchises, right, so many fitness franchises. What makes you believe makes Strive 11 Fitness different? I mean so many franchises, right, so many fitness franchises. What makes you guys different?

Devan Gonzalez:

So Strive 11 was kind of founded off of my personal training experience and to give you a little backstory on it, right, like when I was personal training, I would send my clients to boot camps in between our sessions because majority of people didn't want to follow homework, right, and follow workouts to do so I'll be like, okay, go to you know gym A or gym B or whatever and do these in between. And so they would do it. And over the years I mean I was a personal trainer for 15 years, right, and so over the years I would have them come back with similar complaints with different brands over the years. And I was like, with similar complaints with different brands over the years, and I was like it's crazy that they all have the same problem. Like, are they not solvable? Or did one company start another company was like, look, that's working, I'm just going to copy and paste it, change colors, change logos and we're good to go. And in most cases that's pretty much what it is. You know their spiel or whatever they say their differentiating factor is isn't really a true differentiating factor, whether it's the amount of time they're working out or you know a heart rate system. It's like majority of gyms do that as well.

Devan Gonzalez:

But for Strive 11, essentially, our whole goal was to solve the problems that they weren't solving, and number one being class times right. So it is a bootcamp style model, but we don't have class times, right. So you can come in just like you would at a corporate gym, at a big box gym, and once you walk in the door then you would start your workout at that time, but you get the same energy, the same feel, the same group experience as you would in a bootcamp, a traditional one that everyone starts the same time because other people are already doing that workout, right, and whether they're almost done, whether they're just starting, you're all working out and doing the same stuff. So when you walk into the gym, one of the trainers greets you, they show you the warmup and then they put you into one of the 11 stations that's where the 11 is, drive 11 comes from, but one of the 11 stations, all the stations, are on a singular timer for the room, so all the stations are rotating, you know, every about two minutes, and so once you come in, you get placed into essentially this rotation. That just doesn't stop Right.

Devan Gonzalez:

And then you can do one round of the 11 stations, which is 30 minutes. You can do two rounds, which is an hour, and then you know in any combination in between. But then you do the abs or the cool down station afterwards and in total you can do up to like a 75 minute workout, right. But if someone's in a rush today, you don't need to do the warmup, you can stretch real quick, hop in, do 11 stations out in 30 minutes, right. So it's like our whole thing is like something is better than nothing, and I guarantee 30 minutes here is going to be more calories burned, more muscle focus than you doing an hour alone at your gym, right.

Devan Gonzalez:

And so that was the one of the biggest factors of eliminating class times for people, because traditional class times don't work for a lot of members. You know, and showing up late always kind of brought up that you know, when you're in middle school or in high school and you walk in late to a class and all of a sudden everyone turns and looks at you and you'd hear a pin drop, right? People get. People are already nervous coming into the gym in the most case, especially in the beginning. Well, we eliminate that because you're never late, right? So no one's really turning to look to see who came in, because again there's people coming in, there's people leaving the entire time.

Dr. William Attaway:

I love that, I love the model and I love the fact that you've really put yourself into the, into the mind of your ideal clients and thought what are they really struggling with? What are the things that make this uncomfortable for them? And you've really tried to dial into those and address those.

Devan Gonzalez:

That's really creative have other like features and stuff. Our whole thing is always to solve the problems that would keep a member, you know, in terms of retention and so forth, one of them being that we have a meal plan service. So if you want custom personalized meal plans, we have a software that does that as well. So we have a custom meal plans. We have, you know, body composition scans. We have the heart rate technology, we have the challenges, we have all the different areas of fitness and personal development that you could think of to make sure our members are getting more of a holistic approach to their journey.

Devan Gonzalez:

Right, and that's one of the things that members do like is, yes, a lot of gyms will say you know, you should feel better, look better, your clothes fit better. That's all cool, but that's also, I feel, you know, kind of a scapegoat to you know, actually giving people what they're paying for. So, having the body composition scans, it's like these are your actual numbers and whether they're good or bad readings, like we can adjust from there. Right, we can see when you plateau, we can see if you're declining, and then we can talk about it. Right, and that's one of our biggest things is like look, there's going to be ups, there's going to be downs, but just like in anything in life, you can't fail if you don't give up.

