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Challenge Spotlight: Tackling sugar addiction with Mike Collins

Jul 18, 20224 minute read

Can you share a bit about yourself and your mission? What inspired you to start

I am the sugar free man. I founded about 13 years ago, and we help people from all walks of life get off sugar. It's a kind of labor of love. From what we call harmful users to addicts, from diabetics to 100 pounds overweight, we get everybody off sugar. I've been doing it for a long time and raised a couple of sugar free kids over the years. We host a huge event that's eight years in the running called the Quit Sugar Summit. So, it's just kind of my thing, and it’s been very rewarding.

What’s unique or unusual about the approach you take to teaching?

I mean, the secret sauce, really, for us, is the community. A lot of people don't get it, and I could go into a lot of peer reviewed studies about peer recovery and mirror neurons, but at the end of the day, it really is about the community. There's all kinds of insane levels of information about diet and weight loss and sugar online, and it just confuses people. And, of course, we clear up all that information, but, at the end of the day, it really is our forums, our zoom meetings, and our daily meetings that we think of as our secret sauce. And that's how people get well, to be honest. I mean, that's the the reason they get well, otherwise they're just too lonely in this world. In this culture, to be abstinent of sugar, and a lot of people have to go 100% abstinence. So it becomes more of a social puzzle than a physical policy, because they don't want to be the odd man out.

Why did you get set up on Framework? What appeals to you about it?

I mean, there you go—it's about the community. And Framework has the infrastructure that a small business needs to grow the infrastructure for a community. And that's really the long and the short of it. It's really the center for the community, if you will.

What’s been your favorite part of running your challenge on Framework?

The favorite part running my challenge on Framework would be the ease. Once I send them over there, they have all the instructions, everything they need, so they can plug right into a one stop shop. It's a hub for the forums and the meetings, the videos, schedules, recipes, and the journal—all that stuff lives on Framework. Plus there's an easy way to walk them through all of it, so it's less work for our customer service team.

How is the experience going for the members?

Once they get acclimated to the forum—as it's a little bit different than a Facebook or whatever—it becomes “the back office.” And people at first are not sure what a back office is, but then they start to realize that it's really a one stop shop, and it becomes town center for them.

Are there any goals that you have that you're hoping to reach this year?

We have pretty grandiose goals. I mean, in the venture capital world, they call this the addressable problem: How big is the addressable problem? Well, 78% of the people who died in the COVID the pandemic were overweight or obese and two thirds of the United States is overweight or obese. And every diet book in the world says, “Quit the white stuff.” The number one goal in all health is sugar and flour elimination or reduction. All of the rest of it is just details.

And you know, many people when they come to me and they've been told, “You're 100 pounds overweight,” “You have diabetes,” “You will die this year or next year if you don't stop using flour or sugar,” but they can't stop. That's where the word addiction in the domain name comes from. It truly is an addiction. There's a trite saying out there that says listen to your body. But people can't listen to their body when they're ingesting this toxin. They're literally disconnected from their body. And so we walk them through a program that has absolutely nothing to do with diets, culture, or exercise, so that they can just understand why the compulsivity to continue to use sugar exists. It's different than every other program.

And after 1000 written success stories, 10s of 1000s of people helped through all methods that we have, all the remissions we've had in type two diabetes and arthritis and all kinds of different maladies, the brain fog clearing, and a bunch of 100 pound weight losses, you start to realize that we're tackling a real underlying problem of this society.

So, our goal is to reach as many people as we possibly can, and get it down to childbearing age women, so they can transfer this to their kids, because, for the first time in history, the food pyramid came out and said that children should not eat any added sugar between ages zero and five. And the American Pediatric Association and the American Pediatric Dental Association agrees with it. I always say this is a product people need but they don't want, so it's been a little bit of a marketing puzzle for us. And having a community has tipped that marketing, because once people get involved, they start the to spread it to their friends and family by word of mouth. I think, as our meetings daily grow to somewhere in the 10 or 15 a day range, this whole thing tips and people will start to understand. So, big goals—not any numeric goals—just helping as many people to their goals as possible, and I think the rest will take care of itself.

If someone out there is curious about starting to make an impact on Framework but are not sure how to get started or whether or not to take the leap, what advice would you give them?

Get started. I’ve learned as an internet marketer for 20 years that if you haven't begun a process of aggregating together the people in your niche—whenever your niche is—you're just not going to be able to find your customers. You won't be able to pay for the advertising, you just won't be able to. There's no amount of advertising dollars that will get you that goal. So you need to start yesterday building a group of people who will be your raving fans or your followers. And that group needs to live under an umbrella of a community that you can reach regularly through a platform like Framework.

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