Dr. William Attaway:

I love the use of objective data there instead of just a subjective feel you know, because I think data tells a story and I love that you're utilizing data in such a way that people can see the story and they can say, ok, this is, this is the reality, that he is not what I feel like today or what I wish were. This is what it is today. I think that's that's brilliant.

Devan Gonzalez:

And I mean just like in business, as you know like you can't improve something where you don't know the numbers right. So that's exactly right If you're like I don't care what someone's weight is, right. But because people get kind of obsessed about their weight on a scale, it's like we tell people like that's one piece of the equation I need. I'm looking at your percentage of muscle increase or decrease, your percentage of body fat increase or decrease your water retention, like those are the things I'm actually looking at. Your weight is just one of the pieces of the equation that gives me that. That's good.

Dr. William Attaway:

That's really good. Let me talk about you for a second. So your team, your business, your clients, now your franchisees, need you to lead at a higher level today, Devan, than was true three, four, five years ago, and three, four, five years from now that's going to be even more true. How do you level up as a leader? How do you develop the skills that your team, your business, your clients are going to need you to have in the months and years to come?

Devan Gonzalez:

I think that it's it all starts again with, like, the mindset or realizing that I don't know everything, right, no one knows everything. And the moment that you think that you know everything is the moment you're actually going to start declining. But having almost you know I heard this, this title, this analogy but a white belt mentality right Always. You always be learning, right and know that you can always take something new from a conversation, from a podcast such as this. You know a book right and know that you can always take something new from a conversation from a podcast such as this. You know a book, right, there's always a new perspective, there's always a new, you know, angle, but there's always other skills because, again, the world is always evolving and there's new things and new developments all the time.

Devan Gonzalez:

Like, you have to stay on top of your game, but you can't know every, you can't solve every problem that may or may not happen, right, so sometimes you also just need to know that you're adjustable, right. So I don't think I'm the best or anything in that nature, but I know I will outwork anyone that is put in front of me because of my past. You know resume, right, I've done so in the past and I know I have that belief in myself that I will do so in the future. And I know I have that belief in myself that I will do so in the future. So if something happens in you know, a problem or something I've never overcame, I know I have the ability to resource and ask and, you know, do research to find the answer.

Dr. William Attaway:

I love that teachable spirit and that never stop learning mindset. I think that's so good. In that vein, is there a book that has made a big difference in your journey that you would recommend to the leaders who are listening?

Devan Gonzalez:

I mean there's a lot, but I would say one of the biggest eye openers for me, in terms of leadership especially, was Jocko Willing's the Dichotomy of Leadership right, and the reason it resonated so much with me is because I read it at the time I was just starting to delegate right, and so I think it left a huge imprint on me. But also having to train my managers and train the franchisees to understand the same principles, I think it's so crucial, because when your team is doing poorly, it's your fault, right. When your team is succeeding, it's because of them, right. And so, realizing that if they're doing something wrong, is it because they don't have the skills, the knowledge you haven't taught them, the system and process, or it's something that needs to be fixed, and that's something that you need to analyze. And in doing so, when you're, you know, letting them know of a problem or letting them know that they did something wrong, instead of just correcting them, like, let them know, like, hey, look my fault, I, maybe, I, maybe I under explained this wrong. Right, when we do x, this is how you do it. You do it by doing a, b and C, right, so you know, and you go through that way. That's again my fault, maybe I didn't teach you in that way or explain it in a certain way. And then, all of a sudden, by you having a buy-in to their mistake and being their leader, it actually has them buy into the mistake as well. Like for me, I don't accept excuses, right, I do not accept excuses from my family, from my team at work, like excuses.

Dr. William Attaway:

It means you didn't accept responsibility for the mistake, but I do accept mistakes Right, because that means you know something went wrong, something didn't happen Right. There's so much insight and wisdom that you bring to this conversation and I'm so grateful that you're willing to come on and share this with our listeners. I know many of them are going to want to stay connected to you and continue to learn more from you and about what you're doing. What's the best way for them to do that?

Devan Gonzalez:

I mean, the platform I'm on most is Instagram, and I mean my handle is just devangonzalez, but you can go to my website, it's just devangonzalezcom. It has pretty much everything about me on there, excellent.

Dr. William Attaway:

We'll have all those links in the show notes, Devan. Thank you for your time and your generosity today. Thank you so much for having me.

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